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
So we kind of did the five mile famous play, hammer these three locations, OTT ads, radio ads, TV ads, kind of followed the Peterman brothers playbook a little bit. The Olympics helped out big time for us because we were able to tag on Olympics and that was good for us. But no, I don't know that anytime someone says, well, Chris, what should we be spending on digital marketing?
7% is the number I always feel really great about because it's aggressive, but that could change if you need to go build some brands too. 3% is definitely not what you want to spend, you know, in that space, but it's not a creative product. It's a demand product. So like we are going to bet, we're going and looking for people actively looking for a service with no business in mind.
I think it's home service. When I think garage door, I think more home service and improvements. I think roofing falls into the home improvement side of it.
Yeah. Different type of client. I thought that, you know, It's been interesting with the roofing business because the thing I didn't take into consideration was the insurance. Like the insurance business was not really what we were going to focus on. We're just going to focus on the traditional service and install of residential roofs. So not really commercial play at all. Then one storm hits.
And next thing you know, you're in the insurance game. Yep. Like it or not, because people are reaching out and calling you and you're going on an estimate. So critical error we made was not having an insurance specialist in-house. We have that person now, thank God, because there's a whole claims process you got to work through. The sales cycle is different.
And a salesperson who's traditionally going out and selling something does not want to get caught up in the minutiae of the insurance work. Like they're not trying to go and do paperwork in the back. They just want to keep going and selling. Yeah. Critical error that we had made. But rare is a person who just says, you know what?
Like, I want to go ahead and get a new roof on this house because this one I don't love as much. Like, you're not really thinking about the roof. Garage door is different. It's a smile of your home. Yeah.
Yeah. You, well, you're also on a, Like your travel schedule, like mine was bad for the longest time and yours was equally as bad. And then I took a little break from it on purpose. But, you know, you have to have non-negotiables. That's what it boils down to.
And I learned this probably, I would say, after we did our rebrand from Brickyard Marketing back in the day to Rhino, I had a good mentor who was like, hey, your kids are only young when they're young. Like they're going to grow fast. Don't miss a bunch of things. It's unrealistic to say you're not going to miss some things when you're building a business because you have to miss some things.
but I really wanted to minimize the things I missed. So I just came up with my own non-negotiables. And sometimes, you know this, but to the listeners, that meant I was having to miss things or say no to things I would have normally not said no to. Because it was, who do I put first? You know, the business is going to be fine.
But in our brain, it's like, oh, you don't want to miss any opportunity. And like this speaking event, you know, it can be really great for us. And I'm like, then I'll leave the speaking event. There's one in particular meeting you went to that I, we would, neither one probably would have wasted the time on. But I had to make a decision. And I'm like, you know what?
That's one I like to have had back. Yep. Because I missed a game that I wish I didn't miss when we did that thing. So you just got to give yourself non-negotiables and then stick to them.
Yep.
Yeah, I think that it feels good to be able to do that for your family, especially coming where we come from. I think it would feel good to do that for your family in general. But the few things that I missed aren't what the kids focus on. They focus on... I've been there for every major thing that I've been through. I have four kids, by the way. So this is not an easy task.
So yes, I was taking red eyes back. But these kids are humble. They understand what we've built. They understand how we've built it. So by all means... They live a very privileged life that I didn't grow up. Like, I felt like I had a great childhood. It just was different. Right. We didn't have money, but we had a lot of things we could go do. And they respect.
And maybe it helps because Anna and I both work in the business because I've seen this kind of, you know, both have to work at it and the time and effort we put in. But me making a decision to not go on one trip and then show up at their game, they knew that I gave up that trip for that game.
And that was important because then, you know, my son is nine, you know, like he's smart enough to get like, okay, cool. Dad gave up a trip and he's staying for my game. I love that. That stuff is what's like, you know, ingrained in their brain is like, okay, like it's not just about business. I asked the kids the other day, I said, hey, what's one thing that we're always working on ourselves?
What's one thing that about me that you know would change? That's a hard question to ask your kids, by the way. My nine-year-old basically was like, yeah, I wish you'd take me to go get ice cream more. Okay, that one doesn't count. It counts, but don't count. We took her to get ice cream yesterday, by the way. But my oldest daughter was like, I wish you would stop talking about business so much.
I was like, damn it. Like, I didn't realize I was going to talk about business. Well, it's because my wife and I are in business together. So we have business conversations while the kids are around. So we shifted. We shifted that and kind of gave ourselves a rule. We won't talk about any business while we're at a family dinner or anything like that again with the kids.
So that was a hard like pivot. I mean, it's hard.
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