CEO of Green Ladder Roofing Provides Valuable Insight

Most people chase side hustles. The wealthy invest in systems and the operators who can run them. In this conversation with David Reyes, we break down how automation and the right business partners can completely change your time, income, and stress levels.

We talk about why the real leverage isn’t just in tools or AI, but in owning or partnering with businesses that already have proven processes, talented operators, and room to scale. David shares how he thinks about building systems that run without him, and what he looks for before committing capital or energy to a new venture.

You’ll hear us dive into mindset: letting go of “do everything myself,” learning to trust a team, and shifting from being the technician in the business to the architect of the machine. We cover why many entrepreneurs stay stuck in grind mode, how to identify your highest-value activities, and how to design your days so the business serves your life instead of the other way around.

David also talks about practical suggestions for using automation in sales, marketing, and operations—from documenting processes and using AI as a decision-support engine, to building dashboards and feedback loops so the business can grow without constant firefighting. If you’re an investor, we touch on how to evaluate operators, what real “operational excellence” looks like, and why character, clarity, and execution discipline matter more than hype.

If you’re serious about buying back your time, scaling your income, and backing the right founders and operators instead of just buying more “jobs,” this episode will give you a new mental model for what leverage really looks like in 2026.

Reach out to David Alejandro Reyes directly if you are interested in learning how to grow past breaking points, he is only only going to be doing free calls through the rest of the month. Let them know Mark Anthony Alcala sent you. 

If you found this at all interesting share to somebody it might help, I started this podcast to help people grow and have a platform where they can speak and paint their picture of their business. If you are interested in growing your sales team or need systems feel free to contact me directly. 

Mark@AlcalaConsulting.Com

I've Got A Custom Free Strategy Session That Will Literally Set Your Next Six Month Revenue Target In Motion. You Don't Have To Guess Your Way There. I'll Provide You The Roadmap Free. Contact Me & In 15 Minutes We You Will Be Wondering Why You Didn't Grab This Sooner.

WinOrLearnFlyHigh =(WOLF)= Learning Is Not Loosing It Is Putting Yourself In The Best Position To Grow. 

Let Go Of Your Comforts & Focus On Where You Want To Go.

We Become What We Think About 🎙️

@DonAleReyes

@GreenLadderRoofing

@PasadenasWolf

Transcript

SPEAKER_02 0:09

Keep your hands in the vehicle as we're going to the moon because that's the starting point. And Elon, you're up next. Alex Ramosi, you're up next. We got Don Dale looking to provide value today. Immensed value. Some people are like, how did he free ball this? I didn't. I planned it out. I just needed to get him here. I got him here. And uh three. Two. One. Alright, welcome back to Office of the Day. Today, a very special guest. And uh the intro is gonna be longer than normal. David Alejandro Reyes, uh, a man who leads by example, who is a leader amongst his circle, but who is still a student of the game and humble. Why? Because he's learned from a very young age that it is important to treat everybody with the utmost respect, honesty, and integrity. How does he do that? We will get into that shortly. But with that said, Mark Anthony here is the biggest advocate, has been from the jump, even before we started working together, right? Uh the way we started working together is actually really interesting. We can't give you the full details, but we'll go over that uh towards the end of the podcast. But with that said, um why he is who he is is because as an owner, he's not a CEO, he's a true leader. How do you become a true leader is you relentlessly and fearlessly, false evidence of hearing real, go into every day with the utmost positivity and optimism. And the way he does it is a calm, composed manner. Now I'm gonna switch my tone and show you that it's all about tonality. With that said, he uh has learned that uh you have to code switch to certain people so they can resonate and meet with you. But without further ado, David Alejandro Reyes, Green Ladder Roofing, God loves roofers. Uh God has been protecting us and as well been propelling us to the next level. Thank you so much, David, for allowing me to give you this crazy intro. And thank you for giving me the opportunity to you know be a part of the family. Um, and with that said, give me one second.

SPEAKER_04 2:36

Welcome, Papa Reyes. Give it to me, introduce yourself because nobody can do it better than you. What's up, man? Thank you for having me, man. I think it's been what year uh four years since we did a podcast together. And then it's been a wild ride since I think we've we've both grown. The audience has grown. Everybody's been uh been working hard, so it's great to just sit back and kind of smell the roses and reflect. Um I guess to for the audience who doesn't know me, I think the first question is like who the hell is this guy? And so um my name's David Reyes, and I own a $10 million roofing company uh on track to do uh aiming to do 15 this year. Nice. And um have a team of about 20 people, and every every single one of our teammates are are driven to hit our goals. And so um I'm just here to talk about my mistakes so others don't do them and they achieve their goals way faster than I did.

SPEAKER_02 3:42

A little bit more than that, because I also forced him to get him out of his comfort shell, but that's in a great intro. Can you give me a little bit of a deeper, quick background of your upbringing, and then we'll dive into the value?

SPEAKER_04 3:54

Yeah, so um I've been doing roofing for about 12 years, going on 13. But if you unpeel that, um I'm a son of immigrant uh parents from Michraca in Mexico City. They came here without a cent to the dollar, without learning the without knowing the language. Um very hardworking people, and I think a lot of that got translated over to to me. And so that's my driving engine behind everything. It's um kind of aiming to retire them. But uh I I didn't want to be a roofer. I I didn't want to be in this space. My dad would make me work my way uh in high school. I hated it. Long hours in summer. It was it was hell.

SPEAKER_01 4:46

But uh You did everything, right?

SPEAKER_04 4:48

I did everything, man. I did um labor, like picking up trash. I did uh I was a foreman, I was a superintendent, I was an inspector, I was uh project manager, I was a sales, I was everything, department head. And so I was able to translate that into the roofing business owner uh mindset because I knew exactly how each person felt and uh what what I can fix in that in that um role. Um and so right now we have a very good handoff between departments because we all work together, we're one unit. It's a lot of businesses that are out there are very broken businesses where one employee will shove work into the other person, and there's a lot of beef in between employees, or a lot of uh things drop between the cracks. And so in our environment, we're all working as a unit, kind of like when you're running track and you're passing that baton to the next person. You better you better know down well that you did everything you could for your hundred dash. And then when you hand that person, you know, you're confident they will grab that and take it further at the speed that you you need to to win. And so that's that's how our team works right now. And I think that's the most proud of I've been of the team, not even our accomplishments. That comes with the team.

SPEAKER_03 6:12

Yeah.

SPEAKER_04 6:13

Wow.

SPEAKER_02 6:14

I think uh that was very well painted for the Picasso that we're about to start, right? That's just uh he just framed it, and now we're gonna get into it. So let's start off with the the post you made the other day. Elaborate on why contractors need to speed up in regarding to their marketing, to their branding, and to everything else that you were pertaining to that maybe I'm missing.

SPEAKER_04 6:40

Yeah, so the other day I made a post about urgency. It was literally just a video letter to my followers who are mostly roofers, to pretty much let them know that they need to they need to get their act together now, or in two, three years they're they're gonna be um they're gonna be wiped out. So it was like a warning, like please like pick up pick up the effort in the right things. Because a lot of dude, a lot of contractors, they're hardworking people. They're probably one of the most hardworking people uh in all industries, contractors. They slave away long hours, they're in incredibly hard uh physical environments, they have the the mental strength of dude, uh it's a resilience that cannot be taught. It's just earned as you go. And so they're focusing their mindset on the wrong things, they're focusing their mindset on how many times, how fast I can install, or how how fast can I um I don't know, have material delivered. There's other levers to a business in contracting. It's how efficient is my marketing spend? It's how is my website converting? Is it psychologically easy for for a homeowner to just click call now or click submit form? It's how how fast of a lead to speed is your process? How fast is your customer journey? How locked in is it? How locked in is green ladders right now, if you don't mind me asking. It is locked in. It is irontight. We're constantly changing to optimize it. What's the response time when the lead comes in? So it's under three minutes. Perfect. Um we monitor that. And so our clo our uh booking rate is 85%. Every lead that comes in, 85%. What is booking for the people that don't know? Anyone who has a problem, like a like a service issue. Say you have 10 leads that call you. Out of those 10 leads, we're booking nine of them. Okay. For for the next appointment.

SPEAKER_02 8:45

Copy.

SPEAKER_04 8:47

Things that go into that component is like how fast you picked up, what was the scripting when you picked up, uh, what was the urgency. Right. Because, dude, I know a lot of contractors spending a lot of money on con on content, marketing, but they're not even picking up their phone.

SPEAKER_00 9:02

Right.

SPEAKER_04 9:02

Like I saw this one, I'm not gonna say any names, I saw this one young contractor who had the one of the nicest ads I've ever seen. And I wanted to call him up to give him props because he was a young contractor. He wasn't in roofing. And I wanted to call him up and say, hey man, really appreciate I really see what you're doing, and like I want to give you props. Right. Because it's a great ad.

SPEAKER_00 9:24

Right.

SPEAKER_04 9:25

I called him, it went through, like it rang like for however seconds, like 45 seconds. Right. No one picked up. And I was like, oh man, dude, you you're you're you're burning money here. Um he f he eventually called back. Uh, we're actually gonna go have lunch together. But I haven't I didn't tell him what he did wrong, obviously. Like that's that's kind of a douche remove. Right. Hey, by the way, uh, I love your ad, but pick up the phone next time.

SPEAKER_02 9:50

Like, yeah, and you see you said he's young too.

SPEAKER_04 9:52

He's young, so like there's a way to ease into it. Right. But I I saw that and I was like, oh man, this guy's burning money. Because in in this day and age, it's it's a it's a global shift into like the postmates effect, where like if one is closed or if one is not, you go to the next one. Doesn't matter what you want, or you you want whatever is like available next. It's like the Amazon. You don't even look at who the the the brand is. You're like, oh, I just want the product, I just want the in the end thing. And so if you're not picking up the phone the first time, within less than 10 seconds, you're losing the client like that. Right.

SPEAKER_02 10:29

So and they're going to your competitor.

SPEAKER_04 10:32

Yeah, yeah. So it's it's focusing, refocusing the mindset of these people into the right thing.

SPEAKER_02 10:38

So capturing the lead, marketing correctly. What are like three other things that are important that contractors are lacking right now that you're helping with the within your group? The script.

SPEAKER_04 10:48

What's the script? Even if you pick up the phone, okay, like what are you gonna say? And we we we fixed that real quick, where we had people picking up the phone that weren't able to extract the whole purpose of the conversation and the information. It's it's different to have a person who knows the business pickup than than someone who who understands like the whole point of this lead is to get them on the on the board. Either through incentives, like performance pay, or just that's just their job and they're good at it. So picking up the phone is is the first thing. Right. But it's like, what are you saying on the phone? Right. If someone says, Oh, I'm calling in about uh I have a leak, and it looks like it's coming under my window. And the person answering the phone is like, oh, window? Uh yeah, and that might not be roofing. Instead of like, you know what? Let us get someone out there just in case, because it might be coming in from the roof and leaking on the window. Let's just make sure it's a it's a free inspection for you. They'll be like, Yeah, go ahead, thanks. And there's been times where we go out there, it was a roof leak, and it happened to just go right where the window was. But that would have been lost money. Your ad spend, like every the average lead, you're spending like I don't know, 80 to like 200 bucks in the roofing industry. In the roofing industry, and that's not even costing in compounding the the cost of running the inspection.

SPEAKER_02 12:17

And let me stop you there just for a quick second. When you're saying 80 to 200, is that your metric? Because I think your metric is better than that, right?

SPEAKER_04 12:24

Yeah, I mean we're we're probably around well it depends on the platform, right? Every platform is different ad spend. Right. Our average lead ad spend. Okay. But the scary part is to even go deeper on this. So people are, I like to hit them in the face with the truth so they can see, like, alright, this is where I'm losing money. So if you pay for a lead, let's say a hundred bucks, right? And you actually pick up the phone and you actually do those things and you get them on the board for like, let's say tomorrow at 10. By the time you finish doing that inspection, that whole thing costed you 500 bucks. That lead was no longer 100 bucks, it's 500. Because of the time of the C whoever's picking up the phone, because of the time of the inspector, his hourly rate, the gas, the insurance, the workers' comp, the time of the sales guy to do his proposal, it actually costs 500 bucks after lead spend. Okay. Like the whole end. Like, but that changes your mindset of how important it is to like actually fulfill through. Now imagine if you're not even getting the proposal out in time. That's a whole different conversation. Imagine if your proposal you're taking two, three days to send it out. Which a lot of contractors still do. Yeah. Bro, we send it out the same day within 24 hours. Sorry. We're trying to do it the same day. Within 24 hours.

SPEAKER_02 13:47

Typically, we usually send it out within a couple hours of inspection because we're on it. You know, or I've seen that and I've done it because there's a dialed in system in place, but keep going. Yeah.

SPEAKER_04 13:58

Yeah, so that's that's our that's what we do right now. We we do it within 24 hours just because sometimes the guy, I mean, the guys, the the the the rate, the hourly like uh time frame for our guys, they come in at 10.30, our sales guys, and they leave around 8 p.m. And they knock out, they each get three to four leads a day. We get uh we do 15 inspections a day. We have three inspectors. So each one of these guys is three or four, they knock it out. Some knock it out that same night, right? And some do it right in the morning. Because this is the only reason why we take 24 hours, we don't send the proposal out unless we get on the phone with them.

SPEAKER_02 14:36

Right. That's the only reason we wait. Right. Like that's something that we talked about how important it is because you can send out a proposal. If you don't get them on the phone prior, then it's just like wasted money because you don't even know what they're gonna do after that. You don't know how they're gonna shop you, et cetera, et cetera. But you also gave me a great point to to tag on here. Um, if you guys don't know your metrics, you should. And you see how he's stating, boom, boom, knowing your numbers, how important has it been to grow to 10 million, now 15 million? And prior to that, jumping, not jumping, but going through the the systems, knowing your true numbers to be able to propel forward.

SPEAKER_04 15:10

I think the hardest part that was holding us back was getting the data to see our numbers. Like that's that's half the battle. Some people don't have this the infrastructure to see their numbers. Why? They don't have the right CRM, they don't have the right marketing platform or the mark or the right marketing agency to let them know. You need to know your numbers to be able to be like, oh, this is what I need to work on. Right. So for us, half the battle, like we muscled to we muscled through to 3 million. That was just all hard work. Right now, like that jump to we did 5 million last year, right? That was infrastructure building. That was still building. Now it's just we see the numbers, all right. This next quarter, this is what we're doing to increase that number. And now is just doing more of that thing. Um, but the the hardest part was how do you even make a company that extracts the number without you having to like do all this math and finding out yourself?

SPEAKER_02 16:11

So having the team in place, right, with the CRM team, or who who who is your team for that?

SPEAKER_04 16:17

Well, it it's all on service time now. Okay or CRM. Like everything is extracted. Then we have different platforms for different metrics. Right. Um, but it's all laid out perfectly. Like the guys have a dashboard that has everything on there. And it's and we can put it up on our TV and they can see exactly their metrics. Um, but it's super important because now the whole team is behind the vision. Would you agree that knowing your not knowing your metrics is driving a ship blind? Yeah, dude, it's like driving a car without your your dashboard on. You're driving blind, you're driving with you don't even know if you have enough gas. You don't know if your brakes are working. You don't know what's you know, you don't know what's gonna break or hurt you then in the long run. So, yeah, having your metrics is super important.

SPEAKER_02 17:03

Right. Man, uh, I'm just having him grab something for us real quick, yeah. Just so we can make sure that we're providing as much value as possible. Uh, if you get a chance, real quick, you unlock that for us. We're gonna put that in the middle. That way we just have a couple other things that we might need to pull up. What's that?

SPEAKER_04 17:17

My computer? Yeah. What are we trying to get at?

SPEAKER_02 17:19

Uh I'll pull it up for you right now. But I just want to kind of go into detail a little bit and we're gonna type in something to Chat GPT or Perplexity for a quick question, just so people kind of really understand that we're not making this up here. Uh, the more time you spend on, and and thank you so much for taking the time, you guys, that are that are still listening. Uh, the more time you spend on understanding your numbers, the more time you spend, or rather, invest on your team, on knowing uh from A to Z the process of capturing that lead, the inspection performed, the proposal sent out, getting the person on the phone prior. Yes, perfect. Thank you, boss. Then um the more actual time you invest in these things, the more you get back, right? The more time you invest with your team, the bonding and the aspect of the expectations, the man the requirements to be able to succeed, the better off you'll be. Now, we've gone over that. That was just the intro, right? We've just gone into the intro. Now it's officially started. We're on target to hit 15 mil. Yeah. 15 mil. What's the next breaking point? Is it 30?

SPEAKER_04 18:34

No, it was it was five. Okay. It was like I think it's five to ten. I think it goes from ten to twenty, I think it is. Yeah, I think it is.

SPEAKER_02 18:45

So fifth uh next year, what is on the itinerary, if you will. So this is not to flex. This is to educate and serve from 15 to 40. From what I remember, going to the 10x, that's a huge jump. You're breaking from 15 to 25. If you're comfortable sharing, how are we gonna go from 15 to 40 million uh to the following year?

SPEAKER_04 19:15

That's I think very easy now that we have the numbers in front of us. Okay, because we we've learned sweet spots. Like, for example, we that the that jump is just marketing and sales at that point because the infrastructure is built. Uh, the leadership is built. So, for example, we know that our sales guy right now, our our we have a team of six right now, sales team. Right. Each salesperson is comfortably able to do uh 150 to 250 uh thousand in sales each month without being overwhelmed, right? Without being spread thin. Right. With the right training, we can bring anybody in that knows uh the value of hard work to do, again, between uh 150k to 250k in sales revenue. I mean that guy takes home about 10 to 25,000 a month. But the whole point is now we know we just need more salespeople. Um on top of that, our marketing team knows exactly how much ad spend it is per lead. So now we know how much where to increase. Like right now, we haven't even hit our cap on on marketing spend at all. Like our agency is actually very surprised how much we're spending on marketing. Right. Because it's so little compared to other people. I was just talking to dude, I was talking to a roofing company. They're spending 80k a month, bro. What's their ROI? They're at five million. I don't know. You do that, Matt.

SPEAKER_02 20:42

How there's no ROI then. They're 80K, and what do they get in return per month? I don't know.

SPEAKER_04 20:47

I I didn't ask that. I went to the case.

SPEAKER_02 20:49

Can you connect them with me, please? Yeah, yeah.

SPEAKER_04 20:51

I need the strong, warm intro. Keep going. Yeah, and I was like, we spend like eight to ten a month. And if you're okay, what's the ROI? Uh last year, last month we did uh 800k and sales.

SPEAKER_02 21:08

That's those are good numbers. Brandon Dawson, Warren Buffett, Alex Remozi would all get behind that. And it's a perfect plug for us to stop really quick. Here's a little bit of an ad that's not paid for by us, and we're not gonna get any recognition, but he has helped us. How has or well hold on 100 million money models is what we're doing today. That's why, and it just so happened to be green like green ladder roofing, uh, and green like wealth, green like growth, green like money, right? Uh you cannot serve God in money, but you can serve yourself and work your ass off. With that said, if you haven't already, right now, Alex Remozzi on his website. If you go to one of his videos, I'll put the video link down below. You'd only spend $18 and you get these three books. You only have to pay for the shipping.

SPEAKER_04 22:00

I can I can I could do you one better.

SPEAKER_02 22:01

Go for it, please.

SPEAKER_04 22:03

Uh I have a thousand free e-copy ebook copies of this.

SPEAKER_02 22:06

A thousand free copies. You gotta pay for shipping and you gotta pay me five dollars on top of that.

SPEAKER_04 22:11

I'll give it to you, and then you can pick people to set give it to or whatever you want to do. It's a link, it's a promo code that I got because I we invested in in uh a big package with Alex Mosey. I think it was like six grand.

SPEAKER_02 22:22

Amazing. So eleven dollars is what we'll give it to you for free. Actually, fucking we'll give it to you for free, right?

SPEAKER_04 22:27

And they need to follow you.

SPEAKER_02 22:29

Oh, yeah. They need to you need to follow me on all my platforms, including this one, and Don Arey's Capital Projects, if you're okay with it. Uh Green Ladder Roofing, both pages. And as well, I want you guys to give an honest review of this podcast. If you guys hate it, great. If you guys love it, great. If you like it, cool. So, with that said, we're going back into the potter. Uh, how has these books, the platform now that you've invested in with Alex Ramosy, propelled Green Ladder Roofing to the next level?

SPEAKER_04 23:02

It was it was the core of our sales team right now. Like without without that blueprint, uh, we'd be running blind through the sales department. But because of this, there's a lot of stuff we use in here. A lot of things. We have a whole playbook, the 10-page playbook that I made with this content. I literally spent a weekend going through this book. I had this is this is how I did it. I had my audio, I was listening to the book while reading the book. And I was walking around, it was like a Sunday by myself in the office, walking around and I was taking notes on the whiteboard. Taking notes on the notebook, and I kept doing that, took pictures, put into Chat GBT, came up with a game plan, refined it. The refining part took the more time because I turned that into roofing, closing, objection handling, and I trained the sales team. Wow. Which it it's uh I'm it's unfortunate you weren't able to see that. Right. You'd be surprised what I do for sales training. Right. Like you tell me about it, I think you'd be pro I think you'd you'd be proud. I am proud. I've been proud. What do you mean? We have we have objection handling, we have cloud transition to closes now, right? We have uh tactics to get people to open up proposals, all this stuff, like and it's and it works. It's just crazy. I'm just like, how the heck did we even close deals without this? Like, um, but it's very powerful. A lot of inspiration has come from. How often are you guys doing roleplay?

SPEAKER_02 24:30

Every day. Every day we have a sales meeting. So uh every day, can you uh clarify how long this sales meeting is and what they truly get out of it?

SPEAKER_04 24:39

Every day we have a sales uh daily huddle. Uh it is uh 30 minutes long, and every Wednesday uh the sales department head does uh a full meeting, that's usually like an hour or two, um, of going through certain things. Justin? Justin, yeah.

SPEAKER_02 24:56

My boy Justin, he's going UCLJ.

SPEAKER_04 24:58

But that's every day. Like every day we have a 30-minute daily huddle.

SPEAKER_02 25:03

Does this help them like as well, like fill like this like kind of like the coffee in the morning, if you will?

SPEAKER_04 25:08

Yeah, it's the coffee is the fuel. There's actually another thing that to that where um we have a Slack channel, so everyone's posting hype in there. Everyone's like sees each other's wins, everyone's like super supportive. I think that's what I love about the team. They're super supportive of each other. Right. The reason we start at 1030, it aligns with the sales team hours, but also the the whole point of doing 1030 was they all go to the gym the day before the hour before. They all go to the gym, there's a gym gym chat. Everyone's posting and they're like lifting weights. What what gym do they go to? A lot of them go to Equinox. Nice bougie like that.

SPEAKER_02 25:44

But it's it's an investment. If you actually do the math on it, it turns out to be like $10 a day, $6 a day, depending on what promo you get, and if they give you the gift card or not, but keep going.

SPEAKER_04 25:54

Yeah, so they hype each other up, they come in ready, um, and then they're constantly everybody's desk is near each other. Uh, and then everyone's on calls. So everyone's hearing each other's calls. Everyone's like collaborating together. They if they need to burn off some steam or anything, there's a little golf thing in there, there's a little weight thing in there. Like that's cool. It's a cool little vibe. Like, it's it's very different than when like when I started. It was just you and I in a dark room with no windows. Hey, we made it work though. Yeah, I'm telling you, it was very just muscling through those last those first years. This is like structured, everyone goes in there, everyone's helping each other. Um it's a whole different, yeah, it's a whole different thing, but very it's again this book. That culture, I couldn't, I couldn't develop something I never did. I never did sales, like you know, I didn't do sales besides the sales for being on roofing that I had to do. Ultimate salesperson, but uh Alex pretty much showed me the way on a lot of things.

SPEAKER_02 26:58

Alright, so we're gonna come back to the value on the roofing side of things. How has uh I think this is a process that most roofers want to hear about. How has dialing in the inspection roof process with the city and the counties helped you buy your time back?

SPEAKER_04 27:18

So we have we have a whole database now where we have a Google Drive of every city person's contact, every city person's email, every city portal login. Right. And we have a dedicated permit team now.

SPEAKER_01 27:33

Right.

SPEAKER_04 27:33

And so they're in charge of pulling permits for us. So our production team, Eric, uh he he still goes in there to make sure all the permits, but there's a permit tracker. And the permit team, it's pulling everything now. Once in a while, we do have to go pull a permit, which is fine. We have a superintendent that goes do that now. So I don't think I think it's been a while since he stepped into the office. The production team I haven't seen the new one now. The production team is is Eric, we have a superintendent, we have a service department manager, we have admins, we have permit trackers, we have CSR departments, we have them. It's so structured now.

SPEAKER_02 28:08

Yeah, no, and that how important has it been to because before, obviously, you were doing everything. Then we got an admin, then they were helping. Then eventually we lost the admin, and I came in a little bit before we lost the admin. How important has it been to put everybody into place for one? And then put everybody in the proper place because, like, for example, for me, I was doing client success, I was doing selling, a little bit sharp selling at first. Then I learned how to educate and serve in the roofing industry. I was doing marketing for fun, I was uh also uh without the pro or throughout the process doing project management. How has putting everybody in position not only bought your time back but generated the company ultimately millions, and now it's a rinse and repeat process next year?

SPEAKER_04 28:59

Yeah, I mean uh you are your own bottleneck. Like as a as an owner, you have to get out of your own way. Um sometimes we think that we have to do it ourselves if it has to be done right, but it goes back into leadership, and it was me who had failed. Like it was my fault for the team not growing back then. Like it was it was me who should have been more structured uh and shown. Like there was a lot of leadership thing that had to happen. Um but now it's no longer about um just me as a leader. Like you see everybody's department head, they themselves lead teams, they have meetings without me. They have like each department has a meeting every day, but they also have one big meeting every week in their departments so everybody gets in sync. Yeah. Every department head and me, like today, we have uh an executive team meeting and it's for an hour. What time is that? Um, what is it, 10 30, 11 30? 11 30 a.m. p.m. a.m. Okay. Every week. Where finance department head goes in there, marketing, uh, sales department, production department, we all just sync, we all work on this there's a guy you need to learn from. I don't think uh a lot of people know him. His name is Ryan Dice. Um he has a really, really good structure of like setting up uh like CEO dashboards of like how to align people on KPIs. I I've been diving deep into his stuff. Right. And Ryan Dice. Ryan Dice. He I think he has a portfolio company that I think they do over a hundred million. What's his background again? Um before that, or he he he's grown, scaled businesses, sold businesses, and right now he looks over like a hundred million dollar portfolio of company. He's just started posting marketing though. Like he just started posting content. Very, very new, like um, but really good stuff. So and he he told us about like this this meeting to like regroup and what to talk about and like what KPIs to look at. And now we focus on like all right, this week let's focus on these uh this department, let's help them out. All right, this week let's do this one. Um, very because everything is again structure, everything is already it's it already exists out there. It's just how can you implement it for yourself and your business fast enough where you're growing and you're not wasting time, right?

SPEAKER_02 31:24

So that's a great plug. What are most contractors doing right now that looks good? That's like that shiny object that they shouldn't be doing in reality. Oh shoot. I don't know if people are gonna like this, but call them out.

SPEAKER_04 31:41

It goes contrary to what we talk about, okay, which is videos. A lot of people are posting videos just to like elevate their their personal brand, but at the same time, it's like I hope they're also paying attention to their marketing spend on ad spend.

SPEAKER_02 32:00

Because that's a separate entity for their personal brand.

SPEAKER_04 32:03

Like there was a point in time where we were spending a lot of my brand, but we were still like at 3 million. And the team was struggling. We didn't have the right infrastructure, we didn't have the right many leads. We still had people running around doing a lot of things. I was focusing on the wrong thing. It was a good investment, and I and I st I'm still a really strong believer in brand, is it's very powerful. But you have your team behind you that is still hurting, right? You know, so like a lot of contractors that I see are they're spending a lot of money on on branding or on ad spend, but their website is still like it's non-converting, they don't have people answering the phone call, no SEO, no SEO. You're going into a dead wall. Like you're you're you're bringing traffic and eyeballs in because that branding works. But what do you what are you doing at the end of that? So it's branding is like the beginning funnel of it, right? Right. And that can be amazing, but if you don't have any way to catch all that, you're you're wasting money, you're bleeding out.

SPEAKER_02 33:15

So what uh like let's say for that million-dollar uh target point, or if you're at a million-dollar roofing business, what's a good CRM for them? Um, job nimbus and proline. How did ProLine help us specifically, especially when we were you were running five departments, I was running five departments, I was losing my mind. You were calm and composed somehow, which I don't I still don't get to this day, and he still is. But with that said, how did that ultimately automate the business?

SPEAKER_04 33:44

So Proline started off as like um a helper, like it was kind of like a go-heigh level back then. Um, but now it turned into their own CRM. But it it would it was like having another three employees under us by itself, it would help us move things around. It would you would close deals without even following up with customers because ProLine would do it for you.

SPEAKER_02 34:07

Um how would they do it? Just because give them like an example template. I mean, we can't forget them, but give them like one of the example template messages that would come in after like two weeks.

SPEAKER_04 34:16

Yeah, no, so ProLine had like a big drip, it's called a drip campaign where it has several text messages like after one week, send this, after two weeks, send this, after three months, send this. And so it would be very easy, like simple text, but it was it goes back to the rule of like be the first and be the last to message somebody. That's who you sell, that's how you high convert. Okay, and so it you just be top of mind, and they'll be like, Oh, yeah, now's a good time to thank you for actually sending that over. Are we able to get a revised proposal and we're ready to go now? But they actually helped build all that that out for us. The two owners, um, I I've still I've I've talked to them, um, they built it out for us.

SPEAKER_02 35:03

One second. Uh, do you think they would also be open to allowing us to market them for free?

SPEAKER_04 35:08

Yeah, I'm sure. I I actually talked to uh one of the owners when I was at the expo. I think they do like referral programs, they do all that stuff. So okay, keep going. Sorry. But yeah, no, it's um I don't know how high level you want to go. I don't know if it's too specific to these people.

SPEAKER_02 35:27

What's the most expensive I made or most expensive mistake I ever made? And then what's the most expensive mistake you ever made in the business within that, like let's say that first year, because I made a couple big ones. Um just so you guys get context, that we're not saying that we're experts here, we're just saying that we're applying ourselves every day.

SPEAKER_04 35:48

Probably, I don't know, I'd say like a 25k mistake. Was that the truck? No, I wasn't even the truck. What was that? I think it was just a bidding a job. Was that the commercial one? The tile one, I think.

SPEAKER_02 36:02

Oh my god. But so that was mine. What's yours? Dude, mine's is way more. Okay, but it's okay. I mean, we've obviously learned from it, and you're winning or learning and flying high, so can you?

SPEAKER_04 36:16

Mine's is probably like a hundred K mistake. Like is it the the early days of the business? I can argue it's a little more based on what you said. No, it can be more. Like, this is the thing. I think it's it's upwards of millions because it goes into the opportunity, opportunity cost lost, which is it's hard to quantify. They say it's not like Alex says, I don't know, I'm gonna chop this up, I don't know how to say it right. But it's like it's not you not knowing how to make your first million is costing you a million dollars, costing you $900,000, whatever you're currently making, right? Because you are literally wasting time just because you don't have the resources to do it, like it's costing you because like now we know how to get to this level, it costing me all those times because I didn't want to invest in the right help. I didn't want to hire the right people. Because I thought it was too expensive back then, which it was. But what's more expensive? It's a more it's more best is not to not to reach that that goal, like that's more expensive.

SPEAKER_02 37:16

So you couldn't quantify the risk versus reward ratio at that time?

SPEAKER_04 37:20

Yeah.

SPEAKER_02 37:20

Okay. That's fair.

SPEAKER_04 37:21

I didn't know what I didn't know. I mean, it's fine. Like, there's probably people listening to this podcast that are afraid to invest in like the right marketing, and you're afraid to invest in the right consulting or coaching. Right. Because it is a lot of money. Like to someone who doesn't have anything and they want to spend like a thousand a month or thousand five hundred a month or something, or three thousand a month, like it's just scary because you're playing with money you don't think you've you're getting back.

SPEAKER_02 37:47

But you know good credit in a business and bad credit. Tell me bad credit versus good credit, please.

SPEAKER_04 37:52

Yeah, bad credit was probably putting putting your vacation on the credit card or um I don't know, buying clothes that's not associated to your business. Right. Because you can buy clothes for branding, that's good. But like you need to have a direct return on that investment. So like good credit or good debt is like um wrapping your your truck. Um, dude, we actually got a $325,000 job. Because of the truck wrap. We track it. We track our every number, it has a specific tracking number, every truck. And so we were to track that job.

SPEAKER_02 38:34

$325k. Yeah. Justin sold that one. That's sick. $325k for what $5,000 investment.

SPEAKER_04 38:43

Yeah. It's uh, and it's still a good customer. It's a really good, it's a it's a it's a commercial job, right? They're they're they own multiple buildings. I'm just like, damn, that just by that self, like, I don't think we've gotten, I don't think we've gotten more jobs since, but like just that one job.

SPEAKER_02 38:58

Oh like, all right, paid it off. Paid it off and then some, right? I mean, $325,000 for a $5,000 investment. I don't even know the ROI on that, but it makes sense. I mean, how long did that one take to come in since we wrapped that truck specifically, do you think? Ballparking? That one was probably a year, half a year, half within six months, a $5,000 investment turned into $325k. Uh, that's literally penny, that's less, that's half of a penny on the dollar. Um what part of your journey would you never want your kids to repeat? And your kids also pertains to your team in the most generic sense, and then your actual blood.

SPEAKER_04 39:45

Um that's tough. Um I think it'd probably be around the first two years of business because it is the most loneliest, the most stressful, because there's so much uncertainty. Because you don't have time, you don't have money, and you don't have knowledge, you have nothing. It's like starting level one of a game with no armor, no money, no uh resources. And so it goes back to what Alex says, is like as you play the game, you accumulate money, or you accumulate knowledge, or you accumulate resources, and as you conquer the next villain, the next level, the like the next dragon, you get stronger. But that level one is the hardest because it is just pure just pure inner strength. But to continue to go.

SPEAKER_02 40:51

But to go deeper into the the lonesome part about it. Tell me about that because even I I realized this and it took me a little bit of time, but even as we were growing together in the first couple years of business, I'm not sure exactly what point in time I came in at that that uh mark where uh we were whatever, but I learned that we both had to be, or you already knew that, but I had to learn that we had to both as well excel alone in different locations, whether I'm doing inspections and then estimating at the end of the day, and you're out uh, you know, continuing to build the referral business. How did that lonesome embracing the lonesome time, the loneliness, even though you have a team around you, truly just define yourself and what did you like ultimately learn from it from the first two years of business? Because you said it was so painful.

SPEAKER_04 41:44

Well, yeah, it's because um you're around people that want to help the vision, but you're the only one that truly knows the financial state the business is or the financial state that you you are personally. It's like so there's a times where I didn't even have enough money for gas, and payroll wasn't even gonna be met. But at the same time, you still have to take care of the customer. At the same time, you still have to physically wake up and be at Home Depot at like 10 at night and fill up whatever you like you it doesn't stop. That's the scary part. You are at zero and you still need to keep going. Like your tank is on empty physically, emotionally, and on your truck, and you cannot stop. And so there's a there's a a different level of I don't know, strength that comes from that. Of like, there is no excuse, like you cannot stop. If you stop, everything stops, everything you worked hard for. Like I left a good paying job to start that business. I was making six figures. What was the switch? Well, how how did you know that you were ready? I mean I wasn't. So, what made you do it? My body, my mind. So uh I was so overworked that um I actually crashed my truck because I fell asleep on the freeway. And so my mindset was like, I'm working so hard for something that's not even mine. Um and so I was like, I want to build something that's gonna change the life of my parents. I remember he called me and told me about that. So yeah, it's just my mind told me, my body told me, and then my boss eventually told me himself. Because I told him there was an opportunity that came about, and I was already getting my license and all that, and he said, like, you should do it. Go, go take that opportunity, take that leap. Right. He and he was very, very supportive. Still to this day, by the way. Yeah, to this day, he still helps me a lot.

SPEAKER_02 43:46

Tell me about the influence and what what you learn from him ultimately. Like, and you could take a long wind this people need to hear it. I mean, I don't know uh what's fair to say and safe to say without him getting mad.

SPEAKER_04 43:57

No, I mean, in in just an over. Review like this guy he oversees several roofing companies. I think it's uh above a hundred million in roofing only in commercial and he he built it from a company. I think he he had graduated was MBA, came into the business of his dad, scaled it up to this massive, massive, well-respected in the industry everywhere. And he he was like a robot sometimes. He was able to recall specific numbers. He had a work ethic that oh man, I I I try to keep up, and I think I I'm able to emulate a lot of those things now, but it again it goes back to mindset. I'm only able to to perform at the level I'm doing because I saw other people doing it. And then I'm like, oh, it's capable. Like it's it's actually it's actually possible. But then reach. Yeah, it's possible. It's there, it's working. It goes back to like you you realize how normal these people are. Like it looks hard because it's so so far away, but once I started working, and now that I'm five years into the business, I'm like, he was just a normal guy, and he just kept doing these little wins. Like now I do things that I'm like, oh man, he used to do this. I'm like, cool, like, I'm getting there. Like, like clearing all of his emails before he left for the day, right? Yeah, and now I do it, and I tell the guys, and they're like, This massive inbox full, and they're like, Oh, I'll try, I'll try. I'm just very busy. I'm just like, dude, like it's those things that I'm like, I see why he did those, and yeah, it's very possible.

SPEAKER_02 45:43

But you lead by example, right? It's like there I th that's what I put in the podcast the other day. I had like a five-minute short one. Like, David Alejandro Reyes doesn't ask anything of his team that he hasn't done and not willing to do. Yeah, how has that ultimately been able to been able to propel your team when things are going wrong for them?

SPEAKER_04 46:07

Um, there's been times where I still have to step in just to prove to them like this is this is what you do in these tough situations. Like, for example, a customer who might have not been the happiest. Uh I call I grab the phone, I call them right up and then in front of the team, and they see how much how the action I took, they take notes. Like last time one of the team members said, like, oh, I see you, I see what you do when you go into a tough situation. You take a deep breath, then you just do it. And I was like, Yeah, like I don't I don't think about it anymore like that, but I yeah, I guess that was how I started my process of doing bad uh tough things. And so now I see them doing the same thing. And so there's times where like I still I'd like there's times where as humans we don't want to we just don't want to do it. You're a little bit of like, I really don't want to make that call, I really don't want to show up, I'm not feeling that way. But when you go into that door, you need to be like ready. The team needs to see that you're ready. And that that's something that leaders um you can't fake it. It has to be in you, and you're just like one, two, three, go. But you cannot be like, I don't know. You cannot read any amount of books to motivate you to do that.

SPEAKER_02 47:21

What's a real like tough example like that happened in the past month that you did that you showed by example for the guys to you know follow suit?

SPEAKER_04 47:32

Yeah, I mean, we got a bad review the other day. What'd they say? They said a lot of things, but it was mostly because of communication on the install. Dude, we turned that into a five-star review. So what did you do to change it? I called up the customer.

SPEAKER_02 47:46

What did he say?

SPEAKER_04 47:47

Or should you say what he He was just saying he was like, Oh, I I I really just wish you would have commuted they would have communicated with me on the section they were working on. Uh, I thought they were doing everything, and they they had sold only a certain section. He told he said that he didn't read the proposal all the way. So but you cannot say that to a customer. Right. So you have to buy the bullet. The sales guy was like, I I it's in the proposal, and I looked at it, and it was in there. And so the team did what they were supposed to. So I called them up and I introduced myself and I apologized, regardless of what who was right or not. I said, like, this is my community, I'm from Pasadena. I like to take care of my people. You're my people because this is my hometown. What can we do to make this right? Like, and we ended up doing it, make it right.

SPEAKER_02 48:35

How how do you that's a great thing. How do you make it right? Like, for example, do you always put it in their courts and for it to make it right, or do you propose a solution? So you're like, look, can we shake hands after this?

SPEAKER_04 48:47

You first have to yeah, yes, that too. But you first just have to listen to them to see what what they're actually complaining about. And then you agree with regardless of what they're saying. Right. You agree and you let them feel heard because they're they're they should be heard. Everybody's feelings are valid, right? But sometimes emotions translate from like their personal life into this a business deal.

SPEAKER_00 49:14

Right.

SPEAKER_04 49:15

Um, and so I heard him out. We made it right, we sent our best guy out there to fix it. He was so happy that he said, because I I had mentioned that I want to be mayor of Pasadena, right? He said, David, like the world needs more people like you. If you ever, he's like, if you ever do run for mayor, you're happy to put a sign on my lawn. And he gave us a five-star review. And the crazy part is that a lot of his reviews, because you can see the past history of people's reviews, right? They were all bad to other people, other companies. Whether it be a laundromat, whether it was like he left so many bad reviews in other people, and we were the only five-star review. And I'm just like that speaks volume. We went above and beyond. But it it sucks. I mean, we we we when we when we get a bad review, I mean, people do. What we do differently is we actually call the customer. We've had multiple, like we've we've changed without even asking for of them to change the review. We never say, hey, can you change your review if we do this? Never say that, right? They've changed it themselves, right?

SPEAKER_02 50:22

Because ultimately you hear them out, you uh make sure that they feel hurt, you make sure that you show that you're compassionate because things go wrong all the time in contracting, and then what you do is take it to the next level by asking them, what can we do to make it right? I mean, truly, I made the mistake of proposing solutions to make it right, and they're like, well, since it's not my idea, I don't like the idea. So when did you learn that if you ask them the right question, then you're gonna get the result you want?

SPEAKER_04 50:54

Um, I think it just goes back to just listening. Like it's not even like the outcome. The outcome, it's just listening to them. Just I I think I the the way I go into conversation sometimes is thinking what's going on in their personal life. Because I'm sure anybody listening to this or you or anybody has had days where maybe something in life is not you know the best at that point in time. It brings down your mood, it brings down the way you talk to somebody. Like, what if they're just going through it? And so you just want to listen and say, hey, um, in a in a tone where you understand, like, I completely get it. Uh I'm so sorry. Like this happened to you. We have plenty of things happening in each other's lives, and you you deserve to you deserve not to have another stress over your head. And then they say, when they say yeah, when they say, well, thank you, that's when you know you brought it to a level where you can actually talk. You cannot start a conversation that high up in in intensity and in stress, anxiety. You guys need to come to a level of like we both took a sigh. Where do we go from here? Now we're at the table. Now we're talking. It's no longer defensive ping-pong. So it turns into a partnership again. Yeah, it turns into how can we make this better. We've had this situation. There's there was one customer where they weren't, they were like, okay, how is this gonna happen? What are we gonna do? And I was like, my goal here is because they owned uh they own a certain type of business where they provided, uh, I guess I'll change the name of the business and the the service so that way. Um let's just say they they made ice cream, right? Okay. And then my my whole thing was my whole goal is that at the end of this, you and I can sit in your store and we can enjoy a nice ice cream. And they they were happy about how I said that. Pretty much saying, like, I don't I don't want to leave this transaction right here regretting each other's presence. Right, right. So it goes back to my my theme of the quarter. It's how deep can I go into a connection instead of going an inch wide or an inch deep and a w a mile wide, it's how can I go a mile deep within the people that I touch. And I've been doing that with local business networks, I've been doing that with other people in my life. It's getting so deep that they all become like strong proponents of who you are in your brand. Wow. It goes a long way. It's a it's a whole crazy theme that oh, been working on.

SPEAKER_02 53:45

That's insane. So if you had to start from zero today with no network, all over again, but you kept the knowledge. First point of business, and this is well, no salespeople starting all over. First 30 days, what are you doing?

SPEAKER_04 54:02

Uh coaching.

SPEAKER_02 54:03

Coaching, yeah.

SPEAKER_04 54:04

Elaborate. If I have the knowledge, then use it. Yeah, it's someone out there is willing to. I think a lot of people realize they they have a lot of built-up history where they know something really well. They just haven't enhanced it, they haven't used it.

SPEAKER_02 54:21

How would you build your credibility within uh a coach if like let's say somehow like your business was stolen and your name was stolen, how would you build that credibility with that person? Would you just ask them the right questions?

SPEAKER_04 54:34

I think I think knowledge is the easiest leverage because you can't fake knowledge. Like if you if you're around a whole like if I'm around a whole bunch of contractors and I'm from zero, the the talking about your conversion rate, talking about ad spend, talking about your sales process, your customer journey, when you start saying all these things, they're gonna be like, uh this guy knows something. Like this guy, you cannot fake that, you cannot just memorize that.

SPEAKER_02 55:00

Yeah, because most contractors, I mean, probably 80% of contractors don't actually know their metrics. Yeah.

SPEAKER_04 55:06

Knowledge is one of those unique ones. Right. But that's why I say, like, if anybody's listening to this, like they they might have some sort of knowledge in a different industry. Right. Whether it be food service, whether it be like tech, a lot of us try to look for the next shiny thing instead of like looking within uh what what thing they're actually good at already. How to grow within what they're doing. Yeah, like no, I'm I wish I would have made this decision way earlier. I thought roofing was just a means to an end just to wait to just to pay my way through college. It turned out it was a whole life-changing thing for everybody around me.

SPEAKER_02 55:37

How have you implemented with each client? Because like there's different ways in roofing when you're a creative roofing contractor like yourself, to not only take care of the roof, how do you implement that maintenance program for them and how do you ensure that you get them to sign up for that? Is that on the initial after the install? What do you do?

SPEAKER_04 55:55

Just a follow-up sequence.

SPEAKER_02 55:56

Okay.

SPEAKER_04 55:57

Again, you don't want to there's you you're building a relationship with them. It's not you're not trying to sell them something else right there and then for something else. So right now we're implementing a follow-up drip campaigns, we're doing AI follow-ups now, we're we're implementing like referral boxes, and so seasonal messaging, like our marketing team the other day sent out a storm alert because we had really harsh winds in our area. And we booked, I think it was five, five inspections just that day, just that yeah, just that campaign from past customers who might need the maintenance now. But it's it's after being there for them when they might need it the most that we're able to bring that extra value.

SPEAKER_02 56:42

That's absolutely right, man. And that's the whole point, right? Value. The suck is where the value lives. And most people won't agree with it, but like getting up, going to the gym, reading, putting in those extra hours after you've already put in a 10-hour day. Like, there's so many times that David and I, like, I was like, dude, I'm done. And he's like, Okay, like, no worries, man. Like, go get some rest. And like, he wouldn't tell me, but he would stay for a couple hours and then he beats me to the office, and I'm like, dude, like, what? Like, are you a robot? And I would just be like, Yeah, he's a bot, you know? But he's a robot because when you know where you're going, these things become easier, right? And let's go back to a time travel question, right? If we can go back in time, we start over. How would we have kept our admin, or not even that, how would we have kept the right mindset, the right application? Because I remember there's a lot of mistakes I made along the way, but like, what would we have done differently, both you and I, to like ensure that we didn't have that $100,000 mistake, my $30,000 mistake and my $10,000 mistake with the truck, which ultimately I still to this day will plead that I put in the right gas. There was I couldn't get the video extracted, but let's go from there.

SPEAKER_04 57:59

Um those mistakes are they say that every rule, every lesson is written with blood. Meaning that you you you or somebody had to have heard learned that lesson the hard way.

SPEAKER_01 58:13

Right.

SPEAKER_04 58:13

If I had to go back in time, I would have really one-on-one con a really deep one-on-one conversation with someone already doing the thing that I wanted to do. Because the first the first two years we we didn't learn from people that were in residential roofing with a business at twinning. We were trying to do it ourselves. Um, we had to learn those lessons ourselves because we didn't we didn't seek to help. It was no one showed us the blueprint. If I had to go back in time, I would hire or pay money for a coach with weekly meetings and maybe checkups of, hey, am I doing this right? But we were so new into the space that I don't think there was anybody there. Now you see a lot of wannabe gurus. But back then we were the first ones to have like a tech stack. Roofing companies were like, what the what the what is a tech stack? What is tech?

SPEAKER_02 59:11

And then we showed them like, how do you do that? It's like you discovered fire before fire was invented.

SPEAKER_04 59:16

So we were just muscling through it. So I mean, back then you didn't have gurus like Alex, even you didn't have people like the Cardone Ventures, like everything was just so new. And so I'm I'm actually thankful that we actually put our heads down and did it the way we did it because I know a little bit about a lot of things where I'm able to be dangerous in like marketing and dangerous in like uh well the production side. I I I kind of that was I was I was in production, but like in sales or like in tech, dude. Like I'm doing things with tech right now that I would have never imagined. Like I'm coding hella dashboards that tie into our CRMs. I'm creating bots. I'm and I'm just like, I'm glad I was able to at least dabble in that e-commerce space long enough for me to know what all these terms are.

SPEAKER_02 1:00:11

Talk about leveraging AI in your business and businesses that are congruent and how it will propel them to get more leads on their website, which is the ultimate salesperson.

SPEAKER_04 1:00:20

Right now we have an AI agent bot that does my full day of work in an hour.

SPEAKER_02 1:00:25

What? One hour, one AI agent, and full day of work is 10 to 12 hours, right? So, and when you say does your work, can you elaborate on that?

SPEAKER_04 1:00:37

It literally goes in and does everything for me.

SPEAKER_02 1:00:40

Okay. So what do you do then? Just so I understand, because that's awesome. Like that's cool.

SPEAKER_04 1:00:45

I know. I think we're very new to this. I don't think I haven't talked to anybody who's who's done this yet. So that's why I'm not talking too much about it, because it's a really learning process. It's our no, it's our secret weapon.

unknown 1:00:57

Shh.

SPEAKER_02 1:00:59

He just gave you a gem that we're not even gonna get elaborate on. Keep going.

SPEAKER_04 1:01:03

But technology is so crazy right now that if no one if they're if again, if they're falling behind on just learning about AI, like the standard, the minimum standard is you at least need to know automations or what that is in your business. Right. Some people don't even know what that is, which is like what happens when you get a lead? Do they get a text? Do they get a call? Like, what happens? Like, a lot of people like this this one contractor I was telling you about, he had a really good ad that he probably spent a lot of money on, like producing the ad. And the ad spend, but it would go into not even a uh it even have a voicemail with the business in it. No voicemail? Very young guy, I'm telling you, young guy and his dad. Wow, Latino. And so I called him, I said, hey man, I was like, I really like what you're doing. You know, maybe we can get together for a coffee or something. Like, I just it goes back to my whole, I want to go deeper with relationships. Yeah. And I haven't told him, I haven't told him what I thought about it because I don't want to be the type of guy to just dive in and be like, hey, you should fix this.

SPEAKER_02 1:02:16

Yeah. Until I until like we're actually sitting down and Liz. And there's a connection there, there's an energy exchange, there's the collaboration that becomes the ultimate currency between you two, and then you show that you're invested. Like, hey, here's the research I've done, here's what you can do if you find it of value, and blah blah blah. Aside to everything as well, by just asking questions and listening, right? Yeah.

SPEAKER_04 1:02:35

This guy's from Pasadena too, so I'm like, I'm like, Dean in the house. Trying to level up anybody in the area that that can be of uh a good team. I was telling my brother, I was like, I have dinner with uh a group of young entrepreneurs every once a month or once a quarter. Right. There's five of them. They're all young, they're all like 25 to like 33.

SPEAKER_02 1:02:55

Different industries?

SPEAKER_04 1:02:56

Different industries, okay. A really, really high-end uh window cleaner. Okay. Uh one is like uh owns a maid service, right? One owns uh a solar power a solar uh solar cleaning business. Solar cleaning, nice. Yeah, and we just do this, these are just young guys, like hungry and they're is it Palm Coast solar cleaning? No, okay, no, these guys are these guys are are are different areas, different industries, like ones in like Beverly Hills, ones in like the valley. Right. But we just talk about life and like talk about how we can like to be honest, a lot of the time was them listening to me talk. Uh they're they're a little bit smaller, right? Uh, but it well, I was telling my brother and other other people that I coach, sometimes listening to yourself talk out loud, it because it triggers things that you didn't even know was in your brain, you're like, oh shoot, you're right. Like that, like you remind yourself of the things that were really important. Right. So I like to coach as a way of like really, really soaking in the knowledge that I have.

SPEAKER_02 1:04:03

That is a great topic. Like, and that you taught me before, right? Like, I remember asking you, like, man, like now that I'm starting to learn this, like, how do I make sure that it's like embedded with me? He's like, well, talk about it with other people, teach other people, yeah, teach other people within the organization, spend more time with them. Yeah, do what you said deepen the relationship by just kind of understanding where they're coming from, right? So, uh, what that said, now that you have like true authority, right? Not that you had them before, but there's proven metrics behind it, right? And you're deepening relationships and you're teaching people at what point or at any point do you ever feel comfortable charging for consulting services? Because this is a premier service that you're offering. And right now, you're still doing it for nothing, for free, for just the exchange, which is awesome.

SPEAKER_04 1:04:49

Yeah, I've been doing it for free. I've been having just 15, 30 minute calls for free. Uh, we've been working on, so we got a uh a book written now, and we have a whole what is it, uh, a course written now. We have everything there, we just haven't sold it. We just haven't even marketed it, to be honest. Yeah. Just because I don't I don't know. Like, I feel like it's already on the website? It's on a website already.

SPEAKER_02 1:05:12

To purchase. Yeah. Or it's for free.

SPEAKER_04 1:05:14

No, it's on a website.

SPEAKER_02 1:05:15

So what how much is it?

SPEAKER_04 1:05:17

Um, what do I have it at? I think it's like a one on a one-hour like deep dive into your business where we go over like the four central pillars of like operations, finance, people, right, and revenue. I think I'm trying, I think it's like a hundred an hour, something like that. That's nothing. It's nothing.

SPEAKER_02 1:05:34

They could charge 3,000 for the day. Just so you're aware. If you need that, don't a reyes. I'm gonna get a referral based incentive on the fact. Keep going, sir.

SPEAKER_04 1:05:44

Um, I built out free giveaways like free roofing calculator. Right. Um, things that we use in our business when we're at one to three. Just literally free giveaways. And then uh I build a whole course. So we're I'm I'm I am trying to get a group of people together to do like a inner circle kind of thing where it's like five people only. There's been there's been people that reach out to me, but I'm only gonna pick five for uh like a 90-day challenge where like they pay to be in it and we help them grow to a certain level.

SPEAKER_02 1:06:17

Right. Um how do you help them grow specifically through marketing, through campaigns, through what everything.

SPEAKER_04 1:06:22

There's a there's a roofing contractor from San Francisco that I had one call with, and he already's like, he's like, David, bro, thank you so much. Like I know exactly what to do now. Um it's just the right, it's just the right knowledge. You have the resources at that one million to two million. You have enough money to pivot. Especially if you have a credit line too. Yeah. But um some things that I told this guy, just so you guys can know, like you can know, it was uh he was still doing roof inspections himself, he was doing doing sales himself, and his close rate is really high. How high? 80? Um, no, not that high. Like 40%. That's good. 40 is fire. And he has a guy who takes care of production already.

SPEAKER_02 1:07:09

Oh, so he has a production manager?

SPEAKER_04 1:07:11

Uh kind of, yeah. Okay. The guy who installs himself and manages the little crew, right? Right. And he says, David, what can I do right now to like help elevate? I was like, Do you are you and I went back to the four pillars. He has jobs booked up until um June. And he he's he's at 1.5. He's trying to get to three this year.

SPEAKER_02 1:07:33

With your help, he is.

SPEAKER_04 1:07:35

Yeah, easily. No, I was like, just this piece of advice. I was like, bro, what do you spend most of your time doing? So we did a time audit on his time. And it turns out he is spending five out of the 10 hours he works a day driving. Right. Doing inspections. Right. And I was like, bro. I was like, is there anybody in your business right now that speaks English and that knows roofing? He goes, yeah, my cousin. He's like, he he does he does installs. I'm like, can you tell me more about him? And he tells me. Guy tried to go to uh community college, um, good, learn, likes, he can learn. Uh, and I was like, you need to replace yourself in the high, it's low frequency, high vol high time consuming. Leverage, right? Yeah, and I let him know what the script should be for being an inspector. I let him know uh what a role of an inspector should be doing, how to keep track of it in his CRM. He didn't have a CRM, so I told him which one to use. And so now he's gonna bring in an inspector to go to these all these appointments himself, and he himself can can work on proposals and close more.

SPEAKER_00 1:08:51

Right.

SPEAKER_04 1:08:52

And then I told him, I was like, I I can already anticipate what your next problem's gonna be. And I prepared him for the next problem. Because I can I I already know the cycle.

SPEAKER_00 1:09:01

Right.

SPEAKER_02 1:09:01

Yeah, so being that you know the cycle though, right, and being that you're gonna empower these people, right? And being that it's gonna be an exclusive group first, right? After the fact, I mean, is there any room for you looking to monetize that at the at the scale that makes sense for you, right? Because now with these tools that you're utilizing, you pretty much just said that your time has freed up to ultimately get the right amount of capital to rinse and repeat, even though you have the processes in place, yeah, and to you know, ultimately retire the family and create an environment for your team, yourself, your girlfriend, your family, the people you care about. Where do we go from here, man? Like, let's let's go. Where do we go? I just need a salesperson. Is there an okay for acquisitions? That's me. Here we go. Um, and is there any room for angel investing into other industries? Like, for example, what we're doing when the time is right, because there's so much value now and so much different uh people that we're gonna be able to touch now. Is there any room for that down the line for you?

SPEAKER_04 1:10:13

Yeah, no, absolutely. But the thing is that I learned this the hard way from a mentor. It's that you need to you need to do the thing within the circle that you're already working in. For sure. So, like for me, my circles are uh owning a roofing business, coaching in roofing, and then buying businesses in roofing, and then within the area, within the area, yeah.

SPEAKER_02 1:10:41

Within from San Diego, Orange County, Los Angeles.

SPEAKER_04 1:10:44

You'd be surprised. I've been talking to roofing companies all across the Bay California. Yeah, I've talked to people in the Bay Area. Did I talk to a business in the Bay Area? Silicon Valley, but it was a bad business, man. It was in San Francisco. What was bad about it? Bro, so many things. Things where I'm like, oof, we're in much better position than I ever thought.

SPEAKER_02 1:11:04

What is uh authorized for you to share that they should have been doing that looks good on paper?

SPEAKER_04 1:11:10

Dude, they were oh man, they were over-leveraged. They were, I think they were like around three million. They had like seven trucks. I can talk about that stuff. Yeah, yeah, for sure. Uh I just won't say the name and any of the stuff. Like, but they were extremely in debt. The thing I saw too, a lot of people in debt are the ones who um did solar. Who did solar for people? Like they did roof that did roofing for solar people. The liability. No, they're just going out of business. They didn't get paid. Solar companies went down under. And now their clients are like their their source of sales completely wiped out because they were relying heavily on solar people's sales. You get me?

SPEAKER_02 1:12:00

I do. I do. It makes sense. I mean the roofing business is going out of business. Have a solar background too, and it's uh it's a tough business, it's a great business, but it's a business that has completely changed within just the the two years, the past year, the three year, the five-year mark. Um just as as of January, because the incentives are gone in California. Yeah, they are yeah what's the most pressure you've ever felt in your career as Mr. Gene GLR?

SPEAKER_04 1:12:27

Well, it was definitely at the beginning. Beginning? Yeah. When? This was like first year. Specify. No, actually second year. Because first year it was it's like, how do I get clients? Like I had to learn this. But the second year I had people working, I had people on payroll, bills were overdue, um there was issues happening in the business. And dude, that that and I'll talk about this maybe maybe in the future. That that second year, all the things that went wrong that year. You know some of the stories. I don't think you just you haven't wrapped your head around it. But I have a lot of things happened all at once. You're right. And but now I I would say that the the the second toughest was probably uh probably six months ago. Six months ago because we were growing so fast that I had to level up myself in order to handle all the new people, all the new departments, how to structure everybody.

SPEAKER_02 1:13:34

Uh right. But what what do you mean you're growing so fast? So that means you had to literally fix the current systems you have to further rapid growth.

SPEAKER_04 1:13:45

Yeah. The last six months, like not the consecutive six months, literally six months ago from today, I had to work as hard as I did that first or second year. Like I was working super, super late. Like it felt like that vibe.

SPEAKER_02 1:14:01

It felt like it feels good though.

SPEAKER_04 1:14:05

But it felt really good, it felt nice to like be able to be in that grind one more time. And I don't know if you've seen Alex's videos where it's phases, and and he enjoys that like the season of this fucking little bit of degeneracy to like over-caffeinated, in the office, lights off, just freaking working, dude.

SPEAKER_02 1:14:27

Zinned out, headphones.

SPEAKER_04 1:14:28

The thing is that I was actually sober.

SPEAKER_02 1:14:30

See? So tell me about that because we have a lot to go. We we gotta go into that. Yeah, go into this. This uh there's a year pretty much that David committed and ultimately found and implemented and learned about himself. Not that he hasn't prior, but he learned different things. Tell me about this. Go on, go for it.

SPEAKER_04 1:14:53

Yeah, so I had to put the team first, right? And I wasn't even like college, I was a big drinker, but uh in business, I don't I don't think I ever went off the rails on things, right? But like if you do like say you go on a uh on a Friday night, that fogginess carries out through like Saturday. Sunday you're just super lazy. And there's a thing about being like super lazy on a Sunday that it's hard to like wake up and on a Monday. It's not even like you don't, it's like you over-rest. Uh maybe it was just for me. If my Sunday was spent doing nothing, resting, Monday felt really hard to get up.

unknown 1:15:34

I don't know.

SPEAKER_02 1:15:35

Wait, doing nothing. Okay, so go go for it, go for it.

SPEAKER_04 1:15:38

So, but that was a repetitive cycle from me drinking on a Friday or Saturday. It's because we're getting old too. But so I was like, I really need to focus on my time. And I really need to focus because everybody's freaking I have people from that are either in college, graduated, or people who have kids. I have people in my team that need me. And if I'm over here drinking or on a Sunday not doing anything, then I'm not doing everything I can. And so for the past year, I locked in where like I was working seven days a week. Nonstop. Like Saturday, Sunday was like growth. Like listening to podcasts, I put it up on my TV, listen to all these YouTube videos, like non-stop. And I wasn't drinking, so I was like, I felt really good.

SPEAKER_02 1:16:23

Were you would you say diet is mental and diet is what you listen to?

SPEAKER_04 1:16:28

Yeah, it's it's it's a it's a you said it was a diet. Yeah, it's like it's like it's what app like what appetite do you have to soak in that that work? Because there's people out there who it might be Friday in their mind, their appetite turns into party weekend mode. But dude, that those are like what 72 hours that can compound your growth if you're doing it every single week, you get back so much time compared to the your your your your competitor. And so I actually love this. I would um it'd be Friday night and I'm still working, and I would see everybody, my competitors, going out to go drink. Like they post this stuff, dude. I don't know why you're you're you're in your business owner posting like drinking. Anyways.

SPEAKER_01 1:17:16

Yeah.

SPEAKER_04 1:17:18

I would be like it would motivate me more. I would go back to work. I I literally will go back to work. Be taking a little break. Take a little break. I would I would I would look forward to waking up on a Saturday morning at like 7-8 and being in the office and just it's quiet. It's quiet, you just know you're you just know you're in front. And it's not even competing against others, it's competing against your old self.

SPEAKER_02 1:17:44

Competing from the person you were the day before.

SPEAKER_04 1:17:46

And so, like me, I'm just like, oh man, like the the first year me could never. The second year never couldn't like I always say like my third year me. I I'd refer to myself in a different point of view. He could never. And I'm gonna say that next year, but like this this guy at 10 million could never hopefully operating at 40 million. What are you guys at right now? Right now we're trending for 10. But we haven't finished everything that we've Right. You haven't turned everything on. We it's just time. We just deployed the AI agent to all other departments today. I had been working on it for the past month, training it, coaching it, monitoring it, everything, bro. There's so many things. There's an org chart for it. They have their own org chart. Yep. It's not just one, yep. It's ten of them.

SPEAKER_02 1:18:36

They're running, I don't tell them. They're not gonna do it anyways. Most of them aren't gonna do it anyways.

SPEAKER_04 1:18:42

And I'll okay, I'll say it. I'll say high-level stuff like we're broke we're burning little to no tokens. We're looking, we're running local local models. We have a Mac Studio, we have four Mac minis, and they're all working together. Every night we're doing cron jobs, learning, stacking. Every night they're they're extracting from our mentors. Every night they're built, they're built uh pulling pulse updates and sending into the Slack channels. Every night. Every single night. And I've been using it and I was able to compound my my work ethic, my output in the past three months. But now today was finished, and before I came here, I had a meeting with them during an executive meeting, and I deployed it to every department.

SPEAKER_02 1:19:21

Would you say it's an accident or uh we're supposed to be here today?

SPEAKER_04 1:19:25

No, I don't maybe. I don't know.

SPEAKER_02 1:19:28

You don't believe in coincidences?

SPEAKER_04 1:19:30

No, I believe in being prepared for the right time. It's not like how people say like it's not getting lucky. Lucky is when uh preparation meets timing. Nothing's a coincidence if you're always ready to be.

SPEAKER_02 1:19:43

Yeah, nothing's a coincidence if you're always ready. Yeah. And keep going. So you deployed it today. Yeah. Uh with the with it being deployed today, what is the the timeline of I'm not gonna share we're not sharing everything, right? I think we lost a little bit of light there. Uh we uh being that the deployment, right? What is the target that you're allowed to share with us today?

SPEAKER_04 1:20:05

Well, with the with these new advances, like, man, I wish you would be in these marketing calls we have. Like the things we're doing, we haven't fully like reached our potential. No, not even a little bit. And so, I mean, we can say what we're on track for, and then we can say a number we want to hit. Like, I'd we'd like to hit 20 million this year. Like, we're we're pushing for that. We know a number, and all the salespeople know that's the number. They know it's 1.65 a month or something like that. That's what they aim for every month. But now we have the resources to do that. Now we have we're we're constantly hiring new salespeople, we're constantly hiring new inspectors. Um now we know what marketing works and what platforms, at what level, at what ad spend.

SPEAKER_02 1:20:50

Because you're monitoring and you have the metrics and you have the platform to track and watch and have it for the marketing metrics alone. How many different subsections fall under that? Just so I'm aware. Uh let me I mean, shoot.

SPEAKER_04 1:21:02

I I think it's a hundred. A hundred. Name off the first ten that come to your mind. Right. We have like a hundred marketing campaigns that we track, and I mean off the top, like just the like the height, because those have subgroups. We have LSA, Google Ads, PPC, we have Yelp, we have our trucks, we have ad numbers on different like people like Chamber of Commerce, we have um Meta, we have that's amazing. Direct mail. We have a lot of direct mail now. Have you been handwriting any of it too? Yeah, we have oh we found an agency that does it for us. Nice. So they handwrite it for us. Um shock and all boxes, you got new boxes getting sent out. Yeah, everything is is being tracked, but we're you obviously see which ones have been working. You can tell because we we track uh leads, we track uh booked inspections, we track sales, we track revenue, we track uh cost, and we're able to see which ones are clear winners, and we haven't even like hit the I I explained to everybody like there there's certain levels of uh cap per your location per platform, for example, Google Ad Spend. Right, we haven't even hit the cap yet, but we've seen a decline. Right, we're just still trying to find the ceiling in Pasadena, so around five miles, ten miles.

SPEAKER_02 1:22:28

That's Pasadena.

SPEAKER_04 1:22:29

That's we yeah, all our works is still around Pasadena. Bro, we don't you should see our our our map, we don't drive more than 30 minutes at all. Like and so optimized, that's what I'm saying. There's just there's a ceiling that we think it's around 20 million a year. We think we can we haven't done it. Then it's like the acquisition, the buying the smaller one in OC, the buying the smaller one in Empire, and just implementing the same stuff that's already there. It's already there, dude. It's just just timing.

SPEAKER_02 1:23:03

I wonder uh how about this? How did success change your friendships for the better and for the worse?

SPEAKER_04 1:23:13

I don't think it changes friendships. I think it just uh because everybody just has busy lives. Like whenever I come together with friends that were friends from the start, we don't even talk about work. Like we talk about the good old days or the how they're doing, and we just joke. So when it comes to friendship, I don't think it doesn't change you. They see like business, they say success enhances what you've already been. What it does change, yeah, what it what it does change is um perception, yeah, perception, but also the need the want for them to succeed too. Right? Like and this is where it does change. Sometimes, like some of our friends, uh we don't see them every weekend. If we did see them every weekend, eventually you would have to start talking about something else because those stories would get old, right? If you there's people out there who see the same group of friends every weekend that are doing the same exact thing, eventually you you you don't have anything to talk about besides your work week. And if you come off a little bit too, I don't know, literally ambitious and sharp, they they will think that you're just you're just I don't know, you're full of yourself in a way. It comes off that way for some reason. Yeah. But you're really just trying to encourage them to be like, hey, did you hear about this new AI agent bot? I'm using it for this, like you you guys should try it out for that. They will probably be like, like, we're not trying to talk about work and stuff right now. Like you surround or you want to surround yourself by the same group of ambitious friends with similar goals. There's different types of friends. There's friends from from high school, there's friends in business. Um that's why I like to go, I like to go out with people who have the same same goals as you. Right. The conversations are just that much sweeter because everybody has seasons. It's like, I I don't, yeah, I don't know. It's I don't think it's a bad thing. You just find new friends that are more aligned with you at that period in time. Like at our wedding, like at my wedding, I would probably have the same friends from high school. It just it goes back to like what season you're in. You're not trying to trying to hang out with everybody from high school all the time if yeah, it takes you away from your goal.

SPEAKER_02 1:25:38

What's something about the you could say it from whatever point of success, and we know both know that success is a realization of a worthy ideal, and success is a choice that you make on your own doing after you doing your own pros and cons list. But what is what did nobody really truly warn you about when you became successful on paper or online? What did become what came about that you weren't prepared for or didn't foresee?

SPEAKER_04 1:26:09

Probably the perception of people does change towards you. But like I I think I've done a good job of um being humble with how I like carry myself. But people tend to feel like you have it figured out and that you still work too much, and they'll especially family will try to be like, oh, you should stop working as much. Um I wish somebody would have told me sooner that uh your circle changes, as simple as that. And they they say surround yourself by people that want the same thing as you, but they never say that sometimes you lose circles for that new circle. And that just happens organically as you can. It just happens organically. Yeah, it just happens organically.

SPEAKER_02 1:27:10

Um being that you're at the point now where you're leveraging AI, you're leveraging utilizing your team to the best, you're leveraging leading by example. I really love, and I'm gonna come back, the point that you said that you're gonna run for governor, you're gonna run for the committee here at Pasadena, you're gonna run for presidency, like how I told you years ago. I wrote a note for my boy. I don't think about presidency. That's it, that's a whole nother topic. We're not gonna get political, but I did tell him in writing to kind of just embrace the person you're becoming. And uh obviously he does by just doing it. He doesn't say it. He's a true, like, again, you guys can laugh if you want. I truly don't give a fuck. Embody the person you become like. A philosopher like Marcus Aurelius, like a true individual who leads by example, like King David in this case, right? So with that said, how have you embodied the person you become? Because there is times where maybe I'm wrong here, but I've seen that there's oh there was so many things going wrong at that time. You still had a positive outlook, you still had faith, but there was things, there was times where like you weren't losing belief, but you were like questioning, right? And you're not doubting, but not fully believing as technically as I would want you to, right? In that this this light. How have you been able to embody even more the person you're becoming by just doing it? Or like how what does that process look like for Don Ave?

SPEAKER_04 1:28:53

Yeah, um, I guess to start off with, I've always been a little bit optimistic as a natural person. Uh I through sports, you get sort of like that underdog adrenaline, where like I always thought myself as an as an underdog, and so it kind of made you feel like whatever happens, it's still better than when I started. But once you start turning into not an underdog, like now I see the younger companies, the smaller companies, you start shifting into more of like a leadership where you're you're you're at foot. There's this really good anal analogy that I've learned from Tony Robbins and Alex. My push, my drive got me to where I wanted. My competitiveness. He's referencing a certain podcast, by the way, keep going. My anger. Right. I've always been super competitive. But on the outside, I'm always very calm.

SPEAKER_01 1:29:57

Right.

SPEAKER_04 1:29:59

But now where I'm at, I have like a pull force. Where my pull is like the families of my employees being able to like get rewarded, or like my parents being rewarded, or like seeing something beautiful we're building as a team, it's not much anger anymore. And so you shift from underground, under underdog thinking to more of like, how can I fill more of people's cups along this way before it's over? And so it goes back to positiveness, but now I know there's ways out of everything. Like there's now it's sometimes it's a phone call away. I just call somebody, they give me info, I do it. Back then it was there was no AI back then. There was no no resources on my phone. There was nothing back then. There were resources on your phone, not ones that maybe we didn't realize at the time. Yeah, I guess so. Right? Yeah, but I didn't use them. That's the thing. It goes back to I didn't use them. The action part, yeah. I didn't use them well enough. I I didn't um yeah. I I I should have gone out of my comfort zone more to talk personally to these co these leaders. Back then, I don't think they would have talked to much people though, because a lot of back back then the culture, business owners don't want to talk about their business. Now it's become a brand thing, now it's become like a whole different culture.

SPEAKER_02 1:31:41

But back then. We're still going on these value success questions. You've achieved massive success, but what part of your life feels less successful?

SPEAKER_04 1:31:52

What part of my life feels less successful?

SPEAKER_02 1:31:53

Or what part of your life feels like okay, I I need to turn this up like to the next next level, or else I'm like a fiasco, even though you're not.

SPEAKER_04 1:32:03

It'd probably be health. Okay. Yeah, it'd probably be health. Which it's something that we got on on track for this past month. Yeah. It has stopped a little bit. Okay.

SPEAKER_02 1:32:16

Because I've been deploying 10 AI agents. Yeah, man. Studying, monitoring, implementing, creating.

SPEAKER_04 1:32:25

I would literally wake up in the middle of the night thinking about solutions that I can I can deploy. Would you write them down? As soon as I wake up. Or just no, I would just try to force myself to sleep. And I when I as soon as I would wake up, it was like that Tony Stark meme of like you snap, everything's popping up, and I'm just prompting, creating it's in the scopes, baby. It was an orchestra of like and then things would break, bro. That shit would that broke a lot. What do you mean? But I fixed it. What broke? There's certain things that you need to do properly or else it would break. Oh, like within the bot. Yeah. Right, right, right. Where you it it was no longer responsive. Yeah. And you need to fix it a certain way. And I learned all the ways to fix it. I learned all the ways to recover it. I learned how to talk to it through my phone. Yeah. And it could do things right now from this phone that 10 virtual assistants cannot do. And it would do this in like five minutes. Five minutes? Whatever you want it to do, whatever you need, like it can do it. Yeah, so with that said. I'm telling you, bro, like whatever, whatever we're talking about in this podcast, in roofing specifically, you're probably not going to see until the next three years.

SPEAKER_02 1:33:36

But we're doing it now.

SPEAKER_04 1:33:37

Other industries are probably going to be doing it now and within like the next month. But other industries, I'm talking about tech industries. Like if you go and see the infrastructure we have running all this stuff on, right? It's like a small tech startup.

SPEAKER_02 1:33:57

How does that change the EBITDA for green ladder roofing? Oh, it's not calculated. That's the crazy part. Yeah. Meaning that the EBITDA is technically untrackable. So, meaning, and this is what I told you from the jump, green ladder roofing doesn't go anywhere ever to anybody besides the Reyes last name. Am I right?

SPEAKER_04 1:34:22

What do you mean?

SPEAKER_02 1:34:23

That the Reyes last name stays within green ladder roofing no matter what. You can't ever truly sell it. You can maybe sell stock, you can maybe sell buying in, but you cannot, or you can if you want, of course. But from what I see it, or the way I see it, and I'm probably wrong here, but you just now have more OPM options if you so choose. Because there's not a point of selling it, because you could either keep it within the family, and if the family doesn't want it, fine, the bot will run it for you, but that's gonna be the generational wealth for the next however long until we you know go back up to the kingdom and chill with God.

SPEAKER_04 1:35:05

Uh, I think to rephrase it, there is um we've got an approach for certain things where they want us to be the platform, okay, which is the leading company to help roll up everything else. Right. Consider it like a Tommy Mello.

SPEAKER_02 1:35:24

Tommy Mello, keep going. For the people who don't know Tommy Mello, please elaborate a little further.

SPEAKER_04 1:35:30

Tommy Mello has grown a garage door business to $250 million a year. He's trying to grow it to a billion a year in home service space. Right. And so he became the face, and his company became the brand name because he had everything so structured, and because he himself is an admirable guy who like learns and like implements all these all these teachings, right? That whoever backed him up, like a venture capitalist, whatever it was, power equity, they gave them the money they bought him, but they also he they allowed him to keep a certain amount of the money or certain amount of the business to help lead the way in buying all these smaller garage door companies.

SPEAKER_02 1:36:20

And excuse me, I'm still listening. What the the garage door companies, now go back in. I I interrupted you, I didn't mean to, but there people still need it. We need it to constantly provide value, which we've been doing, but keep going. Now that you said you're rephrasing the EBITDA and my question, go for it.

SPEAKER_04 1:36:38

Things are you can't you can't quantify the the result of this AI deployment because it hasn't happened yet. This is the first time in history that an AI agent bot can do the can can do the work of about 15 people. This bot does not sleep, it doesn't eat, it doesn't need to go to the bathroom, it is constantly just running and working.

SPEAKER_00 1:37:05

Right.

SPEAKER_02 1:37:07

Meaning that you have this thing running 24-7, am I right? It's connected to everything. 24-8? Yeah.

SPEAKER_04 1:37:16

It has scheduled jobs for itself that I've made so that when I'm sleeping, it's able to know what the next step is and continue on working.

SPEAKER_02 1:37:30

What's a belief you had five years ago that you're embarrassed to say by now?

SPEAKER_04 1:37:35

Three million was the goal.

SPEAKER_02 1:37:37

Three million wasn't even the starting point, huh? I mean, with what you just told me? Nope. Can you tell me a little bit about how switch tasking as a salesperson hurts the organization?

SPEAKER_04 1:37:52

Switch tasking?

SPEAKER_02 1:37:54

For example, the things that we needed to do as an organization, me running out to run an inspection, coming back, working on an estimate, oh shoot, I have to go back and meet with this uh client. Oh wait, now I also have to go pull a permit. Oh wait, I need to do this, I need to do that. So, how does that affect the overall sales process and the true uh metrics of closing?

SPEAKER_04 1:38:18

Um well, I mean, when you're first starting off, you need to do that. You have nobody else, you don't have any more money to hire people yet. But later, I I think the the true hurt that comes from what you just said is that um you're so busy doing the day-to-day tasks that you don't sit, take a step back and map out what you're doing to be ready to hand it off to somebody and then they do it. Right, creating that create a right roadmap and right SOPs. You need to create the right SOPs, the right customer journey to be able to teach it to somebody else before you even hire them. Right. Because if you hire them before, you're gonna waste a lot of money, they're gonna probably cost you money because they're gonna make a lot of mistakes.

SPEAKER_02 1:39:05

And uh and I I'm asking you this because after we had a little bit more dialed in, I didn't realize all the switch tasking, right? Like making content, doing this, doing that, which is all great, but it still falls down to the bottom line, right? And something that has to learn, and then something I got called out on by you, which was a good thing. And it took a little bit of time to get called out on, but it's just because you also believed in the vision. But with that said, like, and then that that next month there was a clear difference, right? With that said, how do we as a culture in the roofing contracting space implement that to ensure that that salesperson understands the value in each lead that each cost per acquisition and is dialed in from 10:30 to 8 p.m. in your case within your business?

SPEAKER_04 1:39:53

That's the thing, that there's no magic answer without knowing who are you talking about? Where are they at in revenue? What are their current systems? There's no one magic bullet. Like, I that's why these are the questions I ask when I coach somebody. What's your revenue? How many people do you have? You know, how much do you have uh an infrastructure built out? What's your CRM? Because if I if you tell me that same thing, like, what can what can my sales guy do? And this guy is a sales guy that's at a $10 million company, your sales guy should only be closing. That's all his focus. He shouldn't even be building his own proposals. That's how we're getting to with his AI bot. Right. He should just be closing on calls. Traving, closing to the going to home firm, closing or closing over the phone. That is it. But if you're telling that to a sales guy who's at a 1 million to one point to three million dollar company, he's probably still doing all those things. But you should have to. That's what I'm saying. So yeah, right. So it goes back to like if you're trying to do the majority of people under $3 million, and you say ask the same question, I would ask, is that guy an employee or is he an owner? Right. So it's it's all different. It all varies, it's varies. That's why that's why discovery calls are very important. Because everyone has their own high-leverage fix. But you really need to know that business. Those dude, these things can be fixed fast. But some people take advice from the generic people, so surface level, that it's not gonna affect you as much as you want it to. Because it's not for you. It's like if I take advice from Alex right now and he says, Go buy a new business, or go buy, I'm like, uh, with how? Like, I don't have the lever, like I don't have that resources. That wasn't meant for me. Certain videos are meant for certain people, right? So we gotta learn how to like have critical thinking skills to pull from those things. And so when I when you ask that question, like if it was more specific, I can help you so much.

SPEAKER_02 1:41:59

So let's specify here, like you can.

SPEAKER_03 1:42:02

Yeah.

SPEAKER_02 1:42:03

As a salesperson, sales representative, coming in, new sales guy.

SPEAKER_04 1:42:08

Okay, new sales guy.

SPEAKER_02 1:42:09

Explain to me your roadmap to success. How big of a company? Your company size. Okay.

SPEAKER_04 1:42:15

Now, what's the next question that so it's the revenue, it is is he an employee? Is he or is he? 1099. Um, does he have sales experience? Yes. Does he have roofing experience?

SPEAKER_02 1:42:25

HVAC.

SPEAKER_04 1:42:26

Cool, perfect. What we do is we have a two-week onboarding with the inspector.

SPEAKER_01 1:42:32

Right.

SPEAKER_04 1:42:33

So the sales guy follows our lead inspector and goes on roofs, and he teaches them everything about roofing. Everything, the layers, everything. Right. Just so they can smell, they feel, they know the roofing system. Then they come into the industry, they're into the office, and they sit down with our with our uh head of sales, Justin, and then they hand by hand stay and stand together for two weeks, onboarding process. And they start getting fed leads already from the first day they're in the office. Right. And little by little we're teaching them the CRM, we're teaching them our sales closing tactics, we're teaching them the role-playing that we do, we're teaching them the culture. Everybody's trying to like embrace everybody. Right, right. Um, and then I I take them on. I I bring them in and I see how they're doing, how they're liking everything. Right. Um, and then we set a goal for them. So what's the goal? Yeah. Dude, most of the goals. How much do they want to make? So most of our sales guys, there's there's a couple that were like, I want to make uh 80, 80k a year. Right. And I look to like some of our sales guys, I'm like, hey, how much are you guys doing right now? They're like, uh one's like, oh, I'm 150. The other guy's like, oh, I'm I'm aiming for 250. The other guy's like, I'm aiming for 150. And so it just reevaluates their mindset of like, oh, I should aim higher. So we we re-engineer their mindset.

SPEAKER_02 1:44:05

Right. So, what do you think is a good starting point for any new salesperson within your organization with the change of the deployment of the AIs? Uh, and if not, how do you alter their mindset to get to it? Or do you just be like, you know what, like come back when you feel like you're ready to make $200,000 this year?

SPEAKER_04 1:44:23

What is the goal you said?

SPEAKER_02 1:44:25

Like what is the what is the like so what is the true implementation execution? Is it a 90-day period? Uh, and then how are you also tracking the work that's being done within the laptops and making sure that everything is up to the GLR standard?

SPEAKER_04 1:44:42

But we we have AI tracking every single call and it tracks their tonality, their speed, their objections they use. It rates every conversation they're having from one to ten. You have an AI doing that. Right. And so we're able to see them virtual right-alongs pretty much. Uh so we're able to keep them tracked. Hey, try to fix this. Hey, say this a little bit, say a little different. Um, use this objection next time, use this close next time. Uh, you didn't offer financing here. All that is tracked. Right. And so I think in 90 days, we want to make sure everybody in our sales team is making at least 10k in commissions a month. At least that's fine. At least.

SPEAKER_02 1:45:19

So at least 100k. Or at least 120k, excuse me.

unknown 1:45:22

Yeah.

SPEAKER_02 1:45:22

Very doable. And with that 10k is that are they all 1099 now?

SPEAKER_04 1:45:26

It depends. Some of them want to deal with the taxes themselves, which is fine.

SPEAKER_02 1:45:30

Or are they under an LLC under themselves? Yeah.

SPEAKER_04 1:45:33

Or they're W-2. Nice.

SPEAKER_02 1:45:35

Which is better for the salesperson. Does it depend on what they want?

SPEAKER_04 1:45:38

It depends on how they're structured. If they have a company, do do with their company. If some people they want money now, I'm like, okay, but just be careful so you don't get screwed over with taxes. And some people are just like, I don't want to deal with any of that. Just pay me like a company employee, take my taxes away. I I don't want to deal with taxes. I'm like, cool. It's everybody, everybody's different.

SPEAKER_02 1:46:02

With that said, how are you empowering your salespeople to also not only keep them within the organization, because obviously you invest in them, which is great, and also propel them. So, like, for example, for the people that do have their own businesses, how do you lead by example and help them grow their businesses? Because obviously they people everybody wants to do a little bit of something, right? Which is fine. I I agree with that.

SPEAKER_04 1:46:26

So no, it's an open, it's an open book for everybody. Everybody knows our financials, everybody knows, like it's a it's an open conversation we have. They know what we do for marketing, they knew everything. And I tell them I want to teach them so they can have their own business. Everybody know, like if you ask our sales guy, they know our our our lead to to speed, um, what tax acts we use, they know everything. They know what proposals work, what closing lights work, they know our financials, they know how much revenue is coming into the like everything is on a dashboard.

SPEAKER_01 1:46:55

Right.

SPEAKER_04 1:46:55

Everything. Right. And so they're constantly learning how to be business owners themselves.

SPEAKER_03 1:47:00

Okay.

SPEAKER_04 1:47:01

Um, and then they ask me questions. They are always asking, like, hey, what should I do here? How should I do this? And I provide them, I give them resources. I'm like, hey, talk to this guy. Oh, here, I know a guy for taxes. Right. Use this CPA. Hey, I know this guy for uh uh trucks, use this I know this lawyer, I know the everything. Yeah, they're my resources are their resources. So so it they're the culture right now is like very like, and we talk about this a lot, we're like, this is what um, and this is stupid to say because it's it's a it's a big difference in comparison, but we're like the PayPal of riffing, right? Where like at one point they had so many great future leaders in one spot, and we all look at each other like that. And we literally take pictures and we we've documenting, we have documentaries every every like every other day documenting this process because we're like one day we're all gonna be in a different industry, absolute killers, and we're gonna look back and be like, damn, you remember when we were all together in one room, and so everyone knows this is a this is a season, this is a phase. But everyone's working hard, everyone's learning, you know. They're it's it's a whole different culture than when we started.

SPEAKER_02 1:48:12

Yeah, man, and it's it's it's a beautiful thing because it's like like what I said on the podcast when I talk about um commanding yourself and believing yourself and pushing yourself to the new level, but also not only leading by example, but learning from the examples you had in front of you, right? Like I would watch like what you would do, and I would try to mimic certain things because ultimately it's like pattern disruptions that I had to change, right? Um, and it's really difficult at first, especially when you get humbled so quickly and you make these mistakes, and then you make mistakes that cost the company that you believe in as much as the owner, if not more, because you see the vision and you're grateful for the opportunity, yada yada yada. But uh how do you change your pattern as somebody who is not truly successful? And then as you're continuing to obtain success, how do you ensure that you keep the right patterns to not only excel, to not only grow, but to what you've said now exponentially grow within the resources that you already have within the business you were already in?

SPEAKER_04 1:49:23

It was all knowledge through other people's mistakes. Instead of us making the mistake and staying on the path we were, if we were to stay on the same path that we were at the beginning of or end of 2024, we would not be here. At the end of 2024, a lot of our team went out and we learned from people doing the thing we're doing right now. And we came back and we implemented a lot of things very fast. The thing is that it's not gonna align with everybody if it changes too fast. People who are doing it the old way are gonna have resistance. But you need you know as a leader. I know this might not feel the right way, but if you trust me long enough, I promise you it's gonna work out. Right. And some people are just not gonna align with that. You fast forward in hindsight, you're like, oh yeah, that was of course it was the right move. Right. It happens even now. Or hey, we we guys we need to deploy this, and they're like, oh, but we have to do it that we were doing it that way. And some people are struggling to move over to another one. Like when we switched over for CR service time. People were like, oh, this is this is so tough. Like we we like it the old way. And now they're they love it. They absolutely they're like, I can't, I can't even I can't even imagine how we were doing it without it. Because we we're clinging to a comfort at the end of the day, right? So it goes back into how fast of a feedback we can do on this is hurting me, this is not working, let me learn from somebody, and then you come back and like, okay, let's try this. And it's not gonna work the first time. But it's like, how much trust did you have in that person who gave you that advice? And were you patient enough to actually see the fruits of that labor? Right. So many people jump around from thing to thing, right? That I'm like, how long have you been doing this thing? And they'll tell me, Oh, I've been doing this for five years. I'm like, but like if you if you put together the time you actually spent working on it, how much did you spend every seven days a week working on this? No, he's like, I probably did it like maybe an hour a day, maybe once I'm like, if you condense all that time, that's not enough. It it's it's not it's not it's not what you do in that time, it's it's how you do it, how it's how you learn and how you apply it. Right, yeah. Yeah, and so in the past year, I would easily say I've done more with a team than I've done in 12 years in the business. But that's also because you're because it compounds. It compounds, right? Yeah, the knowledge compounds. But but now it's me compounding. Okay, and now it's the sales head head of sales compounding his knowledge, and the head of marketing compounding his knowledge, right? Head of finance, like, and then the salespeople, everyone's compounding their growth. Like the it's like Alex says, like, do so much that it's ridiculous that you will fail. Like it's an output, right? Yeah. From thought to action. But it was how fast you were able to do that. That's the thing. Like you you learn by the feeling of it, the fear of it not working out. That you're like, I need to try something new. Right. But I promise you that the pressure of growth will also uh weed out people who might not be in it for the long run.

SPEAKER_02 1:52:42

Yeah, and that that's true, man. I think uh you said a good point too, like that compounding interest, like not even being willing to understand that 10,000 hours is just the starting point. That's not even the starting point of mastery. That's just okay, you've got you've got a foot in the game, or you've got a little toe in the game now, right? Like, how many hours do you think with this compounded interest or compounded investment now, do you think you're at truly with within the roofing world?

SPEAKER_04 1:53:10

With the new investment or like in general?

SPEAKER_02 1:53:13

Like just in total now, with and with the new equipment. With the new equipment and with the new deployment that you implemented today. Yeah.

SPEAKER_04 1:53:22

Well, I think we categorize ourselves based off not even me as an owner, but like as a company, yeah, we're we're in the percentile of like only a small, small amount of roofing companies.

SPEAKER_02 1:53:33

0.0003% to be precise.

SPEAKER_04 1:53:35

Like something like crazy. Uh but of that, like how many people are deploying AI agents? Of that, how many people have an average age of 25 in their office?

SPEAKER_02 1:53:45

And to hold that, hold that. How many contractors, roofing contractors, are in California, even just SoCal alone?

SPEAKER_04 1:53:51

Of that, how many have a social media platform that people follow and know you? Like of that, how many have uh almost five-star review on Google? Right. Like, if you start like looking at it, you're like, holy shit, it's on multiple verticals. Like we've passed roofing companies that have been around for 45 years. And we've and we've done it, I'm telling you, it's it's only been a year. I count this business only being a year old because of what we're doing right now. Right, because it's a whole new era.

SPEAKER_02 1:54:23

It's a whole new, yeah, everything. It's a whole new everything. Like everything. Like now the sales guys are gonna be able to have their work done prior to them even showing up, and they're just now meeting and networking and and doing what like what is the new sales process look like that you're able to share with us, and what is the new day-to-day and a life of a salesman with Green Ladder Roofing?

SPEAKER_04 1:54:45

You want me to tell you the new AI process? It hasn't been ironed out.

SPEAKER_02 1:54:48

You answered the question, you're the boss here.

SPEAKER_04 1:54:50

I mean, our new AI process, when it gets fully finalized, we coded its own platform. So now we have a CRM for our sales guys that we built. It's owned by Green Ladder Roofing. And it and it talks to all our platforms, talks to Company Chem, it talks to our measurements, it talks to our CRM. And with just the address, it input, it brings out all the information from everything. It gives you a it gives you like, hey, are you sure you forgot to increase like you forgot to include this, or you should probably do this. And then it spits out three options for you with pictures, with financing options, everything ready for you in like three minutes. It's a crazy thing, bro. Like this is we got it working where it's getting all the information, but then we're ironing out the numbers in three minutes, bro. No, I haven't three minutes.

SPEAKER_02 1:55:53

Okay, so after the three minutes, after that is done. Damn, my leg is hurting here. Yeah, me too. It's all good. We're going on hours of content, you guys. We're almost done. We're getting there. But you know, while I have him here, I'm only here for a couple more days. I'm gonna utilize every fucking minute. Excuse me, not excuse me, respectfully. We're gonna make it happen, and I appreciate you investing the time with me. I doesn't go unnoticed, I truly do. Uh it's okay. AI bots are working. So technically, he's on the clock. There's like 10 of him working right now. So, how many AI bots do you have now that's working just for you?

SPEAKER_04 1:56:31

Well, there were there were originally 10 that was working for me. Right. But I deployed it to everybody now.

SPEAKER_02 1:56:36

So, now you're gonna add a couple of your own AI bots again now that you already deployed the other ones? What's the next steps for that?

SPEAKER_04 1:56:43

No, because I had the AI bots working for other things.

SPEAKER_02 1:56:45

Yeah.

SPEAKER_04 1:56:46

They were like, let me tell you what they were doing.

SPEAKER_02 1:56:49

Yeah, yeah, please. If you want to share, I mean they're not gonna do it anyways because they're gonna take be scared, be scared to invest, or they're gonna take a coach and consulting call for $100 an hour and every week after the fact, starting this week, March 15th, you know, April 15th is tax day, so you're gonna have the money. By then, he's gonna be charging a thousand dollars an hour, fifteen hundred dollars an hour. Keep going, sorry, sir. And I need to get paid on that a little bit, ten dollars.

SPEAKER_04 1:57:12

So I had multiple pillars, like like you know, uh like Hack Soccer is like another company I used to I run. There was like direct auto parts, there was green ladder roofing. Right. There was acquisition, so like scanning for businesses to buy. Yeah. Every day it was sending me updates on every single one of these. It was also posting on Twitter every single day for me, twice a day. It created a Twitter for me. Twitter and threads? It created everything for me. It would post everything, it would post meaningful things that I approve of that extract information. It would uh what was what did it do? It created websites for me. Like it did all this for me for all these other companies instantly at the same time.

SPEAKER_02 1:57:51

Websites? How many websites? What uh like to the other branding, like the Toyota brand that we're branding?

SPEAKER_04 1:57:57

Like, but a part of me, I had to take a step back because I learned this the hard way when I first started doing all this, because you knew what I was when I would like go ham on trying to do a little bit of everything. Right. I literally, today, I had an epiphany. I was like, I'm doing the same thing at a high, much faster rate as last time. I said, please stop all the work you're doing on all these other companies. And I said, focus on green ladder roofing.

unknown 1:58:27

Right.

SPEAKER_04 1:58:27

And then that's when I was like, I'm gonna deploy this to all our employees so they have the fastest speed to this knowledge to grow the company. I had to take a step back and be like, I learned this the hard way before. Why am I doing it again? Pattern. So I cut it all out.

SPEAKER_02 1:58:46

Was it a pattern or was what was it?

SPEAKER_04 1:58:48

Yeah, you recognize yourself, you learn yourself, like you see what you're doing that you did last time.

SPEAKER_02 1:58:52

But how do you change that pattern besides the choice? What else was you you learn from the pain.

SPEAKER_04 1:58:57

If you remember and reflect back at how hard tough times were, like that was enough for me to be like, what am I doing? I'm doing it again, I'm chasing this next changing object. I'm like, I'm cutting all this out. And I literally said, Stop everything, focus everything on green light roofing. Because it knows our goals, and so it suggested things every day of what to do. That's insane. And so I guess in in retrospect, everything that I was talking about, yes, there is AI agents that I created, but they're they're our teams now. Right. Because I don't need them for anything else in my life, right? Why would I?

SPEAKER_01 1:59:35

Right.

SPEAKER_04 1:59:35

Because then distractions come.

SPEAKER_02 1:59:37

All money in, double down, right?

SPEAKER_04 1:59:39

That's actually the bot I know.

SPEAKER_02 1:59:40

Take it.

SPEAKER_04 1:59:40

No, it's just a bot.

SPEAKER_02 1:59:41

Oh, it's a bot. Call bot, sell bot, jedbot, David bot, green bot, red bot, slow down a little bit. Here's a pause for a quick little um clip to add in. So if you guys have found any of this interesting, please subscribe, comment, but follow my boy Donadarey's. Go ahead. He's continued to provide value, continuing to work on his health, continue to help individuals, and continue to help contractors and also continue to help anybody who's young, hungry, and ready to go, doesn't matter your age. Um with that said, not only is he looking to help, but he's looking to provide the value that you've been searching for. So if you seek, you will find, right? With that said, if you guys want more after the fact, he will be having coaching calls. Get in today before his rate continues to go up. Every week it's gonna be going up. And every week he's gonna be helping other individuals, and every week your competitor is gonna be on the phone with him. So take the time to get invested, invest in yourself ultimately because you're gonna see it back threesome, foursome, tensome, eight some, elevensome, and in this case, tensome with different bots that you can deploy. Okay, enough of the sales. What we're going back into, right? We're going back into success. What signals tell you right now that you're moving in the right direction?

SPEAKER_04 2:01:02

This is the KPIs that we have already for every department.

SPEAKER_02 2:01:05

Numbers, right? Yeah. This is all numbers, right? Are we in the matrix or are we not in the matrix?

SPEAKER_04 2:01:09

This is all numbers. Everything here is numbers.

SPEAKER_02 2:01:12

When did you take the blue pill? Or when did you say, forget the blue pill? I'm back in the red.

SPEAKER_04 2:01:17

It was about a year ago.

SPEAKER_02 2:01:19

What happened?

SPEAKER_04 2:01:21

I realized that emotions only only affect um your own ability to consciously make a like a decision. Like you get in your own way sometimes. But was there a certain situation that triggered that? Just knowledge.

SPEAKER_02 2:01:36

It just unlocks doors. Were you reflecting? Was it the end of the day? Like, like make me feel like I was and I'm in David's body right now a year ago.

SPEAKER_04 2:01:45

Okay, let me how do I explain this story? You guys here and people listening have this ability. Okay. You just don't have the right numbers in front of you. Right. If you did, then you would know, I that looks bad, let me focus on this.

SPEAKER_01 2:02:00

Right.

SPEAKER_04 2:02:01

So it's not the it's not the ability to make a decision, it's the ability of how can I get all these numbers to have good data to make the decision. Absolutely right. It's like the marketing team. For a while we had the wrong categories. Or for a while we didn't know the true cost of something. In sales, you don't if you don't know your true cost of like close rate, right? How can you even get better at it? Because you don't even know it's a problem. Right. And so it's just how can we look at the right numbers? And sometimes that's a good CRM, sometimes that's a good spreadsheet. Sometimes it's maybe you do it by hand, but at least know how much of the thing you're looking at is actually true.

SPEAKER_02 2:02:46

So, and where do you besides like the the platforms that you invest in for your company, how do you know that you're actually tracking the right metrics and that every factor, every variety, everything is actually in sync with one another? Do you go to the team that you're investing with? What would you do if like you know you're a new contractor?

SPEAKER_04 2:03:07

Well, everything tells a story now. So you're able to see where the story is inconsistent. You can see it on the financial statements, you can see where people are putting money in. That I'm like, I know exactly like if someone shows me their financial statements from their business, which is their PL statements or balance sheet, I know exactly what they're doing that they're not they're telling me differently. They're like, oh, we tried marketing, we tried everything. If they have their financial statements in place, a lot of them don't. If they do, I'll be able to see exactly where they're bleeding money. I said you it says here that you put in money into marketing. Your financial statement says you put money into I don't know, hiring an agency, but your ad spend was never over a thousand dollars. So it's like you didn't you didn't put money into the you barely filled up the tank. Like you weren't even able to start the race. I can I can tell I can tell where the money's bleeding just by looking at financial statements and let them letting them tell you the story. The PL or which ones? Both PL and balance sheet.

SPEAKER_02 2:04:10

Okay.

SPEAKER_04 2:04:11

And I promise you, people under 3 million probably don't even have that organized.

SPEAKER_02 2:04:15

How often is a business owner at your level, meaning 10 to 15 looking at it every day?

SPEAKER_04 2:04:20

Every day.

SPEAKER_02 2:04:21

How many times a day? And then how many times are the new AI bots looking at it?

SPEAKER_04 2:04:25

They're constantly running, they're constantly looking at it.

SPEAKER_02 2:04:27

Fixing it, what else you can do?

SPEAKER_04 2:04:29

Like Yeah. We have someone who's assigned and hired to do this stuff. Like he he has an MBA in financials, in finance. But we also have a bot.

SPEAKER_02 2:04:39

Can I share the name?

SPEAKER_04 2:04:40

Huh?

SPEAKER_02 2:04:40

Can I share the name?

SPEAKER_04 2:04:42

Oh yeah.

SPEAKER_02 2:04:42

Andy? No. Different guy? Yeah. We got multiple MBAs. My boy just got it. Okay, keep going. Sorry. Keep going.

SPEAKER_04 2:04:50

But it takes a lot to organize your your financial statements if you don't have a good bookkeeper. Like a bad bookkeeper, you have to go back and manually categorize. This is high-level stuff. Like, or not high level, but like it's things that might go over people's heads. To keep it simple, to keep it real simple, it's like it's like you have all these cubbies. One cubby is your labor cost. One cubby is your your material cost.

SPEAKER_01 2:05:20

Right.

SPEAKER_04 2:05:21

There's a whole bunch of other cubbies that you have to put in your cost in. It's like, what's my what's my cost in ad spend? What's my cost in uh gas? What's my cost in people? Like salaries? What's my cost in like you need to know all this broken down. Right. And a good bookkeeper will take your credit card statements and your bank statements, and they will automatically clean it up for you. They'll put it in different copies. In the right categories. Because as a business owner, you need to be able to grab that and look at it just like a map of like, oh, or like a scoreboard, like, oh, here's where I'm here's where we're at, here's where we're hurting. All that stuff, dude. I started doing that a year ago. It's a whole different mindset now. Like, but it's things that I wish somebody would have told me. It's not just the roofing part, bro. That's just the start. Being a good roofer is like enough for you to have the confidence to get a license. Right. But it's not the you haven't even started the race.

SPEAKER_02 2:06:26

Where do you feel like you start the race truly? Like, is it after that three mil mark with the expansion mindset, with paying for mentors?

SPEAKER_04 2:06:34

It's after, it's when you pass, yeah, it's at three at three million. Okay. At three million, because if you're set up properly, you you already have a team, you're gonna start heavily investing in marketing, uh, your brand. Anything beneath three, you you have to do well well with establishing your company brand, right? Which is like your website, your SEO, on-site, off-site, your grassrooting, which is like your local city involvement.

SPEAKER_02 2:07:05

Rule of three, baby, God, work, family. Yeah. Right? I mean, how has the rule of three impacted your life? Because we we've talked about this. I believe in a rule of three. How has that impacted your life? How has it shaped your beginnings?

SPEAKER_04 2:07:22

It does it subconsciously, subconsciously, but when I catch it, a lot of things do come in threes. A lot of momentum, a lot of like Brannon Dawson says, like, to grow a business, you need three operators or three uh people. And it's the visionary, the engineer, and then the executioner or the operator. But it has to be three. Right. You need three, or else that business is not gonna grow. So it's all around.

SPEAKER_02 2:07:48

I just sometimes I don't going at 100 miles per hour, that I don't really see it. Do you need help recruiting any women's salespeople? Because I think there's not enough women's salespeople within this industry, and ultimately we know that they're better than we are.

SPEAKER_04 2:08:00

Yeah.

SPEAKER_02 2:08:01

And the and the aspect of just building credibility initially, right? On the initial meet.

SPEAKER_04 2:08:05

Yeah, but I I mean we don't look at like a gender. Yeah, no gender, right? Like us, like a sell a good salesperson is a good salesperson. We don't hire a salesperson unless um they're referred by somebody.

SPEAKER_02 2:08:17

What classifies a good salesperson within this organization?

SPEAKER_04 2:08:22

Um it's not okay, a good salesperson is universal. You can put a good salesperson in any industry and they'll do good. It's just how good of a setup can you do so they can succeed. Like if we put a good salesperson going on roof and doing inspections, they're probably gonna fail. Because they're doing things that they're not even supposed to be doing.

SPEAKER_01 2:08:46

Right.

SPEAKER_04 2:08:47

That's why our process is so streamlined so they can do the thing that they're good at, is just giving them more at bats with less friction, less energy.

SPEAKER_01 2:08:57

Right.

SPEAKER_02 2:08:58

So, but like if you have to break it down with like a five set of thing, because ultimately morals come to play, actions come into play, like what is like a good, what is a good candidate for green ladder roofing just for the people that will now be potentially working with you? I know they might not be referred through here, but if you do entertain somebody that stands out to you that shows up with value, like, hey, I've already done this, this is how I think I can help, this is what I've implemented. I'm sorry I didn't let you know, but I already did this, we can shut it off right away with one of your bots. Like, what could they look like for like five to seven things to qualify?

SPEAKER_04 2:09:36

Well, I guess I'll talk about the average of the the people that do exist right now for us. Everyone is um conscientious about some sort of fitness for their for their life, like either we're going to the gym or hitting the steam room. So some some sort of self-care. Someone who's conscious of self-care. Um someone who has is family driven. Right. Everybody that I that have been working in the industry is close to family, all of them are are really doing it for them. Uh work ethic is insane in our office. Like all these people are they're pumped to work there, they like being around each other. Right. I think that's really important. The the be being able to work together as a team. Some of these guys, they go out to like the other day. I was uh I was home. I went home and I was working late with my girlfriend. We were learning about buying businesses. This is Friday at like nine. And then I'm creative time. Yeah, just together. We ordered in and we were just what'd you guys order? Just din Taifung. And then I get a phone call from one of my sales guys, the head of sales, he's like, hey, we just all finished at Equinox. Uh our the head of production is here with us too. And I was like, okay, cool. Like, he's like, can we do a like a company outing? And I was like, uh, yeah. I was like, what do you guys think? He's like, can we go to Javier's? I was like, yeah. Javier's right by the water. I was like, you guys deserve it. No, there's Javier's in Pasino now. Oh, is it in Colorado? Yeah, right there.

unknown 2:11:16

Woo!

SPEAKER_04 2:11:17

Where the eye pick was. Right there.

SPEAKER_02 2:11:19

Oh, that's where it's at. Okay, okay, keep going. Yeah, Javier's is amazing if you guys haven't gone go.

SPEAKER_04 2:11:23

And I was like, so they got they were coming from Equinox together. They steam roomed.

SPEAKER_02 2:11:28

They they showered, but not together together, but yeah, Equinox is the full paid service. Nobody's showering together. It's just, you know, they got ready for the night.

SPEAKER_04 2:11:37

And then they all went out to Javier's and had a team dinner. And they've been doing really good. Like, yeah. I I owed it to them because we were trying to we had a month we were aiming for a million. Right. And they were short by like twenty twenty thousand or something like that.

unknown 2:11:53

Fudge.

SPEAKER_04 2:11:54

And I told them, I was like, you guys deserve it, we'll do something. Yeah, and so they deserved it.

unknown 2:12:02

Of course.

SPEAKER_04 2:12:03

They went out, they celebrated, they just hang out like together. And and like now it got to the point where, dude, after that meeting, our your our our newest salesperson came back and did 60,000 that week. When when the the month before, I think his total was like 40,000. And so and then there was the cool part is that there was a whole bunch of inside jokes in the slack. Because they had created inside jokes from the outing together. But now they were you they were like they're like saying these inside jokes to each other, like kind of like I don't know, it was cool.

SPEAKER_02 2:12:37

Motivate and push each other because ultimately, if you can't take the pain from your own sales team, how are you supposed to take the time from a client from a harsh event? And remember, when you're out representing yourself, you're also representing the company, like making sure to make the right decision when coming to an encounterment with some like maybe drunk a-hole, right? Like, and not falling into the trap of losing your uh opportunity with GLR and losing your opportunity with yourself, your own freedom. Um, that that's amazing. I mean, it's just pushing each other, right? It's yeah, it's constructive criticism and pushing each other to the limit, the next limit.

SPEAKER_04 2:13:10

So there's things happening in the business that I'm like, oh wow, like something that I would do for myself, they're doing, right? Like it's cool to see. Like the other day, dude, just yesterday, I'll tell you this, because I it tripped me out. Yesterday we did the home show, right? Right. And all me and the sales guys were tabling all of Saturday and all of Sunday. Right. On Sunday, after tabling, I went to go, I went to go take back things to my parents' house, my brother helped me. And it was just one of those days where it was just a nice day. And so I decided to take the streets home instead of taking the freeway. And I was just reflecting back on life. Literally, I was just being thankful, not because it's something happening successful, like just thankful in general. Be more grateful. I've been this that's something that I I do when things get tough, but I do it also when things are good, like both of them. Now I was driving by and I drove past the old spot where I used to practice soccer. I drove by um where we used to go like after high school and got food. And I was driving by our high school at Marshall. I was driving by, I was going down Allen. Allen? Yeah. I turned down, I turned on Colorado. No, no, Washington to Allen. I know where he's going. Keep going. No, dude. I was driving by, this is Sunday. Okay. At like 6 p.m. Sunlight is still out because in California right now it's daylight savings. I was driving by, and I'm just like, oh man, one day, like, like, I don't know, just thinking about life. I turn, I see a green ladder roofing truck at a house, and I keep driving. And I'm like, what the heck? And I start doing the quick math in my head. I'm like, not math, but like, I'm like, the inspector, he doesn't live in Pasadena. That guy doesn't live in Pasadena. Right. I'm like, who the heck is? I was like, is that even a green ladder roofing truck? I literally bust a U right at Marshall. Like literally in front of Marshall, I busted a U to go back up. And I'm like, who the heck is is that my truck, is that our truck? Right. And I and I turn right. And it is our truck. Who is it? In a driveway. And I'm like, oh, what the heck is happening here? And I pulled up my phone, I took pictures, and I can show you the pictures. I took pictures. I took pictures and I was like, what the heck is happening here? And as I drive by the driveway, I see one of our one of our guys, uh, or one of our superintendents, talking to and then laughing with a customer. They're pointing at a deck. And I'm like, what the and then I looked it up on our CRM. He was doing a quality control walk to make sure she was happy. Right. On a Sunday at 6. Have you implemented the tracking on the trucks? No, not yet. Okay. But he was doing a good thing to help make sure we got a good and I'm on a Sunday at 6 p.m. Yeah, Sunday at 6. And so like that's the hunger right there. That literally led me, and I turned right and I went now. I'm driving straight into Marshall, like the fields. And I and I literally just park and I look at the soccer fields, I'm like, damn, from from this to whatever like he's going on in life, I'm like, man, just as grateful of everything.

SPEAKER_02 2:16:22

Right. And I thought you were going to the story because you were in the car in the minivan when we got pulled over. Remember when we made so here's a fun plug story. I made a harsh turn because I was nervous or whatever, and then a cop follows us, and for a second there, we did get away, but then we went back out onto the main street. All we had to do was like make one more turn, park the car, maybe go behind whatever, but we didn't, right? And truly, we didn't want to be in a bad situation with the cops, anyhow. But funny enough, they pulled us over, hits the door with on the glass with the gun. Get the fuck out. Then they throw me on the car, blah blah blah, and then they start going through the whole car, and they're like, dude, what are we what are we doing here? I'm like, man, I'm a young driver. They kind of bet me that I couldn't make a turn here, and I said, like, watch me drift in the minivan. And this was like a mad city red minivan as opposed to purple, like real Pasadena PD craziness. Um, and somehow, by the grace of God, he's like, Okay, we just got another call, we're gonna leave you alone. I got your license, I got the photo of all your friends. If you guys do anything stupid like that again, we will throw you in jail. I was like, man, I'm so sorry. Like, thank you. Like, I really appreciate it.

SPEAKER_04 2:17:34

Like, this is like senior year in high school, huh?

SPEAKER_02 2:17:36

No, no, this was when I first got my permit. I wasn't even supposed to be driving with everybody in the car.

SPEAKER_04 2:17:41

Junior year?

SPEAKER_02 2:17:42

Junior year, like a little, no, I think I got it sophomore year, but this was junior year. Jeez. And uh, you know, we had just passed by Jesias' house and we were just laughing, like, dude, this guy's whatever, like, you know, and to our extent, we were just dumb kids, but he would also make fun of people. So since he would make fun of so many people, we would make fun of him back. Anyways, we learned a lot from them. Don't make fun of people, help people and watch how much better it makes you feel. But that was a funny story where I thought he was going. But being more grateful, being more grateful for where you're going, be more grateful and watch how gratitude, this is my quote, gratitude elevates your altitude. You could change your altitude just by starting with your own thoughts. Next topic what if success isn't about talent, right? But the identity you secretly believe about yourself.

SPEAKER_04 2:18:27

You said success is not about talent.

SPEAKER_02 2:18:30

It's about what you secretly believe about yourself or openly.

SPEAKER_04 2:18:32

Yeah, it goes back to the mindset. It goes back into what your limit is. If your mindset is stuck on you can only accomplish certain things, then you will only accomplish those things. So it goes back to mindset. What is uh what time do we have to be here?

SPEAKER_02 2:18:46

Uh I have it until 8 p.m. Oh shit. Uh we're almost we're gonna get to the three-hour mark and then we're gonna stop and we're gonna have three hour mark? We're already 40 minutes away. We're almost done.

SPEAKER_04 2:18:56

Jeez.

SPEAKER_02 2:18:59

Yeah, get a bathroom break. Go in. We're we're keeping the live, we're keeping it going. Take a bathroom break. Okay, yeah, come sit down. Come sit down, boss. Hey, I have a sit down, please. It's the first time I'm always gonna be able to do it. Office of the day continues with Capital Projects. Uh, Office of the Day is grateful to have you here, man. Welcome to my boy right here. Uh, I'm gonna give you a quick background because I gotta intro him correctly, too. You know, um, off rip when we first met, I was like just so I was just so intrigued because uh he just walks with a certain confidence, he walks with that certain curiosity of people, and he walks with the intent to make sure whoever comes into his home feels welcomed. And that means a lot to I mean, me, anybody who has a brain, right? And it's super cool. And I was like, man, like obviously David's had an impact on him, obviously his dad has an impact, obviously his mom, but also it's like they got, you know, it's a three-brother team in the household, right? And then you got the father, but it's like he's always been so like so much like a brother, and I think you and I relate a little bit more than David and I because David and I have a lot of differences. Not that there's anything wrong, but we kind of understood a little bit more about each other just within like an hour of speaking alone, right? Um, anyways, he's an amazing individual, caring, loving individual, leads with respect and kindness with everybody. He shows the utmost respect by actions, right? And also, I haven't told him this yet, but that hoodie I gave him was the hoodie I bought so I can wear when I first bought my Tesla Model X. And then he needed a hoodie before he went out. I was like, dude, take this one. Like, and it meant so much to me, but as soon as I gave it to you, it meant even more because I was like, This, he doesn't even know that he's gonna wear this, and one day he's gonna buy the supercar of his dreams. And I felt like I felt like a little prophet and little god, if you will, and his greatness over defeat. Anyways, David, you're gonna have to give us like five minutes. That way you can take a little break. Uh, and I'm sorry, I'm holding on to your laptop, but that's okay. Thank you. And he's amazing. Just give him the time of day and the respect and the utmost love. Thank you for joining. How are you? How are you?

SPEAKER_05 2:21:21

Thank you for the introduction, man. I'm doing good. I'm happy to be here. Uh, first time I'm doing something like this. Uh I'm just more than grateful to be able to see you again, bro. It's been a it's been a while. Last time we saw each other was for David's birthday. Yeah. Um, and that was a little bit of a blurry night, you know. It was a good one. It was a fun, blurry night. Fun, blurry night.

SPEAKER_02 2:21:41

Grab the mic and put it a little bit closer. Okay. There we go. Yeah.

SPEAKER_05 2:21:45

Um I always wanted to ask you one question, bro. Just to start it off. Whew. Uh, is the tux rented or is it owned? The tuxedo. Is it is there a collection or is this the owner? Owner? Okay, okay.

SPEAKER_02 2:21:58

Amazon, 90 bucks.

SPEAKER_05 2:22:00

It always looks fresh, man.

SPEAKER_02 2:22:01

It always looks this is the second time. First time I wore it with uh David's party, and they said all black tie event, and I was the only one who wore the all black tie event. I'm like, hold on. Well, actually, no, David had had his black fit on, but I was like, why did nobody do what was presented? And then Namar's like, Well, you always dressed and impressed. And I was like, I followed the guideline that was given to me. I know how to follow directions now. I had to learn the hard way with my boy David. Like, come on. Uh yeah, so it's owned.

SPEAKER_05 2:22:30

Uh I know she I know she loved it that you know you dressed and impressed. I think it really completed the whole look of the party. Because yeah, there's a lot of questions, like, who's that guy? They thought a lot of a lot of friends that came to celebrate for David, and they thought you were like a celebrity. Like, is that guy in a movie? Like, like who is and you were just walking with this like presence of like so happy to be there because I know you really like the the family energy there.

SPEAKER_02 2:22:50

Man, bro, I I've uh over-leveraged myself to be there because I um didn't even know what was happening. David told me if he didn't hit Forbes 30 under 30, he was not celebrating his 30th. So I was like, damn, like I'm not gonna get to celebrate with him for this year. And then Amar sent me the thing, I was like, okay, well, I'm not missing this for the world. But yeah, bro, uh, I cut you off there. What was that? Uh you said I was walking. I I didn't mean to like, did I I didn't treat anybody wrong.

SPEAKER_05 2:23:18

No, no, you're just like happy, you're just like a like a like a bright light, just walking through and you're shaking hands, you're talking to everyone. Um, and like a lot of my friends who didn't know you are just kind of just like came like with me. Uh they were just they they were just like, Who is this guy? Um and I was like, Oh, that's Mark, you know, like so that's just like you said like I in the intro, like it's like a my like it's like a brother, it's like a uh a family, a family member.

SPEAKER_02 2:23:39

Um grateful to be grateful to be.

SPEAKER_05 2:23:42

Uh they're really happy. I think a few of them met you and then they had a they told me, like, oh, I want to go talk to them. Like, oh, I was like, yeah, like they like they came back to me like Did I get to talk to all of them?

SPEAKER_02 2:23:51

Or some of them?

SPEAKER_05 2:23:52

A few of them, a few of them came up to you because they're also very uh um curious guys. Um they're very stuck to what they know. Um they had they don't have too much outlets to go and explore outside the worlds. Did that make sense? You know, if you're in Pasadena, it's kind of or in certain in certain areas, and like uh it's just some places are a little bit easier to to explore, and when they do have the opportunities too, they they they they try to make the most out of it.

SPEAKER_02 2:24:18

That's fair. I can agree to that.

SPEAKER_05 2:24:19

But uh you mentioned the 30 for 30. Um that was kind of like the baseline. Baseline, or like a couple a month or two in when I was going in. Um, so that was like a major goal. Uh that I I knew he was really gunning for, and I knew that it was something that he really wanted. And me coming into it was almost like trying to hop onto a train full speed. Because these guys were going, these guys are at it. Like they they they were trying to break down exactly the the goals they wanted. There everyone was aligned on the team already. Um, they they knew the the KPIs they want to hit, they knew the vision of where the company was going. Um and then on top of it, uh Dave was striving for his own goals for the 30 for 30. And that was, I think that was like November, October, and we were shooting like every week. I was there's like no sleep, trying to get as many videos as we can, as many uh Donale content as we can, as many uh Green Ladder references as we can to grow both of them at the same time.

SPEAKER_00 2:25:17

Right.

SPEAKER_05 2:25:18

Um unfortunately, uh coming into it, I didn't see the grand scope of everything. That's fair. So I was going for this goal, uh, we weren't able to hit it, and it changed all my perspective of what the goals really are, what goals are gonna take to hit.

SPEAKER_02 2:25:42

Dive into that.

SPEAKER_05 2:25:43

Um I think a lot of people there's about 90% of the people in this world who want to be rich and famous, who wanna complete everything they they have in their mind, you know? Everything they see online. They're like, oh, I can do that. Uh but there's only about like five to ten percent of people who actually take the action of it, and there's only about two percent of people who take that action weekly or daily, and then it compounds, right? Um so my what I thought was all my efforts into trying to make it happen, uh, to accomplish the goal he wanted for the 30 for 30, or you know, growing the company. Um, I was trying to do it all at once, but none of it was working. I was putting in all my efforts, I was putting all the time. Uh my eyes were burning from looking at the screen. Um But it didn't matter because I wasn't one I wasn't running at the right goal. I was I was running at the right goal, but not with the right tools, or not with the um how do I say it with the right perspective to get there? I was aiming for like let's just put it like this. If I aim for a hundred, um through the conversions, I was only gonna get ten. You know? So if you want to hit that hundred, you go, you look at the conversions, you have to aim for a thousand, you know? Minimum. Minimum. So yeah, so you there's different different aim points.

SPEAKER_02 2:27:09

Absolutely. Um so flash forward, what are you doing different now? Don't sit telling them the goals because now at this point we've already given them way too much. Uh and we're gonna continue to give, but just in different ways. What how have you changed on the action standpoint?

SPEAKER_05 2:27:25

Um I've changed from one word, delegating, spreading it out.

SPEAKER_02 2:27:35

Delegation, baby. Delegation. Like Drizzy.

SPEAKER_05 2:27:38

Yeah. If uh if if I were to put it all on myself to accomplish all the goals that you know that we're setting out to do, I would fail 100% of the time. But if I can delegate and express the vision and motivate five people to do it for me, I'm I'm hitting that like every time.

SPEAKER_00 2:27:55

Right.

SPEAKER_05 2:27:56

Because I know that's a little more of my stronger suit. I can learn it, I can figure it out, but there's a a timing curve of how long it's gonna take to learn it and how long it's gonna take to act to put it in action, right? Compared to five people, five people doing it for you, and you keeping them all on the same track. And five times the output on top of what I can do, um, so it whether it be daily, a weekly goal, a yearly goal, a monthly goal, if you put them all on one straightforward line, you run at that line as fast as you can, right? You're gonna get there even faster than trying to spread everyone thin. So, yeah, delegation has been the biggest part of it. And uh how many people do you oversee now?

SPEAKER_02 2:28:48

Head of marketing, by the way.

SPEAKER_05 2:28:49

Uh maybe like seven, seven, um, seven heads, and then they have a team within themselves. Okay. Um so whether it'd be CSR, uh, marketing for social media, uh the marketing teams are helping for uh Facebook, SEO, Google, um, our editors, people helping with the videos. Uh yeah, a little bit um on the client nurture, um, the experience of the client, and just uh the overall visuals of Green Ladder. So there's a lot of moving pieces. Um and that's also another thing. I didn't know, there's just so many moving pieces in marketing that you can have a really good looking company who has uh little to no lead generation, or you can have a lot of lead generation, and these companies you never even heard of, you know? And if you can do it all, it's like a golden ticket. It's just understanding each play and having it move while I'm not even working, kind of thing.

SPEAKER_02 2:29:47

And with that said, so how do you feel now in the position you're in with not only but yeah, how do you feel now in the position you're in? Do you feel comfortable? Uh no. I mean, yeah. Comfortable in the sense of like you know what you're doing every day, you know where the ship is going, you know where you're gonna hit your shirt short-term, mid-term, long-term personal, professional, and financial goals. Do you feel like comfortable with that?

SPEAKER_05 2:30:10

Oh, yeah. Now it's just waking up and doing it. You know, you wake up. Yeah, so I can wake up and not do nothing, and I know exactly what needs to be done, and that's what like grinds my gears. Like when I know, like I know everything, like I know today I gotta do this, tomorrow I gotta do this, and then the next day I gotta do that. But if this doesn't happen, then the next thing can't happen. Um Right. So it's just uh it's not no more of a mystery of oh, I gotta figure it out, and now it's just taking the steps I can take within that day, make it as good as possible, so the next day I can take that next step. Or else if I keep, if I focus too much on that first step and I try to learn everything about it, and then I try to research everything about it, and then you know, a week goes later and I'm like, oh my gosh, I know like everything about it, but no action was taken, then that second step was never taken either. Right as well.

SPEAKER_02 2:30:55

It doesn't matter. It doesn't matter.

SPEAKER_05 2:30:57

I can do like hours of YouTube, hours of Claude, hours of Chat GPT reading, um, but then nothing happens, you know? It's a it's a little bit of the learning, taking action, figuring out what what went wrong, you know, and then how to make it better.

SPEAKER_02 2:31:11

And what does success mean to you?

SPEAKER_05 2:31:13

Um in what sense? In Green Ladder life and Yeah, I mean that they all align, right?

SPEAKER_02 2:31:18

You could name them off like the top three for you, like whether it's spirituality, whether it's green ladder roofing, whether it's family, you can name it off however you'd like.

SPEAKER_05 2:31:27

Okay. Uh when it comes to Green Ladder, uh, we know a little bit more, uh you guys have heard a little bit more of the goals that I we're trying to hit. Um when it comes to success, it would be having right now, like I said, we only have our oversee like six, six, seven people who I'm constantly talking to every day, you know, trying to figure out what's going on. Uh success in that aspect would be a hundred moving parts without me like even having to wake up and look at my laptop. So being able to complete every goal that we have um at the success rate that we want without me having to stretch myself too thin. So I can get spent a little more time with the family. So having like having those goals hit, having those KPIs met, and still being able to have dinner with my mom, my dad, still being able to, you know, go to the park, work out with uh my brothers, um, you know, just enjoy life while pushing forward in that aspect.

SPEAKER_02 2:32:29

What does the average day-to-day look like as a head of a marketing department? Uh this company.

SPEAKER_05 2:32:35

Wake up, splash water in your face, look at the emails, see see what happened overnight, check um anything that's happened, responsible uh response to people right away. That's kind of a technique he taught me. Um it's a very key part into going to that next step. And then get into the office, uh, seeing any updates that he has for me, the sales team has for me, or production has for me, any feedback that they've heard um from talking to the clients, uh seeing where we're at on spend, um, checking up on media, see how we're looking for the media for the week, what what uh what's gonna be posted, and and then once I get all the day-to-day stuff out the way, I try to do that as fast as possible so I can start uh getting into like how to grow it.

SPEAKER_02 2:33:19

I love the cartoon films. I can't wait to see more of the cartoon films, like especially with like the little like stories that we can incorporate. I think it's gonna be amazing, man. I'm really looking forward to it. I'm like, where are there more reigning cartoon films? Because it's just like, yeah, it's like we gotta it creates that sense of urgency, right? So a little bit of further bit of a deep dive and explanation behind the scenes of you know finishing school, hitting those those goals and uh you know, fully diving in and getting incorporated within the business. Do you feel like not only you've made the right decision, but it's the thing to do as well, focusing? On what you've been doing, and you took that risk, you bought the camera. You've been doing these things that you know you're the top 1% in your age group in the sense of being fearless and taking that action. Can you just elaborate on that a little bit for me and where your mind frame has shaped and built to now?

SPEAKER_05 2:34:17

Uh well, age wasn't out the window. Like thinking about my age, I'm always I'm hanging out with these guys who are you know, they're dreaming of mountains, they're dreaming of climbing Mount Everest, and and and then I look over and they're already like 20 steps up, like, oh damn, you guys already moving. It's um what was the question?

SPEAKER_02 2:34:36

What was I guess really just like how like you knew it was the right thing and how like you were like fearless to just hop on it right away, aside to like David's influence and his embodiment of leadership, servant leadership is what he provides.

SPEAKER_05 2:34:50

Uh when I first came in, the more my only really thought was how my brother's uh growing the company. I know he's stressing, I would love to just spend a little more time with him and then see how it can help. That was really my main intention of coming in. Just I haven't, you know, I was away in school. Right. Um we always had a little bit of a little age gap. And then we finally, when I when I came back, he would tell me a lot more about his business. And I felt like we had like a ground point where we can just talk for hours now. Um before, you know, he the it's it's a bit bigger age gap. So the talking points are what is the age gap? Uh nine.

unknown 2:35:28

I'm 30.

SPEAKER_05 2:35:29

I'm 21, nine. Yeah, nine.

SPEAKER_02 2:35:31

Um before that was like six upside down is nine now keep gone.

SPEAKER_05 2:35:35

Before that, it was just like, you know, a lot of uh sports, we're talking about like uh family stuff. Um we would always talk about goals, but now we can talk about like a day-to-day, like uh things that are happening, things we can improve on, and um there's a lot that I still need to learn, but I'm I get to hop in these conversations now more with more confidence after being around with the guys. Um get I got to see uh Eric, our production manager, like grow into his position that he's killing it right now. He's a monster, yeah. It's been sick, but like knowing him as like when we were younger, it was a whole completely different story. He was, you know, I would never expect him to be on his path. And seeing him do that, that's been that's been pretty awesome. I know his family loves that for him. Um surprisingly, I think I think I'm I'm getting along with the guys. Like the the team that David built out, they're they're really they're pretty pretty solid dudes, they're pretty genuine, they're pretty funny. Um, not guys that I expect to be making this mismotion. They're just like average dudes who's just really passionate about this right now, and it's it's been awesome to see firsthand. Yeah, it has been.

SPEAKER_02 2:36:35

So, what do you think? Success, or what do you think for people who want success, and then for people like David and yourself who refuse to lose? You are open to learning and refusing to lose. What's the difference?

SPEAKER_05 2:36:51

Uh just waking up and doing it. Uh no matter how you like if you feel bad or if you feel like you messed up, or if you feel like you're doing really good, and that's also a big one. You can be doing amazingly and then stop. Um, so it's kind of just like waking up and doing it, just consistency.

SPEAKER_02 2:37:10

Are you in a journal right now? Like are you journaling at a oh yeah, every day.

SPEAKER_05 2:37:13

Every day.

SPEAKER_02 2:37:14

How has that helped you? Because I I've been reaching out to the youth plenty of times and you know, preaching, if you will, get in the journal. Like, how has that helped you and helped your relationships?

SPEAKER_05 2:37:25

Uh I think it helps me slow down in the morning. Um, with so much that I had to like kind of get done like as soon as possible, um, to get like I said, the next steps going for the this company that's moving at a like a million miles a second. Yeah. So I wake up and I'm already like full of like, oh, okay, I gotta knock stuff stuff out. And then once I get done out that done out the way, I get to like write down, uh, know exactly what's going on in my head, slow it down a bit, take a breather, read it over, right? Read over the the page I wrote I read yesterday, like hmm, okay, different different mindset that I was in. Okay, I'm feeling a little better today. Right. Um and then uh I get to talk about it with my my girlfriend. She's doing it on her end as well. Um she and she's also very passionate about that. Um she's a big uh avoider of trying to be on technology too much.

SPEAKER_02 2:38:17

And why is that? Because she she found that she's like in the subconscious mind and in prayer more. Like elaborate on that. That's dope.

SPEAKER_05 2:38:23

She's um she's a very nostalgic person. She just loves like the 2000 era when like you know, converts are in, uh low-top skinny jeans for girls, iPod iPod, uh Kanye was all um earbuds that are connected on wire. She loves that aesthetic, and like people are actually like having fun together. I feel like that's a uh a lost trait that a lot of my generation has right now. I I I can say this firsthand for myself. Um yeah. This um this past weekend, I I had a a fluke on delivery on a couple things, and I had to make it right because we had a home show. And it was the first time where I was scrambling, and I I made I had to make a couple calls, and I went to go visit these business owners in person. And like, hey, I was like, hey, like I needed help. Like, can you can you guys help me? Can you guys direct me to someone? And he directed me to someone, and that business owner directed me to someone else. Thank you, sir. And then that business owner directed me to someone else, and it was just a full-on, like kind of like out-of-body experience of like I just did so much more work instead of like doing an Amazon order, or instead of um uh just like trying to get a shipment through a different company or just emailing people back and forth. I was face to face with business owners, and they even told me like we don't get to see a lot of people people from your generation no more. Like, they just kind of just call or email, like we don't see people really coming out and like talking to us. Right. And dude, they're the most genuine, like like excited to help me people, and they don't have they didn't have a website, they didn't have like they had a Google business page, but they were just like you know, uh small family-run businesses, and they're like, Yeah, we can help. Like, we're kind of just like we're free on time. Like, what do you need? And they're uh they sent me over here, send me over there. Um, and that was like a great connection. Um, so going back to the nostalgia part, I she she likes that that face-to-face, that the that human connection.

SPEAKER_02 2:40:14

She likes human interaction.

SPEAKER_05 2:40:16

It's definitely a a lost trait, I think my uh my age group is kind of pushing away from, um, especially now with phones and everything. Right. So uh the writing it down, bro, it's you're you're tapping into a different, almost like a different lifetime now. It's right instead of typing it or writing an email or asking like ChatGPT to tell you how you're feeling, or um it's it's really you breaking it down, critical thinking, and it's uh it's almost like a lost art.

SPEAKER_02 2:40:45

It is lost art. And speaking of lost arts, do you uh let's go to nostalgia? Do you ever reflect back on when you were a kid? Because David, for example, why he stands out is because he told me about his imagination sector in his brain. And I'm sorry if you don't want me sharing that, but it's amazing what what he can imagine up and see in his mind and see hit the future and see the past and see the growth. Is there something like that that you do too?

SPEAKER_05 2:41:14

Uh yeah, yeah, definitely. It's uh it's one of those where I was never I didn't never really struggle too much in school. I didn't I did a lot of sports. Um, but school is always one of those things that I just know I had to get out the way so teachers wouldn't bug me. So once I would like knock out just work, I would just sit in class for hours, just just thinking, just thinking, like staring at a wall, playing music, and just letting myself just daze off into like, oh, if I had this amount of money, I'd buy this. Or oh, if my family had a store, what would the store be? Um, like if we all were to like start a company, what would that look like? Um if we were like, if we're uh like 20 years from now and like it's all said and done, what does that look like? You know, just uh and this was me like before like I even like really. COVID and then that's crazy. This is like high school, like high school. I I did a high school through um also I had like a COVID era, so I was I didn't spend a lot of time at home. Um yeah, and it's it's one of those things where especially where we come from, you can either think about what's happening right in front of you and it's kind of like oh like I'm in it, or you can think about a couple years down the line, like everything I can do to fix it and be out of it.

SPEAKER_03 2:42:27

Right.

SPEAKER_05 2:42:30

So yeah, I don't think I've I've always always just thought, okay, three months from the uh three three months down from the line, like if I if I work it every day now and I eat everything good right now in three months, I'll be okay. Um it was always one of those things where maybe I can't fix it right here right here, right now, but if I keep going at it, it's it's only bound to change. Like it's only bound to change if you're still going at it, whether it be health, uh business, uh relationships, family, if um it's just one of those things where you're just like, okay, if I keep if I keep doing it, if I keep thinking about it, it's bound to come. Like it if I if it's out of sight, it's out of mind. So if you're not daydreaming or not thinking about a successful future, it's not in your sight. You're you're living your life and just on a day-to-day basis. If you're not pushing forward your mind for five-year stretch or two-year stretch, it's it's kind of hard to hit a certain goal.

SPEAKER_02 2:43:31

Right.

SPEAKER_05 2:43:32

If that makes sense.

SPEAKER_02 2:43:33

So you have to change a change. You have to to be great, you have to be grateful. Um why, and you're a very observant person, which you've obviously made clear already. Why do some CEOs become global personalities while others stay absolutely invisible?

SPEAKER_05 2:43:53

I think it can be a privacy thing at times. Uh it's definitely, I've seen the beauty and a lot of people that know that know David uh through videos, through his stories, through just what he's willing to put out there. Um, but there's also like a big side of him that a lot of people don't know. Like uh, but that's that's the beauty of of privacy. You would like to you can put it out there and you will get the positive and the negative from people. Um, and I can see how that can be like annoying at times. Uh, but and so it just depends on the person if they're willing to outweigh the odds to really help someone. Um for sure. Some CEOs, it also depends on the goodness of their work. I've I've I've seen the ugly side of business as well, and I've I understand why those CEOs want to stay hidden, kind of thing. Um and that's you know, that's that's their thing, that's the way they want to live their life, that's the way they want to pursue their money, their their life.

SPEAKER_02 2:44:54

Privacy is a lost art too, you're right.

SPEAKER_05 2:44:56

Yeah. Um, so I I really appreciate those people who are striving to help out the community, help out people who genuinely are looking for a way out but then don't know. Um if if you're putting you're putting yourself out there to do that, I think that's awesome. I think it's amazing. Um but it's there's good and bad in it that I've seen on my end.

SPEAKER_02 2:45:22

Yeah, there is. I love that. Um what are like things? Let's go with the rule of three. What are the three things that you see based on the reflections that you've done this week that are, I guess, starting from the last week, that you see that you're gonna improve this week if you had to say it right now?

SPEAKER_05 2:45:44

And and GLR?

SPEAKER_02 2:45:45

And GLR and personal and spirituality and within family.

SPEAKER_05 2:45:52

Three things to improve on. We haven't had too much media come out. We haven't had a lot of uh for good reasons. For good reasons, yeah, for good reasons, but that's just one thing I'd I would love to improve on um would be show more faces of Green Ladder. There's 50 plus people in this operation, um, and they're always you know pushing pushing pushing train a little forward. And I'd love to get them on the camera. Some of them are a little more camera shy. I've talked I had a couple conversations with them. Um they said they're kind of inching to it a little bit more. Um and as we do good, they're and as they're you know having more fun with uh talking to clients or just talking amongst themselves. Yeah, uh, it's um it's one thing I I would love to show. Yeah, because there's a lot of great guys in the operation. Um besides that, uh I've been slacking on the gym. It's been about like I worked out yesterday, but it's been about a two-week hiatus of not being consistent. I gotcha. And if and like I feel it mentally. There's like a a a four or five day uh grace period where I can't where I don't have to work out, and um I I feel you know on top of my game, I'm I'm able to do certain things. Um but after those four days are over, like my brain almost like stops. Like it's I need like the the blood flow to kind of realign with themselves. Um yeah, for sure. And then after that, uh I'm really trying to improve just the customer experience as much as I can. The customer experience, yeah. Man, the customer experience is everything, whether it be for uh just overall vibe of the company, if the company's happy, if the customer's happy, the company's happy. Um, and then that ultimately just brings more referrals for us. So that's that's also a great one.

SPEAKER_02 2:47:41

So, do you think in the future marketing, do you think it's gonna belong to the brands or to the bold founders, or to in this case, everybody within the organization, like the user-generated content, the people that work, the the clients, like what do you think? Where do you think that's shifting to?

SPEAKER_05 2:47:57

Uh I think definitely the overall company. I think it goes into that, it goes into how the company presents themselves. Because I can only post so much, I can only uh send out so many like uh follow-ups on people. Um, it all just depends on these the clients aren't ready for 100% AI. So people like have are a major key component into making the wheel successful. Right. Um so whether it be you know keeping them fresh, tell them hey, maybe haircut, make it look nice, or uh getting more merge for the guys, so they're furting, like they feel comfortable to go out and you know hop on go into these people's homes or on top of these people's homes. Um if if they're if they're in a good if they're in good spirits, that would translate into the uh into the client. Uh a big one that I've known from the from the sales guys uh was we have a new guy kind of coming in right now, and uh they're trying to get him to smile more because uh they they believe that the the client also they can hear you smiling. Uh yes, you can.

SPEAKER_02 2:49:03

Yeah, I've done phone sales for three. Yes, you're right. They can hear you smiling or they can hear you not smiling.

SPEAKER_05 2:49:08

Yeah, um that's a big one. Like if we keep him happy and he's in a good mood, like he's a he's a happy dude, he's just a little more, uh he just doesn't doesn't smile kind of thing. Um but they're they're trying to convince him, like, hey bro, just smile more, you know, keep him happy. And if if we're able to keep that atmosphere like light and keep it happy, he's I feel like he would do like numbers, he'll go crazy. It's just it's kind of uh he's he's he's slow to get into it.

SPEAKER_02 2:49:29

Right. That's that's fair. I think that's an important part. Like you can smile in sales and still be the professional and consultant that you need to be, right? Because sometimes they say, well, if you're too energetic and you're too happy about the product, then you're lying about something. But no, there's a fine line, right? There's a balance in it. And I think you need to make the client smile because people buy from people. People don't buy from people they don't like, people don't buy from people they don't trust, and they don't buy from people that they don't relate to. And if you can't make them smile and you're not smiling, you can't relate to that person because that other person on the other end, they want to make sure that you can provide that solution. Ultimately, I'm going a little bit faster. But if you don't provide that solution and show that you can actually deliver and do it in a way where it will make them happy because ultimately it's still not only a need, but it is a want for sometimes for some clients that have the money that does like a slate tile roof that that David's talked about on the houses that we worked on. Like they just want to do it because they have the money. And if they don't feel happy about the product that you can actually deliver, why are they gonna buy from you, right?

SPEAKER_05 2:50:30

Yeah.

SPEAKER_02 2:50:30

What do you think are the biggest things that you've learned in the the shift of marketing from now all the way back to when you first started?

SPEAKER_05 2:50:40

Uh it would be definitely well uh the importance of customer experience, but also the importance of volume. Uh going back to what I said about the conversions of the goals you want to hit, you you really need to like volume, volume. Whether that be the amount you post, the amount of outreach you're doing, the amount of uh code emails, um knocking on doors, volume is the name of the game. And then from there you'll you start tweaking a bit, and then you'll you'll boost up the conversion little by little. Okay, so a thousand leads, 900 booked, right, 200 uh actually ran, three sold. Right. So now from the sold to the booked to the ran to the to the actual lead, how can we get all of them to 90? So if you have that volume, you have as much data and knowledge of what's happening to see how you can make your little tweaks to make it uh to boost up all these conversions.

SPEAKER_02 2:51:48

So it's something uh like where what can they utilize to track these metrics like on the smaller scale for the those smaller contractors, like 1M to 3M for their tracking of their marketing?

SPEAKER_05 2:51:58

Uh I wish I could tell you, man. I was uh I when I cut when I came in, they had this monster powerhouse uh CRM called Service Titan. Yeah, and that's just where I'm learning from. That's just kind of my bread and butter right now.

SPEAKER_03 2:52:12

That's okay.

SPEAKER_05 2:52:12

Um, so I couldn't tell you a little more info on on that side. That's that's definitely a piece that I I'm I'm missing in my knowledge gap of what to do between that gap. Um I only know what from that three from that 3M goal and higher of how to maximize it. So we just kind of I'm kind of niche.

SPEAKER_02 2:52:33

No, and that's okay because I mean that's what you're focused on, and you're filling in gaps, the more important gaps, the gaps that need to be filled in within the organization now and later. How many um posts should we be expecting to see from Green Ladder Roof now? We have a deployment bot going like uh on like the business page, or is it just gonna be more like focused on LinkedIn? Like, what do you guys think?

SPEAKER_05 2:52:56

Uh I think a good for just like content that can just be generated uh that's not fully uh you know, someone talking, like like talking head uh type content. Right, right. Um I I would aim for like two. So I think for every three AI posts, you should get like one human post in there, kind of keep it, kinda keep keep it fresh. Now don't don't overdo it a little too much. Right. I've seen a couple of Instagram pages that are just all AI, and I don't even want to like scroll through it. You know, I don't even want to connect with that. Yeah, you can't. You just can't.

SPEAKER_02 2:53:26

Not a robot.

SPEAKER_05 2:53:26

Um so I'm hoping for like two a day, and then maybe one one uh whether it be an inspector post or a salesman post, project manager post, production post, uh CEO post. Um kind of just keep it fresh.

SPEAKER_02 2:53:39

I think I think there's gonna be more, right? Because like you guys have like these resources now to to be posting an alarming rate. And it's like also it's like, well, we don't actually need to because we're the trusted number one roofing contractor in Pasadena. We ultimately, like, the social media, it the presence is there already, the presence has been there, so it ultimately is not an important thing, right? It's more focused on the clients that we have and the clients that we look to obtain for what you said, right? The client experience, right? Optimizing that, making it so it's the best experience. Yeah, and now that you know how to continue to excel their experience, how does it feel for you when the client is happy they're paid in full, they leave that review. Like, how does that make you feel?

SPEAKER_05 2:54:24

That's uh that's a relieving feeling. That's a that's a great feeling. Um, especially when you see like the whole they finished the whole cycle and left a good review in a short period of time and paid. Oh my gosh, that's the best feeling ever. Because you're like, they did it right, whether it be like the whether it be the inspector or the uh project manager on the job or the just the overall production of it. Um I would like to go back, see where exactly went, like amazingly, and see why it did it and see if I can replicate it. Um, because that's like the overall goal. That um that feeling at the end where you get that good review and and they're already paid and the job is done. They even uh some uh some clients even ask for the the thing that goes in front of their house, the the green ladder uh roof, that's the best feeling. Yeah, all the other signs I just like oh I'm I'm a proud green ladder uh roofing um client. I love it. And I would love to because you if the goal is we do it right and we're the only roofer you ever need, that that's that would be the end goal. That right you're so happy with your experience and you love the work so much that if there was you know some freak accident, some freak storm, and there's something uh that happened on your roof, like your first instinct is like, oh, I'm gonna just call David or I'm gonna call one of the project managers. Like it's not even an issue, just it's not even a concern no more. Right. It's just just of how how how well we handled it. Um and that would be the end goal for every single client. Absolutely kind of thing. But there's always flukes in the road, there's always like on um just like variables.

SPEAKER_02 2:55:55

But you go back and you fix it and you make it right, like what David said, like what where do we go from here? How can we make this right with you? And you go fix it. And then ultimately they become the best customer. They start sending you referrals. They start marketing by themselves if they're cool, which some of them do, you know, naturally and organically. Now let me have David come back on. We're gonna finish here. We're gonna have like a five-minute close. And uh thank you, head of marketing. Oh, yeah, head Dre Reyes, head capital projects, uh, a lot more to come. If you guys have resonated with anything he said, you know, he's his availability is limited, but for the right price and for, you know, it pertains a little bit differently when it comes to what you might be looking to film. But if you're interested in having a short film built, having some kind of content built, please reach out. I'll leave the information within the chat. How well can they find you online?

SPEAKER_05 2:56:50

Um you can find me. Uh just a first and last name on the on the search. You can find you can probably read.

SPEAKER_02 2:56:56

Dre Reyes. Is it uh I I forgot the let me see, I should have it.

SPEAKER_05 2:56:59

Uh two underscores Dre Reyes, and uh it should pop up for the personal. If not, just I'll um I spend way more time on the Green Ladder page. If you want to reach out to there, hit up Green Ladder, baby. Yeah, I'll check it out. Don't worry, yeah.

SPEAKER_02 2:57:10

So with that said, man, I really appreciate you. Thanks for allowing me to do that long intro. No, of course. Thank you for share. He said, nah. I gotta watch my image. Um don't worry, we're almost done. No, we got huh?

SPEAKER_03 2:57:30

No.

SPEAKER_02 2:57:31

What? We have four minutes. Actually, five minutes. Alright, we got the CEO back, we got the head of marketing and uh film in the background. He's been killing it for us. Thank you, bro. I appreciate your patience. He's been over here fighting off allergies just to keep it rolling. We're about to hit that three-hour mark and we're gonna close out. So, Dan David Aleyes. Next office of the day is gonna be in Morelia. Next office of the day is gonna be in Panama. Next office of the day is gonna be in all of South America, and yes, David's gonna be there. He's gonna make an appearance. So, with that said, welcome back, Don Alreyos. Welcome back to the show. We appreciate you having him here. I've had him here for three hours. People literally are gonna have to pay $3,000 for three hours here very shortly for his time. With that said, I have a couple more questions for you. And it's gonna be like a series of five questions. We'll make it as quick as possible. Thank you for your time. One, what are three things you're gonna improve this week?

SPEAKER_04 2:58:30

This week? Hmm, I'd probably improve on. I don't know, actually, I haven't reflected on this week. It's a Monday, so it's oh I mean the past week.

SPEAKER_02 2:58:42

What are you gonna improve on from last week to this week?

SPEAKER_04 2:58:47

Um, my my whole goal this week is to elevate the team and their output. So that was a success through the bot deployment already. So it's just gonna be continuing to teach them on that.

unknown 2:59:00

Bots are working.

SPEAKER_04 2:59:01

Okay. Teaching them on AI. Like I it's one thing to learn the AI training. It's another your team knows the AI um power.

SPEAKER_02 2:59:10

So and then what's number two?

SPEAKER_04 2:59:15

Um we're gonna be. Uh I guess we're gonna be closing out our books because uh tax are due. So we're gonna be making sure everything's closed up, cleaned up, and uh we're gonna we're preparing for quarter two already. So we're already coming up with budgets for quarter two.

SPEAKER_02 2:59:32

Q2 is already outlined. He's being modest. The whole year's outlined already. The whole next five, ten years.

SPEAKER_04 2:59:38

Yeah, the next quarter two is like where where can we like pr put pressure in? Right. And so right now it's in uh we're actively hiring, looking for new sales team, uh members, and uh we're gonna be increasing the ad spend here pretty pretty soon.

SPEAKER_02 2:59:52

Pretty shortly. Okay, number three.

SPEAKER_04 2:59:56

Probably gonna be go back to the gym and be consistent. I was being consistent, I was running like 15 miles every week. Uh that was last month. That's numbers. But because of everything that just it just had to be. Like if you're late in in AI right now, two weeks is an eternity. Like if you're not doing it.

SPEAKER_02 3:00:17

How much do you think two weeks translate in the AI world if we just had to spitball for now with like AI agents that work 24-7?

SPEAKER_04 3:00:25

I think two weeks is it's equivalent to about um two months.

SPEAKER_02 3:00:30

Two months of working without sleeping 24-7. Yeah, it translates to like two months. Okay. Three things have been stated. What do you think roofing contractors as business owners are marketing themselves and they're doing the marketing that they're doing incorrectly that you should see or that we should see improvement on? So we can not be the roofer that just came in, did the roof, and were the bad guys later because it leaked like two months later because of something else that they may have done on their own. So there's a lot to unlock. Oh, yeah. So let's just go with what do you think roofing contractor CEOs are doing incorrectly when it comes to marketing?

SPEAKER_04 3:01:08

Can we hold it? Um, probably they're they're trying to figure out how to get them to the door, but they don't know how to do. Like they don't know what to do with them once they're inside the house. Like you're getting all these leads, but you're fumbling the ball. You're like the wide receiver who's always constantly asking for the ball, and when he gets it, he drops it. For what? You're off the team, bro. Like you're you're done. Yeah. You're getting cut. You're getting cut from your own company. Right. Your company's going down under. Right. Like, seriously, like just plain and simple. Right. You're asking for this. It's like asking for blessings, and and God gives you obstacles to get strength first.

SPEAKER_02 3:01:47

Do you think the CEOs should be the loudest in the room in the aspect of work ethic? It depends on the level.

SPEAKER_04 3:01:56

Again, you go back to the business level. It depends. Uh if it's uh one to three, yeah, yes. If it's three to five, yes. If it's five to ten, you have to be able to be around the people who believe in you, and they themselves are are a piece of you. They they themselves have that work, I think. But you have to be there for them when they when they need you the most still. But it's no longer working the hardest, it's just having the right connections for them.

SPEAKER_02 3:02:29

Do you think AI is more important than being with your team every day at the point you're at right now within the same No?

SPEAKER_04 3:02:40

People. People will still, and I think continue to be the best asset any company has. Because anybody can get a tech stack and anybody can create a bot. But if you don't have the people to help drive that vehicle, it doesn't matter. There one day might be a one billion dollar one-man show because of all these bots, but not in roofing. In roofing, you need people. That's why all these private equities are trying to come into home service space.

SPEAKER_02 3:03:08

You need people. You need people. Um what belief do most successful people have that the average person would actually find crazy?

SPEAKER_04 3:03:22

I mean, just us, like we're trying to get to 40 million a year.

SPEAKER_02 3:03:29

And it's on target. For next year. For next year, but it's on target.

SPEAKER_04 3:03:34

Yeah, people are just like some people are trying to get to a million a year. And those people trying to get to a million a year are already above the average. Right. Because the average person is not thinking of that number. They're thinking about their week to week what they're doing that weekend. And how they're gonna spend their paycheck. And how much uh and who what girl they're gonna take out.

SPEAKER_01 3:03:59

Right.

SPEAKER_04 3:04:00

And like, I don't know, what what what cool shoes they're gonna be buying. Right. What what how much they're gonna be spending on the next chain or something.

SPEAKER_02 3:04:08

Invest in yourself like you do the chains. Don't invest in the chains, invest in yourself.

SPEAKER_04 3:04:12

Yeah, I gotta tell, I tell me my brother talk about this a lot. Bro, I still drive around in a beat up F-150 from 2009. The one truck you used to drive.

SPEAKER_02 3:04:22

That has no AC. He's pushing P and the word pushing M. It still doesn't have AC. Yeah, still doesn't have AC. No. His dad told me what to do to get the AC. I was like, nah, I gotta keep myself humble. I gotta sweat. And I still sweat equity. I still drive that truck. Yeah.

SPEAKER_04 3:04:36

We have seven trucks in the company, and some of them are three 350s, like big, bulky trucks. Yeah. We just bought two new trucks. Right. But I still have the beat up F-150. It helps me. Keeps you hungry. It keeps me humble. But it's also like I don't need the flashy stuff. Don't need it. Everything, it goes back to being aligned. It goes back to the whole the box should only focus on this. It goes back to I don't need to drive because I've I've had the big trucks. Right. We've gone on vacations to like Arizona and stuff. Man, we have vibes. The vibes are right. I don't need that stuff. You start cutting it and it becomes a game. Uh it's just like, how can I keep living the simple while everything else is growing around? It becomes a game. It's just like.

SPEAKER_02 3:05:25

Is this the best game that you've ever played?

SPEAKER_04 3:05:29

Yeah, because it's it's everybody's winning.

SPEAKER_02 3:05:32

Oh! Alright, you guys, we've had an exclusive, three-hour exclusive with so much content. Thank you, David Reyes. Thank you, my boy Dre Reyes. Thank you, Mr. Green Ladder Roofing, Mr. Green Ladder Roofing, God loves roofers. Don't forget it. Office of the Day with Mark Anthony. Um, and make sure you get this on your phone if you can. I'm gonna close this out. Thank you, David, by the way. Donada Reyes estamos aquí in downtown LA. Está rico papi in ours district, and rico mommy. You already know the vibes. So the whole point of today was to show you that ultimately you make the decision to live. You make the decision to get up every day, and you make the decision to ultimately do what you need to do every day. Now, with that said, if anything ever that I've said has resonated with you today, take the chance on yourself. Go ahead and get the free call, and let me see how I can build your small roadmap or big roadmap, whatever you choose, to success. In the case of you want another call, we can discuss the next steps on that. It's a no-pressure situation, or reach out to David, or reach out to people on YouTube. Reach out to them by just following them, learning from them, then reaching out to them. For example, Neil Patel, Forbes, uh millionaire, he's about to be a billionaire this year. He's leveraged AI, NP Digital, Uber Suggest, all these different things. But I reached out to him straight for three years. I had friends, family laugh at me for reaching out to this guy. I got him on the podcast, and now I'm gonna have him on soon again. He's a friend that I call, we talk, we exchange text messages on Father's Day, even though I'm a dad without the kid, doing all daily. Anyways, the whole point is you can choose what you want. You can choose the life you want to live. Don't believe me. Maybe believe him. Don't believe him. Maybe believe the guy behind the camera. Don't believe him. Believe the people that have had way less than you and still on paper have more than you. But with that said, we're here today because of God's grace. We're here today because of God's uh amazing love. We're here today because God never gave up on us, and we're here today because God didn't let me die 11 times that I should have already. He didn't let him die. He had his second chance and he took it. He said, You know what, boss, I have this opportunity. I almost died working for you. I realized I need to do my calling. And that means taking care of my family. How can I do that? Is by focusing on green ladder roofing because you know God loves roofers, and you understand, and of course he went for it. And still to this day, he helps him. So make the choices that are the right choices. Ultimately, deep down, we always know what it is. It's the hard thing, it's the commitment. The truth is in the value, the truth is being hard with yourself, and the truth is in the mirror. You know what to do. Office of the day, green ladder roofing, capital projects, capital's wolf, Pasadena's Wolf, ultimately here to help you win or learn, fly high. Any last messages that you would like to leave with the people? Just do the work. Just do the boring work. Just shut up and work, dude. In my case, I'm gonna shut the fuck up and we're gonna get back to work. We love you guys. Office of the day, Rico Mammy. Bye. Let me hold on. I'm not done, but I gotta turn it off, I gotta turn it off. Guitar band, garage band, we're in the moon. 309. Six upside down, it's a nine now. Bye.