Facility Management Marketing Podcast
Welcome to the Facility Management Marketing podcast, hosted by Javier Lozano, Jr.
In this podcast, we focus on the latest marketing (and sales) strategies and techniques specifically tailored for the facility and property management industry. Our goal is to help IFM professionals in these fields grow their businesses and stay ahead of the competition.
As a facility or property management professional, you know that marketing is a crucial aspect of any business, and the facility management industry is no exception. But with so many new trends, strategies, and digital platforms, it can be overwhelming to know the best approach to market your facility service company.
How do you use marketing that is aligned with sales and revenue to grow your FM business today? How does marketing grow your sales pipeline? How does marketing generate hight intent, quality, leads? How does marketing make your FM or PM business a category king or queen?
In each episode, we dive deep into the world of facility management marketing, discussing topics such as lead generation, social media, search engine optimization (SEO), and more.
We'll share tips and strategies for attracting potential clients and growing your business, as well as provide techniques to maximize your marketing dollars at industry trade shows and events like Connex, RFMA, and SPECS.
If you're tired of sharing leads generated at trade shows and conferences and want to have your own leads, found through a Google search, Google ad, social media (such as Facebook, LinkedIn, Instagram, and Tiktok), or some other form of digital marketing, this podcast is for you.
Join Javier on the Facility Management Marketing podcast as he helps you navigate the world of online marketing and grow your facility services company. Tune in for valuable insights, tips, and resources to help you succeed in your facility and property management career.
Facility Management Marketing Podcast
Bridging Trust Gaps: The Art of Building Genuine Connections in Marketing
Get ready to revolutionize your understanding of marketing! I, your host Javier, will take you on a journey to discover why marketing should be so much more than just a cost center, but a powerful tool for building relationships. Drawing lessons from Bud Light's recent struggles with trust, I'll help you realize how fostering genuine connections with your consumers can bring your brand to new heights. We'll also delve into the nitty-gritty of running campaigns on Facebook, sharing the hurdles we faced and how we overcame them.
But that's not all. Alongside these lessons, you'll also learn about the hush-hush world of facility management marketing. What role do webinars play? How important is staying up-to-date with marketing trends and strategies? I'll reveal the secrets behind these questions and more, proving how authenticity and transparency can make your brand stand out in a competitive market. From sharing insights about my team's innovative strategies like bridge email series and targeted campaigns, to my own experiences in fostering business relationships, this episode is jam-packed with practical insights and advice. So, buckle up, and let's redefine the role of marketing in your business together!
What's going on everybody? Welcome to another episode. I'm your host, javier. Okay, I just got done working out and fired up to do a couple episodes, maybe two or three. If you hear in the background kids yelling and stuff, it's because my kids are getting ready for bed and usually that's just kind of how things go, and so you might be wondering, like, why are you recording a podcast before they go to bed? Well, sometimes that's just how things work out you have a pocket, an opportunity to do something and you take it. So, anyways, I want to talk about today on what marketing is and what marketing isn't. So you're probably asking yourself how to successfully grow a facility management company in today's digital age while still remaining profitable. You know that marketing should probably be in the mix, but you may not know the best approach, the new strategies or which digital platform is market on. So how do you use marketing to grow your effort business today? That is a question, and this podcast will give you the answers.
Speaker 1:My name is Haivar Lozano Jr and welcome to the facility management marketing podcast. Okay, and so I know a lot of times I feel like a lot of CEOs and executives look at marketing as a cost center, and it truly is not. That might be your experience, but does that mean that's what it is? So you need to be looking at marketing as not about selling, okay, but you need to be looking at marketing about building relationships. Now, I know that the goal with anything that you do is to make a sale. I get that, like of all people. I understand that. Like, if you don't know my background, I came through sales into marketing. So at one point, I was working for a SaaS company. I was the top sales person and was doing very, very well, decided to start my own company and at one point, was creating a system that was closing at 90%, you know, and it was flawless. If you will, and so of all people, I understand that you just need to make some money. You need a sell. You never say no to money, right, and I get that. The goal of marketing should be to make money, but I am gonna also preface this as that your marketing should be really focused on building relationships, because when you build relationships, you're gonna start selling more, and I've got plenty of examples and results with that.
Speaker 1:But today's consumers, they're looking for authenticity, they're looking for transparency and they're looking for a genuine connection with brands. And so I mean, think about this and this is real, okay, like right now I'm recording this and this is the end of August and so you might be listening to this and it'll probably be like October, maybe November, I have no idea but it'll be down the road. At the moment, right now and I'm not gonna get political here but right now, like Bud Light, for instance, is struggling for their brand appearance because of what they did a few months ago and I don't know the exact story. I didn't read everything about it. I probably should have to be quite honest, but I didn't. And so, with that said, what I wanna kind of share here is that, like, we acquired a company called RapidFi several months ago and Bud Light approached them to do some OOH out of home advertising. And the OOH stuff is just basically where you put marketing stuff, marketing collateral on outside of home objects, billboards, buses, bus stops, also vehicles, on cars, and so RapidFi focuses on putting basically marketing material on the doors of cars and there's campaigns and they'll start doing what's called a swarm. Those swarm city or they'll swarm a location and they'll try to promote certain products that a brand might come up to them, and Bud Light is one of those companies that has approached them and obviously they said yes, we'll help you. But the struggle is, is the brand. Bud Light is struggling because now they're having a hard time getting drivers to put the Bud Light symbol or whatever the promotion is on the doors because people are afraid that the cars wouldn't get vandalized.
Speaker 1:And so this is where I'm getting to is that your ultimate goal should be building relationships so that your consumers can basically see you as being an unauthentic brand, a transparent brand, a genuine brand where they have a connection with your brand. And really, if you think about this, for the past few decades, bud Light has done a very, very good job doing that up until just a few months ago, and that's sad. You know like. I'm not saying that you know model all their other marketing efforts, but what I'm implying is that that's an example of people connecting to brands and then be like, oh, I'm not connected to you anymore, I'm no longer buying your brand, and then sales plummet. So where I'm getting to is is that I want everyone to understand that, yes, I get that you're trying to sell more. We all want to sell more Like yes, we don't want marketing to be a cost center. I understand that, like that doesn't need to be explained to me. But what has to be understood is that, more importantly, marketing should be building relationships so that becomes easier to sell, and so every facility company, every property management company, should be modeling a relationship building type of type of marketing approach and not just shoving sales down people's throats. Okay, again, I understand, like your goal is to make revenue. I get it. But there's ways on how you can do this ethically. There's ways that he can do this, like, with a touch of class.
Speaker 1:And you know, a great example is right now we're running some campaigns on Facebook. We're doing the majority of our advertising and this particular campaign was not performing very well and so we turned it off at the beginning of August and so we had it running for I don't know four to six weeks maybe, before we're like fuck this, we need to turn this off because this is not giving us the type of leads that we need or want. So we turned it off because it was basically a waste of money, like we kept dumping more money into it, hoping that it would turn around because it needed more money, and it wasn't. That wasn't the issue, and so we turned it off. Fast forward to today and this campaign has been off for nearly four weeks now has produced the second most revenue of the campaigns that are active right now. Or I want to say not revenue, but projected revenue.
Speaker 1:And so this is like, legit, like what's happening is that these people came in as a lead in June, july, and they finally converted to becoming a customer in August. Well, how did that happen? Have you're pretty simple. So what happened is that they basically looked at one of our ads that was the ad that they converted on. That wasn't performing well for us, but they ended up converting on it and like, oh, this is interesting. They click on the thing and then they become a lead, right, and in that process they get a series of emails from our sales team in a series of phone calls and text messages from our sales team. These text messages, these emails, these phone calls are all driving, you know, not just awareness, but like hey, what? What kind of questions you have? You need to know more about vehicle wraps. You know, what kind of vehicle do you have? What do you want to wrap? Like that sort of stuff, like we have a lot of this information about. You know we're still, you know, prying for stuff.
Speaker 1:In addition, they're also getting, when they become a new lead, they're getting what we call is like our bridge email, and these, these bridge emails, are just emails that just kind of lets them know a little bit more about our company, about RappMate, and it's like you know why we use 3M as our vinyl and they're very vanilla like, and then like what's the other one? Where are we located and how are we able to cover the entire country? How do you know why getting your exact price is so important? And like a few other things. There's like five or six emails and it goes out, you know, over the course of like about a week or so, I forget, and then after that they get dripped into our weekly emails, and these weekly emails essentially are once a week, every Saturday, and it's a vanilla email.
Speaker 1:Sometimes it's education, sometimes it's like, hey, check out these new wraps that we just did. Sometimes it's like, hey, we can, you know, we can work within your budget. Sometimes it's a customer story and then sometimes it's the sale. You notice how, like I said, I started off with education customer story, like check out some of the cool wraps that we've done. And then, like, the last one was the sale we did this on purpose, where we're selling, you know, two times like hard sale, two times in a 12 week span, and then everything else is education, vanilla, but it drives people to the website and different pages or to a blog or something like that.
Speaker 1:What I'm trying to, you know, give you an example is that that's all building relationships. So in that span of these leads that came in in June and July, they ended up becoming customers in August from this campaign that we turned off, and now it's the second most profitable campaign in our current month, right now for August, second most profitable, okay, and it's insane. Like that tells me a few things. It tells me that not everyone that's that is becoming a lead in the same month is buying within a week, two weeks, 30 days, maybe 25%, maybe 30%, maybe 50%, but not all of them. So then that also tells me that we need to build a relationship with our list. And then that also tells me this next piece is that if we have some strong, like some heavy goals that we are trying to achieve the next quarter or the following quarter, we need to invest two to three months worth of, like you know, dollars going into our ads to not just build a pipeline but build a relationship with our contacts, because we know that we're going to make sales, you know, instantaneously, but we also know that we're going to get the benefits of them interacting with our emails, the benefits of them interacting with our text messages, the benefits of them interacting with our other ads as well too, because this happens all the time They'll opt into one ad and then they'll probably opt into another ad, like you know, two, three, four weeks down the road, and then they'll interact with an email and then they'll text message one of the AEs, and so this is all relationship building, and in this entire process, they're figuring us out. They're like, oh, these guys are legit, they're like a real company, and this is what you need to approach for your facility and property company is that you need to understand that, yes, we are trying to sell. Yes, we're trying to increase our bottom line. Yes, we're trying to make more money. Of course, we all get that, but there's something to be said about building relationships, being transparent, being authentic, being a genuine brand with your people, and when you do that, you set yourself apart from the competition. Hand over fist. There is no way of you being compared with everybody else because of your brand.
Speaker 1:And like I, for instance, I'm an Apple user. I've been using Apple for 15 years. That's all I use. That's all we have in this house. We have. We have MacBook Pros. My wife I'm sorry, I do my wife has a MacBook Air. I've got an iPhone. She's got an iPhone. We've got tablets. They're all iPads. We've got three of them, one for each of the kids and then another one that I no longer use, but we just kind of use periodically.
Speaker 1:I have all the. I have the AirPods, I have the mouse, the keyboard. They're all Apple products. Everything is Apple. Do you know why? And it's not because, like well, it's because you bought into the ecosystem. Yes, I did buy into the ecosystem, but what bought me into the ecosystem was the brand, was the authenticity of the brand, was the transparency of the brand, was the genuine connection that I needed back in my twenties when I saw Apple, what they were doing. I'm like, I'm in, and now my company that I work for now only use Apple products. So understand that people are looking at this all the time and so really your, your goal is to build relationships and really, like any good sales person understands that any good sales person gets that. The goal is to build relationships so that when that opportunity does come up it's gonna open up a sale opportunity.
Speaker 1:And that's happened to me before, even when I was working in the facility industry. It's happened to me multiple times. It's happened to me where I, would you know, ask people to join my podcast at the time that had launched and they were listening to the podcast and then Open an opportunity to say, hey, if you need any coverage for HVAC in these regions, let me know. That never would have happened if they weren't guests on my podcast. Okay, that also led to me also getting some business from an Inc 5000 company a few months after I left CMI Mechanical and or I'm not left, but after I was let go from CMI Mechanical and Basically started a conversation to where I started doing contract work for them doing SEO and did that for like over 18 months and Really took them out of like where they were doing very well, to where their rank number one in a lot of keywords. But again, like it was the relationship that I built and it all stemmed from inviting him to a podcast.
Speaker 1:Okay, so that's what you're trying to do. You're trying to create relationships. So marketing isn't just selling, it's about building relationships. And if you can do that in different ways, different ways in how you touch people from social media to podcast, to emails, to your website, to running ads, to Conferences and trade shows, to direct mail, to phone calls or text messages, like you see what I'm trying to say if you can do that with all these things, that changes the game for you. So just understand that you have to make sure that you're not just focused on like, well, we got to make sure this makes the money for us, this makes money for us, yeah, no shit, like we all want this in the work, but really what we want is we want to build that relationship. So they, they build something in their head, they tell themselves a story like these ads get me and I'm gonna contact them whenever I'm ready.
Speaker 1:All right, so if you found this podcast helpful and useful, I asked three things at the end of my podcast, every single time. Number one Please give us a five star review on either Spotify or Apple podcast. Greatly appreciated if you can do that. Number two Connect with me on LinkedIn. I know that our podcast has been growing because I connect with you. But if you are new to this podcast because someone introduced you to this or you were, you know, just basically kind of stumbled upon it because you're doing some searches on, you know, spotify or Apple podcast Then send me a connection request. Let me know what podcast episodes you really enjoyed and what you're enjoying, and then also Lasting.
Speaker 1:Number three is please share this podcast with somebody else. This is that's like the biggest compliment that you could ever give me is sharing this podcast. I don't spend a dime on marketing this podcast whatsoever. It has literally been 100% word of mouth. It's been me doing outreach to a bunch of people and the facility and property management industry To the point where it is now grown to where it is right now. And if you're listening to this podcast right now, it's probably I don't know middle to end of October, maybe even beginning of November, and, quite frankly, like we've probably exploded past 5000 downloads, we're now hovering in the in the brinks of like hitting 200 episodes. Like we're doing some amazing things with this podcast and it's because of your support. This will not have ever happened if it wasn't for your support, and so I just continue to ask you to please help grow this podcast by sharing it with somebody else and and, quite frankly, like, let me know if there's something that you want me to kind of cover, because I'm not out of ideas, don't worry, but it's always nice to produce good content that people want to learn more about. Alright, so thanks a lot, have a great day.
Speaker 1:All right guys, thanks for taking a listen to our facility management marketing podcast secrets. This is your host, javier Lozano Jr. One other ask I've got for you guys is to subscribe to our email list. You can go to boulder media solutions dot com slash email and that way you can get updates on some marketing trends that I'm seeing, some strategies that I'm executing and, more importantly, I'll be actually launching some webinars and training that's gonna help your company use marketing strategies to essentially grow your business. We'll be doing some training, offering some courses, that sort of stuff, so you can always unsubscribe to that email list. It's no big deal, it's not gonna hurt my feelings. This is more for facility managers, I'm sure facility management companies that want to grow their business by using marketing. Alright, guys, thanks a lot. Have a great one you.
