This Rebbe's Secret Path from Torah to Tool Belt

I started off as a rebby. I taught in a lakewood. I've lately been meeting a lot of rabbam coming to me and saying, "I'm a rebby now and I'm going to burn out 10 years, 15 years. And now I want to go into the work space. What should I do?" You're a rebby. You're a rebby. You're teaching kids. You know, you're making I don't know 50 $60,000 a year. Don't understand that the only way to succeed is to go after your passion. Your passion is what drives you. Follow your heart. Do what you love. What we're doing. Yeah. This is This is our path. [Music] None of your business, Oshi. None of your business, Michael. It's the None of Your Business podcast hosted by Michael and Oshi. I want to get right into that. I'm so honored that you're here with us and it's really meaningful for me because I know your father and I know the impact that you've had on ECAP and just the industry as a whole. You're doing the right thing. You're branding yourself and you're getting out there. You're going out of your comfort zone, right? To that. And I just want to get started. Why don't we just go ahead and give us a quick introduction as to who you are? If I just had to ask you for anybody listening, someone that doesn't know you, who are you? Where are you coming from? Why is guitar getting you more excited than design? What's happening here? So, my name is David Mashinsky. Everybody knows me as Dudi. Uh, my friends, I started off as a rebby. I taught I really taught in Union City in closenber and then we moved to Lakewood. I taught in Asiva in Lakewood. I taught I'm teaching probably close to 20 I I still go into class once a week. I go in and I play guitar with the kids. The kids beg to come. It's like a treat. If you did every single day, they don't appreciate it. Once a week, Sunday morning, I go in for half hour, 45 minutes, and we we set the tone of the week. We tone the week with the guitar and we tune it. And that's why I start my week every single week. And that's how they tune in. And that's where they tune in. So this is in elementary school. Yes. What grade is this? Primary. Wow. This is like before olive bass. Olive bass. This is olive. Olive bass. As a matter of fact, I used to teach the kids with guitar. When you teach kids with music, it sticks. Yeah. What do you mean used to teach them? Explain that. Very basic. Are we talking about first second graders? No. No. First graders. Primary. Primary olive bay. Right. How many times could you teach a kid olive bay? olive bay vice gimmel dive and repeat it come alu but when you sing it with a song right a b cde e it it sticks you remember of course and it started about was probably 12 13 years ago we were snowed in in Lakewood this going on the podcast also we snowed in lake I had a good friend that lived in the same development like I was single not going to go into it and he asked me said you know something I want to do something on my spare time how about let's learn guitar and there was another guy in development that knew how to play guitar and he just taught us the basics and I found it very therapeutic, very it just was incredible. It was relaxing and I started playing with it and I enjoyed it and I would take it pick it up every once in a while and then I brought it one day I brought it into one morning. I think it was Kaneka and I played with the children and then I was a little bit musical and I started playing with the children otherwise every single day and those years that I taught with the guitar I realized that that the kids were really picking it up much better. It's hard creative. That's so creative. It's creative and the children used to love it and it hyped up and it made it so much more exciting. I didn't go. It just went if I want to learn the olive bay. Really? You want me to teach you? You don't have to You don't have to teach us. But is a custom song that you made? Any song? Oh, you took song. Did I do then? How do you teach? Give me one. We're not going to put this. Hold on. Why? You don't want to. It's uncomfortable. He doesn't want to sing for everybody. Because Yeah. I don't want to sing. It's okay. We don't have to sing. Because what? Because what? I'm just curious. Why not? Michael, in your own spare time, you can hear his story. Things that I'm not comfortable with. You know what I'm saying? Yeah. Okay. See, but you know something? Maybe we'll think about it. You started out as a rebby full time. You were a rebie. It was the kids. Imagine sing. We teach the kids. Different tune and every day a different song and we'd change it up and we would finally get a boring. We'd hype it up with a new and with a guitar. Yeah. You process it better in your head when you hear it in a It sticks. Yeah. In a melo. That's why I know Ashray. That's why I know benching. Comes with a tune. Yeah. It comes with Elenu. That's right. That's right. Right. Very smart. And I realized that the children are really adapting. They're picking up much better. And those years that we taught with music. Yeah. The kids I could say almost every single kid was a success story. Wow. Hashem. Great. How did you get into this design world then? What happened? How did I get into the design world? Basically, talk about design world. How'd you get into the business? Right. You're a rebby. You're a rebby. You're teaching kids. You're making I don't know 50 $60,000 a year. 50 60. How about 20 30 40? Really? Yeah. Times have changed. Okay. This is 20 years ago. No. 67 years ago. 50 60 70. That's a discussion of itself. We got to figure out how the rebies got to stop earning a decent living. Yeah. There are people starting to make a difference. We notably Yeshiva Spring Valley paying people what they're Spring Valley was always ahead of the game. They're setting the president for others to know that you need to pay for talent otherwise they're not going to make it. They pay very well over there and people drive in from Lakewood to be a rebby in the Eastern Valley. You're a very coveted job. You're not ready to retire yet obviously. So what happened? No, I retired already as a rebby. I just go and just No, I'm saying as you were a rebby, how did you get into this? And I just want to say we speaking about rebies, everybody should know that rebies are one of the most hard the difficult jobs and the most unappreciated. rebies if they have they have to succeed not only in disciplining the kids and the kids have to know the kids have to come out the end of the year mastering whatever they taught God forbid if if these kids walked out and they did not succeed they're the talk of the town in every circle in every bungalow colony for what for 30 $40,000 a year yeah it's crazy come to think of it I think who was it that made a song Benny Freriedman made a song beautiful song my daughter-in-law brought it up recently she said that's one of her favorite songs. If only we would appreciate our rebies. We have to trust them. It's about trust. By the way, you want your kids to succeed, you got to put your full trust in that rebby that they knows what they're doing. You got to appreciate the And by the way, we're paying a lot of money for tuition. So, I'm not sure why don't get paid more. But I listen. All right. That's a story for another day. No, but it's not every school that pays high tuition, just so you know. Yeah. I guess in the Casia schools, they do charge a lot less tuition, but they have a lot more kids. They have a lot more volume. But let's I digress. Let's go back to you. So you were a Rebby years ago. I used to love just to doodle around. I used to love to draw when I was a kid. I used to sit in class and doodle a lot. Also, by the way, I used to draw little I I used to like to draw architecture still exteriors. I used to draw cities, buildings. I'll never forget one time I drew a whole kya a whole city and I made a coil. I made a coil and it was like a 20s story building and my rebi came over to me and asked me, "What's this?" I said, "That's a coil, a future coil." I said, "What? Every single Yinga Mountain is going to get his own room." Own room. Is this on your Gabbor? Like on the Yeah, on the paper on the inside. Yeah. We all used to doodle on that. We used to doodle on that. I would do the same Bart Simpson to be honest with you. Bart Simpson. Yeah. There's only one talk about Bart Simpson. Why? Back in the days. The yellow guy. Yeah. The yellow guy. The yellow guy. Exactly. Bart Simpson. Michael, we're connecting. I'm What's going on over here? You know what Bart Simpson is? I am aware of Bart Simpson. Yes. Yes. Yes. That's it. We used to doodle on our Gamarra. So So you're drawing this as a young kid. How old were you when your Rebby came over to you? 10 11. 10 11. You're drawing 20 stories. I used to hold a gamar like this. I have to find it. I probably have a stash somewhere in the attic or like one of those boxes over there. So you had this passion early on already. You had this passion early on and I kept on draw. I used to draw like I used to love exterior like architecture. And I say about 20 years ago, I was offered a position to someone a good friend of mine offered me to draw a bismish and I did the architecture and that was a success story and that was your first entrance into the space. I worked with another architect and that one led to the next and I I started just doing series then we went into space planning and then I hooked up with some architect and it went on and on but what ended up happening was it was very timeconuming and I used to work evening times and even by recess the children used to remember I used to sit and draw because I didn't have enough time in my day. Yeah. And eventually it led someone Mr. Ruben Liber he's not around a very spectacular person of course Liber you remember? class. I just now was his first year at site. My brother was doing a job with him and he gave me this opportunity. They were designing a nursing home in Brooklyn, 92nd Street. If I want to come into the healthcare, I thought, what do I know about healthcare? There's so much regulations and I don't know nothing. Anyway, whatever it was, he pushed me to set up a meeting with him. He set up a meeting. I met them. Al went on that night and I literally for two days straight I sat by the computer and I designed them his lobby and his was it was a gorgeous it was a gorgeous project. The interior the interior. It was only the interior. I also did interior and also I doodled and I came back to him. He was blown away. That was my first project. I'm going to fast forward. They had the open house and some of his partners, associates showed up and one guy came up to me that he has another job uh facility he wanted to renovate. It was in I think it was Rocklin County. I was a second and was a challenge. But I noticed that people in the healthcare industry don't want to be busy with the architect. They don't want to be busy with the designer. They don't want to be busy with the contractor. They want to focus on one thing on operating every single day on operations and this specific guy asked me if I would do the construction. I have never done construction before. I couldn't stand with him. We hired I outsourced to somebody else and it was a couple of months later Mr. Room had another project and he asked me if I could do it and then I took upon my first project. I hired my own contractor. So you're doing this on your own. This is your own company. I started on my own. I had I drew the plans on my own. I was a one oneman band. I hired a contractor. I was a rebby. Basically, this was my first opportunity. It was just like I was Reuben referred you to somebody else. You referred me to somebody else. Rocklin County. You starting to make waves. Correct. You started making waves and then Ruben called me back. It was the first design built design with construction and it was in Queens. It was a small little dining room. It was like not a large scale job, but you got to always practice with a small job. That's where you you get grip traction and I was a rebby at the same time. I've been talking about this going back 15 years ago and I designed the space and I hired a contractor. I did not have a site manager at that point. I was doing everything myself and I did the purchasing and I had to do the billing, the invoicing and everything. But I realized that's when I learned every single aspect. And even though I didn't appreciate all the little nitty details, today I'm much more into sales, which I really appreciate. I'm a people's person. I don't have the patience to sit by the computer and design even though I could I I understand to this but that's where I really got to know every single part of the business and from there we kept on fine tuning and I'll be honest nobody even heard of us till probably a couple years ago I did not want to come out in public till I really understood it and developed a feeling and grasped it and connected with it and understand what works and what doesn't work. I could I would say the first time people started hearing about dynamic on a larger scale was in 2019. So I I would say I started in 2011 till 2019. When you were low key you remember low key not Russia. I used to show up to the shows here Atlantic City. The first time I came to ECAP was four years ago. Noble Kim much mayor Singer Freddy Friedman they were the ones that introduced us. I think they're partners with Hershey. I don't know. Maybe yes, maybe not. I mean I think so. I think they're affiliated affiliated. They started over with Hershey and they made the introduction and we'll get to ECAP later. That's a little fast forward but we developed over the years a lot of connection with a lot of contract a lot of contractors and till we built our own infrastructure. Our what we bring to the table advantage is that we have everything inhouse and that's what our clients appreciate about us all under one roof. All under one roof. the design, the construction, the supplies, you're doing all management like they're outsourcing the entire thing to you. Exactly. If anybody if anyone has a problem, there's one person to call, that's Mashinsky. And the biggest challenge when you have a designer and something that I really tapped into and I mastered and I I realized the biggest challenge that design with construction is a little bit of a clash, right? Designers are very detail oriented. They're artsy. They're not fast moving, right? They methodical. They get stuck. They get stuck. The contractors, they got to move, right? And this is a big issue that people when they build anything residential, they get it. It clashes all the time. When you're running a facility and you're busy with operations and marketing and getting your patients and everything and ends up, I'm listen. I I had the good fortune. I I built a house and I remember now the designer and the contractor were always fighting with you. It was neck to neck. They were always like it was they were clashing and they just I couldn't understand it but they were just always butting heads all the time. They're butting heads because the designer has a reputation. They want to make sure it's perfect and the contract has one thing. I got to deliver. I got to finish. You know what I'm saying? You designed it the wrong way. I can't do it the wrong way and and if he ordered the wrong thing and it didn't work out. They're always butting heads. Yeah. And that is the reason especially in healthcare. They want to make sure you take take the whole thing and take care of it. Yeah. By the way, you should know that I noticed that you're embarking on this journey already last year at ECAP West. And I saw that you were noticing that building your brand is not just about the company and what you're doing. It's also about the person behind the company. The image. The image and your story. People like people connect to people. Yeah. At the end of the day, no matter how nice your design is and your logo and your slogan and your mission statement. You mean I'm a connector? Ultimately, we're all connectors and people want to do business with people that, you know, we said it here that you trust, right? You want to build that trust. So, I think that what this does is also opens that idea to, okay, who are you? People can listen to you. People can listen to this in a year from now. You said you want to know a little bit about me, who I am, listen to the podcast. And then it's a little bit of a way to showcase who you are. So, it makes a bigger impact. And uh just also going through the story, you think of things that like, oh, this would help somebody else. And that's something that I really want to get to because I could tell you that I do a lot of I would say career guidance for people and I've lately been meeting a lot of rabbam and a lot of people that are coming to me and saying I'm a rebby now and I'm going to burn out. There's a certain burnout period 10 years 15 years and now I want to go into the work space. What should I do? And it's such a common question. How do you get into that? So I'm curious what your take would be to people that are starting off in any business even for given your background like knowing what you know now over the years. You said you built up the infrastructure for five, six, seven years. Then you noticed, okay, now it's time to go to the market. You built your infrastructure, the construction, the people all under one roof. The network, the network, the system, right? What would you tell people who are listening to this and saying, you know, what should I do going into the business? So, we had meaning for when Naki was walking around. This is one of his things. They were asking people and it became a very interesting especially social media, what do you do for a living? What advice? And who am I to give advice? There's so many big guys over here advice. But I could say a little thing that I really tapped into myself. Yeah, it's a very good question. He said he's speaking about rebies. My my son, he's still in K, my oldest son. And people ran after him. I figured his father's a rebby. His grandfather is a Rebi. So apparently maybe he'll be a great rebi. And I'm not encouraging him to do unfortunately because unfortunately he eventually is going to suffer burnout. Yeah. You understand? And what is his chances of trying to earn a living on the side long term? You're talking about earn today a family. If you don't make a quarter million dollars a year, you're done. Correct. That's a whole conversation of itself. I can say with on my journey, like I said earlier, I enjoyed drawing. I enjoy architecture. I enjoyed it. And my our company dynamic turned into enterprise. Imam, we have a we had a major impact in the healthcare industry. What I would say people going out there, people get very quickly inspired. They they get excited for the flashy stuff. This person is doing healthcare. This person is buying nursing or this person is in the hotel business. This person is in the multif family. And people don't understand that the only way to succeed is to go understand and go after what your passion is what drives you. Sure. Now, even though I enjoyed architecture, even though I enjoyed design, not that I'm that I'm a great designer, I understand the scale. I understand I understand design, but the depth of it, I leave it up to to the staff in the office. They do they're doing an incredible job, but I enjoyed connecting and I enjoyed the sale. I I understand construction. I understand all these little aspects. I appreciate it. Take a pose. Take a pose. You're the both worlds, by the way. Best of both worlds. You have you're passionate about people in general, and I find that a lot, by the way. A lot of people are passionate about dealing with people. and then know, okay, what business should I go into? We're extroverts. We're extroverts. We get out there and we apprec we we meet people and I believe in our product, I think we really put together an incredible product. And what I feel is every single person if they tap into their potential, into their passion, if they tap into what they like the most, you could sell anything. You could really sell anything. It comes natural. If you're not passionate about it and you're not confident about it, you're not going to be able to sell. People see through it very quickly. People can see through if you're really passionate about what you're selling or if you're just trying to sell them something as a pro. It's transactional. It's not something that is uh personal to you. People can tell. And that's the the best technique to sell is sell yourself. It doesn't matter what it is that you're selling. There's a lot of people that do what you do. There are a lot of people in your space. Everybody can do that. But who are you? That's what they want to really connect with, right? That's the most important thing. But let me ask you, Judy, you you've obviously built a really big business. You've gotten a lot of recognition. You're getting uh more popular and you're doing big flashy things when you come to shows like this at ECAP. You're one of the elite sponsors here. I think you hosted the welcome party, I think. Right. Welcome bash. The welcome bash. Exactly. And uh it's like the opening ceremony, so that's always one of the highlights here. Are you finding that these con like what is the biggest thing you try to get out of a conference when you come with your business? Is it to pick up new clients? Is it to meet existing clients and catch up? Is it just to put your name out there so you're top of mind for people? What is your objective when you come to a conference? I believe all of you know when you come to these conferences, especially I remember the first time I went down. The first conference I attended was in Atlantic City. What's the name of the conference over there? You've gone down there. Hen Ken Zimmed over there also used to do it over there. I'll never forget the first time I showed up and like I said, we're connectors. I was struggling. It's very hard. Yeah, you come. Who am I? I couldn't even say who I am. You're uncomfortable. I am dynamic. I'm a rebby. By the way, talking about Mr. Ruben, Liberal Ruben, I'll never forget the first time I met him. He was sitting with bankers with his partners and I showed up like a couple of minutes late to the meeting. Uh oh. I showed up a couple minutes late to the meeting and I felt the pressure and I tried to explain to them. I finished class 1:30 and I ran. I almost had my jacket on, my rebby jacket. I was ready. And what was amazing about him is he made me value myself. Reby's all he he couldn't do anything else. So he became a rebby. He validated. He validated and he told his partners, you know who this person is? He's an excellent designer and he's a Rebby. He's a Rebi. He lifted you up. He lifted me up and he gave me that confidence. He gave He's an incredible person in that way. He was a very humble person. Very humble person. And I always appreciate I hope any leader in any industry who's listening to this Yes. hears this firsthand from us. Yes. that they have such a power to build people up. People like you and me and you that have been to trade shows, conferences for our first time. Even if we're extroverts, even if we enjoy the power of people and good energy, it's not easy to go out there and talk. It's not easy. People struggle. One of one of the people my one of my close friends, Kim Angel, he makes it a mission by every single conference to take one of these people that are starting out and they're very uncomfortable. and he walks them around and we were by the beena show. You remember it was in the bell work and he took his time and there was a guy that was starting out he started like a newspaper company one of these weekly things that come out and there's a guy trying to connect and he was on the side and he spent a couple thousand dollars to go in and he made a couple of introductions. It's so important because you always got to remember main bust of where did you come from? We were also struggling once so we got to appreciate it. That's really nice to to see that. And you're right, it's very uh people get anxious when they come to events like this. A lot of people, so the anxiety kicks in a little bit and people are very afraid of rejection. They don't want to walk over to someone and they don't get the response that they and hoped for and they get a little bit down on themselves and then they just recoil. They go into the background and and the rest of the show is unproductive for them. And that's that's really sad. And the art is to learn how to accept that rejection and just understand the next person's going to be different. Not everybody's the same. You'll be surprised how many nice people there are around over here. I'm actually always impressed. A lot of people that are very successful and I've been in the industry for a long time and very approachable and when you walk over to them, they actually smile at you and they're here to give you attention. That's why they're here. They're not here to do their own thing and blend in. Otherwise, that's stay at home. They're okay to mingle. They're okay with that. And if people just attempt more and they don't just give up after once or twice and they push through, good things will happen. It's very important for all those people out there that starting out. They get intimidated and they're all wonderful people and they have to understand all these operators they have set up literally backto-back meeting with bankers. They're also under enormous amount of stress. So you have to also give them their space. Give them the space they're trying to accomplish. Give them their space and just give them that time and just keep on pursuing. Keep pushing. Biggest project you ever worked on by the way. Michael, would you believe me if that was literally the question that was just on my mind? The next question. We're like a married couple. Yeah. Like I I feel like we'd be we'd be remiss if we didn't ask this question. We want to get the gossip now. By the way, we need the gossip now. What was the like I like I was expecting. By the way, I'm going to I have to say that. How much money did you net this year? I'm not going to ask you that. No, I didn't expect it. He's kasides. I'm not going to ask you that question. What is the most dynamic project that you've done to date? The most dynamic project that really stands out that you're super proud of. The most dynamic project we're bidding on projects, huge groundup projects now. Now you're talking about projects that are $50 million projects. When we started, like I said, we started from a little dining room for Hashem. It expanded and our clients really gained our trust because we have the ability to do anything today. Our biggest challenge was we have a client complete. Everybody knows Shalom Stein. He's fun. We vibe very good together. He gave us a project in our backyard in New Jersey in Somerset, New Jersey. It was a facility that was flooded three years ago. They they had a flood right before Russash Shana. Exactly. Was just three years ago. Three plus years ago. And that place had to evacuate it. The whole central Jersey was flooded. Remember that one? That big one? That big flood. I do remember that was when I got stuck at the US Open when they had that crazy flood. It came out of nowhere also. Nobody saw it coming. Came out of nowhere. It happened very quickly. It was It was a Thursday night. It was a Thursday night. It was a downpour like 5 to 6:00. People were stranded on the turnpike. Me, I was caught in that rainstorm. I was actually at an event and then it started raining like crazy and I realized something's happening. So, we got into our car. By the time I got to my car, there was a foot of water. I opened my door and the water flooded in. That's how high the water was already. Took me 4 hours. It's a 40-minute drive normally 35minute drive. Took me 4 hours to get home. Everything was closed. There were cars that were stopped in the middle of the road. It was a mess. My sister was stuck on the turnpike all night. It could they could Yeah, it was disaster. It was something. And they never called it out. They never warned anybody. They didn't forecast it. The people, the weather people had no idea. It just happened. No idea. By the way, it gets me frustrated every time. Yeah. How did they miss that? They call themselves doctor meteorologist. Doctor, you can get it wrong every day and still keep your job. It's very frustrating. Very frustrated. They should get They should Trump should fire them all. They're fired. Elon Elon Mus probably fired them already. They're not doing their jobs. They're getting fired. That's the bottom line. What they're doing? They're terrible. They're terrible. Yeah, they're terrible. You know why, right? Cuz God runs the world and he's laughing at them every day. Oh, you think it's going to rain 4 in? Well, by the way, we benefit from that. Bottom line, that facility was evacuated. They did the most incredible job. They evacuated the whole facility and it was vacant for a couple of years. And imagine, by the way, having a nursing home with patients and suddenly there's a flood. You're getting frustrated your car, your fancy car they have to get into to get home, responsibility, the liability, EKG machines and MRI machines and they they just Yasi Wine got his whole They went down. his his CEO, his biggest his staff, everybody went down there and they were literally just they were wheeling people out of the building. Wow. And that's a big building, Somerset, if I remember correctly. It's a big compound. It's a big piece of property. It's 180 bed, 75,000t facility. Anyways, he gave us the opportunity. We started this project approximately a year ago. We took a break in middle for whatever reason. We delivered from soup to nuts. You're talking about most seamless product, a brand new building, interior, exterior, landscaping out to the pond. You're talking about we did the the laundry room, new kitchen, everything, generators. We did it in 6 months. We delivered something. We had about 12 workers with subs on site with one guy, one GC operating that project. That seems like really quick. That was one of our most and it was a lot of fun. What about the furniture inside the building? everything from so literally super it's moving condition. I'll show you I'll show you the picture with beds with everything. Brand new that we happened to have we made like a building completion event a couple of weeks ago and I flew in from Cincinnati straight to that event and I was the first they had like shower rooms. It was literally like almost like a five-star hotel. I took a shower over there. I freshened up over there. I took advantage of facility. As a matter of fact, we brought in caterers. We catered in the we're the first ones to use that place. It's brand. So, usually when you come in with the biggest challenge when you come into facilities, they'll only give me like the resident rooms. They'll give me the lobby. They'll give us It's us. They'll give us to do the lobby. They'll give us to do the car. I have to constantly practice. Not me. It's us, right? It's our company. By the way, Shalam's dine. This was one of the things I met him one time and I said it's mine. And they said nothing. You get get used to saying us, ours. This we us polish in that way. We were talking about those big projects. You finished from soup to nuts everything in six months. That's unbelievable. $50 million project. No, that was not that was that turned out to be like a $16 million project. That wasn't your biggest project. That was our biggest project that we delivered in one shot. Now, what was spectacular about that specific project was usually our clients would call us in. They they have enough capital, have enough money just to renovate your resident rooms. They give us little sections and the hardest challenge is to make a beautiful building and everything be uniform and flow. We had a blank canvas. We delivered a beautiful project and it was uniform. It all flowed one into the other every single one. You did it all at once. All at once and it's just gorgeous. It's gorgeous and I really appreciate it. I had a lot of I would love to see it too. I would send I'll send you the It's got to be very gratifying for a guy like this. They're putting a lot of hard work his whole team and then they show up there at the date when it's all ready for people to move in and you're looking around like your heart must be clling. I can't get enough of it. I'll be honest. And that's all the motivation you need to keep going and do the next because by the way, first of all, I appreciate design. I appreciate architecture. And I appreciate when the customer is happy. And I also appreciate when the customer should be successful. They got to fill up those buildings. And they really have to fill it up. Yeah. They'll fill it up. Nice to hear. It's very simple. Their success is our course. When they're happy, I'm happy. Yeah. Who's got the nicest building that you've ever seen? Whether you did it or didn't do it, but who's which nursing home specifically have you been to? That's like Great question. cuz they're not known nursing homes for their like pristine and their their aesthetics. Now, not all nurs but getting they're getting there. It's happening now more and more. People are modernizing them. Again, I don't I really don't understand in the marketing side of the nursing homes. I just I focus on what I got to do. And as a matter of fact, I'll encourage our clients. I'll encourage our customers not to spend so much because they don't need to understand. They feel the more they spend the better it's going to be for marketing. And I say, you don't always have to spend that much money. You got to spend smartly. You got to spend smartly. You got to be practical. It's all about just giving that good fa fresh faceelift. One of the most magnificent projects we're doing and as a matter of fact, we're now working on planning in Riverdale. It's one of I think laser shin facilities. It's going to be a beautiful project. We built there a rehab a gym. It's was a million-doll project. Wow. Just a gym. Just a gym. It's beautiful. That it was was a chapel or church or something. It was 60 foot ceilings. Cathedral ceilings. cathedral ceilings and we were able to transform it literally into it's it was it's a magnificent project. That was one of our but it's they're catering for a very scale crowd. You know Kite has a building in the city where they had a crane and they picked up Riverside Riverside and they brought a car into the rehab department. Really? Mechando. I've seen cars in rehab. I've seen that. Yeah. Did you just say that one of the competitors is a good friend of yours? I just Mike Lando is one of my very close friends of mine. Yeah. I like hearing that. But and you guys do similar work. You do similar services. Meandas in the business way before me. Oh wow. We first of all we're both closed. We're both closed. Their whole family is amazing. By the way, I I love spend is an amazing person. I love spending time with him. Ellie is the industry. Yeah. Delicious. Ellie is delicious. Me is a great guy. So me did that kite building. I also had a project we did for Ben Kurland. It was a Mars view also. So we lift up with a crane to get onto the second floor. Uh little Mini Cooper. Nice. Yeah, those those are captive. Somebody couldn't carry that on his backpack up the stairs. Just think of for the forward thinking ideas of rehabilitation. But you want to know what it's like to get back in a car. Yeah. And I've seen these facilities where they have kitchens just to get them used to cooking breakfast again. That's very practical. So they get back to daily functions. If I'm a nursing homeowner and I have a $100,000 to spend on something to rehabilitate my building to make it because the 100,000 giveaway. You want to know that's what you're getting at? I don't know what giveaway you're talking about. What giveaway? That's what he wants to get to the brand. Well, by the way, I really like this question. Yeah, I'm curious because if I'm like right now I have a little bit of capital. I got about 150 grand and I have a I don't have an absorbent amount of money. I understand my building is not going to get revamped with that, but what can I do? What are some of those basic things you would guide someone to spend that money on to make a difference in your building? It's a good question. I try to guide our clients, our customers, how to spend the money wisely. It's very interesting. I have two clients that have facilities and it's a challenge sometimes literally up the block from each other maybe three miles away. One of this one specific client had it's a magnificent building and the other one is okay and the other one the one that's okay is successful and the one that's successful it's just because the care is a little better. Their marketing is a little better. It's from an out of town facility. It's a little it's just they really put a lot of emphasis in the care and again maybe I'm No, that is the right message by the right you could have the nicest facility in the world at you're saying don't necessarily spend the money to repaint the building. It's it's you put it into they have to hustle it. They have to really invest. What are you doing? What is your opinion based on your experience? Where should that money go? First impression, the lobby. The lobby. The lobby. The lobby. If again I always tell the clients, you come into the lobby. From there you go into the caros. From there you get to the resident room. You have to sell it to the parents to the family. By the time they get to the resident room, and that's the biggest ticket price because the res is a lot of real estate over there. By the time they get there already, they should be sold already. You know what I'm saying? Very smart. First impression. Very smart. Yeah. So, you want to make the hallways nice. The main areas, the public are you want to get into your branding, so I want to talk about it. The batteries that you give are amazing. You figured out an item that people need at trade shows, of course, to rejuice your phones. That's great. You recently did something with Naki Gordon, a good friend of ours that's been on our podcast. Uh you did the opening bash. Tell us about that. So it's very simple. You asked about the battery pack for years. I'm coming to these shows and I'll ask you which company had the biggest impact from the Jewish companies had the biggest impact in the healthcare shows when it came to branding. I'll put it to the test in the last many years or just specifically last years in the New Jersey any conference in this conference. Who would you say of an item that they gave away that was impactful? You're asking about an item they gave away or who makes who makes a lot of noise. A lot of besides us of course. Yeah. Besides Prime Source because we make a lot of noise at a lot of different conferences. Besides the two of us who's making a lot of noise when they do things. There's a few. You could stop. I could help you out on this one. Yes, please do. Yeah. Give us your thoughts. It seems like you have an answer, sir. Specialty RX. Specialty RXe Atlantic City. The DH. Oh, he always has the rooms, the kosher rooms. Always sponsoring the kosher rooms. But he has a plethora of promotional items. I almost feel like I'm at a trade show in China. I always say malam health. You always got to learn from others. Again, I don't I I am I am always very passionate. I am good at what I do and people learning from others what they're you get tips from other people. But when it came to branding, I was paying attention who succeeded the best in our industry the last few years. Who would you say especially they make you Michael? And every single We're on fire today by every single time. We're on fire today. We're on fire because they're every time you need kosher food, every time you need a place to pray. They're making life easier for people to be at the conference. And by the way, they all together her may even not just another surprise. Atlantic City. Yeah. Food is their way to the mansaw. They serve. I want you to know something that in California there's a trade show that didn't have kosher food or a place. We took advantage of Oh, Specialty is not here yet. And we did it. And we reserved it. We have exclusivity. We saw it working with Specialty and we said, "You know what? We're going to take advantage of this film." We took a page out of their book. By the way, you know what's amazing about those guys? They are present. They circled. You know what I mean? They show up to the conference and everybody sees them and everybody recognized them. So, they got a lot of recognition and every single time I came back from the conferences and I realized I got to figure out the brand and they give out the sedorum, the little sedorum. We take it along with us all we go. They have the talis bag. I have one there with me. It's an item that we could appreciate and and I said I have to come up with something that that people are going to remember and that's where these battery packs came in. I tried and tried and about a year ago and that you want to hear what's interesting about the battery pack. Last year I showed up with 400 pieces. I came back with 200. Nobody wanted to take them. They felt bad. I had no place in my bed with a tight pants that they couldn't figure out. I already have one somewhere. You have one somewhere. This year I showed up. I decided I'm not going to give out a welcome bash. I'll give out to spread it out. I can't begin to tell you how many people came over to me with my battery pack and said, "Come tomorrow." And everybody loves and it has my our lo our logo in bold over there. So, everybody sees us all the time and it's something that the people appreciate. So, if they appreciate that, they'll definitely appreciate us. Yeah. You understand? What is that giveaway that you're doing? What is that? $100,000 giveaway. $100,000 giveaway. It's like a gimmick. What is this? There's a giveaway of $100,000. Giving away $100,000. By the way, what's ironic? What's funny? All the other there was nine other items. We have to go out to eat or whatever. Yeah. No, let's talk about the $100,000. By the way, we want the cash. I could tell I can tell you the backstory. Nobody signed up for the other only the $100,000 giveaway and we're going to be get announcing in the next Hold on then. I should sign up for the dinner for two. Maybe we can go out. Someone wanted it already. Last time we posted already there was maybe 15 people that signed. What do you have to do to be eligible? You have to It's basically only for in the healthcare space because we only really design healthare. I'm not renovating for operator. It's for operators and we're we're waiting another week because we want more people to sign up. And whoever won that promotion, that prize on self understood, I'm not giving somebody $100,000. I'm going to say it. I want everybody to know about it. It's that a credit. It's a credit. If they spend I don't know if it was $1.5 million of the building. It's basically more. You get an extra $100,000. You get $100,000. Did you put that in the fine print? Is it listed there? The fine print is there. Excellent. Excellent. That's still very nice. It's a very nice $100,000 save. It's not Maybe I will take a dinner for two. I don't know. Or maybe you should buy consider buying a healthcare of nursing home. Yeah, there you go. No, thank you. No, thank you. It's not your passion. This is what you know doing. What did you keep telling us? Follow your heart. Do what you love. I love what we're doing. This is what we're doing. Yeah. This is this is our passion. I love being on this side of the By the way, let them buy more nursing homes. Let them buy more. We'll keep servicing them. That's what we do. This is what we do. We want to be their partners. There's 20 people that were in our space. They were supplying for facilities every time. You know, they must be making so much money and they joined and they failed. Yeah. Let them do what they do and let us do what we do. I want to tell you, it was amazing having you with us. I want to do this again and something tells me that we will. I just want to ask you, you did this whole naki thing. Where's this coming from? What are you trying to do here with this whole thing? So, that was not me. We hired a branding company, a Nellis Group. Okay. They're wonderful people. They do great work. Anybody out there needs marketing, they're very good. Okay. We were scrambling the last couple of weeks. It was all about prepping for ECAP and she felt that we should bring in someone like Naki to be present. The last couple years we brought some an influencer an influencer and go following will have good content to post. Is is Naki competit competition with you? First of all, thank you. Podcast aren't competition. I'm not I'm not familiar that. No, no. Let me ask you if uh you have a story and here's a story. Are you guys competition with each other? No. Everybody, we need more of those. The more podcasts there are out there, the better it is. We're getting people's stories out and we're having sitd downs. Is there an endless supply of people that are out there that everybody can interview? Obviously, there is, right? So, it's not a matter of fact, we had him on our podcast. We had him as a guest on our podcast. We're big fans of Anak. We love what he's doing. His mission is to really spread awareness of uh of Judaism and the beautiful parts of it. and he tries to highlight people that are making a meaningful impact within our communities and they're doing things that can inspire others and I think he's doing great work. Yeah, I like the work that you're doing with him. By the way, he did phenomenal. He did phenomenal. What I like he's a humble person, very he's very humble and there were different candidates for this position and internally they voted him. Yeah. Beautiful. He got on his podcast Ivanka Trump talking about you don't speak lot and horror. It's incredible. It is. Yeah. It's incredible. But he definitely did a good job and I hope we'll we'll see the results. I think you're doing a lot of great things really and I see your you see you out there. I see your energy and I see the work that you're doing and the people behind you and doing $15 million projects, $50 million projects. It's not just about that. It's the people that you're growing with. It's your team behind you and and I recognize that. Exactly. It's very important. And I kept on saying I have to still thank our team each one of them whether it's in the construction department design department but without them I definitely wouldn't have been able to accomplish what we're accomplishing. We all speak the same language. We're on the same page. It's called we call same pagesness. We do we use EOS Wman very and it's been really working for us and I must say they're all incredibly I love all of them. Each one of them they're all rock stars. Congratulations on your success. Thank you for coming. Thank you. Okay, that's a wrap.