November 14, 2023 • 14 mins
Ready to uncover some marketing secrets? This episode promises to level-up your facility management business, as we dissect my fascinating encounter with a Facebook group sponsor pitch and its potential to revolutionize your approach to brand interaction. You'll discover how this innovative method mimics influencer marketing, placing the right person with the right message before the perfect audience. To illustrate, I'll take you through my experience with CMI Mechanical, where my active participation in an online forum led to significant growth in our podcast. We'll dig into the potential of these online communities to elevate your brand image, foster meaningful conversations, and enhance your business.
Moving along, we'll navigate the realms of email lists, webinars, and courses as powerful tools to connect and build relationships with potential customers. Drawing from my personal experiences and successful strategies, I'll guide you on how to find and engage with the right groups for your facility or property management companies. Remember, the goal is not just to promote your business, but to initiate and contribute to valuable discussions. This episode is designed to inspire you to think differently about your audience engagement, driving growth in your business. Join us and learn how to make the most out of these marketing techniques to amplify your facility management enterprise.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining 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 effort business today?
That is a question and thispodcast will give you the
(00:27):
answers.
My name is Haver Lozano Jr andwelcome to the Facility
Management Marketing Podcast.
What's going on everybody?
Welcome to another episode ofFacility Management Marketing
Podcast.
I'm your host, javier man.
Alright, so today what I want todive into is a pretty
interesting conversation I hadwith someone that was trying to
(00:48):
make a pitch to me to be part ofone of their Facebook groups as
a sponsor.
So I won't go into who theFacebook group is, but it's in
the home services space, verylarge group, like 55,000
contacts in there, very active.
I think.
(01:08):
They say they have like 40,000people active and I'm like man,
that's like 80% of the folks inthat group, which is impressive,
and so what we're discussingwas being a sponsor in there,
and we don't typically pay forsponsorships, like we don't find
(01:30):
value in it, but it's differentwhenever you're like hmm, like
this, this is different.
Now, where things gotinteresting and I want to talk
about this for you guys is theywant to have the right audience
I'm sorry the right sponsor beinside that audience.
So what they don't want to dois they don't want to be like
(01:52):
doing what's called atraditional affiliate kind of
partnership, where an affiliatedeal is where you might be
promoting a certain product orservice to everybody in your
group and then you get like akickback and everyone knows how
that works and no one's shyabout it.
It's fine, it works fine, andthey're like we want to do a
(02:15):
sponsorship kind of deal.
I'm like, okay and so, butwe're the thing kind of and this
is where you know was apositive is they want someone to
be active in the group and bevery educational, where they're
giving, giving, giving knowledge, and you position yourself as
(02:38):
the authority, you positionyourself as the brand, the
person, the company thateveryone goes to.
Okay, and they're like you know,have you ever tried influencer
type marketing?
And I go, we've done a couple,but it fell flat in his face and
, quite frankly, I don't knowexactly how I said it.
But for influencer marketing towork, you need to have the
(02:59):
right person speaking to theright audience with the right
message.
If you have the wrong person,you know, speaking to the wrong
audience with the wrong message,it all falls flat and
everyone's pissed off.
So I was like, listen, like thebest example is like Deion
Sanders, like everyone'swatching college football now.
He's the right person, he'sspeaking to the right audience,
(03:22):
okay, and he's got the rightmessage and everyone's on board,
right?
So, and maybe I should do apodcast episode about Deion
sometime, but we'll save thatone for a little bit.
Anyways, where I'm diving intohere is that he really resonated
with that, you know, andthey're like this is kind of
what we're looking for, is we'relooking for someone that is
(03:42):
willing to put time and effortinto this Facebook group, where
they're going in there,answering questions, replying to
comments, engaging with theaudience, just doing those sort
of things, and then, on top ofthat, they're just kind of
helping people out and thensharing that.
Hey, we do, you know vehiclegraphics and we do vehicle wraps
(04:03):
, and if you're interested, youknow, let us know, and so
they're part of the community.
Whoa, how weird is that Be partof a community that actually
engaged people instead of sayinglike you wanna buy, you wanna
buy, you wanna buy.
And posting links about buyingyour shit all the time, because
we see that in so many groups,people just post a bunch of
(04:24):
garbage spam, like crap, andthey expect everyone to just be
like, yeah, let's just.
They expect people to just buyit because they think their shit
doesn't stink, okay.
And so, in reality, what youneed to do is you need to plant
your roots very, very deep intothis space and just really just
go at it when you're givingknowledge and you're helping
(04:48):
people and you're sharing andyou're doing webinars and you're
giving feedback and you'recommenting and you're laughing
and you're doing these thingsand they're like man, this guy
is great.
When I need a wrap, I'm gonnago do this.
And so you, as a facility orproperty management company,
should be looking for groupslike that, and they exist.
(05:09):
I just don't think people aredoing it to the level that I
think it can be done.
So example is that when I wasworking at CMI Mechanical, I
launched the podcast.
That podcast, I wasinterviewing high level IFMs,
all right, so like CEOs,presidents of different facility
(05:29):
management companies, and youcan find that podcast.
I forgot what it was calledfacility management.
What was it called?
Facility and PropertyManagement Radio?
That's probably what it'scalled.
Yeah, not original whatsoever.
Not original whatsoever.
Okay, and so you can find it.
The episode still exists.
They're out there somewhere.
(05:50):
And with that, the podcastessentially was grown to the
point where people were sendingme messages.
They were sending me emails,they were sending me LinkedIn
messages.
They were sending me likecalling me, saying hey, I heard
(06:11):
your podcast, I wanna jump on.
I was like, okay, and it allwas grown by me participating in
a community for connects.
They had this like online forum.
I got on there and you know, Istarted posting some cool stuff.
I would engage with people andbe like, hey, I've got this new
(06:31):
podcast episode, why I interviewso and so, if you're interested
, check it out.
Here's the first part.
I'll give you the second partlater.
It was great, amazing, it wasso much fun and it grew.
And then people that werelistening to the podcast had to
go to these events and they'relike you're, javier.
I'm like, yeah, like I'veenlisted into your podcast.
I'm like, really, that's,that's kind of cool.
(06:53):
Or others that have said howlong have you been in the
industry?
And I'm like, probably like 10or 11 months, and they look at
me like, no, no way.
I was like, no, I've.
I've been in the industry forlike 11 months, like you speak,
like you've been in thisindustry forever and I haven't.
And why?
Why did it work?
Because I was giving to thecommunity, I was contributing.
(07:17):
I wasn't asking for people tolike, hey, do this for me, hey,
do that for me, buy for me, buyfor me, buy for me.
People were like, wow, this isgreat.
So then what would happen thenis that it was easier for me to
get facility managers to jump onboard, not just on the podcast,
but to also like be interestedin, like what we had to offer.
(07:39):
And I was getting IFM companiessaying, hey, we need help for
HVC in this part of the country,can you cover it?
And we're like, yeah, totally.
And so it creates this wholereciprocity thing and it works
well.
It's amazing.
(08:00):
And so the idea is is that youneed to think about finding
community groups that are online, that you're, that your ideal
customer is, you know, idealcustomer profile.
So, facility facility managersfor you, know you IFM companies
where they congregate, not justevents like connects has all
these regional events.
I think there's one right nowlike candidates or something
(08:22):
like that, okay, and so I shouldprobably go to one of these at
one point.
But with that like there's,there's I know for a fact
there's online communities outthere, okay, and we're facility
managers all hang out.
You should be in those groupsand then you shouldn't just be
promoting your business, youshould be like a conversation
(08:44):
starter.
You should be talking aboutstuff, bringing things up,
bringing ideas up, that sort ofstuff.
The concept here is that you'reyou're engaging and you're
getting people to talk.
And when you get people to talk, people start looking at you
and be like hey, what do youthink about this Anthony, what
do you think about this Tom?
And they start asking for youropinion because your opinion
matters and carries weight.
And then, when your opinionmatters and carries weight,
(09:06):
whenever that, that moment comeswhere they need to make a
decision to buy something guesswho they are in contact.
They're in contact Tom, they'rein contact Anthony, and so that
is what you're trying to create.
So there's value behindplanting the seeds and just
sowing it and feeding it andwatering it over the course of
six months, 12 months, 18 monthsin different groups and
(09:30):
communities.
Now, if it's like a handful ofpeople, maybe it's not as much,
it's not as much, but if it'slike a few hundred, maybe a few
thousand, that's something thatmight work really, really well
for you.
And so I challenge you to finda handful of actual groups,
whether it's on Facebook,whether it's on LinkedIn, that
are active.
Now, if they're a debt group,it is not worth your time.
(09:52):
Okay, I promise you, trying torevive a group that is died is
damn near impossible, so it'salmost as impossible as reviving
someone from the debt.
Okay, so it so be.
Be smart, and if you see there'sactivity in there and you're
like, okay, there's someopportunity in here, and then
just start engaging, startcommenting Don't just like me,
(10:14):
like that was cool, don't dothat.
Be the person that actuallygives some really good,
thoughtful stuff.
Spend 20, 30 minutes a daydoing that, and that will be
super valuable for you.
You do that more often,throughout.
You know the course of severalmonths, and you also post
valuable things in those groupson an ongoing basis, not
(10:36):
necessarily daily, but maybeit's three or four times a week,
maybe it's two or three times aweek, maybe it's just on
Tuesdays and Thursdays.
Whatever it is, figure out thecadence, it doesn't matter.
But what you're trying to dohere is you're just simply
trying to just make yourself notlook like you're a sleazy
asshole.
Okay, that just wants to closea close a deal, all right, you
(10:59):
you're.
You're just connecting thefriends, chit chat and
bullshitting, and then all of asudden, they're like you know
what?
I do need this.
You know some service here.
I'm going to contact Jack, okay.
Okay, you do that.
It's gonna be super valuablefor you.
And this is something that theperson that owns this Facebook
group was kinda telling me.
I'm like, yeah, I get it.
(11:19):
And so he was asking me.
He was like you speak, like youknow the lingo and the language
, what's your background?
I was like I ran a company forover 10 years and I sold it in
2018.
He goes oh, so you're abusiness owner, so you
understand.
I go totally, totallyunderstand.
And here's the thing, man, Iknow how people talk as well too
, so I really pay attention, andso I really pay attention to
(11:42):
how people talk, the lingo, thestyle that they're talking, and
I really use that in ourcommunication and our style of
how we tell things.
And they were impressed.
And so will we join the groupto be a sponsor.
I think there's a chance that wehave to map out the game plan
and how it's gonna look like,cause it's not cheap but it's
(12:03):
totally worth it.
All you gotta do is sell threewraps for us and it pays for
itself.
So with that, that's kind ofwhat we're thinking about and
what I think for you, for yourfacility, your property company,
you need to just take the timeto find some groups out there
and then, once you find them,you need to take the time to
(12:25):
plant your seeds there and thenyou need to take the time to sow
it and then you can startreaping from it six, 12, 18
months from now.
So this message was more aboutjust playing the long game,
being patient, not trying tolike oh, we're gonna close the
deal.
We're gonna close the deal LikeI get it.
We all have goals.
Like I get pressure for gettingenough leads in the door, but
(12:51):
in the day there's more valuewith the right relationships,
because those can yield biggerdeals.
Okay, so just kind of keep thatin mind.
All right, if you have anyquestions, let me know.
But three things that ask atthe end of my podcast.
Number one please give us afive star review on Apple
Podcasts or Spotify.
Number two please connect withme on LinkedIn.
(13:12):
So if you're not connected withme, it'd be great, like I've
responded to my DMs, as long asyou're not pitching me something
stupid, okay.
And then number three is pleaseshare this podcast with
somebody else.
So this podcast has grownorganically because of you and I
am very thankful because of youfor, a you're listening to it,
but B you're sharing it andother people are also getting it
(13:33):
.
You know getting it as well too.
So more engaged you are withthis podcast, the better it
would be for me.
So with that, if you do thosethree things, it'd be great.
Other than that, have a greatday.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastSecrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
You can go toboldermediasolutionscom slash
(13:58):
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 gonna helpyour company use marketing
strategies to essentially growyour business.
We'll be doing some training,offering some courses, that sort
of stuff, so you can alwaysunsubscribe to that email list.
(14:18):
It's no big deal, it's notgonna hurt my feelings.
This is more for facilitymanagers, I'm sure facility
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lot.
Have a great one.
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining 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 effort business today?
That is a question and thispodcast will give you the
(00:27):
answers.
My name is Haver Lozano Jr andwelcome to the Facility
Management Marketing Podcast.
What's going on everybody?
Welcome to another episode ofFacility Management Marketing
Podcast.
I'm your host, javier man.
Alright, so today what I want todive into is a pretty
interesting conversation I hadwith someone that was trying to
(00:48):
make a pitch to me to be part ofone of their Facebook groups as
a sponsor.
So I won't go into who theFacebook group is, but it's in
the home services space, verylarge group, like 55,000
contacts in there, very active.
I think.
(01:08):
They say they have like 40,000people active and I'm like man,
that's like 80% of the folks inthat group, which is impressive,
and so what we're discussingwas being a sponsor in there,
and we don't typically pay forsponsorships, like we don't find
(01:30):
value in it, but it's differentwhenever you're like hmm, like
this, this is different.
Now, where things gotinteresting and I want to talk
about this for you guys is theywant to have the right audience
I'm sorry the right sponsor beinside that audience.
So what they don't want to dois they don't want to be like
(01:52):
doing what's called atraditional affiliate kind of
partnership, where an affiliatedeal is where you might be
promoting a certain product orservice to everybody in your
group and then you get like akickback and everyone knows how
that works and no one's shyabout it.
It's fine, it works fine, andthey're like we want to do a
(02:15):
sponsorship kind of deal.
I'm like, okay and so, butwe're the thing kind of and this
is where you know was apositive is they want someone to
be active in the group and bevery educational, where they're
giving, giving, giving knowledge, and you position yourself as
(02:38):
the authority, you positionyourself as the brand, the
person, the company thateveryone goes to.
Okay, and they're like you know,have you ever tried influencer
type marketing?
And I go, we've done a couple,but it fell flat in his face and
, quite frankly, I don't knowexactly how I said it.
But for influencer marketing towork, you need to have the
(02:59):
right person speaking to theright audience with the right
message.
If you have the wrong person,you know, speaking to the wrong
audience with the wrong message,it all falls flat and
everyone's pissed off.
So I was like, listen, like thebest example is like Deion
Sanders, like everyone'swatching college football now.
He's the right person, he'sspeaking to the right audience,
(03:22):
okay, and he's got the rightmessage and everyone's on board,
right?
So, and maybe I should do apodcast episode about Deion
sometime, but we'll save thatone for a little bit.
Anyways, where I'm diving intohere is that he really resonated
with that, you know, andthey're like this is kind of
what we're looking for, is we'relooking for someone that is
(03:42):
willing to put time and effortinto this Facebook group, where
they're going in there,answering questions, replying to
comments, engaging with theaudience, just doing those sort
of things, and then, on top ofthat, they're just kind of
helping people out and thensharing that.
Hey, we do, you know vehiclegraphics and we do vehicle wraps
(04:03):
, and if you're interested, youknow, let us know, and so
they're part of the community.
Whoa, how weird is that Be partof a community that actually
engaged people instead of sayinglike you wanna buy, you wanna
buy, you wanna buy.
And posting links about buyingyour shit all the time, because
we see that in so many groups,people just post a bunch of
(04:24):
garbage spam, like crap, andthey expect everyone to just be
like, yeah, let's just.
They expect people to just buyit because they think their shit
doesn't stink, okay.
And so, in reality, what youneed to do is you need to plant
your roots very, very deep intothis space and just really just
go at it when you're givingknowledge and you're helping
(04:48):
people and you're sharing andyou're doing webinars and you're
giving feedback and you'recommenting and you're laughing
and you're doing these thingsand they're like man, this guy
is great.
When I need a wrap, I'm gonnago do this.
And so you, as a facility orproperty management company,
should be looking for groupslike that, and they exist.
(05:09):
I just don't think people aredoing it to the level that I
think it can be done.
So example is that when I wasworking at CMI Mechanical, I
launched the podcast.
That podcast, I wasinterviewing high level IFMs,
all right, so like CEOs,presidents of different facility
(05:29):
management companies, and youcan find that podcast.
I forgot what it was calledfacility management.
What was it called?
Facility and PropertyManagement Radio?
That's probably what it'scalled.
Yeah, not original whatsoever.
Not original whatsoever.
Okay, and so you can find it.
The episode still exists.
They're out there somewhere.
(05:50):
And with that, the podcastessentially was grown to the
point where people were sendingme messages.
They were sending me emails,they were sending me LinkedIn
messages.
They were sending me likecalling me, saying hey, I heard
(06:11):
your podcast, I wanna jump on.
I was like, okay, and it allwas grown by me participating in
a community for connects.
They had this like online forum.
I got on there and you know, Istarted posting some cool stuff.
I would engage with people andbe like, hey, I've got this new
(06:31):
podcast episode, why I interviewso and so, if you're interested
, check it out.
Here's the first part.
I'll give you the second partlater.
It was great, amazing, it wasso much fun and it grew.
And then people that werelistening to the podcast had to
go to these events and they'relike you're, javier.
I'm like, yeah, like I'veenlisted into your podcast.
I'm like, really, that's,that's kind of cool.
(06:53):
Or others that have said howlong have you been in the
industry?
And I'm like, probably like 10or 11 months, and they look at
me like, no, no way.
I was like, no, I've.
I've been in the industry forlike 11 months, like you speak,
like you've been in thisindustry forever and I haven't.
And why?
Why did it work?
Because I was giving to thecommunity, I was contributing.
(07:17):
I wasn't asking for people tolike, hey, do this for me, hey,
do that for me, buy for me, buyfor me, buy for me.
People were like, wow, this isgreat.
So then what would happen thenis that it was easier for me to
get facility managers to jump onboard, not just on the podcast,
but to also like be interestedin, like what we had to offer.
(07:39):
And I was getting IFM companiessaying, hey, we need help for
HVC in this part of the country,can you cover it?
And we're like, yeah, totally.
And so it creates this wholereciprocity thing and it works
well.
It's amazing.
(08:00):
And so the idea is is that youneed to think about finding
community groups that are online, that you're, that your ideal
customer is, you know, idealcustomer profile.
So, facility facility managersfor you, know you IFM companies
where they congregate, not justevents like connects has all
these regional events.
I think there's one right nowlike candidates or something
(08:22):
like that, okay, and so I shouldprobably go to one of these at
one point.
But with that like there's,there's I know for a fact
there's online communities outthere, okay, and we're facility
managers all hang out.
You should be in those groupsand then you shouldn't just be
promoting your business, youshould be like a conversation
(08:44):
starter.
You should be talking aboutstuff, bringing things up,
bringing ideas up, that sort ofstuff.
The concept here is that you'reyou're engaging and you're
getting people to talk.
And when you get people to talk, people start looking at you
and be like hey, what do youthink about this Anthony, what
do you think about this Tom?
And they start asking for youropinion because your opinion
matters and carries weight.
And then, when your opinionmatters and carries weight,
(09:06):
whenever that, that moment comeswhere they need to make a
decision to buy something guesswho they are in contact.
They're in contact Tom, they'rein contact Anthony, and so that
is what you're trying to create.
So there's value behindplanting the seeds and just
sowing it and feeding it andwatering it over the course of
six months, 12 months, 18 monthsin different groups and
(09:30):
communities.
Now, if it's like a handful ofpeople, maybe it's not as much,
it's not as much, but if it'slike a few hundred, maybe a few
thousand, that's something thatmight work really, really well
for you.
And so I challenge you to finda handful of actual groups,
whether it's on Facebook,whether it's on LinkedIn, that
are active.
Now, if they're a debt group,it is not worth your time.
(09:52):
Okay, I promise you, trying torevive a group that is died is
damn near impossible, so it'salmost as impossible as reviving
someone from the debt.
Okay, so it so be.
Be smart, and if you see there'sactivity in there and you're
like, okay, there's someopportunity in here, and then
just start engaging, startcommenting Don't just like me,
(10:14):
like that was cool, don't dothat.
Be the person that actuallygives some really good,
thoughtful stuff.
Spend 20, 30 minutes a daydoing that, and that will be
super valuable for you.
You do that more often,throughout.
You know the course of severalmonths, and you also post
valuable things in those groupson an ongoing basis, not
(10:36):
necessarily daily, but maybeit's three or four times a week,
maybe it's two or three times aweek, maybe it's just on
Tuesdays and Thursdays.
Whatever it is, figure out thecadence, it doesn't matter.
But what you're trying to dohere is you're just simply
trying to just make yourself notlook like you're a sleazy
asshole.
Okay, that just wants to closea close a deal, all right, you
(10:59):
you're.
You're just connecting thefriends, chit chat and
bullshitting, and then all of asudden, they're like you know
what?
I do need this.
You know some service here.
I'm going to contact Jack, okay.
Okay, you do that.
It's gonna be super valuablefor you.
And this is something that theperson that owns this Facebook
group was kinda telling me.
I'm like, yeah, I get it.
(11:19):
And so he was asking me.
He was like you speak, like youknow the lingo and the language
, what's your background?
I was like I ran a company forover 10 years and I sold it in
2018.
He goes oh, so you're abusiness owner, so you
understand.
I go totally, totallyunderstand.
And here's the thing, man, Iknow how people talk as well too
, so I really pay attention, andso I really pay attention to
(11:42):
how people talk, the lingo, thestyle that they're talking, and
I really use that in ourcommunication and our style of
how we tell things.
And they were impressed.
And so will we join the groupto be a sponsor.
I think there's a chance that wehave to map out the game plan
and how it's gonna look like,cause it's not cheap but it's
(12:03):
totally worth it.
All you gotta do is sell threewraps for us and it pays for
itself.
So with that, that's kind ofwhat we're thinking about and
what I think for you, for yourfacility, your property company,
you need to just take the timeto find some groups out there
and then, once you find them,you need to take the time to
(12:25):
plant your seeds there and thenyou need to take the time to sow
it and then you can startreaping from it six, 12, 18
months from now.
So this message was more aboutjust playing the long game,
being patient, not trying tolike oh, we're gonna close the
deal.
We're gonna close the deal LikeI get it.
We all have goals.
Like I get pressure for gettingenough leads in the door, but
(12:51):
in the day there's more valuewith the right relationships,
because those can yield biggerdeals.
Okay, so just kind of keep thatin mind.
All right, if you have anyquestions, let me know.
But three things that ask atthe end of my podcast.
Number one please give us afive star review on Apple
Podcasts or Spotify.
Number two please connect withme on LinkedIn.
(13:12):
So if you're not connected withme, it'd be great, like I've
responded to my DMs, as long asyou're not pitching me something
stupid, okay.
And then number three is pleaseshare this podcast with
somebody else.
So this podcast has grownorganically because of you and I
am very thankful because of youfor, a you're listening to it,
but B you're sharing it andother people are also getting it
(13:33):
.
You know getting it as well too.
So more engaged you are withthis podcast, the better it
would be for me.
So with that, if you do thosethree things, it'd be great.
Other than that, have a greatday.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastSecrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
You can go toboldermediasolutionscom slash
(13:58):
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 gonna helpyour company use marketing
strategies to essentially growyour business.
We'll be doing some training,offering some courses, that sort
of stuff, so you can alwaysunsubscribe to that email list.
(14:18):
It's no big deal, it's notgonna hurt my feelings.
This is more for facilitymanagers, I'm sure facility
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lot.
Have a great one.
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