Digital Door Knocking Explained | A Smarter Approach to Local Franchise Marketing

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Guys, I want to welcome you to another episode of
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the Franchise Advisory Board, where we bring in experts from
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around the franchise community to give you executable, actionable, very
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high-value insights that can help you build a memorable, thriving
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franchise brand. Now, I'm excited to have with me my
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friend Jimmy Speyer. He's the founder-CEO of a company called Glasshouse.
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And they are the digital door-knocking platform for home service companies.
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And if you don't know what that means, I'll dive
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into that a little bit more at the end a
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little bit. But these guys have got a rocking, red-hot
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technology right now that's helping a lot of franchise brands
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get off-market leads, build pipeline, and really build what we're
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going to talk about today, which is an omni-channel outbound
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marketing approach that actually works. People are struggling with that
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in this industry. If you're not noticing, there's a lot
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of struggle, a lot of failure rates. Franchise brands are
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thinning out the herd a little bit and cutting budget
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line items and reducing headcount because they're not performing as
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they should right now.
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And this, I think, could be a real solution.
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So, Jimmy, I'm going to tell them a couple more
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things about you, but I want you to tell us
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more about you and Glasshouse. But father of two boys,
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plays the banjo. He has been involved, guys, in a
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bunch of vertical SaaS company growth. He's helped three companies
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scale to over a billion dollars in value. So Jimmy's
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one of those guys, like you want this brain in
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your corner. I'll just say that. So I want him
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on the podcast so we could dive into some things
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that are like really critical right now. So Jimmy, thanks
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for being on the show. Tell us a little bit
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more about you. Tell us about Glasshouse.
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Yeah, absolutely. Thanks, Dave, for having me. So let's see.
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I've got 15 years of experience building revenue teams. So
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first time founder and first time CEO. I've had this
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business up and alive for three years. We work with
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over 400 brands. We have over 20 employees now around
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the country. We have a home base here in Nashville
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where I'm based, which is fun here in our office today.
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And one of the things I've really spent my career
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focused on is how do you build a revenue engine?
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How do you build an outbound focused organization that is
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able to go out and self-source and self-create revenue? And
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when I got into the home service space three years ago,
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I realized I didn't know that much about it. I
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also bought a home service franchise myself that me and
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my wife operated for two years and sold to learn
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all about it. So we are as all in on
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home services as one family can probably be.
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I love that.
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How did your wife like running the business with you, man?
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She was, well, I think that she likes working in
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this business better, if I have to be honest, or
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always be honest. But I think she works here now part-time.
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We have two boys, like you mentioned, 10 and 12.
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That is a full-time job all to itself. But I
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think she really liked the idea, the branding exercise that
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comes with a home service franchise. And so it was
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a really cool brand that we're part of. And she
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really enjoyed that part as well.
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Yeah, well, I usually wouldn't disagree with a guest, but
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I'm going to disagree with one thing you said.
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Being a mom is more than a full-time job.
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Okay.
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Amy and I always talked about that. But she's like,
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if she's a mom, like, you're never off. You never
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get a vacation, right? It's always on, you know, 24-7.
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Yeah, my wife likes to say that of all of
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her children, her mother-in-law gives her the most difficulty.
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So she has three boys. I have two.
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Yes, yes, yes. Amy's the same. She's got five kids.
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I have four.
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Yep, it's the same.
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Absolutely.
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Absolutely. Well, so let's jump into the topic, my friend. Again,
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thanks for being here.
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I know you guys are kind of a rocket ship
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right now. So carving out time for something like this,
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it takes some effort.
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So thank you.
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Let's talk a little bit about creating this omni-channel outbound
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approach that actually works.
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You talked about having built multiple revenue engines.
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And this is what a lot of franchise brands, I think,
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should be talking and thinking about is how do we
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build an engine around this so that when a franchisee
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steps into this world of franchising, like There's something that's
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already working or we can plug in and play that
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will help generate income for them. And I'll say one
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last little snippet, then I'm going to pitch it to you.
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There is a general decline in franchise candidates. This is
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data from my good friend Rebecca Monet at Zoracle, right?
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A general and notable decline in sales skills, willingness to
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do sales across candidates universally in the industry. That shouldn't
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come as a surprise, but it is a surprise apparently
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to all of this industry. that their process have to
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be better. So tell me a little bit about like,
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how do you see the market historically approaching revenue generation,
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outbound marketing? And then let's dive into like, why is
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that busted and how can people solve it?
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What I saw when I got to home services was
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that there was a fundamental focus on kind of what
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I would say is inbound demand generation and everybody i've
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spoken to a lot of our customers um some you
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know top 50 top 10 home service franchise groups in
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the country some of these really big ones and some
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a lot of emerging brands as well and but the
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people have been around for a while they teach you
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things and so you ask a lot of questions you
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you can learn it's like was it always like this
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how was it five ten years ago 15 years ago
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before i even got here what was it like and
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to a t they pretty much all said the same
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thing around the time COVID was starting, we were getting
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better at outbound and then we just got.
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Real bad at it.
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And in fact, the people who showed up and bought
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during that timeframe, then the businesses themselves just really focused
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on inbound lead. And by the time you get to
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like where we are today, it's like.
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Just not a motion that's really institutionalized.
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Inside of these organizations anymore. People don't want to do it.
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They didn't have to do it when they showed up
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or they didn't, they don't want to do it at all.
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And so you end up with this like very inbound
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focused business. And so I think that creates a lot
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of issues. One is it creates a kind of almost
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adversarial relationship between.
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The marketing arm of the franchise or, and.
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The individual Z's the Z's look at that as your
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job is to deliver me leads. And then my job
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is to execute them because you get paid when I
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do like, okay. But yeah, you bought a process, you
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bought a brand, you bought a lot of different pieces.
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Going back in time, if you also understood that you
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bought access to a market where you could go and
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have a captive audience and nobody else was going to
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sell your brand to, but you had to go do it.
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But if I look at that as your job is
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to deliver me leads, I've become very passive in that experience.
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And it almost feels like I'm not in control in
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the driver's seat.
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And when I saw that, what I really looked at was, Okay,
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this is even when they're doing an outbound motion. If
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you start asking questions and peeling back that onion, what
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you found was it was an inbound-led outbound motion. People
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are really, really, really obsessed with the concept of speed
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to lead in the home service industry where we exclusively work.
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And there's nothing wrong with speed to lead. I'm all
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about it. We have inbound leads for our business too.
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We want to get back in touch with them really fast.
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But this obsession to me is a symptom of the
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fact that everybody's basically saying, we're not going to create
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any leads for you. And everybody's saying, I'm not going
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to go create leads for myself. So we just have
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to over-rely on Meta and Google to be the only
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place we can get a lead. And therefore, the only
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thing we can do is optimize and tweak the delivery
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of that.
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Lead to my bottom line.
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And so even then when you go outbound, they would say, well,
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I'm going to go outbound off of those people.
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It's just following up. That's not outbound sales.
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Like if you have an experience in being part of
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a truly outbound organization, the equivalent in home services would
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maybe be knocking doors would be the closest thing, right?
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Like there's a fundamental difference between someone saying I did
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door knocking for a summer and I went and call
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back people who filled out a form for a summer.
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Those are different things.
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Yeah.
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And outbound to us is digital door knocking.
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So it's using digital tools, but it is every bit
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as much of proactive going out there.
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And you don't create inbound to then go outbound them.
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You go outbound to get them to come inbound. And
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it completely flips the whole thing on its head.
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Yeah.
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And let's talk about that for a second, because I
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think there's a really critical part of a strong outbound strategy. Inbound,
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and this is why inbound cost per lead, it continues
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to rise rapidly. There's a finite number of people who
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have identified they have an issue and are out there
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searching the web to try to find the solution, right?
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There's a finite number of people that do that. But
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there are also a huge volume of people who maybe
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didn't realize they had the issue or like were aware
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of an issue, but it wasn't like at the top
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of their priority list and having a conversation with somebody
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about it makes it a priority. And they're off, I
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call them off-market leads. They're an off-market lead. They're not
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searching for it on Google right now. So creating a
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private channel of lead flow The only way to do
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it is through outbound because everybody else is competing. You're
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competing with every other one of your franchises and local
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operators who has a Google PPC campaign running and your
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Facebook leads, right? So Facebook ads. It's like the two
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biggest sources for people to search on the LLMs, right?
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Like you've got stiff competition for inbound. So your close
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rates on the inbound are also going to be worse typically, right?
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It's hard. And the thing is, it's just hard. But
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here's the deal.
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Competing with 20 other vendors in your market is hard
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for inbound leads. That's also hard. Race to the bottom
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things are happening, price shoppers. You also don't get to
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select your buyers. One of our customers said to me
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the other day, something that I always think about was,
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you know, I really like when I go create an opportunity. No,
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I'm not like, you know, it's not the exact same thing.
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I might have to touch them two or three times
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instead of just an inbound lead and I call them.
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But I picked them. I picked them.
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I picked a bigger house, a bigger yard, a richer buyer,
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whatever the thing is that I wanted to pick. I'm
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not like at the whims of whoever filled out the form,
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which they seem to really like. And that was the
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core premise of starting a software that was about doing outbound.
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I think one of the problems that also has come
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up that we solve for people is, well, how do
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I do this?
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And what does that look like? And I need data.
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Like data is like everybody, like you have your data
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and your Sierra.
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And i had this conversation with our buyers all the
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time so well i have like 10 000 people in
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my crm that's great how many people are in your
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market and we'd like sometimes they don't actually know the
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answer i'll just quick google it you know it looks
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like there's 2.2 million people in your market so you
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have 10 000 people in your crm it's actually not
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that much yeah And you have to pay $ 80, $ 100,
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$ 200 to create every single one of those people in
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your CRM, right? So if you're sitting on 10,000 people,
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you're like, well, I spend $ 200 per contact. Like, that's
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a really valuable asset. I'm like, yeah, but imagine how
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long and how much money it's going to take you
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to get all 2 million. It's going to take forever. Mm-hmm. versus, okay,
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I want tools. I want access to data that lets
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me sift through the people that I don't know and
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go find them when they meet my criteria. I'm not
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waiting for the best buyers to find me. And one
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last thing, Dave, you said that is spot on. Our
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value is we help a lot of our customers do
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a lot of different things, but one of them is
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we want to get them on someone's to-do list. And
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that's the thing that I found in this speed to
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lead obsession is In home services, there's, I think, a
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couple of the way it's always been belief systems. And
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one of them is speedily is the only way to
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do this. That's probably what we talked about. But the
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other is on the consumer's mindset, which is people like
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to make an excuse for the consumer. And the consumer
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will say this. We all are consumers too, right? They'll say,
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it's just so hard to find a good dot, dot, dot.
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It's so hard to find a good whoever. No, it's
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probably not actually, because there are so that, that statement predates.
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Like the modern internet. It's just pretty easy.
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If you Google window washer near me, I promise there's 10.
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You can see the reviews and it's not that hard
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to figure out who's doing a decent job.
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Yeah.
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What's hard is to be a full-time mom and a
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dad and a CEO and a lacrosse coach and all
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the things, put the kids down, go do the dishes,
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then be like, now I got to go out and
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get the computer, Google Window Watcher, go on their website,
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fill out a form, wait for them to call me.
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Get an estimate. That's hard.
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It's hard to find the time to just deal with
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this crap when it's like the third thing on the list.
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I agree.
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And if that vendor would reach out to you and say, hey,
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we're down the street, we're in your area, we're in
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the neighborhood, we're working with David, his family, can we
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come by and get you an estimate? Like, I have
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been wanting to get that done forever. That's the whole thing.
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That's the whole game is don't pretend everybody needs what
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you are selling every single day.
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But some of them do.
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Yeah.
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Usually what?
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Two to 3% of the market at any time is like,
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I need that service.
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They're just busy though. But people are, you're busy.
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You you barely have time to listen to this podcast
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thank you for doing it like people are busy you're
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on the treadmill right now doing two things at once
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while we're doing this and you think that the buyer
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is any different and they're not no i.
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Love that you said that because i talk to people
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about that all the time like you just need to
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put yourself in their shoes and it was and you
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know we're talking about speed delete well yeah that's what
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we do right but like Like the lack of understanding
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in general, like empathy for humans that happens in.
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The strategy process.
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It's not exclusive to this industry, but the fact that
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they don't just put themselves in the shoe of the
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buyer and say, well, yeah, if somebody fills out a
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lead form, if you, Jimmy, took the time in your
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busy schedule to like actually become a.
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Digital lead, fill out a form.
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You're not just like they're telling you, they're sending you
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a message when they do that. And they also, their
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window of you listening, like of them being able to
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respond to you and actually have a convo.
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Sometimes it's like one to three minutes. It used to
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be five.
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It's short.
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It's short.
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And so I just, I love that you said that
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because brands don't think like that. Like I still hear
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people on the FranDev side or on the home service side.
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They're like, well, if they really want that roof done,
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then they'll call me.
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Like you idiot. No, they called the guy.
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They actually answered the phone of the guy who called
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them when you didn't call them.
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And that's why they're not answering your phone now. Your
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call 24 hours later.
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Uh, I, you know, I, I'll, I'll throw the word
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knucklehead out, right? Because it is such a knucklehead approach.
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If you fill out a form, Jimmy, you want an
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answer now. That's why you put your frigging personal information
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on a form on the web, uh, which people.
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Are having aversion to do.
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Right.
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So I, I, I love that you said that because
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I totally agree with that approach.
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We have to be empathetic, put ourselves in their shoes.
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How would you want to be treated? And if it's
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on your list and somebody reached out to.
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You, great.
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You'd, you'd be like, dude, that's a relief. Now I've
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got a good window washer. Now I've got a good
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roofing guy. Now I've got a gutter cleaner.
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It's fall.
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So let me ask you a different question about this.
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Where we've seen a general decline or a general increase
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in an aversion to sales. Coming into the home service franchise,
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I just feel like.
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It's a recipe for disaster.
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For these people who keep selling more and more units
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to people who are less and less inclined.
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To do the things they need to do.
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What are some ways that people can can start to
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create this outbound machine now that will accommodate or even
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support this general lack of interest in franchise owners doing sales,
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doing outbound.
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We talk about local area marketing here because that's where
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we generally fit in, especially when we work with half
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of our business as independent operators, half of it as franchises.
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So it's like half of what we do.
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And so in the franchise world, especially it's a lot
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about like, okay, well, there's a national thing going on
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and corporate is helping you with this part of the
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Zora's helping you here.
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And then we get into.
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This really loosely defined thing called local area marketing. And
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what I've seen is it's, kind of whatever it's choose
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your own adventure, whatever you want it to be. It
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can accommodate almost any bag of tricks that you want
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to put together. And so you sprinkle it in some
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like meetup groups and you'd like, you're doing your B
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and I things and you're trying to do like, Oh,
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we're going to walk into some commercial opportunities. And it's
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like drop off gifts, do yard sign. We're going to
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do yard sign. We're going to put some door hangers out.
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We're going to five by five, this situation, clover leaf,
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whatever you want to call it, lots of different names there.
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And they do all these different pieces together. but it's
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kind of just left up to the Z to just
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do as they wish. It's almost like you.
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Fill in the gap. You will know your market better
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than we will. And if, I don't know that that's
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always true, actually.
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What I would say is when I look at, I
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talked to a lot of the Zs, the concept that
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they will know their market better than the Zs they
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don't necessarily know how to market better than the Zora.
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They might know the names of the streets better. They
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might know the better part of town they want to
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focus on, but they don't know necessarily the exact motion
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to do it. And I very, very, very rarely see
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sales coaching as part of these engagements. That part you're
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just supposed to kind of intuitively know, or I suspect
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maybe there's probably coming from a good place and a
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concept which is, You bought into this brand. You're so
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passionate about it that you wanted to buy into this
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thing that you're just going to be so excited to
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tell everybody about it anyway that it'll figure itself out.
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But sales is not a personality trait. It's a learned
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skill and behavior and a set of processes just like
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changing the roof shingles or just like how you wash
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the windows or just like how you do anything. it's
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a process. And so you could practice it and get
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better at it. And I think if you made that
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sales motion part of their review of what they're buying
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and make it like institutionalize that into their engagement with
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the brand, like every week there's sales coaching and there's training.
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And like, we actually like we do in my business,
402
00:17:27.349 --> 00:17:30.309
my sales team, we do live role play twice a week,
403
00:17:30.589 --> 00:17:31.750
every week or.
404
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Ever, because that's the only way you get good at
405
00:17:34.730 --> 00:17:36.019
something is you practice it.
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And I think if you, are if you really over
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obsess on helping the Z's understand that that local area
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of marketing is about being like uncomfortable with like getting
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00:17:48.779 --> 00:17:53.240
uncomfortable for a while to then get comfortable doing outbound conversations,
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you know, like, and then creating leads through outbound, it
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can be door knocking. It could be digital door knocking
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where we do email and text, but basically saying, cool,
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I want to create these opportunities to have these engagements
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and I think it's not just measured at conversion of
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inbound lead at estimate to win or something like that.
416
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It's cool.
417
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How many opportunities are you creating a week that aren't
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just walking into coffee shops or something like that?
419
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That's just not a great strategy.
420
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And I, unfortunately I do here in the franchise world
421
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a little bit, which is cool. The brand will create 10.
422
00:18:26.589 --> 00:18:28.190
Leads a week. You create 10 leads a week.
423
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And then your 10 is just kind of like left
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up to you without a lot of specifics, not a
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lot of guidance. Yeah.
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And, and, I think we can have a moment of
427
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honesty around that just for a second. I think there
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are some cases where the franchisor wants to provide the
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framework and says, hey, you figure out, here are the pieces,
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figure it out. To be really honest, I think that
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a lot of brands, especially the young ones, they don't
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00:18:51.079 --> 00:18:51.829
know how to do it.
433
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They don't actually have a playbook.
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00:18:54.099 --> 00:18:56.839
They haven't actually put the effort in to say, this
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is how you do local area marketing. You knock this
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many doors, you join this B & I group, you
437
00:19:01.559 --> 00:19:03.680
do this and this and this. And that is your playbook.
438
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And we have measurements and protocols to help make sure
439
00:19:06.650 --> 00:19:10.250
you're doing it well, and training programs after you launch
440
00:19:10.309 --> 00:19:12.049
to make sure that we're coaching you up so you
441
00:19:12.069 --> 00:19:15.210
can be the most effective BNI member possible. So you
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00:19:15.230 --> 00:19:17.759
can be the most effective doorknocker possible if that's part
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of the requirements of the brand.
444
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And I know brands that it is.
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Every time you start- Sure, we work with brands, we
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00:19:22.839 --> 00:19:25.480
work with franchise systems where they have a certain number
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00:19:25.500 --> 00:19:27.759
of doorknocks they're doing on a monthly basis. We work
448
00:19:27.779 --> 00:19:31.109
with brands, all types, all kinds. And so you're right,
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00:19:31.309 --> 00:19:33.589
it can be all different things. But I think having that,
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scalable repeatable process where you say these are the things
451
00:19:38.569 --> 00:19:41.619
that we do for locally remarketing just like we have
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things we do for national brand advertising and we know
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00:19:45.180 --> 00:19:46.930
they work and if you put in this amount of
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effort we should expect this amount of results and yeah
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maybe we have to get better at it over time,
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00:19:51.339 --> 00:19:52.599
but we'll do that because we'll practice.
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Yeah.
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And practice, perfect practice makes perfect. But I do feel
459
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like there's a general lack of a plan, right? And
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00:20:01.420 --> 00:20:04.849
then an enforcement of a plan. Everybody's hot and bothered
461
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about brand standards and signage and things like that because
462
00:20:07.170 --> 00:20:09.140
it's easy to check. But these are the things I
463
00:20:09.180 --> 00:20:11.759
think require a little more effort to check. And the
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brands that are doing this, I think are the ones
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that are winning, even when the market's generally softening and
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there's fewer inbound.
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You have to have a balanced approach in my mind.
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00:20:21.369 --> 00:20:26.150
Yeah, I am seeing the continued rising costs of inbound
469
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leads and quality erosion. So you're kind of getting double
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whammied there. So I am also seeing new brands launching
471
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and being successful. I'm seeing existing brands continue to be
472
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able to scale and We have customers that do seven
473
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figures in their individual franchise locations, right? Like really successful.
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00:20:44.470 --> 00:20:46.130
And those people at that point can say, well, they're
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already big. They're doing lots of things and they've organized
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it and they're doing outbound. They speedily, they're inbounds. Like
477
00:20:53.779 --> 00:20:56.640
they're checking all of the boxes across. They're not waiting
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00:20:57.319 --> 00:21:00.200
for anybody to try to like one thing to solve
479
00:21:00.220 --> 00:21:00.720
all their problems.
480
00:21:00.779 --> 00:21:02.559
Like one thing will not solve all our problems.
481
00:21:02.960 --> 00:21:05.509
Not at all. Not even the slightest. I agree with you. Well,
482
00:21:05.529 --> 00:21:08.490
let's shift gears, Jimmy. Let's talk about measurement.
483
00:21:08.529 --> 00:21:12.670
Because if you're a franchise marketer, you're listening in, obviously
484
00:21:12.690 --> 00:21:14.730
you're like, well, how do I measure this? How do
485
00:21:14.789 --> 00:21:17.049
I make sure this is working versus everything else that
486
00:21:17.069 --> 00:21:19.009
I'm trying to measure? And I think it's another reason
487
00:21:19.029 --> 00:21:21.829
why people love Inbound. To be fair, it's measurable. I
488
00:21:21.869 --> 00:21:24.589
can see, did it work? Which campaigns are working? Which
489
00:21:24.650 --> 00:21:27.869
keywords are working? And is it generating a lead? And
490
00:21:27.990 --> 00:21:29.690
if you've got a good platform that ties back into
491
00:21:29.710 --> 00:21:32.109
your marketing data, you can see what happens after the
492
00:21:32.150 --> 00:21:34.910
lead is converted or the lead is created.
493
00:21:34.950 --> 00:21:36.140
And then Is it.
494
00:21:36.140 --> 00:21:38.369
Converting and closing and generating revenue? Because that's all we
495
00:21:38.450 --> 00:21:40.809
really care about in the lead gen process. Did it
496
00:21:40.849 --> 00:21:43.210
generate revenue? And if so, how much and how long
497
00:21:43.230 --> 00:21:46.210
did it take? But let's talk about measuring this because
498
00:21:46.230 --> 00:21:48.980
this feels a little bit more amorphous, maybe harder to track.
499
00:21:49.319 --> 00:21:55.700
How are effective brands measuring local area marketing effectiveness?
500
00:21:56.259 --> 00:21:58.609
I've seen it evolve over the last year as we've
501
00:21:58.869 --> 00:22:01.500
improved our marketing. visibility into the CRM. So it starts
502
00:22:01.519 --> 00:22:04.519
with having like a, like a good CRM FSM like
503
00:22:04.640 --> 00:22:07.259
system where you can actually, everything can live and can
504
00:22:07.279 --> 00:22:10.920
be organized really, really well. What I generally have also
505
00:22:10.960 --> 00:22:14.339
seen though, is like, we're, everybody tends to over-index on
506
00:22:14.380 --> 00:22:15.400
just like the last touch.
507
00:22:15.920 --> 00:22:18.599
And so when you think about local area marketing, last touch.
508
00:22:18.460 --> 00:22:22.259
Attribution, this gets really super marketing heavy here, but it,
509
00:22:22.980 --> 00:22:24.869
It hides a lot of stuff. And so if you
510
00:22:24.930 --> 00:22:28.930
only use Last Touch, Google might look like the greatest
511
00:22:28.990 --> 00:22:32.410
thing ever. Because when they go to your website and
512
00:22:32.529 --> 00:22:33.890
you ask them, like, how did you hear about us?
513
00:22:34.009 --> 00:22:36.119
They're just like, well, the last thing I did was
514
00:22:36.170 --> 00:22:38.599
I Googled your name and you came up. So that
515
00:22:38.619 --> 00:22:43.240
must be Google. And that's not necessarily true. What you
516
00:22:43.279 --> 00:22:46.130
need to measure is the best way you could possibly
517
00:22:46.170 --> 00:22:47.710
do this is get as many of your channels as
518
00:22:47.750 --> 00:22:50.740
possible to allow you to see how did the homeowner
519
00:22:51.059 --> 00:22:55.700
engage with that content along that journey? We've found that
520
00:22:55.779 --> 00:22:59.440
our customers, make almost as much from what we would
521
00:22:59.480 --> 00:23:03.579
call like indirectly sourced revenue as directly sourced leads. So
522
00:23:03.599 --> 00:23:05.839
we're helping them get on that to-do list. Somebody like
523
00:23:05.880 --> 00:23:09.319
they go outbound, they send a picture, digital postcard. Hey,
524
00:23:09.339 --> 00:23:11.740
look at our holiday lights. Look what we're going to
525
00:23:11.759 --> 00:23:13.740
do for your house. We'll transform it. And someone says, yes,
526
00:23:13.779 --> 00:23:16.460
I love a quote. That's pretty easy. It's not that
527
00:23:16.500 --> 00:23:19.150
hard to be like one-to-one, just like somebody fills out
528
00:23:19.170 --> 00:23:20.609
a Facebook form or something.
529
00:23:20.710 --> 00:23:21.589
One-to-one, pretty simple.
530
00:23:22.769 --> 00:23:25.069
But if all it ever was was one-to-one, then you
531
00:23:25.089 --> 00:23:29.049
would never do yard signs. You would never buy a billboard.
532
00:23:29.730 --> 00:23:35.059
You'd never buy any closed-caption TV ads. You'd never do
533
00:23:35.099 --> 00:23:37.440
anything that couldn't be perfectly measured. But we all know
534
00:23:37.599 --> 00:23:41.140
people do those things because it's multi-touch. And so what
535
00:23:41.160 --> 00:23:44.880
we've seen is customers will have half of their revenue
536
00:23:44.960 --> 00:23:47.390
directly sourced, and then the other half will be people that...
537
00:23:47.940 --> 00:23:49.890
They message and they get in front of them and
538
00:23:49.910 --> 00:23:51.730
then they come back and they go to the website
539
00:23:52.109 --> 00:23:53.890
two days, two weeks later, they fill out a form
540
00:23:53.930 --> 00:23:58.019
and they'll say, I like Google. Like, okay, well, yeah,
541
00:23:58.039 --> 00:24:00.720
but we definitely did engage with them and send them
542
00:24:00.740 --> 00:24:01.819
your brand ahead of time.
543
00:24:02.220 --> 00:24:03.839
And so you just kind of look at all those things.
544
00:24:04.940 --> 00:24:07.259
And create this like, it's almost like a scatterplot where
545
00:24:07.279 --> 00:24:09.000
you want to see like the Venn diagram of what
546
00:24:09.220 --> 00:24:13.519
items overlap with each other, where revenue is influenced across those.
547
00:24:13.559 --> 00:24:15.890
And where am I seeing like things that touch a
548
00:24:15.920 --> 00:24:18.470
lot of other stuff, right? Like outbound can touch a
549
00:24:18.549 --> 00:24:21.470
lot of other stuff, just like a billboard can touch
550
00:24:21.490 --> 00:24:23.130
a lot of other stuff or like there's other things
551
00:24:23.170 --> 00:24:26.630
to do. So we are really big into multi-touch attribution,
552
00:24:27.049 --> 00:24:31.099
direct and indirectly influenced revenue. Those are the ways I
553
00:24:31.220 --> 00:24:34.440
think more like modern marketing is starting to move. where
554
00:24:34.480 --> 00:24:37.180
it's not viewed as everything's one to one, it's viewed
555
00:24:37.359 --> 00:24:38.380
as many to one.
556
00:24:39.519 --> 00:24:40.400
Yeah, I love that.
557
00:24:40.980 --> 00:24:44.079
Very wise approach. And it's the way that it actually works, right?
558
00:24:44.119 --> 00:24:47.700
Last touch attribution is great. But I think to your point,
559
00:24:47.720 --> 00:24:55.460
we over attribute revenue to the most measurable touch rather
560
00:24:55.500 --> 00:24:58.400
than the actual process that got someone to buy. And
561
00:24:58.779 --> 00:25:00.519
I think to your point, these are some of the
562
00:25:00.539 --> 00:25:03.480
things I think continue to narrow the focus on maybe
563
00:25:03.539 --> 00:25:07.289
inbound and digital, because that's so easy to measure. That
564
00:25:07.309 --> 00:25:09.690
goes right into the CRM. But if you can set
565
00:25:09.750 --> 00:25:12.140
up the web, like you said, this matrix of tracking,
566
00:25:12.160 --> 00:25:14.140
so you can know how many different places do they
567
00:25:14.160 --> 00:25:16.819
touch us, you're going to have a much better view
568
00:25:17.019 --> 00:25:20.740
of which channels are supporting the conversion versus which ones
569
00:25:20.779 --> 00:25:22.619
are just the last place they found you.
570
00:25:22.660 --> 00:25:24.920
And Google is so obvious. People search for.
571
00:25:24.849 --> 00:25:27.529
Stuff after they've had a conversation with you, after they've
572
00:25:27.549 --> 00:25:30.890
looked at your Facebook ad, after they've heard your radio ad,
573
00:25:31.069 --> 00:25:32.410
and then they're like, oh, I need to find these
574
00:25:32.450 --> 00:25:33.029
guys because.
575
00:25:32.930 --> 00:25:33.630
I want to work with them.
576
00:25:34.099 --> 00:25:37.150
Well, it just overlays and smothers all the value of
577
00:25:37.170 --> 00:25:39.410
the other channels because they're just not as measurable. So
578
00:25:40.609 --> 00:25:42.019
that feels like a whole other podcast.
579
00:25:42.039 --> 00:25:45.720
So honestly, like, Think about what we're doing right now, Dave.
580
00:25:45.759 --> 00:25:48.279
So let's say someone's listening to this right now and
581
00:25:48.299 --> 00:25:50.059
I'm going to get hopefully the opportunity to talk to
582
00:25:50.079 --> 00:25:51.660
them in two weeks or a month or whenever this
583
00:25:51.680 --> 00:25:54.289
comes out. And what's going to happen is they're going
584
00:25:54.309 --> 00:25:56.829
to hear this and then they're going to see a,
585
00:25:57.190 --> 00:25:59.289
we do like Facebook and Google ads too, just like
586
00:25:59.329 --> 00:25:59.730
other people.
587
00:25:59.750 --> 00:26:01.130
And we're like, they're going to see an ad for us.
588
00:26:01.509 --> 00:26:03.109
Then they're going to like Google us and then they're
589
00:26:03.130 --> 00:26:04.430
going to go to our website and then we're going
590
00:26:04.450 --> 00:26:05.470
to fill out some answer.
591
00:26:05.849 --> 00:26:07.539
Ours is like free form, how they heard about us.
592
00:26:08.359 --> 00:26:10.960
And it might not say podcast, but that might've been
593
00:26:10.980 --> 00:26:15.349
the first interaction with my brand. that started then they
594
00:26:15.410 --> 00:26:17.789
noticed me the other places, right? So if you could
595
00:26:17.829 --> 00:26:20.150
take somebody and people's attention is not that easy to
596
00:26:20.190 --> 00:26:21.230
get sometimes, right?
597
00:26:21.269 --> 00:26:22.349
It's real noisy out there.
598
00:26:23.069 --> 00:26:26.269
So one of the things I like about sales and
599
00:26:26.289 --> 00:26:28.890
doing outbound sales is I might not get you to
600
00:26:28.950 --> 00:26:31.519
buy from me on like that first outreach, that first touch.
601
00:26:31.759 --> 00:26:35.539
It's like, Hey, let's get your attention. Now I have it. Okay.
602
00:26:35.960 --> 00:26:39.380
Now when you see all my ads, you'll notice them. Okay, cool.
603
00:26:42.829 --> 00:26:44.339
And the kids finally go to bed, then I might
604
00:26:44.359 --> 00:26:47.200
be the one you actually look at. Better chance now.
605
00:26:47.319 --> 00:26:49.640
I grabbed your attention. Attention's hard to get.
606
00:26:50.220 --> 00:26:53.609
Dude, well, and it's a funny phenomenon too. Like whenever
607
00:26:53.619 --> 00:26:55.190
you buy a new car, my wife and I just
608
00:26:55.230 --> 00:26:56.769
traded in a car and bought a new one two
609
00:26:56.789 --> 00:26:57.210
weeks ago.
610
00:26:57.690 --> 00:27:00.099
And I see that car everywhere now. It's got my attention.
611
00:27:00.500 --> 00:27:01.599
And it's the same thing.
612
00:27:02.279 --> 00:27:04.279
Like if you've dropped something in someone's inbox, in fact,
613
00:27:04.319 --> 00:27:06.240
this happened, like one of our SDRs, we do live
614
00:27:06.279 --> 00:27:08.519
role play too, by the way. I think any good
615
00:27:08.559 --> 00:27:11.089
sales organization should be doing that. FBC should be doing
616
00:27:11.119 --> 00:27:13.369
live role play with the franchise owners, blah, blah, blah.
617
00:27:13.400 --> 00:27:15.269
But I was talking to her and she's like, yeah,
618
00:27:15.309 --> 00:27:18.309
I've noticed a big uptick in engagement now that people
619
00:27:18.329 --> 00:27:20.789
are back from vacation. And also because I'm on my
620
00:27:20.890 --> 00:27:23.549
seventh and eighth touches with people. She's like, after six,
621
00:27:24.069 --> 00:27:27.519
something changes. And like I start Like people start responding
622
00:27:27.539 --> 00:27:29.180
and getting in touch with us and they want to
623
00:27:29.220 --> 00:27:31.160
talk more. And I was like, yeah, because that's what
624
00:27:31.200 --> 00:27:33.480
the data shows. But it's also because you've now had
625
00:27:33.519 --> 00:27:36.279
enough touches with them that they're thinking about you, right?
626
00:27:36.299 --> 00:27:38.140
You're being noticed. You're being recognized.
627
00:27:38.680 --> 00:27:41.569
And I think people, this is a lost art in
628
00:27:41.609 --> 00:27:43.990
this industry. And maybe it's because we're older. I don't know,
629
00:27:44.049 --> 00:27:46.730
like we're middle-aged, but like maybe it's because we've done
630
00:27:46.769 --> 00:27:48.630
it and we know it works and this is how
631
00:27:48.650 --> 00:27:49.630
humans just behave.
632
00:27:50.069 --> 00:27:51.630
But I love that you shared that.
633
00:27:51.670 --> 00:27:51.910
Thanks.
634
00:27:52.589 --> 00:27:54.049
And I want to do a couple of key things
635
00:27:54.109 --> 00:27:55.690
on a dive into Jimmy, if you don't mind us
636
00:27:55.710 --> 00:27:57.910
work as we're, uh, we're starting to kind of come
637
00:27:57.970 --> 00:27:59.430
over the crest of the hill and come down and
638
00:27:59.450 --> 00:28:01.009
the tail end of our conversation today.
639
00:28:01.690 --> 00:28:03.509
Tell me a little bit about door to door.
640
00:28:04.109 --> 00:28:05.430
And in fact, if you don't mind, I'd love to
641
00:28:05.490 --> 00:28:07.960
hear like, what's, what has been your experience like talking
642
00:28:07.980 --> 00:28:10.299
to brands about using things like actual door to door,
643
00:28:10.319 --> 00:28:12.099
like going 10 up, 10 downs, but I hear a
644
00:28:12.119 --> 00:28:14.119
lot of brands say, or five up, five downs, you
645
00:28:14.140 --> 00:28:16.619
go to hit, you hit a service in a location
646
00:28:16.660 --> 00:28:19.009
that go up five down five doors and go the
647
00:28:19.029 --> 00:28:21.650
other way. Five doors cross the street up, down five doors.
648
00:28:22.000 --> 00:28:24.039
And just make sure you canvas the neighborhood a little bit.
649
00:28:24.539 --> 00:28:27.420
But what's been your experience with that as an effective tool?
650
00:28:27.619 --> 00:28:30.180
And then second question after we get that is, how
651
00:28:30.200 --> 00:28:32.920
does something like a glasshouse amplify that? Because this is
652
00:28:32.960 --> 00:28:37.160
a real aversion people have in the home service space, especially.
653
00:28:37.180 --> 00:28:38.259
I don't want to go knock on a door.
654
00:28:38.740 --> 00:28:41.779
B2B referral brands, they don't want to go stop by
655
00:28:41.839 --> 00:28:43.700
four or five businesses on their way to a client
656
00:28:43.720 --> 00:28:46.599
meeting and try to get a referral partnership meeting set up.
657
00:28:46.619 --> 00:28:49.079
They're afraid of that or they struggle with that. Generally,
658
00:28:49.099 --> 00:28:52.339
that's my observation from afar. But Tell me a little
659
00:28:52.420 --> 00:28:54.660
bit about door-to-door and how you feel it fits into
660
00:28:54.720 --> 00:28:58.809
this ecosystem of multi-touch sales processes.
661
00:29:00.970 --> 00:29:03.690
I hear both sides. I hear people where it's super
662
00:29:03.710 --> 00:29:07.759
effective for them. It tends to be in the spaces
663
00:29:07.779 --> 00:29:10.039
where we see the most door-to-door selling is in roofing,
664
00:29:10.440 --> 00:29:13.660
is in pest control. These are very traditionally door-to-door heavy industries.
665
00:29:14.750 --> 00:29:16.990
You have a long-term value in LTV on a pest
666
00:29:17.009 --> 00:29:19.000
control customer for multiple years, so you can pay a
667
00:29:19.019 --> 00:29:21.619
lot for that subscription. Roofing has a high ticket size.
668
00:29:21.640 --> 00:29:24.559
You can pay a lot for that job. You also
669
00:29:24.599 --> 00:29:28.599
can see things from the outside. So a door-to-door can't peer.
670
00:29:28.619 --> 00:29:30.140
They're not going to see what's going on in the
671
00:29:30.200 --> 00:29:31.660
basement of your house right now. So if you're doing
672
00:29:31.700 --> 00:29:35.430
basement remediation, it's tough unless you can see all the weather,
673
00:29:35.490 --> 00:29:37.630
cause a problem around the whole neighborhood. So from a
674
00:29:37.670 --> 00:29:39.970
door-to-door perspective, it seems like they still live and play
675
00:29:40.220 --> 00:29:43.269
where they can see the problem from the street yeah
676
00:29:43.309 --> 00:29:47.450
not revolutionary um i'm seeing people start to have a
677
00:29:48.680 --> 00:29:52.069
to doing it because there's like people complaining about you
678
00:29:52.150 --> 00:29:52.430
or the.
679
00:29:52.650 --> 00:29:54.250
No solicit signs and things like that.
680
00:29:55.769 --> 00:29:58.829
Some towns are even making it like illegal essentially to
681
00:29:58.849 --> 00:30:01.400
knock doors or you can't do it. Police in Colorado
682
00:30:01.420 --> 00:30:05.539
have seen California as well. So it seems like it's
683
00:30:05.599 --> 00:30:10.500
not necessarily growing, but it's not going away. Where we've
684
00:30:10.579 --> 00:30:13.960
seen our customers effectively utilize this is to bring data
685
00:30:13.980 --> 00:30:16.920
strategies into this and to try to evolve it beyond
686
00:30:16.980 --> 00:30:20.980
just knocking around wherever we happen to be is doing
687
00:30:21.059 --> 00:30:22.019
it with more intention.
688
00:30:23.140 --> 00:30:26.460
One thing I would say is I've never known small.
689
00:30:26.220 --> 00:30:30.089
Franchise or medium-sized franchise businesses to effectively build big door-knocking
690
00:30:30.130 --> 00:30:32.769
campaigns if they are just going to recycle their existing
691
00:30:32.849 --> 00:30:37.410
tech talent as in their build techs to do that work.
692
00:30:38.690 --> 00:30:40.359
I haven't seen it. Like if you're going to.
693
00:30:41.000 --> 00:30:42.799
Major fail point, right? Like this is somebody's like, I
694
00:30:42.819 --> 00:30:44.140
want to go crank a wrench. I want to go do,
695
00:30:44.220 --> 00:30:45.740
they're often introverted, right?
696
00:30:46.279 --> 00:30:47.940
Yep. I'm going to sit here and just put it
697
00:30:47.980 --> 00:30:49.980
on my earbuds. I'm going to wash these windows for
698
00:30:50.000 --> 00:30:51.900
three hours and not talk to anybody. Now I'm going
699
00:30:51.920 --> 00:30:54.500
to tell that person that I've had a window washing franchise.
700
00:30:54.880 --> 00:30:56.299
I need you to go talk to 20 people. Like,
701
00:30:56.500 --> 00:30:58.740
I don't want to talk to 20 people all month,
702
00:30:58.799 --> 00:31:03.240
let alone today. And finding that person who's really sales oriented,
703
00:31:03.269 --> 00:31:05.420
who wants to be a window washer. That's that Venn
704
00:31:05.460 --> 00:31:07.890
diagram is like, that's tough. That's really a tough hire.
705
00:31:08.400 --> 00:31:11.269
You're not going to find too many of them. So
706
00:31:11.690 --> 00:31:14.529
what I've seen in using my sales experience and building
707
00:31:14.630 --> 00:31:18.990
sales organizations is in software sales, we generally do assembly
708
00:31:19.049 --> 00:31:21.930
line sales. Like you talk to a sales development rep,
709
00:31:21.990 --> 00:31:24.079
it talks to an executive, it passes you a customer
710
00:31:24.119 --> 00:31:28.819
success manager for onboarding and long-term. There's discrete jobs because
711
00:31:28.839 --> 00:31:31.559
the person who wants to be with you forever and
712
00:31:31.579 --> 00:31:35.039
be your account manager is a different person than who
713
00:31:35.059 --> 00:31:37.000
wants to sit there and rip 100 cold calls today.
714
00:31:37.769 --> 00:31:43.250
Different cats. And so in home services, it's not that
715
00:31:43.269 --> 00:31:45.210
much different. Door knocking is kind of the same thing.
716
00:31:45.259 --> 00:31:47.170
So the ones that seem to be able to effectively
717
00:31:47.210 --> 00:31:50.019
do this are they bring data around where they actually
718
00:31:50.039 --> 00:31:51.859
want to target, and then they get people who are
719
00:31:51.880 --> 00:31:57.579
focused on that activity, which means you have to basically
720
00:31:57.619 --> 00:31:59.759
invest in it and scale that up to some extent.
721
00:31:59.779 --> 00:32:01.420
And then there's just a whole math equation that goes
722
00:32:01.460 --> 00:32:03.980
into it, which I love the science and math of sales.
723
00:32:05.339 --> 00:32:07.019
So I think about that. I see that a lot.
724
00:32:07.910 --> 00:32:12.029
When we have customers who effectively implement digital door knocking,
725
00:32:12.109 --> 00:32:15.509
physical door knocking, they do those things together. And they say, okay,
726
00:32:15.970 --> 00:32:18.630
before we go and knock this neighborhood, we're going to
727
00:32:18.690 --> 00:32:24.490
already have pre-canvassed it with digital postcards, picture messages, updates.
728
00:32:25.009 --> 00:32:27.569
They'll send a picture of the people, the crew that's
729
00:32:27.609 --> 00:32:29.130
coming out. It's like, hey, these are the people coming
730
00:32:29.150 --> 00:32:34.210
to see you this week. one neighborhood over and they
731
00:32:34.269 --> 00:32:36.569
humanize it and personalize it so when that person knocks
732
00:32:36.630 --> 00:32:38.369
on the door they're like oh i already saw dave
733
00:32:38.450 --> 00:32:39.890
in a picture the other day he sent it over
734
00:32:39.950 --> 00:32:42.950
to me introduced himself and then it's just like a
735
00:32:43.049 --> 00:32:46.490
warmer conversation it's not hey you don't know me it's
736
00:32:46.789 --> 00:32:49.210
hey we're following up we already reached out this.
737
00:32:49.089 --> 00:32:52.309
Is like it's just like a slightly different engagement oh.
738
00:32:52.269 --> 00:32:54.670
Yeah no i i agree one the best thing ever
739
00:32:54.690 --> 00:32:56.099
so i've done a little bit of door knocking in
740
00:32:56.119 --> 00:32:57.839
my college days i got recruited to go help with
741
00:32:57.880 --> 00:33:01.259
a law narration company right it's not easy work uh
742
00:33:01.730 --> 00:33:03.799
But there are things that make it a little bit easier.
743
00:33:04.319 --> 00:33:06.220
Back in the old days, we would stick a little
744
00:33:06.259 --> 00:33:08.980
flag on someone's yard when they bought a service. And
745
00:33:09.000 --> 00:33:10.559
we could point back to it in reference. Like, oh,
746
00:33:10.579 --> 00:33:12.319
we're doing the Johnsons right down the street. And that
747
00:33:12.339 --> 00:33:14.960
made people more comfortable with the idea. And they're like, oh,
748
00:33:15.119 --> 00:33:18.359
like a little FOMO and things like that. But what
749
00:33:18.400 --> 00:33:23.589
I see now is if they'd seen you before, if
750
00:33:23.609 --> 00:33:25.750
someone's like, oh, yeah, you come back like the week later.
751
00:33:25.769 --> 00:33:27.250
Like, oh, yeah, the Johnsons told me you guys did
752
00:33:27.289 --> 00:33:27.970
a great job.
753
00:33:29.190 --> 00:33:31.329
Or I saw you guys in the neighborhood last week.
754
00:33:32.119 --> 00:33:33.759
that people are more prone to want to buy from
755
00:33:33.779 --> 00:33:37.630
is these touches, right? These multi-touches. But this is where
756
00:33:37.670 --> 00:33:39.329
I love, and I'm going to be a little promotional
757
00:33:39.369 --> 00:33:44.789
about Glasshouse here, guys, so forgive. But if you can preload,
758
00:33:45.150 --> 00:33:48.430
like Jimmy was saying, preload the engagement, even though they've
759
00:33:48.450 --> 00:33:50.779
never heard from me in their life, but you've just
760
00:33:50.799 --> 00:33:52.980
sent them a text message that said, hey, we're in
761
00:33:53.000 --> 00:33:55.440
the neighborhood doing roofs, and we're in the neighborhood painting
762
00:33:55.460 --> 00:33:57.660
a couple exteriors, or cleaning gutters, or whatever it is.
763
00:33:58.440 --> 00:34:00.960
And then you even drop like a flyer in. So
764
00:34:00.980 --> 00:34:02.980
you work with like a send gym or somebody like that.
765
00:34:03.000 --> 00:34:06.299
It doesn't matter. Dope marketing. Somebody awesome who does that.
766
00:34:06.799 --> 00:34:09.460
Imagine if you're the door knocker and now this homeowner's
767
00:34:09.500 --> 00:34:13.469
had two specific touches from your brand, two experiences.
768
00:34:13.300 --> 00:34:16.969
Before that you ever knock on the door. Totally different conversation.
769
00:34:17.170 --> 00:34:19.530
Like the success rate goes through the roof because you've
770
00:34:19.710 --> 00:34:21.989
amplified the.
771
00:34:21.170 --> 00:34:23.610
Brand awareness prior to the person ever putting their knuckles
772
00:34:23.670 --> 00:34:24.130
on the door.
773
00:34:24.670 --> 00:34:26.969
So anyway, what are your thoughts on that, Jimmy? Just
774
00:34:26.989 --> 00:34:30.440
this power of like, stacking or layering brand experiences and
775
00:34:30.699 --> 00:34:33.539
let alone digital right maybe on facebook and google they
776
00:34:33.579 --> 00:34:36.449
see them as well but but uh lay aside digital
777
00:34:36.670 --> 00:34:39.090
how does the stacking of brand exposure help a door
778
00:34:39.110 --> 00:34:39.789
knock would be more.
779
00:34:39.710 --> 00:34:42.949
Successful yeah like i've heard my customers refer to as
780
00:34:42.989 --> 00:34:45.449
like fishing in puddles right so like we really believe
781
00:34:45.469 --> 00:34:49.550
in neighborhood level outreach and that's the love that's the
782
00:34:49.690 --> 00:34:52.840
unit of measure we actually function around which is like
783
00:34:52.880 --> 00:34:54.159
how do i if i'm going to come to this
784
00:34:54.179 --> 00:34:57.300
neighborhood How do I turn one job into five, six, seven?
785
00:34:57.320 --> 00:34:59.559
Like everybody wants that. That's the dream, right?
786
00:34:59.920 --> 00:35:01.480
If you're the pest control person, you just want to
787
00:35:01.500 --> 00:35:03.679
go from house to house to house or run the
788
00:35:03.699 --> 00:35:05.800
lawnmower from yard to yard if you're the lawn guy.
789
00:35:06.219 --> 00:35:08.429
And if you're doing roofing, you're like, cool. I don't
790
00:35:08.469 --> 00:35:09.550
really have like.
791
00:35:09.449 --> 00:35:12.610
The same like route density problem, but I want to
792
00:35:12.650 --> 00:35:14.530
be able to just make sure that I'm turning one
793
00:35:14.550 --> 00:35:16.469
job into another into another because I have incredibly high
794
00:35:16.510 --> 00:35:18.789
lead costs and having to go do all this estimating
795
00:35:18.869 --> 00:35:19.829
is really time consuming.
796
00:35:20.389 --> 00:35:20.889
And so, yeah.
797
00:35:21.530 --> 00:35:24.300
Everybody wants to dominate that neighborhood. Well, how do you
798
00:35:24.320 --> 00:35:26.599
do it? You dominate the neighborhood. Like you don't just
799
00:35:26.659 --> 00:35:28.599
send them all like one letter and leave. You don't
800
00:35:28.619 --> 00:35:30.400
just send them all one text message and be done.
801
00:35:30.699 --> 00:35:31.960
You do all of the things.
802
00:35:32.519 --> 00:35:32.960
Do them all.
803
00:35:34.280 --> 00:35:35.920
And we like to say they might not need what
804
00:35:35.940 --> 00:35:37.739
you have, but they will definitely know who you are.
805
00:35:38.420 --> 00:35:42.809
That's the goal. That's like the requirement of doing effective outbound.
806
00:35:43.170 --> 00:35:45.250
They have to know who you are. You can't make
807
00:35:45.269 --> 00:35:47.250
them need a roof, but you can make sure they
808
00:35:47.269 --> 00:35:49.030
know that you can help them when they do.
809
00:35:49.690 --> 00:35:49.829
Yeah.
810
00:35:50.280 --> 00:35:52.079
And if they don't need a roof, they're more likely
811
00:35:52.099 --> 00:35:53.539
to tell you about a cousin or a neighbor or
812
00:35:53.559 --> 00:35:55.199
a buddy who does need a roof if you're standing
813
00:35:55.219 --> 00:35:58.119
on their porch talking to them about the roof.
814
00:35:58.139 --> 00:36:00.110
For sure. And so all of these things work together.
815
00:36:00.369 --> 00:36:02.170
And that's where the local area marketing comes in is
816
00:36:02.570 --> 00:36:05.409
picking that playbook of here's the two, three, four, not
817
00:36:05.449 --> 00:36:07.929
the one. It's definitely not the one. It's the two, three,
818
00:36:08.030 --> 00:36:11.849
four things we're doing that all work together. Yeah.
819
00:36:12.030 --> 00:36:16.849
I love that. That's a great soundbite too. So let's
820
00:36:16.889 --> 00:36:17.710
talk about two more things.
821
00:36:18.389 --> 00:36:22.179
One, If somebody wants to reach out to you, Jimmy,
822
00:36:22.199 --> 00:36:24.550
because they're like, man, that Spire guy, he's got, I
823
00:36:25.050 --> 00:36:26.420
was inspired by Jimmy.
824
00:36:26.579 --> 00:36:27.579
I just had to say that, sorry.
825
00:36:28.179 --> 00:36:29.300
Thank you. It's not the first time.
826
00:36:29.940 --> 00:36:31.960
I'm sure it won't be the last. But let's say
827
00:36:31.980 --> 00:36:33.219
somebody wants to reach out to you. What's the best
828
00:36:33.239 --> 00:36:33.639
way for them.
829
00:36:33.579 --> 00:36:35.460
To learn about Glasshouse or just connect with you, maybe
830
00:36:35.480 --> 00:36:37.599
pick your brain about all this local area marketing we
831
00:36:37.619 --> 00:36:38.260
talked about today?
832
00:36:38.820 --> 00:36:39.699
We're super easy.
833
00:36:39.920 --> 00:36:43.760
It's glasshousepro.com and jimmy at glasshousepro.com.
834
00:36:43.940 --> 00:36:45.380
Super easy email too. If you want to shoot me
835
00:36:45.400 --> 00:36:47.059
an email, not hard to find.
836
00:36:47.739 --> 00:36:48.579
Okay, beautiful.
837
00:36:49.199 --> 00:36:52.519
And Jimmy, tell me, what's next? Like, I mean, obviously
838
00:36:52.539 --> 00:36:54.909
you guys have this really amazing stack that you've built
839
00:36:54.949 --> 00:36:55.329
around this.
840
00:36:55.710 --> 00:36:57.530
Is there anything coming up that you're just like, I
841
00:36:57.550 --> 00:36:58.690
kind of want to tell people about this?
842
00:37:00.610 --> 00:37:03.130
So let's see, this past quarter, we went beyond text
843
00:37:03.369 --> 00:37:05.869
SMS into like picture messages. And now you can send
844
00:37:05.889 --> 00:37:08.469
what we call digital postcards because it's almost always a
845
00:37:08.510 --> 00:37:09.780
visual medium for our customers.
846
00:37:10.179 --> 00:37:11.480
That was a big one they've been asking for for
847
00:37:11.500 --> 00:37:11.780
a while.
848
00:37:12.840 --> 00:37:15.519
And now what we're starting to get into this here
849
00:37:15.579 --> 00:37:19.130
for fall is, is being able to look into our
850
00:37:19.170 --> 00:37:21.690
customer CRMs and tell them, okay, we see who your
851
00:37:21.730 --> 00:37:24.590
good best buyers are based on when they bought, how
852
00:37:24.610 --> 00:37:26.590
much they spent with you, lifetime values, all that stuff.
853
00:37:27.170 --> 00:37:29.130
Here's all the other people in town that look just
854
00:37:29.170 --> 00:37:32.670
like those people. So we can create your ICP with
855
00:37:32.710 --> 00:37:35.809
you because now you're sitting there saying, oh, I can
856
00:37:36.090 --> 00:37:39.590
text these three, not those two, text these four, right?
857
00:37:39.679 --> 00:37:41.139
Give me the heat map of where I really want
858
00:37:41.159 --> 00:37:43.519
to focus and help me guide me to where I
859
00:37:43.539 --> 00:37:47.880
want to be. And then taking the messaging that is
860
00:37:47.980 --> 00:37:51.659
working and then having the system create some recursive loops
861
00:37:51.980 --> 00:37:55.679
where it improves their efficacy, improving the messaging based on
862
00:37:55.880 --> 00:37:57.980
what's working for their vertical, for their market and for
863
00:37:58.000 --> 00:37:58.460
their business.
864
00:37:59.280 --> 00:38:04.179
That's incredible. I mean, powerful, powerful way to also, I mean,
865
00:38:04.260 --> 00:38:07.320
limit the amount of effort that goes into high yield results.
866
00:38:07.659 --> 00:38:12.360
I mean, that's everybody's dream in sales and frankly, business ownership, right?
867
00:38:13.809 --> 00:38:14.590
A hundred percent. Yeah.
868
00:38:14.610 --> 00:38:18.000
We want them, we can help them digitally door knock 10,000
869
00:38:18.000 --> 00:38:19.900
houses a month at the.
870
00:38:19.860 --> 00:38:21.519
Same amount of time. It would, you know, maybe an
871
00:38:21.559 --> 00:38:22.139
hour to a week.
872
00:38:22.460 --> 00:38:22.619
Right.
873
00:38:22.639 --> 00:38:24.159
So we're not asking for a lot of time here
874
00:38:24.199 --> 00:38:24.760
for our customers.
875
00:38:24.780 --> 00:38:28.320
There's some manual processes included in doing a compliant outbound strategy,
876
00:38:28.739 --> 00:38:32.369
but real scale, but then just keep making it more effective,
877
00:38:32.389 --> 00:38:34.769
more effective. Like our job as a service provider or
878
00:38:34.829 --> 00:38:37.389
vendor for our partners is just keep making it better
879
00:38:37.510 --> 00:38:37.849
every day.
880
00:38:38.090 --> 00:38:38.269
So.
881
00:38:38.469 --> 00:38:39.610
A hundred percent love that.
882
00:38:39.949 --> 00:38:41.530
And I will say this just because you said the
883
00:38:41.570 --> 00:38:43.619
word compliant. I forgot to talk about that up front, but.
884
00:38:43.989 --> 00:38:45.610
like this is actually guys. I, when Jimmy and I
885
00:38:45.630 --> 00:38:48.130
first met, like he and I had an argument in
886
00:38:48.150 --> 00:38:51.010
the aisles of IFA about the, about the legalities of
887
00:38:51.090 --> 00:38:53.619
doing like outbound texting.
888
00:38:53.219 --> 00:38:55.519
Into neighborhoods and things. And, uh, he won the argument
889
00:38:55.679 --> 00:38:56.019
by the way.
890
00:38:56.039 --> 00:38:58.119
And I, I fancied myself a bit of a, you know,
891
00:38:58.139 --> 00:39:01.739
TCPA expert, but, uh, I got schooled by Jim here.
892
00:39:01.780 --> 00:39:02.739
So just want to make sure you guys.
893
00:39:02.679 --> 00:39:05.469
Know, like, if you're like the hackles are up, like, Oh,
894
00:39:05.530 --> 00:39:07.469
I can't text. I can't tell you like there's, there's
895
00:39:07.550 --> 00:39:10.150
actually a very, very sound approach here that Jimmy's put
896
00:39:10.170 --> 00:39:12.329
in place with glass house. That makes it totally compliant
897
00:39:12.349 --> 00:39:13.030
to do these things.
898
00:39:13.130 --> 00:39:14.710
And, uh, Yeah, you have to do this stuff the
899
00:39:14.750 --> 00:39:17.000
right way. And that's part of what we, you know,
900
00:39:17.019 --> 00:39:18.139
we raised venture capital.
901
00:39:18.179 --> 00:39:20.619
Invested a lot of money into building a platform that
902
00:39:20.699 --> 00:39:24.889
is based and predicated on compliance to protect small, medium-sized businesses,
903
00:39:25.289 --> 00:39:27.449
to be able to create an outbound channel, but to
904
00:39:27.469 --> 00:39:29.369
do it the right way, not somebody just out there
905
00:39:29.489 --> 00:39:33.039
slinging you know random anonymous text messages we all get
906
00:39:33.079 --> 00:39:35.860
those sometimes no one wants that it's how do i
907
00:39:35.920 --> 00:39:39.360
create a brand campaign that puts my name and my
908
00:39:39.380 --> 00:39:41.039
brand out in front of the right people in a
909
00:39:41.559 --> 00:39:43.860
legal structure that allows me to do this where i
910
00:39:43.880 --> 00:39:46.360
feel like really good about the outcomes and the consumer
911
00:39:46.760 --> 00:39:48.460
is involved but they can also opt.
912
00:39:48.460 --> 00:39:50.409
Out and all that good stuff as well Yeah, I
913
00:39:50.429 --> 00:39:52.789
love it, dude. Well, I appreciate you being here on
914
00:39:52.809 --> 00:39:54.409
the show. People know how to get in touch with
915
00:39:54.429 --> 00:39:57.079
you now. And I'm sure we'll probably do another one
916
00:39:57.119 --> 00:39:59.139
of these soon because you guys are cooking. You guys
917
00:39:59.179 --> 00:40:01.019
are doing some really neat things and I appreciate you
918
00:40:01.099 --> 00:40:01.860
joining us on the show.
919
00:40:01.880 --> 00:40:03.929
I appreciate it. Thank you so much, Steve.
920
00:40:03.969 --> 00:40:04.710
Have a good time.