Building Something Bigger Than Remodeling

Kyle: Before we jump in, a quick shout out to our friends at BuilderFunnel. AI is changing how homeowners find remodelers, and BuilderFunnel is already helping remodelers win big. Their clients are becoming top recommendations in ChatGPT and other AI platforms, generating new referral leads directly from AI search and seeing results like a 400% increase in AI driven referrals for a Charlotte remodeler. But it's not just leads, they've generated multiple millions for their clients from AI already. If you want your remodeling company to be one that homeowners find first, whether they're searching Google or asking AI, head over to builderfunnel.com slash R O T R. Builderfunnel.com slash R-O-T-R. Welcome. It's the Remodlers on the Rise Show, folks. I have a a gentleman who I've gotten to know over the last thirteen minutes. His name is Jimmy Moore. Jimmy, say hello to the people.

 

Jimmy Moore: Hello, people.

 

Kyle: Hello, people across the fruited plains. Petra Custom Builders in Boulder, Colorado. And what we all need to be reminded of as business owners, as business leaders, is there's a difference between kind of being prepared for meetings and things that you're doing and kind of flying by the seat of your pants. And I will admit there's times where I'm kind of sort of prepared and I'm kind of flying by the seat of our pants. But When we are fully prepared, then we do our best work. So that's just a reminder, already a takeaway from the episode today of work hard to not just be prepared, but to be really prepared. Now, Jimmy, he's I'm I'm already picking up. This man can just show up and he's gonna share some wisdom with us. He's gonna share his story with us. But my team prepped, helped helped me prep, and I was prepped where I even saw, Jimmy's, I I learned about his life a little bit, even said on your thing that you're a golfer and you like to also shoot skeet and stuff. But we also realized that formerly you were a pro remodeler 40 under 40. But this man, folks, had a birthday yesterday. He's no longer under 40. How does it feel to be to settle into your 40s, sir? How does it what's what's different about settling into your 40s? Huh?

 

Jimmy Moore: That's a good question. I am constantly reminded that. physical shape and additional intentionality around diet and exercise is so important because it's important to me to be a dad. And there has been seasons of my life where the business has has taken and consumed more of my time than I would say I'm proud of reflecting back on, but

 

Kyle: Mm.

 

Jimmy Moore: lessons learned from that is circling back to being intentional and disciplined about what things are most important to me. And I have four kids of my own plus three stepsons, so seven total. And as I get older, it is that constant reminder of where I need to be the most disciplined and intentional as it relates to me physically, mentally, because at the end of the day, you know, not to get too deep, but speaking at my funeral someday, I I would love for people to be like he was a great business owner and man, he left a legacy behind through Petra Custom Builders. But at the end of the day, like I as long as they talked about me being a great dad and husband first, I I'll I'll take I'll take it all. And so 42 means I have to do that much more as it relates to the intention around diet and intention around exercise. That's what it means to me.

 

Kyle: Hmm. See, we're already off to we're off to an interesting start. You never know what you're gonna get on the Remallers on the Ride Show, because primarily what we're gonna do today is talk about just a little bit of Jimmy's story of the business. I want to talk about his core values and that side of things. I want to talk about the market he's in and how he's been able to kind of brand himself there. And then in the second part, we're going to talk about the marketing side of things. in particular, they've they've worked really closely with the builder. With builder funnel and that side of things. So we want to talk about the marketing and lead generation and that side. But before either of those, I want to dig in and linger a little bit more on intentional and disciplined. give diff define, let's stick with intentional. What does that what does that mean? just give me kind of the short answer that comes to your mind of what does it mean to be intentional?

 

Jimmy Moore: Good question. To me, it is about focus. and you know, you've mentioned the core values, and so the the those two things, intentional and discipline, play very much hand in hand. you know, one of our core values, intentional thought and action. and so that closely pairs with another one, exercise discipline. and what it means to me is at the end of the day, we're going to have successes, we're gonna have failures, right? We're gonna fall short, we're going to be the benefit of things that are in our control, we're gonna be the benefit of things outside of our control. And so what intention means to me is it's not about always doing quote unquote the right thing. It's about being committed and operating with some convention conviction towards a thing, right? And then the discipline component is just the following through of that. And so

 

Kyle: Mm-hmm.

 

Jimmy Moore: at the end of the day, we can work with quote quote unquote mistakes. But the key is if a mistake is made, can I come to you and say, hey, w what happened? And you as long as you have the ability to say, well, you know, here's the information I had. Here's what I tried to do. And at the end of the day, this is why I made this call. It's like perfect. We can deal

 

Kyle: Mm-hmm.

 

Jimmy Moore: with whatever consequence that is because we can grow from that. what I struggle with is when it was like, I I don't know, I tried to call, I so you know, it's action versus inaction. And action we can work from, we can grow from. Inaction leaves us in a place where it's hard to grow. And so intention to me and discipline, you know, it's obviously you picked up on both those things, but they they they while they're absolutely independent, the dependence on each other of those two things to be successful is key. Yeah, exactly.

 

Kyle: Yeah, they play off each other. And and I I don't care if your name's Jimmy or Kyle or Sally or Sue, whoever's listening to this, each one of us, because today is a new day, has to examine and and take a peek at what we need to be intentional about today. It is a moving target. Each day is different. There's some days that Jimmy needs to lean in heavier on the home front. There's some days he needs to lean heavier on the dad front. There's some days where it's like, look. You guys are actually going to get the quote unquote short end of the stick today because I'm dealing with some things on the business front. That's life. That's what we're all whether you're business owner or not, you're all dealing with it. But that idea of I want to be a person who wakes up and focuses on how I can how can I be intentional on that. And then I'm gonna leave the second part. So even that, that should be a takeaway if you're listening to this. By the way, you're listening to a podcast so that you can get ideas that you can implement into your life and business. So we could probably end this podcast in about two minutes because we already gave a bunch of good stuff here. But just go through a week where you're really intentional. If you're really intentional and you start looking at the different areas of your life, you might crack a book open that you've been putting off because you're more intentional. You may send a thoughtful text to a family member or a spouse or a kid because you're being a little bit more intentional. Because you're being a little more intentional and you care about your team and company culture, and that's what comes to your mind. When you finally slow down enough to consider what you want to be intentional about, you might step pull pull one of your employees aside who has been working their face off and you haven't even talked to them about it and look them square in the face and say, thank you. intentionality is so amazing. And then let's just recast this word discipline as not necessarily a negative connotation. You're either going to be disciplined about things or you're not. You are going to be the person. Who is consistent and disciplined on things that you are intentional about, or you're not. And if you're not being disciplined with things that you quote unquote say you want to be disciplined about, well, don't complain about the results of that. Figure out what you need to be intentional about, figure out what you need to be disciplined about. And don't look at the word discipline as like you're getting smacked all the time and you're gonna get your hand smacked if you don't do it. We're all gonna mess up. But On the whole, if you can just be pretty consistently disciplined about the things you care about, there's good results that come from that. We do not need to be perfect. We do not need to knock it out of the park every day. thank you for sharing those, Jimmy.

 

Jimmy Moore: I I love what you just said. And and to piggyback off of it, one of the things that we talk about around here a lot is, you know, everybody I think has seen on some kind of motivation board somewhere, you know, the the ten things that require no talent, right? Showing up on

 

Kyle: Yeah.

 

Jimmy Moore: time. You know, well, to me that's what discipline is. It's like discipline's not dependent on talent. Discipline's dependent on a choice. Right. And that's why again you'll see this in the core values. Like they all stand independently, but they it they really do tie together dependently a lot. And and so to be disciplined, like you don't need to be talented to make a choice that you're going to be on time. Right. You don't need to be talented to make a choice that you're going to, you know. engage in that one task that's now been on your list for a couple of days now and it's you don't want to do it, but it's not a matter of are you good enough or talented enough or know enough. It's just a matter, it's just one of those tasks that you just got to dig in and do. And so I just I just appreciate that feedback and that perspective on discipline as it relates to like at the end of the day, It's just one of those internal choices that like you can justify and argue with yourself about all

 

Kyle: Mm-hmm.

 

Jimmy Moore: you want. But at the end of the day, the discipline is just that outward action of like that internal conflict and battle that you have on on ev we all know what those things on our lists are, you know, and like discipline is just like the outward display of like, I won that battle.

 

Kyle: Yeah, I like that. the another phrase I use for it is like you were talking about that item, and this is a Jim Roan quota personal development guy from the 70s and 80s of eat your frog. Most important thing you need to get done that you're most likely to put off, eat that frog. That's just prioritizing and that's just discipline. the other thing I and we got and then we gotta move on, man. We gotta get

 

Jimmy Moore: Yeah, yeah.

 

Kyle: into a little bit of your story, we gotta get into this. Jeez, who's hosting this thing? We're going down this deep down this rabbit trail, but it's too good to just skip through. the other thing I would just just as I'll put the exclamation mark on the end. Can we please stop building up our definition of what a good or bad day looks like? It this came to me it was about a year ago, and my wife we were I think we met for lunch, which was a season of being more intentional with that, which we have not been intentional lately. And actually that's a good reminder for me. And she I think she said, How's your day been? And I immediately said, Ugh, it was a late lunch, I remember now. and I'm like, I don't know. I I meant to get this done today. And but you know, I did get a call back and that person signed up for a peer group, which was really cool. I had a good conversation with with so-and-so client of mine. Bailey and Cassie are kind of kicking butt today, but there's just I gotta do this, I gotta do that. Basically, my punchline at the end of it was like, it's been kind of a crappy day. And she goes, That sounds actually like a really good day. And I was like, no, you're right. But we like we build up what a good day is. We build up what If if I'm not perfect with my diet and intentionality, and if I didn't work on and if I didn't do this, that it's a bad day. shut up. Lower, lower that down a little bit. And there's more peace that comes from that. And frankly, probably more progress as well. Jimmy, how did Petra get started? What was kind of your vision behind it? Give us kind of the three, four, five minutes. This is kind of where it was. And this is a little bit of of of kind of how it evolved and where it is today. maybe even a little bit more than five minutes, but give us kind of that story, some of the main Reasons you started, some of the main things that have happened that have helped you grow and a little bit of where you're at today. And also,

 

Jimmy Moore: I

 

Kyle: did you did you know that Petra means rock or stone in Greek?

 

Jimmy Moore: I I I did. I did know that. I

 

Kyle: No. I didn't know that until I googled it before this

 

Jimmy Moore: well then buckle up, man. Let me tell you where Petra came from and I'll even get into where the name came from.

 

Kyle: Mm-hmm. Mm-hmm.

 

Jimmy Moore: I I I'm I'm I'm a guy that has a story like a lot of the guys that that you work with in construction, right? Like we're we're we're blue collar guys that kind of have a a little bit of a a rebellious chip on our shoulder and we think we can do things better than other people and that's why we can't work for other people because we always think that's like the d you know we can do it better, right? And so it came to

 

Kyle: Mm-hmm.

 

Jimmy Moore: a place where you know growing up like I had sports and I had I had construction, right? Like I I I did my summer jobs as as different construction jobs and I was I was in sports and then I I got through school and I was working for a big commercial G C. It was going well. I was I had I had somewhat quickly been promoted up to being a superintendent. I so I was in my twenties and I think that you know again kind of going back to that that rebellious that chip you know it's like I I just I loved every time somebody would show up looking for the superintendent, right? That's me. They double take and and and

 

Kyle: That was before that whole long gray beard thing you got going? Okay.

 

Jimmy Moore: Yeah, exactly. Well I didn't have the gray. That's that's exactly it was very much just natural hair color then. no wrinkles, no gray. So so yeah, and so but I I I liked that. I liked the fact that it was like, you know, I've worked hard, I've earned what I've had, and I'm good at what I do, and and and whether or not, you know, people's perspective on that or initial judgment was it it typically wasn't one of like, You know, congratulations. It was more it was there was always a little bit more of

 

Kyle: Mm-hmm. Yeah, what's up with this?

 

Jimmy Moore: yeah. But I it was commercial and I I really was getting tired of the very just transactional and I I don't want to say cutthroat, but like there isn't there wasn't very much it's it is it it is very transactional. It's like, you know, it's black and white or at least as black and white as you can be. you're do you're it's like I'm investing the same amount of of thought, energy into what I'm doing for somebody that what they're doing in that commercial world typically isn't something for them, right? It's a school or it's a business, or it's

 

Kyle: Mm-hmm.

 

Jimmy Moore: the the key is like, does it look good enough and does it serve the purpose? And is it in line with expectations enough for me to then ultimately run whatever that business out of that building is? And It just wasn't fulfilling. It wasn't as fulfilling as I felt like construction could be.

 

Kyle: Hm.

 

Jimmy Moore: And so that's when I decided to I I I was doing all kinds of side work and you know, I finish basements for people and and i when you when you finish and you turn over the keys to a school, it's like whatever, right? Good good job. You did it when you said you were gonna do it and we don't have a bunch of liquidated damage charges that we're gonna fill you know, it's like it's like it's you know, you finish a basement for a person and it's like y you there is there is fulfillment there because you're directly seeing absolutely like you have

 

Kyle: The impact. Yeah.

 

Jimmy Moore: you've positively impacted somebody's lifestyle. and so that's what kind of led me to decide, all right, like I wanna I wanna I wanna start this and I wanna do it on my own. I felt like

 

Kyle: Pa pause pause there. Super interesting couple things. One, it was the fulfillment part. That's a good that's a good reminder for all of us. to to consider to consider that that you're doing work, make sure that work is fulfilling you. And what you just said there, I think a lot of people and you probably go through this. I go through this when I'm helping clients, and I think a lot of people listening to this probably go through this of you know, when you hand the keys over of that new basement or that new kitchen. And how that's going to impact their lives and the beauty of it and the enjoyment of it, that's really fulfilling. I think a lot of us, if we're honest, we're like, right, it's supposed to be fulfilling. But we're what I think a lot of times we're going through the motions and we've done it so many times that we get a little numb to it. Hey, unnumb yourself, folks. You're doing cool work, you're doing fulfilling work, you're impacting people's lives. Dave, you considered how many trade partners you're helping and who you're employing, all of us. Pay attention to all the cool things that are going on and we might enjoy and feel a little more fulfillment in what we're doing as a result of that. So I love that that was the the start of your business. And the fact that you're still bringing it up means you're still you're still chasing that fulfillment in a good way day in and day out. So you started it there and then and then that was kind of the impetus for going. Carry on.

 

Jimmy Moore: Yeah. So the and and I think you'll see you'll see kind of that theme of fulfillment. And I and and and I know that you've dug into the to the mission and vision and and you'll see fulfillment lists in there too. But anyway it's like that's where I decided that I wanted to Give it a try on my own. And if What I believe one of my greatest God given gifts is Is leadership and construction just happens to be that vehicle in which I can ultimately honor God back to what I feel like has been bestowed on me as it relates to what that gift is. Like I feel like I've said this all along. It's like if I if I was a cook, if that was what my summer jobs were or whatever, so it's like I I don't feel like by any means I have like this gift. To construction, I feel like I have this gift of leadership of people.

 

Kyle: Hm.

 

Jimmy Moore: And so, Part of what that transition looked like was, you know, I don't ha I don't know what this pet I don't know what Petra's going to be. I have an idea of how it's gonna start. but I knew that I didn't want My I didn't want it to be my name. I didn't want my name to be in the in the business because I wanted to create, you know, I obviously I didn't have kids or anything at that time. So, but I knew I wanted to create something that lasted longer than just what my involvement was, right? Whether that was I knew I was gonna have kids someday and my kids have it, or I sold it to you know, a handful of the employees or somebody bought it, but either way. So when I was Starting to come up with a name. I knew I didn't want it to have my name in it. I'm sitting in church one Sunday and they're specifically talking about Matthew 16, 18. And you know, God says to Peter, On this rock you will build my church. And for some reason, I don't remember exactly what happened why he said, by the way, you know, the Hebrew word for rock is Petra, right? But it was like, and so it was just, it was, it was cool because it was a specific building reference, right? Biblically

 

Kyle: Mm-hmm.

 

Jimmy Moore: speaking. I knew what Petra Jordan was because at the time, I mean Indiana Jones there they had a there was a scene of the movie through Petra. Like Transformers had a scene of the movie through Petra Jordan. So like There was this other component was like, okay, here's something that was built, that has withstood the test of time. There's this biblical reference to something being built. And so the, you know, that's what that's what Petra was. That's where Petra came from.

 

Kyle: Mm.

 

Jimmy Moore: I thought it was I thought it was cool.

 

Kyle: And then you didn't and then you didn't even listen to the rest of the sermon because you started jotting down Petra. pet Yeah. pet Petra cut petram custom builders and da da da.

 

Jimmy Moore: I knew I my I was already I I couldn't tell y that's so true. I mean it embarrassingly enough, but so true. It was like my mind was had shifted off and it was all about Petra at that point in time.

 

Kyle: That's all that's all right. That's all right. You couldn't you can go back the next Sunday and get you get some more there. yeah.

 

Jimmy Moore: Yeah, exactly. Exactly.

 

Kyle: So I wanna take I wanna take this a couple couple go ahead, please finish that actually.

 

Jimmy Moore: I was just you know, it was just it was and and so that was the start. Like the start was what is this what what opportunities do I have to exercise this gift of leadership? And I it wasn't about me, right? Like this wasn't about like look at what I'm doing or I've done, which is why I didn't want my name specifically

 

Kyle: Mm-hmm.

 

Jimmy Moore: taught not that I feel like there's Anything wrong with that at all. I just it was just kind of part of this bigger vision around this thing that I ultimately knew nothing about. W meaning

 

Kyle: Interesting.

 

Jimmy Moore: like starting a company, right? Like I I I knew I could I I knew I was had a gift of leading people. I knew I was in my opinion at the time, pretty good at construction. And so I knew I was gonna head off into this unknown direction. And the the only thing I knew at that point in time was I was putting a lot of faith in a lot of things that I had no control over and that I didn't want it to be about Jimmy Moore. I wanted it to be about this thing that was gonna be greater than all of us.

 

Kyle: Very cool. And what year was that?

 

Jimmy Moore: Two thousand eleven. Two thousand twelve?

 

Kyle: Okay. And as you're as you're sitting and as you're sitting here in two thousand twenty six, what does the company look like?

 

Jimmy Moore: We there's twenty there's twenty two of us. of those twenty two Four of the first people I ever hired still work here. which I'm I'm proud of because those are guys that have obviously stuck by by me, by Petra through thick and through thin, right? They've seen the the best of me, they've seen the worst of me, and they've still you know chose to stay on board. So I think that like if you were to ask me, what are some of the things about Petra that I'm most proud of? Like that usually is right around the top of the list because again,

 

Kyle: Mm-hmm.

 

Jimmy Moore: it speaks to something much greater than me. we Annual revenue wise, we're over the past few years, we've sat right around that twelve million dollar mark. I think over the past like five years, it's been anywhere between 10 and 12. We our best year ever, I think we finished at like 12.96. Like it was like so close to like just getting over,

 

Kyle: Mm-hmm.

 

Jimmy Moore: but we, you know.

 

Kyle: Gets choked on thirteen. Yeah. Yeah.

 

Jimmy Moore: And and we could have finagled some things, you know, we could have made it work. We could have made it work, but and so we have a couple of project managers, we have four superintendents, we have five carpenters. we have a we have a kind of a unofficial cabinet shop, right? W a couple of our carpenters love being building the shop and so that we do all kinds of custom woodworking there.

 

Kyle: And what and what percent is custom homes versus remodeling?

 

Jimmy Moore: well, if you think about it from a standpoint of like revenue, it's like fifty fifty. But if you think about it as it relates to like jo number of jobs, it's like seventy five, twenty five remodeling. you know, the custom houses obviously, especially where I'm at, you know, it's like

 

Kyle: Yeah. But re revenue wise it's about fifty fifty. Okay. Good.

 

Jimmy Moore: Yeah. Yeah. But but job job number of job wise, it's a it's we build a couple houses a year, give or take, and and everything else is is remodeled. It's like we we primarily do pop tops, additions, whole house remodels. We don't we don't do a lot of like kitchens or baths or things, you know, ours are a little bit on a on a bigger scale. not to say that we won't, but we

 

Kyle: Average job size. Yeah. So so there's, I mean, we could talk we could talk for three straight hours. We don't have time for that. So we gotta we gotta pick and choose. I could talk about, whoa, you went from that sitting on sitting on that Sunday to where you're at now. And we probably could unpack your understanding of financials over that time and needing to dig into that and pricing and sales process and marketing, leadership. I wanna I wanna focus on two things. one, I wanna just briefly hit on that leadership topic. And then I want us to move into kind of the the marketing side in particular, the marketing side. But

 

Jimmy Moore: Yep. Yep.

 

Kyle: let's spend let's spend a couple minutes just on the leadership side. Something that really jumped out at as you were talking was, you know, one of my gifts is leadership of people. And almost going back to some of that early talk we did of this podcast, I've always been hesitant to try a phrase that I like to use with my kids is hey, when especially when I hear them being a little egotistical. Hey, we're humble and hungry. Humble we're our hunts are humble and hungry. And usually it's met with, yeah, yeah, yeah, yeah, yeah. But hopefully, hopefully the seeds are planted in there that that will continue to be a mode of operation for them. but I've always been hesitant to be like, you know what, I have a gift of fill in the blank. I think there's like, but the as I go, as I get older, I'm like, you know what, there are things that I'm gifted at. And you even said God given gifts. There's things that we are in endowed by our creator that I am really talented at this. This is how God made me. There's other gifts that we have developed. And frankly, for all of us, there's things we stink at. And we maybe

 

Jimmy Moore: Yeah.

 

Kyle: ought to just let it be and not focus on that. Give me your best ideas related to whether leadership is God given or not, whether I need whether it's just a gift and I'm naturally good at it, like people. have and various things or I need to develop it. Give me your top couple things. This is what makes a good great leader. This is what makes a great leader. What comes to your mind for that? Dog on it. We could

 

Jimmy Moore: So so

 

Kyle: spend a whole podcast on this, but we gotta keep this bar brief. Darn it.

 

Jimmy Moore: Yep. So he so what I'll do is I'll I'll touch on what you said as it relates to like that internal battle, right? So another one of our core values is confidence with humility, right? And in order to be confident, right, you have to have an understanding of of of who you are, what you're good at. But at the same time, we're we're a student of life all the time. Right. And so the second that you stop. pursuing growth. Now now you're you're starting to flirt with that ego, right? That pride that's gonna get you in trouble. And so relentless forward momentum, RFM, right? Our top core value, right? That that applies to everything. Just what is it look like to constantly be pursuing something? And so when I talk about my gift being leadership, I think there is a confidence that comes along with that because I do truly believe that it has been a gift, right? I didn't just decide that I'm like gonna be a really

 

Kyle: Mm-hmm.

 

Jimmy Moore: good leader. And the reason that I think it's something that I can confidently embrace is because Being a leader is really hard, right?

 

Kyle: Mm-hmm.

 

Jimmy Moore: And I can tell you right now, like, what does leadership mean to me? I I'll tell you in one word service. Okay. Like, in order to be a quote unquote good leader, everything we do is about how do we serve those that we have been entrusted with to lead. Everything that I do and the choices that I make, especially as it relates to the pack, right? We we we we we at Petra are a pack.

 

Kyle: Is that like a c is that a little playoff of some kind of Colorado, you know, like a out out west type thing or what?

 

Jimmy Moore: It it could be and and and someday if you want to know the the story behind that, I will take up the rest of the time if I talk about you know

 

Kyle: Ha ha ha ha.

 

Jimmy Moore: listen, you you touched on it at the very beginning and it's true. Like you're you're talking to a guy who has spent a significant portion of his life diving into personal growth, right? And so so the so the pack comes from a rabbit hole that I went down at one point in my life where it just became this thing and then somebody commented on it and then I just thought we can be a team or we can be a pack and a pack

 

Kyle: Mm.

 

Jimmy Moore: is our thing. So that's what we're gonna do. And it means something to all of us. But also it's not so abstract that people don't know what we're talking about if I refer to us as the pack.

 

Kyle: Yeah. Yeah.

 

Jimmy Moore: But again, it's it's it's it's service, right? It's all about being a servant leader and what does that look like and understanding that the responsibility that I have at the end of the day, just like the leader of a household, the same respires to the leadership of a company as it relates to like, listen, like I'm not always it has to be about service because I have to have grace, right? Like, because for as good as We can reflect back on calls and decisions I've made. There's that many ones that I would take back in a heartbeat. But the reason that we all are still here is because of the people and their commitment to this thing and and the alignment of values and mission and vision. And at the end of the day, our vision for Petra is about fulfillment and My job is to provide an environment that has the opportunity for fulfillment, but it's not going to be given to anybody, right? We're all going to be working for it. And that's where again I feel like you have to be intentional about what servant service looks like because I'm not here to give anything to anybody, right?

 

Kyle: Mm-hmm.

 

Jimmy Moore: My job is to provide opportunity. And as long as we are a like minded group of individuals, that's all we're looking for. And we're gonna take advantage of that opportunity and we're gonna do it together. And and so that's that's it. That's like what what And that's why I say it do it doesn't matter if it's a remodeling company or if I was a cook or I ran a software company. It's like it's the same thing.

 

Kyle: Yeah, that's good. The the core values, and I'll I'll just read them out because we've touched on several of them for people listening. Relentless forward momentum, exercise discipline, confidence with humility, intentional thought and action, open and honest relationships. Reminder to the remodelers listening to this. When you put your core values clearly out there, there we go. Results R I S E. I got them too. And you live by them and everybody on your team knows that those are your core values. Boom, he's got them right there. it makes it makes the standards much more clear and the expectations much more clear. So that should be a takeaway. If you don't, if you haven't gone through that exercise, do it. And then what a good summary of leadership. It's about service. It's not about me trying to get them to next time you're whining about an employee and about how they're not doing this. Can you just go stand up, go look in the mirror? And look at yourself and say, I'm this person's leader. And this person's acting like a knucklehead and this person's not doing this and this person's not doing that. What can I do to serve them? What can I do to serve them? And I liked how you built that out from home and and and and work. If I if my if my wife and I are not getting along well and I like to say to myself, you know what? I part of my role as a husband is to is to lead her, is to lead my family. Well however that you know, however you guys everybody views that, I view it that way. And you know what? I can either be selfish or I can be of service. Ooh, that should be a s that should be a t shirt or something, Jimmy. I can either be selfish or I can be of service. Ooh, that's another definition of leadership. Doggone it. We're gonna keep moving on. I have a gu I have a feeling you're gonna be a guest again here, Jimmy, whether you like it or not. Marketing. you want to did you want to add something else? I feel like you had one more. All right.

 

Jimmy Moore: Here's what I'll say. Here's here's here's one thing that I think is worth saying. interviews, conversations, whatever, trade partners who are who are branching out and want to start their own business. People they come and they I have conversations with them and and it's like what what what do I do? Right. And I tell people this all the time. Understanding your vision, your mission, but specifically your core values are the single most important thing that I think a young business owner can invest into. And I'm not gonna say it's more important than like your actual business plan, but you know, everything is All energy and focus is intention, is is around like how am what am I going to do? How am I going to make this business work? Right. Like what and it's like, well, I can tell you right now, unless you are committed to being a sole proprietor your entire life, your business is ultimately going to be successful or fall short based on people. And if you don't have the definition of what those people need to do and be and operate. A, you're not gonna find the right people just by chance. And B, when you do find the right people, if you don't have definition of what that that that thought and action looks like, you're just gonna end up wherever it is that you end up. And so Hilson Merrill, who who I haven't taught I mean, I he's a guy that was in a remodelers group of mine, 10 I don't know, twelve years ago out of Nashville.

 

Kyle: That's what a hey, that's what that's what old men start saying. I don't know, it's been a decade or two. This is this is yeah, this is this is you getting old man. Yeah. Yeah, I'm forty

 

Jimmy Moore: I see, there's a n I'm forty two now, right? Does that does that put me in the old man? Well

 

Kyle: three, so I know I yeah, that's that's an old man comment right there.

 

Jimmy Moore: They came to Petra in a in a part of a remodeling group. And I remember I felt like I had things pretty flushed out. And he sat down and he asked everybody, all the guy I think there was like ten of us at the time, you know, and they did their interviews with all my team and everything. And and that was like the wake-up call for me is is like intentional thought and action, right? It's like, well, are we all on the same page? Are we all aligned? It's like, of course we are. Like we we meet all the time. It's like what but aligned around what? And it was like

 

Kyle: Hm.

 

Jimmy Moore: us, you know, like us. What are you talking about? And so let's move on to marketing. But the takeaway there being like listen, don't overlook the importance of having mission Vision, but specifically core values, actually defined on paper, tangible, so people can see them and they can read them and understand that you are going to have a culture. You can either be a part of defining what that culture is, or you can be a victim of whatever ultimately it is defined for you. And I can tell you right now that.

 

Kyle: Do you do you have a mic do have a microphone in your hands? Because if you do, you can drop it. Cause you kinda that was kinda like a mic that was a little bit of a mic drop line. It was almost as good

 

Jimmy Moore: Exactly.

 

Kyle: as my you can either be selfish or of service. That one was pretty good, Mikey Droppy, but you're

 

Jimmy Moore: That was pretty good.

 

Kyle: that last one that you just hit on about the culture. You're gonna have a culture either way. Was good. Yeah.

 

Jimmy Moore: Yep. Yep. You don't get a choice. And so you can either be a part of actively leading it or you can be a victim of what it becomes. And so I it's just one of those things that like I would be it it would be a mistake not to have at least said, listen. Do you want any piece of advice as it relates to where you're at in your business, whether you've been doing it for one year, five years, 10 years, 20 years, if this isn't something that you have, that you've intentionally made, that you have posted for people to see, and that in all conversations you have, conversations of praise, conversations of criticism, you're not pointing back action towards alignment or being out of alignment with these things. Ultimately, you will find yourself someday a victim of something that you did not intend because there was not the right focus, right, so to speak, in the right things. And that's again,

 

Kyle: Yeah, it's good.

 

Jimmy Moore: servant leadership, right? I serve us by constantly being a reminder to who and why we are who we are.

 

Kyle: Awesome. That's awesome. One proof that AI visibility is driving real business. Builder Funnel has helped their clients generate qualified leads and projects from ChatGPT and Gemini, expand into new markets while attracting higher-end projects, and helped a Jacksonville remodeler become the number one recommendation across AI platforms. Most agencies are still talking about AI. BuilderFunnel is already delivering measurable results with it to the tune of. ten million and counting. Visit builderfunnel.com slash R O T R to see how they're helping remodelers like you stay ahead of the competition. Builderfunnel.com slash R O T R. Jimmy, I'm a I try to be a pretty straight shooter. So I'm just gonna put a put a straight shooter out here. Builder Funnel, you know those guys?

 

Jimmy Moore: I do.

 

Kyle: Builder Funnel is an annual sponsor or modelers on the rise at Danielle and Spencer. I've known them for a long time. And instead of being like, well, so here's how this all happened, people is as part of the sponsorship, we're like, you know what we we find to to be helpful in our sponsorship, we try to blend creating content that's helpful. for our audience, along with kind of mentioning the sponsor. That's brilliant, isn't it? So it's say yes. He's not said.

 

Jimmy Moore: I am shaking my head, yes, but for those that don't have video, yes, I completely agree.

 

Kyle: He was shaking his head. So that's what we try to do. So then we said, Hey, Builder Funnel, for for the little for little podcast where we want to talk about your services. Do you have a do you have a client that has been through your services and been seeing some good results? And we can talk about their experience with Builder Funnel. and then Jimmy, we just started going down all these other rabbit trails and we had a wonderful conversation. And now we got to pivot to talking about Builder Funnel and the marketing and kind of the process with that. And it sounds like a few years ago, you were kind of looking at things going, all right. I gotta maybe start to take the marketing side a little bit more seriously. I gotta be a little bit more, there's the word again, intentional about the marketing side of things. talk about kind of that, that process, where your mindset was there, and then talk about kind of how that process has been with Builder Funnel and some of the results from it.

 

Jimmy Moore: The shift came Say, you know, a handful of years ago where Petra started as a as a general contracting company and then has over time evolved into a design build company.

 

Kyle: Mm-hmm.

 

Jimmy Moore: and so starting from general contracting, yeah, we had leads come in through referrals and word of mouth and all that all the time, but like we we The majority of our work came from relationships that we had built with with designers and architects. And and so it it was it was fine. So it's like we quote unquote marketed, but like really

 

Kyle: Mm-hmm.

 

Jimmy Moore: we were operating based on relationships. And as we started to embrace the design component of it. We were just off we're operating in like parallel paths where we had our design build work and we had the work that we did from from our architects and designers. And I ultimately got to a point where, like, don't get me wrong, we still have relationship with architects to this day, and we're more than happy to build anything for them that that you know, we have the opportunity to do so. But I also kind of felt like it was a little bit of a, you know. one foot in, one foot out on the on yeah, exact yeah I know I know believe me. So

 

Kyle: Delicate dance. Yeah, a little bit of a dance too. Of how yeah. Yeah. Yeah.

 

Jimmy Moore: when we decided like listen I owe it to these designers like I owe it to this team to continue to facilitate not just the not just enough work for them to stay busy but like enough work for it to sustain Petra. Right? Like

 

Kyle: Mm-hmm.

 

Jimmy Moore: so we had gone back and forth over a few years with so at that point in time I had like you know five six million dollars of revenue I needed to to to grow into that was stuff that we were getting on our own, not just coming from you know

 

Kyle: Yeah.

 

Jimmy Moore: other companies. And so we'd we'd worked with probably three or four different quote you know quote unquote marketing companies over the years that

 

Kyle: Website, digital marketing type thing.

 

Jimmy Moore: Exactly. That and and every one of them sounded good, right? You know, you you sit down and you know, they're giving you their pitch and it's like, okay, this is exactly what we need. I was familiar with Builder Funnel from the days of remodelers advantage, at least, you know, an idea of what Builder Funnel was. and so a couple of years ago, I would have it would have been good for me to remember exactly like why what specifically happened that made me reach out to them. I

 

Kyle: Spencer's good looks.

 

Jimmy Moore: I well, I probably 'cause I always get Spencer's emails for the last fifteen years from just being on the you know, the mailing list or whatever. And so it was it was it was one of those things his good looks that's yeah, yeah. Yeah. Yeah.

 

Kyle: It was his relentless forward momentum of marketing that finally got you.

 

Jimmy Moore: Yeah. Yeah, that's a much better way to put it than his good looks. I've

 

Kyle: Yeah.

 

Jimmy Moore: never met the guy in person, but that's probably not the first thing that comes to mind. Kinda like my gray beard.

 

Kyle: nice zinger. I like that one. I mean, Spencer and I have a similar hairline and stuff, so we talk about that some yeah. That's right.

 

Jimmy Moore: It's like you just you work with what you got. So we started working with them. we met with them and they outlined a plan.

 

Kyle: But but pa but pause there. You don't remember specifically what it was, but I think there's a lesson there, even for all of us, of like, you know what? It was the consistency of marketing.

 

Jimmy Moore: Chao Luy.

 

Kyle: But even more than that, marketing is building no like and trust. So if you are creating content and you're putting content out there consistently, like Spencer and Builderfell have done for years, and you're putting out there of like, I'm creating content to help my ideal client. And the more I just continue to help and guide and show myself as an expert and give them good ideas, eventually it's kind of like, all right. Timing and value is aligning and here we go.

 

Jimmy Moore: That's exactly right. Like it w I got to a point here's I here's what it was. We'd worked with all these marketing companies. Okay. And finally I just got to a point where it was like, Surely there is a marketing company that just does what they do for us, right? And it was like,

 

Kyle: Mm-hmm.

 

Jimmy Moore: actually there is. And I've known about it all along. And so there is

 

Kyle: Yeah.

 

Jimmy Moore: a component of it. I I absolutely agree with. There there was just there's the consistency of your brand being out there, right? And so it was like kind of one of those things where things align, kind of like the the Petra thing, right? Like I'm looking for something and because of consistency of information, like it's like, yeah, finally, you know, the light bulb goes off. And so I sit down and I I have that initial meeting with them and they outline this plan. And for me, it represented It it represented a significant marketing investment. And marketing,

 

Kyle: Mm-hmm.

 

Jimmy Moore: I'm sure most people can kind of understand at least my pain in marketing from a standpoint of like it's really hard. If you spend fifty thousand dollars in marketing, it's like I have a hard time believing that all fifty thousand dollars of that was like giving me exactly the return I wanted it to on everything. It's like if we go out by the eighty twenty rule, right?

 

Kyle: Mm-hmm.

 

Jimmy Moore: There's probably only 15, 20 grand of that that's like really doing the heavy lifting. And it's really, really, really hard to tell what it is. And because

 

Kyle: Which is which?

 

Jimmy Moore: my job isn't to be an expert in marketing, my job is to find the people that are the experts, whether that's like my CFO or my general manager or my superintendents, like I've done my job well when I find the resource that can do what they do for Petra better than I can. And so obviously I got that very I got that sense when I initially had that meeting with with Builder Funnel that there was the component of I think confidence with humility is a good way to put it to tie it to Petra. But what I what I took away from it was really just like an unapologetic path of like if you want your marketing to be successful. This is what it looks like. Now, within this, there's all different kinds of options, but it wasn't they weren't the the they were doing For them to me, what I want us to do for other people, which is like there, they're there's confidence with humility, but there's this unapologetic approach to like, listen, we know what it takes to be successful. We've done this for people, we've been around for you know a very long time, and this is what it looks like. And so I we made the commitment to to go all in. We initially We're working with with Kayla, who has since promoted up, which is no surprise to me because Kayla was super impressive to me every time we met. we're working with Claire now. I would hire Claire in a second to be set to work sales and account management for me. I I just think that my experience with outside of outside of the actual Marketing return, the most impressive part about Builder Funnel is the people, right? And that matters to me, obviously, because I think that the most impressive successful part about Petra is the people. And so but like I know that you're probably looking for me to be able to give you like like legitimate numbers and data. And and I have some of that to some extent, but like what I can tell you is we just had our our quarterly recap meeting like last week. So some of this stuff is actually pretty fresh on my mind.

 

Kyle: Mm-hmm.

 

Jimmy Moore: so far this year, we have generated more leads by July twenty third, actually technically by the end of June. than we had the the the previous year before we started with builder funnel in total, the number is it was it's give or take two hundred. two hundred annual leads two years ago and as of as of June 30th, we're like at 207. I mean, you know what I'm saying? And so it's like, all right. And so

 

Kyle: Hmm. Doubled up. How long have you guys been working together?

 

Jimmy Moore: to this it this is

 

Kyle: In D year two.

 

Jimmy Moore: Yeah, like this is actually technically it's just over our second year. We started in February two years ago. So we're like we're like twenty-seven months or whatever. And they told us they told us like, listen, this is this is a year long commitment in order to then get to the part to where we start doing our thing. Right.

 

Kyle: Mm.

 

Jimmy Moore: And so so yes, it's been two years, but we're we're a year we're now a year into like the we've We've paid our

 

Kyle: Result mode.

 

Jimmy Moore: dues, we've made our investment. We've given them the time that they told us up front they needed to start to develop the the the brand recognition and presence and and and obviously like foothold that that they need in order for us, which by the way, even throughout that first year, everything was still increasing, right? It wasn't like they were doing nothing. It just wasn't like it and so now. We talk about like return on marketing investment. Okay. And we they they have their way of measuring return on investment, right? 10 times, 15 times. Which is which is great. And it it all depends on like how you actually measure that stuff. But I can tell you from a guy who sits in this seat that that values numbers because numbers are important. There are things that I value more. And here's what I value more: is that I have an expert team of people that will listen to me. They will tell they will we will have spirited conversations when spirited conversations are needed, right? But They will they will say they will also say, Okay, if that's what you want, that's what we'll do when that's what was needed, right? Like I don't have it's not a comp it's a company that that that with or without me is gonna be just fine, right? And so they tell me what it is I need to hear. They answer hard questions when I ask hard questions. They extend grace to me when they have to explain to me the same thing every three months

 

Kyle: Fair enough.

 

Jimmy Moore: because I keep I can get sidetracked back onto like why. W why aren't we doing this? And it's like, dude, we've we've talked about this before, you know. Exactly.

 

Kyle: Yeah, we've been we've been we've been down this road before. Yeah. So they they have a way of measuring ROI. How have you measured ROI? Your pipeline, quali qualified leads into straight up pipeline, you're seeing great results.

 

Jimmy Moore: Yeah, so so my pipeline right now, when I look at where it's at, when I look at like marketing qualified leads and sales qualified leads, a marketing qualified lead being like, Hey, who this person that reached out to us is is asking us to do the t one of the types of jobs that we do. Right? Somebody that calls in For a window replacement or a bathroom remodel or just a kitchen remodel. that's not we don't we don't classify those as quote unquote a marketing qualified lead. and then to be a sales qualified lead means we've had that initial phone call and it's like, okay, not only now do we have the type of job we're looking for, but we have alignment in at least the prospect, right? Like they there is that shared

 

Kyle: Yes.

 

Jimmy Moore: vision of like who we are, why we do what we do, how we do what we have to do, and understanding that there are equal expectations on them as a prospect and or a client in order for this whole thing to be successful. And so our we have probably as many sales qualified leads now as we did a couple years ago of just marketing qualified leads.

 

Kyle: Hm.

 

Jimmy Moore: And so the pipeline is full. And when I look at the pipeline like What will keep me a client of Builder Funnel, regardless of 10X, 5X, 20X, 100X return on investment, is when I look in my pipeline, if we can if I'm constantly looking at the pipeline and and Petra is not only sustaining, but has as much growth opportunity as we want to have, and all I have to do is actually sell, say, half. Of what's in my pipeline, like we're good. I nothing else needs to be said, right? Like I don't

 

Kyle: Doesn't get doesn't get any better. Yeah. Yeah.

 

Jimmy Moore: I the numbers matter, but that's what matters to me more is like, do I look at my pipeline and everything's gonna be fine with Petra as long as I sell everything that's in the pipeline? It's like, well, that's not very comfortable. Right. And we've been there, right? I know what that's like.

 

Kyle: That's risky. Right. That's risky. Yeah. And then and then as far, yeah, as far as even the 8020 as you're studying it, as far as what you're paying attention to, what do you think is kind of the service, the part of their service that seems to be moving the needle the most? Obviously, a good marketing program is a combination of a lot of things. It's a combination of the content writing, of the opt-ins, of building up an email list to stay in touch with previous prospects' clients. It is the paid as it is SEO. It's now the AI side. Is it a combination of the whole package, or have you seen certain aspects of it really be the part that feels like it's moving the needle? That that twenty percent that might be moved turning into the eighty.

 

Jimmy Moore: I know that it would be super great for me to be able to say, like, this is the specific thing that Builder Funnel does for us that that really moves the needle, but it's not. It's it is it's the collaboration with Builder Funnel and it's their willingness to to be the experts, but also understand that there is a partnership with Petra. And that we are unique in a lot of our own ways and we have our unique expectations. And so they're not trying to get me to fit into their box. They're trying to get their expectation, like what they know works to work for us as Petra, as if they were on the staff of Petra, because we

 

Kyle: Mm.

 

Jimmy Moore: have very specific expectations on on like what our brand looks like and what our voice looks like. And and I've gone back and forth many times with them over like We want to say this for SEO. And I'm like, I don't want to say that because that's not would never come out of any of our mouths like that. Right. And like

 

Kyle: Mm-hmm.

 

Jimmy Moore: they've gone out of their way to still take who we are and what our voice is and then still maximize it for the actual things that they need it to be maximized for for successful marketing. And so what I'll say is that it's not about any specific thing, it's about the package that comes along with BuilderFunnel because we've had success in all of it. We've had leads come in from social media, we've had leads come in from the blogs. We've had leads come in on the paid ads. We've had paid ads start to dry up, but then there's other things that come in. And so it really is the package that Builder Funnel provides.

 

Kyle: Good. And then if I'm a marketer, if I'm a remodeler looking at marketing and I'm going, when I look at the price of it and the investment of it, what say you to that?

 

Jimmy Moore: It's it's it's that. It's it's it's it's not the price, it is absolutely the investment. because what I can so so last I'll talk it it it'll be more like generality. So so What I can tell you is last year so last year was it was it was our partial it was our first partial year after like that initial investment.

 

Kyle: Mm-hmm.

 

Jimmy Moore: 50, 40, technically 47% of the revenue. We did over $10 million last year, but just to make the numbers really easy for people, $4.7 million of the $10 million of revenue we did came directly from Builder Funnel. So is there a cost to marketing or is there an investment into marketing? Like you you as a business owner can make your own choice how you want to view that. I obviously know how I'd view it. And I can tell you right now that if I tell you hey, is a hundred thousand dollars worth four point seven million to? I think everybody would say yes. And I'd be like, okay, cool. Cause just so you know, it's literally half that the investment I made into that. Right. It's like, I could make it sound like I could I could pitch in a way to where you like, I would totally spend a hundred K to get four point seven million. And I'm like, well, that's great. Cause just so you know, it's not even close to that. So is it a cost? I don't think so. Unless

 

Kyle: Yeah.

 

Jimmy Moore: I mean, do you view salaries as cost? Right? Like it's like

 

Kyle: Right.

 

Jimmy Moore: I don't think so.

 

Kyle: Yeah. That's good. That was a that was a pretty convincing little story you just shared there. And it was a good story. And it's the thing that I've learned about you over the last hour, Jimmy, is I just talking to somebody that one that that service thing that you talked about earlier, I'm just kinda hearing that throughout of how you talk and how you roll. and it's just reifresh. It's a reminder for all of us. Let's all just be straight shooters, let's all just tell it like it is. Guessing, I'm guessing you're somebody that shares your warts, you know, and shares your bad parts and shares your good parts, and it's just refreshing. Like be I I just taught I just felt like I had a very good inkling of somebody who's passionate, somebody who's honest, somebody who's worked hard on being inspiring to those around and is is keeping the focus on the people around him. You've said it in a variety of ways versus yourself, and there's a lot to learn in amongst that. in addition to that, we heard core values. In addition to that, we heard intentionality versus discipline. In addition to that, we heard some marketing and to to put a cap on the marketing side. it is hard. It is easy if you've been in business for 10, 15 years, to generate a certain amount of work from repeat and referral work. If you're doing a good job, it's it's easy for that. It is hard to develop a pipeline of projects that's coming from straight up marketing and advertising. that's where we need to partner with people who are strong with that. You've partnered with BuilderFunnel. And the other beautiful thing about marketing is now if that 4.7, let's say represented 30 new clients, those 30 clients are now in your previous client realm of things. They have a whole network of folks. Now you've strengthened your repeat and referral work. So there's an argument to be made, even if I'm break-even-ish on my marketing investment, it's actually when I take a longer term view of it, going to be a crazy net positive, let alone if standalone that is already prop profitable. So keep that in mind as you're looking at your business, as you're looking at investing in marketing. Jimmy, that was lot of fun. If you were to leave everybody with with a final thought, tell them your website address so they can go check that out. And then if you were to summarize any one thing that we shared or something else that's coming to your mind. what would that be, sir?

 

Jimmy Moore: So petricustom builders dot com. I think that What I can summarize or like just kind of speak to like hey if you take one thing away from the podcast marketing is absolutely something that needs to be viewed through the lens of an investment it's I believe me I I viewed it as a cost for a long time and I Limped through leveraging relationships and word of mouth

 

Kyle: Mm-hmm.

 

Jimmy Moore: and signs and all of those things matter. All of those things are all very much a testament to you doing what you do and serving very well, and they're incredibly important. But like you said, there's so much more to this. And I would so much rather be in a position where We get to just continually raise the way that we vet clients.

 

Kyle: Mm-hmm.

 

Jimmy Moore: Because we've all been in those situations where it's like you're gonna do a job because at the end of the day, like you you you you just you have to do the job. And you're

 

Kyle: I need that revenue. Yeah.

 

Jimmy Moore: and and for businesses, especially business owners, like the burden of that really falls on your people. Right? They're

 

Kyle: Mm-hmm.

 

Jimmy Moore: the ones that then have to go deal with you know, design has to deal with those clients for months and months and months, and construction has to go deal with those clients for months. Yep.

 

Kyle: Yep. We took we took a we took a bad client, we took a project that's not our wheelhouse, it's clunkier, lower margin, the whole thing.

 

Jimmy Moore: And so the investment into what certainly what Builder Funnel has done for me, but has done for so many people for so many years is what has allowed us to just continue to take Our view, our perspective, our vision for what those ideal clients are, and then just continue to refine that more and more and more. And so even over the past couple of years, our our goal of Petra over the past couple of years has has not been growth in terms of revenue. It's been refinement in terms of like process. Because

 

Kyle: Mm.

 

Jimmy Moore: I I'm we could get into many conversations and debates over like what plateaus and benchmarks require what amount of people and you know, but I believe that right now where we're at in that $12 to $13 million mark, we're at that place where now taking that next step to 15 and then beyond requires a a kind of another step and investment into some infrastructure and people and roles. And so instead of just going to that, the last two years have specifically been about refinement of of process, so to speak. and what builder funnel has done for us outside of just the leads is because of opportunity of the leads has allowed me from a sales deponent a sales component to really refine who's a client, who makes the cut to even be a prospect for us.

 

Kyle: Yes. And that that's the dream of marketing. Yeah.

 

Jimmy Moore: Agreed. And and so so to me it's like listen. We've I've said it, I'll say it again. I'll say it if I talk to you in one year, five years, ten years, like invest into culture because culture is happening and being defined through the actions of everyone that works for you and with you, whether you like it or not. And if you're not being intentional about defining what that actually is, then it's something that's happening to you, and I promise. If you're not being an intentional, if not the whole thing of your culture, there will be parts of your culture that you absolutely hate. And so please, please, please invest into culture. That way you can actually stand a chance to vet clients because you understand what it is you're looking for and where you need that alignment and like mindedness in trade partners, vendors, suppliers, homeowners, builder funnel. Right. If you don't know what it is that you're you it's like, how are they gonna find you leads that work for you if you can't even define what those leads are? Right?

 

Kyle: Thing you

 

Jimmy Moore: And so the to me, it's to me, it's just that. And like I said, it's I I I should reach out to Hilson after this because it's been a long time. But maybe Hilson listens to this and I can just sit here and say, hey man, thank you for everything that you did for me and for Petra thir 13 years ago.

 

Kyle: But yes, he could listen to he could listen to this, but put that on your to-do list yet this week. Reach reach back out to him. Hey, J J I was

 

Jimmy Moore: Being intentional about sending

 

Kyle: gonna say, could you could you be intentional about that and maybe, maybe for the first time in your life, Jimmy, show a little discipline, huh? Maybe couple that intentionality with discipline. Yeah, that was wonderful. Thank

 

Jimmy Moore: I can follow through. Follow through. Yep. Yep. You got it.

 

Kyle: you so much for being generous on here and for sharing just a a s smattering of wonderful thoughts. appreciate it. It was wonderful to meet you.

 

Jimmy Moore: Yeah, no, thank you. I know I took you way past your your hard stop. So thanks. Thanks for letting me talk.

 

Kyle: Well, you know, but I got a good but I've got a good team. My team noticed it. They already reached out to that client that I'm eight minutes behind on. It's all good. This was this was great. Thank you. All right, be well.

 

Jimmy Moore: Yeah, no, thank thank you. I appreciate it, man.

 

Kyle Hunt: Thanks for tuning into the Remodelers on the Rise show. Whether you're listening or watching, I appreciate you being here. If this was helpful, make sure you're subscribed so you don't miss the next one. We're putting out new episodes every single week focused on helping you build a better remodeling business with real stories, practical ideas, and things you can actually take and use. If you're on YouTube, hit that like button and turn on notifications so you know when new episodes drop. If you're listening on a podcast app, a five-star review goes a long way and helps more remodelers find the show. We've got great links below or in the show notes where you can connect with us, check out our remodelers community and learn more about our coaching and resources. Appreciate you very much. See you on the next episode.