How to Create an HVAC Company Video Marketing Strategy That Works with Logan Shinholser

About this Episode


Welcoming Logan Shinholser of Contractor Growth Network to the HVAC Financial Freedom Podcast!

In this episode, we discussed everything from creating videos that capture the attention of potential customers to using video as a way to establish trust and credibility, and you’ll learn…

0:20 Introducing Logan Shinholser

0:52 Congratulating “Contractor Growth Network” as Inc. 5000 America’s Fastest Growing Private Companies 2022 Honoree

2:31 Learning More About Contractor Growth Network & Their Mission

3:09 The Journey of Starting Contractor Growth Network

6:13 Lessons Learned Through Past Experiences

17:54 The Mindset You NEED To Have For Your Contracting Business

25:23 Why Do HVAC Companies Need a Video Marketing Strategy

36:07 Video Equipment Essentials: What You Need To Get Started

40:14 Beginner Tips For Creating a Successful Video Content Strategy

49:59 Overcoming Your Fear of Public Speaking and Feeling Comfortable on Camera

57:48 Final Takeaways

59:28 Connect with Contractor Growth Network

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Presented By Polianna (

Audio Transcript

Welcome to the H Vac Financial freedom podcast, a show where we talk about business ownership and financial freedom by sharing stories and advice of experts who can help you get there now, your host john victoria, hey, hey, hey good morning everybody. This is john victoria from the H Vac Financial freedom podcast and we have a banger of a podcast for you today first. Also want to say that the actual inspiration for this for the podcast actually came from Logan, who's with us today. And so you know me and Logan have been friends for I think 2 to 3 years now, we met at a mastermind quite some number of years ago stayed in contact and he is such an incredible story.

We share a lot in common in terms of background and upbringing, but before we hop into that, just wanna, you know, first off say and welcome and congratulate you for inc 5000 Yeah, what, what's the number on the list for fastest growing company? So we, we hit 9 83 9 for the number 9 83 fastest growing growing, privately held company in the United States, jeez that is like top 1% like wait, like I don't even know what percentage of like you are top tier and how does it feel like hitting that? That's uh well just just like a true entrepreneur fashion, you know, you, you hit something and then one of two things is gonna happen, I'm either gonna go, oh this is amazing, let's celebrate it for three minutes and and move on to the next goal or I go well that's cool but like we have all these other things that need to get going so like again let's celebrate for three minutes and get back to work.

So it feels cool, it's cool validation. Really what it did for me was we grew really fast um you know because like this this rating is from 2018 through 2021 it's all its top line revenue which we all know at the end of the day, you know I mean shoot Uber makes so much money but they lose so much money so like john you and I we were way more profitable and we make more money than Uber does but their top line is way higher so it is a top line uh measurement but it's cool to see how fast we've grown and like kind of let me know like, hey look man, like if you don't keep up this pace, that's okay because this is a screaming fast pace, it's okay to slow down a little bit.

So it feels good to understand like really how fast we grew awesome and for those of for the people who are not familiar, could you also speak to the contractor growth network? I know that there's been different pieces to it over time, you know some of it with coaching, some of the services, can you talk to like what the mission is and what you guys do. Yeah so uh I own a company called contractor growth network. It is a marketing agency for contractors kind of like what john does he and I collaborate a lot on what's working, what's not working because it's high tide rises all ships.

Um But what we really do is we really focus on 34 things really. But two of them kind of go together. One is strategy to his websites, three is gonna be S. C. O. And four is gonna be video marketing. So um we've tried a bunch of different things essentially what we have done is I come from Like my dad's upon contractor. So I come from the contracting world, I grew up in it. Um I worked in the field during the summers and stuff like that and just to give you like my 92nd background.

Um and then we can go from wherever you went from there. But I think it's relevant. Um I would work in the summer with him and my dad as a pond contractor. He had a different company before um grew that really big sold it did very well financially. And then when the dot com bubble crash because I know this is like the financial freedom podcast so we can talk finances. Um Dot com bubble crash back in oh 1 3001 lot of his money got wiped out. So he had to go back to work well, he had a pond, he started a pond company didn't know anything about ponds, but just had a buddy that did it and over the span of 20 years of owning it and he has now since sold it.

Um I mean they made like top on company United States several times. Um I started doing the marketing for him back in 2014. We went to a conference together and when we came back he said Logan the marketing company that I'm using. It's like a local marketing company that just does generalize local marketing. Um Not really effective and it's not working and if I'm gonna waste money on marketing, I might as well waste it on my own son. And I was like, okay, well I think that's a compliment, so I appreciate that.

But we start doing the marketing together and there was a guy that you have the book but his name is Tom River, but he started coaching me one on one, yep, Jon's got it up there. If you're on the podcast you'll just visualize it. But um he started coaching me on on how to do the marketing and the stuff really started to work and the leads were increasing and it's all really focused on content, um blogging, video, stuff like that. Um And then fast forward. I mean he's now got, I'm pretty sure aside from the actual manufacturer, like the most powerful pond website out there, like we, there's not one that I know like it sounds weird when it's like it's the most powerful one in the world.

But we haven't, aside from aqua scape who's the manufacturer we haven't found one that's more traffic and more heavily used. And it was all because we just did the right stuff. Did content, did all the S. C. O. Things to allow people to come in. Um 2017. I started my own company and contractor growth network and I'm doing the exact same things that I did for my dad back in the day that we now still work with that company with the new owners. But I now do it for other contractors as well.

I love that. And um and really just, I mean just what because what a lot of agencies do is they get into the game and they don't have that deep intimate understanding of the contracting space. I think that one big value add that you provide is that your dad, he he's built and sold companies in the contracting space. And so you had such an intimate understanding which is such a big value add to to contractors. Um and I guess before we happen to the meat of the presentation.

The other thing I wanted to highlight was um you ever since I've known you you've been a very high performing entrepreneur and also looking back at your history like I don't think that that's uh I mean that's not a surprise right? You're a D one athlete. Um you know, you went through seal training, could you talk through some of those past experiences and how that brought you to today, whether that was mindset, because, you know, a lot of people don't just become D one athletes and not everyone just happens to go to buds.

Like, can you talk through those experiences and like some things that they taught you? Yeah, I would say as a whole um I've been described as intense personality wise, I don't think that that's the case, but I can imagine what it's like to go on a first date with me because I'm gonna drill you with some questions. So but that was that was like the household that I grew up in, like with my dad, he's also very intense, like, you know, he's very very big on financial freedom.

So every every girl I would bring home would what do you do for work? Oh, that's pretty cool, What do you, what do you make? And I'm like, dad, come on man, like you can't ask that stuff, but you kinda just figure out what you want or what you want to know when you go after it. So for me, I grew up um I was a springboard and platform diver, so think about like in the olympics, you know, you got people that jump off and do a dive, that's what I did.

Um I started that sophomore year of high school actually, so it's pretty late to the game. I was a gymnast prior, but um started that sophomore year and I actually got a scholarship to go dive at Virginia Tech. So I went to school. Yeah baby. Um And when we went to, when I went to school there, there was already another guy, he was like the captain of the team and he was like the first like really good diver in the history of text. So like everybody loved him.

Um He would get like top three at conferences and stuff like that and when I came in um he was captain all this stuff and I was like, you know what, like he's top dog, like I'm cool, I'm gonna take a back seat and my goal is just every meat. If I can just get second, you know, if there's another good diver, maybe third, I'll be happy. And then at the end of my freshman year, I that's kind of the light bulb moment like went on for me when I was like, you know what, I'm coasting.

I was like, I'm I'm okay with second place, third place in school, you know, I was I was a biology major. Um And I was just like, I just wasn't really all that like happy with how I was doing. I was simply just checking the boxes to do stuff. Um Come sophomore year, I changed majors from biology to chemical engineering. Um I decided to step it up in the weight room, decided to step it up in the diving. Uh well all that stuff. Um And I really got super super super focused on just like if I'm gonna do this thing I might as well rocket like this is what I wanna do.

So through the end of college I actually did 1/5 year as well but um you know ended up you know I was a four time all american one conferences several times. Like scholar athlete of the year for the entire A. C. C. All that stuff and I bring it up you know graduate degree in chemical engineering. I bring all that up because for me what then what I was doing was I was like if I'm gonna do this why would I not want to be the best, why would I not just do everything I can to like hit these marks that I'm like setting for myself.

Um And then from there what happened was I knew about at the end of freshman year, early sophomore year. I grew up you know my my parents were not in the military but I grew up right near Annapolis so I I used to go to without you know younger diving camp at the naval academy. We'd go walk around Annapolis and I mean should I probably seen Top Gun 30 times. Um My now my younger brother Colby he's actually a helicopter pilot in the navy So we grew up like around all that and I was kind of in the back of my mind and I originally was like looking at going to the Naval Academy for diving, but I wanted a more holistic program.

Like I wanted to go somewhere that was a good program that was good at diving. Um that I was gonna get better because I knew I got the rest of my life to do the navy stuff if I want, but I only have one shot to have fun in college and do this diving thing. So, um, but at the end of my freshman year, I then it was like, you know what, what am I gonna do after college? Even though it's pretty early on and I started at that point like I want to go for this navy seal thing because if I'm going to be able to like make my mark on this world, this is how I'm gonna do it.

And it was all because I grew up in this household with my dad who was successful, right? He, his first company, he was really successful financially, he was never around, he sold that and the second company upon one, he flipped the switch and he said, you know what, I'm gonna make money and I'm gonna be around for the family. And I started to realize at that point like I'm, I'm here because of the upbringing that I had like, we all have our challenges and stuff like that.

But I'm I'm at this school with these you know skills and this drive and desire because I had two parents that were showing up to all my dive meets my siblings meets and and as well they were they were around we never needed for anything. We all wanted ship because we're kids. But yeah we didn't need anything. So it was very it was a very good household. I was like I want other little Logan's to grow up with that same feeling. You know this is that's where the military like desire comes in and then I'm like well if I'm gonna do this I want to be with the best because I've always pushed myself for that.

Like why would I not do that? Um So I graduate college, go through all these selection process, Go through pre buds. Get selected as an officer candidate which is probably I don't know 40 people a year get into that. Um Go to O. C. S. Which is boot camp for officers make you know get through that that's just more of a thing you got to do. Um And then I go out to san Diego and I'm in buds now and the whole thing was you have a slot or ability to be an officer in buds and that's like why you're going in.

Um What ended up happening is you go through a few weeks of like PTR or like pre buds, like just kind of like getting you prepped to go in and then you go through first phase and that first phase is like, if you've ever seen the movie like american sniper where like at the beginning you're just getting the crap kicked out of you, that's what that is. So I'm going through that the first three weeks of first phase is like, you know, they just crush you over and over and over.

Um and then how we comes in that fourth week and I made it, they front load, how we pretty heavily. Um it's so funny in american sniper, like the thing that gets everybody, it's not really the cold, the cold is cold, but you can deal with it. Um it's the logs are fine, it's, you gotta run with this freaking boat on your head with five other dudes and you're like sprinting and that wrecked me like to no end. And the first bit of hell week is like 14 mile run with this boat on your head and not the first thing, but like I probably end up making it, I don't know, 14 hours in and then I remember going to the instructor because I kept falling out and the instructors like, hey shinholster, like what are you doing man?

I was like, nope, I'm good and then we started running again and I fell out from under the boat again and I was like, hey, you know what? You're right, I'm done. And remember like, he was like, hey look sir, like you're good, don't worry about it. Like, you know, this doesn't like define you. I'm like, all right. That's like a weird pep talk from the instructor, but like, I'll take it, you know, like, because I think they know I just like quitting my dream. And then I remember when I was walking away and he was like, oh sir, you forgot something.

I'm like, turn around and he's holding that bell and I had to walk back, put my head down, ring the bell, call out to the class that I'm out and that was it. So then from there I get out of the navy. Um, actually go up to indeed dot com in san Francisco do inside sales while I'm doing this stuff nights and weekends for my dad and then I start this company in 2017. So I learned a lot. It was a very humbling experience. Um, my big two takeaways from the whole buds experience was one, I can't check the box.

Um, kind of like what I was doing my freshman year of college, I was checking the box saying, well I'm lifting, I'm going to class and doing my homework. You know, like I'm doing everything I can, why am I not crushing it? I did the same thing when it came to training for buds, I didn't realize it at the time. but I was simply like checking the box saying I'm passing all the tests. I'm doing all the things I'm supposed to do, but I wasn't really like in it per se.

Um, as much as I thought I was. And the second thing that I learned was everybody is a really good leader when the winds at your back. So for me, I always had a pretty clear, you know, successful career up until that point. You know, I didn't make the olympics, but I got fifth at trial. So I was a couple of spots out. So I was always like kind of close, but I was like, okay, I'm cool with this. Um, but I realized like when shits hitting the fan and it's really, really tough.

Like that's really when you learn what kind of leader you are there. And I mean I still think back to that now, like when it comes to like tough decisions in the business here, Like I think back to like, am I gonna fold like how I did back then or am I gonna step up and be who I need to be? So I still carry a lot of that stuff with me today because it really did. I mean between the college and navy thing, those were like years 18-25, which are like pretty formidable years still on like your early adulthood.

So I still carry that stuff with me. But um, yeah, I mean, I learned a lot during it. It was uh I don't regret any of it, but man, it was it was different. Yeah, and I mean, I mean you gotta I mean even just trying to do all those things and you haven't accomplished a lot of those things, like most people won't even go for it, right, to go to try to go to buds or to become a D one athlete. Like it's it's very rare that it happens.

And one thing I will say is that um one thing that I notice along your your your your story trajectory, it's not just about what you've been doing because you've done a lot, but it's also the man that you've become as part of that process and pushing yourself and the lessons of pushing through the times where, you know, you might want to feel like quitting like you're gonna carry those stories and you carry those stories now into your business today. And I think that's a very beautiful thing because I mean, I feel like most people don't know what it's truly like to push themselves to their limit to see like what really getting as close as they can to their full potential.

And that's something that you've done on a physical level, like, definitely through an athlete and but but also the mental perspective as well. Um and I love that distinction between just coasting like doing the check boxing because that's that's how a lot of people live their lives right? It's like you know I you know went to college, got this degree then you know now I found someone to marry and then you know just checking the boxes off but never really knowing like who who can they truly become and that's something that I see.

Weaved into your story and I think that's the foundation that C. G. N. Stands on today. Um And and also for those people who don't know as well that's that's the navy stories where Logan and I story connect you know I went to the naval academy and gone through that experience. And so when I first met Logan I almost thought I was meeting my twin like you know twin in a way like psychologically because our story is connected in in such a close way that I wouldn't have expected it but um but awesome.

So yeah it's I love the mindset stuff and I think so mindset is one of the things that you would also talk about within your company but also to contractors as well right? Is that something that you guys coach on or? Yeah so we we used so essentially what we did was we what we were doing was we would we realized with all the like the marketing stuff that we're doing like a lot of what we do especially let's say like on the website right when when we build a website for somebody that is a direct representation of their brand and we just like most every other companies.

But we like, we really try to go after the companies that are already doing the right stuff right? They are showing up on time. I mean, you know, the difference of like the H VAC contractor that's like, you know, I'll be there between eight AM and five PM, like the direct T. V. Style versus those that are like, hey, we've got a schedule, we've got this whole like we have our stuff dialed in and it's way easier to market those people because you know, they already have a good brand.

They're doing the right operational things for us. We obviously like to go through that. But what we also do is with these websites and this branding and stuff is, it's almost like this identity piece meaning if you look at your truck right now or your van and you see it's got rust on it. You don't even have a full truck wrapped, just like a magnet, which, you know, you just slap on there when you're, you're heading to and from the job. I mean, essentially what you're doing is you're signaling to people, I'm doing this part time because it's a magnet.

You just flipping it on there. It looks like crap like that is kind of like the whole idea. Like just for the job that you want, not the job that you have, it's the same thing. So if you were to then wake up in the morning, walk out to your van and it's fully wrapped, it looks good. You spend a lot of money on the wrap, you, you know, take care of your vehicle, it's a completely different mindset going into it and that's a lot of what we like to, to do with people as we, when they get the website, they get the branding and they start to get these positive reinforcing messages from prospects, clients, friends, family, stuff like that.

Well now they've just assumed and leveled up in a different identity business owner wise, right? Like I remember that mastermind group that you and I are in john or used to be in john um I mean it was 24 grand for six months and I start my credit card paid in full for 24 grand. I remember at that point the notion of a one time payment of 24,000 no longer was an unachievable thing that I could invest in it now then set the tone for if something is five grand, I'm like, oh it's only five grand, like I'll make it work.

So it kind of minimized the money piece for me because it really was like, oh wow, like there's a whole other level of money that I'm not even like recognizing. So that identity piece of you really need to know if you're a business owner that you need to be confident in yourself as a business owner because what happens is if if if I can't even lead myself, I can't then lead somebody else and if I can't leave somebody else I can't lead a team and if I can't lead a team that I can't leave the team when I'm not there and it all has to go in order.

So a lot of it is we don't coach necessary in the mindset piece but we're very big on, you gotta get your mindset right? That's typically where we send them over to like the contractor fight and rivers group on on all the the mindset stuff because that's that's the whole game is like look like you could be a C. Player in an environment and you're gonna beat an A player in a C. Environment and it all kind of starts with like the six inches between your ears so we don't coach on it.

But we're very very big on it. I mean I listened to a ton of mindset stuff because you know I remember in college the coaches were like telling me, oh yeah Logan there's this one swimmer that man, if they just got their their head right they would be really good and I'm like that's every freaking sport, what you just described was somebody who's tall like yeah you know Lebron 66, 10 to 40 of just straight muscle. But man if he just got his mindset right, he would be good. It's like, well, yeah, like, you know, that's that's everybody, but he has his mind set, right?

So it's a big part of the game. I love that. And yeah, just just kind of like highlight that for everyone who is listening. It's it's that identity portion. So, I mean, it can happen two ways, right? You know, you can first get your mind right? And then the external reflects that. But also Logan you spoke to. Okay, let's let's externally the way that I dress maybe the way that the trucks are wrapped, the way that our website looks. That also can shift the change internally as well.

And it's it's really just shifting what's possible and what's normal for you in your business. Um, you know, maybe if you've always been used to, maybe if everyone in your family has never made more than 50 K a year or 100 K a year, that's going to be normal for you and you're gonna be stuck at that limit unless like you said, you put yourself in a different environment, you get exposed to different sources and that up levels your identity. But again, it can be internal as well as external ships.

Um, love that. And it's it's powerful too, right? I mean, it's really what guides us, like whatever we believe that we are, we are going to try to fulfill that. Um, and our results are are evidence of that. Yeah. And it's the old adage of, you know, you're the average of your five closest friends. You know, I don't look at it just as like the five people you hang out with. Like I think of it as like the five most commonly interacted with people. So like for a while there I was like, yeah, one of my top five is Gary V because I was listening to so much Gary V. I was like, I listen to more of him than I listen to, you know, my wife.

So like, sorry babe, but you got beat up by Gary V a, you know, as far as my top five. So it's just, it's, it's also who you're bringing in. So if you're, you know, like, let me give an example. So with my younger brother T. J. He is uh, he has his own pond company now down here in charlotte and he has his first employee and he's trying, we're talking about how to get like this first employee, his name is Kyle, one of his buddies more business minded and stuff and he's like, yeah, sometimes when I talk about it with him, like he just doesn't really want to listen and like he's not really like into the business stuff and I'm like, well what would happen if just on the way to the job site instead of listening to music or talk in the morning, you just say, hey, I'm trying to listen to this book for me on tape or like an audio book and then you just listen right there.

It's like, unless he's gonna like deliberately put headphones in and not listen, which is a whole different topic of discussion, but he's gonna consume that stuff. So it's like a roundabout way. That's how you can get him more in line on the business side of bring up, you know, listen to the stuff in the car or the truck on the way to the job site and then you can just be like, oh man, did you just hear what they said? Like how do you think that would work in our business?

And it's just like, because now you're consuming the same stuff input wise and everybody's on the same page and we have clients that are like that where they're like, well I just can't get my team on board. I'm like, How much, how much of the stuff that you're listening to and consuming are they also listening to and consuming? Because otherwise you are growing mindset wise at say five mph and they're not growing at all. So you're just constantly opening this wider and wider gap between you and them and now you're gonna feel like you're even more on an island and you're either gonna have to a get them brought up, you know, speed wise or be five new people that are either where you're at or they're willing to go on this journey with you. Yes.

And I think that's a beautiful transition because uh, you know, for today, I also want to talk about video marketing and you are one of the reasons why I began digging in deeper with a lot of this stuff, you know, I'll say, you know, as a, as a primarily focused S SeO company, Pollyanna, like we, it's all about ranking and getting to the top of google, but there's some of these other other elements which we haven't looked at which are so important. And so some of the books that I recommended was they ask you answer, have this right here and also the visual sale, this was on video marketing.

And so I guess one of the things I want to open up was the power that video can have on a contracting company. And I just wanted to, I know that's one of the things that you're rolling out in your company as one of the primary offerings. And so um, I guess maybe before we hop into the tactical, like why should someone even consider doing this? Um, there's a lot of, I guess upfront cost that someone might be afraid of things like, oh, I don't know if I want to do this because I'm not good on camera.

I don't know what to say, I have to purchase all this expensive equipment. Um, first off, like why should someone do this and kind of like, let's walk through like how someone would approach it if if they began to start with video in their company. So, so the reason why you should be doing video, it's either gonna be, there's two different like trains of thought, like based off like where you are in the business. If you're new and starting out, that's one thing versus if you've already got a fleet of 30 vehicles, right?

Just like two different ways to do it. So, on the smaller side of things, um, let's just go there first. So if you're newer, newer H VAC company, you're just kind of coming to the game or maybe you've been around for some time, but you've always been kind of stuck at, you know, it's not big or not big enough where you want to be um what video first is gonna do for you is it's going to give you a voice. All right. So what happens with a lot of contracting company owners is, especially when they first start off, people are, are hiring you obviously do the service, but they're buying into you. Right?

So right now, john like who sells the work for you? Is it you or do you have a salesman? Currently it's, it's myself okay. And people are buying into you. So when they talk to you, they obviously want the results, they want you to do all the work for them, but at the same time they trust john well that's the same thing with small business as a whole is a lot of times they're not hiring this company versus that company because you know, you can fix a furnace better than somebody else's.

Typically because of all the other things that go into it and a lot of that is who the actual owner is, that's doing the service. So when we talk to clients, I'm like, hey man, who's selling all the work? Oh, I am okay. Well why are they going with you? Well, honestly, it's probably because they just like me and I'm like, okay if they like you and you're the reason that they're moving forward. What's the way that you can get more people to like you at an easier scalability aspect of it?

And they're like, oh, I guess video. I'm like, yeah, that's it. It's essentially you're just taking all, instead of having a one on one conversation. It's the exact reason that we're doing this podcast right now, john because you and I could have when we had this conversation in Costa rica, like pretty, pretty similar conversation that we're having now in Costa rica and we're like, well, you know, who else should listen to this every freaking H Vac company out there and that's why we're on this. So it's the same thing where instead of doing sales and and trying to market 1 to 1 saying like, oh, I'm gonna, you know, relationship wise, I'm gonna build up a 1 to 1 relationship.

Well now you get to have these same conversations broadcast it out there and people who are wanting to seek this stuff out, we'll find it. So it helps put your best salesman on a platform where more and more people can see it. And at the end of the day, that is what every company wants is they want if they're doing the right stuff, they want to get their message out there to everybody across the board. So for the small guy that's starting out off or anything like that, video is like one of the greatest weapons.

It's like videos and reviews are like one of the greatest weapons that you can have because it's going to help give you a voice that you previously did not have. All right. And then for the larger scale companies, what this will do is you can now really showcase the legitimacy of your company, right? Like just like how you have a, you know, you got your vehicles wrapped, you've got your popping up in different spots. But the more that you can tell your brand story and you can show videos of what it looks like to be a client of yours.

Well now, more and more people are going to go, well, I also want to work with this company, I'm in and video allows you to tell the stories and essentially it's like, I truly think that everybody's got something interesting and unique about them. Whether we can seek it out or not. That's a whole different side of it. But everybody is interesting in their own right. And I think every company has a unique story of how they came to be or some nothing they do is special. And video allows you to tell those under told stories because then the market take away that your local community can decide is that story convincing or compelling enough for me to want to work with that company or pay them more money than the other competitors, which is really what we want.

Um but you're now putting all your cards on the table. You're essentially showing them in video form. Like this is the quote unquote resume of my business. We these are the things that we can do for you. This is what it looks like to be a customer of ours. And then the people A. K. A. The local community can then determine is that worth the extra money. But they, a lot of times people don't know why stuff is worth it if we don't give them a reason why it's worth it.

So now all it is is, well your company is that I mean shoot like electrician that we just hired is twice as much as the last electrician that we had but they're way more legit, they showed up on time, they put on the booties when they walk in versus the other guy that's really nice guy. But he's just just showing up when he wants to show up. Doesn't really like put on the booties or anything. So it's just a very different level of service. But video allows you to showcase that up front because otherwise if you're a big company and you're more expensive and you've got all this extra overhead and that's why you're more expensive.

Well show that and put it in a way that it makes sense to people to go well that's why they're more expensive. They pay their technicians more than everybody else which means that I'm getting a happier technician in my home. But if all we say is like look yeah like I learned that from my dad because he would say that to clients and clients would be like well you're twice as much as everybody else. And he would say well that's because I pay my guys you know like my top guys of the D. C. Area 100 grand a year.

They're like you know how much it costs to live up here? Would you rather me send somebody over that is piste off because they make so little to your house or you want something that's happy to be in this job coming into your house. Well those are the stories that you get to tell the people on why you're more expensive and if you put it in video form you can then describe that and pop that on your website. So if you are more expensive, you could say, you know, like we have clients to do this, we are a higher price than others.

Here's why. And then they describe it because it's not a mystery. It's not like I'm gonna call one company and go, oh well that's, that's all I needed to know. I'm good. Like they kind of know the going rates, they're gonna call around a little bit. And if you actually say, let me jump ahead of this, let me take the President Obama approach of instead of waiting for you to come to me and say, I heard you smoke weed and now it's a scandal. I'm gonna ahead of it and say, hey, I spoke to me when I was younger, here's why I did it.

And now like nobody's, nobody bats an eye. Everybody now praises him for it. It's the same thing and video allows you to jump ahead of it. And that way it's no longer like, oh, you're way more expensive. It's like, hey, here's why we are typically higher price than other people. And then the consumers, the market gets to determine, oh, is that worth it or not. So that's kind of how you can do video and why I love it. And, and I guess just to sum it up as well, like video marketing truly is about building trust at scale, there's common objections and like things that people will say, right, it's going to be around.

You know who the company is or could be around pricing or, you know, there's a there's a list of there's not an infinite number of objections. Like they all really stems back to a few core objections. And you're saying you whether you're a small contractor or whether you're a big the company, you're able to leverage the power of video to proactively address those concerns, build trust, which and then in turn allows you to to price better and to win business a lot easier because you've been able to set it up that way.

Yeah, like the way that we view it is there's really five things that uh consumers want to know when they're buying something first. Can you actually solve my problem? Second, what's it gonna cost? Ballpark? Third. How long is it going to take? A k when is it gonna happen? Fourth, what's the basic process of making it happen in fifth? And this is the one that kind of comes all together, Are you legitimate and professional enough to be able to take my money at the price point that you're giving me.

So that's what we wanna do, is we want to essentially say, people, look, we can solve your problem. This is ballpark. What it's gonna cost, how long it's gonna take, This is the process of working together. And then let me show you on the professionalism, Why were worth it. Well, video, nobody else is really doing that in the contracting space. Like the beautiful thing about what you and I do john is, we are not coming up with these brand new concepts in my opinion. We're taking what worked really well in the marketing world 3 to 5 years ago and just applying it to uh an industry that's 5 to 10 years behind.

So with this video stuff, Youtube's not brand new Youtube's been around since like oh six, right? But now more and more people are starting to get into it because it's becoming more mainstream. But I mean, I started my Youtube channel five years ago, right? And it's just been building, building building. So we're taking stuff that we know works and then just applying it to a market that has never done it. And to them, they're like, it's great because it's like, oh, this is this groundbreaking thing. I've never seen a contractor do it.

Well, yeah, you've seen other companies do it, but not a contracting company. So you will stand out in your market in a very big way because if you got the option of a company that's very transparent and upfront and honest with their stuff versus one that they may be honest, but if they're not actually transparent and like showing you the things that you really want to know when it comes to hiring a contracting company. You're gonna go with the first company every day of the week. Yes, I love that.

And so let's imagine right now I'm sold. Let's have an H HVAC contractor. Yes, I need to do video. Let me get started today. Yeah, I can imagine that if I didn't know anything about video marketing, I would be very overwhelmed. Right? Again, it's like equipment, what to say, how to approach it. Do I need to write a script, you know, do I need to buy like 1000 $2000 camera sound mix and all this stuff. How if you were to recommend advice, like how would someone begin to get even started with this?

Because it seems like it can be like an overwhelming thing if you don't know anything about, you know, marketing yourself with video online. So the first thing that I really think about on the equipment wise is the best camera that you're gonna have is the one that you typically have on you, meaning your phone, your phone is good enough. It's strong enough. Like that's all you need is you need your phone right then from there and when you start off, you just, you probably won't have a mic or in that kind of stuff.

Um, and that's fine, but the next thing you got to get into is the audio right? And that's where you want to buy mike. We have wired mics that we use that cost 60 bucks, that plug right into your phone and then eventually what we are now telling clients that I've been doing this for a while and they're comfortable, hey, let's step up to a wireless mic because then you can be, you know, 15 yards away, somebody filming you and you can still pick up the audio without seeing a long cord there.

So all in all, even if you go that wireless mic route all in all, you can buy all your equipment aside from the phone for less than 500 bucks. We, I mean here for, I mean we do a ton of media at our company and even camera wise, like we, we primarily just use our phones because they're getting that good and it's easy enough to just transfer it from a phone to somewhere else. So the first thing is we have an equipment that I can send it over to you john to like send out.

But I mean it's really, you got your phone, you got a microphone, you got a wireless connector. If you want to go that route, a tripod and a phone clip that goes on the tripod and that's it. So it really is basic. But at the end of the day, what we, most, what most people do is they go, I know I need to do video, but let me come up with all these reasons why I can't it. The first thing that typically says, I don't have the right equipment and people will go out and buy, you know, drones and buy all these expensive, you know, cameras and I'm like, you don't, that's not gonna make you do video.

Like if you really wanted to do video, pull your phone out and let's start doing it. But getting a drone is not, that's, that's not gonna help you because typically what happens is people that go out and buy all this expensive equipment and they use that as the, well, I can't get started until I have this typically are the people that will drone to projects and then put the drone in the garage and never use it again. So it's a waste of money because they were using this fake obstacle to say this is why I can't do it.

And then once they bought the thing, they still didn't do it. So it doesn't matter what you have, as long as you have a smartphone, you have more than enough to be able to use video for your business. Got it. And for anyone listening, I think a concept that just sums up, sums it up is done is better than perfect. Uh, you know, yes, yes, you could buy all this equipment out there. But really the goal is how do we get into the habit, first of working through creating a video, you're gonna learn so much, you know, just using your phone, even if you have a mic, you can literally just use your phone and start with that.

Um there's a lot of things yes, that you technically could have to improve it, but just getting started, there's gonna be so much value in that. Um and also just speed of implementation, right? You know, we don't want to wait for amazon to ship the packages, you know, let's say it comes, it's the wrong thing. And then by that point you just got so busy with life and now the idea of even doing video, it's not even of interest to you anymore. And so speed of implementation done is better than perfect in terms of the equipment.

So let's assume that now I have the equipment, let's have my phone. I want, I'm going to a few jobs today and I want to start shooting some video content now. How do I approach it? Like what what am I shooting? What's the content? Do I need to come up with a script? Like how how should I think about now? The actual shooting of the content. So there's two different types of content that we like to talk about. One is gonna be the more static ones, meaning once you create it, once you don't really have to create that many times. Right?

So for example, like about us, video about the company, you don't need to create a new about us? Video every single day, right? Like that's just not a thing. You just need to create that once, pop it on your website and you're good to go same with um, you know, like employee intros and stuff like that. So Once you have done, once you're good, then the other side is gonna be the ongoing. Like let's show different things on how we do this and different project profiles and things like that.

So to start off in the first video, the first side of it is like the static or more like one time videos, let's just go through like something easy like employee or technician intros. So let's say you've got a company, you've got, I don't know, 10 technicians. Right? Well that is somebody that is, I'm inviting this stranger as a homeowner into my home. I don't know who they are. All I know is they work for this one company and this one company hopefully has a large enough brand and enough reviews that I'm like, okay, I trust them.

Well, one of our clients, he's a painting contractor. What he does is he's got, I think seven different crews, like painting crews. So he's got seven different project managers. Well, each of those project managers has a 92nd about me video that's on the website. Well, what they also do is before the project manager goes out to the house. They, they like the office will send that client. Hey, you're off. You know, your PM today is john here, there's a video of him introducing himself. So now the homeowner who's maybe a little bit nervous inviting somebody new into their home now has a 92nd video of john saying, hey my name's john, I actually live up here in northern Virginia.

I went to the naval Academy now, this is what I do. Um some of the things I love about working here or X, Y and Z. I would say my, probably my favorite moment on the job is this. So essentially it's you're sending over somebody saying this is who I am proactively and that I mean that spreads like how many H Vac companies are legitimately sending out who their, who's coming out to the house other than hey john's on his way or john calling saying, hey Logan, I'm on my way.

But now it's like, this is who you're gonna have, right? So then now you can have the technicians on your website. Now you can have videos for each one. So you're seeing, you're not inviting some, you know, sketchy person in your home. You're inviting john the family man who's here because he loves, you know, helping other families when their A. C. Goes out there. He, you know, goes out. So that's the one side of it is is getting those videos that you really need to have once the about us employee intros, maybe the process of working together is another really big one that we like to focus on.

So those are big, right? And then as far as scripting, we have scripts that we have, it's really more open Q and A. So let's say for like the employee intro one, like we know the questions that need to be answered. So typically the way that we do it is we'll set a contractor down and we do it all interview style and we'll just say, alright, john, let's start off man, like what's your name and what's your position at the company? And you go, hey, I'm john I've been here for four years, I'm like, okay, perfect, next question And it's all kind of open Q and A. And then when we just edit it, all we really have to do is chop out the parts of Logan asking the questions to john and we just keep john's parts in there.

Maybe if it seems unnatural just at the bottom, we'll have a little text that just says like this kind of shows the question that we asked, but it's supposed to be raw, it's supposed to be unfiltered because this is not, you know, we're not sending this out to win an academy award. We're literally just trying to showcase that were transparent and as a blue collar industry, that's what people want more of like they just want somebody that's real. So that's the first side of the video that really does well is getting the video putting it up on the website setting out to clients, clients love it, google loves it.

So it's a win, win, then you get your other side, which is gonna be your more on the go. And there's really two styles or two types of videos that we really like to focus on. The first one is gonna be like the in the field stuff. So for example, if your furnace goes out, well there's a multitude of things that a homeowner can check because like if it's, if it's totally busted, the last thing that you want to do is drive out there go. Yeah, this thing is, you're screwed.

Now we got to order a new one. They could literally, you could say, hey look, here's the five things that you need to check and if all five of those things are not working, you're screwed. But homeowners want to know that like what they don't want is they don't want or these, the people that we work with and meet myself, I don't want somebody to come out there. I have to stay home from work walk, you know, the stay there for them and then them go within five minutes.

Yeah, you're screwed. We gotta come back and do it all over. Well I just wasted a day of work versus and I learned this from the pond world with my dad, but we now do this with all the industries, you know, like people would, if there's a pond that was leaking instead of my dad driving out there and testing it all, he would tell people, hey do this, do this, do this and then they would test it and then they would be able to say, hey, the pond is still leaking and he would go, okay, then that means it's probably this, which is, this is the solution for it versus him having to go out there and do it all himself.

But you can put this in video form and actually show people, if you need to check your furnace, this is how you do it right here is a couple of checkpoints that you got to do. And then that way, if somebody is calling you up to say my furnaces out, you can quickly send that over to them, they walk through it and then they can call you back and go, hey, I did all the things that you showed me and it's still not working. And at that point now when you show up to the person's house, you're way more prepared because you know what you got to do.

So and then also by you having those videos of how to how to check if your furnace is busted, well, people are looking for that stuff online and if your company is the one that continues to show up over and over and over, not only are people more likely to go forward with you, but google also likes that because the more uh stronger brand is, the more that google is gonna want to show when somebody searches for H. VAC company near me. Well this is your way of showing people and google that you're the expert.

So not only can you use it in like your sales processes but you can also use these um you know you post them online, Google is going to pick these up and they're gonna want to show your stuff even more. So that's where all this stuff content stuff comes in where You know you're you're really just trying to help people. But what you will find out along the way is you're actually helping yourself because a you're learning how to articulate what you do better and be you're you're really making your time more efficient because instead of driving, I mean you live in northern Virginia.

I grew up in the D. C. area, I know what traffic is like up there, you don't know if you know you hop on 495 man and that normally 25 minute commute is now in two hours and 25 minutes. And you went all the way out there just to tell somebody within five minutes that they need a new furnace. Like that just doesn't it doesn't make sense. But you can do it in a way that you get the video, you send it over to them, they can check it and then now you know what you're up against.

So you just saved a bunch of time. And those are the like more on the spot videos that you can continue where people are asking you certain questions or you know there's nine different types of furnaces that you gotta do. We'll have one for each. And then now you're starting to capture all that internet traffic of people that are searching for this stuff and it makes it way easier to build the brand online which at the end of the day that's what everybody really wants. Amen to that.

And yeah you really, I think you hit the nail on the head. It's it's really respecting both your time as well as the other person's time because we all know gas right now it's august 2022. Gas prices are crazy depending on, I mean basically everywhere if you're in California it was like $67 a gallon. Um So it's it's saving you money but also it's a big value add to the customers. Um The other thing I want to highlight from an S. C. O. Standpoint is um as of august 2022 google is coming, they're announcing an algorithm update where they want to penalize people who have content that was just made for search engines.

And so really the goal for them is how do we make our search results more valuable. And so it's instead of it being search engine first content it's people first content. So the people that are thinking in this way and then integrating it with the most um rich type of multi media, which is video? Uh you are gonna be helping yourself, you know, with the actual sale, but also you're gonna be helping yourself from an S. C. O. Standpoint because this is genuinely helpful content. This is not just, let's put something on the website, get some rankings, this is no, this is gonna actually help build the business, it's gonna help build trust, and that's also gonna build your search rankings as well.

And so really both these worlds, um combined when it comes to um, you know, visibility online, also with the conversion. Um So another thing I wanted to uh, you know, as we're closing on on the hour, um I can imagine there are a number of concerns that people have when it comes to video again, like, you know, I don't look good on. Actually one of my clients, they said this to me, they said I have a face for radio said they don't they don't want to be in the video, they don't, you know, they don't want to be out there, they don't feel like they speak well, how can someone get over some of these concerns?

I mean, there's some of them can be legitimate, but some of it might be mindset, but how does someone get over that hurdle of even getting into the game because, you know, that's they have the equipment, they might know what to say. Can I hire someone else to speak for me? Like, how do we address some of those concerns? Being on video is a lot like public speaking. I mean, it's just like some people enjoy it. Like, I mean, even for me though, like when I first started, like, I was pretty nervous, you know, like john you remember what your first sales call felt like?

Were you excited? Were you nervous? Was it like when you call them in the pocket like that if they buy, they buy no big deal or you like, damn, I hope they buy my, my heart was fluttering. I was tense. I was tense. Yeah. And, and it's like, so for me, when I first started doing sales, I was, I mean, I was just like, everybody super nervous. Well when I started this business, my first year in business, I didn't have all that much work. I just roll played my ass off with contractors and I did hundreds of role plays in that first year.

So now when I, you know, with sales, it's more comfortable because I've just done so much of it the same way that like the first time that you're in somebody's home and you're trying to troubleshoot their issues the first time you're probably thinking like, oh my God, what if they think that I don't know what I'm doing? Um, am I taking too long, all that stuff and eventually get to the point where you're comfortable with it. Video is no different. Video is, is, you know, everybody's nervous, I mean, hell I didn't even know this, but people are nervous hopping on zoom.

Like that's the thing. So that took me a little bit of time to like go, oh wow, I didn't even know that people have this level of nerves. Um but at the end of the day, it really comes down to, you have to recognize that like video is not going away the first realistically two dozen videos that you do, they're not gonna sell anything. They're simply going to get you comfortable the same way that your first couple dozen sales calls, You probably suck now you might land a couple of those projects, but at the end of the day, you're just, it's just a skill set that you have to continuously build, right?

And when you started your business, that was essentially the day that you can no longer say, you know what, I'm not doing this stuff because like, I mean, we, we still work with people that are like, look, I'm just a contractor, I don't want to deal with this. I don't deal with that. I just want to do the actual work and I'm like, well why did you start your own business then? Like if you don't want to have to think about any other aspect of the business, Like you may not have to be the one that hits record on the on the camera, but you got to do video and it's like you may not like google, but if you got an H VAC company and you're and you're not on google like you're in trouble so you don't have to like it, but you just gotta do it.

And the best way to do it is honestly just to do it. Just practice it. And one of the best things to do is when you start this video stuff like don't stop right, what most people will do is they will start a video and they go, oh that was a bad answer, let me start over, let me start over, let me start over and you keep starting over and now what you've done is you've allowed yourself to do, take after take after take and next thing you know, you're two hours in and you don't even have a video that your that is done, you just got to freaking do it.

So it is I mean it's a big stress that people have and they don't want to do it and and and it's not fun. But the end of the day that the best thing that we can do is kind of shape the path and then just let them know like look, You don't have to do video. But somebody else who is younger and more energetic, maybe better looking whatever it is is going to be doing video and they're gonna win, they're gonna take over your market share because clients these days, 82% of Internet traffic in 2022 is video.

That means that if you're not doing video, you're only rocking in that 18% category. So you don't have to like it. It's like taxes. You don't like it. But you got to do it. If you don't do it, you're screwed. Same thing with video. Because if you don't, if your client that's saying that I got a face for radio doesn't do it, that's fine. But if some other company in that same area says, alright well screw it, I got a face for radio too, but I'm happy to do it.

They're gonna win. And then that first client's gonna go, God damn it, why don't I just do it the first time when john told me it's the same thing here. So if you don't do it that's fine. But somebody in your area at some point we'll do it. And just like with all S. C. O. Stuff, I mean we have people that are like I don't need to do S. C. O. Because nobody else in my area does it. It's like well as soon as somebody does do it then you're gonna come back going well hey now I need the S. C. O. To work tomorrow because I got somebody who's been climbing up the rankings were like remember when we talked about this 18 months ago and you said that you didn't need to do it.

Well now we're at that zone and they're like well I get that, but now I need the S. C. O. To work like really fast. Like unfortunately it's like I don't need to lose weight because you know, I'm happy at £250. And then you realize that you you got to go to a wedding that your ex girlfriends at in a month and you're like, damn well now you lose £50 in a week or next month and it just doesn't work like that. So you gotta get on it, you're gonna get on it at some point because you're gonna have to do it.

You might as well just freaking do it now versus delaying because the longer you delay the more that you're gonna put all this pressure and stress to make it right because you realize that you now have to ramp up really fast and that's hard start slow start off with some of those just teaching people how to do things videos and that will make it much easier. And uh and one experience share I'll give is when I was younger. I was I was deathly afraid of doing any public speaking or even talking in front of other people.

Um I remember being in the classroom and being afraid to even raise my hand. And one of the things that I did to get over that fear was, um, I did this, I did this personal challenge for myself. I had a laptop and I had a phone And every single day I just told myself I would just speak on camera for 30 minutes every day. You don't have to do 30 minutes. But I did 30 minutes every single day. And I challenge myself to do this for one year and if I ever missed a day the next day, I would speak for 60 minutes.

And so the goal, the entire goal of this was just to get comfortable on camera. And if you reviewed some of those initial videos, they were so cringeworthy. But the goal of it was just to get comfortable with doing this activity of being on video. And so one challenge or one opportunity for, for you as a contractor is that if you're afraid of being on video, just, just get into the habit of doing it. It doesn't matter exactly what you say, just practice having the camera in front of you, maybe you can speak for five minutes every single day for, for 30 days and just begin to build that habit because you're going to get better as long as you put in the reps, it's like going to the gym if you're gonna put the reps and you're gonna get stronger.

Um, and so same thing with this, it's, and it's something that's helped me tremendously. Like people who've known me before and now, like, they're like, wow, it's a, it's a world's difference of you speaking then and now, and so it works. It's just putting the reps in when it comes to video. And so with that, you know, I think we're closing in on the hour. So um any last words, Logan of things that you want to share around video, any major takeaways, um and of course, like, how to get in contact with you in case someone wants to reach out.

Yes, the last thing I'll say on video is, again, we all start, we don't really know what to do, but there's so many different uses that I think the way that we think about video marketing is like, you have to have these really high production quality things. But in reality video marketing is also, if you have to write a proposal for somebody like you went out, you did an estimate and you came back and now you got a whole proposal, you got two options. You can either send it over to the person and hope like hell that they sign it or you can send it over with an actual video and this is what we have clients that will do this, that they will send it over, like with the proposal on their screen and they just do a screen recording of the screen and their face just walking down the proposal, Hey, john, here's the proposal right here, let me kind of walk you through it in the course of three minutes because all they're gonna see is the price.

But you're going to now be able to describe, hey look, we got this, we got this, hey, and when we do, you know, a 16 steer, this is what's gonna do for your, your house. Like people love that stuff, right? So you get to now add a little bit more personality to it, a little bit more reasoning to it because otherwise, you know, you're gonna type all that stuff out. People want the entire message from you and the video gets that point across. So it's not just this one way of doing it.

There's so many different ways that I mean it's, it's unbelievable like what this can do but video at the end of the day, it's just a medium. It's just a way to get your stuff out there. But leverage it, it'll, it'll work for you 10 times over and over and over. Um, easiest way to connect with us go to contractor growth network dot com. That's the best way we got stuff on there. We got a lot of helpful tips and tricks and I'm actually writing this whole first off, john didn't even know you had a book.

It's funny, I was talking to you about it in coastal Erica about how I'm like writing a whole document on marketing and you're like, dude, that's so cool. And then like three days later you're like, hey man, mine's the best seller. And like you didn't even mention this to me. Like you just let me go on and on and on and you were just like hyping me up, but why didn't you tell me? So I'm slowly publishing that on our own website about tips and tricks and stuff.

So contractor growth network dot com. That's the easiest way to get a hold of us. I love it and thanks so much for looking for the time. I mean this is such a pleasure for me because you are someone in the space that I look up to a lot. And I mean just knowing you knowing your journey, it's just, it's just really incredible. Like even before the business currently in the business and the growth trajectory you guys have for the next few years, it's very exciting. I'm very glad to know you and I hope that everyone who listened in, you got some value out of the podcast.

So that's about it. Thanks so much. Everyone appreciate you for the time and we will see you on the next one. Take care everyone, thank you for joining us for the H Vac. Financial freedom podcast. Follow us on stream yard apple podcast, Spotify, amazon music and check out our main website www dot H. Vac Financial freedom dot com To find out how you can also achieve financial freedom

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