Interview with Construction Entrepreneur Christy Crook

Can you tell our readers about your background?

I have been in the construction industry in one way or another since I was 16 years old. I started running plans for my Dad as soon as I got my driver’s license in 1994. I attended Metropolitan State University where I received my BA in Business Management and Communications in 2002. I returned to school for my International MBA, which I received in 2007 from the University of Denver. During my studies, I worked as a Safety Director and Director of Business Development for Metro Masonry. I spent time studying abroad in England and Costa Rica.

What inspired you to start your business?

In 2008 my whole family was impacted by the recession. My Father’s company had just shut down, and as a result, we all lost everything. My parents went bankrupt, and lost their home, my sister went bankrupt and lost her home, and I went bankrupt and lost my home. I went to work for one of my Dad’s competitors and soon realized that wasn’t the path for me. During this time, I also was going through a divorce. I started thinking about the benefits of being a woman-owned construction company, and in August of 2010, I decided to incorporate Phoenix Masonry. Much like the mythical bird, my intent was to rise from the ashes.

Where is your business based?

Thornton, Colorado

How did you start your business? What were the first steps you took?

I don’t remember taking any specifically planned steps. I talked with my Dad, who agreed to come out of retirement to mentor me. I also spoke with my sister, who helped me start the business. I got online and incorporated Phoenix Masonry on August 8th, 2010. I had managed to save $3000 by stashing cash in a Shakespeare Collection of Complete Works. It was the only place I could think of that my ex-husband wouldn’t look. My Dad cashed in a life insurance policy and loaned me $7000. With that $10k, I was able to purchase my insurance policy. My first job was a garage door repair for Kois Brothers Trucking.

What has been the most effective way of raising awareness for your business? I’ve always felt that my most valuable contribution to my company is my ability to network and build relationships. I tell anyone who will listen about my business and my story. I attend as many networking events as I can! We have also used industry-specific “plan rooms” such as The Blue Book of Building and Construction. I’ve cold-called, advertised on the radio, and I am starting to build an online and social networking presence. However, it comes down to something I learned from my Dad; “People do business with people.” I firmly believe that relationships are key.

What have been your biggest challenges and how did you overcome them?

In construction, you’ll hear two things as the biggest challenges. Cash Flow, and Manpower. In 2012 our cash flow took a hit, and I was unable to pay 941 taxes. It snowballed to a point that I wasn’t sure how I was going to dig myself out. At one point I had over $100,000 in IRS tax liens against my business, and me personally. No banks would loan me money. I turned to merchant financing and paid exorbitant interest charges, but I was able to pay off the IRS, get the liens released, and pay off the merchant loans in 2 years. I’ve learned from that experience to negotiate every single contract I sign. I negotiate payment terms and ensure that we will be paid in a timely manner.

When someone asks me about the labor shortage, my most immediate response is that it is REAL. The construction workforce took a major hit in the recession, and it hasn’t rebounded as much as the economy has. We are constantly in a state of “Now Hiring”. From the beginning, I have felt very strongly about attracting and retaining the very best employees. To do so, I offer the most competitive pay and benefits package for any mason contractor in town. My employees are paid above Davis Bacon wages, have a 401(k) plan, company-paid health, vision, and dental (for them, and their families!), and paid holidays and vacation. Without them, I wouldn’t be where I am today.

How do you stay focused?

I make sure to take time away from my business so that I can be the very best business owner possible. I firmly believe in a work-life balance. The time I spend with my husband, and my friends and family, in sacred to me. As is the time I take for myself. When I’m feeling unfocused, I take it as a sign that I need to disconnect for a minute. Sometimes that means a phone call to my sister, a run across the street to get a cup of coffee or meeting a colleague for lunch. It doesn’t take long for me to get back into my groove if I give myself mini-breaks throughout the day.

How do you differentiate your business from the competition?

One of the biggest differentiators is that we are 100% woman-owned. We are certified as a City and County of Denver WBE, and with the Women’s Business Enterprise National Council as a Woman-Owned Business and WOSB. As more and more federal contracts have goals to meet, our certifications set us apart from our competitors. However, above and beyond that, we are known for our reputation of quality, ability to meet or beat job budgets, and our responsiveness to our customers.  

What has been your most effective marketing strategy to grow your business?

I am very excited that I just signed up with Paige Black to create a new marketing strategy! We have recently rebranded, built a new website, and are actively building our social marketing presence! I’m looking forward to seeing the results in the coming new year, during which we will be celebrating our 10th anniversary!

What's your best piece of advice for aspiring and new entrepreneurs?

Take each day as it comes, hustle, and don’t let the fear take over. You are an entrepreneur for a reason, we are a special kind of person! Take the excitement, and wonder of starting your business, and carry it over to your everyday activities. Passion is an excellent driver!

What's your favorite app, blog, and book? Why?

My favorite app right now is Hopper. I have always loved to travel, and Hopper lets me enter my desired destination and dates in the app, and it alerts me when it’s the best time to buy. I use it for business and personal travel. I got round trip tickets from Denver to Honolulu for $363 last year.

I only follow a couple of blogs religiously. I love Travel and Leisure, Wine Spectator, and Vine Pair. I’m a self-proclaimed wino, and love keeping up on industry news!

I’ve been a voracious reader my entire life. So, I have tons of favorite books! I love “Life 101” by Peter McWilliams for its lighthearted and approachable look on life.

I enjoy anything by Bill Bryson, who writes on his travels, and experiences with fantastic dry wit and humor.

My favorite work of fiction is “Ahab’s Wife” by Sena Jeter Naslund. It is beautifully written, and a wonderful escape.

What's your favorite business tool or resource? Why?

Travel is both a hobby and a passion of mine. I think my favorite tool right now is Splashtop. It allows me to work from anywhere in the world, just as if I am sitting at my desk.

Who is your business role model? Why?

My Dad has always been a role model for me. He has been an entrepreneur my whole life and has mentored me through the last 10 years of ups and downs. He has shown me that owning a business isn’t always easy, in fact, it almost is never easy, but if you love what you’re doing, you’re not really working.

I’ve recently discovered “How I Built This”, a radio show on NPR. I listen every week, and I am consistently impressed and inspired by the stories of other entrepreneurs and how they have overcome adversity. I particularly enjoyed listening to the stories of John Mackey of Whole Foods, Daymond John of FUBU, and Barbara Corcoran of the Corcoran Group.

What is your beauty routine? What are some of your favorite products?

I have a pretty basic beauty routine! I struggled with adult acne due to PCOS and searched for years to find the right balance of products to look my best. My aesthetician introduced me to the Vi Peel last year, and I’ll never look back! I use the gentle cleanser from that line every night to wash my face. I follow with Is Clinical Hydra Cool Gel and Pro Heal serums. I splash with cool water in the morning and follow with ColorScience Sunforgettable SPF 50 sunscreen with a drop of Image Vital C Hydrating Serum. I follow with a swipe of mascara.

I leave the house with wet hair pretty much every day. After washing, I use Perfect Hair Day In-Shower Styler and a bit of Mousse for definition. My hair usually ends up in a ponytail, or bun depending on how long it is. I cut all my hair off every couple of years to donate to Wigs for Kids. I donated 12 inches 4 months ago, and I’m back to growing it out again.

How do you balance work and life?

I think it’s important to keep working hours as working hours. I’ve become a lot more accepting of still having “to do’s” on my list when I leave the office each day. I know there is always something else to get done, but when I get home, I want to be present with my husband. I’m guilty of checking emails, but I try to keep it to a minimum outside of work hours.  

What’s your favorite way to decompress?

Traveling is definitely my favorite way to decompress! But, it’s not always the easiest. So, I also like to make time to do things I really enjoy. I have found that I really love Pilates and have a standing class every Saturday with my Sister, Niece, and Mom. I look forward to it every week. I try to read every day. I love viniculture and have signed up for a WSET Level 1 certification in Wine. I am a big believer in life long learning, and seek out new things to study.

What do you have planned for the next six months?

My business forecasting looks great over the next 6 months! I plan on continuing to work on maintaining our current pipeline levels. I also have been asked to sit on the board of our local chapter of the American Sub Contractors Association. I’m looking forward to being active in that role. My husband and I are taking a road trip from Denver to South Padre Island in April, and then we are going to the Cook Islands in May to celebrate my 42nd birthday. Phoenix Masonry is celebrating our 10th anniversary in August, and I’m planning a big party for my employees and their families.

How can our readers connect with you? 

I can be reached at christy@phoenix-masonry.net. My personal LinkedIn is https://www.linkedin.com/in/christy-crook-0a68a61/. Phoenix Masonry’s LinkedIn is https://www.linkedin.com/company/phoenix-masonry/?viewAsMember=true, and it’s Facebook is https://www.facebook.com/PhoenixMasonryCO/