Lessons from Asphalt Industry Leader Marvin Joles
Marvin Joles didn’t set out to become a national voice in the asphalt industry. His journey began in high school, working for a roofing and gutter company that happened to own a sealcoating rig. That equipment was rarely used—but it caught his attention.
“I always was kind of curious why we didn’t use it more,” Joles recalls. “I started to realize there were trust issues between contractors and clients in the industry. Even as a teenager, I thought, if someone could solve that one problem—trust—they’d be the one everyone calls.”
That early instinct became the foundation of his business: Wis-Coat Asphalt Maintenance, a Wisconsin-based company that grew not just through quality work, but also through Marvin’s unique approach to branding, content creation and community-building.
FROM PLATEAU TO PIVOT: USING SOCIAL MEDIA TO SCALE
Like many contractors, Joles spent his first 10 years in business doing things the traditional way: phone book ads, local newspapers, radio spots. “It did okay,” he says. “But it wasn’t anything life changing. We weren’t building real momentum.”
The real shift came when Marvin stumbled upon a snowplowing video on YouTube, which led him to discover the world of social media marketing. “I started seeing these guys—Stanley ‘Dirt Monkey’ Genadek and Blake Albertson from B&B Lawn Care—using social platforms to build their brands and get business. I thought, if they can do it, maybe I can too.”
At first, Marvin stuck to posting photos and writing captions. But the turning point came when he flipped the camera around and began speaking directly to his audience. “It was the scariest thing I’d ever done,” he admits. “But I started getting positive feedback. People would say, ‘Hey, can you stop by and take a look at my driveway?’ It actually started driving business.”
That leap of faith eventually became a podcast—Blacktop Banter—now listened to in more than 50 countries. Through it, Marvin interviews everyone from NASCAR drivers to industry veterans, shining a spotlight on stories that inspire and educate. Marvin is also on Facebook, LinkedIn, Instagram, YouTube and TikTok. His social media content has more than 70 million views.
THREE CORE PILLARS OF ASPHALT BUSINESS SUCCESS
When asked about the tips he shares at industry events like World of Asphalt, Marvin breaks it down into three core areas:
- Deliver Quality Work and Build Trust
This isn’t just about the finished product—it’s about transparency throughout the entire process. “We show how we mix our materials, how we prep areas, why we choose hot mix over cold mix,” he explains. “Clients should feel like they know you, like you and trust you.” - Optimize Operations and Control Costs
In today’s volatile economy, smart business owners need systems. “For the first 10 years, I had no real systems in place. It was a mess,” Joles confesses. “Now, we have clear processes for everything—from answering calls to quoting jobs to final invoicing. If you build systems, you reduce stress and set yourself up to scale.” - Be Proactive with Marketing and Customer Engagement
Yes, social media comes into play here—but it’s more than just being online. “You don’t need a million views,” Marvin says. “You need the right 100 views—people who matter to your business. Whether that’s through video, photos, writing or podcasting, just start.”
KEEPING A CREW MOTIVATED
Asphalt work isn’t for the faint of heart—especially in Wisconsin, where the busy season is intense and compressed into a few short months. That makes retaining workers even harder.
“The key is getting to know your people and asking what actually interests them,” says Marvin. Not everyone’s built for the heat—some thrive in the field, others in leadership or operations. “We try to get our people in the right positions and make sure they feel properly rewarded for the work they do.”
At Wis-Coat, Marvin emphasizes flexibility, team building with company dinners and getaways, and leading by example. “If I’m on a job site, I’ve got something in my hands, trying to outwork everyone. That builds respect.”
But the most important thing is trust, Marvin says. "You can’t grow a crew without growing trust. That means asking questions and actually listening to the answers.”
We have clear processes for everything—from answering calls to quoting jobs to final invoicing. If you build systems, you reduce stress and set yourself up to scale.
Marvin Joles
GOOD CONTRACTORS VS. GREAT ONES
So, what separates a good contractor from a great one? According to Marvin, it’s not just about technical skill or the size of your equipment fleet—it’s about what you're willing to give and how you're remembered.
“The ones willing to sacrifice—time, comfort, even personal finances—just to get their business to the next level, those people earn my respect,” says Marvin. In his view, the most successful contractors are often the ones who have put in the hard hours without recognition, worked job sites themselves when short-staffed or passed up short-term gains to invest in long-term relationships.
But it doesn’t stop there. For Marvin, greatness is also defined by how you treat people when no one's watching—and how they speak about you when you're not in the room. In an industry where trust can be hard-won and easily lost, building a solid reputation through integrity and reliability is what transforms a contractor from merely good to genuinely great.
“It’s what your crew, your clients and your community say about you that really matters,” he explains. “That’s the kind of reputation that lasts. That’s what makes someone stand out.”
ADVICE FOR CONTRACTORS
For those new to social media branding or looking to grow their current marketing efforts, Marvin recommends:
- Start small but stay consistent. Marvin emphasizes that you don’t need flashy results to make progress. Building a strong brand isn’t about going viral overnight—it’s about showing up regularly and being real. “Focus on steady, genuine messaging.”
- Practice on your own. If the idea of being on camera or sharing content feels intimidating, Marvin suggests starting privately. Record videos just for yourself to get more comfortable with your tone, body language, and message. “No one has to see it. Build confidence and get comfortable.”
- Lean on your team. Don’t assume you must handle everything solo. Look around—someone on your crew or in the office may already have a knack for content creation, even if it’s just a hobby. “You might have someone in the shop already making great content on their own time. Tap into that.”
WHY CONFERENCES STILL MATTER
For Marvin, events like World of Asphalt and CONEXPO-CON/AGG are more than just showcases of shiny machines—they’re breeding grounds for growth, inspiration and lifelong friendships.
“You walk into the expo hall and see million-dollar machines. That shows you what's possible. Someone has to buy those. That means there's money to be made, and opportunity out there,” he says.
Plus, they help break the isolation many contractors feel. “You find out you’re not the only one struggling. You meet someone who’s been through it and can say, ‘I’ve been there. Here’s how I got through it.’ That community is priceless.”
LEAVING A LEGACY
Marvin’s proudest moments don’t come from big contracts or viral videos—they come when someone tells him his story helped them push through a tough season, or when a fellow contractor says Blacktop Banter inspired them to launch their own brand.
He started with a simple idea back in high school: if you could solve one problem—trust—you could build something people believe in. Two decades later, that idea has evolved into a successful asphalt business, a global podcast and a community that spans industries and borders.
Marvin’s journey proves that with consistency, transparency and a willingness to evolve, even a small-town contractor can make a big impact. “If you show up, care about people and stay curious,” he says, “this industry will always have a place for you.”
Photo Courtesy of Marvin Joles
