Contractor Marketing: Josh Blakeley's Story

[00:00:00] Sanjay Parekh: Welcome to The Side Hustle to Small Business Podcast, powered by Hiscox. I'm your host, Sanjay Parekh. Throughout my career, I've had side hustles, some of which have turned into real businesses, but first and foremost, I'm a serial technology entrepreneur. In the creator space, we hear plenty of advice on how to hustle harder and why you can sleep when you're dead.

[00:00:21] On this show, we ask new questions in hopes of getting new answers. Questions like, how can small businesses work smarter? How do you achieve balance between work and family? How can we redefine success in our businesses so that we don't burn out after year three? Every week I sit down with business founders at various stages of their side hustle to small business journey.

[00:00:43] These entrepreneurs are pushing the envelope while keeping their values. Keep listening for conversation, context, and camaraderie.

[00:00:55] Today's guest is Josh Blakeley, the founder of Landscape and Hardscape Contractor Marketing. A marketing firm focused on helping landscapers and contractors. Josh, welcome to the show.

[00:01:07] Josh Blakeley: Thanks, Sanjay. Thanks for having me on the show.

[00:01:11] Sanjay Parekh: So I'm excited to have you on because I think you've got actually a very interesting, unique story that we're gonna delve into here in a minute. But before we get going into all of that stuff, give us a little bit about your background and what got you to where you're today.

[00:01:24] Josh Blakeley: Yeah, look, yeah, thanks for having me on the Side Hustle to Small Business podcast here and obviously that is the story I wanted to dive into here, but if you're, if you haven't picked it up already I have an accent.

[00:01:37] So I'm originally from Brisbane, Australia. I moved to the US about six years ago now. Moved to San Diego, which is where I still am. And that really kind of kick started my journey into creating the side hustle, which is, yeah, now my full-time small business role. But I had. I had worked as a high school teacher for quite a lot, quite a while, so this initial move here was like the sabbatical, which then led into the business that we have today.

[00:02:14] Sanjay Parekh: Well that, I mean, there's so many interesting parts of this, right? So there's a first high school feature into marketer but then also a move from halfway around the world, almost to the us. Like there's so many different challenges here. So let's start with the high school piece of it. Is this your first time doing something entrepreneurial because. I mean, I guess a high school teacher, you have to be somewhat entrepreneurial because you're dealing with kids. But is this the first time you've done something entrepreneurial like this?

[00:02:44] Josh Blakeley: No there's a couple of things. So, you know, I pretty much went to, went straight into university out of high school studying education, started starting to be your high school teacher, and then I would say probably, you know, six or seven years down that pathway.

[00:03:02] I just had this itch and entrepreneurs talk about sometimes this itch to do things, but I hadn't really seen or invested or, you know, really learned about what it's like to run a business, to be an entrepreneur. Rich Dad, Poor Dad, I know that's a, it's a book that kickstarted a lot of people, but that was probably, that's the first book I remember reading. Getting me to think about the quadrants. So from there I, you know, started looking at, okay how else can I be you know, building wealth, providing for the future and things like that. And started to learn about real estate. So that was my first step really learning how to grow wealth that way.

[00:03:47] But it was still kind of passive, you know, I was partnering with people doing some. Small developments, but I was still working full time and that, that was my role in those partnerships is having the borrowing capacity for bank loans and capital raising and things like that. But I still wanted to really find a business that would be a cash flow business. So that was the kind of initial step there.

[00:04:17] Sanjay Parekh: Yeah. So what was the kind of the motivation and drive then to leave Australia and come to the us?

[00:04:26] Josh Blakeley: Yeah, look, I had had some friends who'd moved to the US probably about 12 years before that and had visited the US before. Really loved it. But I was just at a point where, okay, like I want to do something else and I. I, I'd been working on another business like a coaching consulting business in like the money management space. But I still was like, okay, now how do I take this? And grow it. So actually came to the US on a sabbatical and half pace sabbatical. And this is the great thing about I, I'd been teaching for like 10 years at that point, so that was an option because I was teaching in the public system in Australia, and they allow you to take like, like paid leave. And so I had enough leave built up to do six months. Half pay, which is enough, you know to live and survive and do all of that.

[00:05:27] Which then turned into me finding a job in the US teaching as well, which was, you need a visa, you know, you need a visa to stay here and do all those types of things. So that was a stepping point here and actually moving my life over.

[00:05:44] Sanjay Parekh: Yeah. So, okay. So you went from teaching to teaching in different countries. At what point did starting your own business kind of come into the picture?

[00:05:55] Josh Blakeley: It was pretty soon into that. It was probably four, four months into that teaching. And someone who was really great at running Facebook ads at the time must have had their, they had their targeting dialed in about. Pages I liked, and b, browser history and things like that.

[00:06:13] And it, it was actually a Facebook ad about learning how to do digital marketing and all of the steps. I jumped on a sales call with this guy who was coincidentally in Australia. He was living in Australia, even though I was in the US and we, I was on that time zone. So I got talking to him and it was like a two hour phone call.

[00:06:34] Like I really made him work for the sale, but. He sold me into this program of learning how to do digital marketing. And then from there started started down that track and was had some clients within a month or two was getting clients results. Was doing that. I'm like, oh, this actually works.

[00:06:54] And that was the side hustle component. Now I'm getting paid to do the side hustle. And so that was a very beginning stages, proof of concept.

[00:07:04] Sanjay Parekh: Yeah. How long, at what point did you decide to go all in and say like, okay, this is no longer a side hustle. This is my full-time gig.

[00:07:15] Josh Blakeley: So I'd say it was about two years in, two years in from starting learning learning that course is when I went to full-time in the business. So in the meantime I was working, yeah, go ahead.

[00:07:32] Sanjay Parekh: No. I was gonna ask what, why did it take that long? Maybe that doesn't seem that long. You know, I guess it's all perspective. Was there like something that made you nervous about making that leap into a full-time gig?

[00:07:44] Josh Blakeley: I just wanted to make sure like the income was well and truly replaced and also had that security you, you know as well.

[00:07:53] Yeah. I mean, in marketing you can set things up to be project based. You know, where you're only getting paid when the work comes in. Or you can set up retainer models where you're, you know, always providing some service or some value per month. And that's obviously the a lot more secure there because you have you have that in place. It's recurring revenue, you know, you know, generally what's coming in. So I really wanted to get to that point get to that point where that was. Security and building that up. So in, yeah, in the meantime, going out on the side while I was teaching.

[00:08:29] Sanjay Parekh: Yeah. So it at kind of what point during this journey did you decide, hey, I need to really kind of focus in my niche? Like from the very beginning, were you doing landscape and hardscape contractors or did this happen sometime, you know, some point along the journey

[00:08:47] Josh Blakeley: that Yeah. It wasn't, something that happened straight away though you know, from the pr pretty beginning stages we were targeting contractors in general, home service businesses and landscape contractors were part of that.

[00:09:04] So, kind of early on I got to experience some of these different industries and then, you know, a few years into running the business, there was seeing some great success with other marketing agencies focusing on a niche. Also trainings we started, we joined a mastermind, a training that specifically teach you that, that method of doing it.

[00:09:28] And then you, in that mastermind, you have all these other people who are running marketing agencies specific to their industry, to their niche. And there's a lot of added benefits and opportunities that come with being niche focused. So that, that was it. We had a few niches that we had experience in to, to look at, and decide where we wanted to go. And ultimately we picked the Yeah. Landscape, outdoor living to niche.

[00:09:56] Sanjay Parekh: Yeah. What, was there a process as to why you decided this niche versus anything else?

[00:10:04] Josh Blakeley: Yeah, no, definitely. I mean, some of the key things were we'd already gotten results for clients in that industry. So we had an un I had an understanding of it. Our team had an understanding of it. It's a big industry, you know, very it's not so tiny that you can't have too much of a reach of that. There's, you know, hundreds of thousands of landscape companies just in the us, so. Lot, lot of businesses to, to work with. And then just other things too.

[00:10:35] We're seeing it it was a growing industry. I mean, co COVID had happened, interest rates had gone up. So people were, tend to spend a little bit more on home improvements rather than buying and selling homes. So again, there's an opportunity there. Because then our clients have got people looking for their services and you know, our job then is to make sure that our clients are getting seen.

[00:11:01] So those are some of the kind, kind of really core factors that went into it. And it's a cool industry. Like you get to see really beautifully designed spaces and you know, then there's the follow on emotional impact of that, that people get to spend time with their loved ones and friends and family in those spaces. So it kind of draws in that. That benefit there that our clients are giving their customers, but we get to be a part of that and that, that's really fun.

[00:11:27] Sanjay Parekh: Yeah. Is there something like with landscape landscapers and hardscapers that in terms of marketing, you have to view it differently than if it was some other field that you were working with

[00:11:41] Josh Blakeley: there? There's a couple of things. It's a very visual industry, so you've gotta be putting your work out there. And that in itself is a type of testimonial. Even better if those, you know, companies can get their customers leaving reviews and video testimonials there too. But you've designed and built these incredible spaces.

[00:12:02] So you know, someone just repairing, let's take HVAC as another, you know, repairing an air conditioning unit. It's not that flash, it's not that flashy, you know, it's, people don't tend, people don't tend to wanna see that, but people do wanna see, you know, incredible outdoor spaces so that, that. Came into it there, and we have a whole host of strategies that we use for making sure we get that out there for our clients.

[00:12:28] But that's a fun part, you know, that's a fun part and a core key strategy for our clients.

[00:12:33] Sanjay Parekh: Yeah. O one thing that strikes me, you know, the, some of the clients that you probably serve are kind of small and medium sized contractors, and like historically you think about them and margins are probably very tight, right? Like it's a very. Kind of cost competitive marketplace. And so how do you think about and how do you kind of pitch to these folks that your help, something that's going to cost them money is going to make them money in the long run?

[00:13:02] Josh Blakeley: Yeah, no that's a really good question. The, I mean, the core thing costs is those clients or prospects in that case, if they're not a client yet.

[00:13:14] Need to be able to view it as an investment. It's not a cost, you know, an investment. You should be getting a return on what you're spending. So we have our growth programs our process for doing that where we can see, hey, here's the type of strategies that you know, get a return on investment for our other clients.

[00:13:34] Here's the areas they're in, here's the services that we're providing. So that's a core part of it. I mean, we, and also we're not the right fit for everyone with our programs too. But what I do put out there is make sure we've got content out there for people to follow along with, even as a starting point.  Just some strategies they can implement themselves, and then when they're ready, when they come to that point where they're like, okay, no, it's time to be working on the business instead of working in the business. We need to hire someone who's a professional at that. To do so. And look, there are really cheap marketing options, but you know, cheap is rarely the best option.

[00:14:19] So I could deep dive into it, but I'll just leave, I'll leave it at that. But that's that's kinda how we approach that.

[00:14:26] Adam Walker: Support for this podcast comes from Hiscox committed to helping small businesses protect their dreams since 1901. Quotes and information on customized insurance for specific risks are available at Hiscox.com. Hiscox, business insurance experts.

[00:14:47] Sanjay Parekh: Okay. Let's talk about this book that you authored. You did a book and I think that's interesting. What kind of motivated you to write a book and what was kind of a goal in doing this? And, well, secondary question, how did you set, I mean, we're all busy, right? Like, how did you set this time aside to be able to get this done?

[00:15:10] Josh Blakeley: Yeah. The, so the book is called Backyard Empire. I have a copy here. Am I allowed to hold up the book? Alright? Absolutely. Yeah. Okay. Okay. Okay. There is put into Frame Backyard Empire, so the Ultimate Digital Marketing Guide for outdoor Living Pros. Yeah a couple of core strategies for that.

[00:15:28] It's again, a really great way to, you know, give something of value to someone with a proven framework there. So, you know. Giving that book to someone or having that book out there straight away kinda solidifies what we are doing and helps us build that in industry recognition. And you know, as I touched on earlier there's masterminds programs that teach you to do this. And when the book is out there, you are gonna have opportunities come your way for your business. And this really, yeah really anyone in any any business area you. You know the proven results are there for people who write a book is now you are you can be led into other opportunities to speak.

[00:16:18] There's authority there. All of those kind of things come along with it. So I know that was part of your question is like, why did we do it? The how, yeah. It was just time blocking was the big thing. It, it took about two or three months. Just blocking out at least an hour of the day. I started with the mornings. The, you know, most important thing I needed to get done that day was just you know, writing the book, editing the book doing those types of things. And then you know, I was following a framework for that helped incredibly. And then it was done. And then getting the cover design was the other part to it. But, it it's done now and I feel felt incredible. So it came out early this year? It came out I think a April this year.

[00:17:09] Sanjay Parekh: Yeah. Was was there a, like thinking about the book process, what was the most fun part of doing that and what was the most painful part of doing that?

[00:17:21] Josh Blakeley: The fun part, seeing when it's finished is really fun.

[00:17:25] I'm like, oh, okay. There's a thickness tangible feeling to holding this book. I mean, that's the best part. That the, yeah, the least fun part was I mean, editing is not that much fun, but I did have an editor help me and right around the time of writing this book is when you know, AI tools have just been getting better and better this whole time using those tools like, I used to use Google Gemini a lot through the editing process and, you know, pasting in this section. Okay, here's what we've covered. You know, what is acting as a professional editor? What else should we include? And that was one of the. Like really common prompts in there or what graphics should we use?

[00:18:12] And it, it was great. And I'm sure it's even better now, but it would actually tell you, Hey, you know, you should put it in a graph demonstrating this. And like, oh, that's great. Let's get on that. So really help flesh out things. Yeah, with that AI, AI feedback. With that there too, but yeah, just, yeah.

[00:18:29] Sanjay Parekh: Has there been in terms of having now the book out, has there been something that surprised you that's happened? Solely because you've got a book versus, you know, what was happening before.

[00:18:42] Josh Blakeley: Being able to gift it to we're a part of a few different landscape associations telling someone, Hey, we are gonna ship you some books.

[00:18:54] Like people are really grateful and thankful for that. Like, I didn't think people would care that much, but I mean, it's that's been a, that's been a good part there too. And yeah, I mean it's now opened up. Some doors for interviews and speaking opportunities now that were probably made easier, you know, just having that book out there as well.

[00:19:17] Sanjay Parekh: Yeah. Interesting. Okay, let's change gears a little bit and let's talk about kind of the balance and stress of running a business and family life and personal things and all that. How do you think about that for yourself? How do you balance your time? To make sure that you're able to spend time with family, friends and everything personal.

[00:19:40] Josh Blakeley: Yeah. Yeah. That's a, it's a good concept. The work, work life balance. And I mean, in recent years I've heard people talk about more of this work, work life integration. I think you can't really integrate the work life integration too well when you're still working a full-time job. So I think that is the challenge side of things there too.

[00:20:06] But to get something from a side hustle into a business, you do need to be very focused and you know, goal orientated around what you need to do. 'cause if you're working your other job, you've only got so many hours in the day. And for me, particularly in those early days was setting aside time in the afternoon.

[00:20:31] No. Okay. I've got like a two hour window here. And I gotta get these things done. We've gotta start putting this information this into place in the business. And, you know, part of that is learning and getting courses or coaching, what, whatever you're doing there too, to help you focus on that too. But then you've gotta do the work as well. So it's really prioritizing those other sections of your life which aren't set in stone usually, which is gonna be your job. As well as prioritizing time for family. So you've gotta find what those priorities are and detail that out.

[00:21:09] Sanjay Parekh: Yeah. Do you do you have to worry about like, boundaries between work and personal?

[00:21:16] Like I, I'm thinking about like landscaping companies, like in the evenings, like they're probably not. Calling you up for marketing help randomly, right? Like, like might happen in some other business, or maybe they do. I don't know. So do you have to think about those boundaries between personal and work?

[00:21:34] Josh Blakeley: I mean early days when did have a couple of clients in Australia trying to do that on Pacific Coast time here in the us that was a challenge. But then. You know, sometimes you have to say no to things just to really streamline what you're doing. So at that point, really just decided, no, we're just gonna be us focused.

[00:21:58] And the, yeah. The interesting thing with landscape contractors is usually good times, it depends on how they're running their business. But if they're like stuck in running, doing everything in their business, usually they're not gonna be able to speak to you until after 5:00 PM. Where that works for us though, is for anyone not in Pacific Coast time, because it's still out, you know, if you call it the nine to five workday for us, myself and my team we're working the nine to five business hours in, in terms of where we have client face-to-face contact.

[00:22:34] But that's fine for East Coast. 'cause you know they might be happy to do the call at 7:00 PM their time and it's only four. 4:00 PM out on, so that that's kind of obviously unique to a business that doesn't you know, is not local time zone specific. Right. Yeah.

[00:22:53] Sanjay Parekh: So do you tend to then start the day later so that you can deal with. Your West Coast clients after hours as well, or do you stick to the nine to five?

[00:23:02] Josh Blakeley: Not usually for West Coast clients. They just have to, you know, fit it into the business day that way. And look if it's if you're investing into something and you are, you actually are really committed to doing it as a partnership, and you're gonna make time for it.

[00:23:20] Yeah. And if you don't have time to do it, that's a sign. Some something's gotta change in your business. And that's that's a, you know a lessen, a growth moment to learn for those businesses that, that I've had to learn. I've had to learn the same, so, you know. Yeah. No, absolutely. Yeah.

[00:23:39] Sanjay Parekh: So let me ask you about exercise routine. Do you have an exercise routine? And the one that sticks out to me the most is, do you mow your own lawn or do you have somebody do it for you?

[00:23:51] Josh Blakeley: Fortunately here in the us I used to in Australia, but here in the US I've never, I don't live in a property where we have a lawn that needs taken care of.

[00:24:02] Sanjay Parekh: So, no, no landscaping for you then?

[00:24:05] Josh Blakeley: Not that I need to do personally, no. And yeah, I, when I have lived here, when I, before, before I was married and I was living with a few guys, a bachelor house we had we had we paid a landscaper to come in, so.

[00:24:18] Sanjay Parekh: Yeah. Yeah. That. So what about otherwise then exercise routine? Is that a thing for you? How do you work it in?

[00:24:25] Josh Blakeley: Yeah. Yeah. Exercise really important. I just have those times blocked into my calendar. So at different times along this journey it's changed whether it's it first thing or the mor the morning. Right now it's you know, regular three times a week is, you know, set gym time, gym times, and usually those are early.

[00:24:46] Early-ish mornings for myself, but I have a friend I work with did personal training, physical therapy, massage therapy. They have a facility I go there for lots. Besides the gym, we also do those things there too. So core thing there, just, it's just put it on the calendar is, you know, that, that time, those times are set in stone. I know I've gotta be there too. And then outside of that, usually it's walking, just getting out fresh air. And that's where I can do that with my wife and my son. And fortunately here in San Diego, there's tons of great places we can do that at, but that's more of an informal. Kind of stretch your legs, get some fresh air type of exercise.

[00:25:31] Sanjay Parekh: Yeah. What about you mentioned having a kid what about sleep and wellness? So how does that fit into your routine? Do you, are you regimented about going to bed on a certain time or not possible. Yeah. Pretty set on that set, set times. I mean, I've never been one who can just pull the all nighter, keep working type of thing, really.

[00:25:55] Josh Blakeley: Because then I'm wrecked the next day, so

[00:25:58] Sanjay Parekh: I'm right there with you.

[00:26:00] Josh Blakeley: Yeah. I mean, really, yeah, just set times. Aiming for, you know, seven hours of sleep a night is tends to be my average. And I usually, I'm pretty out once I go to sleep. So right now, boy is just term one, so I've had to go through that sleep adjustment journey.

[00:26:18] But you just, you do adjust to it. As a parent, you just adjust to it. And again, it's like, okay, what, where are my priorities gonna be at? Like, if means going to bed earlier because I know I'll have some broken sleep, then we'll do that. Yeah.

[00:26:33] Sanjay Parekh: Yep. Yep. It gets better though. I will tell you that. Yeah.

[00:26:38] Okay. Last couple of questions for you Josh. Thinking back on kind of like your journey over, over the business, like if you could go back in time and do something differently. Now that you know what, you know now, obviously the outcome would be different because you're changing your past or your history, but just knowing what you know now, is there something that stands out to you like, oh, I wish I'd known I would've done this differently back then?

[00:27:02] Josh Blakeley: I would say one of the things is I would tell myself like, make sure you're outreaching and speaking to more people. We've had the industry specific. Now, if we'd have picked the industry specific earlier on, that would've helped that too. But don't be afraid to start conversations with people who you can you look up to or who are you know, further ahead than you.

[00:27:27] And you can see the success that they're having. You know, pro you can do that in your industry and in a path where you are following. Or it can be related industry as well, but the power of relationships and power of networking with people authentically. Whether you're doing it online or you go into in-person meetings those you know, one conversation one, one meeting, one opportunity can completely change how you run your business or it could be a partnership, joint venture that comes out of that, or referral recommendation.

[00:28:02] And, you know, getting in with those relationships is the way it's gonna lead to that. So that'd be the main thing.

[00:28:10] Sanjay Parekh: Yeah. Yeah. I love that. Okay, last question for you, Josh. If you were talking to somebody who's thinking about doing like what you did and launching a side hustle or turning that side hustle into a full-time business, what advice would you give them?

[00:28:24] Josh Blakeley: I think you really need to look at your personal. Like your personal finances, your personal spending and see, okay what is it that I need to survive? What am I comfortable with? Who am I providing for? If it's just you that you're providing for, that's a lot easier, but really take a financial check and then use that as a goal setting.

[00:28:45] Exercise that in your side, hustle, you know, looking, okay how much do I need to sell? Or, you know, how many clients do I need? All those types of things to really work out. Okay. What is. What is the point when this business will replace the side hustle? And, you know, working backwards from that end goal is gonna give you clarity and also give you a drive to want to reach that goal. But then you can make smart decisions. We actually know, you know, the numbers behind it.

[00:29:15] Sanjay Parekh: Yeah, I love that. Josh, this has been fantastic. Where can our listeners find and connect with you online?

[00:29:23] Josh Blakeley: Yeah, no, thank you, Sanjay, for having me. So Facebook, Instagram, LinkedIn. We have a YouTube channel specifically for the industry where we're regularly putting content up there. We have a podcast on there as well, but yeah, landscape and Hardscape Contractor marketing, Josh Blakeley. If you search any of those that'll take you through to our different profiles there. And yeah, please connect with me. LinkedIn. LinkedIn is usually the best way to connect with me personally.

[00:29:51] And then if you wanted to take a look at marketing strategies and podcast interview side of things, go to our YouTube channel and sub subscribe, like, like that, and you'll you'll be kept updated. There we go. Thanks so much, Josh. Yeah, thank you, Sanjay.

[00:30:14] Sanjay Parekh: Thanks for listening to this week's episode of the Side Hustle to Small Business podcast, powered by Hiscox. To learn more about how Hiscox can help protect your small business through intelligent insurance solutions, visit Hiscox.com. And to hear more Side Hustle to Small Business stories, or share your own story, please visit Hiscox.com/side-hustle-to-small-business. I'm your host, Sanjay Parekh. You can find out more about me at my website, SanjayParekh.com.