Journey from the Army to Digital Marketing Maverick
My journey into the professional world began quite differently from where I am today. I started my career in the Army as an engineer. My role involved laying ground floor structures, demolition, bridging, and other engineering tasks. I didn’t know it then, but my experience in the military was crucial, teaching me discipline, structure, and the importance of thinking critically and asking questions – skills that would later play a significant role in my entrepreneurial journey.
After my time in the military, I moved to New York City and entered the accounting world. I had developed a knack for sales, often going door-to-door to bring in new clients for the accounting firm. I was just trying to do anything but the actual accounting. Now, there aren’t many accountants who can (or like to) sell. So it turned out I was more valuable to the company as a sales person.
But in 2012 the company I was working for moved me to South Florida and required me to become a CPA to continue to work for them. The CPA path is like becoming a lawyer. There’s a lot of extra work and a huge board certification exam. I had zero interest in doing any of it, and I knew deep down that accounting wasn’t my calling. I tried to keep up the sales side of my job, but going door to door wasn’t really feasible in my new location. So I decided to take what I initially thought was a "silly job" at a company called Datalot. Little did I know that this step would lead me into the world of digital marketing and significantly shape my career.
Datalot turned out to be a significant player in digital marketing, but I had no idea. All I wanted to do was surf in the mornings, bring my surfboard to work, and keep living my laid back lifestyle. So, I set my terms right from the first interview, not really caring whether they accepted them or not. To my surprise, they agreed to everything I wanted and I began a new chapter in digital marketing.
In this new role, I found myself selling leads in the insurance vertical, specifically auto insurance. I honed my skills in sales and marketing, learning how to talk about marketing and understand the analytics, especially in the insurance industry. This period was crucial for me – I was not only successful in sales but also deeply curious about the marketing aspect of the business.
At some point in 2018, I casually asked how we were generating these calls. Let’s just say my superiors did not want to divulge such sensitive information. The resistance I faced in response to this question only fueled my curiosity, and made me more determined to figure it out on my own. This curiosity led me to dive deeper into the world of digital marketing and understand the intricacies of generating leads and the underlying strategies.
Uncovering the Digital Marketing Secrets
My foray into digital marketing began in 2018, a time when ClickFunnels was gaining momentum. I stumbled upon it almost by accident, driven by curiosity, and eventually found myself at their Funnel Hacking Live event in Orlando. That event was pivotal for me. I met people who had achieved incredible success through digital marketing, like a guy who had made two million dollars from solar leads. I was skeptical at first, but it happened to be tax season, so he showed me his paperwork. Seeing his numbers in black and white convinced me of the potential in this field.
I was still working at Datalot, but I hit a ceiling in terms of my earnings and growth. They couldn't offer me more money despite my increasing contributions to their revenue. So, instead I made a choice to work from home, a decision that marked the beginning of the end of my time there. Working remotely allowed me the freedom to not only fulfill my role, but also to explore the world of lead generation. I started out by taking a course on lead generation in the mortgage industry and I was hooked.
I remember my first successful mortgage lead cost me just $1.25. That was a breakthrough moment. I saw the potential and decided to delve deeper. I was still with Datalot at this time but knew I was on the cusp of something bigger. I had a candid conversation with my bosses at Datalot where they acknowledged that I had pretty much figured out their business model and that it made perfect sense that I should go out on my own–as long as I remembered our non-compete agreement, of course.
And so I started Dawn Patrol Digital, named aptly after a surfer's term for early morning surfing. I decided to take a bold step and moved to Bali for two months. Bali was a revelation. It's a hub for wellness, spirituality, and, not surprisingly, tech visionaries. The environment was infectious, surrounded by people who were not just thinking outside the box but were creating new boxes altogether.
During my time in Bali, I focused on what I wanted my life to be like – my financial goals, my personal life, my family. I envisioned it and began to map out a strategy. This strategy wasn't just about dreaming big but about “violently executing” these plans – a term I borrowed from my military days. It means taking a vision and breaking it down into actionable, achievable goals.
My journey in Bali was more than just a geographical change; it was a transformation in my thought process and approach to business. I learned to harness my energy and focus it on a singular goal, leading to remarkable success in a relatively short period. As I reflected on my journey, I realized that traditional education systems are designed to create workers, not entrepreneurs. This realization only strengthened my resolve to carve my own path and not be just another cog in the wheel.
The creation of Dawn Patrol Digital was more than just the start of a new business. It represented my evolution from a soldier to a digital marketing visionary, from following orders to creating my own destiny.
Navigating Through Setbacks: The Unexpected Hurdle That Redefined Success
I returned to Florida with renewed energy and a clear vision. I ramped up my mortgage lead generation business, leveraging the skills I had honed at Datalot. The real breakthrough, however, came from a simple yet revolutionary idea. I remembered how insurance agents would turn down leads, citing their strong networks with realtors and car dealerships. This got me thinking - if relationships with realtors and dealerships were key, why not reverse the hierarchy in the insurance industry?
This led to the creation of my Mortgage Partnership Program, where I flipped the traditional model upside down. Instead of the realtor being at the top, I placed the insurance agent there, followed by the mortgage lender, and then the realtor. This model was a game-changer, making the insurance agents the primary drivers of the process. They could now attract mortgage lenders into their network using the leads I provided. This innovative approach was not only lucrative but also highly effective, quickly gaining traction in the industry.
However, my success was short-lived. Despite the program's effectiveness, I received a stern warning about violating the Real Estate Protection Act (RESPA), which prohibits incentivizing lenders, realtors, or insurance agents to push products that aren't in the best interest of the consumer. This was a significant setback. The program, which I had poured my heart and soul into, had to be shut down. It was a tough pill to swallow. I felt like I had hit a brick wall, and the sense of failure was overwhelming.
This failure wasn't just a professional setback; it impacted me deeply on a personal level. It was a jolt out of the focused tunnel vision I had been in, leaving me disoriented and uncertain about my next steps. It forced me to question everything. But as with any obstacle, it was also an opportunity for growth and learning, though it took me a while to realize that.
Navigating the Waves of Change
It was disorienting, like having the rug pulled out from under me. Until then, my journey had been a series of fortunate events where I'd mostly had things my way. This was the first time I found myself not in control, and it was unsettling. In response, I took a step back and did what any good outdoorsman would do. I took my dad salmon fishing in Alaska! That much-needed break gave me a chance to regroup and appreciate the smaller but significant victories in life. I realized I really did have a great life and a fantastic business. All I’d experienced was a small set back, not a total catastrophe.
When I returned home, I received a notification that my non-compete with Datalot had ended. It was a timely sign to keep going. And that’s when the entire world ground to a halt as COVID-19 shut everything down. What shocked me most was how frightened everyone was. My father is an extremely well-educated man, yet he was struggling to understand Medicare and afraid of what might happen if he needed to go into the hospital. It was like a light went on in my brain. If my own father was confused, how many other people were struggling as well? I started to see an opportunity inside all the doom and gloom.
I decided to pivot into the Medicare space and started PolicyBind. This was a chance to use our marketing skills to educate and assist people, especially the older generation, in understanding and choosing the right Medicare plans. I finally felt like I was serving humanity, not just making a lot of money.
The launch into Medicare was not without its challenges, especially in building and managing a team. As someone used to the direct and blunt military style of communication, adapting to a more nuanced approach in the civilian world was a learning curve.
Another challenge was managing growth. PolicyBind experienced rapid expansion, growing at a rate of 180 to 250% year over year. This kind of growth demanded constant evolution and adaptation, both personally and professionally. It meant being comfortable with the unknown, making quick decisions, and continuously innovating. Good thing I know how to read the waves.
During this period, one of the key lessons I learned was about risk-taking. The bigger the risk, the more significant the impact. Watching industry leaders like Elon Musk and Jeff Bezos take monumental risks and achieve massive success reinforced this belief. It inspired me to push boundaries and not shy away from taking bold steps.
In hindsight, the early challenges and setbacks were crucial learning experiences. They taught me resilience, adaptability, and the importance of a clear vision backed by a solid plan. These lessons have been instrumental in shaping PolicyBind's journey and will continue to guide its path forward.
Steering PolicyBind Towards a Bold Future
At PolicyBind, we're driven not just by numbers, but by the impact we can have on people's lives. That's why our mission is ambitious and deeply rooted in a purpose: by December 31, 2029, we aim to guide 9 million consumers into the correct insurance plans for them. This target isn't just a number; it represents a population greater than entire countries. It's about filling countless imaginary stadiums with individuals whose lives we've positively affected.
Our company is guided by the simple principle of simplifying the complex insurance landscape for consumers. Every year, insurance plans become increasingly more convoluted. We want to cut through this complexity and connect consumers directly to insurance agents who can provide the best possible plans.
This approach isn't just beneficial for consumers; it's a win-win for our advertising partners too. We're not in this just to sell leads and maximize revenue; our success is intrinsically linked to the real value we create - for the consumers first and our partners second.
Ringba has been instrumental in this journey. Their understanding of the affiliate industry and the creation of a pay per call product tailored for marketers like us has been invaluable. Our relationship with Ringba thrives on mutual growth and success. We both understand the importance of adding value to our respective fields.
In the end, it's about aligning our goals with those of our advertising partners and ensuring that every lead we generate is more than just a number; it's an opportunity to make a real difference in someone's life. Our vision is clear, and as the San Francisco 49ers coach Bill Walsh wisely said, Do the things you need to do, and the score will take care of itself. That's the ethos driving PolicyBind towards a brighter, impactful future.
Riding the Wave of Entrepreneurship
Being an entrepreneur is a journey that defies the human brain's craving for predictability. It's a path filled with uncertainty, challenges, and immense learning opportunities. This journey isn't just about building a business; it's about resilience, adaptability, and continuously learning from both successes and setbacks.
One piece of advice I would offer to emerging entrepreneurs is simple yet powerful: whenever things get tough, tell yourself, "I'll quit tomorrow."
This mantra has been a guiding force for me during tough times. Whenever I’ve used it, I always wake up with a fresh perspective. And I haven’t quit yet. No matter how challenging today may be, there's always a tomorrow to look forward to, a fresh start where you can push the boundaries a little further, learn a bit more, and continue to grow.
The entrepreneurial path is inherently risky, but it's these risks that lead to significant impacts and rewards. Be prepared to adapt quickly, make tough decisions, and always keep an eye on the horizon, ready to catch the next wave of opportunity.
I am immensely grateful for the journey so far – to Ringba, our partners, the PolicyBind team, and everyone who's been a part of this incredible ride. Remember, entrepreneurship isn't about being special or extraordinary; it's about hard work, solving problems, and a willingness to collaborate for greater good. Here's to more waves, more collaboration, and more impactful problem-solving in the years to come!