
Torsion Talk - The Garage Door Industry Podcast
The garage door industry podcast "Torsion Talk" is the number one listened-to podcast for garage door businesses. We strive to educate and challenge business owners and employees who want to develop into a better leader.
Ryan our host is the owner of his own garage door business Aaron Overhead Doors. They have three locations in Buford, Milton, and Buckhead GA. Ryan launched his marketing agency Markinuity in 2019 after trying multiple companies he felt over promised and under delivered. Ryan started Garage Door U in 2021 and does events often through GDU.
Latest episodes

Sep 20, 2024 • 41min
Torsion Talk S8 Ep79: Ryan Interviews Jesse Yeomans from Star City Garage Doors
In this episode of the Torsion Talk Podcast, Ryan Lucia shares exciting updates and valuable insights for garage door business owners, focusing on leadership, marketing, and operations. He also introduces a special guest, Jesse Yeomans from Star City Garage Doors, who shares his journey from being a garage door installer to managing operations for a growing company. This episode is packed with practical tips to improve your business, boost customer service, and navigate the challenges of running a garage door company in today's market.
Introduction & Updates
Ryan opens with key updates, including the return of the Virtual Door Dealer Conference on December 13, and a reminder about the upcoming Garage Door Summit in March. He also dives into the changing landscape of digital marketing, with a focus on AdWords and its recent shift to pay-per-call models.
Virtual Door Dealer Conference Details
Ryan provides more information about the Virtual Door Dealer Conference, explaining how it’s designed to help garage door dealers grow their businesses. He highlights the importance of being actively engaged in the conference and promises valuable takeaways for all attendees.
Garage Door Summit 2024
Ryan gives an update on the Garage Door Summit, taking place in March 2024. He mentions Willie Robertson as a keynote speaker and encourages listeners to grab the few remaining tickets, emphasizing the networking opportunities and high-quality content.
Marketing Insights – The Power of AdWords
Ryan talks about the current state of digital marketing and shares his recent success with Google AdWords’ pay-per-call feature. He encourages business owners to reconsider their marketing strategies and embrace new tools to generate better leads.
Interview with Jesse Yeomans – Star City Garage Doors
Jesse joins the show to share his journey in the garage door industry, from being an installer to taking on the role of operations manager. He talks about the importance of balancing customer service with efficient operations and how his team works to deliver quality results.
Jesse’s Leadership and Operational Challenges
Jesse dives deeper into how he develops his leadership skills, his experiences working with family, and the importance of preparing his team for when he steps away, especially with a new baby on the way.
Running a Garage Door Business in a Rural Market
Jesse discusses the unique challenges of running a garage door company in a rural area, balancing high-end and budget-friendly services, and how his team focuses on delivering quality installations with minimal callbacks.
The Changing Garage Door Industry
Jesse and Ryan reflect on how the garage door industry has evolved, particularly with the rise of public information and resources like Facebook groups, certifications, and industry events. Jesse emphasizes how these tools have helped him grow his business.
Star City’s Future and Goals
Jesse shares Star City Garage Doors’ growth plans for the coming years, including expanding their team, improving service efficiency, and maintaining high customer satisfaction.
Closing Thoughts and Takeaways
Ryan wraps up the episode by encouraging listeners to invest in themselves and their businesses through continuous learning and training. Jesse leaves a final note of appreciation for his team and their hard work.
This episode offers practical insights for anyone looking to grow their garage door business, from improving leadership to refining marketing strategies. Tune in for actionable tips and inspiration!
You can check out Star City Garage Doors website by visiting https://starcitygaragedoors.com/
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Sep 11, 2024 • 26min
Torsion Talk S8 Ep78: Navigating Uncertainty in Business and Life
In this episode of Torsion Talk, Ryan discusses the challenges of navigating business during uncertain times. From political tensions and economic shifts to team dynamics, he offers strategies on staying resilient, maintaining focus, and pushing through adversity. Learn how to manage your team, enhance marketing, and prepare for the future while keeping a balanced mindset. Whether facing a downturn or preparing for growth, this episode provides practical advice to help you weather the storm and stay ahead in the home service industry.
Introduction and the Importance of Breathing
Ryan opens with a reminder to breathe amidst the chaos, discussing the current economic climate and its impact on businesses.
The State of the Economy and Consumer Confidence
Ryan explores consumer confidence, real estate shifts, and potential effects of interest rate changes.
Steel Market and Recession Indicators
Ryan shares data from the steel industry and potential recession signals, discussing their impact on home services.
Managing Employees During Uncertainty
Ryan talks about handling employee raises, turnover, and maintaining morale during a downturn.
Political Impact on Business
Ryan discusses how elections historically affect business sales cycles and offers tips for managing during this time.
Handling Slow Periods and Team Performance
Ryan shares strategies for keeping your team motivated and improving operations during slower periods.
Core Values, Mission, and Vision Alignment
Ryan highlights the importance of core values and mission alignment during tough times for consistent decision-making.
Leadership Development and Training
Ryan explains how to use downtime to invest in leadership growth and training within your organization.
Private Equity Influence and Retaining Talent
Ryan offers advice on retaining top talent amid private equity influence and competitive offers.
Accountability and Attention to Detail
Ryan stresses the importance of maintaining accountability and detail during slower periods.
Marketing Strategy and 2025 Planning
Ryan shares how to start planning for 2025 by analyzing growth areas, marketing efforts, and team operations.
Building Team Camaraderie
Ryan discusses the value of informal gatherings like Taco Tuesdays to build camaraderie during downtime.
Final Thoughts: Stay Focused, Stay Resilient
Ryan encourages listeners to stay focused and resilient, offering advice on pushing through tough times and preparing for the future.
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Sep 3, 2024 • 28min
Torsion Talk S8 Ep77 - "10 Keys to Rapid Success in the Home Service Industry"
Join Ryan, the host of Torsion Talk, as he dives deep into the top 10 strategies that have driven his success in the home service industry. Whether you're a seasoned professional or just starting, these insights will guide you toward building a thriving business with a solid team. Tune in for practical advice, personal experiences, and actionable steps that will help you elevate your leadership, improve your team's performance, and ultimately achieve your business goals. This episode is packed with valuable content, so grab a pen and paper, and let's get started!
Introduction
Ryan kicks off the episode with an enthusiastic welcome, sharing his excitement about the 10 powerful strategies that have propelled his business to new heights. He emphasizes the importance of constant learning and the desire to grow as a leader.
Invest in Yourself
Ryan discusses the critical first step: investing in yourself. From reading books to finding a mentor, this segment highlights the necessity of self-development in becoming a better leader and pushing your business forward.
Focus on the Details
Drawing parallels from his experience in coaching football, Ryan explains how paying attention to the small details can lead to excellence in every aspect of your business. He shares practical examples of how focusing on details impacts team performance and customer satisfaction.
Always Be Coaching
Ryan emphasizes the importance of continuous coaching and development of your team. He shares his approach to utilizing external resources and the value of personal involvement in team development.
Live by Your Core Values
Learn how to establish and enforce core values that drive decision-making and team behavior. Ryan explains the transformative power of core values in shaping a cohesive and motivated team.
Regular Communication with Your Team
Ryan outlines the benefits of daily huddles and constant communication within the team. He shares how these practices help align everyone’s efforts and solve problems quickly, leading to a smoother operation.
Accountability for Everything
In this segment, Ryan discusses the importance of holding everyone accountable swiftly and fairly. He provides tips on addressing issues promptly to maintain a high standard of quality and performance in your business.
Effective Marketing Strategies
Ryan dives into the essentials of marketing, from the importance of SEO and pay-per-click campaigns to reputation management. He shares insights on how to optimize marketing efforts to reach your ideal customers effectively.
Building Your Brand
This section covers the significance of tailoring your brand and marketing strategy to attract your ideal customer. Ryan explains how a focused approach can set your business apart in a competitive market.
Understanding Your Financials
Ryan stresses the need for a strong grasp of your financials and having someone to hold you accountable. He talks about the importance of making informed decisions based on financial data.
Taking Time Off to Recharge and Innovate
In the final segment, Ryan highlights the importance of stepping away from the business to recharge and gain new perspectives. He shares personal stories about how taking time off has led to some of his best business ideas.
Closing Thoughts
Ryan wraps up the episode by encouraging listeners to implement these 10 strategies to grow their business the right way. He also shares his commitment to maintaining mental, emotional, and physical health and how these principles have played a vital role in his success.
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Aug 27, 2024 • 31min
Torsion Talk S8 Ep76: "Mastering Leadership for Business Growth"
In this episode of the Torsion Talk podcast, Ryan Lucia delves into the critical role of leadership in driving business success. Drawing from his personal experiences, Ryan emphasizes that leadership is the most significant factor in his business, surpassing even marketing and sales. He shares insights on how being a proactive, inspiring leader can lead to a thriving business, regardless of external challenges like economic downturns or market fluctuations.
Ryan also reflects on the journey of starting a business, the sacrifices involved, and the importance of staying connected with your team. He discusses the impact of leadership on team morale and how a leader's actions and decisions can inspire or demotivate their employees. With practical examples, Ryan explores the difference between proactive and reactive leadership, offering tips on how to keep your team motivated and aligned with the company's vision and goals.
The episode is packed with valuable advice on how to continuously grow as a leader, invest in personal development, and create an environment where your team can thrive. Whether you're a seasoned business owner or just starting, this episode will inspire you to take your leadership skills to the next level.
Introduction and Importance of Leadership Ryan kicks off the episode by emphasizing that leadership is the most critical aspect of business success, even more important than marketing or sales.
The Journey of Starting a Business Ryan reflects on his journey of starting a business, the sacrifices involved, and how leadership played a crucial role in overcoming challenges.
Proactive vs. Reactive Leadership Ryan discusses the importance of being a proactive leader, sharing examples of how proactive leadership can prevent issues before they arise and keep the team motivated.
Inspiring vs. Motivating Your Team Ryan explains the difference between motivation and inspiration, highlighting the leader’s role in inspiring their team through vision, mission, and core values.
The Impact of Leadership on Team Morale Ryan shares stories of how leadership decisions can either positively or negatively impact team morale, stressing the importance of being present and approachable as a leader.
Personal Development as a Leader Ryan talks about the importance of continuous personal development as a leader, including reading, mentorship, and investing in business coaching.
Practical Tips for Improving Leadership Skills Ryan offers practical tips on how to improve as a leader, including setting milestones, being accessible to your team, and creating a plan for leadership development.
Final Thoughts and Upcoming Events Ryan wraps up with a call to action for business owners to invest in their leadership skills and announces the upcoming Garage Door Summit in Puerto Rico, March 2025, featuring keynote speaker Willie Robertson.
This episode is a must-listen for anyone looking to elevate their leadership skills and drive their business to new heights. Tune in to gain insights that can transform your approach to leadership and, in turn, your business!
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Aug 20, 2024 • 51min
Torsion Talk S8 E75: Boosting Efficiency with Kathy Nielsen - Communication & Systems Optimization
In this episode of the Torsion Talk podcast, host Ryan Lucia meets with Kathy Nielsen, an expert in the home services industry, known for her expertise in systems and processes. Kathy, also known as "The Chicken Lady," talks about her journey from managing an HVAC company to building a successful consulting business. Her firm helps service-based companies optimize operations, particularly through software like ServiceTitan and QuickBooks.
Summit and Sales Training Announcements
Ryan highlights the upcoming Puerto Rico Summit, a must-attend event for business owners looking to improve their operations. He also discusses the benefits of their sales training sessions, which focus on ethical and consultative selling techniques.
Meet Kathy Nielsen: Systems and Processes Expert
Kathy Nielsen shares her journey from the HVAC industry to consulting, where she now helps service companies streamline their operations. Her expertise in business processes and software tools like ServiceTitan and QuickBooks has made her a trusted industry advisor.
The Role of SOPs (Standard Operating Procedures)
Kathy explains the importance of clear, consistent Standard Operating Procedures (SOPs) for smooth daily operations, especially in small businesses. She offers practical tips for developing SOPs that are effective and easy to follow.
Maximizing Software Efficiency
Kathy provides insights into how businesses can better utilize software like ServiceTitan and QuickBooks to manage data more effectively and streamline operations. She shares advice on setting up business units and dashboards to gain actionable insights and improve decision-making.
Improving Dispatch and Communication
Kathy discusses best practices for setting up an efficient dispatch system, tailored to different business sizes. She emphasizes the importance of separating the roles of Customer Service Representatives (CSRs) and Dispatch Service Representatives (DSRs) to improve customer service and operational efficiency. Kathy also shares strategies for enhancing communication between field and office staff, boosting overall business performance.
Conclusion
Ryan wraps up the episode by reflecting on the valuable insights shared by Kathy. This episode is full of actionable advice for business owners looking to improve communication, systems, and processes. Don’t miss out on these insights, and be sure to secure your spot at the Puerto Rico Summit!
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Aug 13, 2024 • 30min
Torsion Talk S8 E74 - "Mastering Internal Communication for Business Efficiency and Growth"
In this episode of the Torsion Talk podcast, Ryan Lucia delves into a critical yet often overlooked element of business success: internal communication etiquette. Effective internal communication is essential for avoiding inefficiencies, reducing costs, improving morale, and fostering company growth. Ryan shares valuable insights and practical strategies to help business owners and team leaders optimize their internal communication processes.
Introduction: The Role of Internal Communication
Ryan kicks off the episode by emphasizing the importance of internal communication. He explains how every business activity starts with clear communication, from sharing the company’s vision to setting guidelines and delegating tasks. Without effective communication, businesses risk inefficiencies and misunderstandings that can derail progress. Ryan draws from his experiences to illustrate how rushed or unclear communication can lead to significant problems.
Core Principles of Effective Communication
Ryan outlines the key principles of effective internal communication:
Clarity and Precision: Clear and concise communication is essential. Avoiding jargon and ambiguous language helps prevent misunderstandings.
Consistency: Consistent messaging across all levels of the organization is crucial. Regular updates and check-ins keep everyone aligned and accountable.
Accessibility: Ensuring that information is easily accessible to all employees through centralized platforms is key to maintaining organization-wide clarity.
Tools and Technologies for Enhanced Communication
Ryan explores various tools and technologies that can improve internal communication:
Email: Best practices include using clear subject lines and setting expectations for response times. Ryan suggests using email to differentiate between urgent and non-urgent matters.
Instant Messaging: Ryan advocates for using apps like Slack for internal communication, which offer real-time interaction and organization through channels for specific topics or teams.
Project Management Tools: Tools like Asana and Trello are invaluable for tracking projects, setting deadlines, and keeping everyone on the same page.
Video Conferencing: Ryan highlights the importance of video conferencing for meetings, especially for remote or field staff, to maintain engagement and effective communication.
Best Practices for Communication Protocols
Ryan provides practical tips for establishing effective communication protocols:
Clear Protocols: Set guidelines for different types of communication, such as when to use emails, instant messaging, or phone calls.
Regular Updates and Check-Ins: Ryan underscores the need for regular team meetings and one-on-ones to maintain effective communication and ensure feedback loops are active.
Documentation and Record keeping: Maintaining records of decisions, discussions, and action items helps keep everyone informed and accountable.
Training and Development
Ryan discusses the importance of training employees on communication tools and etiquette. He encourages continuous learning and improvement, ensuring that both office and field staff are well-equipped to communicate effectively.
Conclusion: Empowering Business Growth Through Communication
Ryan concludes the episode by reiterating the power of effective internal communication in driving business success. He offers listeners a free Standard Operating Procedure (SOP) on internal communication and invites them to connect with him on Facebook for more resources. Ryan encourages listeners to attend for further learning and networking opportunities.
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Aug 6, 2024 • 24min
Torsion Talk S8 E73 - Customer Retention
In this episode of Torsion Talk, Ryan discusses the importance of customer retention for businesses, emphasizing that it's a key factor for growth and success. He shares his plan to improve customer retention.
Key Highlights:
Annual Membership
Loyalty Point System
Referral Program
Personalized Service Reminders
Exclusive Access to Personalized Service Reminders
VIP Customer Support Line
Birthday/Anniversary Discounts
Discounted Upgrades for Members
Customer Appreciation Events
Educational Workshops & Webinars
Tune in to this comprehensive episode to learn about the different strategies to enhance customer engagement, foster loyalty, and strengthen the bond with customers.
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Jul 16, 2024 • 37min
Torsion Talk S8 E72 - Navigating Leadership and Controversy
Episode Overview:
In this episode, Ryan shares his experiences and insights from a recent digital agency summit in Mexico. He emphasizes the importance of building a team of leaders, sharing how this strategy has significantly benefited his business. Ryan also discusses several controversial political topics, expressing skepticism about official narratives and critiquing both major political parties in the United States.
Key Topics Covered:
Digital Agency Summit in Mexico:
Ryan shares his learnings from the summit, focusing on AI and leadership development.
He highlights the impact of fostering a team of leaders on business success.
Political Controversies:
Ryan discusses the recent attempted assassination of President Trump, questioning the official narrative.
He expresses disillusionment with both the Democrat and Republican parties, citing deviations from their core values.
Legal Issues and Presidential Debates:
Discussion on former President Trump's ongoing legal battles and the significant resources he has expended.
Analysis of the recent presidential debates and a shooting incident at one of Trump’s rallies.
American Politics and Potential Solutions:
Ryan critiques the current state of American politics, suggesting term limits for Congress and reducing the size of the government.
He emphasizes the importance of focusing on business strategies during election seasons without succumbing to fear.
Listen to this insightful episode to gain a deeper understanding of the intersections between leadership, politics, and business strategies.Stay tuned for future episodes where Ryan will continue to share valuable tips and insights.
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Jul 2, 2024 • 1h 3min
Torsion Talk S8 E71 - Financial Fundamentals for Startup Success
In this episode of Torsion Talk, Ryan dives into the essential financial aspects for small to medium-sized garage door companies. With a focus on education, Ryan shares valuable insights to help business owners optimize their operations, boost their sales, and achieve financial sustainability.
Key Highlights:
1. Business Updates and Sales Training
2. Implementing Financial Systems for Startups
3. Understanding Profit and Loss Statements
4. Seasonality, Marketing, and Profit Margins
5. Effective Pricing and Benchmarking Strategies
6. Basics of Balance Sheet and Cash Flow Statement
7. Evaluating Cash Flows and Managing Inventory
8. Efficient Inventory Management and Payment
9. Startup Loans and Lines of Credit Strategies
10. Business Loans, Growth, and Leadership
Tune in to this comprehensive episode to gain valuable insights into financial management, marketing strategies, and effective business practices. Whether you're starting a new business or looking to optimize your current operations, Ryan's advice will help you achieve your goals and drive growth.
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/

Jun 25, 2024 • 44min
Torsion Talk S8 E70 - Insights with Cory Holley from Vidor Garage Doors
In this episode, Ryan and Cory Holley from Vidor Garage Doors delve into the intricacies of the garage door industry, sharing their unique experiences and insights. They discuss the innovative features of Vidor's products, particularly the low-maintenance composite doors and their customization options. The conversation covers the importance of customer service, effective communication, and the strategic use of social media marketing.
Highlights include:
Maintenance tips and customization options for Vidor composite doors.
Challenges and strategies for selling specialized garage doors in different regions.
The logistics of product distribution and ensuring undamaged deliveries.
The crucial role of customer service and communication in building client satisfaction.
Future collaboration plans between Ryan and Cory.
Tune in to learn more about these expert strategies and the evolving landscape of the garage door market.
**About Vidor Garage Doors:Vidor Garage Doors is a premium garage door manufacturer known for its innovative and artistic approach to garage door design. Believing that a garage door is a crucial element of a home's aesthetic, Vidor offers a wide range of customizable options, including various panel styles, colors, and finishes. Their collections, such as the Steel Carriage House and Authentic Wood series, are designed to enhance the value and sophistication of any home. Vidor's commitment to quality and customization ensures that each door is unique and tailored to the customer's vision.
Find Cory Holley of Vidor Garage Doors at:
https://www.linkedin.com/in/cory-holley-74329314/
https://www.vidordoor.com/
https://www.instagram.com/vidorgaragedoor/
https://www.facebook.com/vidorgaragedoor
Find Ryan at:
https://garagedooru.com
https://aaronoverheaddoors.com
https://markinuity.com/
Check out our sponsors!
Sommer USA - http://sommer-usa.com
Surewinder - https://surewinder.com
Stealth Hardware - https://quietmydoor.com/