Opulence just created probably the most powerful marketing tool that I've seen for residential construction specifically for custom home builders, but so many other teams can use it. You can use it just for reporting, daily logs, you know, automatically uploading to Procore or things like that. But it's really powerful because it really leans into how human nature actually works and how referrals are actually created. Our business is really, really referral driven. It is the most powerful way that we get new business and it's where the most of our revenue is.
It's where our best revenue comes from. And basically just taking human nature and simplifying things, not trying to work against human nature because everybody knows like, well, if I were to spend, you know, an hour every single day and, you know, take all these photos and, you know, do all this stuff and contact all my clients, I'd be the most popular guy there is. But nobody has an hour a day. What if I could make it really simple and it's three minutes a day? What if I could tell you it's even better that your clients want this and they have no problem with you taking that three, five minutes a day, whatever it is that you want to put into it and they'll pay you for it because they want to see what's going on.
So they're basically essentially, especially if you're doing a time of materials project, they want you to spend a few minutes a day just walking around talking, snapping some photos. The program does everything else for you. There's not much that you have to do. We set this up to work with human nature because we know one thing, marketing is hard to do it really well. Marketing takes a lot of energy.
So we want to take all of the difficult stuff out of it. And so where all you need to do is basically just put in what are you working on? Referral marketing is really powerful, really simple, and it works with human nature to bring you the best clients. What's so important about this is that you don't just want a lot of clients. You want so many clients that you can basically say this is who we choose to work with.
You want to be able to say in my area that I'm currently building in, there is 100% of the building that's happening available to me, let's say. But I really only want the top 2% or whatever it is. When you take a step back and you look at all the construction that's happening in your area, if you were able to cherry pick exactly the best projects, the ones that were going to be the most fun that you get excited about, the ones that were going to be the most profitable, the ones that build incredible relationships and you can really step back and be proud of, if you could do that, you would have the perfect business. Well, how do you do that? How do you target the clients that you're actually looking for?
I'll give you a hint. It's not creating a flashy website and putting out social media articles. That's good. It's helpful. So when clients do run across you, we call that basically social proof.
They know that you're real. They know that you're good at what you do. They looked you up. They like what they see. But how did they hear about you in the first place?
If the first place they saw you was just some Meta ad or something like that, their trust level is still really low. You haven't really built any relationship with them. And how is it that they're going to spend a large amount of money with you if they don't have somebody that they trust saying, hey, check out this person? Because everybody knows, everybody just innately knows that just because something's flashy or a company has great logo or all their trucks are branded doesn't mean they're good at what they do. Basically what we've done is we've taken and we're putting that relationship referral on steroids and we're setting it up and saying, well, where are the best referrals coming from?
And how do we actually get more of those referrals? And this is a one of a kind tool. I haven't seen anybody else doing anything like this. And it actually takes the entire process and it makes it really easy. We're not bribing people to get referrals or any of that silliness.
It's just incredibly simple. We're creating positive emotional connections with people that we don't even know. One of the ways that we're going to do that is we're going to say, if a potential client is willing to pay for a premium architect, they're also willing to pay for a premium contractor. So where do I want to spend my marketing energy? Because marketing is not really just about dollars.
Marketing is about energy. And if I go and I just kick out a bunch of money over here to some dude that's helping me with a website, but I don't put a bunch of energy toward it myself, it's probably not going to produce the results that I really want. So how can we do this and put marketing energy toward the right things, but then also put essentially the smallest amount of energy needed in order to maximize the time that we're putting in? So what if all we had to do was basically just walk around, snap some photos toward the end of every day, talk into the phone and say, hey, this is what I accomplished today. We were able to do this.
This was a problem, but we overcame it by doing this, photos, photos, photos. And there was something that just took all of that information, everything that you did, all that you could just like word Vomit into it. It doesn't matter. And it just takes it all, cleans it up professionally, curates the photos. So if there are any safety violations in the photos or any personal data or anything like that, it pulls some of that stuff away and puts your work in front of the right people over and over and over and over again every single week.
So speaking of architects particularly, one of the things that we're finding is that the architect that you're working with may not be the person that's actually going to be the one to give the most powerful referral to you. Generally, it's their boss. So let's say the principal of an architect firm goes and meets with their clients and they're dreaming about their project for about six, eight months. Then they bring in the other architect. They've already kind of done a lot of the work.
This new architect is going to end up taking the reins on this entire project. And they're getting to the point to where it's time to choose a contractor. Well, they've been building a relationship for months. And that principal or basically the architect's boss, the one that you're probably going to end up doing most of the work with, they're going to be the ones that are in the most powerful position to refer one, two, three contractors. Now, that's the person that you need to stay in front of.
And the neat trick is, is that once they've passed the project off, they really don't want to completely let go. They don't have the time to do all the work. They're looking at other things, but they still want to know how it's going. And so if you were to send them a picture heavy visual, with just a couple of little sentences of like, hey, this is what we're doing. This is how we're accomplishing this.
And you are basically to send them updates once a week. They want to open it. They want to see it. And those updates have your branding all over it. The other powerful thing is clients, friends and family.
And human nature is if you're spending a massive amount of money on a project and you're really excited about it, you want to show it off. You want to show people. You want to tell people. You want people to get excited for you. And we basically made it really easy where they can click and say, here are the six, eight people, 12, 20, doesn't matter, people that I want to share it with and every single one of those email addresses private.
So you can't actually see them. They're comfortable because they know that you're not going to market them in any way. You're not going to sit there and spam them and do all that stuff. They're actually marketing you. You're not doing it.
Wants to be the person that knows the guy, you know, that knows somebody. So every single one of those clients, they all now have a positive emotional connection with your company every single week that they're happy to open there. They're like, oh, yeah. Aunt so-and-so is building this great house on the water. What's going on?
You know, and they just sit there and, you know, they can basically open this up, flip through or don't even have to open it. Just like scroll through the email body real quick. Bam, there are the photos. It's just right there in the email body. And so they can basically look at it.
It's super easy for them. But your branding is right there. And every single one of those links is clickable. So your phone number, your website, all that's just clickable right there in the email. And then the thing is that at some point, whether it's them or whether it's somebody they know is going to be building a custom home.
And somebody's going to say, hey, yeah, I'm thinking about building a custom home. Do you know any good contractors? Everybody wants to be that person that's like, yeah, I got a guy. I know who to, I know who to go to. Let me forward you this email.
It's got all their information in it. So now not only do they get your phone number, your website address, but they also get a piece of your product. So they get to see what it is that you do. How does that you do it? Looks really professional.
They're going, I want to be able to show off my stuff the same way. So everything about this is working with human nature to maximize every referral opportunity that you could possibly get.
