Michelle LaFrance's Path From Digital to Ductless Brilliance
Send us a textMichelle LaFrance, an icon in the HVAC industry, opens up about her unexpected journey from the world of digital web development to becoming a trailblazer for HVAC contractors. After the 9/11 events, Michelle faced a major career shift, leading her to launch her own company amidst a challenging economic backdrop. Her story is a testament to the power of resilience and the importance of maintaining a positive mindset, as she navigates the common misconceptions about contractors, ...
Michelle LaFrance, an icon in the HVAC industry, opens up about her unexpected journey from the world of digital web development to becoming a trailblazer for HVAC contractors. After the 9/11 events, Michelle faced a major career shift, leading her to launch her own company amidst a challenging economic backdrop. Her story is a testament to the power of resilience and the importance of maintaining a positive mindset, as she navigates the common misconceptions about contractors, painting a picture of a field full of dedicated and admirable people.
Listeners are treated to Michelle’s cutting-edge marketing strategies that have turned a small HVAC business into a leading force in the Pacific Northwest. Unravel the secrets behind her success, from SEO mastery to building a niche directory filled with quality backlinks that enhance online visibility. Her narrative on the necessity of differentiating your business in a competitive market through genuine interactions and unique value propositions provides invaluable insights for contractors eager to elevate their market presence.
In this episode, we also delve into the emotional aspect of entrepreneurship, as Michelle shares how she overcomes fear by aligning her actions with her true desires. Her mantra of confronting fear with a "what's the worst that can happen?" attitude serves as a powerful reminder for all entrepreneurs. Through candid conversations and personal anecdotes, Michelle inspires listeners to act boldly, make meaningful connections, and push through the challenges of the HVAC industry with confidence and innovation.
00:00:12.039 --> 00:00:15.009 I mean, I tried one of the hardest names probably I've ever had to say on here.
00:00:15.009 --> 00:00:18.629 I usually mess up Smith, so hey, it was close.
00:00:18.629 --> 00:00:20.172 How are you?
00:00:20.920 --> 00:00:21.704 I'm doing great.
00:00:21.704 --> 00:00:24.024 Glad to be here with you.
00:00:24.364 --> 00:00:24.684 Yeah.
00:00:24.684 --> 00:00:36.603 So, michelle, for those folks that may not know anything about you or I'm sure most people do give us a high level overview of who you are and what you do and all that good stuff.
00:00:37.125 --> 00:00:38.868 Oh yeah, well, great question.
00:00:38.868 --> 00:00:43.042 Well, I don't know why sometimes I get stumped.
00:00:43.042 --> 00:00:55.851 I was going to say I'm just another person in humanity right now, navigating this crazy world that we live in, and aside from that, what I do for work is I'm known by many people in the HVAC industry.
00:00:55.851 --> 00:01:00.945 I work specifically with HVAC contractors that want to grow their ductless business.
00:01:00.945 --> 00:01:05.510 There's a story like someone asked me you know, as a little girl, is that what you really always wanted to do?
00:01:05.510 --> 00:01:11.328 And I go no, I ended up in the space, becoming the ductless marketing guru, and I'm fine with it, I'm good with it.
00:01:11.328 --> 00:01:21.033 I love what I do and, more importantly, I really love the contractors that I get to work with, because I work with some of the nicest people that I have ever met.
00:01:21.033 --> 00:01:26.049 So that's basically what I do on the surface level.
00:01:26.659 --> 00:01:39.042 Isn't it funny how, if you're in the industry, the perspective is that we work with the best people on earth, but if you're an outsider, you think contractors are the biggest pieces of trash on earth.
00:01:39.042 --> 00:01:40.103 How is that possible?
00:01:41.748 --> 00:01:44.834 What a great perspective because they do.
00:01:44.834 --> 00:01:50.721 What a great perspective because they do.
00:01:50.721 --> 00:01:51.903 They suffer from being like the used car salesperson.
00:01:51.903 --> 00:01:52.284 That is so true.
00:01:52.284 --> 00:02:01.126 Maybe it's I don't work with those guys, right, and so right in my, in my agency, I just decided long ago I've got a passion for contractors.
00:02:01.126 --> 00:02:04.262 Then maybe I should tell you how that came to be, please.
00:02:05.546 --> 00:02:06.763 Let's talk about that.
00:02:06.763 --> 00:02:12.062 And it's really relevant because some might say that we're in a difficult time in the industry.
00:02:12.062 --> 00:02:13.526 It's slow, it's an election year.
00:02:13.526 --> 00:02:15.891 The world is just batshit crazy right now.
00:02:15.891 --> 00:02:17.747 Like what the heck is going on.
00:02:17.747 --> 00:02:20.698 We have got to keep our head screwed on straight.
00:02:20.698 --> 00:02:23.806 We have got to have our spirit in the right spot.
00:02:23.806 --> 00:02:30.127 So let me tell the story and hope that it might be encouraging to some of the listeners.
00:02:31.429 --> 00:02:34.520 I used to work before I became an entrepreneur.
00:02:34.520 --> 00:02:48.406 I worked for a very large digital web development agency in Portland, oregon IT consulting, web development, all of that and we did websites that were two, three, four $500,000, big websites for big corporations.
00:02:48.406 --> 00:02:49.548 But guess what happened?
00:02:49.548 --> 00:02:56.512 A buzzkill called 9-11, right, so that was just last week, some 20, some years ago.
00:02:56.512 --> 00:03:04.592 But what happened after 9-11 is people really hunkered down in their home and the tech industry got annihilated.
00:03:04.592 --> 00:03:20.750 And I was working for a huge company and we went from 160, some people, down to 130 people, and then it was 90 people and 80 people and 60 people and I'm still sticking around for some reason.
00:03:20.750 --> 00:03:21.532 I guess they liked me.
00:03:21.532 --> 00:03:27.465 I thought I was productive 33 people, 19 people, all the way down to 11 people.
00:03:27.585 --> 00:03:29.954 We all knew that we were on a sinking ship.
00:03:29.954 --> 00:03:31.941 But where are you going to go?
00:03:31.941 --> 00:03:42.643 Because every other web company at the time was going bankrupt, you know well, basically going bankrupt because technology came to a grinding halt.
00:03:42.643 --> 00:03:47.406 And so there came a day that they literally came in and never experienced it before.
00:03:47.406 --> 00:03:59.413 Right Pulled the network, pulled the phones and there was 11 of us left and we went OK, bye, bye, and we walked across the street to was it Pete's Coffee at the time?
00:04:01.414 --> 00:04:09.366 And then we went to unemployment and it was just one of those moments like, oh crap, what in the world am I going to do?
00:04:09.366 --> 00:04:11.431 I got a mortgage, I got three horses.
00:04:11.431 --> 00:04:14.549 Like well, this isn't working for me.
00:04:14.549 --> 00:04:16.687 That's how I started my company.
00:04:16.687 --> 00:04:19.627 It was sheer survival.
00:04:21.740 --> 00:04:29.485 What did it feel like watching all of that happen right in front of your eyes, knowing there was an end?
00:04:29.485 --> 00:04:31.672 I mean that had to be.
00:04:31.672 --> 00:04:40.012 What was the time, actually, what was the span of time that it went from 160 to 11 to quitting?
00:04:41.380 --> 00:04:43.204 So 9-11 was the big impact.
00:04:43.204 --> 00:04:49.687 I remember the the day after my birthday's, on September 10th, my boyfriend had just taken me out to dinner sterling roses.
00:04:49.687 --> 00:04:52.062 It was just a beautiful night, and then we woke up to 9-11.
00:04:52.062 --> 00:04:58.663 So always kind of hits home a little bit with me, right, and I didn't know what to do with myself.
00:04:58.663 --> 00:05:04.464 Like we just looked at each other and he's like, well, I guess I'm going to go to work and I go I didn't know what to.
00:05:04.464 --> 00:05:15.201 I actually got my car and I drove to work downtown Portland, oregon and it was so eerie because there was like no cars on the road and I got to the office and I guess most people stayed home.
00:05:15.201 --> 00:05:18.485 But the receptionist was there and I walked in and she was like we're just numb.
00:05:18.485 --> 00:05:25.394 She was, I was like hi, and she's like hi, and we're like we didn't know what to do and there's a handful of other people.
00:05:25.394 --> 00:05:27.947 We just walked around like lost puppies.
00:05:27.947 --> 00:05:33.041 I mean we're all in shock, right, and it was just such a bizarre time.
00:05:33.041 --> 00:05:39.422 So 9-11, and then it was the following spring, so that Camus were pretty big and really successful.
00:05:39.422 --> 00:05:42.148 We hung on for a long time, but it had to.
00:05:42.148 --> 00:05:43.170 It was in the spring.
00:05:43.170 --> 00:05:52.940 So, whether that was March, april, may, they pulled the plug.
00:05:52.961 --> 00:05:54.182 And then I sat around for the summer.
00:05:54.182 --> 00:05:54.524 I cried.
00:05:54.524 --> 00:05:56.767 I, you know, I had a mortgage and three horses.
00:05:56.767 --> 00:06:00.074 I was scared, I was confused, I mean, I had no idea what to do.
00:06:00.074 --> 00:06:04.244 And I was like, well, this is what I know, what to do.
00:06:04.244 --> 00:06:08.322 And so I was like, okay, well, we better name the company.
00:06:08.322 --> 00:06:09.987 And that took me way too long.
00:06:09.987 --> 00:06:13.017 I was like what am I going to name the company?
00:06:13.017 --> 00:06:15.610 And I finally arrived at Smarty Pants because I thought you know what?
00:06:15.610 --> 00:06:17.480 I'm going to have a company.
00:06:17.480 --> 00:06:20.927 I need four things out of it.
00:06:20.927 --> 00:06:24.935 Okay, number one I need the company to say what it does.
00:06:25.014 --> 00:06:30.269 It was an era where there was all these weird names that didn't mean anything, like Verizon.
00:06:30.269 --> 00:06:31.372 I'm like, what's a Verizon?
00:06:31.372 --> 00:06:34.367 It's horizon, with a V and an E it's at the beginning, you know.
00:06:34.367 --> 00:06:36.600 Or Unisys, and I'm like what's a Unisys?
00:06:36.600 --> 00:06:40.387 It was like let's take these two words and slam them together, and I hated that.
00:06:40.387 --> 00:06:54.360 So my company name was going to say what the heck it is that I did Like you would be like oh, that's it.
00:06:54.401 --> 00:07:03.668 So I went to the dictionary and, well, I was thinking about all the idiot and dummy books and so I know quite a bit about how to build websites and how to market companies, but I don't want anyone to feel like they're an idiot or a dummy.
00:07:03.668 --> 00:07:06.252 And I had to go buy idiot books on topics I didn't know.
00:07:06.252 --> 00:07:12.213 I'm like you're buying condoms or something you know when you're underage.
00:07:12.213 --> 00:07:15.504 I'm like I'm hiding this idiot book, right, like I don't want anyone to know.
00:07:15.504 --> 00:07:18.747 I feel like an idiot, like I don't want anyone to feel like that.
00:07:18.747 --> 00:07:30.531 So I went to, I called my old boss in California and I had to look up in the thesaurus and I go, I want people to feel the opposite of an idiot.
00:07:30.552 --> 00:07:34.483 So we went and looked up whatever word we looked up and we she was going well, okay, genius.
00:07:34.483 --> 00:07:36.249 And I'm like, well, that's arrogant.
00:07:36.249 --> 00:07:38.341 Like we don't want to be an idiot, we don't want to be arrogant.
00:07:41.687 --> 00:07:43.911 And I go sagacious web marketing.
00:07:43.911 --> 00:07:45.560 Like what the heck is that?
00:07:45.560 --> 00:07:47.024 And down the list we go.
00:07:47.024 --> 00:07:49.880 And she said well, there's just one name left and I said what is it?
00:07:49.880 --> 00:07:50.983 She said Smarty Pants.
00:07:51.704 --> 00:07:54.490 And I about howled I was laughing so hard.
00:07:54.490 --> 00:07:56.380 And I go Ann, what are you going to do.
00:07:56.380 --> 00:08:02.468 You're sitting at your desk and this was back in the day like we had to cold call, right, the internet is kind of still pretty new.
00:08:02.468 --> 00:08:04.170 I go, what are you going to do?
00:08:04.170 --> 00:08:06.334 You get a phone call and it's me on the other line.
00:08:09.382 --> 00:08:13.961 I mean I was snorting, I was just like I thought it was so funny, and I go, gosh, can I pull it off?
00:08:13.961 --> 00:08:20.348 So, anyway, went off on left field on you with that question but that's how I named my company.
00:08:20.348 --> 00:08:25.334 And then it was just like one foot in front of the other, like, well, where am I going to go for business?
00:08:25.334 --> 00:08:26.656 Well, who's going to hire me?
00:08:26.656 --> 00:08:28.278 Like, how will I reach them?
00:08:28.278 --> 00:08:33.288 And I literally cold called and I literally went to business parks with a flyer.
00:08:33.288 --> 00:08:35.273 They would say no soliciting everywhere.
00:08:35.273 --> 00:08:36.902 And I'm like, oh yeah, that doesn't apply to me.
00:08:36.902 --> 00:08:42.528 I would go literally door to door with my flyer going, hey, who needs a website?
00:08:42.528 --> 00:08:44.249 So that's literally how it got started.
00:08:45.110 --> 00:08:55.173 So where you started and then you moved into marketing, tell me more about marketing Douglas and how that directly impacts the company.
00:08:55.192 --> 00:08:58.623 Yeah, this is the part of the story that I want to be encouraging.
00:08:58.623 --> 00:09:16.953 So, wherever the listeners are in their company maybe they're a new entrepreneur, maybe they're, maybe it's gotten slow for them I always operated out of the belief that somebody, somewhere, needs my services, and you have to believe that, because if you don't, then just seriously hang it up.
00:09:16.953 --> 00:09:22.216 So I'd be like somebody in the state of Oregon needs a website, you know, and somebody could hire Smarty Pants.
00:09:22.216 --> 00:09:25.268 So my initial websites were the hair salon.
00:09:25.268 --> 00:09:29.700 It was a car rental place, a car towing, speeds towing in Portland, oregon.
00:09:29.700 --> 00:09:42.532 They chose me as their web developer back in the day, but I wanted a niche, and so that's the other thing that I think is so important is finding a niche, and I go well, anybody and everybody needs a website back in 02 and 03.
00:09:42.532 --> 00:09:45.865 And hang on, the dog is barking, barking.
00:09:45.865 --> 00:09:48.371 Do you mind if I this is you hear it?
00:09:48.773 --> 00:09:50.643 yeah, no, I can't hear it.
00:09:50.643 --> 00:09:53.428 No, I can't hear it okay, am I fine?
00:09:53.850 --> 00:09:54.551 yeah, I don't hear it.
00:09:54.551 --> 00:09:56.181 Yeah, barking dog back there.
00:09:56.181 --> 00:10:04.124 So back in the day, you know, everybody needed a website and I'm like I just really like to be a little bit more targeted than that.
00:10:04.124 --> 00:10:16.384 And so I was sitting there thinking about well, it was February, march-ish at that point in time I'm in Portland, oregon, it rains quite a bit, and I'm like I people are like oh, it's in our the next six months or next year.
00:10:16.384 --> 00:10:17.307 We need a website.
00:10:17.307 --> 00:10:18.309 And I'm like I can't wait for that.
00:10:18.309 --> 00:10:20.211 Who needs a website now?
00:10:20.211 --> 00:10:22.010 And so I started honing in.
00:10:22.010 --> 00:10:24.831 I'm like, well, it's raining, it's been raining all winter long.
00:10:24.831 --> 00:10:34.914 Well, if you're doing roofs, fencing, landscaping, hvac, whatever so I had this list down like once this weather breaks, someone's going to need a website.
00:10:34.914 --> 00:10:37.456 And then, lo and behold, I got introduced.
00:10:37.456 --> 00:10:38.535 Oh, I found my home.
00:10:38.556 --> 00:10:56.991 So I have always worked with contractors and it was home builders and remodelers, and I joined their association and I just hunkered down in there and they're like a brotherhood, even though these home builders compete.
00:10:56.991 --> 00:11:04.514 I got my first website and then I go, you know, I'd really like some help and these guys were so good.
00:11:04.514 --> 00:11:06.302 They're like, you know, my buddy Steve, he needs a website.
00:11:06.302 --> 00:11:06.855 And they're like you know I'd really like some help and these guys were so good.
00:11:06.855 --> 00:11:07.307 They're like you know, my buddy Steve he needs a website.
00:11:07.307 --> 00:11:10.073 And they're like you know my buddy Kurt down in Salem he needs a website.
00:11:10.073 --> 00:11:16.828 And all of a sudden I became the home builder marketing gal and during that time I worked with remodelers as well.
00:11:16.828 --> 00:11:30.966 And then one HVAC client Hang on just a second Okay, unexpected barking dog.
00:11:30.966 --> 00:11:43.160 But here's where the story gets really interesting, and I think for anybody on a journey, like, if you have faith, the next thing always appears.
00:11:43.160 --> 00:11:44.465 And I didn't realize it.
00:11:44.575 --> 00:11:55.677 But while I was working in the home building industry, it was the executive director up in Vancouver, washington new HVAC contractor that needed a website, and he's like you know.
00:11:55.677 --> 00:11:57.422 We got this gal named Smarty Pants.
00:11:57.422 --> 00:11:58.485 She's helping all the builders.
00:11:58.485 --> 00:12:00.342 I think she could probably do an HVAC website.
00:12:00.342 --> 00:12:03.884 And so he called me and I did an HVAC website and we did it really well.
00:12:03.884 --> 00:12:09.677 Met Fab Heating in Vancouver, so fast forward, and this is really a story about divinity.
00:12:09.677 --> 00:12:11.278 That's what I think we're talking about.
00:12:11.278 --> 00:12:17.403 So, tim, I built his website and we did a really good job and we got him some business.
00:12:17.403 --> 00:12:19.144 But guess what happened.
00:12:19.144 --> 00:12:21.905 I built his website in 05.
00:12:21.905 --> 00:12:28.530 We had three really great years, but the next buzzkill of 08, that recession.
00:12:29.250 --> 00:12:30.451 Oh yeah.
00:12:36.715 --> 00:12:37.056 I mean, come on.
00:12:37.056 --> 00:12:39.402 So I just recovered from the 9-11 thing because I lost a lot of money in the stock market crash.
00:12:39.402 --> 00:12:41.327 I built it up with the builders and remodelers.
00:12:41.327 --> 00:12:48.145 I got an hvac contractor in my wheelhouse and now we have 08 and those home builders.
00:12:48.145 --> 00:12:57.139 They dropped like flies oh, I bet I mean some of them committed suicide yeah guys that bought like 300 lots or whatever.
00:12:57.620 --> 00:13:11.883 And it was just so terrifying and I go oh my goodness, here we go again, like it was like this terrible economic time, and I just took a deep breath and I go can I just do this, like seriously?
00:13:11.883 --> 00:13:15.417 And so I did the same thing I did the first time around.
00:13:15.417 --> 00:13:18.667 I was somebody needs my services.
00:13:18.667 --> 00:13:31.480 I don't care if the unemployment rate is 25%, that means 75% of the people are still working and that means that all I need is one company in the state of Oregon to hire me.
00:13:31.480 --> 00:13:33.586 And so I turned the news off.
00:13:33.586 --> 00:13:48.602 If people called me and wanted to talk about how scared they were, how fearful they were, how bad it was, I haven't gotten, I don't have time and I'm like I can't talk and I knew who the people were, so I just stopped taking their calls and I go.
00:13:48.602 --> 00:13:50.187 I can't put my attention there.
00:13:50.187 --> 00:13:54.741 All I know is someone in the state of Oregon needs my help.
00:13:54.741 --> 00:13:59.230 You know who it was the HVAC guy.
00:14:00.857 --> 00:14:01.964 The same HVAC guy.
00:14:02.556 --> 00:14:04.339 The same HVAC guy.
00:14:04.339 --> 00:14:09.889 So I look back at this and I go, oh, there's just always divinity running through.
00:14:09.889 --> 00:14:14.900 I feel like, even the hard times right, like I never crashed and burned.
00:14:14.900 --> 00:14:17.226 But it was hard, I'm not going to lie.
00:14:17.226 --> 00:14:24.386 And so it was MetFab Heating and he calls me up and he was talking about Michelle.
00:14:24.386 --> 00:14:37.383 I need X amount of money to break even and he had a big sheet metal house, parts inventory, sales teams, all of that, and he goes I'm breaking into my 401 to keep my company afloat and I just really can't do that much longer.
00:14:37.383 --> 00:14:43.187 So I wanted to know would you make me number one in the search for a ductless heat pump?
00:14:43.187 --> 00:14:46.003 Now everybody else is dying on the vine.
00:14:46.003 --> 00:14:48.260 I'm telling people don't jump.
00:14:48.260 --> 00:14:54.360 I became a shrink more than anything else, and I got somebody that wants me to make him number one in the search.
00:14:54.360 --> 00:14:56.787 So I'm so excited I go yes, yes, tim, I can.
00:14:56.787 --> 00:15:00.522 And I had to ask him what's a Douglas?
00:15:00.522 --> 00:15:03.769 He like I don't even know what you're talking about.
00:15:03.769 --> 00:15:10.403 And that's where my story really changes, because it changed his company.
00:15:11.065 --> 00:15:16.596 He went on in that depression, recession, whatever you want to call that.
00:15:16.596 --> 00:15:17.678 He went on.
00:15:17.678 --> 00:15:19.842 This contractor was 25 years old.
00:15:19.842 --> 00:15:28.248 He went on to have the best year in the history of his company 364 ductless heat pumps sold.
00:15:28.248 --> 00:15:32.383 And I was in heaven because I got someone to market.
00:15:32.826 --> 00:15:37.369 So at first, what happened is we did the website and I said, okay, sure, well, we need some content.
00:15:37.369 --> 00:15:41.020 And he sent me brochures and I added some content onto the website.
00:15:41.020 --> 00:15:46.003 And then we're looking at the analytics and he's emailing me Thank you, thank you for what you've done for my company.
00:15:46.785 --> 00:15:51.884 And I'm like one happy customer and like 300 depressed people.
00:15:51.884 --> 00:15:56.879 We go look at the analytics and who knew people are searching for something or another.
00:15:56.879 --> 00:16:01.442 And so I'm like Tim, you know that lobby, that you have put a unit in the lobby, let me know when you're done.
00:16:01.442 --> 00:16:02.404 And he's like why?
00:16:02.404 --> 00:16:06.259 And I said, well, you're doing really well, you're sending all the salespeople out, right.
00:16:06.259 --> 00:16:10.624 And he's like, yeah, and I go, you're that busy and you're booked out six weeks.
00:16:10.624 --> 00:16:12.926 Let's bring them on in, let's make it even better.
00:16:12.926 --> 00:16:14.567 Like this is bring the bees to the honey.
00:16:14.567 --> 00:16:21.875 So he's like I put it up in my unit and I go to the website and I go come on in touch.
00:16:21.875 --> 00:16:22.096 It feel it.
00:16:22.096 --> 00:16:22.378 See it here.
00:16:22.378 --> 00:16:23.441 It's remarkable, it's a modern way to heat people.
00:16:23.441 --> 00:16:25.615 Now we're bringing all the people in there's rebates.
00:16:25.615 --> 00:16:26.437 And there was the.
00:16:26.437 --> 00:16:33.302 There was some big rebate back in the day that the government did to stimulate the economy.
00:16:33.302 --> 00:16:36.687 I forget what it was called, but there was those rebates and Washington rebates.
00:16:37.106 --> 00:16:51.914 And all of a sudden this guy is like 368 systems for 364, somewhere around there in the year and he goes on to become the Douglas heat pump contractor in all of the Pacific Northwest, beating out the big, big guys up in Seattle.
00:16:51.914 --> 00:16:53.501 Like there's some big contractors.
00:16:53.501 --> 00:17:01.764 And my guy in Vancouver is kind of like the it's not a glamor place, you know, it's a nice city, but whatever, this guy wins it.
00:17:01.764 --> 00:17:03.280 And so that was.
00:17:03.280 --> 00:17:11.551 And I think I'm speaking to just being tenacious and perseverant, because at the big trade show then that came up, he won the award and you couldn't hear a pin drop.
00:17:11.551 --> 00:17:20.010 Perseverance, because at the big trade show then that came up, he won the award and you couldn't hear a pin drop when the guy from Vancouver, washington, won the award with 364.
00:17:20.154 --> 00:17:25.797 Most contractors like their job, like they didn't even know that that was possible, and they're like how did you do it?
00:17:25.797 --> 00:17:26.917 And he's like I hired her.
00:17:26.917 --> 00:17:30.142 And so there is the backstory.
00:17:30.142 --> 00:17:38.671 As long as that is about really finding a niche, really having faith in yourself, in faith.
00:17:38.671 --> 00:17:46.454 I believe in God, that, like here, I am right in this situation and so I don't really see an alternative.
00:17:46.454 --> 00:17:53.155 So there just has to be somebody that needs me, and I think people give up along the way and you just really can't.
00:17:53.957 --> 00:18:00.569 Because here I am all these years later and in my agency we were building websites.
00:18:00.569 --> 00:18:07.339 But I got bored with that because you're just cranking out another website, right, cranking out a site, cranking out a site.
00:18:07.339 --> 00:18:10.196 And I went to my team and I went oh, I don't know if I want to.
00:18:10.196 --> 00:18:13.826 You know, when I get to the end of my life will I be like, oh, I'm so happy.
00:18:13.826 --> 00:18:17.404 You know, I built 600 websites in my life.
00:18:17.404 --> 00:18:18.026 I go, I don't know.
00:18:18.026 --> 00:18:20.784 I really want to add value to the contractors.
00:18:20.894 --> 00:18:34.826 So as I saw the future growing for Duckless Heat Palms, I saw the opportunity for a niche and I saw an opportunity to not just give my customers a marketing tool, a website.
00:18:34.826 --> 00:18:36.208 There was so much more.
00:18:36.208 --> 00:18:40.872 So I work off the website and I do all kinds of things that Google likes.
00:18:40.872 --> 00:18:51.474 So every contractor needs to get found off their website in a place that's relevant and high in authority relevant and authority.
00:18:51.474 --> 00:18:53.942 So I went to my team and I go well, let's build it.
00:18:53.942 --> 00:18:55.038 And they said what I go?
00:18:55.057 --> 00:19:02.042 I'm done cranking out websites there are other people that can do that but I want to be the relevant and authority.
00:19:02.042 --> 00:19:04.387 I want the compelling marketing content.
00:19:04.387 --> 00:19:10.876 I want to be able to go into a territory and have my guy blanket the first page because of all you have is a website.
00:19:10.876 --> 00:19:13.405 You just got one asset.
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