Marketing Your Project to Sell the Next One (Rise Summit ’26)

Logan Shinholser
Today is all about basically in the neighborhoods that you’re already working in, how to make sure that you’re then continuing to work in those exact neighborhoods. I have a ton of slides, a ton of resources. At the end of all this, there is a QR code that you can download everything from there. So don’t feel obligated to pull out your phone and take photos unless you want me to be in it with the slide. So you can just sit back, relax, take notes, and we’ll go from there. So I gave you the whole spiel about my basement yesterday. That’s a true story. About 10 houses up from where I live, our neighbor had a big yard sign out front for a GC doing work. And were like, what are you guys doing? And they said, oh, we’re actually redoing our basement.

Logan Shinholser
And I was like, wow, I can’t believe you guys also have a basement. Like, what are you guys doing? And they said, we’re actually going to drop the floor. We’re then going to redo the whole basement, add in a laundry room, add in just like a little entertainment center, and then extend the patio on the deck out back. And of course my wife and I were like, wow, that is our exact project. That’s crazy. And what my neighbor Bo said. And this guy, super cool guy, he was one of like the first engineers on Pokemon Go, used to work at Google, basically just has like, I don’t know if he works, but he just has the money as if he sold everything. But he said, hold one second.

Logan Shinholser
And he ran inside of his house and he ran back out and he had this big Gantt chart. And he was like, look at what they gave me. And it wasn’t even like a cool looking Gantt chart. It was like what you give all your trades. It was like very nerdy, but he absolutely loved it. And when the project was on, all done, we got to walk through. It was an awesome setup. It was really cool. They hosted a whole like pizza party. Like we have Friday pizza parties in our neighborhood. Everybody goes over like different spots and everybody got to walk through his basement. And it was super cool. And then lo and behold, a month later, across the street, I see the same company’s yard sign.

Logan Shinholser
And then a month after that, while that project is still happening across the street from that, another yard sign. And then the other day a week ago, I’m like running and maybe a half of a mile up the road, there’s another one of those yard signs. And what I’m pretty sure Happened was all of those people, they either lived directly across from BO and they got the same Gantt chart treatment that I got, or they were a neighborhood pizza party. Person that came over, got to walk through the space. And that’s why the person half a mile up the road also has that same project or same yard sign out front. So what today is really going to be all about is downside of this is BO moves away.

Logan Shinholser
What then happens at those pizza parties where somebody who is thinking about a project, they don’t get the BO treatment. So how do you then take what BO is basically doing offline? And then we turn it online and that’s what we’re going to be going through today. What we want to do is I’m going to break it down into five different stages. You’re going to have what do we do for pre construction side of things. So before actually getting out there, what should we be doing from a marketing perspective? Then what are you actually doing on day one? So demo day? What are you then doing during construction? What are you doing when the project is complete? And then once it’s all said and done, what then happens on repeat when the project is all said and done?

Logan Shinholser
So my goal is we’re going to go through like 15 to 20 different things to do. Don’t try to do it all. If you walk away going, I got 20 things to do, you’re going to end up trying to do all of it and you’re going to do none of it. So what we want to do is I want you to pick and choose what you want to do. This is kind of like the way that I look at it is like if you’re trying to lose weight and the only thing you do is one morning you skip bread, it’s not really going to make a big deal in the grand scheme of things, but it’s better than doing nothing.

Logan Shinholser
So I’d rather you pick and choose these things because each of these are meant to be like, you can do it individually, not a I’m either going to do it all or I’m doing nothing. So pick and choose what you feel comfortable with. Also, these are all things that, like cgn, we do some of them, we don’t do all of them. Some of these things I firmly believe you should be doing in house. So again, you may feel like, oh, that one thing, we could do that really well, or we already do elements of that. How do we just make it a little bit better? So pick and choose. Don’t feel like you have to do all of it all at once. So the big one that I’m gonna lead off with is going to be when it comes to project photography.

Logan Shinholser
So going back to that BO scenario, unless you’re walking through this space, the number one thing this is coming from a guy that does all the marketing stuff. The number one thing that you can do for your projects to really help them sell the next one is great project photography. To get great project photography, a lot of people are afraid to ask the homeowner at the end of it. I know we’ve been in your hair for six weeks, six months, whatever it is, to then go, would you mind leaving us a review? And can I come in with a photographer? I know you want us out of your hair. We want to get out of your hair as much as you want us out of your hair. Can we come back in? So the best time to actually say, can I come in?

Logan Shinholser
Is before the job actually happens. Because what you want to do is you’re setting it up at the very beginning to say, I’m coming back in. And the best way to do that is to basically just say, look, we’re super excited about this project. I would love to have this one in our portfolio. At the end of the project, would you be okay if I came back in with a photographer and actually showcased and documented the space? Most everybody is going to say, yeah, of course. Like, they’re not going to say no. Unless it’s like, you know, my dad was up in the D.C. area every so often. This is like, peak, like, 05. Like, a defense contractor would say, proactively, you may not take photos because of, like, who I am. It’s in our contract, and that’s fine.

Logan Shinholser
But most every homeowner is cool with you coming back in and taking photos of their space. The biggest thing that, when it comes to the photos is the staging of it. If it is, like, in my addition that I just finished at my house, we finished it, and then furniture didn’t get in there until six weeks later. So then you’re at this awkward spot of, do I capture it without staging or. Or do I come back in? The answer is, you’re gonna wanna come back in. Once furniture goes back in, if it’s a kitchen or a bath, you can bring your own stuff. I’m not telling you to. If it’s a whole house remodel to do a whole move that bus scenario where you, like, bring in all these furnishings.

Logan Shinholser
But the whole premise here is you wanna set everything upfront with the homeowner to make sure that they’re good with it. And then on the videography side, if you end up doing that, which is like a 2.0 thing, don’t worry about it. Today, again, if we blow you away, would you be willing to sit down in front of a camera and just talk about your experience with us at the end of this? So, biggest thing to do on project photography especially is set it up from the very beginning on. Basically before everything happens. It will get the client excited. It also, in their mind, subconsciously holds you accountable to actually doing the great stuff that you say that you’re going to do. Because you don’t want to get in there and photograph it if it looks like crap.

Logan Shinholser
So set it up from the very beginning. Next one is going to be when it comes to designs and renderings, just store them away. The last thing that you’re going to want to do at the very end of a six month project is go back and do all the marketing for it, which includes designs. Just make sure the designs are done. You have them in a folder. You’ve already exported all of them out of Chief or wherever you hold them, just keep them there. And then the very last thing that you’re going to want to do is announce to the neighborhood ahead of time, we’re going to be in your area. When it comes to any of the door hangers, which I’m going to go through as well.

Logan Shinholser
And this stuff, your goal is not to say, hey, we’re coming to the area, buy my stuff. Your goal is to simply just say, we are going to be showing up, just be on the lookout for us. If we’re ever in the way, just let us know. The more that you over design this stuff, the more that it’s going to feel like they’re just trying to sell me it. Or we’re really just trying to do some pardon our dust situations here. Just to basically introduce us to the neighborhood. That’s all it really is. Now to do this, you don’t wanna canvas the entire block. What you really wanna be able to do is just hit the houses around the area that actually it makes sense to do. And you can do it in one of two ways. There’s a company called Dope Marketing.

Logan Shinholser
We’re not sponsored by them, but they have a really cool thing called Neighborhood Blitz. And basically what you can do is you can take that postcard and go into their software and say, this is the exact house that we’re doing this project at. I just want you to find the 25 houses that are closest around it. Just to send this pardon my dust thing out to. That’s really all it is. Do it two weeks ahead of time, the day of, it really doesn’t matter. The whole point is really just to introduce yourself to that neighborhood, to basically say, we’re going to be there. Just if we’re in the way, please let us know. I know on my street it’s like no outlet. And I’m at the very beginning of it, so I’m like the choke hold of the street.

Logan Shinholser
We just redid our driveway, the cement truck blocked most of it, and there’s people on both sides trying to get through. We were the pain in the butt. So easiest thing on that is if people are trying to get to work again. Postcard, we’re going to be out there. Just let us know. Now with Dope, if you don’t want to go that direction, you can just do all this stuff in CLAUDE or AI at the end of it, when you scan the QR code, you can just copy this prompt. It’s all there. But basically the same premise is you just go in and say, I’m doing this project. Here’s the address. You pull up all the corresponding addresses and it will just pull up the corresponding addresses.

Logan Shinholser
And the same thing that you just do, instead of doing it through a software like dope, you just do it manually. Again, just basic neighborhood postcards. So in this pre construction part, all you’re really doing is setting up the photos at the end, getting your designs all organized, and then just sending out a simple postcard saying, we’re in the area, let us know if we’re in the way. And that’s really it. So that’s what you’re doing ahead of time. Easy enough, perfect. Next piece is, what do you do on day one? So we’re gonna go through before photos, door hangers and yard signs. So when it comes to before photos, the big point of all this is the after photos is really what’s gonna sell. People are not buying your stuff for the before, and they’re certainly not buying it for the during.

Logan Shinholser
Nine and a half times out of ten, if you got your pick of what photos do I capture, it’s gonna be all the stuff that you guys nerd out about, which is like the framing and like all the stuff behind the walls that as a homeowner, that’s part of it. We’re not really hiring you for how good you’re setting everything up. It’s really like the end result but when it comes to before photos, what a lot of people do is they’re going to capture a couple of them. The goal here with before photos is your after photo. And your before photo should be as exact same angle as possible. Because the more that you start to have differentiation between the two, the harder it is for a homeowner to understand exactly what was done, where it was done, what’s different, things like that.

Logan Shinholser
So on before photos, first, you don’t need a professional photographer. The crappier the photo looks, the better if you could stage it. It looks like a scene from the movie Saul that’s going to help you sell even more. You want it to look like. The way that I like to explain it is if you guys remember 15 years ago, those Sarah McLachlan the arms of angel, like the really sad animals where it’s like black and white and they want to be adopted, that’s what your before photos should look like. It should look like this home. We adopted it, and now we’re bringing it to life. So make sure if you want to get in there with your phone. But the biggest thing is take a ton of photos from a ton of different angles.

Logan Shinholser
You can’t have too many, because what’s really going to suck is if you get a really good shot from that professional photographer at the end to and you look at all your before photos, and you’re like, damn, none of these actually line up that well. It’s going to be a problem. So just go crazy. Get as many iPhone photos as you want. My suggestion on this is you don’t have to do it during, like, the pre con part where you’re with the client. Just do it on day one. But make sure you do it before demo starts, because otherwise the project has already begun. And if you’re already doing it where, like, the crew is halfway there. And again, it’s hard to conceptualize what was done.

Logan Shinholser
I know with my dad’s pond company, that used to be the biggest struggle where it was like the crew would show up before he would show up to take photos, and stuff was already being done. So we couldn’t show, like, here’s this bland grass backyard. It was like, here’s this bland backyard that already has, like, two hours worth of digging done on it. And it’s hard to then see the very beginning of it. And people want to see the beginning to feel like, oh, that’s me. That’s my life as well. That’s what we want. Tons of before photos. You can’t take too many. I’ll show you why. Here’s an example of a before photo. You’ll see the angles that I’m talking about, but just very simple. It’s kind of disheveled, but it’s fine. You can understand it.

Logan Shinholser
When we then go through rendering, it’s a similar angle. So if you go back and forth between the two different angles, you can see they’re close enough. But then if you look at the rendering versus the after shot and I’ll show you all three in a second, what you’ll be able to see is the before with the after side by side. Pretty damn close angle wise to understand. Okay, I’m looking from the same thing, but then on the rendering as well. So now what you’re able to do is show a before and an after where it looks cohesive, but you’re also then able to show the actual rendering. So if you are somebody that sells design, it makes it so much easier to then show. Like, hey, if you get design with us, you already know exactly what you’re gonna get.

Logan Shinholser
We show you that exact thing. And then if you’re able to do it where you have the same angles and the same everything, it then shows that proof that you know what you’re doing. It will help you to sell design because it’s just like the proof is in the pudding already. So when it comes to photos, and I’ll go through after photos at the very end before, take as many as you want, you can’t take too few. And then you’ll want to make sure that at the very end it lines up with your after shots as well to show that full transformation. And bonus points if you can get a rendering, which in this specific scenario, we talked to the client about this, he went back into chief and rendered out this exact angle to show the one to one nature again.

Logan Shinholser
It’s going to show that you’re not just the hands of the project, you’re also the brains of the project too. And that’s where the real money comes in. So that’s going to be your before photos now. Yard signs, this specific company that. And I kind of thought about this as I was like running back and forth this. I just did a, a big running race. And as part of it, I had to run up and down my road because it’s the only place that I know of that has elevation. So I basically had to run up and down the exact same yard sign, you know, 20 times back and forth. So I kept looking at this Yard side being like, Dan, this would be a really good thing to talk about at this Rise conference. So.

Logan Shinholser
But it worked out because this company does larger projects, bigger basements. My neighbor’s basement was about a 600k project. The other projects around the areas are. All that they’ve done are all additions or larger spaces. The first thing is with your yard sign. This is a direct reflection of your company. If you have a piddly little corrugated cardboard yard sign and you’re there for a very long time, there’s a mismatch between what people think you do and how you operate versus the actual work that you are doing. So in your world, your yard sign is a direct reflection of your actual business. The way that I look at it is it’s like a truck wrap. If you put magnets on your truck, then it looks like you are a remodeler when you want to be.

Logan Shinholser
But it’s very easy for you just to, like, remove the magnets and then you’re back to just a person in a truck. Yard signs are very similar where if you are doing bigger projects, you want to first have yard signs that are like, they’re there for a long time. Make sure they’re sturdy, make sure they’re larger. At my project, on my addition, it took about four and a half months to do month four. My neighbor, who walks by my house every single day with his dog, texts me and said, hey, I know you’re happy with your builder. Who did you guys use? And I felt like taking a photo of the yard sign that was sitting there and going, dude, it’s this company. Like, just look them up. But it was a yard sign that was probably the height of this little table.

Logan Shinholser
It was small now it was metal. So it at least had that going for it. But it wasn’t one of these larger ones that show like, we’re here, we do bigger stuff. We’re here to stay because we have a yard sign that is built to stay. So the first thing is, if you’re doing bigger projects, make sure that your yard signs are comparable to the size of what you do. The second thing is going to be the simplification of it. What people love to do is we want to put what we do, where we do it, our core values, our license numbers, our family tree, all of it onto a yard sign, hoping that’s what sells the project.

Logan Shinholser
You have to think about, are you putting yard signs on a busy road, or are you putting it in a neighborhood where there’s a lot of walkability if there’s predominantly all walkability, you can get away with a little bit more on your yard sign. But if you look at that first one that says build to last, think about it, you’re driving by that thing at 4,45 miles an hour. How much of that stuff below it are you actually going to pick up on? Not a single thing. So you might as well put the energy and emphasis into the actual name of the company. And then that way people go, it was Dave F. Something. I can’t remember what it was. Oh, maybe it was like, I’ll just google it and they’ll figure it out from there.

Logan Shinholser
It’s just like billboards on a highway, the cracker barrel ones. Super simple. It’s just four miles up to your right. Here’s a picture of some pancakes. And you know what it is versus. You can tell when somebody like this is their first billboard because they try to stack it with so much crap on it that it’s not memorable whatsoever. So your yard size is meant to be very simple, very straightforward. And think about it from if you have to err on the side of, do I go more or less? Just go less. Get your brand out there. And all you’re really trying to do is associate. This is usually. And we’re at your neighbor’s house and if you trust your neighbor by association, you’re going to trust us as well. And the last piece is just going to be like the unique designs.

Logan Shinholser
You can have fun with it if you want to. You know, again, this is a direct reflection of your company. If you want to make them custom cut things like that, 100% do it. It’s a bit of a bigger pain in the butt. So if you’re already in this mode of like, well, you know, I got to redo my yard signs. Like, I don’t really love doing that anyway. Just go with a simple one. Go for the middle side. That’s just very simple. It’s large, it looks fine and you’re good. But the biggest thing with the yard sign is you’re essentially trying to not sell your work. What you’re trying to sell the idea of is this neighbor that you know and you like and you trusts us to do their project. That’s all a yard sign’s meant to be.

Logan Shinholser
Because if you think about it, when they got the postcard, they said, we’re going to be in your neighborhood. You didn’t say, I’m going to be in your neighborhood at Bo and Aaron’s house. You just said, we’re going to be in the neighborhood. So now they’re wondering who’s getting this stuff done. And then a week later, they see this yard sign. And now they’ve connected the dots to go, oh, just Bo and Aaron. They’re getting their stuff done. Door hangers are another good one. Biggest issue with door hangers of why people do not do them is they go, well, it’s solicitation. A lot of us have pardon our dust door hangers that we like to put up, but it’s kind of a solicitation in disguise. It’s, hey, we’re going to be in your neighborhood, Pardon our dust.

Logan Shinholser
But if you want to dream up what your next project could be, you, here’s our QR code. Again, just like with the postcards, what we are trying to do is simply just say, we’re in the neighborhood. Sorry. I personally would lean into the messiness of this. Like, I was talking to a prospect the other day, and he didn’t realize he built his own tagline on the spot. But he was like, we come in and we, like, mess people’s homes up. And we take that seriously. And I was like, what a great way to describe how you approach this. Because you’re not. You’re not saying, oh, we make remodeling fun. Because as somebody who’s now lived through two remodels, one was a terrible experience, one was a good experience. The good experience still wasn’t fun like that.

Logan Shinholser
I would find many other ways to drop a quarter million dollars that are way more fun than going through a home Edition. But lean into it. Sorry for the noise. Coffee’s on us. We’re in the area. If you need anything, let us know. Biggest thing you can do on this one is two things. One, actually put a gift card to a coffee shop. Kudos if you go local. Don’t go cheap. If you think about, oh, I’ll give a $5 gift card to Starbucks, that’s worse than giving nothing. I remember for my dad’s company, when I first started doing it, I got them all tickets to go see a hockey game. And I was like, you know, it’d be great. I’ll get into a hockey game, but I’ll put them in, like, the nosebleeds.

Logan Shinholser
And it was just like, at that point, they’d rather just watch it on tv. It’s worse to go to it. All right, don’t do that. If you’re going to go this route, which I would highly suggest, give them 20 bucks if you want to do it on a budget, do it to less houses. So each person that’s getting it, that’s closer is going to get more coffee out of you. Bonus points. If they go to the coffee shop, they don’t use the full gift card. And then now they got to keep it later. They’re going to remember every time where they got that thing from. Starbucks also has it where if you want to print your logo on it, you can do that as well. It’s pretty cool. But biggest thing is just make sure that you’re just gonna. It feels very casual.

Logan Shinholser
Paperclip a gift card to it and then give your project manager’s business card on that door hanger as well. So now it really just feels like we’re here. We’re really sorry for this. If you need an issue or if you have an issue, here’s the actual project manager that’s gonna be on this job site. And on top of that, here’s some coffee on us. You don’t have to do it to 50 houses in the very least, do it to the half a dozen houses that are close by. But again, it’s really now connecting the dots. More and more of we got the postcard, we see the yard sign. Now we see the door hanger. And oh, by the way, we got this door hanger from my neighbor.

Logan Shinholser
And good on my neighbor for hiring the remodeling company that actually cares about the neighbors and enough to come in with a little bit of a gift. And the actual project manager gift card or business card, things like that. The homeowner that’s getting the project done will look more like the hero in this scenario versus they went cheap and they hired the company that’s just blocking the road for everybody. And it’s very hard to then overcome that for like the neighbors up the way to go. Who am I going to get this next project done by? I don’t want to go with the people that just, you know, was a pain in the butt. I’d rather go with the special people. So right now we’ve already got three different ways that we’re getting in front of clients.

Logan Shinholser
And this is all done day one of demo. So you’re now starting to stick and move from there next piece here. This is where it starts to get fancy, if you will, is going to be the ongoing construction. This is where most of us either thrive or we totally blow it. Because you’re either on the job site a lot and you want to take 4,000 photos of stuff that really does not matter to the homeowner. And a lot of it’s more of like you use it for job treads. Like the daily logs. Like daily logs are great, but a lot of those photos that you’re taking are more for the homeowner to prove we did this stuff rather than like, this should live online. And then social media videos are really gonna be like the thing that is super helpful here.

Logan Shinholser
It’s a little bit harder to do, but we’re go through both of them. All right, so these are your progress photos. These are bad progress photos. You do not want to do these. The first one is actually my first project that I went through. This is just a mess. There’s no focal point. You don’t know what’s going on other than this looks terrible. The second one, not my photo or not my project, but same idea. You don’t really know what is happening. You just know it doesn’t look great. We all know construction is messy. We can lean into it of saying it’s going to be a little bit messy, but we don’t need to drill it into people’s faces and say this is how disgusting this stuff is. So when you’re going to do photos, I’ll show you what good progress photos look like.

Logan Shinholser
These are not it last thing. Unless you are honey bucket, you don’t need to post your porta Potty. It doesn’t benefit anybody. So just leave that stuff on your own. You don’t actually need it for social or any of that kind of stuff. Now if you do want to post project photos, which I think you can do it, I would not die on the hill of I’m going to take these photos and post them on social media. They don’t really do all that much. But if you are somebody that’s like, I’m going to do it. No matter what you say, Logan, this is how you’re going to do it better. First one is going to be just get close ups. So this is obviously, you know, tile shower going in.

Logan Shinholser
You don’t really know what’s going on around it, but it still looks nice and it’s clean. The lines as much as possible are like even on the actual tile, the grout looks fine like stuff like that. So you’re just trying to highlight this stuff is going in. It’s more of a material choice type of post. Second one, it’s a clean project stuff’s going in that there’s a little bit of a mess, but not a big deal. The very last one is going to be more of what would be like a story post because you don’t really know what is going on in there. If you shift a little bit to the left angle wise you could actually still get it through the actual hole in the door. And see this jungle wallpaper.

Logan Shinholser
Again what these are meant to do is just kind of draw a little bit of a story. Just say hey this, these are some things that are going on. We’re actively working on some job sites. This is not meant to sell your work. It’s really just to highlight. We’re doing some things online. That’s about it. Couple more examples of decent posts you can put out there. Zip walls just to show that you actually care about this stuff. Again, I don’t wanna spend too much time on this because this stuff doesn’t really matter to anybody on social media. It’s good for your website but from a social media perspective you. These don’t really do a whole lot. If you want to post it where like this is my son and my mom. Like we just did like a. Below the addition that we did.

Logan Shinholser
We did put a big screen in porch in there. You could post this stuff as well. Or if you want to show like in the one on the right. You know this is actually. I think this is from Nelson Builders who’s around here somewhere. You know like the actual island doesn’t look too bad. It shows. You get your HEPA filter there. You actually got like the wall is put up. So again you can highlight this stuff but don’t die on that hill. Couple examples of good versus not good. So the one on the left where you can actually see the skyline in the background. Kind of a cool shot. It’s really less about we’re doing this work and more about where we are actually doing this work. The one on the right is just like check out this framing.

Logan Shinholser
Again they don’t care about this stuff. So if you’re going to post this, make sure there’s a story associated with it that’s behind and that’s more of like the actual skyline to make it look nice. Same one on this where you have two different people working. One is going to be. It’s. You don’t really know what’s going on but it looks clean. They’re actually doing some siding on the one on the right. Nobody really knows what is happening. So we want to make sure that we’re highlighting craftsmanship and people doing the work versus like here’s our boy unpacking some stuff. It doesn’t really do much for it. So again from a photos perspective, when it comes to your during, if you’re gonna do it take a couple of them. You don’t need to go wild on social media.

Logan Shinholser
Social media really should be for your after shots only. Alright, we’re gonna watch some videos together cause these are really where I think this stuff starts to get fun and interesting and you can actually do pretty well with them during. So the first one that I wanna highlight and I gotta get kinda cute with how I show this is gonna be during but I’m just gonna show it and then we’ll dissect it a little bit together.

Speaker 2
This is why we walk every rough in before it disappears behind the wall. This rough in looked perfect. So until we actually tried to use it, the hot and cold controls were set too close together. Looks fine on paper but in real use there isn’t enough room. So before anything gets closed up, we’re pulling these back apart and respacing them. It’s one detail but it’s the kind of thing that ruins a shower every single morning if you don’t catch it now.

Logan Shinholser
So on that very first one all he did was just walk through something that most homeowners are never going to see. They’re not going to see behind the walls. But this is his way of basically showing we caught this thing. It would be very hard to explain all of that in a photo but in video he basically it still looked nice. If you notice there wasn’t crap everywhere. It wasn’t like a whole mess. It was really just. Let me explain to you the problem that we proactively found and we proactively solved and that will play very well on social media. So when it comes to if you’re somebody that’s like we do a lot of let’s build science esque stuff where you’re going crazy with how you do installation and things like that.

Logan Shinholser
You can show that stuff off but just do it in a problem solving way when it comes to social media video. All right, the next one that we’re going to go through is going to be process related things. So if we’re going to talk through change orders, this is a way to do it.

Speaker 3
All right, let’s talk about change orders.

Logan Shinholser
Change orders are a killer.

Speaker 3
They’re a killer for the builder, they’re a killer for the homeowner. Here’s why a builder, I don’t make enough money on a change order.

Logan Shinholser
It stops a process, slows me down,.

Speaker 3
Adds time to the job. For the homeowner, it’s an additional cost, one that they don’t want to see. However, this homeowner and their designer had picked out this tile. It’s a really beautiful tile. It’s called cubic white. And the problem was is that as we started doing the tile, the homeowner came in and saw it and said, you know what, I don’t like that look at all. So what we’re going to do is we’re going to tear this tile off this wall. We’re going to come in with pre porcelain slabs and we’re going to porcelain slab this for a big one piece.

Logan Shinholser
Look, change orders.

Speaker 3
This is how they work.

Logan Shinholser
All right? So the first thing that you may notice is that as they’re trying to educate the market, because I think a lot of us in here, if we’re going to do video, the natural tendencies to sit down and go, here’s five contractor red flags. And you’re doing it in your office and you’re kind of writing on a whiteboard. But the issue with that is, as a remodeling company, people expect to see you on a job site. They don’t expect to see you in your home office. So the setup that he has his first office, he could have very easily just explained this whole story at his office, but he actually went out to the exact job site and then he was able to actually show you, hey, this is the tile that’s not working.

Logan Shinholser
So if you’re going to film this stuff just like on the first one, they’re actually doing it at the job site. They’re not doing it in their office. They also didn’t crap all over the homeowner and go, they were dumb for doing this in the first place. So what they did was they said, this is beautiful, it looks nice. They just didn’t love it. So now this is what the process actually looks like. So you want to kind of err on the side of like, especially when I see a lot of these, like contractor red flag videos, what you’re basically doing is you’re just complaining about other companies and you’re going to attract people that love complaining about contractors, which is like a match made in heaven for complainers.

Logan Shinholser
So make sure when you’re doing it, you’re still kind of hyping up like the scenario. But what you’re trying to do is show in real time, if this scenario happens to go, look, if you didn’t like what we did in the design and you want to update it, that’s cool. But this is exactly how this thing is going to happen. Just make sure that you’re doing it on the job site. And the very last one that we’re going to go through, this is a company called NS Builders. Has anybody here heard of NS Builders before? Some people. He’s all over social media. He’s really big. But he does a really good job of highlighting craftsmanship because he goes above and beyond like on a lot of the detail of his project.

Logan Shinholser
So this is a great way to actually show it when the project’s happening.

Speaker 4
You can’t always hide the mechanicals on the outside of the building. We try to put them all one side. I’ll show you that side in another video. But we have some where they end up on a really important side of the building that is going to be, you know, visually impacted. So I’m off the living room here. I’m in the outdoor living space and we had an ERV exhaust that we needed to address as well as our intake. So the intake right here, you can see, is all routed in to our thermal and that thermary is just on magnets. So we can take that panel off and then obviously address the actual intake. So spot and then our exhaust is here on the Peterson cover brick.

Speaker 4
And we just took that and we slotted the brick open and then everything behind it, I can get really close. You can see it’s all spray painted in the back and it’s slightly darker because that brick is wet from cutting it. But it will dry over obviously the course the next few hours. But it’s done that way so it doesn’t stick out. It’s not this really mechanical looking thing. It’s just part of the architecture and we try to be really cognizant of that when we have things that are, you know, going to be visually impacting to a space. So if I step back, I look at it really doesn’t change what it looks like.

Logan Shinholser
All right, so on that, it’s just we worked really hard on this one detail. You want to get credit for that because if you’re just doing all this extra work and then not actually showing that, then you’re going to be seen as every other builder online. So what Nick does, he does a really good job of. And if you follow him on social media, a lot of his stuff is just here’s a really intricate thing that we did and let me explain the thought process behind why we did that thing. Again, it’s, you know, in this world, especially if you’re not doing really high end design as part of your process, then how do you stand out? How are you not commoditized? Because then it’s like, well, I have this designer that I’m buying into their vision.

Logan Shinholser
I just need to find a builder to not mess this up. And usually you’re not going to make a lot of money if they’re looking at you as just how do I not mess this thing up? So he’s a very good example of like, if we’re going to do this thing, I’m then going to explain the thought process behind it. Explain. It’s a really good way to explain why you’re doing what you’re doing. Especially if you’re like going the extra mile on a lot of these things. So social media video, really good way to really highlight either process pieces that are gonna happen behind the scenes. Process pieces that happen like the change orders of during the actual project going on or here’s some cool stuff that we’ve done.

Logan Shinholser
I just honestly wanna show this thing off because this took our team for freaking ever to put together. I want to make sure I’m getting credit for it. So those are going to be your durings. Now when it comes to your afters, you’re going to have a couple things that we get to play around with. So every project. And by the way, at the end of this, when you do that QR code, we have a long ass video that’s like your guide to getting really good project photography photos. All right. But you’re going to have just high level overview, five different types of photos that you want from all your projects. One is going to be what we call as an establishing shot. It’s just here’s the big open space that we actually did the project in.

Logan Shinholser
Two is going to be your, what we call is like more of like a detail shot or design shot. Excuse me. It’s setting the mood, right? It’s going to be a little bit moodier. You’re going to have some design work where you know, maybe you put a ficus in the corner to like actually set the space. It’s more of like what an interior designer or would capture. Then your next piece is going to be more of like your actual like functionality shots. Which is if you’re going above and beyond and actually doing things that are functional, spice racks, appliance garages and things that may not be super sexy, but you would love to walk into a kitchen or a space and highlight to a prospect. Those are the types of things that you want to make sure that you’re capturing.

Logan Shinholser
Then we’re going to go into the actual craftsmanship or detail shots. This is what NS Builders just did a really good job of in his actual video. And the last one is just going to be your before and afters again. I won’t spend more time on that as far as like the different types of shots. But we have a long video that will walk you through every single thing to understand these are the different types of shots that we need. Now. Photos are so impactful here because this is the same exact project. The one on the left was actually a real photo. The one on the right we threw into chat GBT and said we want you to show this space as if a real estate photographer were to capture it. So what do they do?

Logan Shinholser
Real estate photographer goes into the corner, turns every single light on, captures it to say look how big this space is. And then when they go into the edit of it they go, let me overdo the editing on this one. I’m gonna make everything seem big and bright. Because if you look at mls, that’s most of what it is. It’s just these big spaces that we’re trying to sell. You do not want that because when you then actually use it in your marketing, this is what a real estate photographer esque website would be versus how it looks if you actually get a good photographer in there.

Logan Shinholser
So the photography is the number one thing that we absolutely need for these projects because it makes it so much easier to capture what you are going for, which is the design, the moodiness, the craftsmanship, things like that. Again, long ass video. You’ll love it’ll be great. All right, I’ll show you one video. This is again, we’re going through the afters. If you’re going to do one thing from this whole presentation, it is to understand how to do photography. Well. Videography is I would not even say like a 2.0 thing. It’s like a 4.0 thing. It is freaking hard to do good video. We’ve had a lot of clients that will watch some of our videos and go, I did the same thing. Can you check this thing out?

Logan Shinholser
And we have to kind of go back and go, I don’t think this is going to lose a project for you, but I don’t think this is gonna help you in any way imaginable. So I’ll show you one. And I’m doing it not as a flex, although it is a bit of a flex. Cause the guy who did it is in the back and he said, logan, could you please show my video? So I’ll show you one. But this is what a good testimonial video would look like. And the whole point is to say is like, if you’re going to spend your marketing dollars somewhere, I would not jump into video quite yet because it’s a beast to get it done the right way. So I’ll play you one.

Speaker 5
Hi, my name is Frederick Howes and this is my wife, Beverly Howes, and we live in Upper Marlboro, Maryland.

Speaker 6
We reached out to Integrity because I wanted to move. It was crazy.

Speaker 5
It was segmented. But I said to her, what can I do to keep you here?

Speaker 6
I had a list, non negotiables. I had to have my 15 foot island. I had to have my pot filler mixer lift. Oh, and my double oven. Been in this house for almost 28 years and I never had a double oven.

Speaker 5
That’s how our adventure started.

Speaker 6
And he really said, what mama wants, mama gets.

Speaker 5
I did. That was it.

Speaker 6
That’s what he said.

Logan Shinholser
That was my slogan.

Speaker 5
Talking to Ben, we asked him a thousand other questions about every other thing we wanted to do. And he was so patient with us.

Speaker 6
We had him here for about what, five hours?

Speaker 5
It seemed like it. Yeah.

Speaker 6
Yeah. Using this space is really truly what we wanted.

Speaker 5
The way it is now, we can have all, everybody in one spot. We’re all talking.

Speaker 5
We don’t miss out on each other’s company.

Speaker 6
We’re a big family once again and we love to celebrate. So now I’m just elated that we didn’t move. And I say, let’s continue to go. They’re about to do our bathroom. That’s how much we love them. So we’re very proud of the process. Sometimes I come down and I’m like, wow, I still can’t believe I got my kitchen done. This has to be my pride and joy.

Logan Shinholser
Pretty good, right? So that was years of learning how to do it right and how to do it wrong. The whole point here is it’s all story. So if you sat on that, selling, using stories yesterday. You sat on my roundtable yesterday. We talked about how do you actually use project pages to sell. It is all story. It wasn’t let me spend 10 minutes explaining how great this company was. It’s like I could have moved. That was actually on the table. It was either move or do this thing. And we ended up doing this thing and now going to continue to build throughout the house. So again, unless you can find and I’m not saying they’re not out there. It just. It’s very tough to get the story dialed in. It took us years to figure out how to.

Logan Shinholser
What do you clip out and go from there. So I say all that to basically say with videography, I would put this in the back, on the back burner until everything else on in this presentation you’re starting to knock out. Because those are going to be less of a lift and a higher impact than now going, let me find somebody to do videography for five grand to shoot. And then you go, what the hell do I even do with this video next? So I’m gonna skip the other one. But videography, big deal. But not the end all. Be all that. We have to make it another cool thing. If you. If you were somebody who is social, naturally you can do cool reveal parties. I probably would not invite the whole neighborhood if you just did somebody’s powder room.

Logan Shinholser
Because then it’s like, guess what you can do in there? But with bigger spaces, additions, especially whole homes. They’ve watched you for six months do this project. They’re curious. I mean, anytime a new house goes up in our neighborhood, when we have that Friday pizza party, the whole pizza party congregates outside that house and walks through it because the builder’s not there at the time. So you might as well show people what the end result looks like. This is a client of ours that they will actually go to the neighbors and basically say, we’re gonna do this thing, right? We’re going to cater it. We’re gonna have a DJ come in. We’re gonna make it cool, just like that hockey game I talked about. Don’t do it halfway. If you’re gonna do a launch party, do not just serve lunchables. Make sure it’s nice.

Logan Shinholser
Because again, that is a full. Like the experience that you’re giving their neighbors right then and there is gonna be directly reflective of the experience that you’re gonna give to clients as well. So do it right if you want. Don’t want to go big. The other option here. And we actually had. I talked to somebody about this, and they did it, and they said it went really well. But I hired. Right before we had our first kid, a private chef came in, taught my wife and I how to cook. They used our kitchen. She’s like, this is a great kitchen. We just bought the house.

Logan Shinholser
But I was like, damn, this would be really good if, like, if you just did a great kitchen and then you just find a chef to then go in and say, hey, we would love to just, like, have somebody come in, cook for you for the evening. Get a couple friends over here. What that chef is probably gonna do is sit there and show the person how to now use their new kitchen. And if their friends are there, they’re also thinking, wow, what a great thing. So, again, your goal was to try to get people back into that space as much as possible. Getting a nice private chef. I think ours cost, for the night, 800 bucks. She was awesome. And then when we had somebody do it, they were like, this went really well.

Logan Shinholser
So just if you don’t want to do a full reveal party, get a chef back in there. Most places, chefs are artists. They’re kind of starving artists to a certain extent. They would love to go in there, and all you gotta do is be like, hey, we just did that kitchen. Hype it up a little bit. So let them do their thing. So launch party. Good idea. Photos, huge testimonials and walkthrough videos would be nice, but it’s more of like a 4.0 side of things. So now we’ve spent all this time collecting all these things. What do you then do with them when the project is done? The first thing that we’re gonna highlight is gonna be something called a featured project page. This is like the peak of what CGN really is.

Logan Shinholser
And it is building out basically case study pages for each project that you have. Because this is gonna be like I talked about it yesterday, or like, this is your sun and the solar system is all the marketing tactic crap that you wanna do. But the whole thing is people do not care about you or your core values or your team or how long you’ve been in business, until they can actually see work on your website or online, that they go, I want that in my space as well. If they do not see that you could be the nicest person in the world, but Nobody’s gonna spend $200,000 because you have good customer service. They’re doing it because they want a very specific thing from you. And they. And that is an updated space. So your featured project page.

Logan Shinholser
And we have a whole webinar that we broke down how to build these on your own. It’s all story driven, and it’s meant to highlight what you did, how you did it, what the timeline looked like, what the process was like. We wanna show renderings. So that’s where you’re storing your renderings. Your after photos that you just captured also go on this page. It is story driven. And these are actually, like, aside from the homepage, there’s. These are the number two most visited pages on all of our clients websites because of how impactful they are. They’re great for AI, they’re great for Google, they’re great for everything. There’s no downside to having a plethora of these. They’re fantastic. And a page just like this would have been what got my wife and I into doing that basement remodel.

Logan Shinholser
Because by the time that we saw our neighbor get it done, we’d already done a bathroom addition and were like, we’re good for now. So these feature project pages are taking everything that we built up to this point. We’re building out a case study for each of your projects and then what we’re going to do is actually drive traffic to it. Okay. Social media is one of those black boxes that we get a lot of questions around. What do I do with social media? What should I be posting? You want to post the beautiful after photos that you just spent money with a photographer to get. These what I’m showing you, these are actual screenshots of ads, but doing it from an organic or a natural way anyway. It’s the same premise. So if you’re like, what do I post?

Logan Shinholser
The biggest thing that you can do is just take the gallery of the project that you just did, put it up there, tell a little bit of the story, and then all you’re gonna do is say, if you want to check out more of this project, go click the link in our bio that’s for Instagram. And in your bio you’re going to have a link to the corresponding featured project page. And that is basically your social media plan is just showing after photos of projects that you have done and then saying instead of just sitting here on Instagram, if you want to go somewhere else, perfect. Go check out the full project that’s on our website. You’re not doing a check out this photo. DM us your credit card information and we can get this thing going. It is not set selling anything.

Logan Shinholser
It is simply introducing here’s a sick project that we did. If you want to know what it looks like more in depth, go over here and check it out. That’s where ads come in. Ads are very simple where you’re able to basically just set up like these little beacons around these areas and just, hey, we did this one project in Sausalito. Here’s the project. If you want to check it out on our feature project page, go over there. And then you put a little money behind that. Then you go over to Emeryville or Claremont Hills or Hillsborough or wherever you’re actually doing these projects. And what you’re doing is that same yard sign effect. Once the project’s done, how do you still keep that thing going? You can then put money into social media.

Logan Shinholser
And when I say money, I’m talking like, you know, if you want to go as cheap as five bucks a day. Again, the goal here is not to sell anything. It is simply to introduce. We did this really cool project in your neighborhood. If you want to see it, go check it out. That’s all it really is. So you’re guiding people back to that featured project page in these little areas by setting up basically virtual yard signs around all your projects. You’ve already done work at Google Business Profile. Again, you can post the links to these featured project pages on your gbp. You can post to gbp, which is a thing very easy, very straightforward. Yeah, Peter, we do this for you. I don’t know if you knew that, but we do. It’s helpful. People click on them.

Logan Shinholser
They go to the feature project pages because at the end of the day, again, people do not care about any of your stuff until they can actually see projects. They go, damn, I want that thing in my house. You can also turn these projects into brochures. Nice thing about this is you can take them. I just built this thing out with Claude. It’s great. And you just turn them into project case studies and walkthroughs. If you scan that QR code, you could probably guess what it goes over to. It’s the feature project page. Exactly. And then you can have these in your showroom. You can have these as leave behinds where if somebody’s like, oh, I want to actually remodel my kitchen. You’re like, perfect. And you go out there for the in home estimate. You then leave a couple of these behind.

Logan Shinholser
Now they can scan it, go into it. So you can turn those into brochures. You can also create blogs off of them where you’re taking the different pieces of information of that project and turning them into ongoing content. Blogs are still very much a thing, even in the world of AI. That’s a whole other subject. But leaving at that, you can then take those same projects where you have the photography and actually turn it into direct mail instead of doing the crappy postcard direct mail that just says, here’s who we are. Buy our stuff. My suggestion would be to go to past customers. And basically what I would do is I would take that exact project I would print out. Go to CVS or Walmart or Walgreens or wherever.

Logan Shinholser
You want a couple Polaroids of the exact project, and you’re gonna put it into an envelope with a little note that just says, hey, we’re shoring up our Q4 of 2026 and Q1 of 2027 with projects. If you kicking around some idea, reach out. By the way, here’s a cool project that we just did. Here’s a couple photos of it. By the way, if you scan the QR code, you can get to see what the feature project page. Exactly. So everything kind of goes right back to that. The reason that we do it, I was just doing it this way, is nobody prints photos anymore. You want to stand out, you want to be unique. We all get postcards in the mail that we take and we throw away.

Logan Shinholser
So if it’s a different way of doing it, what will happen with these photos is, and I can’t prove this, I’m pretty sure they’re gonna take it, put it on their counter for two days, and then they’re gonna throw it away. But that was two days longer than if you just put out some crappy postcard because they don’t care. Otherwise, people feel a little guilty throwing this thing away. So at least it’s gonna sit there for a couple days before they do it again. We’re not saying buy my stuff. We’re simply saying, here’s a really cool project that we just wanna reintroduce us to you and say, this is what we can do. Similarly, you can do a project email to your past customer list goal. Here is really just consistency of here’s another cool project. Here’s another cool project. Here’s another cool project.

Logan Shinholser
So people are hiring you because they love the work that you do and the problems that you solve in their world. You just want to continue to reinforce that with them. So the whole premise here is that if you’re in these spaces, what you want to make sure that we’re doing is we’re setting up little. Each project that you’re doing, you’re making sure that you’re getting there ahead of time. You’re getting there day one, you’re getting there during it, you’re getting there when the job is done. And then you’re using all the assets that you just created between all the photos and all that stuff in your ongoing marketing. And that’s where if BO moves away, you’re not stuck with, well, what do we now do? You’re Actually getting it where stuff is going over and over.

Logan Shinholser
And then now when you move to the next job site, your presence is still sitting right there. So that’s really what it all comes down to. That’s how you now set up all the different yard signs all over the place. Because you’re just continuing to show up in that exact area that you want to be in if you want the slides, the replay and all this stuff from it. Like, this is a webinar we just did, so I break it all down there. But we have the prompts, we have the slides, we have notes associated with all these different things. I would scan this, you’ll get it. We do a lot of webinars, so if you do this stuff, you will slowly start to see. And again, none of this was like, buy my stuff right now. You sell very expensive things.

Logan Shinholser
Make sure that you’re just staying as top of mind as possible by reintroducing who you are with what you do with some sick ass projects in these neighborhoods. And you’re gold. That’s what I got. All right, what questions do we got? Otherwise I’ll start calling on people to just ask random questions. You alluded to it a little bit at the end there. But past client reach outs, how did. Any other ways. That was a good way right there, kind of with that pamphlet or even an email. But what are some other good ways? Again, we don’t ever want to come off as phishing. Yeah, right. It’s more of a, hey, how you doing? But other thoughts on that? Yeah. So real estate agents corner this market. Hey, here’s your three year anniversary of when you bought your house. Or like, here’s your birthday.

Logan Shinholser
Like, I think the birthday stuff is kind of cheesy. Like our real estate agent, she’s awesome. She sends us these dish towels that have like, you know, would I rather have wine or spend time with my family? My choice is it red or white like that? Like, we just take those. And now they’re just kind of burp cloths for us. So I wouldn’t go that direction as much. But like, anniversaries are a good way of like, we just had your project done. Other ways are if you do like that company I was talking about, they do their warranty, proactive warranty checks every six months to get back in. Like we’re coming back in whether you like us to or not, to make sure what we built was great. I’m not a huge fan of like.

Logan Shinholser
And some people, maybe they can do it but like for customer appreciation, if our builder threw one Audrey, my wife’s not like, oh hell yeah, we’re going to that. So like I don’t think that’s really gonna be the thing, but I think it’s a lot of just like one off touch points. How’s the project going? But the biggest thing is our connection to our builder is he’s now a client. So we have two ways, but with the initial way is through the project. So what we would want is for him to come back out every six months or if it’s a one year warranty on stuff, come out at 11 and a half months to do a proactive warranty walkthrough. That would really be what it was.

Speaker 5
Cool.

Logan Shinholser
Good question though. What else? We got. Tips on keeping it consistent and holding a role or somebody accountable. I mean it’s a lot of work. It’s a ton of work. My suggestion would be pick. It’s like when I first started with a financial planner, he was like, Logan, you pick a number that you can basically every month store away. Even in the worst month of your life, you can still put 20 bucks towards your account. So it was just done on auto withdrawal. So my suggestion would be first pick a person to do it if it’s you or if it’s somebody else. And then just say you pick whatever you think is going to be the thing that’s easiest for you because something is better than nothing. I know one of the biggest ones is like yard signs.

Logan Shinholser
Who puts the yard sign out there? You can incentivize your project manager. Hey, your role, Part of your job is to put the yard sign out there. Now on top of that, if you do bigger projects, if we get a job based off of this yard sign in the same area, I’ll give you 2,000 bucks, give you 500 bucks, whatever it is. So now there’s like a financial investment into not only am I asking you to do it as part of your job, but I’m also going to incentivize you to make sure that you’re actually doing it. So there’s like I listen to a lot of called a founders podcast and like what they talk about is a lot of these like historical founders and what they do.

Logan Shinholser
And a lot of them talk about if you can get the incentives right within your company, people will naturally start to do that. Like one of the examples they always talk about is like it was like FedEx had issues with like overnight shipping. It wasn’t getting there on time. So they Switched the comp structure into. Instead of doing it bi hourly, they now we’re doing it by packages delivered on time. And as you can imagine, that problem resolved very quickly. So you can incentivize the right people to do this stuff. So I would make it part of the job, but then I would also incentivize for it. But pick the things that are like, even on a really bad day, we could still put that yard sign out there. Cool. Brian’s going to come in with a hard one. I know that.

Logan Shinholser
Tell me about schema markup. Three to five things to rank higher in AI. All right. Three to five things rank higher in AI. So number one thing I want to tell you is right now, the biggest thing with AI is it’s very. Everything’s very generic feeling. So there’s a thing called information gain. And what information gain really is you giving the Internet more information that it didn’t already have. So that is a big way to stand out. Google’s always been very into that, but AI is also very into that as well. The experience that you have with these project pages is going to be a way that you can provide that information gain.

Logan Shinholser
So that’s the first thing is when you get your projects up there, it’s going to one show off your experience of actually doing the thing, which is Google talks about their algorithm. Because AI and Google are embed together. Because AI uses search engines to actually find all of its information. Google’s algorithm is based off of. It’s called E E A T. The very first E is experience. Do you actually have proof of doing this thing? Those project pages are a huge way of showing you have experience. And because you’re the only one that has done that exact project, you’re now providing information gain. So that’s a huge way of doing it, is actually putting out real projects, highlights of what you’re doing.

Logan Shinholser
Another way is going to be if you get, if you win awards are another big way because what AI is looking for is credibility. Are you actually legit in this space? They’re going to search for that sort of stuff. There’s ways to restructure your content to make it more AI friendly. You’re putting answers to things in smaller chunks and putting it higher up in the page is another great way. Citations are another one. So making sure that your name, your address, your phone number, your Azure operation, your contact information is consistent across every single website that’s out there. And the biggest thing though, like I would say on that, is also like the future of how AI search is shifting. What I firmly believe in is it’s going to be, it’s going to take market share from referrals in my opinion.

Logan Shinholser
Because I think what’s going to happen is at this point, Claude, it used to be chatgpt, but now Claude knows more about me than my wife does. She knows more about how I think, how the business is going, what’s not going well, all that sort of stuff. And at some point, once we all trust our own Claude more, you’re gonna have, if you’ve ever seen the movie, her. I struggle to get through it because it’s kind of a weird movie but if you’ve seen it, that’s the direction that I firmly believe this stuff is gonna go. You’re going to have your own wearable that you talk into and it’s kind of like your person that’s going to know you so well that I’m going to go, hey, can you find me a remodeler?

Logan Shinholser
I’m trying to do this type of project so it’s going to get to the point where it’s easy that way. And now what AI search is going to be all about is that little AI pin. Right now Google makes it hard. You have to go out there, you have to find the kitchen remodeler and filter them yourselves. But AI is going to be like that professional matchmaker that’s going to say okay, if Logan wants me to find a remodeler. I know Logan has a 2 year old and a 10 month old. I know his wife does this for work. I know what her style is because of the searches that are happening in that house. And basically it’s gonna have a whole catalog on who is Logan.

Logan Shinholser
Then what it’s gonna do is take this whole catalog and go out and say I know what Logan wants as a remodeler, but what he really wants is somebody that can cater to little kids and knows what his wife’s design preferences are and knows the other types of brands that they buy into all that stuff. And, and it’s going to see who actually now talks about all of this stuff online that I can find and make sure that they’re then credible to then figure out who do I then come back with and piece back over to Logan. So that’s where this whole information stuff is really like super impactful of. Like how do we differentiate? It’s really because as the time goes on AI is going to do all these super in depth searches.

Logan Shinholser
More and more that you’re not even thinking about and then come back and say, oh, you need Sebring design, build. They talk about what they do with little kids with zip ties. Not zip ties. If you just walked in on this one, that was not the right. With zip walls. HEPA filters if, you know, because their kids had asthma, stuff like that. So that’s the idea. All right. I think that’s that time scan, the QR code, watch that photography video. That one will be super impactful. That will make you so much money, it is stupid. Thank you, guys.