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Building Optimal
Building Optimal episodes
- #11: Paul Sanneman on Getting Business from Architects
Paul Sanneman is a consultant to builders and remodelers through his firm, Dream Business Coaching. He has coached hundreds of businesses over his more than 30 years of experience in the industry. Along the way, he has developed has some strong, and undoubtedly well-earned, opinions as to how you should be marketing. And it centers around the relationships you build with architects. You may not agree with everything Paul says in the interview, but his viewpoints are definitely worth your attention, as they just may change your strategy. I shifted my perspective on a few topics after our discussion, and I guarantee you will learn some valuable information. Enjoy.
And by the way, be sure to follow us on Instagram and Facebook, as we post new tips and content on there weekly.
Show Notes:
[1:50] – The benefits of focusing on architect referrals as your primary marketing strategy.[5:00] – How to get Houzz testimonials and why you shouldn’t email prospectives.[6:35] – Houw to use Houzz to build your database of architects.[17:00] – “Buying” your first job.[20:55] – Managing the inherent potential for conflict in the builder/architect relationship.[23:05] – How design/build firms can work with outside architects.[24:30] – Incorporating an architects/designers section on your website.Selected Links:
Dream Business Coaching
Houzz
27 min - #10: David Wright on Resolving Conflict, Winning More Clients, and Building Influence
David Wright is an expert in conflict resolution, salesmanship, and building influence. He is the CEO of Dale Carnegie of Austin and Houston. Dale Carnegie one of the world’s preeminent sales and relationship building programs with offices in more than 93 countries. David has more than 30 years experience in the business. He was the youngest-ever certified trainer in the organization and he has racked up an impressive clientele list, including Dell among many others. We hit on three primary topics during the conversation with David: (1) how to resolve conflict more effectively, (2) how to improve your sales, and (3) building influence to win others over to your ideas.
Show Notes:
[3:00] – What is the Dale Carnegie method all about and Jared’s story with Dale Carnegie.
[6:20] – David’s story into Dale Carnegie.[9:38] – Carnegie’s approach to conflict resolution.[12:00] – Diffusing conflict by taking ownership of mistakes.[15:20] – Biggest mistakes people make in trying to resolve conflict.[16:50] – Biggest sales mistakes.[21:30] – Selling in the unique dynamic of the construction industry.[24:00] – Principles behind building influence.[28:50] – How to master these skills.Selected Links:
How to Win Friends and Influence People
Dale Carnegie of Austin
Dale Carnegie of Houston
31 min - #09: Karine Woodman, Bookkeeping Best Practices
Karine Woodman is the Founder of 24 Hour Bookkeeper, a company with expertise in construction accounting and systems integration. Karine has spoken extensively on construction bookkeeping topics, and is one of the best minds in the industry. She has built an award-winning team that strives to help businesses create efficient systems and simplified workflows using QuickBooks Online and 3rd party applications. She’s passionate about entrepreneurship, loves the world of business, and is on a mission to guide businesses to financial clarity.
Show Notes:
[2:30] – The systems you need to create a best practice accounting system.
[4:35] – The benefits of Quickbooks Online over Desktop.[5:50] – Using 3rd party construction software for job costing.[8:35] – The benefits of purchase orders in project management.[11:50] – Why you should be reconciling monthly.[14:20] – Karine’s take on construction draws.[17:30] – Ensuring your draws and expenses are properly matched and the job remains well funded.[18:40] – Integrating Co-Construct and Builder Trend into Quickbooks.[20:30] – Properly managing clients’ funds during a construction project.[24:30] – Karine’s journey building and scaling her own business.[31:30] – Karine’s advice on automating and scaling.Selected Links:
Quickbooks Online
Co-ConstructBuilder Trendapps.comknowify.comScaling Up: How a Few Companies Make It…and Why the Rest Don’t (Rockefeller Habits 2.0)36 min - #08: Sheri Allshouse, Common Tax Questions
Sheri Allshouse is a CPA with an expertise in home building and construction. Her firm is The Allshouse Group in Houston, Texas. In this discussion, we cover a wide variety of tax topics, including the most commonly asked questions from her builders to new tax strategies that have emerged from the recent legislative changes. Sheri lays out some valuable information, but as always, consult your own CPA before implementing anything you hear.
To stay up to date on our latest interviews, be sure to sign up for our emails at www.buildingoptimal.com. You can also follow us on Facebook and Instagram. Enjoy the interview!
Show Notes:
[3:30] – The best entity for your situation.
[8:15] – Automobiles…should they be a company purchase or personal?[9:00] – Considering commercial Automobile Insurance.[9:40] – Tracking your business mileage.[10:55] – IRS classification of vehicle types.[13:30] – Employee Truck Allowance.[14:05] – How 2018 tax law changes affect vehicles.[15:00] – Sheri’s recommendation about business mileage.[15:30] – Who should receive a 1099?[18:35] – The various ways the Tax Cuts & Jobs Act affects home builders.[31:50] – Common misunderstandings cleared up and suggested areas of improvement.[32:20] – Accounting choices for cost plus vs fixed price.[39:15] – Fixed asset write-offs.[41:25] – Domestic production deduction explained.[43:20] – Energy credit explained.[47:15] – Value of paying for an expert CPA.[48:24] – Criteria builders should be utilizing to select a tax accountant.53 min - #07: Scott Stroud, Key Drivers for Your Business
Scott Stroud is a founding partner of Cash Flow Engineering, a company that helps home builders and business owners create process to simplify business management and optimize cash flow. He is also a nationally-known speaker and the co-author of three books, including Managing Your Business with 7 Key Numbers, which is among the top selling home building books.
Show Notes:
[1:40] – The 7 key numbers every builder should review.[4:50] – The frequency you should be reviewing your numbers.[6:20] – Scott’s cash flow dashboard.[7:20] – The most difficult metrics to control and what to do about it.[9:00] – Why you should first establish a profit goal and then put in the processes to support it.[10:10] – Managing change orders.[11:00] – Finding the optimal pricing for your homes.[12:00] – Establishing the value of our offering.[13:40] – Why the best value propositions have nothing to do with quality.[15:10] – On knowing your customer’s value system.[15:35] – How to craft an amazing story to tell your clients.[18:00] – Why you should be using video in your marketing.[19:50] – How to reduce your costs without sacrificing quality[22:35] – Three drivers for your business you should be watching.[24:10] – The importance of speed and efficiency.[25:00] – Thoughts on leverage.[29:30] – On customer deposits.[32:00] – Valuing your time.Selected Links:
www.cashflowengineering.comwww.storybrand.com34 min - #06: Ed Earl, Secrets to Happy ClientsMeet Ed Earl, the Zen Builder. Ed is consistently one of the top presenters at the International Builders Show, where he typically discusses his methods for building happy clients and making the construction process go much smoother for everyone. He’s developed a term called “collaborative construction,” which is based on open communication, trust and shared objectives with all parties.Ed is the principal of Priority 1 Projects, a construction project management firm based in San Diego. He has 28 years of construction experience and an MBA from Stanford University. Ed is also a business coach working exclusively with contractors to help increase both profitability and enjoyment in their construction companies.To stay up to date on our latest interviews, be sure to sign up for our emails at www.buildingoptimal.com. You can also follow us on Facebook and Instagram. Enjoy the interview!
Show Notes:
[1:50] – How Ed became to be known as “The Zen Builder.”
[4:00] – The reason why so many issues arise between clients and their builders.[6:45] – The four types of most difficult clients and the strategies for successful relationships with them.[16:10] – When and why you should turn down a potential client.[19:20] – Tricks to managing client expectations (the prototype explanation, the emotional home owner).[26:20] – The importance of weekly meetings with clients.[27:50] – The construction kickoff meeting and what is discussed.[29:43] – Setting expectations for text and email responses.[33:10] – Creating your homeowner’s manual.[34:35] – Using an up front questionnaire.[37:10] – The benefits of cloud-based project management software.[44:20] – The features of three different programs: Co-Construct, Builder Trend, and UDA.[46:22] – The biggest pitfall with the cloud-based systems and the best way to roll one out.[48:50] – Setting client expectations regarding the construction schedule.[51:22] – Why Ed favors cost-plus over fixed price contracts.[55:00] – Finding Ed online.Selected Links:
Managing the Emotional Homeowner
Boomerang for GmailCo-ConstructBuilder TrendUDA Construction OnlineEd Earl Online:www.thezenbuilder.comhttp://www.priorityoneproperties-sd.com/57 min - #05: Peter Yost, Tips for High Performance Builds
Peter Yost is the Vice President of Technical Services with Building Green, Inc., one of the preeminent voices and thought leaders in the high performance home space. Amongst his lengthy resume, Peter is also a lecturer at Yale University and was recently awarded NAHB’s Green Educator of the Year.
As you will see from the interview, he knows a thing or two about energy efficiency, sustainability, and high performance homes. We hit on some of the biggest myths that still pervade the industry, some of Peter’s top recommendations for builders and remodelers, and much more.
To stay up to date on our latest interviews, be sure to sign up for our emails at www.buildingoptimal.com. You can also follow us on Facebook and Instagram.
Show Notes:
[3:05] – About Building Green and Peter’s role.[3:40] – Peter’s top three innovative building products from the buildinggreen.com 2017 Top 10 Products[10:10] – Peter’s top three biggest myths that builders still believe.[15:00] – Top three value propositions that builders can implement.[22:10] – What’s in store in the future for building performance.Selected Links:
Buildinggreen.com Top 10 Products for 2018Kingspan KoolthermVersaDry Track SystemSunpower Carport Solutions PV PanelsAdvanced Framing TechniqueBonded Builders Residential Energy GuaranteePeter Yost and Building Green Online:
buildinggreen.comgreenbuildingadvisor.comTwitter: @bgliveFacebook: @bgsocial / BuildingGreen, Inc.LinkedIn: @BuildingGreen, Inc. and @Peter Yost29 min - #04: Tom Woodcock, Seal the Deal
Tom Woodcock is the Founder and President of Seal the Deal. Tom is an author and nationally known branding, marketing, and selling expert. He is one of the most dynamic sales trainers and consultants in the country. He routinely speaks to thousands of contractors and suppliers concerning the sales skills necessary to compete in this intensely challenging construction industry. His latest book, “You’re Not Sellin, They’re Buyin‘” is comprehensive in developing the proper sales skills, persona, and methodology to rise above the competition.
In this interview we dive into some of Tom’s top advice for builders to win more contracts, differentiate yourself, and much more. Enjoy!
To stay up to date on our latest interviews, be sure to sign up for our emails at www.buildingoptimal.com. You can also follow us on Facebook and Instagram.
Show Notes:
[1:30] – Avoiding the low bid game. “You’re not buying a price. You’re buying the service, the workmanship, craftsmanship, experience.”
[2:30] – Differentiating yourself so that a customer will actually pay more to use you. “If we had an anniversary dinner with our significant other and we were buying by price, we’d always take them to McDonald’s for their anniversary.”[3:20] – Taking inventory of what you bring to the table and determining how to sell it up front.[4:40] – Tom’s client test questions.[7:46] – “What does it say about the value you feel you or your company brings to the table when you’re ready to discount fairly quickly into the process? If you’re not believing your own value, well you can’t expect the customer to believe that value.”[8:30] – Selling your value rather than discounting.[10:50] – Your points of separation..finding 2-3 points that TRULY make you different, that truly get you separation.[13:10] – “Price is not enough. There’s room for ONE low cost provider in every market.”[15:38] – Being better vs different and the need for perceived value.[17:30] – The importance of truly identifying WHO is your customer.[19:40] – “If you don’t sell, you don’t get projects. None of the other stuff matters.”[20:30] – “[The best marketing strategy] is the one you will actually do.” The role of consistency in marketing.[21:30] – The benefit of a monthly newsletter for your customer base.[22:20] – Networking is replacing cold-calling.[23:10] – “Spending, spending, spending without a purpose is the wrong thing to do.”[24:10] – How networking differentiates you. “You don’t have to be a Type A person with tremendous people skills to be successful in selling. But you have to have an approach and be consistent in that approach.”[28:00] – Raising your close rate 10% to 15% immediately…the face-to-face approach.[29:40] – “Engage with the customer on the delivery of your pricing. It’s much harder to tell you to your face that I’m not going to use you.”Show Links:
www.tomwoodcocksealthedeal.com
32 min - #03: John Leggett, Texas Custom Builder of the Year
John Leggett is the Founder and CEO of On Point Custom Homes in Houston, Texas. On Point won 2017 Texas Custom Builder of the Year and Houston Builder of the Year. John is regarded as a thought leader in the industry and was a panelist at the 2018 International Builders Show.
They are doing something right over there at On Point, so we decided to dig in and hear a little more. As you will see, John and his team have an innovative approach to running their business. We touch on everything from client relations to construction software to hiring and much more.
You can find On Point Custom Homes at www.onpointcustomhomes.com and also on Facebook, Instagram, and Houzz.Show Notes:[1:45] - John’s foray into home building.[3:51] - Best business advice John has received: “You gotta be easy to work with.”[5:10] - John’s advice on builder software systems.[6:10] - Cloud-based resources...Docusign/Dropbox.[6:52] - Google Drive vs Dropbox.[7:25] - Field equipment for superintendents.[7:35] - “Where we loose on customs is on selections.”[8:38] - “How do we differentiate ourselves? Our ideas with process and speed.”[9:35] - Differentiators = team, process, and innovative design and trends.11:03 - Today's world = shorter lifecycle of design trends.[11:30] - Why you should be texting your clients.[12:08] - Importance of culture in hiring.[13:10] - Pre-hire dinner with the spouse.[14:10] - The benefits of utilizing Revit for 3D. “If you’re not making the move to 3D now, you’re gonna be behind.”[16:75] - Benefit of Revit for budgeting.[18:23] - Biggest areas were builders are screwing up.[19:31] - “You have to constantly look to innovate in this business.”[20:32] - Understanding the financial side of the business.[21:57] - Spending time on your specifications.[22:40] - John’s top 3 recommendations for builder to see payoffs: (1) social media reviews anduser generated content...why more good reviews are better than fewer stellar reviews. (2) Embrace technology, don’t fight it. (3) Work on corporate culture from the get go. “Pay less for land and more for people.”25:50 - John's preferred review platforms.[26:50] - John’s construction horror stories.[32:15] - On Point’s plans for 2018.Show Links:www.onpointcustomhomes.com (On Point website)Facebook, Instagram, Houzz (On Point social media)DocusignDropboxRevit35 min - #02: Dennis Dixon, Finding Hidden Profits
Dennis Dixon is the author of Finding Hidden Profits: A Guide for Custom Builders, Remodelers, and Architects. The book is a comprehensive guide that offers a multitude of best practices and ideas to improve every aspect of your business. It’s a must-read for all construction professionals. Everyone WILL learn something valuable.
Dennis been building both commercial and residential projects since 1984. He’s built over 300 custom homes and remodels. Dennis is one of the more prominent leaders in the industry, a consultant, author, and speaker on the national level. His website is www.dadthebuilder.com.
To stay up to date on our latest interviews, be sure to sign up for our emails at www.buildingoptimal.com. You can also follow us on Facebook and Instagram.
Show Notes:
[1:50] – Overview of Finding Hidden Profits.[2:40] – Importance of A-grade plans, specifications, and contract with owner. The more you can get on paper, the better off you will be.[5:15] – “When you go to court, the one with the most paperwork wins.”[5:38] – “If you’re running the company, hire someone to do the paperwork.”[7:05] – The Grandma Rule.[7:40] – Write up your own specs that are alphabetical and put bullet point nuances in each category (model numbers, finishes, etc). Most of it will stay the same between projects.[9:05] – Noting exclusions in specs.[10:20] – Separating yourself from the competition…having a contract and specs that outshines the rest.[11:35] – “If the project priority is money, then I probably don’t want to take on the project.”[11:55] – “People that are worried about the money, they’re gonna worry about whether you are using 200 nails or 192 nails and did they get a credit on the 8 nails you didn’t use.”[12:35] – Dennis’ client test questions.[14:10] – Addressing budget issues with clients whose priority is money.[14:40] – The cost per square foot conundrum and the garage footage paradox.[16:55] – Try to get a deposit for preparing estimates, which will be credited on the contract.[18:00] – Take your time and do a great job with the estimate. Don’t give a ballpark estimate on unfinished plans.[19:05] – The importance of supervision.[19:25] – Setting expectations with clients up front.[19:55] – Dennis’ construction horror story. The lesson: People hire us for our managerial skills. You have to double check everything.[24:40] – Dennis’ 2018 projects.Show Links:
Journal of Light Construction (Dennis’ recommended construction publication)www.dadthebuilder.com (Dennis’ website)www.builderbooks.com (Finding Hidden Profits, Dennis Dixon)http://www.dadthebuilder.com/store/ (Dennis’ construction contract)28 min
About Building Optimal
From the publisher's feed
A podcast for home builders and industry professionals looking for an edge into the best strategies and tactics to grow their business and shape the future of housing. Host, Jared Gossett, President…
of award-winning Gossett & Co in Austin, offers game-changing lessons and interviews with industry leaders and subject matter experts.