June 27, 2024 • 21 mins
In this episode, Andy and Doug talk with Isaac Miranda from TRO Agency about the vital role of website design and video production in business valuation and sales.
They discuss the necessity of having a website, the costs involved, and the importance of regular updates and security. The conversation highlights the benefits of SEO and lead generation in boosting business value and attracting buyers. Isaac also explores the impact of video content and AI on creating cost-effective video solutions.
For business owners preparing for retirement or sale, this episode offers valuable insights on using a website to enhance marketability and profitability. Don’t miss practical tips and expert advice from our seasoned guests!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Music.
(00:11):
If they're selling their business and they can show, look, here's me and here's
three perfect competitors that are right in my space and they're my size, I have more traffic.
Music.
Traffic is attention. You can do something with attention.
Welcome back to the Apex Business Advisors podcast. I'm your host,
(00:34):
Andy Kavanaugh, joined, as always, by the president of Apex, Doug Hubler.
Doug, you brought a friend. uh yeah thanks
andy for introducing me you're always a very
professional and and kind with that wonderful
intro my best boss we have we
do have a guest today uh somebody who
(00:55):
can kind of help us enlighten our
listeners on on uh the importance
of website uh website design and and what it can do for your business at all
stages of business but uh especially as we look at um potentially exiting actually
a business what i can name isaac miranda with tro agency is joining us i've known,
(01:21):
isaac for many years and he does great work for his clients in video production
and website design and he can kind of fill us in on more. Welcome, Isaac.
Hey, thanks, Doug. Thank you for having me. And Andy, for being here with you.
Appreciate you guys getting me in. Yeah, happy to have you on.
(01:45):
It's funny that we are having this conversation in 2024, but let me tee up with
a softball here. What's a website?
Not that soft. Should a business have a website? Right.
Yeah, you know, that's a good question. I think the only businesses I've come
(02:08):
across that really almost don't need a website are like maybe some of these
government contractors that just fulfill or a company that's completely secondary.
And they just do, you know, they work with five or six printers and,
you know, they have a relationship. I've heard of a few isolated.
(02:28):
We're talking like 2% of businesses maybe don't need a website.
Everybody else needs a website.
(03:02):
There's so much that you can do with a website.
I mean, this could be an eight-part series, but I think really where we wanted
to kind of focus is, what is the value of having a website?
And perhaps, what is the diminished value of a company, if you're a few years
out, of not having a website, and how does that impact your sale?
(03:25):
Yes, very much so. Even people that enjoy good word of mouth,
hey, we're a word-of-mouth firm.
Think about today's buyer okay 20
years ago sure word of mouth 100 today's buyer
even after they get the recommendation hey go work with
doug and the team they're gonna check you out they're
going to check you out they're gonna look at do you have a website and if you
(03:48):
don't even have a website or a really crummy website they're gonna think well
are they gonna care about my business i mean this is all just little you know
it's it's gotten to that level and then at some point they're also Also check
in your socials, you know,
if you're B2C or something like that.
It is a way for us to validate a business when we're investigating a business.
(04:12):
They've contacted us about selling or we're pursuing them about selling their business.
Gosh, I mean, it's the first thing we do. It's got to look at their website, see what they've got.
It's who are they, how long have they been around, some basic.
Even if, like you said, maybe a very small percentage of businesses don't have
to have a website, but I guarantee you everybody who is looking at that is they're
(04:38):
going to look for a website.
They're going to investigate it. They're going to Google it.
And if there isn't a website, automatically on our side with me and Andy,
we're all automatically thinking, okay, what's it going to be like working with this client?
It seems like they're so far behind the times. Thank you.
Well, and from a buyer perspective, too, what's the first thing that a buyer
(05:00):
is going to do after they go through their NDA process? They get this SIM.
They're looking through it, and they're like, oh, I'm going to go check out XYZ Company.
And then they're going to immediately, probably even before they read through
the SIM, let's be honest, they're going to go to the website and check it out.
What are these guys doing? How are they presenting themselves?
And if there's a social button, they're going to hit the button.
(05:23):
Oh, they have a Facebook page they haven't posted in two years. Right.
Right. And some, and some buyers might look at that as an opportunity,
but most people are going to say, well, now I've got some work to do.
It's going to be, it's going to be, there's going to be more on my shoulders now.
Yeah, there's opportunity, but what am I willing to pay for this business now,
(05:45):
knowing that there's going to be some additional cost to do this.
That's probably impacted their business all along anyway, but not having a website
is going to, I think, a marketability anyway, it's going to have a negative impact.
Yeah, let's say that somebody does not have a website. What would it cost for them?
(06:06):
Let's just kind of ballpark it. What would it cost for somebody to go from zero
to having something serviceable?
I'm a new buyer coming into a business, and I need to stand up a website.
What's that going to do to my cashflow?
How much of that, and what am I going to have to invest year one, year two, year three?
I mean, just to have a 12 page marketing website with like home,
(06:29):
about, services, contact.
And then maybe a couple of that's a basic 12 page website you know
in today's market you're at 3k and up just to
build it and then your hosting is
anywhere from 30 to 70 a
month or if you want to pay yearly it's a little cheaper and
(06:49):
then and then the third component is someone has got to keep
an eye on the website a little bit you can't just build
a site and not look at it for four years because google
does updates the the little plugins the
back end of your website sometimes they don't
update the right way and one day you look and your website's
kind of broken or the headers or the pictures are
(07:11):
all gone or your website could completely disappear with
some of the stuff that's happened recently so and that's not expensive have
somebody watch your site they just once a month go in but those three things
we're talking about so we're talking about building the site's a few thousand
dollars and then for another you know thousand and something a year.
(07:32):
You can keep it going and and you got to think about security
issues right so you do want to have somebody monitoring it
at all times yeah you got in
today's environment you have to have an ssl certificate and
or you'll you have to have that but you
know once that thing's in place it keeps going and then
i would recommend a back the better hosting
(07:54):
services do a daily backup of your website
again so you're not doing the 20 bucks a
month thing it's going to be a little more but now you know every single day
your website's backed up so all the costs are pretty basic yeah and honestly
pretty low to get and then what you're saying really is just for a very low
cost you could have this going obviously goes up from there if you've got an
(08:15):
e-commerce business but if you If you have an e-commerce business,
I would hope you would have had a website.
Well, the big one that's a big driver for...
For sellers is, what if your website got you leads?
What if a flow of leads every month came into your website?
(08:37):
Now, that's a little more expensive. You're getting into content,
consistent content, keyword.
This is SEO, search engine optimization.
Now, you're talking about spending 1,000, 2,000, 3,000 a month or more to get leads.
Now, you got to make a business case for that. Is your average account revenue,
do you sell something that costs $100 or do you sell something that costs a
(09:00):
lifetime value of 100,000 or a million?
So you got to do that math and make that work, but that's another level of,
I mean, think of that on a, would that be on the balance sheet?
Website produces leads. I mean, you would highlight that, wouldn't you,
if you're listing a property, a business?
I think that that kind of comes out in some of the information from a business
(09:23):
owner, what the statistics are, if they've got those, if they're paying attention to it. Yeah.
I mean, that'd be something that would be interesting for a buyer to know.
Yeah. Cause ultimately it would drive revenue, which would drive profitability.
If, you know, it's one of those things, if you're not doing it, it's like marketing.
If you're not doing it, you don't see the cost on, you see a cost for advertising
(09:45):
and marketing and sales and things like that on a P and L, but you,
there's a corresponding entry up there in the revenue new line that that advertising,
sales, and marketing has generated.
And so if you're not doing it, it's kind of this unknown.
You don't know. You just know, you know, with marketing, you just know you got to do it.
(10:05):
But, you know, outside of, you know, some online things, you never really had
that perfect data is what, what causes person to pick up the phone? Was it the billboard?
Was it the radio ad? Was it the TV ad? Was it they were searching for accident attorneys?
Let's pretend that they're 100% of their lead flow that comes in for a new business for them.
(10:31):
Maybe a third of it is just old referrals. Maybe a third of it is self-development
people beating the street.
And maybe a third of it is website traffic. Okay?
You sell that business, a lot of stuff can happen to, well, reputation referral.
Well, what if the key people take off?
Websites don't quit. Whenever the new person buys the business and they get
(10:53):
it, the website is going to keep making those leads.
So it's kind of proofing, you know, because you got a key sales leader leave.
I don't know how you, I know that you guys have ways of like incentivizing them
to stay, but that's scary, right? I would think.
Yeah i mean it's it is kind of one of those things the key people are an important part.
(11:15):
Of a transaction and keeping those people on can
be part of the negotiation um you know we talked about tracking these leads
and you can with with the website and the seo i know every month what leads
i'm getting through the website so the information is you're able to see it
you can you You can actually see, you know,
(11:38):
whether a phone call came through the website or an email inquiry came through
the website. So it can be measured for sure.
Well, I think the other thing, too, to point out on a good performing website,
whether it's generating leads, which that's what it needs to ultimately needs to do, right? Right.
(11:59):
But it's also just we talk all the time about people want to buy well-performing businesses.
They don't want to they don't want to buy a fixer upper, so to speak.
And so if I have to come in day one and I have to create a website,
what else am I going to have to do to kind of fix up this business?
(12:22):
Right. What's the culture of the people? What's the processes?
What else is what else is lacking? Again, it's coming from the – with a history
in the restaurant business of – to your customer,
the cleanliness of your bathroom is the cleanliness of your backroom, of the kitchen.
When I say a dirty bathroom, I know the kitchen is dirtier. Yeah. Yeah.
(12:47):
It's the same thing here, right? If you don't have this website,
well, what else have you just ignored
in this business that ultimately I'm going to have to clean up? Yep.
Yeah, that's so true. What other things are you having discussions with your clients?
Because I know you're dealing with people who already have a website,
but how are they prepping for retirement?
(13:12):
Are they having those questions? Yeah. For my clients, they care about stuff like traffic.
If they're selling their business and they can show, look, here's me and here's
three perfect competitors that are right in my space and they're my size, I have more traffic.
Traffic is attention. You can do something with attention.
(13:35):
You can build your database of prospects. You can convert them.
You can have a piece of hero content and say, hey, if you download our content,
all you have to do is give your email.
Now you've got an email aspect, and now you're getting more leads out of it.
So you have options. When you have no traffic, you don't have options.
Now you just have a fancy business card, and that's great.
(13:56):
And some people, I'm happy for them to just stay at the fancy business card level.
Just make it look good and make it work well. At the bottom,
whenever it says copyright 2024, don't leave it at 2021.
Now they know you haven't looked at your website in three years.
That's not good. It's little things like that.
But traffic is something they think about.
(14:18):
Well i know that it's something that we have
to think about like you said it is something
that will impact value we would
hope that somebody would see have done some work
with their marketing company or their video company website company whatever
and say this is what we've done over the last three or four years and this is
(14:42):
how our revenue's grown you can you can measure it you would hope that you would
see activity i mean that's the goal is having that activity improve,
the the revenue trends and and
the margins in the business ultimately is going to make that business more valuable
it's going to be more visible in the market and it's a huge thing for buyers
(15:06):
to look at and it's like a locomotive it doesn't it's the momentum is not going
to die the minute you stop posting new articles.
It takes years for the thing to dwindle down.
So yes, I would keep up on the maintenance. I would think of it as a property, okay?
If you have a house, if you have a lake house that you bought that's worth 300,000,
(15:29):
oh, I'm sorry, that's cheap, half a million dollars.
And that property is worth a half a million, your mortgage payment on that thing
is going to be, you know, well, more than a few thousand dollars,
but you make that mortgage payment.
Because you've got a property and the website that makes leads is like that property.
And you just got to keep making those mortgage payments, but God,
(15:50):
it's worth it. I think it's valuable.
So. One thing to think about too, when, when the owners, the business owners
are looking at this and measuring what they have to do, sometimes they get scared
with, Oh, this is going to be a lot of work.
I'm going to have to keep it up to date. Well, yeah.
There are a lot of people out there who will write blogs for you,
(16:12):
who will update the website for you.
It can be a hands-off deal completely. Just have the service providers handle
it, and it will always keep your website active, up-to-date.
It will get your business to the top of search engines just by being active continually, right?
(16:34):
But you don't have to do it personally. There are a lot of people who don't
want to write blogs, but they're important to do.
Well, with the use of ChatGPT, it's easier than ever to jumpstart your thoughts on a blog.
And blog writing for someone like you or me, Doug, would be a couple hours before
(16:56):
now you can prompt something and kind of get your juices flowing and write that
thing in 30 minutes. Right.
And it's still good. Good.
So that bar has become a lot lower. So before we get Isaac out of here,
what are you seeing in the video space?
Video space. Video, it seems like people that just need a video,
(17:18):
that's getting more commoditized because AI video is starting to kick in.
I've tried some of the AI video tools for now and they're trash,
but they're going to get better.
So doing but someone that needs like a snappy animated video of their software
demo that still needs to be built and so but I see video as.
(17:42):
Parts of video are going to start getting commoditized a little bit more with the use of AI.
I mean, inside of CapCut, I mean, this thing is a pretty cheap,
really, oh gosh, how much is it a month? It's really cheap.
You can literally just upload an SRT file, a script, a one-minute script about your product.
You can say choose avatar. They get male, female, young, old.
(18:06):
You want somebody with a beard.
And there's an AI character and then the voice too.
So now you've got someone monologuing about your products.
Now, a person with a good ear would see that that's AI that generated that,
and it's going to look a little AI. But you know what?
Some people, well, someone said it was easy to understand, and then there was
(18:26):
titles, and that whole thing, you don't need a camera.
Think of that. You could probably make that video in less than a couple hours.
So that, but people, you know, a lot of people don't want to be represented
by an ai character but that's happening as an example i could now you know show
up as an aussie so because people like that that accent right yeah i can i can advertise as an aussie,
(18:54):
some video cartoon i'm going to do that i think you could you could go aussie
with this thing get your boomerang up in the marsupial i am cutting this entire segment.
It's next week. Doug's going to show up as Doug Abler.
(19:15):
Uh.
Well, Isaac, we're, uh, really appreciate you coming on. Where,
uh, where can people find you if they want to learn more about you, your services?
I'm going to assume that you have a website that you can, uh,
that you can send people to.
Awesome. Yes. So TROagency.com.
(19:36):
So that's our website. and we've got our four clubs on there. We've got Site Club,
video club, social club, and leads club. Get in the club and you'll always be
a part of our club is what we say.
And then we've got a YouTube channel called TRO Video Vault.
And that's where you can just look
at a lot of clients. We're really video centric and have been for years.
(20:00):
But yeah, that's where you can find us. And I'm also all over LinkedIn.
I post three to five times a week on LinkedIn, Isaac Miranda, I-S-A-A-C Miranda.
Okay. Well, we also have a website. It's called kcapex.com.
What we put on there is everything that people need to know about buying or selling a business.
(20:24):
So we have blogs on there. We have some videos on there. We have valuation tools.
We have current listings.
We have ways to get in contact with a broker.
What else is on that website, Doug? I think I ran the gamut there.
I don't have it in front of me with the 12 pages.
Maybe I stopped listening to you a few seconds ago.
(20:46):
So I bet you have it covered because you've got, I mean, you have the script, right? Okay. All right.
Well, Isaac, thanks again for coming on with us. We really appreciate it.
Really informative, educational.
And if you're looking at buying or selling a business, we got you.
Music.
Music.
(00:11):
If they're selling their business and they can show, look, here's me and here's
three perfect competitors that are right in my space and they're my size, I have more traffic.
Music.
Traffic is attention. You can do something with attention.
Welcome back to the Apex Business Advisors podcast. I'm your host,
(00:34):
Andy Kavanaugh, joined, as always, by the president of Apex, Doug Hubler.
Doug, you brought a friend. uh yeah thanks
andy for introducing me you're always a very
professional and and kind with that wonderful
intro my best boss we have we
do have a guest today uh somebody who
(00:55):
can kind of help us enlighten our
listeners on on uh the importance
of website uh website design and and what it can do for your business at all
stages of business but uh especially as we look at um potentially exiting actually
a business what i can name isaac miranda with tro agency is joining us i've known,
(01:21):
isaac for many years and he does great work for his clients in video production
and website design and he can kind of fill us in on more. Welcome, Isaac.
Hey, thanks, Doug. Thank you for having me. And Andy, for being here with you.
Appreciate you guys getting me in. Yeah, happy to have you on.
(01:45):
It's funny that we are having this conversation in 2024, but let me tee up with
a softball here. What's a website?
Not that soft. Should a business have a website? Right.
Yeah, you know, that's a good question. I think the only businesses I've come
(02:08):
across that really almost don't need a website are like maybe some of these
government contractors that just fulfill or a company that's completely secondary.
And they just do, you know, they work with five or six printers and,
you know, they have a relationship. I've heard of a few isolated.
(02:28):
We're talking like 2% of businesses maybe don't need a website.
Everybody else needs a website.
(03:02):
There's so much that you can do with a website.
I mean, this could be an eight-part series, but I think really where we wanted
to kind of focus is, what is the value of having a website?
And perhaps, what is the diminished value of a company, if you're a few years
out, of not having a website, and how does that impact your sale?
(03:25):
Yes, very much so. Even people that enjoy good word of mouth,
hey, we're a word-of-mouth firm.
Think about today's buyer okay 20
years ago sure word of mouth 100 today's buyer
even after they get the recommendation hey go work with
doug and the team they're gonna check you out they're
going to check you out they're gonna look at do you have a website and if you
(03:48):
don't even have a website or a really crummy website they're gonna think well
are they gonna care about my business i mean this is all just little you know
it's it's gotten to that level and then at some point they're also Also check
in your socials, you know,
if you're B2C or something like that.
It is a way for us to validate a business when we're investigating a business.
(04:12):
They've contacted us about selling or we're pursuing them about selling their business.
Gosh, I mean, it's the first thing we do. It's got to look at their website, see what they've got.
It's who are they, how long have they been around, some basic.
Even if, like you said, maybe a very small percentage of businesses don't have
to have a website, but I guarantee you everybody who is looking at that is they're
(04:38):
going to look for a website.
They're going to investigate it. They're going to Google it.
And if there isn't a website, automatically on our side with me and Andy,
we're all automatically thinking, okay, what's it going to be like working with this client?
It seems like they're so far behind the times. Thank you.
Well, and from a buyer perspective, too, what's the first thing that a buyer
(05:00):
is going to do after they go through their NDA process? They get this SIM.
They're looking through it, and they're like, oh, I'm going to go check out XYZ Company.
And then they're going to immediately, probably even before they read through
the SIM, let's be honest, they're going to go to the website and check it out.
What are these guys doing? How are they presenting themselves?
And if there's a social button, they're going to hit the button.
(05:23):
Oh, they have a Facebook page they haven't posted in two years. Right.
Right. And some, and some buyers might look at that as an opportunity,
but most people are going to say, well, now I've got some work to do.
It's going to be, it's going to be, there's going to be more on my shoulders now.
Yeah, there's opportunity, but what am I willing to pay for this business now,
(05:45):
knowing that there's going to be some additional cost to do this.
That's probably impacted their business all along anyway, but not having a website
is going to, I think, a marketability anyway, it's going to have a negative impact.
Yeah, let's say that somebody does not have a website. What would it cost for them?
(06:06):
Let's just kind of ballpark it. What would it cost for somebody to go from zero
to having something serviceable?
I'm a new buyer coming into a business, and I need to stand up a website.
What's that going to do to my cashflow?
How much of that, and what am I going to have to invest year one, year two, year three?
I mean, just to have a 12 page marketing website with like home,
(06:29):
about, services, contact.
And then maybe a couple of that's a basic 12 page website you know
in today's market you're at 3k and up just to
build it and then your hosting is
anywhere from 30 to 70 a
month or if you want to pay yearly it's a little cheaper and
(06:49):
then and then the third component is someone has got to keep
an eye on the website a little bit you can't just build
a site and not look at it for four years because google
does updates the the little plugins the
back end of your website sometimes they don't
update the right way and one day you look and your website's
kind of broken or the headers or the pictures are
(07:11):
all gone or your website could completely disappear with
some of the stuff that's happened recently so and that's not expensive have
somebody watch your site they just once a month go in but those three things
we're talking about so we're talking about building the site's a few thousand
dollars and then for another you know thousand and something a year.
(07:32):
You can keep it going and and you got to think about security
issues right so you do want to have somebody monitoring it
at all times yeah you got in
today's environment you have to have an ssl certificate and
or you'll you have to have that but you
know once that thing's in place it keeps going and then
i would recommend a back the better hosting
(07:54):
services do a daily backup of your website
again so you're not doing the 20 bucks a
month thing it's going to be a little more but now you know every single day
your website's backed up so all the costs are pretty basic yeah and honestly
pretty low to get and then what you're saying really is just for a very low
cost you could have this going obviously goes up from there if you've got an
(08:15):
e-commerce business but if you If you have an e-commerce business,
I would hope you would have had a website.
Well, the big one that's a big driver for...
For sellers is, what if your website got you leads?
What if a flow of leads every month came into your website?
(08:37):
Now, that's a little more expensive. You're getting into content,
consistent content, keyword.
This is SEO, search engine optimization.
Now, you're talking about spending 1,000, 2,000, 3,000 a month or more to get leads.
Now, you got to make a business case for that. Is your average account revenue,
do you sell something that costs $100 or do you sell something that costs a
(09:00):
lifetime value of 100,000 or a million?
So you got to do that math and make that work, but that's another level of,
I mean, think of that on a, would that be on the balance sheet?
Website produces leads. I mean, you would highlight that, wouldn't you,
if you're listing a property, a business?
I think that that kind of comes out in some of the information from a business
(09:23):
owner, what the statistics are, if they've got those, if they're paying attention to it. Yeah.
I mean, that'd be something that would be interesting for a buyer to know.
Yeah. Cause ultimately it would drive revenue, which would drive profitability.
If, you know, it's one of those things, if you're not doing it, it's like marketing.
If you're not doing it, you don't see the cost on, you see a cost for advertising
(09:45):
and marketing and sales and things like that on a P and L, but you,
there's a corresponding entry up there in the revenue new line that that advertising,
sales, and marketing has generated.
And so if you're not doing it, it's kind of this unknown.
You don't know. You just know, you know, with marketing, you just know you got to do it.
(10:05):
But, you know, outside of, you know, some online things, you never really had
that perfect data is what, what causes person to pick up the phone? Was it the billboard?
Was it the radio ad? Was it the TV ad? Was it they were searching for accident attorneys?
Let's pretend that they're 100% of their lead flow that comes in for a new business for them.
(10:31):
Maybe a third of it is just old referrals. Maybe a third of it is self-development
people beating the street.
And maybe a third of it is website traffic. Okay?
You sell that business, a lot of stuff can happen to, well, reputation referral.
Well, what if the key people take off?
Websites don't quit. Whenever the new person buys the business and they get
(10:53):
it, the website is going to keep making those leads.
So it's kind of proofing, you know, because you got a key sales leader leave.
I don't know how you, I know that you guys have ways of like incentivizing them
to stay, but that's scary, right? I would think.
Yeah i mean it's it is kind of one of those things the key people are an important part.
(11:15):
Of a transaction and keeping those people on can
be part of the negotiation um you know we talked about tracking these leads
and you can with with the website and the seo i know every month what leads
i'm getting through the website so the information is you're able to see it
you can you You can actually see, you know,
(11:38):
whether a phone call came through the website or an email inquiry came through
the website. So it can be measured for sure.
Well, I think the other thing, too, to point out on a good performing website,
whether it's generating leads, which that's what it needs to ultimately needs to do, right? Right.
(11:59):
But it's also just we talk all the time about people want to buy well-performing businesses.
They don't want to they don't want to buy a fixer upper, so to speak.
And so if I have to come in day one and I have to create a website,
what else am I going to have to do to kind of fix up this business?
(12:22):
Right. What's the culture of the people? What's the processes?
What else is what else is lacking? Again, it's coming from the – with a history
in the restaurant business of – to your customer,
the cleanliness of your bathroom is the cleanliness of your backroom, of the kitchen.
When I say a dirty bathroom, I know the kitchen is dirtier. Yeah. Yeah.
(12:47):
It's the same thing here, right? If you don't have this website,
well, what else have you just ignored
in this business that ultimately I'm going to have to clean up? Yep.
Yeah, that's so true. What other things are you having discussions with your clients?
Because I know you're dealing with people who already have a website,
but how are they prepping for retirement?
(13:12):
Are they having those questions? Yeah. For my clients, they care about stuff like traffic.
If they're selling their business and they can show, look, here's me and here's
three perfect competitors that are right in my space and they're my size, I have more traffic.
Traffic is attention. You can do something with attention.
(13:35):
You can build your database of prospects. You can convert them.
You can have a piece of hero content and say, hey, if you download our content,
all you have to do is give your email.
Now you've got an email aspect, and now you're getting more leads out of it.
So you have options. When you have no traffic, you don't have options.
Now you just have a fancy business card, and that's great.
(13:56):
And some people, I'm happy for them to just stay at the fancy business card level.
Just make it look good and make it work well. At the bottom,
whenever it says copyright 2024, don't leave it at 2021.
Now they know you haven't looked at your website in three years.
That's not good. It's little things like that.
But traffic is something they think about.
(14:18):
Well i know that it's something that we have
to think about like you said it is something
that will impact value we would
hope that somebody would see have done some work
with their marketing company or their video company website company whatever
and say this is what we've done over the last three or four years and this is
(14:42):
how our revenue's grown you can you can measure it you would hope that you would
see activity i mean that's the goal is having that activity improve,
the the revenue trends and and
the margins in the business ultimately is going to make that business more valuable
it's going to be more visible in the market and it's a huge thing for buyers
(15:06):
to look at and it's like a locomotive it doesn't it's the momentum is not going
to die the minute you stop posting new articles.
It takes years for the thing to dwindle down.
So yes, I would keep up on the maintenance. I would think of it as a property, okay?
If you have a house, if you have a lake house that you bought that's worth 300,000,
(15:29):
oh, I'm sorry, that's cheap, half a million dollars.
And that property is worth a half a million, your mortgage payment on that thing
is going to be, you know, well, more than a few thousand dollars,
but you make that mortgage payment.
Because you've got a property and the website that makes leads is like that property.
And you just got to keep making those mortgage payments, but God,
(15:50):
it's worth it. I think it's valuable.
So. One thing to think about too, when, when the owners, the business owners
are looking at this and measuring what they have to do, sometimes they get scared
with, Oh, this is going to be a lot of work.
I'm going to have to keep it up to date. Well, yeah.
There are a lot of people out there who will write blogs for you,
(16:12):
who will update the website for you.
It can be a hands-off deal completely. Just have the service providers handle
it, and it will always keep your website active, up-to-date.
It will get your business to the top of search engines just by being active continually, right?
(16:34):
But you don't have to do it personally. There are a lot of people who don't
want to write blogs, but they're important to do.
Well, with the use of ChatGPT, it's easier than ever to jumpstart your thoughts on a blog.
And blog writing for someone like you or me, Doug, would be a couple hours before
(16:56):
now you can prompt something and kind of get your juices flowing and write that
thing in 30 minutes. Right.
And it's still good. Good.
So that bar has become a lot lower. So before we get Isaac out of here,
what are you seeing in the video space?
Video space. Video, it seems like people that just need a video,
(17:18):
that's getting more commoditized because AI video is starting to kick in.
I've tried some of the AI video tools for now and they're trash,
but they're going to get better.
So doing but someone that needs like a snappy animated video of their software
demo that still needs to be built and so but I see video as.
(17:42):
Parts of video are going to start getting commoditized a little bit more with the use of AI.
I mean, inside of CapCut, I mean, this thing is a pretty cheap,
really, oh gosh, how much is it a month? It's really cheap.
You can literally just upload an SRT file, a script, a one-minute script about your product.
You can say choose avatar. They get male, female, young, old.
(18:06):
You want somebody with a beard.
And there's an AI character and then the voice too.
So now you've got someone monologuing about your products.
Now, a person with a good ear would see that that's AI that generated that,
and it's going to look a little AI. But you know what?
Some people, well, someone said it was easy to understand, and then there was
(18:26):
titles, and that whole thing, you don't need a camera.
Think of that. You could probably make that video in less than a couple hours.
So that, but people, you know, a lot of people don't want to be represented
by an ai character but that's happening as an example i could now you know show
up as an aussie so because people like that that accent right yeah i can i can advertise as an aussie,
(18:54):
some video cartoon i'm going to do that i think you could you could go aussie
with this thing get your boomerang up in the marsupial i am cutting this entire segment.
It's next week. Doug's going to show up as Doug Abler.
(19:15):
Uh.
Well, Isaac, we're, uh, really appreciate you coming on. Where,
uh, where can people find you if they want to learn more about you, your services?
I'm going to assume that you have a website that you can, uh,
that you can send people to.
Awesome. Yes. So TROagency.com.
(19:36):
So that's our website. and we've got our four clubs on there. We've got Site Club,
video club, social club, and leads club. Get in the club and you'll always be
a part of our club is what we say.
And then we've got a YouTube channel called TRO Video Vault.
And that's where you can just look
at a lot of clients. We're really video centric and have been for years.
(20:00):
But yeah, that's where you can find us. And I'm also all over LinkedIn.
I post three to five times a week on LinkedIn, Isaac Miranda, I-S-A-A-C Miranda.
Okay. Well, we also have a website. It's called kcapex.com.
What we put on there is everything that people need to know about buying or selling a business.
(20:24):
So we have blogs on there. We have some videos on there. We have valuation tools.
We have current listings.
We have ways to get in contact with a broker.
What else is on that website, Doug? I think I ran the gamut there.
I don't have it in front of me with the 12 pages.
Maybe I stopped listening to you a few seconds ago.
(20:46):
So I bet you have it covered because you've got, I mean, you have the script, right? Okay. All right.
Well, Isaac, thanks again for coming on with us. We really appreciate it.
Really informative, educational.
And if you're looking at buying or selling a business, we got you.
Music.
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