This is Corey. Corey runs an HVAC

business with his wife doing over $1.2

million per year in revenue. But, number

one, that $1.2 million isn't all profit.

And number two, he has $60,000 in debt

that he wants to get rid of. I'm Alex

Hormozi. I own acquisition.com, which is

a portfolio of companies that did over

$250 million last year in aggregate

revenue. We have several service-based

businesses in our portfolio, so I've

done a lot of thinking about [music] the

problems that Corey's dealing with. And

so, first we're going to deep dive in

the business, and then we're going to

break down all the tactics that he and

you can use [music] to scale. And at the

end, we're going to check in with Corey

1 year later

>> Originally, we were doing about 1.25

million in sales. Currently,

>> see if the tactics actually helped him

scale his business. So, let's meet

[music] Corey.

>> What's going on, Alex? My name's Corey.

>> What's up?

>> I own Proshine Professional Cleaning

with my wife, Nicole. We are an HVAC

cleaning and ductwork repair company.

>> What are the problems you're trying to

solve?

>> So, right now, we're allocating about

10% of our profit going towards paying

off some of our debt.

>> How much debt you got?

>> It's about 60,000.

>> Okay.

>> And then, lead generation. We're trying

to get higher quantity of leads, and

also leads that are higher value

clients.

>> [music]

>> On the bottom of that is just our like

really just help our client with our

booking process. I think that we can

streamline it a little bit better, make

it easier on them, and then also not

lose out on the possibilities of upsells

or anything like that throughout that

process.

>> Why is solving this important? What

happens if you don't fix this?

>> First and foremost, we're a people

company. So, we really go out in the

community and just do the right thing.

And I'm grateful to have guys on my team

that really share that goal. It makes

our life a lot easier. [music] That's

why it's important to us, so we can help

more people, and then also grow our

business.

>> All right. Awesome. Okay, so how do you

make money?

>> This is actually where Proshine's a

little bit unique. For our HVAC

cleaning, full-in price for us is 1575

per HVAC unit.

Each house we do has about two units.

So, with that 1575, we have a 2-year

growth-free guarantee. What that is is

when we come out, we make sure that

we're disinfecting that ductwork

properly, killing any kind of bacterial

growth. So, clients love having that

guarantee in place, so that they don't

have to worry about it in the future.

And then we have ductwork re-wrapping,

which is pretty much replacing the old

installation, and then also our dryer

vent cleaning, which is $175.

>> Do you show customers pictures of the

inside of their vents?

>> [music]

>> Yep, absolutely.

>> Yeah, I would think.

>> So, actually we have a customer profile,

so they can access any point in time.

So, if they want to sell their home,

they can use it as an advantage for

them.

>> I like that.

Where do you get your customers?

>> All right, so we have a couple of

different channels. Um, 60% come from

paid ads. 3,000 a month go from Google.

Uh, we actually just up that a couple

days ago to 5,000. And then also 650

from Facebook. Facebook is very new for

us. We just started the last 2 weeks.

Then 15% of our job flow comes from

local SEO, which is a third-party

company. And then affiliates and

referrals are a very big portion for us

because we are partnered with a lot of

HVAC companies in our area. One of them

actually sends us about 30K a month. So,

we really just want to replicate what

they have going on and then share that

with our other partners.

>> So, what's the advantage to that

affiliate sending you the 30,000 a

month?

>> We actually send them back roughly 40 to

45,000 because they have higher ticket

items. So, when they go in, they're

doing full replacements, where we're

doing some patch work and some cleaning.

Say they send us 20 uh leads, we'll send

them maybe four or five, but they make

double what we would send.

>> So, Corey has a unique affiliate

strategy, which is that he purposely

limits his own services so that he

doesn't compete with other businesses in

his quote space. And so, he refers them

the high-ticket business, but then they

refer him some percentage of their

business. But, the beauty of this model

is that he's able to do this with tons

of high-ticket providers so that he has

almost limitless lead flow of people

coming towards him basically for free.

>> So, give me whatever other numbers you

think I should know.

>> Our numbers right now, 1.25 million over

the last 12 months. Profit on that is

479,000.

Uh, our net margin is 38%. So, our

marketing spend right now is just under

7,200 as far as our marketing strategy

altogether. Our show rate actually,

funny enough, is 99% because it's the 1%

that the client just happens to not be

home where they forgot about our

appointment. And then our close rate is

82%.

>> If we double the lead flow of the

business, can you handle that?

>> Yes. So, actually we just hired on two

more employees and we just got a third

van.

>> Right off the bat in every business, I

think the first problem I try to

delineate is this is a supply

constrained business or a demand

constrained business. Meaning, if we can

double the lead flow and they can handle

it, then it's a demand constrained

business. If we double the lead flow and

they can't handle it, then it means that

we got to go build the resources and

infrastructure to be able to handle a

doubling lead flow in the future. And I

think this is such a common thing that I

see with business owners, they're trying

to fix a problem that's already a

problem that if you fix it, makes your

existing problem worse.

>> I got a a bunch of notes. I think we

might be able to help you get more

people, more impact, and more clean air.

>> I'm talking about.

>> All right, let's do it.

>> There's nothing majorly wrong. And so,

that's the good news. And obviously, you

have 38% margins are growing. The last

thing I want to do is like break

something.

>> Right.

>> And so, I think this is going to be a

game of incremental improvement.

>> Right.

>> Like no Hail Marys. This is just

consistent yardage.

>> Trust the process, right?

>> Yes. Number one, I think that there's

actually still some more room for

pricing. Number two,

>> Wait, let's talk about the debt.

>> Number three,

>> Talk about the affiliate piece.

>> Okay.

>> Four, we'll go funnel conversion rate

optimization.

Then five, we'll go ads.

>> Perfect.

>> Uh six,

reactivation

emails.

>> Mhm.

>> Corey's at stage five on the $100

million scaling road map. He's at

productize. So, he's got 10 to 19 people

working the business. She's got maybe

two or three people in the business that

are kind of like manager leaders that

are running this thing. Now, some of the

issues that he's dealing with is that

customers are having nothing else to buy

and churn. We have to figure out how we

can get more repeat business for the

business. His qualified leads are too

expensive and cap your ability to

advertise. And so, what we're doing is

we're trying to improve the throughput

on his existing advertising process so

that he can get more leads because he

can handle more leads. We're creating

more sales materials, tweaking pricing,

sales process, creating a CS playbook.

All of this stuff is the things that

happen all the time at the product tie

stage. And so if you're like, "Shoot,

that's almost exactly what he's going

through." That's because businesses

behave in patterns. And so if you're not

sure what stage of business you're at,

um this scaling your map is 100% free.

You can go and get it at

acquisition.com/roadmap

and put in your business details. And on

the thank you page, if you would like

our help actually helping you

debottleneck these things, kind of like

what I'm doing with Corey here in person

at my headquarters, on the thank you

page just schedule a call. My team would

love to have a conversation with you.

Worst case scenario, we provide value.

Best case, we'll see out here in Vegas.

So first things first, the price. So you

did a 23% price increase after the first

time we talked to you. Okay. And so that

resulted in a higher close rate and more

money.

>> Right.

>> Wonderful.

>> So Corey had actually come to one of our

workshops at acquisition.com earlier and

we had made this first initial

suggestion, which is like, "Hey, bump

your prices."

And he obviously saw a big improvement,

right? He was able to charge more and

close more. And the reason we made that

recommendation is because we looked at,

you know, businesses in that space and

we're like, "We think you're mispriced."

Some people may be like, "How could you

raise prices and close more?" Well, let

me explain. There's two scenarios where

this could be true. One is something

called a Veblen good, which in economic

terms is usually like a high-end luxury

item. So like a Rolex, sometimes if

something goes up in price, it becomes

more sought after. That's not what

happens for Corey cuz he's in the other

bucket, right? No one's like bragging at

their Rotary Club about how much they

spent on their H vac. So instead what

happens is that if you have what I would

consider a normal business providing a

normal service or product, if you raise

your prices, what sometimes happens is

that the conviction of the customer that

you can actually deliver on the promise

you're making goes up. And so on the

value equation, which I talk talk about

in this book, it actually increases the

perceived likelihood of achievement. So

by raising the price, we actually

increase the value. And this is why I

talk about charging premium prices. Page

48 in the Offers book, I talk about the

virtuous cycle of pricing. And so So

happens is if you raise your price, you

increase the emotional investment, you

increase the perceived value, you

increase the results, and you decrease

the demandingness of the customer. You

get more money to actually deliver. And

so what happens is a lot of times people

will just try and like uh they're so

afraid of charging money that they

actually sell themselves out of a sale

because it's so low price that they're

like, "Gosh, this guy seems like a run,

you know, uh super seedy duct tape

operation." Right? And so many of you,

especially newer business owners, I'd

say like sub call it three sometimes

five million in revenue, some of the

biggest levers that exist in the

business is simply charging more because

people actually believe you can deliver

the service now.

>> So whenever I hear 80% or over 80% close

rates, I usually know that there's room

in sale. Basically, what I penciled out

was a 10% price raise. This is more

asking than telling. We would have to

believe that we're not going to drop to

65%. As long as we close more than 65%,

we make more money. Thing is is that 10%

price raise for you equals roughly a 25%

increase in net profit.

>> Right.

>> So that'd be roughly a hundred plus

thousand a year. And that's at last

year's volume and profit. So that's

number one. Does that sound something

like something that you could stomach or

not?

>> Yeah, 100%.

>> So the second thing is how fast you plan

on paying off the 60K debt that you

have.

>> We are planning to pay off completely in

the next four to five months.

>> Okay, good. That's one of those things

that like I'd say this is more of an

emotional thing, but it's just this back

of mind thing. If there's a a range of

like Dave Ramsey and then like, you

know, Wall Street,

>> [laughter]

>> I tend to skew like very close to the

Ramsey side and the single argument that

I have around it is basically debt

increases risk.

>> Mhm.

>> Risk when multiplied over a long time

horizon tends to come due. And so

[music] like businesses have seasons,

they have volatility, and why did I take

the, you know, the debt out to begin

with? A lot of times it's like cuz I

wanted to grow faster. You know what I

mean? If you look at some of the most

enduring companies, a lot of like

Chick-fil-A operate debt free.

Let's do ad stuff first and then I'll

circle back to affiliates. So let's pull

up the the page that the Google ads are

going to. Right now, this is where the

ads are going, right? Now, what most

people are probably doing is they're

clicking the button on the top right if

they're desktop or if they're mobile,

they're probably clicking the button

right there. It's almost like having two

landing pages in a row. And so, you

might know this, but like typically

you'll lose about 50%. Yeah, by like

half. Just for every step you add, it's

usually about half or more that you

lose. Can you shrink that to mobile just

so I can see what it looks like on

mobile?

Okay. That looks

a little better. But, what I'd want to

do is like I want that to just be a

headline. I don't think the ProShine

etc. stuff at the Like, see how it's

kind of like messy? I think there's a

lot of stuff going on. So, I tend to

just either really shrink the logo so

it's like a very small because it's

literally the prime real estate is

everything that's above this fold. And

the first thing someone sees is the top,

which right now is like a lot of blank

space.

So, I would probably wipe that, probably

that button, so it's just the hamburger

menu and the ProShine. That'll massively

shrink the top bar. You have the home

and then the site nav. You can drop

that. We want to basically build a

specific lander for ads, which isn't the

home page because this page is serves

one function, which is conversion. We

actually don't see an offer. Keep

scrolling. Yeah. And so, this is

actually where the conversion happens.

So, we're we're losing a ton of traffic.

>> to the top bar.

>> Oh, yeah. The basic level of this is

like let's just have this offer clear

and then eliminate all the other stuff

on the [music] page, basically. So,

let's go to the ads real quick. I think

the the one takeaway that I have there

is you have more opportunity to spend.

>> Absolutely.

>> So, like I think that at the very least

we'd be like, we just want to continue

to spend month over month provided our

ROAS and our CAC stay more or less the

same. And the fact that you're already

at 13:1 up front and that's with like

what I would consider like a pretty

unoptimized page. Like, that might

double to like 26 the changes that we do

in the funnel. You might be able to go

from like 5,000 like 30,000 a month in

spend.

>> Right.

>> Which would be sweet, right?

>> So, let me ask you a question. If for

every dollar you gave me, I gave you $5

back,

what would your budget of dollars that

you'd give me be? If you answer that

correctly, the answer would be as many

dollars as you possibly could. And then

once I give you more dollars back, you

take those more dollars and give those

more dollars to me and then I give you

more more dollars back. And

fundamentally, that's how good

advertising should work. And so, what's

interesting is that there's a lot of

businesses that you're probably seeing

multiple on this show where you'll see

somebody getting 10:1, 20:1, 30:1, and

they're spending $1,000 a month, and

it's like, why are we not spending

$2,000 a month or $5,000 a month? Now,

if you're not sure, then you have a data

problem. So, you got to go make sure the

attribution's right. But, if you know

that's where the money's coming from, by

all means, spend more. And I know that

there's like some emotional, you know,

barriers cuz I've gone through them

where you're like, "Oh my god, I can't

believe I'm spending $1,000 a day." Cuz

you feel like you're getting $1,000

poorer, and you're like risking it. But,

the thing is is that if you already know

based on past metrics and the existing

campaigns that you're running that you

get this expected return, then this is

just part of leveling up in business is

that you take greater and greater risk,

and at the same time, you get greater

and greater rewards. Okay. So, let's go

Facebook ads. All right. So, the good

news is that you got ads up.

>> Yeah, right.

>> The way that I would try and look at

these is that most times when people

make ads, especially the creative

people, they'll use Canva or whatever.

And they're making it on their [music]

desktop. But, the thing is is that the

way that you need to see it, and the way

that your CMO should look at it, you

should literally text She should text

you the image of the ad cuz it's going

to be about as big as it's going to be

on someone's phone on social. Can't even

see visit our website. You can't see

that little You can't even You can

barely read it now. Right? You can't see

the number. You're not going to be able

to read that. That's the checkpoint

thing. So, you can't see that either.

All we really see is picture of you and

your wife

>> Yep.

>> and Air Duct and Dryer Vent Cleaning

Experts. That's actually the only thing

that we're seeing. I'll bet you, I don't

know, but I'll bet you that's the

highest converting.

>> Absolutely.

>> Yeah. So,

>> [laughter]

>> So, and that's actually still with

pretty rough contrast. Like, the

18-point is actually kind of hard to

read. You don't need to worry about logo

stuff for when you're doing direct

response.

>> Okay. [music]

>> Hilton Head Bluffton, you want that in

the ad copy as the headline. And then,

the actual image, if we're just sticking

with image ads for now, uh we want the

free 18-point inspection to be like,

boom. Says, "Get yours today." Just be

like, "Get yours."

>> [laughter]

>> And then, that way it's all the same

size, right? And you can probably drop

it today. Then, I would run 40

variations. White background, blue

background, on white. Like take all the

colors that you have for your brand and

I would just basically just run a lot of

variations there. And you might be

amazed by this, but the picture that you

choose there, just like it's kind of

blocking the work, which is kind of a

bummer cuz I want to see what you're

actually doing.

>> Right, right, right.

>> Also, you with pictures with customers

like smiling and super happy near their

HVAC unit. Like people understand what

it's about, but I would be running a ton

of different images. Also, do you do any

organic like posts on like Instagram or

I would take all the best performing

organics

>> Got you.

>> and literally just the last 5 seconds

[music] just tack on like, "Hey, if you

want an 18 like if this is cool and you

want an 18-point inspection, it's

absolutely free. Just click the link and

we'll come straight out to your house."

>> this site.

>> Yeah. So, just take the best performing

ones, add the 5 seconds on the back, and

then basically each one of them become

>> Yeah.

>> typically pretty good ads cuz the

algorithm already does the testing for

you. The cheapest ways of testing new

ads

um is just like post them as organic and

then see how they do. Now, let's go

funnel CRO. So, this is what the page is

going to look like. You're going to have

your little hamburger menu here. I think

you can just put the the number, 333,

whatever, up here. You want to make sure

that on mobile this is all one line. So,

there's no no other row. Do you do free

assessments or not?

>> Yeah.

>> Okay. Uh

>> We actually we saw that just changing

the verbage instead of you doing a free

assessment to like the 18-point

inspection.

>> Yeah.

>> People love that versus the other way.

>> Free 18-point inspection and then I

think we have our form right here.

Underneath they have the number at the

top for the people who want to call cuz

I'm guessing cuz you have it all over

that you do have somebody who's

answering those. And then you have your

little, you know, submit whatever thing

here.

>> Got you.

>> And then I would probably put a

locations just because I'm thinking what

are the most common questions that

someone might ask. If you already know

these other ones, then I might also

include

FAQs at the bottom. And that would be

it. That's more like that's the page and

it should be a free-standing page that's

you don't even have to have it navigable

from the site. You can just be like,

"This is where all my ads go." You might

also find though that if you change all

the buttons on your site to redirect to

this page,

>> Right.

>> you'll just convert more of the existing

traffic. Also, on the SEO side.

>> Yeah.

>> So, I think this honestly like of all

the things I'm going to go over, I think

the pricing, the ads, and us doing this

funnel change in terms of how we're

directing the traffic is probably going

to be by far the biggest improvement. I

think you probably have something in

April that have a 2x or more here.

That's going to be really big. The

funnel conversion, we've outlined that.

You're going to increase Google Ads. You

probably have a ton on the Google side.

On the Facebook side, we're going to do

uh plus plus on images.

And we want less text.

And basically offer

first.

>> Yeah.

>> Like, basically just lead with the

offer. In general, with marketing, like,

I don't want to say think the same thing

multiple times. I'll say it in different

ways, but the same content over and over

again, like,

>> Right.

>> it just looks

cheap.

>> Cheap.

>> You know, for lack of a better term,

which will affect your brand, right?

[laughter]

So, let's do the reactivation stuff, and

then let's pull up the emails. We

recommend a yearly free checkup for your

dryer vent to ensure it's working safely

and efficiently.

If you use your dryer frequently or have

furry pets, we suggest cleaning it more

often. Frequent use means more than

three loads per [music] week. If you

have pets, consider more frequent Okay.

So, what's interesting about this is

that this is like

I mean,

what you've proven is that just telling

people you [music] exist tends to get

more business, which is like first first

objective.

Um I would say the second version of

this is where it says, "Hey, you know,

Pro Shine family, two things that I

would probably consider testing. I owe

you uh a free checkup or I owe you X

amount of money." So, whatever the cost

of a checkup is, you do 175 or whatever.

Like, "I owe you $175." That'll get a

lot of opens.

>> Right.

>> It's like, "Hey, it turns out that when

you signed up, we didn't communicate a

component of our offer that we did to

other customers. And I want to make sure

that we're just trying to do right by

you." More like, "Hey, we messed up. Can

we make it up to you?" It's a different

frame than like

>> dryer vent

>> like, "We're coming back at you." You

know what I mean? So, nice thing is with

this, you can just split test it. So,

you can run it one week and see what the

open response rates are in the next

week. And the way you're doing this,

you're just doing this manually, like,

just looking at your list who was the

last time out. [music]

Okay, that's fine. Then this I mean, the

nice thing is that creates a really easy

way to do the split test. You don't have

that no cost to you in here. So, would

make sure that that is definitely

highlighted.

>> Yeah, so we recommend yearly and then I

put bold, underlined at no cost to you.

Cuz people scan these things. [music]

Some of the things that I thought of

that are like unique angles, kind of

like the hey I owe you some money or hey

we messed up dot dot dot. Like what will

make this business more valuable in the

long run? So, number one is savings. So,

if you can ask for people's bill from

your existing [music] people and be

like, "Hey, can you just send us your

bills from last 12 months?" And it shows

before and after. Cuz then you'll have a

12-month running average. It's such a

stronger pitch. Hey, this actually saves

money. The reason that I think this is

so compelling is that this is what when

paired with the larger price will make

sense. We're charging 1,500 bucks or

$1,700 per unit. So, it's 38 whatever

3,400 that you're going [clears throat]

to pay. But the average person's getting

that back in 18 months. And it's going

to increase the value of the house cuz

we're going to give you this, you know,

this little portal that I'll show you

all the the the fix-its and the mess-ups

or whatever. One is I would send those

stats out about savings.

Number two, in terms of themes of the

emails, is I would take the exceptional

ones and send those. I'd be like, "Hey,

this is Casey. Casey was at $600 a month

and now she's at 150." You're like,

"Holy cow, I could use that kind of It's

like, hey, you know, hit us up. It's

better for your allergies and it's

better for your pocketbook." Like those

are pretty the three kind of strong

angles, which then leads me to the

second kind of stat that I think is

worth collecting. So, one we have the

stat on savings, which I think will be

the most compelling. But interestingly,

I'll bet that if you had a different

angle on some of the ads, which is like,

"Are you sneezing a lot? Are your eyes

watery?" Like what are the pains of

somebody who has allergies? And I'm

somebody who has terrible breathing and

so that's why, you know, why I I I

recognize it. And if if someone [music]

says, "Did you know that allergies are

reduced by 33% by just having better

air?" And then be like, contrast that

with 90% of houses are past their period

of time where the the existing filters

work or whatever.

>> That's why we blow up in April when the

pollen season comes and all the windows

are open. That's big for us.

>> So, the nice thing is that if you have

one or two times a year that you know

it's going to kind of blow up, then you

actually get basically year-round

coverage. In the gym world, people want

to get in for summer. So for us, we have

summer and then we have New Year's as

like two kind of polar ends. But we can

get year-round sign-ups because as New

Year's approaches, it's like you're

advertising, "Hey, want to start You

want to start getting in shape for the

new year." And then once New Year

happens, it's like, "Hey, don't you want

to make sure you have your New Year's

resolution that worked?" And then it's

like, "Hey, did you miss your New Year's

resolution?" Right as we're getting into

like March, April, it's like, "Hey, if

you want to get in shape for summer, you

got to do it now." Right? And then once

summer hits, it's hot as and then

they're like, "Fuck, you know what I

mean? Like I'm in a bikini, I look like

I look terrible. Hey, if you look

terrible in a bikini, you should come in

now."

>> Right.

>> It's like, "Hey, did you And then right

at then we're going right back into New

Year." And so we only need like one or

two kind of seasonal pain points to go

pre, during, post twice, basically on

two cycles a year.

>> Yep.

>> That theme is what you would communicate

to the CMO. All of our messaging for the

next 2 months is going to be

anti-allergy. And that's going to be

through the emails, that's going to be

through the ads, it's going to be

through Google PPC. Next 2 months, it's

going to be like, "Okay, season's here."

>> Right.

>> Because thing is is also your targeting

is going to go to some of your existing

customers. And so I'm sure some people

are booking through Google search that

already are customers of yours. They

just don't know how to find you on the

internet.

>> It's Google search.

>> And so this just gives you another

opportunity to get in front of them more

times.

>> So it's really cool that here from Alex

that we could start using some

anti-allergy or some mildew kind of

things that we can implement cuz I know

that this is a big issue that many

homeowners don't think about until it's

unfortunately too late. Real quick, I'm

going to show you the exact 10-stage

roadmap from zero to 100 million plus

that less than 1% of companies finish

I've now done multiple times and so I

can say with a lot of confidence that

these are the stages as head count

increases that you need to get through

and I broke each of these down by eight

different functions of the business,

what the constraint feels like, like

what are the symptoms of it when you're

going through it, and then what steps we

actually took to graduate. We've done

this across software, physical products,

uh service businesses, brick and mortar,

all of this and it works. [music] And

it's my gift to you, it's absolutely

free and so the link's in the

description but you just go

acquisition.com/roadmap

just enter your info and it'll spit it

right back to you all free.

>> The other thing, do you have retargeting

across all platforms set up?

>> We're working on it.

>> Okay. Yeah, so that would be for me

[music] like

Probably be number seven. Cross platform

retargeting. And the other thing

is

Number eight is we want to own

all

terms. Quick pro tip for just about

anybody, if you advertise at all or even

have some level of word of mouth,

people will search for your business or

your name. And so for me it would be

like I should own Hermosi, Alex Hermosi,

you know, Alex Hermosi acquisition,

acquisition.com, all these different

permutations of things that are words or

branded terms that I have been

consistently marketing over an extended

period of time. And so we just have to

think what are people most likely to

search for if they know who we are. And

we just want to make sure that we're

first thing that people see cuz

otherwise you you leave that space open

for competitors to advertise and scoop

your customers for you. And this also

helps out businesses who don't have as

strong of SEO, so search engine

optimization, so that if your customers

are searching for you that they find

you. And that's the point. And I'm

willing to do that even if I have to pay

cuz some people are like, well they were

going to find me anyways. I don't want

to pay for that click. Dude, get bigger

problems. Like you're you're not going

to lose money on that. Cuz think about

the alternative, someone could just

outbid you on your own terms and then it

becomes a problem.

And I'll say this, if someone is

outbidding you on your own terms, the

good news is you'll always be able to

beat them on being more profitable on

your name. If we're looking up this

stuff, I think we're looking at

basically once a month here.

One time per month. And I think that

these reactivation emails, I'm going to

pull this over.

Would be one is like IOU.

Which I would have a follow-up to this

one. So there's difference between like

we might email once a month, but we

might have a like a two or three email

sequence just for like that little

segment. If that makes sense. So it's

almost like three six mini campaigns

more than six individual emails. And so

be like I made

a mistake

on your

account.

Okay? But that's like kind of like A and

then B.

We probably have our allergies angle and

then we have our savings angle.

And then we have our

environment. You never know.

>> Yeah. Another good one around the

allergies like from the polar opposite

from obviously April to like the end of

year like when it starts to get cold is

mildew smell because a lot of times when

those heating elements start to kick up

in electric heat we're smelling it

through the duct work.

>> So you've got pollen and then you've got

what you say mildew.

>> Right. These are kind of like your two

variations of your different kind of

allergy angles. I would also consider

doing

case studies

>> Okay.

>> as the follow up for

each of these. So it's like here's the

stats behind this and the follow up

email is like, "Hey, here's Casey who

had the same issue. Maybe you should

consider that." And so then this one

gets us to like

come back.

>> [laughter]

>> Right? Cuz that's our [music] six

months.

>> Yeah.

>> Like I would be unsurprised if it

doesn't do 20 to 30% revenue.

>> Yeah.

>> Like

>> Yeah. Big time.

>> Big and the nice thing with this it's

all profit.

>> Right.

It's back.

>> All right. So let's talk about

affiliates.

>> Okay.

>> All right. So walk me through

your existing affiliate process.

>> So right now we've just have a

connection with our other partners.

Typically they're either in the HVAC

space or they're pest control, even

remediation companies. We make

connections one-on-one with them. They

know what we do.

>> How do you make the connection?

>> Through networking just in general. So

we have networking events that we go to.

People that we're partnered with refer

us out to other companies that they work

with.

>> Your existing referral program is

basically just be like, "I'll send you

business, you send me business." And

that's worked out okay. But how many

would you say are actively sending you

business?

>> On a consistent basis, one.

>> Okay.

>> Just the one.

>> So I I'm going to guess that's just

worked out. But most of the times if you

want to have like a true kind of

affiliate partner program we need to

have some sort of offer for them. I see

this is basically two potential avatars

and I don't want you to focus on both. I

want you to like pick one basically.

We've got the events play which is okay,

I'm going to go to these HOAs. I'm going

to go not during the time that there's

an event and say, "Hey, when do you have

your HOA events? I did this house and

this house in this neighborhood." Cuz

that's going to be key, right? Like we

already did this house, this house. You

can call them up if you want, here are

their numbers. We'd love to be able to

just know what your schedule is

for when you have your HOA events just

so we can just show face, you know, we

like to be a part of the community, blah

blah blah blah.

Um but this is an outbound

>> Okay.

>> effort that you're basically it's you

plus car or Nicole plus car going out

and shaking hands, kissing babies. And

basically what we want to do is create a

calendar so that we end up getting to,

you know, one to two a week which I

think you could totally do.

>> The stuff that we're getting from that

event, I mean the last event we did we

booked 55 inspections. Both RC M&O and

Nicole, I mean they rocked that stuff.

>> So I see this as a very good way of

doing it, but I think we go outbound.

Give us your calendar for what your

events are and then it's just like once

you have their calendar, you're in. And

then after every time you're there

you're like, "Hey, when's the next one?"

And that way you just always go book an

event from an event once you're in. Now,

on the partner side what I want to talk

about is the offer. We want to have a

really compelling offer for them.

Referrals everyone promises, no one

delivers. And so it's like you need to

have something [clears throat] that

they're going to like, you know,

get into bed with you on. Whatever

the highest gross margin thing that you

can do that's like kind of lower ticket.

So that $175 thing,

I think that you say, "Hey,

you can charge $175, you can keep the

whole thing and we'll do [music] the

work."

But then when you go out, you've got the

client and then you can sell the rest of

your the rest of your work.

>> Right.

>> So this is the $100 million book. This

is page 223. We're talking about

affiliates. And so one of the key parts

about making an affiliate work is

figuring out the offer that's going to

work best for them to sell on your

behalf. And so I have a couple different

versions of of setting this up. I

outline them on pages 237 to 239. So I

basically give you three different

versions that you can use to get

affiliates to promote your stuff. Now,

what I'm proposing for him, he offer

number two, which is they have the core

thing that they're selling, but then

they upsell for 175 bucks his lead

magnet. So, they're going to sell

something that he's going to give away

for free to them to give to their

customers. And then once that customer

comes in with that lead magnet cuz they

bought the $175 thing, you then upsell

the core offer that applies to you. The

reason they do it, the other business,

is because they make all this money on

the 175 bucks that they don't have to do

anything for. You like it because it

might cost you only $25 to deliver that

$175 thing. So, your cost of acquiring

the customer is your conversion rate

from lead magnet upsells to your core

offer times the cost of delivering it.

So, if let's say one out of three people

takes the upsell, well, if your cost of

delivering that upsell is $25, then it

costs you $75 per customer, which is

probably exceptional math for his

business.

>> And it's a very good point because our

technicians are trained to even if

they're doing just a dryer, to push an

inspection to see what's going on while

they're there.

Okay.

>> And so, this we'd give this to

affiliates.

So, you know, you have your your one

guy, but it's like, "Hey, let me talk to

10 other one." I still saw that you guys

don't do duct cleaning, we do. It's one

thing to say, "Hey, we're going to refer

you business," which we will,

>> Right.

>> but you also only have so much business

to refer to. And the thing is this

long-term, it's a less scalable option

cuz what ends up having to happen is if

you're like, "Well, I want 20 referral

partners," it's unlikely that you're

going to have sufficient referral volume

to send them all enough business.

>> Yeah, so the good thing about what we

have right now set up, it's another set

of eyes as as well for us to go through

and and diagnose [music] their system.

So, it gives them more visible time on

their their units in their clients'

houses,

>> Yeah.

>> uh which allows that allows us to say,

"Hey, listen, like this is [music] needs

to be replaced or this is wrong."

>> We'll upsell your stuff if we don't do

it.

>> Well, but right, well, we send them

right back to whoever sent us there.

>> Yeah.

>> So, you know, depending on what partner

we're going in with, solidify some of

their sales as well. Uh which is why

[music] that affiliate with our biggest

one is working so well.

>> So, I think that this is the offer I

would approach them with and just say,

"Listen, you can sell it. I'll send one

of my guys out. I'll eat it at 100% of

cost. You take all the money, and you

just know what your metrics are. Like

you're still going to close 87% [music]

and it's going to be 3-4K, so who

cares?" You would pay 175 cuz the the

hard cost of sending the guy out is less

than that. So, what's the cost of

sending the guy out?

>> Uh about 100.

>> Okay. So, your actual cost is about 100,

but you're probably going to close what

percentage do you think you'll close

into new business?

>> Um probably 75% of that.

>> Cool. Let's be conservative and say

half. If you had to pay $200 in terms of

CAC, who cares? Right. And so, that's

the that would be the offer that I lead

with because that way you don't feel

like you owe [music] them. I mean,

obviously you're going to want to try

and refer business if you can, but this

at least gives them real money, no extra

work. Like it's a compelling offer.

>> They just send it to us and we get it

done.

>> Yeah. [music] I don't think you're going

to be able to do both of these.

>> I agree.

>> So, which one do you feel you would be

like more equipped to do sooner?

>> Equipped to do sooner, I think

outbound's probably easier cuz we

[music] can obviously have our CMO to

start making those reach out calls to

see what's going on. Ultimately, I think

that this is going to be very

interesting for us. We want the

activation. I think that

at a certain point we're just having

people say, "Hey, this [music] the

price?" Charge it.

So.

>> Okay. So, if we're looking at a

timeline, it's like probably for the

rest of this year you're just going to

it's going [music] to take you to spin

this up.

And so, this is probably a 2026 thing.

Realistically. Because for each of these

things, you basically need someone who's

full-time in charge of the time.

As as ugly as that sounds. But the thing

is it's going to be worth it because

you're going to generate much business.

If you get one more partner like your

current one, it's already paid for

itself. And I think that if one time one

person's full-time, that's the only

thing they're doing, they'll definitely

do more than that. And then you'll run

into supply constraints cuz you won't

have enough guys, which we can deal

with.

>> For our affiliate, I think that this is

going to be a great program for us. And

we always look at how we can get back to

everyone around us. So, this is going to

fit our model and then just really

explode the whole process. Let's look at

our our overall

our overall improvements. We'll

prioritize them. Does that sound good?

>> Sounds good.

>> Okay.

Number one is we're going to do

price raise

of 10%. So, around 1650 per unit. And as

long as close rate stays uh above 65%,

we're making money. Okay. Two is you're

going to continue to pay off the debt.

So, we're going to we're just going to

keep

debt paid. Number three, change funnel.

So, uh optimize landing page

and redirect buttons. [music]

So, all the buttons on the site should

now go to this new page that's already

optimized.

>> Mhm.

>> So, number four is fix ads,

which is

variety

plus organic

best

>> [music]

>> performers

>> Mhm.

>> with a plus five second

>> Yep.

>> uh CTA.

And then, we're going to increase ad

spend.

>> [music]

>> Now that we fix these two things, so

it's like let's go make a better funnel.

Let's go fix the ads.

>> Mhm.

>> Then we will increase the ad spend, and

we're just going to keep doing this kind

of

infinitely.

>> Right.

>> It should be a There you go.

Forever.

>> And for the increase ad spend, what are

you thinking like how much do I

do you want me to designate percentage

base on on that or

>> The reason that I do it in this order is

because if we fix the landing page and

we just improve the ads you have, you

might already double or triple your lead

flow.

>> Right.

>> And so, you might not even have to spend

more because it might be like, "Shoot, I

don't have enough guys." Which is a

problem I'd love to create for you. Then

we go retargeting cross platform plus

own

Google search terms.

The last main one that we're going to do

is just going to be outbound to HOAs.

Like, you can do one through four in the

next like

two weeks.

>> Right. Right. Right.

>> Right. This is kind of like the first

thing that happens. This then is kind of

happening anyway, so there's not really

any work that has to happen. These two

happen together.

These two will happen together.

And then this would be the last thing

that I would do.

>> Got you.

>> Because all of these might even result

in me being like, "Shoot, I don't even

need to do these events yet. Like I'm

we're already [clears throat] crushing

it on this part." So, I think that this

could

reasonably increase profit by 25%.

in profit.

Um that will also, once you have to not

pay off the debt, that'll increase your

profit by like

>> [music]

>> 5%.

>> [laughter]

>> Right.

>> But at least 100% in headache.

>> Yeah.

>> Um this might be a a 2x that's sitting

right here for optimizing the pages. And

it might be even more because you have

your SEO that's going to feed into that,

too.

Um fixing the ads and organic, like this

could definitely be a 2 to 3x.

>> [music]

>> I know that sounds wild, but like I

think you're getting by with the ads

that you have because other people who

are in your industry don't know how to

advertise

more than because the advertising is

good. [laughter]

>> Right.

>> Um the the ad spend is just going to be,

you know, one-to-one ratio. Basically,

you're you're scaling. Right? If you can

If you can keep ROAS the same and we

double it, then everything doubles down

the funnel, right? This is probably

going to be somewhere in the

neighborhood of like a 10 to 20 I'll

just call it a 10. Conservatively, I'll

say it's about a 10. 10% lift, maybe 20%

that you might get from the the

retargeting side. Um and then outbound

is kind of like a uncapped. Uh because

you could figuratively just be like,

"I'm going to go get 100 agent leads."

And then like you're completely plugged

in. You do that and you're at 10, 20

leads a year.

>> Yeah.

>> Oh, you know what? I forgot one. So,

um six email

reactivation.

>> Yeah. Yeah. Yeah.

>> There we go. And I think that can give

us another

probably 20 to 30%

lift.

>> Yeah.

>> Money.

>> And that's And that just keeps growing.

>> Well, the nice thing with things like

that is that if they do compound as the

business grows.

>> Right.

>> And so you don't like

once that's installed, it just continues

to print. Do you think this will help

you grow?

>> Absolutely.

>> Sweet, man. Awesome. Feel good about

this?

>> I do.

>> All right. Rock and roll, man.

Drum roll, please. It's been almost a

year since we filmed this episode with

Corey. My team jumps on a call to check

in on his progress, and I'm going to

watch it live.

>> Hey Alex. Uh so yeah, so when we were

there originally for the recording, we

were doing about 1.25 million in sales

for the trailing 12 months. Uh

currently, we are on our on our goal

here for 2.3 to 2.5 a year later.

The biggest impact that really that we

obviously went over with a lot of like

my marketing, which we knew was an issue

when we first got there. So, [music]

went with a new third party that's been

there, done that uh with many other

companies before. Um so, they're been

amazing to work with. And again, our our

lead flow uh after kind of making some

of those conversions from the landing

page marketing, upping ad spend, uh we

were sitting about 120 leads a month,

and now we're about closer to 200. Uh

which is really great, and they're

higher quality. And then, I'm excited

and hopefully in the next 12 months,

we'll be looking at another location,

which is super exciting. Not only for

myself, but for my team. Uh I got some

some good individuals here that are

looking for some new opportunities, and

I'm happy to be able to facilitate that.

I just want to say I thank you, and I

appreciate all everything you do. Um and

I love your mission, which again is like

very similar to the way I go to all my

clients. Um you do it for the right

reasons,

>> [music]

>> and that's something I can respect.

>> Well, there you have it. That's Corey.

Um you know, crushed it, almost doubled

[music]

uh within a year just walking through

the stuff that we went through. And all

the credit really goes to him. I mean,

at the end of the day, you can watch 100

of these videos, but if you do nothing

with it, nothing's going to happen. So,

real businesses, real tactics, real

and uh

hope to see you on the next one.