We caught up with the brilliant and insightful Zachary Miller a few weeks ago and have shared our conversation below.

Zachary, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

The most helpful mindset for improving my work has been to see myself as an artist rather than a subcontractor or stone mason. When you think of your work as being just another cog in the construction wheel, it can feel tedious. Looking at yourself as an artist – that encourages experimentation. It gives freedom to stray from that which is normal in order to find something that really catches peoples attention.

For example, in trying to find the most striking way to lay stone, I fit the stones together tight, removing the tradition mortar that fills space in between the stone. Using this technique with round river rock is what really sets my work apart from traditional masonry. I have met many clients that had a dislike of river rock until they saw how I put it together. All this is made possible by seeing my work as a blank canvas that I get to cover with stone.

Zachary, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a stone mason. Although my life has taken me to many unexpected places, I’ve spent the most amount of time laying stone. I started with my dad when I was 10. He taught me everything I know about masonry, and we enjoyed working together for many years. After college, when I wanted to start my own business, masonry was the industry that I knew.

Since 2008, Miller Stoneworks has been building unique and special stone creations. While most of my work is in the Pacific Northwest, I do travel anywhere for unique projects. One of my favorite aspects of the job is helping clients discover what is possible with stone. I typically spend several hours over a multiple meetings with clients just to talk through all the various types of stones and applications. This formation of a relationship with clients is so important.

For example, I recently built a fireplace for a couple that had a very specific set of requirements for the project. They had an old family cabin fireplace they wanted to base the shape and stone off of, but they also wanted to utilize local materials. After several meetings, and adjustments to the project, I was able to build something that brings them so much joy. When finished they told me how the fireplace not only stands as a centerpiece to their home, but how it makes them feel like they are back with family at the cabin. Here is an easy way to sum it up – when my clients are happy, I am happy.

What do you think helped you build your reputation within your market?

Honesty is the foundation of all relationships within business. This is true for not only the clients you work with, but the contractors you collaborate with, and the community you live in. My best advice is to be up front with everyone you work with. Speak clearly and take the time to answer questions, making sure everyone is on the same page. This is especially important when you make mistakes. I once used a cleaning product that did not agree with the flooring used around a fireplace. I immediately went to the clients, told them the problem, and offered to take the cost of any additional cleaning and inconvenience out of my final bill. Mistakes are unavoidable, no matter how diligent you are. All it takes is honesty, and the determination to keep a relationship in good standing to make your business reputation stellar in any community.

An important component of honesty is good communication. You have to listen and reply with integrity, as well as speed. When people call, call them back. When a job is requested that is outside your lane, take a few minutes to point the client in the right direction. I keep an up-to-date contact list of all the other masons and suppliers so that I can send it to clients I can’t fit on my schedule. My goal is always to help anyone who calls to leave in a better place than they were. If that ends in a job it is great. If it only helps them find a better fit, that is also important. And I do it for free. Those five minutes you spend helping someone that isn’t going to use your services do wonders for building your reputation in the community.

Any insights you can share with us about how you built up your social media presence?

Each social media platform caters to specific audiences. A small business owner has so many responsibilities that they can’t be everyone all at once. Pick platforms that will represent your work well, while catching the attention of a potential customer. I use instagram as my main platform because one picture of a fireplace is usually enough to get clients interested. Photos, more than text or even video best present my work to people looking for the services I provide.

The biggest thing to remember about building an audience on any social media platform is that it takes time. The most common timeframe I have heard (and experienced), is that it takes at least two years. And that growth happens on a curve that starts very small, and remains small for a long time. So be patient. Engage with and appreciate your audience no matter the size. Focus on the quality of your posts and engagement with your audience rather than trying to game the system just to get clicks. Eventually things do take off, and when they do you will have your authenticity in place, which really matters. Be consistent, and find what kind of schedule works for you. I even plan my updates in advance, so that I can quickly post things even in the busiest of seasons.

Contact Info:

• Website: https://www.millerstoneworks.com
• Instagram: https://www.instagram.com/millerstoneworks
• Facebook: https://www.facebook.com/millerstonework
• Linkedin: https://www.linkedin.com/in/zachary-miller-205840164
• Youtube: https://www.youtube.com/channel/UCgn-m-clUpJetL2XHv-c_fA
• Other: https://sundayeveningstories.substack.com