Welcome to Bolder Media Solutions blog, where we uncover strategies to take your facility management business to new heights. I’m your marketing expert, Javier Lozano Jr., and I’m thrilled to embark on this journey with you.
But first, what is Bolder Media Solutions?
My Back Story
This blog stems from my extensive background in both the facility management industry and marketing. Previously, I hosted a podcast called “Facility and Property Management Secret Radio,” where I interviewed key figures in facilities management. We delved into the nitty-gritty of the facility world—how to grow, boost your business, and navigate industry challenges.
Today, I’m venturing into new terrain by focusing on marketing in the facilities management industry. The reason behind this shift is simple: I observed a gap in the market. Many companies are still employing outdated marketing methods in a tech-driven era. I believe that there are more efficient strategies to market your facility management services company in today’s digital age.
My mission is to encourage this industry to view marketing as a sales enabler. Marketing should make your sales processes smoother and more effective. By following my content, you’ll learn what this blog is all about, what to expect, and why you should embrace the evolving marketing landscape.
Before diving into the blog’s core content, let me provide a snapshot of my journey.
It all started back in 2008 when I established my first business during the Great Recession. In the midst of a housing crisis, I took over a commercial space and encountered numerous challenges. When the recession hit, it took a toll on my business since it relied heavily on families, who were also impacted by the crisis. Faced with bankruptcy and foreclosures, many clients couldn’t continue their memberships, which posed a significant problem.
At that point, I had two choices: fold my business and shoulder a hefty debt of over $300k or take a strategic approach to sales and marketing. I opted for the latter.
Fast forward to 2018, I successfully sold my business for a substantial sum, an uncommon feat in that industry. My story is a testament to the power of marketing and its ability to transform a business.
Facility Management Marketing
I then dabbled in consulting and eventually transitioned into the commercial HVAC space for a company called CMI Mechanical, despite having no prior HVAC experience.
My unique approach, grounded in a deep understanding of buyers and marketing, allowed me to generate leads from prestigious brands like Anheuser-Busch, Raytheon, Qualcomm, Cushman & Wakefield, 7-Eleven, T-Mobile, and Dollar General, among others.
More importantly, these were hot leads, not the traditional cold outreach. In essence, my marketing strategies were generating interest and prompting potential clients to reach out.
But here’s what makes my story relevant to you.
The facility management industry is missing out on an abundance of modern marketing opportunities. Many companies still rely on outdated marketing approaches, touting longevity and trustworthiness as their primary selling points. However, in today’s world, Facility Managers seek solutions tailored to their specific problems, not just a company’s history.
For example, Ford has been around for over a century, but they don’t promote their age. Instead, they focus on their motto, “Built Ford Tough.” This is a lesson for facility management companies; your marketing should revolve around solving your client’s specific problems.
Moreover, facility management companies often neglect the power of modern marketing channels like podcasting, paid media, organic content, and more.
Hosting a podcast dedicated to a specific niche can be a game-changer. Imagine telling your FM clients that you host a podcast specifically tailored to their needs, offering fresh and insightful content. This creates an affinity between your brand and potential FM clients, setting you apart from competitors who merely recite their history.
I achieved significant marketing success at CMI Mechanical through innovative strategies like SEO, content creation, paid media, and email marketing.
How I Achieved Marketing Success
My email marketing efforts were particularly effective because I knew how to build, nurture, and convert leads through automated yet personalized campaigns. I realized that the key to trust-building and sales conversion was to make emails conversational and engaging, a strategy I’ll teach further in future blog posts.
What made my marketing approach unique was its simplicity and authenticity. I communicated like a natural human being in all my marketing efforts. In a B2B space, it’s crucial to remember that you’re still dealing with people, even if they’re making decisions on behalf of a company. My marketing tactics resonated with clients because they saw the human behind the brand.
By stepping outside the corporate mold and engaging with potential clients as a genuine human being, I fostered trust and authority. My techniques created brand recognition and led to the marketing success that I’ll be sharing throughout all my blog posts.
As I share my knowledge and experiences in this blog, my goal is to inspire you to implement innovative marketing strategies in your facility management business. I will teach you how to use these strategies to increase market share, improve your brand, and create a more effective sales process.
Throughout these blogs, you can expect valuable insights, marketing breakdowns, detailed techniques, and even courses to enhance your marketing skills. I’m on a mission to transform the facility management industry by helping companies grow and thrive through marketing excellence.
If you enjoy the content and find it valuable, I ask you to share it with your colleagues, friends, or anyone in the facility management space. Let’s make marketing a central pillar of the industry’s success. Together, we’ll usher in a new era of marketing in facility management.
Remember, the facility management industry is in need of a marketing revolution, and together, we can lead the way.
Don’t forget to subscribe to my email list where I’ll share valuable and actionable marketing strategies. Let’s make marketing magic happen in the world of facility management.