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Maia Samb with Puttogo Global, Fitness Trainer Sloan and Linda Vu with BDL Advisors

December 18, 2023 by angishields

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Chamber Spotlight
Maia Samb with Puttogo Global, Fitness Trainer Sloan and Linda Vu with BDL Advisors
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Chamber-Spotlight

In this episode of the Chamber Spotlight, host Lola Okunola interviews Maia Samb, with Puttogo Global Group, Sloan, owner of Get Fit with Sloan, and Linda Vu, with BDL Advisors. They share their experiences and insights on their respective fields, emphasizing the importance of community involvement and collaboration.

Maia-SambMaia Samb is the founder of the Puttogo Global Group, a real estate firm based in Dunwoody, GA under Keller Williams Atlanta Perimeter. Puttogo offers full-service, creative real estate solutions to clients in the metro-Atlanta area, while offering a global perspective when working with real estate clients from all over the world. The team services clients in English, French and Spanish.

Maia considers herself a multilingual global citizen having lived in 3 continents. Because of her background, Maia has a keen understanding of how to mitigate stress when it comes to relocation, and her clients greatly benefit from her unique global perspective in real estate.

Maia has 15 years’ experience in corporate marketing and communications, a Master’s in Strategic Public Relations and two undergraduate degrees. Before launching Puttogo Global Group in 2021, she was a top producing single agent in the North Metro Atlanta office, under Keller Williams Atlanta Perimeter.

Maia moved from France to Atlanta in 2008, where she has lived ever since with her husband and her two daughters. When she is not working, you will find Maia reading, traveling or enjoying exotic food somewhere around the globe.

Connect with Maia on LinkedIn and Facebook.

SloanSloan’s journey from a promising football career to becoming a renowned personal fitness trainer is both inspiring and indicative of his resilience. His background in sports, coupled with his academic achievements, particularly a Bachelor of Science degree with a minor in applied nutrition from the University of Oklahoma, showcases his dedication to both physical fitness and a holistic approach to well-being.

Despite facing setbacks due to injuries that curtailed his professional football aspirations, Sloan’s story takes a positive turn through extensive rehabilitation and the support of his physical therapist. This experience likely fueled his passion for helping others on their fitness journeys.

In 1997, Sloan took a significant step by obtaining his fitness instruction certificate from the School of Fitness and Nutrition, signaling the beginning of his career as a personal fitness trainer. Over the years, he has established himself as one of Atlanta’s top trainers, earning a solid reputation for his expertise and commitment to his clients’ success.

Sloan’s professional achievements include being the exclusive trainer for the 11Alive Wellstar weight loss challenge from 2011 to 2013 and for the Northside Weight Smart challenge. His involvement as the trainer for all 12 contestants on the Personal Weight Loss Journey further highlights his effectiveness and dedication to making a positive impact on the lives of those he works with.

Sloan’s journey reflects not only his personal resilience, but also his ability to channel his passion into a fulfilling and successful career. His story serves as an inspiration for individuals seeking transformation in their fitness and well-being, demonstrating that setbacks can lead to new and rewarding paths.

linda-vu-website-238x300.pngLinda Vu joined BDL Advisors in 2020 with over 20 years of experience in the financial industry, including more than a decade of Field Supervision, where she ensured that financial advisors stay compliant and act in their clients’ best interests.

Linda’s passion for trustworthy financial planning ultimately showed her that she has a calling to work with clients directly. Linda will be serving clients in the greater Atlanta area and managing our Dunwoody location. Linda is a CERTIFIED FINANCIAL PLANNER™.

Connect with Linda on LinkedIn.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Sandy Springs, Georgia. It’s time for Chamber Spotlight, brought to you by Southern Live Oak Wellness, providing quality mental health treatment to a population in dire need of being treated as equal. For more information, go to Southern Live Oak wellness.com. Now here’s your host.

Lola Okunola: [00:00:42] Welcome, everyone, to another enlightening episode of the Chamber Spotlight podcast, proudly sponsored by Southern Life Oak Wellness. I’m your host, Lola Okunola, and today we have an incredible line up of guests representing real estate, fitness and financial planning. A big thank you to Southern Live Oak Wellness for supporting our community. Now let’s dive into today’s conversation. Our first guest today is Maia Samb, founder of Puttogo Real Estate. It’s a pleasure to have you on the show today.

Maia Samb: [00:01:22] It’s a pleasure to be here, Lola.

Lola Okunola: [00:01:24] Thank you. So, Maia, real estate is well regarded in our community, particularly in the perimeter area and especially right now. There’s so much buzz going on about real estate, to.

Maia Samb: [00:01:37] Say the least.

Lola Okunola: [00:01:38] Tell us, tell us some exciting things that are happening in real estate.

Maia Samb: [00:01:42] Yes, I am excited to be here and talk about it because I am number one, very passionate about real estate. And obviously we’ve all seen the headlines. They’re everywhere. Oh, market is tough. Market is challenging. Interest rates are too high. Well I want everybody to calm down because at the same goes like real estate is really stable. It’s one of those things that as human beings, we cannot yet manufacture until we find a way to occupy Mars. It is not expendable. So it is one of the best ways for people to build generational wealth and just be comfortable. Finding a place to call home is really important. So the market is interesting to say the least, because of obviously recent events in the global economic market, interest rates higher than the last three years. And yet historically, they’re actually below what we will say the average interest rates for the last 50 years. Right now, they’re right at 7%. So we do have a seller’s market still despite what buyers may think. And it is creating some very interesting dynamics between buyers and sellers right now.

Lola Okunola: [00:03:00] Yeah, I know I’ve been reading a lot about it. I think the interest rates dropped slightly. And so everyone’s running to refinance again.

Maia Samb: [00:03:09] Well, I wouldn’t say that the people who bought over the last three years or refinanced over the last three years are going to refinance out of 2 or 3% rates. Those rates are too good to be true right now. If I saw anybody offering that much, I would run and buy every piece of real estate I could buy. However, the buyers that were on the fence that were waiting for the rates to calm down a little bit are a little more enthusiastic now because the cost of ownership has gone down as the rates have stabilized a little bit and went under 7%. So that’s a good news for anybody who has been in the on the fence, I agree.

Lola Okunola: [00:03:48] So let’s dive quickly into what Parago does. What is your specialty? I know you do real estate in a different kind of way.

Maia Samb: [00:03:56] Yes I do. So I would like to say that, um, our actual full name is Parago Global Group. Okay. We want to make sure that people know we are the local experts with a global reach. And what that means. Obviously, you can hear my accent. I am not from here. I tend to joke that I am from the south, south, south, which is Africa, born and raised in West Africa, uh, grew up in France, where I studied until undergrad, moved here in 2008. The rest is history. Um, and really, one of the biggest things in my life has been moving around all the time. And every time that you move, it is brutal. Uh, moving is brutal, even when you are a local resident of an area, let alone when you come from another country. So I try to help the expatriates that are, um, calling Atlanta now home to feel like home and people who are moving out of Atlanta to not feel overwhelmed. Now, that doesn’t say that I’m our team doesn’t serve local because we really do understand the stressors that are involved with purchasing and moving from a home to another one. So we try to make the whole the whole experience stress free and give a very concierge service to people. And we operate under Keller Williams. I will have to say, okay. Yes.

Lola Okunola: [00:05:14] That’s great. That sounds fantastic. All right. Now joining us is Sloan, fitness consultant and owner of Get Fit with Sloan. Welcome to the show, Sloan.

Sloan: [00:05:28] Hey, thank you for having me. It’s a it’s a pleasure being here with you guys.

Lola Okunola: [00:05:32] So Sloan plays a crucial role in our overall well-being, right? Physically. And. You know, nutritionally. Tell us about your background, about your business. Any anything special that you want our listeners to hear about? Well, my background started.

Sloan: [00:05:50] I started off as a kid that was basically hyperactive, so to speak, and then my mom decided to put me in sports to calm me down. And from there I started playing football, running track, and then I specialized in football. And then I went on from there to, uh, play at the University of Oklahoma. And then I went from there to out with the Arizona Cardinals at the time. Uh, they call them Phenix now, but it was Arizona in the beginning, in the, in the early 80s. Stayed out there for about four years and, uh, didn’t make a full roster. But I did have an experience in, in athletics at that high level. And from there, due to a lot of injuries, uh, the guy that I was working with doing my rehab, he introduced me into really basically talked me into doing personal training because I was in the corporate. I was going to go into corporate world once my football career died out, but I didn’t really like that as much. So once I got into that, I went back to school reeducated myself in nutrition. A lot of mental work too, because it works in three phases your body, soul, you know, in your mind because a lot of times most people that have issues with their physical body is more mental, because sometimes what you feel on the inside shows up on the outside. And so I had to learn those dynamics. And working especially with, um, older people, uh, women, men, different stresses in life causes you to react differently. Some people eat more emotionally, some people work out excessively then they cause injuries. So you have to give yourself a complete balance. And when you’re working with yourself. And so all I am to do, I’m just a person that makes a person accountable. So that’s pretty much what I do.

Lola Okunola: [00:07:33] Hi. It sounds like your training approach is definitely different. Um, so tell us, like where are you located? Who is your target market? Like who who do you who is your like clientele?

Sloan: [00:07:46] Everyone okay. Everyone is my clientele. But the ideal client is someone who really wants to make a change from a health point of view. More so than esthetically. Because esthetics will come if you do the right thing. I tell people every day, if you you can eat the same diet, but if you cut it in half, you would actually lose the weight accidentally. But then when you want to go into the real truly at stake, that’s when you have to make your diet a little bit more detailed, count your macros and those kind of things. That’s where my expertise come in. But just everyday staying walking, staying active because I always tell people all the time working out is half of it, but the whole gist of it is 60% of it. You got to get moving. Yeah. And so what I do with a lot of individuals, I base a lot of things on functional training and what I mean by functional training, bending over, reaching over those things. Most people always hurt themselves, especially women trying to grab their purse. Men try to lift too heavy. They don’t use their legs. So each each group has their own drawbacks. And so, believe it or not, now you have this new trend out with all the dietary drugs people are using. Yeah, those things do work.

Sloan: [00:09:01] And it has put a lot of guys in my business out of business. Wow. Because what happened is because a person said, I’m taking these particular drugs, I don’t need to work out. I don’t need a trainer. But what they fail to realize over time, your body eats itself and uses up all your muscle. And so if you’re not. So what I’ve done with clients, they come in and say, so what do you think about me taking this particular drug? I say, sure, let’s do it. And I said, now this is what you need to do. Outside of that, they say, what do you mean? I said, you normally you need to learn how to eat, right? Do the proper thing, increase your protein intake, because that’s when you start losing a lot of muscle. And they say, I never thought of that because I have a friend. She takes this stuff and she’s very thin, but she’s not firm. I said, so this is what you need to do. Bring her over. So she comes over. Then she starts getting the muscle and then she starts looking better. And basically a person that I like to work with, or someone who’s willing to be open about different trends and not all the new fads. Um, that’s the ideal client.

Lola Okunola: [00:10:09] Yeah. Wow. Well, thank you. Thank you for sharing that. Thanks a lot. Uh, all right, now we are moving on to our next guest, Linda Vu, uh, financial advisor with BDL advisors here locally in perimeter area in Dunwoody. Um, tell us, Linda, tell us about BDL advisors. What you do. It’s nice to have you.

Linda Vu: [00:10:37] Thank you. Thank you for having me. Well.

Linda Vu: [00:10:40] Bdo advisors were a group of financial advisors. We we basically do holistic financial planning and also money management. And our clients are mostly business owners, retirees and also professionals. And so, um, as far as independent financial planning or holistic financial planning, we actually help our clients, um, with their various life events. It’s not about selling a product and walking away, but it’s about guiding and helping, helping our clients through their life and also helping their beneficiaries. And then to clarify on the independent side, what, um, you know, we don’t sell proprietary products. So, um, our models are based upon the client’s risk tolerance, time horizon and financial goals. So it’s based upon what makes sense for that particular client.

Lola Okunola: [00:11:33] Okay, that sounds great. So tell me who I mean. Financial planning. It sounds like something everybody needs to be doing, but I’m not sure that you work with everyone. What is your niche market like? Who who is your target? Do you do you have a minimum amount that someone has to come in before you start working with them? You know, what’s the criteria for you?

Linda Vu: [00:11:56] You know, our niche are really you know, most of our clients are business owners, okay? They’re mostly business owners, retirees and, um, professionals. And we don’t really have, you know, a specific amount. But we’re looking for someone who really wants leadership, who wants someone to help them with creating a strategy, and who’s going to take it serious and, and wants us to manage their assets.

Lola Okunola: [00:12:22] Okay. Wow. Well, that that sounds great. What are the, um, are there any, like, special. Programs or special areas that you? Is it real estate? Is it like particular investments? You know, education, college funds, any you know, are all of these part of what you help people with?

Linda Vu: [00:12:47] Yes. So we help our clients through various life events. And so what that basically means is, you know, a client might come to me and say, Linda, I’m about to get married. Okay. You know, help me make the good decisions on this. Or a client might be, you know, selling a business or purchasing a business or about to retire. So those are various life events or welcoming a newborn child, right. So we don’t have a specific, specific promotion or anything. But when we do holistic financial planning, we do put into consideration the client’s specific needs. And we help and we guide them that way.

Lola Okunola: [00:13:22] Okay. That’s great. Thank you for sharing that. Now, while, um, all of you are in different industries, one thing is common amongst all of you life changing events and life in general. You know, that’s what we all have in common, Sloan. Your life, your health. Maya, are you moving? Are you staying? What are you doing? You’re involved. And, Linda, like you said, divorce, marriage, college. So that’s great to see that even though we’re in a in you’re in different industries. You have this one thing in common. And since this is a chamber podcast and we’re all about community, can does anyone have anything to share about any special things that you’re doing in this community?

Maia Samb: [00:14:07] Um. I’ll start. Well, I, um, I’m in the class of leadership perimeter 2024, which has been, uh, yes, it is a big deal. It’s a big deal. It’s a big deal because I did want to entrench myself more in the community. Um, my background has been in marketing. I did 15 years of marketing before I switched to real estate, and I overmarketed the fact that our team works with expatriates to the point that people don’t realize how much of a local service providers we are. So I decided that I was going to be embedded more in the community, and I needed to do my part, quite frankly, in giving back, um, and understanding how government works at the local level, um, how different cities in the perimeter can collaborate, how I can make this area vibrant and, um, welcoming. Um, uh, one of the things like, you know, coming from Africa than Europe to here that was really shocking for me was like, how self-segregated it can be, especially in the South, it is self-segregated not even something maybe institutionalized too, but also self. Um, it’s it’s self inflicted a lot and I do not like that at all. And I think I’m going to play my part. I know I’m going to play my part in making that a more level playing field.

Maia Samb: [00:15:29] I do service quite a high, you know, high level of mass affluent people. And every time that, um, I close those transactions, it’s exciting. Yes, but it doesn’t get me going. Right. It is a much more exciting, uh, thing to do when I can help somebody who thought that they will never achieve it. And there is a banker in this, uh, Chamber of Commerce, I think a member with Ameris Bank. They offer some programs that people don’t know about that actually equalize the level, the level, the playing field for those people offer grants and people don’t know about it. And I’m really passionate about that. Every time I meet somebody like Linda who can, you know, I know as a financial advisor, you probably have to do some pro bono work also to maintain your certification. Or I see somebody who’s like, you know, health care bills are preventing them from from being, um, you know, achieving home ownership, people like that. If I can lean on the resources you have to help them get home ownership and build wealth and achieve the American dream, that’s all I’m about, really, quite frankly. So I think having this platform where we can talk, exchange expertise, see how we can help each other, help the community is one of the best thing we can do.

Lola Okunola: [00:16:51] I agree. And that actually brings me to my next topic or next question is, you know, even if we can’t talk about how we can all collaborate here at this table, I want us to be thinking about that. Right? Right. How can I who can I connect to? Linda, who needs a personal trainer, who needs real estate, who needs financial planning? You know, we should always be thinking about that because we can’t do everything, but we all have access to people, right? Right, right. And that’s what business is about. That’s what community is about. That’s what the chamber is about. So unless anyone else has anything to share about what they’re doing in the community, do you? Sloan?

Sloan: [00:17:35] Yes, I do. What I do, I work with a group of kids over at Holy Innocents in the area. Fantastic. How it all started. Started about ten years ago, where I had a couple of kids that were getting bullied. Oh, my. Actually, a young man that was over at the Mount Vernon private school. Over here, down the street from here. Okay. And, uh, what happened? Because I boxed when I was a kid, when I was about 12 years old. So I boxed up into college. And so I started teaching boxing classes. And the number one rule I had with the young men, I would talk girls to actually, believe it or not, I had some young ladies come in and start learning how to box. I said, it’s not for you to go in, uh, rough someone up, right? It’s to let you know that he who controls the power controls how it should be implemented. That’s always been my stance. Just because you know how to box, you can throw a nice punch, does not mean that you have to go and start an incident. So you have to keep. It’s basically was there to teach a lot of discipline. And so now I find more and more little kids coming through doing that, and then the influence is even greater. I shared with the parent, I said, do you realize it does not matter how much money you give me to do this? You give me me your most precious thing that is your child, to spend that time with me. So I always have to honor that.

Lola Okunola: [00:18:57] Yeah, that’s a great, great gift. I mean, for self-defense, for discipline, like you said. And even, I mean confidence, confidence, confidence, right? Yeah. Yeah. Self-confidence.

Sloan: [00:19:09] Because you see a lot of that now, you know, they call it cyberbullying and yeah, physical bullying and kids getting picked on because of their, their, their their race, their, their religion. And, and I get a lot of these kids that come to see me. And so I said let that go. I use other words, but I won’t do that on this podcast.

Lola Okunola: [00:19:28] But that’s good to know, because I’m sure a lot of our listeners have children or relatives that, you know, need to hear that, right? I mean, a lot of people are going through a lot of people go through a lot of stuff, and they don’t have anyone.

Sloan: [00:19:41] They don’t have an outlet. So I’m basically the the go between. And like I tell the parent, I say. Let me talk to him. You know, like they say, people will always lie to their therapist, but they tell their lawyers the truth.

Lola Okunola: [00:19:59] Or people they don’t know. Right. Like, have you ever been on the plane and someone tells you everything about their lives, and then the plane lands and they’re like, okay, goodbye. You’re like, wow.

Speaker6: [00:20:08] Uh, yeah. But anyway, so another subject. Yeah.

Lola Okunola: [00:20:13] But I mean, it’s true. People feel more comfortable talking to their therapist or someone that they just don’t know about things. So it’s good that you’re available.

Speaker6: [00:20:21] To do that. I do my.

Sloan: [00:20:22] Best. Yeah.

Lola Okunola: [00:20:23] That’s great. Linda, do you have any anything special, anything that you guys are doing at BDL advisors?

Linda Vu: [00:20:31] I know for us, we do collaborate with real estate agents, with attorneys and CPAs, and we work with them, work very closely with them. We’re a direct resource for them. And also, not only that, but we’re part of the team to help our clients. So being part of the Sandy Springs perimeter chamber has been nice, because I’ve been able to meet a lot of attorneys and CPAs and bankers and real estate agents. So I do appreciate being part of the being part of Sandy Springs Chamber.

Lola Okunola: [00:20:58] We love having you. I forgot to mention that Linda Vu is actually an ambassador of the chamber. Thank you. We really appreciate you being our ambassador. Thank you, thank you, thank you. Well, that concludes another episode of the Chamber Spotlight Podcast, sponsored by Southern Live Oak Wellness. A big thank you to our guest, Maya, Sam Sloan and Linda Vu. Thank you for joining us today. And to our listeners, thank you for tuning in. Don’t forget to subscribe for more engaging conversations and the and with the community leaders. Until next time, stay well.

Speaker7: [00:21:39] Securities and investment advisory services offered through Mosaic Wealth, Inc. member Finra, SIPC. Mosaic wealth, Inc. is a separately owned in other entities and or marketing names. Products or services referenced here are independent of Mosaic Wealth, Inc.. Bdl advisors is not affiliated with Mosaic Wealth, Inc. or registered as a broker dealer or investment advisor. Insurance services offered through BDL advisors.

 

Mark Griffith with Higher Logic

December 18, 2023 by angishields

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In this episode of Sandy Springs Business Radio, Lee Kantor and Rachel Simon talk with Mark Griffith, the Vice President of Marketing at Higher Logic. They discuss how Higher Logic, a B2B SaaS company, helps associations engage their members through daily value delivery, community building, and effective onboarding.

The use of AI and automation in association management is also discussed, with Higher Logic investing in AI tools for content generation and marketing communication. The conversation also touches on the importance of first impressions, member retention, and the challenges of organizing in-person events.

Mark-GriffithMark Griffith is the Vice President of Marketing at Higher Logic. A veteran marketing leader, Mark works with Higher Logic leadership to oversee the marketing team’s activity as it relates to driving lead and pipeline generation for sales.

His expertise also lends itself to serve as a mentor and coach for other marketers that may be in the beginning or middles stages of their careers.

Prior to joining Higher Logic in 2021, Mark led product teams and initiatives mostly in the online B2C space for organizations such as CNN, Turner Sports, and Equifax.

Outside of work, Mark is involved with the Children’s Tumor Foundation, an organization dedicated to driving research, expanding knowledge, and advancing care for those living with the genetic neurological disorder Neurofibromatosis.

Mark earned his undergraduate degree from Bucknell University and his MBA from Duke University. He is married to his wife Kathryn who teaches at Spalding Drive Elementary. They are parents to two children – Reece who is a freshman at North Springs Charter Higher School and Shea who is a senior at Mount Vernon School.

Connect with Mark on LinkedIn.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Sandy Springs, Georgia. It’s time for Sandy Springs Business Radio. Now, here’s your host.

Lee Kantor: [00:00:24] Lee Kantor here with Rachel Simon, another episode of Sandy Springs Business Radio, and this is going to be a good one. But before we get started, it’s important to recognize our sponsor. Connect the dots. Connect the dots. Digital is the place to go when you’re ready to leverage LinkedIn to meet your business goals, go to Connect the Dots Digital to learn more. Rachel, this is going to be a great show. Who do we have today?

Rachel Simon: [00:00:49] Hey Lee, so good to be back here. I’m really excited to welcome Mark Griffith from Higher Logic. He is the vice President of marketing and we’re going to have an awesome conversation. Hi Mark, how are you today?

Mark Griffith: [00:01:02] Hey Rachel, how are you doing?

Rachel Simon: [00:01:04] Great. Can’t believe the holidays are upon us. You know, Mark, thank you so much for taking the time to join us today. Why don’t you tell us a little bit about you and higher logic?

Mark Griffith: [00:01:14] Sure. So I am the vice president of marketing at Higher Logic. As you mentioned, higher logic is a really unique B2B SaaS company is that we are really purpose driven in a lot of what we do to help, specifically associations. That’s how the company was founded 17 years ago. And the idea is about how can we help associations engage their members.

Rachel Simon: [00:01:39] So that’s so interesting because as I’ve learned over the last couple of years, there’s an association for everything, including an association of associations.

Mark Griffith: [00:01:49] Absolutely. And in fact, the association of associations here in the US, the American Society of Association Executives is probably our biggest partner.

Rachel Simon: [00:01:57] Oh, so interesting. So talk a little bit about sort of why associations need to kind of really have this opportunity to connect with their members and how your how your company helps make that happen.

Mark Griffith: [00:02:11] Sure. So like a lot of companies out there, associations are not unique in that they have to deliver value on a day to day basis. A lot of their revenue is based on dues, and those dues are due annually or monthly. If you’re not delivering value, there’s an easy decision for somebody to make to say, I can cut this expense, I can cut this subscription, I don’t need it anymore. I’m not getting my value. So the idea between what higher logic is, is we really try to help associations derive value on a daily basis, whether that be through, how can somebody in an association member advance their career? How can we provide resources for those members to what are events that are coming up that a member can learn from really understanding their member benefits? That’s why it’s so important.

Rachel Simon: [00:02:58] Yeah, I spent some time on the Higher Logic website, and one of the things that jumped out at me was community. So it seems like building community is a real value proposition for the company. You know, what is the how is that unique and different when it comes to associations like the need to build community or the value of building that community?

Mark Griffith: [00:03:20] Sure. And yeah, there’s a lot of great resources on that higher logic. Com website about, you know, what is the path to renewal and how do you engage members and drive members through, almost like an engagement ladder from when they first come in to being a consumer of information, to then start giving back and be a provider of information. A really great example of that is when you come in, do you have a good onboarding process to really understand what your member benefits are? How do you learn about all the great content that’s within that community? Um, how do I learn about people that may be able to help me in career advancement? Become a mentor? How do I learn about volunteer opportunities and then being able to give back, as you, you know, go up that engagement ladder to be possibly becoming a mentor yourself or even contributing into that dialog and that conversation that occurs within the community.

Rachel Simon: [00:04:17] So for associations that are utilizing the platform, like what are some of the tools internally that they get to leverage, are there like. Is it like a slack channel or like how how do how do members communicate with each other to build those connections?

Mark Griffith: [00:04:34] So probably the easiest way is through discussion posts. Um, you see a conversation that’s that’s going on within the community. How can I, you know, engage within that conversation. But, you know, our our platform also has libraries where documents can be, you know, you know, posted and learned about, you know, topics that are really important within that association. Uh, gamification and badges. The more you participate, the more you, you know, the more badges that you can earn. Uh, maybe your, um, your level of contribution increases as you do those things. Um, and there’s other things as well. I mean, we have job boards where, you know, jobs can be posted within that industry that somebody within, you know, that association or that industry may be interested in. Um, so there’s all sorts of ways to, to do that.

Rachel Simon: [00:05:21] So interesting.

Lee Kantor: [00:05:22] Now, um, can you share some maybe advice for the member, like you’re a member of an association? A lot of people, especially in business, they think I got to join all these associations, but some of them think I just pay and then, oh, I’m a member, I’ll get business from that or that’s going to benefit me. How how would you, um, um, advise a member to get the most value out of their association?

Mark Griffith: [00:05:47] Well, I think it really starts with the association having a really solid onboarding process when a new member joins, um, somebody that can help walk through what those member benefits are and understanding how the different, um, engagement opportunities within that community platform exist. Um, so if it starts, if that’s done really well, um, at that point, then the member can start finding what are the areas of this community that are really relevant and important for them, right?

Lee Kantor: [00:06:15] Because you keep talking about the word engagement. And engagement means different things to different people. Some people, some members think I joined, so I’m engaged. Uh, the, the community leader or the association might think engage means they’re volunteering. They’re taking leadership roles, they’re mentoring, they’re being an ambassador for the association. How do you kind of help that process kind of go smoothly so that the member feels like, okay, this is a place I want to be part of, and this is a place that I want to invest my time and energy into helping everybody in the group.

Mark Griffith: [00:06:53] So part of that is measuring and monitoring what that level of engagement is. So somebody that’s relatively new to the organization or new to the association probably can’t expect them to do all those things that you just mentioned. But are they participating in conversations or they’re adding comments? Are they coming back to the community on a regular basis?

Lee Kantor: [00:07:13] And that’s where technology can help, right. Absolutely. And then what are some of the ways like are you leveraging AI? Like how are you kind of helping kind of, um, the member slowly get more and more involved.

Mark Griffith: [00:07:26] So AI is a really, really great topic right now. It’s obviously top of mind for probably every business that’s out there. Um, we’re no different. So our CEO, Rob Wenger has been doing community town halls. He’s been doing, um, presentations at various events that we have all focused on the concept of AI and automation and why it’s so relevant for associations to be. Open to these.

Lee Kantor: [00:07:52] Tools, right? Leaning into them a little, experimenting at the minimum. And, you.

Mark Griffith: [00:07:56] Know, I would imagine that if you saw our product roadmap today, you’d be like, yeah, these folks are really invested 100% on bringing these AI tools to market for the association market.

Rachel Simon: [00:08:06] Specifically, what are some of the, uh, the tools that are looking to kind of utilize in that space? Because, you know, I now we say it and I think we forget that it’s like a spectrum, right? We’re we’re kind of gotten really deep into the generative content AI, but there’s tons of tools that are technically AI that are right.

Lee Kantor: [00:08:26] You’re you’re Alexa, is AI correct? I mean, when you ask them what the weather is and Alexa responds, is artificial intelligence. So.

Mark Griffith: [00:08:35] A lot to come on that I would say the the lowest hanging fruit really is about content generation. Like how can you, you know, put a piece of content out there, seed it in multiple ways, whether it’s social, whether it’s email and really help out your content creators and creating this kind of engagement and these type of marketing tools quickly. Um, there’s more to come on this. We do have a whole suite of marketing communication tools. And how can you incorporate AI into that is probably some low hanging fruit. Um, we had a really interesting exercise company wide, uh, two months ago where we said small groups of people come together, spend X amount of hours on AI in the month of October, and then come together and give a three minute presentation on what you found. And we did it on Halloween, three hours. And it was from marketing to sales to finance to engineers. Everyone coming up with, hey, this is what I did and this is how I used it, and this is what I learned from it. Um, so that got at least everybody in the company saying, I’m going to invest my time and resources into understanding what this technology is and how I can apply it.

Lee Kantor: [00:09:38] So what were some of the the surprising takeaways?

Mark Griffith: [00:09:41] So one interesting one, at least on the marketing side, was. You can’t use necessarily AI for all things, for all purposes. There’s still a need for human interaction and empathy in astro writing and creating content. It definitely has its value. If you’re doing, you know, large scale items and you need thought starters or, hey, I need to get some way to get this idea started, but you just can’t replace verbatim a content writer that knows that business, that knows that customer and that can empathize.

Rachel Simon: [00:10:15] I would concur with that. As I see on LinkedIn, too often, people using AI just to write comments, you can spot them like from a mile away, right?

Lee Kantor: [00:10:26] It’s a blunt instrument. It’s.

Rachel Simon: [00:10:28] Yes, exactly. I actually really like to use it to generate subjects for my email newsletter, so I’ll ask it to give me ten ideas, like ten email subject lines, and then they’re usually boring. And then I say, you know, right.

Lee Kantor: [00:10:44] It’s a first draft or them fun.

Rachel Simon: [00:10:45] Starter or the last one. I was like, give it a holiday theme. And they come. It comes up with some pretty good stuff.

Mark Griffith: [00:10:52] Yeah I agree, um, we have a massive customer conference every year and we were all like heads down writing topic discussions and session descriptions. And I found it really helpful for that. Again, not verbatim, but okay. Yeah, this this makes sense. And I can change this to make it more association specific. But it really helped. It saved a ton of time.

Rachel Simon: [00:11:13] Yeah. It’s interesting how you the skill is in the prompting, um, and understanding what its function and purpose is as opposed to just using it as the end product. Yeah.

Mark Griffith: [00:11:25] It’s like that old adage, right? Like the more you put into it, the better you’re going to get out of it. Exactly.

Lee Kantor: [00:11:29] Well, it’s getting smarter based on all the stuff you’re putting into it, rather than starting fresh each time.

Rachel Simon: [00:11:36] That that too. Yeah, I think it’s great. Also to like generate outlines is so helpful for, you know, especially if you have to write a long piece of content. Just give me a starting roadmap of how I’m writing that content.

Lee Kantor: [00:11:49] Um, now, Mark, I higher logic. Is there a sweet spot for the type of associations you serve, or is it kind of industry agnostic?

Mark Griffith: [00:11:59] I. There are sweet spots and it tends to be around organization size. Um, you know, the greater the need, probably the more that our platform can help out. It’s not to say that we don’t have, you know, organizations on the low end of the spectrum and organizations on the high end.

Lee Kantor: [00:12:14] But so what size is ideal?

Mark Griffith: [00:12:17] You know, I would say, you know, 1 million to 10 million annual revenue is probably a pretty good spot for us.

Lee Kantor: [00:12:22] So it’s not members, the amount of members.

Mark Griffith: [00:12:25] Um, no, because you can have some organizations that have high amounts of revenue with really low staff.

Lee Kantor: [00:12:30] And then when you’re working with an organization, do they need to have a lot of kind of paid, um, association leadership as opposed to more volunteers? Like, is there a sweet spot in that regard?

Mark Griffith: [00:12:44] Not necessarily. No.

Lee Kantor: [00:12:46] So then the association could have a robust, invested, uh, volunteer kind of leadership that can benefit from utilizing your. That certainly.

Mark Griffith: [00:12:55] Helps. Right. Because we do have modules specifically based on volunteers. Um, but not necessarily every organization that we have as a customer utilizes that or has a need for it.

Lee Kantor: [00:13:06] Right?

Rachel Simon: [00:13:07] Yeah. It’s, um, it seems like. Well, probably it makes sense to have that community manager. Right. Who kind of is running is is point center for, for your members. But it seems like even beyond associations, like there’s so many membership organizations out there that are always just working so hard to engage people that, you know, these technology tools are just getting better and better to. Build this digital version of where we can meet in the real world.

Mark Griffith: [00:13:37] If you think about who our target persona is, it really is going to involve either the membership person in charge of membership or the person in charge of marketing. That tends to be the two biggest personas we have. We have other personas as well. Maybe it has an influence, but they’re not necessarily the target buyer.

Lee Kantor: [00:13:54] Now, are you finding that more and more organizations are looking at their clients kind of as members rather than clients, so that that just the concept of an association or an organization that has this common good, that kind of mentality is evolving into just regular businesses, like a retail store can look at their clients as kind of members, like an Rei looks at their clients as members where they’re not an association, but they may be trying to create that environment where the relationship is tighter.

Mark Griffith: [00:14:26] So higher. Logic does have a product that’s geared towards the B2B SaaS marketplace, and it’s called higher logic vanilla, um, that tends to be business for profit. You know, the stuff that I work on is really association based, right? And the events that we go to are association based.

Lee Kantor: [00:14:45] But is there anything that we can all learn from how an association treats its members that a retailer could treat its clients?

Mark Griffith: [00:14:53] So the the corollary that I like to make on this, because a lot of this was my background before coming to higher logic, is the online subscription business, right. Because the the decision that the consumer in an online subscription business, whether it’s Netflix or, you know, I worked at Turner Sports and ran their product organization there for a number of years, and we had a subscription based product. Are you adding value for somebody to then yearly re-up that subscription? Um, a member makes that same determination within an association. So I always thought that that B2C experience lend itself really well in empathizing and thinking about the same challenges that an association has with their members.

Lee Kantor: [00:15:34] So it’s kind of a mindset shift, right? You’re kind of looking at it in a slightly different way, your relationship with your your clients.

Mark Griffith: [00:15:41] Well, at least understanding what their pain points are, right? Yeah.

Rachel Simon: [00:15:45] Right. Because they don’t have to I don’t have to renew my Netflix subscription, right.

Lee Kantor: [00:15:49] Each month. They have to keep putting more content or whatever. The thing I’m, I want in order to.

Rachel Simon: [00:15:55] And even this year, like from with my business, I was a member of a couple or paid communities and I. Realize, like with one great community, great community leader. But I just wasn’t using it enough. So it’s not it doesn’t make sense to keep paying the annual fee where I can try something different and see if and it’s on me because I wasn’t using it, wasn’t anything about the community.

Mark Griffith: [00:16:21] And look like in 2023. Whether you’re a consumer, you’re a business. You’re all looking at costs like probably, you know, with more attention than in years past, right? So, you know, you have to deliver that value on a consistent basis.

Rachel Simon: [00:16:34] Yeah. And it seems like based on the way you’ve described the product from higher logic, if it can keep people coming back to the platform seeing the value, then they’re going to renew their membership when the membership comes up. Right. Whenever that, you know, whatever time of year that might be.

Mark Griffith: [00:16:51] We had this great content piece that our content marketing manager, Kelly Whalen, put together a series called Path to Renewal. And, you know, one of the key takeaways on that was, you know, members may be making that decision of when do I, you know, do I renew or do I not much earlier like the first impressions mean, you know, they know. What’s the expression about first impressions, right. Um.

Rachel Simon: [00:17:14] You only get one chance.

Mark Griffith: [00:17:15] You only get one chance to make a first impression. So if your first impression when you’re going through the onboarding process is I’m not going to use any of this stuff, you know, have you already lost that customer or that member.

Rachel Simon: [00:17:24] Yeah. That’s interesting.

Lee Kantor: [00:17:26] I just read a great book called, uh, Unreasonable Hospitality. I don’t know if either of you have heard of that. It’s, um, the guy who started, uh, 11 Madison Park. It’s a super high end restaurant in New York, and it’s how they’re always pushing that level of service and how they’re constantly thinking of new and better ways to serve that that patron. And I think that every business really has to invest time in that, or else you are going to kind of the status quo isn’t good enough for most consumers. They’re always kind, you know, their eyes are out there. They’re always experimenting with new things. You have to constantly be pushing that value line.

Rachel Simon: [00:18:05] Yeah, absolutely. And I think, um. While keeping kind of to the core of what you’re all about and who you are. Right.

Lee Kantor: [00:18:14] But there’s a real high level of benefit from the surprise and delight moments, these moments where you’ve like, wow, that I, you’re giving your your member or your client something to talk about and a reason to talk about you and and remind them of how great you are.

Rachel Simon: [00:18:33] We love surprise and delight.

Mark Griffith: [00:18:35] Absolutely.

Lee Kantor: [00:18:36] So do you as part of your platform, is this something that when you’re selling this in the association, are they do they already have a platform and they’re switching to yours, or is this the first time that they’re getting this kind of holistic kind of solution?

Mark Griffith: [00:18:51] It can be either in some cases, yes, we have competitors out there and they may have had, you know, the experience that maybe you just referenced that it wasn’t the greatest experience they make that, hey, are we getting ROI out of this? Is there a better solution? I don’t think there’s probably anybody better positioned than us, because we can put together that community, tie in the insights from that community, create really robust marketing campaigns from that, tie the data together in all one integrated platform. I don’t know anyone who can do that as well as we can. Um, so that’s, you know, a distinct advantage that we have. Um, but there are some that have just sort of put together a community on, you know, very, you know, sort of low budgets. And they’re ready to make that next move. Right.

Lee Kantor: [00:19:35] So then they are they’ve tried something kind of in a rudimentary level. And then yours is kind of just upping the value. They’re getting more uh.

Mark Griffith: [00:19:43] And they’re ready for that for that.

Rachel Simon: [00:19:45] Move. Let’s talk about because I’m curious about what you just mentioned, utilizing the insights and the data. So how does that help these associations, again, to continue to build those relationships and to, to Lee’s point, to build those surprise and delight moments like what is the data? How how are how are we leveraging that information, that data.

Mark Griffith: [00:20:08] So it’s all about sending the right message to the right person at the right time. So you’re just not blanketing, you know, generic messages out that, you know, appeals to 10% of your answer, but you’re sending out to 100%. So how can we take insights from the community discussions that people were involved in, things that they are engaged in, in the community and send a really targeted message through the marketing communications platform?

Rachel Simon: [00:20:29] So I’ve been I’ve been spending a lot of time on this discussion board on, you know, let’s say I’m a new in my career and I’m, you know, just starting things off. So I’m looking for a lot of mentorship. So I would be getting email communication that’s speaking to these issues, challenges, interests.

Mark Griffith: [00:20:50] So you can definitely take that sort of audience, um, engagement metrics that you have within that community and send those targeted, send those targeted messages.

Lee Kantor: [00:21:00] Very cool. Now you’ve mentioned onboarding several times. Is there some do’s and don’ts when it comes to onboarding that you can share?

Mark Griffith: [00:21:09] There’s definitely tips on how to do onboarding well. So somebody comes in make sure you’re sending them a welcome communication. Hey, welcome to our organization. Did you know that these are different things you can do within the community? Um, we always think that, you know, a webinar for new members would be something that would be very valuable. And one of the benefits of that is you can create cohorts within that organization. Hey, Rachel and I joined this association at the same time. We went through the same onboarding process or the same webinar together, same onboarding process together. Now Rachel and I are connected, and that is another way to help with with that engagement level.

Lee Kantor: [00:21:48] Now, is there a story you can share about maybe an organization that you started working with, that you were able to take them to a new level? You don’t have to name the name of the organization, but maybe share what their challenge was and how higher logic was able to kind of help them grow.

Mark Griffith: [00:22:04] There’s definitely those stories. Um, again, I don’t have the, you know, the specific names or organization names, but we do customer stories all the time, or we bring people in and say, you know, let’s do a case study on what your challenge was, how higher logic came together to to help address that. And those are great pieces of content to get the more of those kind of customer stories that we can tell and get that out there, then it’s not only great content for our website, but it’s also really good referral information to give to sales for, you know, prospective conversations that they’re having as well.

Lee Kantor: [00:22:34] Now, is that an exercise you think that association should be doing for themselves to get the members to share that type of information? Oh, it’s.

Mark Griffith: [00:22:41] A really great question. Um, you know, I always thought that that sort of that mentoring buddy, somebody that can sort of bring a new prospective member along would be a really great opportunity. Some organizations do this, um.

Lee Kantor: [00:22:54] So is like helping build a mentoring program if they’re not doing that or kind of a buddy program. Is that a best practice? Yes.

Mark Griffith: [00:23:03] And we have mentoring modules that exist within our platform.

Rachel Simon: [00:23:07] It seems like even just, you know, like you mentioned earlier, Gamifying like Gamifying the onboarding process, like, okay, here’s all the things you have to do and you’ve completed. You know, you everyone loves checking things off, right? Like, you’ve done this, you’ve created your profile, you’ve made your blah, blah, blah. You’ve watched the webinar like you get whatever number of points like making making it fun to go through the onboarding process as opposed to feeling like a drag.

Mark Griffith: [00:23:33] Yeah. And I would definitely recommend for anyone in the association space listening here wants to learn more about this stuff. Um, we have on higher, higher Logic comm, a series of path to renewal where we talk about onboarding, we talk about events, we talk about volunteers. Um, there’s four different, um, uh, editions of that that are out there that can be consumed today.

Rachel Simon: [00:23:54] What happens when these associations have their annual conferences? So we’re taking from these digital relationships, and then we’re meeting in the real world. Like is there anything that higher logic does to help sort of with that opportunity to meet and face to face.

Mark Griffith: [00:24:11] So there’s there’s two ways I can answer that question. One is events modules within the higher logic platform is a really key part for getting people to show up at an association’s event. Um, you mentioned the beginning of the conversation, these associations of associations, and there are quite a few of them, um, either at the national level or at the state level, and we try to get to some of the higher profile state level, um, conventions as well. Yeah.

Lee Kantor: [00:24:35] So when you’re, um, moving from digital to a real life, um, is there any best practices you can share? Is there something that you’ve seen, maybe from a tent, attending a conference that you were like, oh, that was a great idea.

Mark Griffith: [00:24:50] Um, you know, live in person events is, I think, still a challenge in 2023. I mean, I hear all, all the time people say, I just want to get back together again, get back in person. But, um, I’m not sure that when it really comes down to it, oh, I’ve got to get on the train. I’ve got to, you know, sit in traffic. I’ve got to get to this place. Um, can we get people to show up? I think for larger events, that’s it’s probably back. But on these micro events, that’s harder. And I don’t know if we’ve solved that problem yet.

Rachel Simon: [00:25:23] Yeah, I think the conferences are seems like conferences are kind of back to, uh, maybe not to quite where they were pre-pandemic times. But I’ve found even just anecdotally, that with some in-person events, like people are just waiting until the last minute to make a decision. And then to your point, oh, it’s raining. I don’t think I’m going to drive down there right at.

Lee Kantor: [00:25:45] The last second they bail. Yeah, that’s one of the challenges. But in the events that I’ve gone to lately, it seems like there’s a hunger of people once a human to human interaction again. Um, so hopefully it’s I would agree with that.

Rachel Simon: [00:25:58] Yeah. I think we’re going to I’m hoping we’re going to see it more and more and more, um, as we just get back into the swing of things. And also more people are, you know, more companies want their people back in offices. So that might kind of get people to be willing to get on the train or fight traffic to go downtown.

Mark Griffith: [00:26:19] Yeah. So maybe higher logic. We’re 100% remote. Yeah. We used to be based out of DC. That’s where we were formed. Um, but since 2000, 20, 20, um, you know, we’re remote. First, we don’t have an office to go to. Yeah. Um, so, you know, our situation is a little different, probably, um, you know, associations from what I’ve seen, some of them are two days, three days a week, um, in the office. But, like, we try to do something in DC, uh, last fall, um, and DC has got traffic issues, understandably. Um, but, you know, try to get folks to come from, you know, the Virginia suburbs into DC, um, for a 530 event challenge. That was a big ask.

Lee Kantor: [00:26:58] Yes. Now, um, if somebody wants to learn more about higher logic, what are kind of the ways they can ease into a relationship with your firm? Um, what type of content that’s out there for them to learn more about your offering and to kind of get on their radar.

Mark Griffith: [00:27:14] So the first step is to go to higher Logic Comm, where you have a ton of resources online that are posted. Um, case studies. Great. You know, ungated pieces of content. And we made the move to do a lot of ungated content over the last two years. So there’s a lot.

Lee Kantor: [00:27:27] So that was a strategic move that you. Yeah, that.

Mark Griffith: [00:27:29] Was a strategic move.

Lee Kantor: [00:27:30] And what was kind of the the cost benefit for going that way.

Mark Griffith: [00:27:35] So one is I think we create just absolutely terrific content. So I want to get that content into as many people’s hands as possible. Um, number two is, you know, we’ve heard all these stories about the number of touches it takes to close a B2B sale. Right? 2530 right. And we do these attribution exercises, which to me seems a little futile because you’re not going to find 25 things to attribute to. But if it’s that many times that you have to interact with someone and get in front of somebody, all of it has an impact. All of it has some kind of influence on making a buying decision. Um, so holding that just to get a lead didn’t seem like that was the right way to go. Let’s get as much of this stuff in front of people as we can, create really good conversations. And when somebody is ready to make a buying decision or somebody is ready to have a conversation, we’ve already got them hooked in because.

Lee Kantor: [00:28:29] You’ve overwhelmed them with generous, valuable content.

Mark Griffith: [00:28:32] Yeah, yeah. And we’re talking about things that matter to them. Um hum. Um, now we still do some gated content. I’m not going to say that we’ve, you know, ungated everything, but to the most part, I think we probably do in terms of content creation, probably 3 to 4 tentpole content pieces that we gate and everything else we create is Ungated.

Lee Kantor: [00:28:50] Well, that’s I mean, the listener should really hear that because a lot of times people think their content is so precious, they don’t want to share it. But you’re you’re saying this culture of generosity, which I’m sure is part of the DNA of the organization, is that you think sharing it and informing and educating your clientele is important? Obviously. Yeah.

Mark Griffith: [00:29:11] You know, as as the leader in the space, we feel that, you know, providing thought leadership is our responsibility as well. Right?

Rachel Simon: [00:29:18] Yeah. I think it builds goodwill generally like versus every there’s some companies where they just gate everything. Right. How many times am I going to have to pay me?

Lee Kantor: [00:29:27] Right. You got to pay me if you want that.

Mark Griffith: [00:29:29] As soon as you put that form in front of somebody, you’ve created a barrier, right?

Lee Kantor: [00:29:33] Created a friction.

Rachel Simon: [00:29:35] Yeah. It’s like save it for something that is a super high value that they cannot resist. And I need this.

Mark Griffith: [00:29:44] So proprietary research is where we still do that. Um, but there’s, there’s. Reasons for that, but for thought leadership. Now we we want to, you know, we want to have that, you know, that position in the marketplace as being thought leaders. Right.

Lee Kantor: [00:29:57] And your role modeling a culture of generosity.

Mark Griffith: [00:30:01] Yeah, absolutely.

Rachel Simon: [00:30:02] I would agree with that.

Lee Kantor: [00:30:04] Now higher is higher logic. Com that’s a website that’s the best place to go.

Mark Griffith: [00:30:08] That’s the best place to go. You can always click the learn more. And we will have somebody talk about your specific needs if you want to learn more. But it’s also a great resource for information.

Lee Kantor: [00:30:17] Good stuff. Well, thank you so much for sharing your story. You’re doing important work. We appreciate you.

Mark Griffith: [00:30:21] Thank you for having me on.

Lee Kantor: [00:30:22] All right. This is Lee Kantor for Rachel Simon. We’ll see you all next time on Sandy Springs Business Radio.

 

 

About Your Host

Rachel-SimonRachel Simon is the CEO & Founder of Connect the Dots Digital. She helps companies ensure that LinkedIn is working for them as an asset, not a liability.

Rachel works with teams and individuals to position their brand narrative on LinkedIn so they can connect organically with ideal clients, attract the best talent, and stand out as a leader in their industry.

Rachel co-hosted LinkedIn Local Atlanta this week along with Phil Davis & Adam Marx – a networking event focused on bringing your online connections into the real world.Connect-the-Dots-Digital-logov2

Connect with Rachel on LinkedIn.

Tagged With: Higher Logic

GWBC LACE Awards 2023: Chef Maria Kemp with Beyond Decadence

December 18, 2023 by angishields

Chef-Maria
GWBC Radio
GWBC LACE Awards 2023: Chef Maria Kemp with Beyond Decadence
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Chef-MariaChef Maria Kemp

Beyond Decadence

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Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for ABC Radio’s Open for business. Now here’s your host.

Lee Kantor: [00:00:18] Lee Kantor here, broadcasting live from the Georgia Aquarium Oceans Ballroom for the 2023 GWBC Lace Awards Gala, Ladies Achieving Continuous Excellence. And one of those ladies here right now, Chef Maria Kemp. Welcome.

Chef Maria Kemp: [00:00:34] Thank you so much, Lee. Hey, it’s finally great to meet you in person.

Lee Kantor: [00:00:38] I know we did an interview virtually, and now we’re meeting in person. For those who don’t know, tell us a little bit about your business.

Chef Maria Kemp: [00:00:43] Well, I own Beyond Decadence, and I am the D and B pastry chef, which stands for diversity, equity, Inclusion and belonging. And I create a fusion between desserts and diversity, equity, inclusion and belonging training.

Lee Kantor: [00:00:59] There you go. And then backstory how you got into this line of work.

Chef Maria Kemp: [00:01:02] Oh goodness, I went to pastry school. Let’s just round up and say a million years ago, after spending, you know, 1,000,000.5 years in the IT world, went to the prestigious French pastry school in Chicago and became professionally trained and had a brick and mortar business, a couple pop up bakeries through the years in Illinois and now North Carolina, and then during the pandemic, ended up morphing. I like that word instead of pivot, because pivot was the most overused word of the pandemic.

Lee Kantor: [00:01:30] It’s an evolution.

Chef Maria Kemp: [00:01:31] It is, it is. But I like the word morphed. So I ended up morphing. And, you know, combining two of my passions, you know, to be an advocate and an ally in the diversity space and baking, because I had done production, baking and catering for a long time and needed a change and something that was more impactful.

Lee Kantor: [00:01:49] Now, what’s your number one tip for that home? Baker?

Chef Maria Kemp: [00:01:53] Um, probably similar to some of the trades where they say, what is it? Measure twice, cut once.

Lee Kantor: [00:02:01] Because baking is like chemistry, right? It’s not like yeah, just throw a little bit in. It’s not like cooking where you can just sprinkle stuff in or eyeball things.

Chef Maria Kemp: [00:02:08] Yeah. The whole bam thing, you know that that doesn’t work in baking. No. You definitely need to make sure that you measure accurately, whether you’re using a scale or whether you’re using a liquid measuring cup or regular traditional dry measuring cups. Accuracy is key.

Lee Kantor: [00:02:23] Now, what about when it came to developing your programs involving baking and Di? How did that come about?

Chef Maria Kemp: [00:02:31] It came about through a request from a client who said, you know, we really want to work with you, but we’ve been watching you and we work with the safe of Savory Chef last year, and we’d love to do something with you. And so that started and developed something for Juneteenth that paired together a bourbon sweet potato pie with marshmallow meringue and the messaging. But then it kept evolving through another client, Flagstar Bank and Amerihealth Caritas. Then there was Kimberly-Clark, and there was probably one other one in there I’ve missed too, but it really came together full scale when I got asked to or approved to be a speaker, a breakout session speaker at the 11th annual BMW Supplier Diversity Exchange and Conference, which is held every year for 11 years, ten, 11 years down in Greenville. And I led a breakout session, 100 people in each session two times, about 45 minutes, and just knocked it out of the park because people didn’t understand. They’re like, how are you going to merge together? Baking and pastry. Are you a pastry chef or your trainer? Are we going to cook something? Then other people are like, well, I heard you mention desserts from the podium. And is it bad that I came because I knew I’d get dessert? I said, no, it’s all part of my evil plan. That’s right. I just need to get you in here, and then I can explain it to you and help educate you.

Lee Kantor: [00:03:47] And then when you do your talk, they also. There is a dessert involved.

Chef Maria Kemp: [00:03:51] No, I just tell them. No. I do know after I do the demonstration and walk through the experience of how desserts can be used to show diversity, equity versus inclusion, inclusion. Excuse me. Equity versus equality, inclusion versus exclusion, belonging versus not belonging. After we walk through that and they experience firsthand and say, you know, I didn’t like the way that felt or I felt bad for them because they didn’t get anything, I was going to give them mine. When you experience it firsthand, then it resonates. It becomes real. It becomes real. Then you can go out and be an ally, and then you can say, I remember how that felt and I didn’t like it. So after all of that, then they do get to eat their dessert. And that’s the best part.

Lee Kantor: [00:04:35] And that’s the beauty of this is they get to learn something, but they also get a sweet treat. Right?

Chef Maria Kemp: [00:04:40] And food resonates. I mean, don’t we all wake up or fall asleep to Food Network every night or, or the Greatest British Baking Show? So when people, you know hear that they’re going to get dessert, but then they experience and get the lesson out of it, then get to, you know, enjoy the dessert as well, then that makes it stick. And it’s powerful. I mean, food is power.

Lee Kantor: [00:05:00] Now for folks who maybe aren’t certified yet, how has being certified helped you kind of have these conversations with those kind of folks?

Chef Maria Kemp: [00:05:09] It’s opened me up to an audience that I would not have had access to otherwise. It’s easy to open any periodical and see who the major companies, the major players are in any city or any state that you live in. But to have events that take place where you have an opportunity to meet them and interact with them, but most importantly, build a relationship. Just being certified and saying, I’m certified, hire me now.

Lee Kantor: [00:05:35] Doesn’t work.

Chef Maria Kemp: [00:05:35] That doesn’t work. That doesn’t work.

Lee Kantor: [00:05:37] Paying your dues and just waiting by the phone is not a good strategy, right?

Chef Maria Kemp: [00:05:40] That’s that’s that’s that’s being hopeful. But building the relationships and them getting to know you, you getting to know them, understanding the problem they’re trying to solve and the solution that you can bring to it, but them also watching you. I know there’s people who watch me on LinkedIn. They’re watching me, what I’m doing, how my career is growing, what I’m getting involved in, the people I’m meeting, the exposure, the response, the reaction from the crowd reading the facial expressions like, wow, they were really enjoying what she was doing. So being certified has done nothing but catapult that and the people, if I started naming them. But I’m not going to name drop that I’ve had access to and exposure to and discussions with and discussions that are coming is mind blowing.

Lee Kantor: [00:06:27] So what do you look forward most to this evening? How are you going to get the most out of this evening?

Chef Maria Kemp: [00:06:33] I don’t know, I’m so shy. I’m going to hide in the corner. I don’t think so. No, I’m a greeter. So you can’t hide. No, no, there’s no hiding. No, I don’t want to hide. Just interacting with people. I’ve met a lot of them, but there’s a lot that I have not met and just, you know, enjoying the experience and just expanding my network and building new relationships and furthering ones that are already established.

Lee Kantor: [00:06:57] Yeah, GWB does a great job of connecting people together and matchmaking and really putting names to faces that maybe you’ve met virtually, but now you can meet them in person, right?

Chef Maria Kemp: [00:07:08] And we’ve a lot of us were just down at National in DC, but then we were in Greenville together, and I think there was something else in the middle. No, it was just those two. So I recognized some of the names. Right. Yeah. They’re going to be here tonight and they’re all friends tonight. They’re old friends. I’ve already emailed them. Absolutely.

Lee Kantor: [00:07:26] So if somebody wants to get a hold of you, what’s the website?

Chef Maria Kemp: [00:07:29] Website is WW beyond decadence.com. That’s w-w-w beyond decadence.com. Or you can find me on LinkedIn. Very active on LinkedIn under Chef Maria Kemp.

Lee Kantor: [00:07:41] Good stuff. Well Chef Maria, thank you so much for sharing your story, doing such important work. And we appreciate.

Chef Maria Kemp: [00:07:45] It. Thank you. Thank you for having me. It’s good to meet you in person.

Lee Kantor: [00:07:48] All right. This is Lee Kantor back in a few at the 2023 GW Black Lace Awards Gala.


About GWBC

The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business. GWBC-Logo

GWBC® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.

BRX Pro Tip: 5 High Value Upsells

December 15, 2023 by angishields

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BRX Pro Tip: 5 High Value Upsells

Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, let’s talk about some high value upsells in our world.

Lee Kantor: [00:00:11] Yeah. As we all know, getting clients is something we’re always doing and we’re always working toward. And it’s hard work and it’s important work. And selling them is just the beginning of the relationship. Something to think about once you have a client is find opportunities to sell them other things that could benefit them and help them grow their business. So we thought we’d kind of list five or so things to upsell once you have a sponsor.

Lee Kantor: [00:00:39] So, one of the things you might think about selling them is a thought leadership podcast, like these BRX Pro Tips. Offer that as a way. They’re already coming in the studio. Give them kind of a path to record their own kind of thought leadership stuff and produce it for them. And then add it to their kind of work with you. Another thing you can do is offer to interview their clients. Getting their clients interviewed just for the sake of them in their marketing can help them. They can get insight into the clients. They can learn a lot. And it’s a a really important benefit for them to get that kind of information. And it helps their clients get the word out more. And it shows that they’re being served.

Lee Kantor: [00:01:23] Another thing to do is transcripts. A lot of us do transcripts in a variety of ways. We include paid transcripts in most of our shows. And that’s great for SEO purposes on behalf of the client. Or if they don’t want to it put on their website, we’ll gladly put it on our website because more words and original content only helps.

Lee Kantor: [00:01:41] Another thing to offer is social media boosting of their content. That’s pretty easy to execute on our behalf because, again, we create so much content for them. Now, it’s just a matter of getting it out into the different platforms in a variety of ways. People use those audiograms. They use blog posts. Pullout, you know, kind of quotes, and tips, and stuff. That’s an easy thing for us to execute.

Lee Kantor: [00:02:08] Another thing that, maybe, is next level is once you have the transcripts, you can make a book based on those transcripts of past shows. You can do it annually for some clients. A lot of clients aspire, especially in the professional service realm, they want to be a writer. They want to be an author. This gives them an easy way to author a book and get that credential extremely valuable. And it’s pretty easy for us to execute that on their behalf.

Lee Kantor: [00:02:35] Another thing is remote broadcast. We can be doing a remote broadcast from their office at an event that they’re hosting. We could do it at a conference or trade show they’re attending. There’s lots of things from bringing the show on the road that we can offer to clients.

Lee Kantor: [00:02:50] So, those are some things that we can do to upsell. Stone, you got any you want throw in the mix here? But those are some that came to me about upselling existing clients.

Stone Payton: [00:02:59] Well, everything you just rattled off, I learned from you. And I have found that, A, people are very open minded to exploring those ideas. And many people will take advantage of those additional services. One more that just fits me, and I guess the lesson is, find something that fits you a way you can personally add more value. In my case, a very natural upsell is coaching, consulting, mentoring with specific respect to selling itself.

Stone Payton: [00:03:28] I have some experience in that regard. And I have some mechanics that are really helpful to a lot of people, particularly in the professional services arena, who may or may not have actually been trained how to sell professional services. They may be really good at practicing their craft. So, for me, for Stone, a very natural upsell is coaching and consulting.

The Wrap Podcast | Episode 067 | Adapting to the Evolving Financial Landscape of the Private Equity Industry | Warren Averett

December 14, 2023 by angishields

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The Wrap Podcast | Episode 067 | Adapting to the Evolving Financial Landscape of the Private Equity Industry | Warren Averett
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In this episode, join our experts as they unravel the dynamic landscape of the private equity industry and offer insights into the latest tax strategies.

Kim Hartsock, CPA is joined by three of the firm’s private equity industry experts, Floyd Holliman, CPA, David LeGrand, CPA, and Adam West, CPA, to concisely explore topics that impact returns and portfolio holdings, from navigating regulatory changes to planning techniques for businesses.

In this episode, you’ll hear:

  • Discussion regarding the Tax Cuts and Jobs Act and how it will affect businesses in the upcoming tax season
  • Planning strategies to help businesses with inventory mitigate the loss of depreciation and amortization
  • Details regarding Section 174 of the Tax Code and how it affects R&D expenses
  • Advice about the Employee Retention Tax Credit and how to make sure your business has proper documentation

This episode reflects our views at the time it was recorded.

Resources for additional information:

  • Blog: 8 Private Equity Trends To Expect in 2023 (And How To Respond to Them)
  • Blog: A Business’s Guide to R&D Expense Capitalization and Amortization Changes
  • Blog: 6 Tax Planning Items Every Business Should Consider in Year-End Tax Planning
  • Blog: Significant Changes to How Your Company Accounts for R&D Costs
  • Blog: 5 Ways a Company Can Use the R&D Tax Credit
TRANSCRIPT

Commentators (0:02): You’re listening to The Wrap, a Warren Averett podcast for businesses designed to help you access vital business information and trends when you need it. So, you can listen, learn and then get on with your day. Now, let’s get down to business.

Kim Hartsock (0:19): Hey, everyone, and welcome to another episode of The Wrap. I’m Kim Hartsock, and I’m excited to be with you today. We are continuing with our series on industries, and today, we’re going to be talking about private equity groups. We have our experts with us. Today, we have Adam, David and Floyd. So welcome, guys, and some of you welcome back to the podcast. We’re excited to have you today.

Adam West (0:41): Hey, I’m Adam West. I’ve been with the firm for about 12 or 13 years now, and I spend a large part of my practice in the private equity space.

Floyd Holliman (0:50): I’m Floyd Holliman, and I’ve been with the firm for about 16 years. I also spend a large part of my time in the private equity space.

David LeGrand (0:57): I’m David LeGrand, I’m a Member in the Tax Division of our firm, and I specialize in merger and acquisition tax work.

Kim Hartsock (1:03): We’re really excited to have you guys here today. I know you are the experts, and I know you have a lot of information to share with our listeners. So, we’re going to jump right in. David, I’m going to start with you. What are the challenges or opportunities for private equity groups that you’re seeing that other industries are not? How common are the challenges that they’re facing with all the other industries?

David LeGrand (1:27): Thanks, Kim. A lot of what we’ve seen in the last 12 or 24 months is that a lot of these tax issues aren’t necessarily unique to PE, but they’re impacting businesses across multiple industries and are also significantly impacting private equity in their portfolio companies. A lot of these that we’re going to talk about come from the Tax Cuts and Jobs Act of 2017. When a big tax package is rolling through Congress and rolling through the legislative branch, they like to score it with CBO—the Congressional Budget Office. They have a 10-year period that they look at it. So, to make the math work for what they were negotiating, they took the last five years, and they have some pseudo-hidden revenue raisers backed into it. That’s coming into play starting in tax year 2022, kind of a 10-year mark from 2017 to 2026.

Starting in 2022, there are some of these revenue raisers in there that are impacting a lot of the timing of these deductions that business clients are used to having when they make tax distributions out of their portfolio companies or up to their investors to make tax payments.

These couple of issues that we’re going to talk about today are the issues that we’re seeing most often in the last, like I said, 12 to 24 months. Okay, so the first issue that we wanted to look at today was with respect to business interest and the way that the tax law used to work up to tax year 2022. Through 2021, your business interest was capped at effectively 30% of taxable EBITDA—which is earnings before interest, taxes, depreciation and amortization. Starting in tax year 2022, you were no longer allowed to add back depreciation and tax amortization to the formula.

If you have a lot of tax depreciation and tax amortization, which is usually a really large number for private equity investments, because of the way they structured their acquisitions, they get this taxable goodwill that’s amortizable and deductible, so that becomes a big number. It alters the formula to where business interest deductions are delayed in greater amounts than they were prior to this 2022 change. So, the change of the formula in business interest is a particularly big issue for private equity.

The other piece of this is that we see this hitting private equity a lot because they have a propensity to leverage up their portfolio investments with debt to increase their rate of return when they have an exit. So, interest rates being off, there’s a lot of debt and they have a lot of goodwill amortization.

With just the way the tax law works and this change in 2022 where you can no longer add back depreciation and amortization to the formula, it is becoming a big issue for private equity portfolio companies with respect to the timing of business interest deductions.

Adam West (4:01): David, just to piggyback off that, I think there is a planning opportunity out there for businesses that have inventory, to look at potentially capitalizing some of their interest and deducting it as their inventory is sold. So that’s a planning opportunity to help mitigate that penal provision of not being able to add back your depreciation and amortization.

David LeGrand (4:27): That’s a great point, Adam.

Kim Hartsock (4:30): Floyd, I know where you sit in the firm, you do a lot of specialty tax projects. So, what are you seeing as it relates to private equity?

Floyd Holliman (4:38): Kim, one of the things we’re seeing is starting in 2022, companies that incur research and development cost—also known as Section 174 cost—must capitalize those over five years for R&D cost incurred in the U.S. and 15 years for R&D costs incurred outside the U.S. I do want to point out that this is not an elective, and this is something that you have to implement starting in 2022 if you do have R&D costs. Prior to 2022, companies with R&D costs could expense those costs in the year they incurred them. So, this is a big change.

Just to go over in general what these costs include: all costs incidental to the development or improvement of a product or activities intended to discover information that would eliminate uncertainty—these are the types of costs that are pulled into this new tax law. These are pretty broad, as you can see. Some specifics related to these are the salaries of people doing R&D in your organization—or outside contractors that may be doing R&D for your company—as well as supplies used up in the R&D process and any overhead that may be related to R&D activities also have to be pulled in and capitalized starting in 2022.

Kim Hartsock (6:02): So, companies that are in the business of doing those things, which could be a pretty significant number that they’re having to add back.

Floyd Holliman (6:11): Very large negative tax impact on companies with high levels of R&D activity. Kim, it is worth noting that it’s a timing difference. The company does still get the deduction, it’s just over five years, typically, or 15 years for non-U.S. R&D. So, in general, it’s a timing difference. But there’s a very negative part of this law for companies that may be prepared to sell. If you’re selling a company, this becomes a permanent item, because if you’ve got any unamortized expense sitting there when you sell, you lose that and that goes over to the buyer. Not only do you lose that expense, but you also do not get to take the unamortized expenditures as basis against your gain or loss. It’s really a double whammy, and it’s a permanent change. This is really having a negative impact on companies that are getting ready to sell that have some unamortized R&D expenditures.

But along those same lines, another opportunity that exists with these R&D costs is the R&D tax credit, which has been in existence since 1981. It provides a valuable credit for taxpayers with R&D costs. Now, while these R&D costs related to the R&D credit are very similar to the R&D costs that must be capitalized under this new tax law that we were just talking about, the tax law has no effect on the R&D credit. So, the R&D credit still exists as it did in the past and will help mitigate some of the negative impact of the law requiring the capitalization of these R&D costs. If you have costs that must be capitalized, it just makes sense to take the R&D credit to go ahead and mitigate some of the negative impact of that new law.

Kim Hartsock (8:11): That’s good to know. For companies that haven’t taken advantage of the R&D tax credit in the past, they need to consider that, knowing now that they’ve had this change with the way that they can expense those expenditures.

David LeGrand (8:26): Exactly, yeah. Kim, along with Section 174 that Floyd’s talking about and the business interest and bonus depreciation, the ability to let taxpayers effectively expense capital expenditures one hundred percent is being phased out starting in tax year 2023. So, this year, it’s going to eighty percent. The next year sixty percent, then forty percent, then twenty percent, then gone, assuming nobody changes the tax law between now and 2026.

But at any rate, if you’re capital intensive, if you’re buying a lot of equipment, if you’re a manufacturer or distributor, if you’re in construction or if you’re doing something where you’re buying a lot of capital equipment, and you’ve been counting on that bonus depreciation to accelerate that deduction—that’s going to be getting phased down. It’s also going to be another one of those revenue raisers that’s on the back end of that 10-year period that we talked about. So, I think bonus depreciation is another one to really watch and see if that law changes.

There’s some momentum, hopefully, that people are looking at changing the 174 capitalization that Floyd was talking about. Looking at this business interest deduction formula, then also bonus depreciation. These were very popular tax provisions in the tax law prior to the implementation of these changes.

Floyd Holliman (9:36): Good point, David. We are seeing a lot of legislative activity around overturning some of these laws. We just don’t know. As of today, it’s still the law and that’s what we need to plan for, but hopefully we’ll see some relief in the future.

Kim Hartsock (9:52): Adam, I know you’ve done a lot of work with the employee retention tax credits. What are you seeing that specifically relates to private equity groups?

Adam West (10:03): Yeah, there’s been a lot going on when it comes to the employee retention tax credit (ERTC). I think one of the biggest things over the last few months has been the moratorium that the IRS put in place. It’s basically where the IRS said, “Hey, we’re not going to process any additional claims until early 2024.”

They’ve introduced a withdrawal process to where taxpayers that have filed claims that have not been paid, the taxpayers can withdraw those claims penalty free. I think as it relates to private equity, we’re seeing ERTC become a deal item; it’s simply because of all the scrutiny around it. When a portfolio company has claimed ERTC, I think they need to look at their documentation for it.

Did they apply it to the gross receipts test—which is more black and white—or are they applying under the partial shutdown test—which can be very subjective? Now would be a great time, if you did apply under that partial shutdown test—and even if you’re not being audited by the IRS—to really go back and look through your documentation and beef it up, because we do think it will be something that a potential buyer down the road is going to look at very closely.

Kim Hartsock (11:16): So, these are all pretty significant changes that business owners and leaders are having to face. What would you tell leaders that are listening on this podcast today? What should they do to position their organizations for success in the future? Floyd, we’ll start with you.

Floyd Holliman (11:33): Kim, I would say if you had R&D activities, talk to your tax advisor to identify the research expenses that must be capitalized so that you can properly budget for the upcoming tax liability for 2022, 2023 and 2024. Also, if you have R&D activities that must be capitalized, I will say strongly consider taking the R&D tax credit to mitigate some of the additional tax burden created by this new law.

Kim Hartsock (12:05): David, how about you?

David LeGrand (12:07): I would just say—like Floyd was saying—that planning for these things is key. I would look at your business interest. Look at that formula. Make sure you’re modeling it out, so you don’t have a big cash tax outlay surprise when you do your tax distributions. I’d look at bonus depreciation, if you’re capital intensive, but definitely look at the business interest.

Adam West (12:24): I think for the ERTC, the biggest thing is to make sure that you have your documentation in order. We’ve seen a lot of situations where a company has applied for millions of dollars of tax credits with only a few pages of support for the government orders or the support showing why they qualified. So, I think maintaining contemporaneous documentation that outlines your position is important, because even if you’re not audited by the IRS, we’re seeing it become a deal point. I think it’s just something you’ve got to be ready for. If you do have a claim that you’ve filed and you’re unsure of your position, now would be a good time to address it.

Kim Hartsock (13:09): So here on The Wrap, we always like to wrap it up in 60 seconds or less. So, David, what would you want to leave the listeners with today?

David LeGrand (13:17): I would just encourage everybody to do a lot of planning and a lot of forecasting to look at these specific areas of the tax law. We’re just seeing it hit clients over and repeatedly the last year or two. So, I would just try to get with your advisors and model out the business interests, the R&D credit and the capitalized expenses. I would look at any ERTC claims you have. Then, if you’re capital intensive, I would look at bonus depreciation and just try to model this out, so you don’t have any surprises. Just please reach out to us. We’d love to help.

Kim Hartsock (13:46): Thank you guys for being with us today. And thanks for listening. We’ll see you next time.

Floyd Holliman (13:50): Thanks for having us.

David LeGrand (13:52): Thanks, Kim. We appreciate it.

Adam West (13:53): Always enjoy coming on, Kim. Thank you.

Commentators (13:55): And that’s a wrap. If you’re enjoying the podcast, please leave a review on your streaming platform. To check out more episodes, subscribe to the podcast series or make a suggestion of other topics you want to hear, visit us at https://warrenaverett.com/thewrap

BRX Pro Tip: Turning Good Customers Into Great Customers

December 14, 2023 by angishields

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BRX Pro Tip: Turning Good Customers Into Great Customers

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, today’s topic, turning good customers into great customers.

Lee Kantor: [00:00:10] Yeah. I think this is where most businesses can steal a page from the airlines. I think they do a good job in this area, and it’s their frequent flier program. When you kind of create a mechanism that you’re able to elevate the level of service for the folks that already like doing business with you, that’s a great resource that inspires loyalty, and consistency, and keeping you there, sticky, longer.

Lee Kantor: [00:00:41] So, is there anything you can be doing to create a higher tier of service for your best customers to reward them for being such great customers? Are there any unique services? Are there rewards? Is there access? Is there some higher level of membership? Is there any type of experience you can be delivering that can elevate the relationship with your super fans to make them feel more special and valued?

Lee Kantor: [00:01:06] So, my recommendation, think about your services, see if you can kind of jazz hands up one of them or a couple of those services to inspire your good customers to become great customers.

The Annual System Checkup

December 14, 2023 by angishields

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Tom Wood with Organisan

December 13, 2023 by angishields

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Organisan-About-Us-Tom-WoodTom Wood grew up on a potato, cereal grain, and alfalfa farm in Eastern Idaho, with both irrigated and dryland acres.

Tom has built several ag related small businesses over the years, including a custom haying operation, and with his brother Matt, a custom application business, and a farm retail business focusing on biological and alternative inputs, while still managing his own farm.

Tom is always looking for “alternative” methods, systems, and products to help lower inputs and increase profitability on his own operation. After experimenting with the O2YS and Organisan line of chitosan products on his own farm, the products were added to the retail business portfolio, and one thing led to another, and Tom is now the Western Territory Manager for O2YS Corp, and Organisan Corp.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for High Velocity Radio.

Stone Payton: [00:00:14] Welcome to the High Velocity Radio show, where we celebrate top performers producing better results in less time. Stone Payton here with you this afternoon and you guys are in for a real treat. Please join me in welcoming to the broadcast with Organisan, Mr.Tom Wood. How are you, man?

Tom Wood: [00:00:35] I’m doing very well today. Thank you. How about yourself? Are you holding up?

Stone Payton: [00:00:38] Oh, doing well man, and so delighted to have you on the program. I got a thousand questions, Tom, and I know we’re not going to get to them all, but I’m thinking maybe a great place to start would be is if you could articulate for me and our listeners mission. Purpose, you know, what are you and your team really out there trying to do for folks?

Tom Wood: [00:00:59] We, we, we deal in the general ag sector. For the most part. We find a rapidly growing presence in the Gulf turf industry as well as homeowners. Our biggest mission, I guess, at this point is where we can be very influential, very beneficial to help farmers and general consumers to get off some of the harsh pesticides that have traditionally been used in, uh, in conventional production practices.

Stone Payton: [00:01:26] Well, it sounds like a noble pursuit to me, but I got to. I got to get to backstory, man. How in the world does one find themselves in this line of work?

Speaker4: [00:01:38] Yeah.

Tom Wood: [00:01:39] So there’s a whole growing movement in agriculture. Um, I’m currently today here at stepped away from the big soil health event going on right now here in Cedar Falls, Iowa. Uh, there’s a whole movement here that they’re calling regenerative. If you saw the Kiss the Ground movie or the new Common Ground movie that’s just come out, uh, being released on Netflix, that’s a really good place for your listeners to to go to go watch those movies. We’ll kind of give, uh, an understanding and a basis of the crowd that we generally deal with, that the type of farmers that we generally deal with. Um, this is where we’re certainly not alone in this sphere. It’s growing very rapidly. Um, for myself personally, I grew up on a farm in, uh, eastern Idaho. I am the fourth generation now to operate the farm as part of what we still farm today, was homesteaded by my great grandfather in 1906. Um, I was very well indoctrinated, if you will, or very well involved with, uh, traditional synthetic chemistry farming practices. Um, my dad was a crop duster. I have a brother who still is a crop duster. That brother and myself, we own a custom application business for almost two decades that we specialized in chemical application techniques and products for the potato industry, basically in Idaho. So I was, uh, we would mark out rows in the springtime. We would put down a lot of the fungicides, some of the pop up fertilizers. We would throw up the hills that they would plant the potatoes in. And then in the fall we would come back in with usually pretty much the same customer base, and we would do the fumigation applications for all weed weed suppression and primarily nematode control.

Tom Wood: [00:03:32] And as this went on, we had a strange weather event in Idaho in 2014 that it rained. And for anybody who’s not familiar with Idaho, um, we are a very high desert. It doesn’t rain usually in July and August in Idaho, but we realized that there were some disease issues that came along in our wheat and our malting barley. There is a disease, the nickname for it is Vomitoxin. And my brother and I realized on our fumigation run that fall that most of the customers that we fumigated for had a far worse infection rate, um, than the guys who didn’t have to fumigate. So at that point, I kind of had my suspicions. But at that point, I realized that so much of what we’re contending with, with food production is we’re creating our own problems. This was biologically based. We’re obviously killing too much of something in the soil. That kind of is where I got kicked in the rabbit hole. And, uh, I was researching this infection that winter, and I came across this, this natural compound called chitosan. And in this first research paper, it talked about how effective this natural compound is against the Fusarium graminearum or Fusarium culmorum that, uh, causes vomitoxin infection one thing to another. It kind of became obsessed with this. It sounded too good to be true. I started calling around. I couldn’t find anybody who was familiar with this, and it took me almost two years, year and a half a little better before before the Organic Sand Corporation and myself found each other.

Tom Wood: [00:05:11] Uh, we brought this to Idaho, started playing with it on our own farm, trying to figure out timings, you know, application rates, best uses for the product. And the company was experiencing such a rapid, rapid growth at that point. And in 2018, uh, Mark Nichols, the VP of the company, called, asked if I would like to come to work for them. And, uh, kind of blew me away. I didn’t know if I was even good employee material because I had been self-employed for so long, but I was kind of looking for something else at that point. Anyway, I was losing interest in the in the application business. We followed as best as we could all of the required, you know, PPE, um, personal protective equipment recommendations and requirements that are listed on the labels of all the products that we handled. But when that’s all you do every day, all day, sometimes usually seven days a week for we would go for six weeks solid in the spring and we would go for two, two and a half months solid in the fall. You can’t help but pick up the exposure off of that. I don’t care how religiously you follow this. And I started to notice some some. Dear, your deterioration in my health, particularly in those seasons and I the whole thing just kind of crescendoed for me that I realized that what what I’m doing here isn’t actually helping farmers and that there was a better way. So one cascading event to another, and here we are now. So.

Stone Payton: [00:06:46] Well, two things have become crystal clear for me during the course of this conversation already. Number one, I don’t have the vocabulary or the work ethic to be in your business, so I couldn’t.

Speaker4: [00:06:59] But it’s.

Tom Wood: [00:07:00] Easy. I make up most of these words because who really is going to go double check me?

Stone Payton: [00:07:04] Exactly. Uh, and I mean, clearly you are born for this work. That’s, uh. Wow. So now that you’ve been added a while, what, uh, what are you enjoying the most, man? What’s the the most rewarding about it for you?

Tom Wood: [00:07:19] The most rewarding for me is when, uh, how do I put this politically correctly? Due to my years of dealing in the chemical industry, there was an I learned there’s an attitude. There’s a, uh. There’s a good old boy. Kind of. There’s the. It’s a little bit vindictive. There’s there’s just a there’s an attitude in the chemical industry. And I have been thrown under the bus enough times as being the applicator. Any time something went wrong or didn’t live up to expectations by the applicator was always the first person that everybody, everybody pointed to. I had developed a little animosity, if you will, I guess, towards the entire chemical industry as a whole. And it’s so fun for me now when I can step onto a farm that has been, you know, completely a conventional synthetic mindset for, you know, decades now. Um, and in just in the first year, we can make a change on that farm. I, we can step in on day one and we can greatly reduce, if not completely eliminate, any fungicide applications that you might need just by using some of the organic products. And from there, nobody ever explains to us that there’s a side effect to every decision that we make. You know, if you turn on a TV, every third commercial it’s on these days is for a pharmaceutical product. And the last 10s of the commercial is they have to list all of the potential side effects.

Speaker4: [00:08:55] Right?

Tom Wood: [00:08:56] Same thing happens in agriculture, except nobody explains to the farmers what happens with these side effects. So we can step in on year one. We can reduce your inputs many times. We can will increase your yield right off the bat, and the side effects from our products are beneficial. We we can help control your pathogenic fungal pressures, at the same time that we will increase your beneficial microbial populations. And we can start to turn this around to where your soil, rather than being in a degenerative program, is now in a regenerative program that it will start to get better. Now, year after year after year. We sometimes refer to ourselves as being a bridge product or a bridge company because we can help farmers make this jump from their traditional synthetic forms of agriculture into this. I call it new, but it’s not necessarily new, but this regenerative way of farming, just by being able to replace so many of the synthetics that you you’ve been using. And it brings me a lot of joy when I understand that I have angered their local sales person because we we eliminated their need for a lot of the synthetics.

Stone Payton: [00:10:12] Well, I get the sense that once you get the opportunity to have a substantive conversation with a farmer, relying on these more traditional methods, that that what you have to say to them would be very persuasive, and that over the course of the conversation, they would get educated and and intrigued and very likely act and sort of move, you know, toward your end of the continuum. But what is the whole sales and marketing thing like for you, you guys? How do you how do you get to have the conversation in the first place? Or are you just out traveling to farms or or I know you like you’re at a trade show right now, right?

Tom Wood: [00:10:52] Yep. So a lot of it is from this, I, I joke around with people sometimes. They ask me what I do here, and I tell them that I’m the CEO. I am the chief educational officer. Um, um, so a lot of what we do is, is literally on the road, farm to farm, face to face. Um, our vice president, Mark Nichols, is he is an absolute road warrior. Um, the man just he just lives on the road. He just he loves what he does. He is so passionate about this. The company has progressed, and the, uh, the reputation of our performance has gotten to a point that we find a lot of our stuff now is just from referrals that we don’t really have to go, you know, drive around and make cold calls and pound on shop doors trying to get conversations started with farmers that it’s easier. Now, so much of this is coming from a referral that somebody, you know, heard about this neighbor saw the results from a neighbor. We’re getting to where we have a pretty good established dealer network around the United States. And we have found that our biggest success, when we’re looking for dealers or people want to be, you know, handle our product line, we’re always looking for the people who work in the microbial realm because we we have to have a healthy microbial population in order for our product to bring its, you know, greatest chance of efficacy on onto your farm.

Tom Wood: [00:12:15] We are a we’re a food source for the beneficial microbial population, and we trigger a specific enzymatic response from a lot of the microbes that we have in the soil. So it’s a hand in glove relationship we have with the microbial people. We will run into a situation. Sometimes guys get kind of territorial and no, no, this I’ve got this product and it does all of this and I don’t need anything else. And that’s not what we do. I’m not here to replace your biologicals. There’s many instances that I will require the farmer to go find a biological input to a company with us. And from those type of relationships, well, you know, we’ll pick up a dealer somewhere. And when they added our product in, I make the comment sometimes that our the base ingredient, the sand here in our products is kind of like dumping gas onto an existing fire. We we will blow up what you’ve traditionally come to expect. So then that dealer will talk to another dealer somewhere that he knows the dealers will meet together at a conference. And so much of what we we run into anymore is just it’s a lot of word of mouth.

Tom Wood: [00:13:27] It’s it’s a lot of organic stuff that comes great. Shows like this one that I’m at right now have been a tremendous source of contacts for us, because the people there’s two types of trade shows. We realized within the agricultural sphere. A lot of what we traditionally think of for farmers are the equipment shows. Everybody’s there to see that the new biggest tractor and the new biggest grain combine and the new, shiniest paint. Those trade shows are not where our market base is located. If you’re if a farmer is just there to look at the new paint, they generally walk past the vendors like us and try not to make eye contact. So we have learned that there’s some of these educational type things that go on at these. These are where we we find we can help the most people the quickest. These people are everybody here is open minded. Everybody is kind of they’re already engaged in doing things differently. Um, they want to start trying to figure out how to do things differently. So we’ve learned to kind of tailor pinpoint that the trade shows that we go to more to this educational type, rather than just a fancy paint show, if you will.

Stone Payton: [00:14:41] Yeah. And just doing good work and generating genuine results is a is a marvelous sales tool, isn’t it.

Speaker4: [00:14:49] Absolutely.

Tom Wood: [00:14:50] There’s there’s no there’s no stronger I don’t care what your advertising budget is. You cannot outspend word of mouth advertising. That is the most powerful advertisement that you will ever get as a referral from a from a successful customer. So. Absolutely.

Stone Payton: [00:15:07] Amen. So what kind of timeline are we talking about? And I suspect it varies in different cases, but how long does it take typically to get to turn around and get get some some real results from your work?

Tom Wood: [00:15:19] A lot of what we can I mean, it depends on what you’re after, where we’re starting from. What is your end goal, what do you want to achieve and in what time frame do you want to achieve that there are times where, you know, time and money sometimes are working against each other. If you want to make some drastic changes in one year, you’re going to have to spend some some money in order to do that. But most of the time I tell people that you start moving into this regenerative mindset way of farming. You kind of have to be committed to this, that it, uh, you may not see a spectacular result the first year. The problem that we have is so often in production, agriculture, we have turned our soils into drug addicts. Our soils cannot function without synthetic nitrogen. Our soils are so depleted of microbial life, we cannot function without a synthetic fungicide. So sometimes it’s going to cost a farmer a little bit more. To start doing this, you as the farmer operator, you don’t get to decide that we’re just going to quit doing this. You have to earn the right to quit doing this, whatever it is, and your farm will let you know. All of a sudden, one year you just realized we didn’t have to spray a fungicide.

Tom Wood: [00:16:37] This year, we never got infected with anything. Our nematode population. We didn’t have any problems with nematodes. That the SDS sudden death syndrome in the soybeans didn’t manifest on our place like it did on the farms around us. So I find, though, that this is usually 2 to 3 years, that it takes a little bit to really turn things around. And when I started to realize this pattern, dealing with farmers all across the United States, that it was kind of odd to me that that’s the time frame it takes to transition into organic production is three years. So there’s somebody knew something about this. Years ago, an organic farmer started to become a thing. But it, uh, like I say it, it depends a little on time versus money, what your budget is and how far do we want to try to go in what time frame. But but usually, like I said, we can make some big differences in year one. But if farmers committed to this by year three and a lot of instances you won’t recognize your farm anymore, you will have changed it and come so far that you’re just you’ll look back and won’t recognize the way you used to do things.

Stone Payton: [00:17:47] I’m going to switch gears on you a little bit before we wrap. Uh, I mean, I don’t know where you would find the time, but I am interested to know what passions, hobbies, pursuits outside the scope of what we’ve been talking about. Uh, are you involved in. My listeners know that I like to hunt, fish and travel. That’s how I unwind. Uh, but. Yeah. What do you do to unwind?

Speaker4: [00:18:11] I.

Tom Wood: [00:18:12] It’s a good thing that I enjoy what I do for a living, because anymore I find I don’t. I grew, I used to love, love to snowmobile, I, I guess I still do, I still have my big gnarly mod sled. Don’t have time to ride them much anymore. Summertime. I love riding dirt bikes. I really love farming. It’s dumb as it sounds. It’s not that it isn’t full of grueling days of backbreaking labor these days still, but I love farming. I absolutely love what I do in that aspect. But, uh, yeah, anymore. I used to ride bulls, um, team rope, all kinds of stuff when I was younger, had more time. So I enjoy the travel. I really enjoy the travel aspect of, uh, of this job and, and the opportunities it provides me to see the country and, uh, meet people who are somewhat of a similar mindset to what I am. So.

Stone Payton: [00:19:06] Yeah. All right. What’s the best way for our listeners to connect with you have a more substantive conversation with you or someone else on your team, whether it’s a LinkedIn email, whatever.

Tom Wood: [00:19:17] Yeah. If they, uh, we got a really fantastic website. If you go to w three or w WW or Ganesan or g a n I s a n corp. Com or Ganesan. Corp. Com we have a lot of research stuff posted up there. Papers, testimonials. You’ll find a link in there. Um, there’s a couple of we have a YouTube channel. There’s a couple of video presentations on there where people they’ve recorded me giving presentations to groups of farmers. So you can go on there. I will explain sometimes in too much detail. I’ve been told how our how our base product works, how what you can expect out of it, uh, you can find me. I don’t do a lot of social media. I’m on, uh, LinkedIn is probably the, uh, the best place to find me on, on social media. So. Feel free to reach out.

Stone Payton: [00:20:14] Well, Tom, it has been an absolute delight having you on the show, man. Keep up the good work. The work you’re doing is so important not only to our president, but I, you know, I feel like it’s so important to our future. And we sure appreciate you, man.

Tom Wood: [00:20:31] Well, thank you, I appreciate that. So we’ll. Keep your nose to the grindstone.

Stone Payton: [00:20:37] All right, until next time. This is Stone Payton for our guest today, Tom wood with Organic Sand Corporation and everyone here at the Business RadioX family saying, we’ll see you in the fast lane.

 

Matthew N. Icard with Icard Mortgage Team

December 13, 2023 by angishields

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Matthew N. Icard with Icard Mortgage Team
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Sponsored by Woodstock Neighbors Magazine and Business RadioX ® Main Street Warriors

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Matthew-Icard-bwWith 15 years of experience in the mortgage industry, Matthew N. Icard has helped countless individuals and families secure the best mortgage solutions tailored to their unique needs.

His passion for assisting clients in achieving their homeownership goals drives him to provide personalized and transparent services.

Connect with Matthew on LinkedIn and Facebook.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Stone Payton: [00:00:24] Welcome to another exciting and informative edition of Cherokee Business Radio. Stone Payton here with you this morning, and today’s episode is brought to you in part by Woodstock Neighbors Magazine, bringing neighbors and business together. For more information, go to Facebook and Instagram at Woodstock Neighbors dot wbvm. And if you have a heart for community and you want to grow your small business, please consider joining our Main Street Warriors movement. Go check us out at Main Street warriors.org. You guys are in for a real treat this morning. Please join me in welcoming to the broadcast with Icard Mortgage Team. The man himself, Mr. Matt Icard. How are you man?

Matt Icard: [00:01:11] Man, I’m good. I’m having a beautiful week already and just can’t wait to rest of the week to be good and coming up on Christmas.

Stone Payton: [00:01:18] Well, it’s a delight to have you in the studio. You and I have had a chance to connect a little bit when we meet over at Vibe Realty. They’re just doing some marvelous work over there, and we usually spend the first 10 or 15 minutes, uh, going into the, into that kind of mastermind meeting talking about our, uh, our outdoor activities. We we’ve enjoyed doing that, but I’ve really been looking forward to getting you in the in the studio. I got a thousand questions. I know we’re not going to get to them all, but but maybe a great place to start would be if you could articulate for me and our listeners mission. Purpose. What are you and your team really out there trying to do for folks? Man well.

Matt Icard: [00:01:59] Realistically, it’s about getting people into homeownership, especially our veterans. Um, being the child of a Vietnam veteran and grandchild of World War Two veterans on both sides, I really like helping veterans out and getting them into a better financial situation. But as well as everybody else, first time home buyers, investment properties, it doesn’t matter what it is, as long as I can help you get into a better financial situation in a mortgage, that’s what makes me feel good. Well, it.

Stone Payton: [00:02:27] Sounds like a noble pursuit to me. How in the world? I got to ask, how did you find yourself doing this kind of work? What was the what was the path to landing here?

Matt Icard: [00:02:35] It was a natural progression from in-home sales to car sales to uh oh yeah. The biggest thing you can sell is a house. So I did that almost 15 years ago and went in on an interview that a buddy of mine got me in, and unfortunately he wasn’t hired, but I was, and it kind of stuck.

Stone Payton: [00:02:57] So you’ve been at this a while now? Yes, sir. What do you enjoying the most, man? What’s what’s the most rewarding part of it?

Matt Icard: [00:03:03] The most rewarding part is seeing someone get into their first home. And the emotion and the stress that you know, you go through to get into it is just beyond words. For most people. They it it shouldn’t be that stressful, but for some reason it just is. Even when I bought my first home. Is the home that we live in is the first one that I ever bought. Now I did, you know, 1000 purchases before I bought my first home. But when I bought my first home, my wife will tell you, as soon as they handed me the keys, I broke down and cried like a baby. I mean, it was just I didn’t realize it was as emotional as it was. And then I realized it.

Stone Payton: [00:03:43] So what in your experience, is, uh, what is it that the people that your clients are nervous about and anxious about? What are some of the things you gotta sort of coach them off the ledge about?

Matt Icard: [00:03:55] Realistically, it’s just the outlay of the expense with the not knowing. So it’s it’s not like you’re going into a store, you’re handing them a credit card or your debit card, and when you buy it, it’s yours. I mean, you are literally putting them into a. Um, a mortgage that they’re not going to pay off for 30 years. So it’s the not knowing until you sign on the dotted line. So it’s a, you know, it could be up to an 18 month process. I just had closed the borrower that I pre-approved almost during the pandemic. But because of how the market went, they made 15 offers on 15 houses and never won one. And then boom, we got one. But it it can take a while or you can be in a house in less than 3045 days. It just depends on what house you’ve got and when you, you know, try to buy it.

Stone Payton: [00:04:49] Wow. I cannot imagine trying to get 15 houses and not as because they were outbid or that is that usually what happens. Somebody else just offers a higher number.

Matt Icard: [00:04:59] Yeah. With the market that we are in currently and it’s kind of, you know, easing off is you’re in a such low inventory, high demand that you’re, you know, you’re going to compete with other people. And some people have the finances to pay over what you could pay.

Stone Payton: [00:05:14] And so talk to me about timing is, is there some wisdom in trying to time the market? I know the answer. When I talk to financial services people about financial products, you know, their answer is like, unequivocally, no. Just, you know, establish a an investing discipline in the mortgage world. I mean, like, it’s now a good time to to buy or not necessarily or what do you think.

Matt Icard: [00:05:39] It in my personal opinion, it’s always a good time to buy. Okay. The answer to that question is when is the best time to buy? A year ago, whether it was a year ago, a year ago or a year ago, ten years ago. Right? The reason being is that much like the financial services part of it, when you’re investing, it’s a long terme play. So yes, you’re going to get into a house, but you’re going to build equity in that house. And that’s why it’s a long terme. Play is a year ago rates were a little bit lower. Now obviously they’re astronomically high now. But even two years ago when the rates were real low, that was still one of the better times to get in. But it’s better than a year from now because a year from now, it could be a totally different market and there could be more, more buyers coming.

Stone Payton: [00:06:26] Yeah. And it’s interesting. And I may have this wrong, but, uh, it’s my understanding that, like when I was a kid and I’m a little, you know, long in the tooth and I got gray hair. I think my parents, you mentioned exorbitant, you know, really high interest rates. I think they paid way higher interest rate when they bought their home in, uh, what would that have been in the, in the 70s. Mhm. Right. So historically it’s not really crazy high interest rates is it.

Matt Icard: [00:06:53] No it’s definitely not um historically. And I give this example to most people when I’m talking to them is I know what my parents when they bought in Roswell in 1984, it was almost a 19% interest rate on their house.

Stone Payton: [00:07:07] Oh my gracious.

Matt Icard: [00:07:08] Which obviously today would just I mean, people would lose their mind if I said, oh, yeah, I’m going to give you a 19% on this house for 30 years. Yeah. They’d be like, nope. But yeah, I mean, realistically we are in a little bit higher rate market environment, but it’s never going to be back to the 19%, which is realistically it’s never coming back to that 2.5% we had during Covid either. Right. It’s just the best time to purchase is get in it when you can and then realistically take advantage of the rates when they come down to refinance. That way you’re not competing with other other buyers at that time, right.

Stone Payton: [00:07:47] All right. So let’s talk about the work a little bit. Someone approaches you somehow some way. You begin a relationship with a with a potential home buyer. Just walk us through those early conversations. Some of the things that you’re trying to help them get their ducks in a row, just walk us through that process a little bit.

Matt Icard: [00:08:05] Yeah. So when someone comes to me or someone has referred to me, what I basically do is just have a conversation with them, talk about their goals, talk about their finances, get into, and I basically get into every bit of their finances from what they spend monthly to what their long terme goals are, to how much money they’ve got saved up. And a lot of the time, most people don’t understand how in depth that can go. Well, I.

Stone Payton: [00:08:33] Think a lot of people and there are of course some exceptions. And as we get a little older, some of us pay a little more attention to that in our in our planning. But a lot of people haven’t even asked themselves that. I bet their first response in a lot of cases. Well, I don’t know. I got to go find out. Right? Right.

Matt Icard: [00:08:47] Exactly. Because one of one of the statements I like to make is in the United States, we’re not taught about our finances. I mean, my mom and dad taught me how to balance a checkbook. There was nothing in school to show us how to do that, because in reality, school doesn’t want you to know that because they want you to realistically get out of high school, go to college, get in debt, get some credit cards. Get in debt while they’re in college, which is why you see credit card companies at colleges all over the place. And then once you’ve got the degree and you’ve got a little bit of debt, it’s time to get a job. Well guess what? What happens when you get a job? You got to get a car. So you got to get into more debt and then, oh, I’m going to get married. Well, you might have a little bit more debt when it comes to that. And then it’s time to buy a house. So you’re constantly in debt without being told how to leverage your finances and how to live within your means.

Stone Payton: [00:09:43] So you’re a part therapist too? I would think in some of these conversations and also the it often it’s a couple I would think buying buying buying a home. Yeah. They’re not maybe always on the same page right out of the box either are they.

Matt Icard: [00:09:57] No they’re not. They’re definitely not. I don’t know how many times that I’ve pulled credit on a couple. And when I start going through their credit report of what’s on their credit report, as far as credit cards, there’ve been a few credit cards with balances that one of the spouses did see that the other one did not.

Stone Payton: [00:10:16] Oh my. That’s got to be an interesting set of conversations. Yeah, I don’t.

Matt Icard: [00:10:20] Get the conversation after we hang up, but I’m pretty sure there’s some little animosity going between the two.

Stone Payton: [00:10:27] All right. So you have this conversation. You start having them think, look at some things that maybe they haven’t looked at in a while. They’re kind of getting their ducks in a row. And let’s say we do whether whether they both do it or not, we got some stuff a little out of whack and you’re and so you kind of coach them through, okay, we need to get this down or consolidated or you know what? Y’all work on this and let’s talk again in six months. Like, yeah, keep walking us through that whole oh for sure.

Matt Icard: [00:10:51] So when most people come to me, if they have a budget, great. If they don’t, I help them develop a budget to understand what they can afford and what they can buy. Most people base it off of what their rent payment is. So I don’t want, you know, a mortgage payment higher than my rent payment. Well, realistically, it could be a little bit more because with rent you’re not paying homeowner’s insurance, you’re not paying the property. Well, you are paying your landlord’s property taxes, but you’re not paying property taxes. And most people don’t understand the maintenance that comes with owning a house. And what my wife likes to say is, as soon as you’ve painted everything in the house and got everything the way you want it, it’s time to paint something else.

Stone Payton: [00:11:31] Right?

Matt Icard: [00:11:32] So, I mean, it’s just a constant evolution of that. But when I am walking someone through now, a lot of people know what their credit scores are because they’ve got that Credit Karma or Freecreditreport.com or whatever it is. Right? They know what it is, but they might not understand what the score is evaluating. So most people’s credit, if it’s good, bad or, you know, excellent doesn’t really matter because in reality you can get the same interest rate at a high credit score that you can at a low credit score. The only difference is when you have a low credit score, you’re going to pay more for the rate instead of less for the rate. So the higher the credit score, the lower the cost for the rate is.

Stone Payton: [00:12:13] I explain cost for the rate. I’m not familiar with this this piece of it.

Matt Icard: [00:12:16] So and it’s it’s kind of a weird conundrum. So I’ll give you the little bit of the spectrum of it. So you’ve got from 350 to 850 credit score. Okay. And what most people don’t realize is if you take into account for it is. 350 to 850. You take the decimal point, pull it back one so it’s 35 to 85. Now let’s base everything off 100%, even at the best credit score you can have. If 85% of 100 is that 850 credit score, that means the bank is risking 15% chance that you won’t pay your bills.

Stone Payton: [00:12:56] Ah, that’s an interesting way, because.

Matt Icard: [00:12:57] There’s no 100% guarantee, right? Right, right, right. Well, think about it. What’s 35 then? That means there’s 35. What? That means there’s a 65% chance you’re not going to pay your bill. So how are they going to hedge that? They’re going to charge you more to get into that same interest rate for the mortgage payment being where it’s at.

Stone Payton: [00:13:18] They’re going to charge some sort of fee to get the loan. It’s process.

Matt Icard: [00:13:21] It’s either a fee or they will bump the rate up higher to get it. Gotcha. So there’s always cost for everything where most companies build in their margins. But when everybody sees the interest rates that they see online and everything, they’ve got to realize that is for the ultimate buyer from 800 to 850 credit score with very little down. Everybody wants that low rate, but they don’t realize that it. See, the small print is it takes this type of credit buyer to get that rate. Now you can get it at the lower credit score, but you’re paying more for it. Where right give you a hypothetical. If if I have a 850 on a $300,000 house in, you know, hypothetical interest rate is 6%, I might pay $1,000 to get that 6%, whereas you’re at a 650 instead of 850, you might pay 5000. So you’re paying. Gotcha. Just more. It’s not necessarily a whole lot more, but it’s more over, especially over the life of the loan.

Stone Payton: [00:14:19] Yeah, just one of a thousand reasons that you need and want to have a mat level person helping you navigate all of this.

Matt Icard: [00:14:29] Do you you want them to break it down for the long terme and the short terme, to see what the difference is when it’s time to buy to when it’s time to refinance, to take advantage of a lower interest rate, which is one of the reasons why I’m advocating for most people. If you find the house you love, you’re marrying the house you’re only going to date and rate date the rate and payment. So when the rates come down, you take advantage of the lower interest rate, where you don’t have the competitive nature of trying to buy that house when the rates come down, because everybody and their mother’s waiting on the rates to come down, well, realistically, that turns into another seller’s market to where you’re going to be overbidding for houses, if you remember that in, oh yeah, 2021. I mean, I had one person. By an $800,000 house that bid $950,000 on it. Good lord. Now the appraisal only came back at 800,000, so they put $150,000 over and above their purchase price. Um, that didn’t gain them $150,000 in equity, right? That just means they wanted that house so much that they were willing to risk it and have it long.

Stone Payton: [00:15:43] Terme, you mentioned a terme earlier in the conversation. I want to circle back to it. Uh, pre-approved. How important is it, or is it almost mandatory that you got to get kind of pre-approved to go house shopping?

Matt Icard: [00:15:56] Well, most sellers and seller’s agents now want you to be pre-approved as opposed to pre-qualified. Okay.

Stone Payton: [00:16:02] Yeah. Describe the difference. Yeah.

Matt Icard: [00:16:04] So pre-qualified is you send me all your income documentation. I make sure that you fit the bucket of being able to purchase. So you have enough money for down payment. You have enough income. So you’re in the spectrum of what the lender is looking for. But I don’t put it into underwriting. So there are certain. Aspects of the mortgage that you have to be. I’ll use debt to income as a, you know, little buzzword. As long as you’re debt to income is below a 45% of your total, you know, gross, right? That’s a good qualifier. If your credit score is 750, that’s a good qualifier. If you have, you know, $100,000 in the bank when you’re trying to buy a $200,000 house, that’s a good qualifier. And I call it the mortgage tripod. So you’ve got three legs to a tripod. If you’ve only got two of those, mortgage is not going to hold up. If you have one is really not going to hold up. But if you’ve got all three of those, you’re pretty much qualified for a mortgage. But what a preapproval is, is I take all that information in a loan application and I send it into underwriting before we even find a house. So they’re going to basically look at the entire file, not as in depth as when we find the house, but they’ll give us what’s called an initial approval. So it’s a pre-approval. As long as you find a house, it meets this qualification and nothing changes in your income, job or you know, anything in your life, you’re pre-approved for a loan.

Stone Payton: [00:17:34] And I would think that would be meaningful for a to a seller. Like if I’m selling my home and I’m getting two offers that are in the same neighborhood, and I’ve got one that’s pre-approved and one that, you know, doesn’t, that then I’m probably going to lean to that offer, right?

Matt Icard: [00:17:50] Correct.

Stone Payton: [00:17:50] Got it.

Matt Icard: [00:17:51] And you’re going to and depending on the program itself. So a conventional preapproval is typically taking over an FHA pre-approval. Now FHA is a great product. It’s less money down. But there are some interesting contingencies when it comes to an FHA. An FHA is not necessarily as qualified as a conventional, but it’s still a pre-approval. It’s still a good loan. But for some reason, sellers and seller’s agents would much rather have a conventional than an FHA. And above above that, an all cash offer is going to take it any anyway. So regardless of the mortgage aspect of it, if there’s an all cash offer like an investor, I mean, you’re not going to beat that.

Stone Payton: [00:18:35] That’s yeah, that’s the one that they’re really going to jump on. So uh, 15 years plus now doing this, how long have you been at this.

Matt Icard: [00:18:42] Uh, two. Was it 2009? Yeah. So almost 15 years.

Stone Payton: [00:18:46] Wow. So have you had the benefit of one or more mentors along the way that kind of showed you the ropes and helped you really learn this business?

Matt Icard: [00:18:56] I have, um, a few mentors. One of my first branch managers, um, when I first came into the business, before I even got licensed, because when I came into the business is when, you know, right, in that 2008, you know, when the market crashed and the housing market crashed. So I got in it at the absolute wrong. Nicely done. Exactly. I got in at the wrong time, but for some reason I liked it so much it just stuck. Um, but one of my first branch managers, when I was going to get licensed, I was what what they called a branch marketing specialist. So I made all the outbound phone calls. I cut my teeth on people that were, you know, looking to refinance, looking to purchase. But I was doing the cold calling, you know, 175 calls in the morning, 175 calls in the afternoon. Wow. And talking and listening to my branch manager who had been in the business for, you know, ten, 15 years prior to that, you know, he would say, oh, man, you should have been here during the, you know, late 90s, early 2000.

Matt Icard: [00:19:52] You would have made a killing. I was like, well, I didn’t realize it was just selling. And then as soon as I’ve got everybody on the phone, I literally took them in to loan officers. So I was just handing them deals for the first six months that I was in the business before I was able to get licensed and talk real money. So I got all of that experience before I got on the phone, and I remember the first guy that I sold a loan to, his name was James Nelson over in, I think Winder, and when he came into the office, sat in front of me and he was like, man, it seems like you’ve been doing this for years. And he’s like, well, how how did you learn this? Well, you know, I just finished my online course last week and, you know, made him laugh. But, you know, you know, we just settled right into it, sold it. And he was, you know, he was a great guy. He was happened to be a veteran. The first loan I did are there.

Stone Payton: [00:20:41] I’m operating under the impression that there are some unique characteristics or some idiosyncrasies, um, uh, associated with helping a veteran, um, family get into a home. Speak to that a little bit.

Matt Icard: [00:20:52] Well, veterans obviously very good for me as far as emotionally and heartfelt is what most veterans, they are not taught finances either. They go and defend our country. God love them for that. And when they come home, they don’t have as much knowledge on how to do what they need to do to get into a house, as everybody else. But one of the best parts about a VA loan is it’s 100% financing, so they don’t need a down payment now, do they? Do they need. The money for closing costs? Yeah. Typically, yes. But with like every other mortgage sellers can pay the closing cost. Or a percentage of the closing costs so we can keep it, especially on a veteran, as especially if they’re a disabled veteran, because there’s no what’s called an upfront funding fee, which is kind of like prepayment, not prepayment, but PMI. But since there isn’t one, if they have any more than 10% disability, it’s so much easier to get them into a house as long as we make sure they financially qualify for it.

Stone Payton: [00:21:57] So much of your work to me seems grounded in relationship and really, um, education dependent. Like you spend a lot of time educating your your client. You got to you in fact, you got to educate them before you can really consult them, right. So they can even understand where you’re taking.

Matt Icard: [00:22:14] That’s one of the things that I’ve always liked is I’m a teacher, even, you know, some of the other companies I’ve been a part of, it’s training the other guys how to do it and teaching them about their finances. Because like I said, we’re not taught how to handle our finances. We’re not taught how to leverage our finances. A good example of that is with the way the economy is going. You might be in a low interest rate mortgage because you bought in 2020 or 2021, or refinanced in 2020 2021 to take advantage of those low rates. But with where the economy has gone, you started to, you know, live outside your means or you’ve lost a job and started to, you know, have to put money on credit cards or get personal loans or just get any type of high interest rate of debt. And at that point is using the equity because the market has gone so high on values, you have what’s called equity. So equity you could use to put into all of that debt and learn how to leverage your finances even better. And what most people don’t realize is, if I can save you $100 a month, I can show you how to take all of that debt. And now this is household debt, not just mortgage debt, and save you that $100 and show you how to leverage it into your home and show you how to pay that debt off in less time than you would be if you stayed in the house and tried to pay it off yourself.

Stone Payton: [00:23:40] Aha. And you’re a good friend to have.

Matt Icard: [00:23:43] You know, I try.

Stone Payton: [00:23:45] So, uh, still making 175 calls in the morning and in the afternoon. Or is your sales and marketing strategy evolved a little bit?

Matt Icard: [00:23:53] I don’t make that many calls anymore. Now I have and, you know, I definitely have, you know, when I’ve had to. Yeah. But realistically, referral base is where we’re at with, you know, the icon mortgage team is I’ve got a bunch of different referral partners and agents, you know, in what I’m licensed in 13 different states. So oh wow. I’ve got agents, you know, in those states. But obviously Georgia is where home is and always looking for more referral partners that way. So we can help each other out. Right.

Stone Payton: [00:24:25] So some a consumer, a house buyer who had a great experience, surely they would refer you. But like the the real estate ecosystem, like the people in the home services world or the real estate agents, those are important relationships to you, right? And they and they refer people to you for sure.

Matt Icard: [00:24:43] Kind of like that mastermind we’re in together at Vibe Realty. So realtors I mean, you’re in it, right? Um, I think there is a couple insurance guys in it. There’s a couple, you know, different, you know, contractors in it. I brought Mark a couple of weeks ago who’s a painter that I know. Right. Um, but also being part of networking groups in general is a way to, you know, just have a constant influx of referral business coming in.

Stone Payton: [00:25:09] Yeah, that’s probably a lot more fun than making 175 phone calls. It is.

Matt Icard: [00:25:13] You actually get to talk to people and just get to know them and be part of their family that way. But I mean, even all of my borrowers that I’ve worked with, it’s I don’t friend them on Facebook until after we’re done with the loan because they realistically become family. I mean, I had one lady in Massachusetts years ago and my wife says it’s hilarious is that I have this weird mimicking ability to mirror someone. So obviously you can tell I’m from the South. I don’t have that, you know, huge twang. But this lady was from Massachusetts and she was like 75 years old and she was so sweet. And she goes, Matt, Matt. And, you know, you got to you got to meet my granddaughter. She would be perfect for you. And I’m sitting there, ma’am, you know, I’m married. She goes, that’s all right. That’s all right. Your wife won’t mind at all. She’s perfect. I’m like, gotta love people, man.

Stone Payton: [00:26:06] You do a pretty good Boston. I know, that’s pretty good. I will switch gears on you here before we wrap. Uh, I don’t know when you’d find the time, but, uh, what passions, pursuits, hobbies do you have outside the scope of the work? We’ve been talking about? Where you just get to unwind and enjoy yourself. What do you and your family like to do?

Matt Icard: [00:26:25] Well, my daughter, who is about to turn 16, is a competitive softball player, so.

Stone Payton: [00:26:31] Oh, you can’t have. Any hobbies? You got a 16 year old, you’re going to ball games. Well, I.

Matt Icard: [00:26:35] Do have, you know, you and I have talked a few times about our, you know, collective hobby that way, sitting in the woods and waiting for the four legged animals to walk by. Yeah. Um, but, yeah, coaching her softball teams or even being just the parent in the stands and watching her excel, as well as being married for 18 years to an absolutely smokeshow of a woman. Um, yeah, that keeps me pretty busy now. I played golf professionally back in the early 2000, so I still like to play golf, but I can’t tell you the last time I picked up the golf clubs to actually play.

Stone Payton: [00:27:08] I thought you brushed over very quickly. I asked you something before we went on air and you go, yeah, when I was playing professional golf and I let it go, but now I’m going to ask, tell me a little bit more about the professional golf experience.

Matt Icard: [00:27:19] Well, it started in 2004. Um, a buddy of mine came into town who was a caddie on the LPGA, the women’s golf tour, and I was working for Budweiser at the time, and we were playing in a softball tournament, and he just looked over and he said, you play golf, right? I’m like, yeah. And he said, you’re good. I’m like, yeah, I can, I can play it around. He’s like, well, I got another player who’s caddy is broke his leg and he’s out. Uh, would you happen to want to, you know, carry a golf bag for the week and be inside the ropes at a professional event, which is the chick fil A Charity Championship down in McDonough when they used to have it down there and I said, well, yeah, let me go ask my boss if I can have a week off, because it was happening that Monday and this was like Saturday. So I called my buddy and he was like, yeah, man, you’ve got plenty of vacation time. Go do it. Well, I had an absolute blast. Um, got to caddy at, um, Eastlake during a pro-am with a bunch of chick fil A executives and, you know, talking to the player that I was carrying the bag for that day, and I helped all of them.

Matt Icard: [00:28:23] And, I mean, they tipped me like 5 or 600 bucks each because they were upper executives. And I obviously had never made 2500 bucks in a day. And I was like, well, is this all does this happen? He goes, yeah, you can do that pretty much at every stop. I’m like. Uh, so I looked over at the player that I had that week and I was like, uh, how long are you playing? She’s like, well, I’ve got another, you know, ten, 15 weeks. I was like. You want me to go with you? She was like, yeah. So I literally went back in on that Friday because we didn’t make the cut. And I told my boss I quit. So I literally left Budweiser and went on tour for the rest of 2004 to the first part of 2005 and went to the US open for the women’s and went all over the United States. Didn’t fly out of the country or anything, but had a blast. Got to play with a bunch of different female professionals. Um, you know, name drop here. Played with Annika Sorenstam once. Most people remember.

Stone Payton: [00:29:19] Even I know who that is.

Matt Icard: [00:29:21] Exactly right. You know, Laura Davies, some of the, you know, players that have been around for years had fun with them and playing golf with them. They, you know, said, hey, you could play this if you actually devoted some time to it. So when I came home off the road and just, you know, started working with a buddy of mine, that’s when I kind of ran into my now wife and she was all over it. She says, let’s go, baby. He’s like, you can do it. I was like, okay, so we jumped in. I qualified at the Hooters Tour in Jacksonville, was the qualifying school, and I qualified for 13 events. Um, I think I got in 2 or 3, but lightning never struck in a bottle. I mean, one of those things, it’s five events. Five events now. Sorry, but, um. Yeah, lightning never really struck. And, you know, obviously, if I was as good as I wanted to be, I probably wouldn’t be on the radio with you right now. I’d be with that guy, Tiger Woods and everything, just playing with them.

Stone Payton: [00:30:20] But you still play and go out and have a good time. Oh, I do with clients and friends and that kind of thing I do.

Matt Icard: [00:30:25] I mean, I am the call for most of my buddies when they need a forth and they need a good player, they icart come here. What are you doing? I’m like, I don’t know, call Angie. And as long as it’s within the schedule and I can play, she’s like, all right, go play.

Stone Payton: [00:30:41] Oh, man. All right, let’s leave our listeners, uh, you know, young people, veterans, whoever’s out there getting ready to buy a home, thinking about it, let’s leave them with a couple of pro tips. Sure. Uh, things to think about. Maybe, uh, maybe even some things to to be prepared to have a conversation about with someone like you. Let’s leave him a couple of actionable things. Pro tips.

Matt Icard: [00:31:02] Sure. Um, biggest thing is save some money, live within your means, find a budget, work on the budget and if you can save $100 a month, save $100 a month. If you can save $1,000 a month, save $1,000 a month and realistically set your credit payments up for automatic payments, even if it’s just the minimum. Now you can go in and pay anything else. Yeah, you know, if you’ve got a bigger balance, you can pay it off at your own leisure, but set it up to make the minimum payments without looking at it. So that way you never miss a payment. Because if it’s interesting enough, you can work years to get that 850 credit score. You missed one payment on an American Express or Visa or Mastercard. It’s going to drop it down to 600, and then it’s going to take you another year or two to bring it back up. Because once you have a bad debt on your credit, it typically takes time away to grow it.

Stone Payton: [00:32:03] Well, I’m glad I asked. Did not realize how important that is. Oh, yeah.

Matt Icard: [00:32:08] Minimum payments. And that’s all you have to pay now. You can pay more. Yeah, down the road. And what I typically do with most people, especially the ones that, um, I do cash out refinances when I’m paying, you know, all their debt off is I tell everyone to get two credit cards. Now, if you have, you know, eight credit cards, don’t close them because that can negatively affect. But if you’ve got two credit cards, preferably ones with awards rewards, I should say like an Amex SkyMiles or a Capital One Venture card. So you get the rewards of whatever you buy. Use those two cards instead of your debit card to buy your stuff. If you’re going to the grocery store, put it. Put it on your Amex. Now, as soon as you buy it at the grocery store, get home, pay the Amex off. Pay that debt that you. If you spend 100 bucks at, you know the gas station for gas, pay it off when you get home. It shows you village, but it doesn’t allow you to get into that big debt balance. So and because credit cards are basically government backed, um, it’s a lot more secure than your debit card. If you give somebody your debit card on an automatic payment where it comes out every month, and then all of a sudden you’re short in the bank state in the bank. Mhm. Uh, it’s going to come out and in, in my. Uh, experience. It’s harder to get off of an automatic payment with your debit card than it is with a credit card. Uh, because if you get overcharged with a credit card, all you have to do is go back and dispute the credit card. And the credit card company is going to get their money. Um, the bank does not care.

Stone Payton: [00:33:45] Right. Yeah.

Matt Icard: [00:33:47] Exactly. And realistically, the biggest thing is, um, if you, you know, you can contact me, you can contact any mortgage person for just an evaluation if they’re worth their, you know, salt. You can get an evaluation of your profile without even, you know, putting any money out there to see where you’re at, just to see where you’re at, whether you end up doing something or not. That’s the biggest.

Stone Payton: [00:34:14] Thing. Okay. All right. What’s the best way for our listeners to get in touch with you? Whatever you feel like is appropriate? Uh, email, LinkedIn. I just want to make sure that people can connect with you, maybe do that evaluation and have a substantive conversation with you. What’s the best way to connect? Well, you can.

Matt Icard: [00:34:28] Find me on all social media, um, under Instagram. I’m Icard mortgage, man, because, you know, I like, kind of like the muffin man. Do you know the muffin Man? No. Do you know the man or the mortgage man? Yeah. I don’t live in Drury Lane. I live on, you know, over in Woodstock. Um, but you can also find us as Icard mortgage team.com. It’s got a link to my calendar, um, to where you can just book a 30 minute, you know, calendar session with me. Doesn’t cost you anything. Um, my email. We are powered by quest Rock Home Loans, so it’s Matt Icard. Matt Icard at quest Rock. Dot com. Or you can call me on my cell (678) 206-7640 or shoot me a text. Any way you want to get Ahold of me, I’m there and I typically respond within the hour.

Stone Payton: [00:35:16] Well, Matt, it has been an absolute delight having you in the studio. Thanks for sharing your insight, your perspective. Don’t be a stranger. Come in periodically and kind of get us updated on what’s going on in the market. Might be fun to at some point. Uh, you know, you mentioned teaming up with other people in the, in the real estate ecosystem, maybe bring a referral partner, someone in home services world or a real estate agent, and maybe we’ll profile their business, but maybe also talk about how you guys collaborate to genuinely serve the home buyer. That might be fun.

Matt Icard: [00:35:49] Oh, we absolutely will. And before I let you go, I will tell you one thing that we have been doing that and my wife does a lot of the marketing for us is that she helped with one of our realtors, um, put a drive together for homeless or foster kids here in Cherokee County to where they can drop a. Piece of luggage, a stuffed animal, or a blanket for the foster kids in Cherokee County because when those children are pulled out of the houses in bad situations, they typically don’t have anything with them. So the bags that we’re getting is so they have, you know, a stuffed animals so they can, you know. Cuddle up with him a blanket so they can stay warm because they are literally walking out with trash bags of clothes sometimes. So that was one of I love my wife for having just the biggest heart that way. And right now I want to say our what we call our, you know, library is almost full of bags and stuffed animals and blankets to wear. Um, what do we have? Two drop off points. One at Club Pilates in Woodstock on Town Lake. And then there’s one at our, um, child’s private school for Top Prep in Acworth. And they are absolutely just killing. It brings stuff in.

Stone Payton: [00:37:13] All right. So luggage is one of the items you mentioned. Yeah.

Matt Icard: [00:37:16] Just small, small luggage. Luggage bag, um, stuffed animals and just the little, you know, blankets.

Stone Payton: [00:37:24] Yeah. All right. Well, I’m glad that you mentioned that. Yeah. Keep up the good work, man. Thanks for coming in. And let’s let’s do it again.

Matt Icard: [00:37:31] I will, and you know what? We got to go sit in the woods here. In there? Sure.

Stone Payton: [00:37:35] You got it, man? Yes, sir. All right, until next time. This is Stone Payton for our guest today, Matt, Aykut and everyone here at the Business RadioX family saying we’ll see you again on Cherokee Business Radio.

 

Tagged With: Icard Mortgage Team

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