Expert Tips to Enhance Lead Generation and Customer Engagement

Transform your shed business with cutting-edge marketing strategies as we sit down with Dylan from Shed Geek Marketing and Dan from Idea Room. Learn how to harness the power of a strong online presence, from optimizing your Google My Business to improving SEO and leveraging social media. You'll discover the secrets behind integrating 3D configurators into your website to elevate lead generation and drive quality traffic. Find out why strategically placing multiple 3D builder buttons and utilizing targeted landing pages can be game-changers for your sales.

Ever wondered how to use 3D design tools to captivate your audience? This episode dives into collaborative marketing strategies for designers, spotlighting the effectiveness of screen capture videos and augmented reality. Explore how AR can revolutionize customer interaction by allowing them to visualize virtual buildings on real properties. Whether it's for Facebook, TikTok, or YouTube, we discuss the different approaches to make your content more engaging and immersive.

We also break down the importance of a comprehensive marketing plan using the analogy of building a shed. From social media management to Google Analytics, each element plays a critical role in crafting a robust strategy. Learn how Idea Room supports dealers in the shed industry, from using the manufacturer’s instance to a direct-to-dealer subscription, ensuring a seamless customer experience. Tune in for a packed episode full of actionable tips and expert advice to elevate your marketing game!

For more information or to know more about the Shed Geek Podcast visit us at our website.

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To suggest show topics or ask questions you want answered email us at info@shedgeek.com.


This episodes Sponsors:
Studio Sponsor: Union Grove Lumber

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Transcript

Shed Geek: 0:08

Okay, welcome back to another episode of the Shed Geek podcast, and we've got some friends of the show on today. Man, I'm so excited when I get to have like such fun people on the show. It's really cool.

Shed Geek: 0:21

Dylan, I'm always super excited to have you on, man you're just you're just, you're just like, uh, out there tearing it up, man, you're doing good things and I love it and uh, we gotta, we gotta shed liberty in the house today. We've. You know, listen, this is, this is pretty exciting.

Dylan Street: 0:37

Dan's like don't don't say, let's go baby that'd be fun, my fun.

Shed Geek: 0:43

fun too, that's right, absolutely, absolutely, man. I'll tell you what, dan. For those who don't know you, I know that they already do but go ahead and let's do the formalities and introduce yourself, your company and a little bit about what you do the chief revenue officer for Idea Room.

Dan VanOrden: 1:03

I'm also one of the co-founders of the company and, simply put, we're a 3D configurator for sheds, carports, post frame and red iron buildings. So we help people sell their buildings online. And yeah, happy to be back. I know we've done it once before and I also agree Dylan does great things. We've been working with him. He's great.

Shed Geek: 1:24

I also agree. Dylan does great things. We've been working with him. He's great. He's out here. He's out here killing it.

Shed Geek: 1:29

Man, Dylan is the guy that I say I got two people, two people that come to mind. I always say Dylan is the guy I always say works harder than me. No matter what, no matter how hard I try to work, this guy grinds more and better and faster and longer. He just hits it. He gets up in the morning and he goes, and then I always like to brag. One of the other guys I like to brag on is Richard Mashburn. You probably know Richard, uh, Dan, and I always say that's the only guy on earth I would hire to be my boss. Like that guy's so smart, I'm like man, just be my boss, guide me, wise one. So, uh, we get the two of those guys in the room and it's a dangerous situation. But tell me, let's talk a little bit about marketing and Idea Room and what you know what all's going on. Man who wants to open it up? Let's just open the top to the can of worms and get rolling.

Dan VanOrden: 2:17

Yeah, well, I always like to say Idea Room can't really do its job well unless our customers have good marketing Like we intend it to be the best marketing and selling tool and you know it helps capture a lead, engage a customer. But we can't do our job without driving high quality traffic and using it well in your sales process driving high quality traffic and using it well in your sales process. So, yeah, I think we could talk a bit today about kind of what you guys have seen in terms of how you've been incorporating Idea Room or other 3D shed designers into kind of the marketing pipeline and how you use it for driving traffic and sales and things like that.

Dylan Street: 3:03

Yeah, I mean gosh, there's so much to look at. But when we just bring on a new client, the first thing we do is just kind of look at their overall presence. Dan, we look at everything their Google, my Business, their ratings, their social media channels. We look at their website, we look at their SEO what keywords are performing well for them, and then how far of a radius around their you know delivery location. We look at all those things and then you know, after we kind of check out their foundation, we get on their website and we start looking all right, do they offer 3D builder? All right, which 3D builder do they offer? Where are the buttons at? And like one of the just big things that I see a lot of times on some websites is like they have one small little button above and top of the, you know, the head of the header or something, or hidden down at the footer, and that's one of our main things and I would agree. You said it a minute ago.

Dylan Street: 3:55

So I believe that that a 3D builder lead is the top tier lead in comparison to someone walking in the door. It's as good as a digital lead can get right. You get somebody that pulls on your lot. They walk in and they talk to somebody. Physically that's like number one, but subpar. Number one is in the digital storefront. In your digital store is a 3D builder submission. When you call these people or email or text them, you know what they want. You can recommend things. It's the best type of lead there is. So that's always one of our goals, and there's so many other ways of getting leads, but I think for dealers and sellers, it's the best one. So, gosh man, there's so many ways, but just one very cheap option is making sure there's buttons everywhere. We have a 3D builder, sometimes up to three 3D builder buttons on every single page.

Dan VanOrden: 4:55

Up to three. That's fantastic, yeah. Yeah, when we first started out, we saw a lot of just encouraging people. You know, make sure the button's prominent, make sure it's above the fold, make sure it's visible and you know, sometimes they put kind of a marquee on the front page. But really what we've seen over time is there's just so many ways to integrate it throughout all of your marketing channels.

Dan VanOrden: 5:18

You know social media and, yeah, in terms of some of the highest traffic generating sites I've ever seen, there are a ton of landing pages targeted at certain kinds of products and audiences. You know, whether it's buying a workshop or a man cave or a garage or whatever it may be. And, yeah, having pages full of links into a 3D builder. So once your customer is there, you can get them in there with kind of a pre-built design, kind of ready to go, similar to what they're looking for. So yeah, I mean, we've kind of seen and it's why I love when our customers are working with you guys are just a great marketing firm because we know kind of with that consistency, you'll find ways to incorporate it all over the place. So, yeah, maybe be on the website. I've never heard um be on the website. How do you guys typically use it, like in social media campaigns or uh ad campaigns?

Dylan Street: 6:13

yeah, man. So there's another really good one that I don't ever see anyone do. So we do run and it's this is kind of your middle tier quality leads, I would say. You know. So Facebook and Google, or meta campaigns, facebook and Instagram and then Google campaigns they're very, very different. Right, when somebody is on Google, they are actively searching for a shed or a garage or a carport. Right, they're, they're actively searching for it. So Google is generally just a little bit more expensive than Facebook. However, facebook you can acquire more leads, but they're not actively searching for it.

Dylan Street: 6:53

Facebook is using the data it has on all of its people that they know, because Facebook follows you around the whole world wide web, but they know that you have shown interest in a garage or whatever it may be in recent times, right? So one thing that we do on Facebook lead forms, which is when you see a campaign, you're going to have a little button that says like get quote or shop now or learn more, or whatever it is. Generally, we'll do learn more, get quote. And when you're scrolling your feed and you see it, it could be a really cool video talking about a man cave or some sort of testimonial or transformation of a man cave and you're interested in one, you click get quote or learn more and, without leaving the meta application, you have this form that pops up, starts off with a little paragraph hey, this is big bad brands sheds, and we're offering 20% off all of our everything, custom and inventory. And so it goes on to ask you know what type of structure are you interested in? It could be, you know, cabin, tiny home, garage, carport, so on. You choose that and then from there it goes to the next one where you get their information. So we always recommend getting name, phone number, email, zip code. Zip code is good so you can verify if they're within your delivery radius.

Dylan Street: 8:18

We've had a client before in the past. They're like hey, somebody from three states away filled out a lead form and I was like well, this is how Facebook works. It's not always right in that area, but it's anyone that lives in, recently lives in or is interested in that area. Generally it stays pretty close, but sometimes you'll get a couple of stragglers, but they enter that information. And one thing people don't think of whenever you enter your name, phone number, email, zip code, you hit submit. You have a second call to action in a lead form, okay, and that second call to action. We always use a 3d builder so they submit their information, they're interested, then they click that next button and then it automatically opens the 3D builder up inside of kind of the Facebook web browser and you can go in there.

Dylan Street: 9:10

Now, if you're using a CRM, you know there's all types of different CRMs hub, sponsorships, sweet marketing, whatever it may be. Whenever you get a Facebook lead form, it should automatically, when someone submits that, it should go in your crm, right. Well, if they do the second call to action in a lead form submission, they go to the 3d builder, they design it, submit it and then that joins together in your crm because all the information matches. That is a really, really solid lead. It's a little extra work and you have to get their information twice, which people don't generally like. But there's enough time between the moment that they fill out their lead form to when they, after they design their shed, 10, 12 minutes later and submit that information and then you've got a really, really hot lead there.

Dan VanOrden: 11:43

Yeah, that's excellent. Um, can you do any kind of contingency in terms of when it sends them into the 3d designer that it might pick a different building designer? Does it always kind of go into just the front page designer?

Dylan Street: 11:58

Yeah, so it depends Um. Some people what, what? What? I don't think it seems seems like anyone that has where you have to fill out the zip code field that you can't. But there are ones where we can choose which one they go into, if it's a cabin or whatever it may be. A lot of times we don't do that because we'd like for them to see all the options. Maybe they've been interested in the shed, but they saw just a normal cabin shed, but they actually are just wanting a garden shed or lofted gambrel or something. So we like them to see hey, we've got 13 different styles for you to choose from. Check it out. So I don't look at it as a bad or good. However, just like some of our clients that you also work with and they're on our webpage and they're on the cabin page and they click design and builder, I do like when it goes directly to a cabin design.

Dan VanOrden: 12:53

Right. So, whether it's kind of organic search you're targeting with landing pages, like for cabins, or maybe you're running an ad with specific copy for a cabin, do you guys typically send it straight into the 3D designer? Do you send it a landing page with some additional content with like context for the potential customer? What do you typically like to do?

Dylan Street: 13:15

Yeah. So, man, there's a few things here. There's a few things and we do it multiple different ways. I don't think it's necessarily a one size fits all. Um, you know, we do run specific three.

Dylan Street: 13:28

We have a lot of clients, um, dan, that you know they don't have a video production team and they don't have professional photographers and stuff. So we have to get very creative. Oftentimes, and a lot of times, what we'll do is we'll make a screen recorded video of our team inside of our client's idea room designing. You know, we'll go through and make a really cool video on, you know, designing sheds and the process and the choices and all that, and just kind of show them the flow to get them intrigued to want to try it. So what we'll do is we'll create three formats of that video for meta. We'll create your 16 by nine, your nine by 16 and your one by one square and we'll have all these different formats. That way, facebook can deliver that video in every ad deliverable that it offers and then it'll be just a traffic campaign straight to the 3D builder. So, yes, we do that and we do that on most campaigns.

Dan VanOrden: 14:28

Did you say that was a video showing someone using the computer and doing a design, or is it like a screen capture?

Dylan Street: 14:34

It's a screen capture of us doing it. It's a screen capture of us doing it and we just kind of add some sound effects and make it look cool.

Dan VanOrden: 14:43

Yeah, no, that's very powerful. We've heard about customers making similar videos, in some cases posting them to TikTok or YouTube or Facebook, obviously, like you were talking about. Have you ever used the augmented reality capability, where you can kind of place the building on the property on the phone and done either screenshots or videos that way?

Dylan Street: 15:06

So, dan, I absolutely have. I actually was just telling somebody this, so I know a lot of people don't even notice it down there.

Dylan Street: 15:13

So me and Mr Shed Geek himself, we were helping one of our clients. We went to visit him up in. We were in Evansville, indiana, and we were hanging out at their booth and we would talk to some of the people that were just kind of wandering around and I had my tablet out and I had Idea Room open, that client's Idea Room. I'd get to talking to them about a shed and so we would design it together. I'd have my tablet, we were just standing up, I'd design it and I'd be like check this out, and so then I would augment it into the expo floor and then we would walk around it together. So yes, I have used it.

Dan VanOrden: 15:52

Yeah, and we have that really nice share button where you can post straight to Facebook and it just captures the image. I've heard some of our customers using augmented reality to take a video like that, and then some of those you know you can show a building you haven't built yet and apparently they've been seeing even kind of more engagement on those, just kind of with the realistic background on it. So, yeah, it's pretty cool to see people using it in that way. I always imagine it most as they could view it in their own backyard. But, yeah, apparently it's good for marketing assets as well, which is cool.

Dylan Street: 16:27

Yeah, we use it a whole different way, but that's interesting, we've never created a video showing them that they can do that, because that is a very engaged. That would be a very engaged person If we created a video showing me like, like designing it on screen, pulling out, walking out in the backyard, going back into the video and then show it screen recorded on augmented reality, in my backyard. You keep going in and out of the screen.

Dan VanOrden: 16:58

I think we're going to do that, Dan, that's a great idea.

Dan VanOrden: 17:00

We have a lot of folks that do you know from Facebook or social media, kind of a series of posts over time with different building designs. Uh, I mean, it looks great when you compare it with like real fantastic professional photography. But I think in this case it's an easy way to get something like that because you can put it in context with the real background. Then it doesn't just look kind of like the computer design and yeah, it's just a great way to create kind of a screenshot asset to show a nice building.

Dylan Street: 17:29

Yeah, Dan, I'm actually going to go to my whiteboard and write that down, Dan that's the original and still the most trusted CRM ever.

Shed Geek: 17:42

You know the old whiteboard. I've got two of them right above me up here and I don't know what it is. No matter how many times you get on and log on, there's something that connects the mind. Whenever you can just write something down with a dry erase and like, hey, I need to focus on that today and get it done.

Shed Geek: 17:57

Um, yeah well it's it's been an excellent, you know, uh, partnership, if that's what you want to call it. I don't even really know what you call what we're doing, but I know that we're working together and I think that's, um, you know, that's collaboration at its best is whenever you're trying to take care of your customers. Um, I just feel like. I feel like, you know, marketing's a wild wild West right now. You've got a few companies out there that are focusing on it, but what? One thing that we've noticed is that the customer acquisition time is longer than necessary. I don't know how you guys feel whenever you do a demo, dan, but, like, we really spend a lot of time trying to educate, and it's really nice to have partners that we can collaborate, like with yourself to just shoot over a text or have a conversation, so that you can provide for a better customer experience overall.

Dan VanOrden: 18:45

Yeah, I mean we're all about partnership and you guys have been really easy to work with. And since you kind of work in multiple domains as well I mean just doing this podcast, Shed Geek marketing, other services that just helps make our customers more successful. And what's really nice, like on the marketing and web development front, is you've got technical savvy and some of our customers have that as well, but many of them need help on that front. You know, whether it's implementing a CRM or a marketing automation system, you know integrating idea room. Integrations are always a bit more technical to get set up and running well, and then again it kind of comes down to how do you use it right. So setting up those pages with the three links, or, once the lead comes in, how do you put that in your CRM and how do you kind of highlight the hottest leads so the salespeople can focus their attention? So, yeah, I think one of the best things about partnership is just you can kind of fill in those gaps that we need for our customers. And then just kind of the expertise Um, nobody knows everything and so you get more minds in the room and start talking again about just ideas.

Dan VanOrden: 19:56

You've heard, uh, I mean on on the marketing side of things. Uh, when we first started, yeah, there probably were very few companies that really you know shed companies that had a marketing agency, unless they were bigger. And kind of over time we've seen both. You know, software become ubiquitous throughout the industry, but we do see a lot more companies engaging with folks like you to get high quality marketing. I mean partially because of course the markets become a bit more saturated and you're just kind of competing for people's attention, talking about the attention economy.

Dylan Street: 20:31

Absolutely.

Shed Geek: 21:54

Man, good word. Like just competing for people's attention. You know, top of mind awareness comes to mind there when you think of advertising. Like you know how many touch points are necessary in order to create a successful campaign. Like you know you have to. We have to do the same thing in our own, in our own marketing efforts. You know, like we have our own CRM system. You know we try to keep our own pipeline full. Like it's not just like we practice what we preach. Like we understand, uh, trying to build confidence in our customer and our customers.

Shed Geek: 22:26

A longer acquisition time than a shed customer, cause they're typically uh, impulsive in most cases not all, but in most cases they stop by to buy a shed and they need the tools and the knowledge to be able to sell the shed right there.

Shed Geek: 22:39

For us, we spend, you know, months you know if that's what's necessary doing, follow up, coming back, planting seed, trying to build value through sometimes even free education.

Shed Geek: 22:51

You know, and I almost wonder, dylan, should the conversation segue, unless you know you've got something you just chomping at the bit to add? But should we segue into maybe even a conversation about what it looks like to be a dealer using Idea Room? You know, as opposed to a manufacturer that's got more of a franchise model, that you know they've got a website that they're putting out. Because you know we've been talking a lot about being able to help the dealer, the consignment dealer, creating a masterclass for marketing, dan, because not everybody has, not everybody has the ability, or you know, or can afford to go out and create a whole brand. You know, if they're selling big breads, you know sheds, but then they're selling another manufacturer's sheds and they're, you know it becomes very complicated to consumer where it's already hard to create a national brand, like even just creating a local brand. So is that a? Is that a good segue, dylan? Is there conversation to have there for idea room?

Dylan Street: 23:52

yeah, I mean, I'm not and I'm not even familiar with how y'all do, like your structure and breakdown. You know we've got some people who wholesale and just sell buildings, and you know some of them. Well, I got a question for you, dan. We've got a gentleman that sells buildings and I think he does it wholesale, but he's got his own brand. But when you go on his idea room you see who he buys his buildings from. You see their logo on it, right, and is that because they won't buy the manufacturer pricing or how does that all work there?

Dan VanOrden: 24:29

Yeah, it's an interesting topic and there's a variety of situations you encounter right. So there's consignment dealers and wholesale dealers. There's manufacturers who, basically, you have to represent their brand right so they don't really have an independent business brand, although if you're wholesaling, I think you typically do often represent your own business and your brand. In terms of how it works in IdeaRoom, there's a couple of different ways. In the most straightforward example, if the manufacturer is subscribing to IdeaRoom and the pricing is consistent or set up completely in IdeaRoom, then a dealer can either use what's called dealer network support and they're basically using the manufacturer's instance of IdeaRoom, but it's identified which dealer is using it so that those leads, when they come in, get associated with that dealer and assigned to them automatically. This is a little technical, but it's basically a URL parameter that identifies what dealer is using it. If the manufacturer has dealer network support, that's kind of included in the service level, and then what we like to have is basically they can optionally upgrade to what's called a direct to dealer subscription and that's where they can get their own URL on their website. They can put their logo and their branding on it and you know, typically this is a great fit for. I mean it kind of depends, but it could be three to five to 10% of the dealer base. That's really focused on growing their brand. They want to keep that customer experience really seamless, so don't send them off to a different URL on the manufacturer's website.

Dan VanOrden: 26:16

And these folks, I mean they're really aligned with Idearum in terms of what we focus on on the marketing and selling side, because that's what dealers do they market and sell. That's primarily all they're doing. And in some cases the manufacturer doesn't do any of that. They don't retail directly or anything like that, so they leave all the marketing and selling to the dealers. So, yeah, there's a case in which they can use it. Provided by the manufacturer, they can upgrade optionally to a dealer subscription to get it to kind of get all of that you know, integration with their website and their social media a lot tighter and then ultimately with a wholesale dealer. It kind of depends. In some cases they kind of do a full-on subscription so that they can represent multiple different product lines and pricing and different things like that. But it gets a little bit diverse when you get to wholesaler. So it depends on the situation. What kind of company do you guys usually work with in terms of dealers.

Dylan Street: 27:12

Well, so that's yeah, I think that's what Shannon was wanting to get into. We spend a lot of time on the phone with dealers, as you know, and I know that there's so many different types of manufacturers and ways that the shed industry has kind of ran as a whole and we are starting to see a shift, I think, to the positive. But there's a lot of dealers out there that have two acres and somebody just drops a couple hundred thousand worth of sheds off and there they are just finding their way. You know, they find the resource like Shed Geek Podcast and they listen and they're curious and they'll reach out to us and like, yeah, I really need a website or I need to run ads. And then you know they're like oh man, this is a lot of money. You know, this is a couple thousand, three thousand dollars, five thousand, ten thousand a month it can be. You know what I mean.

Dylan Street: 28:03

And so they get overwhelmed and we spend so much time talking to them and trying to just add value that we have really been wanting to launch a master class directed specifically to dealers dealers only maybe a small monthly fee $29.99, $50 a month, whatever where we have a catalog of master classes with different subject matters, like how to do marketplace listings, how to boost your posts, how to use Facebook Ads Manager, how to build a website template I've even thought about building a simple like Wix or Squarespace template where they could even just have it, duplicate it and then drag and drop their stuff into it, how to install a pixel, how to retarget just all these different things that like. I mean, dan, you got to think about it Somebody that's 10 percent commission. They sell a million dollars to make one hundred thousand. That doesn't include all their lost stuff and mowing the grass and you know they had to hook electrical up or just whatever it may be. And then it's like, man, how much is left over for a campaign? I don't know if I would drop twenty five grand a a year on marketing out of my 100 grand after taxes, which you know so much to get into.

Dylan Street: 29:22

But they need some support, man. I feel like dealers need support and we just want to try to find a way to help them.

Dan VanOrden: 29:31

Yeah, I think in those instances it becomes really important to focus on return on investment and I think it's a great idea to run kind of a masterclass, just teach them the basics.

Dan VanOrden: 29:43

You know, we try to do as much as that as we can in terms of, you know, on our blog at times, just kind of walking through the basic things you can do on your website. But yeah, I mean you're running on that thinner margin on your website but yeah, I mean you're running on that thinner margin. How much on the dealers you work with, does it come driving traffic to the lots? Or even when they're thinking about digital, how do they track that the traffic may have originally come from online or lot versus online basically, and I think the trend is more and more online. But certainly, even with our customers, sometimes they're thinking about how to use idea room related to the lot, whether it's the salesperson using it on site when a customer comes. Or we've had folks, like you know, put up a QR code where if they, you know, leave without buying a building, they can bring up a link. But yeah, how do you guys deal with kind of the lot-based versus the online and thinking about that?

Dylan Street: 30:43

Yeah, we are 80% focused online leads. That's our main goal. You know the kind of campaigns we run Google ad campaigns. Of course we run two pre-roll campaigns. We run Google ads directly to the 3D builder. We do streaming campaigns, so Roku, hulu, disney+, 3v, 2b, prime. We run campaigns, video campaigns on there Now with Google and streaming campaigns.

Dylan Street: 31:16

We can track on lot. So both of those they capture the IP address and if that IP address goes on location now this is dependent on the device. They were on location on all these things but we can. As a matter of fact, I've got a client right across the road. He's a local business that we work with. It's a power sport company, very large power sport dealer. They carry all the brands Polaris, can-am, honda, kawasaki, segway, all of them we actually track on lot.

Dylan Street: 31:51

So if they've ever been hit with an ad, that IP address and if it shows up within 30 days, that's a conversion, right. So we can do the same thing. But it's dependent because some of our clients are corporate and then we're marketing for the whole state, for all of their dealers or something right. So everything is so dependent you know what I mean Like we have some corporate or manufacturers that they put out ads to get all of their dealers leads, but there's some that they do all their own lot sales. Their dealers are on their own right. So it's like a case-by-case basis completely. But to answer your question, I'd say 85% is online leads and that's our focus.

Dan VanOrden: 34:04

Yes, you guys don't know this about me, but I'm part owner in a pet store here locally we actually have two stores, but that's where I found out about that Google stuff, because we run online advertising and then, yeah, you can get some accountability from Google about them knowing, based on it's from your phone, that they showed up at the physical location, which was kind of mind boggling when I learned about that.

Dylan Street: 34:31

Yeah, bro, absolutely.

Dan VanOrden: 34:33

Yeah, because these days, I mean, a lot of the foot traffic is actually generated by just Google it and then see the Google reviews, or whatever the case may be, which is really kind of interesting, damn it.

Dylan Street: 34:46

Google ads has a camp. You you know it's a store visit campaign and I I just think people don't learn even agencies I don't, even they may not look at all the different eight ten campaign types and really study them. That that's what that is the store visits campaign. It's not just promoting. Come in 10 off off with this promo code. You know what I mean. Like, if you know how to do all your conversion tracking and all that stuff, yeah, it's, it's following you around, man, it's kind of scary.

Dan VanOrden: 35:17

Yeah. Well, on the topic of conversion tracking, I'm curious how far you've gotten. I know you know what may not be apparent from just looking at idea room, the 3d configurator, is that we do have capabilities around tracking UTM parameters, which are for campaigns, marketing campaigns, the Google Analytics integration, so you can see kind of the conversion event when someone submits after they came in through, you know, say, facebook. Yeah, to us that's really important because ultimately, we want to see our customers sell more and drive more leads and we want to be able to, like, prove that to them and for them to be really happy about it. How much success have you guys had in kind of because I know we've been talking about it, dylan using some of those capabilities?

Dylan Street: 36:02

Well, we've just started, so right now, in my opinion and we actually had a team meeting about this about a week and a half ago with one of our particular clients We've actually, we were going to just like compile the data for 90 days and then we were just going to kind of look at it and see what the numbers are and try to figure out like a frame of reference. And try to figure out like a frame of reference, right, we don't know. We don't know how many people started and left or saved submit. That is another big thing. You know the ways. Should you have your price being configured while they're building the shed or how should they get it? That's a whole other topic, but an important one. But I feel like we don't know what the standard is on what to expect on you know the view, inventories and all these things, cause we just started doing it. You know what I mean.

Dan VanOrden: 36:57

Yeah. So try to get a baseline so that you can kind of compare it to and then also improve it over time.

Dylan Street: 37:03

Absolutely.

Dan VanOrden: 37:04

Yeah, I mean it is. The beauty of online marketing and advertising is that trackability, and I know we're working on making it easier to put those pieces together to just get a more visibility into how productive it's being and what the real return on investment is, which I sure is important for you guys, because that's how you sell your services, to drive more traffic and close more sales ultimately you, uh, you know, sell your services to help drive more traffic and close more sales.

Shed Geek: 37:30

Ultimately, sure, and one of our, one of our favorite things is and I don't mind, uh, stealing it from dylan because he's used it so much, has become part of my own vernacular and that is, you know, we're supposed to make you money. You know it's one of the things we talk about in the customer acquisition phase is, uh, you're investing in marketing, like you're investing in lumber to build a shed and then sell the shed. You're investing in a mule, you're investing in a trailer. So you're investing in marketing and ultimately it's supposed to cost you less than what you're spending. It's not just a line item, it's actually investing in good marketing will create more value for your company. So, even though it's a cost, it's not a line item cost, it's not a net negative, it is a investment into the future. And if, if done properly now, there's some things we can't control, dan, just the same, as you know, on your end Crappy sales guy Can't fix it.

Shed Geek: 38:27

I can't do anything about your system and your process. I can't do anything about what you do at the lead. Once you get it, I'm, I'm, I'm, completely handicapped. Other than automations, right? Well, you guys don't do sales consulting. Oh man, well there's. You know, the sky's the limit dance. Who knows?

Dylan Street: 38:46

Who knows where this thing's going to end, brother, yeah, you don't want to open that can of worms, shannon, or what are you doing? Well, there's all here.

Shed Geek: 38:55

All I know is that, like you know, opportunity abounds like let's just say that. So, like you know, if you can help people and in the process you help yourself, I mean to me that's just good business. Um, you know, but you have to put you have to put a primary focus on helping people and I'm not one that shy, uh one to shy away from saying in in sheds, in the shed industry, like I don't mean to be a critic, but man, customer service is often left just wanting. It's just you know, and I know there's some guys out there that offer some dynamic customer service. Anthony Mitchell comes to mind, legendary customer service. I mean he's out here motivational speaking. You know what I mean Whenever you talk to him on that stuff and I love that. But I mean, like we typically in the shed industry miss the mark on on customer service.

Dan VanOrden: 39:51

Uh we love anthony great guy he's one of our best customers and he's always there at any session where we're talking, like gleaning all the best information about the newest things he can do. I mean, he's always out there pushing the envelope, yeah, I mean, and even beyond. So, beyond the shed industry like carports, I know has a bit of a challenge there in terms of customer experience and service, and there's been a lot of work to kind of improve that, and I think the companies that are doing the best are improving that. That's actually, for us, kind of a pretty high qualification criteria when talking with customers. The folks that are most aligned with us are very, very focused on customer experience and customer service, because that's kind of what we're trying to give them is like the best purchasing experience in terms of like working with the company to design their building and purchase it, make it simple and easy.

Dan VanOrden: 40:47

So, yeah, I mean it's it's an area that's philosophically very important to us, and, dylan, actually you made me think of something. So when you mentioned like do you display price versus do you hide it and send it in the email, or even that a salesperson has to engage before you see the price, I mean you could talk about that all day long. Generally speaking, though, kind of that flexibility, and then thinking about both what is going to cause the customer to engage, and submit and capture that lead so you can engage with them. We look at a lot of factors, so there's ones like those where we're very flexible and we can do whatever you want.

Dylan Street: 41:34

Yeah.

Dan VanOrden: 41:35

Though we will advise people on what we see is typically the most effective, but it can vary from company to company based on their approach. But I know something that you were really interested in was do you capture the contact information up front or entice them to submit and that's when you get it? Or and at this point we just released and I know you guys were really excited about it the ability Because we've always kind of been at the end of the process, like let them in, let them play with it, always entice them to submit. But now we have the ability where you could like require contact information up front or do a pop-up during their session, kind of a timed pop-up. I'm curious to get kind of your perspective on what you've seen in the industry with this approach and what's worked the best and what you've heard from you know, your customers.

Dylan Street: 43:27

Go now to wwwmobinosolarsolutionscom dan, I'm gonna, I'm gonna, I'm gonna let you in on something, okay, so I already know, I know I, I know this guy at this point.

Shed Geek: 43:45

I know his mind and how it works. I know what he's getting ready to say Go for it.

Dylan Street: 43:53

It's all coming out, Dan. We have been plotting against Idea Road for about seven months.

Shed Geek: 43:58

Not against.

Dylan Street: 44:00

Not against, for or for the benefit of. Yeah, that sounded bad. Not against, not against. Ultimately, we started reaching out and we're like, hey, can we do this thing where we get the lead form? Y'all have your own lead form, because we hate to collect information up front before they can design, and then they design it, and then they save and submit it and they have to do it again, right. So you're like, yeah, we can do UTM parameters, but then their information's up there and it just kind of gets a little bit sloppy.

Dylan Street: 44:33

So after I had kind of like pushed and pushed and you know, so we started having every one of our clients reach out to my I'm sure elaine heard from them.

Dan VanOrden: 44:46

Sorry, dan. No, you got to advocate and I hope we listen. You did yes.

Dylan Street: 44:55

That's why I thought it was even better that you did it like right before this call or before this podcast. I just thought that was funny. So now that people have the option, I think there's full flexibility. There is more flexibility than people even know what's possible. That I've learned Cause I look at I probably look at six idea room accounts every day when bringing on new prospecting, new leads, looking at sites.

Dylan Street: 45:19

We've done, you know, seven months ago, for whatever reason. So I look at them all the time and I think that you all were and are on to something Like your better lead is going to be coming from someone who gets on there. They play with it, they save and submit it, give you their information on their own accord. I do think that's a better lead. But there are some sales guys that just feel like I just need to get on the phone with them. I just need their information. I know they're interested. They've been already hit by the ad. They've searched for our website Like they are interested. Let me add so much value when I get in touch with them that I can handle it. So you know, and that's our job is getting people that we know is or has been interested recently in a shed or an outdoor structure or whatever it is and getting their information um and and just being a lead for them.

Dylan Street: 46:15

So yeah, I mean now yeah, that problem was that we started building these upfront lead forms and then when somebody puts in their information, they, they, you know hit, hit, enter or submit. Then it takes them by idea room but, like, once they're done with that, they want to save and submit they have to do it again.

Dylan Street: 46:34

So that was just always a problem, and it was, it was just a bit of a problem. So now that we have that solution, I think that's, you know, awesome. And I haven't actually seen it like. None of our clients has engaged it yet. So I'm very curious if somebody has to fill out the form, so they're on the website, they hit a 3d builder button, you go into idea room and then they fill in their information, whatever it is name, phone number, email, zip code, notes or comments and then they'll build it. And then what happens from that point? Like if, if they hit save and submit, is it going to auto populate that again, or it just submits it with the information that they got prior?

Dan VanOrden: 47:16

uh well that was a lot I was coming on here and how excited you guys were, I probably should have reviewed it in. I know it's there and it's great, and yet what I think will happen is you'll see the submit with the contact information and then, of course, that information stays there. So if they submit again, it'll be like a revision of a building or it'll come with the building information on it. But yeah, I mean there's I can't go into too many futures or things like that, but there's things in the future that will probably make that even more interesting and usable to engage with. But yeah, you put the contact info in and then it'll come with the building design If they resubmit after you know finishing a building.

Shed Geek: 47:59

Nice, we we have, we have sort of addressed, even though, like, the client's concerns, right, dylan, because you do get, you do get a lot of people who, who sell, like they shop, and sometimes it's hard to get out of your own head to realize that, like, not everybody shops like you shop.

Shed Geek: 48:17

So, like, if you're, if you're in an ecosystem where you only sell the way you, you are a consumer, then you're going to limit yourself because you're only reaching a portion of the audience. So for, like, the people are like know, I wouldn't use it if they were asking for my stuff ahead of time and you're like, but you're so much different than a lot of people who will. And it's not really about trying to set your company up like the way that you shop as a, as a customer, it's how do the majority of the people out there shop. And this will help for the shed salesperson that is really dedicated you can use whatever word you want to use there Pushy, salesy, whatever you want to call it but dedicated, driven, going to make sure that they offer the best customer service and reach out. And, dylan, we've even like addressed that a little bit with like a little welcome video for, like some of our clients, right yeah a welcome video for like the website or on the 3d builder yeah, yeah so.

Dylan Street: 49:25

So ultimately it's a kind of they. If they click on the 3D Builder button, then a video pops up.

Dylan Street: 49:34

Hey, this is Brad with Big Bad Brad's Sheds. We just want to thank you for getting on our website you start designing. Just know we're not giving away your data. That is for our internal team, in case you have any issues and then also to make sure that we deliver to your area. So enjoy and reach out if you have any issues. Right, that was kind of our like when I was telling them what they should record. We always recommended the owner do it short and sweet, don't make it professional, let them know it's a real person and then, once they submit their information, then they go and build.

Dan VanOrden: 50:09

so yeah, well, that makes sense.

Dylan Street: 50:11

That's more of a welcome video than like a tutorial video yes, this, and if you all could add that as well a way for like a video dan's like wait a minute and we've had this for a long time.

Dan VanOrden: 50:26

But this kind of goes back to I mean, we've been in it pretty much from the beginning and we've seen just about everything under the sun in terms of shed options and pricing algorithms and all these kinds of things. So we have so many flexible options and sometimes it can be hard to find them all. But yes, you can put a link, that is, a tutorial button, up at the top right. Generally, we haven't done like generic tutorial videos, because each idea room can be pretty unique. Sure, but yeah, if you do a tutorial video for one of your customers, we should be able to expose that up in the top header with the tutorial button.

Dylan Street: 51:00

Interesting.

Dan VanOrden: 51:01

Any of your ideas, make sure and send them my way, because we might've already done it and you just don't know.

Dylan Street: 51:06

Well.

Dan VanOrden: 51:07

Dan, to be honest, with you.

Dylan Street: 51:08

We don't usually get access to our clients idea room, Like like. That's why you know I always get the email from like. I had the email you know idea room support today, but you know it was ultimately our client, had an issue, whatever, and then I would just idea or email you know, supported idea room and then they're like, you know you get that automated. Hey, start using your widget. You know, use your widget, sales. I don't have access.

Dan VanOrden: 51:40

Get off me yeah, there are actually good reasons why. When you put it in the widget, it's very trackable, it's very fast and we have some hot seat people that are always watching it. But yes, I want to find. I don't think we have this yet, but what I want to find is a good way for our partners to get in there and be authorized for their customers. I mean, whether it's submitting a support ticket or you guys know something you want to tweak, like turning on that. You know lead capture form. Sometimes you know it would make a lot of sense for you to do it on their behalf for sure.

Dylan Street: 52:13

Yeah, and our clients would. But you know, dan, you know we work so deep with some people. We do all these custom automations and all the CR, just all this stuff, and it's like you know, it's like another software we got to learn.

Dylan Street: 52:29

You guys come, come on, pony up. So it's like I don't know. We try to. There's certain things we try to stay away from. Hey, reach out to idea room for this, this, so on and so forth. Not saying we won't there's some. If somebody asked us to specifically, we would do it, no question.

Shed Geek: 53:28

You've got to be able to explain it too. So, beyond just understanding it yourself, you've got to be able to explain it and like we just we just tell people, like, with your marketing questions like this is this is the kind of language that we use in the call. Like asking your brokenness right. Like asking your broken language what, what, what you understand marketing to be. Because, like I you know I haven't always under. I mean, I still get Dylan gets a, gets a kick out of me. Because, like I'll, I'll adjust my tie a little bit whenever I get to say things like GA, four tags and UTM perimeters. I sound so smart, Dan, I sound so smart, but the reality is the question gets real deep and I'm like Dan, Dylan. Anybody want to take this. Somebody want to. You know I. I stay in my lane right Like I.

Shed Geek: 54:19

I learned from you guys by being in the room full of smarter people than myself, but man, it's it. It also allows me to be be relatable, I think, to people who don't understand it, like I don't understand it. If I don't understand it, like I want the permission to ask the question and I want to be able to ask it like a, like a client would trying to buy a shed. They're trying to get what's in their mind across. So in a way, you can understand it and like sometimes in tech you can speak in such a high level that it's it. It's you talk to other tech people every day, all day, that you forget that there's a very human element where people are like. I remember a guy telling me it was like you keep using all these acronyms like CRM and I was like you know customer, client relation, management or whatever he's like when you spell it out, it doesn't change the fact that I don't know what you're talking about.

Dylan Street: 55:07

Yeah, yeah, Dan, we spend a lot of time with gentlemen just explaining what a URL is and what your hosting is, and then what your website design company or platform is and how those three work together and how they're different. We break it all the way down for our people. There's a large percentage of clients that we talk to and that are our clients that, like you know, just completely have no idea. You know what I'm saying and so they're trusting us. Multiple reasons that, hey, you know. We know that you can build a website, do what you think would be best, how you've seen it work the best, and we trust you and don't get over on us. You know what I mean. Like your values line up to ours, just take care of us right, and like there's a lot of trust in this man and I think a lot of

Dylan Street: 55:59

loyalty comes with that, so you can't misuse it or abuse it in any way, and I don't know, man. So it makes you just want to work harder for our clients and man, we. I would say that in the shed industry, one of the things that I think is most common is just a lack of communication. So, like man, we talk to our people all the time, weekly basis, bi-weekly basis probably at most. You know we probably reach out to them more than they do us, but we're like same day conflict resolved.

Dan VanOrden: 56:35

That's a good approach. I mean I appreciate you guys a lot doing that education component because it is a challenge for us in that. Well, I mean, I'm an engineer by background, so I talk all the software programming technical terms, like the, you know, google tags and GTA 4 and all that, shannon but I'm actually not like a marketing person by background at all. And how I got into my current position, I moved from doing engineering and building the software into doing sales and that's where I really learned deeply like, yeah, the only thing that matters to your customer is what you know, what they're looking to achieve, what the outcome is, that they need, like what is important to them in their life, and if you can't understand that and speak it in their language, you're not going to have any impact.

Dan VanOrden: 57:26

But with our, with our software, there's a good number of things that are like the most powerful thing you can do with. It requires some technical expertise to integrate it into your marketing. Whether it's posting those links to Facebook, setting up the Facebook pixel, doing the Google analytics tracking, you know, even just you know the normal website development, setting up those landing pages well and putting in good contextual links to building designs, our customers see the biggest impact when that's all set up. And so you guys do that good work of like educating people and also getting them to trust you to let you do what you know is going to be super effective. And that I mean mean that's great, I mean it's gratifying for me because, again, when I see people use it well, yeah, uh, they like their eyes light up when they start to see those results yeah, get this, dan man.

Dylan Street: 58:20

We're probably, you know, shed deep marketing's been. How long are we in? Technically speaking, we've done stuff I don't know.

Shed Geek: 58:29

Yeah, I mean like, like, like, since we launched, we're probably eight months in.

Dylan Street: 58:33

I'm gonna say 10 months maybe yeah, 10 months, I don't know um, out of all of our clients and like, we've worked with upwards of 40 clients at this point and all we have a lot that are like recurring clients, they, you know, they monthly campaigns and stuff. We've only lost one client and the difference from that one client and all the others are they do not have a 3D builder and we recommended it the whole time.

Shed Geek: 59:00

That's powerful. I mean that statement. Right. There is the best soundbite you could want for either of our companies. We still do brochures.

Dylan Street: 59:06

We do all that stuff. We still do all their graphics. We still do brochures, we do all that stuff. We do their website, we host it, but they weren't getting quality leads. They felt like they were spending too much time on just subpar leads and it was eating up their time and different things. Yeah, man, we use it as a major tool and it's used in out of every four campaigns. Two of them, let me think here, let me think At least two of them are 3D builder focused.

Dan VanOrden: 59:36

Yeah, that's the way to do it and yeah, that's that's powerful to hear. I mean, in our case it's kind of similar going back to the beginning of this conversation, like those customers that just put one little link or one button on the page and then like magic's going to happen. And I mean honestly we have had some customers that that's all they do and they still get, you know, a good amount of impact, but you just know they're leaving so much on the table and yeah, just using it in those marketing campaigns is just very, very powerful.

Dylan Street: 1:00:10

And I know that I've got a. I gotta go look at a house. And I got one other question. Shane, I know you probably got stuff as well, but the the showing the price as a shed is being configured.

Dylan Street: 1:00:23

Like right now I'm on one of our clients um idea have about I don't know 10, 12. No, they got a lot more than that. How many is that? I got about 18 different options, okay, and so you know they've tried it every way. Where you know you put transom windows on it, price goes up and it's right there in the middle, at the top, and we've configured our buttons. What the buttons should should say what do you feel like is the most commonly used method, and then I'll tell you what I think works best as well talking about pricing visibility yeah, or if it should or shouldn't be, or what your, your quote button should say.

Dylan Street: 1:01:05

I mean, what's your, what, your, what's the most used Is it? Is it how it comes standard, like you know, whenever they first onboard, or what? What's your thoughts on it?

Dan VanOrden: 1:01:15

Well, that's another area in which we're very flexible. On the language, which we did purposefully, it would be amazing to do kind of a an analytics comparison on the actual language on the button, which we probably could do I mean. So on pricing, visibility, the vast majority of customers just make it visible, but we do have some that you know put it behind the email or a salesperson. It's not that common anymore, just because, like you know, that was common earlier on, but now just like transparency and openness In terms of the call to action, this isn't based on authoritative data, but now just like transparency and openness in terms of the call to action. This isn't based on authoritative data, but I think those calls to action on pages with multiple buildings, designs, where it's like design this building, so you're seeing the building and you're like, yeah, that's what I want to get, seems like a pretty effective way to do it in terms of getting people to go into idea room. Yeah, are you also thinking about, like, just the button where it's submit?

Dylan Street: 1:02:15

Yeah, I mean like the button, what it should say, and then the pricing. Like I think we found a really good one, I like it. So in this option you do not. We do not have the price showcase On the website. We have starting prices, we have our options list with prices and stuff, but on here you get on here. Now, on this particular client, there is no upfront lead form, right?

Dylan Street: 1:02:41

So they go straight in here, put in their zip code. They're building the shed, but they build it. And then the little red button at the top says get an instant quote. And then ultimately they know, okay, boom, we're going to fill this out and then I'm going to have a quote emailed to me immediately. There's no wait time, right? That is really good for generating pop, really good leads.

Dan VanOrden: 1:03:05

Yeah, I like that. That's very action oriented. Get an instant quote? Yeah, they know it's, especially if the price isn't there. That's like, okay, get the price instantly. Uh, that makes a lot of sense, I like that.

Dylan Street: 1:03:18

I like it.

Shed Geek: 1:03:20

Uh, good stuff. I I'm thinking about what you said earlier and we'll wrap up here, Dan. Uh, but you know I didn't fall into this either. Man, Like there's is it a Proverbs that says your gift will make room for you, and that seems to show up over and over and over in my life.

Shed Geek: 1:03:35

Where, man, I think if you just put a focus on customer service and helping people, the details of the things come together. They don't always come together as quick or as the way you want them. Things don't always happen in your timing, but, man, I think it's awesome where you guys have have landed in the shed industry. I'm curious about one thing, one thing only, and then I'm gonna let you do questions and then I will get out of here. But I'm curious do you ever see idea room venturing into the, the back-end service, the admin panel, like, like the whole, like outside of 3d configuration? Or do you see an open source that it's going to allow in the industry for multiple um vendors to be able to do that? And and and. Is that something you guys would support?

Dan VanOrden: 1:04:23

Are we talking like backend operations, manufacturing that?

Shed Geek: 1:04:27

kind of stuff, erp, the whole thing, like you know driving schedule, like you know, like just a one-stop resource. You know where you could still maintain your clientele but have access to the backend, and then would you support that with other vendors on that. Is it a reality? Could it happen?

Dan VanOrden: 1:04:47

So I can tell you where we're at philosophically right now. I can always change in the future, I suppose. But because we're focused on customer experience like simple, easy for the end consumer to buy a building and then for the company, we're focused on those marketing and selling outcomes increasing average sales price, driving higher quality leads, those kinds of things we stay laser focused on that. We're really careful about branching out from that because we want to be the best. And then it's kind of why we've built a pretty open platform and I think we integrate with the most people in terms of like shed industry specific software and then, yeah, like HubSpot and other kind of just vertical SaaS software. So we kind of go the best in class approach, stay more tightly focused and then integrate and have multiple partners, and that's a pretty intentional approach.

Dan VanOrden: 1:05:41

Now, erp is an important question it's a pretty hot topic in the industry now and trying to get towards bill of materials and parts inventory question it's a pretty hot topic in the industry now. I'm trying to get towards bill of materials and parts inventory. I definitely want idea room to be in a position where it's like we have multiple recipes we can recommend based on your size and we have integrated and know the formula. Those are pretty significant projects. Uh, no matter how you approach it, whether you're buying something really big like a net suite oruite, or there's some shed industry specific software that's going after it I definitely want to have a great recipe with good partners that we integrate with and we can help our customers be successful. I don't think we're going to do all of that On the back end. I think where we're going to get more and more capability is on, you know, closing the order and the complete checkout and purchase, and we have a lot of that now, but you know we intend to build out more of that. Anyway, does that provide some? Yeah?

Shed Geek: 1:06:36

yeah, it's just I'm curious. Yeah, I'm curious, phil, you said philosophical and I think it's a good way to put it. It's like just kind of where you're at, where does your philosophy land and where are you at in the moment? Because I can just I don't know. Like, like everybody is going for that, that same client, and it's like how can you come together and maintain some autonomy while also collaborating for the success of the customer ultimately? But I just don't know what it looks like.

Shed Geek: 1:07:04

Because it seems like such a big project, doesn't it? Because like you gotta you know, just you to get a lot of things to work together. I mean not just the softwares and the api and all that stuff, but you got to get the heart. And the heart is way harder than the technical part for me, because everyone has their own business philosophy and they have their own like road that they're traveling, that they're wanting to accomplish, and it's it's kind of hard to disrupt anybody's system and be like, hey, what if this would help the customer more? But what does it even look like? Because you've got to have a lot of minds in one room having that conversation. I just don't know what it looks like. So I figured why not open that can today?

Dan VanOrden: 1:07:44

Well, and it really does depend on the company where they're at in their growth. I mean, an all in one solution is enticing for some folks and, again, based on what they focus on, like if it's a very manufacturer and manufacturing oriented company and they leave all of marketing and selling to dealers, they're going to think a lot more about operations and efficiency and manufacturing. So I think that's one legitimate area where there are multiple choices and, yeah, you want to find, you know, the software and the companies that kind of align best with you, that fit really well with you know, taking you into the future, where you want to go. So, yeah, I mean there's room for multiple recipes. This is what we've chosen, you know, still really kind of focused on a particular outcome and for us even, like when you design software, it's very different design like for the consumer, the public visitor doing something like e-commerce, right to say yeah, you're very two-sided I mean you have a two-sided marketplace.

Shed Geek: 1:08:42

You know, and, and, and I know it's easier to sell to the public than it is to sell to the shed industry. Trust me, I have to do it daily. Uh, dylan's got to go to the public than it is to sell to the shed industry. Trust me, I have to do it daily. Dylan's got to go. I've got some things I've got to wrap up. I normally reserve this time for you to ask questions to us, any questions you want, but I'll tell you what. I'm going to pause that opportunity today. That way we have a chance to bring you back on in the future so we can go through those conversations again, because I think this makes good content, and good content makes for listeners wanting to tune in. So let's just keep uh, let's keep engaging through enthralling conversation fantastic.

Shed Geek: 1:09:20

Appreciate you guys yeah, thanks so much.

Dan VanOrden: 1:09:23

Hey, this is Mo Lunsford in sunny Union Grove, North Carolina, and we want to say thank you to all the guests and listeners.