How Homeland Vinyl Is Taking Over the Fence Show with Jackie Lopez

Hey,

Hey.

All right, we are live and we are here with Jackie from Homeland Vinyl. I have been so excited about this all day long. They wouldn't even let me drink any more coffee or Red Bull. They were afraid I was going to explode. So nice. Without further ado, let's bring Jackie out here to introduce yourself. Jackie, tell them who you are. Everybody knows who you are already, but tell them who you are. Hey guys, I'm Jackie Lopez, Homeland Vinyl. My role is a regional manager for kind of the Western and the Midwest of the United States, but um I we have such a great supportive team. I mean, I just feel like I kind of sign checks and take care of commissions because our team is really just good at what they do. Yeah. So, um Homeland Vinyls, it's a big deal. I mean this year I know you guys you guys were kind of participated walking around a lot at the fence show last year but this year you have a lot more presence at the fence show. So I can't thank you enough for that. Um tell us about that. What's going on with the Homeland Vinyl Pavilion? It's a Pav You didn't just get a booth. You're like you know what I want I want a pavilion. I want the whole world to know we're there and and I think that's going to happen. Tell us about that. How did that how did that whole thing come about? Yeah. So we we did have um some participation just kind of walking the show last year. Um, we heard a lot of great supportive news when our team members came back and said, you know, this is what I saw. This is what I felt. This is what the show looked like. But I think the biggest piece was from our customers. Our customers that were there that were exhibiting and was like, how does Homeland play into this? And we weren't quite sure. I mean, we were not sure how this works. Should Homeland have a booth there? Should should we have our customers there? We were really trying to figure out what that strategy looked like. And so that's when we came to FWA and we said, "Hey, like it doesn't really seem like Homeland should be there with a booth when this is for the contractors." And guess what? Those is that's our ideal customer for our customers is the contractors. So, you know, in in collaborating with you guys saying, "What would this look like?" It we already had some of our customers signed up, right? And so, it's like great, they're already signed up. How do we kind of get our all of our people together? Is it a homeland isle? Is it a homeland row? Um, and so we really got this opportunity to have that centerpiece of the show floor and kind of coalate all of those customers that were already signed up and and really kind of create this pavilion we talked about and and what was really good is the partnership with you guys on hey if we have this mass amount these I think it's eight 10 customers come in this big block of space like what does that look like for them? They're looking for marketing. They're looking for branding. They're looking for, you know, kind of logo placement and they're wanting to be seen as the cream of the crop of this industry for these contractors that are attending and you guys provided us an amazing package that I I think all of our customers jumped on board with. They're like, heck yeah, you know, I want to do this and I I want the opportunity to kind of shine. Yeah. Oh, I I love that you mentioned that. I mean, because you got you literally were was probably some of the first people to really come uh come and talk to me about that got the concept behind it. We wanted to build a show for the contractors and with the contractors in mind from the ground up. And you guys saw that right away and you're like, man, this is just great. This is a this is an opportunity not just to brand yourselves, but to help market for your your customers, which are then marketing to the contractors and then the the homeowners or end users or whoever it might be. So, that's great that you guys saw that and you jumped on there. So, I I can't thank you enough about that. But, uh I did and like you said, there was some crossover already. They were already at a show. So, it's really just a matter of of saying, "Hey, we're here to support your, you know, you you being the show already." And and on top of that, you brought a bunch of more people in there that were already reaching out to you that were excited about it. I mean, just to name a few, and I'll name them because I know there's so many that that it would be hard. Don't miss one, Brian. Do not miss one. I'm going to do it. I'm going to be the bad guy if it was missed. And I'm sorry. Okay. Okay. I'm

Going to spit a few out that I know. So, I know it's Amt uh Fence and Railing. We've got SoCal Fence Supply, AnchorBe, uh, Forever Fence and Rail, Statewide, Wayark, FLW Wood, which is kind of cool. Um, Gallagher, Carolina Vinyl, Eagle Fence Distributors, Alliance. I mean, uh, it's a huge lineup. And if I missed a few, again, I'm sorry it wasn't on purpose, but I don't know. I think you did good. I think you got them all. Um, no, you know what? And it's funny, right, because we've literally have somebody from every kind of territory in the nation. While a lot of these are wholesalers and distributors, they kind of cross over just a little bit, but really we've been able to kind of pinpoint every corner of the the United States to make sure that the contractors that are in attendance, whether it's from California all the way over to the East Coast, they have somebody there from Homeland Vinyl that's going to be able to supply them. And so it it'll be great. you know, it that we still have some autonomy there with um the customers because there's piping and draping. So, it's not like this whole open kind of floor plan thing. Um but it is you you're going to see that Homeland has a huge presence is bringing the cream of the crop of our customer base and really I showing off h how different they are. We're not having a huge pavilion of just vinyl. We're not there's no reason to do that. We are bringing our customers and saying, "Hey, bring a little bit of the vinyl, but showcase everything else you have to offer." What are the some of those, you know, I'll tell you like Alliance and Anchor B, they have a great piece of like the um aluminum framing. They have their kind of their own thing that they've been selling. And so, we really want them to showcase and and promote those pieces. Um, which which is great because if you already have a vinyl supplier, then you can utilize those aluminum framing from them. So, it's really good. Yes. And I I saw some of the marketing that was going out too from our end and from your end. And it's funny how you're saying from every part of the country. It's true because even on some of that marketing, you have the United States map and you show this sector that's it's it's shadowed out or whatever whatever it is grayed out from where they're from and you have them all over the country. And yeah, we we wanted to We wanted to give a super quick visual. So that'll be what some of the pieces that you've seen will actually be on site at the show, but it's a huge like visual depiction of, hey, this is where these people distribute. These are where they wholesale. This is where they have truckloads of material going to naturally and and this is how they can fit in. So it it's a great, like I said, a visual aid for those contractors that are coming to the show to say, "Oh, they're in my region. and let me go talk to them. Yeah. Yeah. And um so and I know you'll be excited to answer this. So if you had to pick one of those suppliers, which one's your favorite? I'm just I'm just kidding. Dude, I just told you I'm bringing the cream of the crop. It's like always when you ask you ask a parent, "Who's your favorite kid?" I love them all. I love them all. You know what? They're all great because they have this like the owners, a lot of the owners are going to be in attendance for this show which is really cool because you get to see these like gunslinger trailblazers that got into this industry as in fencing whether it's second generation or first generation or hey I just want to you know start this type of business that are really cool people really really cool fence dudes and and that's what I think is going to really shine at the show is like Homeland brought some of the coolest freaking people. Yeah. And vinyl, you know, it's it's fairly new to me because I, as everybody knows, we we in Las Vegas, we don't do a lot of vinyl. I mean, we sell some random jobs. I think I've done one in the last like three years. So, it's it's like a foreign language, but I'm starting to really appreciate and enjoy, you know, a lot of our exhibitors and the people I've met on the vinyl side because it's it's it's a whole different beast and it's a it's a huge market I didn't even know existed. Uh because we don't do a lot of residential either. So that that you take away we don't do much we don't do much vinyl and we don't do residential so it almost

It's like a whole another uh a whole another vertical of our business and there's people that are just diehard vinyl and they love it and that's all they do and you see they're like artists with this stuff. I watch them and I'm like it's you give them a bunch of raw material and they just create this this beautiful vinyl fence or this uh archway or whatever they're doing. It's amazing what they can do with it and I'm thinking man if they make one mistake it's not like us with our steel. we can just cut and grind and extend and weld, but they don't. Maybe they do, and I just thought they do such a good job covering it up. Yeah. No, the the fabricators are a piece of our our business. That's what we believe in, right? The privately owned for the privately owned that want to go out there and have, you know, their destiny in their own hands and really be able to just get lineals and make what the homeowners want, right? And it's a it's it's a really cool piece, but as I said earlier, these people aren't just bringing vinyl. They are showing how they have all disciplines in the fencing industry and what they do with it. Yeah. So, what's your background? I mean, we all know you from Homeland Vinyl, but um and some people know you from before Homeland Vinyl, but what give us a little I mean, how long have you been doing the fencing in the fence industry part of it? What how far back does your fence history go? Well, okay. So, I I started out in diversity in um diversity and inclusion recruiting, right? So, corporate Fortune 500. That's really I really where I really started. And then I wanted to get some nonprofit experience. It's kind of a it's a a piece of my heart. I really like nonprofit work. And so I went and interviewed at the American Fence Association. And I would say, you know, my first couple of months there as the membership, you know, coordinator or whatever it was, I got to a chance to call every single member and talk to them. And I learned a lot. I learned what they wanted, what they didn't want, what they didn't see value in, what they wanted more value in. And every conversation, even those that hung up in my face, and I can name a few, I fell I fell in love with them because the industry is just raw and real and and it doesn't take a lot to please. And when they are happy, they are loyal and and so I got to see this like really cool side of this industry and fell in love with it. And then at that point I was like, "Hey, I I'm not going anywhere." Nonprofit, for-profit, whatever it is, I'm going to be in the industry. And uh, Homeland Vinyl stole me away from AFA. I think there was like a lot of happiness. Like Tony Thornton was like, "Go, you go girl. Like, go make the industry better, right?" Um, and and it's it's been a cool learning curve because as AFA, you learn everything. You don't just learn vinyl. So, I got kind of kicked into vinyl during co and it was it was so fast. Like it was so fast. But, uh, there was a lot of opportunity with Homeland. I think because it's p privately owned. It you really have this open door opportunity to the owner and like idea driving and R&D and thoughts and processes about new products and where we could go and even some of the hardships along the way. I mean, CO wasn't easy for anyone and it was hellacious for the manufacturers, but we we we ran strong and we held true to our values. And I think that was one of the cool things that I was like, man, I made the right decision because not everyone did. Yeah. So, you um so about 2020 is when you got into the vinyl side with Homeland. Yeah. Yes. I met you I I met you about when you first kind of went over to Homeland. Yeah. Yeah. Absolutely. Oh, that's kind of cool. I I don't know. I Well, you were so you you were so into it that it felt like you've been in it for a long time in the vinyl because I you never would have known. I would have assumed you've been there for 10 years. That's why I was curious. You know what? I challenge my team every day to teach me something new. I I am a forever student, right? And I think readers are leaders and it's it it takes an an immense amount of, you know, humbleness in this industry to know to to admit you don't know everything. And so I I love that part of, hey, I I I do not know it all. I want to be taught. I'm calling Sean King and I'm like,

"Hey, what don't I know and what can you teach me today?" Or even some of these customers that are coming. I mean, Forever Fence and Rail, you know, Ken Throttorn is a huge champion for the fence industry. And I'm like, where what are we learning next? And what can I sponsor? You know, Ankerb in Texas, he's really great about teaching me the history of vinyl because he's been in it so long. And and I love those pieces, you know, that that are just that that relationship that you can call up and say, I don't know if I really know this or not. Like, help help me understand why. help help me understand how. And a lot of these customers, Carolina Vinyl, I mean, they've been in it for the long haul. And we actually have one of their old employees here on the Homeland Sales team as well. So, you know, it it's this partnership across all pieces where it really makes a lot of synergy on building people up. Yeah. So, Homeland wasn't always the giant that they are today. What um how did how did Homeland start? I mean, do the what's the history of Homeland? How how old how old is Homeland or is it just been something that's kind of grown through accumulating other businesses or you know what what's how's the origin how did it originate? How did we originate? I think that's a very open-ended question. But we've been around for about 40 years. I'll say 40 and some change. Um you know and it fell into the part of just a need, right? Our owner was in uh PVC piping before, you know, and and really just found this need for fencing. uh I would say about 10, 12, 13 years ago, we hired on Doug House, and he had came from a uh other pieces of the business, not necessarily vinyl, and he really created some strategies that allowed us to thrive. Um then there was a several uh manufacturers that went out of business for whatever reason. So I'll leave it you know there but they went out of business and so it created this vacuum of need for for homeland to increase production and to really service th those customers. Um we're we still believe in the two-step distribution model. You know where Americanmade for them for Americans you know and and for American business owners. Uh but still it it you know it uh it it it's not easy and I'd say we we are this we've always been this big powerhouse I'd say in the last five to seven years big powerhouse of vinyl just because of quality right like when you pick up when you call our office we still have a person that answers the phone we will never have a recording we just won't we don't believe in it you know and when you have a problem you pick up the phone and call us not always just an email. I do prefer text messaging, but but it's very much that not six foot business, three foot business and and we still put a huge amount of budget into going and seeing our customers. We did not go virtual. You know, when all our industry and a lot of this world went virtual, we didn't because we still believe that we should be able to look the PE people in the face and tell them exactly what's going on in this industry and why we're the best for their business. Yeah. Well, I believe you guys are probably one one degree apart from almost every fence company in this country. And that's probably because you you don't just have one facility. You've got facilities all over. I mean, that you can get you can get product out pretty quick and product for that area. And and I think we talked about it before. You know, the size of post somebody might need in Nevada is completely different than what they would need in Florida or Montana. So, it's uh you kind of have to have people in that area that understand what the fencers need in that area. So, how many how many locations do you guys have that the products actually either manufactured or shipped from, you know what I mean, from you guys? Yeah, we have six plants across the United States. We have a couple incognito ones we don't necessarily talk about and then like Indiana and Birmingham. So, I think the official is six that's out there. Um, but you're right. We found that the need for customer base to really be close to our customers and allow half truckload pickups, especially for those guys that are growing into big business, right? they really want to take that tipping point and how do I get to the tipping point to get to that next million dollars? And it's by, you know, reducing some of their cost and and going with a a manufacturer that's close by and has

Half truckload pickups versus full truckload pickups really gives that opportunity. But it was also really partnering with some of these cream of the crop people, you know, like Alliance and and Statewide and Gallagher and Eagle, right? that's like creating these distribution opportunities across the United States that that we also partner with really good companies that have distribution models and distribution pricing and that care about the relationship just as much as we do. Yeah. Yeah. And I think that's why I was kind of drawn to you guys, you know, once we all started first talking and I met Doug. I think the first time I really officially met Doug was that with the pool and spa show, I think we finally ran into you guys pool and spa show. you guys were walking around. I saw you and I saw Doug and then uh the very first time I think we ever met and I just you guys were just down to earth and I you know we we connected on that cuz you guys get it. You get that that this industry is built on those that one two trucks and then but you know they may start off with one truck or even a a pickup truck on in January by March, April he's got two trucks. By the end of the year he's got four or five trucks going and you just so you just can't predict it. And you have to take care of these companies you know when they're doing it. And I'm I'm a firm believer in, you know, if if we got a guy that's crazy enough to go dig holes with us, we need to bring him in and and do what we got to do to make this guy a full-time fencer because there is a lot of guys that, you know, I hear him, oh, we don't want their business because they only build fence on the weekends, he's got another job. Well, then we need to take him and make him a full-time fencer. Okay. Right. He obviously wants to get into our industry and and uh you guys cater to the people that cater to those people. So, it's a you know, as well. It's a it's a big deal to to support the industry and I think you guys do a pretty good job at it, you know. And uh you know there's like 368,000 people in the fence construction industry. Like 368,000. And I think I I I heard it best when Philip Doyle said like we are protecting people's homes and families and dogs, you know, like this is not just fence, it's perimeter security of your home and your business and the best parts of what make Americans Americans, you know, and tier tier, you know, like No, it's true. I mean, yeah. Sorry. Go ahead. But you get into this industry, you're in it for life. You're in it for life. I I agree. And I've heard several stories like that of just a a wife that comes to work with her husband, you know, and she's like, "Oh my gosh, I fell in love with the industry. Now I don't like my husband, but I still I love the people." You know, all she wants in the divorce is the fence company. She's like, "You can have the rest of the stuff." Yes. No, she doesn't even want the fence company. She wants the fence family. Yeah. everybody she met. It is because you get to the show. I do. You can go here. I go here. Yeah. Exactly. So, we are too like a family. You'll see people all of a sudden you'll see social media. People are fighting. You think they hate each other and then and they're not talking for a month and then like the next month they're on a boat together fishing. You're like, "What? What happened?" That's our Yes. Yes. Or clay shooting and you're just on edge a little. You're like, I don't know if I want to shooting with that guy. But, you know, by the end, by the time it's done, you're drinking beer together and you're friends again. Yes. Exactly. Exactly. I just saw Did I just see Brett from Fence Track pop up there a second ago? There it is. Let's talk about that. He had that right. What about the Homeland Party? What is What does Susan say? Okay. Ain't no party like a homeland. I don't even know how she says it. She's got some The Homeland Party don't stop. Yeah. So, Okay, so we made this decision, right? Like Homeland's not going to have this crazy big presence. We want our customers to have the presence in the marketing and the branding when going to the show, right? Like this is why they're here. This is

Why we want them here. Um, as I said earlier, the really cool fact was that one booth, a 10 by 20 booth, had certain pieces of the package, but they didn't have it all. And when we when we did hey manpower of these companies coming together the brand recognition the brand opportunity brand branding opportunities are endless at this point you know like it it's so great and so we said okay well true homeland fashion homeland should have a party you know and so we were like okay let's do let's do a party that's how the homeland piece will be there we've created some invitations that our customers have that they can send to their their people, their customers, their friends, their network, their their their partners and invite them along as well as their party, right? It's the homeland party, but this is really to showcase and thank and and you know, appreciate our customers and what they do on a consistent basis. We want that our customers to feel like it's their party, invite their people, and throw a shindig, you know, like true Homeland fashion. We're going to do it on September 11th. So, expect to be a little patriotic. Just a little like, you know, like, hey, in memory of uh it'll be at Stony's uh Stony's, right? Stony's Kicking Country, which is about rocking country. Rocking country. It's about it's about 10 minutes from the um South Point Hotel, but we've got some shuttles that are sponsored by FWA. Um, and then I think a Uber ride is like $6, so not a big deal. It's going to be at six o'clock to 10 o'clock. We have a band, the uh Spasmatics. It's a really cool kind of hit band. We're really excited about it. Um, while it is a country bar, we will not be doing much country music. We're really wanting to do kind of rock, kind of 80s, 90s. Um, so I think it's going to be a really big party. We got food, we have drinks, we have drink specials. Um they've stonies has really given us a great opportunity to throw a big party as well. So we're excited about it. That's cool. I used to go to Stony's a lot when I was younger and uh so it's a really cool spot. It really is. I'm excited. I'm super excited to go in. It's been it's been a long time since I've been u been in there, but um it's got it's got, you know, it's got the dance floor. It's got music. It's got good drinks. It's a awesome vibe. And I'm sure when you guys are done with it, it's it's going to be it's going to be a blast. and um Spasmatics if nobody's seen it. I don't know if you want people googling or looking it up but uh absolutely that is a really fun uh fun is a band. It's a band full-blown band and then um enter almost entertainment is what it is because I mean it really is a show and they they can make two hours feel like 30 minutes because you're just so energized and so excited and it's fun. So that is really really cool. Doug was like, "We need two bands." And I was like, "Okay, hold on." You know, because we had two bands at Fence Tech in January. And so he was like, "We need two more bands." And I was like, "Okay, well, I don't think our venue will really allow for that." But so he's really excited about this party and and showing um the the the contractors that our customers have this relationship with their manufacturer. A very strong longlasting relationship with their manufacturers of this is how we come and support our members. Yeah. Where was your last party at? That was in um the last big one was Nashville. Yep. It was in Nashville at the Florida Georgia line. Yeah. Yeah. I think we have like Yeah, I think we had 980 people. So, I'm looking forward to FWA kind of showing up and showing out and really trying to beat those numbers as well. So, yeah, that'll be our opening day of the show. I mean, we'll actually demo days will be the day before, but that'll be the opening days of um of the actual exhibit hall. So, that'll be kind of it's exciting. It'll actually be our main big event that's going on when the when the show first starts. So, I appreciate you guys being part of that. That's going to Yeah, it's going to be really exciting. Yeah. Uh, you do have to RSVP for it. So, I think the way that we're doing security, right, and RSVPs because there is a limit to stonies. I'm hoping to call the Farey Marshall. That's what I'm hoping, you know, like that. We we can't fit everyone. No one can move. Um, and I So, we do need everyone to RSVP so we can kind of secure spots as necessary.

So, um, that link is floating around. I think social media, FWA has it, Homeland sending out invites. I mean, it's everywhere. If you can't find it, you just contact me or Brian and we'll get it for you. But sure, um, the RSVPs are required and it is required per person. So, just remember that that it can't be, oh, I I RSVP Jackie, but like I need this person to get in. We need all RSVPs. I put a um I I printed about 5,000 of those QR codes and I've been just handing them out the script. Just we're gonna have no We're going to have no problem filling this thing up at all. I I don't want it. I We need to save this space for the contractors. Well, I asked him. I said, "Are you a contractor?" Right. Right. Right. Yes. Yes. Also, it'll be boots and hats. I'm not gonna I'm I'm not gonna like I don't think it's real. I don't think it's real. they show up or like uh Canon bringing his like full on like iridescent jacket like Oh yeah, I can't wait for these guys. They're going to be awesome. It's going to be some epic pictures. It's going to be some epic pictures. Yeah, I think so. I, you know, I'm really, like I said, excited to have our customers have the opportunity to really host their customers or their prospects in this kind of way. Yeah. So you get you guys get pretty interactive with your customers which is cool. And like I was saying, it's in the fence magazine. You got a big ad, I think, coming out in the fence magazine with the QR code and stuff like that as well to RSVP. Um so get on that, you know, right away because it is going to fill up. I have a strong feeling it's going to the show this the show and also your party is going to fill up quick. So um get on that. We and we'll be doing a lot of marketing for that. Um tell me about something new that's coming out. There's something new with Homeland though. There's is there something we can download on our phones and and do some logging in? What about that? Not even hearing. Is there an app or something that's out? Is it out? Yeah. So, we la I have these lines across my face. I'm trying to figure out how to get all over. Yeah. But, um I think it's my my c my um lines. Hold on. Okay. So, everybody can see it better. Okay. Better. Yes. Yep. Okay. That's it. So, in at Fentech uh in January, we launched our first phase of our app and it's the Homeland app. Um, you can get it on our website and download it. But we really wanted something that was going to make it super easy for the contractor, for the homeowner, for our customer to go out there and get information about our colors, about our cataloges, about our brochures, about specs, right? when they're writing and specking us into developments or needing some kind of drawing, you know, for their quote or their estimate, we wanted it to be at their fingertips. And sometimes a website is so convoluted because we just throw everything that a person would need on there that my logical sense isn't necessarily the next person's logical sense. And was that button even there last time? I don't know. And so we really wanted to create an app to make that super easy for all stakeholders in the industry. And and I think we were able to accomplish that. So what's great is it's interactive. When you're looking at our colors, you can click on that color and it'll show you all different types of fencing that's in that color and what's available. So um we didn't quite have anything like that before. We have that now. In addition, like when you're trying to get in contact with somebody, sometimes the person at the our customer isn't available. So now, um, if the homeowner is having a question or the contractor that's installing it has the question and can't get a hold of their wholesaler, they can come directly to somebody here at Homeland and get those answers answered. Nice. So, it's actually um, is it actually you're going to be able to actually communicate with people through the app? Like uh, is there does it do messaging or anything like that with you guys? No. No, but usually people just don't know our contact information and they don't know how to get to the right corresponding person, right? Because my girl in California doesn't necessarily know everything that's needed in the Northeast either, right? And so getting

To the right person in that right territory to answer the questions that are needed for spec and everything you order through the app is like 80% off or something. We don't order through the app because we don't order through the app. Not yet. It's not like Starbucks where it's cheaper if you order online kind of thing, right? Yeah. No, no, no. Um, we we are phase one. We're about to launch phase two at your guys's show. Actually, phase two of the app where we have some new features and some new opportunities. And there's still three other phases to it. So, I'm not going to necessarily tease opportunities that are coming, but we really want to make it super interactive and and and available to all stakeholders in the industry to get the answers they need at their fingertips. Well, that's neat. So, what um with Homeland, tell me a little bit to somebody that doesn't know a lot about vinyl, tell me what what would separate you guys from everybody else on the vinyl products or what lines that you specialize in or what would be a reason somebody reach out to you over somebody else? Um, you know, our competitors are really good about keeping the industry at a great quality at a at a competitive price. You know, our I have a lot of friends at other competitors, so I'm not going to talk bad about anybody. When I say when you come to Homeland, you get a relationship. When I say you come home to Homeland, you get quality. We have always, always, always been known for our quality. Even when things got really thin and I'm saying everyone got really thin during co we didn't and and and we're always growing we're always expanding right we are a a very um forwardthinking industry and thus we have to be a very forwardthinking business and as a as a privatelyowned business we have to do that times two right because every dollar we have is accounted for every cent we don't just get a bucket of money that's in a budget and says, "Okay, how are you going to spend this?" We have to earn it, you know? We have to earn it from one dude. And and and and he still uses coupons, Brian. So, it ain't easy to earn it. It's not easy. Sorry. I'm sorry about the coupons. Okay. I just thought it was worth a shot. What? We're still We're still on that coupon thing. Is that what it is? Yes. Yes. Um but but I like I said quality is what Homeland has always been known for. We have several pocket rails that create differentiation which gives us this huge opportunity to go into different markets and really service the customers that are there and and as I said create differentiation. But the big thing I would say is is value right value because we're not the cheapest one out there. We never have been. we don't try to be and we're not sorry we're not you know um quality sometimes takes dollars and it sometimes you know I don't like to talk about price I just don't there's no reason to because price only means its absence of value and we try to continuously always provide value whether it's in the relationship whether it's the industry knowledge whether it's the product or the quality like the cost of the call back Brian is ridiculous nowadays you know and so why why do that, right? What? Let's get it right the first time. And and Homeland's not above ma making a mistake or two. We've done it. We make millions of fake feet feed a day, right? We just do and we make our mistakes. But the difference is is how we make it right. Period. And and we I mean in in instances where we've been just flat out wrong, instances where we've had to, you know, just do the warranty claim, you know, get the person what they need. and and sometimes even giving homeowner gift cards, right? Like, hey, we're sorry this took two weeks longer than we anticipated. Here's a gift card because Homeland cares about you as the homeowner as well. Wow. Um, and so, like I said, it's just it's just a different philosophy. It's not just vinyl and it's not just customer and it's not just business, right? It's how is your wife, how's your kids, how's this? It's supporting our industry. And I can't tell you how many chapters of AFA we go out there and sponsor. We don't have huge crazy booths at Venste. You know, we like to do our party because that's just Homeland style, but

The chapters and the and and what they're doing is a huge piece of our strategy. It's important to us to know those those, you know, industry people out there to know that Homeland Ha has your back and that's exactly what we're trying to do with a uh FWA as well. Yeah. And I love that you said that relationships and stuff because you're right when things did thin out when we all we all we all felt that. I don't care what level you're on. I don't care if you had 20 trucks or one truck, there was a good solid year where we all felt the same, you know, and that relationships you had with um some of your your your suppliers and things like that and your manufacturers did come into play. And you know, the fact that you're dealing with people that do care about that relationship, you know, opposed to some people that didn't care, it really made a difference between people being able to still grow and and I don't care how much work we had if we couldn't get the materials and people weren't understanding that we had certain projects that were more important than the others and being able to call up and make those phone calls and get, you know, something so you could stay open. It was uh, you know, it it took a lot of people out during that phase. So that is that is great that you guys keep those relationships and people can build that strong that strong bond with people. you could still call. I say I'll tell you like I still stay up at night thinking about like if if there was you know how much vinyl we could have made during those days, right? And it's just unfathomable because there was a finite amount we could make. That's it. I think the biggest standpoint Homeland had is that we weren't going to go pick up new customers. We we didn't. You know, there's this opportunity where we could have gone and got everyone and we just didn't. We stayed true to the customers we had. We took care of the business and we took care of their needs as well. And and we and we expanded during those times. What was great was I remember you know being all noob and everything like asking my owner so like you know we're you know like hey it's a crazy time of year like we're not gonna what what are we going to put towards expansion? Like we're not going to expand right like we just did 22% expansion. we're gonna like be in a lull, right? We're not going to do it. And it was like, hell no, we always expand, you know? And so I'm like, okay, okay, I like this, you know? And it it it's a it's cool to be able to just have that that banter back and forth. No, we're going we're going to keep going. And we've expanded every year. I mean, during CO, we bought a plant, you know, like we bought a plant. And so there there is no stopping with Homeland. there's just not. We're going to continue moving forward and we want that industry and our our customers to know that we're behind them and gonna go with them. Yeah, it was a crazy time. You know, my biggest expansion and growth was during 2020 as well and then going into 2021 because I was one that was fortunate enough to still get my materials. I had I was loyal to my suppliers, too. And because of that, they took care of me when it came time. I was still getting my deliveries. And I know that some some people weren't, you know, to take all that money and start a nonprofit. No. Yeah. Want to do this? But no, at the same time, I got the building in front and expanded into another building and all that during that when and I know it was uh it was a tough time, but yeah. So, those relationships and having companies you can call and deal with and those uh you know, and make contact with your your your salespeople and stuff like that was huge. It was huge. We got Josh Clover on here. What's he saying? Hey, Josh. What is that? It's a nickname. I don't I really don't remember how I got it, but it's a nickname. Hundo. I think the first time I heard it was Oklahoma, right? Yeah. I think that was the birth of it actually. And and Josh also says switching to Homeland was the best decision um they ever made. The customer service second to none, which is what we were talking about. And uh you know it you can't replace that. you can't this this kind of comment right here um says a lot. It does. Hopefully everybody uh you know everybody's understanding what

That means because that's huge. That is huge when you're having an issue with a customer and a project or if you just have a project you're trying to finish and and you got all your money and your time and your labor tied up into it and you got to you know you're trying to get another panel for something. Correct. Having a manufacturer understands that's a big deal. Josh was a great addition to our customer base. I mean, he is, as I said earlier, those forward thinkers that are keeping us on our toes about what we're going to do next. And that's what we want ultimately. We're, you know, we're in it. We're in the vinyl game, but we're really, really liking the opportunity where these customers are saying, "Hey, I want vinyl framing, so I can use your slats for this. I want to round out vinyl and do this." I quite a bit of our customers have done this whole pergola business and they're killing it, you know, and so they're you it's great when a customer can go out there and think differently about your product and create other revenue streams, right? Or other pillars of revenue that are going to sustain their business and grow the relationship we have. Yeah. Yeah. I'm just going to get into the business where I'm going to make those hose spets. Did you see the spets where they put it through the post? That's it. That's all I'm going to do for a living. And I'm just going to take I'm going to get I'm going to go around and get everybody's scrap post, the crap that they cut off, and I'm just going to start making those waters spikets and and just retire off of those. Just Well, how crazy is it, right, that there's these all these new specialties, right? We've got mailbox business, right, where now the mailboxes are being sleeved by 5x5 post or 4x4 post. we have um you know like the real estate signs now utilize a lot of that 5x5 post or you know so it's it's cool to see our industry kind of uh expand out into other specialties and to create I love the conversations when the mailbox people call me and say like I never even knew this existed you know or or the people that do real estate they're calling because they're trying to get into some kind of you know they're trying to end up doing it themselves instead of getting it from a supplier and you know they're just like I never even knew that there was a Homeland vinyl ever, you know? And so it it's funny, right? But Homeland's not big on marketing. We're not like we don't try to make sexy flyers. We don't try to make really cool brochures. We don't we have them out there for what's needed, but really we try to put the emphasis on our customers. That's who we want to shine. You know, it's them. It's their business. It's their, you know, hard work that's really going out there and making these opportunities out there. And so Homeland's just like, how do we make it easy? Yeah. Well, I had an idea of creating a crash rated vinyl fence to sell to Yeah. You know, like a mile long. I've been trying to sell this idea to the military bases. I haven't sold any of it yet. Yeah. You know what? You go, boy. No, it's just a little pet project of mine. Yeah. Yeah. You and Josh Glover is your partner. Josh, we're gonna make crashed. He's gonna bring some sanity to the situation. You know what? You should totally ask everyone in the Homeland Pavilion at FWA what their thoughts are on that. I'm gonna go around say I'm going to go around each one and say Jackie said I'm Jackie I need to ask you about your crash rated vinyl fence. She's so all responses. We'll put together a video. We'll play it at the party. I need to get some pricing on it. Yes. Yes. Yeah. Oh, I can't wait. Presentation to Nellis Air Base down the street a little bit later and I'd like to get some, you know, some brochures on it. Yes. Yes. Well, I would love for you to be 100% prepared for our customers to ask FWA what's the next thing, right? What is the next thing FWA is doing for them? I think be prepared for the question of why FWA, right? Why and and how what they do next in addition, you know, like um where they can get involved. I think those those are questions FWA should be ready to talk about because people want to know. We've we've really got the momentum,

Especially with our customer base on, hey, FWA is a great opportunity for you to go like we do our fence tech, right? Homeland as a manufacturer goes to our fence tech, but this is your show. What are you going to do to make it better? And and the biggest thing Homeland's like, what's your strategy, right? Like don't go out here without strategy. What's your strategy? What are you going to do? How are you going to do it? Who are you going to meet? You know, what questions are you going to ask? And who in the hell are you going to sell? You know, go get orders. I'm glad you brought that up. Yeah, we're we're you know, I think we're finally at that point. I mean, it was just a mad race in the beginning. It was we're we must have you know we didn't know what we were doing. We were just like, "Hey, let's do an association. Let's do a show. Let's do let's do all this." And it just grew so quickly that we were playing catch-up ourselves and learning from a lot of our mistakes. And we made, you know, eight mistakes for every two things we did, right? So, we're finally at the point where when someone asks us, you know, things like that and obviously a little easier on one-on-one conversations when you can, you know, say, "What are you looking to get out of it?" You know, you know what whether and it's different for manufacturers and suppliers and contractors and and it's, you know, even from the installers. When we talk to an installer, they want something completely different than the the people they work for. And then the manufacturing suppliers are looking, you know, some people are looking for marketing, some are looking for branding, some are looking for education. Um, you know, and it's some are just trying to break into our industry. And yes, some are just in areas where it's overregulated. They want help with that. It's amazing how different it is, you know, when you talk to people. So there is no blank answer to you know sometimes we think as associations and you know as people that are we think are leading the industry that we have the answers or we know what people want. No I know what people want in Las Vegas. You know that's where I've been for 25 years. So it's uh it's a little presumptuous of me to say I know what somebody in Indiana wants or Florida or you know it's completely different. And you know I we're we're all flooded with different types of competition and different customers and different regulations. So, I think that's where these these other um you know, whether what whether you want to call them, chapters or whatever you want. I think that's where some of that does come into play. But even that's hard. Yeah. Oh, absolutely. Like you're in the ground, right? You're you're not even in bloom yet, right? You're just still a seedling. But it's really great because you have this platform, right? We see that your team has a a platform. Look at Susan killing it with FWA Women Offense killing it. I mean, really getting new people that have really never done podcast before, women that are really trying to associate what their their their skill set and their strengths are for this industry. And so, you know, I love these these micro pieces of opportunities that are just kind of Susan was a great addition to the team. She's a rock star. She is an ass kicker. That's what she is. She gets things done and and it's I I'm happy to call her a friend, but she she is also a really really good powerhouse and and and you know uh person for that industry and for FWA to kind of get to that next level and she's going to bring those bright ideas. Yeah. And she is I mean she's she's a she's my right right hand. I mean she's my first phone call at the beginning of the day. My I don't even know why I call her sometimes. I get in the car and I'm heading to the office and I don't even have anything I don't even have a reason yet. I just I figure it out once she picks up. Hey, you know, and then at the end of the day it's like uh it's randomly she's like, "Okay, okay, I'll talk to you in the morning." I'm like, "What? What?" Because I forget that it's 2, three hours later and I'm calling her at 6,000 my time and I get this crazy idea that I want to talk about and she'll humor me for like three or four minutes at, you know, 9:00 her time. But then I hear the pool water

Splashing around and stuff and I know she doesn't really want to talk to me so I let her go. but she's just been a rock throughout this whole thing and like you said, she's just a powerhouse. It's amazing um how much energy she puts out and what she does to push everybody and she makes that phone call that I don't I'm one of those people that hates to talk about money and things like this and you know what I mean. I got today like right now right now and I was like yes right now right now I get all these great ideas let's do this together and then she makes the phone call saying this is how much it's going to cost for your share of doing this. She's awesome. So, I like I said, I think you have a great team. You're really sparking these great interest and and I know our customers that are going to be there are going to be asking how do we get involved and what's next? Yeah. And we should have some answers. We're we're finally at that point where I think we're getting that that that organized, which is really neat. It's really fun to see it. And we're not as stressed as we were this la this time last year. We know the show is going to be. I mean, we're way over in um I think one of the nights on the room block sold out. People were calling saying we can't book the rooms. I'm like it should be. It says it's still got and then find out that one of the room nights had so many rooms booked that that you couldn't book that one night. So we had to call and actually have them add more nights to one room one of the weeks. That's awesome. Weekday. So that was kind of cool. And attendance like the registration's up. And so once you see all that that kind of relieves a little more pressure. Last year I feel like we were fighting to get every exhibitor there and then we're like panic. Oh my god, is anybody even going to show up? But this time it's just all kind of flowing which is really neat. So we're looking forward to seeing everybody back there and and having the same great time we had last year. but um just on a bigger scale, especially with you guys there, the parties and having you guys help with all that. It's been huge. So, we do appreciate that. Is there anything anybody you want to do a shout out for or anything before we uh wrap this up? No, no. Like I said, I'm really excited about this opportunity of attending this year. I didn't get to attend last year. Um bringing our customers out there and really showcasing FWA. um them having a presence in this industry like a real face logo presence here and and I I really want to hear from you of what you think manufacturers what can we do as a manufacturer to continue supporting FWA and and the momentum you guys are gaining. Yeah. Yeah. And I I know we'll have a lot more meetings, you know, internally about that. But I mean, you know, for manufacturers and suppliers, what we're really looking for is um we're not looking to nickel and dime people. We're looking to build this community up like it's supposed to be. And I I think I think one of my big pushes was this. I felt like we were all doing trade shows and things because we had to be there. Um and we we forgot why we're doing these shows in the first place and why they were created. They were created to bring everybody together, not to see who could build the biggest booth and and have all their sales people huddle in the middle. And you know what I'm saying? It's not what it I'm saying that's not what it was about. It was about it was about building a community and getting everybody together and um and having you know get something out of it. We wanted you know exhibitors and you manufacturers suppliers to actually get some sort of return on it no matter what. And we wanted to be able to help with our marketing and our reach and and you know in turn what we're looking for is is to share in some of that promotional stuff and and get the shouts out. and we all know 10 other people and you know and if we all share some of our marketing and get it out there and let everybody know this party's happening and and we're all you know it's a big deal for you guys to come and and rally your troops and get everybody and get on airplanes and get hotel rooms and we forget that. We forget that that how much work and how much money it costs for you guys to do an expo. Yes. Yeah. Yeah. No, absolutely. And and even our customers, right? Because our

Customers have skin in this game. You know, we Homeland didn't sponsor all of this for them. No. You know, they have skin in the game. They they're paying to be there and they they prepare to be wowed, you know, so bring it. Bring it. We're bringing our sign, you know, MWA's bringing theirs. I would say for all those manufacturers that are listening, those suppliers that are listening, you know, give Brian a call, shout out on the Facebook, like what can we do next? The biggest thing Homeland did was walk up and say, "How do we do it different?" Yep. And and that was very big because it started a creative conversation where the sky was the limit, right? The budget was the limit, but the sky was the limit within that budget and so what does that mean and how can we partner this way and who should be there for this? And as I said, it was a natural progression because a lot of our customers had already kind of signed up and seen the momentum here. This was just how do we kind of pull it all together and and create some kind of initiative around it. Um, but as I said, th those people that are out there looking to how do we do this differently? How does 2024 make a splash? I would say make sure to contact FWA and and start asking that question. Start the discussion. Yeah. And you did do it differently. I I I've never seen anybody do that before. I mean, you could have just got a big booth and put six sales people in the middle of it and said, "It's all about me." But you didn't do that. you you you you know you you got you had a big booth you got a big booth in the middle of it but you basically said this is for my customers and I've never seen anybody do that and you've got I think that one area 10 different people setting booths up inside your booth it's just it's it's amazing what you've done so um I wish everybody would do that would be awesome wouldn't it'd be awesome if uh everybody included their customers like you guys do yeah you know we just we we see your segment right we see your demographics and we're like okay well that that's not who we sell to if we go there. All we're doing is competing against our customers, right? But how do we still support those industry associations that are out there that are wanting to make a difference, right? That is getting a collective together and understanding difference, bringing education, bringing some fun, you know, bringing some opportunities, bringing kind of like cohesiveness and synergy and how do we support them? And it was a no-brainer once we realized it, right? And so, you know, as I said, a couple of those customers were already signed up. Now, we just needed to kind of find holes of, you know, ensuring that we had brought the entire country to this, you know, area and and have people, you know, for all of those people. Don't think that this is just a regional show, right? We're bringing customers from California all the way to the northeast, all the way up and all the way down. Southeast, northeast, the central. You know, you talk about some of these names that we had. They're they're across the country. They're they're territorially against, you know, pieces of the the United States. And so, yeah, if you are on the fence about attending this show because you're in the far northeast and this is a, you know, a west western kind of coast area, don't be. We We have people there to help get you pricing and to supply you and to get those relationships started. Yeah. And um you definitely guys think outside of the box. There's no doubt about that. So, um, besides coming to the show, what's a good way for them to locate one of your suppliers or, uh, distributors or, you know, something like that? Is there is there a place they can go? Is there say call Homeland and and say, "Hey, you know, I'd like to find a supplier in my area." How would they do that? You know, I would say I give you the opportunity to pick up the phone and call Homeland. You know, test my theory where I say a real person will answer your phone call, right? When I said it, it's going to happen. Of course, it needs to be during business hours, but you know, or you can always go online and there is the link to our app and on the app it does kind of do the map and who those sales people are across that nation and we can get you in contact with the, you know, the distributor or the supplier that makes sense for you, you know, and and that's the real the real piece. You when you talk to

Somebody at Homeland, it's going to be more consultive. It's going to be what are your needs and what are you looking for and you know and what do you want and how do you want it and in what market and do you want differentiation right and then we'll be able to kind of point you in the right direction that best suits you. Yeah. And you work out of which office? What what side of the country? It's is it out of Oklahoma area? I'm in Texas. So I Yeah. So I I work from home and then I travel every other week. So Okay. and my territory specifically is everything from California to Ohio Valley up and down. Um, but you know that we have sales reps within those territories that really manage those pieces. So that's why I said in the beginning I have an amazing team that does an amazing job at what they do and they just make me look good every single day. All right. Well, great. Well, thanks for coming on, Jackie. It's a big deal. It was it. Like I said, I'm super excited. I know we've been talking about it for a while. I was super excited all day. Um, I don't know if there's anything else that uh Susan wanted to pop up on the screen for us, but uh I think she's shaking her head in the background. She's like, "No, you guys said it all." Josh Clover says, "Challenge coins." I love that idea. I'm writing it. I am writing it. I love it. That was our last message. We're gonna call this a Josh Glover show. Thank you for coming out and supporting us, Josh. I appreciate it. and everybody else that commented and engaged today on the the podcast. We appreciate all of you. Whoever's tuning in afterwards as well, right? You're coming in to see. We appreciate it. Yep. Yeah, definitely. We appreciate everybody watching. Um, we will talk to you, I'm sure, later, Jackie. And, uh, Josh, I'll be giving you a call at 2 am. And, uh, we'll work on that crash rated vinyl fence like we do at 2 in the morning. All right. Well, thank you. Uh, thank you again for coming on. We will talk to all you guys next week. We'll see you later. See you guys. Bye.