Building Success: John DeLaurier on Roofing Innovation, ProLine, and Entrepreneurship
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What's up, Lemon Heads? Welcome to another episode of From the Yellow Chair. Today, I'm joined by someone new, new to me. I got to meet him a couple of months ago, not even in person yet, but Zoom meetings count. Today, I'm excited to be joined by John Deloria. He's the co-founder of ProLine as of today, a former roofing company owner. We're celebrating with him today that, with over 11 years of experience in the construction and roofing industry, john has built a reputation for innovation and expertise. You're going to want to listen. You're going to want to jump in, so let's sip some lemonade. Perfect. Well, John, welcome to the virtual lemonade stand.
Speaker 2:0:51
Crystal, thanks for having me.
Speaker 1:0:53
Absolutely so. I'm honored to have you. I met you through. I work with a local roofing company to me called Eminem Roofing and she's been telling me, like you've got to meet this guy, john. John does great things and so I got to meet you in person. We did a podcast together or not in person, but we did that podcast together and I did learn like we kind of live the same life and so it's been great getting to kind of know you and your company. But I say this all the time why should anyone care about what you have to say today on this podcast?
Speaker 2:1:22
I don't know. I've made a lot of mistakes. Hopefully, hopefully, I can help someone avoid the mistakes that I've made, but, as of last night, we did sell our roofing business, so hopefully that's your goal in mind. It wasn't my goal from the very beginning, but I think that everyone should build their business that's possible to sell, and I think, if you want to avoid mistakes and you want to build your business, that it runs without you and that you can actually sell, that's probably what a lot of what we're going to be talking about today is a lot of those types of things of creating the life that you want for your business and your personal life and everything that the work life balance is definitely a big part of of who I am.
Speaker 1:2:11
Well, and listen, that is speaking to so many people right now. So you know, you do have those diehard people. They're like I don't really want to sell my business, I'm not here to do that, you know. And so like, even though you may not ever sell it, build it like you're going to. Because I run into contractors very consistently that, just because they don't have that five-year plan or whatever in their mind, they tend to be lax on processes and things like that. That really do affect them when it comes times for profitability and things like that. So I think we should always keep our eye on the ball of. You know, if I wanted to sell, I'd dang near and I could. I'm just choosing not to at the moment. So I love that. Well, you also have a little bit of a unique career path, right? You came from, if I understand this right like landscaping, architecture type stuff into the roofing company. So tell us a little bit about your roofing company and like how you got there.
Speaker 2:3:01
Sure. So I started roofing on a mission trip when I was 13 years old. We were carrying shingles on a roof and child labor was there and we were doing it, we were hand driving and then. So throughout my middle school and high school years, I was I would get hired to, you know put a roof on somebody's barn or somebody's rental house or something like that, and then I worked for a couple of roofing companies as well. I did go to University of Georgia. The whole time I was there, though, I kept my landscape maintenance company, so I had a maintenance company. I also had two other jobs. I just never stopped working while I was at university, and landscape architecture was just what I thought I wanted to do, because it's design. We're doing the maintenance. We should learn the design as well.
Speaker 2:3:55
In hindsight, I think that I should have just kept chewing on that entrepreneurial thought, because I probably would have been a lot further along in my career if I had not gone to university, but it was all part of the journey.
Speaker 2:4:11
I learned a lot of things that I need to learn for business, and I was an insurance agent for a couple different companies. Like I said, I owned a landscape company, and so, at the end of the day, um, I knew I wanted to help people and I didn't know what that looked like, and I saw roofing as an opportunity to help people and make a living at the same time and I don't know where you know for the rest of the country, but, uh, there's a lot of bad players in the roofing space. So I saw an opportunity to be that that true voice of honesty and integrity in my market. I'm from Athens, georgia, and there was a couple of good companies and I worked for one of them, but, by and large, most of the homeowners were not being treated well, and so I wanted to change that. I wanted to change the way people viewed home services and roofing specifically, and that's really where my passion comes and my journey really started and is today.
Speaker 1:5:16
Well, good, well, okay. So I love a good story, so I love a good mission trip story, so I'm here for that. A couple of key things that I picked up on is I don't know a good mission trip story, so I'm here for that. A couple of key things that I picked up on is you know, we can all, there's always these bad you know bad let's call it owners, because it's not even bad companies. There's like bad leadership somewhere that's encouraging companies you know to not to be like so sales driven that they're forgetting to like provide the quality service up front and then the dollars will come, if you will. So, especially when you've seen this big pe push in a lot of our industries, you know right now it's all about that bottom daughter on a certain bottom dollar. So they're starting to like skimp out on the little fine things and the little extra steps that make the company good, wholesome and honest. And I see it a lot and I see it from the smaller companies that are in these pe inundated areas, whether it's roofing, pest control, hvac, plumbers. They're in these markets where PE is just dominating and one of the things I want to tell them is man, just lean hard into the brand messaging that you are loyal, dependable, honest and just take extra steps because PE can't do it. They're not that nimble, they're not that quick and so it's an easy thing for them to be able to do. Well, I know speaking of like efficiencies and processes and like how you got not efficiency and processes but more how you leaned into being more efficient on this roofing side and doing cool things.
Speaker 1:6:38
You also launched ProLine, which or helped launch ProLine, which is the CRM on the roofing side, which is another way I got introduced to you. But, um, you know I'm a big advocate of having a really healthy CRM. Good content in helps you put good content out and in marketing. You know it's all about data and how much you can trust your data. It's in your CRM. Um, because I think that roofing, especially that industry especially, is kind of behind the curve a little bit. Um, that's in your CRM Because I think that roofing, especially that industry especially, is kind of behind the curve a little bit. So HVAC companies are like mining that existing database, like there's no tomorrow. But the more roofers that I interact with I'm like man, we're really not going back after like following up on leads, and a lot of it stems from not having a good CRM. So tell me, like how'd you get into that? Have you just fell into that, or what?
Speaker 2:7:26
Yeah. So it kind of goes back to my desire to help the homeowners. So I realized that and going back to selling your roofing business or your business in general, or not. So if you build a business that has all these processes in place and you have a good CRM, yes, it's sellable, but what is also happening at the same time is that your customer base is benefiting from a better experience. So I cared about my homeowners and I wanted to communicate better.
Speaker 2:7:55
So we were using a major roofing specific CRM for almost five years and there's just a lot of defic know, deficiencies, things that they just weren't doing, and it was all surrounded communication, really, um. And so I just knew that I wasn't capturing the leads on whatever lead source it was the website form, whatever. I needed an automated text and email to go to a homeowner if they reached out on our website. We were getting through the sales process. There's all kinds of things that ProLine does between the initial appointment and the proposal itself. Then we'd get to the proposal and then I would have too many of them out there and I wasn't able to follow up with everyone efficiently. So ProLine does that too. I'm calling from my phone, I'm texting for my phone and it's a Proline phone number, and then the automations also help me keep that communication, so we're top of mind.
Speaker 2:8:55
So, again, I'm thinking as a roofing business owner. I want my customers, my homeowners, to have a better experience. Obviously, we want to make more sales, but over and over and over for the past three and a half years I've been through all. I've been the guinea pig. My roofing business has been the guinea pig for how Proline has been built, yeah, and so we got to test all these things to make sure that we're actually using automations well and we're being respectful, but we're also being effective and we want to sell more roofs, right, whatever services that we offer. And then, finally, we all know Google reviews, or just reviews in general, are super important. So I wanted another way.
Speaker 2:9:38
Proline does that directly from the proline phone number that I've been calling and texting also sends a review request. It's not a company number that comes through that. They don't understand who that is. It's John. It's the sales rep they've been talking to the whole time. Hey, you had a five-star experience. Click the link. We'd love to hear your feedback. So that's ProLine in a nutshell. There's a whole lot more, but it's all surrounded by the fact that I want to help contractors, yes, but I want to empower contractors to give their homeowners a better experience and actually do the things that they say they're going to do, which is communicate from the very beginning all the way to the very end.
Speaker 1:10:22
Yeah, and let me tell you, look. So there's nothing more impactful to your marketing than having the ability to set things up in an automated way and thinking about with the customer in mind. So let me see, I say you know you need to lead brand forward, so how do you want your customer experience to be with your company? And so you want there to be ease, you want there to be comfort, you want there to be no way that they get lost in the process, and so when you have those automation tools and you have those good CRMs on your side, it just makes that. It makes it easier for people to do business.
Speaker 1:10:55
I have to tell people all the time it is so hard to do business with you. It has been made like just the way their processes are set up or whatever, and then also like don't forget that people are busy. So when people are busy, what happens is they don't. Who did I call? What did they say? Was I supposed to sign something? And so those text automations and things like that really are impactful to helping close that loop of the customer interaction and the customer journey with all those pieces, and so it really has been a learning spin for me just more and more. I've worked in this industry to understand the importance of a good, you know, customer relationship management software. I mean. So what do you think some of the mistakes are that people make. Like now you've got tons of people on ProLine, what do you think? Do you think they're not maybe using it to its full capabilities?
Speaker 2:11:52
What do you think is hindering people from really utilizing their resources there? So, in general, it doesn't really have to be ProLine, but any software. There's no silver bullet. People know of CompanyCam throughout the industries. It's a really great tool, but if you don't use it, it doesn't really help you or doesn't help the customer. Same with ProLine or any other CRM. If you think that you're going to buy something and pay for a subscription and it's going to solve your problems, it's just not true.
Speaker 2:12:20
This is the foundation. It should be the foundation for how your team operates and communicates and it should be the tool and the platform how your company communicates to potential homeowners or existing customers in general, and you need to have that mindset that it should help your company and it should help your customers, whatever tool it is. So you need to invest time learning about that system. We make it really easy at ProLine. If you go through our process and you have committed to doing this for two or three weeks and your whole team is on. We do three different onboarding calls. We offer third parties to help customize your ProLine. This is with any CRM. You need to invest in this platform, whatever it is, and if you do that and you get past the first month and your team has adopted it. It will help your team and it will help your customers. As long as you put the effort in, you put the effort in. We don't really have anyone leave ProLine if they do that for the first 30 days, because they've invested their time, effort, energy in making sure that their company runs well, their team is communicated with and their customer base has a way better experience.
Speaker 2:13:41
It was one of my favorite things in the world when a new customer and I don't I'm not on the sales team at ProLine, but a lot of contractors know who I am and they'll message me. And they'll. It'll be like a week after they signed up and I had no idea, but they'll send me a message of like this is amazing, my customers and it'll be like a screenshot of a signed contract and the customer's super happy. Or or maybe it's a couple weeks down the road and there's a five-star review and like I can't get reviews and now I can. That's what drives me to spread the ProLine love, because I believe in what we're doing and it's actually helping contractors and homeowners all at the same time.
Speaker 1:14:21
Well, I'm going to tell you too again, I see it so much. Well, I'm going to tell you too, again, I see it so much to where they blame the CRM. The contractors blame the CRM. So that's why, like sometimes, I'll be like, hey, contractor, you ain't yet like you are. You need to hire a facilitator or you need to point someone on your company to become the crm liaison, because we need to work hard to have um connections with our team and the software itself.
Speaker 1:15:07
So how do we make the most out of this software system and not overwhelm people, all while protecting our customer's journey and our brand expectations that we have? So you know, we want everyone's journey through that to be good and again to tie that back to marketing like garbage, garbage out. We need to be able to make decisions on whether we keep or whether we stop, pause, keep, push more money into different advertising tactics, and to do that, we've got to have visibility into what are customers responding to, when are they responding to it? Are they engaging with things? And so you really need, I mean, one of the things that limits it. We can't even take you if you're not on a crm. And a crm is not quickbooks, right, like that's not a crm right. People say, well, I'll just keep it in google calendar, absolutely not because you're sitting on a gold mine right of of so much. And then I don't care how good of a salesman you are, you're not closing every deal.
Speaker 2:16:08
And so there's all these people If you are closing, if you have a, basically in the roofing space, it's between 33, so one out of three or maybe in the 45% close rate. So you're not quite selling one out of two. If you're selling more than that, then your prices are too low and then your profitability is not where it should be for your market. So I totally agree you need to understand all those numbers in your CRM and then you need to be honest. They need to be like real. Oh, my close rates X. Well, is it? Where's the data that backs that up? Like how how many leads have you gone through this month and how many sales have you made? I couldn't agree more. Knowing your numbers is a huge part of what any good CRM should be doing for you.
Speaker 1:16:56
Yes, for sure. I think that we have expectations that people cannot hit, and when I say that, it's not that they can't do it for any other reason other than just lack of trying. So, you know, I lean into a lot of that a lot of times. There's so much content there of like how you have to do this, so it sounds like ProLine's a really like a game changer. So, you know, I think it's a great way for roofing companies to really get in line with a CRM that truly comes from the trades itself, like you guys come from it, so you know what's needed, and so I think that's a great place for us to. When you focus on solving like real solutions, you really can create tools that empower people to thrive, and so it's an experience that I think people all need to go through. And so tell me a little bit about Roofvana.
Speaker 2:17:52
Yeah, so Roofvana. It evolved. It had many names. For the most of its life it was Deloria Roofing. That's hard to say, it's hard to spell. I genuinely believe that what you guys do, understanding the, the holistic approach to home services is the way that marketing companies should operate, not just the marketing piece, and so I've told many people that, that you guys actually are different than what I've seen for most marketing companies. There's's some good ones out there, but for the most part they're just focused on marketing, and if you don't understand the sales part, if you're not in somebody's CRM, you can't actually give good recommendations for the marketing piece. So, in general, kudos to you guys for that, because that's a huge, huge, huge accomplishment to get people to understand hey, this is what's important, it's not just the marketing piece. I want to be on your team. I think that's. Again, I didn't answer your question, but that's what the tangent I just went on. I really think that that's important is that you need to understand the whole part of the business to be able to market correctly well.
Speaker 1:19:12
so you know, let me see, like you're saying. Thank you so much, number one um, let me see was built on the fact that I'm not a digital agency, I'm not a mass media direct mail agency, like. My job is to be like a fractional chief marketing officer for people that are like, hey, I'm tired of not knowing what's going on like, help me build my brand. We want to help you build your brand. I'm not trying to make these other vendors rich. I I want to help you grow your company.
Speaker 1:19:37
And Ruth Vana, to speak on branding a little bit there, the company that I have some part in is Eminem Roofing, based in Lufkin, texas. Emily May, so my partner at Lemon Seeds also names Emily, and then my partner at Eminem Roofing her name's Emily. So all the Emmys in my life are very, though, entrepreneurially driven and they think outside the box and they want to be successful in their own right. Like my Emily on the lemon seed side, she's a fantastic graphic designer, she's passionate about it and about branding these home service companies, and so she played a really big part in our vision for the Rufus Armadillo mascot that we created for Emily, for Eminem Roofing, and you know it. Really I feel like it launched her business. She just flew right into the mix with these companies that had been around a long time and we just expedited her brand awareness of it. She had to buy in. She had to agree to jump in with both feet on not being scared Homegirl's not scared of anything.
Speaker 2:20:39
No, emily's made it. She's very, very, very smart, very, like you said, innovative and already just ready to go all the way in.
Speaker 1:20:47
Yeah, by the time she's told me about it, I'm already two days behind, so I'm trying to keep up with her. But I'm telling you and I just got off of a call before this podcast where I had this company that was really debating rebranding their company, and I said, listen, I'm not lying to you here that I think it's not an investment. It's definitely an investment, but I think you're going to look up in five years from now and be like dang, I should have done this five years ago. And so, trust me, I'm going to tell you 80% of people, if you started your company and some random graphic designer made you a logo and you're calling that your brand, you don't have a brand.
Speaker 2:21:19
That's right.
Speaker 1:21:20
We need to help you create a brand, and so you know I can get really passionate about that. I love it, though.
Speaker 2:21:42
I love it because that's a mistake podcast to talk about my mistakes. That would be one of the biggest mistakes that I made is not focusing so much on my brand, not just the logo, so many parts of the brand. I mean. We developed a great relationship with all of our customers and they wrote a bunch of reviews for us. That was good. We had a good reputation, but nothing about our logo and our name was memorable. It was not unique. It was the same color palette. It was part of the in the roofing space called the triangle club, so it had some some home roof on on the logo somewhere, roof line yeah so, so literally people would say for years, oh who are you again?
Speaker 2:22:11
and that's, that's not what you want. You want to work with somebody who understands. I mean, Rufus is great. You take Eminem Roofing you could take Eminem Roofing that name and put it in a million other states. But if you have Rufus on top of that, along with the color palette and the way that Emily is actually marketing that to that market, it's so much different. It is phenomenal because she's been in my mastermind for probably a year now and I've watched it grow and it's just like you're doing what now? You're doing what now and it's all. Because, again, your brand and your marketing is not a silver bullet, but it should be a good foundation for how you want to communicate to your potential customer base and you need to be unique and memorable and probably have a mascot. We haven't really touched on this that much, but all of our potential customers, our ideal customers, they have a much higher expectation for their home services. Now it can be.
Speaker 2:23:16
HVAC it can be anything at anything at all. Roofing doesn't matter. They're expecting automations. They're expecting an amazing brand. They're expecting wrapped trucks. They're expecting polo shirts and super professional people. They're expecting all those things, and if you don't think that they are, you're going to get left. It won't take that long. In the next three to five years you won't be around or you won't be as profitable as you could be. You really need to understand that. If you're banging your head against the wall on maybe a sales close rate or maybe accounts receivable reviews, all those things, it's because you haven't stepped up to the plate with the expectations that homeowners really have for the home services that you offer 1000% and this goes without saying.
Speaker 1:24:06
Like you know, things are going to pop into your head. But you know, we all know those companies that I mean I'm in my forties, so I mean when I was growing up, there were tons of companies around that are not around now because they failed to innovate, because they dug their heels in that. You know, I've been this way. And word of mouth and, and listen, if you're saying things like word of mouth is all I need and all my business is from referral it is. But look how it could be. But look how good your business could be If you actually worked on new customer acquisition. You actually worked on new customer acquisition. If you actually built a brand, that's great. What got you here won't get you there. So eventually you're going to hit a brick wall where you've used everybody that knows you and now you've got to move past that to really grow your company. And so when you think back to those of us, to our younger years, there were tons of companies that just failed to innovate. They failed to think like people don't want to deal with paper invoices, people don't want to have to just call you.
Speaker 1:25:00
I have two opinions. I think people want the ease of booking online, but if I have an issue, I need to be able to call Sure, and so I think that that's a healthy way to look at things like can I book online from your website? Is there a direct link from your social media channels? Do I know who you are by just interacting with your brand throughout the day? And so much, so many people on the marketing funnel. They focus on the very tip of the funnel, the very bottom, where there's the least amount of people. All the meanwhile, at the top, there's all this opportunity to just be making waves with these people so that when they do need your service, you are top of mind to them. But if you never stay up there, if you never venture to the top of the funnel, then when people to the bottom all those people that worked hard at the top they're going to be who gets chosen. And it's just hard to tell people those things, because you got to innovate, you got to change what you've done for 20 years a lot of times, or at least modernize it. And it can be daunting a little bit, but you eat a cookie and an elephant the same way, one bite at a time. So just start making simple changes to your business that make you more innovative, make you more modern, and it really does change everything.
Speaker 1:26:08
I was talking to a roofing plant the other day and he said yeah, he said well, I hardly even have to go out to the home anymore. I can just pull it up on Google, look at the layout of the roof, look at the square footage and be able to give a quote pretty instantly. And he said I have gained so many new, I have closed so many more deals because I can do that. Well, of course, I can hear all the naysayers in the background like what if you missed something? Blah, blah, blah, blah, blah, blah. And at the end of the day, I'm like so he might cost himself a little bit of money here and there, but it's probably negligible in the amount of people, just like the quickness People like the immediacy.
Speaker 2:26:44
So since 2019, our business was selling online and we had a lot of naysayers Like how are you doing this? And we had all different measurement tools. We had proposal tools and things like that. To your point, there's naysayers of oh you can miss. In roofing, there's two things really Multiple layers of shingles and then rotten decking. So those are two change orders that we commonly have. Well, if you put that in your contract again, we just sold the business, but more than five years, homeowners never complained that we had a change order because of those two things. It was very clear. We verbalized it and we had it in writing in multiple places. These are two ways it changes. This is the price per square foot If this happens. This is the price per square foot If you just communicate. Again to your point they want the simplicity. We sold so many roofs that way. We had some of the best.
Speaker 1:27:45
They want the simplicity and they want the immediacy. They're already pissed off. Okay, listen, no one wakes up and goes. You know what I want to spend money on today? A new roof. People want to go on a cruise. They want to buy a car. They want to go on a vacation. They do not want to buy a new condenser, a new water heater, they really don't want at least landscaping.
Speaker 1:28:05
Y'all can look pretty. Test control. Nobody's excited to spend money on termite abatement, right? So no, no, we do not get that luxury. But what they do appreciate is the speed and accuracy and setting the expectations. Clearly, that all goes back to that customer journey that we talked about earlier. Setting expectations. I see people all the time they build a whole process around one outlier, so the one person out of the 50 things that happen. You cannot build your life around the one person that's going to complain or find a loophole that cuts your losses and move on from those complainers. But definitely for sure, like man, don't skip out on good stuff and selling stuff because you get so down in the weeds.
Speaker 2:28:49
Yep, and I love what you said about making it easy. So if they want to call you, fine, they should be able to call you. Set up an appointment, but you should, I talk. I call them mental hurdles. So you want to. You want to take all these hurdles that people have to jump through to get to your service or to and I complain about this a lot about payment. Make it easy for people to pay you too. But as far as the first part of the process, the sales process, the getting to know you part of the process, take away all those barriers. The mental hurdles need to go away so people can just stroll on in.
Speaker 2:29:21
They get the services that they need. Probably don't want, but they need those services. They want them as soon as possible. They want it to be easy, clear. There's excellent communication. You need to do that. Your website is a good place to start with that. It doesn't have to be just your website, but you need to make it easy for homeowners to not just find you and be top of that funnel, like you said, but also, once they find you and they know who you are, it's super easy and just a phenomenal experience when they want to move forward with some services just a phenomenal experience when they want to move forward with some services.
Speaker 1:30:02
Well, I'm telling you, this is what gets right in my headspace here, because limiting spends a lot of time of helping people understand the full impact of the customer journey and when you're not in it and when you don't care about it and you're only focused on one or the other. So some people can lean hard the other way, like they don't, they forget about their team and they lean real heavy on the customer and then vice versa. But one of the best things I had was this guy was like man, we're just not getting any leads and I was like, well, I can see leads coming in and I said he goes well, yeah, they're coming in between 11 and me to do about my team not having lunch. I thought can they do it in shifts, can we?
Speaker 1:30:42
yeah, that's an easy one but to him he was like he was just bum-fuzzled over the idea that why would anyone think they would answer the phone? And I was like sir, no one takes two hour lunches even if it's 30 minutes.
Speaker 2:30:55
Yeah, I mean you. If you get down to the, we won't. There's a whole nother podcast about acquisition costs, but it costs a lot of money for you to acquire a customer. If you don't think that's true, you're not doing your numbers correctly. So just a real easy thing I love the going to lunch and shifts. Just pay 250 bucks $300 a month to have an answering service. We use Ruby Receptionist. They were amazing. They know your company's name. They know how to schedule appointments. It's going to be another extension of your team and if you don't want to send your staff in shifts and they want to all go eat together, fine, forward it to Ruby. They answer the phone. It's super affordable and your customer still has a good experience reaching out to your company.
Speaker 1:31:45
Yes, yes, ruby, receptionist is a great one. Again, it's about not building processes around, outlying things, but really get focused on those things. Well, john, this is the last question that I ask everybody else. You know, you've been here, you've been in the boat where many contractors, many listeners are. What is the one thing that you would tell somebody that's a brand new owner just starting to get going? What is the one thing like maybe you wish you would have done different, or just a good piece of advice.
Speaker 2:32:10
Oh, there's so many. I just did five. The other most people that start businesses like this are kind of forced into it. I was one of those people. So I you know old employer owed me money. I had to do something to provide for my family. Even if that happens and you're forced into it or you, you it's not part of your life plan.
Speaker 2:32:36
You really need to think about brand. I go back to that again of you need to be unique. You need to be different. You do not need to think about brand. I go back to that again of you need to be unique. You need to be different. You do not need to be I mean, in our markets, blue and white or red and black. You've got to be different. You also have to not think for yourself.
Speaker 2:32:56
Don't think about yourself as a customer. Think about your ideal customer. Oh yes, If you're just starting out, you probably don't have the million dollar house. Whatever your ideal customer looks like, you need to base your entire brand on that market and your ideal customer for that market, because that's where the 80-20 rule really matters. The 20% of your customer base is going to make you the most money, get you the most referrals, get you the most five-star reviews. You need to focus on the ideal customers.
Speaker 2:33:26
So I'd say I wish that I had done that. I wish I had really focused on my brand. I really wish that I had taken time to I mean, literally just typed it out Deloria Roofing Triangle Club. Blue logo, white background. That was it. That's just. You can't do that. You've got to think. You got to think about it way deeper than that. You really you don't have to write all your mission statement down and all that stuff. You need to think about who is your ideal customer in the most ideal situation, whatever service you offer, who's your ideal customer and what brand are they looking to do business with? That's what I'd say.
Speaker 1:34:03
The best thing. Another great thing. You said thank you for that. And the best thing another good highlight there is odds are you need to. A lot of my contractors are not their own target market.
Speaker 2:34:15
That's right, Me, me Therefore you have to know that.
Speaker 1:34:17
You have to know that, because what you like and what you're exposed to is not the same. One of my HVAC contractors one time I was like hey, let's give away a big TV online around the Super Bowl. And they're like people don't just go out and buy their own TVs. I'm like, no, the average American needs to spend some time. I'd love to win an 80 inch TV. You, sir, have expendable income, and so I know that we're still going after that customer. But, at the end of the day, who doesn't want to win a free TV by engaging? So get out of the way, you know. Get out of the way. So, but no, I love that. Thank you so much. So, hey, real quick, if anybody wanted to know more information about ProLine or talk to you about Ruth Bonner or anything like that, what's the best way for them to get in touch with you?
Speaker 2:35:06
Yeah, so use ProLinecom is the easiest way you find us on the website. But I'm all over social media. I'm changing all my handles to the ProLine guy, so you'll find me ProLine guy all over Facebook, instagram, all that stuff. But use ProLinecom is the easiest way to check us out. We have a free version of the CRM. You can just check it out for free today and there's no kind of trial. You just sign up and you're good to go. So we make it easy. We want to make sure that Proline is a good fit for your company and we don't want to just sell a software and send you on your way.
Speaker 1:35:45
We want you to be successful, great. And then, of course, you guys all know that are listening now from the yellow chairs, sponsored by Lemon Seed Marketing, and Lemon Seed is here to help with all that branding stuff that John was mentioning today, along with organizing all of your media approaches to gaining new customer acquisition and cultivating the the customers that you already have in your database. So, guys, thank you so much, john, you were amazing. Congratulations again and wishing you the best of luck with pro line. I know that's going to continue to just be a great, a great program. So, guys, thank you so much for listening to another episode of from the yellow chair. If you enjoyed it, I'd love to
