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If I Needed More Customers in 2026, I'd Study This for 1 Hour — Transcript

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0:00The biggest debt all of us pay is
0:01ignorance. And so I I heard this close
0:03at this pitch years ago and this guy got
0:06on stage and he and he was like, "Hey
0:08ma'am." She was like, "How much do you
0:09make?" She was like, "$50,000." So he
0:12wrote $50,000 on the whiteboard. And
0:14then he wrote a million on top of the
0:16$50,000. And he subtracted it and said,
0:18$950,000. He said, "You pay life
0:21$950,000 every single year for not
0:24knowing how to make a million dollars a
0:25year." And it was a crazy concept. He
0:28was using it to close the audience. But
0:29I like the most expensive thing that all
0:32of us are paying for is the information
0:33that we don't know. And that's like both
0:35frightening and also incredibly exciting
0:37because like
0:39fish in the best ponds, right? Like a
0:41good fisherman knows where to fish. And
0:44everybody can put a hook and a and a
0:46thing and stick it over the water, but
0:47like the best fisherman know where and
0:48when, etc. And that's exactly the story
0:50that you said is like I had the hook and
0:52I had the the reel and all that stuff,
0:54but like I went to where the be where
0:55the best fishing was. And like to me
0:57that's skill.
0:58>> Same work,
0:59>> same amount of time, same rod,
1:01>> more zeros.
1:03>> One of the things in the first book is
1:04like you want to like sell better
1:06customers. So if
1:09>> you want to sell better customers.
1:10>> Yeah. Like the it's the exact same thing
1:12you just said, which is like if I were
1:14to do CRO work, so conversion rate
1:15optimization for a website that's
1:17e-commerce, and I work for a store
1:18that's doing a million dollars a year,
1:20and I say, "Cool, I'm able to increase
1:22your conversion on your site by 20%."
1:24Okay, cool. So now that's doing $1.2 $22
1:26million a year. I made $200,000 in value
1:28and maybe I can get 10% of that. I get
1:3020 grand. Okay, cool. I do the same work
1:33to a business doing $100 million a year.
1:35I make them $20 million from my 20% bump
1:38and I get 10% of that and I make $2
1:40million.
1:4220,000 2 million 100x same work to your
1:46point. And to me that's skill like to
1:49know that simple simple fact like I had
1:52this tweet that went super viral which
1:53was uh solve rich people problems they
1:55pay better
1:58lot of controversy around that um but
2:00it's true [laughter]
2:02and so
2:04find the people and a different way of
2:06saying it is find the people who value
2:08what you have the most
2:10and I'm sure you've heard this have you
2:11heard the story of the the father and
2:13the son with the car?
2:14>> No.
2:14>> Okay. So
2:16>> maybe I have enough details.
2:18>> It's good. It's good. So there's there's
2:19a father who gifts his son an old beat
2:22up car and he says, you know, hey, I
2:25don't know if it drives or not, but you
2:27can take it down to the um the
2:29dealership down the street, see if you
2:30can trade, and get some money. He's
2:31like, okay. So he goes down the street,
2:33goes to the dealership, they say, "We'll
2:35give you a,000 bucks for it." And he
2:37come, you know, hears him out, comes
2:39back home. He's like, "Dad, they said,
2:40"Give me 1,000 bucks." He's like,
2:41"Okay." Okay. He's like, "Go to the
2:42impound yard where they, you know, break
2:44the cars up just for metal." He's like,
2:45"See what they'll give you." Goes there
2:47and, uh, the guy's like, "Uh, I don't
2:49know. This might be 500 bucks of metal."
2:52Kid like, you know, comes back home.
2:53He's like, "Dad, you know, he said it
2:54was going to be $500." He's like,
2:56"Okay." He's like, "Hey, go down the
2:58street to that uh that antique uh
3:01dealership, see if they've got anything
3:02that used car lot." He's like, "Okay."
3:04So, he goes down there, talks to the
3:06guy, comes back home super excited. He's
3:08like, "Dad, you won't believe it." He's
3:10like, "This is a historic car. There's
3:12only like 10 of them left." He's like,
3:13"It's worth $100,000."
3:16And so the father smiles and he's like,
3:18"And the lesson I want you to know is
3:20that it's not necessarily who you are,
3:22but the people that value you the most."
3:24And so you can talk to different people
3:27and go to the people who value you. And
3:30I just I I love that story because from
3:31a it's a hu it's a huge business story
3:34in terms of like sell
3:36where the fish are, where the big fish
3:37are. like if you if you're going to go
3:38hook fish, go to go where the whales
3:40are. Um it takes the same work, but a
3:42lot of it's just belief. People don't
3:42think it's possible. And so a lot of
3:44times you have to just keep leveling up
3:45and you sell your first $10,000 thing,
3:47you sell your first $100,000 thing, sell
3:48your first multi-million dollar package,
3:51you realize it's the exact same thing.
3:53It's just so maybe if I'm list, if
3:55anybody's listening right now, it is the
3:56same thing. It's the exact same thing.
3:57And sometimes it's easier. [laughter]
4:00>> It's normally easier.
4:02Like, you know, you've seen that meme
4:03that says like, uh, so what exactly am I
4:06going to be getting for this $50 thing,
4:08right? [laughter] And then it's like,
4:09uh, $50,000 clients like, wire sent
4:11yesterday. Like, what do you else do you
4:13need? Like, it's and that's totally
4:14true. Um, but I think there's a skill. I
4:17have a janitorial business. Uh,
4:20what kind of lead magnet? Uh, my ideal
4:22avatar need help attracting and
4:24nurturing clients. Appreciate it. Well,
4:26dude, if you're in the janitorial
4:27business, it's going to be commercial,
4:28you know, commercial building owners,
4:29right?
4:31Um, and so lead magnets there are I mean
4:37it's going to depend on the size of the
4:38buildings that you're looking at. If
4:39you're looking at smaller buildings that
4:41you're doing, you're really just looking
4:42at business owners probably. Um, I would
4:46imagine like the the the first and most
4:48likely path would probably be a Google
4:50PPC campaign. So pay-per-click campaign
4:52uh on anyone that's searching that in
4:54your local area. That would be like the
4:55fastest first method of getting leads.
4:57They'll be the most expensive, but
4:58they'll be the most qualified. All
4:59right. So, that's kind of like thing
5:01one.
5:02Thing two, um, in that space is I would
5:06probably
5:09trying to think about
5:15I mean, doornocking would work. Okay. It
5:17depends on the size of the building
5:18again. So, I don't have as much like if
5:20you have smaller buildings, door
5:21knockock can work. If they're bigger
5:22building, then it's going to be outreach
5:23to building managers, which is going to
5:25work pro better off of LinkedIn outbound
5:27strategy. So, I'd be looking at building
5:29managers who are actually who are the
5:31decision maker for uh for those services
5:34and I would be doing outbound on
5:35LinkedIn. There was a business that I
5:36looked at uh not that long ago that had
5:38a they they look went for Wales um and
5:41they only were talking to building
5:42managers. They did it all exclusively on
5:43LinkedIn. So, there's two strategies
5:46that I would do. And in terms of lead
5:47magnet, I think the lead magnet actually
5:49matters less for like this type of
5:52business. Um it would probably be more
5:54like what is my offer rather than what
5:56is my lead magnet. So, I'd be focused
5:57more on like what's my more compelling
5:59way to pull cash forward, which might be
6:01like I get paid quarterly and I get paid
6:02in advance. So, that'll be one of the
6:04like ways that I would pull cash forward
6:06and decrease turn. But in those
6:07businesses, turn is almost nothing. So,
6:09it is definitely the acquisition game um
6:11of getting customers.
6:12>> How's it going, dude?
6:13>> Excellent.
6:14>> Been following you since you were at
6:15like 3,000 subscribers on YouTube. So,
6:17appreciate what you do, man.
6:18>> Um my name is Joseph.
6:19>> What took you so long? [laughter]
6:21>> My name is Joseph Druther. Um I run
6:23Druther Homes in North Carolina. We sell
6:26we we basically build luxury speck
6:28homes. Uh that's what we do. So we're
6:30going to do not quite 30 million in
6:32revenue this year. Our goal is to be a
6:3450 plus of healthy revenue uh in the
6:37next three years. And what's stopping me
6:39is um we eat a lot of land. We need a
6:42lot of land to keep the machine running.
6:44And so um we've never we've always had
6:47like referrals. We've always kind of
6:48come across stuff on market. And uh
6:50>> are you having issues finding the land
6:52or buying the land?
6:54um finding the land has been I'd say
6:58finding the land and then followed 30 to
7:0245 days depending on what our contract
7:03says uh buying the land. So it's
7:05extremely cash intensive. So for us to
7:07grow requires new investors, new
7:09lenders, you know, constantly bringing
7:10on lots of cash especially at our price
7:12point because we're in like the one to
7:13$2 million price point. So land is might
7:15be two three $400,000
7:18for a lot.
7:19>> Okay.
7:20So what are your margins on your 30?
7:24>> Um so we will do so we generally shoot
7:26for about 25% gross margin gross profit
7:29and then we will end up around 15% net
7:3212 to 15% net.
7:34>> So this year we'll probably do
7:36>> like four and a half
7:37>> like four and change.
7:39>> Cool. So with the four and change how
7:41many houses so you're so you're
7:43basically building call it 20 houses a
7:46year something like that. So, we're at
7:47we're projected to start about 26 this
7:50year. Yeah, we'll probably sell a little
7:51bit less than that.
7:54>> I can't imagine raising 400 grand is
7:56that hard.
7:58>> I've done it a lot. I've kind of
8:00exhausted my warm network start, you
8:03know.
8:03>> What kind of returns are you getting the
8:05person who's investing?
8:07>> Between 9 and 15%. Depends on how much
8:10they have.
8:11>> That's not that exciting,
8:12>> right? Well, I bring it up to say this,
8:14which is that
8:15it's probably a right or downer, but
8:18there's never a lack of capital, only a
8:20lack of good deals,
8:21>> right?
8:23>> Like good deals never starve for
8:24capital,
8:26>> right? If you said, "Hey, I've got this
8:28thing. It's assets secured and it gives
8:3030% a year. Would anyone else here give
8:32him some money?"
8:33>> Right? It's a bad deal,
8:35>> right? because you're basically offering
8:38the same as called the market with this
8:41is me just being transparent single guy
8:44you know not single you know what I'm
8:45saying like small business owner uh
8:48taking risk that's significantly riskier
8:51um I would say that market for something
8:53like that is probably like in the in the
8:55like not at the nine probably closer to
8:58like 13 to 17 you know what I mean maybe
9:0113 15
9:02>> um realistically you probably just need
9:04to find one person who can fund all of
9:07these things. Um, and basically have a
9:09facility that just rolls for you,
9:11>> right?
9:11>> Basically all you need to do. And so
9:13it's like, hey, if I can just this is my
9:15model. I will buy homes. I will flip
9:17homes. You're senior secured on this so
9:18that you can't really lose money. Um,
9:21that becomes more interesting.
9:22>> Yeah.
9:23>> So, let's assume that you can find that
9:24because I don't think that's a hard
9:25pitch to to give. [clears throat] Then
9:28we just need to go find land. Okay. So,
9:31from the land perspective,
9:33what's hard about finding the land? Um,
9:35so it's been inconsistent.
9:37>> What do you currently do to find land?
9:40>> Um, [snorts]
9:41what we just started doing was direct
9:44direct mail. So, we used to do it very
9:45long time ago. Our our pipeline got
9:47super full um from
9:49>> Well, no, our our pipeline got really
9:51full from, you know, somebody dropped 36
9:53lot subdivision or an 11 lot
9:54subdivision. All of a sudden, it's like,
9:55hey, we don't like stop. We don't need
9:57more deal flow
9:58>> right now. And then we're eating through
10:00all of that and now we need to
10:02>> turn on the faucet. But that was those
10:03were just lucky. I would say lucky. I
10:05mean they just referrals. People wanted
10:06the listings on the back. So
10:07>> was it from the direct mail or the
10:09referrals?
10:09>> No, that was just from referrals.
10:11>> Okay. So when you did the direct mail
10:12piece, nothing it didn't work.
10:13>> No, we we we got we've got uh deals for
10:16sure. So we just started that back up.
10:18Okay.
10:18>> So I hired um I hired a marketing or a
10:20sales guy to kind of start that back up.
10:22And I told him I was like this is this
10:23works. We got
10:24>> Do you have any metrics on the last time
10:25you did direct mail?
10:27>> I don't remember because it was a few
10:29years ago, but it was pretty good.
10:30>> So I know I know it works.
10:32>> Okay. So, you have a thing that worked
10:33really well last time that you didn't do
10:34for a while that we're going to do again
10:36that will probably if you do that work
10:38again.
10:39>> Chances are.
10:40>> Okay. So,
10:43what do you want to do from here?
10:46>> I mean, that would be my best bet.
10:48>> Yeah.
10:48>> You're like, I have this thing that
10:49worked really well. I'd be like, let's
10:50start there. [laughter]
10:53>> So, so it's kind of twofold because
10:54we're we're trying to acquire more land,
10:56but a way for us to scale, you know,
10:58we've kind of looked as two paths. One
11:00way for us to scale is to continue doing
11:01specs, which requires a lot of cash. The
11:03other way is to go directly to buyers,
11:05you know, basically build the brand,
11:06build the luxury brand that people want
11:08to come directly to us and build
11:10essentially a custom house without any
11:12of the custom house headaches. And
11:14[snorts] so if we can, they can buy the,
11:16you know, we're using their land, their
11:17money, you know, their cash, we can
11:18build our product like for them and it
11:21doesn't require any of our cash.
11:22>> You mean you're going to sell them on
11:23the fact that it's custom, but it's
11:24spec. [laughter]
11:25>> Yeah.
11:26>> Yeah. Cuz like, you know, Exactly.
11:28>> It's a custom home without the headache.
11:29This one or this one? This one or this
11:30one? Right.
11:31>> Yeah. Essentially done for you design
11:33services like house designers,
11:34architects, all that stuff.
11:35>> I mean, I'm all for that. So, um,
11:37>> but we don't have any of that going
11:38right now.
11:38>> Well, yeah. I mean, you'd have to find
11:40someone who's sitting on land that wants
11:42to buy a house that hasn't found a
11:43builder.
11:44>> Mhm.
11:45>> It's probably a small subset.
11:47>> I'm just saying like you you got to find
11:50land owners
11:52>> who don't have a house, who want to buy
11:53a house now, who don't have a builder. I
11:56don't like that personally. You might be
11:58able to find veins of that, but can I
12:00just zoom out for a qu for a second?
12:02What do you want to have happen?
12:04>> Um, like,
12:05>> well, you said 50, but like you can like
12:07we can say scroll that and just send the
12:09direct mail piece and do 50. So, like
12:11what's
12:12>> when you say what do I want like is in
12:14life or
12:16>> with the business? I mean life.
12:18[laughter]
12:19>> Yeah.
12:20>> Like I want to make an impact. It's like
12:21all right, but with the business, what
12:22do we want to do?
12:23>> Yeah. So, no, I mean we're we we
12:24consider ourselves a for purpose uh
12:26company. like we have a goal to give a
12:29ton of money away and to change the
12:30world, right? So, as long as we can grow
12:32healthy and stay really really good
12:34stewards of what we're doing, I don't
12:36it's not really about a number for me.
12:37Like, I I truly believe that we could
12:39become a billion-dollar company, whether
12:41that's when I'm 50 or 60 or 70. Like, it
12:43doesn't really matter to me. I just want
12:44to continue to improve and do better,
12:46build a great culture, have an, you
12:47know, amazing team surrounding us, and
12:49uh be able to kind of impact their lives
12:52and, you know, continue doing our all
12:53the all the nonprofit work and stuff
12:55that we do.
12:56something for another time.
12:59>> A lot of the like I would say
13:02well-intentioned, heartfelt
13:03entrepreneurs that I have met
13:05>> um use a lot of that kind of visionary
13:08future-based language.
13:10>> I would just ask myself, how do I know I
13:12did it?
13:14>> And then define that in observable
13:16terms. It'll probably be more helpful.
13:17>> Yeah.
13:18>> For your team, too.
13:19>> Yeah.
13:19>> Because otherwise, this is like we're
13:20just going to do this can be kind of
13:22tough because it's just this big globby
13:24like amorphous thing. Yeah.
13:25>> But beyond that, um I'll ask the
13:28question that was kind of underneath of
13:29this just was like why bother changing
13:30your strategy
13:33>> to do more,
13:35>> right?
13:35>> But we could just send more mail,
13:38>> right?
13:40Yeah.
13:40>> So that's why I'm saying why would we
13:41change it?
13:42>> Yeah. It would just require a
13:43significant amount more capital. So
13:45>> So it's a capital conraint, but if we
13:47can create
13:48>> a deal that makes sense,
13:50>> right?
13:51>> Yeah. I mean, how much is a how much is
13:53a couple points going to really affect
13:54the net margins of the business on the
13:57land? How long does it take you to build
13:59the house?
14:00>> About 6 months.
14:01>> Okay.
14:02>> So,
14:02>> so $400,000, let's say, for the parcel
14:05of land. 6 months, let's say you give, I
14:09don't know, 12%, right? So, it's a
14:12percent a month. So, it's $4,000 time 6
14:1524,000, right? Okay. on the million
14:19dollar $1 and a half million dollars. Is
14:21that a huge deal?
14:22>> Um, no, it's not. It's not a massive
14:24deal.
14:25>> So, like,
14:26>> yeah,
14:30[laughter]
14:31>> you're you're in a classic situation of
14:32like you have a $30 million a year
14:34business that can very clearly get to
14:36$100 million a year
14:38>> if you don't change the business cuz it
14:40got it took it was like my opinion is
14:42this. You can do whatever you want, but
14:45if you go do the other thing, again, I
14:47have nothing against it. It's just that
14:48you don't know anything about it.
14:50>> It's like right now it's like, "Yeah,
14:51we're going to sell them a custom home
14:52and we're g a couple options." It's like
14:54they might be like, "Fuck that. Uh, if I
14:56wanted a speck house, I'd buy a speck
14:58house. I wanted to be custom." And then
14:59all of a sudden you come back here in a
15:00year and be like, "Dude, it is a [ __ ]
15:02nightmare. I'm talking to these
15:03customers all day." It's like I I had it
15:05made, right? Because you haven't done 30
15:08million in that,
15:09>> right?
15:09>> And 30 million in that is hard. You're
15:12doing 30 million in this. There's a lot
15:14of levels of entrepreneurship. You're
15:15already here. There's a lot. It's rare
15:17air.
15:18So, like once you find the the bricks of
15:21the building, like
15:24it's just we can just convince ourselves
15:25that we're like cutes for some reason. I
15:28mean, you know, you're also cute, but I
15:30mean, you know, [laughter]
15:32but yeah, make a better offer for the
15:34investors. You can get one guy who
15:35probably bankroll all of this stuff.
15:37It's not that tough. These are not huge
15:38deal. You know what I mean? Like even
15:39with 26, it's what, eight million bucks?
15:42>> It's not a lot in the in the scheme of
15:44real estate. It's not a lot of money.
15:45Um, and so yeah, make a better deal,
15:48send the direct mail, and I would say
15:50just don't get cute.
15:51>> Cool. I appreciate it, man. Thank you.
15:53>> Appreciate you. [applause]
15:57>> That was super real, though, cuz I think
15:59many of us have this exact same issue,
16:01which is like, hey, my business works,
16:02and so in order to do more, I'm going to
16:04do something different. It's like, why
16:05don't we just do more to do more, right?
16:08Go for it.
16:09>> Oh, this is amazing. Um,
16:11>> do do what I did.
16:12>> Niche matters less to me. It's more what
16:14are the psychoraphics of a customer
16:15who's highly successful and will get the
16:17most value from it. And so you want the
16:20fewest common denominators among the
16:23customers that are the most valuable.
16:25>> And so if you look at all of them, you
16:27might find out that it's, you know,
16:28people who do over a million dollars a
16:30year is thing one. Thing two is they
16:32might have at least three employees.
16:33Thing three is they might have at least
16:3520 customers.
16:36>> And thing four is maybe they're all
16:38organic driven.
16:39>> And so you be like, okay, these are the
16:41true avatars. And the reason this is so
16:43important is that most people hear that
16:44and think, "Oh, shoot. That's half my
16:45half my customers are not that." But the
16:48other half of the customers that you're
16:49selling that are not that avatar are the
16:50ones that are turning out, causing
16:51reputational issues, burning out your
16:53team. And so then the followup question
16:54is, if you only had customers that were
16:57the perfect customer, how much more
16:59value do you provide to them
17:00comparatively? Typically, it's like two,
17:02three, five times more value to the
17:04right avatar.
17:05>> In that situation, then we say, "Cool.
17:07then now we need to match the price of
17:09our product to the value that we're uh
17:12we're providing, right? Whereas when you
17:14have the blend, you have to usually sell
17:16to the lowest common denominator. And so
17:18if you have 50%, you know, people who
17:21don't get great results and then 50% who
17:23do, and then you're going to have to
17:25sell at a price point that's here
17:26because these people are going to be
17:28super dissatisfied and you just blend
17:30it. Whereas, if you only sell to these
17:31people, you can sell all the way up here
17:33because these guys are getting 10 times
17:34the value and so you can charge
17:35appropriately and make up for the fact
17:36that you have less volume of customers
17:39that are coming in.
17:42>> Got it.
17:43>> Was that as good for you as it was for
17:44me? Did that make sense? Okay.
17:45[laughter]
17:48>> I like that.
17:49>> Elsenor recruiting.
17:52>> It's one of the things I do.
17:54>> Oh, what is the other business?
17:55>> So, I [laughter] set up
17:57>> my other mistress. Yeah. um kind of like
18:00the gym launch model for door-to-d
18:02dooror sales. So I coach on sales,
18:05leadership and recruiting
18:07>> which then has led to through
18:10a recruiting department. So we have like
18:12a recruiting firm, we have a mastermind,
18:14online education and events. So those
18:17are kind of the verticals.
18:19>> Okay. So those are products.
18:20>> Those are the products.
18:21>> Okay.
18:22>> Um
18:22>> but the same avatar.
18:24>> Same. Well, the problem is there's three
18:25avatars. rep, sales leader, and then
18:28owner. So, we service reps, management,
18:31and owners.
18:32>> But you sell to the owners,
18:34>> all three.
18:36>> So, think the sales people have a sales
18:38track. Okay.
18:38>> Leadership have a leadership track,
18:40owners have an owner.
18:41>> What's revenue?
18:42>> Uh, last few years we've kind of capped
18:44at around 7.5 million.
18:46>> Okay.
18:47>> Um, we'd like to be at 15 million.
18:50>> Okay.
18:51>> But just seem to just hit this invisible
18:53ceiling.
18:54>> Okay.
18:55Um I think talking to Ed it has been
18:59that's why he's like you just need to
19:01say this to Alex and let him just pick
19:02you apart.
19:03>> Yeah.
19:03>> So
19:05>> uh I think I am what I'm stopping me
19:07just because I have that. Yeah. Yeah. So
19:09I will take ownership of that.
19:10>> Yeah.
19:11>> Um we I think are trying to bite off so
19:15many different things to where [snorts]
19:16it's just like team bandwidth and
19:20>> three avatars three companies. Okay. So,
19:21you have
19:23sales [sighs] dude, right?
19:25>> Yep.
19:26>> All right. And what's this guy buy?
19:27>> So, onetime 12-month online course.
19:31>> Okay.
19:32>> So, for how much?
19:33>> For little little one 197 big one, 1500
19:36bucks.
19:37>> Okay. So, 197 and then 1,500
19:41>> and then they can buy the mastermind
19:43which is up to 10 grand.
19:44>> Okay.
19:45>> So,
19:46>> okay.
19:46>> Like that's the ascension, right?
19:47>> Okay. What's the what's the second
19:50business? Yeah.
19:51>> Uh
19:53sales manager would be the next avatar.
19:55Okay. She would go kind of the same
19:57track. Uh
19:59>> same price.
20:00>> Same price
20:02>> but different stuff.
20:05>> Same price, different stuff. Yeah.
20:07>> Okay.
20:08>> Just different track.
20:10>> Okay. What's the And then owner.
20:11>> Owner.
20:13Uh
20:15typically the model would be business
20:17boot camp two 2500 bucks
20:20>> in person.
20:20>> Yep. This thing and then
20:24uh mastermind would be 35 grand or the
20:28model would be
20:31>> they come in and buy an online for their
20:33team. So that $6,900
20:36plus 500 bucks to whatever 50 bucks a
20:39user and say pay recurring.
20:41>> Okay. 1,600 like set up.
20:43>> Yep. Set up. Then 50 bucks a user and
20:46then we give them a free ticket to that
20:49boot camp and then upsell them into the
20:51mastermind.
20:52>> So you sell this on the front end
20:53sometimes too.
20:54>> Yeah. So we and or we'll sell that plus
20:56the recruiting. So we call that a pro
20:58package.
20:59>> Exactly. I know this. You can see my
21:02constraint here. Exactly. So the pro
21:04would be like for a business owner it's
21:05like you get the training and the
21:06recruiting done for you. We build out
21:08your training system. We build out your
21:10recruiting system. And that's like 15
21:12grand.
21:13>> Do you have an organic following?
21:15>> Yes.
21:16>> Yeah. That's why. Um, so super common
21:20when someone's like organic only or
21:22organic as their primary is that you
21:25sell a product and you make money and
21:27then you say, "Oh, well shoot. What else
21:29can I sell?" And then you come up with
21:30another product because you have this
21:32fixed pool. Yep.
21:33>> And you're like, "I want to just put as
21:34many lines in this one pond as I
21:35possibly can so I can make as much as I
21:37can." And it makes sense until it
21:39doesn't.
21:39>> Yep. um rather than what is the one
21:42thing that has the highest operating
21:44leverage that has the highest revenue
21:46retention and then how do I expand the
21:48pond? Um and so typically it's like you
21:50figured out one thing which was like you
21:52figured out how to make content which is
21:53how where your lead flow comes from. But
21:56if you want this like the answer to you
21:58getting to 15 or 25 or 100 isn't going
22:02to be like I'm going to also do sales
22:05massages and a sales newsletter. right?
22:09Like what else can I sell these people?
22:11Um
22:15I I prefer businesses that are straight
22:17lines like front door, door two, door
22:21three, and then call it a day. And then
22:24the question becomes, how do we put more
22:25people in the front door? It just makes
22:27life a lot simpler. Um that is a big
22:30strategic question for you. So this is
22:32more of a like if we're flipping off the
22:34page, like what's our issue here? It's a
22:36model issue.
22:42And so the thing is is that everything
22:43that you did is not inherently wrong. It
22:45was logical. It's just that when you're
22:48a small business, you have such limited
22:50resources that your ability to do
22:52anything well is so constrained that
22:55it's like you might as well just pick
22:57one thing because you're competing
22:58against people who only do each of those
23:00elements on their own as their main
23:01business. And so um
23:05let's zoom back out.
23:08Which of those avatars that you just
23:09named is the most valuable avatar to the
23:12business?
23:12>> Owner.
23:13>> Owner for sure.
23:14>> Okay. So, if owners came in,
23:19what if what's the revenue percentage if
23:20you had a split here?
23:22>> Uh, probably 80% owners.
23:24>> 80. Bro, what do we
23:26>> Yeah. Yeah.
23:29[snorts]
23:30>> Okay.
23:31>> So, I've got this great thing. I have
23:32this idea. So, we're going to do is
23:33we're going to cut out 80% of your work
23:36and we're going to make 20% less money.
23:38[laughter]
23:38Uh, and your margins are going to go up.
23:40Um, yeah, it sounds like you just need
23:42to sell to owners and then go get more
23:45owners.
23:48>> Just focus on that.
23:49>> Yeah. The next question I have on that
23:52then is so training has its own
23:55fulfillment, its own model. Recruiting
23:57has its own, you know, they kind of go
23:59and then there's the mastermind. Do you
24:00do you find getting a leader or like a
24:03kind of a product owner for each of
24:05those verticals because it still kind of
24:06hits all three of those all three of
24:08those are really profitable?
24:10>> Yeah.
24:10>> Would you just find like a dude that
24:12kind of runs each one of those?
24:13>> Yeah, you can have somebody who owns a
24:14division or owns a revenue line.
24:16>> Yeah.
24:16>> Or do they share like a marketing team
24:19and they share a sales team? Like that's
24:21been my struggle.
24:22>> This is front door. This is the whole
24:23front door idea which is like
24:26>> if you have one team and obviously this
24:28depends on size of business and so
24:30>> I'd love to give you like this is
24:32exactly when it happens but it's you'll
24:34have a front-end team that sells the
24:36front-end thing and then typically
24:37because there's so so many fewer
24:38customers than there are leads in
24:40general and then that c that customer
24:41base from the first sale becomes the
24:43leads base for the second sale. Okay.
24:45>> Right. You can have significantly fewer
24:46people who actually do ascensions and
24:49you just take your one or two guys who
24:50are the best people from your front end
24:52team, make them the backend team and let
24:54them do the ascensions for you and you
24:56can do
24:57>> you can get to 100 million a year with
24:59like two or three guys on ascension. It
25:00does especially with the ticket sizes
25:01that you're talking about.
25:03>> Not hard.
25:04>> Um and so right now it's just like we
25:06have to fulfill for owners. That's the
25:08main game. and
25:12you do recruiting and you do training
25:14for their teams as a result. Correct. I
25:17mean, I'll bet you that the $50 a month
25:20per user thing is relatively sticky.
25:23>> Yeah.
25:24>> Very sticky.
25:25>> Yeah. So, like that's the best business.
25:28So, I'll bet you the sales dudes is not
25:30that sticky.
25:31>> No.
25:31>> Right. And the manager is probably not
25:33that sticky either. So, like you have a
25:35good business here. You just have to cut
25:36off the the appendages. So, think about
25:39like pruning a tree, like if you want
25:40the tree to grow, you got to prune off
25:41the bad branches. So, you're just
25:42pruning. Um, that's okay. It's normal
25:44because unconstrained growth is also
25:45called cancer, which kills you. And so,
25:47we just have to cut the cancer out and
25:50focus all of your nutrition and
25:52resources, the water, the sunlight, etc.
25:54on the one tree branch or the one
25:55central stalk that's going to keep
25:57growing that's super high margin and
25:58very sticky. And I would say like that's
26:02step one. And then step two is okay,
26:04great. Now, how do we like once we've
26:07fixed the model, which is what we just
26:08did, basically now we go back to the top
26:10and say, great, why can't we sell a
26:12hundred owners a week, what's holding us
26:15back? And then that's what we that's
26:16what we would attack.
26:17>> So, the next question just randomly,
26:19there's different verticals in door to
26:21door. So, like solar, pest, alarms, all
26:23the different verticals. Would you just
26:25take all things door to door or would
26:26you niche down into
26:28>> roofing door that Okay, cool. Stay
26:30there. And then would there be an
26:32argument to go beyond
26:34into
26:36maybe they're not indoor but they're
26:37home services
26:40because it is a a lot of the stuff we do
26:41is applicable very much so in
26:44>> how much is not applicable
26:47>> maybe 20%.
26:49>> Yeah I mean I'm okay with doortodoor or
26:52home services both those feel fine to
26:54me.
26:55>> Yeah
26:56>> I think that's still consider that's
26:57that's fairly niched down enough because
26:58they have similar problems. Yeah, it's
27:00kind of the same
27:01>> because it's more and this is how I'd
27:03frame it if I were selling it to an
27:05owner who's like, "Wait, I'm solar and
27:07these guys are pest control." I'd be
27:08like, "Do you guys knock on doors and
27:10get people in their houses to to give
27:11you money?" Yeah. Okay, great. Same
27:14sale. [laughter] Right.
27:16>> Okay.
27:17>> Right. Now, sure there's financing, blah
27:18blah blah, but like it's a separate subm
27:20module. It's not that hard to to explain
27:22to somebody.
27:23>> Cool.
27:24>> Yeah, that's what we do first. Clean up
27:26the model and then
27:27>> All right. My name is Zebra Elgad. I
27:29sell personal brand coaching. I do about
27:313.6 million in revenue and I'd like to
27:35get to about 10 million in revenue. Um
27:38what's stopping me is we're following an
27:39old business model that's working for us
27:41which is going out to separate cities to
27:45meet the customer which actually is
27:47generating a majority pretty much I'd
27:49say 75%
27:51of our cash flow.
27:53>> Um and I don't know what to do. I don't
27:56want to stop that cash flow from coming
27:57in.
27:59>> I don't want you to stop it either.
28:00>> Yeah. And my question Well, my question
28:02is um ultimately it's not uh
28:10>> I I spoke with one of the other coaches
28:11and they had mentioned that
28:12>> definitely don't call me a coach, but
28:13keep going.
28:14>> I know. I got you. Not you. or I spoke
28:17with someone else and they mentioned
28:18that it was uh something that I'd
28:20probably have to look at Ava's model. Uh
28:22okay. And bring inhouse or at least
28:24bring people to me or do virtual.
28:27>> We do have some uh virtual.
28:29>> Do you have a personal brand?
28:31>> Um
28:31>> do you have a personal brand?
28:32>> Not me personally. My co-founder does.
28:34>> Okay. Okay. Got it.
28:36>> So are you generating sales from there?
28:39>> Yes.
28:41>> How big is your co-founder's personal
28:43brand?
28:44Um, it's about half a million on
28:48Instagram.
28:49>> Okay. So, it's a real size brand. Okay.
28:51Um,
28:53what process are you using to turn their
28:57Instagram followers into customers?
29:02Well, actually, we're mostly using
29:04YouTube, but we just started pushing
29:08more of uh Instagram doing IG stories as
29:11well as reals and directing it to a
29:14landing page.
29:15>> Mhm.
29:16>> And that's helped.
29:18>> But but YouTube is where most of our
29:21>> Are you working with us after this?
29:23>> I haven't decided yet.
29:25>> Do whatever you want. But um but but
29:28setting up sales processes for like this
29:30is like something we're pretty good at.
29:31Um and so uh like Ava that you just
29:35brought up. Um to be clear, she would
29:37have won either way. I want to be clear
29:38about that. Um she's a stud. But um you
29:41need to obviously we have a stronger
29:44lead magnet. We have to incorporate it
29:45on all the posts or every other post
29:47that you're doing. Um we can rotate the
29:50front end. We can still lead to the same
29:51actual landing page. page. We have a
29:52VSSL post page um that sets up the call.
29:56You can still probably one won't call.
29:57What's your price point?
29:59>> Um we well it ranges our digitals are
30:01297 to about a,000 and then the inperson
30:04events are 5K upwards to oneonone for
30:07100.
30:08>> Wait, do you do services?
30:09>> What's that?
30:10>> Do you do services?
30:11>> Do you sell services?
30:13>> Yes. Well, um not services. No, it's
30:14coaching.
30:16>> Then we have we have a digital which is
30:18just a it's not actually a service. is
30:19more so just a um Kajjabi uh video. Um
30:25kind of
30:25>> Got it. Yeah, it's a course.
30:27>> Course. Yeah.
30:28>> Okay. Got it. [laughter]
30:29>> Thanks. Um I I would What are you making
30:34on the course?
30:36>> About 60 a month. 60K.
30:39>> Okay. Um I was going to see if we just
30:41give away for free, but um like
30:44whatever. Anyways, so we have to give
30:47away a sweet lead magnet uh to get
30:49people interested and then I think you
30:51probably want to sell probably three
30:53month to six month packages of helping
30:54them grow from A to B. Um it would
30:57probably be around getting the entire
30:58like machine set up for their personal
31:00brand. Price point would probably be
31:02between probably be 10K to 15Kish seems
31:06like the right price point. I'm guessing
31:07you're dealing with SMBs primarily.
31:09Yeah. So I mean that's what the price
31:12point would be. We just have to set up
31:13the whole sales motion. That's basically
31:15it. You should be at right now about 10
31:17million a year with the size following
31:19you have. That's just on Instagram. How
31:20big is the YouTube following?
31:21>> Um YouTube is around uh uh 750.
31:27>> Yeah. So, you probably have like 20 to
31:3030 in the business if and you're just
31:32not monetizing it. Well, we should
31:35charge more for what we do, but uh but
31:37we could help you build it.
31:39>> All right. Thank you.
31:39>> Yeah. But that's what's missing. Like we
31:41need to build one for YouTube. We need
31:42to build one for Instagram. The
31:43Instagram will be the fastest one we can
31:44build because it's just like Instagram's
31:46so monetizable. Um, and then once we
31:48build the Instagram one, we'll be able
31:49to integrate it with the YouTube.
31:51>> I appreciate if you had to help a lead
31:54generation business in the MSP space.
31:57Anyone you want MS master services
31:58provider? Uh, what would be the best way
32:00to get qualified leads since the space
32:02is so saturated?
32:05Been doing outbound, we're about to
32:06start content. Anything to help speed up
32:07the process would be great. Um,
32:10well, the fast button is ads because you
32:14can do that tomorrow. The slightly
32:17slower button is going to be outbound.
32:19Uh, and then the slowest button in
32:21general uh, tends to be content. Now, if
32:24you're amazing at content, then
32:26obviously tomorrow you could make the
32:27best thing. It goes viral, you know,
32:28globally. Is it likely? No. And so I'll
32:30give you hidden door number four, which
32:32is can you go find people who have the
32:35leads that you're looking for that are
32:36in adjacent businesses that you can
32:38partner with to send money back to them
32:40when they send you business is a great
32:43way to get started that has
32:44significantly higher leverage. So for
32:45example, if there are five businesses
32:47that are adjacent to yours um where you
32:50can do deals with those businesses and
32:52all of their existing marketing,
32:54advertising, selling, etc. machines are
32:56now working for you. And so you're
32:58basically harnessing your your you're
32:59you're hitching your your wagon to the
33:01back of their cart and letting them pull
33:03as long as the metrics make sense for
33:05them in terms of payback. Because most
33:07businesses, as long as you're not
33:08competing, would like to make more money
33:09from their leads. If they can't sell
33:11this person something, it makes sense
33:13for them to give them that person to you
33:14so you can sell them something and they
33:16get a portion of it. And that's all cash
33:17flow with no risk, right? And there's no
33:19work in delivery. And so making those
33:22deals very very very lucrative and it
33:25gives you a tremendous leverage
33:26especially when you're starting out on
33:27your outreach attempts where you can do
33:28basically more targeted and more
33:30meaningful outreach. Meaning can I
33:32instead of just sending a DM can I show
33:35up in person? Can I say to somebody that
33:37hey I'm going to be in your area and
33:39then when they say yes I end up flying
33:40out there just so I can meet with them.
33:42Right? And so one of the I think um
33:44underutilized ways of doing this is
33:46sending like very heavy lumpy direct
33:48mail.
33:49Ned, who's one of our he's our VP of
33:51ops, and he's uh he posted this inside
33:53of our Vantage community. Um there's old
33:55direct response stuff that people used
33:57to do, which is they would take a
33:58letter, they would crumple it up, they'd
33:59put it inside of a little trash can, and
34:01then they would mail it to people. And
34:02so inside the letter says, "Hey, I
34:04figured you were going to throw this
34:05away in the trash anyway, so I figured
34:06I'd save you the step." Haha. And so
34:08then you go through the sales letter.
34:09But the thing is is that when you follow
34:11up and say, "Hey, I'm the guy who sent
34:12you the trash can." People are like,
34:13"Oh, that was pretty funny." And then
34:14sometimes you get you get a foot in the
34:16door, right? And so being willing to do
34:17those things and then say, "Hey, I'm
34:18going to be in the area next week. Are
34:20you available? I'd be happy to stop by."
34:22People, for whatever reason, are way
34:23more likely to say, "Well, he's in the
34:25area. I guess I can spare it." But if
34:27you're if you're not there, then they
34:30wouldn't say yes, and then you could
34:31just get yourself there for a few
34:32hundred bucks.
34:32>> Hi, my name's Ricky. I sell content to
34:35real estate agents. Uh we do 800,000 a
34:37year. I'd like to be at 3 million.
34:39>> Sweet.
34:40>> What I believe is stopping me is we do
34:42cold outbound from my Instagram. Um, and
34:44after a certain amount of actions,
34:46>> uh, sometimes we get restricted and it's
34:48terrifying.
34:49>> Okay.
34:50>> Uh, so trying to do more is scary.
34:52>> What I've done to
34:55help this is good organic content, paid
34:58because how Andromeda thing works.
35:00Bringing people in, running the same
35:02play with my same setters. They're like,
35:03cool. You went outbound to get them, but
35:05now they're coming in do the same thing.
35:06>> Okay.
35:07>> Um, which is cool. Um, [sighs]
35:10I feel like Ed told the story last night
35:12where you were like, I'm you were doing
35:13the cold outbound and it wasn't working
35:15and he was like, I'm going to have this
35:16heartto-he heart with him and you're
35:17like, dude, I just figured it out. It's
35:19about to come.
35:19>> I feel like I'm there with that,
35:21>> but also outbound still works.
35:23>> I'm kind of like, I don't know what to
35:24do.
35:32What changes about what you do on a
35:35daily basis if you add in the making
35:39your own content as the second channel?
35:42>> Um the content's fine. I have that on I
35:44make content so we're unlocked there.
35:45>> So then what's the So then sorry can you
35:47restate the problem?
35:48>> Yeah the problem is is we were getting
35:50clients by like going on Zillow being
35:52like oh they're great reach out to them
35:54on Instagram and then doing that 100
35:55times.
35:55>> Cool. doing that too much with too many
35:57message comments and things about that.
35:59So instead of going out, I was bringing
36:01people in through paid on my good
36:03organic content.
36:04>> Uhhuh.
36:04>> So that's help.
36:05>> Paid on good organic content.
36:06>> Yeah. So like I would make like a local
36:08celebrity ad being like if you're a top
36:091% real estate agent in
36:11>> they would follow me but like yep
36:12they're a top 1% agent. Reach out to
36:13them. So it's still kind of the same
36:16except it's inbound now.
36:17>> Okay.
36:17>> And that's not working yet. I think it
36:19might work. Yeah,
36:20>> I guess my question is, do I find some
36:23way to do more or outbound?
36:25>> Let me I'll just I'll answer this for
36:27everybody. The hardest part about
36:29marketing is getting the right person.
36:31>> Yeah.
36:31>> Once you have the right person, it's
36:32just sales motion.
36:34>> Yeah.
36:34>> So like N for me, like if we're thinking
36:36about it like a football game, 90 yards
36:38down the field is just getting the right
36:40person to follow you, DM, optin, book a
36:44call. That's 90%. The other 10 is just
36:47how much friction do we need to add?
36:48That's it. And so if people are getting
36:51on and they're not they are qualified
36:53but not buying, we need more friction,
36:55not less.
36:56>> Yeah.
36:58>> So to so I think the question is should
37:00I keep doing this thing that's not
37:01working?
37:01>> Yeah.
37:02>> Yes. I think that makes sense also
37:04because you making content longterm is
37:06what you need to do.
37:07>> Yes.
37:07>> Um it also feeds the cold outbound,
37:09right? Because you have that motion. So
37:11it's not like it's cannibalizing. And so
37:12when I think about like is this a
37:14distraction? That was why I led with the
37:16first question. It's like what does this
37:17change about what you do? If you are
37:19going to make content anyways and you
37:20already have the outbound team and
37:21you're just driving ads down the funnel
37:23and we the only thing that's going to
37:24change it's going to be more for them
37:25than you is you'll probably have a team
37:27that has to follow a different motion
37:29for
37:30>> part of the second problem is that I
37:32this is so dumb now that I'm saying it
37:34out loud. I took my best outbound person
37:36and put them on inbound which makes
37:38sense I think on the things you've said
37:40before except for the fact that now
37:41outbound is going down and we're trying
37:43to make inbound work.
37:44>> Yes. So it was the right call. Okay.
37:48>> But you just didn't do it at the right
37:50time.
37:51>> You needed to have somebody else on that
37:53side get as good as your top guy
37:56>> before. You never stop a flow.
37:57>> Yeah.
37:58>> Once the flow is matched, then you can
38:00duplicate it.
38:00>> Cool.
38:01>> And so with it, like you did the right
38:03move on getting the best guy over
38:04because I don't like two news.
38:06>> Yeah.
38:06>> So if I have a new channel, I want a
38:08proven salesperson. I don't want to put
38:10a new salesperson, new process. I'll
38:11never [ __ ] know what the problem is,
38:13right? I know this guy can close and I
38:15know he knows our process and all that
38:16stuff. So, let's just get him to
38:17duplicate that cuz we have to duplicate
38:19that process anyways. We have to
38:20duplicate his skill and what he does his
38:22actions to get somebody else to do the
38:23cold outbound once he's transferred that
38:25ability. That person's number is the
38:26same as his. Then he moves over.
38:27>> Okay, that's fantastic. Is it possible
38:29last little bar is is it possible to
38:31keep him on the inbound, have him help
38:33me train the new outbound person and
38:35just do that?
38:39>> I I want to make sure I understand the
38:40question. Yep.
38:41>> He's still So, he's currently doing
38:42outbound. That's not working. switched
38:44him to inbound. Like it's switched him
38:46back to inbound. No, sorry. Inbound's
38:48the new one. Outbound's the old one.
38:49>> Best guy on inbound, new person on
38:51outbound. Outbound saw a drop. And now
38:53I'm like, [ __ ]
38:54>> But what was the question?
38:56>> Um, should I use my best guy to help me
38:58train a new outbound person?
39:00>> Yes.
39:00>> Okay, that's it.
39:01>> Uh, macro alchemist struggling to get
39:03clients for high ticket lead gen offer
39:05with no social proof yet new business.
39:06Start for free.
39:09Start for free.
39:12Because here's the thing. If you were
39:14trying to run some sort of marketing
39:16thing, you have to understand how silly
39:17it sounds to say like, "I'm a good
39:19marketer, but I don't know how to get
39:20customers." It is kind of crazy, right?
39:22And so embedded within that is like you
39:24already are imbuing lack of proof. And
39:27so proof above everything. And so you
39:30have to compensate for the fact that you
39:31have no track record by doing by winning
39:34where you can. You're going to win on
39:35service. You're going to say, "Listen,
39:36here's my cell phone. I'm the owner. I'm
39:37going to do everything I can to make
39:38sure." And number two, you have clearly
39:41an aligned incentive. Like, I need
39:42testimonials, dude. I need proof. And
39:44so, I'm going to do everything I can to
39:45make sure that you win. Now, the thing
39:47is that there's still costs for them
39:48because they're probably going to be
39:49fronting the money for the advertising.
39:50And so, like, they're still going to
39:52lose money doing this if you suck. And
39:54so, it's very reasonable for them to be
39:57hesitant with you. So, you just have to
39:59I mean, you got to kiss more toads,
40:01which means you got to get in front of
40:02more people. And if you're like, "How do
40:03I do that?" Tell people that you'll work
40:05with them. You'll do five one-on-one
40:06calls with them for free. very easy way
40:08to do it. And then at the end of the
40:10fifth call, if they still want to work
40:11with you, you can you can keep working
40:12with them for free or you work with them
40:13for X dollars. All right? So, the whole
40:16whole deal here is lead with free. Lead
40:19with free. And if you're like, "But if
40:20they if I give my services away for
40:22free, then no one's going to pay you."
40:23Yeah, maybe not those people, but I'll
40:26say I'll promise you two things. If
40:27you're [ __ ] good, they will want to
40:29pay you because you're making them
40:30money. And number two, if they don't
40:33want to pay you, you're probably not
40:34that good. But if they still leave you a
40:36testimonial, then you have that
40:37testimony that you can give to somebody
40:38who will pay you because they don't have
40:40an anchor of free. So, welcome Crystal
40:42to Herozi Hotline.
40:44>> We are hot.
40:45>> Hey.
40:46>> Hey. What's going on?
40:47>> Woohoo.
40:49>> Oh, hi. Sorry. Watching you on YouTube.
40:52>> Hello from Hawaii.
40:53>> Hello from Hello from Vegas. All right.
40:56So, you're doing 33K a month. Okay.
40:59>> Got it.
41:00>> All right. Ad spend is zero. Got it.
41:03Real estate is the niche. Okay. Aahu
41:06luxury homes. Okay. Real estate luxury.
41:08Got it. Uh offer is buy sell for high
41:11net worth. Okay. So you are a an agent,
41:14right? Are you a brokerage?
41:16>> Yes. Yep.
41:18>> Okay. Are you a brokerage too or just an
41:20agent?
41:21>> Oh, just an agent.
41:22>> Okay. And I say just that sounded that
41:24sounded dimminative. I didn't mean it
41:25like that. So congratulations. Um
41:27>> Oh. [laughter]
41:30>> Okay. So the train is needs funnel and a
41:32clear hook. Unsure if buyers or sellers
41:34can share the same offer. Okay. So, you
41:38want to sell more houses, right?
41:42>> Yes. So far, I'm on track for 25 million
41:44this year, but I want to get to 50
41:46million.
41:47>> Okay. So, what do you do right now to
41:49get leads?
41:52>> It's all referrals and couple times a
41:55month I go live on Facebook.
41:57>> Okay.
41:57>> I was doing it more consistently and I
41:59would get leads that way, but it's
42:01mainly referral based.
42:02>> Okay. Okay. So, when you did go live
42:03more consistently, you got leads that
42:05way.
42:07>> A few. Yeah. Like this year, I picked up
42:0910 million in sales from that one
42:11Facebook video.
42:13>> Well, what do you think? I'm going to
42:15say
42:17>> to do more of going live.
42:20>> Yeah, that seemed to work pretty good.
42:22So, you did 10 million in sales. Your
42:24commissions what?
42:26>> Call it 3% on average between buy and
42:28sell.
42:29>> Yes.
42:29>> Okay, cool. So, you made you made uh
42:32$300,000
42:33off of the lives that you did. How many
42:35lives would you say you did?
42:38>> Um, usually only two a month. I used to
42:41go live every Thursday for four years
42:43straight.
42:44>> Okay. So, two a month. And let's just
42:46say that that's what you did the year
42:47that you did the extra 10 million. Does
42:48that sound accurate?
42:51>> Yes.
42:51>> Okay. So, you did 24 lives and made
42:54$300,000.
42:55So, you made like $13,000 per live.
43:03Yeah, that's good math.
43:04>> That feels worth it, right?
43:06>> Because it's Yeah, because it's it's
43:08pretty easy and fun. I just hop on, do a
43:11house tour, then hop off.
43:13>> Yeah. So, what if we did that? How many
43:14How many houses do you show? Uh or how
43:17many houses hypothetically could you do
43:18that for per week? I want to say max,
43:20not like let's start from where you were
43:22to like what would be the maximum amount
43:24of those that you could do?
43:28The max would be I mean if I really
43:30hustled probably 20 would be like moving
43:34>> with my schedule.
43:35>> 20 per month.
43:36>> Oh, I thought you meant per week.
43:37>> Oh, per week. No, no, that's that's even
43:39better.
43:39>> That's even better.
43:40>> I could do I could do five per week. I
43:42could do five per week.
43:43>> No, but I like the 20 per week. That
43:44sounded so much better.
43:47>> How about this? We'll do this.
43:49>> Do phase one of this. So, do five a
43:52week, one a day. Do the sexiest one.
43:54>> All right. the one that's the the most
43:56banger that you could walk through.
43:57>> Do that for six months
44:00>> and then at that point decide whether
44:02you want to go from five to 10.
44:04[laughter]
44:06>> Oh,
44:07>> and again remember the thing is is that
44:08you're operating from the perspective
44:09that you have the existing resources
44:10that you currently have to make that
44:12decision. But that's not what's going to
44:13happen in six months from now. Because
44:15if the same math held, right, then that
44:17would mean that you would be able to
44:18accelerate. Let's assume that you're
44:19half as efficient with these ones
44:21because you're doing more of them,
44:22whatever. All right, let's just assume
44:23half. So you're making, call it $6,500
44:25per. Let's even go less than that.
44:27$5,000 per. Okay. So if you did that,
44:29then you're going to make $5,000 five
44:31times per week. So $25,000 a week comes
44:33in extra $100,000 a month. $1.2 million
44:36per year extra in commissions. So uh
44:39that would triple. No, you'd go from
44:42$33,000 a month to $133,000
44:45a month. So you would quadruple your
44:47business if you just did that. And
44:49that's at a one-third efficiency of your
44:51current lives.
44:55Gotcha. Does it matter that I don't have
44:58because I'm learning so much with your
44:59content. I signed up during the book
45:01launch to the ACQ group. Um I don't it's
45:04not like I'm doing a specific hook or
45:06anything. I'm literally just hopping on
45:08doing a house tour, saying some things
45:10about Hawaii and then hopping off. So,
45:12it's not very strategic.
45:13>> Phase one is do it. [laughter]
45:17>> Okay.
45:17>> Phase two is once you do it, you'll
45:19realize which ones work better and then
45:20you'll start getting better.
45:23Okay,
45:24>> because here here's what ends up
45:26happening. You'll commit to the action,
45:27right? You'll do it. And then all of a
45:28sudden, you're like, "Well, shoot, I'm
45:29spending all this time doing this. I
45:31might as well take 20 minutes to just
45:33look at good hooks to start with." And
45:35then the next week or two, you'll start
45:36with good hooks. And then you'll do it
45:37and be like, "Oh my god, this is so much
45:39better." And then you'll think, "Man,
45:40that was just with 20 minutes. I wonder
45:41if I spent an hour a week just prepping
45:43a little bit more for each of these and
45:44all of a sudden you'll get even more."
45:46And then this is how you get in the
45:47game.
45:49>> Gotcha. Gotcha. Gotcha. Um can I ask one
45:52more question? I don't know how much I
45:53know I got it. Um how would I document
45:56because yesterday's workshop was so
45:58good. Document the aspirational
45:59achievements you know of
46:01>> for you it's already done. It's already
46:03done for you. The houses do the work.
46:07>> Oh interesting aspiration in the pyramid
46:10>> like am I solution aware or am I product
46:14aware? Like I wasn't sure where I fell.
46:16So I think for you again like
46:19>> what like you showing sick houses is
46:22going to be like I just I don't even
46:24want to get into that stuff for you
46:25right now. Like
46:26>> the reason that there are so many real
46:28estate reality shows is because people
46:30like looking at nice houses.
46:33>> Now the difficulty of what's going to
46:34happen. So this this let me just play
46:36out what's going to happen next is that
46:37if you do this and you're consistent
46:38you're going to get a lot of people who
46:39start following you because people
46:40because people in general people who are
46:41broke and people who are rich like
46:43looking at nice houses. That's why those
46:44work as shows because broke people look
46:46at them too, right?
46:48>> So,
46:48>> right. Right.
46:49>> We just need to make sure that when you
46:50start getting these leads because the
46:51next thing you're get overwhelmed like
46:52the next call we would have if we were
46:54to fast forward this to three months
46:55from now is you're like, "Oh my god, it
46:57worked but it worked too well and now
46:58I've got too many leads that are like
47:00that are broke uh versus the ones that
47:02are good, [laughter] right?" And so then
47:04we're going to have to put a little bit
47:04of a triage process in place. And at
47:06that point though, your sales commission
47:08should already have, you know, gone up
47:09by a decent amount. And then you can
47:11afford somebody just work your DMs for
47:12you.
47:14Okay, gotcha.
47:15>> Cool.
47:16>> I'm fine.
47:17>> And nice thing is you can have somebody
47:18overseas do that. So you don't even have
47:19to like that's not going to be a super
47:21high expense. You can pay, you know,
47:22500,000 bucks a month and have a
47:23full-time VA who's trained on, you know,
47:25a a simple, you know, six or seven
47:27question script. Very easy.
47:29>> Do I Do I go live on Facebook or IG?
47:32>> Both.
47:35>> Okay, I got to figure that out. I've
47:37never gone live on IG.
47:39>> I promise it's one It's one Google
47:41search away. It's one Google search
47:42away. [laughter]
47:44>> I know.
47:45>> Cool. Yeah. Like you can like quadruple
47:47your business by doing one thing every
47:48day. I feel like we should just do that.
47:52>> Okay. I love this because I was trying
47:53to figure out what one thing to do. So,
47:55this is very helpful.
47:55>> This is a good one thing. This I I feel
47:57very confident in this one thing.
48:00>> Okay. Thank you. I'll talk again. Yep.
48:03>> All right. [laughter]
48:03All right.
48:04>> Thanks, Alan. You bet. Take care. Bye.
48:07>> This is a great question that that
48:08Crystal just brought up, by the way,
48:10everybody. um like when there's so many
48:12tactics that you have that you're like
48:13how you know I could make this better.
48:14This is something else I could do is
48:16like just start. And the thing is is
48:18that you will like by doing by starting
48:21and doing a lot of volume you will feel
48:22the pain of doing a lot of volume with
48:24very little output. Then what will
48:25happen is you're like man if I'm putting
48:26all this time into it I'm going to start
48:28getting better. And so most people try
48:30to like they they have this this fallacy
48:32of the perfect pick like I have to make
48:33the perfect thing or it's not worth it.
48:34It's like no, like start realize that
48:37it's going to suck because you're
48:38putting all this time into it and then
48:40you will be pulled because you've
48:41already made the commitment and you keep
48:43keep your commitments to yourself. Uh
48:44you you'll feel pulled to get more
48:46efficient at the thing. And then
48:48Crystal, for example, will start
48:49listening to more and more of my content
48:50related stuff and be like, "Okay, I'm
48:51going to start working on these hooks to
48:52make them uh you know uh work better.
48:54I'm going to start people seem to like
48:55the outside of the house more than if I
48:57start with the inside of the house." Or
48:58maybe they like the view first rather
49:00than you know the bathroom, whatever.
49:02Like she'll figure out. Um, and Crystal,
49:04if you're still watching this, um, what
49:06I would recommend doing is that when you
49:08have your lives, like there's so many
49:10content agencies, again, this is a
49:12little bit of investment for you, but
49:12like there's so many content agencies
49:14that'll just clip, uh, portions,
49:16especially if it's like tours and stuff,
49:17and then you can do trial reels that you
49:19can post up to five a day for the same
49:20reel. Uh, where I would be like, okay,
49:23um, let me start with, you know,
49:25different first three seconds. So, I'm
49:27going to start with the outside of the
49:28house. I'm going to start with walking
49:29the front door. I'm going to start with
49:30the view. I'm going to start it with uh
49:32you know the the amenities or whatever
49:33it is and maybe a different verbal and
49:36visual hook and then once you have those
49:38five you take the best one you posted
49:39your main page. Let's talk about
49:41experiential marketing. You're doing 13
49:43million topline 15 million uh 50 million
49:45is the goal and the thing that is
49:48holding you back is marketing
49:50ironically. Uh [laughter]
49:55so um
49:56>> yeah this is good.
49:57>> Yeah.
49:57>> Got it.
49:58>> Helpful.
49:59>> Very helpful.
49:59>> Okay cool. So, um, what do you do to get
50:02customers?
50:04>> Uh, right now we're waiting for the
50:06phone to ring. Uh, and we're doing paid
50:09search.
50:10>> Okay.
50:11>> Spending about $13,000
50:13uh a month, I believe.
50:15>> Okay. Just on keyword.
50:17>> I to be honest, I don't know because I
50:18don't have any metrics.
50:20>> Okay.
50:20>> So, we're posting and praying and and we
50:22are we're doing a ton of posting on
50:24social.
50:25>> Okay.
50:25>> We finally got to a point where we know
50:26how to create social. Okay. Okay.
50:28>> But nobody's looking at the result.
50:30>> Okay.
50:30>> And so I mean through the past day and
50:33two or two I've kind of figured out what
50:35we need to do.
50:36>> Okay.
50:37>> And we need to I think we have to go
50:39back and put some metrics together and
50:42uh really measure what it is that we're
50:44doing and and figure out how to do
50:47better.
50:48>> How many customers do you have right
50:49now?
50:49>> Uh we do about 20 to 25 a year.
50:52>> New?
50:53>> Uh I would say probably about 80% are
50:56new. 85% or new.
50:57>> Okay. So, is it 80% churn? Is it a
50:59onetime thing?
51:00>> A lot of our stuff is one time.
51:02>> When you say experiential, is this like
51:03booth set events and things like that?
51:05>> Yeah, we do big mobile tours for like
51:06eBay. We're doing eBay live right now
51:08for them.
51:10>> Um,
51:11okay. So,
51:15yeah. I mean, for sure we need we need
51:16to just like because the first question
51:18be like, why can't we do more we're
51:19currently doing? You're like, I don't
51:20know what we're currently doing. So,
51:20it's like all right.
51:21>> We also have a bunch of mobile podcast
51:23studios if you ever need them. You can
51:26use them. I let you let you use them for
51:27free. I wouldn't charge it. [laughter]
51:29>> Free of charge.
51:30>> Thank you. Yeah. Right. Um Okay. So, uh
51:3513 million a year, you got 20 to 25
51:37customers. 80% of the renew. So, call it
51:3820 or new.
51:39>> Um so, you're selling like two customers
51:41a month, call it roughly. That's a
51:42little bit over, but something in there.
51:44So, every every two weeks you have a
51:45sale. How many conversations does it
51:47take you to get a sale?
51:48>> Again, I I don't have the metrics
51:49>> word. Okay. And another thing, another
51:52thing that's a little difficult for us
51:53is a lot of our customers are agencies,
51:55marketing agencies. They come up with
51:56the idea. Some of them don't even have
51:58the job yet.
51:59>> So, we're waiting on them to close the
52:00deal. And once they close the deal, they
52:01come to us and we produce it for them.
52:04>> So, they include you as a part of their
52:06package.
52:07>> Yes. Sometimes white labeled and
52:10sometimes they bring us to the table.
52:11>> Got it. Got it.
52:14>> So, I'll give you a frame of a different
52:16way to think about the business that
52:17might be higher leverage.
52:18>> Okay. So I would instead of thinking
52:21about acquiring the customers because
52:22you do have somewhat I call it episodic
52:25work I would chunk up a level to
52:27thinking about the number of agencies
52:30that you onboard and then thinking of
52:33them as a distribution layer. And so the
52:35idea would be okay I know that this
52:38particular type of agency or style of
52:39agency should be able to net me five 10
52:43customers a year whatever the number is
52:44right. Um, and so then what we have is
52:48the cost of acquiring a node of
52:50distribution. And so if that agency, so
52:54it might be that your strategy should be
52:55outreach to agency owners and then
52:58showing them how much more money they
53:00make when they bundle your thing into
53:01their services. Um, and then as a
53:04result, they're going to b, you know,
53:06they'll sell they'll be your
53:07distribution layer for you. But where
53:09the issue that the business at least in
53:11my opinion one of the things that
53:12frightens me about the business and
53:13maybe keeps you up at night is that 80
53:15you have to sell 80% of the customers
53:17every single year just to you know just
53:19to get to where you were last year right
53:20and then you have 20% that renew and you
53:22have you have to grow from there. I I
53:24hate that right. Um and so I'd rather
53:27think like can I get every month one new
53:30agency that's going to send me one new
53:32customer a month. And so even though the
53:34logos are different at the at the
53:35customer level, at the distributor level
53:38it stays the same. And so they become my
53:40true real new customer. And so I create
53:42my customer journey around them making
53:44their lives easier. And then I just let
53:46them go bring the customers to me. And
53:48then that gives you another level of
53:49leverage, too. Because if I acquire, you
53:51know, let's simple math. Let's say each
53:53one of these agencies bring me one
53:54customer a month. If I can get one
53:55agency a month, by the end of the year,
53:57I have 12 new customers per month that
53:59I'm just doing some sort of re some sort
54:01of deal with them on. And then next
54:02month I'm at 13 and then 14. And so that
54:05stacks. Now obviously part of that's
54:06going to be how do we activate them?
54:08What is the affiliate journey or the
54:09distributor journey? Do we have a
54:11distributor churn? Um but just like a
54:13customer if we can get 80% of them
54:15activated and still referring us
54:16business next year that creates a
54:18stackable compounding business that
54:21makes the business valuable even though
54:23the nature of the work itself is one
54:24time.
54:26>> There's only one issue with that.
54:28>> Sure. is that um
54:29>> you let me go through the whole thing
54:30just [laughter] for
54:31>> is is no no you said some uh interesting
54:35things that I'm gonna think about um
54:38>> the agencies since co now um are
54:41distributed all over the country.
54:43>> Yeah.
54:43>> And really our true customer is the
54:46producer for the agency,
54:48>> right? So the producer just got a job
54:49for Coca-Cola and need somebody to
54:51produce it for them. That's when they
54:53call us. M.
54:54>> So, a lot of those people aren't
54:55full-time and a lot of a lot of my
54:57relationships really aren't with the
54:59agency. It's with that producer or the
55:01account team.
55:01>> I think it works the exact same way.
55:03Just swap agency for producer. But
55:04>> Okay. Same. Same.
55:05>> Yeah. Cool.
55:06>> To try to make it short. I feel like I'm
55:07I'm at a casino. Three black tables.
55:10First agency sucked. I dealer. They
55:12suck. I go to the next dealer.
55:15>> But I have faith. Um, [clears throat] so
55:17we're a company that that's driven most
55:19of our business. most blind faith. Yeah.
55:22Most of our uh most of our business
55:24based off of just organic networking in
55:27person.
55:27>> Cool.
55:28>> Just trying to figure out like a formula
55:30or how to determine a budget.
55:33>> What do you sell?
55:34>> What do you sell?
55:35>> Uh roofing and windows.
55:36>> Okay, got it. Helpful. Um
55:40yeah, I mean you most guys who succeeded
55:42that are either doing outbound one, they
55:46have referral partners, so they have
55:49other businesses that are tangential to
55:51windows and roofing that go into
55:53customers homes. This is other home
55:55services businesses and they set up good
55:56kickbacks for those sales reps and those
55:58people at those businesses or it's
56:01usually PPC driven or or social driven.
56:03So those are kind of like the four most
56:04common besides word of mouth, right? um
56:07that people use to grow those businesses
56:09because we have home services that come
56:10through all the time. So very familiar
56:12with the the model. Um so the issue that
56:16you're having just so can restate the
56:17problem is that you've tried three
56:18agencies and they have not produced
56:19results. So when you say they haven't
56:21produced results, did they not produce
56:22leads or the leads sucked?
56:24>> Yes.
56:25>> Uh both
56:26>> difference
56:27>> both. Uh yeah.
56:29>> Okay. Now,
56:30>> so of the ones that produce leads, what
56:33was the problem with the leads?
56:36not relevant or people said that they
56:39didn't fill out the forms or they they
56:42don't know why we contacted them. Some
56:43home own a home.
56:45>> Uhhuh. Okay.
56:47>> Yeah.
56:48So,
56:50um
56:51the the crappy part with the agency
56:54gambit, especially if you don't know
56:55what you're doing, is that like you end
56:56up getting burned. But it's one of those
56:58things where like you're not going to
56:59quit, right? And so it's kind of like
57:02agencies didn't work for us. It's like,
57:03well, there's obviously agencies that
57:04are in home services that do great. And
57:06so, um, like path one is you just keep
57:10find you keep going until you find an
57:11agency. And when you talk to them,
57:13you're like, hey, if I don't see results
57:15in 30 days, I'm out. But if I do, I'll
57:17keep paying you for a very long time.
57:19And also ask them for their best
57:21practices because if an agency does not
57:23give you best practices, they suck. So,
57:26just give you as a warning. So, the best
57:28agencies will be like, "Okay, this is
57:30the funnel that the leads are coming in
57:31on. this is the offer they're seeing.
57:33The people who see the most success call
57:35leads within five minutes. This is the
57:36script they use. This is how they
57:38maximize showups, blah blah blah blah.
57:39So, they're going to give you their kind
57:41of like best system. And some of them
57:43will also just work the leads for you
57:44because business owners in general suck
57:46at working leads. And so, like if you're
57:49not getting an agency that's even
57:50talking that lingo, then I would say
57:52that that would be a that would be a red
57:53flag. So, just use that as like at least
57:55filter number one. Um, but in terms of
57:59like how I would probably approach that
58:00business, it would be going to
58:02tangential. So, it's like carpet
58:04cleaning and landscaping and other home
58:08services where people are in those on a
58:10regular basis and they see the, you
58:13know, they see the the roof and the
58:15windows on on a regular. It's like, hey,
58:16I'll give you a thousand bucks or
58:17whatever, you know, whatever your
58:18referral fee could be. And so, what's
58:20your cost to acquire customer right now?
58:23>> Uh, that's another constraint. It's our
58:25numbers. Okay.
58:27>> Well, how much do you make from a
58:28customer on average?
58:30>> 8,000.
58:31>> Okay, cool. So, you could pay a grand
58:33for a customer and be happy with it. Is
58:35that margin 8,000 or revenue?
58:38>> Uh,
58:39>> okay, great. Yeah. So, then yeah, I if
58:41you give landscapers a,000 bucks a
58:43referral, they will beg, borrow, and
58:46steal to get you referrals. And so,
58:49obviously, that's a very different
58:50strategy for acquisition. If I were in
58:52your shoes, fastest, easiest path is
58:55look for an agency that follows those
58:56check marks. And I don't know how your
58:59buying process went, but I would
59:01recommend also reading the agency
59:03chapter in case you read it. Um, but
59:06like talk to 10 of them before you buy.
59:09Like actually talk to 10. Sounds crazy.
59:12>> I think that's been our problem is just
59:14dating two people and choosing one.
59:16>> Yeah. Yeah. Like date more than one.
59:18It's like I got a crazy chick and a fat
59:19chick. you're like, ah, you know,
59:21[laughter]
59:22you know, so like whatever. So like
59:24just, you know, like open the pool of
59:26who you can pick from, right? So that's
59:30that's kind of where I would where I
59:31would go with that. Does that make
59:32sense?
59:33>> So just open the selection up and then I
59:34will promise you this by the time this
59:37is when you know you can pick. So I'll
59:38give you the limus test is when you stop
59:40learning things on the call. So you talk
59:43to the first guy and you're like, "Okay,
59:45that's a lot of new information. Thanks
59:46for that. We'll be back to you." Talk to
59:48the second guy. he mentions more new
59:50stuff. For me, it takes me about 15
59:52calls with experts to really wrap my
59:54head around a space. And so that's like
59:56kind of like my litmus test. So once I
59:57start like being able to say like, "But
59:59what about this and what about this
1:00:00consideration?" Then they're like, "Oh,
1:00:02he's a more knowledgeable consumer." And
1:00:03like I can start talking their lingo. Um
1:00:05that's how I know I can make an informed
1:00:06decision. So you've been making
1:00:07uninformed decisions and because of that
1:00:09been getting bad results, which is not
1:00:11surprising.
1:00:12I meant no insult to the the women in
1:00:15the room. Just one of the reasons that
1:00:18you're not getting as many leads as you
1:00:19want is fundamentally because not enough
1:00:22people know about your stuff. And it's
1:00:24very easy for me to say this, but it's
1:00:26like you have to really internalize how
1:00:28unbelievably large the market is and how
1:00:31small and and ephemeral our attempts at
1:00:35being known are. And so I'll tell you
1:00:38what happened at the last launch two
1:00:39years ago. I had people still coming up
1:00:42to me on the street and 19 out of 20
1:00:44who'd come up to me. I'd say, "Hey, you
1:00:45come to the book launch." And they'd be
1:00:46like, "I didn't even know you wrote a
1:00:48book." And I'd already had offers out at
1:00:50that point and I was, you know,
1:00:51advertising my face off for last launch
1:00:53and no one knew. Now, this time I had a
1:00:55slightly higher percentage, probably
1:00:57like one of four had heard that I had a
1:01:00book launch coming and three out of four
1:01:01still didn't. And I say that having
1:01:04spent like four or five million dollars.
1:01:06And these are people who already know
1:01:07who I was. still didn't even know that I
1:01:11had a book launch coming. And again, I I
1:01:13bring this up because so I I so many
1:01:16times I hear the like, I think I've
1:01:17saturated my market. I think I don't
1:01:19think there's any more people who could
1:01:21find out. And it's like, you're just so
1:01:23wrong. And I I just I want to give as
1:01:25many of examples to blow that blow that
1:01:28belief out of the water as I possibly
1:01:29can. And so to to further reinforce
1:01:32this, you guys may not know this, but a
1:01:36month before the lead's launch last
1:01:37year, we actually had a leak. And so
1:01:40what happened was one of, you know, one
1:01:42of the one of the people on my team was
1:01:43kind of getting everything ready on
1:01:44Amazon uh to launch the book, obviously,
1:01:46you know, release it. And the way Amazon
1:01:49books works, I won't bore you with it,
1:01:50but you have to basically upload the
1:01:51book ahead of time. And they
1:01:53accidentally set it up as live.
1:01:57And so they didn't realize that they had
1:01:59done that. And so for 24 hours, my leads
1:02:01book, which I had been keeping in secret
1:02:04and I've been, you know, preparing all
1:02:05this like whisper t-shirt, all this
1:02:06stuff, 72 people bought the book in like
1:02:1160 minutes
1:02:13and I was, you know, a month plus out
1:02:15and I was like, the launch is ruined,
1:02:18you know, like, oh my, like the book's
1:02:20going to be out there, like the whole
1:02:21thing, right? Here's the funniest part
1:02:24of all of it. Nothing happened. And I'll
1:02:27tell you, I'll tell you what what gave
1:02:29me peace at night was I realized that
1:02:32somebody would have to take the book and
1:02:34then they would have to begin promoting
1:02:35it. They would have to start advertising
1:02:37it because I was out here shouting from
1:02:40the rooftops that my book was coming out
1:02:42and it was this big event, this big
1:02:43thing. And still 19 out of 20 people had
1:02:45no idea who followed me, that I even had
1:02:48a book. And so this these 72 random
1:02:51strangers who who did actually buy the
1:02:53book ahead of time, I saw one guy
1:02:55commented on a LinkedIn post. She was
1:02:56like, "How is this somehow already in my
1:02:58Kindle?" And I was just like, "No one
1:03:00comment on this guy's saying."
1:03:01[laughter]
1:03:02And um but as a result, it was this
1:03:04really it was this very valuable lesson
1:03:06for me of like
1:03:08no one knows you exist. No one knows
1:03:11your business exists. No one knows what
1:03:12you're up to. Everyone's obsessed with
1:03:14their own lives. And it's like we have
1:03:15to put so much effort into becoming
1:03:18known um that we we just typically
1:03:22wildly under underestimate the effort.
1:03:24That's all I can say is that like I knew
1:03:25that it would be a lot of work to to
1:03:27build the brand that we have now and it
1:03:29still pales in comparison to how much
1:03:30work it's actually been.
1:03:32>> Hey uh so we're currently uh selling
1:03:34cost seg studies
1:03:36>> cost seg
1:03:39[laughter]
1:03:41studies. I'm like all right like how
1:03:42much does it cost these days? What's the
1:03:44going what's the going rate? It
1:03:46>> fluctuates. I thought it was half.
1:03:47Anyways, keep going. Uh
1:03:49>> so cost sex studies you're aware of
1:03:51them. So we currently get about 200
1:03:52leads a month. It's awesome.
1:03:54>> All from Google Ads.
1:03:55>> Great.
1:03:55>> Okay. That's people going typing it in.
1:03:58Very bottom of the funnel. Uh we'd like
1:03:59to get to 500 leads a month.
1:04:01>> Sure.
1:04:01>> We can't scale Google ads anymore. The
1:04:04search intent is not there. We've tried
1:04:06meta and can't acquire uh at a
1:04:08reasonable rate. Uh what would you do to
1:04:11get to 500?
1:04:12>> Well, I wouldn't be like meta doesn't
1:04:14work. It's just whatever adfunnel or
1:04:16offer that you're offering is not it's
1:04:18either not reaching the right people or
1:04:19the thing that you're showing them isn't
1:04:20what they want. And so it's one of those
1:04:23two buckets in like all marketing works.
1:04:25It's just like what how much friction do
1:04:26we need to to have in front of the right
1:04:27audience. Um are there so if I were you
1:04:31though the lowest the highest likelihood
1:04:34bet that I would make is the good news
1:04:36is there's so many real estate
1:04:38influencers
1:04:39and a lot of them don't have cost egg
1:04:41firms like they sell bisop you know they
1:04:44sell all sorts of stuff. I would then go
1:04:46and just try and do partnership deals
1:04:47with all of them because all of those
1:04:49guys are teaching people how to buy
1:04:51properties and buy multif family and
1:04:53they themselves have portfolios and
1:04:55that's probably where I would go and try
1:04:56and find all my deal flow and then just
1:04:58give them a kickback on all the cost.
1:05:00That's what I would do
1:05:03>> and you could absolutely scale from 200
1:05:05to 500.
1:05:06>> So I've done a little reach out to
1:05:08influencers didn't have a whole lot of
1:05:09success. What
1:05:10>> how many did you do? Um, at least 100,
1:05:13you know, not not 100,
1:05:15>> not not 10,000. So,
1:05:16>> yeah.
1:05:17>> Yeah.
1:05:17>> 100 one time.
1:05:18>> Sure. Yeah. Well, yeah.
1:05:20>> Yeah. Well, you know, like outbound
1:05:22doesn't work. Like rule of 100 is 100 a
1:05:24day.
1:05:24>> Sure.
1:05:25>> You know, um, and then the same thing
1:05:27with Meta is like how much did you spend
1:05:28on Meta?
1:05:29>> Well, we did for six months and probably
1:05:30spent 50 grand and got got uh, you know,
1:05:33cost to acquire customer was just over
1:05:35five grand on Meta and a thousand on
1:05:36Google.
1:05:37>> Did you get uh, what's LTV?
1:05:40Uh LTV is about uh 5,500.
1:05:43>> Okay. So it's too high. So um thing is
1:05:46you're probably like six inches from
1:05:47gold on the meta thing.
1:05:48>> Um did you did you uh did you have an
1:05:51agency or are you running it?
1:05:52>> We're running it and uh my partner in
1:05:54the business runs uh quarter million a
1:05:56month and another business that does
1:05:57well on meta. So, we know what we're
1:05:59doing, but the big issue that well, I
1:06:01won't say we know what we're doing, but
1:06:02the the big issue that we ran into is a
1:06:04lot of the people who were coming to us
1:06:05were very interested in it, but you have
1:06:07to own the property to buy the cost sex
1:06:09study, right? And so, so many of them
1:06:11are thinking that they're going to buy
1:06:12the cost sex study, but they never end
1:06:14up executing and purchasing on that
1:06:15property. And so, we found ourselves
1:06:17educating a lot of people who weren't
1:06:19ready, willing, and able.
1:06:20>> Do you guys make a lot of content right
1:06:21now?
1:06:21>> Uh, we just started putting out content.
1:06:23So, we're about nine months old. Yeah.
1:06:24>> Okay. Oh, okay. Uh, well, content is
1:06:26going to be the longterm thing for sure.
1:06:27So, just keep continuing to invest in
1:06:29that. Like, I've got I would say I don't
1:06:30want to say a friend, but like an
1:06:32acquaintance um that has a cost seg
1:06:34firm,
1:06:34>> sweaty.
1:06:35>> Uh yeah. Right. And so, he just does all
1:06:36of it off of his organic and obviously
1:06:38that's worked well for him. Um so,
1:06:40that's one play. Uh the affiliate thing,
1:06:43like all of these, all of these work,
1:06:45you know what I mean? And so, I would
1:06:46say pick one and go all in on it. Like
1:06:48there's no way, like if you got to
1:06:495,000, I'm like, "Dude, you're this
1:06:50close." Like, is there a way that we
1:06:52can, you know, increase CTR from like 1
1:06:54to 2%? It's like boom, now we're at
1:06:552500. Is there anything I can do in the
1:06:57funnel to get a 30% lift in total in
1:06:59total conversion? Yeah, probably. Now
1:07:00we're down to 2K or 1,500. I know that
1:07:03we're going to have LTV because they're
1:07:04going to come back two or three. Like
1:07:05once someone does a cost with you,
1:07:06they're going to just keep doing that,
1:07:08right? Exactly. And so if it's like if I
1:07:10can break even worst case on first
1:07:13transaction, but I still get them to
1:07:14come back every year. They buy another
1:07:16property, it's still a compounding asset
1:07:18and you're nine months old, right? And
1:07:20so like you haven't even had a full
1:07:21cycle. And so for me, if I break even,
1:07:23that's the worst case which you already
1:07:24have. Um, but I'll bet there's some
1:07:27things that we that that you could do to
1:07:28uh to increase the overall CR.
1:07:31>> So, when you talk about getting to a
1:07:32million a month on one channel, would
1:07:33you can Google and just stop doing it
1:07:35and go all in on meta or
1:07:37>> No, no, keep doing the I mean, and PPC
1:07:39is so easy to once it's working, you
1:07:40just kind of like let it go. No, I mean,
1:07:42um, you've maxed that. I'll put that in
1:07:45quotes because have you I don't know.
1:07:47Uh, 200 leads a month. There's nothing
1:07:49else on Google. uh like there's probably
1:07:52more opportunity in PPC in terms of
1:07:54other keyword terms that you just
1:07:56haven't found yet that would convert.
1:07:57So, I would continue to double down on
1:07:59Google. Um but the fact that you were
1:08:01running them and you were making sales,
1:08:03I'm like, dude, I'm like this far away.
1:08:06>> So, given that you did make sales from
1:08:09it and you were doing it for six months,
1:08:11I would be like, can we do it another
1:08:12six months? Because I mean, it took me a
1:08:13year to get my outbound to be where I
1:08:14wanted it to be. Maybe you're just six
1:08:16months away of getting meta where it
1:08:18needs to be, too. And you'd rather pour
1:08:19six more months into meta than start on
1:08:21outbound.
1:08:22>> Yeah, it's a totally different game if I
1:08:24were like because you have especially I
1:08:26now have more information because you
1:08:27said your partner does you know media
1:08:28buying and whatnot. So it's like you
1:08:29have that expertise. Um I would keep
1:08:31doubling down on one PPC primary and
1:08:33then secondary. I would continue to make
1:08:35the the adjustments on on on meta.
1:08:38>> Thanks. If you like this video and
1:08:39you're a business owner who wants to
1:08:40break through your current revenue
1:08:41ceiling, I distilled every lesson from
1:08:43scaling 10 businesses past 10 million
1:08:45and three businesses past 100 million
1:08:47into a completely free scaling road map
1:08:49that I've used to go from 0 to 1, 0 to
1:08:5110, and 0 to 100 plus. And so you can
1:08:53click here and you can check it out.
1:08:54Again, absolutely free. And since you're
1:08:56a business owner, appreciate you. And uh
1:08:58enjoy.

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