Jacob Neffendorf: If somebody came into your business and gave you $10 million to grow it and you got triple the customers in two or three months, are there systems and processes in place for your business to handle that? 

Austin Gray: Hey, welcome back to another episode of the Owner House podcast. I'm your host, Austin Gray. In this episode I have Jacob Nendo from Rise Online Ads AKA Land Clearing Growth. Jacob is a student of the game. He has paid for a ton of coaching from acquisition.com and Alex Hormoze, and he is taking everything that he's learning about growing his business. 

Jacob Neffendorf: The biggest mindset stuff is possible, right? Because sometimes you can think, how could I do anymore? How could I get any bigger? Is there even more to do in my market? Have I addressed my total market already? 

Austin Gray: And so we are basically taking everything that he has learned from his recent coaching session with for Mozy, and the acquisition team centered around a hundred million dollar. Money models launch and we are applying strategies that he's learned into land clearing businesses. Love him or hate him. The dude is a savage and he is putting on a clinic for how to leverage media in your marketing and sales product. Jacob also has several copies of that book He's gotta giveaway for some of your listeners, so you'll have to listen to the full episode to have a chance to get a free a hundred million dollar Money models book sent to you by Jacob. So we're gonna talk and dive deep on that. Let's dive into the episode.

 Jacob Neffendorf with Rise Online Ads and Land Clearing Growth coming off of the a hundred million dollar Money Models live event launch with Alex Hormozii. I'm excited to dive in with you today. 

Jacob Neffendorf: Yes sir. I'm excited to be here. 

Austin Gray: So let's just give a quick recap. What are listeners here going to find out about by the end of this stream? 

Jacob Neffendorf: Well, I wanna kind of share my wins and lessons as it relates to our type of business and our industry. Land clearing forestry mulching, and how it kind of ties into money models. And kind of focus on that. Jump from. Operator to owner, which is how you can facilitate going from less than seven figures to seven figures to eight figures in a land clearing or forestry mulching or fire mitigation business. Um, and then if you want to add the bonus in, I do have about, well, I have a lot of copies of the money models book that I can send out for free. You just have to pay shipping however you wanna facilitate that. I can send them the link

Austin Gray:  right here on the spot. Let's come up with an offer. How can we, uh, how can we make this live stream go viral by giving away books? 

Jacob Neffendorf: Yeah. Yeah. I mean, uh, I need a landing page.  Huh? I have one. If you wanna send them. You got one? Yeah. If you wanna send them to mine and basically when they get through just text that they found the page from this stream and we can send 'em a free book.

Jacob Neffendorf: : Okay, so here's what you have to do in order to qualify for the free book. You gotta follow me on X, you gotta subscribe to my YouTube channel. I don't really care much about Facebook. Sorry, mark. And then where should people follow you? Yeah. And then you gotta fill out the form on Jacob's website and then he'll ship you a free book.

Jacob Neffendorf: Yeah. Uh, I'm really trying to grow the organic TikTok, so land clearing growth on TikTok. Whoa. And uh, the landing page is growth.riseonline ads.com. 

Austin Gray: Okay. And if you're watching on X, which that's what I'm seeing the majority of people come on. If you want to qualify for that, you have to repost this, repost this stream on X. And then whenever you fill out the form, just show that you're following my account. You've subscribed to the YouTube account, you repost it on x following Jacob on TikTok. 

Jacob Neffendorf: Yep. And. Growth Rise online, ads.com, 

Austin Gray: Rock and roll, and then fill out the form and then he'll ship you a free a hundred million dollar money models book, which that launch was insane. What did they close at?

Austin Gray:  I recently got back from launching a land clearing business down in Austin, and this last winter I launched a snow shoveling business alongside Bear Claw. In both businesses, I've implemented jobber as a way for us to efficiently manage quoting job schedules and invoicing, and even collecting online payment. Why? Because it's worked so well for us in Bearclaw and it's saved us a ton of time and headache. So if you are looking for a software that can help you manage the back end of your business, look no further than Jobber, you can visit Go dot get jobber.com/owner ops O-W-N-R-O-P-S.  📍 

Jacob Neffendorf: Everything I've read is north of $150 million with like 3.5 million copies sold. Insane. 

Austin Gray: Dude. He's putting on a clinic. 

Jacob Neffendorf: Yes. Yeah, he was, and he gave out so much value. What I love is like the first hour of the stream was just him talking about how valuable the resources that he was looking to sell were. And then he drops that he was gonna give it for free to everyone who was there. So he gave massive value before we ever actually made the ask for somebody to pay. 

Austin Gray: Yeah, it's incredible. What broke the Guinness Book overall records? For, what was it? Book sold in 24 hours? Is that what it was? 

Jacob Neffendorf: Yeah. So he more than doubled Prince Harry's record, which was 1.4 million and he did it. He did it in like two hours. 

Austin Gray: Love him or hate him. The dude is a savage and he's putting on a clinic for how to leverage media In your marketing and sales product? Yes. Or in your marketing and sales process to go market and sell products or services. 

Jacob Neffendorf: Yes. So, and showing how much work it took, you know, he built that up for two years. 

Austin Gray: Let's talk our businesses. You run ads for land clearing businesses. I run a land clearing for fire mitigation business out here in Colorado. I'm really excited to have you on this morning, and it's been super fun to work with you and your team on this. I'm really excited to dive into some of this organic content. Yeah. That we're doing with your team. The ads, we've already closed a couple $30,000 jobs, so hats off to you guys. 

Jacob Neffendorf: Yes, sir. 

Austin Gray: Um, appreciate that. What I wanna dive into here is you were out there at, like, did you do a coaching program or a, a consulting session the week before with acquisition? 

Jacob Neffendorf:  Yes. The, the Monday before?

Austin Gray: Yeah. Yeah. Yeah. So I want to talk about like what were your main learning lessons for you? Like you're a seven figure business right now, trying to go to eight, right? Yes. Okay. So what did you learn while you were out there, and then how has your mindset shifted or any sort of like strategy updates moving forward?

‍Jacob Neffendorf: For sure. Real quick frame on that. I went and did the one-on-one day with him where you basically talked high level strategy and what's the biggest levers to pull. Uh, I did that in May. And then the follow up to that is then you go for a full day and you sit with. Each department, head of his team of acquisition.com department, uh, or director of marketing, director of sales, director of people, is what they call him. And you figure out kinda your biggest constraints and then they give you, they treat you like you are one of their portfolio companies. And then I got an 87 page document on critical tasks, next steps and how to do it. And so for me, the biggest the biggest mindset stuff was it's, is possible, right?

Because sometimes I think you can, you can think like, how could I do anymore? How could I get any bigger? Is there even more to do in my market? Have I addressed my total market already? And that's kind of a hard mindset shift to make, but everyone there on their team has either owned. A business bigger or been a part of growing businesses way bigger. And so they kind of, you know, really gave me the belief that, yeah, it's a hundred percent possible and here's why you're not, and here's what you need to do. And then also backing it up with hundreds of other business data points. Like, like our churn rate is 4%, right? Just being totally honest and transparent here. And, but the industry standard for digital marketing agencies is like 10 to 13%. So I'm always like, man, are, we need to, we need to work on retrenching, we need to talk to our people more so that they're happier and they see the value of what we're doing, and they're like, Hey, yes, it's great to improve that, but you're doing okay. Let's focus on the things that really move the needle the most, you know? Sorry, that was a long form, uh, answer there, but that was the biggest mindset thing. If you want, jump into the, the big tactical things they gave me. 

Austin Gray: Yeah. Let's jump into tactical things. 

Jacob Neffendorf: So the really big things that they're pushing to me, and I'm now pushing to our clients, is focusing on qualifying and getting the most ideal clients. So. Uh, we, we found out that people like yourself who are already established already doing business well, and you just need to, you just need someone to free up your time and help you go to that next level, right? Bring in, maybe some plays that, that you didn't have, but you were already a successful business.

And so that's really the best client for us. And so when you're at that level, we can provide more value to you and you. Take it better versus somebody who's either newer or smaller or like trying to transition from, you know, some other world into this world. It's possible, but it doesn't go as well. And so that's what I'm pushing to my clients as well, is only focusing on your ideal avatar, which is what you have done right and are are doing more and more of. When you focus in on that, you can provide a better product. And so it's a win-win for you and your client. Um, and so they have basically pushed me to really hone on, hone in on that, and really qualify who we are going to work with and not just work with anybody who says yes to spending a couple thousand dollars a month. And we had not been doing that, but. The first example of that was focusing five years ago on land clearing companies only, and then focusing on, okay, only established land clearing companies. Okay. Only ones that have a proven business model, and so kind of just going from there, um, was one of the big tactical things, and that goes. From the very beginning, like your first ever marketing materials and your videos, you post organically and paid need to build that ideal avatar needs to point towards your qualified person and disqualify who's not your ideal person. You know, not the somebody with a backyard tree that needs to get chopped down.

Austin Gray: Absolutely. 

Jacob Neffendorf: So that's one of the big ones. Um, and then the other thing is basically, I'm trying to say this nicely, but treating your clients like your sales team, essentially, like  giving them a proven model to close jobs consistently. And giving 'em the framework for that, the scripting, the key performance metrics to track like, Hey, this is what success looks like.   and I've, I'm already in the process of building this. I have a sneak peek on the TikTok, but I'm, uh, I'm trying to think of a kind of a cool name for it. But essentially it's the 72 hour booking machine which really just spells out exactly what it takes to, with whatever, whatever you're already doing right now, three x your sales from what you're doing right now by implementing a 72 hour booking machine, which is just a systematic approach to working your leads. So that's a huge one. Basically pushing pushing them to do that. And then this is gonna be your favorite one 'cause you talk about it all the time and you do it really well. Systems and processes for everything. And it, if you are interested in ever selling your business. Or if you're not, you should always build a sellable business 'cause it's just gonna be a better one.

You need to have systems in place for everything. And the best example of that is if somebody came into your business and gave you $10 million to grow it and you got triple the customers in two or three months, are there systems and processes in place for your business to one handle that and to grow with that. Hiring systems, quoting systems client retention systems like follow up, keeping them in the pipeline for next year. Invoicing, getting paid, like once you get to that size, you can't be running around tracking down checks. You know, like you, you gotta have a system for that. So that's the third piece for me. It's like basically on just my business, but I'm also trying to flip this to make our clients' businesses better is market and qualify to get the best clients, show them what winning looks like, and hold them accountable to it. And then build systems and processes so that you can operate well once you hit your goal. That's the big three. 

Austin Gray: Let's dive into that first one. And it's all about getting crystal clear on the ideal customer avatar. This is something I've been thinking a lot, and especially since you and I have started talking like. You obviously know like where we need to go as a business as one of your clients, right? Like, you know what we need to focus on. But the hardest thing in early stage business is saying no to the people who are ready to paying you money for another service. And I'd like to go dive deeper onto this because I believe that whenever you started out you were running ads for like pressure washing, or you may have had a power washing business too, right?

Jacob Neffendorf: Mm-hmm. 

Austin Gray: And you said five years ago, it all started with a focus on running ads only for land clearing businesses. Yes. And I'm sure in the beginning there's that, like, you're just wondering, it's a risk are gonna be enough land clearing businesses who could actually pay me for services. Did you think about that too?

Jacob Neffendorf: Yes. Yeah. I had no clue. Yeah, I, I didn't know anything about land clearing except for my client. That was it. Yeah. So that, that definitely. But I've never met someone who started out in a niche and then found out there just wasn't enough market. Like if it exists and the smaller it is, honestly the better. Like. You know, if I went into HVAC or roofing, I could probably still be successful. But there's a million of those companies, but there's a million of those agencies versus in our world, in our space. There's not, and uh, Alex just put out a video about this as like, usually the biggest goals have the least competitors, and there are a very small handful of, of people who are, claiming to be an agency doing kind of what we do.

But none of them have the goal that I have of, I want to actually affect the industry. I want to make the land clearing and forestry mulching industry. Better. And so the most more companies I can work with to make their systems better, to make their online presence better, to make their trust building online better, that's going to get me to my goal of just making the whole space better.

Austin Gray: So in that beginning transition, you decided to focus specifically on land clearing. Whenever we started, I chose the name Land Services because I had that fear of there's not going to be a big enough market for fire mitigation. And I thought, you know what? I'll make a run at this fire mitigation thing, but worse comes to worse. I'll always be able to do these driveway repair jobs, or I'll always be able to do excavation. Yeah. So that's why I chose a general name. Going back, I would've called the thing Bear law, fire mitigation, knowing what I know now. Right. And to your point, and you and I have already talked about what my ideal customer is gonna be moving forward like we're just gonna focus on that now.

Yes. In all of our marketing, in all of our spend. And it actually has made things easier. 'cause now I know what I need to focus on from a content perspective. I know what kind of ads I need to focus on, and I allow my sales team to focus on building an actual process around the service that we're selling. Yes. Instead of trying to be like everything for everybody. And so that is probably the biggest learning lesson that I've taken from like the first three years of business. And it's interesting that you're talking about the same thing as you try to go to 10 million. 'cause it's almost counterintuitive, right? You think, oh, I need to do more to get to 10. But what you are saying is I actually need to do less and just get better. At that things so that I can do more of that one thing. 

Jacob Neffendorf: Yep. Do more of what actually works. Do more of what's working, I think is the actual quote. But yeah, I mean the more you can say no to, then the more bandwidth you have to do more of the one thing.

Austin Gray: So you, you chose land clearing five years ago then you mentioned that there was a version two iteration where you like honed in even a little bit more, or maybe you're in that transition period right now. 

Jacob Neffendorf: Yeah. Well, yes, about going on three years ago, I transitioned to, if you're a land clearing company, making at least $50,000 a month. Okay. That's what I was trying to focus on, but fully transparent, in my opinion. We weren't exactly what a land clearing company over $50,000 a month needed. Back then, we were very, very good at ads, good at automation. We weren't as good at accountability, communication, um, systems and processes. Like I back then.

I wouldn't have said like, I know how to grow your business. I just knew how to market their business. And I was still, still kind of learning all of the other stuff. And so it made sense and I still took on a lot of 10, 15, 20 KA month clients who we did really well for very, very well. I got a lot of testimonials from, basically my testimonials start from about three and a half years ago on, and we have plenty of clients that have been with us that long, the bulk of them being with us longer than 12 months.

But now, the next step of that is I know exactly who we can help and how we can help them. And so I have said no this year to more clients than I've ever said no to. But our revenue is increasing because we're doing better jobs for our clients, our current clients. And we're, we're scaling them up and then we are doing better jobs for the new clients because we're bringing on better, better clients.

Austin Gray: Makes sense. And then now where you're at right now, do like who are you focusing on? What's your minimum revenue per month amount? 

Jacob Neffendorf: So I haven't nailed it down perfectly 'cause guys', businesses are so. Different, so I kind of broke it up a little bit. But basically I'm looking for guys that already have machines, ideally multiple machines, guys that are, then, this is how I position the marketing. If they don't have multiple machines, they're looking to buy their next machine. So they've already figured out how to make one. Busy enough to sustain them and then they're trying to get to the next level. And then really anything above that. And so in my mind, like if you're less than 25 KA month, 'cause most guys are running like 20% margins.

If you're making less than that, like if you're making 20 KA month and you're 20% margins, that's what? 5K profit or 4K? 4K, yeah, four. And so you can't afford to pay us. Yet, unless you have way better margins. And so basically if somebody's under that 20 15, 20 K mark, I just do a lot more qualifying like, Hey what's your mindset? Do you have capital to grow? Why are you not at these levels? What's your close rate? And if it's like they can do jobs, they have a good reputation, they just can't sell, or they just need more leads or something like that. Like if it's something where we can flip them to double their revenue in like 60 days, then I'll take it on. But the only people I'm like giving the green light out the gate is 50 KA month and above with multiple machines running already.

Austin Gray:  Stryker Digital specializes in SEO services specifically for local service businesses. Bodie and Andy, the two co-founders, have helped me get Bearclaw Land Services to the number one search result on Google inside my state for my specific search term. If you wanna learn more, visit stryker digital.com. That's S-T-R-Y-K-E-R digital.com.

Austin Gray: Nice. Got it. Okay. Let's dive into content. So one thing that you said that you took away from acquisition was now that you've got your ideal customer profile. Set out who you're gonna go target for. You need to go create the organic content that will resonate with that person. And this is completely different than going and creating content specifically for views, which I think is where most people who say, oh, I wanna start a YouTube channel for my business, or I wanna start a TikTok account. It's like they're doing everything just to get views.

Yeah. At least from the people I've talked to. And I think that's like. The absolute wrong way to do it. I fell into that trap early on. I invested a bunch in like backend editors and like trying to spend all, and I realized I was spending all my time on the wrong things. When in all reality what I should have been doing was just giving the algorithm what it needed to go put my services in front of the right clients. And so I'm curious to hear your thoughts on how you're going to create organic content moving forward so that you can get in front of your ideal client.

Jacob Neffendorf:  Absolutely. I love that you said that because this is a huge mistake I'm seeing. There's like an in between. There's like guys in the land clearing space who are like kinda weird about online and they don't wanna do any videos or they only want their agency to do it for them or something.

And then there's these guys that make content all the time, but it's only content that other guys think are cool. And so they have these big TikTok and Instagram accounts. They get tons of views with their clean equipment and you know, ing the equipment and cool edits of the machines. And I love it. I love to watch the videos, but your customers don't. And so the people who are winning are making videos that are educational. Displaying what you're actually capable of and the value that you bring, not just how cool your machine looks. Pulling into the driveway on the trailer. Um, and I hate, I hate to say that 'cause I don't wanna like make anybody discouraged 'cause there's lots of dudes with really cool accounts that, that do really well.

And if their plan is to like grow their account and then sell hats to their audience or something, that will work. But if your plan is to grow your business for actual land clearing, then your content needs to be focused on the potential client. Flipping to me. I have two missions. One obviously is to get more clients, but also to just make the industry better. So my organic content is one value that somebody just starting out or somebody already doing seven figures could implement or take into their land clearing business and make it better. And I, I try to give as much of that out for free as I can following, you know, the people who have done that for me.

And then the other side is actually playing to my ideal client, which I talk a lot about, operator to owner mindset, how to get to seven figures and beyond the systems and processes, you need to track your numbers. 'cause if you can't measure it, you can't change it. If you what's the word? If you don't measure it, it's not important, basically. And then being able to take those metrics and being like, okay, if I implement this lead nurturing system, I'll get 10% more estimates. And if I get 10% more estimates and I follow a script, I'm gonna close 10% more jobs. And then of those jobs, if I could get 10% more referrals from there. Then you just doubled your profit or maybe even more if you got a 30% lift across your sales process, you probably more than doubled your profit. And so I like to make content like that for the ideal client that we want to work with, and just educating them in the same way that I'm preaching. You need to be educating your clients so that they have enough information to make a purchasing decision before they talk to you. I want to do the same thing.

And a lot of agencies they hide their pricing. They kind of, you know, keep it hidden behind a wall. And I, like, I can't give out just blanket pricing for what we do because, you know, it's gonna be different based on where you're at as a business. But I can give you a range, which is the same thing land clearing guys should do. You shouldn't hide the price 'cause you also use that to qualify. If you're not sure if they're thinking it's $500 or 5,000, you wanna give them a little bit of a range. And if you can give 'em a range on the website, everybody always complains about taking calls from tire kickers all day. That's your fault. If you don't have enough information out there online for somebody to know what your service is, how valuable it is, and what it's worth, then you're probably gonna get a lot of calls from people that can't afford it. 

Austin Gray: And then on top of that, your sales guy or gal is the highest paid or should, should be one of the highest paid people in your business. Yeah. And if they're driving around, you know, an hour here, an hour there to go to a site visit with somebody who thinks your cost is gonna be $500, it's just a complete waste of their time. And a complete waste of your money. Yes. And so to your point and you and I had this conversation offline a couple weeks ago.

But yeah, we absolutely need to get that pricing added to our website. And it's also like one of the higher searched terms like forestry mulching pricing or land clearing pricing. Fire mitigation pricing. And so if you can optimize a page around that, like what is the price of fire mitigation? What is the price of land clearing? What is the price of forestry mulching? And I'll let you take it from there. But I, I know I've seen the data before. 

Jacob Neffendorf: Yes. Yeah. Cost to clear land or cost to clear land per acre. Those are like our top Google keywords across the US a hundred percent. And a lot of guys are resistive to us putting their pricing on the website, but that's where this price guide tool is going to help, because then the customer can get a price without ever talking to you, but they do it by selecting, uh nformation about their property. So then they kind of get to that conclusion based on their decisions. But you definitely need to have some kind, even if it's just an FAQ. But to your point, having a pricing sheet would be a huge educational opportunity because you could also price anchor. Like my favorite one for example is forestry mulching versus land clearing.

Some people think they need their land cleared and it would cost them 10, $15,000 an acre, whereas. With two good sized forestry mulching machines, they could come in and get the same objective done for a lot cheaper and a lot faster. And you don't have the haul off or the fires or the whatever you're gonna do with all of that disposal that you need to get rid of.

Austin Gray:  This episode is brought to you by Dialed in bookkeeping. Ben and his team provide bookkeeping services, job costing reports, and accurate financial information for the home services industry. If you're looking to keep your books up to date, visit dialed in bookkeeping.com/owr ops. When you use this specific landing page, you'll get your first three months, 50%.

Jacob Neffendorf: Um, so that's a good thing you could educate on, like, Hey, average cost for land clearing in the south is $15,000 an acre. But if these are your objectives, forestry mulching could save you time and money. And then the reverse. If they see your forestry mulching video and they know, you know, you're 2,500 a day. 'cause lots of people like to do the day rate, but then they need their land fully cleared, you know, stumps and roots removed so that they can build on it. It's gonna cost a lot more. And so you can kind of educate that difference. And then in your world, a whole nother level of how do you put a value on keeping your. Property, like protected as a defensible space, or, you know, wildfire mitigation, huge. Their whole, that's more than money. That's their whole livelihood could go away if their land is not ready for that. 

Austin Gray: Okay. I'm gonna ask you to share some more educational content ideas. I wanna share the people who just joined. Jacob's got a couple free books from the hundred, a hundred million dollar money model launch that Hormozi, he just did this last weekend. And so if you're watching this, Jacob will ship you a book. If you follow my X account, subscribe to my YouTube channel, repost this on X right now. If you guys are listening to this, go repost this on X. Let's get this thing to 200 views and then. Jacob, go ahead and, and share your part of the qualification.

Jacob Neffendorf: For sure. Yeah, if you'd follow me on TikTok, land Clearing Growth. I didn't mention this earlier, but it would be awesome if you could follow me on YouTube too. Same thing there. And then. If you just fill out the quick form on our landing page, which is growth dot rise online ads.com, and you'll get an auto text from our system, which is something you should have for your  business as well. And when you get that auto text, just respond that you've followed us on these socials and I'll send you the book.

‍Austin Gray: So a recap for listeners right now. Follow me on X, subscribe to my YouTube channel that's at the OWNR OPS on YouTube. Retweet this on X and then go follow Jacob on TikTok and YouTube and fill out that form. And if you do that, he's gonna ship you a free hundred million dollars money models book. Yeah, if you haven't bought it yet, I just bought it over the weekend. So I guess that was part of the, either the problem or the contributors. Anyways, let's dive back into platform you're choosing TikTok. I know Hormozi, he talks about pick one platform until you get to, is it a million a year or a million a month?

Jacob Neffendorf: Uh, yeah. Yeah. He usually recommends a million a month in terms of especially paid ads.  One, just squeeze the life out of one before you start trying, because the strategies are so different across all of them. But the strategy he gave me in person was because TikTok feeds videos to people so fast. You run your organic content through TikTok. You could do really the same with Instagram. But I just really like TikTok for that. But if you feed that through TikTok, you can see very quickly, like within a couple hours, which videos are gonna perform better, and then you grab those and turn those into ads, and that's how you keep your paid content fresh.

Austin Gray: That's a concept that we should just dive deeper into. So what he said is, is run organic. Run a lot of organic on one channel, the ones that hit, that's what you should use in your ads. Yep. And you mentioned that first time we met. And I, I love that concept. And so what we're doing, what Jacob is challenging us to do is, like his team has given me this whole list on fire mitigation, educational content to go create. And so. I go in the field while the crew is operating, get, make sure to get the field, uh, machines in the background operating, and then just like go hammer through some of this content. And what you're talking about is educational content for your target user. Yep. And this is completely different than like, what's gonna go viral on the algorithm.

Jacob Neffendorf: Big time. Yeah. 'cause I, like, I have a embarrassing amount of followers on TikTok. Mm-hmm. Like very low, but I get, I get leads every day from TikTok and I get clients at least once a week from them. 

Austin Gray: Really? Okay. So let's stop here because, and correct me if I'm wrong. TikTok is great for you because there's likely like 20 and maybe pushing 30-year-old operators who use TikTok, who will be paying you for your ads. I don't think TikTok is what I should be doing for Bear Claw running content to my 50 60 pushing 70-year-old demographic. That person lives on Facebook, correct? 

Jacob Neffendorf: Or YouTube. Dudes over 50 are on YouTube, whether they're on Facebook or not. You may have some dudes who like swear off social media. They'll still spend four hours a day on YouTube. The data is insane. Really, the older gentleman that. I have spent a lot of time with that make fun of me for using TikTok scroll, YouTube shorts, and so I call it Boomer TikTok. Mm-hmm. But yeah, YouTube would be great. The thing is on YouTube usually you wanna have a little bit more, well, you gotta have more edited content on the long form side.

Shorts, you can kind of get away with it. But, uh, now if you wanted to do your strategy for your avatar, you could do the same thing I do, but use Instagram. 'cause Instagram reels will feed. Videos out faster than Facebook and even some of the reels we'll show to Facebook. Okay. Uh, so you could do the same strategy there.

And I actually, they just told me about this in Vegas, that they use something called Instagram trials and they'll run videos they've ran before again, and you can post like 20 videos at once and they'll just blast 'em out and quickly see which ones people are watching and then they post those to, to be actually live. I don't know enough about that to go into detail, but same strategy, different platform. All right. Austin Gray: So for land clearing, forestry, mulching, fire mitigation operators, like purely somebody who's in my shoes, like your, at least I, I think I'm close to your ideal client, right? Seven figure business in this industry. I do content. Yeah. What platform do you tell me to go to? And if you can only pick one.

Jacob Neffendorf: At your level? I'm gonna say YouTube. I'm gonna say YouTube. It's interesting because that's where people go to learn and that's where the people that own land, like the real estate not like house, but like, uh, ranch real estate is huge on YouTube. For that reason, because that's where those people are.

Austin Gray: And what are they, what are they trying to gain from being on YouTube? Are they trying to learn how to do something on their property? 

Jacob Neffendorf: Yep. Fix, fix their mower. Replace the turbo in their, their Cummins, uh. Find the right angle to cut, some trim in their shop figure out if they need to. They may be have some bunch of land and they're trying to like research bush hogs and brush mowers and tractors and that's where all the reviews for those things are. And then all of a sudden you pop up and you're educating them on the importance of, fire mitigation or forestry mulching on your property. And here's what we can do. In one day we cleared three acres and this guy's like, dang. Screw that. I'm not gonna buy a tractor. I'll just pay this guy a couple thousand dollars.

Austin Gray: So taking the Hormozi, the approach of like, give everything away for free upfront, do you think that approach can apply to the, an an actual service business owner? I know it can apply to you and your business, right? Because you already do it on YouTube. You already showing me all the analytics that, that you're looking at. You're showing me how to run the ads. You're doing all that stuff. I just don't have the time and I don't want to manage it. That's why I pay you. Right. And your team to look at my ad account because I believe that I can focus on the things our team should be focusing on. Yes. Which is like actually selling with the customer, right? But I'm curious if I take a full on YouTube approach as an operator here. Should I be giving them the like actual behind the scenes? This is how you do fire mitigation on your property. If you want to go rent the machines, here's our exact process. Here's exactly how you do it. Of course, they're not gonna rent the machines. They're like 15 grand a month to rent. 

Jacob Neffendorf: Exactly. Yes. You should a hundred percent do that. Because what it's gonna do is your ideal client, it's just gonna educate them enough to where they're gonna call you and they're like, Hey, when can you start? They don't even, they don't even care. Right? Especially if you have educational content that gives an a ballpark idea of your pricing and why that pricing, you know, is what it is. That's gonna be huge. But it's just gonna be huge in building trust. Like, oh, who are they gonna go with? This guy who talks for 10 minutes about the importance and the, the beauty of your land and how to keep it safe and how to keep your land healthy, versus the guy with an AI image on Facebook that's like. His skid-steer and some woods in the background, like they're gonna pick you every time. So the more of that you can have out there, the better. For sure. 

‍Austin Gray: So when you're creating organic content, are you following any sort of framework? 

Jacob Neffendorf: Yes. Hook meet, CTA. Cool. For me, the hook is almost always, I. Land clearing guys. I just say it as fast as I can. And think about like, did you ever watch Outdoor Boys on YouTube? 

Austin Gray: No. No. 

Jacob Neffendorf: He's like one of the biggest YouTube YouTubers out there, like for sure. Hundreds of millions of subscribers. And he does very little editing besides like actually chopping up the video, but he just goes out into the woods in Alaska and does survival stuff. Oh, I think I have seen him. Yeah. He like digs. Like, he, like take a shelter or something in the shelter and like build a Yeah. Snow hut. Yeah. He starts out every video the exact same way. Uh, Sean Clark, the guy who owns high level, Sean coming at you from high level. So I think there's a little bit of a branding thing behind that.

But also it's like you're calling out your client your ideal people every time. Like if you're scrolling through TikTok and you see a video of me saying land clearing guys, and you have nothing to do with land clearing, you're just go. Which helps me, right? But if you hear, well, land clearing guys, oh, that's me. What's this guy talking about? Um, so for y'all it would be property owners, Colorado landowners, central Texas landowners, central Texas ranch owners, hunters, you know, in areas where hunting is big. This, right now is the season to be preparing your land for hunting. Calling out those ideal people like that's the hook for me. Every once in a while I'll tie it to, you know, Hey, do you wanna make more money? Do you wanna get more jobs? Whatever. But if I don't say something about land clearing forestry mulching in that first, like three to six seconds, that could resonate with anybody who wants to make more money, which is not my audience.

And then for you okay, here's an example. I posted a video last night of me standing in front of a dozer. It got 5,000 views like in an hour. Versus most of my videos get like 700 to a thousand views out the gate. So it's obvious that having something relevant in the background resonates faster. And so if you like your ads right now, it looks like the land behind you looks like the, uh, person's ideal or the person's land, right? Versus if you were standing in front of a bunch of cedars from Texas. The Colorado people will be like, where the heck is this guy at? So that's another huge thing with the hook, is just having that thing right there. 

Austin Gray: So call out your ideal customer. 

Jacob Neffendorf: Yep. And then meet, give actual value and educate, and then call to action. Which call to action could just be, if you wanna learn more, send me a message. We'd love to talk. Or it could actually be, click here. And schedule a free estimate, something like that, or use our pricing guide tool on our website. If you wanna know, if you wanna know a very close estimate of how much it would be to do fire mitigation on your property, click here, use this free tool, and it'll walk you through exactly how to do it, something like that, 

Austin Gray: That ad would rip for sure. Yeah. Pricing. I mean, it's what people want to know right out the gate. Right? And I, I need to drink some of this Kool-Aid and go implement the pricing tool on our website. But I know it will work. Okay, cool. So let's recap that. We'll do another one of these. Jacob, I have so much fun talking with you. I learned so much about it, about what you're doing and, um. Yeah, I enjoy working with you and your team and I'm excited to see the opportunities here. Quick recap of what we talked about here. Identify your ideal customer. Don't be afraid to niche down even if it feels scary. Yes, I'm learning that internally. So this is something you've learned over five years, and you go and pay Hormozi and acquisition.com for coaching, and this is what they hammer yes into your mind. Second, once you identify that ideal customer profile, create the content on one platform that will resonate with that ideal client. Take an educational approach. Give away all the free stuff. Give as much value as you can. Use TikTok or Instagram reels to mass, put different videos out, see which ones hit. Take the ones that hit and then go run ads either on Facebook or if you get a, I didn't even ask you this. If you get a reel or a TikTok, that rips, where do you take that and go run ads with it?

Jacob Neffendorf: For y'all's business, I would do it on Facebook. Yep. Okay. Facebook, which is also gonna run ads on Instagram. So meta ads from there, because I just, in five years, I've never seen a return on investment bigger than that. Consistently. Of course, we've had guys get government contracts, city contracts for hundreds of thousands because they were on Google, which is why you should always be on Google. But the consistent return on investment comes from meta ads. 

Austin Gray: Yep. All right. Anybody on here have any quick questions? I'm gonna post this to the podcast, so if you're listening to this at a later date on the podcast, you're just gonna have to follow what we said and then fill out the form. Once the books run out, they're out, right? Yep. You're not paying Ozzy's upsell anymore to get people booked, right?

Jacob Neffendorf: No, I went as far, I went as far in as you could go. They did. They did send out a text in the school group last night saying anybody who wanted to have a one-on-one day with Alex and Layla. Drop a hundred grand to buy 4,000 books and then they'll fly you out. But, uh, a thousand books was enough for me right now.

Austin Gray: So you're flying out? 

Jacob Neffendorf: Hell, I already am going back in November, but not for, uh, not for that one. Oh, love it, man. 

Austin Gray: Well, Jacob, it's always good to talk to you. 

Jacob Neffendorf: Yes, sir. You too. Thank you so much. 

Austin Gray: All right. , Thanks for listening to another episode of the Owner Ops podcast. I'm your host, Austin Gray with Bear Call Land Services. We got Jacob with Rise Online Ads and Land Clearing Growth. Jacob, thanks again for joining. We'll see listeners in the next episode.

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