How He Got Vengeance In Construction
How He Got Vengeance In Construction
Why is hiring the right person for essential processes critical to a business's success?
A great decision I made was hiring the right person to manage essential processes. Our bookkeeper, Magda, is my right-hand woman—she handles everything. We spend a lot of time working together, pushing through tasks, and I knew from our interview that she was exactly who I needed. She’s organized, keeps me on track, and understands my personality. I’m constantly on the go, and sometimes I need someone to rein me in. Magda is that person at work, just as my wife is at home. Having these supportive relationships is key to paying attention to the process and details that lead to success.
How can networking grow a business affordably?
When I first started using Facebook, I hated it and thought it would transform my business through free marketing. I tried throwing a bit of money—$50 here, $50 there—into the content, but it failed. I nearly gave up on Facebook. Later, we found a way to make it powerful without spending money, which I’ll explain. The key was networking and partnering with other small businesses, much like what you’re doing here on the King's podcast. Partnering with local chambers of commerce and networking groups allowed us to connect with other local businesses.
Networking is free—it only costs time, and that time is invaluable for growing your business and getting your name out there. It’s a form of branding that’s free or very low-cost. Most chambers cost less than $300 a year, and their purpose is to link people together. As you network, you build relationships, people start using your services, and you’ll see an immediate impact as you go out and actively find business.
Why is investing in marketing and branding essential for business growth?
Another crucial decision was investing heavily in marketing and branding. If you don’t market and brand your business thoroughly, you’re missing out. Every moment and interaction should be about the brand. We adopted an omnichannel marketing approach, ensuring that everything we put out there allows clients to book an appointment directly through digital options like email, text, or phone. From the start, we built our company to connect with clients on every platform they might use.
What can business owners learn from failed marketing investments?
I lost $67,000 on print marketing over six months—$10,000 a month for a campaign targeting 5,000 clients monthly. We used hyper-targeted data, including credit scores, income levels, and family details, and I had the CEO of a print marketing company assure me it would work. I committed to six months and let him run the campaign. After spending $67,000, I made only $3,500 in return. It was tough to swallow, and I stopped all print marketing for over a year because of the loss. But eventually, I realized I had hired the wrong company and hadn’t paid attention to the warning signs.
Now, I’m back to print marketing, but I’m investing less and seeing a much better return. I also learned a valuable lesson: I no longer sign contracts with marketing companies because no one can guarantee results. In marketing, you try, track, and analyze. Some strategies work, some don’t, but you have to accept failure, learn from it, and keep adjusting. I get input from everyone about our marketing, even from our mailman—he knows a lot about our customers just by observing the community daily. His insights are valuable, and I’m open to learning from anyone who can help refine our approach.
Why is simplicity important in marketing and branding strategies?
Different marketing channels require different timelines. SEO typically takes about a year to show real results for your website. Facebook, on the other hand, should deliver immediate responses and drive traffic quickly. Print marketing may take around six months to reveal its effectiveness, especially in direct marketing.
When it comes to branding on vehicles, keep it simple. People don’t care about flashy colors and complex designs; they need to see a clear phone number and know what you do in just a few seconds. I recently saw a restoration company truck covered in design elements—water, smoke, fire, mold, a logo embedded in a busy background. While it looked cool as artwork, it was ineffective for marketing. Drivers passing by won’t remember the company name or phone number. A simple logo, clear text, and an easy-to-read phone number are what stick.
Remember, your goal is to connect with clients easily. No one calls to compliment a logo; they want clear information. Remove ego from the process. Avoid overly personal or restrictive names—'Arts Electric' or 'Dave’s HVAC' can limit future expansion. Choose a brand name that’s memorable but versatile enough to grow with your business.
*This interview has been edited and condensed for clarity.*
