Chris Yano
speaker
120 appearances
1 recordings
1 series
first heard Nov 2024
last heard Nov 2024
Chris Yano’s voice in public audio — every appearance, attributed to the second.
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Appearances
When I got into business, I didn't get into the business thinking about selling it. I was just trying to make a decent living. But then as I got smarter in business, I thought, okay, maybe I can build something really meaningful here that I could sell someday or bring my kids into if they wanted to. None of them want to be in my business. That's okay.
But then it was like, hey, I had a number in mind. I thought...
man if i can get this company to 20 million dollars i'm gonna feel really successful and we hit that and passed it and by the way that was a like an empty number for me it was just a goal but i thought okay i'm not doing this again because i typically want to say if i say i want to be a hundred million dollar company tommy it's not because i want to be a hundred it's not the hundred million dollar you should focus on it's to what i've built to get to the hundred million and the impact that we're having in a hundred million dollar company
Yeah, man. So it's cool to come on right after we were just together in Vegas. Yeah. Because I got to try and separate. What can I talk about? What can I talk about? I'm just kidding. No, we had a great time because we talked a lot about business, which we get to do, which is anytime we're together.
Yeah. Anna's like, no, we're not talking about business, Tommy.
Anna's my wife. Yeah. So just a quick update. I know last time I was on, I was, I think it was towards the end of last year. We were kind of finalizing integration from the sale of the business, you know, so I still rolled 30%. So I'm still in it, as you know, and like have a whole other new phase I got to go through here.
But yeah, I mean, co-founder of Rhino still, um, along with Anna, the CMO, I have taken over the marketing role and Rhino is just now one of four companies that I'm the over the, all the marketing for. So I'm still leading, you know, like I'm in the Rhino office every single day. I still have a leadership role in Rhino.
So it's kind of like weird not having the title, but I'm still doing the same things. Because really anything that's like franchise relationships, OEM relationships, private equity relationships, I take lead on all those things because I'm the one with the majority of the relationships. Right. So that is still my life today.
But, you know, like I told you, I have this whole next phase of growth I got to go through. But like we were talking about is this is like a new era of digital marketing that we're in. Like, it's not the same. This is significantly harder. What we're talking about was to be an elite digital marketing company today. You cannot just do lead generation like those days are gone.
There's so much more to being an elite partner in digital marketing today. And mainly because there's so many tools that you can use to track everything that make it easy for the actual customer to see exactly what you're doing. Because transparency, one of the biggest core values of mine is and has been since the beginning is just be honest.
Like if you had a shitty month, it's crystal clear you had a bad month. If you have a, you know, if you had a good month, it's crystal clear that you had a good month. Like there's no questioning what the end result is. And if you don't, if you have that kind of relationship with your customers, then you maintain trust. If you lose the trust, that's, you know, when it goes downhill.
Still is. Easy to point the finger at Mark.
Yeah, I think that, well, what you're kind of hitting on is the point of this is, you know, lead generate, like for all the listeners, Let me explain to you what I believe this new era of digital marketing is to kind of walk you through the process. You cool with that? Yeah. Okay. So think of an end-to-end solution, right?
So I've been generating leads for home services businesses only for the last now 17 years. Only. That's it. That's been my job is generating business for contractors, both home services, home improvements. Okay. But we've also listened to every single phone call since the beginning. So that way, I always knew for any customer of every call that came in, not all of those that came from what we did.
Some of them are repeat and referral business. That's a big chunk of what the business is. As long as you're running a good business, you have a lot of repeat business. So I just wanted to know, I wanted the customers to know, did we do a good job? Yes or no? Because it allows me to hold my team accountable too, right? There's KPIs in there to find out, are we doing a good job or not?
Whether it's PPC, SEO, social media, OTT, whatever it is. But I want to be able to see for every lead that came in, how many came from what lead source and at what cost per lead? One metric. OK, second piece is, is that how did your team perform on it? Because you have accountability as well as the customer, right? Like you can't just blame us.
I have to because I, you know, like if I can only work with so many people in one market, I certainly want to work with those who can keep going and who are fixing the problems. Because because we're listening to every phone call, we're doing CSR assessments every month anyhow, because I also want to know, is it a us problem? Is it a you problem? Is it a we problem? Is there no problem?
You know, even you can solve that by a couple of things. One, are we doing our job bringing in good quality leads or legit bookable leads? And how are you performing on them? This is the other piece of it. So most agencies will do lead generation. They give you some sort of call report. It's not a call. It's not CSR assessments, you know, and coaching. We see a booking problem.
We have internal coaches. You know, some people have them, but we have them and we can put them in house to go fix your code, you know, fix your CSRs. I want you to book the leads too.
it makes me a better partner if you're booking leads because you start to grow make more you spend more money right it's perfect the last piece of this was you know i brought in ara this year to rhinox to talk about our new like more integrated relationship with service titan and the point of that was whether you're using service titan you're using house go pro you're using whatever serum that you're using if i could attach every dollar that was sold to every lead source then we should have the perfect picture of exactly what to spend we should know what our return is
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