July 23, 2025 • 27 mins
In this episode of Digital Marketing for Contractors, Janet and Caitlyn sit down with Ryan Cohn, Content Marketing Manager at Blazeo, to dive into the massive impact of speed to lead and how automated, real-human follow-up can supercharge your sales pipeline. Formerly known as Apex Chat, Blazeo has evolved into a powerful suite of tools for contractors—offering live chat staffed by trained U.S.-based agents, 24/7 call center support, AI-powered voice and chat features, and seamless CRM integrations.
Ryan breaks down how Blazeo helps contractors respond faster, qualify leads better, and ultimately win more deals—without adding pressure to internal teams. You’ll also hear success stories, like one contractor who saw a 24% increase in gross revenue, and how easy it is to get started.
If you’ve ever struggled with slow lead response or messy follow-up, this is your episode.
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.
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Episode Transcript
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Speaker 00 (00:00):
Welcome to Digital Marketing for Contractors, a
podcast for home improvementcontractors to help you crush
your lead goals and take yourbusiness to the next level.
Join us each episode as we giveyou powerful insights and
(00:22):
practical tips on the bestdigital marketing strategies to
help you grow your homeimprovement business.
Let's get started.
Janet (00:31):
Hello everyone and welcome back to Digital
Marketing for Contractorspodcast, the show where we break
down the best marketingstrategies to grow your home
improvement or constructionbusiness.
I am Janet and I am the founderof Fat Cat Strategies.
Caitlyn (00:43):
And I'm Caitlin, the head of client services here at
Fat Cat.
Today we are going to dive intothe power of speed to lead and
how text-based online follow-upautomation can completely
transform your sales process.
Janet (00:56):
We are super thrilled to welcome Ryan Cohn, the content
marketing manager of Blazio, aplatform that helps contractors
close more deals by reachingleads faster through smart
texting workflows.
Ryan, welcome to the show.
Ryan (01:11):
Thank you so much for both of you having me on today.
I've been looking forward tothis for the last week.
Caitlyn (01:16):
Awesome.
We're so happy to have you.
And I mean, blank statement forthose listening, Blazio was
Apex Chat.
Janet (01:24):
So if you've heard of Apex Chat, you've heard of
Blazio.
Caitlyn (01:27):
Yes.
So give us a little bit ofbackground.
Tell us the background of ApexChat, now Blazio, if you don't
Ryan (01:36):
mind.
Yeah, I would love to.
So yeah, Apex Chat, we werefounded in 2008.
So we've been around for quitea few years.
We've helped over 35,000customers over the years,
typically small to medium-sizedbusinesses.
a lot of contractors, a lot oflaw, personal injury, trade
(01:57):
schools.
We've worked in a lot ofdifferent industries, but really
any company that needs highticket or does high ticket
sales, that's typically theindustries that we work in.
Caitlyn (02:10):
That's fantastic.
And what problem were you guysseeing in the market that at the
time you felt like was missingand that's what Apex Chat,
Blazio can now solve?
Ryan (02:23):
Yeah, so we started as a live chat provider.
That was sort of our bread andbutter.
So, you know, people haveprobably used live chat before.
A lot of times, you know, it'ssort of like this automated sort
of bot, you know, workflow.
And, you know, what we saw isthat that can kind of cause
issues for companies, especiallyIf it's not set up properly,
(02:47):
you know, people can start usingthe bot and realize that it's
not a real person.
And, you know, it ends upcausing the lead to bounce.
So it sort of like counteractseven the reason to have it on
there.
Janet (03:01):
Why you would have it on there in the first place.
Ryan (03:03):
Exactly.
So we.
how we changed our approach iswe hired real people to manage
the chats.
We have over 250 plus industrytrained agents.
They'll work those chats foreach of our clients.
We'll give them customscripting, train them on each
customer that we bring in.
(03:24):
That way, a contractor who'sbusy running around, working on
roofs or whatever, he doesn'thave to manage a team running
chats all day.
We run that for them.
And typically we see that'shelped our clients, you know,
increase their leads by about 30to 40% on average.
Janet (03:45):
That's huge.
I'm going to take a small stepback.
I always like to do this.
I as the slow person in theroom.
I think one thing we didn't sayat the top of the call is that
Blazio is something that you caninstall on your website and it
creates a little pop-up thatallows your website visitors to
(04:08):
engage with a chat agent.
So I think we went straightinto like the benefits and I
always take a step back.
If I were listening, I'd bethinking like, wait, what are we
talking about?
We're talking about websitechat.
And Ryan, what you're saying isthat Blasio's distinction is
that it's not an automated, likeif they ask this, then show
(04:31):
them this response.
It's staffed by actual living,breathing human beings.
Ryan (04:37):
correct and i should have made that distinction too that
Caitlyn (04:42):
i jumped right in i was like apex chat okay everybody
knows but like if you don't knowwhat apex chat
Janet (04:47):
is that's what it is
Caitlyn (04:47):
but you guys changed your name because you do offer
new services right that's
Ryan (04:53):
exactly why yeah
Caitlyn (04:54):
oh perfect segue so yeah why was the name changed
Ryan (04:59):
yeah thank you for for queuing that up um so we changed
the name about a year and ahalf maybe two years ago now and
exactly you know you nailed itum we didn't want to limit
ourselves to being just a chatcompany anymore because we we
built out so many differentproducts over the years and You
know, it was through marketresearch, also getting feedback
(05:21):
from our customers like, hey,you know, we want the chat to do
this.
Can you handle calls?
And so we built out thoseservices.
So now we have a 24-7 US-basedcall center, which is huge.
A lot of call centers are basedoverseas.
So our clients reallyappreciate that.
And we can do outbound,inbound, cadences, all that.
(05:42):
we're on the verge of having anAI call center.
So that's, you know, coming outin the next week or two.
Janet (05:50):
Wow.
That's very soon.
So by the time this podcastairs, Blasio will have an AI
based call solution.
Did I say that right?
Ryan (05:59):
Yep.
It's, it's pretty slick.
So you'll be able to go to thesite and you know, you get a
demo, you'll be able to get acall from our AI call center.
And it's, It's amazing.
I mean, you can, we can justgive it the URL of a customer's
website and it builds out thewhole scripting and flow and all
of that.
Wow.
Caitlyn (06:20):
I did the demo with another one of your teammates
and I was so impressed.
We booked a nail appointment.
So it was very cool.
I love that.
Like we were on the phone withan AI
Janet (06:32):
called you.
Caitlyn (06:33):
I, we did a demo.
We called into a company whohad this, tool set up that you
guys are offering.
And through the scripting onthe phone, I was able to book a
manicure.
Okay.
Janet (06:47):
This scene, I'm still playing.
I did not.
It was a demo.
I know it's a demo, but likeyou were using your human voice
and speaking to another voice.
Yes.
And saying like, I want pinknail polish or whatever.
I thought
Caitlyn (07:02):
I was talking to the nail salon in my neighborhood
that, that I could go and booka, you know, a manicure at 2 PM
on Friday.
Like I literally booked that.
wow
Ryan (07:13):
it's pretty uncanny
Caitlyn (07:14):
is that right i mean that's the news out there yeah
it's amazing so yeah i've seenit in real person
Ryan (07:19):
so i love that i'm glad you got to see it so i'm you can
actually believe what i'msaying
Janet (07:24):
it's
Ryan (07:26):
not just me saying
Janet (07:27):
it's just changing so fast
Ryan (07:29):
ai is
Janet (07:30):
it's
Ryan (07:32):
insane yeah yeah
Janet (07:33):
it
Ryan (07:34):
really is
Janet (07:35):
so live chat obviously is the birth of
Caitlyn (07:39):
this
Janet (07:39):
of Apex Chat, which is now Blazio, and now you have a
staffed call center, and youhave the next layer is the
AI-based call solution.
Ryan (07:50):
Yep.
So AI call solution.
Yeah.
We did release an AI-poweredchat widget as well recently,
and so that's been picking upsteam as well.
And that's basically our livechat solution just now.
It's powered through AI.
It can still do the appointmentscheduling, call transferring,
(08:12):
all that stuff.
So we can actually take a leador someone through chat and get
them on the phone call withsomeone inside.
The roofing company or thesolar company or whoever, get
them on a phone call with aqualified lead right then and
there.
um we are building out a crmsolution so oh that will be
(08:36):
coming in the next couple weeksor months i hesitate to say a
couple weeks because developmentis always longer
Janet (08:44):
yeah
Ryan (08:46):
um and so those are the the main things we do have a
texting hub as well so clientscan can um use our chat services
and and text all the leadsthrough our system on their
laptop or on their phone.
So there's quite a fewdifferent products.
Caitlyn (09:04):
That's fantastic.
I was really excited about, Imean, these are just elements
of, I think, the chat feature,but there's an integration with
Google LSA that I think helpswith the messaging.
Oh,
Janet (09:19):
so if I'm a homeowner and I'm looking for...
A landscaper.
Yeah.
And I engage through the Blasiopowered chat bot.
Yes.
Like I came in from LSA.
Caitlyn (09:31):
And correct me if I'm wrong.
Janet (09:32):
No.
Caitlyn (09:32):
Yeah.
Janet (09:32):
That wouldn't, because LSA doesn't send you to the
website.
Caitlyn (09:35):
Nope.
You're right there in LSA.
You send a message through LSA.
Janet (09:39):
But it gets pushed into the Blasio
Caitlyn (09:41):
dashboard.
He's
Ryan (09:43):
not in there.
No.
So you're talking about on theGoogle business profile.
Yeah.
So I press the chat button.
Yes.
Yeah.
We'll integrate with that.
with their Facebook Messengeras well for their business
profile.
We'll integrate there.
Janet (09:57):
So it gives the administrative staff of our
contractors one place to loginto.
They're not logging intoFacebook separately, then
logging into their Google LSAaccount separately, then logging
into their web-based chatoption separately, and then
logging into a separate textsolution to do appointment
(10:19):
reminders.
It's one place to log in.
Ryan (10:21):
correct and i mean really you don't even need to log in
right because we'll handle allthe chats you know out
Janet (10:28):
of
Caitlyn (10:28):
this podcast we'll send janet to log in you can log in
like the billion is through alogin i think like you can see
the record of all the leads thatcame
Ryan (10:39):
yeah yeah you'll see the full transcript
Janet (10:42):
i i like to pretend that i am embodying the person riding
in their truck listening tothis and asking what I'm not
calling the person in the truckdumb.
No.
Or old.
What could be called dumbquestions.
In this scene, I get to ask allthe dumb questions.
Yeah.
I mean, but that's a goodpoint.
Somebody else may be wondering.
Caitlyn (11:02):
So, like, if you're driving around and listening to
this, you do not physically haveto do anything once you...
Janet (11:07):
Hook everything up.
Caitlyn (11:08):
Other than, I mean, how does the setup start?
So, like, if somebody'slistening, you're like, wow,
this is amazing.
How did we get started?
Ryan (11:17):
It's pretty simple.
We...
You know, on our website, youcan schedule a consultation and
we'll customize the solutionbased on what their needs are,
what they're looking for.
And depending on the solution,it can take like a business day
or two to get it all set up.
Caitlyn (11:33):
Okay.
Ryan (11:34):
And that's pretty much it.
We give them like a single, ifthey have a WordPress website,
then there's an easyintegration.
Caitlyn (11:44):
Yep.
Ryan (11:45):
You can just add it.
in WordPress?
Caitlyn (11:47):
We've done it for many clients,
Janet (11:49):
yes.
All
Caitlyn (11:50):
of our clients are on WordPress.
Janet (11:51):
Okay, perfect.
Ryan (11:52):
So that makes it super simple.
Yeah, it's just a plugin.
Caitlyn (11:55):
A plugin.
What other kind of likecustomizations?
I mean, how does this, I knowthe AI is coming soon, but like
for your current like staff whoare answering those chats, those
calls, whatever, is there ascript that like a contractor
has to provide?
Ryan (12:15):
So we'll actually create that script for them.
And each contractor will,they'll be paired with a
customer success manager.
So we'll meet with them, youknow, get them all set up, make
sure the flows are correct.
We're asking the rightqualifying questions and, and
all that.
But we do sort of have likethese template templates.
(12:37):
scripts that we base it off ofbased on the industry.
If it's a roofer, we've workedwith roofers before.
We know what kind of questionstypically roofers want us to
ask.
We'll base it off of that.
Again, if they want us tochange the flow or the the
qualifying questions, we candefinitely modify that based on
(12:58):
their needs.
Caitlyn (12:59):
The examples I've seen have been like, you know, do you
like the service locations?
Like, Hey, you know, I thinkyou guys may as go as far as,
you know, Hey, what zip code doyou, I don't, I want to back up
real quick.
Like once somebody is engagedwithin a chat, you know, how far
will the, will your service gobefore you pass it off?
Ryan (13:22):
yeah um you know there's kind of a fine line you don't
want to ask a bunch of questionsin the chat
Janet (13:29):
somebody exactly
Ryan (13:30):
and you'll end up they'll probably end up bouncing if you
ask too many questions so we tryto limit it to you know three
to five main qualifyingquestions so like we're you know
we can find their location umwe can find their their name
email phone number uh maybe howold their roof is or something
(13:51):
like that so
Caitlyn (13:52):
qualifying okay that's a good point yeah so qualifying
Janet (13:56):
to get them into the crm
Ryan (13:58):
correct yeah so once we get the lead generated then
we'll we'll plug it into the crmwe'll send emails texts uh and
yeah or we even do the live calltransfer and get them on the
phone with the contractor likewithin seconds
Janet (14:14):
That's fantastic.
So just to kind of underlinethat point, I'm a homeowner and
I'm looking for...
We'll just stick with roofers.
I've gone to a website.
I've engaged with the chat.
Somebody asked me threequestions.
I met the qualificationcriteria.
And within seconds, I'm now onthe...
I guess someone would becalling me because it started as
(14:34):
chat.
And now they've asked for myphone number.
And then within seconds, aninbound phone call, I'm
receiving and I'm going to pickit up because...
Now, like as a user within 90seconds or less, I'm talking to
somebody and getting my problemsolved.
Ryan (14:51):
Exactly.
Yeah.
And what we find is, you know,sometimes people, they're not
comfortable calling innecessarily or they don't want
to wait for an email response.
So chat is just that otheroption for people who maybe
they're busy at the moment orthey're not comfortable calling
in and they have some questionsor concerns and we're able to
(15:14):
answer that concern for them,make them realize that there's
people here to help.
And once we get them qualified,we can offer to get them on the
phone call.
So we'll say, hey, we canactually connect you right now.
Would you like us to do that?
And if they say yes, then we'llcall the customer, we'll call
(15:35):
the contractor, and then wemerge the call for them.
Caitlyn (15:38):
Oh, fantastic.
And if they say no?
Ryan (15:40):
Then we can fall back to scheduling them for an
appointment or just sending overthe lead.
Janet (15:49):
So if you fall back to scheduling an appointment, are
you actually...
connecting with um a calendaravailability of the contractors
sales reps
Ryan (16:01):
yep yep um
Janet (16:03):
walk us through how that works
Ryan (16:05):
yeah these are these are great questions i love how
in-depth we're going we
Janet (16:09):
are nerds no it's great i'm a nerd too so i
Caitlyn (16:13):
mean our listeners like they're going to be thinking
the same thing.
So, you know, how can wesimplify this?
Ryan (16:20):
Yeah, totally.
So we, we can either work withlike a Calendly or HubSpot, you
know, booking link if they havethose.
Caitlyn (16:28):
Okay.
Ryan (16:29):
If they don't have that set up, then we can integrate
directly into a Google or anOutlook calendar and we'll,
we'll pull the availabilitiesbased on that, that calendar
that we integrate with.
Caitlyn (16:41):
That's awesome.
And then if somebody was like,no, I'm not ready to set an
appointment, then the people whoare responding to the chat then
just know, okay, I'm going tojust pass this lead into maybe a
nurture sequence.
Ryan (16:55):
Correct.
Yeah.
I guess that would depend onhow it's set up in the CRM.
We would send over the lead andmark it as a qualified lead
basically and have the wholetranscript in there and
everything.
Janet (17:10):
And I'm going to go out on a limb and assume that the
Blasio customer success reps,this is the kind of stuff that
they are working through withthe general manager, the sales
manager, the call center managerat a home improvement company
where they ask, like, what doyou want to happen with a
homeowner who's engaging onchat?
(17:30):
And then they guide through thesetup and offer suggestions
based on what you've seen work.
Ryan (17:37):
Correct.
Correct.
Yeah.
Yeah.
We, we want them to be happy atthe end of the day and, and
have it customized to what theyneed.
And yes, that's really theirrole is making, making sure they
understand how it's, it's goingto look once the leads handed
over to them.
Caitlyn (17:54):
Okay.
That's amazing.
Any success stories like youwant to share?
I mean, this is such an amazingproduct.
I mean, that's
Janet (18:01):
why you're on, you know, we're recommending it, but like,
you know, the secret behindthis podcast is our clients.
have used Apex Chat for years.
We've walked into what was ApexChat and Blasio.
We've seen it work.
Yeah.
And we're a partner.
Yeah.
So we know what some of thesuccess stories are, but we want
(18:22):
you to tell one.
Ryan (18:23):
Yeah.
Yeah.
And I mean, I would be curioustoo.
I mean, you guys probably evenknow more success stories than I
do, but having worked with somany clients, but Um, one that
stands out to me is the bathfitter.
Uh, we did a case study forthem.
Caitlyn (18:38):
Sure.
Ryan (18:39):
Um, and we saw 24% increase in gross revenue for
them once they go live with,with live chat and they saw a
19% increase in businessinquiries.
Janet (18:54):
Oh my gosh.
24% increase in gross revenue.
I think you can drop the micand leave the room.
That's it.
No brainer.
I'm going to turn that down.
Ryan (19:06):
It's pretty amazing.
I also worked with an ADUcompany.
I don't know if you're familiarwith ADUs.
Janet (19:15):
Accessibility Dwelling Unit?
Ryan (19:19):
Accessory Dwelling Unit.
Accessory Dwelling Unit.
Janet (19:22):
It's like a mother-in-law suite, right?
Ryan (19:24):
Exactly.
Somebody
Janet (19:25):
holds behind their house.
Ryan (19:27):
I know it's more popular on the West Coast, so that's why
I like to ask everyone I talkto on the East Coast, like, what
is an ADU?
Accessibility.
Janet (19:35):
It's an accessory dwelling unit.
So actually, my neighbor on mystreet converted a standalone
carport into a really smallstudio apartment.
ADU.
That's an ADU.
And the only reason I knowabout this is because we're in
Raleigh, North Carolina, andRaleigh has been a little bit...
(19:56):
schizophrenic about, from azoning perspective, whether or
not they're pro-ADU or notpro-ADU.
So I think it depends on whereyou live.
East Coast.
Ryan (20:08):
That makes sense.
Janet (20:09):
But sorry, you were telling us.
Yeah.
So ADU and then you railed us.
Let's
Ryan (20:14):
get back.
I could talk about ADUs all daylong.
I used to sell ADUs.
Yeah.
I sold prefab units, but I, soI, I, uh worked with a prefab
adu company
Caitlyn (20:27):
sure
Ryan (20:28):
and uh you know when they went live with us we were seeing
50 60 leads a month
Janet (20:33):
was it boxable
Ryan (20:35):
it was not boxable they were called the name slipping me
at the moment but it's notboxable you see boxable
everywhere
Caitlyn (20:45):
i see those ads all the time and so the leads came in
through chat were there any umthe bath fitter story were there
any features that bath fitterwasn't using or were they using
all of the features to get that
Janet (21:01):
24 percent
Caitlyn (21:02):
revenue lift you know
Ryan (21:04):
that i'm not familiar on so i don't want to give you
folks oh it's okay
Caitlyn (21:09):
no but i mean the full suite's
Janet (21:11):
available this was a bath fitter franchisee not bath
fitter corporate correct orincorrect
Ryan (21:18):
i believe so i didn't work on this account okay
Caitlyn (21:21):
um
Ryan (21:22):
I looked over the case study, but I believe it was Bath
Fitter Corporate because Ididn't see it was labeled as an
individual location.
Caitlyn (21:36):
That's awesome.
We love success stories likethat.
Absolutely.
I know your team is also prettyflexible, so we might see
instances where we don't want tohave the chat feature on mobile
because it might blocksomething and there's ways to
customize that.
So that's really positive.
I mean, you guys have also likehelped us work like, Hey, let's
(21:57):
put the button on the mobileside on the left side of the
screen, the right side of thescreen.
So it's a very customuser-friendly tool with a great
support staff.
If you know another positivebeyond just the case studies.
So
Ryan (22:12):
thank you.
Yeah.
Caitlyn (22:14):
I guess, I mean, if anybody was doubting this, like,
you know...
Janet (22:17):
Yeah, to put our doubters, our Debbie Downer hat
on, for the contractors that arehesitant to automate follow-up
because they feel like they'vereally got it nailed, it's very
personal, they're doing itin-house, what would you say to
them?
Ryan (22:34):
So what I would say is...
I've been doing our webinarrecently, and one of the stats
that I found was that 78% ofsales go to the business that
responds first.
And if you're not automatingyet, you're likely your
competitors are already startingto or already do.
(22:57):
So if you're not that firstperson that's reaching out to
the lead, you're likely going tolose that business to a
competitor.
Janet (23:07):
So that's that speed to lead.
Ryan (23:09):
So,
Caitlyn (23:10):
so, so, so, so important.
Ryan (23:12):
It really is.
Caitlyn (23:14):
So, Ryan, if pricing, I don't know if you can give that
information or if they need tobook a demo, like if somebody is
ready to get started, whatshould they do?
Yeah,
Ryan (23:25):
that's.
Course of action would be go toblazeo.com and you can schedule
your initial consultation.
And then we'll customize thesolution, you know, based on
what they need and what they'relooking for and all that.
Caitlyn (23:40):
And it's, I mean, transparency, like it is an
affordable product, so it'sworth it.
Like if you're listening tothis, it's...
not something like that's goingto break the bank either.
Ryan (23:49):
So a lot of people think that, yeah, if we're manning
their chats, that's going to,it's going to be thousands of
dollars a month or something,but it, you know, we have a plan
that starts at $39 a month.
Caitlyn (23:58):
So, wow, that's
Ryan (24:00):
amazing.
Very affordable.
Um, obviously it depends on howmuch web traffic they get and
all volume and all that stuff.
Um, you know, if they're goingto be working with our call
center, but, um, yeah,
Janet (24:11):
$39 a month.
And then is there an additionalfee per lead?
Ryan (24:16):
No, we actually changed that model.
So now it's based on websitetraffic instead of cost per
lead.
Caitlyn (24:24):
Okay, wonderful.
Well, great.
So I will put all theinformation in the show notes in
terms of how to find thewebsite.
Anything else you want to shareabout the product or new
webinars coming up?
How can they stay informedabout changes and so forth?
Ryan (24:42):
Yeah, best way to keep in touch with what we have going on
on the webinar side isfollowing our LinkedIn account.
We typically do webinars everytwo weeks or so, and we'll be
doing a webinar soon to sort ofannounce our AI voice product
and all that.
(25:03):
So if you don't want to sitthrough a demo, but you do want
to see everything that we'redoing and see it live, we'll be
able to show it to everyonethen.
Caitlyn (25:12):
Okay, amazing.
Well, Ryan, this has been sucha great conversation.
So if you wanted listeners totake one thing away from this
conversation about Blasio andthe product, what would that be?
Ryan (25:25):
One thing to take away from it, based on some research
I did, I saw that mostcontractors take two days to
respond to a lead and 40% don't.
respond at all.
And I know a lot of peoplepride themselves on speed to
(25:47):
lead, but building out a teamand processes to automate
follow-ups and all that can bedifficult.
And partnering with a companylike us and you guys to automate
their advertising and marketingand everything on the backend
really helps contractors takethe weight off their shoulders
(26:12):
and it just makes their lives alot easier.
So that's what we try to do.
We try to empower small tomedium-sized businesses and we
do it through our tools.
So we love to help you guys.
Janet (26:24):
I love that.
So you're making their liveseasier and you're helping them
make more money.
Ryan (26:29):
Exactly.
Janet (26:30):
Sounds like a win-win to me.
Ryan (26:31):
I agree.
Caitlyn (26:32):
Thank you again for joining us.
If you're a contractor andyou're listening and you're
struggling with slow leadresponse or just weird
follow-up, Blazio is definitelygoing to be the solution that
you probably need to try.
So, blazio.com.
I'll drop Brian's informationas well in the show notes.
(26:54):
Follow them on LinkedIn.
Lots of great opportunitiesthere.
They're putting out a ton ofgreat content.
Janet (27:00):
And if you liked today's episode, please make sure to
follow or subscribe wherever youlisten and check out more
marketing resources atfatcatstrategies.com.
See you next time on DigitalMarketing for Contractors.
Speaker 00 (27:13):
Digital Marketing for Contractors is created by
Fat Cat Strategies.
For more information, visitfatcatstrategies.com.
Welcome to Digital Marketing for Contractors, a
podcast for home improvementcontractors to help you crush
your lead goals and take yourbusiness to the next level.
Join us each episode as we giveyou powerful insights and
(00:22):
practical tips on the bestdigital marketing strategies to
help you grow your homeimprovement business.
Let's get started.
Janet (00:31):
Hello everyone and welcome back to Digital
Marketing for Contractorspodcast, the show where we break
down the best marketingstrategies to grow your home
improvement or constructionbusiness.
I am Janet and I am the founderof Fat Cat Strategies.
Caitlyn (00:43):
And I'm Caitlin, the head of client services here at
Fat Cat.
Today we are going to dive intothe power of speed to lead and
how text-based online follow-upautomation can completely
transform your sales process.
Janet (00:56):
We are super thrilled to welcome Ryan Cohn, the content
marketing manager of Blazio, aplatform that helps contractors
close more deals by reachingleads faster through smart
texting workflows.
Ryan, welcome to the show.
Ryan (01:11):
Thank you so much for both of you having me on today.
I've been looking forward tothis for the last week.
Caitlyn (01:16):
Awesome.
We're so happy to have you.
And I mean, blank statement forthose listening, Blazio was
Apex Chat.
Janet (01:24):
So if you've heard of Apex Chat, you've heard of
Blazio.
Caitlyn (01:27):
Yes.
So give us a little bit ofbackground.
Tell us the background of ApexChat, now Blazio, if you don't
Ryan (01:36):
mind.
Yeah, I would love to.
So yeah, Apex Chat, we werefounded in 2008.
So we've been around for quitea few years.
We've helped over 35,000customers over the years,
typically small to medium-sizedbusinesses.
a lot of contractors, a lot oflaw, personal injury, trade
(01:57):
schools.
We've worked in a lot ofdifferent industries, but really
any company that needs highticket or does high ticket
sales, that's typically theindustries that we work in.
Caitlyn (02:10):
That's fantastic.
And what problem were you guysseeing in the market that at the
time you felt like was missingand that's what Apex Chat,
Blazio can now solve?
Ryan (02:23):
Yeah, so we started as a live chat provider.
That was sort of our bread andbutter.
So, you know, people haveprobably used live chat before.
A lot of times, you know, it'ssort of like this automated sort
of bot, you know, workflow.
And, you know, what we saw isthat that can kind of cause
issues for companies, especiallyIf it's not set up properly,
(02:47):
you know, people can start usingthe bot and realize that it's
not a real person.
And, you know, it ends upcausing the lead to bounce.
So it sort of like counteractseven the reason to have it on
there.
Janet (03:01):
Why you would have it on there in the first place.
Ryan (03:03):
Exactly.
So we.
how we changed our approach iswe hired real people to manage
the chats.
We have over 250 plus industrytrained agents.
They'll work those chats foreach of our clients.
We'll give them customscripting, train them on each
customer that we bring in.
(03:24):
That way, a contractor who'sbusy running around, working on
roofs or whatever, he doesn'thave to manage a team running
chats all day.
We run that for them.
And typically we see that'shelped our clients, you know,
increase their leads by about 30to 40% on average.
Janet (03:45):
That's huge.
I'm going to take a small stepback.
I always like to do this.
I as the slow person in theroom.
I think one thing we didn't sayat the top of the call is that
Blazio is something that you caninstall on your website and it
creates a little pop-up thatallows your website visitors to
(04:08):
engage with a chat agent.
So I think we went straightinto like the benefits and I
always take a step back.
If I were listening, I'd bethinking like, wait, what are we
talking about?
We're talking about websitechat.
And Ryan, what you're saying isthat Blasio's distinction is
that it's not an automated, likeif they ask this, then show
(04:31):
them this response.
It's staffed by actual living,breathing human beings.
Ryan (04:37):
correct and i should have made that distinction too that
Caitlyn (04:42):
i jumped right in i was like apex chat okay everybody
knows but like if you don't knowwhat apex chat
Janet (04:47):
is that's what it is
Caitlyn (04:47):
but you guys changed your name because you do offer
new services right that's
Ryan (04:53):
exactly why yeah
Caitlyn (04:54):
oh perfect segue so yeah why was the name changed
Ryan (04:59):
yeah thank you for for queuing that up um so we changed
the name about a year and ahalf maybe two years ago now and
exactly you know you nailed itum we didn't want to limit
ourselves to being just a chatcompany anymore because we we
built out so many differentproducts over the years and You
know, it was through marketresearch, also getting feedback
(05:21):
from our customers like, hey,you know, we want the chat to do
this.
Can you handle calls?
And so we built out thoseservices.
So now we have a 24-7 US-basedcall center, which is huge.
A lot of call centers are basedoverseas.
So our clients reallyappreciate that.
And we can do outbound,inbound, cadences, all that.
(05:42):
we're on the verge of having anAI call center.
So that's, you know, coming outin the next week or two.
Janet (05:50):
Wow.
That's very soon.
So by the time this podcastairs, Blasio will have an AI
based call solution.
Did I say that right?
Ryan (05:59):
Yep.
It's, it's pretty slick.
So you'll be able to go to thesite and you know, you get a
demo, you'll be able to get acall from our AI call center.
And it's, It's amazing.
I mean, you can, we can justgive it the URL of a customer's
website and it builds out thewhole scripting and flow and all
of that.
Wow.
Caitlyn (06:20):
I did the demo with another one of your teammates
and I was so impressed.
We booked a nail appointment.
So it was very cool.
I love that.
Like we were on the phone withan AI
Janet (06:32):
called you.
Caitlyn (06:33):
I, we did a demo.
We called into a company whohad this, tool set up that you
guys are offering.
And through the scripting onthe phone, I was able to book a
manicure.
Okay.
Janet (06:47):
This scene, I'm still playing.
I did not.
It was a demo.
I know it's a demo, but likeyou were using your human voice
and speaking to another voice.
Yes.
And saying like, I want pinknail polish or whatever.
I thought
Caitlyn (07:02):
I was talking to the nail salon in my neighborhood
that, that I could go and booka, you know, a manicure at 2 PM
on Friday.
Like I literally booked that.
wow
Ryan (07:13):
it's pretty uncanny
Caitlyn (07:14):
is that right i mean that's the news out there yeah
it's amazing so yeah i've seenit in real person
Ryan (07:19):
so i love that i'm glad you got to see it so i'm you can
actually believe what i'msaying
Janet (07:24):
it's
Ryan (07:26):
not just me saying
Janet (07:27):
it's just changing so fast
Ryan (07:29):
ai is
Janet (07:30):
it's
Ryan (07:32):
insane yeah yeah
Janet (07:33):
it
Ryan (07:34):
really is
Janet (07:35):
so live chat obviously is the birth of
Caitlyn (07:39):
this
Janet (07:39):
of Apex Chat, which is now Blazio, and now you have a
staffed call center, and youhave the next layer is the
AI-based call solution.
Ryan (07:50):
Yep.
So AI call solution.
Yeah.
We did release an AI-poweredchat widget as well recently,
and so that's been picking upsteam as well.
And that's basically our livechat solution just now.
It's powered through AI.
It can still do the appointmentscheduling, call transferring,
(08:12):
all that stuff.
So we can actually take a leador someone through chat and get
them on the phone call withsomeone inside.
The roofing company or thesolar company or whoever, get
them on a phone call with aqualified lead right then and
there.
um we are building out a crmsolution so oh that will be
(08:36):
coming in the next couple weeksor months i hesitate to say a
couple weeks because developmentis always longer
Janet (08:44):
yeah
Ryan (08:46):
um and so those are the the main things we do have a
texting hub as well so clientscan can um use our chat services
and and text all the leadsthrough our system on their
laptop or on their phone.
So there's quite a fewdifferent products.
Caitlyn (09:04):
That's fantastic.
I was really excited about, Imean, these are just elements
of, I think, the chat feature,but there's an integration with
Google LSA that I think helpswith the messaging.
Oh,
Janet (09:19):
so if I'm a homeowner and I'm looking for...
A landscaper.
Yeah.
And I engage through the Blasiopowered chat bot.
Yes.
Like I came in from LSA.
Caitlyn (09:31):
And correct me if I'm wrong.
Janet (09:32):
No.
Caitlyn (09:32):
Yeah.
Janet (09:32):
That wouldn't, because LSA doesn't send you to the
website.
Caitlyn (09:35):
Nope.
You're right there in LSA.
You send a message through LSA.
Janet (09:39):
But it gets pushed into the Blasio
Caitlyn (09:41):
dashboard.
He's
Ryan (09:43):
not in there.
No.
So you're talking about on theGoogle business profile.
Yeah.
So I press the chat button.
Yes.
Yeah.
We'll integrate with that.
with their Facebook Messengeras well for their business
profile.
We'll integrate there.
Janet (09:57):
So it gives the administrative staff of our
contractors one place to loginto.
They're not logging intoFacebook separately, then
logging into their Google LSAaccount separately, then logging
into their web-based chatoption separately, and then
logging into a separate textsolution to do appointment
(10:19):
reminders.
It's one place to log in.
Ryan (10:21):
correct and i mean really you don't even need to log in
right because we'll handle allthe chats you know out
Janet (10:28):
of
Caitlyn (10:28):
this podcast we'll send janet to log in you can log in
like the billion is through alogin i think like you can see
the record of all the leads thatcame
Ryan (10:39):
yeah yeah you'll see the full transcript
Janet (10:42):
i i like to pretend that i am embodying the person riding
in their truck listening tothis and asking what I'm not
calling the person in the truckdumb.
No.
Or old.
What could be called dumbquestions.
In this scene, I get to ask allthe dumb questions.
Yeah.
I mean, but that's a goodpoint.
Somebody else may be wondering.
Caitlyn (11:02):
So, like, if you're driving around and listening to
this, you do not physically haveto do anything once you...
Janet (11:07):
Hook everything up.
Caitlyn (11:08):
Other than, I mean, how does the setup start?
So, like, if somebody'slistening, you're like, wow,
this is amazing.
How did we get started?
Ryan (11:17):
It's pretty simple.
We...
You know, on our website, youcan schedule a consultation and
we'll customize the solutionbased on what their needs are,
what they're looking for.
And depending on the solution,it can take like a business day
or two to get it all set up.
Caitlyn (11:33):
Okay.
Ryan (11:34):
And that's pretty much it.
We give them like a single, ifthey have a WordPress website,
then there's an easyintegration.
Caitlyn (11:44):
Yep.
Ryan (11:45):
You can just add it.
in WordPress?
Caitlyn (11:47):
We've done it for many clients,
Janet (11:49):
yes.
All
Caitlyn (11:50):
of our clients are on WordPress.
Janet (11:51):
Okay, perfect.
Ryan (11:52):
So that makes it super simple.
Yeah, it's just a plugin.
Caitlyn (11:55):
A plugin.
What other kind of likecustomizations?
I mean, how does this, I knowthe AI is coming soon, but like
for your current like staff whoare answering those chats, those
calls, whatever, is there ascript that like a contractor
has to provide?
Ryan (12:15):
So we'll actually create that script for them.
And each contractor will,they'll be paired with a
customer success manager.
So we'll meet with them, youknow, get them all set up, make
sure the flows are correct.
We're asking the rightqualifying questions and, and
all that.
But we do sort of have likethese template templates.
(12:37):
scripts that we base it off ofbased on the industry.
If it's a roofer, we've workedwith roofers before.
We know what kind of questionstypically roofers want us to
ask.
We'll base it off of that.
Again, if they want us tochange the flow or the the
qualifying questions, we candefinitely modify that based on
(12:58):
their needs.
Caitlyn (12:59):
The examples I've seen have been like, you know, do you
like the service locations?
Like, Hey, you know, I thinkyou guys may as go as far as,
you know, Hey, what zip code doyou, I don't, I want to back up
real quick.
Like once somebody is engagedwithin a chat, you know, how far
will the, will your service gobefore you pass it off?
Ryan (13:22):
yeah um you know there's kind of a fine line you don't
want to ask a bunch of questionsin the chat
Janet (13:29):
somebody exactly
Ryan (13:30):
and you'll end up they'll probably end up bouncing if you
ask too many questions so we tryto limit it to you know three
to five main qualifyingquestions so like we're you know
we can find their location umwe can find their their name
email phone number uh maybe howold their roof is or something
(13:51):
like that so
Caitlyn (13:52):
qualifying okay that's a good point yeah so qualifying
Janet (13:56):
to get them into the crm
Ryan (13:58):
correct yeah so once we get the lead generated then
we'll we'll plug it into the crmwe'll send emails texts uh and
yeah or we even do the live calltransfer and get them on the
phone with the contractor likewithin seconds
Janet (14:14):
That's fantastic.
So just to kind of underlinethat point, I'm a homeowner and
I'm looking for...
We'll just stick with roofers.
I've gone to a website.
I've engaged with the chat.
Somebody asked me threequestions.
I met the qualificationcriteria.
And within seconds, I'm now onthe...
I guess someone would becalling me because it started as
(14:34):
chat.
And now they've asked for myphone number.
And then within seconds, aninbound phone call, I'm
receiving and I'm going to pickit up because...
Now, like as a user within 90seconds or less, I'm talking to
somebody and getting my problemsolved.
Ryan (14:51):
Exactly.
Yeah.
And what we find is, you know,sometimes people, they're not
comfortable calling innecessarily or they don't want
to wait for an email response.
So chat is just that otheroption for people who maybe
they're busy at the moment orthey're not comfortable calling
in and they have some questionsor concerns and we're able to
(15:14):
answer that concern for them,make them realize that there's
people here to help.
And once we get them qualified,we can offer to get them on the
phone call.
So we'll say, hey, we canactually connect you right now.
Would you like us to do that?
And if they say yes, then we'llcall the customer, we'll call
(15:35):
the contractor, and then wemerge the call for them.
Caitlyn (15:38):
Oh, fantastic.
And if they say no?
Ryan (15:40):
Then we can fall back to scheduling them for an
appointment or just sending overthe lead.
Janet (15:49):
So if you fall back to scheduling an appointment, are
you actually...
connecting with um a calendaravailability of the contractors
sales reps
Ryan (16:01):
yep yep um
Janet (16:03):
walk us through how that works
Ryan (16:05):
yeah these are these are great questions i love how
in-depth we're going we
Janet (16:09):
are nerds no it's great i'm a nerd too so i
Caitlyn (16:13):
mean our listeners like they're going to be thinking
the same thing.
So, you know, how can wesimplify this?
Ryan (16:20):
Yeah, totally.
So we, we can either work withlike a Calendly or HubSpot, you
know, booking link if they havethose.
Caitlyn (16:28):
Okay.
Ryan (16:29):
If they don't have that set up, then we can integrate
directly into a Google or anOutlook calendar and we'll,
we'll pull the availabilitiesbased on that, that calendar
that we integrate with.
Caitlyn (16:41):
That's awesome.
And then if somebody was like,no, I'm not ready to set an
appointment, then the people whoare responding to the chat then
just know, okay, I'm going tojust pass this lead into maybe a
nurture sequence.
Ryan (16:55):
Correct.
Yeah.
I guess that would depend onhow it's set up in the CRM.
We would send over the lead andmark it as a qualified lead
basically and have the wholetranscript in there and
everything.
Janet (17:10):
And I'm going to go out on a limb and assume that the
Blasio customer success reps,this is the kind of stuff that
they are working through withthe general manager, the sales
manager, the call center managerat a home improvement company
where they ask, like, what doyou want to happen with a
homeowner who's engaging onchat?
(17:30):
And then they guide through thesetup and offer suggestions
based on what you've seen work.
Ryan (17:37):
Correct.
Correct.
Yeah.
Yeah.
We, we want them to be happy atthe end of the day and, and
have it customized to what theyneed.
And yes, that's really theirrole is making, making sure they
understand how it's, it's goingto look once the leads handed
over to them.
Caitlyn (17:54):
Okay.
That's amazing.
Any success stories like youwant to share?
I mean, this is such an amazingproduct.
I mean, that's
Janet (18:01):
why you're on, you know, we're recommending it, but like,
you know, the secret behindthis podcast is our clients.
have used Apex Chat for years.
We've walked into what was ApexChat and Blasio.
We've seen it work.
Yeah.
And we're a partner.
Yeah.
So we know what some of thesuccess stories are, but we want
(18:22):
you to tell one.
Ryan (18:23):
Yeah.
Yeah.
And I mean, I would be curioustoo.
I mean, you guys probably evenknow more success stories than I
do, but having worked with somany clients, but Um, one that
stands out to me is the bathfitter.
Uh, we did a case study forthem.
Caitlyn (18:38):
Sure.
Ryan (18:39):
Um, and we saw 24% increase in gross revenue for
them once they go live with,with live chat and they saw a
19% increase in businessinquiries.
Janet (18:54):
Oh my gosh.
24% increase in gross revenue.
I think you can drop the micand leave the room.
That's it.
No brainer.
I'm going to turn that down.
Ryan (19:06):
It's pretty amazing.
I also worked with an ADUcompany.
I don't know if you're familiarwith ADUs.
Janet (19:15):
Accessibility Dwelling Unit?
Ryan (19:19):
Accessory Dwelling Unit.
Accessory Dwelling Unit.
Janet (19:22):
It's like a mother-in-law suite, right?
Ryan (19:24):
Exactly.
Somebody
Janet (19:25):
holds behind their house.
Ryan (19:27):
I know it's more popular on the West Coast, so that's why
I like to ask everyone I talkto on the East Coast, like, what
is an ADU?
Accessibility.
Janet (19:35):
It's an accessory dwelling unit.
So actually, my neighbor on mystreet converted a standalone
carport into a really smallstudio apartment.
ADU.
That's an ADU.
And the only reason I knowabout this is because we're in
Raleigh, North Carolina, andRaleigh has been a little bit...
(19:56):
schizophrenic about, from azoning perspective, whether or
not they're pro-ADU or notpro-ADU.
So I think it depends on whereyou live.
East Coast.
Ryan (20:08):
That makes sense.
Janet (20:09):
But sorry, you were telling us.
Yeah.
So ADU and then you railed us.
Let's
Ryan (20:14):
get back.
I could talk about ADUs all daylong.
I used to sell ADUs.
Yeah.
I sold prefab units, but I, soI, I, uh worked with a prefab
adu company
Caitlyn (20:27):
sure
Ryan (20:28):
and uh you know when they went live with us we were seeing
50 60 leads a month
Janet (20:33):
was it boxable
Ryan (20:35):
it was not boxable they were called the name slipping me
at the moment but it's notboxable you see boxable
everywhere
Caitlyn (20:45):
i see those ads all the time and so the leads came in
through chat were there any umthe bath fitter story were there
any features that bath fitterwasn't using or were they using
all of the features to get that
Janet (21:01):
24 percent
Caitlyn (21:02):
revenue lift you know
Ryan (21:04):
that i'm not familiar on so i don't want to give you
folks oh it's okay
Caitlyn (21:09):
no but i mean the full suite's
Janet (21:11):
available this was a bath fitter franchisee not bath
fitter corporate correct orincorrect
Ryan (21:18):
i believe so i didn't work on this account okay
Caitlyn (21:21):
um
Ryan (21:22):
I looked over the case study, but I believe it was Bath
Fitter Corporate because Ididn't see it was labeled as an
individual location.
Caitlyn (21:36):
That's awesome.
We love success stories likethat.
Absolutely.
I know your team is also prettyflexible, so we might see
instances where we don't want tohave the chat feature on mobile
because it might blocksomething and there's ways to
customize that.
So that's really positive.
I mean, you guys have also likehelped us work like, Hey, let's
(21:57):
put the button on the mobileside on the left side of the
screen, the right side of thescreen.
So it's a very customuser-friendly tool with a great
support staff.
If you know another positivebeyond just the case studies.
So
Ryan (22:12):
thank you.
Yeah.
Caitlyn (22:14):
I guess, I mean, if anybody was doubting this, like,
you know...
Janet (22:17):
Yeah, to put our doubters, our Debbie Downer hat
on, for the contractors that arehesitant to automate follow-up
because they feel like they'vereally got it nailed, it's very
personal, they're doing itin-house, what would you say to
them?
Ryan (22:34):
So what I would say is...
I've been doing our webinarrecently, and one of the stats
that I found was that 78% ofsales go to the business that
responds first.
And if you're not automatingyet, you're likely your
competitors are already startingto or already do.
(22:57):
So if you're not that firstperson that's reaching out to
the lead, you're likely going tolose that business to a
competitor.
Janet (23:07):
So that's that speed to lead.
Ryan (23:09):
So,
Caitlyn (23:10):
so, so, so, so important.
Ryan (23:12):
It really is.
Caitlyn (23:14):
So, Ryan, if pricing, I don't know if you can give that
information or if they need tobook a demo, like if somebody is
ready to get started, whatshould they do?
Yeah,
Ryan (23:25):
that's.
Course of action would be go toblazeo.com and you can schedule
your initial consultation.
And then we'll customize thesolution, you know, based on
what they need and what they'relooking for and all that.
Caitlyn (23:40):
And it's, I mean, transparency, like it is an
affordable product, so it'sworth it.
Like if you're listening tothis, it's...
not something like that's goingto break the bank either.
Ryan (23:49):
So a lot of people think that, yeah, if we're manning
their chats, that's going to,it's going to be thousands of
dollars a month or something,but it, you know, we have a plan
that starts at $39 a month.
Caitlyn (23:58):
So, wow, that's
Ryan (24:00):
amazing.
Very affordable.
Um, obviously it depends on howmuch web traffic they get and
all volume and all that stuff.
Um, you know, if they're goingto be working with our call
center, but, um, yeah,
Janet (24:11):
$39 a month.
And then is there an additionalfee per lead?
Ryan (24:16):
No, we actually changed that model.
So now it's based on websitetraffic instead of cost per
lead.
Caitlyn (24:24):
Okay, wonderful.
Well, great.
So I will put all theinformation in the show notes in
terms of how to find thewebsite.
Anything else you want to shareabout the product or new
webinars coming up?
How can they stay informedabout changes and so forth?
Ryan (24:42):
Yeah, best way to keep in touch with what we have going on
on the webinar side isfollowing our LinkedIn account.
We typically do webinars everytwo weeks or so, and we'll be
doing a webinar soon to sort ofannounce our AI voice product
and all that.
(25:03):
So if you don't want to sitthrough a demo, but you do want
to see everything that we'redoing and see it live, we'll be
able to show it to everyonethen.
Caitlyn (25:12):
Okay, amazing.
Well, Ryan, this has been sucha great conversation.
So if you wanted listeners totake one thing away from this
conversation about Blasio andthe product, what would that be?
Ryan (25:25):
One thing to take away from it, based on some research
I did, I saw that mostcontractors take two days to
respond to a lead and 40% don't.
respond at all.
And I know a lot of peoplepride themselves on speed to
(25:47):
lead, but building out a teamand processes to automate
follow-ups and all that can bedifficult.
And partnering with a companylike us and you guys to automate
their advertising and marketingand everything on the backend
really helps contractors takethe weight off their shoulders
(26:12):
and it just makes their lives alot easier.
So that's what we try to do.
We try to empower small tomedium-sized businesses and we
do it through our tools.
So we love to help you guys.
Janet (26:24):
I love that.
So you're making their liveseasier and you're helping them
make more money.
Ryan (26:29):
Exactly.
Janet (26:30):
Sounds like a win-win to me.
Ryan (26:31):
I agree.
Caitlyn (26:32):
Thank you again for joining us.
If you're a contractor andyou're listening and you're
struggling with slow leadresponse or just weird
follow-up, Blazio is definitelygoing to be the solution that
you probably need to try.
So, blazio.com.
I'll drop Brian's informationas well in the show notes.
(26:54):
Follow them on LinkedIn.
Lots of great opportunitiesthere.
They're putting out a ton ofgreat content.
Janet (27:00):
And if you liked today's episode, please make sure to
follow or subscribe wherever youlisten and check out more
marketing resources atfatcatstrategies.com.
See you next time on DigitalMarketing for Contractors.
Speaker 00 (27:13):
Digital Marketing for Contractors is created by
Fat Cat Strategies.
For more information, visitfatcatstrategies.com.
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