1 00:00:00,032 --> 00:00:02,432 The number one reason people don't build is risk, and it's 2 00:00:02,432 --> 00:00:05,192 financial, emotional or time when we're trying to convert 3 00:00:05,192 --> 00:00:08,612 someone, we need to be the least risky option for them. 4 00:00:11,072 --> 00:00:16,052 This podcast is brought to you by Anderson windows. So we all 5 00:00:16,052 --> 00:00:20,540 know Anderson is a trusted name for windows and patio doors. But 6 00:00:20,540 --> 00:00:26,120 here's something you might not know, they also make impressive 7 00:00:26,180 --> 00:00:30,500 moving glass walls called big doors, and these moving glass 8 00:00:30,500 --> 00:00:35,180 walls can help you capitalize on the indoor, outdoor market, even 9 00:00:35,240 --> 00:00:39,380 in a rough climate. What's more impressive is that Anderson also 10 00:00:39,380 --> 00:00:44,080 has options for new homes and remodels. Their folding out 11 00:00:44,080 --> 00:00:47,200 swing door was recently used in a Michigan remodel where it 12 00:00:47,200 --> 00:00:52,240 opened up an entire wall of a 1950s era home. And in 13 00:00:52,240 --> 00:00:55,900 Minnesota, their six panel multi glide door brought out the full 14 00:00:55,900 --> 00:00:59,860 beauty of a North Shore cabin retreat. These Anderson big 15 00:00:59,860 --> 00:01:03,720 doors bring the outdoors in during summer and provide ample 16 00:01:03,720 --> 00:01:07,980 views and weather protection in the winter, and with Anderson's 17 00:01:07,980 --> 00:01:12,480 proven track record and depth of support and training, installing 18 00:01:12,480 --> 00:01:16,020 them is easier than you might think. For more information, 19 00:01:16,020 --> 00:01:17,760 head over to Anderson windows.com/modern, 20 00:01:19,800 --> 00:01:23,300 craftsman. Nick. I was just up in Connecticut last week 21 00:01:23,420 --> 00:01:27,920 installing a pivot door with fine homebuilding and Anderson. 22 00:01:27,920 --> 00:01:32,240 So keep an eye out for the content that we put together. 23 00:01:32,240 --> 00:01:37,700 There real world, building a set, installing a door, sorting 24 00:01:37,700 --> 00:01:43,060 out all the details to make that process as seamless as possible 25 00:01:43,060 --> 00:01:46,360 for you. I don't know timeline on when that content is coming 26 00:01:46,360 --> 00:01:49,540 out, but super proud of that was a fun job. 27 00:01:50,680 --> 00:01:54,580 So keep an eye out not to I mean, while we patiently wait 28 00:01:54,580 --> 00:01:57,400 for Tyler's video to come out, we also installed some of their 29 00:01:57,400 --> 00:02:01,380 big doors. We actually went out to San Diego to their big door 30 00:02:01,380 --> 00:02:05,340 facility and use them on our echo pond project. You could see 31 00:02:05,520 --> 00:02:09,060 that project on the NS builders YouTube. This podcast also 32 00:02:09,060 --> 00:02:11,280 brought to you by builder trend. You know that feeling when a 33 00:02:11,280 --> 00:02:13,980 project's down to the wire and your clients suddenly got a 34 00:02:13,980 --> 00:02:17,700 million questions? We've all been there juggling last minute 35 00:02:17,700 --> 00:02:21,440 punch list tight timelines and trying to keep homeowners com, 36 00:02:21,800 --> 00:02:25,340 that's exactly what reclaim karma tackled in their latest 37 00:02:25,340 --> 00:02:29,180 webinar. Co hosted with build a trend, Chris and Yvonne share 38 00:02:29,180 --> 00:02:31,580 how they manage client expectations during crunch time 39 00:02:31,580 --> 00:02:35,000 with communication strategies that actually work, plus they 40 00:02:35,000 --> 00:02:38,660 explain how build a trends client portal automates updates 41 00:02:38,900 --> 00:02:42,700 with AI so you can stop chasing emails and start focusing on 42 00:02:42,700 --> 00:02:45,580 work if you're ready to finish the year strong and deliver a 43 00:02:45,580 --> 00:02:49,000 five star client experience every time. Don't miss this one. 44 00:02:49,000 --> 00:02:50,200 Watch it now on demand@buildertrend.com 45 00:02:51,880 --> 00:02:56,380 slash MC client webinar. This podcast is brought to you by 46 00:02:56,380 --> 00:03:01,620 Harnish. First impressions matter, and your cruise 47 00:03:01,620 --> 00:03:05,220 appearance speaks volumes. Harnish workwear helps your 48 00:03:05,220 --> 00:03:08,580 brand exude a commanding presence with custom branded 49 00:03:08,580 --> 00:03:12,660 gear that reflects quality of your craftsmanship. Their H 50 00:03:12,660 --> 00:03:16,380 label program delivers premium work apparel personalized with 51 00:03:16,380 --> 00:03:20,600 your logo, colors and details. It's more than a uniform. It's a 52 00:03:20,600 --> 00:03:24,620 walking representation of your brand, clean, consistent and 53 00:03:24,620 --> 00:03:28,340 built to perform. If you're ready to elevate your image and 54 00:03:28,340 --> 00:03:31,520 stand out from the competition, visit Harnish workwear.com 55 00:03:32,780 --> 00:03:36,680 and start building your brand from the ground up. Which 56 00:03:36,740 --> 00:03:41,500 reminds me, I just had a package delivered from Harnish on my 57 00:03:41,500 --> 00:03:44,860 side porch. Yeah, it came. While I was out in the shop unloading 58 00:03:44,860 --> 00:03:49,000 stuff, forgot that we got a delivery, and I just checked my 59 00:03:49,060 --> 00:03:53,800 email and UPS says it was delivered. So I gotta go check 60 00:03:53,800 --> 00:03:58,120 out what's in there. Well, I know we are colder here in 61 00:03:58,120 --> 00:04:02,760 Boston already, and I got the crater one pants and as well as 62 00:04:02,760 --> 00:04:07,020 their hoodie. And as you can see right now, I'm wearing the t 63 00:04:07,020 --> 00:04:10,800 shirt because, literally, it's the only t shirt that's in my 64 00:04:10,800 --> 00:04:14,760 drawer right now. I think I have 70 Harnish T shirts, most of 65 00:04:14,760 --> 00:04:18,600 them co branded with the modern craftsman or NS builders, but 66 00:04:18,600 --> 00:04:21,260 the crater one pants are super interesting, guys. And I think 67 00:04:21,260 --> 00:04:24,080 it's worth if you guys are looking for something that is, 68 00:04:24,800 --> 00:04:29,240 you know, more modern, fit, stretchy, but also super, super 69 00:04:29,240 --> 00:04:32,900 durable. But feel like you can wear them on the job site, or, 70 00:04:32,900 --> 00:04:35,600 for my case, at the hockey rink seven days a week with my 71 00:04:35,600 --> 00:04:40,540 children. They, they're, they're pretty awesome. So definitely, 72 00:04:40,540 --> 00:04:44,080 worth checking it out. Get it on the website and yeah, 73 00:04:48,820 --> 00:04:52,720 or we're recording Yeah. All right. So Nick, we're on a quick 74 00:04:52,720 --> 00:04:57,040 speed dating in Chicago. We are, yeah, bougie little restaurant 75 00:04:57,040 --> 00:04:59,920 here. So we this morning. We. 76 00:05:00,000 --> 00:05:06,600 We're kicking off the event 8am we dug into lead generation and 77 00:05:06,600 --> 00:05:09,960 marketing. We scraped the surface of lead generation. We 78 00:05:09,960 --> 00:05:14,340 did so we used a presentation that we've used before, we tried 79 00:05:14,340 --> 00:05:18,120 to hone it down to a 45 minute conversation. It was still an 80 00:05:18,120 --> 00:05:21,800 hour and five minutes, and I don't think that we touched on 81 00:05:21,800 --> 00:05:25,760 everything that we could. I think it was, it was a good 82 00:05:26,180 --> 00:05:28,040 topic to get people's 83 00:05:29,300 --> 00:05:32,360 interest piqued, but there's just so much to it. And 84 00:05:32,840 --> 00:05:36,860 something else that you had sent me with regard to lead gen was 85 00:05:37,280 --> 00:05:42,280 one aspect of lead gen and marketing, which is what, well, 86 00:05:42,280 --> 00:05:44,920 I mean, ultimately, lead generation is everything you do 87 00:05:44,920 --> 00:05:49,300 to generate leads. Like, it's how you get clients to know you. 88 00:05:49,480 --> 00:05:52,000 It's, you know, brief recap, it's all the branding, it's the 89 00:05:52,000 --> 00:05:54,880 marketing. It's like creating awareness around you. How do you 90 00:05:54,880 --> 00:05:58,120 get that client to know who you are? But after that, it's lead 91 00:05:58,120 --> 00:06:03,540 conversion. And, you know, and I shared this presentation, I with 92 00:06:03,540 --> 00:06:05,820 you, and I was hoping that we would get to it. I think we're 93 00:06:05,820 --> 00:06:08,640 not going to have time to share it live, so I figured we'd 94 00:06:08,640 --> 00:06:12,360 record a podcast on it. Lead conversion is really, you know, 95 00:06:12,360 --> 00:06:15,360 you know who I am. How am I going to convert you into an 96 00:06:15,660 --> 00:06:21,020 actual client? So this is after, like, any sort of marketing for 97 00:06:21,020 --> 00:06:24,380 your business. And like, we always talk about a funnel, like 98 00:06:24,380 --> 00:06:27,920 a sales funnel. So this is the people you've created the 99 00:06:27,920 --> 00:06:30,980 funnel. You've created the marketing to back that funnel, 100 00:06:31,580 --> 00:06:35,120 and you're bringing people into this funnel now, working their 101 00:06:35,120 --> 00:06:37,520 way down through that funnel. Let's talk, yeah, let's talk 102 00:06:37,520 --> 00:06:40,360 about the funnel, like, how people are getting into this 103 00:06:40,360 --> 00:06:43,180 quote, unquote funnel. It's awareness. So it's they saw my 104 00:06:43,180 --> 00:06:45,520 sign, they saw my truck. They see that they follow me on 105 00:06:45,520 --> 00:06:49,180 social media. They saw the an ad in a magazine. They were 106 00:06:49,180 --> 00:06:53,260 referred by a client, an architect, referred us something 107 00:06:53,260 --> 00:06:55,060 like some way they became 108 00:06:56,080 --> 00:06:59,320 aware of who we are and what we do. So that would be them 109 00:06:59,320 --> 00:07:03,840 entering this quote, unquote funnel, and in terms of getting 110 00:07:03,840 --> 00:07:06,300 them from there to essentially coming out of the bottom of that 111 00:07:06,300 --> 00:07:09,000 funnel would be like they turn into a client. So just for for 112 00:07:09,000 --> 00:07:13,560 reference, I may I mentioned earlier, 100 people that enter 113 00:07:13,620 --> 00:07:16,920 our funnel, meaning like they, well, actually even further 114 00:07:16,920 --> 00:07:19,560 down. But like, not only are they aware, but they reach out. 115 00:07:19,560 --> 00:07:24,380 100 people that reach out, only one of them, so 1% convert into 116 00:07:24,380 --> 00:07:28,040 a client. So when I first went into business, 117 00:07:29,180 --> 00:07:32,300 I was so concerned with landing every single job that came 118 00:07:32,300 --> 00:07:35,300 across my plate as your yeah, as you would be, which is actually 119 00:07:35,300 --> 00:07:38,180 not what you want. Like, I hear one out of 100 Yeah, that that's 120 00:07:38,180 --> 00:07:41,140 ideal. Like, that's a great fit for you, but you have to make 121 00:07:41,140 --> 00:07:45,760 sure that the more specific you are with your ideal client 122 00:07:45,760 --> 00:07:50,440 profile, you need less customers that are the right fit. You 123 00:07:50,440 --> 00:07:55,000 actually need a wider top of funnel to bring in more people, 124 00:07:55,000 --> 00:08:01,440 because if you're only capturing or landing 1% of that funnel, 125 00:08:02,100 --> 00:08:04,680 and you need three jobs. Realistically, you might need to 126 00:08:04,680 --> 00:08:07,800 bring in 300 people, 300 leads, right? And like the more 127 00:08:07,800 --> 00:08:10,500 specific you are. It's counterintuitive, but you need 128 00:08:10,500 --> 00:08:12,900 more people to enter that funnel. Well, I think the 129 00:08:12,900 --> 00:08:16,200 marketing can be widespread, and you get people interested for 130 00:08:16,200 --> 00:08:18,360 different reasons, where it's like some people just are 131 00:08:18,360 --> 00:08:20,780 interested because they like what you do, not because they 132 00:08:20,780 --> 00:08:24,320 want to actually convert, where you get hyper specific with the 133 00:08:24,440 --> 00:08:28,460 client in terms of, okay, now they're a potential client. They 134 00:08:28,520 --> 00:08:32,180 and, you know, you want them to self qualify ultimately. And you 135 00:08:32,180 --> 00:08:36,200 know, we've talked about how the more process you can put in 136 00:08:36,200 --> 00:08:38,240 place in terms of the qualification process, the 137 00:08:38,240 --> 00:08:41,920 better. So you know, on simplest form, and what most people have 138 00:08:41,920 --> 00:08:44,920 is a form on their website. They fill it out, it's like, name, 139 00:08:44,920 --> 00:08:47,440 budget, like, what's the project? Give me a description, 140 00:08:47,440 --> 00:08:49,960 and we're getting that email, and then you're vetting that, 141 00:08:49,960 --> 00:08:53,680 like, is this a is this a good fit for us? Or you're emailing 142 00:08:53,680 --> 00:08:57,640 back with additional questions, or you're hopping on a call, and 143 00:08:57,820 --> 00:09:00,420 that's where you're typically determining whether or not this 144 00:09:00,420 --> 00:09:04,080 is an ideal fit, or at least, does it seem like it's an ideal 145 00:09:04,080 --> 00:09:07,440 fit? And then you go through the in person meeting and kind of 146 00:09:07,500 --> 00:09:12,180 continue them down this process. But how do you, you know, say, 147 00:09:12,300 --> 00:09:15,900 say, we're at that point, we hop on a call. Your budget's aligned 148 00:09:15,900 --> 00:09:19,500 with my expectation. You know, you build in my area. You seem 149 00:09:19,500 --> 00:09:24,080 like a good client. We meet like, how would I? What I 150 00:09:24,260 --> 00:09:28,820 outlined here is, how do we take that and then bring them all the 151 00:09:28,820 --> 00:09:32,480 way to, hey, we're building your house. Before we get to that, 152 00:09:32,540 --> 00:09:36,980 what do you why do you want, in your opinion, why do you want 153 00:09:36,980 --> 00:09:39,800 clients to self qualify, or potential client, clients to 154 00:09:39,800 --> 00:09:44,320 self qualify, because it allows for the 300 to actually make its 155 00:09:44,320 --> 00:09:47,800 way through the funnel. But how is that help like, how is self 156 00:09:47,800 --> 00:09:52,240 qualifying helping you? Well, I think ultimately it allows them 157 00:09:52,240 --> 00:09:55,300 to understand. It basically means that they understand our 158 00:09:55,300 --> 00:09:59,920 process ahead of us, you know, engaging in a long. 159 00:10:00,000 --> 00:10:04,380 Your conversation. So for me, it's you're saving like I'm a 160 00:10:04,380 --> 00:10:08,400 super small business. If I'm spending time qualifying leads 161 00:10:08,460 --> 00:10:11,700 and vetting leads, I can't make money doing things that make me 162 00:10:11,700 --> 00:10:16,920 money, so it's saving me money and time and effort resources by 163 00:10:17,100 --> 00:10:19,740 allowing clients to self qualify. But then another thing 164 00:10:19,740 --> 00:10:23,420 that's huge for me is I don't have to tell a client that they 165 00:10:23,420 --> 00:10:27,680 don't fit my client profile, which is like rejection, which 166 00:10:27,680 --> 00:10:31,460 I've told, like, I've literally told people that, and they've 167 00:10:31,460 --> 00:10:34,760 gotten so upset with me, like, my money's no good with you, 168 00:10:34,760 --> 00:10:39,860 right? It has nothing to do with that, but for them to not feel 169 00:10:39,920 --> 00:10:43,660 the shame for whatever reason that they don't fit your 170 00:10:43,660 --> 00:10:46,780 profile, whether it's financial, whether it's needs, design, 171 00:10:47,080 --> 00:10:51,040 whatever that may be, you're not the bad guy at that point. And 172 00:10:51,040 --> 00:10:54,700 you don't have to physically reject someone, which I think is 173 00:10:54,700 --> 00:10:57,700 huge from a business perspective as well. Yeah. I mean, just 174 00:10:57,700 --> 00:11:00,960 tactically, like, you know, one of the things that we've tested 175 00:11:00,960 --> 00:11:05,820 in the past and plan to re implement, is this conditional 176 00:11:05,820 --> 00:11:09,120 questioning form. And ultimately, like we found that 177 00:11:09,120 --> 00:11:12,300 it was, it was too complicated in the beginning, like it what 178 00:11:12,300 --> 00:11:14,760 people weren't even getting into the funnel at all, because they 179 00:11:14,760 --> 00:11:17,580 were like, I'm not I'm confused here. But ultimately, what it is 180 00:11:17,580 --> 00:11:20,900 we built this in type form actually is a website you can 181 00:11:20,900 --> 00:11:24,800 build conditional form forms, and conditional questioning is 182 00:11:24,800 --> 00:11:28,100 based on what you answer for the one question Will will feed you 183 00:11:28,100 --> 00:11:31,520 down a certain path on the other side. And we actually built it 184 00:11:31,520 --> 00:11:34,940 to the point where, as you filled it out, you were taking a 185 00:11:34,940 --> 00:11:38,720 path to determine whether or not you were so like qualifying. It 186 00:11:38,960 --> 00:11:41,800 wasn't saying, Hey, you're qualified, but what it did is 187 00:11:41,800 --> 00:11:45,760 essentially based on what you answered. It would, you we had a 188 00:11:45,760 --> 00:11:48,820 scoring system so it would score like, Hey, if you know, if the 189 00:11:48,820 --> 00:11:51,880 budget's 1000 bucks a foot, scoring is 10 out of 10, yeah, 190 00:11:51,880 --> 00:11:55,240 you know, if it's $500 a foot, it's like, yeah, that's probably 191 00:11:55,240 --> 00:11:58,120 like a four, a three or four. Because we just know we can't, 192 00:11:58,120 --> 00:12:02,220 we can't build that. We would score all the questions, and if 193 00:12:02,220 --> 00:12:06,360 they scored, say, 85 and over, we determined that that was a 194 00:12:06,360 --> 00:12:09,720 good fit. And what that did is it brought them to you should 195 00:12:09,720 --> 00:12:13,920 get like here, schedule a call with us so we can talk about 196 00:12:13,920 --> 00:12:17,640 your project. If it wasn't a good fit, but it was close, we 197 00:12:17,640 --> 00:12:20,900 said we would say, it doesn't sound like we are a good fit for 198 00:12:20,900 --> 00:12:24,020 this project. You know, happy to, if you'd like to reach out, 199 00:12:24,020 --> 00:12:27,440 you're more than welcome to. But it wasn't like, a direct, Hey, 200 00:12:27,440 --> 00:12:30,260 we should talk on the phone. It was just an opportunity where 201 00:12:30,260 --> 00:12:31,820 it's like, you know, if you'd like to further the 202 00:12:31,820 --> 00:12:34,820 conversation, here's our contact and if it wasn't a good fit, 203 00:12:34,820 --> 00:12:37,820 hey, sorry. Like, this isn't a good fit for us, but we'd still, 204 00:12:38,000 --> 00:12:41,020 you know, put them into our email marketing so we would stay 205 00:12:41,020 --> 00:12:43,900 in touch. That right there, I think is a really important 206 00:12:43,900 --> 00:12:47,680 note, because we had a client that six years ago, reached out 207 00:12:47,680 --> 00:12:52,300 to us and we had a phone conversation, and we the phone 208 00:12:52,840 --> 00:12:55,660 conversation was, you know, high level, what it cost to build 209 00:12:55,660 --> 00:12:58,600 with us. And they were like, I'm so sorry. Like, we're this way 210 00:12:58,600 --> 00:13:01,680 over our budget. You know, appreciate the time, and I never 211 00:13:01,680 --> 00:13:03,900 thought anything of it, like those calls happen all the time 212 00:13:03,960 --> 00:13:07,020 six years later or five years later, that client came back to 213 00:13:07,020 --> 00:13:11,460 us and went through, you know, some professional changes and, 214 00:13:11,520 --> 00:13:15,060 you know, and could afford to build with us and re engaged us. 215 00:13:15,060 --> 00:13:19,620 And it wasn't until, like, a few months into that that process is 216 00:13:19,620 --> 00:13:22,280 he's like, do you remember what? Realized it was them, and I was 217 00:13:22,280 --> 00:13:26,000 like, I don't. I force. I was like, truthfully, I don't. And 218 00:13:26,000 --> 00:13:28,700 he tried to, like, jog my memory. I'm like, I'm really 219 00:13:28,700 --> 00:13:32,480 sorry I don't remember that. And then years later, I or a year 220 00:13:32,480 --> 00:13:35,420 later, he was more specific about when we talked, and I 221 00:13:35,540 --> 00:13:39,500 actually remember exactly when that was. But the point is, is 222 00:13:39,980 --> 00:13:42,160 we kept in like, We kept in touch. And now in that case, I 223 00:13:42,160 --> 00:13:44,440 don't think it was email marketing. I think he followed 224 00:13:44,440 --> 00:13:47,260 us in social media and was like watching what we did. But the 225 00:13:47,260 --> 00:13:50,140 point is is like you keep them interested, and you continue to 226 00:13:50,140 --> 00:13:53,860 educate them in the process, because ultimately, that's what 227 00:13:54,040 --> 00:13:58,300 you know, you want them to be educated. And one of the I have 228 00:13:58,300 --> 00:14:01,360 this written down in front of me, but the number one people 229 00:14:01,360 --> 00:14:05,580 don't build, is strictly, you know, risk the number one reason 230 00:14:05,580 --> 00:14:08,040 people don't build. The number one, yeah, the number one reason 231 00:14:08,040 --> 00:14:10,740 people don't build is risk, and it's financial, emotional or 232 00:14:10,740 --> 00:14:14,640 time. And you know, so for us, you know, when we're trying to 233 00:14:14,640 --> 00:14:18,900 convert someone, we need to be the least risky option for them. 234 00:14:19,440 --> 00:14:22,760 For any like, no matter how you cut this, like, that is how 235 00:14:22,760 --> 00:14:26,840 they're determining who they work for, and risk is relative. 236 00:14:26,840 --> 00:14:30,080 It's relative to each client and each experience too. Like, risk 237 00:14:30,080 --> 00:14:33,260 isn't just financial risk, no, right? Like, there's a ton of 238 00:14:33,260 --> 00:14:36,380 risk involved with every project. You have to understand 239 00:14:36,380 --> 00:14:41,020 what your client's needs. What type of risk are you talking 240 00:14:41,020 --> 00:14:41,440 about 241 00:14:42,640 --> 00:14:45,700 in order to make sure that you're, like, fitting that 242 00:14:45,700 --> 00:14:48,760 client's needs, but also, like, how are you going to base 243 00:14:49,000 --> 00:14:53,380 everything on this project? Is it timeline? Is it design? Is it 244 00:14:53,380 --> 00:14:57,880 budget? What is what? What's the risk with regard to, and there's 245 00:14:57,880 --> 00:14:59,920 that famous saying, like, you know, quality. 246 00:15:00,000 --> 00:15:02,700 Be price and time. Pick two. You can't have all three. And I've 247 00:15:02,700 --> 00:15:04,920 always pushed back and like, you can have all three, you just 248 00:15:04,920 --> 00:15:07,680 have to prioritize. Yeah, it's like, you know, just because you 249 00:15:07,680 --> 00:15:10,080 want budget and time doesn't mean quality goes out the 250 00:15:10,080 --> 00:15:12,960 window. It just means, like, that is a third in priority. So 251 00:15:13,200 --> 00:15:16,860 for us, understanding the risk isn't necessarily saying, what 252 00:15:16,860 --> 00:15:19,980 do you what? What are you concerned about? It's listening 253 00:15:19,980 --> 00:15:23,540 to them talk about the project. And one we're going through 254 00:15:23,540 --> 00:15:27,260 right now in pricing is that, you know, client came to us, 255 00:15:27,620 --> 00:15:30,320 their budget's $2 million to do this renovation. You know, 256 00:15:30,320 --> 00:15:33,200 they're in schematic design with the architect. Architect puts 257 00:15:33,200 --> 00:15:36,440 together a very schematic level of drawings. We go through it, 258 00:15:36,860 --> 00:15:41,440 and we realize that what is, you know, assumed in the design is 259 00:15:41,440 --> 00:15:45,280 probably, like, closer to two, seven to eight. And so we put 260 00:15:45,280 --> 00:15:48,100 together this high level schematic price. And we, what we 261 00:15:48,100 --> 00:15:50,920 used to do is we used to go back to the client and say, Hey, what 262 00:15:50,920 --> 00:15:55,000 you're designing so far is actually 20 million. And, you 263 00:15:55,000 --> 00:15:59,080 know, forever we were like, we would the it, the process, like, 264 00:15:59,080 --> 00:16:01,620 unraveled from, yeah, and I'm like, what's going on? Like, 265 00:16:01,620 --> 00:16:03,960 we're being super honest. Like, that's our whole thing. Like, 266 00:16:03,960 --> 00:16:07,680 we're transparent, we're honest. Like, that's great, but you got 267 00:16:07,680 --> 00:16:10,800 to remember that they're paying you for pre construction, and 268 00:16:10,800 --> 00:16:14,040 we're their advocate. And they communicated that their budget's 269 00:16:14,520 --> 00:16:18,540 $2 million the design is at schematic level, meaning, like, 270 00:16:18,540 --> 00:16:20,900 there's very little information, and we're telling them that 271 00:16:21,800 --> 00:16:27,080 right out the gate, you're 800 over. So now they're like, 272 00:16:27,800 --> 00:16:31,760 they're why we hired you. Yeah, they're spiraling. And now it's 273 00:16:31,760 --> 00:16:34,340 like, Now this seems like a huge risk. And it's like, in this 274 00:16:34,340 --> 00:16:36,500 case, the house is, like, partially demoed, and like, they 275 00:16:36,500 --> 00:16:39,860 bought it and they're paying rent elsewhere. It's like, this 276 00:16:40,040 --> 00:16:44,200 seems like a massive risk, so we didn't do that. Now. We said, 277 00:16:44,200 --> 00:16:46,900 okay, that's where it's trending. We need to go through 278 00:16:46,900 --> 00:16:49,960 this and understand what's it going to take to do a project 279 00:16:49,960 --> 00:16:52,840 for $2 million because there's still enough information where 280 00:16:52,840 --> 00:16:55,960 we can help guide that. So we looked at the scope, and we 281 00:16:55,960 --> 00:16:59,080 actually worked backwards and said, All right, in order for us 282 00:16:59,080 --> 00:17:02,160 to hit that 2.8 I mean $2 million number. Here are the 283 00:17:02,160 --> 00:17:06,300 things that we need to consider, and some of them are removing 284 00:17:06,300 --> 00:17:10,260 scope, reducing scope, or deferring scope, meaning 285 00:17:10,260 --> 00:17:12,540 there's, you know, oftentimes millwork in rooms that they're 286 00:17:12,540 --> 00:17:15,420 like, I actually won't ever use that. Yeah. So we can turn that 287 00:17:15,420 --> 00:17:19,260 into furniture or do it later. So for us, you know, we 288 00:17:19,260 --> 00:17:22,040 basically put together this $2 million option. So now we need 289 00:17:22,040 --> 00:17:25,340 the client, and I say, hey, we you know, we're at schematic. 290 00:17:25,340 --> 00:17:28,760 This is where we're at. This has been our process so far. We have 291 00:17:28,760 --> 00:17:31,280 two things to look at. Today, we've put together a budget on 292 00:17:31,280 --> 00:17:34,220 how we hit your budget of $2 million and we walk them through 293 00:17:34,220 --> 00:17:36,740 that. I said the second budget we're going to walk through is 294 00:17:37,580 --> 00:17:40,100 exactly what is designed with the assumptions that have been 295 00:17:40,100 --> 00:17:43,000 communicated. And I want to be upfront like that is trending 296 00:17:43,000 --> 00:17:46,600 $2.8 million we have both options, because now it's not, 297 00:17:46,660 --> 00:17:49,240 oh my god, this is over budget, and we're never going to get 298 00:17:49,240 --> 00:17:52,120 there. It's, here's what I can do for what I can afford, but 299 00:17:52,120 --> 00:17:54,940 here's what I've been asking for from a design and ultimately, 300 00:17:54,940 --> 00:17:59,200 where that conversation ends up is they look at 2,000,002 eight. 301 00:17:59,680 --> 00:18:03,840 Okay, let's end up here. And that's two, one or two. So for 302 00:18:03,840 --> 00:18:07,620 reference, what are like this? The constraints of this project, 303 00:18:07,800 --> 00:18:12,720 new construction. This is a renovation, renovation. How many 304 00:18:12,720 --> 00:18:17,640 square feet? 3200 like full gut renovation. It was originally a 305 00:18:17,640 --> 00:18:21,020 full gut, and when we prior to the schematic, we said, if 306 00:18:21,020 --> 00:18:24,080 you're going to do a full gut based on historic, you're going 307 00:18:24,080 --> 00:18:25,700 to be that this was a 3.2 308 00:18:26,960 --> 00:18:30,260 3.5 number based on other similar projects. So they said, 309 00:18:30,320 --> 00:18:34,820 Let's not do that. Let's look at partially gutting it and rent 310 00:18:34,820 --> 00:18:37,640 and working within the confines, like not stripping out 311 00:18:37,640 --> 00:18:40,840 mechanicals, not redoing all the plumbing. So what's like, the 312 00:18:40,840 --> 00:18:46,360 scope difference between two, seven and two. What in this, in 313 00:18:46,360 --> 00:18:49,960 this specific example, it is, there's three staircases that 314 00:18:49,960 --> 00:18:54,700 are on the plans to be torn out and rebuilt. So we recommended 315 00:18:54,700 --> 00:18:58,660 not removing them and working within the confines of the the 316 00:18:58,720 --> 00:19:02,040 existing are they getting relocated? Nope, one of them for 317 00:19:02,040 --> 00:19:06,060 the roof was so we said, let's not relocate the roof one. And 318 00:19:06,060 --> 00:19:09,660 ultimately, it was a nice to have, not a need to have, yeah. 319 00:19:09,840 --> 00:19:13,500 So don't, don't change the roof access. Now. You're not doing 320 00:19:13,500 --> 00:19:17,400 roof work or removing the hatch. Don't remove the two staircases 321 00:19:17,400 --> 00:19:22,040 on the lower levels. Instead, modify the existing simplify the 322 00:19:22,040 --> 00:19:24,200 molding package, because the molding package is super 323 00:19:24,200 --> 00:19:27,320 complex, and multiple multiple profiles being built up into, 324 00:19:27,500 --> 00:19:28,520 like, heavy molding, 325 00:19:29,660 --> 00:19:32,240 go from 100% custom cabinetry to 100% 326 00:19:33,320 --> 00:19:36,920 semi custom. Now I say that knowing that they'll come back 327 00:19:36,920 --> 00:19:39,620 and be like, I'm fine with all semi custom, with the exception 328 00:19:39,620 --> 00:19:42,220 of, like, the kitchen, yeah, we want to do custom there. Great. 329 00:19:42,340 --> 00:19:43,900 Like, this is how we do the volley. 330 00:19:45,640 --> 00:19:49,540 There was masonry repointing on the whole building. It was a 331 00:19:49,600 --> 00:19:53,260 again, like, you probably need to do it. But it was also scope. 332 00:19:53,260 --> 00:19:56,800 That wasn't part of the original deal and but we are recommending 333 00:19:56,800 --> 00:19:59,500 it. So we said, we'll pull that out. You don't actually have to 334 00:19:59,500 --> 00:19:59,920 do it now. 335 00:20:00,000 --> 00:20:02,640 Now you can do it anytime, but it is something that you should 336 00:20:02,640 --> 00:20:05,280 recommend. So ultimately, we gave them the path to get to 337 00:20:05,280 --> 00:20:09,000 that $2 million and they get to look at that and say, All right, 338 00:20:09,000 --> 00:20:10,920 I understand the difference between the two. I know I 339 00:20:10,920 --> 00:20:14,100 definitely don't want the 2.7 I see the 2 million, but there are 340 00:20:14,100 --> 00:20:16,500 a few things in there that I feel like I'm not getting the 341 00:20:16,500 --> 00:20:20,420 house I want. Yeah, so in the she actually asked the question 342 00:20:20,420 --> 00:20:22,640 is, like, so since I'm not getting what I want, Does that 343 00:20:22,640 --> 00:20:25,280 just mean it's going to be more than 2 million? I said no. It 344 00:20:25,280 --> 00:20:28,220 means, like, I want to see what we're missing out of that 2 345 00:20:28,220 --> 00:20:31,460 million and then see what the difference that might be a 2.2 346 00:20:31,880 --> 00:20:35,180 number. But then there might be things in the 2 million that you 347 00:20:35,180 --> 00:20:38,060 still are okay, deferring, yeah, where it's like, All right, we 348 00:20:38,060 --> 00:20:41,860 went from all semi custom to we don't even need mill work on the 349 00:20:41,860 --> 00:20:45,460 third and fourth floor. So then it's like, all right, it's and 350 00:20:45,520 --> 00:20:49,360 ultimately that the point of that meeting is, you know, in 351 00:20:49,360 --> 00:20:51,700 talking about conversion, is like, the point of that meeting 352 00:20:51,700 --> 00:20:54,700 is to get them to understand that we are here, and we are 353 00:20:55,060 --> 00:20:58,300 ultimately able to get them what they're looking for, whether 354 00:20:58,300 --> 00:21:01,020 that is the full design or whether that is the the intended 355 00:21:01,020 --> 00:21:04,800 budget. How many, how many clients do you feel make their 356 00:21:04,800 --> 00:21:07,980 way through the self qualification, through your 357 00:21:07,980 --> 00:21:13,680 funnel that you land like, okay, so I feel, I'm confident that 358 00:21:13,680 --> 00:21:18,240 this is an ideal client fit. We're gonna take this to the 359 00:21:18,240 --> 00:21:21,140 next level. Like, how many do you feel you're signing for pre 360 00:21:21,140 --> 00:21:23,480 construction out of 105 out of 105 361 00:21:25,340 --> 00:21:29,780 out of 100 and then, you know, I mean, I say one, like one of 362 00:21:29,780 --> 00:21:33,800 those converts, but, yeah, like, realistically, those five, I 363 00:21:33,800 --> 00:21:37,640 mean, probably convert into full construction. It's probably 364 00:21:37,640 --> 00:21:41,860 closer to two or, yeah, half. So a lot of people think that pre 365 00:21:41,860 --> 00:21:46,900 construction is this like golden ticket to getting paid and then 366 00:21:46,900 --> 00:21:49,540 building a job, which we've spoken about it before. There's 367 00:21:49,540 --> 00:21:53,260 so there's like a consulting aspect of that. And, yeah, we're 368 00:21:53,260 --> 00:21:56,260 the builder. We're hoping to build the house, complete the 369 00:21:56,260 --> 00:22:01,860 renovation, or the remodel. But in in the aspect of pre 370 00:22:01,860 --> 00:22:06,060 construction, we are just providing a service. Like, it's 371 00:22:06,060 --> 00:22:09,360 not a guaranteed build at that point. It's not and I think that 372 00:22:09,360 --> 00:22:11,820 the sooner people realize that, the sooner they can they will be 373 00:22:11,820 --> 00:22:14,340 successful with the pre construction, yeah, because, 374 00:22:14,640 --> 00:22:17,280 like, Sure, you're the whole point of pre construction. I 375 00:22:17,280 --> 00:22:20,540 know you don't think this is the word, but is to de risk 376 00:22:20,540 --> 00:22:24,380 construction, and that is the intent. I think it's de hyphen 377 00:22:24,380 --> 00:22:28,400 risk. So I mean, I would assume that that would be de hyphen 378 00:22:28,400 --> 00:22:31,820 risk. I feel like maybe de escalate the risk. I don't know 379 00:22:31,880 --> 00:22:34,820 whatever de risk the construction. I keep saying, it 380 00:22:34,820 --> 00:22:38,120 sounds good, it's good copy, and Doug said, lower the risk. But 381 00:22:39,080 --> 00:22:41,800 ultimately, like, that's the goal of pre construction. And to 382 00:22:41,800 --> 00:22:45,580 your point, a lot of guys are, like, so focused on flying 383 00:22:45,580 --> 00:22:48,640 through pre construction so they can build. It's like, Dude, 384 00:22:48,640 --> 00:22:52,060 you're like, the client has high anxiety about the build. You got 385 00:22:52,060 --> 00:22:55,420 to get you got to make sure that you they don't have anxiety 386 00:22:55,420 --> 00:22:58,480 starting construction, and this is your time to do it. Now, for 387 00:22:58,480 --> 00:23:03,180 you as a builder, it's a really easy way to get a client on 388 00:23:03,180 --> 00:23:07,380 board to to, like, get an understanding of the project and 389 00:23:07,380 --> 00:23:11,400 help develop it. It's exactly why the wrong way to go about 390 00:23:11,400 --> 00:23:15,780 that 2.7 example is, like, you price it, it's 2.7 you deliver 391 00:23:15,780 --> 00:23:20,100 2.7 great. You've delivered bad news. Yeah. I mean also, like, 392 00:23:20,580 --> 00:23:23,900 for pre con, even in that instance, right, two seven, you 393 00:23:23,900 --> 00:23:27,260 have to have some sort of baseline metric to go off of, 394 00:23:27,260 --> 00:23:27,620 right? 395 00:23:28,760 --> 00:23:32,660 Maybe that number is one seven, but like, you don't know where 396 00:23:32,660 --> 00:23:35,540 that's going to land, but you have to have a baseline to work 397 00:23:35,540 --> 00:23:38,420 off of, where we're good here, we want to go up. We want to go 398 00:23:38,420 --> 00:23:42,520 down, like one seven, right? We really anticipated doing a 399 00:23:42,520 --> 00:23:44,800 little bit more, and we can stretch that, but like, there 400 00:23:44,800 --> 00:23:49,840 needs to be some sort of basis reference point, like, in order 401 00:23:49,840 --> 00:23:54,160 to work off of. And that's always that first round. I 402 00:23:54,160 --> 00:23:57,700 always call it napkin budgeting, where, yeah, it's like, my 403 00:23:57,700 --> 00:24:01,380 budgets always come in high initially. But the difference 404 00:24:01,380 --> 00:24:05,160 here is, like, that's fine. You can you can come in high but 405 00:24:05,160 --> 00:24:08,340 don't deliver a high budget. If they've asked you for for a $2 406 00:24:08,340 --> 00:24:11,340 million you also just have to understand that that's just part 407 00:24:11,340 --> 00:24:14,460 of the process. In order to get to where you need to be, it's 408 00:24:14,460 --> 00:24:18,480 not a seamless process. It's not one and done. That's just one 409 00:24:18,480 --> 00:24:24,200 aspect of this. And if you want to land those leads, if you want 410 00:24:24,200 --> 00:24:27,560 to convert those leads, you have to understand that, like, You're 411 00:24:27,560 --> 00:24:30,980 not always going to deliver good news. It's not always going to 412 00:24:30,980 --> 00:24:34,760 be ideal news, but you do have to convert that. This is why, 413 00:24:34,760 --> 00:24:38,420 like pre con is consulting. It's like helping them to get to the 414 00:24:38,420 --> 00:24:42,400 goal. And too many people just focus on the wrong, wrong 415 00:24:42,400 --> 00:24:45,040 outcome. It's like, Yes, you got to, you got to create a 416 00:24:45,040 --> 00:24:47,920 baseline, but you got to be the advocate for the project. You 417 00:24:47,920 --> 00:24:51,220 know, you the amount of times I hear people like, well, that's 418 00:24:51,220 --> 00:24:54,460 what was designed. It's like, yeah, you're being paid to 419 00:24:54,460 --> 00:24:58,120 consult on the design. Yeah, you're being, you're being paid 420 00:24:58,180 --> 00:24:59,920 to help them get what they want. 421 00:25:00,120 --> 00:25:03,060 For as close to what they want, for what they can afford. And 422 00:25:03,060 --> 00:25:05,640 you also have to understand at that point, like, you have to be 423 00:25:05,640 --> 00:25:06,120 able to 424 00:25:07,380 --> 00:25:10,500 quantify that design with regard to 425 00:25:11,640 --> 00:25:15,540 concrete numbers for Construction and Management, but 426 00:25:15,540 --> 00:25:19,800 also what's the most critical, what's the most important for 427 00:25:19,800 --> 00:25:23,900 this client? Right? Right? Like, yeah, we're a two, seven. What 428 00:25:23,960 --> 00:25:27,380 is the most important aspect of this project? What can you not 429 00:25:27,380 --> 00:25:31,280 do without what can we push what can we possibly face? What can 430 00:25:31,280 --> 00:25:35,180 we get rid of? Who's to say that the initial design, like, 431 00:25:35,660 --> 00:25:37,340 without any sort of 432 00:25:38,600 --> 00:25:41,620 numbers apply to that from the architect, where there's that, 433 00:25:41,620 --> 00:25:45,040 like, there's so little any understanding of what's going 434 00:25:45,040 --> 00:25:48,280 on, what they're the client really has any understanding of 435 00:25:48,280 --> 00:25:50,620 what that's going to cost. I mean, the clients, like, why, 436 00:25:50,680 --> 00:25:52,000 you know, why are you factoring $100,000 437 00:25:53,080 --> 00:25:56,620 for HVAC? It's like, I don't know. We're just right now, 438 00:25:56,620 --> 00:26:00,600 that's a number. And, like, because we've done a project 439 00:26:00,600 --> 00:26:03,240 that has a similar size, and we were able to accomplish that for 440 00:26:03,240 --> 00:26:07,020 100 grand, and we got a pretty nice system out of it. If I need 441 00:26:07,020 --> 00:26:10,320 to cut my HVAC budget, that's fine. We can target an $85,000 442 00:26:11,220 --> 00:26:14,760 install, but we have not defined what that install is, so the 443 00:26:14,760 --> 00:26:17,340 wrong way to go about that is apply an $85,000 444 00:26:18,360 --> 00:26:22,340 budget and then go hire an engineer or your and talk to 445 00:26:22,340 --> 00:26:25,040 your HVAC guy and be like, hey, I need to price it on this. And 446 00:26:25,040 --> 00:26:27,800 then have come, have it come back at 100 grand. It's like, 447 00:26:27,800 --> 00:26:31,460 Oh, it's 100 grand. It's like, Well, what was established like 448 00:26:31,640 --> 00:26:35,180 instead, it's like, Hey, we're trying to accomplish an HVAC 449 00:26:35,420 --> 00:26:38,600 design for this project at 85 grand. Yeah, okay, so we're 450 00:26:38,660 --> 00:26:41,140 definitely not gonna be able to be able to do a heat pump 451 00:26:41,140 --> 00:26:44,320 system, but what we could do is a traditional, you know, forced 452 00:26:44,320 --> 00:26:47,800 air system with a hydra loop. It's like, Great, let's propose 453 00:26:47,800 --> 00:26:53,440 that they might not want that. But if you're ideally, like, we 454 00:26:53,620 --> 00:26:56,500 they're asking for 2 million like, show them what they get 455 00:26:56,500 --> 00:27:00,300 for $2 million and that might be a hydra loop HVAC system, which 456 00:27:01,200 --> 00:27:06,240 most clients don't even care. Yeah, but you like, we like, 457 00:27:06,660 --> 00:27:10,140 forget that that is a decision that could be made in order to 458 00:27:10,140 --> 00:27:13,080 save costs. Instead of creating this like, well, we only do, we 459 00:27:13,080 --> 00:27:16,680 only do heat pumps. It's like, that's fine. If your budget is 460 00:27:16,680 --> 00:27:19,620 not the concern you only do heat pumps, then you need to cut your 461 00:27:19,620 --> 00:27:22,580 budget elsewhere and explain to the client, like, you're gonna 462 00:27:22,580 --> 00:27:24,740 spend more money on HVAC, because that's part of our 463 00:27:24,740 --> 00:27:28,580 ethos. And it's like, well, the client doesn't value that, yeah. 464 00:27:28,580 --> 00:27:31,220 Like, we're in a different position here, where it's like, 465 00:27:31,220 --> 00:27:33,440 set the parameter. It's similar to the mill work, where it's, 466 00:27:33,560 --> 00:27:37,580 you know, this particular job, we had 350 grand for projected 467 00:27:37,580 --> 00:27:41,440 millwork costs. So in the VE exercise, we said, Well, why 468 00:27:41,440 --> 00:27:44,800 don't we cut that to 175 and the media question is, like, how are 469 00:27:44,800 --> 00:27:46,960 we going to do that? It's like, how are we going to do what? 470 00:27:46,960 --> 00:27:50,080 Like, cut it to 175 only half the amount of molding. I'm like, 471 00:27:50,200 --> 00:27:53,380 no, just, I mean, just the cabinetry. Like, well, we don't 472 00:27:53,380 --> 00:27:56,140 even know what the cabinetry is. We we have assigned a value to 473 00:27:56,140 --> 00:27:57,700 it. So if someone said, Hey, I have 175 474 00:27:58,840 --> 00:28:00,120 grand in my on the table right now, 475 00:28:01,620 --> 00:28:04,260 put cabinetry in my house. You could put cabinetry in my house 476 00:28:04,260 --> 00:28:08,100 for 175 grand. What it is is TBD, but if you know, you'd have 477 00:28:08,100 --> 00:28:08,160 175 478 00:28:09,300 --> 00:28:13,200 grand, you could deploy that money all in the kitchen. Or you 479 00:28:13,200 --> 00:28:16,980 could deploy it with semi custom here, and like Home Depot vanity 480 00:28:16,980 --> 00:28:20,660 here, or whatever the case is like, you can deploy that. I 481 00:28:20,660 --> 00:28:21,740 mean, you could spend 160 482 00:28:21,000 --> 00:28:23,700 on the kitchen and then 15 on the rest of the house, right 483 00:28:23,700 --> 00:28:28,800 where it's like, we're just gonna put we're gonna all we're 484 00:28:28,860 --> 00:28:32,820 doing is set from now. All we're doing is setting a target and 485 00:28:32,820 --> 00:28:35,700 then working backwards from that. And that's part of this 486 00:28:35,700 --> 00:28:40,080 whole pre construction consultant. And as far as 487 00:28:40,500 --> 00:28:44,280 converting these leads like, obviously, they're through the 488 00:28:44,280 --> 00:28:48,945 funnel now, converting them from a potential client to somebody 489 00:28:48,945 --> 00:28:51,765 who's ready to sign up for pre construction, all of this 490 00:28:51,765 --> 00:28:56,025 education, all of this consulting, is just instilling 491 00:28:56,025 --> 00:29:00,045 that trust in that client, that they're willing to take the next 492 00:29:00,045 --> 00:29:04,005 step in the relationship with you, where it's like, we're 493 00:29:04,005 --> 00:29:06,585 still not sure we love what you do. We don't understand the 494 00:29:06,585 --> 00:29:09,630 cost, but like, you don't have them signed. You don't fully 495 00:29:09,630 --> 00:29:12,390 have their trust at this point. So to come in and say it's two 496 00:29:12,390 --> 00:29:16,290 seven, this is just what, hey, I'm not the architect. You hire 497 00:29:16,290 --> 00:29:18,450 the architect, whatever that conversation, yeah, like, 498 00:29:18,450 --> 00:29:21,090 whatever that conversation, they still don't trust you at this 499 00:29:21,090 --> 00:29:24,090 point. So if you're automatically not a team player, 500 00:29:24,390 --> 00:29:27,330 you're pointing fingers like you just jaspered, yeah, like 501 00:29:27,510 --> 00:29:29,970 they're not gonna hire you to do that job. But if you come to 502 00:29:29,970 --> 00:29:33,315 them like you said, present multiple options. Here's what I 503 00:29:33,315 --> 00:29:37,335 don't love about the two. Oh, here's what I don't love about 504 00:29:37,335 --> 00:29:40,755 the two. Seven. Like, here are your options, here's pros, cons. 505 00:29:40,755 --> 00:29:44,655 Here's maybe good, better, best. Here's where I think that you 506 00:29:44,655 --> 00:29:46,095 could save some money. 507 00:29:47,320 --> 00:29:50,200 At the end of the day, I'd like to see you in this range. You're 508 00:29:50,200 --> 00:29:53,680 just you're building, the rapport you're creating, the 509 00:29:53,680 --> 00:29:56,500 trust you're being a steward for that client, a steward for that 510 00:29:56,500 --> 00:29:59,680 project, and you have their best interests in mind. They feel 511 00:29:59,680 --> 00:29:59,920 safe. 512 00:30:00,000 --> 00:30:05,580 They feel protected. They feel as though the risk has been deed 513 00:30:06,840 --> 00:30:07,800 or lowered. 514 00:30:10,560 --> 00:30:11,580 Right where it's like 515 00:30:12,600 --> 00:30:17,340 getting them through the funnel is not enough. You can't stop 516 00:30:17,340 --> 00:30:20,360 there. And it's just like, even at pre con, you can't stop 517 00:30:20,360 --> 00:30:23,360 there, like you're not contracted to do the job, yet 518 00:30:23,660 --> 00:30:26,120 you may not be nailing the numbers, you may not be hitting 519 00:30:26,120 --> 00:30:29,660 the client's program. The design may not be what they want, like 520 00:30:30,020 --> 00:30:33,440 it's not done until it's done, and then you obviously have to 521 00:30:33,440 --> 00:30:36,560 play the dance at the song and dance for all of construction. 522 00:30:36,860 --> 00:30:41,800 But converting that lead is such a critical aspect of this that I 523 00:30:41,800 --> 00:30:44,800 think a lot of us, once we ensure client fit, we get 524 00:30:44,800 --> 00:30:48,460 excited about the project and we're ready to sign this. Like, 525 00:30:48,460 --> 00:30:51,520 you have to understand this job is doable based on all the 526 00:30:51,520 --> 00:30:53,980 parameters and information that you have, and you don't have a 527 00:30:53,980 --> 00:30:56,740 lot right now. So like, you're gonna get in bed with somebody 528 00:30:56,740 --> 00:31:01,200 and sign somebody to a job and pre construction, and then get 529 00:31:01,200 --> 00:31:03,960 into this and be like, Well, yeah, this job literally is not 530 00:31:03,960 --> 00:31:07,740 doable anywhere close to this. And how's that helping anyone? 531 00:31:07,800 --> 00:31:10,080 Right? It's not helping you. It's not helping the architect. 532 00:31:10,080 --> 00:31:13,380 It's not helping anyone, like any of the project stakeholders, 533 00:31:14,160 --> 00:31:16,380 and it's not the right thing to do. So like, you have to 534 00:31:16,380 --> 00:31:20,040 understand what is, what is your lead gen process look like. But 535 00:31:20,040 --> 00:31:23,180 then also, how are you going from now I've distilled that 536 00:31:23,180 --> 00:31:26,540 down to five out of 100 How am I going to sign this one out of 537 00:31:26,540 --> 00:31:30,320 that five, like the 20% How do I get the client what they want 538 00:31:30,500 --> 00:31:34,280 within the parameters that they can afford? And so much of that 539 00:31:34,460 --> 00:31:37,520 is like we spoke about in the lead gen of marketing, 540 00:31:37,520 --> 00:31:41,500 understanding what makes your business profitable, viable and 541 00:31:41,500 --> 00:31:42,460 sustainable, 542 00:31:43,540 --> 00:31:48,160 while in developing that and like completely immersing that 543 00:31:48,160 --> 00:31:51,400 in the needs of your client. But you have to protect yourself, 544 00:31:52,360 --> 00:31:54,880 which I think a lot of people drop the ball on, or you get 545 00:31:54,880 --> 00:31:58,660 excited about a project, numbers look good. You want to sign 546 00:31:58,660 --> 00:32:02,580 this. Let's move on without really dialing in, what that 547 00:32:02,580 --> 00:32:04,020 that conversion looks like, 548 00:32:05,580 --> 00:32:08,940 Guys, if you want, I have a whole presentation on this for 549 00:32:08,940 --> 00:32:11,460 lead conversion. If you guys want that, head over to our 550 00:32:11,460 --> 00:32:14,520 Instagram, find the clip that is associated with this, or just 551 00:32:14,580 --> 00:32:20,420 send us a message and DM us lead conversion, and we'll send that 552 00:32:20,420 --> 00:32:24,740 presentation to you so you can comb through it and see all the 553 00:32:24,740 --> 00:32:27,800 fancy graphics I added. Wait live from CCS. 554 00:32:27,000 --> 00:32:30,480 See you guys.