Shed Geek Podcast

Win HOA-Friendly Sales Year-Round

• Shed Geek Podcast • Season 5 • Episode 113

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A shed that actually fits your backyard and your HOA shouldn’t be a unicorn. We sit down with Kelli and Ana Garcia from Florida’s Finest Sheds to unpack how they sell year-round in Central Florida, match strict neighborhood rules, and still deliver fast enough to save a customer from an expiring storage bill. Their story starts with an insurance agency and a back-lot opportunity, then grows into a diversified dealership offering metal sheds, wood sheds, finished-out models, carports, and pole barns—all tuned to small yards, short height limits, and narrow access.

We dig into the decisions behind their vendor mix—Nelson’s Buildings for metal and pole barns, Eternity Buildings for wood and a finished-out Platinum Series—so buyers can choose based on use case, not guesswork. You’ll hear how they counter old myths about wood in humid climates, why six-by-eight footprints thrive in dense subdivisions, and how a clear permitting line keeps “tiny home” dreams compliant. The marketing strategy is equally pragmatic: an SEO-rich website that answers every question, Facebook and Marketplace to meet local demand, and a hot-lead playbook that moves from click to call in minutes.

What stands out most is their independence and mindset. As female leaders in a male-leaning category, they blend specs and service with detail-driven sales that win trust. Their partnerships with local delivery teams allow next-day placements when it matters most, turning urgency into a competitive edge. If you’re a dealer, you’ll find a working model for resilience through diversification. If you’re a buyer, you’ll get a clearer path from idea to install—without the runaround.

Subscribe for more conversations with the people shaping sheds, carports, and backyard buildings. If this helped you plan your next project, share it with a friend and leave a review so others can find it too.

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This episodes Sponsors:
Studio Sponsor: Shed Pro

Digital Shed Builder
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Making Sales Simple

INTRO:

Hello and welcome back to the Shed Geek Podcast. Here's a message from our 2025 Studio Sponsor. Let's be real. Running a shed business today, that's just about building great sheds. The industry is changing fast. We're all feeling the squeeze, competing for fewer buyers, while expectations keep climbing. And yet, I hear from many of you that you are still juggling s spreadsheets, clunky software or disconnected systems. You're spending more time managing chaos than actually growing your business. That's why I want to talk to you about our studio sponsor. ShedPro. If you're not already using them, I really think you should check them out. ShedPro combines your 3D configurator, point of sale, RTO contracts, inventory, deliveries, and dealer tools, all in one platform. They even integrate cleanly into our Shed Geek marketing solutions. From website leads to final delivery, you can quote, contract, collect payment, and schedule deliveries in one clean workflow. No more double entries, no more back-and-forth chaos. Quoting is faster, orders are cleaner. And instead of chasing down paperwork, you're actually running your business. And if you mention Shed Geek, you'll get 25% off all setup fees. Check it out at ShedPro.co/ ShedGeek. Thank you, Shed Pro, for being our studio sponsor, and honestly, for building something that helps the industry.

Cord :

Welcome back to another episode of the Shed Geek Podcast. I'm your host, Cord Cook, and today I'm here with Miss Kelli Black and Miss Anna from Florida's Finest Sheds and Structures. Just as a quick reminder here at the front of the show, uh to get a hold of Shed Geek, call 618-309-3648 anytime. We are happy to take your calls and answer any questions that you might have. You can also reach out to info @shedgeek.com, INFO@ shedgeek.com. Of course, check us out on Facebook at the Shed Geek Facebook page. And also uh be sure to join the Shed Sales Professionals page if you haven't already, uh, as administered by Shed Geek. If you do have uh any of your acquaintances that are in the plain community, we do offer the call in line 330-997-3055 for our friends in the plain community. So please pass that along and make sure that everybody has a way to listen. So having said that, I would like to welcome onto the show from Florida's Finest Sheds and Structures of Eagle Lake, Florida, uh, Miss Kelli Black and uh Anna, maybe Kelli, if you want to introduce yourself and Anna and just give us a little uh a little bit about yourselves.

Kelli Black:

All right. Well, thank you so much for having us. Uh we this is our first podcast, so thank you so much. Uh, we're so excited. I'm a little nervous. My name is Kelli, and we're from Eagle Lake, Florida, Florida's Finest Sheds and Structures. Um we are right in the central part of Florida between Tampa and Orlando, and we have been in the shed biz for nine years.

Cord :

Oh wow.

Kelli Black:

Yeah. Um, and we love we love the shed industry as a whole, and we love sales and we love people. Um, and we're very diversified. So that's pretty much it. We are we're the shed girls, Florida Finest.

Cord :

Very good, very good. So, kind of uh Kelli, I know that you own the business, or I think I'm right about that. You started it, founder, uh Anna. No, wrong about that?

Kelli Black:

No, but yes, now.

Cord :

Okay, okay. Well, tell me how you tell me how you came to uh own Florida's Finest Sheds there.

Kelli Black:

Okay, well, so we started our journey nine years ago. Uh we were previously another name, and we evolved a couple years ago into Florida's Finest. Um, but this originated with my dad, Mr. Paul. So, but he is retired now as of January. Yep.

Cord :

Very good.

Kelli Black:

Yep. So, we're um we're it very good.

Cord :

So, uh Anna, maybe tell me just a little bit about uh what is your role at Florida's Finest? Um so yeah, go ahead.

Anna:

I'm sorry, did I cut you off?

Cord :

It's okay.

Anna:

So, I've worked for Kelli for about six years now. Um, I am a sales rep. I do a lot of some of our marketing, I make a lot of our flyers, I manage our website. Um, I'm a sales girl through and through. I just love people. I love connecting with people and I love fulfilling a need for people.

Cord :

Yeah, absolutely. Um I actually so I started out, um, you know, sales was really kind of my first love, uh, you know, even growing up. And um we raised cattle and we wound up getting into the shrimp business, but you know, I'm much I'm cut from the same cloth. I just happened to get onto the marketing and lead side, which it sounds like you have Anna as well. Um you know, I think that I think that it's super fulfilling to not only be uh you know ultimately solving the solutions, but then kind of solving those business uh business solutions in the background of how do we get in front of our ideal customer, right? Where are they, how do we reach them? How do we how do we wind up getting the contact info or getting them to come to us, right? And those are such interesting problems to solve. But maybe uh Kelli just walked me through a little bit. So, you've been in the industry for nine years. Um, those nine years have been very much uh an up and down, you know, from an industry perspective. So maybe kind of walk us through your first couple years. I know you know the the demarcation for everything now in American life is pre-COVID and post-COVID, but I I think that it really applies to sheds just because of the boom that happened. Maybe kind of walk us through what that journey uh has been like there in Central Florida, um, where I would presume that the sales season is basically 12 months long.

Kelli Black:

Uh yes, the shed season is very much 12 months long. Um, so we have an insurance agency, and I'm gonna tie this all in somehow. We have been in our location for 10 years. Uh, we have an insurance agency, which is our full-time everything, and we had someone renting the back lot behind us who was selling sheds, and that venture didn't work out for them. So the manufacturer came to maybe pick those sheds up, and they popped in and met us, and the rest is history. So we started off um doing shed sales in that regard, and then over I would just say things were great. It wasn't um uncommon for us to do a million dollar sales or close to two with just sheds alone.

Anna:

And this was before they had a use of them. Kel was writing everything by hand, right?

Kelli Black:

So these are just Excel sheets, basic contracts, handwritten, you know. Um, so we're really happy to have things electronic now. Uh, you know, I think uh that's made things very smooth. But um when COVID happened, we didn't see a decline in sales. It's weird. And they the products were harder to get, you know, logistically, just things took forever. Um we started selling carports prior to that. So if one thing wasn't going well, the other one was okay, you know. So we had to find that balancing act. Um after COVID, I would say probab what was it like 22-ish? Things kind of were okay. I mean, we did we did well. Um in 2023, towards the end, we had you know, to make transitions. And so we have our new manufacturer. We're very thankful. Yeah. And um, so we we had a lull for a little bit because of that, but I would just say that we're we're on up and up now. Um, our manufacturer has released every bit of upgrades that we did prior. And so we're back to what we're good at.

Cord :

Right. So yeah, I think it's I think it's really important, and from the independent dealer perspective, which is you know, really so much of the industry, it's really important for people to find the product mixes that are you know both valuable in their area, but also, you know, that just logistically or style-wise or number of offerings, whatever that might be, because it sounds like you have kind of figured out what that mix is for yourselves. And like you said, you've gone through a bit of a transition. But how do you how do you think through making those decisions or choosing those vendors? And then maybe talk a little bit about what that mix has become for uh Florida's finest and and how you feel like that is serving your market and your area and your customers.

Kelli Black:

Okay. Um so we are our dealers for Nelson's buildings. We do our metal sheds, we do our pole barns through them, and they serve an amazing quality of shed. Um, we are able to cater to, I would say, the HOA communities, which are huge in our area. We are just exploded. Everywhere you turn, you're gonna see a new community popping up. Um it's it's a big deal here now. So I would like to touch every household with a shed. And so that's our goal. And our metal sheds and our wood sheds, but we can make them very small, is what they're looking for. Florida doesn't have a basement, much closets. We may have a garage, but they want to park. So, we need we need to get them sheds in their backyard. And Florida is very much an outside state. They want to be outside barbecuing, grilling, hanging out. We got the big pavilions.

Cord :

Yeah.

Kelli Black:

They want to be, you know, um just doing all the outdoor things. So they need products, they're they're side-by-side four-wheelers. We want all of them to have their storage space. And so we we've been with Nelson's for a while, a couple years now. We're so thankful for them. They're an amazing family to work for. Um, we also have Eternity Buildings, which is our wood shed vendor. We love Eternity Buildings, an amazing group of people. They have released the Platinum Series shed, which is the finished-out model. Um couldn't be more excited about that. And then, of course, we do our metal carports and sheds. So build on site, anything. So diversification is everything for us and serve serve our community.

Cord :

Yeah, absolutely. And like you say, I mean, Florida has you know different dynamics um than a lot of the country. I mean, Florida and Texas and Tennessee uh by and large are seeing the biggest uh both population growth and uh you know state-by-state GDP growth because of the favorable tax situations and um you know, just general kind of uh people's preference to be in more conservative states, um, you know, realistically is is driving a lot of that. But, you know, um I think that that's really good that your manufacturers, your vendors are able to provide that sort of custom uh, like you say, things that will match up with HOA regulations. Those are continuing to become uh more and more popular in those growing markets, right? Um you know, because people want to be able to separate their community and make sure that it's walkable for their kids and all these different things, and that comes with regulations. And uh, you know, those who are able to to match those, match those HOA regs the the quickest and the easiest are gonna win these sales, right? Um it's just that simple. But um, you know, I guess my mind kind of goes to um, you know, as you're as you're thinking through that product mix and how to uh serve those customers, Anna, maybe this is a good question for you. Like how do you find it maybe not easiest, but most effective to get in front of your ideal customer whenever you do have that kind of diversified product mix? You know, what are you are you coming at them uh you know in a in a paid ads way? Are you guys SEO first and you're thinking about organic leads and you're solutions-based, and you just want to bring the lead in and then guide them to the solution? Like maybe you talk me through a little bit of uh kind of what the approach is there, Anna, on just really marketing all the all the solutions that you all offer and how you get in front of your customer.

Anna:

Thank you. So we are really big on organic leads. We want people to know us, to see us, and to see what we offer. Um, we're really big on paid ads in our area. Facebook does really great. We're really big on Facebook Marketplace. Um, we really want, so I personally do our website, and my goal is SEO, I try to optimize SEO as much because honestly, that's been a game changer for marketing in a whole. Um so for me, it's optimizing SEO, our website. I make it super, super informative. I want my customers to look at the website and be able to find any question, the answer to any question that they have. So that is always my goal with that. I want them to be super informed. We have we want our customers to feel super informed and comfortable finding us. We want them to know that we are their local shed hub. We want them to know that we have the solution to their storage needs. Um, and that's our goal when thinking about our ideal customers or thinking about the leads. We want to find we want the people that want not that want convenience, but that know it is convenient to come shop with us.

Cord :

Right. Yeah, absolutely. So maybe, maybe then um, you know, I think that that sort of that digital um hub, as you called it, right? That digital hub kind of a strategy seems to really work well. Um I di people then approach it different ways. I guess for you all, are you then trying to get people to come to the physical location? Is that like a main priority? Uh maybe describe what the your actual location is like, you know, is it is it on the main road? Do you have to get people on the phone to get them there? Like what does that kind of customer journey look like? And uh and how do you how do you feel you have the most success at taking those digital leads, you know, through the website or Facebook and actually converting those?

Anna:

Yeah, so our location is amazing. We're right on Highway 17 in Eagle Lake, so we have dual direction traffic, like it splits, so you can see us from both sides. It's really easy to access. We don't have a huge slot, but we arrange our inventory in a way that just really stands out. We want to draw the customer in. If they're local, our goal is to get them here. We want to show them the quality of our products, we want to show them sizes, we want to be really informative, but we do a lot of virtual orders. So, for us, it's like as soon as we get a lead, we're on the phone with that customer. Because when you're thinking about a shed now, you're probably not gonna be thinking about it in two hours. So, we're gonna call you, we're gonna answer your questions, we're gonna walk you through the process. And we do have a huge market of like virtual orders of 50-50. Yeah, truly. So for us, it's finding those leads and answering the questions when they're hot on their mind and serving their needs right then and there as quickly as we can. Um, I'd say it is a true 50-50, but ideally, I love to get people in person. I like to have a conversation, show them the product, walk them around and face-to-face sales. That's just my favorite. I like meeting people.

Cord :

Yeah, absolutely. Absolutely. And it's what's most effective, right? I mean, really, when we start thinking about um attribution and close rate and all those things, um, you can have a really great digital sales team, but it's rare that online sales are not your are not your best sales, right? Um, it's just, you know, people still want to experience the product. These are big physical items that are going to be in their life. Um, you know, and it's to your point, Anna, uh, you know, or to your point, Kelli, I'm sorry, it was it's very similar, right, to that garage purchase, house purchase. Uh, and it sounded like, you know, maybe that's a good thing to circle back to just a little bit because Kelli, it sounds like you're in a bit of the confluence here as a uh being in the insurance industry, and then also having the option of you know, finished out was the word that you used, uh the platinum addition buildings. Um, you know, maybe just talk about the dynamics of of what it really means at the moment, you know, to be a you know, a homeowning consumer in Florida, because I know that insurance-wise, it has has um, you know, the costs have continued to go up. People are looking for alternatives, uh, you know, and in some ways finished out, or you know, portable, portable living might be an option. Like, what are what are you seeing in your two worlds, Kelli?

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Kelli Black:

So, it's a bit of a fine line. Um if someone wants to, you know, make their portable building a tiny home, they need to go through the proper permitting channels and engineering, they need to have proper engineering. So there are options for that. And then we also just have our standard buildings that can be finished, which those are great for our home, our home office type of clientele, or that someone wants a she shed or a man cave. But we have a lot of folks that work from home and they need a quiet space that can go in and um shut the door and answer the phone and think and um without interference from their day-to-day life in the household. So a lot of people use them for their home office. And I think that's really cool because there is a lot of people still working from home and or like um self-employed people. So, I think that's really cool. Um, as far as from do we have business from both insurance-wise? Yeah, I mean, uh some of our clients buy our sheds. We want them, all of them too.

Cord :

Right.

Kelli Black:

Um, but we're in auto insurance. So it's a weird dynamic, but it really works well.

Cord :

Yeah, yeah. Um, you know, quasi-complimentary, at least on the garage side, maybe, uh, right, you know, garage and carport and all and all those things. Um yeah, you know, it's just it's been interesting to me, um, the sort of market dynamics of the shed industry and even to some degree the post-frame and carport industry, the way that um, you know, the sort of consumer indexes or the consumer um sentiment, you know, has really kind of started to trend really deeply with the shed industry, right? It's become probably the third biggest purchase that most people have in their lives. You think a home, a car, and then probably a shed, right? Is about the order of like the consumer hierarchy of what those kind of purchases are. Of course, that might be a post-frame building or a big shop or a garage, but in any case, that outdoor structure um starts to become really a big part of that consumerism. And so, anyway, the dynamics between um just the broader economy, uh, consumer sentiment, and then obviously whatever those kind of regulations are um, you know, in each market uh really start to drive some of those things locally. But it sounds like you all are on definitely the sort of best side of the market at the moment, which is that expanding suburb HOA type of a market, you know. So, so what do you find your actual you know out the door kind of uh sales segmentation to be? Would you say that you know 60% of what you sell are woodsheds, or is it 60% metal? Like kind of what are you seeing in those in that growing market that you are a part of?

Anna:

We see a lot of metal sheds, but I say that it really is really easily split. You'll see some months where one takes a little bit of an increase, the others take a dip. But honestly, truly, I'd say it's pretty evenly spread across the board.

Cord :

And do you think people do you think just the nature of oh here comes Shannon? Hey, our favorite call-in listener. Uh Shannon, welcome.

Anna:

Good morning.

Shannon:

Hello, good morning. How are you guys? Sorry, I've been joining a little bit late. Um I'm excited to hop in here uh halfway through anyway, or towards the end, or whatever you're doing.

Cord :

Yeah, yeah. No, you're about halfway. We waited for about eight, eight or so at the beginning. So we're about, yeah, it's all good, no worries. Uh so uh, but yeah, we were actually just talking, Shannon, uh and Anna, maybe if you kind of want to keep giving us a little bit of an idea, uh, do you feel like the a lot of times it feels like the wood mix versus the metal mix sometimes just comes down to really local preference or even the local climate? I mean, am I wrong to think that a lot of people in Central Florida are probably leaning towards metal just because they believe that it's going to have you know the longevity in the more humid climate? Um, and I guess does that lead then to, you know, the way that you approach getting in front of those customers? Is it is it then are you featuring more metal? Are you featuring more on-site builds? Like tell me how you sort of uh navigate knowing that that's a dynamic that's happening where you're at.

Anna:

So we try to be pretty evenly spread as far as like what we're pushing. We don't want to favor one more than the other because there's really a market for all the options. I would say that customers are really, I feel like they love to be informed when they come here. People have that idea, right? That the wooden shed isn't gonna last as long. And we really just let them know these aren't the sheds that were built 40 years ago in grandpa's backyard. They're not. The products are so much different. They're way uh, excuse me, um, the products have definitely changed over the years and they are a lot more durable, they're gonna last a lot longer. So for us, a lot of the time it comes down to preference or HOA requirements, what their HOA wants, whether it has to have metal siding or whether it has to have lap siding, if it has to be a specific color. And then a lot of the times, too, it's budget or size, because some of the wooden sheds can't go as small as we can do our metal sheds. So that sometimes is a factor as well.

Cord :

Yeah, you were mentioning that that really the small, the really small sheds seem to be popular there. What are what's the kind of use case that drives that? Is it, is it just space? I mean, literally it's small yards. And yeah, tell us about that a little bit because we're here from the Midwest where you know it seems like everybody is always wanting the bigger shed, right? Give us a 16 by a 16 by this or that, right? So maybe tell us a little bit about you know how that area of the market works.

Anna:

So, the HOAs a lot of the time will have the size requirements, but it's also about how closely the houses are built together and what we can get into their backyard. A lot of the time is really what restricts them. So, six by eight, six by ten, these houses probably have eight to ten foot neck like between each other. So a lot of the times they can't even get an eight-foot-wide back there. So that six foot wide has really served the HOA markets, like Kelli was saying, where we have all these new developments in our area, all the houses are close together. HOA needs them to be short sometimes, too. They can't be over 10 foot tall. So we have smaller six by eight, six by tens that have like a six and a half foot wall. That really fits exactly what they need.

Cord :

Right. Yeah, absolutely. So, the does your, are the manufacturers that you're working with, do they offer on-site builds as well? Are you guys doing all pre-fab?

Kelli Black:

Primarily we're prefab. Um, we really hope in the near future that on-site will be king for us. Um we'll see. We're hoping for it.

Shannon:

It's it seems to be good. We seem to really be in sync. Uh we seem to be in sync there, of course, because that was one of the first questions that I got uh that popped up in my head whenever you talk about a six-wide and bringing it into, you know, that that space is uh just how much more can you do in the HOA world with uh on-site build as opposed to free fab prefab. I can't talk this morning. Um yeah, and you guys get to build uh the beauty is you guys get to build and sell year round. I'm like, I'm so jealous of what you guys do uh in Florida because like you know, the guys up in Canada, they say, you know, we kind of shut down uh you know for three or four months at least there. I mean, maybe not completely, maybe they build inventory, but you guys can just keep selling and with the population growth that Florida is seeing, my goodness, I can't help but think that you guys are busy all the time.

Kelli Black:

We are busy. Yeah, we are very busy. And uh we like it that way. We do not want to take a break. We need we need to continue on that path. So we very much love Florida. We love the heat. Um, it's cold today and it's gonna be colder tomorrow. And oh, we're not built for this. No, I'm not built for this. So, you'll see us outside with like five layers and it's 60 degrees, but it's cool. Just come on by and we're gonna give you a tour, anyways. Take your copy.

Shannon:

I was gonna ask what cold is. What is cold? Uh it's 60 today.

Kelli Black:

Six years below, as we're like shivering, gotta break out the boots, wear jeans.

Cord :

You can tell I've got a lot I've got the furry on today uh to stay warm. It was about 30 here this morning, I believe Shannon, whatever I was getting going at least.

Shannon:

Yeah. Yeah, yeah. And we're we're not even we're not even as far north as so many of our listeners. Uh uh, I was actually talking with Stephen Choi at Shed Pro this morning, and he said they got six or eight inches of snow there in um Canada. Already in Toronto. So, uh kind of amazing how shed sales. Now you guys might have covered this already, but I'm curious. Um what are you guys doing outside of sheds? Like, are you selling other products or did you cover that already?

Cord :

Yeah, we did. So, they're doing um post frames and car ports and two different shed manufacturers. Am I getting all this right? Do you guys do um I've seen um mobile decks are really becoming a popular thing where it's actually like uh a deck that's you know built on skids, custom built to whatever, you know, whether it be uh uh double wide or whatever it might be, or even just a house, right? You're just putting that deck up against it. Have you all seen that down in Florida yet?

Kelli Black:

Or has that I haven't seen that in Florida? I've seen it, I've seen it in the shed uh pages. I think they're really cool. Um, but no, we don't have a vendor local that does that or within Florida, and I'm not sure that we just haven't connected, but I don't we don't have that option yet.

Cord :

That just seems like a very Florida thing. Like, I don't know, for some reason it would just seem like, you know, it's like if you just put a deck up to whatever it is, and then if you pick up and go, then then it can go with you if you want it to, right? Um, you know, but uh but yeah, so they do they do several different things. I told them, and Shannon knows this probably better than anyone, like we really have a through line in some of the conversations that we've been having, um, because the independent dealers seem to be continuing to branch out and have more offerings, more diversification. And at least from what we have seen, um they're the ones that are expanding and growing, not just on their individual um lots, but then you know, actually opening more lots under their uh you know, brand name and everything else. I guess maybe that's a a good question as well. Like, are you all looking to expand at your current location? Are you looking to expand to new locations? Like, what do you see that that sort of strategy being as you start to accumulate more products in one spot? Is it easier to stay there or to start you know branching that out to different places?

Kelli Black:

I would love a second location one day. Um right now we have to stay here. We like our location, we wish it were bigger at times. Um, but our insurance agency is here and we we're in it. So right.

Cord :

Yeah, absolutely. Well, and to be honest, that's that really is truly the answer that we've heard from a lot of very successful independent dealers, is just like, you know, we have control of where we're at, we can add products where we're at. Um, you know, the logistics and the availability, depending on what companies you're working with, changes. Uh, you know, if you try and go, you know, a hundred miles to the north or a hundred miles to the south or whatever that might be, right? Um, you know, there that there may already be a vendor for the people that you prefer down there. And so, in a lot of ways, that's what we've heard is it makes a lot of sense to continue to diversify at a single location and then just you know continue to expand the radius of the service area. Um, but yeah, you guys are right on top of the sort of sentiment of the industry. Um yeah, so Shannon, they're actually they're in uh auto insurance, um, and then obviously in sheds and carports and post frames and everything else. So, there's a bit of overlap that we were already kind of talking about with uh you know autos and garages and just the broader kind of insurance industry down there, but I do think they probably have a unique perspective uh you know on just what people are buying and why and everything like that.

Shannon:

I'll tell you what's interesting to me is like the just being multifaceted, probably more than anything. Uh Kelli, was it so your dad that was in insurance? Maybe at one point, and then I know we've talked a few times, uh, you know, and uh uh what I think's most interesting, and I've always shied away from this, we're going into uh March should be the start of year number six for the podcast. And I've always thought, oh no, I can't say these things or can't talk about those difficult things, and that's what people press us to talk about the most. But you know, the um I don't want to say the difficulty because I think it depends on your mindset, but it's either the lack of freedom or the ultimate freedom you have with being an independent contractor. Uh the fact that you guys can bring on multiple vendors uh if you choose to, you can open up multiple locations, you're kind of in control of your destiny. Uh, I sometimes wonder how that works into other services in the industry. Um, you know, if you're looking to do a 3D configurator, if you're looking to do a website, other things, uh, even your own, you know, your rent-to-own or your financing or all the services that are available in the industry, it always makes me wonder, you know, what approach dealers take uh when they when they have that ultimate freedom of being their own boss. And then even beyond that, like what are the other things you get into? And that's what made me curious about the other products and the fact that you guys are doing insurance. You may be one of the only shed dealers I know uh that's doing that hustle on the side, right? Like you're making it work, and I think that ultimately that speaks a lot to the mind of an entrepreneur, uh, and like where your goals are and what you hope to do. But um yeah, we're coming down uh to Florida in January, and uh we just I think it'd be awesome, Cord, if we could swing by and see their lot. Uh I feel like we'd love that.

Kelli Black:

We would love that.

Shannon:

That'd be cool. Uh me and me and Cord and Deanna's taking a road trip. We're gonna come down and get like five or six interviews while we're down, and it's Florida in January. So, like, who doesn't want to do that when you're from Illinois? I so I think it'd be great, but what is your experience? What do you feel like uh maybe an experience isn't the right word? What is your prediction for the future? Do you think that more uh shed dealers will do what you guys are doing, like working uh these other these other income streams? Uh do you think you can make it alone on sheds? Do you think it's important to just be a shed dealer or to have you know kind of these multi-ideas out here and streams of income? What do you guys think is the future?

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Kelli Black:

That's a very good question. So, insurance is where we originated. And so, I branched out into Eagle Lake 10 years ago. And nine years ago, we got into sheds. So, in insurance came first, and it's our it's our baby, it's our big baby. And um sheds are now equally as much of our love, you know. So, it's two full-time jobs all day long, and it starts at seven in the morning and it stops when you go to sleep. So, you enjoy it. And um as far as being independent, I would never not be independent again. Um, we were limited in the past and now we're not. And I'm very thankful for the manufacturers that we work through um that are broad thinkers and can allow us to be those. those freedom seekers that we're looking for and make the money and it's not always about the money but if you're limited you know and uh we don't want to be limited so we're the hub yeah no we do it all and we're very happy with it and virtual if you can't if you can't come in person we're gonna take care of you virtually so that's okay too.

Anna:

Yeah I can add to what you were asking Kel about like having the second source of the second income stream from an employee standpoint that's a good sometimes it can be a lot of work but it is so there's so much security in knowing that I have those two sources and that I have that security here because there's low on said sales sometimes right so just having that second income for me keeps me motivated and doesn't make me think oh well I have to find this or have to find that and it lets me serve my customer better because when I don't have to think about that or when I have that security I'm not trying to force a sale ever. I don't ever want to have to do that or ever want to feel that way. So, for me it gives me that security to be able to truly serve them and fulfill their need versus thinking through the lens of needing to fill my need.

Shannon:

Absolutely we needed we need to like the power of people we need to record like that little like 30 second like bite that you just did and just blow it up on a on a campaign or something. And I love Kelli that you use the term freedom seekers. I really thought that was powerful um in your sphere there you know where you were like you know to allow us to be the freedom seekers that we are because I think that's ultimately what we're trying to do as entrepreneurs like we're you know like you get attached to a product like sheds and you think to yourself am I crazy right like because people are like you're always talking about sheds like why are you always talking about sheds trying to be a 24 year old girl and all you talk about is sheds. It's so weird it's so weird and so good at the same time yeah well it it's so it's such a strange thing but I think it's a it's a testimony to kind of like uh just pouring yourself into like the process to just being like you know looking at your name even you know you're saying hey we we're Florida's Finest you know shed come get a shed from us because we believe in our product and we believe what we do. And I think that's important because we could all be selling uh tractors or motorcycles or books or something different.

Kelli Black:

And the passion doesn't have to change from one product to the next we can still come with the same entrepreneurial uh spirit and like and like go kill the day attitude kind of kind of thing and I'm curious what that looks like for Florida's finest whenever a customer comes in like what's the process look like take me through what your position is uh for your for your customers you guys came to the shed sales summit yes uh this year and it was exciting to see you guys there um did you take any of that stuff home or were you able to bring some of your own value to that like I'm just curious what's it look like if I buy a uh a shed from Florida's finest that's what I want to know okay so you come through our door you're gonna be greeted with a smile we're gonna walk outside we're gonna we're gonna look at every shed that you want to look at and maybe some that I want you to see or Anna wants you to see and we're gonna you know we're gonna touch all the products and talk about them and why they're good and then go from there the customer will hang with us we're gonna write the contract right there and there and they're gonna have a shed in a couple weeks on their property or like days maybe a couple days maybe next day or that afternoon if we can get delivery on track with that um we really do our best um getting those on lot sales out the door are delivered um I would say I was listening to Anna and a client talk the other day and they were just telling her how they were so happy how easy it was to just work with her and to just buy a shed and we're touching the ladies out there not like they're comfortable they're coming to another lady in the shed business and they want to buy sheds here and that's not just our demographic but they like to come here and think that we're treating them as they should and come buy a shed and know that they're getting the best of Florida.

Anna:

And to add to that too I really feel like what we provide our customers is we listen to them. We really like take the time to hear their need and people are like well you're selling them a shed like how much is there to listen to but there truly is so much like I listen to the kind of colors they want what they want to use it for and we take that time to really pay attention to what they need and find them the best option. That's something we truly pride ourselves on. You mentioned our name and when we rebranded a few years ago me and Kel sat for a while a long while like thinking what do we what do we pick? What do we do?

Shannon:

And Florida's finance is not only about the products that we offer but I like to say it's the service that we offer because I want every customer to leave here feeling like they just made the best purchase of their life even though it's just a shed yeah you definitely don't want uh buyers remorse you want them to walk away feeling like they understood and uh I since that since we opened up that that conversation I'm kind of curious you know uh for you ladies you know um it's sort of a male dominated industry and I'm kind of curious because I tell my wife all the time, I'm like gosh I think if we were selling sheds you would outsell me 10 to 1 because she's so detail oriented. She's able to focus on the conversation in the moment uh that people are asking about and even pick up on cues Anna that I don't pick up on like the color you know I'm thinking about this in a very practical way you know like hey you need a shed and I remember Anna a buddy of mine who was selling sheds with us who was like what is there to do he's like don't they sell themselves and I have always laughed at that comment because I remember making that comment myself when I got into the industry and it was like no absolutely not uh I mean there's a time where people just have a need sure but I don't think they sell themselves I think the salesperson gets the credit for that by addressing the need. But I'm curious I'm curious your ladies' thoughts what has your experience been in sort of a male dominated industry and like you guys ever get one of those cool opportunities to put a guy in check when he comes in and thinks he knows about sheds and you just actually show him that he doesn't because we learn you know we're hard headed you know so I'm curious about those experiences a time or 10 so uh um I think that when a when a man comes to buy a shed they are they're like oh okay you know and so we love that and then we get to go talk all the specs of the shed and why they should do this or why they should pick this door or you know the floor joist and why they need the heavy duty for their motorcycle and they're like oh okay and they've we built we earn their trust and uh they don't think we're just girls on the lot.

Anna:

We're I we're the professionals I started working here when I was 18 so you can imagine the looks and the questions that I got but like Kel said for me it's like I never get the funny comments because as soon as we get out there and start talking they're like you know what you're talking about. Yeah.

Kelli Black:

Yeah.

Shannon:

And then to top it off you're more detail oriented I find if I'm just casting aspersions on male versus female in general I find that my wife is like 10 times more detail oriented. So she picks up on the things you're talking about, the colors right you know like I just don't think about that stuff a lot of times and she connects with a with a customer way quicker you know uh on anything that she talks about uh or talks with you know with any of our affiliates or anything she just amazes me in the way that she finds um victory in the details I would say and like I just you know I'm terrible at that so uh I was curious your experience since you guys kind of talked about that and you've been in it for nine years already. Gosh it's been a long time yeah time just seems to fly by because you guys would have got in pre-COVID and you got to experience the COVID boom also uh we're going into 2026 matter of fact by the time this podcast comes out it will either be close to it or already into the new year. Um where's it going? Like what's the next nine years going to look like you know for Florida's finest? What's it gonna look like for the shed industry?

Kelli Black:

That's loaded.

Shannon:

Big question big question oh I hope we're exploded I hope I hope great things for the shed industry um manufacturing is that in the is that in the uh future for Florida's Finest or you want to maintain like the dealer expertise like what's your thoughts there?

Kelli Black:

I think for me personally I think as a dealer we do so well. I don't think I want to get into manufacturing but if the opportunity was right I don't I never turn a situation down until I know it all the way through.

Cord :

So you never know but um we're we love the manufacturers that we work with so we're very comfortable they provide us a great variety of inventory and options and um I think if you're in the manufacturing side you're gonna be more limited again and we don't want that we want to move around we want to do all the things we're Florida wide so well the diversifications I think that's probably something worth uh touching on is the fact that you know the most um the most successful dealers and the ones who do it with joy like you all uh seem to do right the dealers that every manufacturer would want right though that if they were putting out a one ad right they would be looking for um you know the two of you they'd be looking for Florida's Finest uh to be a dealer for them you know I think it's important to just pause for a second and just talk about you know whenever you were going through that transition how important was it to you that the manufacturers that you were going to work with um were uh as you said uh encouraged freedom right encouraged your own uh you know did not limit you in in what they thought was appropriate on your lot I mean surely that was a big part of what the criteria was for you as a top dealer to go and find a manufacturer to work with am I right sure having multiple options on the lot for shed companies can be challenging um at times you know but I feel that we have such a variety of people and what they need that we have made our manufacturers feel secure in the fact that we're gonna sell their product and um they're not going, you know, we're gonna serve them and that way they feel that we're doing them a justice and I think too in that time a lot of the thought process went back into the same lens that we always go back to and how can we serve our customers the best because in giving us freedom it wasn't just oh yeah we want to sell everything in the world it's I want my customer to come here and have a solution to any problem they have and we want manufacturers that are going to take care of that problem the best way possible the way that's worth the $10,000 shed outside for my customer where they can justify that and it makes sense to them.

Anna:

So, for us it was if we don't have the multiple product lines the customer's gonna go 30 minutes away and they're gonna find it. So, we're not gonna undersell one or the other of our manufacturers but I want to serve every customer that walks on the spot and that was the goal.

Kelli Black:

Yeah, we were losing clients because we just didn't have the options and now we do.

Shannon:

Kelli you better hang on to Anna maybe I know you're not going to I know that she is she has already sold me in a short amount of time I can I can tell that she is driven and uh that's pretty awesome.

Kelli Black:

I'm very thankful for Anna

Anna:

I've been here since I was a baby I got out of high school started working here for insurance I wasn't supposed to sell sheds and Kelli and Paul were like yeah no you're gonna need a sell sheds and the rest is history

Shannon:

Have you ever noticed everybody's shed story kind of has something like that there's always like how do you find that many unique situations in which people fell into it and again kind of you know what we said already it's just like what a what a strange thing to be infatuated by but it's it really starts to become the entrepreneurial spirit. I believe that now five years into this more than ever is that like uh um it's sheds was the product and we are excited about the product you're helping with storage you're helping with uh solving people's problems but I think at the end of the day it it's more about who you are as an individual um in terms of like being a productive dealer. You can sit back and you can just wait for people to come in the door. And I'm not gonna say there's anything wrong with that. Maybe you're retired and maybe it's a side income but I think for so many of us I know when I was selling sheds full time even before uh I had the podcast going it was just something I woke up every day looking forward to I was I was searching for information everywhere I could get it audiobooks, podcasts, you know, talking to other dealers like I would go out and like meet them just to like understand where they've been successful or finding successful people and asking them to meet with me so that I could understand like how to be uh successful for my for myself. And you find a mixture you find that most people in the industry are very welcoming and uh especially the dealer network you know willing to sit and chat with you and then you get an occasional you know get off my lawn kind of uh dealer or whatever and it's like well that's fine um that that's the person that I'll sell against you know I'll go with those customers or if my customers come over so they can be grumpy but yeah I um I just think that uh it doesn't matter what the product is what matters is your mindset going in do you guys do anything to prepare for your day we have a meeting every morning we have a 15 minute meeting every morning and we have each day has its own identity and we go through some particular process every morning um which you know it starts with prayer then it goes into the business of the day and it goes into whatever the fun thing or exciting thing or knowledgeable thing is for that day. Do you guys do anything like that? Any routines over at Florida's Finest when you get in in the morning?

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Kelli Black:

A cup of coffee lots of coffee uh we're you know um we're arms length away we can see each other so we get here cup of coffee talk about what we're like what the day entails what the goals are and we're just we're in it we're ready diving straight in we're usually coming through the door 10 or 15 minutes um you know I I'm um I'm a mom a wife a very busy person outside of my career um so I have to turn one brain off or maybe not just kind of tune it down a little bit and jump right into my next uh situation and then leave and go do that again and I love it all challenging um we're just getting no skipping yeah

Shannon:

That's good I understand what that means probably more than you know and trying to circumvent one thing from the next even uh serving all these different parallels you guys do with your products you've got to be able to quickly move from a shed conversation to a carport conversation yeah right uh even that's a talent all on its own that doesn't just happen overnight you begin to I don't are you guys like me I'm probably gonna tell a little too much here but do you really find yourself since being in sales digging into paying attention to people more like even in non-sales situations where you're just like at the restaurant and you're like all in someone's conversation because they're over there chatting and you're just like I'm trying to pick something out from them because there's a there's a moment there's a tell or there's something in them that that's going to give me like uh an end on the conversation like is that is that just me or is that is that everybody now

Kelli Black:

I love people I like to chat it up so and I, Anna has the gift of gab as well. So I think that just comes from within and I do I like to tune in um and also being in the insurance industry we have clients that have been with um our agency since the beginning with my dad 25 years ago and so I came in 15 years ago and now I'm seeing the drivers that were babies now they're getting their permits and they're driving and you know or they're they were little and now they're off to college or they started their own families. So, um I love my clients and just getting to connect with them and talk about life or they'll come in and they're not well or they're they are well or they've had some great success or you know we just we just talk and um I love people. And we are in a small town. Small town.

Shannon:

Okay.

Kelli Black:

So, when you come we have to hit up the best barbecue spot. Ah Impole County Yeah.

Shannon:

Barbecue is yeah no absolutely that goes straight to my heart whenever we if we can go get barbecue like one thing I love about uh shed people is uh typically there's uh they know where the closest good barbecue is and the closest good Mexican corn.

Kelli Black:

Oh yeah we always seem to find our language one mile each way buddy just take your pick like that's our diet

Shannon:

yeah no that's perfect. I'm curious about one more thing, a Cord and then I'll let you jump back in on uh you know wrapping up or whatever you got planned here but you mentioned something earlier so I got two questions you mentioned sometimes we can even get them the shed you know within the same week or maybe next day um is that because you guys do your own hauling or is that just the relationship you've worked out with the manufacturer and then the second question is since you offer insurance do you guys actually do any insurance for shed haulers or would you be able to?

Kelli Black:

We could do commercial auto we can do we can do general liability with the insurance it would be Florida based um that would be the extent of that but it's circling back to the relationships with our delivery teams yes our manufacturers um they have quick deliveries because we're all local um or within a few hours of each other and shed movers of Florida has been they're great so they're always willing to help and even the teams within the uh delivery companies that we use um through our manufacturers as well but having a third party delivery company we don't haul our own sheds no

Shannon:

I gotcha but you've got that relationship worked out that allows that and I'm envious of that because that's one thing I always wish that I could have done was like I feel like sometimes if you can uh haul them home with the shed you know you can really come close to my goodness sale I mean you can increase your numbers significantly so it just makes me wonder you know either relationship wise or how many uh shed dealers opt to become a shed hauler themselves or at least have some solution for somebody within 24 or 48 hours because they're gonna feel a whole lot better than hearing 10 to 14 business days.

Kelli Black:

I can't tell you how many times uh a client has come and they're like I have to I have relatives coming in I have to empty out this room. I have this I got to get all this storage unit that my bill's doing five days I need a shed and I got to empty it and get all my things over there and um so we're on the phone before we make the sale hey when can you deliver this shed tomorrow great come on let's go we got to get this in by so you can have your shed tomorrow you know so uh yeah we love we love that

Anna:

And it just circles back to the sample of like having partners that can fulfill those customers' needs because people sometimes need it tomorrow.

Shannon:

As you don't have done so yeah yeah I lost a lot of sales I couldn't get a shed to the next day and maybe if that's the expectation for some people they're like hey we're just not gonna miss or we're not gonna hit that mark but man I felt like it would just help drive sales uh for the online stuff. Sure. You know obviously you know for the online stuff it seems like it would move inventory way quicker. So maybe that's a message the manufacturers should be listening to whenever they talk about asking their dealers uh to move the inventory three to four times a year you know help me move that inventory because you know if you can get a shed guy uh a shed driver or shed lady out here a shed mover regardless of who they are like we can get this thing sold and get it moved uh uh tomorrow so yeah Cord go ahead I jumped in here after uh after you know you got uh started so whatever you wanted uh to take go for it.

Cord :

No I'm thankful for you because I was uh gosh I've been under the weather and I started coughing and uh I'm glad that I'm glad that you were here because I would have made a big mess of the recording here. So uh no I I just think that they're so representative um you know of the independent dealer um you know what's going on out there in the country right now um and not just representative um with the market structure and the way that they're you know around growing markets and are able to deliver into HOAs um but also they're the diversification uh of their of the products that they're offering and also just uh Kelli and themselves right I mean I think that the industry um just as with all sales to your point Shannon like as industries mature as um as um sales teams mature honestly the uh they start to even out gender wise right like you ladies are really good at sales and they're much more organized than most men right and so it's just you know it's cool to me um you know to be able to uh get to know you all um and get to understand what's going on down there in Eagle Lake uh and Florida's finest and everything that you have going on and you know from my point of view it's just uh really good to get to chat with you all and I think we should add them to the road trip Shannon I mean my goodness how can we absolutely and then now you have to there's barbecue on the calendar I was about to say they've got barbecue on the mind already so uh and Florida in January just doesn't sound bad.

Shannon:

So uh there's a win uh get to meet uh friends get to eat barbecue get to talk sheds in warm weather it's a win-win for me everywhere absolutely every direction I'm curious uh I want to ask you guys a question I used to do this and I've shied away from doing this for the last few months or maybe half year or whatever what questions do you guys have um for me and Cord any at all if you don't have any that's okay because we didn't uh prepare you for this question or anything like that but whether it's podcast related shed related or anything I really enjoyed that I used to open up the floor uh for that but do you have any questions that we can answer for you today because we're used to asking you guys all the questions

Anna:

oh I didn't come prepared for this one

Shannon:

If you don't that's okay

Kelli Black:

I would love for you to invite us back in a year and see what's different. And okay that'd be cool. As far as questions for you all

Cord :

Or maybe it's resources uh Kelli right like you know maybe it's I mean one of the big things that we try to do um you know is obviously we can answer any questions extemporaneously but Shannon's network is so much of the value um with Shed Geek right so you know if you have questions or need resources or whatever it might be um you know obviously we want to want to be here to help uh you know so maybe that maybe that helps you think in a different direction or whatever else but um yeah I think that's I think that's what we're here for.

Kelli Black:

Thank you. We'll definitely we will do that.

Shannon:

We'll definitely come back in uh in a year from now like and just kind of do a follow-up and who knows maybe we have you on you know once a year to just kind of uh hey look I see you guys as shed sales professionals and I think that you know you can set yourself apart um from the fray if you if you carry yourself that way. You know and that means in all areas right you know both publicly and privately and um uh you know we're working to refine those own our own processes we're working to be better in in in everything that we do in podcasting we're actually talking about maybe this is premature but we're talking about creating a media group that hosts you know uh uh several podcasts you know and wanting to try and like just be a professional in all of those things uh that we're passionate about so who knows maybe Florida's finest has a uh uh maybe one of these days you guys have a uh an insurance podcast or something I think that'd be fun that'd be fun yeah we could learn a lot by listening to you ladies and uh yeah it's just really appreciate you guys willing to being willing to come on appreciate that you guys came to the Shed Sales Summit. I'm not an owner there uh you know I don't have anything to do with it other than I love the idea I love that shed sales people are coming together to try to better themselves and being present you know actually says something um it you know if you if you have don't have more to learn then that means that you have something to teach so reach out and like you know teach us you know like uh there's got to be something that you know that we can benefit from uh so to me it's a it's a win whether you feel like uh I'm established and I don't need to go to learn anything then perhaps we need you there to teach or to do a breakout session or something. So uh thank you thank you ladies for attending that um it was good to see you there and you guys went to the uh you went to the after party what was it the uh the VIP

Kelli Black:

yeah yeah that was that was a good time um the break yeah the private session is that what you're talking about okay yeah yeah that was nice um to get into sit with I would I would say the people that are just so in tune with the shed industry um they I would say they let a fire under us. I left feeling so good and so confident. Um I was lost for words a little bit I'm just thankful for being able to go and listen and take it in.

Shannon:

Yeah. Y'all offered a lot of value and it was awesome to see you there and I loved your questions and your input and you're right you know Anna it lights a fire under you. It just kind of like what am I going to do when I wake up today? Am I gonna go be the best shed seller I can be or am I just going to come today with mediocrity and you know what um you get to choose. That's the beauty. Okay it doesn't have anything to do with your manager it doesn't have to do anything to do with your you know product supplier it doesn't have anything to do with the market right it has to do with you and you only and what you set uh your day out to be like this is gonna be a great day and we're gonna go in and sell the shed I always said you know hey if if you have a hard time selling sheds or getting customers to the lot if nothing else just go to lunch go to your favorite barbecue joint and you'll have two or three people show up that's usually the way it works.

Kelli Black:

It never fails it never fails. So yeah don't leave for a meeting the phones aren't gonna stop ringing

Shannon:

Well it's very awesome getting to get to know you ladies and uh yeah let's put it on the calendar we'll reach out and uh we'll make sure to swing by uh when me, Cord and Deanna hit the road. yes you know and uh we'll enjoy some barbecue and check out the lot and uh enjoy the weather and conversation I'm sure most of the

Kelli Black:

Bring a jacket, bring a jacket in January it's a it's just a tiny chilly like it's six weeks it's cold it's cold not gonna lie

Shannon:

I stay cold, I stay cold all the time but Cord will be in a t-shirt I can promise you

Cord :

yeah oh yes yeah no I'm hot natured for sure so yeah I'll be enjoying it t-shirt and flip cloths uh you know 14 January

Anna:

they say the Florida cold is different though

Shannon:

I'm sure I'm sure uh anything that you any shout outs that you ladies want to give uh just anything before you know we uh before we get off of here uh we're happy to we're happy to accommodate that

Kelli Black:

Thank you to Shed Geek thank you to the podcast we appreciate you thank you

Shannon:

Well it's a joy that you guys uh listen that we have anything valuable worth saying but I believe that uh interviews like you guys are why people tune in and that means a lot to us so uh I can't say enough good uh uh you know about having you guys on and really appreciate it. Cord it's I'm sorry that I joined late but I really feel like it was it was a great episode.

Cord :

Yeah very much so good conversation uh and very representative of just where the industry is and where it's going. So yeah, I look forward to being down there in person seeing the lot uh and continuing you know to get you in get to know you all and uh get to get to know Florida's finest.

Shannon:

Thank you thank you we're excited absolutely well we look forward to seeing you all um thank you for joining us and uh we will see you next time on the Shed Geek podcast bye

Anna:

Thank you guys for having us

OUTRO:

Happy new year from all of us at Shed Geek.

Shannon:

Thanks again ShedPro for being the Shed Geek Studio Sponsor for 2025. If you need any more information about ShedPro or about Shed Geek, just reach out. Y you can reach us by email at info@shedgeek.com or just go to our website www.shedgeek.com and submit your information and we'll be in contact right away. Thank you again for listening as always to today's episode of the Shed Geek Podcast. Thank you and have a blessed day