Chris Yano

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?

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.

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.

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.

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 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?

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.

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.

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.

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 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.