November 3, 2025 • 14 mins
Most business owners want more leads NOW.
But what if the real secret to growth isn’t found in a lead form... it’s found in the long game?
In this Maven Monday, Brandon sits down with longtime friend and business owner of The Window Source of Atlanta, Tyler Smith, to unpack what happened when he stopped chasing today’s customer and started building tomorrow’s.
Eighteen months later, his results speak for themselves. But the real story is how it feels to lead a business that’s known, trusted, and growing faster than ever.
It’s not about luck. It’s not about a new tactic.
It’s about what shifts when your brand starts working for you instead of the other way around.
If you’ve ever wondered what faith in the process really looks like, this one’s for you.
For entrepreneurs wanting to grow without wasting money, join the Maven Marketing Mastermind → https://www.mavenmethodtraining.com
Our Website: https://frankandmaven.com/
Instagram: /frankandmavenmarketing
TikTok: /frankandmaven
LinkedIn: /frank-and-maven
Host: Brandon Welch
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy
Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!
Get a copy of our Best-Selling Book, The Maven Marketer Here: https://a.co/d/1clpm8a
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:06):
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm here with a very special
guest, Tyler Smith from thegreat state of Georgia, Atlanta,
Georgia.
How are you, my friend?
I'm good, man.
So we are uh we are in Tyler'sliving room of the beautiful
home he and Ashley built.
Uh we're going to talk aboutthe beautiful business they
built today.
If this is your first timehere, uh the big idea of the
(00:29):
podcast is that we talk abouthow to eliminate waste in
advertising, grow your business,and achieve the big dream.
And uh with Tyler, I canhonestly say we've been working
on that together uh for 13years.
That's right.
So we've been uh we we were uhyeah, we became friends at the
start of both of our companies.
He was here for the early daysof Frank and Maven, and I was um
(00:50):
there for the days, I thinkright before he even started uh
the Windows Source of Atlanta.
And we want to take stuff outof principle mode today.
We talk a lot about marketingprinciples, we talk about um
everything we've taught in theMaven Marketer book.
Um, and I want to give you areal life glimpse of how it's
working on the streets.
And with Tyler, uh in uh theWindow Source of Atlanta, I can
(01:13):
specifically say for a lot ofyears we focused on the today
customer.
We focused on lead generation,uh, all the things that a lot of
contractors and servicecompanies chase.
Um, and then we all all the wayup to um, you know, four or
five million dollars a year inhis business, we that's
basically how we grew it in theAtlanta market.
And uh today we are having morelike million dollar months, and
(01:38):
I'm gonna let him tell youabout that.
Instead of, you know, three orfour million dollar years, we're
having million-dollar months,uh, or at least we're we're
dangerously close to that.
And it's happened at kind ofthis magic point that we talk
about in the book, which is the12 to 18 month band after you
start tomorrow marketing.
And so I just want to want youto hear it straight from Tyler.
Uh, we have like five questionswe're gonna ask today and just
(02:02):
to see how this uh tomorrowmarketing, which uh just a quick
refresher on that, is for allintents and purposes, that's
earning um brand position that'searning the tomorrow customer
through mass media.
In the case of Tyler, westarted a TV campaign about 18
months ago.
And uh I just want to askTyler, how is that going 18
(02:22):
months in?
Tyler Smith (02:23):
It's going great, man.
Um, you know, like the text Isent you this morning, we're
just closing out months.
I mean, I'm just like I said umearlier, uh since we've set
here, I've seen two or threecontracts come through.
It's just people are justpulling the trigger so much
quicker than they were before.
Brandon Welch (02:37):
Um, we talk about the seven clues along the way.
Um, and basically when you'restarting a traditional media
campaign, a uh a really commonthing is that you know business
owners get really excited andthey go, Oh, I'm gonna be on TV
or radio, or maybe I startedsome sort of billboard campaign
or whatever.
And they they start spendingthe money and like two or three
(02:57):
months in, they're like, Wow,what is going on?
There's I'm spending all thismoney, are you sure it's
working?
Are you sure my ads areplaying?
And we always um we always findthat there's this chickening
out period, and a lot of peopleconclude, wow, it's not working.
And what's really happening isthat there's just barely enough
of you in the market.
Uh the the in most categories,the customer moves so slowly uh
(03:19):
that they are just barelystarting to build an awareness
or or a uh a likeness to you.
And so what happens in mostcategories that take 15, 20, 30
years for a buyer to come aroundat large, like on average, most
people buy windows every 30years, right?
Um, it's about after that yearto 18 month period that enough
of them they've been listeningall along, but they just now got
(03:41):
around to buying and they cutthey come out of the woodwork.
And so uh the reason we buildthese seven clues along the way
is it's not this overnight floodof thing, like flood of uh
customers, flood of like uhthings that just suddenly
happen.
Um it's a it's a relationship.
And so um the the things onthat list, and I'll just read
(04:02):
them right out of the book here.
One is increased direct trafficto the website.
Uh today, compared to uh 18months ago, you were about 30%
up on your direct traffic,meaning people come straight to
your site.
And then I want to ask youabout this next one.
Do you feel like your leads aregetting cheaper?
Decrease lead costs.
Yeah, for sure.
Yeah, we have uh we have we wesee a reduction in lead cost on
(04:26):
both Facebook.
It's about half the price itwas um a year and a half ago,
and right now it's about um 10%less on Google, but Google's
cost per click has gone up like40%.
Um so keep that keep thatnumber in mind.
So the the the likeness in thebrand you're building in the
market is causing other thingsto work better, right?
(04:47):
And get cheaper.
Uh higher conversion rates onyour website.
Have you have you noticed that?
Tyler Smith (04:53):
Oh yeah.
Yeah.
I mean, when we had our calllast week with Kyle, he he
mentioned that.
Brandon Welch (04:58):
Yeah.
Um, so I looked just uh 10minutes before this call.
Uh 41% increase in theconversion rate on your website.
Tyler Smith (05:07):
Yeah, so that's where the leads are coming from
because nobody's just calling inand saying, hey, I saw you on
TV, I want to schedule anappointment.
I feel like it's obviouslydriven through the traffic of
the website.
Um, because there's just noother way to to explain this
type of increase because we'vedone the same thing every year
for 12 years until until now,right?
Brandon Welch (05:24):
Yeah.
So the next yeah, so people areare the even though there's
there is an increase of trafficto your website, the bigger deal
is that every person that comesis basically 40% more likely to
take the next step.
And we're seeing that.
Um, the next clue on the listis more repeat and referral
business.
Do you feel like some of yourold customers are calling you
(05:45):
back and or sending theirfriends and family?
Do you feel that's absolutelyyes?
Big time.
So often it's not just that oh,brand new customers are calling
us, it reminds your old peoplehow good a job you did, and they
sort of go out of their waybecause they're hearing those
commercials, you know, in yourcase, uh Yeah, yeah.
I feel like they're rooting forus in a way.
(06:05):
Yeah.
Uh your your online reputation,your the number of reviews
you've gotten have has actuallygone up in this time period too,
uh, compared at a at a fasterrate than what we saw um 18
months ago.
Um would you so here's the bigone.
Here's the one I want to knowabout.
Um, would you say that yoursalespeople are having a easier
time closing deals as opposed to18 months ago?
(06:27):
Big time.
Big time.
Tyler Smith (06:29):
Tell me about that.
All the way around, the salesguys, um, you know, first six,
eight months to a year.
I didn't hear a whole lot outof those sales guys.
I bounce in sales meetings andask questions.
Um, and and now they go out oftheir way to tell me that it's
just a different feel out therein the house, uh, especially in
Atlanta, especially in you know,those higher end parts of
(06:49):
Atlanta to where it's a bigmarket.
It's competing.
Yeah, we're competing with somereally big companies, and now
we're actually a contender.
Um, and the sales guys on theflip side, the sales guys take
their job more seriously.
They see all the investmentsthat we're making into the
business, and it's paying offand it's working, it's putting
money in their pocket, realmoney.
Brandon Welch (07:08):
What's your close ratio now versus maybe a year
or two ago?
Tyler Smith (07:12):
Uh it's not a huge, huge increase.
Um, but I would say it's threeto four percent up from last
year.
Brandon Welch (07:19):
Well, that's huge.
I mean, that's a that's anotherjob or two per week.
Tyler Smith (07:23):
But when you think of three or four percent, it
doesn't sound like much, butwhen you're operating and you're
you know scheduling eighteenhundred appointments a year,
then yeah, that's significant.
Brandon Welch (07:32):
So another thing we say in the clues along the
way is that the job averages getbigger.
People are more willing tospend uh on the higher uh the
higher end projects.
How how much has your averageorder gone up?
Tyler Smith (07:42):
Uh 30%.
Brandon Welch (07:44):
Holy smokes.
Tyler Smith (07:44):
So And it usually doesn't move but more than one
or two, maybe three percent.
Brandon Welch (07:49):
Yeah, annually.
Like you just you don't raiseyour prices that much annually,
right?
But people are just buying thebigger products because they're
trusting you, right?
Exactly.
Yeah, would you say you'reattracting a higher end
customer?
Tyler Smith (08:02):
Absolutely, yes.
Brandon Welch (08:03):
Would you would you would you say that uh some
of the in your in your market, Iknow it's like uh Anderson and
Pella and some of the you knowsome of the real fancy big
national brands get a lot of thebusiness.
Would you say you're gettingsome of that?
Tyler Smith (08:16):
I'd say we're getting some of that.
Yeah, I think we're stillstealing from the big guys, and
um, I think they they'restarting to know who we are,
which is huge for me.
Brandon Welch (08:26):
So this is this is what happens.
Uh Tyler's had a tremendousamount of courage uh to do this,
and it took, if we're beinghonest, it took a long time to
kind of get to that confidencelevel to invest in it.
Would you agree with thatstatement?
Tyler Smith (08:39):
Yeah, even when I had the money, I wouldn't do it.
So yeah, you know, we just didit.
Brandon Welch (08:44):
Tyler is one of the best guys at running numbers
for his business.
He knows his numbers, I I wouldsay, to the uh to the day at
least.
And I've seen him calculatethem to the hour.
And uh so he's he's a masterover the spreadsheet, he's a
master at KPIs, and uh that isall well and good.
But uh the idea of tomorrowmarketing didn't really fit well
(09:05):
on a spreadsheet, did it?
Tyler Smith (09:08):
No.
No.
Tomorrow market tomorrowmarketing hurt my margins, my my
net margins, right?
Um at first, right?
Oh at first, at first.
Um, but yeah, there's no goingback.
It's just you know, once onceyou figure this thing out, then
it's it really makes thebusiness part fun, you know?
Because even when I see usgetting slow, we're not gonna be
(09:28):
that slow.
Brandon Welch (09:29):
Yeah.
So to to be clear, with thedecrease we've seen in lead cost
and the other ends ofmarketing, and yes, it is a
significant.
Uh I mean, we're spendingmultiple five figures a month uh
to make him famous and knownwell and liked and trusted in uh
in Atlanta.
Um, but we're getting that backwith higher um average order
(09:52):
values, higher close rates,lower lead costs, decreased
investment in a lot of thosevery cantankerous hand-to-mouth
uh type lead forms.
You haven't done coupons ormailers or anything like that in
a long time, right?
And your lowest months areraised up to such a such a high
bar um that the cash flow is istaking care of itself, right?
Tyler Smith (10:15):
Absolutely, yes.
Brandon Welch (10:17):
So um it took uh I want to ask you, how long did
it take before you were like,okay, because you you put a lot
of faith in us and in me andthis process and these things
we've been claiming for years uhthat we're working for other
companies.
Uh, but how long did it takebefore you were like, you know
what?
I'm seeing it.
I know, yep, there it is on thespreadsheet.
It came back to me.
Tyler Smith (10:39):
Um I would say probably um beginning of this
year.
So I'd say 12 months.
Uh 12 months we started to feelit, and we started to, you
know, the best KPI that I wouldpull for whether TVs work in
would obviously be traffictraffic to website, right?
Or when you have those monthlycalls, but I don't really get
that information until I talk toKyle once a month.
But it would be the teamtalking about it.
Um and I would just see anincrease in in appointment
(11:01):
setting and the conversions justacross the board.
Everything got a little bitbetter.
It'd be just dialing up yourmaster volume and everything,
your treble, your base, it'scranking everything up just a
little bit.
Nothing massive on one or theother.
It would just be across theboard.
Brandon Welch (11:15):
Um the sort of the the highest and and most uh
desirable metric of all this isa faster growth rate annually.
And you've you've never notgrown.
Um you've been a powerhouse ofa company, and you guys have
just done so much in everycorner of your company, and
you're gonna grow when you workas hard as you have.
(11:35):
Um, but we're seeing a fastergrowth rate this year, yes?
Tyler Smith (11:40):
Oh, yeah.
Brandon Welch (11:40):
I've never seen anything like this.
Tyler Smith (11:42):
I mean, when as soon as you when you hit five,
you know this.
Any it's easy to grow from amillion to two, you know, not
easy, but it's a lot easier.
But to go from five to six, sixto eight, eight to nine, yeah,
gotta have the appointments.
Brandon Welch (11:55):
Yeah, and we're seeing that.
We're seeing a uh a a doubledouble digit growth, uh, almost
thirty percent um for the year,and that is it just continues to
snowball.
And and and I would add, wewere talking about this before
this, um, not not the not themost rosy of economies right
now, right?
Tyler Smith (12:13):
No, it's not phenomenal.
Stock markets, you know, doingpretty good, but other than
that, there's a lot of scare outthere with you know, tariffs,
things are through the roof,stakes are $25 a pound.
I mean, there's a lot of it andwe sell to the average person,
right?
Yeah, um, normal average uhincome.
Brandon Welch (12:29):
So yeah, so people holding on to their money
a little tighter, but we don'twe don't see that affect the
market leaders uh like you arestarting to be uh near as much.
And so I just wanted to sharethat.
It's a it's a good piece ofnews.
Um you can things are harder.
They're they're gonna continueto get harder, I actually
believe.
(12:49):
Uh, but if you become thecompany people like first, they
think of first, they feel goodabout, they want to do business
with, um, that knocks down a lotof dominoes, and you don't get
stuck in this transactional,like, you know, fractions of a
doubt type company that uh endup being the ones that aren't
closing the customers of the waythat uh Tyler is.
(13:09):
And so uh I want to thank youfor having the commitment to
doing that and uh being willingto share that with everybody.
Uh last thing I would ask you,if there's somebody
contemplating their marketingfor 2026, is there anything you
would tell them?
Tyler Smith (13:23):
There is, yeah.
I would say it's a whole lotmore stressful the what for the
uncertainties of where the thenext month's leads are gonna
come from than you know buildingthat reserve.
And if that's your goal to growan actual you know company,
four, five, six, ten million,you gotta do it um with TV or
you gotta do it with you gottabe exposed at such a high rate.
(13:43):
So I would just say if youthink you're stressed out now,
you know, it's it's morestressed out.
You're getting more stressedout just looking for the next
lead, you know.
We've been in there, we've beenthere for 10 years.
So I would say jump on thetrend.
Brandon Welch (13:57):
Yeah, our our uh our team commented, man, our our
calls of Tyler are just a loteasier than they used to be.
Because Tyler's the one that'llhold your feet to the fire.
He'll he he shook out everypenny of his marketing budget.
And so now the the abundance isjust there, and it's because
you've built a personality.
Uh, it's because people arecommitting to you long before
they realize they're gonna dobusiness uh in your category,
(14:20):
and that just is just gonnacontinue to sprout out of the
ground.
I'm excited for you.
Uh it's been so fun.
Thank you, and thank Ashley foruh being willing to share that
with us.
Um we will be back here everyMonday answering real life
marketing questions becausemarketers who can't teach you
why are just a fancy lie.
Have a great week.
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I'm your host, Brandon Welch,and I'm here with a very special
guest, Tyler Smith from thegreat state of Georgia, Atlanta,
Georgia.
How are you, my friend?
I'm good, man.
So we are uh we are in Tyler'sliving room of the beautiful
home he and Ashley built.
Uh we're going to talk aboutthe beautiful business they
built today.
If this is your first timehere, uh the big idea of the
(00:29):
podcast is that we talk abouthow to eliminate waste in
advertising, grow your business,and achieve the big dream.
And uh with Tyler, I canhonestly say we've been working
on that together uh for 13years.
That's right.
So we've been uh we we were uhyeah, we became friends at the
start of both of our companies.
He was here for the early daysof Frank and Maven, and I was um
(00:50):
there for the days, I thinkright before he even started uh
the Windows Source of Atlanta.
And we want to take stuff outof principle mode today.
We talk a lot about marketingprinciples, we talk about um
everything we've taught in theMaven Marketer book.
Um, and I want to give you areal life glimpse of how it's
working on the streets.
And with Tyler, uh in uh theWindow Source of Atlanta, I can
(01:13):
specifically say for a lot ofyears we focused on the today
customer.
We focused on lead generation,uh, all the things that a lot of
contractors and servicecompanies chase.
Um, and then we all all the wayup to um, you know, four or
five million dollars a year inhis business, we that's
basically how we grew it in theAtlanta market.
And uh today we are having morelike million dollar months, and
(01:38):
I'm gonna let him tell youabout that.
Instead of, you know, three orfour million dollar years, we're
having million-dollar months,uh, or at least we're we're
dangerously close to that.
And it's happened at kind ofthis magic point that we talk
about in the book, which is the12 to 18 month band after you
start tomorrow marketing.
And so I just want to want youto hear it straight from Tyler.
Uh, we have like five questionswe're gonna ask today and just
(02:02):
to see how this uh tomorrowmarketing, which uh just a quick
refresher on that, is for allintents and purposes, that's
earning um brand position that'searning the tomorrow customer
through mass media.
In the case of Tyler, westarted a TV campaign about 18
months ago.
And uh I just want to askTyler, how is that going 18
(02:22):
months in?
Tyler Smith (02:23):
It's going great, man.
Um, you know, like the text Isent you this morning, we're
just closing out months.
I mean, I'm just like I said umearlier, uh since we've set
here, I've seen two or threecontracts come through.
It's just people are justpulling the trigger so much
quicker than they were before.
Brandon Welch (02:37):
Um, we talk about the seven clues along the way.
Um, and basically when you'restarting a traditional media
campaign, a uh a really commonthing is that you know business
owners get really excited andthey go, Oh, I'm gonna be on TV
or radio, or maybe I startedsome sort of billboard campaign
or whatever.
And they they start spendingthe money and like two or three
(02:57):
months in, they're like, Wow,what is going on?
There's I'm spending all thismoney, are you sure it's
working?
Are you sure my ads areplaying?
And we always um we always findthat there's this chickening
out period, and a lot of peopleconclude, wow, it's not working.
And what's really happening isthat there's just barely enough
of you in the market.
Uh the the in most categories,the customer moves so slowly uh
(03:19):
that they are just barelystarting to build an awareness
or or a uh a likeness to you.
And so what happens in mostcategories that take 15, 20, 30
years for a buyer to come aroundat large, like on average, most
people buy windows every 30years, right?
Um, it's about after that yearto 18 month period that enough
of them they've been listeningall along, but they just now got
(03:41):
around to buying and they cutthey come out of the woodwork.
And so uh the reason we buildthese seven clues along the way
is it's not this overnight floodof thing, like flood of uh
customers, flood of like uhthings that just suddenly
happen.
Um it's a it's a relationship.
And so um the the things onthat list, and I'll just read
(04:02):
them right out of the book here.
One is increased direct trafficto the website.
Uh today, compared to uh 18months ago, you were about 30%
up on your direct traffic,meaning people come straight to
your site.
And then I want to ask youabout this next one.
Do you feel like your leads aregetting cheaper?
Decrease lead costs.
Yeah, for sure.
Yeah, we have uh we have we wesee a reduction in lead cost on
(04:26):
both Facebook.
It's about half the price itwas um a year and a half ago,
and right now it's about um 10%less on Google, but Google's
cost per click has gone up like40%.
Um so keep that keep thatnumber in mind.
So the the the likeness in thebrand you're building in the
market is causing other thingsto work better, right?
(04:47):
And get cheaper.
Uh higher conversion rates onyour website.
Have you have you noticed that?
Tyler Smith (04:53):
Oh yeah.
Yeah.
I mean, when we had our calllast week with Kyle, he he
mentioned that.
Brandon Welch (04:58):
Yeah.
Um, so I looked just uh 10minutes before this call.
Uh 41% increase in theconversion rate on your website.
Tyler Smith (05:07):
Yeah, so that's where the leads are coming from
because nobody's just calling inand saying, hey, I saw you on
TV, I want to schedule anappointment.
I feel like it's obviouslydriven through the traffic of
the website.
Um, because there's just noother way to to explain this
type of increase because we'vedone the same thing every year
for 12 years until until now,right?
Brandon Welch (05:24):
Yeah.
So the next yeah, so people areare the even though there's
there is an increase of trafficto your website, the bigger deal
is that every person that comesis basically 40% more likely to
take the next step.
And we're seeing that.
Um, the next clue on the listis more repeat and referral
business.
Do you feel like some of yourold customers are calling you
(05:45):
back and or sending theirfriends and family?
Do you feel that's absolutelyyes?
Big time.
So often it's not just that oh,brand new customers are calling
us, it reminds your old peoplehow good a job you did, and they
sort of go out of their waybecause they're hearing those
commercials, you know, in yourcase, uh Yeah, yeah.
I feel like they're rooting forus in a way.
(06:05):
Yeah.
Uh your your online reputation,your the number of reviews
you've gotten have has actuallygone up in this time period too,
uh, compared at a at a fasterrate than what we saw um 18
months ago.
Um would you so here's the bigone.
Here's the one I want to knowabout.
Um, would you say that yoursalespeople are having a easier
time closing deals as opposed to18 months ago?
(06:27):
Big time.
Big time.
Tyler Smith (06:29):
Tell me about that.
All the way around, the salesguys, um, you know, first six,
eight months to a year.
I didn't hear a whole lot outof those sales guys.
I bounce in sales meetings andask questions.
Um, and and now they go out oftheir way to tell me that it's
just a different feel out therein the house, uh, especially in
Atlanta, especially in you know,those higher end parts of
(06:49):
Atlanta to where it's a bigmarket.
It's competing.
Yeah, we're competing with somereally big companies, and now
we're actually a contender.
Um, and the sales guys on theflip side, the sales guys take
their job more seriously.
They see all the investmentsthat we're making into the
business, and it's paying offand it's working, it's putting
money in their pocket, realmoney.
Brandon Welch (07:08):
What's your close ratio now versus maybe a year
or two ago?
Tyler Smith (07:12):
Uh it's not a huge, huge increase.
Um, but I would say it's threeto four percent up from last
year.
Brandon Welch (07:19):
Well, that's huge.
I mean, that's a that's anotherjob or two per week.
Tyler Smith (07:23):
But when you think of three or four percent, it
doesn't sound like much, butwhen you're operating and you're
you know scheduling eighteenhundred appointments a year,
then yeah, that's significant.
Brandon Welch (07:32):
So another thing we say in the clues along the
way is that the job averages getbigger.
People are more willing tospend uh on the higher uh the
higher end projects.
How how much has your averageorder gone up?
Tyler Smith (07:42):
Uh 30%.
Brandon Welch (07:44):
Holy smokes.
Tyler Smith (07:44):
So And it usually doesn't move but more than one
or two, maybe three percent.
Brandon Welch (07:49):
Yeah, annually.
Like you just you don't raiseyour prices that much annually,
right?
But people are just buying thebigger products because they're
trusting you, right?
Exactly.
Yeah, would you say you'reattracting a higher end
customer?
Tyler Smith (08:02):
Absolutely, yes.
Brandon Welch (08:03):
Would you would you would you say that uh some
of the in your in your market, Iknow it's like uh Anderson and
Pella and some of the you knowsome of the real fancy big
national brands get a lot of thebusiness.
Would you say you're gettingsome of that?
Tyler Smith (08:16):
I'd say we're getting some of that.
Yeah, I think we're stillstealing from the big guys, and
um, I think they they'restarting to know who we are,
which is huge for me.
Brandon Welch (08:26):
So this is this is what happens.
Uh Tyler's had a tremendousamount of courage uh to do this,
and it took, if we're beinghonest, it took a long time to
kind of get to that confidencelevel to invest in it.
Would you agree with thatstatement?
Tyler Smith (08:39):
Yeah, even when I had the money, I wouldn't do it.
So yeah, you know, we just didit.
Brandon Welch (08:44):
Tyler is one of the best guys at running numbers
for his business.
He knows his numbers, I I wouldsay, to the uh to the day at
least.
And I've seen him calculatethem to the hour.
And uh so he's he's a masterover the spreadsheet, he's a
master at KPIs, and uh that isall well and good.
But uh the idea of tomorrowmarketing didn't really fit well
(09:05):
on a spreadsheet, did it?
Tyler Smith (09:08):
No.
No.
Tomorrow market tomorrowmarketing hurt my margins, my my
net margins, right?
Um at first, right?
Oh at first, at first.
Um, but yeah, there's no goingback.
It's just you know, once onceyou figure this thing out, then
it's it really makes thebusiness part fun, you know?
Because even when I see usgetting slow, we're not gonna be
(09:28):
that slow.
Brandon Welch (09:29):
Yeah.
So to to be clear, with thedecrease we've seen in lead cost
and the other ends ofmarketing, and yes, it is a
significant.
Uh I mean, we're spendingmultiple five figures a month uh
to make him famous and knownwell and liked and trusted in uh
in Atlanta.
Um, but we're getting that backwith higher um average order
(09:52):
values, higher close rates,lower lead costs, decreased
investment in a lot of thosevery cantankerous hand-to-mouth
uh type lead forms.
You haven't done coupons ormailers or anything like that in
a long time, right?
And your lowest months areraised up to such a such a high
bar um that the cash flow is istaking care of itself, right?
Tyler Smith (10:15):
Absolutely, yes.
Brandon Welch (10:17):
So um it took uh I want to ask you, how long did
it take before you were like,okay, because you you put a lot
of faith in us and in me andthis process and these things
we've been claiming for years uhthat we're working for other
companies.
Uh, but how long did it takebefore you were like, you know
what?
I'm seeing it.
I know, yep, there it is on thespreadsheet.
It came back to me.
Tyler Smith (10:39):
Um I would say probably um beginning of this
year.
So I'd say 12 months.
Uh 12 months we started to feelit, and we started to, you
know, the best KPI that I wouldpull for whether TVs work in
would obviously be traffictraffic to website, right?
Or when you have those monthlycalls, but I don't really get
that information until I talk toKyle once a month.
But it would be the teamtalking about it.
Um and I would just see anincrease in in appointment
(11:01):
setting and the conversions justacross the board.
Everything got a little bitbetter.
It'd be just dialing up yourmaster volume and everything,
your treble, your base, it'scranking everything up just a
little bit.
Nothing massive on one or theother.
It would just be across theboard.
Brandon Welch (11:15):
Um the sort of the the highest and and most uh
desirable metric of all this isa faster growth rate annually.
And you've you've never notgrown.
Um you've been a powerhouse ofa company, and you guys have
just done so much in everycorner of your company, and
you're gonna grow when you workas hard as you have.
(11:35):
Um, but we're seeing a fastergrowth rate this year, yes?
Tyler Smith (11:40):
Oh, yeah.
Brandon Welch (11:40):
I've never seen anything like this.
Tyler Smith (11:42):
I mean, when as soon as you when you hit five,
you know this.
Any it's easy to grow from amillion to two, you know, not
easy, but it's a lot easier.
But to go from five to six, sixto eight, eight to nine, yeah,
gotta have the appointments.
Brandon Welch (11:55):
Yeah, and we're seeing that.
We're seeing a uh a a doubledouble digit growth, uh, almost
thirty percent um for the year,and that is it just continues to
snowball.
And and and I would add, wewere talking about this before
this, um, not not the not themost rosy of economies right
now, right?
Tyler Smith (12:13):
No, it's not phenomenal.
Stock markets, you know, doingpretty good, but other than
that, there's a lot of scare outthere with you know, tariffs,
things are through the roof,stakes are $25 a pound.
I mean, there's a lot of it andwe sell to the average person,
right?
Yeah, um, normal average uhincome.
Brandon Welch (12:29):
So yeah, so people holding on to their money
a little tighter, but we don'twe don't see that affect the
market leaders uh like you arestarting to be uh near as much.
And so I just wanted to sharethat.
It's a it's a good piece ofnews.
Um you can things are harder.
They're they're gonna continueto get harder, I actually
believe.
(12:49):
Uh, but if you become thecompany people like first, they
think of first, they feel goodabout, they want to do business
with, um, that knocks down a lotof dominoes, and you don't get
stuck in this transactional,like, you know, fractions of a
doubt type company that uh endup being the ones that aren't
closing the customers of the waythat uh Tyler is.
(13:09):
And so uh I want to thank youfor having the commitment to
doing that and uh being willingto share that with everybody.
Uh last thing I would ask you,if there's somebody
contemplating their marketingfor 2026, is there anything you
would tell them?
Tyler Smith (13:23):
There is, yeah.
I would say it's a whole lotmore stressful the what for the
uncertainties of where the thenext month's leads are gonna
come from than you know buildingthat reserve.
And if that's your goal to growan actual you know company,
four, five, six, ten million,you gotta do it um with TV or
you gotta do it with you gottabe exposed at such a high rate.
(13:43):
So I would just say if youthink you're stressed out now,
you know, it's it's morestressed out.
You're getting more stressedout just looking for the next
lead, you know.
We've been in there, we've beenthere for 10 years.
So I would say jump on thetrend.
Brandon Welch (13:57):
Yeah, our our uh our team commented, man, our our
calls of Tyler are just a loteasier than they used to be.
Because Tyler's the one that'llhold your feet to the fire.
He'll he he shook out everypenny of his marketing budget.
And so now the the abundance isjust there, and it's because
you've built a personality.
Uh, it's because people arecommitting to you long before
they realize they're gonna dobusiness uh in your category,
(14:20):
and that just is just gonnacontinue to sprout out of the
ground.
I'm excited for you.
Uh it's been so fun.
Thank you, and thank Ashley foruh being willing to share that
with us.
Um we will be back here everyMonday answering real life
marketing questions becausemarketers who can't teach you
why are just a fancy lie.
Have a great week.
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