How ZINTEX Cut Their Agency and Did More With Less [Endless Customers Podcast Ep. 139]

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

00:00:16:09 - 00:00:35:05

Bob Ruffolo

You're listening to the Endless Customers podcast, brought to you by the team at IMPACT! Endless 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, a national bestseller wherever books are sold.

00:00:35:06 - 00:00:57:10

Bob Ruffolo

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, 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. Here's your host, Alex Winter.

00:00:57:12 - 00:01:17:05

Alex Winter

Today's episode is about what happens when a company stops treating its website like a brochure, and starts using it to build trust and drive real revenue. I'm joined by Shane Rogers, content manager for Zintex Remodeling Group. Zintex operates in a highly competitive home remodeling market, where most companies sound the same and rely on paid leads in order to grow.

00:01:17:07 - 00:01:39:07

Alex Winter

Instead of following that path, Shane and the team started with a full website migration and committed to answering buyer questions with clear, transparent content that builds trust before the first conversation. It was an instant. There were early challenges, new systems to learn, and plenty to figure out along the way. But by sticking with it, they began to see more informed buyers coming into sales conversations.

00:01:39:09 - 00:01:52:08

Alex Winter

In this episode, we break down how their content and messaging evolved, what they learned through the messy middle, and how coaching and training helped turn their website into a true growth engine. Shane, welcome to the show.

00:01:52:10 - 00:01:54:03

Shane Rogers

Hey, Alex, thanks for having me today.

00:01:54:08 - 00:02:10:19

Alex Winter

Yes, absolutely. Thank you so much for being here and for taking the time. I'm so excited to talk to you today. We have a really great topic and a lot of things to unpack. But before we dive into everything, can you just set the stage for our viewers and for our listeners and tell people a little bit about yourself, your role and then what you do for your company?

00:02:10:21 - 00:02:37:21

Shane Rogers

Yeah, absolutely. So again, my name is Shane Rogers, internal title content manager. Right. For most other organizations, would probably be a marketing director. But, for Zintex Remodeling Group, we're based here in Lewisville, Texas, a northern suburb of, of DFW. And we're a bath and shower remodel company, that serves 11 states, roughly 35 markets.

00:02:37:23 - 00:02:52:10

Shane Rogers

And it's been around since about 2001. Right. So we've been able to, to serve homeowners for, for over two decades. And, it's something that we love to do and love to just continue to grow and enhance people's lives through remodel. So.

00:02:52:12 - 00:03:09:04

Alex Winter

Absolutely, I mean, I you guys do great work and we we have a great working relationship. You been with the Impact team for a while and coaching with the customer system for a while. But can we talk first a little bit about the remodeling space? Because I feel like it's a pretty saturated space and that might be tough to tackle.

00:03:09:04 - 00:03:23:20

Alex Winter

And I'm sure people listening or that might be in this space are like, we can't be different. We can't just Rob. It's tough to stand out. So can we talk a little bit about that and what you guys do as a company and with your content, especially with you leading it to to break those, those barriers?

00:03:23:22 - 00:03:41:11

Shane Rogers

Yeah, absolutely. I think I think you hit it, you know, the nail on the head, right. Like home improvement, especially here in the United States, one of the most competitive and crowded markets, you know, and, you know, valued at over $500 billion, right, on an annual basis. And we continue to grow. Right. And so, you're right.

00:03:41:11 - 00:04:05:18

Shane Rogers

It's like, how do we approach content and stand out? And so for us really, it's it's focusing on two main things, right. One is focusing on our mission. Right. Our mission as an organization is to be the most trusted brand in home improvement. Right. And it's, easy to say that. Right. And but, you know, what we're trying to do is provide, proof and education.

00:04:05:23 - 00:04:30:19

Shane Rogers

Right? That backs that up or provides additional trust to homeowners. Right. So. Right. You know, first proof, right. We want to provide real proof, not claims, but real proof. You know, why people went with us? Why people should trust us. So, you know, specifically on our website, you know, we want to have verifiable, you know, elements on our website like reviews, right?

00:04:30:19 - 00:04:55:13

Shane Rogers

Credentials, you know, real homeowner stories, right? And probably most importantly, transparency, right, is we want to have real, real type of content that addresses those, those concerns. Second, to build trust, you know, we gotta have we gotta educate. Right. And so, you know, this is, especially relevant with me as I was a teacher for a decade, right?

00:04:55:13 - 00:05:17:12

Shane Rogers

A high school teacher and coach for a decade. And, believe it, truly believe in the power of education. Right. And so, to educate homeowners to be, you know, more, just more educated about the process. Right. Of home improvement, more specifically within text remodeling, like, we truly believe that that's going to allow us to to achieve our mission.

00:05:17:16 - 00:05:44:18

Shane Rogers

Right. And, and then to to back those two things. Right. We want to focus on conversion metrics. Right? Is how, as we as we try to be a little bit different in the, in that, messaging. Right. We want to make sure that it goes back to ultimately, you know, having conversion focused content on pricing timelines, FAQs to further educate, pre-qualify, you know, these homeowners that we're hoping to work with.

00:05:44:20 - 00:06:04:22

Alex Winter

Absolutely. No, that's incredible to hear. And it's definitely, a huge pillar of the endless customer framework and system is trust. And I think a lot of people in your space, at least historically, what I've seen is everyone says they're the best, we're the best at this, and we're the best at that, and the best kitchen, whatever. And everyone says that.

00:06:04:22 - 00:06:26:21

Alex Winter

So after a while, you get desensitized from hearing that. And I love that you took the focus completely away from that and pushed it to let's build trust. Let's be transparent, let's educate. That's that's awesome. So how how has that shaped your content as you as you started thinking about, like your website and your brand? Because obviously we're trying to push people to you CRM you're trying to get conversion metrics, like you said.

00:06:26:21 - 00:06:34:17

Alex Winter

So how does that shape the content you create to help educate your buyers and to help draw people into the syntax ecosystem?

00:06:34:19 - 00:07:03:09

Shane Rogers

Yeah, I think, you know, the the biggest thing that we focus on is being transparent, right? In, in regards to the content. And, you know, as you, as you can understand, especially in the home improvement, you know, price is a big part of that, right? In a, in a big part of the big five. And what in this customers, you know, talks about in relation to content and and so we we want to make sure that we are answering real questions that homeowners have.

00:07:03:15 - 00:07:25:09

Shane Rogers

Right. I think I think as as companies embark on this endless customer's journey, we, and I'm speaking from, from firsthand experience, we get so excited about like, hey, well, we can write this content or we can make this video, right? But ultimately, what what I've found is we want to make sure that we're not just creating content for syntax, right?

00:07:25:09 - 00:07:45:21

Shane Rogers

We're really creating content for that's relevant for homeowners. Right. And I think I think as long as we're doing that, it circles back to building the trust and then to what you said, like being the best, right? Everybody wants to be the best. But from our perspective, it's building that trust. That's that bridge from to to make that connection.

00:07:45:22 - 00:08:00:13

Alex Winter

Absolutely. And what I'm hearing you say to what I just pulled away from that, that really stuck with me is you're thinking about the buyer first. The homeowner first, and what they're feeling and what they think and what they need and how to answer those questions. Before you ever think about how you position yourself and what your company needs to be doing.

00:08:00:13 - 00:08:20:19

Alex Winter

So that's just a really fascinating approach. And that's that's what it's all about with the endless customer system, you know? So I have a I have a note here that says if we can go back to the beginning, right. What wasn't working before you changed the site, before you did all the updates, before you implemented endless customers, what was what was that landscape?

00:08:20:19 - 00:08:22:20

Alex Winter

What did that look like for you guys as a team?

00:08:22:22 - 00:08:48:08

Shane Rogers

Yeah. So for us, you know, it it really wasn't as much about like, what wasn't working. It was about where we want to be long term. Right. And and so for us, it, you know, our whole goal behind in this customers is we want to be less reliant on any other outside group besides our organization. Right.

00:08:48:08 - 00:09:11:12

Shane Rogers

And so whether that's, you know, website managing agency, whether that's lead aggregators, you know, you name it, etc.. We want to try to be as self-sufficient as we can right as we continue to grow. Which is, which is a touchy subject, right? I mean, we've grown 40% year over year for the last six years, right?

00:09:11:14 - 00:09:12:20

Alex Winter

Wow. That's incredible growth.

00:09:13:01 - 00:09:35:07

Shane Rogers

Yeah, yeah. Unbelievable growth. Right. And so as we still have, goals to continue to keep that pace of growth, how do we implement these? You know, they ask you answer or endless customers, you know, strategies. Right. And so, you know, ultimately for us why we're doing this is is for that long term goal. But really two other additional things.

00:09:35:07 - 00:10:09:14

Shane Rogers

It's ownership. Right. What we found is we to be self-sufficient, we need to own almost everything that we're doing. Right. And so previously we used a, an agency to manage our website, to manage our gcp's, to run some paid media efforts for us. And what we found is, the speed to adjust things. Right? It wasn't did not fit with the way that how fast we're moving as an organization.

00:10:09:16 - 00:10:31:13

Shane Rogers

And and really while we owned, you know, things like URL, right. Or, you know, our GoDaddy account, like, we didn't own other important aspects of what we were doing, like our Google Ads account. Right. And, and other, smaller things. But that being a main one, like we wanted ownership, and with ownership typically comes better attribution.

00:10:31:13 - 00:10:54:05

Shane Rogers

Right. So the other main thing that that we were hitting on, or that we struggled with, with our last agency, was this, this attribution between our organic efforts and our paid efforts. Right. It was often thrown into a big bucket, which obviously, blurs this, this line of of ROI. Right? Or in turn, return on investment with those efforts.

00:10:54:05 - 00:10:58:18

Shane Rogers

So, again, ownership and attribution were the were the two main things.

00:10:59:00 - 00:11:05:06

Alex Winter

Yeah. Those are those are really big things. And there's a lot of great agencies out there. So this isn't like a knock on agencies. But I can really.

00:11:05:06 - 00:11:05:13

Shane Rogers

Not at.

00:11:05:13 - 00:11:25:07

Alex Winter

All. Yeah, but I can I can relate in here what you're saying that if you want to take ownership of that, which you clearly did and you want to go fast and you want to grow quickly and to have that control, sometimes working with a partner like that can actually slow things down. And I've been there to where you need the website to be updated, and even though you own the domain, they have to go to their team and they have to write a ticket.

00:11:25:07 - 00:11:41:05

Alex Winter

And then this and takes weeks. And you, if you have someone on your team that can do that, it could take days or hours instead of weeks. So those things really matter and are exponential over time when it comes to scaling and growing your business. So that's a big that's a really big deal. I have here too, that you guys did a full website migration as well.

00:11:41:05 - 00:11:51:14

Alex Winter

Can we talk a little bit about what it sounds like after you decided to make this move from the agency you migrated your whole website? Was that, was that a big undertaking? And how did that how did that play out for you guys?

00:11:51:16 - 00:12:18:00

Shane Rogers

Yeah, that was, it's been a fun project, right? Like, definitely some some speed bumps and hiccups on the way. Right. You know, in reality, Alex. What what, I and another member of my team did is we actually rebuilt our site twice, right? We we ended up. Yeah, we started on WordPress, and and was probably about 85% done.

00:12:18:02 - 00:12:42:23

Shane Rogers

Right on that. And then, there was just some, some internal discussion with our leadership, more specifically our CEO, who's a huge advocate for for our journey in, in, in, in this customers. Ultimately, we ended up going to HubSpot, right. And rebuilding it through the trust thing with you guys. And, and it's been a while. That was a fun, kind of sarcastic process.

00:12:42:23 - 00:12:59:03

Shane Rogers

Right? Like, I think ultimately it was the right decision. Right. And Hubspot's been a great platform for us, not only for our website, but just for ultimately, you know, marketing data. But, but yeah, we did we did transition our, our website over to HubSpot.

00:12:59:05 - 00:13:29:07

Alex Winter

Excellent. And I know that that can be a daunting task. And, this is also we're not getting paid to promote HubSpot here, but we do love I do love HubSpot here. Impact has some really great trust themes to help implement endless customers. But ultimately, having your website and having all your content direct to some sort of CRM so that you can track this so that your marketing and your sales team can all see transparently what's happening is so critical for success, because you're making decisions based off of data and not off of question marks and hopes and dreams.

00:13:29:07 - 00:13:29:23

Alex Winter

Right?

00:13:30:01 - 00:13:51:21

Shane Rogers

Yeah, yeah. And that's and that's really ultimately why we did it right is we wanted everything under this, under one umbrella, so to speak, right here on one platform. And, and for us, HubSpot. Yeah. Hubspot's been great. You know, I'll this probably dives into another question, but we do utilize both Salesforce and HubSpot. Right. And so I think for us, it's a unique CRM set up.

00:13:51:21 - 00:13:56:06

Shane Rogers

But but yeah, we're happy that that it's HubSpot.

00:13:56:06 - 00:14:14:22

Alex Winter

Excellent, excellent. So after you've made this migration, how did that change? You said you redesigned the site twice to get it dialed in the edit. Correct. How did that change or shift the way you approach content, how you spoke about, different topics on your website, transparency wise, if you use self-service tools, like what did that look like for you after the build was done?

00:14:14:22 - 00:14:16:15

Alex Winter

And how has that helped the business?

00:14:16:17 - 00:14:42:09

Shane Rogers

Yeah, I think, there is a little bit of, of kind of, walking the walk of faith in relation to that. Right? Like, I think a lot of people, leaderships, that are, that are going into this journey, like, how can we do this without without stunting our growth, right, or without ultimately, like, you know, trickle down to more details like decreasing lead, bottom right.

00:14:42:09 - 00:14:44:08

Shane Rogers

And and so for us,

00:14:44:10 - 00:14:58:11

Alex Winter

Well, that's a big thing. Shane, just to interject, like usually when you migrate your website, if you have decent traffic and then you change everything, there's a huge dip in that traffic and that can directly affect your bottom line and sales and all that. So that's a real that's a real concern. And I think a relatable one.

00:14:58:11 - 00:15:00:17

Shane Rogers

So yeah. Absolutely. And you.

00:15:00:17 - 00:15:01:15

Alex Winter

Saying that. Yeah.

00:15:01:16 - 00:15:22:00

Shane Rogers

Yeah. And you know we while in a in a extremely short term we saw a small dip. Right. What we've, what we've seen since that small dip is we have continued to grow that traffic and that engagement and etc. as you go down through those, through those metrics. But yeah, it's been it's been a great decision to do that.

00:15:22:00 - 00:15:47:10

Shane Rogers

But to lean more into the transparency, I mean, it's been a, it's been a tough transition at times and delicate process. And, you know, as, as you, as you deal with all these departments. Right. So for us, it's a sales department. It's a, it's a marketing or inside sales department, which is our call center.

00:15:47:12 - 00:16:16:01

Shane Rogers

It's a production department. You know, all of that, all those departments have to be bought into this. Right. And, and I think if, if you're trying to kind of tiptoe around and try to do some of these things half heartedly, but, but not fully commit, I think it's a tough it's a tough sell. Right. So, you know, for us, as probably most organizations, the transparency on price has been has been something that's been a hurdle.

00:16:16:03 - 00:16:42:23

Shane Rogers

But I'll say this, Alex, like it's been something that people have really embraced now. Right. And, and I think homeowners respect it. I think homeowners, deserve it in a way. Right. Yes, I think so. Yeah. And I think ultimately. Right. Like, what we're trying to do, Alex, is, is control the, the narrative because homeowners are going to get information anyway.

00:16:43:01 - 00:17:19:19

Shane Rogers

Right, whether that's Google searches, AI searches, things like that. So we want to make sure that again, we're we're a truth teller of the industry whether they work with us or not. Right. That's that's important as far as you know, that trust and transparency focused content, and on that, man like you probably know but not all your viewers may like Marcus Sheridan spoke at qualified Remodeler top 500 right is a great speech as always, but the reaction to his topics or enlist customers as a whole right within within the home improvement, industry is super interesting, right?

00:17:19:19 - 00:17:44:21

Shane Rogers

Well, you have, people like us and people, other large organizations really diving into it. You also have, very large organizations that would say, man, this this is never going to work. Right. And so, you know, for us, we we really think that information is available everywhere. And so to control that narrative is super important, whether we get the business or not.

00:17:44:22 - 00:18:06:11

Alex Winter

So true. I couldn't agree more. And I think, I think most listeners and people watching this and, and everyone out there knows that the ostrich effect doesn't work these days. You know, sticking your head in the sand, you can only hide for so long because you're right with AI and with Google search and with everything, all the tools that we have at our fingertips now, you can find the answers that you want, and you're going to find them one way or another.

00:18:06:11 - 00:18:23:01

Alex Winter

So if you're not the person giving it, you're not building that trust with the potential person who's searching for it. And that's where that's where you get left behind. And it's it's almost like an arms race these days when it comes to. Yeah. When it comes to building trust, it really is so good on you guys for for not being an ostrich and putting it out there.

00:18:23:03 - 00:18:46:18

Alex Winter

Can we talk a little bit Shane too, I'm curious about so you you migrate the site, you're putting out this content. What was it like from a process standpoint? So getting the sales team to use the CRM, getting the marketing team, like getting your whole squad bought into this idea. But you said they did buy in, but, like, how did that how did that play out for you and what processes did you have to put in place to make sure that it was going to be optimized for success?

00:18:46:20 - 00:19:09:14

Shane Rogers

Yeah. You know, what we've tried to do is, is, you know, be smart with the way that we implement these strategies. Right. And so, in order to get total buy in, right, like for us, a sales department is 85 reps now, right? I mean, across 11 states, it's a big team. Yeah. And asking them to do things that they've never done.

00:19:09:16 - 00:19:36:03

Shane Rogers

Right. And so for us, we've always tried to be conscious of having like a pilot group, right, in building building data and evidence on why this is going to grow or excuse me, why this is going to have an impact at a bigger scale. Right. And so, you know, specifically on processes like I could go down from video to the use of HubSpot to, you know, etc., right.

00:19:36:05 - 00:19:45:06

Shane Rogers

But I think that's the biggest thing is we've tried to do it at a small scale and then and then grow it right to, to continue to see that, that ROI or impact.

00:19:45:06 - 00:20:01:06

Alex Winter

Yeah, that that makes a lot of sense, especially when you have a larger team like that where if you just tried to blanket or like carpet bomb the whole squad at once, it might not stick as well until you start to get like, as, like an MVP of of it actually working and having the process getting dialed in.

00:20:01:06 - 00:20:12:06

Alex Winter

Because the only way to really dial in a process, at least from my experience, is you got to try it and then you iterate off of it when things work or don't. And that's how you optimize things for success. And then you can blast it out to the team.

00:20:12:06 - 00:20:34:08

Shane Rogers

So yeah. Yeah. And it's it's been great because a lot of our pilot groups include our top performers. Right. And so, you know, it's those guys that that are willing to try something different. And then the the other ones are like, man, I want to be like that guy. Like, I'm willing to put in a little extra effort here or a little extra effort there, or utilize this resource and etc..

00:20:34:08 - 00:20:59:09

Shane Rogers

Right and. Right. And I'll add a little bit more context to that for the listeners. Like, you know, who it's a touchy subject, right. Like our sales department, extremely hard workers have built a process that they're very proud of. Right. And so how do we how do we, as a content marketing team, come in and create assets for them to utilize?

00:20:59:09 - 00:21:32:22

Shane Rogers

Right? Or the assignment selling portion of this? Right. And, and, I mean, I'll admit it's not perfect for us at all, but, you know, really what our focus has been, so far with our journey has been the pre consultation education and the post consultation, follow up or customer service aspect of that. Right. And, we are really just starting to dive into the depth of assignment selling and the value of that within the consultation itself.

00:21:33:04 - 00:22:01:03

Shane Rogers

Right? Not that we're not sending them resources before or following up in certain ways after. But yeah, it's been it's taken some time to really get this assignment selling portion of, of in this customer's implemented. But you know what? It's what it's turned out to be. Alex is, is, we've realized as an organization through building this process that lead volume isn't always the answer.

00:22:01:05 - 00:22:13:15

Shane Rogers

Interesting, right? It's creating it's creating higher quality leads and and sometimes doing doing more with less. Right. And so.

00:22:13:19 - 00:22:31:19

Alex Winter

That's a fundamental just interject. That's a fundamental thing that it's not always that easy to see as a business owner or when you're in the trenches on the marketing or the sales team that the, the old adage of like sales is like just bringing as much lead as possible. And the it's it's power numbers, the more we have, this is our conversion rate.

00:22:31:19 - 00:22:43:19

Alex Winter

And we're just going to close and that's not always true these days anymore. And I think the quality versus quantity piece is something business owners and sales teams really need to be analyzing and thinking about as they move forward.

00:22:43:21 - 00:23:22:13

Shane Rogers

Yeah, absolutely. I mean, we've seen, obviously we've we've continued to grow. Right. And so as we grow not only territorially but just want to grow, you know, if the revenue we theoretically you need more leads, right? Right. However, what we've found is, really three months after launching our website and some of our internal efforts, we did more in December 2025 of gross revenue, net revenue and demos, which for us means getting into the home of homeowners, with 42% of the leads that our previous agency had in December 2024.

00:23:22:15 - 00:23:41:23

Shane Rogers

Wow. Right. So again, we we've proven our team. My team has proven that we can do more with less. Right. And so now how can we continue to obviously drive that lead volume. Because everybody wants to have more but focus on the quality of that as as we do increase the volume? Yeah.

00:23:41:23 - 00:23:51:19

Alex Winter

I just want to reiterate what you just said and clarify. Just just so I got this right. So you had basically half the leads as the previous year and still closed just as much business because they are.

00:23:51:19 - 00:23:52:10

Shane Rogers

More.

00:23:52:12 - 00:23:54:15

Alex Winter

And more because they were more qualified and they were better fit.

00:23:54:16 - 00:24:06:03

Shane Rogers

Leads look. Exactly. So we had more, more in-home appointments with, with 42% of the of the total leads and had again, most more growth in that revenue.

00:24:06:03 - 00:24:27:05

Alex Winter

That is awesome. Good for you guys. Wow. Can we talk since we're talking about metrics a little bit and growth here, can we talk about some more metrics. So just to paint the picture for people from when you migrated the site, when you really started to implement endless customers, can you paint a little bit of that picture of like from then to now where it's taken the business?

00:24:27:07 - 00:24:50:01

Shane Rogers

Yeah. So you know, for us, again, our goal is to be self-sufficient. Right. And so what we've what we quickly learned is, we can do the same thing and more, with less spend as we were doing with our previous agency. Right. And so, again, not that agencies are bad. I'm not I want to reiterate that.

00:24:50:01 - 00:25:28:07

Shane Rogers

Right. Like for sure that definitely have their their time and place with certain organizations. But you know for us what we've seen is we can reduce overhead cost and continue to increase that that net revenue ultimately. And what that is going to allow us to do is continue to grow the influence of our brand. Right. And I think one of the biggest things that's come out of in the customers for, you know, our CEO and our other VP's, that may not be in it on a daily basis, but certainly see the the, the ripple effect from our journey in, in this customers is, is our brand matters.

00:25:28:09 - 00:26:00:18

Shane Rogers

Right. And and our brand is ultimately what, including our content what separates us. Right. And and you know, again, we've been so reliant on lead aggregators and leads from leads from manufacturers that, we've often given those parties like brand assets, right? Like, hey, do branded campaigns do this and that for us, when in reality we're realizing, like, man, we can get much more juice out of this squeeze if we can do it ourselves.

00:26:00:20 - 00:26:32:15

Shane Rogers

Right. You know, ultimately and lead volume, I'd say we're right on par with what our agency was previously doing, but again, being more sufficient. Excuse me. Efficient with with that, with that lead volume. So getting more getting more demos. You know what we've also seen by doing this and by educating through content is while we can't always control things, like, like credit declines, right.

00:26:32:21 - 00:26:57:12

Shane Rogers

So we're getting there, but we can't always what we can control. Or is the feeling, as people do make a decision to move forward with us. Right. And and what I'm really referring to is cancel, cancel, cancel jobs. Right. It's we've seen a huge reduction in cancel jobs as we've gone to a more internal approach because of the way that we're educating our consumer on the process.

00:26:57:14 - 00:27:04:04

Shane Rogers

And, and they're connected to us, you know, as a, as a, as a trusted source. Yeah.

00:27:04:10 - 00:27:23:11

Alex Winter

Thank you for for sharing that. I, I love hearing that. It just makes me so happy. And I know everyone here at impact is rooting for you guys because you you wanted the control. You actually took it. You're not relying on an agency. You have all this in-house. Now you're doing just as well, if not better, because you still have the same volume of leads, but your overhead has been significantly reduced.

00:27:23:11 - 00:27:40:10

Alex Winter

You have better, better clients coming in. You have less attrition. I mean, that's that's the dream scenario. That's so wonderful to hear. And I'm so happy for you guys. And I think that's just wonderful. So thank you for sharing that. I'm curious to so you've been working with impact. You help. We helped you migrate your site, get you on the HubSpot, the trust team.

00:27:40:10 - 00:27:45:16

Alex Winter

You had mentioned that earlier. You also work with endless customers coaches here at impact as well. Is that right?

00:27:45:18 - 00:27:54:06

Shane Rogers

We do. Yeah, that we have, I think the best group of coaches. So everybody has different coaches. Sorry, we got the best one.

00:27:54:08 - 00:27:59:09

Alex Winter

Can you tell us a little bit about your experience with your coaches and why you think they're so awesome?

00:27:59:11 - 00:28:21:15

Shane Rogers

Yeah, absolutely. So, you know, we're partnered with, with Allison Riggs team, right? I know she heads up the team, but, you know, deal with, Mandy York. We deal with Janet and also Joe. Right. And so, you know, those four individuals have been, just, a lifesaver to set the foundation for where we want to go with this ride.

00:28:21:15 - 00:28:47:08

Shane Rogers

And, you know, it's something that I really look forward to, right? Like, you know, I'm I'm probably not supposed to be on all the calls, but I just join all the calls just to kind of hang out, obviously learn what's going on, but, but man, I really enjoy their opinions on what we're doing. Right? And so, you know, they, they get us thinking about things that, you know, sometimes we've brought up, but maybe have a different angle.

00:28:47:12 - 00:29:20:08

Shane Rogers

Right. Or perspective on, and then I think the most important thing that, that your coaches do for people and especially for us, is hold us accountable, right, for the priorities that we've said at the beginning of those 90 days. You know, it's it's as I'm sure others understand, like it's really easy to get sidetracked with, you know, requests from different departments and, and, you know, just everything going on that sometimes you look back just like, man, I just spent a week on something that doesn't connect with our priorities.

00:29:20:13 - 00:29:29:13

Shane Rogers

Right? And so, you know, the coaches have been, have been great on that. And, and again, setting it up so that we can make sure that we're really achieving what we're trying to achieve.

00:29:29:15 - 00:29:50:06

Alex Winter

I love hearing that. Yeah. And accountability is a big thing. And it is very easy, especially when you're the content manager or the head of the marketing, department. There's there's a lot of things that can push and pull you in different directions. And to stay laser focused on on the target is not always easy. So to have a have a partner and to have someone then keep you accountable and keep you focused, is invaluable.

00:29:50:06 - 00:29:51:04

Alex Winter

I totally agree with you there.

00:29:51:10 - 00:30:12:02

Shane Rogers

Yeah, yeah. No, it's been it's been great. And, you know, they they again, they have some great experiences that, you know, certainly outweigh mine on the marketing marketing sense. So to be able to sing and send them pings and questions and, you know, to to not just be able to get feedback on the calls, but to be able to kind of have, in a way, some instant feedback when needed.

00:30:12:02 - 00:30:14:23

Shane Rogers

Like, that's it's been it's been a great resource for us.

00:30:15:03 - 00:30:29:10

Alex Winter

Love hearing that. I also have seen you at events before in the past. You guys go to the events quite often for Endless Customers Live now we've rebranded it from Impact Live. There's actually one coming up in Chicago, March 30th or April 1st. My shameless plug.

00:30:29:12 - 00:30:29:18

Shane Rogers

Yeah.

00:30:30:00 - 00:30:36:03

Alex Winter

What makes you go to the events and why do you keep going to the events, and what's the value for you and your team doing that?

00:30:36:05 - 00:31:03:14

Shane Rogers

Yeah, you know, we did we did go to both events in 2025. And we felt like that was important for us as, we're adopting a lot of these strategies and, and learning how to implement them. Right is not only do we want to reiterate the things that enlist customers, enlist customers, the book and the coaches are saying, but probably as importantly, like, we want to connect with other people that have done it or are in the same kind of stages as executing it too.

00:31:03:15 - 00:31:26:00

Shane Rogers

Right? And so it's great to be able to go to those events to connect with other, enlist customer clients, especially B2C companies, right? As, as they're trying to do a lot of the same things that we're trying to do. Right? And, you know, none of us to a certain level have, you know, have a secret, right?

00:31:26:00 - 00:31:53:00

Shane Rogers

Like we don't believe in text for us. Like, we just believe we're authentic and we're going to outwork people. Right? And so to share things with other, with other enlist customer clients has been great. And to build those connections, I mean, you know, I've spent multiple hours on calls with other with other groups, you know, with other enlist customer groups and, and content managers, just kind of bouncing things off each other like, hey, how do you all do this?

00:31:53:00 - 00:32:02:20

Shane Rogers

Or, you know, what happens when this happens, like in your in your business. So it's been a great network to join. And yeah, we will continue to be part of it for sure.

00:32:02:22 - 00:32:22:22

Alex Winter

That's great to hear. Yeah. The community piece is such a huge piece. And just because people are in different industries, I think sometimes people shy away from that, like, oh, we have to go to industry specific events and we have to stay in our lane. And I think there's a missed opportunity there because you can learn so much from other people and bounce ideas and, and maybe see some things that you normally wouldn't, have the opportunity to see.

00:32:22:22 - 00:32:38:13

Alex Winter

So I, I love hearing all that and hope to see in Chicago as well. All right, Shane, my favorite part of the show, big question for you here, right. For our listeners and for our viewers out there, people who have never heard of enlist customers before. I don't know how they haven't. But if you haven't read the book, you don't know what we're talking about here.

00:32:38:15 - 00:32:47:04

Alex Winter

What's one thing you would say to them to, to give them some advice on how they can start their journey and have success with this, just like you guys have had in Texas.

00:32:47:06 - 00:33:07:19

Shane Rogers

Yeah, I think one, if you haven't read the book or both books, you guys are missing out, right? So make sure you get that, even even just the small version of it can, can really connect some dots in your feelings towards these strategies. But, you know, two, I think, I think there's got to be a balance, right.

00:33:07:19 - 00:33:32:21

Shane Rogers

Of, of, you know, if you really if you do read the book and you really believe in, you know what, enlist customers is talking about, there's got to be a commitment to what you believe. Right. And, and, and there's certainly going to be a level of risk to this. Right. And, and make sure that, man, like, I've always had this, this ideology of like, if I'm going to go down, I'm going to go down my way.

00:33:32:21 - 00:33:58:05

Shane Rogers

Right. And I think business owners should, should have the same thing, that if they feel like, you know, they're missing out on this content piece or, or somehow they need to add trust within their, their customer journey, like this is this is the strategies to implement, you know, and and again and and I talked about it earlier but most people from my from my perspective they believe in it.

00:33:58:09 - 00:34:19:00

Shane Rogers

But then they're like, man, what's going to happen if I do it right. And and I think that's where it goes back to what I mentioned earlier is like, there are ways to to implement these things without just ripping the Band-Aid off. Right. And totally shaking up your organization that in some cases, like some organizations, may not recover from.

00:34:19:00 - 00:34:36:20

Shane Rogers

Right. And so, you know, there are ways to, to have pilot groups or to transition, you know, to what you want to your organization to be long term. Right? And so, I mean, the other thing I'll say is,

00:34:36:22 - 00:35:05:01

Shane Rogers

You know, for me, I mentioned earlier, Alex, like, you know, I'm a teacher, right? Like, I do have an advertising degree. But I went into teaching and coaching on a high school level, and then decided to get out to provide more. But my point in saying this is, as business owners want to do this, find somebody who cares about educating consumers and will work their butt off.

00:35:05:03 - 00:35:33:04

Shane Rogers

Right. Like that's that's where I think we have as a Zintex team. Like we've built this correctly is is, you know, for me, like I've never built a website, you know, like I've never launched Google ad campaigns, meta ad campaigns. Right. But but Nick or SEO is believed in me and give me an opportunity and, and, and, you know, like, we're not going to let em down.

00:35:33:04 - 00:36:00:13

Shane Rogers

Right. And I think there's some there's some pride in what you do. And I'm saying this to say, like business owners, you you may have somebody that can do this right now. Right. And that technical skills for this aren't while they're important. Don't get me wrong, they're not the most important thing in my opinion. Right? Find somebody that cares about your organization, that wants to see this organization grow and and that takes pride and work in their butt off to execute something.

00:36:00:15 - 00:36:03:03

Shane Rogers

And you can do this too.

00:36:03:05 - 00:36:22:03

Alex Winter

Well said. Very well said. I couldn't agree more. And I, I think there's a fundamental piece there that somebody who wants to build trust and be transparent and has that passion within your organization that is more important than the tools and the tech, the tools and the tech is important. But it's like any, any handyman, right? The tools are only just part of the job.

00:36:22:03 - 00:36:35:18

Alex Winter

You still have to have the knowledge and the passion to want to make it, the beautiful thing. So that's just the fundamental piece. I love the way you said that. So, Shane, thank you so much for your time today and for being on the show and just sharing the whole story was in and what you guys have been up to.

00:36:35:18 - 00:36:38:09

Alex Winter

It's been fascinating and fun talking with you.

00:36:38:11 - 00:36:52:20

Shane Rogers

Yeah. Well, Alex, thank you so much for having us. We love to share our experience and for anybody that's, you know, second guessing or wondering if they should get involved within this. Customers like you guys are missing out if you don't. So, again, thank you for having me today, Alex.

00:36:52:20 - 00:36:58:07

Alex Winter

Our pleasure. And you heard it from Shane. If you're not implementing it, you're missing out. So, what are you doing? Get on it.

00:36:58:09 - 00:36:58:19

Shane Rogers

Come on.

00:36:59:01 - 00:37:04:21

Alex Winter

All right. Shane, thank you so much. And for everybody watching and listening, this is endless customers. I'm your host, Alex Winter. We'll see you on the next episode.