How This Sales Team Closes Deals In Half the Time With Short-Form Video [Endless Customers Podcast Ep. 132]

This transcript has been generated by AI and not checked for accuracy. 

00:00:00:00 - 00:00:05:01

Adam Martin

Just the amount of growth that we've seen and things like our YouTube, our social media,

00:00:05:03 - 00:00:06:21

Adam Martin

even our, our website engagement,

00:00:06:21 - 00:00:09:02

Adam Martin

just in the last year of working with,

00:00:09:05 - 00:00:14:01

Adam Martin

IMPACT and working with Endless Customers has changed the way we do business.

00:00:14:01 - 00:00:16:18

Adam Martin

from the ground up.

00:00:16:20 - 00:00:34:05

Bob Ruffolo 

You're listening to the Endless Customers podcast, brought to you by the team at Impact. Ellis customers is the proven system to become the most known and trusted brand in your market. You want to start to learn the principles of endless customers and how you can implement them in your business. Pick up a copy of Endless Customers, the national bestseller.

00:00:34:05 - 00:00:55:22

Bob Ruffolo 

Wherever books are sold. Ready to start implementing endless customers in your business? Talk to impact about how our coaching program can help you implement endless customers to success. And if you want to experience endless customers in person, do not miss our upcoming conference! Endless Customers live in Chicago March 30th through April 1st, 2026. Registration is now open. And now onto the show.

00:00:55:22 - 00:00:57:16

Bob Ruffolo 

Here's your host, Alex

00:00:57:18 - 00:01:22:02

Alex Winter

Short form video can feel intimidating. Especially if you think you need a big budget or a full production team to make it work. For a lot of companies, that belief is what keeps them from even getting started. Today's episode shows there's another way we're joined by Adam Martin. He's the media director at Hoel Roofing. Adam built a simple, repeatable system for short form video by empowering the sales team to record quick selfie style videos.

00:01:22:04 - 00:01:28:10

Alex Winter

Those videos have become Hoel Roofings, best performing shorts, and a key part of their endless customer's journey.

00:01:28:12 - 00:01:49:16

Alex Winter

In this conversation, we'll break down how the process works, why authenticity often beats polish, and how this approach helps answer buyer questions and build trust earlier in the sales process. So if you're struggling to get traction with short form video, or you're early in your endless customer's journey and you're not sure where to start, this episode will give you a practical place to begin.

00:01:49:18 - 00:01:51:21

Alex Winter

right, Adam, welcome to the show.

00:01:51:23 - 00:01:55:10

Adam Martin

What's up? Alex, I'm having the Or. We're here and we're having fun, right?

00:01:55:16 - 00:02:13:20

Alex Winter

Absolutely. Yes. This is, your first time on the show. It's great to meet you. Great to have you here. We have a lot to discuss. The main topic being video today. But before we get into the meat potatoes, can you just set the stage and let our viewers and listeners know what Hoel Roofing is a little bit about yourself and just kind of set the stage for your business?

00:02:13:22 - 00:02:42:06

Adam Martin

Yeah. So Hoel Roofing, was started by my bosses, Bob and Emily about eight years ago now, is when they filed the LLC. And it just started as a way for them to provide for their family. I mean, legitimately, to do their own thing in a way that they can bring their kids up, in a business and understand the value of good, hard work, you know, on a, on a day to day basis, you know, and to, to earn your living with your hands.

00:02:42:08 - 00:03:10:04

Adam Martin

And they've kind of pass that on to each and every one of us that they brought onto the team since two. So, I've been with Whole Roofing for four years, going on five this coming November. And even when I first got started with them, you know, I had a little bit of video stuff going on, but I started out going out to job sites, you know, helping, swing a hammer, like, we like to say it, you know, actually doing not putting shingles on that is never going to be any part of my job.

00:03:10:04 - 00:03:38:13

Adam Martin

It never was. But, you know, some of the, you know, you know, tightening screws, you know, like doing that sort of thing, like the remodel side of things I helped out with here and there, but dominantly, in the last two, two and a half years, I've shifted more to this media director sort of position, less in the field and more of the actual like taking care of the website or shooting videos, you know, working with the team, basically just directing the marketing for the entire business.

00:03:38:18 - 00:03:49:01

Alex Winter

Oh that's excellent. That sounds like quite a evolution. Where did you start out? Would you start out as a videographer or did you come in as, as, as more of like Remodeling Inc. and the construction piece?

00:03:49:03 - 00:04:07:20

Adam Martin

So the job that I actually applied for, that, that Bob posted, was just for somebody to help out on job sites who knew how to back a trailer. And so I was like, hey, I, you know, I went to church with Bob and Emily years ago. I was like, they're they're good people. I need a job.

00:04:08:01 - 00:04:10:17

Adam Martin

I'll see what it's all about. You know, I could back a trailer, so.

00:04:10:22 - 00:04:25:12

Alex Winter

Wow. And it's evolved into you becoming the head of marketing? Almost. That's what it sounds like to me. And running all the media. Did you ever think that that was going to be your journey as you were, as you were starting to work with Bob and with the team?

00:04:25:14 - 00:04:49:09

Adam Martin

Funnily enough, because Bob also helped, like Bob and Emily also helped with our youth group at the church that I met them, that, Bob knew me well enough that when I sat down for my first interview with him, we actually, I say, sat down. We actually got into his truck and he drove to a job site, took me with him, and he had the conversation with me like, hey, I kind of know, like, because I know you well enough and because I kind of know your skills, too.

00:04:49:14 - 00:05:12:06

Adam Martin

Like, this is what I need you to do for the time being. You know, I need you to go out to the job sites and swing a hammer like he said. But I also know that that's not what you're called to do. And so I want you to eventually you know, evolve into this other position. Got everything go the way that I'm planning, you know, or that I really want everything to go with this business, too.

00:05:12:07 - 00:05:31:06

Adam Martin

So. And luckily, and by the grace of God for us, everything went, you know, dominantly according to plan, you know, as small business does. But we're here. We're still sitting here, right here in the little town of Rushville, Indiana. And I get to say that I work not even a quarter mile from my house, so that's wonderful.

00:05:31:07 - 00:05:51:13

Alex Winter

That's wonderful. It sounds like you're very passionate about what you do. And it's also with friends and family, and it's convenient. I mean, that checks all the boxes. That's really. Yeah, a spectacular scenario there. So congrats on all of that. I'm curious though. Thank you. So you're talking with Bob and Emily. You're coming into this job. Was there conversation about endless customers, the book or the system?

00:05:51:13 - 00:06:01:23

Alex Winter

Like were they already practicing that? Can you give us a little background on like how that came into play as far as being a small business and starting to go on that journey and what that look like.

00:06:02:01 - 00:06:22:19

Adam Martin

So especially in the like three years ago, sort of a range at this point, Bob actually encouraged us as a team to start, you know, like reading a book every, you know, at least once, once a quarter, once a month, you know, whatever our, you know, our personal cadence, you know, worked out to be. But just, you know, for some development, some growth, something like that.

00:06:22:21 - 00:06:59:01

Adam Martin

And from the very beginning, Bob challenged me to work in at least 1 or 2, like marketing driven books, you know, from the beginning. And magically I, you know, by the grace of God, as I like to say, one of the first books that he handed me for, you know, the marketing based was actually a, small book by the name of they ask you answer which has evolved into this endless customers, you know, idea and principles now, but it was one of those I sat down and I started reading it the first time, and I was just like, man, this has really great ideas, but I just have no

00:06:59:01 - 00:07:35:06

Adam Martin

idea how we, you know, we work this in with the business. And so, you know, through finishing the book, through, you know, I actually read it a second time to, before we got started with impact and, you know, with endless customers now, and we've slowly started to ingrain those ideas into the business, but I think it was really when we actually, like, partnered up with you guys and, got to experience that one on one coaching with people like Brian and Lindsey and Joe, you know, and everybody else that I've worked with personally, you know, that it was like, oh, yeah, okay, I remember this, I remember that.

00:07:35:06 - 00:07:41:01

Adam Martin

Okay. So that's how these things really work together. And, you know, we were able to really build things out from there.

00:07:41:06 - 00:07:59:12

Alex Winter

Yeah. No, I hear you. And I'm curious too. So you got my wheels spinning, right. You started to work with coaches. We we recommend that. It's a really wonderful system. It's a proven system, but it takes time. It takes energy. It takes resources, it takes dollars. You know, it's not something. You just flip a switch and go.

00:07:59:12 - 00:08:08:14

Alex Winter

So I'm curious, what made you guys want to talk to us and engage with impact and to start the coaching program versus, trying it on your own.

00:08:08:16 - 00:08:13:15

Adam Martin

So Bob is a.

00:08:13:17 - 00:08:44:14

Adam Martin

Very careful person. We'll say, you know, very openly that way. And at least a couple of his buddies from different, you know, groups or things, you know, the other roofers or people in the contracting services, you know, that he he was familiar with it. He'd grown to know and trust. At least a couple of them had been like, hey, so we've been doing this impact marketing thing and you should at least check it out because we think it could be really good for what you guys are trying to do.

00:08:44:16 - 00:09:04:18

Adam Martin

And so we ended up just reaching out, you know, and I think, honestly, it was Bob at the very beginning, it was just like, hey, I'm going to reach out, see what this goes. And then after the first meeting or two, he like, started roping the rest of us in, you know, to get our respective our feeling and just like, hey, does this seem like something, you know, that you guys think would be beneficial to us?

00:09:04:18 - 00:09:25:01

Adam Martin

Because I don't want to put words in your mouth, but 100% I I'm ready to go all in with it. And we all agreed, you know, we had I mean, all the way up to when we had our very first alignment meeting. You know, when you sit down with a coaching company of any kind and they're like, okay, our first meeting is going to be four hours.

00:09:25:06 - 00:09:55:08

Adam Martin

Everybody looks around and goes, okay, seriously, four hours, you know, because you know, in our opinion, you know, with everything it's like, man, do I even have the four hours in my, my day to dedicate to that? Sure. I, I firmly believe now like one of the best things that we've done, I mean, for the business, for anything else and I mean just the amount of growth that we've seen and things like our YouTube, our social media, like, which I count YouTube as a social media.

00:09:55:10 - 00:10:11:08

Adam Martin

But, you know, like even our, our website engagement, our Google engagement numbers, like everything just in the last year of working with, with impact and working with endless customers has changed the way we do business. You know, from from the ground up.

00:10:11:10 - 00:10:28:19

Alex Winter

Wow. That's really a really great story. And I love hearing that. At least from what I'm what you're saying, it sounds like Bob really didn't try to force this on you and wasn't like, I think this is what we should do. Everybody get on board. He really wanted your input. And getting that buy in is critical.

00:10:28:19 - 00:10:44:17

Alex Winter

So for people out there watching and listening, when you have that buy in and the whole team is tracking in the same direction, it creates this groundswell that really that really, I don't know, it it does a lot of good work, a lot of really good work and helps you grow your business. And it also seems like very exciting and motivating.

00:10:44:17 - 00:11:07:04

Alex Winter

So you did the alignment day. You had your for your four hour long meeting, which I know, I know it seemed a little intimidating and it was definitely worth it. What were the takeaways from that alignment day? Like you come out of that meeting, your your team seems to be all focused on the same the same trajectory. What were like the instant takeaways like, all right, we're going to do X, Y and Z coming out of this, and getting after it.

00:11:07:06 - 00:11:22:02

Adam Martin

I'm pretty sure the comment that we made between us as we, you know, close to the zoom call and, you know, we're just kind of sitting there in the, you know, the everything afterwards because, if you see me point that way, it's because my office sits right next to the room where we did the meeting with everything.

00:11:22:02 - 00:11:31:01

Adam Martin

Our big, like, conference room. Okay. But as we were all sitting around after the zoom, the zoom meeting ended. It was just like.

00:11:31:03 - 00:11:42:02

Adam Martin

We've got a lot to do. Like, this is going to be a lot for us to work on. But at the same time, it was like, okay, let's get started. You know, let's let's get this rolling.

00:11:42:02 - 00:12:08:13

Adam Martin

Because not only were we shown like, you know, what would be possible with what we were going to do, but we were shown how we were going to achieve it. Because from the moment that we saw the roadmap, you know, the first time was just like, hey, these are the points that we look for, you know, for these, you know, these time periods of working with us, you know, these indicators, these markers that show us that, you know, that we're progressing the way that we should be.

00:12:08:15 - 00:12:35:21

Adam Martin

It was encouraging because we were already doing some of the things that were in the, you know, like 3 to 6 month part, you know, like we had already checked some of the boxes across. So it's like, okay, we've got some work to do, but we don't have an unbearable amount of work to do, you know, like it seemed possible, you know, and I think that was important for us too, because it was it brought us to the point that we were like, okay, we're on board.

00:12:35:21 - 00:12:43:00

Adam Martin

We're ready to go with this. Now. We just got to bring the rest of the team, you know, up to speed with everything and get things rolling, right?

00:12:43:05 - 00:12:57:03

Alex Winter

Right. So from a content standpoint, can you paint the picture of like, what were you guys doing before? And then maybe how this, this system and going on this journey has shifted how you do content and like what that mix looks like for you in the team.

00:12:57:05 - 00:13:24:06

Adam Martin

Yeah. So before we started working with and as customers of Impact, 100% of our content was just like, hey, I think it'd be a good idea if we shot a video about this, you know? And so we had a few videos that kind of explained, like stuff that we did or, you know, like that were the idea of like, hey, you need to hear things that you need to do to prep your house for, you know, for winter, you know, like that, that sort of thing.

00:13:24:08 - 00:13:24:17

Adam Martin

And.

00:13:24:17 - 00:13:30:04

Alex Winter

And did you have a videographer in-house at the time? Was this like, you already had somebody on the team or. Oh, this is you. Yeah. Okay.

00:13:30:07 - 00:13:45:13

Adam Martin

100% like it was just extra on to, you know, like anything else that I generally was doing. You know, if I was going out into the field or whatever, like it worked because when I was out in the field, I could get some footage, you know, just carrying my phone around, you know, and get get enough to make it happen.

00:13:45:15 - 00:14:02:22

Adam Martin

And then we would walk out days and I would shoot, you know, the content of the video with Bob or, you know, or I would, you know, have this computers right here in my office, and I would just swing a mic down in front of my face and, you know, record whatever voiceover we needed for the video, you know, stitch it all together.

00:14:03:04 - 00:14:24:08

Adam Martin

Like, luckily, my, my degree is actually in digital video production. So, you know, I'm very used to and, you know, have done a lot of editing in premiere, you know, like a lot of that side of everything so that, you know, all the editing side was natural for me, like it was getting all of the ideas together.

00:14:24:08 - 00:14:43:05

Adam Martin

It was putting the videos together, like building the story that took the most time and the challenge because it wasn't so much me telling the story. It was me getting the story we were trying to tell, you know, going. But yeah, back in those days, it was 100% just like, hey, when we find the time, let's do it.

00:14:43:05 - 00:15:02:17

Adam Martin

There wasn't really any real cadence to it. There wasn't really any real planning to it. It was just, hey, this sounds like a good idea. Yeah, we should do that, you know? So we put out some product videos if you want to call them, you know, like we we did different videos for all the different styles of metal roofs that, you know, that we install.

00:15:02:19 - 00:15:20:02

Adam Martin

We did, you know, installation videos like explaining to people all the steps that go into it. But like I said, there was no real branding. There was no real cadence. There was no real structure to to what we were doing. It was just it'll happen when it happens sort of thing.

00:15:20:02 - 00:15:40:02

Alex Winter

Gotcha, gotcha. So once you started to work with a coach and you started to understand the endless customer system, especially talking about video with like, the selling seven and assignment selling, how did how did that affect your content going forward and like a strategy around it or like starting to shape content that was going to answer your buyer's most pertinent questions?

00:15:40:04 - 00:16:04:21

Adam Martin

Well, in one word, direction. It gave me somewhere to really, like, set my eyes and start, start charging. And what really made it work was the fact that it wasn't just me that was doing it anymore. It wasn't just on Bob. It wasn't, you know, it wasn't just 1 or 2 people in the business that were, you know, getting things going at that point.

00:16:04:23 - 00:16:25:05

Adam Martin

Because one of the very first challenges that we got from from Brian, our coach, was, no, your sales team needs to be fully involved in this process with you. Like if your sales guys aren't, you know, the ones who are dominantly on camera and like, yes, Bob and Emily. And, you know, everybody should be on camera at some point.

00:16:25:07 - 00:16:48:08

Adam Martin

But like if your guys that are going out and meeting with your customers are not the guys who are like being seen by your customers in your content, you're doing everything wrong. You know, because not only does it help us as a business, you know, to show them as experts in their field, but it also helps them as sales guys because, I mean, let's be honest, it's their job.

00:16:48:08 - 00:17:22:22

Adam Martin

It's their living. You know, it helps them as sales guys to be known as an expert in that field, too, so that, you know, yes, we want people to, you know, to see the video and go, oh, I want to call Whole Roofing, you know, for, for their roof or their siding or, you know, whatever. But it's kind of cool because we've kind of started seeing a little bit on our social media and a little bit like of people reaching in where they're like, hey, so I, I just wanted to ask, can Tanner come out and take a look at my roof because I saw this video that he shot and like, it's not happening

00:17:23:00 - 00:17:29:11

Adam Martin

regularly yet, but it's happening just enough that we're going. Yep. Tell me more. That's you know.

00:17:29:15 - 00:17:33:02

Alex Winter

No that's it is excellent. That's the dream scenario right.

00:17:33:06 - 00:17:33:20

Adam Martin

Exactly.

00:17:33:20 - 00:17:50:10

Alex Winter

And so for your sales team have they ever have your sales team. Have they created video content before to to basically build a rapport before they even meet these clients or having, having potential clients that they've never even spoken to going like, hey, I want to talk to Tanner. Like, has that ever happened before for these people?

00:17:50:12 - 00:18:19:16

Adam Martin

Not that I'm aware of. Okay. And I mean, even if I look back, you know, to the first year and a half, two years, you know, of, of doing things here, the way that we were doing things like our, our sales guys. I mean, every now and again, if they saw something like crazy or weird out in the field, like we had, you know, encouraged them like, hey, you know, shoot a video, we because we use a tool called Company Cam, you know, that makes it very easy.

00:18:19:16 - 00:18:38:02

Adam Martin

They're already going around and, you know, they have a checklist of things that they're supposed to take pictures of while they're doing their, you know, their inspections for their, you know, estimates for writing up their estimates and everything. Right. And within company cam, all they have to do is swipe over to video and they have a, you know, a picture in picture option, or they can just shoot, you know, what they're seeing.

00:18:38:04 - 00:19:01:22

Adam Martin

And with the picture in picture, you know, then you see their face and you see what they're looking at, you know, sort of thing. But, you know, it started off as is us, you know, before anything with impact with us just being like, hey, if you see something crazy like shoot a video, make it work. And so every now and again, like, not not often at all, like once a month, maybe I would get a video, you know, one of the guys would send me over the link and be like, hey, I just shot this.

00:19:01:22 - 00:19:24:09

Adam Martin

Let me know what you think. And it would be like, hi, I'm Adam Martin with Whole Roofing and Remodeling, and I'm out here in XYZ town. And what I noticed is and those videos were great, except by the time that we actually got to what we were showing off in the video, most people had just tuned it out.

00:19:24:09 - 00:19:57:18

Adam Martin

You know, it was gone because, you know, we got lost in all of the other stuff in the beginning. But more recently, the way that we've kind of evolved this and the way that I've worked with, with impact and everybody to encourage our sales team to, to get better with, and to the point that some of them even are calling other ones YouTubers now, is now when I, I said this in our revenue team meeting on Monday, like it doesn't have to be anything crazy legitimately.

00:19:57:18 - 00:20:15:17

Adam Martin

I've gotten, on site videos. We call them now, you know, from our sales guys. I've gotten on site videos from one of our guys that was literally just, hey, we just got a fresh batch of snow. But I wanted to show off. We just did this roof, you know, like the day before it snowed with everything.

00:20:15:19 - 00:20:33:15

Adam Martin

And it's all great. Like, everything. Everything's all good and fine. And, you know, we can tell that it's insulated correctly because the snow is all staying on the roof. You know, the way it's supposed to be. Like answering questions of like, are you guys still working even though it's snowing? Yes. You know, our like, do you guys do good work?

00:20:33:15 - 00:20:47:13

Adam Martin

Yes, you can see it. You know, like all of these things will all at the same time. You know that sales guy is just like, yep, just wanted to come back out here and check, make sure that we did a good job on, you know, on the job that I sold. Like showing that we care across the board too.

00:20:47:15 - 00:21:11:15

Adam Martin

So and I mean, even on top of that, I have guys that are sending us videos now, that it's like, hey, I just wanted to shoot this video real quick because this customer called us out because their contractor walked off the job. And you can tell that they're roofed for their siding or, you know, whatever it is that the guys are showing off is that's done.

00:21:11:15 - 00:21:18:08

Adam Martin

Or like, you know, they came and they laid this much of it and then they left, you know, they moved on, took the money with them. And.

00:21:18:12 - 00:21:18:22

Alex Winter

Yikes.

00:21:19:04 - 00:21:44:03

Adam Martin

I wish that wasn't a problem with our industry, but unfortunately, that's a problem with our industry. And every time I get one of those videos, I want to give the sales guy a hug, because across the board, some of the best videos that we that we post that we put out there are the ones that are like, this is something that we do, you know, that other people don't.

00:21:44:03 - 00:21:58:03

Adam Martin

Do. You know, we take over the job, you know, after somebody else has left it behind and we do it the right way, or, you know, we install this, you know, that other people won't do because we want to do it the right way. You know.

00:21:58:05 - 00:22:10:06

Adam Martin

It's it's providing education on top of it. So it's like, hey, this is the this is the wrong way to do it. And unfortunately, this situation might have occurred, but we're going to fix it and we're going to show you what to look out for so that this doesn't happen to you in the morning. Show you the right way to do it.

00:22:10:11 - 00:22:32:05

Alex Winter

That's that's education in education that we know builds trust. That's the biggest principle coming out of the book. And this customer. So I think I think the way that you're approaching content is fascinating because I hear a lot from potential clients and from people that are thinking about going on the endless customer journey, like, oh, I'm a roofer or oh, I'm a, I'm a dentist or whatever, insert whatever industry.

00:22:32:05 - 00:22:50:10

Alex Winter

And they're like, I don't think we have enough enough topics to create enough content. Like we there's no way we're going to run out of ideas for content. And I think what you're doing is proving that wrong, that like, there's almost an opportunity at every corner for content and you can have all your sales team doing it, and everyone can have everyone can use their phone.

00:22:50:15 - 00:23:03:21

Alex Winter

There's this doesn't have to be this huge production anymore, where you can really keep it real and still educate people in a meaningful way. And I just, I love that you have got your team and everybody tracking to do the same thing. That's just awesome to see.

00:23:03:23 - 00:23:28:04

Adam Martin

Yeah. And like I said, that's the biggest encouragement that I make. To go to the guys too is like, it doesn't have to be a huge thing. Like, just show us, you know, what we're doing because our customers want to see us. They don't want to see, you know, all the huge bit. Like, yes, they do want to see all the, you know, the issues and everything else, but they don't want to see everything that way.

00:23:28:04 - 00:23:57:13

Adam Martin

They do, you know, they just want to see us. Right. So if our guys go out there and shoot a video and just say, you know, hey, look at this great Owens Corning roof we just completed, if you'd like, you know, to make this sort of update to your house. Great, awesome. Give us a call. Perfect. You know, they spent a minute of their time between opening their phone, opening the app, recording the video, and uploading the video depending on their internet connection.

00:23:57:15 - 00:24:20:05

Adam Martin

Sure. You know, and then and then it's available. And I mean, at that point, even for me, you know, as the guy who's putting it on social media on, you know, on YouTube, on everything else for me, then that's I downloaded it off of the company. Can I upload it, maybe do a little bit of editing to it in, in premiere or something like that?

00:24:20:07 - 00:24:43:22

Adam Martin

And then generally I run it into a, caption generating, software online somewhere, something like cap cut and, you know, throws captions on it so that people can watch the video without hearing the video, if that's what they choose to do, you know, or that it clears up the audio a little bit, especially if it's a little bit windy, you know, because it's never windy outside, you know, especially when you're up on a roof or something like that.

00:24:44:02 - 00:25:13:13

Adam Martin

Right. But you know, and then dominantly after it's got captions on it. And I've done everything that I can to make it as clear as it can be for people to see. People get to see it, you know, it goes on Facebook, Instagram, x YouTube, you know, all the way across and I mean, it's it's amazing. When we started posting all of these on site videos, you know, all these things that our sales team were shooting, they were they were okay.

00:25:13:13 - 00:25:19:01

Adam Martin

They weren't bad. We were generally, you know, getting a few hundred views here and there.

00:25:19:03 - 00:25:30:22

Alex Winter

Yes. I was gonna ask you this. I wanted to know. So you get to 100 views. What? What is this done from a traction perspective of, like, results or like some numbers that. Yeah, this is this is getting me excited. I'm curious to see what it's done.

00:25:31:00 - 00:26:02:12

Adam Martin

So the more that I've dug into especially like keywords, you know, into like really trying to make things findable and searchable, you know, for the ways that people actually search for things. The more that I've dug into it and the more that I've done my best with, especially with tools like vid IQ, things like that. The more that we've kept consistently posting these videos, and the more that we've refined what we're really going for with these videos.

00:26:02:13 - 00:26:38:08

Adam Martin

I'm surprised anymore if any of our on site videos on YouTube get less than a thousand views now, like. And that's generally within the first 4 or 5 days, like legitimately, most of them anymore get up to 12, 14, 1500 views. We had one just the other day that I posted. That was a wrap around porch extension that we did, including installing a, like an access ramp and stairs, you know, for this customer.

00:26:38:10 - 00:26:38:16

Adam Martin

And.

00:26:38:18 - 00:27:05:16

Adam Martin

It wasn't huge, you know, but our our sales guy, Chris, just shot a video walking around. There's a bunch of snow on the ground and ice and everything else, but he just walks around and explains it, and it's just like, hey, this customer called us out because they wanted an accessibility upgrade. They, you know, we're getting a little bit on the older side and, you know, weren't able to really enjoy their porch anymore because of the steps, you know, and it was getting difficult for them to even get into their home because of it.

00:27:05:18 - 00:27:29:22

Adam Martin

But they called us to see what we could do about it. And we presented them this idea of, you know, hey, we can extend your porch just a little bit, add on this ramp, you know, and a couple of steps, you know, on to it here and there. And, you know, all the while showing off what we had already completed with it and said, and now this customer is over the moon, you know, they can actually use their, you know, their property the way that they want to now.

00:27:29:23 - 00:27:46:08

Adam Martin

And the last I checked on YouTube alone, that short had almost 4500 views. And I'm pretty sure it's somewhere in the realm of two or maybe three weeks old at this point. And it's still getting to that.

00:27:46:08 - 00:28:08:07

Alex Winter

So yeah, no. That's excellent. I love hearing that, I really do. So it sounds like you're getting great numbers. Those are above average numbers I would say. And it's making me jealous. I'm like, I want thousands of views. And I don't think any company out there would say different. They everybody wants that. So again I it goes back to building trust means just keeping it real, not being afraid to put yourself out there.

00:28:08:12 - 00:28:28:06

Alex Winter

Answer some of these questions that everyone's asking for, showing videos in real time and keeping up with your content. It clearly works. So from not just a view standpoint, views are great. How does that translate for you from a results like for the business as far as like bottom line and and leads and people that are coming through the different funnels you guys have into the business.

00:28:28:08 - 00:28:52:16

Adam Martin

Yeah. One of my favorite statistics, that Bob has shared just with the team in general, is how proud he is of us of, I mean, hey, everything that we did last year, but b how we've really incorporated all of the stuff from impact and from endless customers, like the way that we've all just come together and grown through it.

00:28:52:18 - 00:29:09:01

Adam Martin

Because on tracking in general, especially in the roofing side of everything, was down about 40% revenue wise last year. As like across the board in the United States, 40% lower than it was in in 2024.

00:29:09:01 - 00:29:11:13

Alex Winter

Okay, that's a big deal.

00:29:11:15 - 00:29:43:02

Adam Martin

I, I'm proud to say that we exceeded our sales numbers from 2024 with 2025. We didn't necessarily hit the full goal that Bob set for us for 2025. However, he has admitted, since then that it was a little bit unrealistic. But the fact that the entire industry was down 40% and we still managed to grow by, I don't want to say 20%, because it may not have been that much, but it was a significant amount.

00:29:43:02 - 00:30:13:01

Adam Martin

I will say that like that just speaks volumes to to the effort, you know, that all of us have put in. But at the same time, just as well all of the impact marketing and this customer system works too, because I mean, by all means, we should not have done as well as we did last year, but because of the amount of trust that we've been able to to generate in our local area, you know, and I mean, understand, our company runs dominantly on a retail model, too.

00:30:13:01 - 00:30:38:04

Adam Martin

So it's not like, you know, like we're those storm chasers who are going out and, you know, 99% of our work is on insurance, you know, based stuff like, honestly, somewhere in the realm of 90 to 95% of our work is just building that relationship with our neighbors all across central Indiana. You know, the people that we actually live somewhat near to.

00:30:38:06 - 00:30:52:22

Adam Martin

And we're pretty honest about that, like from where I'm sitting right now in Rushville, we only really go about an hour, an hour and a half in a circle, and that's about it. You know, if it takes much more than that, it's just not worth it for us, you know, to to send our crews that far or anything else to.

00:30:53:00 - 00:30:54:08

Adam Martin

So.

00:30:54:10 - 00:31:15:10

Alex Winter

That makes sense. And that's, that's some substantial growth. 15 to 20% growth without whatever's going on with the industry is is amazing in and of itself. But then to also compare that to the industry being down 40%, almost half and you're still growing. That speaks volumes. And I'm so happy to hear that. It's that's just a testament to you guys and the team.

00:31:15:10 - 00:31:33:13

Alex Winter

And I also something I took away from what you said. And I think it's really important to highlight here, how has it been working the sales and the marketing team, because usually, you know, we hear that those teams are usually in silos that don't really play well together. It sounds like you guys have broken down all those walls, all those barriers and it's clearly working for you.

00:31:33:13 - 00:31:36:02

Alex Winter

So what's what's that been like for you in the team?

00:31:36:04 - 00:31:59:21

Adam Martin

Yeah. So if you'd have asked me this question a year ago, Alex, the sales guys were cool. Like they were all right. Whatever. Like, you know, we were coworkers, and it was kind of chill, you know, they'd come into the office and I'd just be like, you know what's up? You know, having fun yet today. But like, now, after we've implemented these, what we call revenue team meetings, which I get is a little bit of lingo.

00:31:59:21 - 00:32:32:04

Adam Martin

It's literally just sales and marketing actually meeting together. Sales sacrifices one of their, you know, Monday morning meetings because they meet every single Monday morning once a month, at minimum, once a month. Myself and our content writer, twice as well. Sit down with the sales team and generally Bible join us too. And this is a time for us to have a conversation about like, hey, here's what we see is going, well, what questions are you guys still getting from homeowners?

00:32:32:04 - 00:32:50:01

Adam Martin

You know that we still need to answer, you know, what are what are the dominant things that you guys are getting out in the field? So that not only can we say like, hey, you guys are doing well. And here's the proof, you know, like, here's the data that I have that says everything that you guys are doing is working.

00:32:50:03 - 00:33:08:10

Adam Martin

But at the same time building up that momentum of like, okay, so now what questions can we answer? You know, what are people asking you when you're, you know, at your appointments in the homes of the people that we're working with? You know, what questions are they asking you that we can answer, that you won't have to answer them anymore.

00:33:08:10 - 00:33:32:04

Adam Martin

You know that we can answer either in a blog or that we can answer in a post, or that we can answer in a video format, you know, that people can find. And then, you know, instead of you having to spend an extra 30 minutes, you know, having this conversation with the homeowner in their home, you know, we can save you the time where, you know, while you're packing up your ladder, you know, from doing your inspection or whatever else you can say, I hear you.

00:33:32:04 - 00:33:59:10

Adam Martin

I see your question. I have a video. If you would just take a couple of minutes while I'm cleaning up, you know, doing everything here, just watch this real quick and then ask me any questions you have afterwards like that has made it so that, yeah, our our sales team has gone from the point where like one of our sales guys, well, was asking for like two hours for an appointment because it was taking him that long to make, you know, to make that, connection with the homeowner.

00:33:59:12 - 00:34:23:11

Adam Martin

And now I'm pretty sure that all of our sales guys, are able to have a full conversation with the homeowner, you know, to to go and provide that sort of value to the homeowner and provide their estimate in an hour. Like, you know, I don't want to say they've cut their time in half, but in general, like, it seems like that's how we're scheduling everything now like that.

00:34:23:12 - 00:34:40:06

Adam Martin

The sales team has gotten that much value out of it. And on top of that, I felt it as kind of a shift, like when we started doing the Rapid Revenue team meetings, too, like I would sit down in the room and it was just like, marketing's in here again. This is another one of those weird meetings, isn't it?

00:34:40:08 - 00:35:14:22

Adam Martin

And now, like the one that we had this last Monday, everybody was like, it was happy. Like we we went through wins at the beginning. Everybody, you know, was was sharing everything. And then when we asked like, hey, what questions have you guys been getting? The ideas flowed. I have notes from this week, you know, of 5 or 6 different video ideas that we wrote down just from stuff from questions that they're getting from homeowners, from comments that they were getting from homeowners, you know, from things that they run into in the field that they were like, hey, we should really have content about this.

00:35:15:00 - 00:35:42:06

Adam Martin

And that sort of collaboration between our teams has made it to where it's like, you know, instead of just like, man, you know, marketing or man sales, you know, they just can't do anything. Right. And can they, you know, when one little thing goes wrong now it's like, oh, okay, I see I see where this problem is. And now we can fix this, you know, like we now we work together in a way that helps us grow together instead of it just being like, oh, well, that's sales is problem.

00:35:42:06 - 00:35:44:04

Adam Martin

Oh, that's marketing's problem, you know.

00:35:44:05 - 00:36:05:16

Alex Winter

Right. No, that's that's the dream scenario. So two big takeaways for me. You cut your you cut your sales meeting times with clients in half but still provide the same value, build the same trust so you can have more more meetings like that, which is just that's that's what everybody wants, especially salespeople. But then also, I love that you're getting your content ideas in these revenue meetings.

00:36:05:16 - 00:36:21:06

Adam Martin

And that's what they're designed for. These revenue squad meetings are designed so that you break down these walls so you can talk to your sales team. You get real ideas from real customers. Boots on the ground. This isn't just like marketing. Come up with coming up with these, like, you know, up in the cloud sort of ideas that may or may not work.

00:36:21:06 - 00:36:42:14

Alex Winter

It's like you're getting real info and then you can make meaningful content. I mean, that's I'm so happy to hear you that you guys are doing this. It sounds like you're crushing it. So my last question here, for people out there watching and listening, what would you say or like, what advice would you give to other businesses that maybe are reading the book or they want to come to the event, or they're like just starting to dip their toe in the proverbial endless customers pool?

00:36:42:14 - 00:36:44:02

Alex Winter

What would you say to them?

00:36:44:04 - 00:37:13:04

Adam Martin

Whatever you're feeling, however worried you are about whether or not it's right for you, do it. Try it. Come to in, you know, endless customers live, you know, come to impact or impact live, you know, come to one of the events, dip your toe in it, experience it for yourself, get in contact with coach, get started because it's the best thing that you will do for your business.

00:37:13:06 - 00:37:29:19

Adam Martin

But don't do it if you're not going to go all in. Because if you if you don't get 100% of your team together, willing and able and ready to implement it, it's not going to work.

00:37:29:21 - 00:37:41:06

Alex Winter

That was well said. Well, sorry, I couldn't agree more. Thank you for sharing the whole roofing story and for sharing your story with us. Adam. It's been awesome talking with you and having you on the show very much.

00:37:41:08 - 00:37:42:01

Adam Martin

Thanks, Alex.

00:37:42:01 - 00:37:49:02

Alex Winter

Yeah, we're gonna have to have you back. I want to hear how things keep progressing, and hopefully I'll see you. And an endless customers live in Chicago in the spring.

00:37:49:04 - 00:37:51:22

Adam Martin

All. It's very possible. We'll have to see sounds good.

00:37:51:22 - 00:37:57:21

Alex Winter

Well, for everybody there watching and listening. This is endless. Customers. I'm your host, Alex Winter. We will catch you on the next episode.