S2.E20: Legacy, Longevity and Lead-Gen, with Mans Lumber

• In the first-ever in-studio edition of Bullhorns and Bullseyes, Curtis and Tom welcome onto the set Doug Mans and Meghan Mans-Kurili, fourth- and fifth-generation members of the Mans family at the help of Mans Lumber and Home. Learn about the company’s secret to longevity, a story that spans 125 years, two world wars, two global pandemics, a housing bubble crisis, and even attempted arson! Learn how a family-owned business can both stay consistent to its values while also adapting with the times and evolving and innovating as a business. Listen or watch along to hear how Meghan modernized the company’s marketing approach, evolving it from brand awareness only to a mix of brand awareness, lead generation, and measurable outcomes tied to actual sales.

  
  

  N.B.:

  • Read and see all about the Mans legacy spanning 125 years!

  • Thanks to Auxiom for providing the studio space, recording gear, and highly capable tech team!

  
  

  Takeaways:

  • Evolve with the times to stay relevant—what worked for your business decades ago won’t carry you into the future.

  • Balance old-school tactics like radio and billboards with performance-based digital marketing to maximize your reach and ROI.

  • Prioritize marketing channels you can track and measure so you know exactly what’s working and where to invest.

  • Implement a closed-loop system where sales feeds lead quality data back to marketing to improve targeting and reduce waste.

  • Don’t underestimate your Google Business Profile—it may drive more phone calls than your website.

  • Rebrand thoughtfully if your current identity limits your appeal—make sure your name, colors, and message invite in your ideal customer.

  • Simplify the customer journey—make key actions like calling or finding a location just one tap away on mobile.

  • Create cohesion across multiple brands by building a unified strategy, even if the businesses serve slightly different markets.

  • Help your customers grow by sharing your marketing expertise—it deepens relationships and strengthens loyalty.

  • Use storytelling to turn your brand history and customer relationships into meaningful, memorable content.