Getting Discovered on Google (feat. Spencer Powell)

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We don't know many people that enjoy putting together a company website. It can be a challenge getting the team on the same page so you can create something that will actually generate sales. 

That's where Spencer Powell comes in.

He specializes in helping Construction Companies grow their online presence so they can close more sales and build relationships with their customers. A big factor in this conversation is your SEO (Search Engine Optimization). Spencer educates us on building our SEO so that we come up in search results when people are looking for someone like us. 

SEO is a great thing to have a basic understanding of as a business owner, of course you don't have to be an expert, but at least having a foundation to work off of is an advantage! 


Builder Funnel

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Spencer on LinkedIn


Tyler: Welcome to the Construction Brothers Podcast. I'm your host, Tyler Campbell, and with me like he is every week: My brother, Eddie Campbell. 

Eddie: What's up, Tyler? 

Tyler: Not much, Eddie. Well, this week we are going to be talking SEO. Why is it important?


Interview: (9:10)

Tyler: Well, Spencer, thanks for joining us today, man. Can you tell us who you are and what you do? 

Spencer Powell: Yeah, thanks for having me, guys. So I run a digital marketing agency called Builder Funnel, and we primarily help the construction space get more performance out of their websites. So I think a lot of people think, “Oh, I need a website,” and they throw one up, and then it sits there for years and years. Then they're like, “Oh man, this thing's getting old. I should redesign it.” So we really talk about the performance angle, which is how do you get more people, more prospects, more leads to the website, and then how do you get them to convert? So that's the quick overview. But yeah, we primarily help construction folks all over the country and a little bit in Canada, and we have a lot of fun with it.

Eddie: So we brought you on here today to talk a little bit about SEO. So why don't you take the aura off of that? What is it?

Tyler:  Eddie needs to know what SEO is. 

Eddie: I need to know. Yeah. I said I was going to put my dumb voice on though. That's my best dumb voice. 

Spencer Powell: Yeah, it's a good question. You know, it's a super big topic, SEO, and we'll just, I guess— It's Search Engine Optimization, for those of you that don't know or haven't heard the acronym. I think a lot of us have at this point. It's evolved over the years. It used to be this game of let me stuff a bunch of keywords into the backend of my website, and then I'll start showing up number one in Google. So when a lot of people think about SEO, they think about, okay, it's ranking number one in Google. And that's part of it. You know, you are trying to show up and increase your rankings. But really what you're trying to do, at the crux of it, is there are people out there that are searching for what you do, but they don't know your company yet, but they know the service, the offering, what you provide. We want them to find your company, and now they're aware of you. So it's that process of things you can do on your website to technically improve it, and then there's things that you can do off of your website to help increase the power and the authority of your website. That's kind of the general global approach. The simple approach is try to improve your rankings, get found by more people. 

Tyler: I mean, I guess that kind of outlines why it's important. So let's talk about some implementations. Like how can people start implementing this on their websites?

Spencer Powell: I think the first place that I always think about when it comes to implementing SEO is that you need content. You need words on the page. So if you are looking at your website, you have a home page, you probably have a services page, you might have an about page, you have a contact us page, and hopefully you have a lot more than that. But most people have at least those kinds of core pages. You need to have written content on those pages, because that's what Google is going to look at to try to figure out, “What is this page about?” And they're going to figure out what it's about and then they're going to put it in their index. Then when somebody does a related search term, they're trying to identify how relevant is the content on this page to that person doing the search? And should we show it up at the top or should we show it up at the bottom of page 1 or on page 25? Or, you know, and they're basically saying, “We're trying to give the searcher the best information as fast as we can.” So I need to start with content and I need to start writing about the things that people are potentially searching for. 

Tyler: Let's start with some content, right? So what sort of content pieces would you suggest people look at? 

Spencer Powell: A good place to start is questions that you get asked in the sales process. So if it could be, how long is this going to take, this project? Or how much does it cost? Or anything related to the process of how something gets done. That would be a great question to answer in the form of content. And if you're talking price, you don't have to give an exact price, “Hey, this is going to cost $214,700,” but you can say, “Hey, generally this type of service is going to be between $100,000 and $400,000. Here's why it might be on the low end. Here's why it might be on the high end. Here's all the factors that go into it.” And so you're breaking down this question and answering it as completely as possible. And what Google starts to see is if people get to this page and they start spending time on it and they're reading it, they're hanging out on that page longer. So time on page is an SEO factor. Well now they're starting to see, “Wow, people are getting value out of this content. Let's push it up.” Maybe you have links to other pages or projects, portfolio examples, or photos or other related blogs. Well, if people are reading that page and then they click through to another page on your website, Google sees, “Oh wow, somebody's interacting with this. This page is important. It's useful. It's helpful. We want to move it up higher.” So that's why I say we start with content, but then when you think about like, “What am I going to write about?” I always just go to the sales process, because if somebody asks you a question in the sales process, you know they're typing it into Google, too. Because they want to be armed with that information before they talk to the salesperson. That's the best way to start because those are easy. Like you can think of those probably right now, like a handful of questions, and you can start writing blog posts that answer those questions. 

Tyler: I kind of want to dive in a little bit more technically, too. So let's talk about URLs and page titles as well. So what can we do to optimize those? 

Spencer Powell: Yeah, so let's talk services page. So think about your services page on your website, ‘cause this will be a good example. I encourage anybody, maybe if you're listening to this, hit pause and go check out your services page. And if you look up in the browser where the URL is, you'll see domain name, company name dot com slash, my guess is it's going to be slash services. And then above that, you'll see what's called your page title, and it might say services, or it might say services and then you might see a pipe bar and then your brand name after that. That's what I typically see, and we call that generic optimization, where it basically just got set up automatically this way because the services page is called services so it got funneled into your page title, your URL, your header on the page. What you want that to be is keyword focused. So if it's commercial construction services Denver, well now I'm targeting the service and the location. And then you can break that down—within services you might offer six different types of services. And so those could be separate pages where you can actually target the specific type of commercial construction service, which would be the global level at the services page.

Tyler: Why would I not then put, let's say, each keyword in my URL string? So if I was to have a bulleted list of specific keywords that I wanted to use, would I put them in my URL? So if I say commercial construction, dry wall, carpentry, et cetera, any other thing that I'm trying to hit on that page, would I do that? Or is that going to be bad?

Spencer Powell: That'll make it a little messier. Google's going to look at that and they're going to have trouble finding out what that page is about, ‘cause they're going to see construction services and they're going to see drywall, they're going to see electrical, they're going to see whatever it is. What we recommend is have a separate services page just dedicated to drywall. So if you click on services, that's the global page that says, “Here's all the things we do. If you want to learn more about drywall click—“ now you get to the drywall page and that is commercial drywall Denver in your URL. And now it's super targeted because somebody might just be looking for drywall, not commercial construction services. So that gives you the ability to target both phrases over time. And so the way to start is you have a global services page and then you build out those individual services pages over time, and you can add those to the website. So don't think you have to just build all these pages in a day. You can just do this and say, “Hey, each month I'm going to build out two more of these specific service pages and I'm going to target them. I'm going to write really good content. I'm going to include good photos. I'm going to talk about our process.” But that's how you can start to really isolate some of those what we would call longer tail keywords or more specific keywords. 

Eddie: What do you see the average contractor, subcontractor doing wrong here? 

Spencer Powell: Good question. I would say that they just don't do anything. And so what I commonly see is they go to a company to build the website. They build, it looks great, and now it's launched, but then they just let it sit there. Really all that did was it made the site look different. It didn't actually get more people to it. So we often talk about design versus performance. Design is how it looks, how it feels, the aesthetic of the website, the photos, the colors, all that kind of stuff. You could spend 20 grand redoing the design with a company. And then as soon as you launch that new design, it looks beautiful, but the same number of people are visiting it. So the performance isn’t different, and that's where we talk about SEO and content. So that is the biggest mistake that I see is that people think that by doing a redesign, they're improving the performance, but they're really just changing the look. And so then you see these URLs that are slash services or for the about us it's slash about. Nobody's going to Google and typing in “services.” They're looking for auto repair services, commercial construction services, a specific type of service. So if you're just targeting those generic keywords that get built in, usually the web designer isn't an SEO expert, and so you just have that gap that you're missing. 

Eddie: What kind of tools are out there to help us improve on this? 

Spencer Powell: Yeah, there are a number of tools. You can always use Google as a tool. They have a keyword planner tool called the Google Keyword Planner. That's a free tool that can help you do some research on what keywords and phrases and topics people are looking for. Then there's some paid tools. There's an SEO tool called Moz, and they have some local tools that help you show up in the map search. They also have some paid tools that you can subscribe to. We use one called A-H-refs or Ahrefs—depending on who you talk to it's said differently—but that, you can run your site through that and it will show you basically where the opportunities are, you can compare to your competition and then you can start to make improvements. So there's a number of tools. And if you just went to Google and typed in “SEO tools,” you'd see lists upon lists, but those are three that we're familiar with and have used. 

Eddie: This is ultimately about business and lead generation. So what kind of transformations have you been able to witness after having implemented these things for a company? 

Spencer Powell: Yeah, it's a great question. It's pretty unreal, the power of the web. And it's funny when I think back to when we first started doing this, it was like 2009, 2010, 11, 12. We were just convincing people to try to use their websites and do SEO and do blogging, and the sales process for us was just like, “Man, how can I explain to you that, yes, people do Google and then hire somebody for $300,000 type projects?” ‘Cause that was always the pushback, right? It was like, “I don't think people are going to go to Google for a multi-hundred thousand dollar project. They're going to ask their friends.” Now that's not ever a question that comes up, and we see it commonly, we have a couple of design/builder/modelers that we work with and they routinely get three, four, six hundred thousand dollar projects every month from Google. And so when you're thinking about that, the web is powerful. That's where people do their research and that's how they're going to find you. So if you think about the way people shop and buy, it used to be that the salespeople had all the cards, they had all the information. If you want to buy a TV even, you'd go to the electronics store, you'd walk up to somebody and you’d say, tell me about these four TVs. Like, what are the pros and cons? What are the pricing, the model numbers, the features? But now we can get all that information online. So people want to, because the consumer, the buyer, whoever they are, they want to be in control. When they actually talk to the salesperson, they want to have all that information. And so really what's happening is everyone goes to Google, they find out all that they can, then they've got the info, and then they'll start reaching out to companies and then they feel more confident. So it's just embracing the way people shop and buy.

Tyler: People are getting way more disconnected from retail. I know for me, I guess this could speak to all of the younger generation out there, you know, we're used to the Amazons, we’re used to the eBays of the world. In a lot of cases, going into Walmart or Best Buy and asking a sales rep on the floor is foreign to us. So something to remember is that, as you're selling to younger people, that's what they're looking for. They're looking for this optimized website that they can go to and find the information that they need. So I guess it kinda goes back to, you know, Gary Vaynerchuk, he always talks about bringing value, bring value, bring value. So looking at your website and saying, “How am I bringing value to my customers?” is something that's so important right now. 

Spencer Powell: Yeah, and that's how you build trust, right? And so if people are shopping online for whatever their purchase or service that they're looking for, they're looking for content and they're looking for education. And so if you're the company that inserts yourself into the marketing part of the funnel—like, they haven't hit the sales funnel yet, right? They haven't started a conversation with you. You can start to build trust before you even talk to this person or meet them, whether that's over Zoom or in person. And so if you take that mindset of, “I'm going to add value, I'm going to educate, I'm going to get this information out there,” that's how you attract them. But then that's also how you start to build trust. And then when they go to reach out to somebody, they're like, “Well, these guys have got all this great information. I'm going to talk to these guys.” And in the commercial space, there's tons of opportunity because nobody's doing this, nobody's creating all this content. There's wide open space.

Tyler: Some pushback that I could give there, and I'm hearing some people in the back of my head saying that you can't build trust through your website. 

Would you say “yeah,” or would you say “no”? 

Spencer Powell: Absolutely not. And I can speak from personal experience. We don't sell in person, our company, you know? We've been doing this for a decade. We've been selling over Zoom and GoToMeeting—you know, Zoom wasn't around—we used GoToMeeting, GoToWebinar and all these tools. Here's what I would encourage you to think about: Video can be on your website. Video can be on social media. And if you record yourself on video, once somebody gets to your website, they meet you. Now they suddenly know you. They can start to like you, they can trust you. And then they actually meet you in person and they feel like they already know you. And this has been happening to me, actually, since we started our podcast a couple of years ago. I'll get people, they'll hop on the phone and they'll say, “Man, I feel like I'm talking to a celebrity.” I'm like, what? This doesn't make any sense. You know, I'm just sitting in this little room, talking into a microphone. But people know me because they've heard my voice in their ears for 45 minutes every week for six months. So if I'm in the sales process versus anyone else, who are they going to trust more? The person that they've actually got like 10 or 20 or 30 hours with, or the person they just met? And so you can create that for yourself and separate yourself from your competition by creating video content, getting your face out there, getting your team's faces out there, then they feel like they know you already and you've just set yourself way ahead of anybody else. 

Eddie: You’re building rapport through your website, and I think it's interesting how you're telling us, “Build trust through providing information.” Whereas, as an industry, we like to kind of beat our chest and tell everybody all the things we did. I'm thinking you'd probably push back against that kind of methodology. 

Spencer Powell: Yeah. I mean, I think you can leverage the, like, here's what we did, here's what we do, in the form of documentation, you know? So that can show credibility, but I think you want to do it in a way of like, “Hey, we're on the job site here today and this is what we're working on, we ran into this unique challenge, but here's how we solve it.” It's 60 seconds, you post it to social media. That elevates your credibility in a way that isn't like, “Look at us.” You're just saying, “This is cool. This is what we bumped into and this is how we solve it.” So it comes across as very natural and you're just explaining what you're doing. But I think a lot of people forget that whatever industry you're in, you start to build a level of expertise in that craft, that trade, whatever it is. The person that's hiring you may not have that depth of expertise, and so your normal knowledge is expert knowledge to them. So you can just talk about regular stuff that you do every day and that's actually kind of fancy to somebody else, you know? And so that's the way I kind of think about it.

Tyler: So switching gears a little bit, I want to get back into some of the technical stuff, because I think a lot of people will benefit from it. I see a lot of website platforms out there, right? So we got Wix, we got WordPress, we've got Squarespace and I'm sure there are a couple others out there that we can name.

Spencer Powell: Just a couple, yeah. 

Tyler: Just a couple. What would you recommend people use?

Spencer Powell: It's a good question. It's tough to answer it without knowing somebody's goals, you know, because I do like to customize an answer to whatever a company's goals are. I can tell you the platforms that we work with the most often, and it's honestly WordPress and then another one called HubSpot. We've actually been shifting more to HubSpot, and the reason being: You've got all these, like you mentioned, Squarespace and Wix and Weebly, those sites are great for getting you off the ground, getting a site up. But then they're going to be limiting over time in terms of what you can do from an SEO standpoint and a scalability standpoint. WordPress, you won't have that challenge. You can scale WordPress to the moon. Same with HubSpot. The reason we moved towards HubSpot is the direction they're taking is, they're trying to make it so that people that don't know coding can edit and manage their websites. You can do that with WordPress with templates, but they're also trying to make it so that you don't spend a bunch of time with plugins and things that break. So with WordPress—if you guys have a WordPress site you probably know—there's plugins, because, “Oh, I need this tool. I need this SEO tool. I need this extra functionality.” So you start plugging stuff in. Then WordPress upgrades, then a bunch of plugins break. Then you've got to update the plugins. Then you've got to update your WordPress. This is all just a waste of time because it's not actually helping you market your business, which is the whole point of the website. So HubSpot is trying to eliminate all of that. They're basically going to a SAS CMS model where you're basically paying a subscription fee, but you don't have to worry about that, you just spend all of your time on marketing the platform. So it'll really depend on the goals and there's lots of like, maybe Squarespace is a good fit for you right now because you just need to get a website up and you don't have a budget. Go ahead and do that. But ultimately long term, you want to be on a platform that allows you to scale up your content, your SEO, and that you're not spending a ton of time just maintaining it.

Tyler: Worth mentioning, too, is I’ve been kind of working on our website on the side, trying to relaunch it with WordPress. And yeah, I feel a lot of that pain where, you know, you've got plugins on plugins and then you've got this connecting to that and it just gets really mind-numbing after a while. It's a great platform, but you do have to be a little bit more adept in the technical side to use something like a WordPress. Not sure about HubSpot, haven't really dug into that, so I can't speak to that myself. When we started the podcast, we started with Wix and it's been great because there's a lot more custom, like, you can customize it a little bit more than you can a Squarespace site. But it seems like it falls on its face a little bit more when it comes to SEO. Like they're not quite there. So I guess something to consider is, yeah, you know, WordPress and HubSpot—great. But there's something to be said for just starting and launching something. And not everybody has the ability to go out and buy or pay somebody to build that WordPress site for them. They have to do it themselves. So that's why those Squarespaces and Wix and Weeblys exist.

Spencer Powell: Yeah. You're spot on. I mean, it really comes back to where you're at in your process and your journey. And if you don't have a site, that may be your fastest path to success, is spin up a Wix, Weebly or Squarespace. Get it going, now you’re online, people can actually get to a site and you can point people there.

Tyler: Exactly. 

Eddie: So I think this is probably more of a process than it is a quick switch that we flip overnight. How long does it take to start seeing rank in Google change and start seeing some of the impact of the SEO changes that we're going to make?

Spencer Powell: Yeah, it's a really good question. And the unfortunate answer is it depends, but I'll give you why it depends. So let's say you just started your website and you launched it today. Brand new website, new URL, Google needs to index it. You have no previous history, no authority. And so building that site off the ground is going to take longer. And so if you're saying, “Hey, I need to rank for these keywords,” you're going to optimize the site, you're going to start blogging, and now the process begins. So you'll see improvement, you'll see improvement probably within three, six, nine months. That's improvement. That may not be where your end goal is and your destination. So I just like to put that out there, is that you, if you are actively blogging and creating content and trying to improve your site on a monthly basis, you will progressively see improvement. Improvement might be, hey, after a year now you're getting a couple of leads a month or a handful of leads a month from your website; or, you can take a site that maybe has a bunch of authority, it's been around for a decade, redone it a couple of times. You've maybe dabbled in some blogging, but you never did anything consistently. But you probably have some backlinks from some other sources, maybe you've been featured in the newspaper or you won an award, and so you have some other sites that link to you and your site is a little bit stronger. You're going to be able to make progress more quickly. So generally the couple of big factors that will go into this are, how much authority does your website currently have, and what is your competition look like? Because you're really just competing against the other websites in your market. And if your competition is really weak, you can jump ahead of them pretty quickly even if your site is weak in the grand scheme of things. But if you're just competing locally and you're just going after certain keywords, then— So that's why it's, you know, there's no set answer, but if you just do a little bit of competitor research and you see kind of where your site stacks up against your competition, you can get a rough idea of like, am I going against some Goliaths or is this going to be an easy breeze? 

Tyler: I can speak with some experience here, because we started the podcast in September. So we've been at it almost 10 months now. And I think only last month did we get on the front page on Google when you type in “construction brothers.” Property Brothers, doggone Property Brothers, they're the ones that kind of had a monopoly on that page whenever you would search “construction brothers.” So it took some time to get us there. So yeah. Do not expect this to be an overnight thing. This takes a long time and a lot of effort. 

Spencer Powell: Yeah, and the thing I'll throw out there though, ‘cause that can be a little discouraging, is it's worth it. And it's worth it because this isn't going away. You know, this is how people shop and buy, they research online. But it's also worth it because what we just saw in March, April and May of this year, I was a little worried. We're a marketing agency. I'm going, “Oh, we just hit this really challenging time. Marketing is usually the first expense to go in any business when you hit a tough time.” We didn't lose a single client due to COVID-19 stuff. And I went and looked at a bunch of portals and looked at the data. Some of our clients are hitting all time highs for leads and traffic. It seems that it's a pretty sustainable marketing model. And I think, because it just— More, even more people went to the web and they were spending more time online. And I think those are, that's where we're trending. We're just more and more connected. We're more digitally native and that's just the normal process. I didn't anticipate that. Honestly, I was a little bit shocked. But looking back on it, it kind of started to make sense.

Tyler: Conference goers— I mean, in a lot of cases, you know, people will go to conferences to try to sell things or sell to everybody around them. Which, I mean, golly, we've all been there. Right? If you've been to a conference, you've had somebody come over and try to sell you something. 

Eddie: Let me scan your badge. 

Tyler: Yeah. Let me scan your badge—

Spencer Powell: Oh great, I'll get another email. 

Tyler: Yeah. Fantastic. So yeah, I feel like a lot of the conferences shut down, so a lot of the people that needed things would go online. So the people that were ready, people that were sitting there ready with their SEO, you know, they'd been working on for years, it finally paid off. Because they were the first ones whenever people, you know, looked for that dry wall sub or whatever it is.

Spencer Powell: Yeah. Well, if you think about it, too, just think about that conference versus online. You go to a conference, sure, there's people looking for stuff, but like which people at that conference—there's 5,000 people there—like who is really your target, how are you going to find them? Google, somebody’s looking for something, they have it in their mind. Their intent is, “I'm trying to find a solution.” And if they find you, think about the quality of that person versus just a random person, or even like a Facebook ad. They're on Facebook scrolling, the intent is different. I'm not knocking Facebook ads. I'm just saying, they're there to browse, and then you bump into them and sure, maybe you can get them to click or do something. But when they go to Google, they're there with a purpose. And so if they find you, the intent is really strong in terms of what they're looking for.

Tyler: It's really creepy what you can find out with Google. I can tell everybody openly, I know that a bulk of our audience are runners. Isn’t that creepy? So like, Google knows what you search because it's tracking you. So you can use that as a business owner to start finding those target audiences, start finding the people that really would resonate with what you have to say or what you're trying to sell. I know that was a little bit of a creepy statement, but Google gives you a lot of data that you can use.

Spencer Powell: Yeah. They sure do, yeah. And then thinking about what you were saying, just the targeting part of marketing. For a lot of your listeners, I think LinkedIn is a great place to spend some time. Because you're selling to other businesses and those buyers, those decision makers are on LinkedIn. Like you can just go and research those companies and look up all the companies in your area that you want to do business with, find the names of the people that buy, and then start putting good content in front of them. Connect with them, build those relationships. I think that's probably a good option. It's not in the SEO world, but I thought I'd throw that in there just ‘cause I think, you know, it's a targeting technique that you can use. 

Tyler: Yeah. Eddie, you looked really creeped out whenever I said that. 

Eddie: The runner thing? Yeah, no, I just thinking, you know, the 5,000 times a month I was hitting our site and the fact that I like running. Would that skew that? 

Tyler: Maybe a little bit. Yeah. 

Eddie: I just want to make sure that we get good SEO, so I just— 

Tyler: You’re just refreshing the website, over and over again?

Eddie: I just keep going. Yes. It goes up one view every time. Yeah.

Tyler: Yeah. I mean, bringing it back around though, like when we say targeting, I think we can all agree we're targeting to help people. Right? We have something that we can offer to help people. Like for us, Eddie and I, and for you, like, we have information that we want to get out there. We're gathering all this stuff and we want to share it. And you know, whether or not you become a customer, that's up to you, whatever, like, you know about us, you know where to reach us. It is what it is. But we're just trying to be helpful in the industry and try to drive, just give people things that they can use to better their everyday life. So use that targeting to your advantage to find an audience, find somebody that you can help.

Spencer Powell: That's really the core of all of this. You know, when you think about SEO or you think about your target, if you add enough value into the world and to your target audience, that's going to take a bunch of different shapes. It's going to be a blog post. It's going to be a video. It's going to be an email. It's going to be, you know, a graphic. Whatever it is, that can look different, and that can play out on your website, on Facebook, on YouTube, on LinkedIn, it can be all these different distribution channels. But what you start to do is you elevate yourself as a thought leader, and then suddenly you start closing more sales. You start attracting more people. And the sales process actually gets easier because somebody has already read 12 blog posts and watched four videos and opened seven emails. And so they're like, “Oh yeah, I know these guys. I trust them. I need this work done. I'm going to reach out to them.” And the other really cool piece about this is, if you do a good job of writing this content, but then staying in front of your audience consistently, you'll start having these conversations where somebody reaches out and they're like, “Yeah, I've been following your stuff for about two years now, and I'm ready to reach out.” You're like, “What the, why did it take two years?” It's like, you're never going to force somebody to buy on your timeline. They're going to buy on their timeline. So you just want to be present. So then when they are ready, you're the no-brainer option.

Eddie: It really strikes me, when you're qualifying leads, there are some things you look for, right? So they need to not be just anybody in the conference room. Anybody in the conference venue, I should say, the 5,000 people walking around you. You're trying to target the 150 that are actually interested in what you have. And so you qualifying them by, you know, their interests, and then their being able to actually make the purchase, they've got the money. And then they have the intent to actually follow through on the transaction. Right. So you're arguing, or you're making a case here, that that's exactly what Google is doing for you. Google's bringing that person that's all of those things to you.

Spencer Powell: Absolutely. And I think they do a pretty darn good job of it. They won't get it all the way there. So again, taking that example of commercial or dry wall or Denver, if somebody does that search, there's going to be a wide range of what that budget is with that person that did the search, right? It might be for a small commercial building or a huge, massive building. And so you will have to do some qualification. But you're right, like, they've already done 70% of it, or 80% of it for you. That person came to you versus you going, “Hmm. I wonder who needs my stuff? Right now, where am I going to find that person?” That person found you, and I think that becomes a really fun thing when it starts to happen, because you're like, “Gosh, all these leads are just coming to me inbound and I'm not having to do all this hard work to prospect and target and find all the right people.” And those things are great. You know, those things are really strategic, but when they just start coming to you and then you just have to qualify a little bit more to get them to the finish line, I think that's the ultimate place to be at. 

Eddie: Well, let's put you up on a soapbox here, Spencer. We love our megaphone question. So if we gave you 60 seconds to speak to the whole construction world through a make-believe megaphone that we don't actually have— If I could find one for real, that would be awesome. If any of our listeners have one, please send it. So 60 seconds for the construction world, what would you say, man? What would you soapbox on?

Spencer Powell: Yeah, I think it would be similar to what we've touched on today, but add as much value as you can through your marketing process. So stop looking at marketing as ads and annoying stuff. I always think about, I have Spotify. I pay Spotify so I don't have to listen to ads. I pay them so I don't have to listen to ads. Just think about that. And so I will actually, as a consumer, part with my money. That's how annoying ads can be. So if you think about your marketing as, you can do as much marketing as you want if it's value driven. You can blast the world with your marketing, because if it's actually helping, it's actually educating, then suddenly it's not annoying because you've got your target audience in mind and you're trying to deliver something to them that's funny, fun, helpful, educational, whatever it is. But if it brings value to them, you literally can't do enough of it. And so I guess that's what I would say is, rethink your marketing. Rethink the way you're approaching it. Email your database as much as you can, because it's value=driven. So you literally can't do enough of it. 

Eddie: Well, where can people find you, Spencer? 

Spencer Powell: So if you want to check out our website, is the easiest way. You'll see everything that we just talked about, there's tons of blog content, podcasts, videos, free resources. We're just trying to add value. And then you'll see spots where you can download stuff and you'll put your name and email in, and then you'll start getting our emails and you can get familiar with us. But that's really the best way to reach out is just check out the website, get some marketing info. And if you like it, stick around, if you don't, no worries. 

Eddie: Very cool. 

Tyler: Heck yeah, man. 

Eddie: Well, it's great to have you today, man. 

Spencer Powell: Hey, I appreciate you guys having me on. I love talking about this stuff.


Tyler: Hey guys, thanks for joining us today. I wanted to take a second and point you out a couple of things before you go. Number one, make sure that you go check out our website. It is We're constantly posting new blog updates on there and thoughts of things that we're seeing in the industry. And then also, make sure while you're there, go check us out on social media. We are on Facebook, LinkedIn, Twitter and Instagram. We're constantly asking questions there, trying to get people involved and engaged and learn more about what's happening in the industry so we can keep bringing stuff to you that's relevant. And also, share it with somebody. If there's something in here that you thought was valuable, forward it over to your friends. Let them know about the show. Again, that's going to help us out a lot. And finally, please leave a review. If you found this interesting or helpful at all, you could help us out in a big way by just hitting a review on Apple Podcasts or Stitcher. So thank you so much for joining us this week. Have a good one.