Justin Graber & Advent Builder Marketing Case Study: What You Need to Know About Running an Agency.
Justin Graber sat down for an informal interview with me to discuss how his agency has transformed through my coaching program and where he sees his agency going forward. With all of my interviews, I like to focus on the primary items holding the client’s agency back from long-term, sustainable growth.
Topics in this interview:
- Picking a Niche
- Establishing a Product Line
- Proposal System
- Lead Harvesting
Before we dive into the Q&A section of the interview, let’s paint a picture of where Justin was prior to going through my coaching program-
Justin was doing extremely well in a lot of areas, his successful freelance business had generated a wonderful income for his family of five. Now that his boys were a little older, he wanted to structure his business so that he could spend more time with them. He also wanted to position himself to scale his agency in the future. Any and all changes relied on him and he was ready to make the commitment to implement systems and processes that would allow him to focus on driving sales while his team took care of the deliverables. With that guiding direction, we put together a custom “Plan of Attack” for his personal growth requirements.
Picking the right niche for your life goals, directing your messaging, and defining your product line.
One of the things that happens when you are a “Jack of all Trades” agency is that every time you get a lead or close a new project, it’s like starting from scratch. This means it takes you a lot longer to create proposals as well as market and deliver your services. After determining the right niche for himself, Justin is now creating proposals in less than an hour. He has an entire product line and has established three lead sources that we are dialing in on everyday.
Now that we have defined his niche, we can poor all of our energies into solving specific pain points for this niche. His product line is engineered to answer his prospects’ questions before they even know they have a need. By simply adding a clear direction to your messaging and product line, you can set yourself up to drive as many leads as you can handle. This gives you the flexibility to choose leeds that don’t require you to travel as often and increase or decrease the number of leeds you take in your area.
My coaching program includes establishing a value based pricing model. Meaning, that if clients want something custom, they will expect to pay substantially more for that custom work, not less. This all comes from having a clear direction and a proven product line and how you position your agency. Once these are in place, getting paid what you are worth for custom work is easy!
Creating a product line that is proactive for your prospects.
When you have a clear vision and direction of who you are going to serve, you can establish a product line that caters to that industry’s pain points. All industries have specific and evolving pains, these pains are what inspire change and progress. If you can tap into those pains early on, you’ll have an edge on the competition.
When focusing on one niche, you can go deep into what really moves the needle for your target audience. With this knowledge, you can position your product line in a way that logically guides your prospects down a client path. A client path is a term my marketing mentor (Jay Conrad Levinson) taught me over dinner one night. 90% of your prospects will follow a similar path, they will need the digital assets (website, landing page, ad copy, ad creative, etc..) before they can effectively run ads via paid media (Facebook, Google, etc..). When you are laser focused on your niche, you can test different ads and website templates across your entire client base. Gone are the days of dreaming products up on the fly and hoping you get results. Focusing on your niche allows you to offer products that have proven results and sell products you KNOW will get results.
Simplifying your proposal system and optimizing your deliverables.
Productization does not only apply to the products you’re selling. It can also be applied to systems you use to sell your products.
When it comes to proposals, one of the strongest forms of optimization are templates. Justin cut his writing time to a fourth of what it was by creating proposal templates. Each time you use a template, you have a chance to make it better. Constantly editing and improving your product templates increases your products’ value and can super-charge your production process. If you cut your time in half, you’ve got the chance to make twice as much money.
This system also applies to completing projects. Undefined project outlines tend to result in following your nose, ultimately letting the client dictate what you do and when you do it. By laying out a systemized project outline, your and your clients will know what to expect and when to expect it. Detailed outlines and systems of all kinds make onboarding new staff simpler too. Now, all new staff has to do is read the manual you’ve created for them and take over the process where you left off.
Lead Harvesting, dialing in on the target market, and diversifying Lead Magnets.
A simple mindset shift to harvesting leads, instead of going after direct sales, can make all the difference for your long game. By focusing on ALL prospects instead of only the HOT prospects, you build a following, a database of leads, and the ability to drive revenue without spending a lot of money. By securing contact records, you can keep your company in the minds of your customers so that you’re their first call when they’re ready for your service.
One of the keys to successfully bringing in strong leads is to consistently collect new contacts from your target audience. By developing a clear focus of your target audience and where you want to collect your leads, you’ll be able to narrow down the marketing process while gathering information from exactly the clientele you’re looking for. It is a very simple process to get in place.
Focusing on a narrow niche also allows you to become a subject matter expert in your field. You know the business and the market, so you can talk intelligently and will earn respect from your customer base. If your reputation as an up-and-coming expert begins to spread, more lead harvesting opportunities will appear. If you are diligent, speaking engagements and webinars could be in your future. I have coached hundreds of agencies on my lead harvesting framework, once they make the simple mindset shift and have the proper tools, it is easy and you always have multiple place to get business (that you are in control of).
The flip side to this coin is that, even while you’re focusing on a specific target audience, you can’t forget to diversify your Lead Magnets- the tactics you use to collect leads. (ex. Free information or advice in return for contact info. Visiting a convention to exchange business cards.) By continually rotating and experimenting with new ways to collect leeds, you can get input from prospective clients and pick up on pain points that will educate your product line and marketing in the future. The simple act of implementing my lead harvesting and diversification framework agencies regularly double, triple and even quadruple the leads they get from their already existing efforts.
Visit Justins new website specifically tailored to the Custom Home Builder Marketing industry at https://adventbuildermarketing.com