Episode 54 - Woman at the Helm: Belkis Cruz’s Story of Immigration to Entrepreneurship
Episode #54 | Belkis Cruz | Immigration to Entrepreneurship
We’re diving into the inspiring journey of Belkis Cruz from LBR Partners - from her brave escape from political turmoil in Nicaragua to becoming a beacon of entrepreneurial spirit in Minnesota's construction scene. Bel shares her unique approach to handling change orders and building client relationships, while her stories of family, culture, and the embracing community in construction add a personal touch that really brings the episode home. Plus, don't miss the fun side chat about cultural stereotypes and tango dancing!
About Belkis Cruz
As the proud owner of LBR Partners, I've built my career on the foundation laid by my father's flooring company, pouring my heart and dedication into transforming it into a business that not only excels in construction but also serves as a platform for empowerment and mentorship. Balancing the roles of a mother, wife, and entrepreneur, I've navigated the complexities of the construction industry, proving that with passion and perseverance, it's possible to lead with both strength and compassion. Here At LBR we are passionate about creating luxurious and upscale living spaces through our expert remodeling services. As a woman-owned business, we specialize in transforming kitchens, bathrooms, basements, additions, and outdoor areas, including decks, to meet our clients' unique vision and lifestyle needs.
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Mark D. Williams
So today's episode was absolutely amazing. We had Belle on from LBR partners, and it was probably one of the most inspiring and motivating and inspirational interviews that I've had to date hearing her immigration story from Nicaragua, as a five year old, you know, basically taking buses walking across the desert of Mexico immigrating with her dad from the hardwood floor business where she's, you know, negotiating contracts as a 10 year old to having a child at a young age to starting a career moving back to Nicaragua, and back. I mean, this episode has got it all the charisma and the charm and the love that Belle has for even her own people sponsoring people up here. And just you can see it in everything that she says and everything that she does. It's really a beautiful lesson. So I hope you enjoy it as much as I did. And now on to the episode. Welcome to the curious builder Podcast. I'm Mark Williams, your host today I am joined with Belle cruise. Welcome, Bill.
Unknown Speaker 0:54
Nice. Thank you. Thank you for having me here.
Mark D. Williams<br> 0:57
I'm so excited. So we met a couple of weeks ago, actually, you your team had reached out to me probably three, four months ago asking you to come on the pot. Yeah, I love it when that happens. And so we had never met before. You're with LVR partners. And but we launched kind of this, we'll call it we're gonna call it the curious builder collective, which essentially is a networking educational thing, and I met you there for the first time and your, your joy, and your passion, just like oozed out of your pores. And so I'm so excited to bring you on. And you know, it's been a little more time with you in person.
Speaker 1 1:27
Awesome. I'm here for you. And I'm here to answer any questions and talk about me a little bit.
Mark D. Williams<br> 1:32
Yeah, well tell us a little bit about LVR partners. And you know, you kind of have an amazing story. One of the things I wanted to hear a little bit about you're originally from Nicaragua. And I'd love to hear kind of your immigration story. I'm always asking people that are telling people, you know, we need more women in construction. And this case, you know, not only are you a woman, which we definitely need, but you're also you know, a minority in the state of Minnesota and most of the US and so, you know, a lot of our trade partners, you know, I love spaniel. And so we're gonna talk a lot about that. So why don't you tell us a little bit about your immigration story and kind of how you became a builder and you became an entrepreneur, all the things,
Speaker 1 2:08
all the things, right? So yeah, I came to the US when I was five years old, we migrated from Nicaragua, it was a very long, long process to get here. Actually, traveling wise, it took us about I think was like, three, four months to get to the United States. So when we got here, it was not like, you know, flying over and all of that. It was like the scary things you hear, right? My dad was politically persecuted in Nicaragua. And we had to get out. We just had to get out and we had to find a way out. So that, you know, led for him to make a decision. Okay, we're packing our things were leaving the country. We left actually, it was like, it was like midnight or something, something weird. You know, you watch the you see the stuff in the movies, where families are forced to leave their homes in the middle of the night. And it's like, let's go. That's essentially what happened to us. That's
Mark D. Williams<br> 3:03
incredible. How, as a five year old, how much were you aware of these things? Now, as an adult, you know, you can I'm sure to think about it differently. But going back as a five year old, what, what did you think at that time?
Speaker 1 3:15
You know, at the time, I remember just like, Okay, we're leaving, I was like sleeping probably like on my dad's shoulder or something. Next thing I remember, I woke up on a bus. And I was like, Mom, where we going? And she's like, Oh, we're gonna go to your uncle's. I'm like, Okay. And then we get to like Honduras. And then I'm like, where are we? And then they're like, Oh, we're in Honduras. And I'm like, What are we doing here? And they're like, oh, yeah, we're going to see your uncles. And it's like, everyday, we're gonna go to your uncle's home. Like, when are we gonna get there?
Mark D. Williams<br> 3:42
You know, what are your uncles in United States? Yeah, they
Speaker 1 3:44
weren't United States. So we were like, just, you know, one country to another. We slept in random places. My dad had, like, the whole plan figured out to like where we were going to stay. I didn't know anybody. Our biggest struggle was in Guatemala, getting out of Guatemala into Mexico. We got stopped by the authorities there. Obviously, we didn't have a visa. So this is like, illegally crossing countries, right? And what year was this? This was in the 90s, like early 90s. Like so then. We get to Guatemala and we were stuck in Guatemala for a couple months. I remember being caught by the authorities in Mexico. And then since we didn't have like any food or anything, there would always be like letting your pre med or the little girl first she gets water. She gets food and then everybody else. And then finally, I don't know what happened. We were able to like go through some like really dangerous like waters and I don't know what happened, but we finally made it to Mexico. And then in Mexico, we were able to cross to the US. We slept a couple maybe a week in the desert in the States. Yeah, I mean, I remember like my dad digging like holes in like the sand. And there was like these bushes like really prickly bushes, and he would like hide us under because they were like helicopters flying and it was just really, it was bad. I wouldn't want my five year old to go through that. Do you have any siblings with you at the time? No, it was just myself and my dad and my mom just got three of what
Mark D. Williams<br> 5:19
what did your dad do for a job?
Speaker 1 5:21
In Nicaragua? Well, he was in New York. Okay, so now, right? Yeah.
Mark D. Williams<br> 5:25
And what was I mean, do you remember feeling fear? I mean, what was the feeling? I mean, did you feel like you were in this four month? game of hide and seek? What was it? What were the feelings that you experienced? I
Speaker 1 5:37
was at night I was scared. I was because I would hear like howling and I would hear all sorts of noises. And I was just like, oh, my gosh, what is that, like, I want to go home. And I had this like, one blanket that they didn't bring out like, I want my blanket. And then yeah, it was just I remember being very scared at one point, like during the nights in the desert, and then we had to walk for days. And it was just, it was insane. But finally, we made it to the states. And we made it to New Jersey. And that's where my dad, you know, just started working there meeting people. And he started in hardwood floors. And shortly thereafter, I think it was about a year or two, that he started his own business. Wow. So and I would go with him on the proposal, like the estimates, so I would help him measure. So you're probably 789 10 years old at this point. Yeah. And then I would be able to translate for him. So I was his translator.
Mark D. Williams<br> 6:36
Did you learn English in Nicaragua or learn it? Well, after you were already Yeah,
Speaker 1 6:40
I learned it here. So yeah, kindergarten, I had no children are
Mark D. Williams<br> 6:44
amazingly adept at languages they are. That's incredible that Wow, amazing. So I mean, that's also really just neat that you got to experience that firsthand with your dad. I mean, as he's this kind of this me truly coming to America fleeing persecution, I don't know anyone firsthand like this. What I mean, what a brave family and a brave thing to do what it what was your mom doing then during this time? When we were traveling? Oh, when you were now that you're through into New Jersey, so your dad worked hardwood? Sounds like he started his own hardwood flooring company, then? Was your mom supporting that? Or was she What was she doing?
Speaker 1 7:18
Oh, she was supportive. 100% She was more of a stay at home mom, she you know, made sure everything ran at home. And she's always been kind of just you know that. That support behind the scenes person? Yeah. Oh,
Mark D. Williams<br> 7:31
that's much needed. How do you end up having more siblings? Are you only child?
Speaker 1 7:35
No, we did? Well, we did. My parents did. So yeah, I have a brother, who is? He's 31? I believe? Yeah, he's about 31. And yeah, he's also in construction. So
Mark D. Williams<br> 7:48
walk us through those earlier. So you're, you know, a lot most kids are worried about third and fourth grade, you know, here you are helping your dad run a business. What were some of those things, things that you learned? And you know, we'll get into it later with your remodeling company that, you know, that you essentially applied to your future business, but walk us through those early years of, you know, not only are translating, but you're helping measure, I mean, you're running a business as a child. Yeah.
Speaker 1 8:10
And then yeah, it's funny. So I would go with him to, like, on site measures all the time, I would meet with contractors. And I remember him always saying, like, that's going to be you one day, and I'm like, never, like, I'm not gonna you know, but I would see it so differently in my head, because I would see these white being males, you know, running the, you know, the show, like builders and everything, and I'm like, me, this little girl, like, I'm gonna be that, like, I was taking it, literally. And so, but I was already doing all the things. I mean, I was talking to these people I was measuring, we were talking pricing, like, oh, no, I want it for you know, this much. And so I already knew, like the lingo behind it all. And then, after, you know, after some time, I remember when computers came out, my first when I turned 15. It was like, Do you want to continue era? Or do you want something else? And I'm like, I want a computer. Like, I want to do the invoices on the computer. Oh, that's amazing. I'm like, I'm tired of handwriting. And then in high school were like, a
Mark D. Williams<br> 9:15
practical thing for a 15 year old. I want to be able to do my invoicing at speed. Yeah, that's what I would like for my birthday.
Speaker 1 9:21
That's what I want and so we got it but I learned a lot from every every aspect of the business, especially from him being a man that only had third grade education to running a successful hardwood floors, but it's business right? And I learned from him, just not to be scared like not to be afraid. Just go for it. Take a risk. I don't care if I don't speak English. I'm still gonna go out there and I'm gonna say Allah, like, I'm Jose, you want your hardwood floors done. I'm here for you, you know, and somehow he made it happen. Like his one of his biggest jobs I remember was Fairfield University. And it was like a huge gym. And I was like, Dad, what did you do? How did you get it? He's like, No, I just came here and I talked to them. I was like, okay, like, that's, that's to me, like, now it feels me, you know, because I'm like, he did it. I know I can do it. And I'm not going to be afraid to show up and be me and do it. You know,
Mark D. Williams<br> 10:21
what is it? What an amazing example to watch to, you know, for a child or for anybody really, it's super inspiring to hear. Jose right. Yeah, you know, to hear, you know, Jose going and just you know, asking and I think that that entrepreneurial spirit, I mean, clearly use it. But even as a child, I have to imagine, I mean, if I was on a job site, and there was a 10 year old speaking to me, like I because you have a lot of Moxie when you can just see it in the way you kind of glow when you talk. And when you smile, just like I mean, you have a very infectious attitude. If you're anything like your dad, I can. I can see instantly why he was six, you know, a lot of charisma. Yeah. And he was very, yeah, he was as you no longer
Speaker 1 10:56
know he is. He's in Nicaragua. So yeah, he's living his best life in Nicaragua.
Mark D. Williams<br> 11:01
Okay, well, good. He's able to make it back. Yeah. So, you know, walk us through. So how long did you guys stay in New Jersey? And I guess how did at what point in your journey? Did you realize that, you know, you wanted to start your own career and your own business? And how'd you end up in Minnesota? Yeah, so
Speaker 1 11:17
I'm from New Jersey, we moved to Connecticut, New Jersey was getting kind of hectic, a lot of my parents brought a lot of people over, like helping everybody answer them. And they once they got, you know, legalized, they were helping everybody. And which is, you know, something that's been rooted in us. But then the competition just, you know, kind of dwindled, and New Jersey is not a very big state either. So harbor floors. Like it was just, you know, it's going it was going insane. At the time, were
Mark D. Williams<br> 11:47
you it was your dad sponsoring people, and then also providing them a job with the building? Yeah, that's a lot of stress, too. I mean, not only you're sponsoring someone, then providing for their livelihood as a business owner, you know, you know, salary, health insurance, all these things. Yeah. And as the owner, one of the things that people often don't talk about is just, you know, it's not a light thing to hire someone or fire somebody. Because, you know, we are also, you know, I don't want to hire someone only to think that only, you know, six months down the road, I might have to let them go, because I don't have enough work. And so you're always kind of doing this balancing act. But obviously, on top of it, you know, your dad is, you know, it's a whole nother thing. Like we want to get them out of Nicaragua for their safety in their life and whatever other you know, things I can't even hardly imagine. Yeah. How many people that did he end up sponsoring to bring over any idea? Oh,
Unknown Speaker 12:33
my gosh, I want to say like, it was probably less than 100. But it's, it's a lot of people.
Mark D. Williams<br> 12:42
A lot. A lot. I mean, I'm just curious. I mean, you hear this all the time? And what is the process? You know, the prot, like, how do you sponsor someone to come over,
Speaker 1 12:50
you have to show your taxes, they're gonna ask for your taxes, they're gonna make sure that you can provide for these people. So there's a threshold of how much you need to make or earn a year, and show them that you can at least provide like a housing for them for three months, whether it's in your, in your house or somewhere else. The process isn't that hard. But just providing the financials and your assets, you have to give them your personal financial statement. And taxes. I think that's about it. I just did it for someone. So how
Mark D. Williams<br> 13:27
many are you? Is that something that, you know, you and your husband and your family? I mean, is that something that's important to you? Or do you still Yeah,
Speaker 1 13:33
we we did I think maybe two, three last year that we helped? Yeah. And
Mark D. Williams<br> 13:39
do they come for housing? They you have them come live with you? Yeah. Nice. Family members? Or have you at this point? Do you have more than 100? Family members? Are these at this point? Do
Speaker 1 13:47
we have a lot of family members now here? But no, these some of these people we know, we knew from back like, not new, but like someone knows them, right? That they're working on a farm or they just want to better their life and and then we're just like, okay, yeah, we can help you. Not a problem
Mark D. Williams<br> 14:05
is have you worked with any other like nonprofits or any other agencies to sort of, you know, either broaden the reach or kind of help other resources to help or you've always kind of just done it on your own.
Speaker 1 14:15
I've just done it on my own. I'm reaching out to other nonprofits, but on a different matter. More like an educating subcontractors like how to run their business, how to, like, have everything that they need to run a successful business. But that's yeah, that's, that's a different thing.
Mark D. Williams<br> 14:33
That's another podcast. Yeah. How so? Okay, so now you're in Connecticut, I guess. How did you get then usually get us back to Minnesota? Yeah. So
Speaker 1 14:43
after I graduated, I got accepted at U of M. And then my dad was like, Okay, well, let's go see this because being a Latino man, it's like, my only daughter is now going to be living in Minnesota. What like, No, we have to figure this out. So Oh, we drove out here one summer and, you know, looking at everything, and then he was like, Oh, this is really nice. And you had summer, everything's green and everything was beautiful. And then he was like, What do you think if we just move here? And I'm like, huh, I don't know. I'm like, it looks good. And then we just started, you know, I'm like, but then what about the business? And he was like, October. He's like, we get started as subcontractors here, and it's not a problem. And I'm like, Yeah, that's a good idea. So then I started reaching out to other hardwood floors, companies. Are you guys hiring subs? And when we first got here, not a lot of people like to hire subs. What year was this? This was 2004 2000. Yeah. 2004. Well, I'm talking about like, flooring companies. They didn't really hire subcontractors, or maybe not us. I don't know. They just had it. In house in house. Yeah, they had their in house crews. And we went to a lot of them. And finally we got like, two that were interested. And we're like, okay, yeah. So we brought our vans and our equipment, you know, switch to did all the legal paperwork.
Mark D. Williams<br> 16:03
How many people did you bring with you that was working with your dad at that time?
Speaker 1 16:07
It was about eight. Okay, yeah, that's a people. And they followed. And, you know, it's funny that one of them. I remember his name was Mario Roccia. If you're listening, and now they have Roccia hardwood floors, his son, and they have like about two three valence in there, like just booming here in Minnesota here in Minnesota. Oh, that's great. So yeah, just you know, it trickled, and I really love that. But so yeah, then that's how we ended up here in Minnesota. And after that. A lot of things happened. The I went through some personal things. I got pregnant at 19. And my dad was not happy. So then he just left.
Mark D. Williams<br> 16:50
Oh, your dad. Oh, wow. This that took it. That's a good turn. Right.
Unknown Speaker 16:55
From like,
Mark D. Williams<br> 16:56
like that Deluxe story. Yeah, so you've left like back for Nicaragua? Oh, wow. He hard drop that might Yeah, he he really
Speaker 1 17:06
did. And you know what? It's one of those things where our culture people handle things differently. And I don't blame him because that's the way he was probably taught, like, you got yourself in a situation you're gonna get yourself out and you're gonna figure it out. So I don't hold any grudges or anything, because what can I expect, you know, can't sit there all my life and like, you should have helped me and but yeah, he left me alone. And the the thing he didn't do though, he didn't shut down the business. He didn't do any of that. So I just kind of was like, okay,
Mark D. Williams<br> 17:38
and this is you're still in college at this. Yeah, you're 19. So you're a freshman freshman,
Speaker 1 17:42
I had to quit out because I couldn't I couldn't do both. So then I had to pay rent, there was just so much going on. I'm like, I need money. And I was pregnant
Mark D. Williams<br> 17:56
and all the things as I can only I can't imagine.
Speaker 1 17:58
So that I started driving around. I remember, since my dad left, none of the contractors wanted to work with me. Right? And so they're like, where's your dad?
Mark D. Williams<br> 18:08
Um, I didn't have the same experience as you had when you were in New Jersey, where you're doing all the brokering and all that type of
Speaker 1 18:13
thing. And I did do it. I mean, at one point, but they were just like, where's Jose? Where's Jose? And I'm like, well, he's on vacation. You know, he'll be back. Well, when he gets back, you know, let's talk and I'm like, okay, but then that didn't stop me. I just went on Grand Avenue, St. Paul. And I started knocking down like all these old buildings. And I'm like, do you guys need hardwood floors for turnovers? And then this one girl was like, Yeah, I'll pay you 800 bucks per apartment. I'm like, done. Anything to make it go? Yeah. And we did it. So I had like buildings on Grand Ave that we did all the hardwood floors on. Amazing.
Mark D. Williams<br> 18:47
Wow, what a persevering story. How so walk us through that in these next couple years. So you obviously went straight into business and kind of instance, followed your dad's footsteps and like, not be afraid to ask what's the worst I have to lose? Right, exactly. What's the worst? So he your mom, I assume went with your dad as well. In your brother? Did he stay? They
Unknown Speaker 19:10
took them to Oh, wow.
Mark D. Williams<br> 19:13
Cool. Wow, I don't hardly even know what to say. How did you at that time? Did you feel? I mean, were you just pretty locked in like there's a baby coming? I need a business like Were you even processing? I mean, now it's, you know, 20 years later 15 years later, whatever years of therapy later I mean, that's so traumatic and so scary. I mean having you know raising you know a child alone without your family and all the things that I mean you've Wow, how so what were those those first months like at what point did things stabilize? And you know, did you end up getting married then or what how did that all unfold? When did the baby came how you ran the business? Walk us through those Okay, so
Speaker 1 19:50
I oh my gosh, so much happened. I couldn't continue because I was driving one of the crews the other crew The one that was the driver, his wife ended up having a baby and he needed to be there for her. And then things just kind of like, exploded and everybody had to find a way to do things. And then when I was about almost do, my dad then came back and just like, just did everything. He undid the company, and what's the word I'm looking for? When they like, dissolve the company? There you go. And then he started selling off everything. So I wasn't able to tap into that anymore. So after that, the baby came, then my mom, we talked, and we kind of you know, everything was fine. And then she was like, Okay, well, I'm gonna move back and help with the baby. And I'm like, okay, so then I had support, and then I started looking for work. So then I started, I just got a job. I started cleaning at St. Paul Academy. And so I was a janitor for a long time, which I hated. I hated that job. And not that I didn't work before it, you know, I always worked for my dad and I always had part time jobs. But that job to me, I was just like, oh my gosh, I can't be It can't believe I'm doing this. At one point. I remember going into like, it was St. Paul Academy, the elementary school because they have to, they have the upper which is the high school. And then they have for the little kids. And one bathroom. I had to clean and there was like a stick figure made out of poop on the mirror. And I was like, you know, two months, like, postpartum so my hormones are everywhere. I'm still like, doing all the mommy things pumping in air, you know, every couple hours. And I remember just like, breaking down. Like, what am I doing? Like, I felt so and not saying that downers or you know, it's a demeaning job. No, but for me, right. For me, I felt like I was meant for more. And then I'm like, What am I doing with my life? Like, and this was like, you know, like, 20 something. And yeah, from there, I don't know what oh, so someone came in from the office from the janitor, a company that I worked. And then she was like, Hey, she's like, you speak Spanish? I'm like, Yeah, I do. She's like, can you translate for me? And I'm telling, you know, another employee how to do things. I'm like, Sure. So I start translating. And she's like, Do you know how to use a computer? I'm like, Yeah, I'm like, great at invoicing. And so next thing she's like, you know, in the office are looking for a receptionist, and I'm like, Oh, my gosh, like, Yeah, let's, let's do it. So I take that
Unknown Speaker 22:35
could be done with being a janitor, I don't want to
Speaker 1 22:38
clean poop. And so I go into the office, and I started with receptionist, and then it just kind of snowballed. From there, the office manager left and then she was doing HR, she was doing payroll, she was doing like, a lot of things. And then I learned from marketing. And I took over that. And then when I left, I was like, an operation. So I was like, running every aspect of the business. Like, I felt that I was doing it all. And that job taught me so much on how a business runs, like, because we were doing okay, but it wasn't like an enterprise where we had like offices, and it was, you know, so we now I knew now like how to manage, you know, 30 $300,000 in payroll every month, like, I knew a lot at that point. And still didn't, you know, I never got to go back to school. Well, not never, but I did end up going back but not for what I wanted to do.
Unknown Speaker 23:34
What did you What did you want to do? I want to do business.
Speaker 1 23:36
But then I also had like, this creative side, like and so I went for graphic design. That's great. But yeah, I, I don't know, it just I went back just to get it over and done with and then but my passion has always been kind of like the being the boss.
Mark D. Williams<br> 23:54
What's amazing you I mean, you essentially an entrepreneur at age 10 for all those years helping your dad then you move, you know, entrepreneur again, that obviously everything you you know, for let's call it eight or nine months ran the business. And then it's like you went back to square one. I can't imagine why that was so shocking for not even all the personal reasons, but just from a business standpoint, right now, that's what it was all in the business. And now you've been running a business for six, seven years, and now you're a janitor, and and all sudden, like whoa, I'm cleaning poop off of a mirror and not and then all of a sudden, then you've been amazingly from a viewpoint I have to imagine it's kind of like when people go to school, you know, get you know, have a career and then go back to get the MBA, how much more beneficial it is I've been told to get your your MBA after you have the experience to relate it to it versus someone that goes through school and just gets your MBA don't have that life experience. I mean, you have a life experience in spades. And so then to go back and but then know what it is to be an entrepreneur to run a business but then learn all the things that support a business kind of from the inside out. Yeah, it gives you some pretty unique experience.
Speaker 1 24:59
I got some But I, from there, I just learned a lot. And then after I left that job, I remember, like, I want to start my own business and I started so many different things. People thought I was crazy. Like, I didn't know what I mean, I was only 20 years old 2324 When I left that job, so I gave, you know, three, four years of my life, and I learned a lot. And now I was like, Okay, I think it's time for me to do something. And people, yeah,
Mark D. Williams<br> 25:27
so you left the job before you knew what you were even going to do? Pretty much. Wow, you would definitely have no fear. I mean, a lot of people would, you know, try to do a side hustle, see if it works, and then kind of do one foot balanced. But you just went all in.
Speaker 1 25:40
I just I don't know why. And it's probably my crazy side, right. But I wanted to do something. And I'm like, if I don't do it now, and when, you know, are we ever going to be ready. And then I was I got married to and that was in got divorced later. And so young.
Mark D. Williams<br> 25:59
Man, you don't have like a series of books for sure. It's not a one book.
Speaker 1 26:04
And so, and then my husband at the time loved Nicaragua. And Nicaragua was safe back then, like in the, like, early 2000s. And then they're like, let's move and I'm like, Oh my gosh, but what am I going to do over there? And I started photography business on the side as well. Of course he did. Um, and so I love photography. And I did that. I'm like, Okay, well, I could do that in Nicaragua. And then when I got to Nicaragua, I was like, okay, yeah, I did it did a couple weddings. It was great. Not enough. But then someone was like, hey, and nonprofit is looking for Director of finances. So you actually moved or you were just there. I don't know why we moved. We moved for like two. I lived there for most four years. And then worked for the nonprofit there. So I learned the whole shebang of how nonprofits run. And I was managing the budgets, and I was doing all the finances and putting systems in place. There was a lot of things missing. There was no HR department, there was no really accounting, there was a lot of things that needed work. So I did that. And you know, the divorce happened during Nicaragua times. And then shortly, like, maybe a year or so later, I met my husband Rafale. And then I dragged him to Minnesota.
Mark D. Williams<br> 27:16
Like we have to get out of Nicaragua. We're going back. Yeah. And
Speaker 1 27:20
he was like, I, like let's go to Minnesota. And he was like, What are we gonna do there? I'm like, Come on, we'll figure it out. I'm like, I just my kids, the education my kids was crap. And I needed something better how
Mark D. Williams<br> 27:32
old so when you left your it was at a son or a daughter, your first my first was a son, son. And so he would have been what? Five or 606? Yeah. And then and then coming back. Did you have it? You had additional children at this time or? No? Okay. Two more, two more. Okay. So now we've got three, three amigos. And Raphael, who we'll get to later is a tango dancer and chess player. Well, you're a little bit about that. Yeah. So you come back to Minnesota. And
Speaker 1 27:58
and that's when it started. And then I was like, he said, I'm not going to work for anybody. And I'm like, you don't have to
Mark D. Williams<br> 28:05
be like this before after the recession of 2008 910. This
Speaker 1 28:09
was after okay. Yeah. This was recently like, maybe 2015 1415.
Mark D. Williams<br> 28:17
We've crammed somebody's life into this that I'm having a hard time tracking I need I need a timeline. I need a map. And I also need, you know, a globe of North and South America to track your travels. It's like forget Where's Carmen? Sandiego? Where's Belle cruise?
Speaker 1 28:34
So yeah, in Nicaragua. Oh, so I was about to give birth. And I was still paying for health insurance here. I wasn't, I didn't want to have a baby. No offense to anybody listening. But the public health or the hospitals there were just oh my gosh. And then actually, no, I was about to do it. But then the OB said, No, you're getting a C section. And that scared me. And I'm like, no, why do I need one? And so I am knowing me, right? I have like, 1000 questions. And I'm like, I'm not going to do just what you told me to do. Like, I need proof of why I need it. And while it's like I'm your doctor, I know what's best. I'm like, I'm like, Babe, let's go to Minnesota. I'm still paying for this. Like, let's just go. And he was like, Okay, so when I came here, and then my son was having a hard time with school in Nicaragua. And then while we're here, he calls me like, mom, and I was only going to be here for four weeks, like give birth and get on a plane and go back. And then we were just like, he's like, I just don't get it. I don't understand. They want to hold me back again. And I'm like, Oh my gosh, aid and I'm so sorry. Like, we're going to make this work. He had tutors and everybody and you know, so at that point, I was just like, I can't do this to him. He's meant for much more and like, I don't want him held back, you know, because of what so we got him here and we all just and then I told Graf, and I'm sorry babe, you have to hear this. But I was like, either you stay or you go like it's up to you, but I'm staying. Like I have to stay here for my son and for my kids like their education to me is way more important. Like, I love you, but it's up to you. And then he was like, he's like, Well, because he has he worked with his dad and they have a business in Nicaragua, and it's a whole thing. But then what business was that? They do? They think they have like rice farms. And then they had tobacco farms and they also have like cattles like a cattle farm. And yeah, so he was like, Okay, well, I'm gonna stay just No, my dad's not gonna be happy. And I'm like, sorry, like, but I promise we will make it we will do something worthwhile to make everybody proud. Everything's gonna be okay. And he's like, promise. I'm like, I promise. And then, yeah, then I just started calling people. I called my one of my cousins who did harbor floors. I'm like, Hey, you have a job for my husband, like, let's let's do something here. And then he was like, Yeah, I could give him a job. I just don't have enough work. And I'm like, Don't worry, leave it up to me. I'll get you work. And then he was like, what? I'm like Dori, just got on the phone, started making calls, found in more work. He was working, he was learning hardwood floors. And I met another contractor and I'm like, Hey, do you need someone, you know, to help out? And then he was like, actually, I do. And I'm like, Honey, do you want to go work with him for a while, like, learn, you know, the ins and outs and everything. And he was like, Okay. And then he started working with the other contractor. And then I started doing roofing sales and sighting sales for a company for another company. And then I was technically their sub. And then I was hiring crews. And I was doing all the talking. And at one point, they had me almost project manager. And I'm like, No, that's not my, what I'm supposed to do. But I was like, the liaison between the client and the crew, you
Mark D. Williams<br> 31:57
clearly were incredibly capable. At this point. You've owned like 17 companies. And you know, been, you know, you've had a number of jobs. I mean, so I can imagine why they'd be like, Man, fellas just killing it. Yeah, care that, do that do that.
Speaker 1 32:09
And I have a hard time saying no, sometimes. So I take on more than I can chew. But then it got to one point where one of like a couple of contractors didn't pay us. And I had already paid everybody. And I was like, and I was like, Honey, I think it's time it's time for us to get our license. And then he was like, You sure? I'm like, why not? I'm like, we we know what we're doing? You know, you know, everything. Like, we're smart. He's he was an industrial engineer in Nicaragua. I'm like, we can do this. So then we went in, got our license, and building license or building license or residential building license. And then it was like, Okay, well, now how do we get clients? And now the real struggle starts, right? Well, marketing, let's start. Let's advertise. Let's get this going. And then, here we are.
Mark D. Williams<br> 33:03
Wow, that is quite the intro. Whoa, I hardly know what to say. How many years ago so it was LVR partners was born in
Speaker 1 33:12
2019. As a GC, what, why LBO partners? What's
Mark D. Williams<br> 33:16
the significance behind the initials? Um,
Speaker 1 33:17
so we actually started with ref, sister. And then she left shortly, like maybe six, four months into the process. Yeah, it was just too much. And then we just stuck with the name. Like, why change it? And so we're all partners. And I'm still, like, kind of attach because it has a story to it. You know, I'll say, and then I don't want to I'm like, people are like, well, it doesn't even say your construction. I'm like, Okay, well, let's I don't know, I'm playing around with the idea of like, naming it something different. But for now, that's what it is. So
Mark D. Williams<br> 33:51
you do you do mostly remodeling? And how did those when you when you obviously, you had an incredible, you know, at this point of career, this is like your third career. You knew how to sell you know, how to run a business clearly. What were those first sales like, you know, I mean, again, going back to your natural charisma and you know, your fearlessness and just, you know, easy approachable manner. i It's easy to say yes. And obviously being bilingual, you know, did that help you with some of your first clients Spanish speaking? A walk us through those early sales and how you sold yourself in what kind of objections did you have and how often do people say no, and what did you learn from some of those?
Speaker 1 34:33
Gosh, I heard no all the time. In the beginning. It was kind of discouraging at first and but I you know, me I just didn't let it stop me. The the main objections we had were, we were young. I mean, we're babies in the field. People don't you know, they see you and they're like, What are you doing? Are you are you are you like, like, Oh, we're the owners. Were the contractors and Um, but it just, you know, it just takes that like that right fit. And that's something that I've learned, you know, you're not a great fit for everybody, you know. And so, right off the bat, we I saw that people who hired us were around the same age. And it's like, they felt more comfortable like, oh, yeah, you have four kids. I'm like, Oh, you have three kids? Like, yeah, we're, so we found some sort of common ground. And a lot of people were creatives too, which is weird, what, you know, the type of people you would attract? Because it's kind of yourself as well, right. And then we also, there was a lot of couples that were, you know, maybe Latino speaking one, and then not the other. And it was just like, even though we're both Latino, like, he has a little bit of an accent, I don't. But it's kind of like, kind of that way, you know. And so we just just started from there, you know, those first sales for me. It was a learning experience. We always we undercharged by like, a lot. But, you know, at first you don't, there's no handbook.
Mark D. Williams<br> 36:07
There's no handbook on it. And you know, it's funny, I've spoken about this a lot on the podcast, I mean, even after 20 years, I look back, I'm like, even last year, like I think I've been under under, I feel like I've been under charging my whole career. I wonder if every entrepreneur looks back. And I wonder if we don't all feel that we've undercharged our entire time. And so, you know, how do you how do you I mean, obviously, you need to make those changes. And that's part of education and networking with other builders and understanding like, you know, and saying, like, I am good enough, I don't need to practice like, we are good at what we do. And just having the confidence to say, No, this is what I'm worth this, because a lot of his confidence, right? It's kind of Jewish, he can almost go back to the beginning. Yeah. And be like, as confident, it sounds like you're comfortable and confident at five. But you know, being confident has confident has a huge advantage, just because, you know, the client is buying you Yeah, and I'm saying this is what it takes to build your house or remodel your house, or whatever it is. And that confidence comes with experience.
Speaker 1 37:04
Exactly. And that's the chalk it up to university cost rate, education cost. But for me, it was like, I just didn't know, you know, how to get more clients, because a lot of people, I don't know if this happened to you when you started, but I feel like there's the whole referrals, there's this, but sometimes, when you're you go from being a sub, who's gonna refer you, you know, in our network was only like family members. I mean, I kind of started my whole life again, in Minnesota, I didn't have the same friends. I didn't, you know, there was not a lot of networking happening. And I didn't know a lot about, you know, all the networking events. It wasn't until later that I stumbled upon certain groups that I, you know, associations that I joined. But other than that, it was just, I had to pay for advertising. Excuse me. Payment did Angie's leads, which are rough. I mean, it is so hard. But I sold a lot through them. So I can't say like they suck completely sucks to get you have to pay for the lead. But if you think about it, I mean, Google leads Google ads do you have to pay as well, but because it's more targeted, like they're picking you? Which Angie sends everybody the same lead and you have you're competing for that lead? So in my mind, I'm like, Ah, you know, it's like simple sales technique. Like, okay, like, let's hear, you know, what's your deciding factor after you've met with all these people like what's gonna make you choose the right contractor? So
Mark D. Williams<br> 38:38
you were really looking for almost really anything to kind of feed the meter if you will? And so in those early days, I'm sure there were, you know, a tile job a backsplash. I mean, small jobs, big jobs. Oh, yeah, I would take it off. We take everything where are you at today? So now that you've been in business for
Speaker 1 38:53
I don't do title jobs. So now I we do additions. I'm trying to focus more on just additions. I love additions.
Mark D. Williams<br> 39:01
But what is it that about additions that you love, just the process
Speaker 1 39:05
like from the digging to like seeing the whole structure come together? That like, excites me. And that makes me want to like start building developments like I want like massive?
Mark D. Williams<br> 39:17
Well, I wouldn't bet against you.
Speaker 1 39:20
So I that's kind of what I feel like we're going towards is just kind of focusing on those additions. And I love doing kitchens and bathrooms. So those are kind of our bread and butter right now.
Mark D. Williams<br> 39:31
You know, I see you're you know, you're quite prolific on Instagram and I find your sense of humor really endearing. How do you do you find I mean, you have a pretty robust following on Instagram as well for those listening, you know, give it a look at LVR partners. But how, how helpful Have you found social media avenues to attracting business because you're still doing paid ad? are you how are you still advertising now or where are you getting most of your leads from?
Speaker 1 39:54
We're still doing paid ads. I believe in having a strong presence. Even if you're still getting leads from Instagram, I wouldn't stop paying for ads. Just because I want my name everywhere.
Mark D. Williams<br> 40:10
Do you do anything for print out or mostly? Everything's digital.
Speaker 1 40:12
Everything's digital. I don't do any printing. For us social media has helped us not necessarily in getting a ton of leads for work. But in this realm, like it's helped us a lot. We reached out to you for podcasts, but I've been reached out to for other podcasts. I've been reached out for TV. I've been reached recently. I mean, I don't know if I'm, you're on Fox. You're on Fox. Yeah. And they reached out to us, they found us through our blog. So we must be doing something right. And then I had another like casting director, producer people, just recently, last week, so we're doing a casting call tomorrow for a national TV show,
Mark D. Williams<br> 40:53
you know who you should talk to, I can introduce you to do you know, Brad and Heather Fox from Fox homes. They are in Edina and in fact, we had him on the podcast, we have to have him come back in the episode that we had a mic malfunctions, we have to rerecord. But they were on a reality TV show. Yeah. And so if that's kind of where this is going, they'd be a great resource. I'd love to touch because yeah, yeah, I mean, just gave me a lot of the ins and outs of how it works. Because it sounds glamorous, and it is, but it's a colossal amount of work. And the way I kind of understood the short version will save it further episode is, you know, essentially you do it for exposure, and then you do it for future leads. Exactly. You'd have an incredible story. I mean, I don't watch reality TV, I will watch your episodes, yours would be amazing. I would definitely tune in
Speaker 1 41:36
telling my husband like we could do a little tango dancing while we're on TV like yeah, let's knock this wall down and then do a little twirl or something. Make it interesting.
Mark D. Williams<br> 41:44
Well, you brought up tango, it's on your website. I think you're a very creative writer. Some of the things that you had on your website just made me laugh, like, you know, it's that you describe yourself as a Swiss army knife, which now hearing your story. I'm like, a Swiss, you're like MacGyver, a Swiss Army Knife times can mean you can do anything I had heard. Well, before I go there, tell me a little bit about the tango in the chest. That's all rough, y'all. Yeah,
Speaker 1 42:08
sorry. We didn't. We didn't know. I mean, we didn't know he was supposed to be here. But I'm sorry. Like I dropped the ball on that one. But yeah, he he used to be a tango instructor on his like, free time. And so he loves doing tango, dancing and all of that I tried to learn it's not as easy as it looks. It's very, it
Mark D. Williams<br> 42:27
looks dangerous for a man I was down in Argentina years ago. And we went to a tango to watch it. And it is incredible to watch. And anyway, yeah, it's not for the faint of heart. I imagine a lot of toes are stepped on and I'm sure a lot of knees go or knees are not supposed to go Yeah.
Speaker 1 42:45
And a lot of muscle pulling. And yeah, it's a lot. But yeah, he loves doing that. And then he still loves playing chess like
Mark D. Williams<br> 42:51
he does he still. I mean, those are 10 Gold clubs here in Minnesota. I mean, what's the typical scene in Minneapolis? I
Speaker 1 42:57
don't know looking. We've been looking because that's one of our our goals this year is to get him back into that like, you know, I feel bad like it's we're all work and no play. But we need to make more time for that.
Mark D. Williams<br> 43:10
I mean, you'd be a hit. Have you ever seen the dancing Carpenter on Instagram? Check out the dancing carpet at like lip syncs with his his tape measure. He's got several 100,000 followers. Honestly, Raphael would be a hit. Especially. Oh, yeah, I would watch that. I mean, a tangoing that'd be hilarious. Yeah,
Unknown Speaker 43:31
I'm gonna definitely check it out.
Mark D. Williams<br> 43:32
I want yeah. What? So going back to you know, some of your writing, you know, you know, you talked about Raphael being the on on site and maestro, you know, uh, what is it? How do you guys work together as a husband and wife team now. So I,
Speaker 1 43:45
we, I we booked here. So we both go together on site, we take measurements, we talked to the client, then I go back home, I put the proposal together, send it to the client. And once we get the job, you know, we bring in our all our team designers and architects and all that fun stuff. They're not in house or that no, okay. And then, but Raph is the one who executes everything. So he will make sure that everything gets done right and correctly. He's the guy that any questions that the homeowner has about the building process, it's going to be through him. So he's, he's our main guy on the field. I manage all of like, the material ordering like material selections, all of that stuff I handle. I also handle if there's any problems on the field and the client wants to talk to me directly, then I handle that too. They add together I think we're we're pretty solid group like team
Mark D. Williams<br> 44:47
and the kids. How old are they now? So
Speaker 1 44:51
the 17 year old was actually going to event next year. Full circle. I
Mark D. Williams<br> 44:56
know kind of weird that you have a son going to the University Minnesota Yeah,
Speaker 1 45:00
he always rubs in my face. He's like, how's it feel? He's like, I'm actually going and I'm like, I went, I just didn't finish like, leave me alone. And then, but he's going for civil engineering. So it feels amazing. And he's got a 4.0 Wow, you see, Nicaraguan wouldn't would have left him back held him back how many years and 4.0 kid like he's taking AP classes in high school since sophomore year, like sophomore, I believe it was and it was insane. But yeah, it's so I have the 17 year old, the 12 year old, that's going to be 13 on Saturday. It's like 13 point on 18. And then my two youngest babies with Rafale are six years old and eight years old, Emma and hope. Yeah, so we have Emma hope, Jr. and Aiden? Oh, that's
Mark D. Williams<br> 45:46
beautiful. I love everything about it. I've got little ones. I've got eight, seven or eight, five and four. He just turned four. So similar ages, on the bottom side there. That's that's one of the things on your website. That was interesting. It you had just mentioned about upfront, upfront pricing, no hidden costs, no surprises, just clear, honest communication. What does that mean to you?
Speaker 1 46:05
Well, what it means is I don't I don't know, man. I don't know. I mean, it's the unpopular opinion. Everybody's like bail Shut up. I don't like change orders. I hate them. I feel like, as soon as people bring up change orders, it's like, oh, it's got a bad, like, bad rap for sure it does. And I'm not saying that in certain areas, you have to do it. Right. And that's what I mean by that. I'm not here to, you know, oh, look, well, this little thing. We didn't see that or here's, you know, No, I'm talking about like, we open the wall. And if there is mold, obviously, we're gonna have to mediate and we're gonna have to take care. Right. And the client can see it, I'm not hiding anything from them. If there's changes in cabinets, and it's not like a huge change, you know, but whatever, they want something different or whatever. Just give them the cost of the whatever it is. And then we talk about our cost. So I'm not trying to make a buck out of the change orders. So
Mark D. Williams<br> 47:08
if I understand this correctly, there's not like an additional change order fee. Some builders don't charge it. Yeah. Right. So because some builders will say like, Hey, you have a let's say, you have a $10,000 cabinet allowance. Yeah. And you have, let's call it $100 Change Order fee, or we had Meg billings on from Utah thinks she has a $350 change order fee, actually. And she's trying to D, you know, D incentivize her clients from changing for different reasons. But anyway, so it depends on what your strategy is. But you're saying that if the cost of the cabinetry went up to 11,000, you would charge the client 1000, that there's a change in material goods, you just would not, quote, penalize them an additional fee? On top of that? How are you? How are you making money? Are you doing a fixed bid? Are you doing cost plus, like in that's fixed, it's fixed bid. So let's say this kitchen job you have, whatever the number is that you have in there for profit, regardless of they do 10,000, and cabinets or 11,000. And cabinets, you're gonna keep your number the same. What happens if they add $100,000 of scope to work?
Speaker 1 48:07
Well, that's different. That's, that's the so like, let's say, I have a client that said, Okay, well, we're going from example, I don't remember the measurements, but it was like 10 by 10. Deck, now they want, you know, 20 by 1020 by 16. Deck, I treat it as if it were a new project. So it doesn't matter that I'm already there. I'm already there. Why do I need to charge more? I just never, and maybe I'm doing it wrong work. But in my mind, it's like,
Mark D. Williams<br> 48:37
well, you talked about undercharging. Right. So I'm not a consultant. Well, I guess I sort of them. But, you know, I would I mean, based on what you're telling me, I mean, you are in there is a strategic like, I don't want to you wouldn't ever want to change your what what feels good to you. Like, I agree with you. Like if a client is saying, Hey, I'd like to make this small change. And like, that's a way that you can kind of use it as a PR move and like, hey, you know, with LBL partners, that's not a change the Yeah, that's a really great move. But I mean, if you are doing work and not charging for it, you're going back to your earlier comment that you're under charging for work and what I agree, I still under charge for my work, I think everyone under charges for their work to varying degrees. And the question is, is how do we how do we show it to the client in a way that they understand like, you deserve to be paid for your work, like you're an amazing talent, you're an amazing person, your company, all the things that you're doing, you need to be paid for that. So whether you front load it, or whether you back load it or whether you just you know, have a very clear method, you know, I think you should be paid for that.
Speaker 1 49:39
Yeah. And I'm not saying I'm not charging what I would typically charge it's just there's no I don't see any more fees. You know, I treat it as if it were a new project. You know, I'm not it's a new project. What what are my costs already? What am I already charging? This is what they're gonna get. I just don't you know, want to add more are unnecessary because let's say I start hitting them with more fees. And I'm not, you know, again, unpopular opinion. But if they come to me, and they're like, well, actually, it's kind of high, I'm just going to hire someone else to do it, then I'm just out for $350 change order or whatever change order fees plus whatever extra, you know, just like I just treated as a new job. So if it's like if it's no longer this much, so give me an
Mark D. Williams<br> 50:27
example. So like, I know, the duck one, I'm not sure I follow that, let's say you're doing a kitchen for let's call it 100,000. And they want to do a bathroom down the hall, you're going to create a separate contract for the $20,000 bathroom remodel, or you're going to add it to the $100,000 existing contract and just do create, quote, a change order. So now the contract is 120. How are you handling that? Yeah,
Speaker 1 50:47
that's what it would be. Yeah, I would morph it together. Right. But it would be I would treat it as if they were its own project. You know what I'm saying? Like the cost and everything you
Mark D. Williams<br> 51:00
are you are adding your profit or margin? Oh, yeah. Drop. Separate costs. Okay. That
Speaker 1 51:06
there's no, there's no, like extra fees on anything that makes way more. Yeah, I'm sorry, I wasn't.
Mark D. Williams<br> 51:12
That makes way more sense. Because that now that I understand, because I agree with you, you don't want to disincentivize your client from adding meaningful work in margin Plus, you're already there. They're, they want to say yes to, like, everyone here wants to say, yes, you want to do the work, they want to do the work. You're just trying to remove a hurdle from them doing it. So yeah, I think we're, I
Speaker 1 51:30
think change orders for me would be like, Okay, well, we talked about, we selected this tile, and this tile was this much. And we already purchased it, and it's already there ready to install. And then last minute, oh, we don't want those tiles that that's when to me, that's a change order. I
Mark D. Williams<br> 51:45
agree with you. And I think too, there's, you know, times and I've evolved over the years in our business practice on how we handle this. I've never charged a penalty fee, actually, oddly enough, I'm actually thinking about starting. You know, and I think a lot of builders do it, because you know, they want that profitability, which I understand clients hate it, you're right. And so it sometimes though, it is useful to have it in order to maybe contain a client if they're out of control. And so having some parameters, I think that's it's a hard thing. I think every builder, every model really has to understand their own business really well. And I think you have to understand your client really well. It's not for everyone. And some it's not some people hate it, some people would have, like, you know, you know, I heard recently that, you know, I can just disappoint you once. So like when you present your contract, you know, the first time it always is more expensive than they think it's going to be, and so you can disappoint them once, or you can disappoint them 100 times. And the idea, right is you they like they like the first proposal, but then during the entire build, you hit him with 3050 change orders and like, Well, why wasn't that included? Why wasn't that included? And so, builders do get a bad rap for that stereotype. Because part of it is trying to appease the client. And you know, we're trying to make them happy. Yeah, I mean, have you experienced that? I
Speaker 1 52:58
haven't, where it's like crazy, ridiculous things. But I just feel that a lot of it though, as you know, my website says it's just kind of knowing, like going in and actually looking at everything. So like if we're doing in addition, and there's going to be new windows, and there's going to be doors and there's going to be all these different trims, right? Well, well, I want this kind of trim on like, you don't want it to match the rest of your home. No, I want new trim. And then I'm like what you do realize that you're going to have this trim here, but then your windows aren't going to match? Are you okay with that? And then then it gets them thinking, Oh, maybe then I should just change all the trim. I'm like, okay, so then we should add that now, and not later on when we're already starting. Because then that would be that that makes the process longer, takes more time. It takes materials, it takes a lot of things, right. So it's just like going in to it. Like thinking about everything. And I'm not saying I'm perfect. I'm not right. Everybody has their things. But I try to think meticulously about every little thing. Because I do not want any surprises later on. And I've gotten lucky, you know, just by thinking about it, and like my clients love me and adore me.
Mark D. Williams<br> 54:17
The other two are not even your client, but they
Speaker 1 54:19
they trust me so much to the point where it's like, I don't know what they feel like family. And to me, that means the world to me. So it's like if we can be clear on communication, clear and scope of work, and cost. We're good to go.
Mark D. Williams<br> 54:33
I would imagine your referrals are probably off the charts, then. They've
Speaker 1 54:36
gotten really, really great. I'm not Yeah, it's been amazing. Do you have
Mark D. Williams<br> 54:42
when you are done with a project, what is kind of your MO for how you end a project in terms of like a gift or rate review or, you know, do you have any referrals? You could refer to me? How do you sort of do your exit interview with your clients? So
Speaker 1 54:55
I recently started doing a kind of a HoneyBook Some kind of experience, like, tell us your experience with LPR, and you'll get like a gift card or you could pick basically a gift card or we could do like a little basket for you to come incentivize them to actually take the time and answer these, like 10 questions. And then at the bottom, we'll add, can we use some of the things that you say, on social media reviews and things like
Mark D. Williams<br> 55:21
that? So I'm okay with that term, honey book, that's a website or what is honey? Oh,
Speaker 1 55:24
so honey book is? Have you heard of dubsado? No. Okay. So it's kind of like a car study minister, and it's more proposal building. So I use it for just that. I love my proposals to make proposals to look very creative and very nice. And I don't want to spend hours typing be in front of the like the scope. And so I've done it to the point where I kind of have automations, for things. So I've already have pre built packages, like bathrooms, I already know that we have to do plumbing. And there's a bunch of things that so I've done it now to where proposal takes me maybe an hour or two. So depending once I get my numbers, materials just added in there, the cost, and then all the verbiage. Just pick and choose the verbiage that I want. It's kind of like a click and drag type of thing.
Mark D. Williams<br> 56:17
Oh, man, you're making it really easy for clients. I mean, that's one of the things I think as custom home builders. You know, regardless if you do cost plus or fixed bid, you know, I look at you know, big companies, you know, let's we had Ryan Jones on from us don't get, you know, they built 200 homes a year. But you know, they're building all these modeling software that, you know, their real estate agent can sit down with a client and with a click of a button. Everything's pre priced all picked out. It sounds like you're even doing that. For small remodels. That's amazing. Yeah, for you. So I
Speaker 1 56:44
that's kind of the goal. I don't, I don't want to spend time doing too much of something that I don't really need to be doing. So if I can automate things, I'm huge into tech. HoneyBook is like, what 30 bucks a month, I think. And then it gives you amazing proposals. The feet, like you can follow up on clients or leads through there. So you send an automation automation every like couple days, I want you to follow up with this client, you make the email template. So in
Mark D. Williams<br> 57:10
that way it is become like a CRM. Yeah, it is. Yeah. And
Speaker 1 57:13
then that seems software allows me to send questionnaires, surveys, all kinds of things like design approvals.
Mark D. Williams<br> 57:23
So you're tracking all your approvals from your clients. You've mentioned before that you have drafts, people or architects that help you design this. Are you handling all the interior design selections? Or sometimes depending on the client, you'll have an outside interior designer help as well? Yes,
Speaker 1 57:36
that's exactly how. So I help. I help. And then depending on the type of client, if I feel in right now it's more I'm, I'm I'm actually handling that, like handling that differently. Now. I just want to hand it off to somebody else. I just feel that even though I love doing it, I want to focus on the growth of our business and not so much. You know, there's like running the business and actually working in Oh,
Mark D. Williams<br> 58:05
I'm well aware of that. I feel like I've been working in the business. My whole It's like someone once told me that, you know, if you're working in the business, you have a job. And if you're working on the business, you have a you know, you have a business and yeah, I think I have a job. You know, as much as I'm trying to work on it.
Speaker 1 58:20
You're doing amazing looking. I love this. Just the fact that you're doing your podcast, and you're doing your business and doing a lot. It's
Mark D. Williams<br> 58:27
fun. I mean, it's fun. I mean, while trying to enroll. Well, of course, everyone is usually their own, you know, harshest critic, right? Yeah, yeah. So there's always things that you can do better. And like, I think we have a very supportive, do you think we have a very supportive community in Minnesota?
Speaker 1 58:42
I think we do. 100%. And that's kind of why I loved Minnesota. When I first came here. I felt like people here, it felt like being back home in a way where the community it was more of a community like we're here to help. You know, and I love that. Are
Mark D. Williams<br> 58:58
you part of I know, some of the associations here in Minnesota. I mean, we have Housing First Minnesota, and then the WINC women in construction, are you part of those as well,
Speaker 1 59:06
and Nari and the one that I joined first was a WC, which is not really residential. It's Association of Women in construction. And they're nonprofit in St. Paul, and they help women with government contracting. And I went into it just because I wanted to join an association where there were women in construction, but those ladies man oh my gosh, I was just like so inspired by all the government contracts that they're getting and it was so amazing and how the community I like how they help you with any types of questions even though we're different industries I suppose same industry, but just different areas. The way that they were able to help just with little questions legal even like I need to, I need a lawyer to look over my contract and make sure everything's great. Do Don't worry, we've got you. And that kind of I was just I loved it. Do
Mark D. Williams<br> 1:00:04
you feel? And it's a hard question to ask because I don't even know how to articulate it. I, you know, I have my wife is Asian, so my daughter's half. And so as I'm thinking about her future and you know, wanting more women in construction as well, do you feel that? You know, being a minority woman business owner? Do you feel like that's an advantage in the day and age that we're in now? Is it is it hard for you? Is it Do you feel like people have preconceived notions? Or what's it like?
Speaker 1 1:00:30
I feel that it, it most certainly can be an advantage. Especially if you are doing government contracting. Yes. Very, like we are DBE certified. We like we're ready to work with the government if we if we wanted to. We've got all the certifications necessary. But when it's residential, sometimes it just being a woman owned business. get too far. Maybe not so much a Latino owned business, even though I shouted out everywhere. But definitely being women owned, has helped us a lot.
Mark D. Williams<br> 1:01:07
I mean, I mentioned what I've mentioned this before, too. I mean, most of the people that we work with as clients, we're working with the missus, yeah, I mean, it's the home. It's the most personal thing, even when you mentioned, you know, when your mom and dad moved here, right? Your mom was, you know, the one, the one keeping everything together at home. I mean, you know, I've often joked when we remodeled my house, I told my wife, I said, you know, people pay me for my opinion. She's like, I'm not paying you. It's like, you know, like, even as the owner of my company, like, I'm working for my Yeah, yeah. And so you know, if you can't relate to women, and so I imagine women are just more empathetic and probably better at it, for sure. They're better at it than men. Yeah. And so, and
Speaker 1 1:01:44
that, for us, that's helped a lot. Just that and then Latino, being a Latino here in Minnesota. I've never felt just one time, but it was just, you know, they're like, oh, I don't even know if they speak English. And I'm like, Excuse me, like, do and I understand everything you're saying. But other I mean, it's just been amazing. I feel everybody's here is very open minded. And they're not as judgmental. And, you know, but it's been, for me, just being woman owned. It's helped a lot.
Mark D. Williams<br> 1:02:19
When even coming I have very poor Spanish and but I do, I do love. You know, South America, we spent a lot of time in Mexico as well, but I just love you know, the Hispanic culture in the people in general, if you were to have a stereotype, they're like, very happy people. Love it. So it's like, you know, and there are they fill, you know, a construction in Minnesota, I can only imagine what it's like, obviously, further south, but I feel like, you know, a good 30 40% of the people working on our homes are Latino or Hispanic of you know, and so it's like, I in some ways, I like to go back to school and finish. I'm actually terrible at language. I feel like the only way I could really learn Spanish is just be immersed in Yeah. And so I took Spanish in high school, a little bit in college, forgotten most of it, but my cousin went to school in Mendoza, Argentina. And so that's where we saw the tango thing back in like 2004. I think it was. And but anyway, I digress. The point of it is is like, within six months, a little bit like you as a five year old, you know, you learned a lot quicker than he did. But I would love to it was really important to me that my my kids had a second language. And as it turned out, we couldn't get into the Spanish Immersion School. And so Alas, I guess it's you know, yeah, she'll have to learn it at a later age, I guess, after all, for sure.
Unknown Speaker 1:03:28
But yeah, I
Speaker 1 1:03:29
think we are happy people. And yeah, the stereotypes, you know, suck sometimes. But I'm like, I feel like they fit us to a tee like we are passionate about
Mark D. Williams<br> 1:03:37
the worst. You work hard and you're happy. Like that's a great stereotype. Like, there's a lot of really bad stereotypes out there for different ethnicity. Yeah, that's a
Speaker 1 1:03:45
great well, we're passionate. And so when you hear us speaking Spanish, it sounds like we're arguing we're now we're just like loud, happy people. We're like, you know, and it's like speaking 1000 miles an hour. And I enjoy it. I mean, oh, my gosh, what going on site? If there's nobody around, right? The clients aren't home. I'm like, you blast your music. As long as you're not bonding neighbors. We will go in and there's but there's many other sites and it's like, yeah, let's get going. Like we're dancing. We're like, oh, yeah, you're gonna be much fun.
Mark D. Williams<br> 1:04:14
Raph is gonna be a hit. I want Tango on the construction site.
Speaker 2 1:04:17
Get some tape. I will tell him, you know, give him the curious builder
Mark D. Williams<br> 1:04:21
shot because I will repost that all day long.
Unknown Speaker 1:04:24
Oh, my gosh, that's so you're right. I
Mark D. Williams<br> 1:04:25
mean, you go to the job sites and I love kind of the community that supports each other too, right? I mean, think about your dad's sponsoring almost 100 That's I have some mad respect for your dad like me. There's some things I want to punch him about, but it's not my life, but I also love the fact that he's sponsored 100 People like that's pretty standard up Jose. And so but going back to supporting the community, you know, a lot of times you come in at lunch, right, you know, come on the jobsite, my drywall guys or whoever's on site and they're all gathered around a circle and everyone's sharing food. It's very community. Yeah, I love that. It's so it's beautiful thing to watch. Yeah, I do love that
Unknown Speaker 1:04:57
warm up. The dirty is there and microwave.
Mark D. Williams<br> 1:05:00
Microwaves are several my Oh yeah. 100%
Speaker 2 1:05:03
flat top. And yeah, that's how we roll. Yeah. Oh,
Mark D. Williams<br> 1:05:07
man, I love it. That's amazing. Well, I am so glad that you reached out to come on. This has been one of the most enjoyable episodes that I've had to date. Just use the story. I'm really, really impressed and inspired by your story. And I hope people that listening are as well. And knowing that there's so much opportunity and construction, you know, regardless of your background, or there's just there's a place for you. Just go ask, and go do and go do Yeah. And don't
Speaker 1 1:05:35
be afraid to reach out to to other people and even for guidance. I mean, that's the hardest part. And I'm here for anybody who needs any help with anything. I'm here for you. Like I'm here. What
Mark D. Williams<br> 1:05:46
are some? If people want to reach out to you, what's the best way to reach you? They could
Speaker 1 1:05:50
go through Instagram or they could just reach out to our info at LDR partners and requests, you know, just a conversation, whatever questions they have. They can reach out to me. Excellent.
Mark D. Williams<br> 1:05:59
Well, thank you very much for coming on. Well, thank you for having I look forward to meeting your tango dancing husband. Yeah. Until next time.
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