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Why We Quit Door to Door Marketing
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hey guys I got a solo episode for you
today I wanted to answer somebody's
question that was asked recently about
why we quit doing door to door marketing
we did tons of door to door it was the
primary driver growth for a company and
then in 2020 we quit doing door to door
and we haven't brought it back so in
this video and this podcast I want to
answer why we did door to door for so
long why we quit doing door to door why
we haven't brought it back and my
thoughts on it so hope you enjoy the
it in 2019 our business generated about
$3 million in sales from door to-door
marketing which accounted for about half
of the business that we did across our
painting companies in 2020 we shut down
door too door marketing and we haven't
brought it back the other day somebody
asked me why did we stop doing door
to-door so in this video I'm going to
answer that our whole company started
with door-to-door marketing back in
college from 2005 to 2010 I worked at
College Works painting and we generated
two and a half I generated $2 and half
million doll worth of business over
those years with me and my team of
interns and we generated all of that
business through door to door marketing
we did it because it was cheap or
essentially free if you did it yourself
and it was easy and you could get leads
and you could choose your exact
neighborhoods exact houses you wanted to
work on it was just an easy way to
generate business so when I started my
painting company fo Hills painting in
2010 that was the easiest way to start
it didn't cost me anything to start up
when I wanted to start the company I
simply hired a girl named Faith we went
knocking on doors for three hours six
hours total three from me three from her
I got 11 leads set up six estimates
booked five of them and in the first
first month I made profit then anytime I
needed more work or more money I would
go knock on doors sell a job produce the
job and then make more money because
when I started my painting company I
didn't have plans to build a big
painting company I just wanted to be
able to travel I didn't want to have to
get a real job and I could basically
just get leads anytime I wanted
essentially for free and even when I
hired other people to do it that was
really really cheap didn't cost me much
money it was one of the most efficient
ways that we could spend our money and
get leads and at low scale it was really
easy to do and so then I ended up hiring
a sales rep Ben who's now my business
partner and his job was to hire his own
door to-door marketers they would get
leads give them to him he would set the
estimates and sell the jobs and hand
them over to me and I would hand those
jobs to Paul our production manager and
we just grew our business that way so
that's how we built our business and for
years from 2011 2012 2013 14 15 and on
we just kept getting better and better
at Doo marketing and by the time we got
to 2019 we were generating about 40
estimates per week we did about $3
million in sales from door too but it
was starting to get
unsustainable um at just Foothills
painting we had that's where we were
generating about 40 estimates a week was
just at Foothills and we had seven or
eight people going door too and they
would go out 10 to 12 hours a week so we
would have people knocking on doors 80
hours a week we were burning through
territory so fast that it was just
getting inefficient we weren't going to
be able to scale it any more than that
so then in late 2019 I went out to a
boot camp for door to- door with Sam
tager and door door experts and at that
boot camp they were talking all about
door to door marketing and I realized
like man how we had been doing door
to-door was working for us but these
guys were robing on on a different level
when it comes to door too marketing and
door to- door sales you know Sam and the
crew a lot of those guys worked at viven
Sam was one of the top sales guys that
are top team leads at Vivant which is a
billion dollar company doing all
door-to-door marketing mostly in the
alarm system space but now they're doing
solar and other things I believe anyway
the point is that they were like on
another level and so when I had an
opportunity to hire Sam for Consulting
and in-person Consulting days um I
pulled the trigger on it at that event
you know and I paid him a bunch of money
to come out and meet with us one day a
month for six months plus some calls in
between to coach us up on how to elevate
our performance and that's what we
started doing in January and February of
2020 um Sam and Jake Bennington um two
awesome guys came out worked with our
team and we started implementing new
practices and the results were amazing
like we were getting better and better
results by like 200 250% um better
results and so the investment made was
going to pay off huge and then we had
something happen called Co and when Co
happened we had a choice to make we had
a decision to make and it was keep
knocking on doors and keep pursuing this
or stop doing it and just the choice we
made um was to stop knocking on doors
during Co we felt like there was a lot
of a lot of customer like we could still
get leads doing that but our team wasn't
super comfortable with it customers
weren't super comfortable with it we
didn't want to tarnish our brand and
that may be just uh our own illusion and
our own like concerns cuz I know there's
a lot of people who like crushed it with
door too door through covid um I know
Jake Bennington who was coaching us like
they did amazingly well selling Pest
Control door to-door that was like
record-breaking years but we chose to
stop and at the time we had about 25
full-time employees between sales
production managers office managers and
we were really committed as a company
not to lay anybody off but to still make
profit and so we just took all of our
resources as a company and we went all
in on like every other form of marketing
you could we were doing lawn signs and
fly and Facebook ads and SEO and we were
doing direct Outreach to people and like
the company rallied together to say hey
we need to hit these targets and we
can't do it door to door how are we
going to do it and it only took us about
four weeks to turn it around where we
had like a dip for about two weeks when
door to door got totally shut down and
then a couple weeks later we were back
at like full estim estimate capacity our
company that year Grew From 5.8 million
in 2019 to 7 and A5 million in 2020 so
we actually grew the company through
covid while getting rid of door to door
was half of our business and so coming
out of that you know Co was still kind
of a thing in going into 2021 and
honestly like marketing wasn't really
the problem for us then we started doing
a lot of work on improving our sales
rate improving our production systems
our customer experience and we just were
focused on other things and then when we
needed more marketing it was easier for
us to do more of the things we were
already doing than to bring doorto door
back you know the thing about door to
door marketing is it's amazing but to do
it at scale which like that's where we
we were at um it was just it's more work
um and time was something we didn't have
a lot of because we were focused on a
lot of things and so for us in you know
going from 2020 to 2021 whenever we
needed more marketing we just got we
just like did more of what we're already
doing which was Facebook ads was a big
thing or more lawn science more flyers
and also because we were working so much
on our customer experience we were
getting more referrals and more reviews
and more repeat business and so from
2020 to 2021 22 23 24 our companies have
grown substantially we went from 7 half
million to 9 million to 12 million to 16
million to 23 million and then we
acquired some more companies so now
we're over 30 million and marketing has
not really been like the biggest
bottleneck in our company now we are
getting around to that point where like
marketing is starting to become one of
the biggest bottlenecks and I do think
that there is there is a place for us to
bring door to-door back into our
organization and to be able to do it in
a way that's really efficient really
aable so that's on my radar to actually
come back and bring that back into the
fold because I think it's it's just so
good so that's why we stopped and it's
just because if it there was easier ways
to accomplish our goals at the time and
uh that's been that CA the case for the
last four or five years so we've had
incredible growth marketing hasn't
really been the problem once it starts
being the biggest constraint I think
there may be a place for us to bring
doorto door marketing back and do it in
the right way and if I'm going to do it
in the right way I'm going to go work
with someone like Sam tagger or the or
his Consultants or the people I don't
even know how he does everything now but
that organization is dialed and there's
a lot of experts out there in door
to-door sales and dooro marketing that
we would want to bring into our company
to help us do it the right way now
that's our journey but if I was starting
brand new like if I lost everything to
tomorrow and I had to start over again I
would start by building a door to-door
marketing team there's just no question
about it like that is how I would start
because I could go from zero to 100
essentially overnight um I would also
launch Facebook ads and and start
running that and I would staff my team
as fast as possible but it's so cheap so
there's there's virtually no other
marketing avenues that you can get that
kind of a return so the cost of
marketing is really low on door to-door
at the beginning you can keep things
really simple because you can choose
your customers and so because we can
choose our customers like we can say
these are the neighborhoods we want to
Target these are the houses we want to
do they're really easy they're big job
sizes they're all centrally located and
because we can choose our customers in
our neighborhoods we we have higher lead
conversion because these are all the
types of jobs we want and can do all of
our crews end up working in the same
neighborhoods we put lawn signs around
all the same neighborhoods we do flyer
drops around the same neighborhoods we
brand job sites in the same
neighborhoods and we get this multiplier
effect in these neighborhoods that we're
targeting with door Todo we can also
start to then use all of that cash flow
and grow the business really quickly to
get to the point where we're hiring a
team where I've got sales reps estimate
and estimator sales reps estimators
project managers office managers I can
get my company to that stage really
really fast with door to-door and then I
can hire somebody or I can start doing
more other types of marketing to then
scale it further for the next sales rep
and the next project manager so if I
wanted to just Sprint my way to3 million
a year I've got to get my company to 30
estimates a week I would probably plan
on getting 15 of those estimates a week
for door too and then the other 15 from
SEO referrals repeat clients job site
branding and flyers and lawn signs
around neighborhoods and then if I
needed two Facebook ads and that would
be it like that's that's the marketing
mix you would need to get to 30
estimates a week and then the only other
thing I'd have to do is staff that up
with a couple sales reps couple project
managers and an office manager and I
think we could basically get to a $3
million run rate in like six months
because it just wouldn't be that hard
now we can do that faster because we
have we have all the systems I have all
the knoow I have all the process so it's
easy for me to to scale that really
quickly because I don't need to rebuild
all that I could just lock myself in a
room for a week and write out all those
systems and processes and have them
recruit the people train them and we
could be up and running so I still think
that door too is like the biggest
opportunity you have when you're in the
small stages of your company it's super
cheap super effective you can choose
your clients you can make and then
therefore you can influence your job
sizes you can Target and totally take
over neighborhoods I just think it's
like a no-brainer now if you don't want
to do it fair enough but you would be
choosing to move slower because you
absolutely can move faster if you're
willing to go and do this and you don't
need to do it for that long you can go
do door Tod door for a couple months and
then all of a sudden you've got the
money and you're starting to get so busy
with estimates that you can just hire a
couple people and they don't even need
to do that good of a job to get you
amazing results you could have two
people out there 10 hours a week that's
20 hours they'll get 20 leads set up 12
or 15 assments from those 20 leads and
like that's
that's huge like that's enough to get
you to a million dollars a year so
anyways that's that's why I quit door to
door I didn't stop doing it because it
doesn't work I didn't stop doing it
because it's not incredible that's how I
would start a company if I was starting
it again or at low stages because it's
just the it's the fastest most direct
way to get to your estimate targets and
grow and scale your business and I do
think that we will come back to Bringing
door to-door in but we're going to go
straight to doing it like the elite way
the premium Way by bringing in experts
to help us do it the right way so that's
highly highly efficient effective and we
will intentionally wrap that in with all
of our other marketing strategies and
initiatives so so that's it guys that's
why we launched and skill door to door
that's why we quit door to door and
that's why I probably bring it back and
that's why I think if you're doing under
$500,000 a year you should be doing door
to-door because it's the fastest way for
you to grow your marketing and grow your
company hey guys thanks for listening to
the show I hope you found it valuable we
make these episodes in the show for you
truly so your feedback is super valuable
to us whether it's you know things you
like things you didn't like what you
want to see more of what you want to see
less of any feedback you can give us is
going to be super helpful as we continue
to evolve and improve the show over time
and if you want a copy of the fast
growth road map for painting contractors
which really simplifies the steps you
take to building a business um we've got
that resource for free for you just
check the description or the bio where
you're watching or listening to this
episode and you can just click and
download that for free and it should
help give you a good road map for how to
build and scale your business like the
people that you're listening to on the
show so thanks for listening in we'll
see you soon [Music]
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