November 9, 2023 • 25 mins
Are you ready to navigate the digital advertising maze for your facility management business? Let us be your guiding light! We're pulling back the curtain on our struggles and triumphs with paid channels like Facebook, LinkedIn, and Google. Our hard-learned lessons from a disastrous ad campaign will show you why strategic targeting and approval processes are not to be taken lightly.
In the second half of our chat, we roll up our sleeves and get down to the nitty-gritty of optimizing ads for high-quality leads. With real-life examples, we explore how to squeeze every drop of value from your ad campaigns on platforms like Facebook, Instagram, LinkedIn, and Google. We also highlight the game-changing potential of granular targeting, compelling copywriting, and setting up a separate ad account for your go-to-market strategy. As we wrap up, don't miss our insights on the power of webinars, digital marketing courses, and email subscription lists for staying ahead of marketing trends and training. Tune in, and let's revolutionize your facility management marketing strategies together!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's going on everyone?
Welcome to another episode.
I'm your host, javier.
Next thing I wanna be talkingabout today is the importance of
targeting in your paid channels, so like on Facebook or
LinkedIn or Google.
So you're probably askingyourself how to successfully
grow a facility managementcompany in today's digital age
(00:21):
while still remaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your FF business today?
That is a question, and thispodcast will give you the
answers.
My name is Javier Lozano Jr,and welcome to the facility
management marketing podcast.
(00:42):
Targeting plays such a criticalrole.
I believe it is one of the mainreasons why ad is either gonna
be super duper successful orjust fall flat on its face.
Okay, and I say this becausewe've experienced this within
our organization okay, if you'renot familiar with what we do,
we basically run a ton ofFacebook ads.
(01:04):
Okay, and I'll be straight witheverybody here, we run quite a
bit of ads where it is a littleuneasy because we're living and
dying by what Facebook does.
Like Facebook could literallychange their algorithms, they
can just disappear and thatwould really, you know, it would
(01:25):
really hurt us.
Could we recoup and findanother platform to run ads on?
Most definitely Would it takesome time.
Well, yeah, would we have thesame results that we're
currently having right now thatwe have with Facebook?
I don't know, because there arechannels that we've not
actually gone into andwholeheartedly gone, like we're
(01:46):
gonna go into this channel orthis avenue, and so, with that,
what's going on here is I'mgonna kind of discuss on the
importance on setting uptargeting parameters and why
this is really it's criticalwithin your advertising strategy
.
Okay, so let me kind of tellyou let me back up a little bit
(02:09):
until you get a little storyhere.
When I first started at Ratmate,we were generating I don't know
five 6,000 leads a month and ata very, very low, low dollar
amount, like they were superduper low, which was insane.
However, as we implemented newtechnology like HubSpot and then
started getting more reportingand then splitting paths on our
(02:33):
website a lot of these differentthings we started realizing
that the majority of our leadswere premium leads or
personalization leads.
These are people that was likeJack or Tom or Sally that wanna
wrap their white sedan becausethey don't like it, to like a
different color, okay, andthat's fine, that's totally cool
(02:54):
.
However, those people are atougher sell and it's a
different conversation.
And then we weren't getting asmany commercial leads where it's
like Joe the plumber that wantsto promote his business while
he's just doing plumbing work inthe community and that sort of
stuff.
Those kinds of people weren'treally falling on our lap.
And so the challenge was thatwe were generating a lot of
(03:16):
leads at a low price, but inreality we weren't paying a low
price because those weren'tconverting.
What was happening is that wewere spending a ton of money on
like commercial leads, and itwasn't a good value.
All right, now let me fastforward a little bit, okay.
So we flipped this and Istarted working with our agency
(03:41):
and I started getting them toget more strategic with their
ads and how they were kind ofcreating it and letting it.
You know how it was supposed tobe done.
So we went from one pointgenerating roughly 15%
commercial leads to 85% premiumleads or personalization leads,
and we flipped that to where, bythe end of December of 22 to
(04:01):
like the beginning of 23, wewere at roughly 65% commercial
leads and 35% personalizationleads.
So we literally went from 15%all the way to 65%.
Okay, now that was good.
We were generating good qualitycommercial leads.
We were hitting some greatnumbers on a sales team.
Like the momentum was flowing.
(04:22):
We were doing a great job inthe beginning of the year.
Things were going, things wereall firing like no one could
complain.
Right Now comes June of 2023.
Our agency at the time is likeI'm going to try a new ad
without getting my approval.
Okay, let's just kind of I'mgoing to preface that.
(04:43):
They started a new ad withoutmy approval and that ad
essentially was it was a coolrap, don't get me wrong, but it
was definitely not our targetaudience.
And so it was a Supra that waswrapped with like the I don't
know, I don't know what theterminology is, but it's like
the fighter jet, you knowfighter jet kind of look, and it
(05:04):
had like the teeth smiling onthe side and whatever and like.
And it had like the rivets, youknow like on the vinyl and
super cool, like our design teamlike had fun designing this is
a beautiful rap.
Anyways, that ad goes out and itcompletely like just destroyed
(05:24):
us.
And so this is what happened.
We were generating like two to300 leads a day and you're like
that's awesome I have here, butlike 80 or 90% of them were
premium leads and I'm like whatthe fuck?
And so I try to tell them toturn it off immediately, but
they kept sitting on it Like,well, we just want to see how.
I'm like no, these are not theleads that we need.
(05:45):
They finally fucking turned itoff and it screwed up the that,
that one campaign.
And so what happened here isthat that campaign got optimized
to basically only go afterpersonalization type leads, even
though before that it was goingafter commercial.
It was doing a very good job,and so what happened here is
(06:09):
that it really hurt us big time.
It took us six to eight weeksto write the ship.
This was the beginning of June,okay, beginning of June, and it
took us until the middle ofAugust.
No, no, I'll take that back.
The beginning of August thingsstarted turning, and then all of
a sudden, the middle of August,it just flipped.
(06:30):
Okay so, and the reason itflipped is this is is we no
longer work with this ad agency?
We don't have anything againstthem, they did a good job, but
we kind of graduated from whatthey were doing.
That's just probably the bestway of putting it.
Okay.
So we graduated from what theywere doing and you know, in the
(06:53):
process we had hired I'm sorrywe had purchased the.
In April, we acquired a companycalled RapidFi and this company
very successful company doingawesome and they have an ad
buying person.
Her name is Amy and she'samazing, and so I started
(07:14):
talking to her, kind of seeinghow she does things.
I'm like, okay, she knows herstuff and so I was kind of
feeling her out, getting an ideaof what her strategy is and her
approach and what she would do.
And so we did some tests andthey were industry specific
tests and the way she was doingthe test.
I was like this is exactly whatI've been wanting to do, this
is exactly what I've beenwanting to do, and I was like my
(07:36):
other agency would not do this.
So we were doing separate testswith her stuff.
Now it may have not beendelivering like ginormous
results, but it was giving usenough of like, hey, this is
working Okay.
So in the time that the adaccount basically was generating
all these personalization leads, we started putting out more of
(08:00):
these industry based leadswhere there are very specific
targeting.
So this is what I mean we'regoing after like trades like
HVAC, plumbing, painting, yardservices, like trades.
That would be what likefacility management companies
would need.
The difference is is ours isresidential, yours is commercial
(08:22):
.
So I'll get to that in just asecond.
So just bear with me.
Listen to all this stuff thatyou're going to understand.
So we were creating an ad for aspecific trade and then we were
targeting those people and thenwe would have a vehicle for that
trade.
So like, if you were a painter,you saw a wrap for a painting
(08:44):
wrap.
Okay, if you were a landscaper,you saw an ad for a landscaping
wrap.
You get what I'm saying.
The copy was the same thing.
And then, on top of that, wewere targeting very specific
people, people that were in thatspecific industry, that were
decision makers, that werethat's considered like in the
(09:05):
city or like in the 30 mileradius of like the heart of that
city.
So like if it was Denver orHouston or Chicago, like we were
picking very specific cities,very strategic and very you know
, very you know approached towhat we were doing.
Now this thing got massaged alittle bit more till we got it
(09:26):
dialed in, but what startedhappening is that these ads
started getting us exactly that.
We were running an ad forpainters and it got us painting
leads, and then we sold paintingwraps.
We were running ads for housecleaning, like cleaning services
.
It got us cleaning servicesleads and we sold cleaning
(09:47):
services wraps.
Like we were seeing this overand over again, like all right,
and we knew it was gonna work,but it hasn't been tested,
because the way we were doingour ads previously was a
blanketed approach, and so whatI mean by this is that we were
running one ad, we were blankingthe entire United States and we
were just saying, okay,everyone that likes or is
(10:09):
interested in HVAC, plumbing,home services, like all of these
things.
You know, what the issue is isthat if you are a person that's
not a business owner, thathappens to be looking, you know,
at hiring a handyman, you areconsidered a person in our now
(10:31):
new ad network because you'reinterested in hiring a handyman,
so you'll probably see that ad,and when you see the ad, you're
like, oh, that's cool, I wannawrap my Camaro and then you
become a lead to us but likeyou're not the quality lead that
we're looking for.
So what we started doing is.
We started getting verystrategic on not just the trades
(10:51):
that we were going after in thehome services space, but also
the targeting of the audience.
All right, so it was someonethat is a decision maker for
home inspection and owns a homeinspection business, and a few
other things.
I forget what the exacttargetings are, and we're using
(11:15):
Facebook to do this.
You can do this granulartargeting in a lot of different
ad platforms like Facebook,obviously, instagram, which is
owned by Facebook.
You can do it on LinkedIn, youcan do it on Google, like it can
be done.
So just bear with me here.
So we went from at one pointhaving 15% commercial leads to
(11:40):
another point beginning of theyear at 65% commercial leads,
and we were happy to.
We were at like 35 or 40%commercial leads.
It went it reverted to nowwhere we are today, at 95%
commercial leads, so we'veliterally flipped an entire ad
account.
Okay, and so, as a facilitymanagement company, if you're
(12:03):
not running ads, you're missingout on a great opportunity.
This is where, like your, yourverbiage, you know your copy
that you use is very important.
Your targeting that you selectis very important.
I still think IFM's propertymanagement companies should be
(12:25):
running ads on Facebook, and I'msaying this right now because
you might be saying, well,facility managers don't hang out
on Facebook.
I beg to differ.
There are 8 billion people onthe earth, okay, on the planet.
Roughly 2 billion of thosepeople are on Facebook.
It's a fact.
(12:45):
Look it up.
All right, it's a fact.
You cannot tell me that.
You know Sally, the Fisselineemanager for I don't know, like
Fisselinee manager for fivebelow in the South region of 200
units, is it on Facebook orInstagram occasionally?
You can't tell me that becauseI guarantee they're on there.
(13:09):
Now, the challenge is thetargeting, and you're going to
have to figure that piece out.
Now, if you're like, well, Idon't want to do Facebook, I
want to do Instagram, or I wantto do LinkedIn, even better.
The difference here is thatyou're going to be paying more
for that lead, okay, but if it'sworth it to you, if you're okay
, paying 50, 60, $100 for a lead, it might be totally worth it
(13:31):
to you, okay, but it's where youget very specific in your
targeting.
The more granular and specificyou get with your targeting,
you're going to start gettinghigher quality leads.
Not just that, your entire adaccount will then essentially be
optimized for those types ofleads, so that when you start
(13:54):
running more ads, it's going tobe like these people that are
doing these X, y and Z thingsthat are interested in this and
they're a business owner andthey have this, are going to be
interested in this ad, so we'llfeed this ad to them.
Now, is it 100% foolproof?
No, there nothing is, andthat's okay.
(14:14):
But what I'm saying now is thatnow this kind of changed our
entire strategy now to where weno longer are going to be
running and we never did before.
But when we create our new goto market for personalization
raps, that is going to becompletely new ad account, not
just like a campaign, but aseparate ad account.
(14:36):
Okay, our current one right nowhas been optimized for
commercial and we won't fuckwith it.
And so we have, I think, 13 or14 trades.
I don't know what all thetrades are.
We have like also one that'slike a test campaign, that's
like small businesses over thepast you know, that were created
(14:57):
in the past two years.
We have another one that's likewhat is it?
I forget, but small businessesis a good one, because it's a
great way to promote yourbusiness if you're low on money.
But what's genius about all thisis that, you know, sitting down
with our essentially our adcreator, amy, we started talking
(15:17):
about this through and she'slike this is how I'm thinking
about, how we approach this.
I'm like, okay, I'm diggingthis, I like it.
And there was a point where itwas tough because I knew it
would work.
But selling this to my team andtrying to tell them like, guys,
just trust the process, it'sgoing to take time, we will flip
, you know, we will write theship, it will be fine, it will
(15:38):
be okay.
And then our sales team is nothitting sales, or sales isn't
hitting sales goals.
Our numbers are kind of down.
Things are kind of like, youknow, people are pissed off and
like everyone is up in arms,everyone's making excuses,
everyone's pointing fingers ateverybody else.
Okay, like there was pressureon me for for you know, small,
(16:01):
small part of time, but I knewthat this was the right approach
and so I said I was verysteadfast and like we're doing
this and this is how we're goingto do this.
We're not changing thedirection of this and we did it.
And the beauty about that isthat it changed everything and
now, like for the past twomonths like.
(16:22):
Well, let me rephrase thatAugust was the biggest month
we've ever had as a company inhistory.
September will be blown away byAugust, or September's numbers
will blow away August numbersbecause of what we're doing and
we're seeing signs of like thisnew strategy giving us better
quality leads.
People are closing quicker.
(16:42):
We're seeing other transactionscome through that what we call
is non-touch.
So you as a marketer in thefacility manager in space if
you're not even a true marketerand you're just kind of a sign
to market like your marketingcoordinator or something like
that, and you and you want tostart running ads on Google,
facebook, first of all, listento my previous podcast.
(17:04):
I teach you on how to do allthat stuff.
Okay, I'm not going to breakthis down, excuse me.
There are ad courses out thereto do that.
I'm not going to break that,that kind of stuff down, but
what I'm going to tell you isthat when you create your ads,
you need to be very smart anddiligent and strategic on your
targeting, not just who your ICPis, your ideal customer profile
(17:26):
, but you also need to be verysmart about you know where, what
locations, that sort of stuff.
Now, the other thing, too, isto think about, is like your
website and the messaging aswell, too.
Your website and the messagingshould be very specific to the
type of customers that you'relooking for.
So let me give you an examplewhen I was working at CMI
(17:49):
Mechanical you know it's an HVCcompany, but the issue that they
were having is that they werehaving a lot of residential
people finding their website andcalling to have their HVC unit
worked on, when CMI Mechanicalonly works on commercial units,
and they're like this isridiculous.
(18:09):
So what I did is I startedgoing through all of their
website copy and I startedupdating it, and I updated all
the copy to where I would saycommercial, commercial, hvc,
commercial, refrigeration,commercial, you know, commercial
heating in air, like everything.
And we would just putcommercial everywhere, and we
(18:34):
did that on purpose.
So then, all of a sudden, whensomeone saw our website, they're
like oh you do, commercial.
So then we would get the righttypes of people calling us,
because we didn't need a ton ofleads.
We needed the right leads tothe point where we were getting
calls from Raytheon, fromT-Mobile, from Verizon, from
(18:56):
Dollar General, like from thesebig, big, big, big big brands
and government contractors.
Anheuser-busch was another onewhich was insane.
We were getting all this and itwas because of how we started
doing our targeting better asfar as, like, our website
messaging.
(19:16):
Okay, so your messaging on yourads, like your ad copy, needs to
really be going towards whoyou're going after, like those
types of people, and if you cando that, that will make your ads
more successful, which willmake your ad account even better
.
You keep improving on thosethings and you will start seeing
(19:40):
changes in improvements in youroverall ad performance and then
you'll start generating thetype of leads that you want.
Okay, so this takes time.
It's not gonna happen in amonth or two months.
So my recommendation is thisnumber one listen to some of my
old podcasts.
It's in there, it's.
I don't know what episode itwould be, but it's like some of
(20:00):
my earliest ones, okay.
Number two if you're notfamiliar with running ads on ad
platforms such as Facebook,linkedin, google, instagram,
that sort of stuff, then justbuy a course.
Okay, like, should I have acourse, probably I could
probably sell it to you andyou'd probably buy it, and
that's fine.
But I don't have one.
I don't even have arecommendation for one, okay, so
(20:23):
go find a course and if it'slike a thousand bucks, it's
probably worth it, like, spendthe money on it because you get
what you pay for.
And if you're like, well,that's just too expensive, think
of it like this If you spend athousand dollars and you learn
how to generate leads, that getsyou like half a million dollar
customers.
Was it worth it to you?
Fuck, yeah, it was okay.
So understand that, like, ifyou really wanna do this, do it
(20:47):
the right way.
Second or sorry.
Third, when you start runningthese ads, understand that
you're trying to target specificaudiences.
So get really dialed in whoyour ICP is so that you can go
after them correctly.
And then, fourth, when yougenerate those leads, make sure
you have the right messaging onthe back end as well too, like
(21:08):
follow up emails, that sort ofstuff that is also congruent
with the message from the frontand in the middle of the funnel.
Does that make sense?
So you do those things.
You should not just startgenerating better quality leads.
You should start moving peopledown the pipeline to where they
become a customer.
Now, not everyone's going toconvert, we all know that but
(21:29):
you'll probably have the rightpeople converting at probably
the right price.
Now, what's the cost of theseleads going to be?
It all depends.
I can tell you right now you'llprobably be spending more money
for your leads than what wespend, because our demographic
is a little different.
You're looking for facilitymanagers.
Linkedin knows that that's ahigh sought after title, and so
(21:55):
going after those contacts mightbe a little challenging.
Not that you can't find them,but you're going to pay more
money.
But if you have everything elsedialed in, it might be worth it
to you because if your salesteam is good, you've got great
messaging, you've got greatcommunication going through
those emails and follow ups andthat sort of stuff, and your
sales team knows how to work theleads accordingly.
(22:15):
It's a win-win for everybody.
So with that, I hope youunderstand why I'm just kind of
bullish on this targeting stuff,because it makes 100% sense.
I knew it was going to work.
However, the thing is that it'salways nice to see it work and
be like boom, what?
So if you got some value out ofthese podcasts or out of this
(22:37):
podcast, I asked three things atthe end of my podcast Number
one please give us a five starreview on Spotify or Apple.
Podcast.
Number two please take the timeto share this podcast with
somebody else.
This is how our podcast hasbeen growing.
We're on the verge of hitting200 episodes, which is insane.
And so you sharing this podcastto one of your colleagues, your
friends, whatever is thebiggest thank you I could ever
(23:00):
have.
So please do that.
And then, number three ifyou're not connected to me on
LinkedIn, please send me aconnection and give me some
feedback.
What podcasts did you like,what would you like to hear more
of?
And so I'm going to continue tobe sharing more of these
stories.
Last thing is that I know I tellstories and strategies that
(23:22):
sometimes pertain into the spacethat I'm in right now, but
understand and I keep sayingthis quite a bit you can apply
these strategies in the facilitymanagement space.
There is a reason why I nichedown to facility management
marketing because, a there is noother person that is
essentially the leader tomarketing and facility
management.
So that's the first reason.
(23:44):
B there are outdated strategiesthat are being used right now
that are not as effective asstrategies today, and so what
I'm trying to get to is thatwouldn't it be great that if you
can learn some really greatgolden nuggets from these
podcast episodes and you canimplement them into your
facility management company,your property management company
(24:05):
, and it actually works and Ican tell you right now it will
work.
I know that I'm that confident.
It's just a matter ofimplementation and execution.
So, anyways, do those threethings.
Thanks a lot and have a greatday.
All right guys, thanks fortaking a listen to our facility
management marketing podcastSecrets.
This is your host, javierLozano Jr.
(24:27):
One other ask I've got for youguys is to subscribe to our
email list.
You can go toboldermediasolutionscom slash
email and that way you can getupdates on some marketing trends
that I'm seeing, somestrategies that I'm executing
and, more importantly, I'll beactually launching some webinars
and training that's going tohelp your company use marketing
(24:47):
strategies to essentially growyour business.
We'll be using training,offering some courses, that sort
of stuff.
So you can always unsubscribeto that email list.
It's no big deal, it's notgoing to hurt my feelings.
This is more for facilitymanagers, for facility
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lot,have a great one.
What's going on everyone?
Welcome to another episode.
I'm your host, javier.
Next thing I wanna be talkingabout today is the importance of
targeting in your paid channels, so like on Facebook or
LinkedIn or Google.
So you're probably askingyourself how to successfully
grow a facility managementcompany in today's digital age
(00:21):
while still remaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your FF business today?
That is a question, and thispodcast will give you the
answers.
My name is Javier Lozano Jr,and welcome to the facility
management marketing podcast.
(00:42):
Targeting plays such a criticalrole.
I believe it is one of the mainreasons why ad is either gonna
be super duper successful orjust fall flat on its face.
Okay, and I say this becausewe've experienced this within
our organization okay, if you'renot familiar with what we do,
we basically run a ton ofFacebook ads.
(01:04):
Okay, and I'll be straight witheverybody here, we run quite a
bit of ads where it is a littleuneasy because we're living and
dying by what Facebook does.
Like Facebook could literallychange their algorithms, they
can just disappear and thatwould really, you know, it would
(01:25):
really hurt us.
Could we recoup and findanother platform to run ads on?
Most definitely Would it takesome time.
Well, yeah, would we have thesame results that we're
currently having right now thatwe have with Facebook?
I don't know, because there arechannels that we've not
actually gone into andwholeheartedly gone, like we're
(01:46):
gonna go into this channel orthis avenue, and so, with that,
what's going on here is I'mgonna kind of discuss on the
importance on setting uptargeting parameters and why
this is really it's criticalwithin your advertising strategy
.
Okay, so let me kind of tellyou let me back up a little bit
(02:09):
until you get a little storyhere.
When I first started at Ratmate,we were generating I don't know
five 6,000 leads a month and ata very, very low, low dollar
amount, like they were superduper low, which was insane.
However, as we implemented newtechnology like HubSpot and then
started getting more reportingand then splitting paths on our
(02:33):
website a lot of these differentthings we started realizing
that the majority of our leadswere premium leads or
personalization leads.
These are people that was likeJack or Tom or Sally that wanna
wrap their white sedan becausethey don't like it, to like a
different color, okay, andthat's fine, that's totally cool
(02:54):
.
However, those people are atougher sell and it's a
different conversation.
And then we weren't getting asmany commercial leads where it's
like Joe the plumber that wantsto promote his business while
he's just doing plumbing work inthe community and that sort of
stuff.
Those kinds of people weren'treally falling on our lap.
And so the challenge was thatwe were generating a lot of
(03:16):
leads at a low price, but inreality we weren't paying a low
price because those weren'tconverting.
What was happening is that wewere spending a ton of money on
like commercial leads, and itwasn't a good value.
All right, now let me fastforward a little bit, okay.
So we flipped this and Istarted working with our agency
(03:41):
and I started getting them toget more strategic with their
ads and how they were kind ofcreating it and letting it.
You know how it was supposed tobe done.
So we went from one pointgenerating roughly 15%
commercial leads to 85% premiumleads or personalization leads,
and we flipped that to where, bythe end of December of 22 to
(04:01):
like the beginning of 23, wewere at roughly 65% commercial
leads and 35% personalizationleads.
So we literally went from 15%all the way to 65%.
Okay, now that was good.
We were generating good qualitycommercial leads.
We were hitting some greatnumbers on a sales team.
Like the momentum was flowing.
(04:22):
We were doing a great job inthe beginning of the year.
Things were going, things wereall firing like no one could
complain.
Right Now comes June of 2023.
Our agency at the time is likeI'm going to try a new ad
without getting my approval.
Okay, let's just kind of I'mgoing to preface that.
(04:43):
They started a new ad withoutmy approval and that ad
essentially was it was a coolrap, don't get me wrong, but it
was definitely not our targetaudience.
And so it was a Supra that waswrapped with like the I don't
know, I don't know what theterminology is, but it's like
the fighter jet, you knowfighter jet kind of look, and it
(05:04):
had like the teeth smiling onthe side and whatever and like.
And it had like the rivets, youknow like on the vinyl and
super cool, like our design teamlike had fun designing this is
a beautiful rap.
Anyways, that ad goes out and itcompletely like just destroyed
(05:24):
us.
And so this is what happened.
We were generating like two to300 leads a day and you're like
that's awesome I have here, butlike 80 or 90% of them were
premium leads and I'm like whatthe fuck?
And so I try to tell them toturn it off immediately, but
they kept sitting on it Like,well, we just want to see how.
I'm like no, these are not theleads that we need.
(05:45):
They finally fucking turned itoff and it screwed up the that,
that one campaign.
And so what happened here isthat that campaign got optimized
to basically only go afterpersonalization type leads, even
though before that it was goingafter commercial.
It was doing a very good job,and so what happened here is
(06:09):
that it really hurt us big time.
It took us six to eight weeksto write the ship.
This was the beginning of June,okay, beginning of June, and it
took us until the middle ofAugust.
No, no, I'll take that back.
The beginning of August thingsstarted turning, and then all of
a sudden, the middle of August,it just flipped.
(06:30):
Okay so, and the reason itflipped is this is is we no
longer work with this ad agency?
We don't have anything againstthem, they did a good job, but
we kind of graduated from whatthey were doing.
That's just probably the bestway of putting it.
Okay.
So we graduated from what theywere doing and you know, in the
(06:53):
process we had hired I'm sorrywe had purchased the.
In April, we acquired a companycalled RapidFi and this company
very successful company doingawesome and they have an ad
buying person.
Her name is Amy and she'samazing, and so I started
(07:14):
talking to her, kind of seeinghow she does things.
I'm like, okay, she knows herstuff and so I was kind of
feeling her out, getting an ideaof what her strategy is and her
approach and what she would do.
And so we did some tests andthey were industry specific
tests and the way she was doingthe test.
I was like this is exactly whatI've been wanting to do, this
is exactly what I've beenwanting to do, and I was like my
(07:36):
other agency would not do this.
So we were doing separate testswith her stuff.
Now it may have not beendelivering like ginormous
results, but it was giving usenough of like, hey, this is
working Okay.
So in the time that the adaccount basically was generating
all these personalization leads, we started putting out more of
(08:00):
these industry based leadswhere there are very specific
targeting.
So this is what I mean we'regoing after like trades like
HVAC, plumbing, painting, yardservices, like trades.
That would be what likefacility management companies
would need.
The difference is is ours isresidential, yours is commercial
(08:22):
.
So I'll get to that in just asecond.
So just bear with me.
Listen to all this stuff thatyou're going to understand.
So we were creating an ad for aspecific trade and then we were
targeting those people and thenwe would have a vehicle for that
trade.
So like, if you were a painter,you saw a wrap for a painting
(08:44):
wrap.
Okay, if you were a landscaper,you saw an ad for a landscaping
wrap.
You get what I'm saying.
The copy was the same thing.
And then, on top of that, wewere targeting very specific
people, people that were in thatspecific industry, that were
decision makers, that werethat's considered like in the
(09:05):
city or like in the 30 mileradius of like the heart of that
city.
So like if it was Denver orHouston or Chicago, like we were
picking very specific cities,very strategic and very you know
, very you know approached towhat we were doing.
Now this thing got massaged alittle bit more till we got it
(09:26):
dialed in, but what startedhappening is that these ads
started getting us exactly that.
We were running an ad forpainters and it got us painting
leads, and then we sold paintingwraps.
We were running ads for housecleaning, like cleaning services
.
It got us cleaning servicesleads and we sold cleaning
(09:47):
services wraps.
Like we were seeing this overand over again, like all right,
and we knew it was gonna work,but it hasn't been tested,
because the way we were doingour ads previously was a
blanketed approach, and so whatI mean by this is that we were
running one ad, we were blankingthe entire United States and we
were just saying, okay,everyone that likes or is
(10:09):
interested in HVAC, plumbing,home services, like all of these
things.
You know, what the issue is isthat if you are a person that's
not a business owner, thathappens to be looking, you know,
at hiring a handyman, you areconsidered a person in our now
(10:31):
new ad network because you'reinterested in hiring a handyman,
so you'll probably see that ad,and when you see the ad, you're
like, oh, that's cool, I wannawrap my Camaro and then you
become a lead to us but likeyou're not the quality lead that
we're looking for.
So what we started doing is.
We started getting verystrategic on not just the trades
(10:51):
that we were going after in thehome services space, but also
the targeting of the audience.
All right, so it was someonethat is a decision maker for
home inspection and owns a homeinspection business, and a few
other things.
I forget what the exacttargetings are, and we're using
(11:15):
Facebook to do this.
You can do this granulartargeting in a lot of different
ad platforms like Facebook,obviously, instagram, which is
owned by Facebook.
You can do it on LinkedIn, youcan do it on Google, like it can
be done.
So just bear with me here.
So we went from at one pointhaving 15% commercial leads to
(11:40):
another point beginning of theyear at 65% commercial leads,
and we were happy to.
We were at like 35 or 40%commercial leads.
It went it reverted to nowwhere we are today, at 95%
commercial leads, so we'veliterally flipped an entire ad
account.
Okay, and so, as a facilitymanagement company, if you're
(12:03):
not running ads, you're missingout on a great opportunity.
This is where, like your, yourverbiage, you know your copy
that you use is very important.
Your targeting that you selectis very important.
I still think IFM's propertymanagement companies should be
(12:25):
running ads on Facebook, and I'msaying this right now because
you might be saying, well,facility managers don't hang out
on Facebook.
I beg to differ.
There are 8 billion people onthe earth, okay, on the planet.
Roughly 2 billion of thosepeople are on Facebook.
It's a fact.
(12:45):
Look it up.
All right, it's a fact.
You cannot tell me that.
You know Sally, the Fisselineemanager for I don't know, like
Fisselinee manager for fivebelow in the South region of 200
units, is it on Facebook orInstagram occasionally?
You can't tell me that becauseI guarantee they're on there.
(13:09):
Now, the challenge is thetargeting, and you're going to
have to figure that piece out.
Now, if you're like, well, Idon't want to do Facebook, I
want to do Instagram, or I wantto do LinkedIn, even better.
The difference here is thatyou're going to be paying more
for that lead, okay, but if it'sworth it to you, if you're okay
, paying 50, 60, $100 for a lead, it might be totally worth it
(13:31):
to you, okay, but it's where youget very specific in your
targeting.
The more granular and specificyou get with your targeting,
you're going to start gettinghigher quality leads.
Not just that, your entire adaccount will then essentially be
optimized for those types ofleads, so that when you start
(13:54):
running more ads, it's going tobe like these people that are
doing these X, y and Z thingsthat are interested in this and
they're a business owner andthey have this, are going to be
interested in this ad, so we'llfeed this ad to them.
Now, is it 100% foolproof?
No, there nothing is, andthat's okay.
(14:14):
But what I'm saying now is thatnow this kind of changed our
entire strategy now to where weno longer are going to be
running and we never did before.
But when we create our new goto market for personalization
raps, that is going to becompletely new ad account, not
just like a campaign, but aseparate ad account.
(14:36):
Okay, our current one right nowhas been optimized for
commercial and we won't fuckwith it.
And so we have, I think, 13 or14 trades.
I don't know what all thetrades are.
We have like also one that'slike a test campaign, that's
like small businesses over thepast you know, that were created
(14:57):
in the past two years.
We have another one that's likewhat is it?
I forget, but small businessesis a good one, because it's a
great way to promote yourbusiness if you're low on money.
But what's genius about all thisis that, you know, sitting down
with our essentially our adcreator, amy, we started talking
(15:17):
about this through and she'slike this is how I'm thinking
about, how we approach this.
I'm like, okay, I'm diggingthis, I like it.
And there was a point where itwas tough because I knew it
would work.
But selling this to my team andtrying to tell them like, guys,
just trust the process, it'sgoing to take time, we will flip
, you know, we will write theship, it will be fine, it will
(15:38):
be okay.
And then our sales team is nothitting sales, or sales isn't
hitting sales goals.
Our numbers are kind of down.
Things are kind of like, youknow, people are pissed off and
like everyone is up in arms,everyone's making excuses,
everyone's pointing fingers ateverybody else.
Okay, like there was pressureon me for for you know, small,
(16:01):
small part of time, but I knewthat this was the right approach
and so I said I was verysteadfast and like we're doing
this and this is how we're goingto do this.
We're not changing thedirection of this and we did it.
And the beauty about that isthat it changed everything and
now, like for the past twomonths like.
(16:22):
Well, let me rephrase thatAugust was the biggest month
we've ever had as a company inhistory.
September will be blown away byAugust, or September's numbers
will blow away August numbersbecause of what we're doing and
we're seeing signs of like thisnew strategy giving us better
quality leads.
People are closing quicker.
(16:42):
We're seeing other transactionscome through that what we call
is non-touch.
So you as a marketer in thefacility manager in space if
you're not even a true marketerand you're just kind of a sign
to market like your marketingcoordinator or something like
that, and you and you want tostart running ads on Google,
facebook, first of all, listento my previous podcast.
(17:04):
I teach you on how to do allthat stuff.
Okay, I'm not going to breakthis down, excuse me.
There are ad courses out thereto do that.
I'm not going to break that,that kind of stuff down, but
what I'm going to tell you isthat when you create your ads,
you need to be very smart anddiligent and strategic on your
targeting, not just who your ICPis, your ideal customer profile
(17:26):
, but you also need to be verysmart about you know where, what
locations, that sort of stuff.
Now, the other thing, too, isto think about, is like your
website and the messaging aswell, too.
Your website and the messagingshould be very specific to the
type of customers that you'relooking for.
So let me give you an examplewhen I was working at CMI
(17:49):
Mechanical you know it's an HVCcompany, but the issue that they
were having is that they werehaving a lot of residential
people finding their website andcalling to have their HVC unit
worked on, when CMI Mechanicalonly works on commercial units,
and they're like this isridiculous.
(18:09):
So what I did is I startedgoing through all of their
website copy and I startedupdating it, and I updated all
the copy to where I would saycommercial, commercial, hvc,
commercial, refrigeration,commercial, you know, commercial
heating in air, like everything.
And we would just putcommercial everywhere, and we
(18:34):
did that on purpose.
So then, all of a sudden, whensomeone saw our website, they're
like oh you do, commercial.
So then we would get the righttypes of people calling us,
because we didn't need a ton ofleads.
We needed the right leads tothe point where we were getting
calls from Raytheon, fromT-Mobile, from Verizon, from
(18:56):
Dollar General, like from thesebig, big, big, big big brands
and government contractors.
Anheuser-busch was another onewhich was insane.
We were getting all this and itwas because of how we started
doing our targeting better asfar as, like, our website
messaging.
(19:16):
Okay, so your messaging on yourads, like your ad copy, needs to
really be going towards whoyou're going after, like those
types of people, and if you cando that, that will make your ads
more successful, which willmake your ad account even better
.
You keep improving on thosethings and you will start seeing
(19:40):
changes in improvements in youroverall ad performance and then
you'll start generating thetype of leads that you want.
Okay, so this takes time.
It's not gonna happen in amonth or two months.
So my recommendation is thisnumber one listen to some of my
old podcasts.
It's in there, it's.
I don't know what episode itwould be, but it's like some of
(20:00):
my earliest ones, okay.
Number two if you're notfamiliar with running ads on ad
platforms such as Facebook,linkedin, google, instagram,
that sort of stuff, then justbuy a course.
Okay, like, should I have acourse, probably I could
probably sell it to you andyou'd probably buy it, and
that's fine.
But I don't have one.
I don't even have arecommendation for one, okay, so
(20:23):
go find a course and if it'slike a thousand bucks, it's
probably worth it, like, spendthe money on it because you get
what you pay for.
And if you're like, well,that's just too expensive, think
of it like this If you spend athousand dollars and you learn
how to generate leads, that getsyou like half a million dollar
customers.
Was it worth it to you?
Fuck, yeah, it was okay.
So understand that, like, ifyou really wanna do this, do it
(20:47):
the right way.
Second or sorry.
Third, when you start runningthese ads, understand that
you're trying to target specificaudiences.
So get really dialed in whoyour ICP is so that you can go
after them correctly.
And then, fourth, when yougenerate those leads, make sure
you have the right messaging onthe back end as well too, like
(21:08):
follow up emails, that sort ofstuff that is also congruent
with the message from the frontand in the middle of the funnel.
Does that make sense?
So you do those things.
You should not just startgenerating better quality leads.
You should start moving peopledown the pipeline to where they
become a customer.
Now, not everyone's going toconvert, we all know that but
(21:29):
you'll probably have the rightpeople converting at probably
the right price.
Now, what's the cost of theseleads going to be?
It all depends.
I can tell you right now you'llprobably be spending more money
for your leads than what wespend, because our demographic
is a little different.
You're looking for facilitymanagers.
Linkedin knows that that's ahigh sought after title, and so
(21:55):
going after those contacts mightbe a little challenging.
Not that you can't find them,but you're going to pay more
money.
But if you have everything elsedialed in, it might be worth it
to you because if your salesteam is good, you've got great
messaging, you've got greatcommunication going through
those emails and follow ups andthat sort of stuff, and your
sales team knows how to work theleads accordingly.
(22:15):
It's a win-win for everybody.
So with that, I hope youunderstand why I'm just kind of
bullish on this targeting stuff,because it makes 100% sense.
I knew it was going to work.
However, the thing is that it'salways nice to see it work and
be like boom, what?
So if you got some value out ofthese podcasts or out of this
(22:37):
podcast, I asked three things atthe end of my podcast Number
one please give us a five starreview on Spotify or Apple.
Podcast.
Number two please take the timeto share this podcast with
somebody else.
This is how our podcast hasbeen growing.
We're on the verge of hitting200 episodes, which is insane.
And so you sharing this podcastto one of your colleagues, your
friends, whatever is thebiggest thank you I could ever
(23:00):
have.
So please do that.
And then, number three ifyou're not connected to me on
LinkedIn, please send me aconnection and give me some
feedback.
What podcasts did you like,what would you like to hear more
of?
And so I'm going to continue tobe sharing more of these
stories.
Last thing is that I know I tellstories and strategies that
(23:22):
sometimes pertain into the spacethat I'm in right now, but
understand and I keep sayingthis quite a bit you can apply
these strategies in the facilitymanagement space.
There is a reason why I nichedown to facility management
marketing because, a there is noother person that is
essentially the leader tomarketing and facility
management.
So that's the first reason.
(23:44):
B there are outdated strategiesthat are being used right now
that are not as effective asstrategies today, and so what
I'm trying to get to is thatwouldn't it be great that if you
can learn some really greatgolden nuggets from these
podcast episodes and you canimplement them into your
facility management company,your property management company
(24:05):
, and it actually works and Ican tell you right now it will
work.
I know that I'm that confident.
It's just a matter ofimplementation and execution.
So, anyways, do those threethings.
Thanks a lot and have a greatday.
All right guys, thanks fortaking a listen to our facility
management marketing podcastSecrets.
This is your host, javierLozano Jr.
(24:27):
One other ask I've got for youguys is to subscribe to our
email list.
You can go toboldermediasolutionscom slash
email and that way you can getupdates on some marketing trends
that I'm seeing, somestrategies that I'm executing
and, more importantly, I'll beactually launching some webinars
and training that's going tohelp your company use marketing
(24:47):
strategies to essentially growyour business.
We'll be using training,offering some courses, that sort
of stuff.
So you can always unsubscribeto that email list.
It's no big deal, it's notgoing to hurt my feelings.
This is more for facilitymanagers, for facility
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lot,have a great one.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.