How they booked $9M of business in 24 hours

Big results rarely happen in a single moment. They’re earned long before anyone notices.

In this episode, Brandon and Caleb unpack a story that sounds almost unbelievable at first: a local business generating massive demand in just one day. But instead of pointing to a shortcut or a lucky break, they walk through what was happening behind the scenes long before that moment ever arrived.

This conversation is a reminder that growth doesn’t follow your timeline; it follows patterns, seasons, and consistency. And if you’ve ever questioned whether the steady, often unexciting work is worth it… this one will challenge how you think about timing, patience, and what actually drives big outcomes.

If you’re in a season where results feel slow, and you’re tempted to pull back... this episode might reframe everything.

#MarketingStrategy #SmallBusinessGrowth #BrandBuilding #ConsistencyWins #BusinessGrowth #LeadGeneration #MarketingThatWorks #EntrepreneurMindset #PlayTheLongGame #CustomerTrust

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Host: Brandon Welch
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy

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Transcript

Nine Million Dollars In One Day

Brandon Welch 0:00

24 hours, 1,400 phone calls,$9 million in potential revenue. Today we're going to tell you how that happens for a small business. This is not a national company. This is a local company who has been doing the things that we talk about in the Maven method, and you're going to learn all about it. Welcome to the Maven Marketing Podcast. Today is Maven Monday. I'm your host, Brandon Welch, and I'm here with Caleb Pinstripe AG. Looking sharp. Thank you. I like it.

Caleb Agee 0:33

This is my bowling shirt.

Seasons And The Pace Of People

Brandon Welch 0:34

I'm just kidding. I don't know what to call it. Yeah. All right. So we're going to jump right into it, guys. This is um this is the kind of thing that uh is not all that uncommon here, but when we talk about it and people go, holy smokes, how did that happen? We're gonna tell you how it happened. How does a uh a local service company in a medium-sized town end up with nine million dollars in business potential in one day? Uh in Genesis, you will find that there is a time for everything, a season for every activity under the heavens, a time to be born, a time to die, a time to plant, a time to uproot, a time to kill, and a time to heal, a time to tear down and a time to build, a time to weep, time to laugh, a time to mourn, and time to dance, time to scatter stones and a time to gather them, a time to embrace and a time to refrain from embracing, a time to search and a time to give up, a time to keep and a time to throw away, a time to tear, and a time to mend, a time to be silent and a time to speak, a time to love, time to hate, a time for war, and a time for peace. What does that have to do with advertising? Humans move at the pace of agriculture.

Caleb Agee 1:48

Yeah. We are seasonal creatures.

Brandon Welch 1:50

Our generational fathers were talking about it in the Bible. Yeah. We are seasonal, cyclical creatures. We live in a seasonal, cyclical world. And it is round. Yeah, it is round.

Caleb Agee 2:03

Contrary to confirmed last month, yeah.

Brandon Welch 2:05

Confirmed, yes. And the job of a good marketer is not to try to change the speed of agriculture or the speed of humanity. The job of a good marketer is to get in sync with what is already happening in humanity.

Caleb Agee 2:22

Yeah. That's we we actually upgraded our gardening game this year quite a bit. And there is such it is a whole world to learn the seasons of planting uh and like cross-pollination and which one goes in the ground, which one do we start inside, which one and and then knowing when they become ripe, when it's time to pull them out. There are some things uh a radish will grow in 30 to 50 days, and you can pull it right out of the ground. Yes. You know what I'm saying? But tomatoes take all summer long. Yes, and they're gonna produce consistently for a month or two. And each business, each unit that you have, there are some kinds of businesses. If you're selling cheeseburgers or tomatoes, I suppose people will need them quicker. But most often, the kind of businesses, at least we're talking to, and um most businesses, they they trend with how people see the product, the service that they're that they're selling, that they're serving people with. And we we constantly want to push people to move forward faster. We constantly want to make it um sooner and better. But it's all do. Yeah, everybody wants to do that. Everybody wants, I mean, that I think that's human nature, that we want things to be quicker. Um, I think that's a Western culture thing as well, right? But if we can acknowledge and be patient and um put in the right nutrients, the right seeds in the ground, and then wait and tend to that garden along the way, we'll see the results. We'll see the fruit at the end of it.

Today Customers Versus Tomorrow Customers

Brandon Welch 3:59

So what yeah, we're gonna can we're gonna take a step off of speaking in metaphoricals. Yeah, what's talk about practicals? Yeah. Um we've talked for a long time about today customers, tomorrow customers, and yesterday customers. Today customers are the ones that everybody wants. They want the crop, they want the sweet fruit. Um, but we know that the gardener, the good marketer, gets in step with um what it takes to actually produce that customer. And uh recently, one of our clients um who does well, they've they've always done well, but they're in a they're in a seasonal business, it's a roofing business. Um I would say that an average month of revenue for them might be a million bucks. Uh, which is which is pretty substantial for a company like that. They've they've built it up slowly. Uh, but how do they become the one that got certifiably more phone calls, more people reaching out to them the moment that a a large storm hit the area? Um how do they become that one that gets that? Everybody else is at the finish line, everybody else is on the search engine, everybody else is getting good reviews. There's actually quite a few decent companies in their town that do a good job. Um and the answer is tomorrow customers. Yeah. They have been faithfully and patiently um building not just a reputation, not just a good uh quality service, which that is you can't you can't really do it without that. Um but they have been advertising in the dead of winter. They have been every single day, there is about a hundred and fifty thousand people at this point that they show up to in the form of mass media, usually morning television spots while people are getting ready and they sing their jingle, and they have they they're they're not they're not trying to tell them buy a roof today. They're not trying to tell them, you know, we've been in business yada yada years, although they've been uh in business a lot of yada yah years. Yes. They've been, you know, it's a two-decade company. Combined experience. Yeah. They're not talking about the combined experience or you know, how many trucks they have or anything like that. They are just simply making people feel good and bringing them a tiny little message of hope that one day, if you need us, we're here. And that one day happened, and um they will reap, um, they will likely reap.

unknown 6:25

Gosh.

The Roofing Storm Surge Case Study

Brandon Welch 6:26

I mean, in one day, 1,400 calls. Um and and the average is about 75 calls is a million bucks, if if you just do the averages of standard close rates, right? With with a non-storm related, non-urgency related thing. And so um, this is not a story of like some magic hack. This is a story of when you are sitting in the middle of winter and you're going, gosh, that advertising bill's hard to pay, or gosh, could I be using that for a cruise? Or I need to see the numbers, I need to see the data. Where did where did this make somebody call? This is the moment. And so not not everybody, not everybody listening is in a moment where they're or in a business where there's going to be an actual weather event that drives it, like a like a storm. Obviously, that happens for roofing. Um but it happens in a micro level every couple of months. If you if it is January after Christmas and you are a jeweler, it's very easy to take off TV and radio because nobody's buying. Everybody just bought their stuff, they're paying their credit card bills, and why would you do that?

Caleb Agee 7:29

Yep.

Brandon Welch 7:32

Even though Valentine's Day is in a month, you you might have the temptation. But between Valentine's Day and Mother's Day, it's very tempting to not advertise. And there's so many people that want to want to follow the temptation of just measuring what happened in the last 30 days. Folks, it's not what happened in the last 30 days. It's not what happened in the last 90 days, it's 180 days. Uh, Harvard would suggest it's up to 18 months before that your influence starts on on a big uh purchase decision.

Caleb Agee 7:59

Yeah. And I think that's that's the side of it that you have to pay attention to. How do they make the potential of$9 million in a day? They did it over the course of five to ten years of sowing the right seeds and um and being consistently in people's lives. The other thing, I think there are high, you know, high times and low times. You've got the dead of winter for a lot of well, a lot of companies is quiet and slow, and you might want to pull back because nobody's buying right now, right? Um, but there's the other the flip side, uh, even this client slightly was like, hey, should we turn down a couple of these medias a little bit? And the answer is no. Be consistent, be there, be strong. Now, um, we're not gonna you know fight hard for lead generation because leads are coming in.

Brandon Welch 8:50

Negative cash flow is is a non-negotiable usually.

Caleb Agee 8:52

Yeah.

Brandon Welch 8:53

Um for for extended period. Yeah. But I can tell you, there's a lot of clients that that do not have profitable December. They have break-even Novembers and December.

Caleb Agee 9:02

Yeah.

Brandon Welch 9:03

And they stay strong. And these are the ones that come out every season because they've been tilling the garden, they've been fertilizing, they've been planting the seeds when nobody else was out there working it.

SPEAKER_03 9:12

That's right.

Brandon Welch 9:13

Who do you think has a better garden? The guy that started in January or the guy that started last weekend in April?

SPEAKER_03 9:19

January.

Brandon Welch 9:20

Yeah. Turning the soil over, right? And so grass does not grow faster by tugging on it.

SPEAKER_03 9:25

It's my favorite line.

Brandon Welch 9:26

Yeah, I love it. Yeah, you know, fru fruit will not grow faster by tugging on it, right? Um, but if you wait for those magic moments that only really only in God's timing knows exactly when it's gonna happen. It it's it's either gonna be a a day in April that the heavens open up and you know, drop grapefruits out of the sky.

Caleb Agee 9:45

And yeah, you never know when those kinds of weather events are gonna come. You don't know if it's gonna rain or shine in April or or May.

Brandon Welch 9:53

Yeah. And you don't know when there's gonna be a war going on. Nope. And people are gonna hold on to their money in March, April, May, and see if you know, June and July bring better news, better gas prices, or that's gonna wear off and then suddenly they're gonna have a record September, and it's gonna be like, why did it happen in September instead of May this year? That's a lot of you.

Caleb Agee 10:11

It's a lot of people we work with are in the roofing, siding, remodeling business, um, windows, um, maybe even talk about midterm elections as well, um, or even um when it's presidential election season. Man, things change. Those these seasons affect us, and we will talk about them every time they come around. We're gonna remind you to be steady, yeah, to be good steward, to keep strong, be there every day.

Staying Visible In The Slow Season

Brandon Welch 10:37

Yeah. We even see it in legal and medical. It's like sometimes there's a week-long snowstorm and everybody decides to, you know, cancel their eye appointments, and then it looks really bad, and then it's like, oh, why did it happen in the third week of May? Well, everybody finally got out of school and they needed to redo their stuff. So your only hope to have like the the consistent jump over your competition and gaining market share is to be the one who showed up a little bit every day. And when you're bringing good news, like this is pe people in people in non-buying mode do not want to hear information. They want entertainment, they want smiles, fists, or tears. If if you want to hack that, just go look at what people spend four hours a day doing. They they scroll their phones, they're looking for smiles, fists, or tears. They're looking for things that either make them mad that they or that makes them agree with their enemy, which you can do in your advertising in a certain way. They make make them laugh. We give hours a day to Netflix and Ted Lasso and Seinfeld and Office and you know, sitcom reruns. Um and then uh yeah, for some reason, some weird people like to watch things that make them cry, uh, or at least they pay attention to them. Yeah. Caleb's over here watching watching the notebook.

Caleb Agee 11:49

Too much of a mental investment for me to watch a watch a drama uh makes me cry too much. Yeah, the news. The news, the news is a drama. Yeah, that makes me cry too.

Entertainment Beats Information In Ads

Brandon Welch 11:59

Um But we've done this for hundreds and thousands of years, or since humanity has been uh writing things down, and before that we were acting them out and doing you know serades and caves and stuff. But we will pay attention to things that make us laugh, cry, or get a little bit mad. And if you're doing some level of that, standing for something, which is the angry part, standing against a big bad wolf, uh making people laugh, that's a that's an easy one. That's what we do in the case of this, you know, 1400 call roofer. Uh, we just make them smile. Like there are there are 80-year-olds and eighteen-month olds like seeing this jingle by by the thousands every single day. We're gonna do an episode on jingles soon. But it's a great jingle. But you don't have to, you know, you don't have to have a great jingle. You could just be jolly, joyful, right? Yeah. And so when you do that and you do it consistently and you do it through the magic of intrusive media that shows up to the same group of people, it's just a matter of seed time and harvest before something's gonna happen for you. And that could be a big event or a small event, but every time you do that, you take home a bigger share of the market because you were there all along. And the other magic thing that happens is people don't fight you on your price because they you were the one they wanted to call, they're you're the one that they're happy to wait for. You're the one they wanted to call, you're the one they're happy to pay a little more for. You're the one they wanted to call, you're the one that they're definitely gonna tell their friends and family about. If you just do what you were gonna what you promised you were gonna do all along. That's it. So um that's what we live for, is these you know, magic moments where all of the hard work and the consistent, good old-fashioned, you know, investment pays off. Uh, but it it the truth is it happens a little bit every day. Sometimes these big events make us go, wow, look at that. But it's it's the same for you know, a bunch of our um legal and medical people we work with that just are waiting for that magic moment people need in glasses or estate plans or whatever. So that's what we wanted to bring to you guys today. Seed time and harvest. It's biblical, it's nature, it's scientific, it's inevitable, it's human, it is what you need to do and get in step within your marketing. We'll be back here every single Monday bringing you real life answers to real life marketing questions because marketers who cannot teach you why are just a fancy lie. Have a great week. Go plant some seeds.