The Koerner Office - Business Ideas and Deep Dives with Chris Koerner - Making $15k/Month Selling Simple Garage Shelves⏐Ep. #250

Episode Date: November 21, 2025

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I was borrowing my buddy's truck on the weekends. I'd coordinated everything for Saturdays. I was out and about delivering shelves. May of 24, it got so busy, I quit the day job and did this full time. Instead of just my evenings to this, if you think of a thousand dollar shelf, the expenses on that is probably 150 bucks. So there's still plenty of problem. My record is still 100% for in-person sales. Hey, can you come measure for me?

Sure. I always close. It doesn't cost you a thing to make a listing. So make as many as you can. Use chat, you pat, you can come up with ideas. Yeah, you can sell anything.

What advice do you have for people wanting to sell anything on Facebook Marketplace? Way back in August of 2024, I interviewed Alex Nelson. He is my buddy in Utah, aka the Shelfth Dude. And we talked all about how he's able to make 15 grand a month in net profit selling custom garage shelves exclusively on Facebook Marketplace. That was episode 55, and it's linked in the description below. So I wanted to have him back on the podcast for an update.

How are things going? How is your business changed? If at all, what advice would you give to other people trying to sell anything on Facebook marketplace, either a product or a service? So if you want the full context, you're welcome to listen to the episode link below from August 21, 2004. But we summarized that whole episode in the first five or ten minutes of this episode. So please enjoy my episode with Alex.

So tell us what you do, Alex. We'll get everyone up to speed. Yes, yes. Well, I am the shelf dude. You can see that here on the shirt. I make the shelving units for those black and yellow. totes. It can get at any of the big box stores. You probably have some in your garage, but they're all stacked. But that's not the best way, most efficient way to access. Some are store them because

he send the husband out, hey, go get me this. And he goes out and has to unstack everything, find it. It's a stressful situation for him. I don't want to do this. It takes him a long time. Compared to, hey, just go pull the one out directly from the shelf. So that's what I do. It's really worked out for me. It's kind of a, it's a real simple solution to a everyday need. Everyone has this. And where did you first see the design for the shelves that you make? And for those watching on YouTube, we'll overlay what it looks like. Sure. So back in November of 2023, two years now, my wife was just kind of scrolling around and saw something similar online, just kind of a thing in the background and hey you should make one of those for our garage so okay made one because i also felt

that stress that this organization everything was stacked and so i made one changed our garage i immediately felt a relief it's like oh this is easy now i don't have to unstack anything you know it's it's it's funny how many how many people i run into that have pulled their back or pulled their arm because they've toppled over or they can't lift it Do you remember where online you saw it? I want to say it was an Instagram. This one for my wife, she forwarded it to me. She was looking for an entertainment center.

Okay. One of the ones that you can buy the plans to and buy or build it yourself. And she'd seen something similar on that guy's site. Was there any indication on his site that it was a popular design or a popular item or no? Not that I can recall. It was just kind of just something there. Yeah. This is kind of like when I tell my Bucky story, the first question that people ask is, what else could you do that with?

You know, like what other stores could you do that with? And I don't know. You know, Trader Joe's, H.E.B. We've kind of dabbled with some of them. Sometimes you just hit lightning in a bottle and it can't be replicated. Oftentimes, in fact, usually in my experience, it can be replicated with a different product or service. I wonder if there's a way to like go find, go to. Pinterest or Etsy or a site that sells plans like this and look at the number of comments

or sort by most popular and take your exact same playbook with it could be a coffee table, it could be a table, could be garage shelving that looks completely different. And to use Facebook marketplace as your distribution platform to copy that, just wondering out loud if that could be a thing. I think that there's so many ideas out there. It's like, just sell that. I don't know how. Get some pictures.

Put it on Facebook and see what happens. It's just that easy. Yeah. If people buy it up, you get a lot of interest, well, you're proving your concept right there. So remind me again how it all worked out. So you built one for your wife. What was the triggering event that said,

I'm going to try to sell this? Oh, great question. So at this point in our lives, I was wanting to go back to school and get the MBA and I'm actually finishing that up in two weeks. We need money to pay for this MBA program. And that was the actual motivation to sell these. Once in the mix, in the in the weeds, it's like, oh, this could be, this has some potential.

Yeah. And to remind everyone, you know, May of 24, it got so busy, I quit the day job and did this full time, dedicating eight hours a day instead of just my evenings to this. But yeah, I was borrowing my buddy's truck on the weekends. I'd coordinated everything for Saturdays, didn't see my wife or kids. for many Saturdays as I was out about delivering shelves. Yeah. And all of your leads were coming from either Facebook Marketplace or from referrals

from Facebook Marketplace, right? Correct. That was me. When I wasn't working or building shelves, it was on Messenger. Yes, yes. Is this still available? Yes, it is. Yes.

Yes. Are you still interested? Yes, are you still? Over and follow up as best I could with all. Yeah. Did you then or do you now? boost your post or are you just relying on organic traffic to those posts? I only experimented with boosting.

I didn't really see much success with that just because it makes it louder. I see it as this. It makes it louder to your already friend group. Not external people. I don't know if that was the algorithm. Interesting. It is. But it makes it louder to your own friends.

But when you make an ad, you get outside of your particular realm. If I were you, I would try that again because when I filmed the follow-up to the appliance rental video a couple months ago, Kyler came out here to Dallas. We posted appliances for rent on Facebook Marketplace, just as we always do. He got a couple inquiries, and then we put like $20 behind it. Now, the lifetime value of these customers is like $1,500. So $20 is nothing. We put $20 behind it, and we got like 30 inquiries.

Now, this is a big market, but the more competitive a market, like the more competing listing, there are, the more your boosting can make a difference. It can put you at the top of the search results, right? So I know you have a lot more competitors today than you used to, which makes me think that boosting could be a lot more effective today than it used to be. And you were saying before we hit record that you're getting undercut on price, boosting also enables you to keep a higher price because more eyeballs equal higher price. Good point. I think it's time to revisit that particular the strategy. Yeah. Okay. So you started posting to Facebook. Was your secret sauce on the posting the pictures or the videos? Hmm. Or neither. I believe it was pictures. I didn't do a whole bunch of

video at the beginning. Interesting. I assumed you would be since you're so active on Instagram reels, but. Right, right. But near the beginning, I wasn't as photogenic or practiced, I guess you could say. Yeah. It was just pictures. Kind of they spoke for themselves, right? Totes backed up. having a kind of a side by side before and after garage is unorganized to a clean shelf. I think that it spoke wonders. What were you charging back then for these units on average? I know they have custom ones. And then are you charging about the same today?

Yeah. In our first video, I was charging $40 per tote per space. And it's the same today. Really? Good. And so obviously there's some, with every. Every season, there's ebbs and flows with that. I always recommend that different listings have different prices on them, whether it's a different size shelf, which is obviously going to be a different price than a small, a big one. But I vary also, maybe I drop it down to 32.

Yeah. It's your toad per space. If I'm feeling frisky, 25. And just to kind of see the difference in the different listings, I get people for both, right? I even get calls saying, you know, calls over the phone. I'm telling them the price. And they say, oh, I would have thought it would be more. I can charge you more if you want.

Yeah. But it really depends on the eye of the beholder, the customer, what value they put on this type of shelf. Yeah. There's obviously some that could care less. I don't care. I can unstack them. I'm young, whatever it is. I'm not doing it.

My husband is. Okay. But there's also, though, who understand, feel this need that I have to organize it, that understand exactly what the value is and are willing to pay for it. Okay, so a four by five would be 20 totes, and that's like $800, give or take? Just to do the math here, 20 times 40, 800 bucks. Okay, and does that include the totes?

Do they have to buy those separate? That would be separate. Okay, so just the wood and the wheels and just the structure. Just the structure. Okay. Now, I remember when we last spoke, we were talking about ideas that were tangential to this. Like you could do garage organization services or garage cleanup services. I've since seen like videos on Instagram of people that have that business, not related to shelving at all, but just like a standalone garage cleaning business or garage organization business.

Have you dabbled in that at all? A friend of mine, we kind of called each other at the same time and said, hey, let's do this. Hey, I was going to call you about this. haven't rolled that out yet but how that would be a setup is you know just to kind of utilize the shelf due platform hey i can organize the space as well if you need yeah in addition to a shelf if you don't want the shelf great i can come and organize for you and kind of work intended with my buddy and doing that side of the business that would obviously necessitate more than just me that would require some employees, some more man hours to do that.

Because every job is going to vary a lot more than my particular model. You know, stay tuned. There might be an update on the website for that. Do you have like a database of all the customers you've ever had? Yeah. So all the purchases of plans, all the physical install of shelves, those customers, I got a list of all them, everyone who's ever emailed me. I think it's all been listed now.

Let's say theoretically, you've delivered 300 shelves lifetime. Probably closer to a thousand. Okay, let's say a thousand, even better. And you get 10% of them to sign up for like annual spring cleaning services, right? 600 bucks, right? That could be 600 times 100, 60,000. That could be 60 grand a year in recurring revenue. Where you really have no cost.

It's just your labor and your time. Of course, your cost would be any help that you had, but that could be an entirely other business. And then if you were to go to all your competitors, build the database of all the people on Facebook marketplace in your area that are doing the same thing and just say, hey, I do garage cleanup as well. Every lead you send me, I'll give you $100. And you could have like this network of referral partners because the chance of them hearing that and thinking, oh, I'm going to do that myself. It's probably pretty low. Like it's not a sexy thing to do is go clean out someone's garage on a Saturday. Right.

Right. Who likes to do that? Right. But like eventually, you know, do things that don't scale. You could just, you could hire it all out. And you could monetize your competitors, you know, in a different way. Right. Yeah.

As the undercut, you had one way, not take advantage, but, you know, creative business. Yeah, yeah. Monetize them. So you got to 15K a month in revenue. You ended up getting a shop, right? Correct. Yep, got a shop. I had one, had to move out of it.

Got another one now. a little bit nicer. That's the one you most recently have seen. It really works out to have a space where you can lay out everything, all your tools in one spot, move from station to station, and not have to rearrange things as I did in the garage way back when. You got to move this. Okay, tuck it away.

Got to get the cars in. It's no longer an issue. I can just show up and light on and start cut. Yeah. And today your business is more about like working with a network of installers and you have a course that you sell as well, less about building shelves directly, right? Sure, no, yeah, I still have shelves on my docket for things to build,

but it's changed. It's kind of transformed as I've kind of built up this following of like-minded people wanting to organize spaces, installers, as you just mentioned, that can kind of just join my network of installers to be able to receive leads when they come in as people message. me, hey, I'm in Oshkosh, or I'm in Florida. I'm on Australia, right?

I can forward those leads on through this installer network, which kind of works out great, right? What do you sell those leads for? How much do you get for referring someone? Base there's kind of a 70-30 split. If you think of a $1,000 shelf, that's obviously $300,700. Of their $700, for that size of shelves, roughly a 5 by 5. the expenses on that, it's probably 150 bucks. Oh, wow.

It's great. And they're 70%. Yeah. So even if they're making 700 bucks on that, they're still 80% profit margin, which is their time, right? Yeah. Yeah. Aside their time. And that's to them however fast they would have built it.

Now, have you dabbled with making other stuff for people? Well, yeah. I often don't post those because I don't want to build more of them. The process isn't been streamlined enough. But no, most recently, I don't know if my wife posted this one, but I made a bed for my daughter. So it's kind of the same old setup with the totes, which is in a different arrangement bed style. And so you can tuck your toots underneath it, bed on top. Kind of just is a different way.

Instead of sliding them underneath the bed, you can put them on the shelves. Oh, that's cool. You don't want to scale that? I think it would work. That could blow up. Have you tried to sell that yet? Like on Facebook? No, I believe my wife, as she's yelling at me over here, whispering, I'm still working on the video.

To be released. And also another innovation just over time is just better plans. I made the first plans that you could buy online, just kind of digital download on my computer, myself, PDF, Adobe, and they all look different. It's kind of funny looking. But I've since upgraded all those that once purchased, want to see a different style. you can go on and see those improveers. I got a guy now that can make plans. Oh, that's cool.

Also making plans for that bed as well. What tips do you have for people that are selling anything on Facebook marketplace, a product or a service? Facebook doesn't really like people selling services, right? How do you get around that? To your first question of advice that I would give to somebody who wanted to sell something on Facebook, it comes down to wanting it and your why. Why are you wanting to sell something?

Obviously, it's for money. You want to provide in some way for your family. I think having that at the core of why you're doing it, it's in the why, is going to help you push forward those difficult times of it not working. That's first and paramount. From there, it's a lot of trial and error. I believe if they want to sell aripas or a little,

you know, those are the Venezuelan treats or empanadas or whatever. I'm thinking of Latin food for some reason. But any little trinket or hobby or craft and whatever it is, they just got to put it out there and see what happens. Take some nice photos, make an example of it. Take a photo, post it out there, and see what happens. If you get a lot of feedback saying, oh, this is too expensive, or, hey, do you have this version?

will all those little details go into making a better version? Many people don't even reach this point. They are scared of what's going to happen. That's the most sad thing that I've seen. It's like, oh, they're struggling for money, but they don't know what to do. Well, just try. You've got to try. Instead, they resort to other free services in the community to support themselves,

which nothing's wrong with that. Maybe then, you know, but there's a lot to be said and a lot to be had. but just trying something. Trying something new. I love, I mean, I'm doing this right now. I'm going to share my screen. I just pulled up Facebook marketplace. I love just pulling up Facebook marketplace

and seeing what Facebook's trying to show me on the home page because it's always the most unique things. Like here we go. We got a free home gem. Okay, well, you could sell that stuff. Go get it for free and then sell it. Free old church pews. I guarantee you someone would pay for that.

Oh, yeah. I didn't even search anything. This is just what the homepage is showing me. Yeah, this is the whole buyer. resell market is crazy. Yeah. The D.I. I don't know if you have the D.I. in Dallas, Texas. No. Just like thrift stores? Yeah, it's like a Deseret. It's like the, it's a thrift store, basically, but people line up at the thrift stores, waiting for new goods, buy it all up and go resell it. You know, there's a business. But it requires that mindset of somebody to go in and be looking for

that opportunity and wanting to do that. Yeah, I mean, this guy's selling a 16-foot trailer with a tiny home on it for $9,500.500. Like, $9,500 for a house. Like, it's obviously not as nice as like a formal tiny home, but tiny home sell for $80,000. Like, a trailer alone could be $9,500,000. Yeah. A little cabin. I'm golf cart for $2,000, an eight foot floating alligator. It's just, it's so interesting to just ideate by looking at these. Sourdose starter, pay what you can, you know? There you go. School bus for $4,200. You can sell anything.

Have you come across other people on Facebook marketplace, like selling something interesting or unique that's kind of made you cock your head? I remember seeing some flowers. Not your regular flowers, but kind of a crafty, take paper, roll it, paint it. They look like the metal aluminum ones that are all kind of folded up

and you put them on your wall, if you know what I'm talking about. Somebody was selling those for 30 bucks. People were just making crafts and people were buying them. I thought to myself, well, how, what does that, what does the work required behind that? Is it worth it? How long does it take you to make that? If you're selling it for 30 and it took you two hours, that's $15 an hour,

won't pay 17. You either go get a job or innovate and try and make them faster. Yeah. I mean, I pulled up Facebook marketplace and someone was selling Fettuccini Alfredo. Like that's it. There's a lot of food. There's a lot. I'm so curious.

Like I want to do a whole video series where I just, I buy a bunch of stuff, pay them to deliver it to me, and then I just interview them on the doorstep. Like, tell me about your business. Right. That'd be so interesting. To me,

I don't care if no one watched it. I would be fascinated. There's a lot of hustlers out there, which is cool. Yeah, a lot of entrepreneurs. I think there's an article or probably a video of Utah. There's a lot of entrepreneurs, MOMs, influencers,

a lot of these types here. It's great a lot of competition. It brings out the best in us, though. What advice do you have for people wanting to sell anything on Facebook marketplace? Are there any best practices that they should follow? I kind of mention this, but it's quantity, right? It doesn't cost you a thing. If you don't do ads, don't boost anything.

It doesn't cost you a thing to make a listing. So make as many as you can. Use chat GPT to come up with ideas. Yeah, whatever it is. or even just yourself, change one word, you know, that repetition, that big net that you cast is going to help you determine which of those is best. Then you hone in on that one. It's kind of, I don't know if it's common knowledge, but just honing on the one that works

and do more of that. Yeah. You always have to be doing that always. Yeah. I'm telling myself this too. I always have to be selling. If you're not selling, the business dies. Yeah.

What do you think is next for your business? As we've discussed, the shelf, it's not a repeat subscription type model. I said, 40-up, and this shelf's going to last until the second coming, I want to say. I was going to say that. It's solid. It's not going anywhere. And you can move it with you because it's built screws, right? Move it to your next house.

So that doesn't cause a whole bunch of repeat customers. And so I've had to innovate. So that's where we've now transitioned. We've always had the digital plans, which you can buy. But now we've kind of transitioned over to the installer network, which you've got a couple different tiers of that. You've got the free version, which, hey, if you're making shelves, you're doing your own thing, great. Let's just connect. And I can send you something later on if you need an extra shelf, right?

Who wouldn't reject that? And then you got a paid version, which just kind of gets you more exposure on the website that lots of people are visiting. Hey, can get your name listed right there, your location, territory, exclusivity, etc. I get your hat and shirt because you're a shelf dude now. That's kind of what the installer. Shelfdood pro programs, what I'm calling it. Once again, innovating is this course that I've developed. Is everything that I've learned over the last two years ever growing as well,

of eight modules of how to do this, how to do that, how to do Facebook, how to, etc. It's not there. Let me know and I'll add that in. But you can take that if you haven't, if you don't know anything about shelves, take that, learn everything that I've learned and have implemented and hit the ground running. So that's, it's also there, as we've discussed, kind of the garage organization is a possibility that I'm looking at, as well as some other digital assets that I'm currently in the works. But don't want a book, for example.

I'm kind of dabbling in a book. Oh, there you go. of why we get so disorganized. The point there being that, oh, yeah, you could learn how to avoid it. Yeah, yeah. I think people would like that. It's kind of like, it's like a self-help book, right? And obviously, that's one of the biggest categories.

Like, what was the Marie Condo show? Yeah. It's like that. Like, there's clearly a demand for people to pay for that. Aside from these little things that I sell, right? I get kind of caught up sometimes of, oh, and I'm just sick of selling. Just a little tired we want to do. And I got to remind myself, why?

Why am I doing this? And it comes back to a real story that I shared recently. I love to organize a space. Maybe that's the OCD in me. I love to organize it and make it clean and accessible. But the stress related to that that the person has because it's, it's disorganized, it's cluttered, is the stress they don't know they have until they have it relieved.

Yeah. Yeah. So I love bringing that piece. Not any customer I've installed the shelf for has said, I hate this afterwards. They're always ranting and raving because it must feel good. Much better. Thank you so much. And those are the moments that fill me up.

It's like, oh, that's why I'm doing it. Yeah, yeah. They feel and understand that this is so much better. Why did I have it any other way? A recent customer, they're moving located here in a Draper, moving from house, they're doing some renovations, so they were staying with grandma. But all their house, 150 bins, was in a storage unit. They called me up, hey, we need some, we can't be unstacking all these things all the time.

Because they'd see my stuff, went over there. I set them up with five, five by five shelves. That's 25 times, that's 150 totes with wheels. And she was ecstatic. This is the best thing ever. This was, and it was actually his husband, her husband's birthday. So this is his birthday present. He loves it.

I always think back when I'm having a rough day. Yeah, yeah. That's why I'm doing it. That's awesome. During your sales process, do you sell the dream of that? Like paint the picture of how they're going to feel when you're done? A lot of the sales, kind of the, how that happens is a lot of just message over Facebook. And so, hey, here's the prize.

Here's some pictures. And what's your space look like? Send me pictures and kind of create that professionalism there and let them know that I'm the expert. And there's not a lot of calls where I have that opportunity to paint that picture for them. Yeah. That's a good point. Maybe I, it's always hard to ask for a phone number. Hey, what's your phone number?

Right. People don't. There's a tradeoff, though, because you're going to be more likely to close them. If they do give you the number, right? my record is still 100% for in-person. Oh, wow. Your close rate? I'm a close rate there.

Hey, can you come measure for me? Sure. I always close them. I'm able to connect with them that way. I'm in the space. Yeah. My friend Alex that does land clearing, he attributes all of his success to painting the picture in their mind of what their

is going to look like and how they're going to feel when it's done. And I love applying that principle to any industry. like tell them how they're going to feel when it's done. And he said sometimes when they, he clears some acreage, they'll cry because they're like, my property has not looked like this since I was a kid. It looks like a different property. And so like once he saw that reaction in people, which he didn't expect, now he like tries to get ahead of that reaction and tell them that they're going to feel that way and his close rate went up even more. Sure, sure. And I connect the emotion to it. Yeah. Well, the shelfdude.com. That's

where we find you, right? Shelfdue.com. It was a dot company site before. Got rid of that. Now it's to Shelfdude.com. Okay. Well, if you are in Utah Valley or you want to start this business, go to the Shelfthdude.com and Alex will help you out.

This is not an ad. He's not paying me, but he's a great guy. And we should give him some business. Awesome. Thanks, Chris. All right. What did you think? Please share it with a friend and we'll see you next time on the Kerner office.