Buying Leads vs. Creating Your Own

Brandon Welch 0:00
They have been reduced to a name on your list, and you have been reduced to a name on their list, and if that name does not invoke any other feelings or you don’t quickly produce them right after that, it’s going to come down to numbers, and it’s going to be a race to the bottom.

Welcome to the Maven Marketing Podcast. Today is Maven Monday, I’m your host, Brandon Welch, and I’m joined by Caleb big money. AG, he’s got that big money. You saw the title today. We’re talking about big money on lead generation. Big money you are spending, one way or the other, yeah, on generating opportunities for your company. Yeah, hopefully

Caleb Agee 0:36
not, big money wasted.

Brandon Welch 0:37
You know what? I’m hearing it a lot, yeah. I mean, that’s kind of the business we’re in, is to fix that wasted advertising. Why do we exist? Nate? We exist to create a world where entrepreneurs can confidently grow without wasting money on advertising. That’s what we’re doing here at Frank and Maven, creating a world where entrepreneurs can confidently grow without wasting money on advertising. And this is the podcast where we help you do that, to eliminate waste in advertising, grow your business so you can achieve the big dream. And it all starts with a lead,

Caleb Agee 1:02
right? Yeah. That’s usually the beginning of your business journey in marketing is you need people who need what you’re selling. And lead generation is kind of the first. We call it a today customer, usually that person that just needs they woke up and said, I need you today. So

Brandon Welch 1:21
there are two basic ways that you might encounter a lead, which would be buying them from a company who’s generated the lead for you, or generating them yourself by some sort of means of marketing and advertising, right? Yeah,

Caleb Agee 1:35
to be clear, buying them from another company. We don’t mean buying them from your agency. We mean from some other lead source that they go out and claim to be a conglomerate of a lot of places that you people can, you know, choose from providers,

Brandon Welch 1:52
a vendor, yeah, somebody who didn’t do the service. Probably they don’t. They’re not in your business to perform the service, but they’re marketing for your industry. So practically for home improvement. We see a lot of like, Angie’s List, Quinn Street, modernize. There’s, there’s lead providers, aggregators for all industries, right? So think

Caleb Agee 2:10
like, uh, if you’ve ever shopped for houses, you see it on Zillow or realtor.com you’ll see select this agent, right? And it’s, yep, that agent is paying for you as a lead,

Brandon Welch 2:21
there’s all sorts of them. And if you’ve ever been in the business of sales, you know that there’s leads of different varying qualities, and you know you can go to people to buy them. And if you’re a business owner right now, you’ve definitely been faced with that opportunity. So we know what that is. Yep, we’re hearing a lot lately, people are coming to us going, Why are my leads not performing like they used to? And there’s a number of reasons for that. Obviously we’re facing some headwinds longer term. Buying products like big ticket items, are just taking longer for people to say, Yes, that’s right. Uncertainty with the political nature of things, uncertainty with interest rates and just should I buy right now? It’s not that people are flat broke, but they’re holding on to their pennies a little longer they used to. So all all business moving a little slower affects that, but the slowest and the leads that have fallen like below profitability. And I’m encountering some companies that are like, oh my goodness, this isn’t even working, like I’m losing money, usually have something to do with a big part of their marketing coming from leads they’ve purchased from somebody else. And so we’re going to talk about two things, what happens when you buy leads from somebody, and then what happens when you create your own and then make a case for maybe which one of those you should choose based on the maturity and the, you know, ability of your business at the moment? Yeah, that makes sense. That’s right. So buying leads, if you’ve done this before, you know that you are buying them from some national company who’s probably just better or more equipped at marketing than you are. Yeah, they’re good at paid traffic. They’re, you know, they’re good at getting traffic to a website of some sort, and mining that data, this, this elusive lead. And I like to stop right there for just a second, because when, when we’re talking about the people that we will eventually go and present a solution to a lead is not just some imaginary thing. We stuck $1 in and got it out. It’s on a vending machine. A lead is a person with a need. A lead is a person with a need. Say it with me Nate, a lead is a person with a need. And by the time you’ve got this system working, it’s really easy to just remove the humanity from this record. You essentially got a name, an email address and a phone number and maybe a few details shipped to you, and you just think, lead, lead, lead, lead, and

Caleb Agee 4:42
transaction, right? You put $1 in that lead vending machine and or a lot of dollars, probably not just $1 a lot of dollars, and you got that lead, yes,

Brandon Welch 4:53
and I don’t, I don’t know an entrepreneur or a business owner that doesn’t actually. Have a different emotional equation. When the person sitting in front of them, when there’s a person standing in front of you, saying, Could you please serve me today, it automatically rewires our intentions and our conversations and our actions to bond and serve that human being like even, even for the least impressive salespeople I’ve ever met, yeah,

Caleb Agee 5:19
you could see 100 people at a home show have a way different interaction with those 100 people than you would if I emailed you 100

Brandon Welch 5:27
leads. Absolutely, absolutely, you’ll have this

Caleb Agee 5:29
nature. You see their eyes and their face, unless

Brandon Welch 5:32
you’re just mentally not well you you have some sort of chemistry with a person sitting right in front of you. That’s right. And no matter what we’re talking about through the rest of this episode. I want us to go back to that person if, if somehow they released their name into the world and their you know, digits or emails to for you to contact them. Let’s look at them through the lens of if they were standing right in front of us, and like a lot of things we talked about in writing and advertising, if we just go back to that place and model that in our minds, a lot of wonderful things happen, because we become human and not transaction. And there’s not a person in the world who wants to be a transaction. There’s not a person in the world when they’re the consumer, you or I, or anybody buying that wants to be a number on a list. So it’s kind of like the law of reciprocation when I treat this person, and I look at the name and I think, I wonder what Angela needs. I wonder what’s really going on in her life, and I really, I release that emotional compound effect of just starting to view her as a person now. And I’m not saying anybody inherently is like bad, but it’s just that happens when we reduce people to text

Caleb Agee 6:43
in an email in your CRM or something like that? Yes. So

Brandon Welch 6:49
now on the other side of that, though, let’s just use Angela. She needed something in your category. Yeah. And she encountered before she encountered a local company or a company she was familiar with, she encountered one of these, probably a landing page, or probably a Facebook ad, yeah, like for a company that is selling you the lead three

Caleb Agee 7:08
best home improvement providers in Chicago, and they landed on, she landed on some page, and you happen to be on that page because you’re a home improvement provider in Chicago, or

Brandon Welch 7:19
maybe not, or Maybe not. Maybe it’s just, there’s a lot of them. Modernize is one of these. We’ll get all the quotes from the local contractors for you. And they didn’t even have to tell you who those contractors are, because they don’t know, because they haven’t sold it to you yet, right? So think, think about that emotional equation, right? Angela is like, well, that sounds good to me, because I don’t have to talk to any of these people who are, you know, sometimes repulsive, and it sounds fast and easy to me, and she’s already reduced this next step to a transaction, because she just on the other side of that. She’s a lead, you know, she’s a person with a need, but you’re also a company with a need, and she’s reduced you to a click

Caleb Agee 7:57
or a quote. Sounds a lot like a today customer. It’s

Brandon Welch 8:01
very much a today customer. We talk about today customers. If they are not preconditioned and they don’t have any previous relationship or bond with you, they’re going to be reduced to price, convenience or hassle, okay? And that is sort of the lowest rung of marketing sophistication, yeah. Now you can win in that area. You can we have people that win in that area all the time. There’s a way to do it well. However, you’re beginning to see the challenge with buying leads. They have been they have been reduced to a name on your list, and you’ve been reduced to a name on their list. Yep. And if that name does not invoke any other feelings or you don’t quickly produce them right after that, it’s going to come down to numbers, and it’s going to be a race to the bottom, yep.

Caleb Agee 8:47
So practically, Angela searches for what you’re selling. She ends up on a third party national website, or maybe a regional website that sells her information to you, yes, as a lead and she

Brandon Welch 9:02
they sell it to,

Caleb Agee 9:03
they sell it to anybody else. Yeah, yeah, um, technically, I think with the new FTC law that has rolled out, they should be, should be opting in to each providers specifically so they should have to click Frank and Maven gets my information, and so and so gets my information. But that hopefully that’s true. They may be. They may have some big, bad lawyers that are finding some loopholes in that, yeah, but she had to click your name. Then she hit and maybe three other names, and then she said, Give me my quotes. You paid $300 and you get an email from that place, except

Brandon Welch 9:42
for, imagine her surprise when that’s what’s been promised to her. Get quotes, and you call her and say, Hey, my name is Caleb from some company you’ve never heard of, and I’m about to waste your time, that’s what she hears, right? If she hasn’t been conditioned otherwise,

Caleb Agee 9:55
right? And I give you a four hour window to come by and sell you something, yeah. And is your. Husband

Brandon Welch 10:00
going to be there, yeah. And what’s your credit score, right? And it just becomes this, this transaction none of us in our own world would ever want to be involved in, right? And, you know, maybe Angela’s need is so great, maybe the roof is leaking. Maybe the, you know, water heater is going out. Maybe there’s something that is so timely that she agrees to take that step. But statistically, what we’re seeing is it’s less than 10% of people that bought that have you know, reached out via a purchase lead or actually becoming an appointment or an opportunity to transact. Yep, so, and it’s all because these companies that are that are mining the leads, these imaginary leads, right, are getting them at their minimum viable commitment, which is price, right? So here’s what that here’s what that typically shakes out to and I’ve seen 10s of 1000s of leads purchased through my customers. We’re lucky if we can get a 10% appointment set rate. I’m seeing as low as five to 6% and it’s like, so they’re selling that lead, that record, to you, cheap, hey, 30 bucks for a lead. You’re like, Oh, that. That makes Hey, yeah, because you’re comparing it to what

Caleb Agee 11:19
a what a quality relationship is. Your team had to call 20 of them. Well, you had

Brandon Welch 11:24
to buy $300 worth of them to get one appointment. That’s right, right? Because one out of 10 and 10 times 30 would be 300 and lot of these, lot of these, lead costs are 20 to 50 bucks. That looks awesome. Um, so immediately, this cheap, easy transactional lead that you were like, cool, stick $1 in and let’s see what I get out probably isn’t what you thought it is. Now there are, there are some niche type providers that I’m sure are doing a higher level of curation, and they’re calling the customer and they’re handling that like, warm, hand off. Those would be better if you have a provider that does that. You’ll probably pay more for that. To pay, you’ll pay more for that. You’ll pay under 150 bucks. And I would argue it may be worth it to do that, because you’ll have to have less stress and emotional like headwind on your team. To Yeah, because it sucks to get said no to, like it does, if you’re going to run this type of pin holes in that balloon, that’s right, yeah. I mean, if you’re going to run this type of program, you have to make up for for the the bandwidth, like drain by having really resilient people and people that that don’t just hire phone answers for this, because they will get burned out. You’ll get tired of hearing No, like it’s an energy suck. Like to show up and get punched in the mouth 20 times before you get any amount of validation in your business, that takes a special person does so, or, you know, in their job. So you can imagine what might happen next. This person, reluctantly, one out of 10 in a good case, right? One out of 10 sets to an appointment and but guess what? They just, they got off that phone, and they’re like, Cool. Sounds like, I’m going to get a price on whatever. I’m going to get a good old fashioned, you know, estimate. And we’re, we’re modeling a lot of this around home improvement, because this is where this happens a lot. But honestly, same is true with legal services. Same is true with, you know, high end medical providers that we’ve worked with. And so do you think that person is showing up to that appointment with joy Tuesday at 330 rolls around when you know Mark from this company they’ve never heard of, is coming over, yeah,

Caleb Agee 13:36
and

Brandon Welch 13:39
that leads to a really low energy, high skepticism, low trust interaction. Now, if Mark is really good, he can turn that around. Yeah, he can do it with charisma. He can do it with empathy. He can do it with, you know, demonstrating expertise and helping him solve a problem. If your

Caleb Agee 14:02
company’s really good, company is really good, you can do that with your follow up process between the appointment and the in the sales call. Yes, you can turn that around. You can

Brandon Welch 14:10
but they’re arriving like lukewarm On arrival, right? Yeah, in your world. So if you’ve got a high degree of talent, you can turn that around. And if the time is right and your price is right, I think you’ll still sell some of these people. We’re seeing 20 to 30% close rates for good sales guys, right? Yeah. Now I would, I would put the type of talent that it takes to pull that off in the top 10% of talent and all of, like, home improvement or service based selling, yeah? Like, it just, it’s just going to take that. And I’m thinking of, like, all the guys we work with, and they would be capable of pulling this off, but it’s a lot of work. Yeah, that’s a grind, yeah.

Caleb Agee 14:52
And to be clear, we are. We’ve spent a good few minutes maybe making it clear how we feel. Know about buying your leads from a third party. We’ve seen it work for some people, absolutely, but most of the time it is not as good as the next thing we’re going to talk about, we’re talking about which is, which is, when you generate your own leads? Yes, and I think that’s the place that we really want you to get to. Usually, I think when you’re starting off and you maybe you don’t have the ability to generate your own leads, or maybe hire an agency to do that, yeah, you might have to go to these lead sources, and you’re going to get scrappy, and you’re going to take what you can get. But this is a much better situation. So when we talk about creating your own leads, we’re talking about going out and running advertisement in your own name, not in the name of some national company, random.com we’re talking about your name, and you are writing an ad, and then you lead them to a place where they can become a lead, which would be a phone call or a form or however that transaction might happen, right? And just

Brandon Welch 16:00
stop, just stop, just stop to think about that like it’s kind of like a dating website versus meeting a girl at your church that you’ve known your whole life. And I’m not making any sort of claims. I met my wife on, you know, Instant Messenger, just so, you know. But, but think about the odds, just of of engaging in a relationship, let’s just call it a friendship with somebody you’ve known for a long time versus a random meetup. Yeah, it’s

Caleb Agee 16:27
kind of, it’s kind of the same thing. Yeah, your name on a list, courtship

Brandon Welch 16:31
versus speed dating, right? And there’s love and good things to be found. Both can work. But imagine, with me for a minute, somebody for the last six months of their life, every other day, has had some sort of humorous or interesting or otherwise entertaining interaction with you because they’ve either come across your shtick on Facebook, or they’ve seen you doing good things for your community, or they’ve seen you talking as an expert about your thing that you do and then how you change lives through your service? And they’ve seen your ad in a blip, fallen asleep, not needing your product over and over and over and over and over, but over time that builds a mental real estate, like a category of I know a guy that does that. I don’t even know the guy. I may never meet the actual guy on TV, but I know a guy, right, yeah, and yeah, I know a guy, and her name is Laurie, right? Like everybody knows a guy, no matter if it’s a guy or a gal, right? Yep. So that reputation, over time creates a relationship and a familiarity. So by the time they get to that, oh crap, something broke. Or, Oh, great, it’s time to actually do the landscaping in the yard. Or, oh, it’s time to make this decision to hang the, you know, new ceiling fans or fixtures or whatever.

Caleb Agee 17:55
How is that different? There’s just, there’s, it’s different all the way through, if you think about every stop along the way, there is a much higher level of trust that will happen when they see your caller ID, because, by the way, your name’s on most phone outbound phone calls, right? I don’t know if you guys have noticed, but caller ID is pretty regulated now, when they see your company’s name. When they see your sales person’s name on that phone, they’re gonna have a different kind of trust and want, want or not want to pick it up right company name, yeah, they will feel that when they see your maybe, before that they see your Google Ad Yes, among a list of three or four others, they’re going to choose you Yes. First. They’ll go to your landing page. They’re gonna be much likely to convert. They’ll pick up the phone when your sales guy shows up. They’re gonna be much likely to be invested in that conversation. Yes. And we watch all those numbers climb. And if you think about the outcome of 10% here, 5% there, a couple percent there, yeah, we’re talking about 1000s and sometimes millions of dollars and a difference absolutely of a marketing campaign.

Brandon Welch 19:08
Now, to be clear, it costs you probably more per lead to generate that average response, especially on the first end, on the front end, right. It’s gonna cost you whatever the clicks in your area cost, and you don’t have the economies of scale as these big, giant national companies do. You’re not buying super cheap traffic because you’re buying it usually in a tighter geography. Yep, and that just supply and demand creates. The more target, the bigger the cost, right? The bigger the cost. But when you get them to your landing page, you’re going to know exactly what you promised them. You could, say, get a price from me, or download our guide, or watch this video, or schedule your free consultation, which means, instead of just some random record that you don’t know what they filled out to get to you in a in a lead buying situation, when it’s your lead, you know exactly if you’re doing your job, you know exactly what they saw on your website right before they did that. That’s right. Yeah, and so you can pick up the conversation there. You can build a relationship out of empathy. You can build a much, much higher quality connection and meet them where they are, which is why we see about a 60 to 70% appointment set rate from those types of leads that are self generated from a company’s advertising. To

Caleb Agee 20:15
be clear, on the first set, we said five to 10% Yep, five to 10 versus

Brandon Welch 20:19
60 to 70. Okay, okay, so I might have had to pay 100 bucks or 150 bucks to generate that, but by the time I got my appointment, cost, it’s already lower, because it’s in the 150 to 200 range. Take out that 70% or, sorry, 30% that didn’t schedule, and then even an average sales person ought to be able to close 40 to 50% of those sales, yeah, as long as the sales was aligned to what the person needed. And so, you know, in an average home improvement sale, I’m just looking across a lot of different categories of home improvement, but that’s a four to $500 cost per acquisition, yeah. Now, you had an agency involved. You had some overhead on the back end of your business, but your overall marketing, marketing budget will absorb and most of the people we’re seeing do this in a healthy way, are spending eight to 12% of revenue on on marketing. However, the profitability on the back end goes up because guess what? This person trusts you. They’re going to pay you a little more. This person isn’t going to take so long to close, because they already like you and know you. There’s going to be some reciprocation of, you know, relational impact that happens. They’re probably not going to compare you to other competitors, and they’re going to be less likely to complain and be a pain in the butt after the sale, because they view it as a fluid relationship and not as some random name that came out and tried to take them for their money. Yep,

Caleb Agee 21:42
yeah. And so the pros of this side are those higher conversion and touch points. You’re going to spend a lot less time to get to the sale, because you will convert more of them, right? You’ll have a better conversation with at every step along the way. You’ll you’ll convert more of them so. But the the con here is that you have to be able to pull off this kind of marketing that up. And typically, we would recommend that you hire an agency for that kind of work, unless you are just a marketing nerd or, I mean, you listen to the maybe marketing part, you are probably a market you’re probably a market you’re probably a marketing nerd, but that would involve setting up Google Ads accounts, Facebook ads accounts, things like that, and

Brandon Welch 22:29
doing a really consistent script and personalities in your ads on the tomorrow brand phrases and all those things.

Caleb Agee 22:36
Yeah. Recall building all of that does require a pretty hands on approach, which has a cost associated with it as well, and so

Brandon Welch 22:47
so in the meantime, if you’re there and you’re going, Wow, that sounds awesome, I’d like to have that like, I’m just going to tell you, don’t ever expect that that’s going to happen quickly. It should happen at a rate that pays for itself as it goes along, but it’s not going to create excess profit like you need a reserve tank in most medium sized markets. We say, if you don’t have 50 to 100 grand set aside while we spend this up to let it mature and put those seeds in the ground, yeah, because grass does not grow faster by tugging on it, you have to wait for that to come out of the soil, right? I love that. See that. Alexander hyger, you have to have a maturity curve to this. And once it hits that man, it starts raining. And I’m not saying that it’s mystery money. I’m not saying that you just throw a bunch of money away and you wait for it to work. You’ll have clues along the way, the seven clues along the way which you can get in the Maven marketer, that’s right. But chapter nine, by the way, if you don’t have that 1500 grand set aside, probably go knock doors. Get scrappy. Do your relational circles, do your community fairs like scrape and scrap to get this business, and I want you to take a piece of every sale you have and go throw it in a pile called, you know, future campaign marketing, that’s right. And if you’re just starting out, that may take you a while, or if you’re, or if you’ve tuned your business, and you’re, you’re, you know, you’ve been in a business for five years, and you’re struggling to get from that one to $2 million mark, and everything’s tight. You just don’t know where that money is going to come from. You can still use that math. Yep, we had a good, a great client a while back do that, and they came to us, and we’re like, you shouldn’t hire us. You can’t afford to do the plan that it would take. I mean, it’s well into the six figures. And then they were like, well, guide me as I save that money. And we were like, awesome. And they saved, yeah, a magic amount of money. And then it was money that they weren’t emotionally tied to. They could wait for it to work, and they weren’t gonna cut it off before it had its chance. Mature thing, yeah, if you have to buy leads in the meantime, I don’t, I don’t mind you doing that. Okay, yeah, but don’t you got to be like, three times on your game, yeah, to make this work. Okay,

Caleb Agee 24:58
yeah, we’re gonna do an episode. We’ve. Done it in different ways. We’re going to do an episode on tracking your lead through the process. We have some we’ve done it in different ways. Obviously, you can have a CRM, you can you can run your business on Google Sheets or or Excel if you want, as well. And so we’re going to, we’re going to work on an episode for that. We’ve actually gotten a question in that we’re working on a tool to help help you. It’ll just be a Google sheet that you can take the template and work with to help track your leads and these percentages and these percentages at every step of the way, because that’s the that’s the part that you have to know, so that you know if the lead source is viable, indeed. And so if you are, if you’re buying leads from a third party, you need to know what those rates are. And if you’re, if you’re blowing past these, these benchmarks we’ve talked about great doing it. Keep going. Keep doing

Brandon Welch 25:52
it. There’s, there’s some, yeah, there’s some markets that either have a void or somebody who’s just really good at sales, or has a really good appointment setter, you know, person on the phone, cool. Give that person like a raise, yeah, and tell them how valuable they are, because if you’re setting above this 10% rate and buying leads, you’re doing something very, very well. Yeah. Here’s a few other things to take away if you’re in that mode, or if you’re supplementing your other campaigns with that mode, extreme speed and response times is a non negotiable, like you gotta have somebody wait for that to come in and call within seconds. Yeah? Five minutes. Maybe too late. Okay, lots of research on why that, why that is a thing. If you can mention that you’re a preferred partner of the website they just went to, I’m calling because I’m a preferred vendor. I’m a golden star, whatever, whatever, with Angie’s List. And, man, they called us and wanted us to reach out to you because you had this inquiry, and really, like, literally, read back what you think happened to them, quickly followed by immediate differentiation. Well, you know, well, that’s so great. Mrs. Jones, Angela, we’ve been in this community for a long time, or, you know, we’re a local business, and we’re local and community, and we just go bonkers about helping people in your situation have a better outcome. And you, if you can stack yourself against the status quo in this moment, yeah, like, a lot of companies just want to come out and sell you something, but I really want to understand what’s going on here so we can provide the best solution to you. Yeah? Like, just that alone, right? Yes. So would it be okay if I come out and took a deeper look, I’m gonna send Nate out. Nate is a great man. He’s got, you know, beautiful wife and a dog named spot, and you’re gonna love him like he’s just the best expert I’ve ever heard. You’re building up your your company, because you haven’t had the,

Caleb Agee 27:41
you didn’t have a pre predisposed marketing preemption. Yeah, of this, yeah, and that that’s preeminent. Sorry. What’s interesting though, is you are doing essentially, you know, classic marketing. Call it like a UVP, unique value proposition. Yes, you didn’t have a chance to say, here’s how we’re different because they picked you from a list. Yes, this is your moment. That first touch point is actually their first impression of your company, other than maybe your logo and name on a page before that. And so you have to do your marketing work in about the first, you know, 25 seconds, door

Brandon Welch 28:18
knocking. Yeah, you’re you’re the marketing and the salesperson all in one, yep, 32nd episode. So it’s, I mean, I actually get excited about that. I would love to have that job.

Caleb Agee 28:27
Some people, it’s their worst nightmare. Some people,

Brandon Welch 28:29
most people, nails on a chalkboard that, yeah, just, oh man. So it’s a, it’s a unique kind of weirdo that can do that. Find a weirdo, find a weirdo, but empathize with where they are, read it back, what you thought they heard, and then you and then you use the magic words. I can definitely help with that. Okay, you’re validating their concern before you ever show up at their door, don’t you’re gonna get canceled on it. Let me just tell you, if you buy leads and don’t do what I’m telling you to do, you’re gonna get canceled, or it’s gonna be a half hearted appointment at best. Somehow in between that interaction on your first phone call or quickly, while you’re there, tell stories about who you recently helped get the same result that they want. Oh, I helped Wanda and Greg do this last week. Oh, you know, let me show you a picture of this project. I did. Extra touch points equals extra extra percentage on your sales close rate. So in between, if you can email, follow up with handwritten notes, yeah, call to confirm the appointment, text, send pictures of the picture

Caleb Agee 29:26
of Jimmy that’s coming to my house. Yep, Jimmy, Joe,

Brandon Welch 29:28
yep. And then do there’s the biggest thing I’ll leave you with is, do not let clerks run this system. If it’s I’m calling to set your appointment, you failed. Yeah, you’re, you’re, you’re going to be at the lower end of this and somebody more talented than you is frankly, going to beat you at that game. I have a really awesome client that does this extremely well. They buy 10s of 1000s of leads a month. Okay? Their process, their script is so chiseled and unbelievably. Pleasant that they kill it with this method. Okay, yeah, but hundreds and hundreds of 1000s of dollars a month they spend on the talent to do that. So if that’s your bag, don’t leave saying that. You know, my dog is in the fight of you only generating your own leads. But understand that if you don’t pay it over here to create this reputation for yourself, you’re going to have to pay for it and talent and the heartache of recruiting and managing that talent, which is its own beast.

Caleb Agee 30:27
That’s right. So okay,

Brandon Welch 30:32
I think we’ve gotten people to be we did. Yeah, you get to choose what’s one’s best for you. If you’re in a place where you can’t afford one or the other, just get scrappy. It’s a joy. We live in America. We’re the top 1% of 1% of opportunity to even be able to go out and have a reasonable expectation of trading service for money. Isn’t that a beautiful thing? It is. So remember that on the on the days where it’s a grind, be grateful for the grind.

Caleb Agee 30:59
Yeah, you could. You could be doing something far worse. You could be digging ditches,

Brandon Welch 31:03
right, right. So we’ll be back here every Monday answering your real life marketing questions, because marketers who cannot teach you why are

Caleb Agee 31:10
just a fancy lie. Have a great week.