Kevin Dieny: 00:00:00

Hello and welcome to The Close the Loop podcast.

Kevin Dieny: 00:00:02

I'm your host, Kevin Dieny, and today we're gonna be talking

Kevin Dieny: 00:00:05

about How Home Service Businesses Can Increase Revenue Flow.

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We're gonna get into everything about marketing channels, business operations,

Kevin Dieny: 00:00:14

efficiency, maybe calls, maybe chats, maybe, who knows anything that's

Kevin Dieny: 00:00:19

driving revenue for your business is what we wanna talk about today.

Kevin Dieny: 00:00:23

Especially the things that can help us take big swings and things that

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are maybe causing things seepage or, or issues, or gaps in our business.

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So, uh, to help us dive into this topic, I have Jon Torrey.

Kevin Dieny: 00:00:37

Jon Torrey is the Director of Marketing and Partnerships at Searchlight.

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It's a company focused on helping home service contractors improve

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revenue flow with better attribution data and marketing strategies.

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Jon resides in Raleigh, North Carolina, and previously worked in the automotive

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industry for over a decade with a focus on digital marketing technology.

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Jon is also a die hard Philadelphia Eagles fan.

Kevin Dieny: 00:01:01

So welcome Jon.

Kevin Dieny: 00:01:02

Thanks for coming on.

Jon Torrey: 00:01:03

Yeah, yeah, thanks so much for having me.

Kevin Dieny: 00:01:06

So to, I guess I always like to start this way to ground

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us on what we're gonna be talking about, increasing revenue flow.

Kevin Dieny: 00:01:13

If you could just quickly give the basics of what we're

Kevin Dieny: 00:01:17

talking about, what that means?

Jon Torrey: 00:01:20

Yeah, ab, absolutely.

Jon Torrey: 00:01:21

So revenue flow is this term that we came up with because HVAC

Jon Torrey: 00:01:26

contractors are very familiar with airflow cuz they have to move air

Jon Torrey: 00:01:30

from one place to another in a home.

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And that's a very central term for them.

Jon Torrey: 00:01:35

And, and revenue flow is very, very similar in how does revenue flow through

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your business from a customer discovering your business to landing on your.

Jon Torrey: 00:01:47

To submitting a lead to your sales process.

Jon Torrey: 00:01:50

Ultimately the installation and then the follow ups with memberships,

Jon Torrey: 00:01:54

uh, you know, further service work.

Jon Torrey: 00:01:56

So just looking at that big picture from discovery to sale.

Kevin Dieny: 00:02:00

Gotcha, that, that reminds me a lot of, I've used, I've, I've

Kevin Dieny: 00:02:03

called things the consumer journey, the customer journey, the journey.

Kevin Dieny: 00:02:08

Unknown to known leads, to appointments, to deals, to customers, to clients,

Kevin Dieny: 00:02:15

to cancel, like the whole thing, the whole span of like A to Z That's kind

Kevin Dieny: 00:02:19

of, It's very similar to what you're talking about with revenue flow.

Jon Torrey: 00:02:23

Absolutely, revenue flow is the customer journey for, uh,

Jon Torrey: 00:02:27

the HVAC and home services industry.

Jon Torrey: 00:02:29

It's just our little spin to put it in language that contractors

Jon Torrey: 00:02:32

are more familiar with.

Kevin Dieny: 00:02:34

Yeah, yeah, all right.

Kevin Dieny: 00:02:37

Another thing I wanted to ask you about is, you know, just getting my head

Kevin Dieny: 00:02:41

wrapped around this topic, seeing if there were, I don't know, like, obviously

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everyone wants to increase revenue flow.

Kevin Dieny: 00:02:49

Mm-hmm, what is the, what are the big stops hold ups to, you

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know, going down this path?

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Uh, anyone who's listening to this topic, what would they be saying before

Kevin Dieny: 00:02:58

they'd be interested in, in, you know, going down this path or taking any

Kevin Dieny: 00:03:00

suggestions or ideas from this episode?

Kevin Dieny: 00:03:03

And one of the things I ran into first, I ran into it a few times as people

Kevin Dieny: 00:03:08

basically being like, Hey, I, I already know everything Jon or Kevin could

Kevin Dieny: 00:03:13

say, What could they possibly say?

Kevin Dieny: 00:03:15

What could they possibly know that I don't know, Like, what are they gonna say

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that's gonna increase my revenue flow?

Kevin Dieny: 00:03:20

So what is the real impact and, and what is the potential for, for looking

Kevin Dieny: 00:03:26

at revenue flow the way that you are?

Jon Torrey: 00:03:29

Yeah, absolutely.

Jon Torrey: 00:03:30

I think in, in simplest terms, because we, we hear that a lot, you

Jon Torrey: 00:03:34

know, I know how to run my business.

Jon Torrey: 00:03:36

I don't need an internet marketer to come in and, and

Jon Torrey: 00:03:38

tell me what to do differently.

Jon Torrey: 00:03:40

So what we're looking at is really monitoring your lead handling and

Jon Torrey: 00:03:46

operations process as, as the easiest low hanging fruit to make improvements.

Jon Torrey: 00:03:51

You would be surprised, I can promise that just about everybody that listens to this.

Jon Torrey: 00:03:56

There's room for improvement.

Jon Torrey: 00:03:57

It could be as simple as answering the phone.

Jon Torrey: 00:04:01

It could be as simple as making sure that you're getting your form

Jon Torrey: 00:04:04

leads and it's not ending up in a spam folder, and that you have a

Jon Torrey: 00:04:07

documented process to follow up.

Jon Torrey: 00:04:09

It could be as simple as assigning a specific CSR from your team to answering

Jon Torrey: 00:04:14

your chat leads, and then it gets more complex because as we look at revenue

Jon Torrey: 00:04:19

flow, we understand the channels.

Jon Torrey: 00:04:22

That help customers discover your business.

Jon Torrey: 00:04:24

We understand how they convert on your website.

Jon Torrey: 00:04:27

We understand how well they match to new work in the crm, so we could get

Jon Torrey: 00:04:32

as advanced as saying in your specific market, you need to invest more in Bing.

Jon Torrey: 00:04:36

It's very undervalued channel right now, just generally speaking,

Jon Torrey: 00:04:40

but you're spending a lot of money on Facebook advertising.

Jon Torrey: 00:04:42

You should really consider adding an online scheduling tool to your website.

Jon Torrey: 00:04:46

A higher percentage of those customers want to convert.

Jon Torrey: 00:04:49

So you can go from simple to advance pretty quickly, but if you think

Jon Torrey: 00:04:53

that you have a really good grasp on your business, that's awesome.

Jon Torrey: 00:04:55

This is a supplement and a reminder to periodically check on how well

Jon Torrey: 00:05:00

you're converting the leads coming in, and not to make assumptions

Jon Torrey: 00:05:03

that six months from now it's, it's not, you're not leaking any revenue.

Kevin Dieny: 00:05:08

Yeah, I love the, uh, I love the phraseology used

Kevin Dieny: 00:05:11

there of the low hanging fruit.

Kevin Dieny: 00:05:14

Because I think what is easily something that happens to a lot of

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business leaders is priority overload.

Kevin Dieny: 00:05:22

You know, what, what should I be focusing on?

Kevin Dieny: 00:05:23

What is gonna drive my business growth the fastest or the

Kevin Dieny: 00:05:26

best or the the least costly?

Kevin Dieny: 00:05:29

All those things.

Kevin Dieny: 00:05:30

There's so much you could be looking at.

Kevin Dieny: 00:05:33

So, yeah, you exactly, you have a good understanding of your business, but

Kevin Dieny: 00:05:36

man, there's so much that you could do.

Kevin Dieny: 00:05:38

There's so much that is out there.

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There's so much information.

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So it's like, Ugh, what?

Kevin Dieny: 00:05:44

What do I do?

Kevin Dieny: 00:05:45

What do I do next?

Kevin Dieny: 00:05:46

And so that's where the next one thing I found was okay.

Kevin Dieny: 00:05:50

I love the advice from this episode, Jon, but is managing your revenue

Kevin Dieny: 00:05:55

flow, meaning I have to go hire a bunch of marketers, like is it costly?

Kevin Dieny: 00:05:59

Is it a lot of effort?

Kevin Dieny: 00:06:00

Does it mean I have to look away from running my business a certain

Kevin Dieny: 00:06:04

way and put a lot of energy and resources into, you know, a totally

Kevin Dieny: 00:06:08

different, like, do I have to change, manage my entire operation here?

Kevin Dieny: 00:06:12

Basically what I'm getting at is, is managing and increasing

Kevin Dieny: 00:06:14

revenue flow gonna be a headache?

Jon Torrey: 00:06:17

Yeah, that, that's a good question.

Jon Torrey: 00:06:18

And it's kind of funny because related to the first question, I'm already

Jon Torrey: 00:06:22

doing the things I need to do to manage revenue flow for my business.

Jon Torrey: 00:06:26

You're probably already doing and executing a lot of these things.

Jon Torrey: 00:06:30

You just need some data behind it at a high enough level to know if

Jon Torrey: 00:06:33

you're on track or you're off track.

Jon Torrey: 00:06:36

And my recommendation always is, you know, you, you should hire for

Jon Torrey: 00:06:41

the things that you don't like to do or that aren't your focus area.

Jon Torrey: 00:06:44

So you don't need to hire an in-house marketing team.

Jon Torrey: 00:06:48

I think that you can find vendor partners that you now know how to

Jon Torrey: 00:06:52

qualify by asking them questions like, How do you help me measure,

Jon Torrey: 00:06:57

measure and monitor my revenue flow?

Jon Torrey: 00:07:00

And do you provide metrics such as cost per book job?

Jon Torrey: 00:07:03

My match?

Jon Torrey: 00:07:05

My return on ads been closed.

Jon Torrey: 00:07:07

Are you measuring the number of conversions through different

Jon Torrey: 00:07:10

tools like phone, chat form?

Jon Torrey: 00:07:12

Are you able to measure the revenue generated through channels

Jon Torrey: 00:07:15

like Google, Bing, organic ppc, Facebook, and all of the above?

Jon Torrey: 00:07:20

So I think if you can just get more educated in knowing what are some of the

Jon Torrey: 00:07:24

metrics to ask for from a vendor, then you can get that high level data and you

Jon Torrey: 00:07:31

know, That if your match rate, this is a benchmark from our data falls below 25%.

Jon Torrey: 00:07:36

I'll just explain it quickly.

Jon Torrey: 00:07:37

Match rates, the percentage of leads that match to a new opportunity in the crm.

Jon Torrey: 00:07:41

If that falls below 25%, you're below the average.

Jon Torrey: 00:07:46

There's probably something wrong.

Jon Torrey: 00:07:48

And you know, to then ask your vendor, Hey, can you dig into this more?

Jon Torrey: 00:07:52

And it might be that, hey, you're not responding to chat leads fast enough.

Jon Torrey: 00:07:56

A lot of great leads are just not being responded to.

Jon Torrey: 00:07:59

And then you can take action.

Jon Torrey: 00:08:00

It's not a headache, It's just getting the right data and having

Jon Torrey: 00:08:04

a marketing partner to help you understand it and take the actions

Jon Torrey: 00:08:07

that you're probably already taking.

Jon Torrey: 00:08:10

But now you're just more informed of where, like you said, Kevin,

Jon Torrey: 00:08:13

to prioritize those activities.

Kevin Dieny: 00:08:15

Yeah, and I think what's really interesting what you're saying

Kevin Dieny: 00:08:19

there is, to choose a golf analogy.

Kevin Dieny: 00:08:21

Hah, like I'm on the tee, am I aiming for like the tiny

Kevin Dieny: 00:08:24

hole on like the golf course?

Kevin Dieny: 00:08:26

You know, way like 300, 400 yards out?

Kevin Dieny: 00:08:29

No, I'm basically just like first aiming for like the fairway and then

Kevin Dieny: 00:08:33

when I'm there it's like, okay, maybe now I could take my approach shot.

Kevin Dieny: 00:08:36

Now I'm aiming for just the green.

Kevin Dieny: 00:08:37

And then when I'm on the green now I'm aiming for like getting it

Kevin Dieny: 00:08:40

close or in the hole on a putt like.

Kevin Dieny: 00:08:42

Each step along the way has its own sort of like degree of how, how

Kevin Dieny: 00:08:48

minuscule, how specific we are looking.

Kevin Dieny: 00:08:50

And you mentioned some of the metrics there that a

Kevin Dieny: 00:08:53

business could be considering.

Kevin Dieny: 00:08:54

Okay, I'm, I'm on course.

Kevin Dieny: 00:08:55

I'm at least heading toward the hole, or I'm going in the right direction.

Kevin Dieny: 00:08:58

I'm not ending up in like the woods.

Kevin Dieny: 00:09:00

Or the sand trap or whatever to, again, to compare it to golf.

Kevin Dieny: 00:09:03

So like, yeah, those metrics that help them know they're on the right

Kevin Dieny: 00:09:06

path or that they're narrowing in on a very small, specific, really

Kevin Dieny: 00:09:10

like positive target are critical.

Kevin Dieny: 00:09:12

So the question then, from this, right, is the last one, the last objection,

Kevin Dieny: 00:09:18

probably the biggest one I heard against, you know, taking a look at your revenue

Kevin Dieny: 00:09:22

flow and your customer journey was.

Kevin Dieny: 00:09:24

Look, I'm not, I don't want to be focused on the tiny metrics or all these.

Kevin Dieny: 00:09:29

Averages and what everyone else is doing.

Kevin Dieny: 00:09:31

I just wanna focus on my business and take big, big swings.

Kevin Dieny: 00:09:35

Like I don't, yeah.

Kevin Dieny: 00:09:36

I don't wanna focus on, okay, my cost per click went up by 50 cents and now

Kevin Dieny: 00:09:41

the, you know, the, the sky is falling.

Kevin Dieny: 00:09:43

Like the, the last objection was, I wanna take big swings.

Kevin Dieny: 00:09:47

So is rev is focusing on revenue flow.

Kevin Dieny: 00:09:50

How is that helping a business?

Kevin Dieny: 00:09:52

In the macro, like grow its revenue.

Kevin Dieny: 00:09:54

How do, how does it translate from the things you're talking about, the

Kevin Dieny: 00:09:57

different channels, the operation?

Kevin Dieny: 00:09:59

How does that, in the overall sense, really impact revenue flow?

Jon Torrey: 00:10:03

Yeah, absolutely.

Jon Torrey: 00:10:04

So to go back to the golf analogy, because I think that this is a good one, right?

Jon Torrey: 00:10:08

You get up to the tee and you got your driver out and you wanna take that big

Jon Torrey: 00:10:12

swing, you want to try to reach the green, but you're aiming in the wrong direction

Jon Torrey: 00:10:17

and you hit it way into the woods.

Jon Torrey: 00:10:19

Is that not a bigger headache?

Jon Torrey: 00:10:21

Then taking the, the extra time to properly align yourself.

Jon Torrey: 00:10:25

So what revenue flow can help you do is it can help you understand when,

Jon Torrey: 00:10:29

when you wanna take a big swing, you're probably spending some money to do so.

Jon Torrey: 00:10:34

So I wanna adopt an online scheduling tool.

Jon Torrey: 00:10:36

I wanna put $10,000 a month into ppc.

Jon Torrey: 00:10:38

I'm gonna hire this $5,000 a month sseo agency to get the at bats so that my

Jon Torrey: 00:10:44

team can sell $20,000 install tickets.

Jon Torrey: 00:10:47

If those leads are hitting the floor, so to speak, or you're leaking revenue and,

Jon Torrey: 00:10:52

and you're doing a big spend on Facebook and most of those customers are converting

Jon Torrey: 00:10:57

via chat, but you're taking 35 minutes to respond and they've gone elsewhere.

Jon Torrey: 00:11:02

You don't even get to settle up at the tee box.

Jon Torrey: 00:11:05

You're, you're, you're gone before.

Jon Torrey: 00:11:06

That's like losing your, that's you lost your driver before

Jon Torrey: 00:11:09

you had a chance to take the.

Jon Torrey: 00:11:11

By using this type of data, you can really understand as you invest

Jon Torrey: 00:11:16

more in your business, if you are maximizing the opportunities coming in.

Jon Torrey: 00:11:21

And we've had it.

Jon Torrey: 00:11:22

I mean, look, I if, if you look at ACHRI's installation data.

Jon Torrey: 00:11:27

And, and I think everything moves in cycles.

Jon Torrey: 00:11:29

It's about 15 years, every 15 years.

Jon Torrey: 00:11:32

Demand seems to cycle back to a very similar point.

Jon Torrey: 00:11:35

For example, in 2005, the number of installations for AC's is very

Jon Torrey: 00:11:38

similar to what it was in 2020, but we saw Covid kind of push things out.

Jon Torrey: 00:11:43

We're due for a demand retraction.

Jon Torrey: 00:11:46

Now there's, there's headwinds with, you know, uh, federal programs for

Jon Torrey: 00:11:49

heat pumps and things like that.

Jon Torrey: 00:11:51

But when you start to see my, your lead volume is going, going down,

Jon Torrey: 00:11:55

and your revenue numbers might be going down, or it just feels harder.

Jon Torrey: 00:11:58

These metrics can really help you figure out, like we said earlier,

Jon Torrey: 00:12:03

the low hanging fruit actions to take today before it gets harder.

Jon Torrey: 00:12:08

And that's part of the process of working on your business and grow.

Kevin Dieny: 00:12:14

Wow, that's, that was fantastic, Jon.

Kevin Dieny: 00:12:16

And so succinct about answering that because, uh, Yeah, I mean, it's, it can

Kevin Dieny: 00:12:21

be such a whiff to to be totally, you know, hitting like, again, golf analogy.

Kevin Dieny: 00:12:27

You're hitting in the, the one direction, then hitting back and then hitting back.

Kevin Dieny: 00:12:30

You end up with like very high scores when you're not able

Kevin Dieny: 00:12:35

to just, you know, get there.

Kevin Dieny: 00:12:37

It saves so much time and a headache to get there the right way.

Kevin Dieny: 00:12:43

In terms of, originally you said, Okay, revenue flow is all about monitoring and

Kevin Dieny: 00:12:47

measuring and looking at your customer consumer journey and figuring out how your

Kevin Dieny: 00:12:52

business needs to grow, wants to grow.

Kevin Dieny: 00:12:54

So how does a business understand and monitor what's going on

Kevin Dieny: 00:12:59

in it, in, in the business?

Kevin Dieny: 00:13:00

Like what, how does it know and monitor those steps, those big, let's say,

Kevin Dieny: 00:13:04

points along the path so that it knows.

Kevin Dieny: 00:13:06

Okay.

Kevin Dieny: 00:13:07

I have leads, I have booked appointments, I have, you know, job scheduled.

Kevin Dieny: 00:13:12

I have jobs completed.

Kevin Dieny: 00:13:13

I have received, How is a business first?

Kevin Dieny: 00:13:16

Measuring all of that and understanding it, you know, like, I know it's a big

Kevin Dieny: 00:13:20

question, but it's sort of like a big one I think we should tackle here.

Jon Torrey: 00:13:23

Yeah, I, I think it's really important.

Jon Torrey: 00:13:24

So let's just talk through some of, some of the metrics that,

Jon Torrey: 00:13:28

that make up revenue flow.

Jon Torrey: 00:13:30

So, leads is, is at the top right?

Jon Torrey: 00:13:32

It's somebody came, most likely to my website, they might have

Jon Torrey: 00:13:36

clicked an ad, uh, you know, called Google, click to call, but

Jon Torrey: 00:13:40

somebody has contacted my business.

Jon Torrey: 00:13:43

Then the next step after that is, are they in my CRM customer relationship management

Jon Torrey: 00:13:48

tool with the new sellable opportunity?

Jon Torrey: 00:13:52

So I'm gonna pause here quickly because a lot of what's talked

Jon Torrey: 00:13:55

about today is cost per lead, which is not a revenue flow metric.

Jon Torrey: 00:14:00

So cost per lead.

Jon Torrey: 00:14:02

Is, is a calculation that could include customers who already have an appointment

Jon Torrey: 00:14:08

and they just want to confirm the time.

Jon Torrey: 00:14:10

It could be from somebody outside of your service area.

Jon Torrey: 00:14:13

It could be a vendor trying to pitch you a service.

Jon Torrey: 00:14:15

It could be your, your tech calling in to check on their next appointment.

Jon Torrey: 00:14:19

I, I've heard those calls, those leads are never going to turn into revenue

Jon Torrey: 00:14:25

for the business, so that's why what we wanna look at, Is the percentage of

Jon Torrey: 00:14:29

those leads that match to a sellable opportunity in the crm that is match rate.

Jon Torrey: 00:14:35

That is the first thing that I wanna understand about the leads

Jon Torrey: 00:14:37

that are coming into my business.

Jon Torrey: 00:14:39

Are they actually turning into something that I can sell into?

Jon Torrey: 00:14:42

And then the next step after that, to keep it really high

Jon Torrey: 00:14:45

level, is your booked job rate.

Jon Torrey: 00:14:47

So of those you know of the leads that have come in, what percentage of

Jon Torrey: 00:14:52

them turn into a sold or closed job?

Jon Torrey: 00:14:56

Because when you start to understand that cost per book, job metric

Jon Torrey: 00:15:01

behind it, and you can, you can start to say, Okay, I wanna lower that.

Jon Torrey: 00:15:05

How do I lower that?

Jon Torrey: 00:15:06

I have to improve my match rate.

Jon Torrey: 00:15:07

So let me look at my, my operations and make sure that match rates

Jon Torrey: 00:15:11

for specific conversion tools meet the right benchmarks.

Jon Torrey: 00:15:14

But the other thing might be I need to adjust my marketing strategy.

Jon Torrey: 00:15:17

I, I can't keep spending so much money on branded keywords, which are people

Jon Torrey: 00:15:21

searching for your business name.

Jon Torrey: 00:15:24

I need to start cert, I need to start bidding on things like AC repair near me.

Jon Torrey: 00:15:29

So I think those are the core.

Jon Torrey: 00:15:31

I mean it, it's really high level, but it's just somebody comes to your website

Jon Torrey: 00:15:35

or they contact your business another way.

Jon Torrey: 00:15:38

Do they end up in the CRM with an opportunity for you

Jon Torrey: 00:15:41

to sell or, or complete work?

Jon Torrey: 00:15:43

And how well are you booking those jobs?

Jon Torrey: 00:15:46

And then really the final piece is how much of those customers spending.

Jon Torrey: 00:15:50

So once you know your cost per book job, And you know how much they're

Jon Torrey: 00:15:53

spending, you know, the return that you're getting on that and you know your goals.

Jon Torrey: 00:15:57

If it's 25% ebitda, you need to be above a four x on those numbers.

Jon Torrey: 00:16:01

And there's different levers that you can pull intelligently.

Jon Torrey: 00:16:04

So if you're getting a cost per book job under $300, that's great,

Jon Torrey: 00:16:08

but if your average ticket is $150, you'll have to, your, your vendor

Jon Torrey: 00:16:12

should adjust the marketing strategy to focus less on, on service.

Jon Torrey: 00:16:16

And then the, the, when it gets really, really, Is if you think about, okay,

Jon Torrey: 00:16:21

I want to, I wanna grow my business.

Jon Torrey: 00:16:22

I'm already doing really well.

Jon Torrey: 00:16:25

I've got my driver.

Jon Torrey: 00:16:26

I didn't lose it.

Jon Torrey: 00:16:27

I'm aimed the proper way.

Jon Torrey: 00:16:29

I'm good, Jon, how can you possibly help me?

Jon Torrey: 00:16:32

Well, I tell, I tell you exactly how is when you start to look at the way that

Jon Torrey: 00:16:36

customers convert on HVAC websites, when you start to look at the channels

Jon Torrey: 00:16:41

that are bringing in revenue, when you're looking at the average tickets,

Jon Torrey: 00:16:43

the match, You can start to see the wave as it's forming and you don't

Jon Torrey: 00:16:48

try to catch it when it's crashing.

Jon Torrey: 00:16:50

When I specifically mean, online scheduling is a great example of this.

Jon Torrey: 00:16:53

I'm seeing the wave form.

Jon Torrey: 00:16:55

More and more people are starting to use online schedule tools.

Jon Torrey: 00:16:59

Phone is still gonna dominate.

Jon Torrey: 00:17:00

It's still 78% of closed revenue is converted through phones from ppc.

Jon Torrey: 00:17:05

Absolutely.

Jon Torrey: 00:17:06

But if that drops by even 3% because customers are choosing to book

Jon Torrey: 00:17:10

online because it's more convenient.

Jon Torrey: 00:17:12

That's a 3% advantage to your business.

Jon Torrey: 00:17:14

If you see that trend happening now and you dial in your process ahead

Jon Torrey: 00:17:18

of time and people know that you offer that, that's just an example.

Kevin Dieny: 00:17:21

Yeah, I wanted to also, and that's really great, really

Kevin Dieny: 00:17:24

awesome explanation and there's a few things that came out of that.

Kevin Dieny: 00:17:26

Mm-hmm.

Kevin Dieny: 00:17:27

that jogged a few things in my memory that I also wanted to share

Kevin Dieny: 00:17:30

to connect it with how real, how big swings these, these types of things

Kevin Dieny: 00:17:35

that you're talking about can have.

Kevin Dieny: 00:17:37

Uh, we've had instances where a business has come to us and been like, we're doing.

Kevin Dieny: 00:17:42

Excellent.

Kevin Dieny: 00:17:42

Everything's great.

Kevin Dieny: 00:17:43

And then here's just a couple examples from a customer that

Kevin Dieny: 00:17:47

has said that who's come to us.

Kevin Dieny: 00:17:48

They've said, the first one, we first, one example I could think of is we help

Kevin Dieny: 00:17:52

them realize that over 60% of the calls leads, they were getting went nowhere.

Kevin Dieny: 00:17:58

Like you said, spa folders.

Kevin Dieny: 00:17:59

We saw it going where they went to hold, they went on hold and

Kevin Dieny: 00:18:03

then the call never got picked up.

Kevin Dieny: 00:18:05

. Yep.

Kevin Dieny: 00:18:05

We saw, we saw.

Kevin Dieny: 00:18:07

Absolutely a ton of leads.

Kevin Dieny: 00:18:10

Tons of leads were going nowhere, and they were still doing really

Kevin Dieny: 00:18:13

well with the ones they had.

Kevin Dieny: 00:18:15

So we just pointed that out and then they were like, Okay, well

Kevin Dieny: 00:18:18

that seems like a big deal to us.

Kevin Dieny: 00:18:20

We're going to, you know, hire a few more handlers, hire a few more

Kevin Dieny: 00:18:23

people to take the calls, so, Less are going into the no man's land.

Kevin Dieny: 00:18:28

And they just exploded from, they thought they were doing great now.

Kevin Dieny: 00:18:32

They were doing awesome.

Kevin Dieny: 00:18:33

Mm-hmm.

Kevin Dieny: 00:18:34

. Now, the other example, very similar to match rate.

Kevin Dieny: 00:18:37

We look at, we have two things that we, we categorize.

Kevin Dieny: 00:18:39

One of 'em is like booked.

Kevin Dieny: 00:18:40

Yep.

Kevin Dieny: 00:18:40

And the other one is prospect.

Kevin Dieny: 00:18:42

So just quickly, a booked bookable is very similar to how you described it to us.

Kevin Dieny: 00:18:48

It's like, could the call, could the lead have turned into an appointment?

Kevin Dieny: 00:18:53

The other one is prospect, which.

Kevin Dieny: 00:18:55

Are they even serviceable?

Kevin Dieny: 00:18:57

Mm-hmm.

Kevin Dieny: 00:18:57

, are they even capable?

Kevin Dieny: 00:18:58

Or is this just a tech or a family member calling in, you know?

Kevin Dieny: 00:19:01

Yep.

Kevin Dieny: 00:19:01

So like the combination of those twos is very interesting because.

Kevin Dieny: 00:19:06

If you have like, maybe like hardly any prospects coming in that tells you

Kevin Dieny: 00:19:10

the quality is off, if you have hardly any books, bookable opportunities,

Kevin Dieny: 00:19:15

maybe they're calling and saying, Oh yeah, I gotta go really fast.

Kevin Dieny: 00:19:18

Mm-hmm.

Kevin Dieny: 00:19:18

then, or maybe the op maybe it never gets to that point.

Kevin Dieny: 00:19:20

Maybe the, the, the conversation's lasting a half hour talking

Kevin Dieny: 00:19:23

about something irrelevant.

Kevin Dieny: 00:19:25

, Yeah.

Kevin Dieny: 00:19:26

Then all of these are problems that even just one adding one sale a month is huge.

Kevin Dieny: 00:19:32

and if you can, you know, move those numbers up, the 3% that you mention

Kevin Dieny: 00:19:36

does represent a lot of revenue potential, easily left on the table.

Kevin Dieny: 00:19:42

Businesses already spending money on the marketing, already

Kevin Dieny: 00:19:44

spending money on the team.

Kevin Dieny: 00:19:45

Mm-hmm.

Kevin Dieny: 00:19:46

, you know, so it's like without doing a whole lot, A lot of these

Kevin Dieny: 00:19:50

examples showcase big swings, big revenue leaps ahead simply by having

Kevin Dieny: 00:19:56

the data maybe, or looking at it in a way they never had before.

Jon Torrey: 00:20:00

I couldn't agree more.

Jon Torrey: 00:20:01

And a lot of what we focus on is talking about just get 1% better each month.

Jon Torrey: 00:20:07

If your book job rate increases by 1% and you do a hundred, you

Jon Torrey: 00:20:11

know, uh, sole jobs a month, that's one extra job, like you said.

Jon Torrey: 00:20:16

And if your average installation ticket is $8,500, when, when, when you think

Jon Torrey: 00:20:20

about that each month and then it, it grows, it compounds, and then you

Jon Torrey: 00:20:23

sell memberships and things like that.

Jon Torrey: 00:20:26

Earlier when people say, Well, well, I, I, I'm, I'm generating revenue flow.

Jon Torrey: 00:20:31

I don't, I don't need any help.

Jon Torrey: 00:20:32

But what if, if you could get 1% better each month and then that's,

Jon Torrey: 00:20:36

that's 12% over the course of a year, and even more as it compounds.

Jon Torrey: 00:20:40

That's, that's the, the sort of secret sauce of you get into some of this data.

Jon Torrey: 00:20:45

Like you, you can really fine tune and bring your cost per book job down.

Jon Torrey: 00:20:49

You can increase your average ticket.

Jon Torrey: 00:20:51

You can add the right tools to your website to allow

Jon Torrey: 00:20:54

your customers to convert.

Jon Torrey: 00:20:56

You can pick the right marketing channels.

Jon Torrey: 00:20:58

You can see when certain marketing channels become less effective and

Jon Torrey: 00:21:03

others become more effective because not as many people are using it.

Kevin Dieny: 00:21:07

Yeah, that's huge.

Kevin Dieny: 00:21:08

And we're talking about a lot of really cool insights mm-hmm.

Kevin Dieny: 00:21:14

that the business could become aware of and then act on it.

Kevin Dieny: 00:21:17

So that leads me to the, another big question here, which I've

Kevin Dieny: 00:21:21

found from my experience, I mean, I'm, I'm a little more data savvy.

Kevin Dieny: 00:21:25

. Yeah.

Kevin Dieny: 00:21:25

So, and I've, and even I run into this all the time, which is, okay,

Kevin Dieny: 00:21:30

I have, let's say I have all this.

Kevin Dieny: 00:21:32

So why is it so, why is it difficult?

Kevin Dieny: 00:21:34

Why are businesses struggling to turn data into actionable insights?

Kevin Dieny: 00:21:39

Like I, let's say I'm advertising in a bunch of channels.

Kevin Dieny: 00:21:42

Why is it hard to know what channels are working, what channels are not?

Kevin Dieny: 00:21:45

Like, why is it so difficult to turn, to turn?

Kevin Dieny: 00:21:48

What, what does feel like a mess of data into okay, actionable insights?

Jon Torrey: 00:21:54

Yeah, that's a, uh, that's a pain point for a lot of people.

Jon Torrey: 00:21:58

Uh, I think one of the, the, the biggest issues and, and biggest

Jon Torrey: 00:22:01

gaps, and this is why we decided to solve it, is that there's a lot of

Jon Torrey: 00:22:06

shopping activity happens online.

Jon Torrey: 00:22:11

But in home services, the purchase and the sale happens in the home,

Jon Torrey: 00:22:16

and there's a disconnect of, well, what did this person, where did

Jon Torrey: 00:22:19

this person come to my website from?

Jon Torrey: 00:22:21

What did they do on the website?

Jon Torrey: 00:22:23

What did they say when they called?

Jon Torrey: 00:22:24

What did they put in the chat?

Jon Torrey: 00:22:25

What did they put in the form and how long did it take for

Jon Torrey: 00:22:28

us to, to get to that person?

Jon Torrey: 00:22:30

Did they, did they go through multiple estimates?

Jon Torrey: 00:22:33

Did they, They book right away there.

Jon Torrey: 00:22:34

There's just a lot of lag time between that online shopping

Jon Torrey: 00:22:37

activity and a lot of the time.

Jon Torrey: 00:22:39

What's also interesting about home services is that a, as a

Jon Torrey: 00:22:44

business, your goal is to get consideration in a moment of need.

Jon Torrey: 00:22:47

So it's, it's more rare that a customer is going to, to listen to

Jon Torrey: 00:22:52

your podcast necessarily, and I don't like traditional ads, but even see

Jon Torrey: 00:22:56

your TV ad or listen to a radio ad.

Jon Torrey: 00:22:59

That and, and their AC units working fine, Their furnace is working fine,

Jon Torrey: 00:23:02

and they're gonna say, You know what?

Jon Torrey: 00:23:03

I, I need to like, take action.

Jon Torrey: 00:23:05

Now, a lot of what happens is it's, it's the middle of winter and their,

Jon Torrey: 00:23:09

their furnace isn't turning on.

Jon Torrey: 00:23:11

And they need somebody now, and they go, they go right to the

Jon Torrey: 00:23:14

search engine to, to do that.

Jon Torrey: 00:23:16

Now obviously there's cases, you know, with Facebook and, and things like

Jon Torrey: 00:23:19

that where it's, you know, you, you can convince people, but it's, it's certainly

Jon Torrey: 00:23:23

very much like right now, I, I need this.

Jon Torrey: 00:23:26

Like, you're an essential business and I, I need it.

Kevin Dieny: 00:23:29

Yeah, I think what's is so interesting, and something

Kevin Dieny: 00:23:32

I've had to grasp is there's.

Kevin Dieny: 00:23:35

Very, very different types of services, you know, and one of the big examples

Kevin Dieny: 00:23:40

of this is for plumbers or hvac.

Kevin Dieny: 00:23:43

It's like when something, when your AC goes off in the middle of a heat wave.

Kevin Dieny: 00:23:48

Yet you're calling sort of out of desperation, you know, a plumbing pipe

Kevin Dieny: 00:23:51

breaks, you're calling again out of an emergency, desperation, you're upset.

Kevin Dieny: 00:23:54

There's like an emotionally charged event is fueling this, this charged go.

Kevin Dieny: 00:24:00

And it's in that moment, it seems less about you, every other thing going on.

Kevin Dieny: 00:24:05

It's like, who can come here right away?

Kevin Dieny: 00:24:07

Yeah, who can fix this problem?

Kevin Dieny: 00:24:08

I, I mean, price depending on the, the customer.

Kevin Dieny: 00:24:11

It's like certainly some things that a business is doing and it's marketing

Kevin Dieny: 00:24:15

and it's business seems like irrelevant in that moment, but there's still that.

Kevin Dieny: 00:24:21

Like, am I gonna be that business that they think of to call or that

Kevin Dieny: 00:24:25

they find when they want to call?

Kevin Dieny: 00:24:27

Yep.

Kevin Dieny: 00:24:28

That when they do call gets handled appropriately and and correctly

Kevin Dieny: 00:24:32

and you know, their needs are met with what they're looking for.

Kevin Dieny: 00:24:36

You know, So a lot of it that, that goes on where every consumer

Kevin Dieny: 00:24:40

journey is not exactly the same.

Kevin Dieny: 00:24:41

Mm-hmm.

Kevin Dieny: 00:24:42

just kind of like what you're getting to.

Kevin Dieny: 00:24:43

And was there anything else you want?

Kevin Dieny: 00:24:45

I mean, just of what I said right there, is there anything else that helps a.

Kevin Dieny: 00:24:49

Manage, like, yeah.

Kevin Dieny: 00:24:50

Okay.

Kevin Dieny: 00:24:50

If, if every consumer journey is different, that seems,

Kevin Dieny: 00:24:55

again, overwhelming and crazy.

Kevin Dieny: 00:24:56

And how, how am I gonna monitor and measure all these tons of different

Kevin Dieny: 00:25:00

probabilistic touchpoints along the way?

Jon Torrey: 00:25:04

Yeah, I mean, look, there, there's an analogy that I,

Jon Torrey: 00:25:06

I, I like to think of is you don't wanna scratch the customer's record.

Jon Torrey: 00:25:10

So I'll elaborate, right?

Jon Torrey: 00:25:11

Like say it's sold tired.

Jon Torrey: 00:25:13

Records are kind of coming back.

Jon Torrey: 00:25:14

You're listening to record.

Jon Torrey: 00:25:15

You're, you're grooving with your favorite song and you're, and you're in

Jon Torrey: 00:25:17

that mood and nothing's stopping you, and you're kind of in your comfort zone.

Jon Torrey: 00:25:21

And then the record scratches and it totally breaks the thought pattern.

Jon Torrey: 00:25:25

It interrupts it, and it causes issues.

Jon Torrey: 00:25:27

So I think about the same thing on, on a customer journey.

Jon Torrey: 00:25:30

Is your goal is not to try to predict the exact five things that I'm going

Jon Torrey: 00:25:36

to do before I call your business to get a replacement or an installation

Jon Torrey: 00:25:39

or service, or whatever it is.

Jon Torrey: 00:25:41

Your goal is just to make it as easy as possible for me to discover your business.

Jon Torrey: 00:25:46

To make sure that you offer me what I need to get in touch and when I do get

Jon Torrey: 00:25:50

in touch that you're taking care of me.

Jon Torrey: 00:25:52

So that at the highest level, because this home services is growing, I think

Jon Torrey: 00:25:57

it's been underserved, overlooked.

Jon Torrey: 00:25:59

I think the pandemic accelerated.

Jon Torrey: 00:26:01

You see a lot of private equity firms coming in the space because

Jon Torrey: 00:26:04

these were essential businesses.

Jon Torrey: 00:26:06

And what I saw this happen in automotive, like you, you start

Jon Torrey: 00:26:09

to see some of the aggregators.

Jon Torrey: 00:26:12

Improve their customer experience, and I won't name them, but they're

Jon Torrey: 00:26:15

getting in between you and your customer because they're, they're focused on just

Jon Torrey: 00:26:19

making it easy to find what they need.

Jon Torrey: 00:26:22

So my advice here is you don't need to get complicated.

Jon Torrey: 00:26:25

You don't even necessarily need to get into the data, although it's very helpful

Jon Torrey: 00:26:27

is if you obsess over your customer experience, your customers experience.

Jon Torrey: 00:26:32

And if you pretend to be a customer and go to Google and do a search, go to Bing

Jon Torrey: 00:26:37

and do a search, go to your website.

Jon Torrey: 00:26:41

See how easy it is to navigate, call the business.

Jon Torrey: 00:26:43

How quickly do they, do they pick up the phone?

Jon Torrey: 00:26:45

Do they have a greeting that that says, Hi, this is Jon from Jon's HVAC

Jon Torrey: 00:26:50

located in Raleigh, North Carolina.

Jon Torrey: 00:26:53

And once you start to obsess over that, a lot of things fall into place.

Jon Torrey: 00:26:56

And inevitably you're gonna wonder, Well Jon, I've been obsessing

Jon Torrey: 00:26:58

about this for three months.

Jon Torrey: 00:26:59

Is this working or not?

Jon Torrey: 00:27:01

And that's when you can look at the revenue flow metrics to see how it's

Jon Torrey: 00:27:04

changed, and then you can get more specific and tactical from there.

Kevin Dieny: 00:27:09

Yeah, okay, so this is really, really solid.

Kevin Dieny: 00:27:12

I, I wanted to kind of open up your experience a little bit here.

Kevin Dieny: 00:27:17

Do you have some examples or stories or anything you could share on a few

Kevin Dieny: 00:27:22

of these examples, just so it makes it a little more salient for people?

Kevin Dieny: 00:27:26

That if they've, that where they could have gaps, let's say, or a

Kevin Dieny: 00:27:29

bottleneck or, uh, something that's leaking in their business and maybe

Kevin Dieny: 00:27:34

an area where it's under undervalued.

Kevin Dieny: 00:27:36

Right.

Kevin Dieny: 00:27:37

The potential it has been there.

Kevin Dieny: 00:27:38

Yeah.

Kevin Dieny: 00:27:38

And in either case, they figured it out.

Kevin Dieny: 00:27:41

What did they do about it?

Kevin Dieny: 00:27:43

Cause I, I'd like to, at the end of the day, Lean toward like, okay,

Kevin Dieny: 00:27:47

insights are awesome, data's great.

Kevin Dieny: 00:27:49

Yeah, monitoring, measuring is so fantastic, but what do you do about it?

Jon Torrey: 00:27:53

Yeah.

Kevin Dieny: 00:27:54

At the end of the day, you know?

Jon Torrey: 00:27:56

So I, I'll give you an exam, I'll give you two examples, but this is an

Jon Torrey: 00:27:59

example of where they, what they don't do, what they didn't do that was important.

Jon Torrey: 00:28:05

So we, we had a client that had a chat tool and they were not convinced

Jon Torrey: 00:28:11

at all that chat leads were quality.

Jon Torrey: 00:28:15

That they were gonna drive any type of installation jobs.

Jon Torrey: 00:28:19

And during a heat wave, there were some forest uh, fires in their area and it rose

Jon Torrey: 00:28:27

temperatures in that, that specific area.

Jon Torrey: 00:28:28

And there were a lot, there was a lot more demand for people thinking, I need

Jon Torrey: 00:28:32

to get an essential AC installed into my home, or I need to solve this problem.

Jon Torrey: 00:28:37

And what we found, and don't quote me on this, I don't remember the exact

Jon Torrey: 00:28:42

numbers, but it was pretty close.

Jon Torrey: 00:28:44

To 80% of the closed revenue during those, those two or three summer

Jon Torrey: 00:28:48

months was coming in from forum and chat leads, which is totally the

Jon Torrey: 00:28:52

opposite of what would normally happen.

Jon Torrey: 00:28:55

Whereas phone calls drive about 80% of of revenue, and that's gonna

Jon Torrey: 00:28:58

largely stay the same for a while.

Jon Torrey: 00:29:00

Um, but just in this case, with all the excess demand, I think what was happening

Jon Torrey: 00:29:04

is I, I think their phone lines were busy.

Jon Torrey: 00:29:07

So customers were kind of going in through, you know, chat and we, we

Jon Torrey: 00:29:11

had, I mean, we collect everything.

Jon Torrey: 00:29:12

We could see the transcripts and all of that.

Jon Torrey: 00:29:14

So we, we were seeing people effectively go through a sales process.

Jon Torrey: 00:29:17

Do you have this equipment?

Jon Torrey: 00:29:18

When can you install?

Jon Torrey: 00:29:20

What's the range of price?

Jon Torrey: 00:29:21

Bam, let's set the appointment.

Jon Torrey: 00:29:23

And it, it, it generated that revenue.

Jon Torrey: 00:29:25

Now, astute people might come back and say, Well, what happened

Jon Torrey: 00:29:27

when the demand went down?

Jon Torrey: 00:29:28

It continues.

Jon Torrey: 00:29:31

To be a conversion tool.

Jon Torrey: 00:29:32

Again, doesn't drive as much as phone calls, but it drives

Jon Torrey: 00:29:36

significantly more than the monthly fee to have the chat on the website.

Jon Torrey: 00:29:39

So in this case, they did not cancel.

Jon Torrey: 00:29:41

They kept it on the site as an added way for a customer to get

Jon Torrey: 00:29:45

in touch with their business.

Jon Torrey: 00:29:46

And we kind of proved to them like, Yes, you do get installation leads

Jon Torrey: 00:29:50

from this $15,000 tickets coming in through chat . So that's one example.

Jon Torrey: 00:29:56

Another example, right?

Jon Torrey: 00:29:57

Um, you know, this, this is something that, I mean, it

Jon Torrey: 00:30:01

happens more than you think.

Jon Torrey: 00:30:01

I think you reference this as, you know, a customer spending five figures

Jon Torrey: 00:30:05

on a PPC budget and their automated greeting was looping through without

Jon Torrey: 00:30:12

giving an option to press one, two, or three to connect with somebody.

Jon Torrey: 00:30:16

So we were seeing customers on hold 15 minutes.

Jon Torrey: 00:30:22

Which is crazy.

Jon Torrey: 00:30:23

People are saying on that long, but, But their match rates are

Jon Torrey: 00:30:26

extremely low, and that was a clue to us that something was off.

Jon Torrey: 00:30:29

So it was as simple as fixing the automated greeting and making sure that

Jon Torrey: 00:30:35

there's an option for a customer to leave a voicemail or that after two minutes it

Jon Torrey: 00:30:39

says, Hey, you know, we'll call you back.

Jon Torrey: 00:30:41

Or just something, as just two tangible examples.

Kevin Dieny: 00:30:45

Wow.

Kevin Dieny: 00:30:46

So the first one with the chat and calls, we see something so interesting.

Kevin Dieny: 00:30:52

We, we've seen this, uh, something kind of similar, but a different angle I wanted

Kevin Dieny: 00:30:56

to spin on it is we've seen businesses who are like chat, I don't know about that.

Kevin Dieny: 00:31:01

Mm-hmm.

Kevin Dieny: 00:31:02

, a website chat.

Kevin Dieny: 00:31:03

Like, like that's just gonna bring in a lot of fluff and weirdness.

Kevin Dieny: 00:31:07

Yeah.

Kevin Dieny: 00:31:07

And , one of the other objections we heard on that.

Kevin Dieny: 00:31:12

you know, who am I gonna have, man, this thing.

Kevin Dieny: 00:31:14

Mm-hmm.

Kevin Dieny: 00:31:14

, like I, I don't want a bot to be there.

Kevin Dieny: 00:31:16

I mean, bots are fine, but I don't want a bot to be there.

Kevin Dieny: 00:31:19

I want one of our staff to be there, and that's just gonna take them away

Kevin Dieny: 00:31:22

from calls, which are like, you've mentioned more important to me.

Kevin Dieny: 00:31:25

Mm-hmm.

Kevin Dieny: 00:31:25

and I like having the call, the person there in real time.

Kevin Dieny: 00:31:28

But what we really found is that a chat or a text, Is not really

Kevin Dieny: 00:31:34

like a stop gap for a call.

Kevin Dieny: 00:31:36

The way that the A chat works, yes.

Kevin Dieny: 00:31:38

You wanna be there right away.

Kevin Dieny: 00:31:39

You gotta respond right away.

Kevin Dieny: 00:31:40

Cuz if you're not spreading within, like, think it's like 16

Kevin Dieny: 00:31:43

seconds, they're out of there.

Kevin Dieny: 00:31:44

Like they, they put something in the chat, no one responds.

Kevin Dieny: 00:31:46

They're, they're like, this isn't, what is this waste of time?

Kevin Dieny: 00:31:49

Okay.

Kevin Dieny: 00:31:50

But having someone responding didn't take away from their ability

Kevin Dieny: 00:31:54

to be on a call at the same time.

Kevin Dieny: 00:31:56

Mm-hmm.

Kevin Dieny: 00:31:56

. So it was really interesting.

Kevin Dieny: 00:32:00

, it's expensive to man phone calls.

Kevin Dieny: 00:32:02

You need people, you need them train, you need to know what to say.

Kevin Dieny: 00:32:04

They had to have some sales skills and some customer service skills, and they're

Kevin Dieny: 00:32:07

handling a lot, uh, but a chat a little bit less, a little bit less intense.

Kevin Dieny: 00:32:13

And so they could do both simultaneously.

Kevin Dieny: 00:32:16

Mm-hmm.

Kevin Dieny: 00:32:16

and that actually made them go, Oh yeah, I'm all about chat now.

Kevin Dieny: 00:32:20

Yeah.

Kevin Dieny: 00:32:21

Because it's easier and my team can be handling multiple

Kevin Dieny: 00:32:24

conversations at the same time.

Kevin Dieny: 00:32:26

That is, that's huge for them.

Kevin Dieny: 00:32:28

So that was a.

Kevin Dieny: 00:32:30

For me and for most of us here, unexpected outcome of of chat and calls

Kevin Dieny: 00:32:35

and texts and texts were the same thing.

Kevin Dieny: 00:32:37

That it's a little bit more, let's say, culturally acceptable that a text isn't

Kevin Dieny: 00:32:41

responded to within a split second.

Kevin Dieny: 00:32:43

Right?

Kevin Dieny: 00:32:43

It's not like you text and B comes right back.

Kevin Dieny: 00:32:45

There's a little bit of a delay, and that delay allows for a person

Kevin Dieny: 00:32:49

to be on multiple combined like conversations at the same time.

Kevin Dieny: 00:32:52

Mm-hmm.

Kevin Dieny: 00:32:53

, so it actually widens.

Kevin Dieny: 00:32:55

Ability to, you know, communicate, which was something that we found

Kevin Dieny: 00:32:57

that was really interesting.

Kevin Dieny: 00:32:59

Yeah.

Kevin Dieny: 00:32:59

Uh, in having, you know, a business that opens itself up to multiple mediums

Kevin Dieny: 00:33:04

of, of interacting with customers.

Jon Torrey: 00:33:06

Absolutely.

Kevin Dieny: 00:33:08

Now, the, the other thing I was gonna kind of get to here

Kevin Dieny: 00:33:12

is, okay, revenue flow ends in some.

Kevin Dieny: 00:33:17

The customer, but it doesn't really.

Kevin Dieny: 00:33:18

Right.

Kevin Dieny: 00:33:19

You kind of want a customer to come back over and over.

Kevin Dieny: 00:33:21

Absolutely.

Kevin Dieny: 00:33:22

You want them to return.

Kevin Dieny: 00:33:23

Absolutely.

Kevin Dieny: 00:33:23

So that we've talked a bit about lead to sale.

Kevin Dieny: 00:33:27

Well, what about repeat customer, past customer, you know, maybe

Kevin Dieny: 00:33:32

one that didn't work out.

Kevin Dieny: 00:33:34

You know, the book, the appointment came, but then they didn't,

Kevin Dieny: 00:33:36

they didn't, they didn't sell.

Kevin Dieny: 00:33:37

So how can a business take advantage of the information from,

Kevin Dieny: 00:33:41

let's say, near sale to onward?

Kevin Dieny: 00:33:44

Right?

Kevin Dieny: 00:33:44

So if you could talk about that, Jon.

Jon Torrey: 00:33:46

Yeah, absolutely.

Jon Torrey: 00:33:47

So another revenue flow metric is looking at revenue potential.

Jon Torrey: 00:33:53

Which is specific to home services.

Jon Torrey: 00:33:54

So you have open estimates, sold jobs, and closed jobs, and then

Jon Torrey: 00:33:58

you look at the gap between open estimates, sold jobs, and closed jobs.

Jon Torrey: 00:34:02

And one of the things that you could do today is get a list of open estimates,

Jon Torrey: 00:34:07

which again, we do that automatically.

Jon Torrey: 00:34:08

I know some people say, Hey, it's so hard to get this, but you can follow up.

Jon Torrey: 00:34:12

On open estimates that are a week or older, and you can call those

Jon Torrey: 00:34:17

customers and you can reach out.

Jon Torrey: 00:34:18

You not, probably not gonna get a high percentage of them, but it, it's

Jon Torrey: 00:34:21

certainly some percentage that, you know, you'll, you'll be able to, to bring in.

Jon Torrey: 00:34:28

And then as you think about repeat customers, and you know, because look,

Jon Torrey: 00:34:32

a lot of companies will tell us, you know, all of the roads to growth.

Jon Torrey: 00:34:38

Come from installation because you know, new customers tend to spend the most

Jon Torrey: 00:34:43

money with us in the first 90 days.

Jon Torrey: 00:34:45

We know the equipment's gonna last 12 to 15 years.

Jon Torrey: 00:34:48

But we do track that.

Jon Torrey: 00:34:49

We can see when, when people come back.

Jon Torrey: 00:34:51

And there's just been some interesting, I'll give some anecdotal,

Jon Torrey: 00:34:54

you know, just, just examples.

Jon Torrey: 00:34:55

Like we, we've seen people get a furnace replacement that come back four weeks

Jon Torrey: 00:35:02

later for a hot water heater replacement.

Jon Torrey: 00:35:04

If you, if you're offering both of those services and we look at the

Jon Torrey: 00:35:07

percentage, uh, of membership sold into some of those jobs, and we can

Jon Torrey: 00:35:11

track the lifetime value of a customer.

Jon Torrey: 00:35:14

And I, and that's where I think.

Jon Torrey: 00:35:16

It might overwhelm some people when you start, Well, I have to manage

Jon Torrey: 00:35:19

this, then I have to manage that.

Jon Torrey: 00:35:21

Again.

Jon Torrey: 00:35:22

It, it's, the data is, it's made to just be simple so you can monitor

Jon Torrey: 00:35:26

what's happening and that you're trending in the right direction.

Jon Torrey: 00:35:29

And then when you work on your business and you want to get into the specifics,

Jon Torrey: 00:35:33

if you feel as though, Hey, my benchmarks are showing lead handling is good.

Jon Torrey: 00:35:38

I've got the right conversion tools on the website.

Jon Torrey: 00:35:40

I feel good about the marketing strategy.

Jon Torrey: 00:35:41

And it's always gonna be there.

Jon Torrey: 00:35:43

It's always being monitor.

Jon Torrey: 00:35:44

So I'm comfortable then to put my focus on, okay, let's do some email marketing

Jon Torrey: 00:35:50

to customers with older equipment.

Jon Torrey: 00:35:53

That aren't on our membership program or as we start to, you know,

Jon Torrey: 00:35:57

offer some, some fall discounts or we offer some spring discounts.

Jon Torrey: 00:36:02

Our customers coming in from those campaigns and are they doing

Jon Torrey: 00:36:05

service with us in the next season?

Jon Torrey: 00:36:07

What percentage are, are, are doing that and how can we do a better job?

Jon Torrey: 00:36:11

And again, it all goes back to this obsession over the customer.

Jon Torrey: 00:36:14

It's if you're obsessed with a customer and you provide a good experience and

Jon Torrey: 00:36:17

you can leverage, it's much easier.

Jon Torrey: 00:36:20

Uh, to leverage the marketing tools at your disposal.

Jon Torrey: 00:36:22

When you, when you call an open estimate and you've done a great job,

Jon Torrey: 00:36:26

uh, when you're in the home, you might have a, a higher likelihood, right?

Jon Torrey: 00:36:29

They might have just forgotten or they're just still debating or whatever it is.

Jon Torrey: 00:36:32

Or if you've, if you do some sort of fall, you know, furnace tune up and

Jon Torrey: 00:36:36

you're getting in the home and you're giving a good experience, maybe you

Jon Torrey: 00:36:39

don't sell the membership right there, then in there and you're looking,

Jon Torrey: 00:36:42

Hey, this customer hasn't come back within a year, let's do some outreach.

Jon Torrey: 00:36:46

If you've done a good job at providing them a good experience,

Jon Torrey: 00:36:48

you're probably more like, To, to get them in the loop again.

Jon Torrey: 00:36:51

And there's a big discussion in, in home services about monthly recurring revenue.

Jon Torrey: 00:36:55

Annual recurring revenue.

Jon Torrey: 00:36:57

Um, so just, it, it's really is revenue flow at the end of the day.

Jon Torrey: 00:37:00

I know it's that customer journey, but it's just allowing you to understand

Jon Torrey: 00:37:03

how, how they're doing business with you so you can obsess over it, make

Jon Torrey: 00:37:07

it better for them, and get them as repeat customers for a lifetime and

Jon Torrey: 00:37:11

their friends and neighbors, right.

Kevin Dieny: 00:37:13

Yeah, so that's, that leads me to, an interesting insight.

Kevin Dieny: 00:37:17

After attending some conferences from reading everything I can

Kevin Dieny: 00:37:21

within the marketing field.

Kevin Dieny: 00:37:23

Right now, there's a lot of, there's been a lot of like return

Kevin Dieny: 00:37:27

surveys and polls about in marketers everywhere, and this is not just

Kevin Dieny: 00:37:31

home service, this is every business.

Kevin Dieny: 00:37:33

One of the really shocking things I saw was the personalization or

Kevin Dieny: 00:37:38

being obsessed about the customer.

Kevin Dieny: 00:37:40

Mm-hmm, and wanting to be very person trying to deliver personalized

Kevin Dieny: 00:37:44

marketing, which is very difficult to do.

Kevin Dieny: 00:37:46

It was something like 70% of businesses at all levels, even the biggest ones

Kevin Dieny: 00:37:50

who have tons of resources, weren't even really bothering with more than,

Kevin Dieny: 00:37:54

Well, I slapped the name on an email.

Kevin Dieny: 00:37:57

It says, Hey, Kevin, you know, in an email, Hey Jon,

Kevin Dieny: 00:37:59

in an email, and that's it.

Kevin Dieny: 00:38:00

Mm-hmm.

Kevin Dieny: 00:38:01

And that's as much as they were segmenting their information.

Kevin Dieny: 00:38:04

So there are interesting things like you just described a few segments

Kevin Dieny: 00:38:07

that I wanted to just highlight.

Kevin Dieny: 00:38:09

You've described potential customer information, right.

Kevin Dieny: 00:38:12

But it it's associated with Okay, they, they, they bought from us a long time ago.

Kevin Dieny: 00:38:17

Mm-hmm, so their equipment might be getting old, They may have

Kevin Dieny: 00:38:19

purchased, purchased a furnace.

Kevin Dieny: 00:38:21

. Okay.

Kevin Dieny: 00:38:21

Would that make them a good candidate for an email about a water heater?

Kevin Dieny: 00:38:24

Mm-hmm, that's a segment, segments that purchased product or service xyz.

Kevin Dieny: 00:38:28

You know, they don't have our membership plan.

Kevin Dieny: 00:38:31

Yeah, they do.

Kevin Dieny: 00:38:32

You know, all of these are kind of groupings or segments that are, to

Kevin Dieny: 00:38:36

me, generally found within a crm.

Kevin Dieny: 00:38:38

Right.

Kevin Dieny: 00:38:38

Or generally found within some sort of marketing or database, or could.

Kevin Dieny: 00:38:42

Hopefully not be in an excel in a spreadsheet, but , you know, at the end

Kevin Dieny: 00:38:46

of the day, it's like thinking about different ways to talk to your audience

Kevin Dieny: 00:38:50

can give you like that competitive edge.

Kevin Dieny: 00:38:52

Mm-hmm.

Kevin Dieny: 00:38:53

. It can come from, I think a couple sources we've mentioned, improving my

Kevin Dieny: 00:38:57

operations and my business, improving my, what I'm gonna do with the information

Kevin Dieny: 00:39:01

I have, focusing on the channels that are working for my business.

Kevin Dieny: 00:39:06

Nailing my phone calls.

Kevin Dieny: 00:39:08

Chats.

Kevin Dieny: 00:39:09

Mm-hmm.

Kevin Dieny: 00:39:09

, making sure that I.

Kevin Dieny: 00:39:12

Very aware of what's going wrong in the, having tabs on what's going

Kevin Dieny: 00:39:16

could be going wrong, so that I know if anything starts to drop.

Kevin Dieny: 00:39:19

And I think another one would be, okay, what I have done right,

Kevin Dieny: 00:39:24

how can I get more out of it?

Jon Torrey: 00:39:25

Yeah, and you could take more time.

Jon Torrey: 00:39:27

I mean, and, and that this, this is the way too, is we get into

Jon Torrey: 00:39:30

some of these discussions with.

Jon Torrey: 00:39:32

Some of our clients, like, like I mentioned earlier, right?

Jon Torrey: 00:39:35

Um, you know, marketing, the, the, the whole goal of it is, is to get

Jon Torrey: 00:39:39

consideration in a moment of need.

Jon Torrey: 00:39:41

And a lot of these customers, it's, it's very much a strong moment of need.

Jon Torrey: 00:39:45

I don't have heat, I don't have ac Now obviously there's a

Jon Torrey: 00:39:47

percentage that they're booking out ahead and they're planners and

Jon Torrey: 00:39:50

they're this, and they're that.

Jon Torrey: 00:39:51

Uh, but you can be a little bit more patient with and thoughtful

Jon Torrey: 00:39:56

about the, the follow ups.

Jon Torrey: 00:39:57

Like, again, I, I, I like process and I, I think one of the, a specific example is if

Jon Torrey: 00:40:03

you do an installation for a new customer, You have the opportunity to to win all

Jon Torrey: 00:40:09

the business in that neighborhood, right?

Jon Torrey: 00:40:11

If they talk about you.

Jon Torrey: 00:40:12

But you might take the time to think, if this were my son, if this were

Jon Torrey: 00:40:16

my best friend and I just installed this over the next 12 months, what

Jon Torrey: 00:40:20

are the things that I would wanna communicate that to them about?

Jon Torrey: 00:40:23

You know, hey, change, it's time to change your filter, right?

Jon Torrey: 00:40:27

And people call it email drip campaigns, but, But is there some

Jon Torrey: 00:40:30

communication that you can do?

Jon Torrey: 00:40:31

We just installed this and here's where we go from here.

Jon Torrey: 00:40:34

And hey, it's year two of owning your equip.

Jon Torrey: 00:40:37

You know, here's some messaging about that that you could be a

Jon Torrey: 00:40:39

little more patient on, right?

Jon Torrey: 00:40:40

Because you have some time to figure that out.

Jon Torrey: 00:40:43

And that's why, again, if you use revenue flow to really dial in the

Jon Torrey: 00:40:46

urgent they want it, now they're, they're hunting, We're gonna lose the

Jon Torrey: 00:40:50

business if we're not on top of this.

Jon Torrey: 00:40:51

And making it easy for them to convert.

Jon Torrey: 00:40:53

And then you can sit down with their team.

Jon Torrey: 00:40:55

And that's the fun part, because this is what you're good at, is thinking

Jon Torrey: 00:40:58

about what value can we communicate on a monthly bimonthly basis.

Jon Torrey: 00:41:04

That we would communicate to our friends and family about their

Jon Torrey: 00:41:06

new equipment or somebody that just got their, their spring tune.

Jon Torrey: 00:41:10

And just, Hey, it's time to change your filter.

Jon Torrey: 00:41:13

Just a friendly reminder.

Jon Torrey: 00:41:14

Now, I think some of that's, I think equipment will have smart furnaces and

Jon Torrey: 00:41:17

smart acs that'll start to communicate some of those things automatically.

Jon Torrey: 00:41:22

But if you educate your customer, again, because a lot of people, I still think,

Jon Torrey: 00:41:26

yes, my, my, my car might tell me that I need service, but I still go to a

Jon Torrey: 00:41:30

trusted dealership because they're the ones that are gonna do the work on it.

Jon Torrey: 00:41:33

So, it's your chance to, to build that relationship is, is at the end of the

Jon Torrey: 00:41:37

day, it's, you're, you're building a, a partnership with your customer

Jon Torrey: 00:41:41

for the, for their home comfort.

Kevin Dieny: 00:41:43

Yeah, that's really interesting.

Kevin Dieny: 00:41:44

I, I thought I could, You just brought to mind a couple

Kevin Dieny: 00:41:47

examples I thought I would share.

Kevin Dieny: 00:41:48

Mm-hmm.

Kevin Dieny: 00:41:48

, one of them was when we, when I first got moved into our house, I

Kevin Dieny: 00:41:52

got some stuff in the mail that was like, Hey, you've just moved in.

Kevin Dieny: 00:41:55

Mm-hmm.

Kevin Dieny: 00:41:56

we're your neighborhood.

Kevin Dieny: 00:41:58

Plumber kind of stuff.

Kevin Dieny: 00:41:59

Mm-hmm.

Kevin Dieny: 00:41:59

, Another interesting one I got was there was a fire nearby and then I

Kevin Dieny: 00:42:04

think it was like a month later, took a little while, but it was a month

Kevin Dieny: 00:42:06

after I got somebody saying, Hey, there was a fire in the neighborhood.

Kevin Dieny: 00:42:09

Maybe you should check your filter.

Kevin Dieny: 00:42:10

Mm-hmm.

Kevin Dieny: 00:42:11

, here's, here's xyz, um, hvac.

Kevin Dieny: 00:42:14

Mm-hmm.

Kevin Dieny: 00:42:15

. Another interesting one was I got from a, a termite company.

Kevin Dieny: 00:42:18

They said, Hey, We just cleared out some termites in the

Kevin Dieny: 00:42:21

neighborhood, just so you know.

Kevin Dieny: 00:42:22

That probably means they're in your area too.

Kevin Dieny: 00:42:24

Mm-hmm.

Kevin Dieny: 00:42:26

, it didn't necessarily have to be true, but you know, there's, there's some

Kevin Dieny: 00:42:29

really interesting ideas that there and, and come off of what you're saying,

Kevin Dieny: 00:42:32

Jon, I, I love the actionable takeaways here that a business could be be going.

Kevin Dieny: 00:42:36

Yeah, that's an interesting idea.

Kevin Dieny: 00:42:38

I like that.

Kevin Dieny: 00:42:38

Yeah, I could do that.

Kevin Dieny: 00:42:39

So, lucky.

Kevin Dieny: 00:42:40

One of the sort of final questions here.

Kevin Dieny: 00:42:42

Yep.

Kevin Dieny: 00:42:43

What's required?

Kevin Dieny: 00:42:45

For a business to do everything we're talking about.

Kevin Dieny: 00:42:48

I, I feel like I'm gravitating more toward, you know, a business owner could

Kevin Dieny: 00:42:53

do this, uh, maybe at bare minimum be looking at a lot of this important stuff.

Kevin Dieny: 00:42:58

But, you know, it sounds like it'd be also very helpful to have a marketer either

Kevin Dieny: 00:43:04

in house or outsourced or something, or a partnership with an agency.

Kevin Dieny: 00:43:10

You know, someone who comes in and every once in a while and does some,

Kevin Dieny: 00:43:13

you know, pulls this information together annually, consultative wise.

Kevin Dieny: 00:43:17

So what kind of, what's, what's essentially required?

Kevin Dieny: 00:43:19

You mentioned crm, I know that's the tech side.

Kevin Dieny: 00:43:21

Yeah, definitely.

Kevin Dieny: 00:43:22

What's sort of essential and required for a business to sort of get around

Kevin Dieny: 00:43:26

this and get going with this to make sure they have, if they have a checklist.

Kevin Dieny: 00:43:28

Okay.

Kevin Dieny: 00:43:29

Check 1, 2, 3.

Kevin Dieny: 00:43:30

Check the boxes here.

Kevin Dieny: 00:43:31

What's basically required to do, to increase revenue flow?

Jon Torrey: 00:43:35

Yeah, I, I mean, at the end of the day, if, if you're looking

Jon Torrey: 00:43:38

to, to measure this accurately and, and robustly, you obviously need the crm, but

Jon Torrey: 00:43:43

you need a company that can put a pixel on your website and connect all the data.

Jon Torrey: 00:43:47

If you're using, you know, a different ch you know, you're using a chat provider,

Jon Torrey: 00:43:51

a web vendor, an online scheduler, an advertising provider and SEO agency.

Jon Torrey: 00:43:56

Uh, a CRM that's six, seven different companies, you need to find a partner

Jon Torrey: 00:44:00

who can tie that, that data together.

Jon Torrey: 00:44:03

Now, obviously that's what we do.

Jon Torrey: 00:44:04

That's why, that's why we built it.

Jon Torrey: 00:44:05

We haven't seen anybody do it.

Jon Torrey: 00:44:07

Um, so, so there's always that option, right?

Jon Torrey: 00:44:09

But, but beyond that, we do see a lot of companies, they, they do either hire for

Jon Torrey: 00:44:14

this or they find somebody internally who's interested and spends some of their

Jon Torrey: 00:44:18

time analyzing the data from the crm.

Jon Torrey: 00:44:21

I've, I've heard a lot of stories.

Jon Torrey: 00:44:23

I wanna pull my hair out cause I can't get the accurate data and

Jon Torrey: 00:44:25

I don't have this full picture.

Jon Torrey: 00:44:27

Uh, but if you, if you can start to just look at some of those higher level,

Jon Torrey: 00:44:30

if you're at least thinking about.

Jon Torrey: 00:44:32

And you know, you're looking at what revenue am I bringing in monthly?

Jon Torrey: 00:44:37

What am I spending on marketing?

Jon Torrey: 00:44:38

It doesn't mean that that's the roaz, cause not every job that comes in is

Jon Torrey: 00:44:42

going to be from a marketing channel, but you wanna make sure it's accurate.

Jon Torrey: 00:44:45

I mean, that's, at the end of the day, this is why it's so hard because

Jon Torrey: 00:44:48

I, you know, my on, I don't think there's a simple checklist that

Jon Torrey: 00:44:51

says you can get all of this today.

Jon Torrey: 00:44:54

Um, because I did it, I, I did it for, for over a year.

Jon Torrey: 00:44:58

I mean, I.

Jon Torrey: 00:44:59

To call, I tracked every single lead for a few clients.

Jon Torrey: 00:45:01

These were thousands of leads in a year to see where the information was accurate

Jon Torrey: 00:45:06

and accurate and how to make decisions.

Jon Torrey: 00:45:07

And unfortunately, it was very inaccurate because of the disconnect of activity

Jon Torrey: 00:45:11

that happens on the website and, uh, you know, the activities in the crm.

Jon Torrey: 00:45:16

Uh, and so there's a disconnect there.

Jon Torrey: 00:45:19

But I, I think one of the simple ways that you could, could just do this to,

Jon Torrey: 00:45:24

to test is to call your, have a friend, call your business, and just listen.

Jon Torrey: 00:45:28

You know, are, are they following some of the steps that you've taught them?

Jon Torrey: 00:45:32

Fill out a form on your website.

Jon Torrey: 00:45:34

See if somebody responds to you, go to your website, check your website.

Jon Torrey: 00:45:37

Page speed, you can just Google website page speed.

Jon Torrey: 00:45:40

Uh, you can plug in the URL and you, you can see if it comes up all red, then,

Jon Torrey: 00:45:44

then there's an issue there, . Uh, and you can have somebody internally sort of, and

Jon Torrey: 00:45:48

you can go through CRM data and there's a lot of stuff that you can get out of it.

Jon Torrey: 00:45:51

It's just double check that it's, it's.

Jon Torrey: 00:45:53

Um, but I think if you're at least thinking about it and you're asking your

Jon Torrey: 00:45:57

vendors to provide some of the data, uh, then you're on the right track.

Jon Torrey: 00:46:01

It might not be perfect, it might not be the robust solution, but you're at least

Jon Torrey: 00:46:04

on the right track of, Hey, I don't care about cost per lead or cost per click.

Jon Torrey: 00:46:08

How many book jobs did this drive?

Jon Torrey: 00:46:10

What's my cost per book job from these channels?

Jon Torrey: 00:46:12

Start there.

Jon Torrey: 00:46:12

That's one thing.

Jon Torrey: 00:46:13

Start with that.

Jon Torrey: 00:46:14

Instead of cost per lead, cost per booked job.

Kevin Dieny: 00:46:17

No, that's really good.

Kevin Dieny: 00:46:18

So, again, just to kind of put a bow on any of this, did, is there

Kevin Dieny: 00:46:22

anything that we didn't mention we haven't talked about yet?

Kevin Dieny: 00:46:25

Anything you were like, Oh, I gotta mention this.

Kevin Dieny: 00:46:27

Anything at the end here you'd wanna mention before we, we kind of close out?

Jon Torrey: 00:46:30

I look, I, I think this is pretty robust.

Jon Torrey: 00:46:33

Uh, I think that what you're gonna see happen is there's going

Jon Torrey: 00:46:37

to be more attribution technology.

Jon Torrey: 00:46:40

It's a logical next step.

Jon Torrey: 00:46:41

We're not, I mean, I think we're one of the first to really dive, dive into it,

Jon Torrey: 00:46:44

but I, I know it's not going to be the last, As you start to dive into data and

Jon Torrey: 00:46:50

you start to think logically about it, and you get, you know, more comfortable with.

Jon Torrey: 00:46:55

You'll ask the right questions, it won't feel overwhelming, I promise.

Jon Torrey: 00:46:59

And the industry standards will continue to increase for this type

Jon Torrey: 00:47:04

of data and this type of insight.

Jon Torrey: 00:47:06

So I guess the point there is if you're feeling a little behind or

Jon Torrey: 00:47:09

overwhelmed, take a deep breath.

Jon Torrey: 00:47:11

You have a business like that, you know, tough business to do,

Jon Torrey: 00:47:16

and the industry is catching up.

Jon Torrey: 00:47:19

If you're listening to this, you're already on the right

Jon Torrey: 00:47:21

path of thinking about things.

Jon Torrey: 00:47:23

Just a little bit differently.

Kevin Dieny: 00:47:25

Wow, that's really great.

Kevin Dieny: 00:47:26

I love them.

Kevin Dieny: 00:47:26

I love ending it in sort of like a positive way.

Kevin Dieny: 00:47:30

. Exactly.

Kevin Dieny: 00:47:30

A little bit of what we talked about is like, oh man.

Kevin Dieny: 00:47:33

Um, this is a lot.

Kevin Dieny: 00:47:34

So Jon, thank you so much for coming on.

Kevin Dieny: 00:47:36

Can you tell us, share with our listeners how they can connect with

Kevin Dieny: 00:47:40

you, find more about you, find more about Searchlight and what it is

Kevin Dieny: 00:47:44

you guys do if they're interested?

Jon Torrey: 00:47:45

Yeah, yeah, so you can always head over to our

Jon Torrey: 00:47:47

website, searchlightdigital.io.

Jon Torrey: 00:47:51

But if you're really interested in the data, if you're kind of thinking, Okay,

Jon Torrey: 00:47:54

I, I kind of get what he's saying.

Jon Torrey: 00:47:56

I'm a little bit overwhelmed that I wanna read a little bit more about this.

Jon Torrey: 00:47:59

Head over to thedatadriventrades.substack.com.

Jon Torrey: 00:48:06

I said one email a week where I highlight insights from the data and we document

Jon Torrey: 00:48:12

questions to ask and things like that.

Jon Torrey: 00:48:13

And look, if you wanna email me, jon@searchlightdigital.io,

Jon Torrey: 00:48:18

if you have questions, you need help with this always available.

Jon Torrey: 00:48:22

Uh, our, our goal is to help move this industry forward through

Jon Torrey: 00:48:25

better data and actual insights.

Jon Torrey: 00:48:27

So, you know, always looking, looking for feedback, questions, things like that.

Kevin Dieny: 00:48:31

Awesome, so again, recap, We've gone over what's

Kevin Dieny: 00:48:35

driving rev, What is revenue flow?

Kevin Dieny: 00:48:37

What's driving it, maybe what's leaking it?

Kevin Dieny: 00:48:40

What is, what areas the best a business could be thinking.

Kevin Dieny: 00:48:42

Okay.

Kevin Dieny: 00:48:43

Areas to capitalize on, Not just keep it as data insight, but turn

Kevin Dieny: 00:48:45

it orchestrated into actions.

Kevin Dieny: 00:48:48

Ideas.

Kevin Dieny: 00:48:48

We've talked about, ideas we, you've highlighted some

Kevin Dieny: 00:48:50

things they could be doing in.

Kevin Dieny: 00:48:52

30, 60, 90 days.

Kevin Dieny: 00:48:53

Some suggestions that, not necessarily checklists, but here's things they could

Kevin Dieny: 00:48:58

be doing, they could do, they could put together, they could be thinking about to

Kevin Dieny: 00:49:02

get themselves moving in that direction of increasing revenue flow and really growing

Kevin Dieny: 00:49:09

their business, keeping things simple.

Kevin Dieny: 00:49:10

Mm-hmm.

Kevin Dieny: 00:49:11

again, is something, another thing you've highlighted.

Kevin Dieny: 00:49:13

Um, and, and at the end of the day, I think we've really.

Kevin Dieny: 00:49:16

Tackle this topic of how home service businesses can increase our revenue flow.

Kevin Dieny: 00:49:20

So I really appreciate you coming on Jon and sharing all

Kevin Dieny: 00:49:23

this with us and our audience.

Jon Torrey: 00:49:24

Yeah.

Jon Torrey: 00:49:24

Thank you so much for having me.

Jon Torrey: 00:49:25

I really appreciate it.

Kevin Dieny: 00:49:27

Thanks for listening to the Close the Loop podcast