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Marketing Through the Downturn: How Alterra Keeps Growing in a Competitive Texas Market

📅 November 14, 2025 ⏱️ 26:01 🎤 Jack Jostes, Jeff Riddle

Chapters

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  • 0:00
    Marketing in a Competitive Market
    The episode opens discussing the highly competitive landscape industry and the importance of consistent marketing, even when others might pull back.
  • 0:00
    Embracing Video Marketing
    Jeff Riddle, a client of Ramblin Jackson, shares his experience with video shoots, highlighting the evolution of his comfort with the process and the use of staff and teleprompters for efficiency.
  • 3:31
    Project Spotlight: Dallas Backyard
    Jeff describes a landscape design project in North Dallas, transforming a challenging space into a functional and beautiful outdoor living area with a pool, artificial turf, and diverse planting.
  • 5:53
    Outdoor Living and Nature
    The discussion touches on the diverse wildlife attracted to the redesigned backyard and the utility of high-end outdoor furniture like a 13-foot cantilevered umbrella for comfort in Texas heat.
  • 9:18
    Market Trends and Competition
    Jeff and Jack discuss the current market conditions, including a post-COVID return to normal volume, increased competition in Texas, and the decision to maintain marketing investment during a downturn.
  • 18:29
    Marketing as an Investment
    Jeff explains his philosophy of viewing marketing as planting seeds for future harvest, drawing an analogy to a 'tree of good fortune' that produces results over years, not instantly.
  • 20:51
    Holistic Marketing Approach
    The speakers emphasize the dual importance of providing excellent customer service, earning reviews, and investing in marketing, as both are crucial for success.
  • 23:56
    AI's Role in Marketing
    The conversation shifts to the impact of AI, particularly Chat GPT, on search and content creation, acknowledging its utility as a tool while cautioning against over-reliance without human review.
  • 31:49
    The Power of Video Content
    Video is highlighted as a powerful marketing lever, with discussion about creating professional content and 'boots on the ground' content using smartphones.
  • 34:48
    Integrating Content Creation into Daily Work
    The speakers share strategies for making content creation a regular part of their job, using tools like Chat GPT to assist with generating social media posts from daily activities.

Speakers

J
Jack Jostes
Host
J
Jeff Riddle
Alterra Landscape Design

Key Takeaways

✦

Maintain consistent marketing investment even during perceived market downturns, as it acts as 'planting seeds' for future growth.

✦

Combine excellent service and customer satisfaction with robust marketing efforts; neither is effective in isolation.

✦

Actively solicit and leverage customer reviews and testimonials, as they significantly influence potential clients.

✦

Embrace video content (both professional and 'boots on the ground' with smartphones) to showcase projects, capture testimonials, and enrich website content.

✦

Integrate content creation into daily routines by planning to capture photos and videos at job sites and using AI tools like Chat GPT for drafting social media posts, but always review and edit humanly.

✦

Keep your website updated and rich with content, including transcripts of videos, as AI tools extract information from these sources for searches.

✦

Understand that the competitive landscape is intensifying (75% more companies in 20 years); a strong brand and continuous marketing are crucial for standing out.

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