A Better Industry Starts with Honesty

Wis-Coat Asphalt Maintenance is based out of a very small market in Lone Rock, WI. Business owner Marvin Joles III realized early on that he wanted his business to be a different type of Industry Powerhouse. Instead of forcing his business to grow, Joles has turned his attention to growing the industry instead of his company.

“I’ve been in business for 14 years and I don’t see my company getting any bigger than it already is,” Joles says. “My main aim isn't to grow anymore. We are the absolute best at what we do in my area and I am comfortably proud of that. There’s a hesitation from customers seeking the services our industry provides because of the lack of trust a few bad experiences have created. I want to work to change that instead.”

Social Media Transparency

Joles started using social media heavily to communicate his messaging to his customers. Through his YouTube channel, Joles posted videos almost daily of what he was working on as well as talking through any issues that would come up while he was on the jobsite.

“Using the videos, I can sort of take people with me all day,” Joles says. “The more transparent our industry is, the better it will be for not only my customers, but customers across the country who are searching the internet for pavement maintenance contractors.”

Wis-Coat also has Facebook & Twitter accounts to connect with not only their community of customers, but with their distributors as well.

“Through these videos, I can tag manufacturers if I use their product and I’ve been able to make some industry contacts that way as well,” Joles says. “Every video is an opportunity to connect with someone and that’s great.”

The company is also an early adopter of Snapchat, where Joles gives followers up to the minute video clips of what he’s working on.

Contractor Connections

Through the videos, Joles also started to realize the need for a forum where contractors can connect with each other.

“I was getting messages on my YouTube channel daily from guys all over the country who were trying to figure out a certain problem on a jobsite,” Joles says. “They’d ask me how I would solve certain issues and I’d always give them my phone number to call me anytime.”

In an effort to connect more contractors with each other, Joles created the U.S. Sealcoaters Facebook group. Right now, the group consists of around 400 contractors who can post discussion questions about a job, materials, equipment and even business management.

“We don’t have to be so cut throat,” Joles says. “I want to connect the people who want to better the industry through discussion and transparency about their work. Hopefully we can continue to grow the group and even meet up at events like National Pavement Expo.”

Joles hopes to try to shed a positive light on an industry with a sometimes negative reputation. He believes this can be accomplished if companies continue to grow their social media presence.

“Social media is changing the industry,” Joles says. “Those companies that aren’t doing it are giving off the impression that they don’t want people to see their business. Therefore, the companies that do have Facebook, Twitter, YouTube accounts for customer to connect with them through are going to rise to the top.”