410: Digital Marketing in the Home Services Industry: How Lokal Media House Uses SEO, Ads, Data, and Transparency to Help You Get Qualified Leads & Book More Calls | The D2D Podcast

In this episode of The D2D Podcast, JP Arlie sits down with Danny Braught, CEO of Lokal Media House (LMH), a fast-growing digital marketing agency specializing in the home service industry. LMH offers a full suite of services, including custom website design, search engine optimization (SEO) to improve online visibility, and pay-per-click (PPC) advertising to generate qualified leads. They also manage Local Service Ads (LSAs), which appear at the top of search engine results, making it easier for home service contractors like plumbers, HVAC specialists, roofers, and landscapers to reach their target audience.

A standout feature of LMH's approach is transparency—they monitor every client call and provide detailed feedback to help businesses improve their conversion rates. Danny shares his journey, including his early experience in door-to-door sales This background fuels his passion for helping businesses, from plumbing and heating to electrical and solar, maximize their marketing efforts.

Danny also emphasizes the importance of brand marketing in addition to digital strategies. The episode is packed with insights for any home service provider looking to scale through effective digital strategies and the power of consistent follow-up.

You’ll find answers to questions such as:

• How can digital marketing help home service businesses scale effectively?
• What makes SEO and PPC strategies effective for home services companies?
• Why is it important for businesses to maintain ownership of their websites, and how can this be ensured?
• What services do digital marketing and advertising agencies provide?
• How long does it take to see Return on Investment from digital marketing?
• How do you measure the value of hiring a digital marketing agency?
• What key metrics should you monitor when working with a digital marketing agency?

Get in touch with Danny Braught (CEO - LMH Agency (Lokal Media House))
danny@lmh.agency
https://lmh.agency
https://www.instagram.com/lmh.agency/
https://www.facebook.com/lokalmediahouse/ 

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Transcript

00:00
We bring people on the podcast to provide value to the industry. They obviously listen when people have knocked before. I ended up taking a job working for AT&T, selling door to door. And when you say digital marketing and advertising agency, what that all encompasses, especially for your clients. They're looking for growth. First place that we started with the foundation has been very fruitful for them to help them grow. They were at 20 million to 25 million is where they were going. We'd also look at what the customer journey looks like.

00:26
from the time that a phone call is taken, there's a lot of bad actors in our industry. And that's one thing that's big for us is the transparency. Is there a particular metric that you all look at when you know that you're winning? What's the timeline that somebody needs to see that return on investment? How do you tie value to the spend? That could be a little bit of much, a little bit over the top, right?

00:51
All right, what's up d2d World here with Danny Braught from LMH Digital Advertising and Marketing. Good to have you in Danny. Thank you. Right on, right on. So let's tell the world what LMH because it doesn't really tell us a lot. What does LMH stand for and what do you do here in the industry? So LMH stands for Local Media House. So we're a marketing and advertising agency that specializes in working with home service contractors, specifically plumbing, heating, HVAC, roofers.

01:18
landscape. We do have a couple of solar clients as well that we work with, providing them leads and helping them to build their brand. Okay. And you're in town here in Salt Lake at a conference and speaking. What kind of conference? What are you speaking about? So I was at the Plumbing, Heating, Cooling Contractors Association. Hold on. Plumbing, Heating. I'm just picturing a plumber conference, right? Yeah. All right. So you're speaking at the plumber conference. What about?

01:42
I was speaking about AI and how to use AI to build your business, how to use ChatGPT most beneficially, but then also other things like Ciro. I'm sure you guys are probably familiar with Ciro. They have a great... Shout out to Ciro, one of our P-League members. Yep. They have the great beta that's came out for Door to Door. I don't know if it's came out of beta now, but being able to essentially do ride-alongs with your team. So different AI tools like that are Xyro, which is an AI-based CSR, so they can answer the phone calls.

02:10
and book phone calls directly into Service Titan, Housecall Pro, any of those FMSs as well. They also have a chatbot too that goes onto your website. So you train it and it can answer all sorts of different questions. Yeah, we did. I think one of the probably pretests with Ciro is they took a bunch of Sam's content. I don't know what industry it was and just uploaded it into Ciro and literally it became instead of chat GPT was chat Sam. Like he just asked it a question about whatever. I think it was a solar industry and it just...

02:38
It took all this content and basically produced answers. It was cool. I don't know where we are with it as far as our other stuff, but we tested that with Ciro back in the back of the day. So how did you get into the space? I know in our conversation before we went on air here, you told me you knock some doors. So give us kind of your history. So obviously people who are watching, we bring people on the podcast to provide value to the industry. They obviously listen when people have knocked before, because they kind of know what it's like in the 115 degree heat in the middle of Texas or something. So.

03:07
Tell us your history on the doors. Yeah, so I moved to Texas when I was 19. I grew up in Oregon and one of my best friend's fathers was a salesman growing up my whole life. And he always had the cool stuff. And so I was like, all right, I wanna get into sales is what I wanted to do. So I ended up taking a job working for AT&T, selling door to door. And this was when it was Dish, Phone Lines and DSL. And then I was the first team to get onto U-verse. And so we were knocking doors all summer long.

03:36
I have to wear a suit to the office every single day. And then from there, when you go to head out to the field, you change into your polo, still wearing suit pants and going and knocking in 100 degree weather hitting anywhere from 50 to 100 doors a day, just depending on what the territory was and how many people were home. After doing that, I decided that I moved, well, I moved to Florida and then I was selling business to business wearing a suit every single day, selling Quill office supplies. And coming into offices.

04:00
And just like I did here, I just walked in until I found somebody. I didn't go stand at the front and wait for somebody to come to me. And that's just part of it was I would walk into people's offices, walk right past the front desk and it's like, hey, where's your supply cabinet at? And I would just go open up the supply cabinet. Oh, it looks like you guys need some paper and some toner. Who's the person that handles that? And I would just literally walk right in. And then I moved back to Texas and went to TXU. I was working for a company that works for TXU selling electricity door to door, and I broke there.

04:29
week and month record for the most sales. And actually that week I got attacked by like 10 chihuahuas while I was going down the street in Kermit, Texas, a small tiny town, but it's a hundred degrees outside and I had 10 little chihuahuas coming, trying to bite my ankles. The local neighborhood dogs coming to get you. Oh yeah, it was fun, but yeah, I really enjoyed it. It was just, I was always gone because I was going to some different territory all the time from Tuesday to I get back on Sunday.

04:58
and then I'd have Monday and then I'd be leaving again Tuesday evening. Ross, you did weekly travel. Mm-hmm. All right, okay. So you paid the dues, you paid the price, and where did you get the idea to start LMH? So prior to LMH, this is actually my sixth business that I've had. I started a paddleboard and kayak rental business in DFW called DFW Surf. We had 12 paddleboards. When I left in 17, we had 124 paddleboards, 60 kayaks.

05:24
bicycles and I turned it into like a gym membership. So instead of somebody having to take a paddleboard or a kayak and go take it home and try and find a place to store this thing, they could just pay a monthly membership and they could have unlimited access to it year round and we were always getting new equipment. So I had that business and I also had a magazine at the time called Borders Magazine. It was all about inland surfing. So wake surfing, standup paddle boarding, river surfing, the new surf parks that were coming around. We had the first ones coming to Texas and now they're starting to pop up all over.

05:54
And our advertisers from there asked us to start doing stuff that was outside of the scope of the magazine. And so that's where I started the advertising agency from was as well, I'm going to start a different company for this. And we were a media production company shooting for like Centurion and Supreme Boats. We shot all of their content for eight years. And then I sold the media production company in 22. But I'd already started the websites, SEO, paid ads and all of that excited partner who had another agency that I'd started selling their services white labeled underneath of us.

06:24
and then I ended up buying him out in 22 as well. Okay, so I don't have a ton of education about this digital marketing and advertising space. Enough, I own a small business, I use somebody to advertise. As obviously we do a ton of advertising here. So enough to have a conversation outside of the office with anybody that's not in the industry. So since you're in the industry, maybe give a broad stroke of what.

06:51
What would you say digital marketing and advertising agency, what that all encompasses, especially for your clients? So when it comes to what we do specifically is we build websites, we build all custom websites on an open source platform, WordPress. There's companies out there that build on proprietary platforms. And so you never really own your website versus we make it so that you own all of your assets. From there, we also do PPC, which is Google ads, pay per click advertising. We run LSAs.

07:20
for our people as well, which is local service ads. And those are the ones that are at the top of the search engine rankings page. And then you have PPC, and then you have your Google Map Pack, which is SEO. And we do SEO as well, which is building content, building links, and building authority essentially on the internet through content. As well as we do television, radio, and billboards. We also do programmatic, which is CTV and OTT, which stands for over the top.

07:48
And so it is the streaming networks of TV. And so we're able to put ads that are very targeted into it because we can go based off of age, income, what you're buying on your credit card, all sorts of different stuff we're able to target. Same thing with Meadow. So Meadow's Facebook and Instagram ads, we run those campaigns as well for our customers. Okay, so I love this industry, been in it all my life. And you're talking, you know, at a high level and I'm, you know,

08:17
who your clients are, you know, if they're coming to you and you explain that to them, right? That could be a little bit of much, a little bit over the top, right? So let's say I'm a, you know, five or $7 million roofing company and I've done it through sweat, labor, hard work. I've dabbled in some of my own kind of advertising. What's kind of the first place you start? First place that we start is with the foundation, which is the website. Everybody's gonna come to the website.

08:44
You want to make it look professional. You want to make it easy to find the information that they're looking for so that it can convert because you can send a ton of traffic to a website. But if it's not conversion optimized, you're not going to get as many conversions as you could because people are going to it doesn't have a good user experience, which is what's called UX in the industry. And so you want to have a good UX and then do conversion rate optimization where we actually watch where people's cursors are going on the website.

09:12
and where they're clicking with heat maps and everything to be able to see how can we make this so that it's better for a customer to convert as well. So you always start with that base. And then from there, you would go into just with a roofing company at that size, you'd be looking to do an LSAs would be number one because it's pay per call. And so you actually can dispute calls that are not that you don't book an appointment with. And the other thing would be SEO.

09:40
so that that way you can get your Google Business profile up to the top because that map pack gets majority of the clicks. What is a map pack? So the map pack is gonna be the three different ones that show up when you're searching for something. So if you're searching for Rufor near me, you're gonna have LSAs first, then you're gonna have PPC, and then you're gonna have the map pack, which are the first organic ones that don't say sponsored next to it. And it shows the map on the right-hand side. But it sounds like they are sponsored if you can control it. It's not that you can control it, you're building signal ranking factors to Google.

10:09
that you're a trustworthy company. And one of those biggest things that I always tell people to hammer on is reviews. If you have a good review velocity of reviews coming in on a normal basis, it ranks you higher because Google sees you as a trustworthy company that's active. And then you wanna be responding to those reviews as well. So that you're showing Google that you're talking back to your customer online too. Okay, that's a little good bit of information. Most people probably don't know how those different rankings work. You know, it's...

10:38
So I log on to it. I don't know why I do this. Maybe I'm just old school. I'll do a Google search. And for whatever reason, I skip. What were the top ones called? The payments? I skipped the LSAs. I don't know why. Like whatever it is, I just, the sponsored, I'm not looking at you, right? I don't know why I do that. And then I typically go to the first non-sponsored thing, which are those three on the map pack. Just as a consumer, am I shooting myself in the foot there? No, that's what a lot of people do.

11:07
is they skip past the sponsored ones, but the sponsored ones, you're still getting 5% of people that are clicking through those, and you're being able to answer somebody's need. A lot of the things that we do are demand style calls, like a plumbing or an HVAC. If you have no water at your house, you have a leak, you need somebody now, so they're going and they're trying to find the first person that's gonna answer the phone, be able to be there the fastest, is what they're looking for. Or if they have a roof leak and water's coming in, they wanna make sure that

11:36
do you want to be at the top? So that way they're calling you as well. What's the percentages of the data with those top three things? Is that 75% of the clicks? Or how do you know, like you're selling me and you say, hey, you got to be in these three things because? Yeah, between that and then the top three organic links, take up over 80% of the clicks is right up top. Gotcha. And then many times those LSAs and the map pack and that first organ, they're all the same.

12:06
Yeah, they're very similar because those companies have optimized their online profiles. Yeah, that's usually what I, because I usually will say I skip ahead and then I look at that first organic one and it's usually either in the map pack or it's either in the LSA, can that make sense? So your ideal clients, walk us through, maybe people are listening and watching and they walk us through what industry and what kind of volume of revenue should be doing to.

12:32
kind of look at a company of your experience and size to kind of help them grow their business. So we work with plumbing, HVAC, electrical, roofers, and landscapers that are doing between 2 million to around 50 million in revenue. It's who we mainly work with. And they have normally working with an agency currently and they're not getting great results from the agency that they're working with and they're looking for growth.

12:58
And the reason that we like it that they're working with another agency is because they understand how it works. And they're ready for somebody who's going to have the integrity, have the transparency. We're very much about transparency. We show you every single thing that we're doing versus a lot of companies. They kind of keep it behind closed curtains. And we make sure that you also own all of your accounts, which is different because you can take our stuff with you as well.

13:24
because it's all of your data. It's like if somebody came into your business and said, no, you can't own your ad account, we're gonna own it and run all the information. It's because we have proprietary stuff in there. All right, well, you have proprietary stuff that you put into your field management system, but when you switched to a new field management system, you can't take your stuff with you. It's the same way. You're paying somebody to run it inside of there. You should be able to take that account with you. Sure. So it's funny, I was just flashed back as you were talking. I was on a consulting call last week and it popped on the Zoom

13:54
I think we were both on the phone call at the time. We both did like one second, right? And so I was finishing up, I hung up, unmuted my computer. And I hear this gentleman just dropping some F-bombs about his digital marketing company, about exactly that when you said we want to work with people that already have an agency. So, and on my mind, that would give them a really good kind of barometer, like if the new agency is better than...

14:23
You don't have any kind of barometer when you just jump in. So that's obviously a bold thing to do as a business, to say we prefer that you already work with somebody so we can show you that we do better. And I don't want you to kind of give the trade secrets of what you do, but where do you think, imagine somebody watching and going, well, I have an agency and they're doing okay, but what aren't they doing? Like what's gonna differentiate you between somebody else? Like what is, you don't give us your secret sauce, but what is your secret sauce? So.

14:52
One of the biggest differences is that we are very transparent and we're making sure that you understand exactly what we're running. So that we have the best results that we could possibly get for what you're looking for. We listen to every single phone call. So customers will get four or five hundred phone calls a month. We have a team that listens to those, categorizes them, leaves notes on what happened on every single phone call. So that way we can give that information to the company, whether it be their marketing manager or their owner.

15:19
And we'll even give them, hey, this CSR is dropping a lot of calls due to this issue. And then they're able to go train their team that's taking those inbound calls as well. So that way you can get a higher conversion rate because you're paying for the advertising. It could be good leads that are being completely wasted due to the way that the phone's being answered. And so with us listening to thousands and thousands of phone calls every single month, we know what a good one sounds like. We know what a good booking rates it looks like. And so if you're missing those pieces, we're able to help with coaching.

15:49
on what you can do to book more calls as well. How many agencies do that? There's a few, but not many. Most of them don't go to that length. And I'm gonna ask the question because if I'm watching this, I'm thinking it, are we talking like overseas help? We're talking AI, like what's actually listening to these phones? No, our team here in the US and then we also have a couple of people in Columbia as well that used to live in the US, but they listen to the calls, categorize the calls.

16:18
and they speak perfect English. And guess what? They also speak Spanish too. So if somebody calls in in Spanish, they know exactly what's being said. I mean, I would love to see the personality type that somebody qualifies for a job to sit and listen to. That'd be like pulling my fingernails out if I had to listen to a couple hundred phone calls a week of a bad customer experience. And then do you, when, okay, so if I'm running a company and I'm getting 500 phone calls a month and you're listening to them for me and you're giving me the data.

16:46
I want that data in kind of digestible bites. Like I'm not gonna go read 500 debriefs of calls. So how do you provide that information to a business owner? It's inside their client workbook. So we have a client workbook that shows everything, what the content is that we're creating, where, what contents went live. And then in there, they have another piece that shows their phone calls. We have a dashboard that everything goes into. So that way they can see it and they can dig through it if they want to. And they can also categorize it by based on what happened.

17:16
So if you wanna see drop rate, you just can go look at drop rate. If you see what you need to see at a high enough level that it'll allow you to say, I want the answer to that question. And then the answer is in the rest of the report. Yeah, and your client success manager brings up specific things to you if there's an issue. What's up guys? So proud of you guys listening, getting this far. I just love that you're investing in yourself in the time, whether you're driving out to area, you're in the gym. I just wanna invite you guys to take one step further and come meet us in person.

17:45
We have a business bootcamp, a sales bootcamp, and a recruiting bootcamp, all two day, live, in-person events at our office, where we take you, hold you hand on an intimate room, no more than 50 people, where it's like, let's role play how to go be a better salesperson at the bootcamp. Let's role play and dive into recruiting strategies. We have 10 different modalities of how to go do campus blitzes on recruiting, or how to do Indeed ads properly, or our business leadership.

18:12
boot camp that is going and how to be a better manager, leader, create culture, coach reps out of slums, training and onboarding, like all the things it takes to run a successful business. So whether you're trying to level up sales, recruiting or leadership, we have a different boot camp for you. And they are happening every single month right here in Salt Lake City, Utah. Guys, don't be somebody's just, I'm here watching. Oh, I don't know if I'm worthy. I don't know if I can afford. I promise you, if you just go to the d2dexperts.com.

18:39
schedule a demo, see when our next events are, you're not gonna wanna miss getting involved in person, hands-on, because that's where we really can help you. So hope to see you at one of our next boot camps, and I hope you guys continue listening and loving this podcast. Walk through that CSM, the client success manager, and the interaction they would have with the client. So they talk to him probably once a week, at least through email, and then we have monthly meetings.

19:06
where we go over all the numbers for the entire month and then dig into each different piece. And then we also have quarterly strategy meetings where we're going through, what are we gonna shift on the strategy? And is there anything that we need to do to change to bring in more calls, to bring in better calls? Or is there anything that we're gonna add or take away due to where the company's at? Okay. I'm assuming you have some, I hope you have some success stories, some examples of companies that have come to you, maybe in every industry.

19:32
Hey, the $3 million roofer came, $5 million roofer came to us, and now we're doing $85 million or whatever. Do you have some examples of companies you've taken at a certain volume, what you've done for them and kind of where they're at now? Yeah. So specifically, like a roofing company that we brought in, they had barely any leads coming in through their website. We built them a new website that was SEO optimized. They've just shot up on keywords as well as on top of that with advertising. They were doing spending about $25,000 a month, but they were

20:02
doing a million dollars a month in estimates for customers, for new customers that we're bringing in through our efforts. And so it's been very fruitful for them to help them grow. They were at 20 million to 25 million is where they were going to. Also plumbing companies that we started with, they were at 2 million that are now doing 5 million. And it's all been based on building up the strategy over time so that way they can ramp up and they can hire good people, they can take those calls as well. So-

20:31
Sometimes in this industry people have more money than experience or education on certain things. And I've consulted with a lot of companies that have just thrown money at this. You're doing $15 million as a roofer, 20 grand or 15 grand. You're just like, yeah, we got to do something. And they just throw money at it. And then they end up screaming profanities about the results because maybe they weren't quite ready or weren't quite educated in the process.

21:00
Somebody reaches out to you and wants to know, okay, hey, if I consider, and I'm just gonna throw out some fake numbers so you don't have to throw it, but my budget last year, I spent 200 grand on advertising and it was crap. If I bring that account to you, what are our steps? What steps one through five that you're gonna help me take what I'm currently doing? Obviously you're gonna look at the website. We already talked about that. And let's say they're already doing the sponsored ads and they're already in the matte pack, like,

21:28
What's the audit that you do for somebody who's already spending a couple hundred grand on ads every year? So first we're gonna do an audit of the website to see where everything's at on the website, where SEO is at on the website. And then we're gonna do a competitor gap analysis based on them and their competitors. What is that? A gap analysis would be, what are your competitors ranking for that you're not ranking for? And what does it take to get there to rank in front of them?

21:52
And then when it comes to paid ads, if you have access to your ad account, we run an entire audit on the ad account as well to see where you're at. We look at your review velocity, like I was talking about, because that's a big thing, is getting reviews because it also affects your local service ads. So PPC and local service ads are two different platforms, but they both are at the top of Google. And so we'd go through, look at all of that information. And then we'd also look at what the customer journey looks like from the time that a phone call is taken.

22:21
what's happening from there and then into the steps of it actually becoming a lead. And then as their follow up as well, because a lot of times people don't follow up enough. It's the biggest thing when it comes to sales is most sales are made on the seventh to 12th attempt, but most people stop after the third time that they followed up with somebody. Are you helping building the follow up funnels, the drip campaigns? Are you helping with that? Or is that something? No, we just make sure that they're in place. Because if they're not in place, I recommend somebody else to work with them on that. Also, if they have

22:50
Like for a plumber or HVAC, if they don't have a good price book and a flat rate system that they're using, I'll recommend them to other people as well in the industry. We have a lot of partners that we work with. And so it's like, hey, these things work well for a lot of our clients. I'd highly recommend just getting a demo with them. So that way you could see if there's anything that might be able to help you guys take it to the next level too. Is there a way? Is there a way that obviously you want anybody to come call you and say, Hey,

23:17
you know, you should come work with us, but maybe they're happy or they think they're happy with their current situation. How do you, is it cost per lead? What's the metric that you kind of monitor? Because I don't know, you're probably not inside their CRM looking at revenue that's coming in. No, we look at revenue. Okay, so what is the, in the maybe those quarterly audits, you know, how do you tie value to the spend? So we track it all the way to revenue.

23:44
And so we want to get what you're looking for a ROAS, which is your return on ads, your return on your ad spend. I'm letting you drop all the big words, so I don't. OK, go ahead. Yeah. So so the ROAS is what we're looking for. And so we track it all the way through. That's why we listen to the phone calls. We also make sure that they're categorized correctly inside of their field management system so that that way we can understand exactly how much revenue that they're making off of the ads, because that allows us to optimize our campaigns even more.

24:13
by seeing it all the way through. So we have access to that. And it's like, all right, so based off of these phone calls that came from these lead sources, because every single piece is recorded from the time that somebody clicks on something all the way through to the phone call. The phone call is recorded. That's why it says this call might be recorded for quality assurance. Well, it's also recorded by us. That's how our team listens to them. And then from there, we can track it all the way into the CRM. And we use a dashboard that actually shows them, you spent 15,000, you made $68,000 this month in revenue.

24:42
And it shows them their book rate, what their close rate is, and how much it costs for an actual paying customer, not for lead. How much it costs per paying customer. Okay, and then getting into their CRM, picturing that might cause, is that a challenge? Like everybody has different CRMs and your, how do you make sure that you can get it to revenue? So most of the people that we work with have one of five CRMs, because they're just major players in the

25:11
systems that we're in and we're partners with them as well. Whether it be Service Titan, Workies, Housecall Pro, or Jobber, Job Nimbus. And so you can track all that information and it's not too hard to get inside there or to contact. What was the one I just saw the call with yesterday? Company Cam? Company Cam, yeah. So Company Cam is in a CRM itself. They integrate into CRMs. Unless I'm wrong, but from what I see, like they go into Housecall Pro.

25:39
they go into JobNimbas, Jobber, and they're able to use and keep all of those in the same place. That makes me follow up with the call I had yesterday because I said, well, your CRM is like, well, it is my CRM. I was like, oh, okay. I didn't know much about Company Camp. So- That's just my understanding of Company Camp. So you have the, you have, your team is going to find a way to get into whatever CRM they have to make sure that you can track it from dollar spent to revenue. Yep.

26:05
Okay, so then people- Because that's the only way that we can justify what we're doing. Right, that's what I mean. Otherwise you're gonna, that's also why we record all the phone calls as well and categorize them by if they're quotable or not quotable. If you say that you got no leads, well, I have all of these recorded. It shows me that they came from Google PPC, Google LSAs or from Google organic. And it's like, well, you had 17 phone calls yesterday that came in. Let's listen to what happened on those phone calls. And we can walk through each different phone call as well because-

26:32
There's a lot of people just like there is in the roofing industry. There's a lot of bad actors in our industry. And that's one thing that's big for us is the transparency and being able to stand apart from that is that we truly care about our our companies that we're working with, just like there are companies. Because I'm a small business owner has been a small business owner. I've had I also a partner, small equity and roofing company. And it's like I want to make sure that all the businesses are taken care of.

26:59
just as if they were mine because that's just who I am. It's about integrity. Right on, right on. Okay, as we're wrapping up here, what haven't we touched on that people need to know about what you all do? If there was one question you want somebody to call or message in and ask you, what would that be? The one thing that most people need to know is that what we do is one part of marketing. The other part of the marketing that they really need to do is brand marketing.

27:29
And that's more on the traditional side, but it's also being out in your community and doing those things to really build your brand because the brand recognition, it drives down the cost of your digital marketing because people will see your name at the top and they recognize it because they've seen your wrapped bands around. They've seen you at a community event. And so it drives down the cost of your marketing. They were not searching specifically for you, but they recognize your brand. And so it heavily decreases how much you actually have to spend.

27:57
because the customers actually already know who you are as well and you have a great brand presence. I think everybody in this who's watching this understands that you just don't quote price over the phone, right? Definitely don't do that. Whether, you know, you all know, I'm gonna ask them some pricing questions and we're gonna give, we're gonna give Danny a little leeway on how he wants to answer these. But let's say somebody's spending a couple hundred grand, I don't know what a, I mean, is 250 grand a decent amount of ad money for a client? Yeah. Okay, somebody's spending 200 grand.

28:26
in ads on ad spend. It depends on what size of business they are. So normally you want to spend anywhere like on digital. It's going to be a 60, 40 split or 70, 30 split between digital and then brand. And so brand is a smaller aspect of it, but you're spending it. And so normally if you're looking to grow, you're going to be somewhere in the eight to 10% range. If you're looking for big growth of overall revenue. If you're looking to maintain and just have smaller growth, you're going to be more in the

28:55
anywhere from three to six percent of revenue, seven percent of revenue, and then if you're looking for high growth, you're really 10 and above, and that's really pushing it. I'll use us as an example. We spend way more than 200 grand a year on advertising for d2d experts, and so we know there's a cost associated with bringing in a market agency to kind of get the most bang for that money spent. Obviously, you're gonna show them, you're paying us,

29:25
Plus you're paying your ad spend and here is your return on investment. What's the timeline that somebody needs to see that return on investment? Because I think anybody who's listening to this point at the end of this podcast is like, this sounds all great. My fear is I'm already spending 20 grand a month on ads and now I gotta go spend X on this marketing agency. I gotta combine those two things and I have to have a particular return. Is there a confident number that you say, hey, we get people...

29:53
this kind of, I know they have to then convert the lead and do everything else, right? So there's a point in time where you don't control that, I mean, don't control the lead once it comes in, right? So is there a metric that you use internally to know that you're providing the necessary value for dollars spent to a company, and then the company has to get better to go ahead and capture that revenue? Is there a particular metric that you all look at when you know that you're winning, and then you obviously have to help your clients win if you want them to keep paying you? Yeah, it's based on the amount of quotable leads that we're providing.

30:23
Because if there's non quotable leads, then those aren't going to be, it's not quotable by the company. They don't do that service. It's outside their service area. I know this from listening to the calls. Yep. We know all that from listening to the call. So we want to make sure that we have a good percentage of qualified leads for them to book and then what is their booking ratio from there. But looking at it from the aspect of being able to take it from there as something that we're not able to do, but we're also looking at it.

30:51
And it's like, hey, you have this much out in estimates. So let's say that they booked a call and they've went out, they've given an estimate and they have a huge number out for estimates, but they're sold and closed revenue is very small compared to this. Less than 50% of it. We know that they have an issue on follow up most of the time is a follow up issue where they're not following up with the estimates they're leaving. Their guys are going out, they're leaving an estimate, and then they're following up maybe once or twice and not really getting an answer from them. So they're just leaving them open, open deals, essentially.

31:21
in there that they're not closing because they're not following up with them. So. If anybody's listening to this right now and it's spent, let's say they spent 200 grand last year in advertising and they don't know their return on revenue, right? Is that a problem? Yeah. So, I mean, imagine none of your, all of your clients know exactly the revenue they've received from the dollar spent. So if somebody's listening to this in any industry.

31:47
and does not know exactly to the penny how much revenue came off there. You can't always tell exactly the penny because if you're doing mailers, if you're doing billboards, radio, television, all of that stuff, you can't track every single dollar of exactly where it came from. But anything online. But you can understand where they're coming from because you have tracking phone numbers on those. You can tell how much brand lift you got, how much your name is being searched specifically from before you started the marketing till afterwards.

32:13
And so you can see brand lift share of voice, those sort of things to see, all right, is that lifting me up? But from digital marketing services, you should be able to tell very close to how much money you paid specifically. I'm picturing, if I'm a business owner and I'm listening to this podcast and I'm like, shit, like I don't know any, like I'm just, I feel like I've just burnt my money on fire if I don't know the answer. I'm an analytical guy. I wanna know, I would wanna know every penny. All right, so how do people get ahold of you? They listen to this, they're like, this is great, wanna talk to this company. How do they get ahold of you?

32:43
My email is danny at lmh.agency or you can go to lmh.agency as well, fill out information there and it'll come directly to our team who will be able to reach out. You can also find us on Instagram at lmh.agency as well as on Facebook as well, lmhagency. So that's where you can find us or at any of the different trade shows. We'll be at D2D Con, we'll be at Roof Con as well as Service World, Business Uncensored, PHCC, just a ton. We go to a ton of different trade shows as well.

33:12
And you have the capacity for that kind of growth? Yep. Awesome. Well, Danny, appreciate you coming in. Glad you were in town. I'm glad we got this recorded and we're happy you're coming to Door to DoorCon. We'll see you all there. Awesome. Thank you. I can knock you down.