205: Elevate Your Practice w/ Dr Joe Borio & Billy Sticker

Wait, wait a second. Did you know that I was on the website yesterday and she's kind of hesitant? She's like, yeah. She goes, we have this technology, and our marketing department gives us a list of all of the people who went. You are listening to Cairo Dandy, the podcast of sweet chiropractic success.

Hey, guys, we're excited today. We got somebody big special. Somebody's been around a little while longer than me, probably. Is that correct? What's your. How many, how many years? How many trips around the sled you got?

Oh, I am 50. I just turned 50.

You're 50. Okay. All right, good. Yeah. I'm only 38, so we're. So you are older than me. That's what I thought.

Yeah. Okay.

I'm 60. You know what's amazing, Billy? I hear people, like, they'll watch the news or something. And I hear somebody say, you know, there was a older man, older gentleman, 60 years old. And at first my head's like, yeah, yeah, he's older gentleman. Then I'm like, wait a minute, I'm 60. Then I'm not an older gentleman.

I know the older I get, younger that is.

Yeah, exactly. I know, it's crazy. Absolutely crazy. So we're excited to have you on here. I. I titled it the Billy the. The Marketing Guru. So, you know, you've got a great story and you've got a, you know, an energy and, and an expertise that you bring to the profession, obviously, to share what we do to more people. And you're on a. A purpose, mission driven life as I am. But, but I wanted to first ask you a couple of questions. We're going to be in Fort Lauderdale October 24th, 25th for the event. We're honored to have you there.

That's right.

Yep.

Looking forward to it.

Yeah. And then you could share a little bit more about what you do with the docs in our group to, you know, help obviously promote their practices and what they do. But my, I guess my first question is, what is it? You know, if you're gonna explain to me what is it you do? Because I know you do quite a bit. You've got different platforms that you teach and elevate us and educ on and expose us on. So what is it that you do exactly?

Yeah, so our goal is to make the local chiropractor famous in their market. And historically, we've, like, our bread and butter has been Facebook ads, Facebook and Instagram. Then we added Google Ads. Got really good at that. We did TikTok. TikTok is odd because some places, it works phenomenally well. As a matter of fact, our guys in the UK right now with TikTok or crushing it, and some here in the States are doing really well, too. Others, not so much. You know, it's just. It's kind of hit or miss. But to be frank, Facebook's kind of the same way, kind of hit or miss. We have some strategies that are pretty consistent that we know we've got a 95% success rate if you follow this formula. And we also do websites, we do SEO.

We.

We think, okay, how can we get each office the most exposure? And I understand some people are like, well, why do you even market? You should be able to just get referrals.

Great.

But if you've got a message that's as important as chiropractic, why would you not want to tell more people? I kind of don't understand that. I used to joke that the only people more passionate about their message, more passionate than chiropractic, would maybe be preachers and network marketers. Right? They want to tell everybody. But there's people right now driving past your office that want what it is you do. They don't want to be taking medication. They want that wellness lifestyle. A lot of them don't know that that's chiropractic. So how can we package that? But I got to tell you, Joe, one of the strongest things we do right now is we have this new software we developed called Invisible Intent, and it's very affordable to do. But what's so cool is right now, think about all the people that go to your website. You're only capturing maybe 5 to 7%. So of the people that go to your website, roughly, that's about how many people will call and schedule an appointment. Well, the other 95%, we just lose. Maybe if you have a Facebook tracking pixel that allows you to put them in an audience, and now you can start showing them Facebook ads, but you don't have their information. Our software gives you all their information, even if they don't opt in. You get their name, their email, their phone number, any emails associated with their IP address, and it builds a spreadsheet of all these people. Now, they really didn't give us permission to call, but we can drop a postcard in the mail. Think about that. I go to a website, and then, you know, the next day I get a postcard from that company, and I'm seeing their ads on social media now, and I get an email. You can email them. We actually do have some people that call that'll just as long as their number is not on the do not call list. You actually, it's not illegal for you to call them. But think about that. All the people that go to your website, you get to see who it is. Well, what if it's an old patient? So we've done. We live on the Gulf coast and we've done, I think 17 or 18 cruises over the years. Most of them Carnival, not all. But I went to Carnival's website. This has been a couple of years ago. I'm just looking to see, you know, next year, any specials. The next day I get a call from my lady at Carnival. I thought it was just a coincidence. You know, it's the same lady we've dealt with for almost 20 years now. And then a few months later, I go on their site again. The next day I get a call from her and I'm like, hang on a second. Call me once. I said, wait, wait a second. Did you know that I was on the website yesterday? And she's kind of hesitant. She's like, yeah. She goes, we have this technology and our marketing department gives us a list of all of the people who went. I said, hey, man, I'm in marketing. I think this is fantastic. You know, obviously I'm interested. I went to your site. So. But historically this technology is only being available for companies with really, really large budgets. But now we can do that with you. That's only part of what this software does. So those are people that go to your website. The second half is search id. So the clients can give us a list. The doctors offices give us a list of zip codes where their ideal patients are at. And then they give us a list of keywords. Chiropractor, near me, back pain, headaches, whatever these keywords are. Anybody that searches those keywords, they don't even have to go to your website. They search those keywords. If they're in those zip codes, we capture their name, email, phone number. You can put them in an email autoresponder, send a postcard out to them, and it connects automatically with Facebook ads or with the audience. And so now people just search your topic. Then they start seeing your ads a couple of hours later and they get a postcard in the mail. And we don't have this yet. We're working on rolling out what's called CTV and OTT ads. These are video ads over streaming platforms. So the people that are watching Hulu Paramount, like, you know, Peacock, all these different things will be Able to retarget people from these lists with your ads on that too. So not only do we do the social media, the website SEO, our team's really good at the AEO also. So knowing what. Because people are now using perplexity and chat GPT to search for, you know, they're not just going to Google anymore. So we do all kinds of stuff. But if what I think is the most powerful thing we do right now is that invisible intent, it's pretty cool. I can talk about it for hours.

Yeah. Yeah, that is great. That's powerful. And like you said, you know those people that so called drive bys. Right. You know, if you think of it that way, they're, they're right on the edge, you know and they just need a little nudge. I remember way back when again I'm dating myself because I came from the days of yellow page ads where you know the biggest yellow page ad, that's where I started. And I didn't have any money so I had a highlight my listing at the yellow page. I didn't have enough money to put the big ad in but I remember them meeting and talking to people and doing marketing. You needed that 12, maybe that 14 exposure impression in order for them to maybe take action on an ad. But now, my God, with so much, people are getting bombarded with so much that you know, you know to be target them specifically is just absolutely fantastic. So much more.

Yeah. Well if you think about, if you think about marketing in general.

Yeah.

Your goal is to get your message in front of the people that are most likely to buy. Which who's most likely to buy is people already looking for you. So that's why it's called invisible intent. Like we know these are the highest intent people in your community and now we can show them your office. So yeah, it's very strong. But I'm like you. I don't know if you remember. I mean heck, it's been several years ago whenever we first connected and I had you on the Chiral Candy podcast. But back in 2007, 2008, I worked in office for a chiropractor. We had multiple locations. I was the marketer. I was doing all the events out in the community. I would do our in office workshops. I started doing our day ones and day twos. I would close the patients on care plans. The only thing I didn't do was adjust. In both offices we used the pro adjuster. I probably could have, but I fell in love with the profession. I just loved what like the Miracles I would see in office. And I was like, oh, my goodness. I thought it was neck pain and back pain. It's so much more. How do we help spread this message? So I really drank the Kool Aid, if you will. And we love what we do. And what's great is our team is the same way. They love chiropractic. But yeah, we had yellow pages, and back then you kind of had to be in the yellow pages.

You had to be in the yellow pages.

We even had a couple. There was where we lived, it was the golden triangle yellow pages. And then you had the actual yellow pages. And I used to get onto our front desk, our cas, because they would just say yellow Pages. I was like, no, there's like three different ones we're paying for. I need to know exactly. I need to know exactly which one.

If we're spending little buck to medium sized, buck to big buck. Exactly. Yeah.

We got to be able to track exactly what's bringing in, you know, these, these calls. So. Yeah, no, I definitely remember that.

That's the great, that's the, the great part of the technology now is it allows you to be more efficient with the dollar. Right. Because. Because I'm not just throwing, like you're saying, get your message in front of the people that are interested before you're just throwing a net out where now I could say, okay, here's the zip code, here's the people that did a search. Here's a certain age group, here's a certain demographic. You know, so now I can kind of cherry pick, which makes your dollar, obviously a lot more valuable.

Oh, yeah, I love what you said. Just being more efficient. So that's definitely the case.

No doubt. So you've got a story. So you, you, you inched into it a little bit, but tell me a little bit about your story. Like, you know, how did you get to do what you're doing and a little bit where you came from and, and where you are now and maybe where you're headed.

Yeah. So we've been. Gosh, when I was growing up, one of my dad's close friends. So my dad used to be chief police in our town and him one of the city judges, a chiropractor. A couple other business leaders would have coffee at a Dairy Queen every morning. You know, in. And one of those guys was a chiropractor. He was actually the president of the TCA several years. And so he was one of my dad's closest friends. And growing up, I had to go see him twice. Both Times, same thing. Doing military dumbbell presses. And I just, I was. Wanted to get 10 reps and I was on 7 and I thought if I turned my head.

Oh, yeah. Bad.

Yeah. Anyway, I go see him and it was definitely just kind of pain based, you know, handful of adjustments. Slap me on the butt. Hey, if you need anything else, let me know. Like, that was it. And so I thought that was chiropractic, which, that's what a lot of people think, you know, that's all it is. And then I go to work for this chiropractor and I see these life changing and then he starts kind of telling me, you know, he had gone to some de. He was actually the chiropractor I worked for. The main doctor went to Texas chiropractic college. So which isn't, you know, definitely wouldn't be your top pick if you were going to know somebody that's going to be going to school. But he was able to get, you know, get the philosophy outside of there. And he would have me just listen to all kinds of anything to do with chiropractic. He's like, just listen this. It's like, what am I trying to learn? He said, all of it, just listen. And just all of it, just listen. Anything you pick up. So I really fell in love with the profession. But I used to sell rare coins, gold, silver, platinum, antique coins. I did that for about eight years before I went to work for the chiropractor. I just needed a change, wanted something different. And so I loved what we were doing. Loved it. I wasn't making as much money as I was doing the coin stuff. And then I ended up leaving the chiropractor to go to work at another coin company that was a startup and worked there for a while. But I, I missed the chiropractic stuff. And we started in 2015. I launched Cairo Candy as a podcast. It wasn't a marketing company. My idea was, I know marketing. A lot of people need to know how to get their message out. I'm just gonna start a podcast and we'll interview different people. How are you growing your practice? What are you doing? And just started reaching out to people and I built this brand and then people started asking me, hey, can you help with marketing? And so I had some project deals and then one day somebody's like, hey, can you help with Facebook ads? I was like, of course. And I'm a new tab how to do Facebook ads before ChatGPT.

Right, right.

But it worked. It started working. And this was, you know, heck, almost 10 years ago now. And we've worked with around 2,000 offices all over the world. We got clients in Australia, the uk, Canada, all over the globe, Latin America. Yeah, we love it. I really, really love what we do. I'm in the process right now. I'm going through, contacting all of our clients just as we've grown. I don't know who all our clients are anymore. You know, we just, we have a bunch, but it's been like even this week talking to a couple of people didn't recognize our name. And please understand my heart, I want to be careful saying that because I want to know. That's why I'm calling them all, you know, and like those two guys this week, they've been with us for like four and five years. And you know, I love that, I love that, you know, one of them is like, man, you guys took my practice to another level. I love hearing stuff like that. But unfortunately it doesn't always work that way. Like some offices, some demographics, some areas, it's just harder, you know, and that's why we're always trying to stay cutting edge. Like, what are other tools we can do? Because you can't tell me in a population of 50, 50,000 people, there's not more patience. Like, there's got to be another way to get these people. So we actually even started a, an AI company. So I'm partners in another company and we do AI development. Like we have a team of full stack AI developers. Because I was wanting some tools in Cairo, Candy was trying to find people. I mean, that's another story. I'm going to take way too long telling that story. But one of the reasons I did that is because we're trying to stay.

Right.

Cutting edge. Yeah.

Yes. You know, I think one thing to add, you know, and then we teach that in car. Passion is, you know, my dad always used to say, you know, if you want to have a stable business, you know, think of it as a table and every leg. He ran a restaurant, him and my mom, they ran a large Italian restaurant, but they had a bar and then they had weddings and banquets and, and they had a dining room and they had different events and different seasons and they did boats and things out in front and clam bakes and all kinds of stuff. And his attitude was like, you know, your table representing the stability of your business. The more legs you have under the table, the more, the more stable the table is. Right. So. So his attitude is like, don't rely on one thing and everything adds to the other. So I love if you're, you know, hey, I call Billy up and I say, hey, Cairo, Candy, you know, get me out there. But I think, you know, the doc is missing something. If they're only relying on that, you know, you want to parlay off of that, get out and talk to people. You said, make me the most celebrated. Make me a. Make me a household name in my. In my town.

Absolutely.

Celebrity, right? So. So now, you know, now you're using that. But now I can go out and meet people and have a conversation with them. Hey, aren't. Hey, I saw you, you know, hey, you're Dr. Joe, or you did this or you did that. And, you know, that is so much of it. I find that, especially after Covid and especially the younger docs, I find that they get so hung up on the technology, which is phenomenal. But, you know, it is called chiropractic. We do things with our hands, so to meet people, to touch them, to shake their hand. You know, I meet you out of the store, put my hand on your shoulder. Hey, Billy, you know, hey, you know, check us out on YouTube or check out our. Our Google or check out our Facebook, you know, and. And now being. Being able to put something out there beautiful that you put out there for us, that makes me look professional. They both play off each other. You know, we teach a lot of that in car passion. But I think everyone really needs to take advantage of all that. And I. I think they don't know how to do that. You know, that's one of the things I know we bring to the table as a. As a consulting or mentoring company is how do you synergize all that? How do you make all of that work? Because everybody wants new ones. I would say be good at getting them, but be great at keeping them, you know, so you gotta. You gotta be good at getting them through the door. But if you're not able to close or lead them to some kind of care, you know, you're just revolving door practice.

You're spinning wheels 100%. I even do some business coaching with other marketing agencies. And that's one of the things. All businesses have the same four buckets. We have lead generation, which is marketing, right? We got to generate leads, then we have our sales, we got to convert those leads. So this is our day one and day two, and then we have fulfillment. This is providing whatever it is they're paying you for, right? This is the adjustment. And then we have retention. How do we keep these People coming back. But it's the same thing if you're on a restaurant, if you're doing landscaping, how do I generate leads, how do I get them as clients, how do I deliver for them and how do I keep them coming back? Like, that's business. It's very simple, but you have to look to see. Okay, where am I business? Are there holes?

Yes.

Where can I get the biggest bang from my buck right now? Well, right now, like, I remember at a referral, this guy's like, look, I got a buddy of mine, he's in bad shape. I told him he needs your help. I get this guy on the phone and I typically don't even do a lot of sales calls anymore. And this has been several years ago. He'd been in practice 25 years. He's seeing 50 a week. I'm like, okay, there's a couple of red flags there. Like, what are you, are you doing stem cell? Like, how are you paying the bill? It seems like, no, we're straight chiropractic. And he's doing 50 a week between two locations.

Oh, my God.

What? I said, look, I, I thank you so much, like, for reaching out.

Yeah.

New patience is not your problem.

Right.

Like, there's something going on other than, than this. Like, because I'm telling you right now, you're not going to close the people we're going to send to you. I can just tell, like, there's other things going on. So it's like, where in my business are there holes? What? I need SOPs for each one of these that are going to stop the holes. Because, yeah, you're right, we gotta be able to retain people. We also need them to give us referrals.

Right?

So we need SOPs for that. Because one new patient, if you lose that patient and they go somewhere else, it's not that life that you lost, Right. It's not that opportunity, that relationship. It's the income from that that you could have used to grow the business. Any referrals that could have came from that you lost because now that went to somebody else.

Right?

And it's not just that, that case fee, it's any future business. And now that person has this extra income to go out and do more. So like, you've, you've got to be investing back into marketing, whatever it is to, to get, you know, to get you out there. So we've actually, we now do websites, we do SEO, we do aeo, which is like, you know, the. For people searching on perplexity and chat GPT and all these things. You know, we do all these things now. Some people still a la carte it, and that's fine, but we wanted to be able to provide. Hey, I need somebody to handle all this. I don't want to go to four different companies. And let's, let's just get this figured out.

Yeah, that's, that's. Go ahead. I'm sorry, I didn't mean to talk.

No, no, no, that's really it.

That's because. And I think years ago, because there were different technologies and different platforms and everyone kind of had, you know, their home base. But now, like you're saying you're synergizing it, because that's frustrating too. And everything overlaps. Anyway, so the, the fact that, hey, if somebody's handling my so called, you know, it's such a buzzword. But SEO, what does that mean? Exactly? Right? But my SEO on top of my Google, which is going to overlap with my Instagram or Facebook or Tic Tac and then how's that going to handle them finding me on AI now and, and maps and everything, right? And some docs. And again, I say this out of love. Why would you. But they don't, they don't know any of that. You know, you think, you know, you're gonna go out there, hang a shingle and sit in your office and you know, everybody's gonna come and you learn quickly. That's not the case. And the bills start piling up. So you gotta be able to lead, generate, but you have to be able to lead people into care and you gotta be able to keep them or unfortunately, you're not gonna be there. And, and that's too. It's such a sad story, but it's so prevalent, you know, as a, as a coach, as a mentor. You know, a lot of times I get somebody who's really successful and they call us and they're like, man, you know what, Joe, I love your passion. I want to, I want that, I need that spiz. I need to be around that energy that you generate along with other docs, you know, But a lot of times you get somebody who's like, look, I mean, I'm in a bad way. You know, I'm not, I'm not doing well. And I need somebody to show me how, which was my story. That's why I hired Reggie, you know, and I need somebody to show me how to do it. And boy, it's tough. And then you start talking to them and they don't have. They might be the greatest adjuster might have the greatest command over the science and the art and the philosophy of chiropractic. But when it comes to running and operating a business, or how to lead, generate, or how to have protocols and procedures, what is a day one or day two or day three? Like, what is that? But a lot of these people don't even know what that is, you know, so it's sad. Yeah.

So true. But when it comes down to it, I think we were. We were put here on this earth for two things. To love God and love people.

Yeah.

And I think whatever it is you're doing in life, you know, as a chiropractor, you get to love people.

Yeah.

Like, you get to put your hands on them and actually love on people who may never get that.

Yes.

Anywhere else outside of your office anyway. You get to do that.

Yeah.

Along with the adjustment and everything else. But the fact. And I think whenever you realize what you do makes such a big impact, like, it's. This is a very special, special profession.

Yeah.

And so we'd love to be able to serve it. That's why we've been doing it for over 10 years now. And so anything I can do to that, we can do to help offices. Like, that's really our heart.

Yeah. That's why we're excited to have you. Obviously, you got a great lineage, but. And a great story and a. And a great reputation, and your head and heart are in the right place, certainly, to serve in the profession. So we're excited to have you in Fort Lauderdale. We're going to be there 10-24-25. So listen, I'm listening to this, and I'm a doc out there, and I'm like, all right, how do I, you know, I want to get hold of Billy, I want to get hold of Kyra Candy. What do I do? What's my step? And. And maybe in a, In a moment or, like, how does that look? What do you. What's the kind of forensics, if there is. And. And how do I get started?

Yeah, no, great question. The first thing we do is have you schedule a call with me or somebody on our team. You can find me. I'm probably most active on Facebook, some on Instagram, too, but I'm probably more. More so on Facebook. But we have a call with somebody on our team and they're going to look to see really, where are you, like, what's going on and how can we get you the quickest win, like, first right out of the bat. Because it may not Be SEO like that. That's kind of a long term play. But you know, what, what does your database look like? Let's do a reactivation campaign. When's the last time you've done that? Let's do that to get some people in the door right now. And then let's work on some Instagram and Facebook and we just, it depends on where everybody's at. We really do try to customize what we're doing. We're not going to give you what you want. We want to give you what you want and what you need. You know, and so we'll kind of. So. But we're not high pressure. Like, you know, there's an old saying, a man convinced against his will is of the same opinion still. Like, we're not going to try to sell you. I mean, we want you to want to do business with us and we're gonna. We've got an awful lot of tools at our disposal to make things work. And our heart is to, you know, is for this to be just as successful as you want it to be. So. Yeah, so that would only be the next steps. And they can go to Carolyn.com.

Go ahead, go ahead, Billy. Sorry.

They can go to chiralkandi.com or just, you know, find me on, on Facebook.

Yeah, that's great. And then, and then all that initial portion, that's complementary, if you will. I don't know. That's.

Yeah, of course.

And then I'm going to look at that kind of forensically. And then, you know, like you said, I. What do I want? I want to grow. But you may not need what you think you need. Right. Because sometimes you don't know enough. I don't know enough to know what I really need. I think I know what I need. But Joe, you want to get new people. But like you're saying, hey, let's look at this, let's look at this first. And then budget wise, I mean, let's say I'm out there and I'm sure you work with a lot of people doing really well and maybe you got them there. But let's say somebody's out there and they're kind of struggling a little bit or, you know, kind of just getting started. You've got some programs to kind of work with them or help them to kind of.

Yeah, absolutely. I mean, everything from our Invisible Intent program, I mean that starts at 199amonth. And then we have some packages that are as much as, you know, $2,500 a month that are really more all encompassing, that do just about everything that we offer. And just Facebook ads, if you prepay it four months at a time, it's only 5.95amonth. So we do that or it's regularly 795. And there's a lot of different options.

Yes.

It just depends on, you know, on what you need. We want to look to see what success you've had in the past, what's worked, what hasn't worked. Why do we think it hasn't worked? You know, because if you come in, you're like, look, I've worked with four other Facebook ads companies and it's never worked well, then Facebook may not be the right thing.

Right.

What else could we do? Or what strategies were they doing? Because you know, if we budget things right and we're using like invisible intent, for example, which we include that with anybody doing Facebook, they don't have to pay separate. Like that's included in our stuff. But if we can build an audience of people looking for you, well that changes the game with Facebook. You're not just throwing cast in that net like it's targeted to people specifically looking for you. Now that's who's seeing your ads. So that's why we're seeing a much better result whenever we implement that strategy. But it really just depends on we. I used to say the reason we have because so for years Facebook through us was 595amonth. That was it probably three years ago. We raised it to 795 but kept it at 595. If you want to prepay for four months, so still give you that option. But some companies were doing the same things that we do in charging 1500 to two grand a month for just Facebook ads. And I like to tell people, look, we want to get as much money from you as we can, but I'm totally okay if we spread that over four or five years. And that's why a lot of our clients have been with us four or five, eight, nine years. I don't think anybody's been with us. I think nine's the longest. But we have a few of those. Like that's the goal. We want this to be a long term relationship and so we want it to work. And if it's not working, we're going to tell you like, we're not going to keep taking your money. Like we're like, hey, we've used all the tools we know. And so that's what's great about you.

Bill and Like I said, I've known you for a long time and I know we've spoken on different platforms, we've been to a lot of different events together. But you know, there's a level of integrity in class and servitude and honesty. You know, integrity. All those great words that describe not only who you are but you know, correlate great with the profession because we're here to serve more people like you said and love on people. And it is a special profession as you say and, and it, and it drives best with special people like yourself. So certainly have known you all these years. We're real excited to have you and in the introduce you to the group we've got quite a few people in chiropraction that use you obviously and so we're excited for you to be able to connect with them and then you can share more with a lot of the docs that are going to be there that don't really know you. And like I said, I love having somebody like you there because you're in, you're certainly in tune and in line with what we do. And like you said, you're going to be at another event in Miami. So it works out, it works out great.

So yeah, perfect. Yep, yep.

So much for having me absolutely honored. So we're going to be in Fort Lauderdale October 24th, 25th, 4 o' clock, we start on Friday we go, we've got a lineup of some unbelievable speakers. Then nine o' clock we have, we announce our doc of the year and CA of the year and then we have a after hours party Friday night which is really a lot of fun and you get to mingle and create some camaraderie and some good memories with people that are there. And then we go all day Saturday and Billy's going to be there along with some other people on software and, and some other ideas on growing your practice. We're gonna have some adjusting teaching, we're gonna have pediatric teaching as far as adjusting goes and pediatric expertise by Dr. Mary Phipps. So Dr. Norm Colby is going to be talking about adjusting and then we've got a couple of docs are going to do a panel discussion. So they're docs that are just killing it right now. So they're going to be up there, you get to ask them any questions a lot. So we're really looking forward to. Forward to it and it's truly an honor to have Billy there and to be part of it and help teach us and lead us a little bit more and how we can get more people through the door. No doubt about it. Billy, thanks so much for your time today. I appreciate it. I look forward to connecting with you in Fort Lauderdale.

Yeah, thank you so much, Sam.