Brian Kaskavalciyan warns that relying on lead aggregators for more than 20% of your leads is risky. A $40 million company gets 70% of its leads from aggregators despite spending on TV, print, and internet marketing. He says this dependence is dangerous and advises reversing it quickly.
If you're relying on an aggregator to help you build your business, you're in trouble. You're going to— if you're not today, you're going to be because it's getting uglier by the minute. And so people are now having— and by the way, the aggregator, that whole deal wasn't set up to be more than 20% or so of your lead flow. And a lot of people are up in the 50%, 60%. I talked to somebody the other day. He's got a $40 million business and he's rattling off all of the things that they're doing marketing-wise. They're doing TV, they're doing print, they're doing internet marketing. And I said, I said, wow, it's really good. I'm glad to hear that you really didn't mention aggregators. He said, oh no, no, no, aggregators are a big part of our business. And I said, how much of your business? And he said, it was almost 70%. I'm like, but wait a minute, you just rattled off this whole list of other things that you're doing. And I said to the guy, go, can I give you a little piece of advice? And he said, yeah. I said, you gotta flip that and flip it quick because 70% of $40 million is, you know, it's a tough place to be.
