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Today’s guest is Sky Stephens, co-founder of the Association of Professional Builders, a leading business coaching company dedicated to improving the residential construction industry for both builders and consumers. Since 2014 Sky has been helping builders double the size of their businesses through profitable growth. The Association Of Professional Builders excels in providing cutting-edge systems, world-class support, and sales & marketing training to the construction industry.

What Expert Authority World™ is saying about the show:

  • Powerful!
    September 3, 2021 by MichaelUnbroken from United States

    This is the show I needed 13 years ago before I ruined my first business. I think being able to have tangible and practical insight from people who are one step ahead of you is everything congrats to Mario for an amazing show! - @MichaelUnbroken

  • First Rate Host and Brilliant Guests
    September 3, 2021 by Wade Galt from United States

    Mario is an extremely well prepared and professional host that gets the best out of his guests. He interviews fundamentally sound guests to share powerful business strategies and wisdom. Definitely worth your time to listen.

  • Great show.
    August 28, 2021 by mdaciuk from Canada

    Excellent interviews and guests. Liked the show on how to defend your reputation. “Customers, communities and critics.” Good way at looking at stakeholders. Thanks for the great content.

  • Great topics - and tips!
    August 27, 2021 by Kate | EOFire from United States

    Loving Mario’s podcast! Not only does he hit so many great topics, but his episodes are filled with tips and strategies you can actually use right now. For example, I just listened to his episode about Podmatch with Alex SanFilippo, and Mario doesn’t just read off a list of questions and move through the interview robotically - he actually has a conversation, and shares his own experiences with the power of guest podcasting and why others should be doing this to grow their own audience. Thank you, Mario! Keep up the heat!

  • So glad I found this podcast!
    August 13, 2021 by Nate804 from United States

    I’m so excited to continue jumping into episodes of this podcast. So much knowledge from so many successful business men & women. Adding this to my weekly workflow for sure!

  • So much information
    July 23, 2021 by abal31 from United States

    Such a great show. So much information and helps with many areas of our business.

  • 0285: Sales Driven Agency: Helping Founders Become Predictable, Sustainable and Scalable
    June 28, 2021 by Mary2577 from Philippines

    Thank you so much and keep on doing more great show.

  • Easily One of My Favorites
    May 7, 2021 by ScottDGray from United States

    I recently discovered Expert Authority Effect. It’s quickly worked it’s way onto my list of must listen podcasts. The episodes are less than an hour and packed with great information from top-level entrepreneurs.

  • Priceless Content!
    May 7, 2021 by megan@podcastingyou from United States

    Mario does such a good job covering a variety of topics. His guests offer awesome advice as well. I would recommend this show to anyone looking to learn more about entrepreneurship!

  • Very helpful
    May 7, 2021 by Luke and Susie from Australia

    As a business owner I love being challenged to see things a different way and be reminded of how to do thing better. This podcast has been so helpful to do that.

  • Great Show
    May 6, 2021 by emj-js from United States

    Mario does an excellent job being fun an entertaining while asking insightful questions to draw out the experise of his guests. Thoughtful, helpful conversations to make work and life better. Thanks!

  • Smart Ways to Gift
    April 26, 2021 by Michelle Kaplan from United States

    I learned some key things during Mario's interview with Chelsea Martin on gifting. What stands out is how impactful direct mail really is and how important a customized presentation of your products not only creates happy customers, but also a great referral source. Thank you!

  • Heart Centered Success
    April 18, 2021 by Macnjacs from United States

    Your interview with Brandon Fong was great. I appreciated the fact you started with the 3 steps, it was so valuable it really made me want to hear more. Thanks!

  • Love this show!
    March 12, 2021 by Gisele_Oliveira from United States

    This is so far my favorite podcast. It’s been my weekly dose of motivation and inspiration. Keep up the great work, Mario !

  • So much value!
    March 7, 2021 by Loose Seeds from United States

    The conversation with James, Sana and John Lee Dumas was awesome. Unique questions were asked by the hosts and JLD responded with gems that I stick right into my pocket. Thanks for this valuable info on how to up my podcasting game guys!

  • Always Enjoy Mario's Interviews!
    March 5, 2021 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Great Podcast
    March 5, 2021 by 11Dreamer11 from United States

    Really interesting interviews that are really well done! Great listen and great for inspiration.

  • Innovative
    February 22, 2021 by Michelle Kaplan from United States

    I love Mario's energy! It captures my attention throughout his podcasts. Listenng to him and his guests, their ideas, actions, and accomplishments makes me brainstorm what's next for my business. Relevant and fresh!

  • Inspiriation 7 Days A Week!
    February 19, 2021 by ST Rappaport | LifePix from United States

    Mario doesn't miss a day. No matter what is going on, there's an episode relase. Mario is on a mission and nothing is going to stop him. He's a real model to be doing these interviews!

  • An Expert on Experts!
    February 12, 2021 by Powerful Eric from United States

    Love this show! Mario's show is a asset to podcasting. Thanks for helping others Mario!

  • Now I know
    January 22, 2021 by Margo Lovett from United States

    Mario, I see how active and generous you are in Podcast Paradise. Today, I listened to a few of your shows - episodes 1 & 59. Episode 1 brought me into the moment of prayer. You produced a show according to the Spirit. Now I know why you are so generous, able to operate from your seat of genius. Margo Lovett

  • Keeping the Books
    January 15, 2021 by E-World from United States

    Great interview with Judith keeping Net Profits as key thing to look at. Interesting point she made some owners make 30 millions but not enough Net to take a paycheck.

  • Excellent podcast
    January 12, 2021 by Atomickitten99 from United States

    I’m enjoying the guest interviews. They are packed full of great nuggets! Thank you.

  • Unique - Engaging - Bold
    January 2, 2021 by Paul D Johnson from United States

    As host of interveiw based The God Zone Show podcast I fournd Mario's show uniquely valuable in providing inpriation and engouragment for my work.

  • Fun, insightful, and quality production
    December 23, 2020 by koltrass from United States

    Mario brings in top-notch guests for engaging conversations on a variety of topics. Moreover, his attention to technical (e.g. audio, editing) quality is obvious and makes a difference. Listen to be entertained and enlightened!

  • Inspiring interviews to take the next step!
    December 12, 2020 by BillableWithBaby from United States

    Inspiring interviews with interesting entrepreneurs inform and motivate you to take things to the next level. Always good things to learn and implement. Thank you Mario!

  • Pure value, I love it
    December 4, 2020 by Jdoggg222 from United States

    Mario has a way of asking the questions I am wondering as the guest is speaking. He seems to intentionally ask the questions that most benefit you as a listener. Great podcast!

  • Loved the Craig Handley Episode
    November 13, 2020 by MHillfan from United States

    Mario’s energy is infectious and Craig Handley is a character and some. But really every episode brings out the uniqueness of each guest. This pod has become one of my must listens›

  • Inspiring. Informative.
    November 6, 2020 by SunDevil from United States

    Mario is incredibly inspiring and does something few other podcast hosts can manage to do… allow his guests to actuall talk at length and answer his questions. He offers great information and I really appreciate that he is invested in what his guests have to offer as well. Other podcasts come across as an ego stroke for the host, but this podcast is truly here to help guests share their stories as well to the benefit of the listener. Worth subscribing.

  • Game changer
    October 30, 2020 by Player's Handbook from United States

    This podcast is informative and inspiring. I love it!

  • If you are a wanna be entrepreneur look no further!
    October 23, 2020 by Elisa Di Napoli from United Kingdom

    Great podcast full of interesting insights. The host is engaging and thoughtful and I can say I have enjoyed listening to each episode!

  • Amazing Interviews not to miss!!!
    October 16, 2020 by Jbower1282 from United States

    Consistantly uniques interviews or amazing people really making it happen.

  • Mario is a great host with great questions!
    October 16, 2020 by alexdesigns from United States

    Take a few minutes out of your day to listen to Mario. He is a super smart guy and I love the questions he asks his guests.

  • A great podcast for dreamers and do-ers!
    October 16, 2020 by Chiquita2727 from United States

    Lots of great information and inspiration for anyone who wants to turn dreams into reality. Mario brings a lot of spot-on information to this podcast.

  • Great Show
    October 9, 2020 by Palminchen from London from United Kingdom

    Love the broad selection of topics for inner

  • Amazing inspirational stories
    October 9, 2020 by Nicholas Lee 18 from United Kingdom

    This podcast is so good. The stories from the people sharing their stories about their struggles in life and how they overcame these struggles is just inspirational and helped me push harder when things get tough. Keep up the good work with these amazing interviews Mario.

  • Fantastic
    October 9, 2020 by sttoggyigctdrvy from United States

    Mario goes above & beyond on his show. Lots of great information for his listeners!

  • Top Learning
    October 2, 2020 by BLNT PPTT from Hungary

    Love hearing these great interviews with a great host. Keep up the good work!

  • Mario inspires!
    September 18, 2020 by CHRISTOPH - HABITFREAK from United States

    These interviews are fantastic. Mario inspires with great questions that draw out great answers from his guests!

  • Expert authority!
    September 18, 2020 by Tara Williams Phone from United States

    Mario shares some amazing people on this podcast and they have some gold to share!

  • Great show!
    September 10, 2020 by Karen @ Interview Valet from United States

    Mario is an awesome podcast host! I love the FB Live interviews and the opportunity for listeners to engage in real time. The audio and video quality is spot on every time. Be sure to subscribe so you don't miss anything! You won't be sorry.

  • A Podcasters Inspiration!
    August 14, 2020 by JamieKullman from United States

    Mario has so much insight and delivers such incredible value through his show. I just started listening, but I've already learned so much from him and his wonderful interviews. Keep up the awesome work!!

  • Quality professionalism
    August 6, 2020 by VirtForce from United States

    I can’t say enough about how pristine and professional Mario is in his interviews. He truly wants his guests to have the best experience and recording possible. And not to mention he is fun and knows how to put people at ease in front of the camera.

  • How to conquer your limiting beliefs
    July 31, 2020 by Dave4syth from United States

    Listen to episode 103 an dlearn how to overcome your limiting beliefs. Great advice.

  • I can’t believe how much I learned in just one episode
    July 29, 2020 by AwesomeMontana from United States

    Mario is knowledgeable, curious and able to bring great guests that deliver value that every business needs to understand! Outstanding podcast!

  • Great content!
    July 15, 2020 by Cory Lee Leadership from United States

    Mario does a great job of providing relevant information and bringing on guests to share their expertise in a variety of fields. Highly recommend his podcast!

  • Fascinating interviews
    July 10, 2020 by Bill Ringle from United States

    Mario brings on accomplished guests and draws out their expertise and stories in a way that leaves me on the edge of my seat. Keep up the great work, Mario!

  • Love It!
    June 26, 2020 by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    June 19, 2020 by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Love It!
    June 16, 2020 by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Flawless interview style
    May 29, 2020 by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    May 29, 2020 by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    May 22, 2020 by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    May 22, 2020 by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    May 15, 2020 by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    May 15, 2020 by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    May 10, 2020 by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    May 1, 2020 by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    May 1, 2020 by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    May 1, 2020 by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    May 1, 2020 by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    May 1, 2020 by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    May 1, 2020 by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    April 17, 2020 by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Great and insightful!
    March 7, 2020 by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    February 28, 2020 by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    February 28, 2020 by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    February 25, 2020 by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    February 7, 2020 by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    February 7, 2020 by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    February 7, 2020 by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    February 7, 2020 by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    January 27, 2020 by Cliff Duvernois from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    January 17, 2020 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    January 17, 2020 by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    January 9, 2020 by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    January 3, 2020 by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    December 25, 2019 by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    December 14, 2019 by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    November 30, 2019 by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    October 26, 2019 by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    October 25, 2019 by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    October 25, 2019 by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    October 18, 2019 by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    October 5, 2019 by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    October 4, 2019 by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    September 12, 2019 by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    September 6, 2019 by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    August 31, 2019 by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    August 31, 2019 by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    August 21, 2019 by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    August 21, 2019 by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    August 16, 2019 by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    August 2, 2019 by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    August 2, 2019 by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    July 28, 2019 by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    July 26, 2019 by BestMorningRoutineEver from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    July 19, 2019 by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    July 12, 2019 by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    July 6, 2019 by Real Estate Journeys Podcast from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    June 14, 2019 by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    June 14, 2019 by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    June 11, 2019 by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    June 11, 2019 by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    June 10, 2019 by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    June 10, 2019 by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    June 10, 2019 by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    June 10, 2019 by KatieHBrooks from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    June 10, 2019 by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    June 10, 2019 by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    June 7, 2019 by EOFire.com from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    May 31, 2019 by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    May 31, 2019 by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    May 31, 2019 by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    May 31, 2019 by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Great Content! Great Interviews!
    May 24, 2019 by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    May 24, 2019 by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    May 20, 2019 by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    May 17, 2019 by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    May 10, 2019 by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    May 4, 2019 by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    May 4, 2019 by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    April 29, 2019 by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    April 10, 2019 by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    April 6, 2019 by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    March 15, 2019 by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    March 15, 2019 by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    March 1, 2019 by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    March 1, 2019 by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    February 23, 2019 by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    February 22, 2019 by AlyciaDarby.com PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    February 16, 2019 by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    February 15, 2019 by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    February 15, 2019 by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    February 9, 2019 by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    February 8, 2019 by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    February 8, 2019 by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    February 1, 2019 by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    February 1, 2019 by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

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Resources Mentioned

Books Mentioned

Building a Story Brand | Donald A. Miller

People Mentioned

Russ Stephens

3+ Expert Authority Insights™ To Apply Now

  • Understand that anything is learnable, we can do anything.
  • You can’t push people to do something that they’re not comfortable doing.
  • Timing is such a big thing, it can influence so much.

Sponsors

• FREE Business Book Publishing Course Learn How to Publish Your Lead and Profit-Generating Business Book in < 8 Weeks visit: www.FREEBusinessBookPublishingCourse.com

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Wheel of Whatever™

[38:32] Where are you going next?

What You’ll Learn In This Episode

Click the time stamp to jump directly to that point in the episode.

[0:51] We thank our sponsor, Free Business Book Publishing Course

[1:26] How the Association of Professional Builders started

[2:21] Why is marketing and lead generation important in one’s business

[7:47] How Sky learned that there was a need for lead generation in their market

[9:42] The APB Training Portal

  • Getting those small wins and achieving what they wanted to do, will make them feel more comfortable to do

[19:19] Backstory of Association of Professional Builders

  • The way they reach all their builders, it’s completely online
  • Leveraging social media and digital marketing

[21:44] Great way to Advertise

  • Video Content

[23:31] Paid Social

  • The biggest game changer.

[25:00] Sales Blueprint

  • The proven sales process for a building company

[26:43] Tactics and Strategies

[28:33] Core Component

[29:27] Purpose of Association of Professional Builders.

  • Just to improve the experience of both builders and consumers in the industry

[33:22] Content Marketing

[34:38] Client Success Story

[38:32] The Wheel of Whatever

  • Where are you going next?

[39:41] We thank our sponsor, Free Business Book Publishing Course

[41:20] The Imperfect Action Round

  • If you’re pricing correctly from the start, that’s how you can ensure you can always make a profit.
  • The fastest way to fix that would be to make a hard and fast qualifying checklist.
  • To deliver a world class experience, but specifically a world class handover experience.

[44:39] Sky’s Book Recommendation

  • Building a Story Brand – Donald A. Miller

[45:38] Connect with Sky

[46:12] We thank our sponsor, Free Business Book Publishing Course

[46:46] www.EAInterviews.com

Episode Transcript

Read Full Transcript


Sky Stephens [0:00]
Hi, my name is Sky Stephens from the Association of Professional Builders and you’re listening to EA Interviews.

Intro [0:05]
EA interviews, Episode 212, inspiration, transformation success stories and The Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview.

Mario Fachini [0:19]
Have you ever wanted to help your customers more? have you seen that they were struggling in certain areas and they were good at their expertise, but just didn’t know. maybe it’s marketing? maybe it’s lead generation? maybe it’s just ancillary things that are so vital the business, but it’s not in their wheelhouse? Have you ever thought about starting your own Association? I know I have, and that’s why I’m excited to have Sky Stephens here. We’re going to be talking about the Association of Professional Builders, and why she founded it. Right after we thank our sponsor.

Sponsor – Free Business Book Publishing Course [0:51]
Every business needs a book, including yours, visit free business book publishing course.com. today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Once again, that’s free business book publishing course.com.

Mario Fachini [1:06]
Here she is ladies and gentlemen, the lovely Sky Stephens. How are you feeling today, Sky?

Sky Stephens [1:11]
I am so good. Thank you so much for having me, Mario. How are you?

Mario Fachini [1:15]
I’m feeling great, I’m excited to dive in and ask you some questions about what you’re doing, and all the people you’re helping because it’s impressive. And I want to know how you got started.

Sky Stephens [1:26]
Yeah. So, obviously, our company is called the Association of Professional Builders. And that only started about five years ago. But the story starts about 10 years ago, because it’s my father and I that created the Association of Professional Builders. So, his name is Russ Stephens. But our whole journey started about 10 years ago, when we started another company, and it was a Marketing Agency, specifically, so a marketing agency for Residential Home Builders. And it was just so much fun because we were just spending all day doing marketing and generating leads for our builders.

Mario Fachini [2:07]
Why is that important? Because I know there’s a lot of people in The Expert Authority World listening, and they have the skill set, they have the expertise, but why are leads and marketing and all this so vitally important?

Sky Stephens [2:21]
Well, I mean, at the end of the day, you can’t eat, you can’t do anything in the business. You can’t help many people if you can’t generate leads, because that’s what gets you a sale, that’s how you pay your staff, that’s just how it happens. So, that’s why we started generating leads for builders, because so many people great in their own business, but lead generation and marketing, it’s different. But it’s just that important that we needed to do it for our builders.

Mario Fachini [2:52]
Did you receive a big need in the market when you started at 10 years ago? Or was it something people were asking you about?

Sky Stephens [3:02]
Essentially, what happened was Russ Stephens, he had a Safety Documentation Business. so, he was already dealing with builders. And he was essentially selling completed Safety Documents, like Workplace, Health and Safety once you’re on a Construction Site, those documentation that everyone needs. And basically, it was a sale that the builders like had to buy. So, there wasn’t a happy, exciting sale that was like, they just had to get this documentation. But after that sale was made, you just end up like, carried on talking to these builders. And then they got onto the topic of marketing. And you know, what do you guys do? you know, what are you doing here? And, he just gives some bits of advice based on how he was growing his business. And then, Russ and I were chatting one time and realized that was clearly a need. So, that’s when we set up a Marketing Agency for the builders. And there was a need from the builder side, because they wanted the latest, because they knew how to build, they knew how to walk them through the whole process. But what we figured out after a while, is we could generate all the leads in the world for some builders, and they still weren’t growing, or they still weren’t selling or whatever it may be. So, that’s when we realized, how is one build up so successful with these leads and growing their building company and signing more contracts. But one builder is complaining that the leads are quite rubbish. And after a lot of analysis, there was nothing wrong with the leads, it was the sales process. So, then it led us down a different path, we had to do a lot of training in the sales process for these building companies. And we launched a Sales Training Company to do that. like how to qualify on the phone, how to move them through your sales process. And that again, helped to an extent, the builders we were working with, but then other areas would fall in operations or pricing and Margins and Financials. And that’s when we realized that it’s full-blown business coaching at that point. And that’s what led us to create the Association of Professional Builders. Because it’s not just one avenue like marketing, its Marketing, Sales, Financials, Operations, and then even like Self-development, like Leadership Training, because you got to cover all areas to really have that successful business and building company.

Mario Fachini [5:21]
Well, that’s impressive that you built all that out. And I’m familiar with it, not in the Construction Industry so much. I’ve helped some people. But in businesses in general, there’s so many steps to it. I mean, the Lead Generation is one part of it, like you said, the Marketing, the Sales, there’s so many things, and then you said, the Self Development. That’s what hooks everyone, doesn’t it? That’s just what everyone in the world can’t wait to do is, just change everything about themselves and be better, right?

Sky Stephens [5:51]
Well, you’d be so surprised, we do a lot of Marketing ourselves. And when anyone comes onto our Database, we go through a ton of different questions. And one of them is essentially like we try and work out their perceived priority. What do they think their biggest problem is right now, and what do they want to solve? Is it Sales, Marketing, Margins, whatever, And Self Development is at the bottom of that list. The irony is, once anyone joins us as our Association and becomes a member, and they get access to different trainings, that almost always goes to the top of the list, because it’s Mindset Training, it’s Leadership Training. And that’s what helps you implement the rest of the other tactical side of it. so, it’s ironic, I suppose, given first what they want, then what they need, and, and then it all works out. But it is interesting.

Mario Fachini [6:41]
That’s a great Expert Authority Insight that you’re making there. Because as much as I was joking about it, and maybe I really should go to Australia sooner than later. I mean, most people I’ve noticed here in the US, if they can just buy it and not do any work, they’re all for it. But the reality is, you’re not going to figure it out until you have the competency, even if you do outsource, after that, I believe you do need to have some knowledge. you can’t just go in blind, i mean, that’s kind of crazy. But Self Development; everyone needs it. And it is so beneficial, and I’ve done tons of Self Development, Leadership Training, I enjoy it. But even myself, it wasn’t the first thing I want to do. I just want to go out there and say, sell and help people. But when you look at the tip of the Iceberg, it’s interesting, the resistance where some people don’t like the leads, some people don’t like the Self Development, some love the leads, but they hate the selling process. have you encountered that?

Sky Stephens [7:47]
I think that’s got a lot to do with personalities as well, right? Because the drain is to be able to just sell things automatically, don’t really want to talk to people all the time, especially for introverts, like, certainly myself. But that’s when a lot of the Self Development Training comes in. Because it’s just changing up your mindset. Because what do you not like about the selling? well, a big part of selling is dealing with rejection, because people can say no, and you’re not moving them to the next step. So, if we can work on ourselves and our mindset, we’re not taking that rejection. So, personally, we can learn, how to learn anything and understand that anything is learnable, we can do anything.

Mario Fachini [8:30]
That rejection component: I got enough of that in High School didn’t like it afterwards, didn’t like it, then don’t like it now. But I don’t let it stop me. Because I think people have a fear of it, and I tell my own clients, you’re going to let the one and a half. And those are my actual numbers out of 100 people, there’s usually one to one and a half, that are adamant. And it’s a strong note, the rest just need more information and timing. And when you fill the hopper, and you have quality leads consistently, you don’t put that pressure on yourself to have to force everyone. I think is the worst thing you can do, doesn’t mean you know, you don’t want to just jump to the end and everything. I think that’s natural for anyone. But what have you found works best, especially with Construction, is there a certain order you take them in? I mean, what if someone’s averse to leads, versus averse to sales, versus self-development? I mean, do you just bounce around and start them at points three, four, and five if they don’t want to do one and two, or do you have a Systematic Process that you take everyone through no matter what.

Sky Stephens [9:42]
I suppose to explain that we have a couple of levels, with what we do at the Association. So, the first tier; I suppose you can say is like our Membership, and it’s like a Netflix for Builders. It’s an on-demand training portal so they can go to whatever they feel more most drawn to, which is great in that perspective, because they can skip over what they don’t want to do and just warm themselves up on the training, they do want to complete and get excited by it. But what all that does is expose a bigger gap on what they’re not learning, we have another TR, and it’s like private mentoring. It’s like advanced mentoring. And we actually have it all laid out in a Roadmap. And we have like levels that we want to push our clients through, push all builders through. And it really ensures that I mean, they could be a level 10 on so many areas, but because they didn’t do this one thing that’s still on level one, and it really pushes them through so that they’re building a really strong foundations in that Building Company, in that business. so that by the time they get to play a much bigger game, they’re very secure, because they’ve done all the groundwork prior. So, it’s very different, it’s painful, right, you can’t push people to do something that they’re not comfortable doing. Always, you can’t always do that push people to do something that they’re not comfortable doing at the start, because it just means they’re never going to do anything. So, give them a little bit of what they want first, and then what they need. Because getting those small wins and achieving what they wanted to do, will make them feel more comfortable to do. Okay, maybe I do need to do some Leadership Training. That’s probably what’s falling everyone X, Y, Zed. And in these trainings, I can see my gap a lot clearer now, you know?

Mario Fachini [11:34]
Have you found that there are certain areas people gravitate towards more in the Construction Field? that they want to start learning first?

Sky Stephens [11:45]
Like in terms of what they want to start learning. The biggest perceived priority when anyone first gets in touch with us, the biggest one is generating more leads, ironically enough. And what we actually do is we have really detailed KPI spreadsheets for all of our builders, a bit dorky in that sense, so that when we’re coaching our builders, we’re not listening to what they think the problem is, you’re looking at data, and you can actually tell them what the problem is. And I think we’re all guilty of this, we all think we know, we like, Ah, you know, it’s lead gen, I need to create a new lead magnet or a new offer for my Website. And if you look at all of the data, they’re generating tons of leads. so, the problem is keep going down the funnel, okay, well, you’re not signing enough contracts, you’re bad at closing, that’s what we need to work on, forget generating more leads, let’s look at where it’s falling over. And you can look at the data and the numbers and actually make data driven decisions based on all that.

Mario Fachini [12:52]
That’s always interesting, when you’re like, well, I think this was working, but I think that’s working. It’s like, well, what’s the Conversion Rate? What do you mean? you know, that’s step one. And I don’t know about you, but there’s a lot of times where I’m like, this is going to be awesome, that’s going to be completely the opposite.

Sky Stephens [13:10]
You know, what’s sad, I’m not sure if you experienced this, but we certainly have ugly always wins, where he gets the best design of anything and put it out there. And then we’ll just do a split test with something else that’s quick, in the ugly version will always win and everything we do. so, that’s why you got to test everything.

Mario Fachini [13:27]
That’s funny. I can relate to that, there was actually something I drew out in CRAN as a joke, and I’m like, you’ve got to be kidding me.

Sky Stephens [13:36]
It’s just always the way, our poor team, we try so hard to make it all look as clean and as gorgeous and Professional. And it’s always the sloppier version that tends to win, unfortunately. But if it works, it works.

Mario Fachini [13:52]
That’s the thing, if it’s reaching more and helping more people, I found, I just have to just be fine with it, be cool with it, whatever. Because, I have a tendency to want to make things look better, and that was a hurdle for me years ago, I was like, you’ve got to be kidding me. you know what I mean, because it’s like, I think you’re just trained to want stuff to be nice. But when the reality is a is converting 88% higher than the other one, just roll with it and focus on something else, because you clearly found the winner. And that in itself is a win, because it’s not always the easiest thing.

Sky Stephens [14:34]
It’s so sure, and I mean, if you don’t listen to your data, why are you even looking at it? why are you reporting on it at the end of the day, or just wasting everyone’s time if we’re not going to listen to it and actually look at it, listen to it, verify it, we always trust but verify everything, especially if you don’t want it to win, you’ll just find; what can possibly be broken here. But if it is actually winning, great. The only time we’ll ever change things and I’m not sure if you do this, is when you’ve clearly outgrown it. And it’s not actually relevant for your audience anymore, it might still be working, but for example, certain images, that’s not what your avatar looks like anymore, and sometimes you just have to move on. so, we’ve had to make those calls a few times. But more often than not, if you’ve got a winner stick with it.

Mario Fachini [15:22]
It’s interesting. I feel like you’re reading my mind to an extent, I was just about to ask you, how long do you keep using something with the caveat of whether it’s working or not? Actually, if it’s not working. How long do you keep trying it? Like, if you’re really passionate about it, and you’re just like, it’s got to work, and it’s just not working? How long do you keep that up for like, two weeks? A month, six months?

Sky Stephens [15:45]
Oh, no, more than two weeks. Because you can just tell, right, especially when you’re spending money on it, you’re not gonna burn as much. It’s… unfortunately, it is what it is, what we have done is tested, tested it again, you know, like a month or two later, like, timing is such a big thing, right. It can influence so much. so, there was this one offer, and we were all like, yes, everyone’s gonna love this, our audience are going to love it, and we launched it and it didn’t work. so, to turn it off after two weeks, and like the next month, we were like, let’s just try it again. And we launched it again, and it didn’t work. so, to turn it off after like, I think about a week that time, it was really bad. And then like the third time, we were like, let’s just try it one more time. It’s some perfect timing. And it still didn’t work. so, it’s just still on the backburner. But it’s not as if it was up for three consecutive months. It was a week and a half to two weeks each time before we just called it.

Mario Fachini [16:43]
Have you ever had anything that doesn’t work, you turn it back on at some point, and then it just Skyrockets?

Sky Stephens [16:48]
Yes, because timing’s important, for example, like you’re really timely messages, you know, if anyone in Coaching or Consulting, when you’re actually talking about Planning, when you’re coming up to like a year end, whether it’s Financial year end, or even just Calendar year, those timely messages, really work. And you can actually do them really far out from the next year as well, as long as your messaging is correct. And you’re sort of aware that, you know, the New Year’s coming in several months’ time.

Mario Fachini [17:21]
Don’t have that next year’s messaging with last year’s numbers.

Sky Stephens [17:29]
I mean, you just got to launch it, and sometimes it won’t work, but as it gets closer to that, you can launch it again, because the time really has changed, and maybe that’s a little bit more urgency for your audience, you know?

Mario Fachini [17:42]
You’re encouraging me right now, because when you said two weeks, I’m like, I’m kind of at 30 days in some instances, which is a lot faster than before, because I still see people at two months, three months, six months, it’s like it’s not working, you need to just drop it, just change it. Because like you’re saying, in three months, you could do six variations. In one of those is bound to be more effective than the first one, versus one for three months.

Sky Stephens [18:14]
Yeah. and you know, you’re spending money as well.

Mario Fachini [18:18]
Well, depending on how much you’re losing a day might incentivize you also.

Sky Stephens [18:23]
I think, as well, depending on where you’re Advertising it. so, some people might even just be doing it totally free, It’s an Email campaign. But if you’re actually spending money on Advertising, look at how much you’re spending on a daily basis on that daily budget. Because if it’s high, if you’ve got a big audience, and you’re spending a lot, you can turn it off a lot quicker. you know, you’ve got your data there it reached, you know, 10,000, 100,000 people, it didn’t work, let’s just call it and move on.

Mario Fachini [18:52]
That’s if you’re watching your KPIs, though.

Sky Stephens [18:54]
Yeah, Data is important.

Mario Fachini [18:57]
What’s this mean? no idea, Let’s just keep running it.

Sky Stephens [19:01]
Painful.

Mario Fachini [19:03]
So, tell me about the Association now, because it’s great to hear that, you know, I always love the backstory, is that you started 10 years ago, and you launched the Association even five years ago, which is impressive. But how has it grown over those last five years since you officially launched it?

Sky Stephens [19:19]
So, we’re actually in five countries, so our builders that are members there in Australia, New Zealand, the States, Canada and the UK. So, the main thing that really has propelled our growth is it’s all completely Online, obviously. So, the way we reach all of our builders, it’s completely Online. We’re using channels like Instagram, Facebook, LinkedIn, YouTube, and then really heavy on a lot of our Emails as well. And it’s just providing so much content. And I think that’s what’s really transformed it and its content marketing. It’s a slow burn, but it just snowballs year after year after year, and you know, we’ve had guys on our database even for 10 years from our Marketing Agency. And you know, they’ve said, I’ve been receiving your Emails for like 789 years, I’ve got them all in a folder, I always read them, and I just save them, and they’re still brand-new people coming, like replying to us or like, inquiring, but seeing that they’ve been watching us for years to get to this point. And that’s a big thing that’s transformed it from actually giving away all of that content, whether it’s written on video, just daily posting. And yeah, so now we’ve got a few 100 members across those five countries.

Mario Fachini [20:49]
That’s fantastic. Congratulations, what percentage of organic outreach are you doing versus paid traffic?

Sky Stephens [20:58]
Paid is definitely the bigger percentage for us.

Mario Fachini [21:08]
Any specific platforms? Are you on all of them?

Sky Stephens [21:12]
Well, we definitely spend the most on Facebook, obviously, a little bit then goes to Instagram. But the main difference Facebook and Instagram there, I’d say it’s more or less 50/50. But it’s your videos, remember that in your adverts on Instagram, they’ve got to be under 60 seconds, and we’ve got some quite long videos that deliver content. So, that’s when more of it goes onto Facebook.

Mario Fachini [21:35]
You listening to this? Something happened here, i want to hear that last part again, what’s a great way to advertise?

Sky Stephens [21:44]
Video content on Facebook. So, it sounds that’s paid Social is where most of our leads come from. And even when we’re teaching our builders and was doing marketing for our builders, that is the best way to do it as well. Because then you’ve got the flip side, right? You’ve got your marketing, search. That’s when people have intent, they’re actually searching for you. And yes, you know, whether you’re running a building company or whatever, they are great leads as well, because they’re actively searching for you. But there’s only a finite amount of people.

Mario Fachini [22:22]
Have it really dialed in that, they could be searching for 101 different combinations, and you have to make sure you’re showing up for them because they could search for a and you’re ranking for B.

Sky Stephens [22:33]
Totally. So, paid search, you definitely want to get in on that, you know, and do it well. But there’s such a missed opportunity for certainly like our builders, when we were teaching them to do it. Do content on platforms like Facebook, on Instagram, because what do you think keeps people warm, you can only dangle an offer in front of so many people that were in front of someone so many times. So, if you were to deliver content, just a few tips, maybe some proof, talk about a success story. You know, here the new design trends for this year, whatever it may be, that content keeps people one, plus you can repurpose it, you can put it in your emails, you can break it up into social captions, you can do a Facebook Live on it. You can do it, you can do a Blog Post, and then share it around. You’ve got a lot of longevity there.

Mario Fachini [23:25]
Maybe talk about it on the podcast.

Sky Stephens [23:31]
So, paid social, is the biggest game changer. Obviously, you want to make sure that you’ve got all of your back end stuff working as well. So, there is no point in spending any of this money or doing any of this promotion, if you don’t have a proper system to follow up in the background automatically, like your e-mail system, and your database like your CRM to do all of that automation for you. Because again, it’s just reusing a lot of your content, keeping warm, ready for the sales process, ready to enter them.

Mario Fachini [24:02]
There’s a huge Expert Authority Insight right there. I’ve been preaching CRMs for years, and it’s why I actually partnered with Pipedrive, and use them for the show because even before I launched the show, I had 400 people on the list out of 4000 in my phone that I was like I guess these can be the first 100 you know, I was brand new, and I had 405 in the list. And if you’re trying to keep track of that on paper and pencil, you’re gonna drive yourself nuts. Because even if you have all these areas ironed out, you still need to be personable follow up, do sales, help people and then actually deliver on it. This alone is a full-time job. And that’s with all of it all ironed out. So, I’m glad you’re teaching that, but more importantly, you’re focusing on the back end, because there’s a lot of people talking about leads and all that and I do too. It’s required you need it, but most people don’t realize there’s like 100 other steps in the process.

Sky Stephens [25:00]
Yeah, and actually going back to one of your previous questions like, if we really lay it out in the roadmap, what we have is like a big core training for our builders to go through, we call it the Sales Blueprint for builders. And it’s basically the proven sales process for a building company. And what we’ve done is we’ve made an entire blueprint there, like legs, and bubbles and everything, and you just follow this chain going down. And it starts all the way at the top from all different kinds of content marketing, paid social, Facebook, Instagram, YouTube, Google, and it all funnels into like an offer, and it funnels down to your CRM, what you send in your CRM from that point, to then get them to your first phone call to then a meeting, you know, and then the rest of the sales process. And that’s like such a core training, we really do ensure that anyone new that comes on board, we direct them to that pretty much first, because it sets you up with so much context for how to lay it out in your building company. As soon as you go through that. You can self-diagnose and be like, well, I’m missing that component. I’m gonna do a training on that bit next, you know.

Mario Fachini [26:06]
And that’s good, because not only are you doing it, but you’re tracking it. So, you know what’s going to be best to respond to, because there’s so many opportunities and things you can talk about, but what should you be talking about?

Sky Stephens [26:20]
Totally, like, even from a marketing perspective, like what they should be putting out to their marketplace.

Mario Fachini [26:28]
Because it’s gonna vary also, in what you’re talking about being in five different countries. Again, impressive Congrats. But I think there’s some different messaging in the US versus, Australia versus, New Zealand versus the UK.

Sky Stephens [26:43]
That is such a good point. So, the topics, yes, like, you want to make it more like specific to your local community in your area. And there’s going to be different things that you can talk about, where exactly you are. But the overall strategy and the tactic of doing it doesn’t change. It works, wherever you are. It’s just what you’re saying, you know, and the information and tips that you’re giving out, that’s what you’ve got to customize and pivot, and be very specific on so it actually cuts through the noise in your local area. But the overarching tactics and strategies, they’re the same, and they work. And we know that because we’ve been able to test it with our builders in Australia, versus a small town in the US, versus a small town in Australia, versus a bigger city, versus, you know, a brand-new development area. They’re working in all of those areas. And we can prove it because we track the data for all of our members as well,

Mario Fachini [27:43]
Which is so impressive, because most people don’t? And one of my favorite things to help my author clients with, is the messaging. I mean, I’ve used in many real-life presentations, I pull out $100 bill from my pocket and a $1 bill. And it’s like, what’s the difference? The message on the front.

Sky Stephens [28:02]
That’s great, I love that.

Mario Fachini [28:04]
I mean, it’s the same. It’s not papers for anyone listening that thinks it’s printed on paper. It’s not, it’s a cotton blend with some other stuff. I’m not gonna get into it. I mean, you could say, what’s the difference from Bronze, Silver and Gold, and there is some intrinsic value. But if you’re saying Apple A, versus Apple B, what’s the difference? If one says organic on it, and the other one doesn’t? I mean, that’s a positioning and a profit thing right there in different investment costs.

Sky Stephens [28:33]
Totally, and it’s something I don’t think is many businesses, so builders as well, but businesses in general, really pay enough attention to. You’re drawn to all the sexy stuff like Facebook ads, and YouTube and Google ads. But you’re sort of forgetting your core component, which is your messaging and who’s your avatar? What are you niching on, what’s unique about you? If we’re not nailing that, the tactics are not going to work on Facebook.

Mario Fachini [29:10]
All you’re doing is amplifying the problem.

Sky Stephens [29:14]
Totally. And you’re wasting money.

Mario Fachini [29:16]
I want 10,000 new leads, your process sucks, you’re going to lose 9990, I’ll give you the benefit of the doubt: eight of them.

Sky Stephens [29:27]
And that’s the big thing, right? So, the purpose of us creating the Association of Professional Builders, is really just to improve the experience of both builders and consumers in the industry because I’m sure anyone listening, but even you, Mario, you know that this industry has a pretty bad reputation. Everyone had a horror story or had that horrible building experience building their new home or renovating their new home or at least their you know, two degrees of separation away from it. It’s what a horrible reputation in this industry. And there are two very different kinds of builders, you have Professional builders, and you have some Cowboys. And it’s the Cowboys that don’t care about the experience or undercut other builders and try and do it a lot cheaper but are really damaging the reputation of this industry. Likewise, you’ve got some Incredible builders, what they can schedule and bring together and build. But there’s not so much in the way of training of business processes or other systems that they can just deploy into their business. And that, in turn, can deliver a little bit more of a rocky experience for their clients, their consumers as well. So, at the end of the day, builders can’t and businesses can’t deliver world class experiences to their clients, when they’re working on tiny margins. So, we step in, we’re here to primarily help; we serve as builders, but then in turn is going to help the consumers in this industry, because if we can transform as many builders as possible into Professional Businessmen, Business Owners, and really transformed the way, they’re doing business, and they actually deliver a world class service to their clients, this whole industry is going to change, it’s going to level up, it’s going to be a lot more professional, the Cowboys are going to leave. And in turn, they’re taking care of the client from the very first inquiry to getting back to them instantly, because they have a CRM system, to educating them about the building process. What you know, some builders jargon, you may not know X, Y, Zed, then here’s the contract signing, it’s not a pushy, hard sale, it’s a really consultative approach, then they’re delivering exceptional service building the home because, they’re doing milestone meetings and all different things, they deliver an exceptional handover experience, that is transformative. And they’re the systems that we’ve gone out of our way to provide our builders, because a, they are 10 times better, and the service that they can deliver the consumers and then consumers, they’re happy with this industry. And then it’s going to be much more expected that you pay for a quote from a Custom Home Builder, because it’s a lot of work that goes into producing one. It’s like Law, Medicine, you expect to be billed in 15-minute increments just to talk to a Lawyer on their break. But it’s just not expected in this industry. And that’s what we’re here to do. We want them to improve that experience from start to finish, not just building from the first inquiry.

Mario Fachini [32:42]
That’s so great. You’re transforming the industry as a whole because it is so needed. You know, it’s a great industry, I love it. But you’re absolutely right, because someone can show up with a truck and a hammer. And it’s like, there’s someone else that’s got a eight figure business that’s been doing it for 15 years. And no one might be able to tell the difference. Because you know, the Cowboy like you’re talking about, he knows how to build a website and do the marketing quicker or better, or whatever the case may be. And I love it because it levels the playing field. But I don’t love it because, there’s a lot of people who need it and don’t realize it.

Sky Stephens [33:22]
And that’s where our content marketing steps in. Because we’re producing a lot of content, I think the big thing that we noticed, certainly with our businesses, a lot of like our market, they’re not actively searching on Google search for coaching and, you know, help specifically with their business. Some are and that’s brilliant, that’s great. But a lot aren’t. So, we have to use content marketing as a way to make them problem aware. And actually, show like, do you experience this? Do you feel like this? there is a better way, did you know it doesn’t have to be like that. And actually, give them some tips of what they can do to manage their client’s expectations better, or, you know, qualify a lead on the very first phone call, we can give them those systems and give them some free information. So, they can actually realize, oh, like, there actually is a better way. And then they’re more open to it. And then they look for more solutions.

Mario Fachini [34:23]
So, speaking of that better way, tell me about your biggest success story and the transformation you’ve been able to give someone. Who’s making their biggest mess beforehand that had the biggest turnaround from joining and working with you.

Sky Stephens [34:38]
Well, I’ll tell you about this one client springs to mind; that’s based in Australia, actually. So, he was running a building company in Australia. It had been going for several years before he even joined us. And you know, he’d even had business coaches prior to joining our private mentoring program and getting assigned one of our coaches, and he actually; more than doubled his building company in a year. So, suddenly it was up to 9 million in revenue. That’s a lot of moving parts. It’s a lot of employees. And he doubled it so quickly with this last coach. There’s a mess behind the scenes. So, he came on board with us. And we were able to completely clean everything out, look at every single number, and really analyze what state the building company was in. Right there and that like, I mean, when he joined us, he had no ability to track his work in progress. He had cashflow problems with that kind of revenue. Why do you have cashflow problems, there’s something happening in the backend that we had to fix. And then we weren’t doing any online marketing, either. This is built for an entire referral model. And if you’re relying on referrals, that’s a house of cards, you know, like what happens when the referrals dry up, you’ve got all this stuff, all these expenses, it’s so risky. So, that’s what kind of shape he was like when he first came on board. And within six months, he solved all those problems. And we have a system for tracking his work in progress. And ironically, for builders work in progress is different to workflow. So, we’re able to establish that with them as well. We set them up on these detailed KPIs. So, we can track every single number in his business and see where problems were so he can spot them. It’s not just for us to be able to spot them for him. But we gave him the tool so that he could manage his business properly and professionally. And actually, set him up with a strategy so that he moving forward could do content marketing, to have this perpetual funnel of new leads coming into the building company. And that was a transformation as in itself. I remember what he said and done, he delivered us a lot of like success stories, which is amazing. And he learned more in six months with us than two years with his previous business coach, because it was built a specific, I think that’s the main thing you got to look to people who are experts in what you’re doing, because there are the black swans that you just don’t know about that can get you. And so, if you can go to someone that’s got all that experience, and they’ve worked with hundreds of other building companies, they know what to look for, especially as well, the bigger the company, the most spectacular failure if it all goes belly up. So, you need to be able to really ensure that you got strong foundations, you’re a lot more secure. And in construction, that means holding a lot of cash, because anything can happen. So, it’s about building those reserves, building up the company’s equity, so that he was a lot more secure, if anything would have happened in the world. You know, that just blindsides you. So, I would definitely say that story comes to mind first, mainly because it’s very successful; on paper and on the outside when he first came to us, but it was restructuring a lot of the back end. So, it was like completely sound, that like there was no more like sleepless nights or anything like really secure. He was successful on paper before and now it was just like completely backed up after six months to transform, you know, the financial side and all the systems side in the back end.

Mario Fachini [38:27]
Well, that’s exciting to hear. And congratulations.

Sky Stephens [38:31]
Thank you.

Mario Fachini [38:32]
I have one more question for you. It’s with The Wheel of Whatever. And yours is, Tell me a country you want to expand to or going to that no one knows about yet. Where are you going next?

Sky Stephens [38:51]
Catch me off guard kind of question.

Mario Fachini [38:53]
That’s exactly right. But I wanted to be nice. So, it was still kind of easy.

Sky Stephens [38:58]
I love it. So, to be honest, it would probably be a little bit more in the UK, because we only have one or two members there at the moment. So, we’ve got like a few dozen in every other country. But we’ve only got one or two in the UK. And it’s definitely a market rustling obviously from the UK. So, that’s going to be the most interesting to try and grow that market a little bit more. His accent is a lot stronger than mine. So, you’d probably be able to do much better marketing with his accent over there. But that’s probably going to be the most exciting to do because, there’s more of like an emotional tie there.

Mario Fachini [39:36]
Excellent. Well, thank you very much. We’re gonna thank our sponsor and come back for The Imperfect Action Round.

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Mario Fachini [41:12]
And we are back with The Imperfect Action Round. Sky, are you ready to take Imperfect Action?

Sky Stephens [41:18]
I am ready. Let’s do it.

Mario Fachini [41:20]
All right. 60- second answers, three of them. The first question is, what is the fastest path to the profits?

Sky Stephens [41:28]
For Custom Home Builders, the fastest path to wellness, it’s all in the data. It’s all in the numbers. And at the end of the day, if you are not pricing properly, the traditional method is out. It’s not about adding a markup to your cost of sales. It’s all about looking at your true cost of sale and making sure you’ve got a net margin on all of your contracts. So, to be honest, I would say that’s the fastest a builder could possibly do it. Because this is a lagging indicator and building anyway, it can take months to sign a contract. So, as long as you’re pricing correctly from the start, that’s how you can ensure you can always make a profit.

Mario Fachini [42:06]
Excellent. Number two, what is the biggest problem you see your prospects making and the fastest way for them to fix it?

Sky Stephens [42:13]
The biggest problem we see them making and the fastest way for them to fix it. Probably not qualifying properly, I would say, I think unfortunately, a lot of people end up taking on clients that they don’t want because they either didn’t realize the flags at the beginning. They didn’t ask the right questions, or they were just so desperately needed a client, then at the end of the day, the third reason isn’t good enough, you don’t want to take on anyone that you don’t actually want to work with for a long period of time. So, the fastest way to actually fix that would be to make a hard and fast qualifying checklist. So, when your very first call with a prospect, you want to probably have about seven questions that you need definitive answers do to work out if they’re qualified or not. If you build custom homes, one of the questions is probably going to be, do you have land yet? because, if they don’t, well, they’re not qualified just yet. You’re not going to talk them into a contract anytime soon, because they’re too early. So, you need to be working on other questions, and see where the criteria they can spit out to see if they’re actually qualified to spend more time with them throughout the sales process. And it saves a lot of time in the long run.

Mario Fachini [43:18]
Excellent. And number three, what is the best way to maximize customer lifetime value?

Sky Stephens [43:26]
I love this question. The best way a building company can do that is honestly just to deliver a world class experience, but specifically a world class handover experience. I think a lot of builders can transform the way they have that final meeting with their clients and actually hand over the keys, and really make it an experience. It’s not a five minute here’s the keys. Here’s a little walk around your new home, make a day of it. You know, you want to deliver gifts, you want to have like a full tour of the home, show them all the cool gadgets. If they can transform the way they do that, they’re not only going to have the opportunity to get a ton of referrals from their happy clients. But you’ve left such a great lasting impression on your clients that you’ve been working with for so long. If they were to ever think about maybe renovating that home, you just built or extending or adding another extension or maybe just building their next one in five years’ time. Why wouldn’t they call you? So, I think handovers are really important for builders.

Mario Fachini [44:28]
I like that a lot, that’s solid. What books could you recommend Expert Authority World, that have made a difference in your business? Or like.

Sky Stephens [44:39]
Hands down? I knew the book to say straight off the bat, because this is a book every single person on our team has read and we talk about it all of our members constantly. I’m not sure if you’ve heard of it. It’s a book called Building a Story Brand by Donald Miller. Fantastic book because, I got to say the most profound thing in that book, is what changed our companies, our builders companies. And if you caught it in the book, it’s just basically the customer is the hero, we will get everything we want from us being the guide and showing them the path but let them be the hero of their story. Hey, we’re going to give you systems, but you’re implementing them in your successful building company and you’re a Professional builder now, go for it, so that anyone who’s got a business needs to read that book and truly understand that concept.

Mario Fachini [45:31]
Great recommendation. Thank you for that. Well, you’ve been awesome, where would you like people to learn more?

Sky Stephens [45:38]
Well, look, thank you so much for having me, Mario. I’ve got to say if anyone wanted to learn a little bit more about the Association of Professional Builders, you can find us on Facebook at the Association of Professional Builders, on Instagram at APB builders. And, of course, our website APB builders.com.

Mario Fachini [45:58]
Excellent. Well, thank you again, Sky, it’s been an absolute pleasure.

Sky Stephens [46:01]
I really enjoyed it. Thanks so much for having me, Mario.

Mario Fachini [46:05]
All right, Expert Authority World. We have another great episode here today. I’ll see you tomorrow. Have a great day. God bless.

Sponsor – Free Business Book Publishing Course [46:12]
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