Make vs Take Marketing: The BIG Difference

So make is we're going out and we're making our own leads. Take is we're relying on others, the manufacturers, aggregators, PPC, website, all that stuff. Whereas with make marketing, you're doing canvassing, you're doing shows, you're going out of your office looking for leads. What's the breakdown for you guys right now for make versus take?

I'll answer that question by also saying that if I was asked, hey, where is your biggest expense?

Exposure or where is your biggest threat that you look at is that we need to get even more better on the making part of leads.

So we have a canvas team that's in a couple markets right now. We want to be able to expand that into potentially all markets at some point, working with different retail, big box stores. That's an opportunity that we can make our own leads in. And then obviously doing specific events and shows. I live up outside of Chicago, so I know how big the home shows and the events are during the summertime here, in some of our southern markets, it's completely different. Like, people don't go outside to a let's-shut-the-town-down-for-a-weekend type festival in Texas when it's 110 degrees. So we have to be a little bit more creative and test with certain events and see what will work, what will bring out enough people. When we go there, are these the type of homeowners that we want to be in front of? And if not, let's see if we can spend that money elsewhere. But I I think that from 2024, the lesson learned when it comes to higher lead costs, relying on certain sources and them not being able to necessarily scale up as much, we took a look at that and said, hey, we've got to get back into the more making while we still continue to get good or better at the taking part.