Generating Agency Leads through Facebook Ads with Jesse Drach of Window Marketing Pros

Sep 14, 2021

Jesse Drach of Window Marketing Pros has built a niche-specific agency and generated all his agency leads via Facebook ads. Learn about his qualification process using Go HighLevel to ensure he doesn't spend time talking to people who won't convert to clients and how he takes the time to re-center when things go sideways.


Transcript:

Natalie: Jesse, Welcome to the Amplified Agency Podcast. How are you today?

Jesse: I'm good Natalie. How about yourself?

Natalie: How's your day been? It's Friday. Good times 

Jesse: Somehow busier than my Monday was, but it was good. 

Natalie: That's awesome. What were you doing before hopping on this call? 

Jesse: Um, I actually took my new employee out to lunch and then realized the call started in three minutes and gave her my credit card and ran back. She brought me food. She's on top of it. 

Natalie: So this new person you hired, what does she do for you? 

Jesse: That's a good question.

Um, it's been a little bit of everything right now. Uh, Facebook ads, she's been getting on getting a case study done. She's going to work on getting the podcast up and running and the webinars. She has been an absolute rock star so far. So, I'm very excited. I have hired a handful of people through the different businesses I've had in the past, and it's always not been what I want. Yeah. So, and I feel like anybody that's hired anybody ever can relate to that. 

Natalie: Yeah, it's hard to find that right fit in an agency, especially when there's some of your earliest hires, so you're still figuring out your SOPs, and what do you actually need help with, and you know that transition of work over, and what really feels comfortable for you. It’s tricky. 

Jesse: It is, it is and it was definitely, you know when the first thing was coming out, what am I going to have her do? Like I have all this stuff, and I'm so far behind but it's, it's a smorgasbord, you know.  But she's been a rock star and she’s been running with anything, anything I give her, and yeah, doing her due diligence and super impressed.  

Natalie: That’s awesome. So is your goal with that hire that then you can focus more on sales or do you want to lean more into operations?

What's your goal with that? 

Jesse: So the goal would be, I would like to do more operations stuff. She does have some sales experience and she has the personality for it which is, you know, no matter, I feel like how much you read books, how many calls you do, how many presentations. There is always just that personality type that is going to be better at it. She's very much a people person and a little bit sassy which I feel like you need in sales. So I think it's going to be good. But for now yeah she's doing some more operations stuff as we kind of figure stuff out this first month or so. 

Natalie: Awesome. Why did you start your agency in the first place? What was your big motivator for that? 

Jesse: So it kind of fell into my lap. I was in construction my whole life, you know from 15 years to about when I was 29. When I left that job I started a company in the fitness space. We trained competitive powerlifters, sold lifting wraps, straps, belts, stuff like that, and I managed to build up to about half a million dollars over the course of three years.

And I just absolutely loved the marketing aspect of it. As you know it’s psychology, it's all this psychology. And it's super cool and I find it very interesting getting someone to spend their hard-earned money from, you know, pushing those buttons. I guess that gets them interested in your product. It's you know, humans are fascinating creatures, and getting them to part with their money is super cool. So I kind of fell in love with that.  And then Covid completely destroyed my fitness company.

So I went from half a million dollar a year business to no paycheck for like eight months. So I just kind of dove into it feet first and that’s the next thing I want to do. 

Natalie: Crazy. That's amazing. 

Jesse: It's interesting, you know, a very sink or swim kind of. Yeah. 

Natalie: So how did you start finding your initial clients then? Where did they come from? 

Jesse: So all my clients I've gotten from Facebook ads. That was something I got, you know, pretty good at during my fitness business. That's how I did all the marketing for that too.

That's what I saw the best return on. That was just kind of what I stumbled into. So I spent a lot of time figuring out how to figure out your target audience, craft a good message, etcetera. So, so far everything has come from, every single client I’ve signed has been from Facebook ads. 

Natalie: That's amazing. What type of ads are you typically running there? 

Jesse: So I run a lot of conversion ads. When I started this--the first month was a disaster and this was before the seven-figure agency and all of that.

Essentially I followed a “guru.” Just paid him $20,000 which I would have been better off if I burned that money honestly. What’s happening was, you know, in the first month I got four clients, made $10,000 and then found out we could not deliver at all, like at all.  Signed four clients the first month, second client, second month, third client, third month then had zero clients. So I shut everything down. That's when I kind of found 7 Figure Agency and restarted everything 

Natalie: That's awesome. Yeah, I mean, not awesome that you have to spend $20,000 and learn the hard way. 

Jesse: Really fun. I was a little frustrated but it was a great learning experience, and it really showed me what I didn't want to be. A lot of people, I feel like, found that this is kind of a get rich quick scheme like it's really easy to make a lot of money doing this and if you have enough clients coming in it doesn't matter how many, how big your churn is. I did not want to be there.

I wanted, you know, I would rather have five clients stay for a year than make more money and be churning and burning people. Leaving people with a bad taste in their mouths. 

Natalie: Yeah, that totally makes sense. What have been some of the biggest sales hurdles you’ve had? So you're bringing people in through Facebook, what's your process once they raise their hand and say I want to talk to you and then what are some of the hurdles that you face in that situation?

Jesse: So some of the biggest hurdles we faced originally is we did, or I should say I did, I had a salesperson at the time, he was really good. Also laid off due to covid. So it just kind of worked out. But we just did on Facebook, lead ads, so you can't weed anybody out. And I mean we were, you know, we had this really good messaging going out, we were getting leads for $5-$6 each. It was insane. Really good. Unfortunately, you know, 95% of them weren't a good fit and they wouldn't pick up the phone. So what we've changed it to now is they have to go through a survey.

They have to be a certain size, spending a certain amount of money every single month. I have the budget for it and that's helped a lot with our sales process. And then, probably the biggest hurdle is, is closing. Closing and the presentation. And that's, that's something we're still working on. You know, it's, I feel like a lot of newer agencies have the issue with not having, you know, not being able to have the conversations to begin with. We can have a ton of those conversations, what we do works pretty well as far as Facebook and getting hands raised and people, I think qualified to be able to afford us.

Um, the problem we are having is getting them to close. So that's, that's the next biggest hurdle, and after we get done, I'm sure it'll be something else after that. There's always something else. But that will be I think a big problem that will lead to a different level of agency. Will be able to scale this much quicker. 

Natalie: So when you talk about qualifying a lead, what does that look like for your agency? Because I think a lot of people don't go through that yet. It's just anybody that comes in I will talk to and potentially take them on as a client. Especially when you're a new agency. What's been the value for you and qualifying them? And then also how do you qualify them? 

Jesse: So the value, honestly, is just in saving my time. What sold me on qualifying people is I had a conversation with an installer from Alaska. You know the discovery call went great, the presentation went awesome. I spent probably a solid two hours with him and just you know, kind of shooting the shit and stuff.

I was like okay so what's your marketing budget look like? He's like, “Well I could, I could probably spend at least starting to $200 - $300 a month.” I'm just like well that was a giant waste of my time. Nice guy. But like man, we're just not even close, not even close. So when people now click on one of our Facebook ads they are taken to a landing page and before they can schedule calls with us, they have to fill out a survey. Which is you know, obviously basic contact information, but also what is their marketing budget every month?

If it's less than $2,000 we just disqualify them because the least you can spend with us including ad spend and our fee is $3500 a month. So I mean even though it’s hard to find people over $2000 per month, you still have those people in that $2-3,000 range where it's still a push on their budget. But it's again when we get better at our presentations you can tell it's a possibility. But you know somebody that's spending $1,000 a month or $500 a month, there there's just no way that they're going to you know, even if they could afford it.

You know, we run into installers that have, should we say, companies that have over 10 installers, they have plenty of people. But the owners used to spending $500 a month. He can afford it. But it's just sticker shock compared to what he's used to. Right? That's why we do that, how we do it. 

Natalie: Do you automate it, automate that whole process? 

Jesse: Yes. Everything up to the first phone call is automated. So we'll go through the survey. If they qualified they’ll be up to schedule a call and after that, they get automatic reminders about the call and a couple of emails about us and so forth.

Natalie: That's amazing. Who do you do that through? 

Jesse: Go High Level. 

Natalie: Sweet! Agency favorite. 

Jesse: It's amazing. It was a game-changer. I got, you know, you can't like five different other software that you had to zap together to do everything, and yeah. 

Natalie: Well I have three questions that I like to ask everybody who joins us. Let's start with, what's the worst sales call you've ever had? 

Jesse: Worst sales call I've ever had was an installer down in LA. From the beginning, I could tell it wasn't great because we had a few discovery calls, which you know, you should only need one.

When he would answer, which was another issue, it was always like three minutes of talk. “Okay. I gotta, I gotta hang up call me later.” Like, dude, okay. And then he told me about his Youtube channel and I went and looked at it and was like, wow, okay, this guy's a narcissist. This is not good. This isn’t going to be great. Then for the actual presentation, he's in his car driving, you know, he's not paying attention. He won't look at the screen and look me in the eyes, even from the beginning.

And I'm like, okay, this is, this is gonna go bad no matter what. But the only thing that came out of his mouth was “okay, you're not impressing me, you need to impress me.” And he said this multiple times and I'm like, I'm showing you some good figures! You know this company that we started with three months ago they've netted, not gross, but netted $100,000. That's impressive for most companies. You talked to him like well I spent $20 grand and I made like nothing or like I sold one job and he just kept repeating that until I finally I just told him it wasn't going to be a good certain.

Natalie:  That's sometimes what you gotta do is just be like not worth it, you have to have that relationship, that relationship is everything and somebody like that is terrible.

Jesse: Yeah it was it was bad and again like I said from the get-go there was, there were red flags everywhere. 

Natalie: You know you'll have moments like that. I feel like those can be so disruptive to your day, your week. Like it's just such an emotionally tense moment. Like you've spent all this time prepping for a call, got the adrenaline going, and then you deal with a personality like that. How do you stay focused after that? 

Jesse: So if I have something like that happen um I take a break. I’ll either go to the gym, take the dog to the park, I'll do anything that's kind of physical, I mean even if it's just walking to the park and throwing the ball, or it's something that's distracting--music in the gym, playing with the dogs, going for a bike ride.

But I know that if I don't do that, I'm going to carry that into the rest of my day.

Natalie: Gotta have that reset 

Jesse: 100%. 

Natalie: Yeah, I totally know how that goes. 

Last question: How do you deal with failure? 

Jesse: Oh man. Does crying count?

Natalie:  Yup! Sometimes you just gotta let it all out. 

Jesse: Sometimes I just go under my desk and cry when nobody's here. You know, I know it's kind of cliche, but I, I try to, I really try to say to myself like if you can learn from the experience like it's hard, but you know, failure, it's, it's going to happen especially to people like me better newer to this niche.

So hearing relatable stories also from other people, like we were talking about, that have said, hey, you know, yeah, it's not perfect for us either. We fail all the time. Being able to relate to that I think is super helpful. Actually in the moment though, I again, trying to just do something that's distracting. Another thing I've really gotten into lately is reading books on like astrophysics in the universe. And like once you start to realize like the scale of this, this place that we live and how ridiculously insignificant we are.

It's weird. But for me that that puts it in perspective, like man uh I failed, that sucks. But you know, in the grand scheme of things, even in my own personal life, it's one failure verses, you know, I still got everything else. So, that's what I try to do. And sometimes it comes out like that. Sometimes it comes out as uh, years ago I smashed my keyboard. Well, my laptop and I broke the laptop and to this day my son will bring it up at least once a week.

So, you know, I didn't hit it that hard. He always says “Dad, you hulk smashed it.” I was like, no, I just, you know...so that's how I attempt to deal with failure. But sometimes it manifests in less productive ways. 

Natalie: Yeah, that's part of agency life, right? Like sometimes like whatever. No big deal. And other times just like, ahhh! 

Jesse: I need everyone to leave me alone for like 20 minutes. My meltdown, please. We're gonna go cry in the park.

Natalie: Yeah, well, Jesse. I really appreciate you joining us today. You’ve built a phenomenal agency and hearing how you're managing different things, bringing people on board, automating. That's huge. And I think our listeners are going to really appreciate understanding how you're doing that as you're building your agency because a lot of them are building their own. So thank you for taking the time today. 

Jesse: Of course, it was great to talk to you as always. 

Natalie: Likewise. All right, well, thank you. We'll talk soon, okay?

Jesse: Bye!