Relationships Win Deals: James Giddens on 31 Years of Trust, Growth, and Multifamily Success

In this power-packed episode of Common Cents The Podcast, Garrett Reed sits down with James Giddens, a 31-year veteran of Sherwin Williams and a true pillar in the multifamily construction industry. From his Texas roots to becoming a trusted leader in sales and mentorship, James shares lessons on what really moves the needle in multifamily: relationships, reputation, and results.

This episode dives deep into how "friends buy from friends" is more than a catchphrase—it’s a guiding philosophy. Whether you're an industry newcomer or a seasoned pro, James offers invaluable insights on pre-construction planning, relationship building, navigating client dynamics, and mentoring the next generation.

If you’re looking to grow your business, your team, or your impact in the multifamily world, this episode delivers straight talk and real wisdom from one of the industry’s most respected professionals.

🔥 Five Highlights from the Episode:

1. 🤝 Relationships First: Sales success in multifamily hinges on genuine relationships—treat everyone equally, from leasing agents to executives.

2. 🛠️ Problem Solving with Integrity: Address problems swiftly and honestly by understanding how they affect maintenance, management, and ownership.

3. 📊 Business Strategy: Use detailed bids as instruction manuals and always conduct pre-construction meetings to align teams and expectations.

4. 🤝 Industry Involvement: Join associations and NextGen committees to network, learn, and access mentorship that fast-tracks your career.

5. 🧠 Personal Growth: Invest in teaching your kids and your team about work ethic, communication, and perseverance—because success is about more than profit.

   
   

   ⏱ Timestamped Summary:

• 🎟️ 00:00 James Giddens, a Texas native, shares his Sherwin Williams journey and the foundational role of mentorship and industry engagement.

• 🤝 12:51 Building trust and clear communication with clients leads to long-term partnerships, especially when addressing issues with honesty.

• 🤝 31:05 Authenticity and active listening are more powerful than sales scripts—real conversations win business.

• 🔑 40:46 Strong bids and thoughtful project planning are essential for successful outcomes in construction.

• 💼 50:22 Setting boundaries and leading with integrity preserves your reputation, prevents burnout, and attracts the right clients.

• 🤝 01:02:39 Emphasizing long-term local relationships builds resilience in tough markets and fuels business growth.

• 🤝 01:21:18 Mentorship opens doors and drives industry evolution, especially in today’s consolidating multifamily landscape.

• 🏌️‍♂️ 01:37:15 James reflects on teaching work ethic and life skills to the next generation through mentorship, family, and example.

  
  

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