The Bounce Rate Podcast

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Music.

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To the bounce rate. Start over. Are we going to start over? No,

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let’s just keep it all in. No, that’s fine. Just go.

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You’re here with three illustrious hosts.

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Of course, I’m Roger. I’m doing great. We’ve got James. We’ve got Eric.

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Easy for you to say. What’s new? What’s new? What’s new?

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I know it’s new. I’m not going to get too many details, but I woke up to a surprise this morning.

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Oh, my God. My dog ate my son’s birthday cake and left a surprise in the room he sleeps in. Wow.

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And it was not fun.

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So I’m recovering emotionally from that trauma. And it was trauma.

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Yeah, I bet. I mean, because it was covered.

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Yeah. Covered.

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My dog, one time we left on vacation and my in-laws were popping.

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It was like just a weekend and my in-laws were popping in to take care of the dog.

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The dog, somehow there was like a belt around the curtain to hold it back.

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And it had a little hook on it. he had gotten the hook like hooked

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in his nose oh my gosh blood everywhere not

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a big deal i mean it just because he was trying to get it in so

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it was all and they cleaned it all up and i was like

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oh god i’m gonna have to pay that one back someday speaking of

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terrible dog stories has anyone seen superman yet

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no but i know no you mentioned it i

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watched the trailer and it looks really good oh my god they have

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the dog and that no super dog i refuse what’s

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the problem the dog no we don’t need the dog i’m

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just so like part of the story it’s in

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the original story really it’s all over the comic books and

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it was a it was a it don’t knock it’s jumping it’s jumping the shark it’s bringing

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a baby on to eight is enough all right it’s bringing in the the nephew to the

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brady brunt bunch this is the brady brunch on the bounce on the banter on the

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banter right listen with the.

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We are going to get into relevant stuff very quickly.

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I doubt it. But I need to say this.

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I, my favorite superhero, and listeners, please comment with your favorite superhero,

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or if anyone agrees with me. My favorite superhero is named Green Lantern.

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Now, Green Lantern has a power where he has a ring that makes a green-like formation

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into anything that he can imagine, which is a silly power. A silly power. It is a silly power.

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And so they came out with this Green Lantern movie.

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And I was so… Little High School Roger was so excited. The Ryan Reynolds version.

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Yeah. I was always going to ask.

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It had Ryan Reynolds. And I was so excited about it. And I went and I sat down. And it was…

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Exactly what you’re saying it felt like it was jumping the shark and

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i was like oh this is what is this now and

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i got embarrassed for the fact that this was my favorite superhero cut to years

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later when they were announcing a series called the guardians of the galaxy

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and i was like there is no way of it that they’re gonna make a movie out of

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guardians of the galaxy it’s too crazy and then cut to, you know,

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now where those are three of the most acclaimed,

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highest grossing Marvel movies in their cinematic history.

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So yes, Crypto the Superdog is kind of out there, but just trust the product.

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Like James Gunn knows what he’s doing. Look, okay.

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I’m just going to tell you right now, I have to go see 28 years later before I go see Superman.

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It is the order in which I have to see Superman. I won’t disagree with that.

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28 Days Later was transformative. Oh my God.

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One of the best horror movies. I’m going to need to re-watch that one.

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Best horrible zombie movies ever.

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Gotta re-watch that one. Didn’t go see Superman. Horrible in the sense that

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it was like a… Horrifying. Horrifying, yeah.

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Horror movies. It wasn’t campy. It was like scary. We are really having trouble

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speaking today, aren’t we? There’s something in the vents.

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Well anyway catch out catch the the movie in

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my we’re not sponsored by it but i thought superman

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was great but we will do a podcast on

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the set of any movie yeah anybody who

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wants to invite us we’ll set up right next to the craft service

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table and and get it going today we’ve got

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a couple of really cool topics

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that i think to talk about first up what we we’re

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still formulating the rules for our sales rep

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draft well yeah i’ve got a i’m working

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on it right let me give you a little awesome blossom oh boy bury the lead done

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why are we been talking about all this other stuff well let me let me just go

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over there so here’s what i’m thinking right we get we each draft two tape reps

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two car reps one rookie rep and one entire sales team,

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Like a zone or like a…

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Well, I was thinking like Michael Miller’s team or Rick.

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I don’t know if that would work out. Maybe a zone would be good.

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We can add to this, but this is the basics, right? And then you get points earned.

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So for all new tape sales…

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It’s one point per thousand in sales for all

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tape renewals 0.8 points per

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thousand sold cart new

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sales 1.2 points per thousand cart renewals

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one point per thousand digital sales 1.5 per

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thousand and then digital sorry team sales would be something like 0.1 per thousand

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i i think i think that’s awesome can i make some yeah yeah this is literally

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me and chat gbt working I think renewals should be two points and a new sale should be one.

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Because even though the one is harder, I’m more interested in renewals than anything else.

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Second, I think if we pick by team or do zone, it should be incremental growth, not straight revenue.

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Because I can’t compare some zones to others very easily because they’re just so much bigger.

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But I can talk about incremental growth. So we can look at year over year growth.

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Yeah. What do you think of that? Yeah, definitely.

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Yeah let’s get together we’ll get out before the next one we’ll get the

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but that’s awesome that you actually spent some time on that

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that was very good i’m really excited for i mean for

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those i mean you know so next week so let’s make

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the can we make this commitment next week we’ll we’ll draft oh yeah yeah next

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week we will draft next episode we’re going to be drafting it’s going to be

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next week why don’t we do this though let’s figure out our draft order today

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and what we what we do typically in a fancy football we do what’s called a snake

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draft whoever goes first right would it Say this is the order. Roger, James, Eric.

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So we go, you pick, I pick, Eric picks, second round, Eric picks first. We go backwards.

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Yeah, we go backwards. You know what I mean? So I’ll get two picks in a row.

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That sounds good. So we have to figure out who’s… Should we do like rock,

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paper, scissors or something?

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How do we pick? Yeah, we’ll do that. Should I ask chat GVT who we should pick?

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They’ll create the order? We’ll let you decide. We’ll let the listener decide.

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Vote for who should get first draft pick.

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Is it Eric? is it roger is it

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james and whoever gets the most votes they

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get to get over and keep in mind and

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i approve all the exceptions to commissions

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yeah keep in mind i answer

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all of the negative reviews on google

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and just turn and just turn just turn

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james’s mic off at this point exactly because we don’t need him to

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promote himself i do i did want to let everyone know that when

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james was getting down in the nitty-gritty of how

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this is going to work he put on his glasses like espn

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analyst yeah well it’s because i’m old

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i’ve got to look at my computer screen yeah that’s what he said good

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point good point hey

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i’ve been rocking specs since middle school

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i know you’re so far out you’re in i know i took them off the other day to see

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if i could see and i can’t but yeah could you imagine like if clark kent takes

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off his glasses and then superman has to squint the whole time right i mean

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whatever what’d you say like hearing squinting like quiet this guy.

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Able to leap short buildings, not at all. Cautiously. Able to break a pound

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of spaghetti in his bare hands. Cautiously.

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So I saw this in the news the other day, and I thought it was pretty relevant

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to what we do, and then also to how one of our main segments, car washes, operate.

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So, you know, there’s a rule of thumb where they say that car washes typically

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operate or they focus their marketing efforts on a familiar three to five mile

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radius, which I think is a pretty good rule of thumb.

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It makes sense. Any farther, there’s probably another competitor.

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There’s a quote from this guy named Noel Pena, and he’s from a company called DRN Data.

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And what they do is license plate tracking, identification. And so the way that

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he framed it, he said, there’s a big red ocean of people competing for the same

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traffic and you’re throwing a free car wash.

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There are competitors throwing out free car washes and generally people become numb to that.

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And, you know, his point was it’s not distance, it’s the conversation and the

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connection to the right audience.

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So they didn’t demographically as a business, if they have a specific offer to make,

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whether that’s an upscale offer or, you know, a bare bones offer or a family

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plan or a sports car, they need to use that data and i i think what struck me

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about that is you know number one.

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License plate and technology is becoming even more important when it comes to

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car washes but also this is why i think tape ads are such a good tool because

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it’s a pretty direct way of matching.

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Proximity with buying behavior and trends because

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you know when someone gets a tape ad usually

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they are the they make financial decisions

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and then also they’re probably walking to a

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car so i think those are two critical pieces

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of data that you know we we

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can kind of get straight to without having to do too much

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analytics but the analytics are more

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important than ever so i’ll chime in really quick i

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definitely think five miles is too far for car washes

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depending on where you live like i got so many

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car washes in my area of town you know like i’m not driving five

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miles right but are you saying that they

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they have this technology in place where

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they scan license plates and they recognize you know how many times this license

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plate is coming the technology is there i don’t i i don’t know if there’s any

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numbers how many car washes that are using it well i like i know the the car

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my wife signed up for a subscription at a car wash and they just use the license plate.

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So they use it for, I bet I’ll, it’d be interesting.

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Here’s a stat Roger can go look up and never tell us again because he’ll say,

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oh, I’ll research this and bring it back.

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I’m just bringing back all those. Go listen to previous podcast episodes, just saying.

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But call you out man i know sorry sorry i’m

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gonna come back with like an episode of this is good of

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stats i’m not in my i’m not my best person

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this is good content so at any rate uh yeah so i think a lot of them are using

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license plate recognition to do the subscription models now i you see it all

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the time in parking garages downtown where you know used to you’d have to print

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off a receipt and put it in your dashboard.

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And then now it’s just a thing where if you have a subscription or like a package

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or something, some camera scans your license plate and lets you write through. So.

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Well, I’ve got a subscription, which is awesome is because I live quite far from the office.

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I have one literally a couple of blocks from my house and literally ones,

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maybe a few blocks from the office from the same company.

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Well, essentially I was just checking that to see because the the

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car wash that my wife goes

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to is 4.6 miles from our house

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okay yeah okay now i i have one because same thing because i i have a hike to

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get out here i do the one that’s close here yeah and so it’s it’s i can use

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it at both so it’s really far from my home but it’s near my office right but

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there’s but you know that and that that does present a problem for.

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For car washes and in terms of their marketing is sometimes i’m

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using my work location sometimes i’m using my home that’s true yeah

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and that’s uh that’s why analytics are

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so important because the question is you know what what

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are the different buying behaviors regardless i

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think it’s really relevant as far as like the there

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there are very few marketing options

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that i think benefit car

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washes more than tape ads like

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50 would you would you say it as their first best option if

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i would definitely say i mean if if

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i’m you know looking back at the times that

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i’ve actually bought car washes i first look for some kind of discount like

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very rarely have i said oh the cars well number one we live in houston which

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means that it’s raining every other day which means that for the most part,

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you can just drive around in the rain and you’re okay for a little bit.

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But whenever I’m like, I need my car to look good, very rarely have I said,

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let me just pick one for proximity.

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Immediately, I look for some kind of offer.

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And I would say 50% of the time, I’ve used either receipt tape ad or a digital ad that I found.

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So you’re not a loyal customer, you’re just looking at offers?

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Am I loyal to car washes? Yeah. I haven’t been, no. For me, it’s really about

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convenience factor for me.

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Which one can I get into? It’s going to take the least amount of time,

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do a reasonable job at a reasonable price.

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Once that hits, I’m going to be decently loyal unless I’m out doing something

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and then I’m like, oh yeah, I need a car wash. I could stop here.

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So you have a subscription. I do now. Do you have one for your wife?

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Yeah. Okay. You don’t have a subscription, Roger. Roger.

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I didn’t for a long time. My wife does not. We went off of that one, but I still do.

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And I think it’s because I commute and I’m like, I’m already driving.

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What’s another seven minutes to go run it through?

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Well, I do all sorts. I mean, I take the kids surfing. We play golf. Like I got dogs.

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So I could run through once a week at least. We already know you are the vastly

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superior human to us. And father.

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He surfed to the office today. Yeah.

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Exactly. In my brain. Yeah. Yeah, so that model is interesting because we talked

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about, so there’s different kinds of customers.

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This is where like the recognition system and the subscriptions really play in.

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And in a lot of ways, it doesn’t matter because we still know that I,

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let me ask, so we know you’re a subscription, Roger, you’re not a subscription.

00:15:12.805 –> 00:15:17.285
Roger, do you go to a grocery store? I do. Oh, James, do you go to a grocery store? I do.

00:15:17.465 –> 00:15:21.085
So we’re going to hit those people, which is the great thing about Tate, either way.

00:15:21.625 –> 00:15:25.205
But your messaging might need to be a little different. Well,

00:15:25.305 –> 00:15:31.985
I think that’s an awesome way to look at it because it might be that the proximity

00:15:31.985 –> 00:15:34.185
to the grocery store is your subscription.

00:15:34.325 –> 00:15:38.245
Even if you’re not a subscription-minded person, if that’s the one you see every

00:15:38.245 –> 00:15:41.465
time you do the grocery store, if that’s the one you know you have a reliable

00:15:41.465 –> 00:15:44.865
offer on, maybe that’s the one that essentially is your subscription.

00:15:45.205 –> 00:15:50.845
You know, Doug, the owner of the company, was talking about car washes because

00:15:50.845 –> 00:15:55.045
we did a big job with quick quack they had done an initial.

00:15:55.605 –> 00:16:00.245
Offer it was it wasn’t a very strong offer so it didn’t meet our code but that’s

00:16:00.245 –> 00:16:03.945
what they wanted to do they didn’t have much luck doug said look because they

00:16:03.945 –> 00:16:08.585
had bought a large number of grocery stores he said look let’s let me i’m gonna

00:16:08.585 –> 00:16:11.685
run one for free but you have to give us stats back,

00:16:12.391 –> 00:16:18.411
So we upped the offer. So the discount was a little bigger on the per wash,

00:16:18.651 –> 00:16:19.911
you know, single wash discount.

00:16:20.131 –> 00:16:23.191
And then the subscription was a little more aggressive for the first two months.

00:16:23.751 –> 00:16:30.891
And it just killed. I mean, it did such a great, amazing job of hitting those.

00:16:30.991 –> 00:16:33.231
And it was because we had both messages going.

00:16:33.811 –> 00:16:36.671
And and so they gave us stats back on that and

00:16:36.671 –> 00:16:40.411
it was a whole thing but what i found most interesting

00:16:40.411 –> 00:16:43.431
out of all of that is what we

00:16:43.431 –> 00:16:46.651
also got from that was their cost of

00:16:46.651 –> 00:16:49.531
goods what does it actually what do they actually have

00:16:49.531 –> 00:16:52.331
to spend so somebody kind of let’s say they’re going to give you know what’s

00:16:52.331 –> 00:16:55.651
a car wash now 10 bucks minimum at a lot of places about

00:16:55.651 –> 00:16:58.311
right and crazy okay so you know you got

00:16:58.311 –> 00:17:01.951
to spend water you got to but you

00:17:01.951 –> 00:17:04.691
know the doors are open and so forth so you can’t count rent and all that

00:17:04.691 –> 00:17:07.731
others all those fixed costs so it’s really it’s like the water

00:17:07.731 –> 00:17:11.251
if it’s a basic car wash there’s a tiny little bit of soap it’s maybe

00:17:11.251 –> 00:17:14.451
a buck 87 of actual hard costs

00:17:14.451 –> 00:17:17.351
that you lose so the rest of your infrastructure in place yeah

00:17:17.351 –> 00:17:20.331
to run an additional car through is buck

00:17:20.331 –> 00:17:23.071
we’re talking about like you know like a mr car wash

00:17:23.071 –> 00:17:25.871
or a quick quack where it’s just you know it’s not hand wash but

00:17:25.871 –> 00:17:28.691
it’s the machines or even hand wash because chances are

00:17:28.691 –> 00:17:33.091
unless i have to hire more people good point it’s still there so good point

00:17:33.091 –> 00:17:37.811
so that cost is really small and if i’m if i’m getting ten dollars versus eight

00:17:37.811 –> 00:17:41.931
dollars i’m making money on every car going through that’s using that coupon

00:17:41.931 –> 00:17:47.571
so if i can entice a roger to come time and time and time again.

00:17:48.051 –> 00:17:55.331
Eight minus a bucks 87 is 613 that I make every time Roger comes.

00:17:55.771 –> 00:18:01.551
Now, here’s what I found really interesting. What does a premium car wash go for?

00:18:02.309 –> 00:18:07.689
Well, are we talking just external? Yeah, just going through when they add the extra stuff.

00:18:07.929 –> 00:18:12.569
It’s like 50 to 70, right? No, it’s like 20. Yeah, like if you’re going through

00:18:12.569 –> 00:18:17.049
a quick quack car wash or something like that and they do the extra stuff and

00:18:17.049 –> 00:18:19.029
it brightens your tires as you go through and so forth.

00:18:19.849 –> 00:18:23.649
Those chemicals are evidently like 67 cents.

00:18:25.349 –> 00:18:28.429
You’re doubling the price of the of the car wash

00:18:28.429 –> 00:18:33.969
and you’re increasing your cost of goods by like 20 i mean it is crazy i went

00:18:33.969 –> 00:18:38.369
from a buck 87 to like 220 i’m very happy i’ve always gone with the cheap one

00:18:38.369 –> 00:18:41.989
well but but i mean it’s a question of what’s worth and can you get in somewhere

00:18:41.989 –> 00:18:47.169
else right i mean you charge if you really like clean shiny tires right i mean

00:18:47.169 –> 00:18:47.869
that’s what you got to pay.

00:18:48.289 –> 00:18:54.049
So, so it’s super interesting. So let’s say we can get Roger, that single person,

00:18:54.329 –> 00:18:59.789
when he comes in every third time for me to say, Hey man, you know,

00:18:59.929 –> 00:19:02.809
we’ve seen you here a couple of times and maybe this one time,

00:19:02.949 –> 00:19:04.869
why don’t you, why don’t you go ahead and go up to the premium?

00:19:05.569 –> 00:19:09.789
Color me enticed. Yeah. I, the, the, the thing that I would look out for,

00:19:09.929 –> 00:19:13.389
because sometimes I will do the cheap option get

00:19:13.389 –> 00:19:17.389
home and notice there’s like a little patch if i

00:19:17.389 –> 00:19:22.509
do the premium and i get home and it truly did what it’s supposed to do i might

00:19:22.509 –> 00:19:27.569
opt for the premium all like i will know that the premium is the way that i

00:19:27.569 –> 00:19:31.009
will not have little patches and i’ll associate that value in my head that that

00:19:31.009 –> 00:19:34.669
would be like specifically avoiding one area of the car.

00:19:37.129 –> 00:19:40.689
I’d like what you said though like a car wash needs to understand and

00:19:40.689 –> 00:19:44.609
I think all people that advertise need to understand your customer base and

00:19:44.609 –> 00:19:49.149
make sure that you I mean don’t overdo it but a car wash has people that are

00:19:49.149 –> 00:19:52.429
Roger’s probably just not going to get a subscription anytime soon is my guess

00:19:52.429 –> 00:19:57.089
that’s my read on it yeah so you need to attract him but also you and I have

00:19:57.089 –> 00:20:01.529
subscriptions so you need to make it attractive for us as well so and if we

00:20:01.529 –> 00:20:04.449
have a subscription, right? That’s a different proposition.

00:20:04.749 –> 00:20:10.909
So the best way to really reduce my cost of goods sold on a subscription member is what?

00:20:11.909 –> 00:20:16.129
Have them not to come, right? I mean, that’s an incredible savings on cost.

00:20:16.269 –> 00:20:21.709
But how many months will somebody go that doesn’t use it before they say,

00:20:21.889 –> 00:20:23.489
I’m not using this and they cancel?

00:20:23.769 –> 00:20:25.529
Yeah, it’s pretty slow, right? Like there’s probably an optimal,

00:20:25.769 –> 00:20:28.849
like once a month would be like- At least, right?

00:20:28.969 –> 00:20:32.729
And probably more than that because they’re paying more than one visit.

00:20:32.869 –> 00:20:35.929
Yeah, yeah, yeah, 1.5 times a month.

00:20:37.211 –> 00:20:41.931
Yeah. And if you can remind them of that and get them back in and encourage them to do it.

00:20:42.051 –> 00:20:46.051
And so there are things like speed and convenience become really important messaging.

00:20:46.431 –> 00:20:49.751
Yeah. Yeah. I think about my behaviors, I’ll go to the car wash for sometimes

00:20:49.751 –> 00:20:54.011
like four times in a two week period. And then I don’t go for a month. Yeah. Right. Right.

00:20:54.771 –> 00:20:58.851
But yeah, it’s very interesting. Yeah. Yeah. I also want to clarify,

00:20:58.851 –> 00:21:02.551
I drive a 2021 Nissan Rogue that I bought.

00:21:02.551 –> 00:21:10.591
I buy all my cars from enterprise car sales because they have an impeccable maintenance record.

00:21:11.411 –> 00:21:16.091
You probably did. Is there a little scratch on this thing? Well,

00:21:16.151 –> 00:21:18.171
here’s the deal. There’s lots of little scratches.

00:21:18.791 –> 00:21:25.631
Because if you can deal with a bunch of tiny external issues and the fact that

00:21:25.631 –> 00:21:30.931
10,000 butts have been in your car, you get a pretty good deal getting it from a rental place.

00:21:30.931 –> 00:21:34.411
And occasionally your car gets impounded for a DNA check in the trunk,

00:21:34.671 –> 00:21:37.071
but whatever. That’s happened maybe three times.

00:21:37.911 –> 00:21:42.331
Yeah. But it’s a car wash, super interesting. I think it’s a fascinating thing.

00:21:42.511 –> 00:21:47.871
So having that diversification of branding, thinking about the single buyer

00:21:47.871 –> 00:21:49.511
versus the subscription buyer.

00:21:49.631 –> 00:21:53.331
But the short version is, is all those buyers are at the grocery store.

00:21:53.671 –> 00:21:59.111
All those buyers can be hit with that multi thing. And then if you couple all

00:21:59.111 –> 00:22:03.131
that with some sort of loyalty where you’re sending out messages to entice the

00:22:03.131 –> 00:22:07.171
subscriber to come back enough so they don’t subscribe, that’s really important.

00:22:07.351 –> 00:22:13.271
But even if they come in more than that, it’s OK. You’re not spending that much on your cost of goods.

00:22:13.271 –> 00:22:20.491
And if you have the non-subscriber, let’s just get him in at least one more

00:22:20.491 –> 00:22:23.951
time a month, which maybe goes from two times a month to three,

00:22:24.111 –> 00:22:27.551
which is, let me do the math, 50% increase in your revenue from that guy.

00:22:27.971 –> 00:22:31.271
Or the second time he comes in, let’s upsell him one time.

00:22:32.017 –> 00:22:36.737
Yeah. Well, excellent points. Well put. And these are great things to keep in

00:22:36.737 –> 00:22:40.477
mind whenever we’re talking to owners of car washes and, you know,

00:22:40.577 –> 00:22:44.117
what kind of economic factors they’re looking at as far as just,

00:22:44.277 –> 00:22:46.417
you know, the economy and buying trends.

00:22:46.417 –> 00:22:50.477
So I just want to say one more thing, because you were talking about this person

00:22:50.477 –> 00:22:54.017
talking about car washes pulling from a three to five mile radius.

00:22:54.197 –> 00:22:56.477
And it reminds me of another thing that Doug was talking about is,

00:22:56.977 –> 00:23:02.117
you know, for our top categories, each category actually has kind of a different radius.

00:23:02.477 –> 00:23:06.657
So dry cleaners tend to pull from only within two miles.

00:23:07.197 –> 00:23:10.597
Interesting. Yeah, because you’re evidently you’re willing to drive and get

00:23:10.597 –> 00:23:14.057
your car somewhere, but you won’t go to get your dry cleaning somewhere.

00:23:14.057 –> 00:23:17.337
Maybe it’s maybe there’s more commuters

00:23:17.337 –> 00:23:20.237
maybe there’s like there’s a chance that

00:23:20.237 –> 00:23:22.977
if you’re getting your car clean you’re on like we’re

00:23:22.977 –> 00:23:26.157
saying before you’re on the way from one point to another versus dry cleaning

00:23:26.157 –> 00:23:29.437
it’s like i need this by this date and.

00:23:29.437 –> 00:23:32.237
I’m scheduling i don’t know well i also

00:23:32.237 –> 00:23:35.337
i i’m sure like for me i don’t i

00:23:35.337 –> 00:23:38.277
don’t i dry clean very little now but when i do

00:23:38.277 –> 00:23:41.217
go it’s a it’s something i have to plan because

00:23:41.217 –> 00:23:44.057
i have to have my clothes with me right car wash i do so i spur

00:23:44.057 –> 00:23:46.777
of the moment all the time yeah good point has anyone ever

00:23:46.777 –> 00:23:49.717
seen a tailor before like gotten a suit

00:23:49.717 –> 00:23:52.497
tailored before i got a bespoke suit i did that not

00:23:52.497 –> 00:23:55.397
a full bespoke bespoke like from like

00:23:55.397 –> 00:23:58.197
you brought in from the bolts of cloth oh wow

00:23:58.197 –> 00:24:01.117
has anyone done that you okay i i thought

00:24:01.117 –> 00:24:04.157
james was the highest level human in here i know roger

00:24:04.157 –> 00:24:06.997
woo i to clarify i have not done

00:24:06.997 –> 00:24:09.917
that oh i’ve not done that i was

00:24:09.917 –> 00:24:12.737
impressed just that you used the word bespoke no that’s like three thousand

00:24:12.737 –> 00:24:15.817
nothing but what i did start doing was taking suits

00:24:15.817 –> 00:24:18.957
off the rack and taking them to a little yeah

00:24:18.957 –> 00:24:24.297
sure sure uh i i’ve not i had i never done that before i was like wow what i’m

00:24:24.297 –> 00:24:29.617
short so nothing fits right well that they and it evidently doesn’t that find

00:24:29.617 –> 00:24:34.977
of people that don’t fit like specific model yeah dimensions mannequins yeah

00:24:34.977 –> 00:24:37.597
anyway that’s another fun thing to do.

00:24:39.791 –> 00:24:43.751
Pivoting are y’all insured? do you have insurance?

00:24:44.411 –> 00:24:48.931
Yes I do all kinds of insurance plus a different insurance I think I’ve got

00:24:48.931 –> 00:24:52.111
health insurance are you in a floodplain?

00:24:53.311 –> 00:24:58.831
Actually we are not yeah neither are we so we’re like I live in a small city

00:24:58.831 –> 00:25:05.151
called Bel Air which is surrounded by Houston and during what was the not Allison

00:25:05.151 –> 00:25:08.551
yeah which was 20 almost 25 years ago,

00:25:09.491 –> 00:25:11.751
Like 75% of Bel Air flooded.

00:25:12.111 –> 00:25:17.291
We are on the furthest end of it, the highest point, which we did not know when we bought.

00:25:17.951 –> 00:25:22.051
And some odd, like 82% of the old houses in Bel Air flooded.

00:25:22.191 –> 00:25:25.411
It was a crazy amount. I have not gotten flood insurance because I’m like,

00:25:25.491 –> 00:25:27.731
well, I’m on the high spot. But I’m thinking about doing it.

00:25:27.831 –> 00:25:30.831
Well, at least if you’re not in a floodplain, you know it’s cheaper.

00:25:31.251 –> 00:25:35.671
Right. Because if you are, it’s crazy. Yeah. And so we live in Houston,

00:25:35.871 –> 00:25:38.971
flooding is a thing, especially in the last 10 years.

00:25:39.131 –> 00:25:43.511
I mean, we bought our house before we had these series of crazy floods and we

00:25:43.511 –> 00:25:44.451
didn’t pay attention to that.

00:25:44.631 –> 00:25:48.431
We really didn’t, but we locked out because all around us is a floodplain,

00:25:48.511 –> 00:25:51.051
but for some reason, our little area is like elevated. Oh yeah.

00:25:51.411 –> 00:25:54.071
And so like, we just got lucky. It’s just, yeah.

00:25:54.331 –> 00:25:57.251
Yeah. Next time someone calls you to offer you flood insurance,

00:25:57.411 –> 00:26:00.971
you should just tell them, it’s over, Anakin. I’ve got the high ground.

00:26:02.591 –> 00:26:05.591
We still have it that was a star wars

00:26:05.591 –> 00:26:08.871
reference for those of us that don’t know nobody i know

00:26:08.871 –> 00:26:12.991
no i know i but i’m i’m supposing there are a few listeners who may not know

00:26:12.991 –> 00:26:17.151
listeners go out then it’s done we we had it then we dropped it and then we

00:26:17.151 –> 00:26:21.471
got scared and got it again oh yeah like like man we’re gonna we’re gonna get

00:26:21.471 –> 00:26:26.011
unlucky here i know i know it’s hard it wasn’t like it’s just not crazy expensive

00:26:26.011 –> 00:26:27.611
for us and although it has gone up,

00:26:29.250 –> 00:26:33.850
Well, I, yeah, I mean, I’ve got, I don’t have life insurance. I should get that.

00:26:34.090 –> 00:26:38.310
Wait, no, I do have life insurance because I switched to a credit union. Is it insurance?

00:26:39.910 –> 00:26:43.790
No, I don’t have it. Health? No, the thing about dental is that a lot of.

00:26:45.690 –> 00:26:53.830
I just shop around for dental stuff because sometimes the out-of-pocket cost

00:26:53.830 –> 00:26:56.730
will be less than dental insurance. You’re on kids.

00:26:57.290 –> 00:27:00.850
Well, okay, that’s true. I’m not paying for three different cleanings of tiny

00:27:00.850 –> 00:27:02.010
teeth that are going to fall out anyway.

00:27:02.850 –> 00:27:07.130
Well, the reason I bring up insurance is that there is, there was a report that

00:27:07.130 –> 00:27:11.110
came out recently. It was from the 2025 insurance labor market study.

00:27:11.310 –> 00:27:16.330
And I thought it was interesting because it says that 25% of American insurance

00:27:16.330 –> 00:27:20.630
companies plan to hire more staff over the next,

00:27:21.350 –> 00:27:25.030
several years which is different

00:27:25.030 –> 00:27:28.830
than what i think we’ve been hearing in the

00:27:28.830 –> 00:27:32.090
news when it comes to ai about how ai means you’re

00:27:32.090 –> 00:27:36.550
going to have you’re going to get to you know reduce staff but it looks like

00:27:36.550 –> 00:27:42.110
a lot of insurance companies are saying that’s not the case 74 percent of insurance

00:27:42.110 –> 00:27:47.970
companies expect to grow over the next 12 months and i think it’s interesting

00:27:47.970 –> 00:27:51.110
because Did they say who they’re hiring?

00:27:51.250 –> 00:27:53.970
That’s what I was going to ask. What kind of staff? Is it salespeople?

00:27:54.170 –> 00:27:58.530
I believe they’re not hiring like robots. I think they’re actually going to be hiring.

00:27:58.550 –> 00:28:02.470
No, I meant like, because I could see them hiring more salespeople to get that

00:28:02.470 –> 00:28:04.010
new revenue that they expect to grow on.

00:28:04.110 –> 00:28:09.490
I could also see a lot of hiring of insurance adjusters.

00:28:10.750 –> 00:28:14.470
Because as the claims increase, the number of claims increase,

00:28:14.650 –> 00:28:18.430
which we are seeing, of course, with the way our weather has been.

00:28:18.550 –> 00:28:25.210
And you’re seeing more big storms, flooding, whatever, I could definitely see

00:28:25.210 –> 00:28:26.350
where we need to go validate.

00:28:26.570 –> 00:28:33.450
It’s one thing to have AI maybe replace one insurance analyst or an actuary.

00:28:33.830 –> 00:28:38.530
So I could easily see AI replacing somebody that’s going to come up with the

00:28:38.530 –> 00:28:41.050
answer of, how long do we think James is going to live?

00:28:41.650 –> 00:28:45.690
That’s a probably easy thing to replace AI with. going out and proving that

00:28:45.690 –> 00:28:47.650
he’s actually dead, right?

00:28:47.830 –> 00:28:51.930
Or that the hailstorm actually got on there, or I didn’t go up there with a

00:28:51.930 –> 00:28:54.170
hammer to bang on my roof to get the claim.

00:28:54.550 –> 00:28:59.930
That’s something somebody needs to verify. Have y’all seen the movie Ready Player One? Oh, yeah.

00:29:00.310 –> 00:29:03.070
Sure. Well, I mean, it always reminds me of that where, you know,

00:29:03.190 –> 00:29:06.910
there’s this whole digital world that was created.

00:29:06.910 –> 00:29:10.310
And then at the end of the day, you still have to go eat real food in a real

00:29:10.310 –> 00:29:16.130
world. You still have to go, you know, verify that there’s damage to your property.

00:29:16.250 –> 00:29:19.830
And I think that’s a great example where, you know, when we hear so many,

00:29:20.330 –> 00:29:25.150
so much talk about how AI is going to replace stuff, yes, they’re going to replace,

00:29:25.680 –> 00:29:29.360
AI is going to, you know, automation is going to play a huge role,

00:29:29.360 –> 00:29:35.240
but in situations like insurance, it almost seems like a face-to-face interaction,

00:29:35.240 –> 00:29:37.480
making sure that you recognize someone,

00:29:37.660 –> 00:29:40.960
that you’re familiar with them, that they’re a local celebrity is going to be

00:29:40.960 –> 00:29:41.980
more important than ever.

00:29:42.760 –> 00:29:47.280
So absolutely. I, I, here’s my biggest problem with insurance.

00:29:47.980 –> 00:29:50.940
This is a personal issue because I’m dealing with my dad and,

00:29:51.100 –> 00:29:54.680
and as he’s getting older and they’re figuring out, you know,

00:29:54.860 –> 00:29:55.920
life insurance and all this stuff.

00:29:56.040 –> 00:29:59.000
He has all these documents from 2003.

00:29:59.760 –> 00:30:04.420
And now we’re having to actually, so is the insurance company still there?

00:30:04.880 –> 00:30:09.480
Right. There’s a big question because you’re not buying insurance for any direct

00:30:09.480 –> 00:30:14.240
benefit in the foreseeable future. It’s only when something happens and then

00:30:14.240 –> 00:30:15.420
you better hope that they’re there.

00:30:15.520 –> 00:30:19.840
And when they’re there, do you trust them to actually deliver on what you’ve

00:30:19.840 –> 00:30:21.200
been paying for all those years?

00:30:21.360 –> 00:30:27.260
I mean, that’s a huge question. And having a person that has established themselves

00:30:27.260 –> 00:30:33.200
and is trustworthy and has been there and has a large presence as advertising gives you.

00:30:34.035 –> 00:30:37.775
Super important to convey, Hey, I’m here to stay. I’m a player.

00:30:37.935 –> 00:30:41.095
I’m not fly by night, sell you something and disappear. Yeah.

00:30:41.395 –> 00:30:46.195
My, so my mom, she gets her insurance through an agent.

00:30:46.635 –> 00:30:51.155
I’ve always just done it online because I, you know, I’m like,

00:30:51.195 –> 00:30:54.175
all right, this just seems faster and I’m millennial.

00:30:54.275 –> 00:30:56.275
I don’t really want to talk on the phone to anyone and stuff.

00:30:56.735 –> 00:31:02.615
And so I was in an accident a couple like last year i was in a car accident

00:31:02.615 –> 00:31:06.415
was not my fault and in that process,

00:31:07.135 –> 00:31:10.095
instantly i was like oh this is why

00:31:10.095 –> 00:31:14.055
she’s got a agent because i’m

00:31:14.055 –> 00:31:20.075
kind of just sending these documents off into a void yeah and just praying that

00:31:20.075 –> 00:31:24.655
i’m gonna get an email that says the the thing was not your fault and i and

00:31:24.655 –> 00:31:29.075
you know the as i’m looking at that you know it definitely solidified that for

00:31:29.075 –> 00:31:30.855
things like home insurance.

00:31:31.715 –> 00:31:34.715
You know, renter’s insurance, boat insurance, if I ever get a boat,

00:31:34.935 –> 00:31:40.115
it is going to be good to have a person that is, you know, I know is going to

00:31:40.115 –> 00:31:43.295
advocate for me versus a robot. And I don’t know who made it.

00:31:43.915 –> 00:31:47.195
I I’ve got a, there’s an interesting core. Like, I don’t know.

00:31:47.275 –> 00:31:52.075
I hope you guys find it interesting, but going back to, to the surprise, your dog left you.

00:31:52.415 –> 00:31:55.475
All right. We’re getting new carpeting because our dogs have left surprises

00:31:55.475 –> 00:31:58.715
and as we’re well they’re

00:31:58.715 –> 00:32:01.555
they’re they’re a year old now so we we feel like we’ve got

00:32:01.555 –> 00:32:04.195
some and we’re going to just close those doors they will

00:32:04.195 –> 00:32:07.175
not be allowed in but as we’re looking at

00:32:07.175 –> 00:32:10.135
carpeting one of the things that’s coming up and it’s kind of like insurance

00:32:10.135 –> 00:32:15.415
is they have uh stain resistance guarantees and they’re like oh well this one

00:32:15.415 –> 00:32:21.615
with its poly tech high fiber content whatever you know and and if you get a

00:32:21.615 –> 00:32:24.655
stain they’ll replace it if they can’t get it out.

00:32:25.115 –> 00:32:28.275
And, and, and my opinion on all that is,

00:32:28.993 –> 00:32:35.233
I think that’s total hogwash. There’s no way you’re getting a dog’s urine out of that.

00:32:35.313 –> 00:32:42.253
If we miss it somehow, they snuck off and it’s under the bed and I pull it up two weeks later.

00:32:42.673 –> 00:32:47.113
That is not coming out. I don’t really care what they say and I don’t think

00:32:47.113 –> 00:32:47.773
I’m going to be able to do it.

00:32:48.073 –> 00:32:52.093
But I’m still buying the one that has the stain resistance because I’m like,

00:32:52.213 –> 00:32:53.873
well, it should be a better product.

00:32:54.333 –> 00:32:58.253
And I think that kind of goes the same thing when you talk about insurance agents.

00:32:59.173 –> 00:33:03.293
The agent that is out there promoting themselves, that has a presence,

00:33:03.513 –> 00:33:06.133
that’s established kind of dominance in your local market,

00:33:06.613 –> 00:33:11.353
even if that’s not the agent that I think will be there in 10 years when I need

00:33:11.353 –> 00:33:15.153
them, because, you know, time flies, people move on, whatever.

00:33:15.713 –> 00:33:19.833
At least I feel like, hey, this is somebody that’s part of something that is

00:33:19.833 –> 00:33:21.193
substantial and will be there.

00:33:21.993 –> 00:33:24.673
Somebody’s going to come in and fill their shoes. Yeah. And it’s a,

00:33:24.853 –> 00:33:28.633
and, and if this guy can make a, or a gal can make a reputation,

00:33:29.073 –> 00:33:32.473
you know, like a state farm agent or something like that.

00:33:32.593 –> 00:33:35.873
And it’s like, okay, well that’s state farm and this person’s really established and they’re there.

00:33:36.133 –> 00:33:40.913
That must be something solid. I will say at one time I did have an agent that

00:33:40.913 –> 00:33:43.173
did that, uh, I got insurance through.

00:33:43.493 –> 00:33:50.133
They actually told me that I was paying way too much with their company.

00:33:50.493 –> 00:33:56.053
And he said, you know, I definitely, if you want to hold on to your renter’s

00:33:56.053 –> 00:33:59.853
insurance here, but auto, you know, you’re getting killed with us.

00:33:59.853 –> 00:34:06.333
And I was like, wow, if I ever have another, you know, if I ever have another

00:34:06.333 –> 00:34:08.373
situation, I’m going to ask this guy first.

00:34:08.613 –> 00:34:11.633
Well, and why do you think he did that? I assume it was a he.

00:34:11.973 –> 00:34:13.273
Yeah, it was. Yeah, it was. I mean…

00:34:15.452 –> 00:34:18.472
Loyalty renewal renewal yeah i mean and

00:34:18.472 –> 00:34:21.712
it goes back to so many businesses trust trust which

00:34:21.712 –> 00:34:26.132
is huge and renewal if because insurance

00:34:26.132 –> 00:34:29.232
agents in particular they make

00:34:29.232 –> 00:34:32.172
their money based on renewals it’s not they and

00:34:32.172 –> 00:34:35.872
it’s it’s like so many things and so many businesses you’re

00:34:35.872 –> 00:34:38.772
not going to succeed by constantly trying to find new

00:34:38.772 –> 00:34:41.652
people there’s only so many new people you can bring on in

00:34:41.652 –> 00:34:44.912
any given year but if i build a larger

00:34:44.912 –> 00:34:49.212
and larger and larger larger base of renewals that

00:34:49.212 –> 00:34:52.252
just i mean it’s it’s free money and and it’s it’s

00:34:52.252 –> 00:34:55.292
well earned but it is free money and boy i

00:34:55.292 –> 00:34:58.052
mean that can make such a big difference yeah i mean you build

00:34:58.052 –> 00:35:01.152
a relationship you know that person for went or gone

00:35:01.152 –> 00:35:04.192
okay bigger commission person in

00:35:04.192 –> 00:35:07.012
a way to go to bat for you

00:35:07.012 –> 00:35:10.312
right yeah your back right so that makes you like loyal

00:35:10.312 –> 00:35:13.512
you know you’re like hey this person’s looking out for my best interest not

00:35:13.512 –> 00:35:16.172
just trying to you know break me over the calls

00:35:16.172 –> 00:35:19.152
and sell me something since we’ve done movie quotes

00:35:19.152 –> 00:35:23.052
have you guys seen miracle on 34th street it’s been a long time the new one

00:35:23.052 –> 00:35:28.572
or the old one oh old one both okay so the new one has a quote the girl goes

00:35:28.572 –> 00:35:32.332
up this woman’s shopping and of course you know chris kringle is telling her

00:35:32.332 –> 00:35:36.652
you know what if your son needs the gi joe with the Kung Fu grip.

00:35:36.852 –> 00:35:39.552
The better place to do it is to go over to Kohl’s.

00:35:39.672 –> 00:35:43.812
And so she goes up to the manager and says, did you know that your Santa Claus

00:35:43.812 –> 00:35:48.152
is sending people over to Kohl’s because the number is cheaper?

00:35:48.272 –> 00:35:51.792
And the manager says, yes, no, what, what?

00:35:52.012 –> 00:35:54.192
And he’s, and she says, you know what?

00:35:54.772 –> 00:35:59.792
Anybody who’s willing to sacrifice to the almighty dollar in Christmas time

00:35:59.792 –> 00:36:02.032
in order to make it better for me?

00:36:02.352 –> 00:36:05.572
Well, I tell you what, they have my business. I am buying everything except

00:36:05.572 –> 00:36:09.432
tampons and orange juice at this store. That’s, yeah, that’s funny. Yeah, yeah.

00:36:09.812 –> 00:36:12.592
You know, and talking about insurance, just share a little bit of my experience.

00:36:12.592 –> 00:36:15.152
I’ve got a couple of real properties and I’ve got to get those,

00:36:15.272 –> 00:36:17.572
you know, I’ve renter’s insurance, sorry, I don’t renter’s insurance,

00:36:17.992 –> 00:36:22.372
but flood insurance and- Do you have liability too? Liability.

00:36:22.972 –> 00:36:26.112
Because I can find a guy on our coupon finder that’ll sell it to you.

00:36:26.252 –> 00:36:29.432
But man, you know, I was obviously shopping for price. I’m going to keep my prices down.

00:36:30.335 –> 00:36:33.595
There’s some, I mean, like I was a little nervous. I ended up,

00:36:34.055 –> 00:36:39.375
you know, all of them are with a more branded, well-named insurance company now.

00:36:39.515 –> 00:36:43.195
But in the beginning I went cheap, but I’ll tell you what, I was sweating.

00:36:43.515 –> 00:36:46.015
Just wake up in the middle of the night, like, oh, I don’t know.

00:36:46.175 –> 00:36:49.435
Like I felt like it was, there might be a ballot, you know, they’re not going

00:36:49.435 –> 00:36:53.375
to honor this deal if something goes wrong. Right. Especially with all the flooding we had.

00:36:54.015 –> 00:36:56.955
So I was, I didn’t like that time period

00:36:56.955 –> 00:37:00.415
i was in with them and so i i chose to pay a little bit more going with

00:37:00.415 –> 00:37:03.115
the company that i felt comfortable with you know i mean and

00:37:03.115 –> 00:37:06.995
now i don’t i don’t second guess i don’t think about it anymore yeah well but

00:37:06.995 –> 00:37:13.435
i think that’s also pretty applicable to our customer base and our sales staff

00:37:13.435 –> 00:37:19.655
who see a lot of renewals because they’re not having to worry about is i am

00:37:19.655 –> 00:37:22.955
i being taken care of with my, you know,

00:37:23.095 –> 00:37:28.395
grocery store marketing, they know that they’ve got the sales rep who’s going to take care of them.

00:37:28.775 –> 00:37:33.075
And it’s awesome. Whenever we see that, whenever we get a positive review and

00:37:33.075 –> 00:37:37.775
they say, you know, I know so-and-so is always going to help explain this to me.

00:37:38.115 –> 00:37:43.455
And, you know, I’ve been, I’ve, I’ve been a customer for 20 years because they’ve

00:37:43.455 –> 00:37:48.655
got that peace of mind of like, when it comes to marketing, I know that so-and-so has got me and,

00:37:48.815 –> 00:37:52.215
and I’m and they keep going well and i and i think it dovetails

00:37:52.215 –> 00:37:55.375
very much i’m going to talk about this little company indoor media in the

00:37:55.375 –> 00:38:00.875
same way that you want a reputable firm to be there later and somebody who actually

00:38:00.875 –> 00:38:06.875
knows like a you know an all-state of a state farm usa whoever it is in marketing

00:38:06.875 –> 00:38:12.215
with digital marketing especially there are so many fly-by-nights right because.

00:38:12.935 –> 00:38:18.355
Everybody’s niece or nephew or second cousin or somebody took a course learned

00:38:18.355 –> 00:38:19.515
how to do the ads, whatever.

00:38:19.755 –> 00:38:23.475
And they’re trying to sell that as their business and make that hustle.

00:38:23.615 –> 00:38:29.015
And not that some of them aren’t diamonds in the rough, but we have spent.

00:38:30.843 –> 00:38:37.803
36 years from 89, 36 years plus, tailoring to our specific customer categories,

00:38:38.063 –> 00:38:41.963
making sure that we know how to make tape and cart work, because that’s what we started with.

00:38:42.123 –> 00:38:47.703
And it hasn’t been until fairly recently that we’ve really decided after looking

00:38:47.703 –> 00:38:52.283
at the digital space for so long, you know what, here’s how they should use it.

00:38:52.743 –> 00:38:58.323
And here’s how we can reduce the cost to them so that they can be more successful.

00:38:58.543 –> 00:39:04.923
And it’s taken us a long time to really figure out, hey, what’s the smoke and

00:39:04.923 –> 00:39:07.803
mirror part of digital advertising and what’s actually valuable?

00:39:08.063 –> 00:39:10.503
And I think you just don’t get that with other marketing firms.

00:39:11.043 –> 00:39:12.583
Well, thank you so much for listening.

00:39:12.883 –> 00:39:15.423
Hopefully you picked some valuable stuff to talk about this week.

00:39:15.663 –> 00:39:19.963
If there’s any words of wisdom before we sign off, mine is C-Superman. What about y’all?

00:39:20.703 –> 00:39:26.503
I would go back and review my insurance portfolio. Yeah. and your estate planning

00:39:26.503 –> 00:39:33.303
and start paring down your house advice i need to take it i don’t know you enjoy.

00:39:33.520 –> 00:39:42.737
Music.