DAY 16 of Building a $1M Business in 1 Yr

I moved across the country to build a $1 million lawn care business. And for the first couple of weeks, we have got equipment, we have got vans, but we need customers. And so we finally have gotten verified on Google. Doing that allows you to rank natively. It allows you to rank on the map, and it allows you to rank on the listings of Google Business Profiles. We have finally been able to get our ads up and running. We're still waiting on getting verified for LSA, but we can hardly spend our budget. This is what we are hoping to do, but we are already 2 weeks behind on this. And I have a technician starting in 6 days from now. We've gotta get customers quick. All right, we're using these little DJI Osmos and there's 3 of them floating around the house between Brianna, Terrell, and myself. And so we're getting these little stickers. Of course, when you order things from Amazon, you can't order like 10 stickers. You have to order 10,000 stickers. So that's how we're gonna stay organized, hopefully. Couple quick things. So first off, I started my meal plan. So out with, you know, what's it called? Decadent. Decadent steaks and amazing keto desserts from Brianna. And in with peanut butter and apples and a whole bunch of grilled chicken and 6 eggs. That was, that was on the meal plan. This morning, a couple of quick things. So inside of our Google Business Profile, the media team posts 3 times a week. on everyone's Google profile automatically. Same thing with Instagram and Facebook. Later this week on our quarterly roundtable, I'm announcing that we're gonna try to do region-specific. So we're gonna break it into like 6 different regions so that way we're not all getting the exact same post. So that way, like, people with snow have snow posts, people in the desert don't have palm trees, like people in Australia, et cetera. So we've hired a videographer and a photographer over in Australia to actually do a whole bunch of shoots. Oh, cool. over the next year. That's gonna be where we're going is trying to make the posts more region-specific. But one thing I did this morning, set up on Claude, is I set up HomeWorks to connect to my Google Business Profile so that way when people leave reviews, it can actually take their name, go into my HomeWorks account and see what we did for them and refer very specifically to the service we offered them and then respond back. Another thing I did is I set up on a weekly basis for Claude to go through these posts that are made automatically for us from the media team. It leaves the photo, which is great, but then it creates the description of the post to be very specific to this local area. So it's actually mentioning like the type of grasses in the local area, like St. Augustine, Bermuda. It mentions the city names in a very casual post mentioning all the different service areas. And it also adds a button and it links to a specific page on my website. So in this one, this one specifically, it's linking to Southlake Lawn Care. So the service page for lawn care on my site. And then the button can change from like learn more to like call now. There's a whole bunch of different buttons you can use for this. But I'm really just trying to optimize everything I possibly can because right now Google is not eating our budget. And the problem with coming here at the end of the season is there's just not enough search volume. And so like you saw the other day, Matt is like, hey, you're only missing out on like 5% of, you're not showing up on like maybe 5% of searches. So basically everyone that's searching for your keywords, you're showing up on, but there's just not a lot of searches. And again, like Flower Mound's like 120,000 people, Southlake and that kind of surrounding area is about 100,000 people. So it's not like we're targeting millions of people. So the search volume's too low right now for me to actually spend my budget, which stinks because we have 6 days until DeAndre, our first team member, a technician out in the field, starts working. And so I've gotta get this figured out. And so I'm doing everything possible besides running ads because I can't feed the budget anymore. So I'm trying to get reviews. I'm literally doing follow-up phone calls and contacting clients and like, hey, I know you don't want the bid, but would you at least give me a 5-star review or give me a Google review for how the process, like, did we answer our phone? Were we prompt? How was our website? Were we professional? And I've got a few of those. I'm also making sure everything's dialed in on the Google Business Profile itself. and just doing everything possible. I'm gonna be making organic posts for our YouTube channel in the local area, for our social media in the local area. I'm just gonna do everything possible so that way we can let the Augusta Leads team cook. And a lot of it is just patience around letting— waiting for Google to catch up and being able to spend the full budget. 'Cause like right now I was hoping to be spending $500+ per day on ads, but like it's just not eating it. The budget's not there. We've We've been running ads for several days. We spent less than $1,000 and only got 12 leads, and almost all of them had said no. So today, the crucible decision has been made. We're gonna lower prices just a little bit. I was really hoping to go into this market and try to go premium and just test what happened. We have always taught, you start on the lower end, you get a high close rate, you fill your route, and then you raise prices. And I wanted to see what happened. What happens if I don't follow the logic I've always talked about? which is I'm coming in with premium prices. And we were probably 15 to 20% above the average prices in the local area. I'm bringing that down. I talked to a local owner that is from Augusta in the relatively local area, and he's like, oh yeah, well once we brought the price down right below this dollar amount, like just $5, immediately started getting traction. So I'm like, okay, we should probably just do that. And I knew that we've always taught you start at a lower price, You have a higher close rate, 50 to 70%, and then down the road, raise prices, optimize for pricing once you've proven your brand in the local market. So we are going to eat our own dog food. Today I have given the word, we gotta lower prices just a little bit. So not a lot, $5 or $10 per service, but we only have 6 days and we've gotta fill a schedule. Good morning, gentlemen. Just a quick update. So I know you guys saw on the Command Center chat, I went ahead and lowered prices a little bit. And then we can hit fill-up routes and then raise prices down the road. I'm really just hoping that we can start spending budget. Right now, we just cannot deploy our budget enough because there's not enough people searching for lawn care and mowing. So I'm working with Matt, see if we can't put a little more into video and display stuff, even though it might not be as efficient, just to be able to deploy some of the marketing budget this week. I would love to get at least several, you know, lawns on the schedule for DeAndre to get started. I'll be recording here with Terrell in the Carrollton area. So we have a WhatsApp group with John, the general manager, and then Nick, the regional manager, just trying to keep everyone on the same page. So that's what that WhatsApp chat is. All right, so one thing I wanted to do was order business cards. One thing that seemed to really resonate with the technicians when we were doing training is getting reviews just by scanning a QR code. So if Mr. Jones, you know, he comes out, he's super happy, he loved the service, like, hey, can you leave me a 5-star review? And they can go on Google, they can leave a review. If they do that, you also get $50. And so like there's this one guy, he, he was from Australia. He was only working for about 6 months. He had to go back. And so the last month or so, he went to every one of his clients to just chat them up. You know, an Aussie, they can just somehow talk to everybody. Got every single one. He made $1,100 in one week. Holy crap. Did you do one of that before? Yeah.

That'll be me.

Yeah, let's go. Let's go. Okay, so one of the things that we have at Augusta is what's called the Pro Shop, and it has literally hundreds of print marketing designs from postcards, yard signs, door hangers, business cards. Like, it is massive. So one of the things that really resonated with the technicians the other day at technician training seem to be getting reviews. And one of the things that we like to do is give all the technicians a business card. We do it for a few reasons. There's literally 12, 14 different types of business card designs we have here on the Pro Shop. These are directly from Vistaprint and they give us like a really good deal. So I'm going to do— I'm going to order these for each of the technicians and I'm just seeing what the options are right now. This one has the QR code. So it's very simple. I'm gonna go ahead and click this. Gonna go ahead and order 50. I will probably just order 50 for each technician. Let's see here. I want to make sure that this QR code goes to my— so I'm gonna go into my, I guess, the Lawn Care Flower Mound. Going to go ahead and share, copy this link, and now I'm gonna go into my Canva. This is where I do it. You can create all sorts of QR codes in all sorts of places. I'm just going to open up, let's open up a random presentation. Let me go ahead and do Elements QR code generator and then create a static QR code. It's just going to link to my Google page and there it is. So I'm going to go ahead and generate that code. I'm gonna scan it on my phone to make sure it works. And this is just basically take it straight to the Google Business page. I went and created the QR code. I'm gonna go ahead and just screenshot it. And then I can just go into my Pro Shop, upload a new image, put in the QR code that I want, and then we give them $50. So that's the first technician. He's actually my general manager, but he'll be out doing treatments, etc. So, so most of the time when asking for reviews, the customer doesn't really care a whole lot about your business, but they do care about the technicians that you— that are serving them. And that's why we always give $50 to the technicians, assuming the 5-star review is left. Also, it makes it really easy with the MCP Access at HomeWorks to just Have it scrub our reviews and be like, "Hey, match up the people that left a review with who did the last service." And so that way, like every two weeks when it comes to payroll, let's say there's five reviews that were given. I'm not wondering like, "Oh, who serviced that property?" And like that was a week ago. Like Claude will just go into Homeworks, see who was on the property. Like, "Oh, Mr. Jones left a review, and Mr. Jones is serviced by Stephen." Okay, issue that payroll for fifty dollars. Okay, so now I have three packs of. 50 business cards, 50 each for each technician, including John, the general manager. So now they'll all have one when they're out in the field, a pack of these. Sending confirmation to John that we did order the 3 packs of 50 business cards that have the Google review code from the Pro Shop on the dashboard. Boom. Later this week, we have what we call the roundtable. It's gonna be the Q4 roundtable 'cause we just entered into Q4. We also do a look back on all the leads and the data for Q3. So I'm actually going through the report from the Augusta Leads Department about everything that happened in Q3. And what's interesting is you're gonna see why I am— I've slowed down the budget so much here in the local area based upon the math that you're gonna see averages. So what this report— This report's long, so I'm gonna try to summarize as much as possible. He kind of goes over wins and challenges. But this is the part here, check this out. So this is the cost per lead of Google Ads and Meta Ads. You can see here, we started the program in January, February. February is just like a notoriously bad time to be marketing in terms of cost per lead. But we've been able to really stabilize it throughout the rest of the year. End of the year, like we're going into September, October, it's starting to go up a little bit. But here's the thing, If our cost per lead is, let's see here, $40 for Google Ads, $38 cost per lead in Q3 for Google, and $52 for Facebook. I was paying like $90 last week, even though we had a low budget. Also very normal for starting a new ads account and not having a lot of data. So, okay, so this is the average cost per click, which again, Clicks don't pay the bills, but you can see here we're paying something like what, $1.70 for a click from Meta and like $4 per click from Google. My cost per click was $22 last week. That's why again, I'm not spending more money on budget. We've got to optimize before we scale. And unfortunately it takes time. So we got to get some reps underneath our belt, but that's why I'm putting the brakes on the budget. So for everyone like, why are you doing that? You're just like slowing yourself down. Like, no, I'm not going to spend $22 $2 a click when the average inside of Augusta is under $4. So one of the things that we're doing right now a lot is leaning deeply into video ads on Facebook and then PMax or Performance Max campaigns on Google, especially in this, in this location where like we're not getting a lot of search volume. So I can't keep spending money on Google search. I need to be able to get in front of people with like YouTube ads, i.e., Performance Max campaigns where I can spend more budget I know that those people have a lower intent to buy, and my cost per lead is usually going to be lower, but my conversion is way lower. I might pay, let's call it $40 for a lead, but 1 out of 3 actually become a lead and convert on my website. A search ad though, I might pay $60 or $70 for them to become a lead, but they actually convert. They're like fully intently searching for lawn care and landscaping services. But if they're not searching, if people aren't searching, and I want to spend the budget, I've got to go to like Display Network, or I've got to go to banners and video. And that's Performance Max campaigns.

Hey, Mike, hope your day is going well. The franchise average conversion rate is 7%. So you are a lot more likely to get someone to become a lead when they click on your ad compared to the rest of the franchise. That's just from the search campaign here. And so your conversion rate and also to your click-through rate of 9.73% are actually pretty good from the search campaign. The franchise average click-through rate too is about 4.2% there. You're more likely to get someone to click on your ad and you're more likely to get them to become a lead when they click on your ad from the search campaign compared to the rest of the franchise. The problem is the average cost per click is just too high for you to consistently hit the franchise average cost per conversion.

We can't spend our budget right now. We just turned on the Google Ads today. And our cost per click is so high, it's like over $20. So we don't really want to pour gasoline on it. The problem is we only have 7 days until DeAndre starts working out in the field. And so I'm right now, like, I'm kind of handicapped because we got to make sure the budget is efficient. I don't want to just dump money on it and be spending $20 a click. And so we got to slowly add the budget as we optimize that cost per click. So I'm just hoping we can optimize over the next like 3 to 4 days. So we can actually gas the budget. But only spending $50, $100 right now per day is not going to get me enough clients to fill a route next week. So we'll see what happens.

So what are some of our options across the franchise? When we see this, we usually focus more on PMax and local service ads. So that is one strategy that we're doing, spending more on the PMax campaign for now, as well as getting that local service ads campaign up and running. If you have any questions, I'm more than happy to hear from you. Thank you.

This is the report from Augusta Leads is Meta ads, specifically when it comes to video, videos have an 18% lower cost per lead compared to the franchise average. We can kind of see here in June, July, we create very specific video content with the media team and graphics for specific services. So this year specifically, we started creating a bunch of content for like bush trimming, leaf cleanup, mulch install, like very specific services so that when each individual location got to that time of year, we could target that service. We're also testing with Meta ads, kind of like influencer style examples. So they have had multiple members at Command Center make like, kind of like, hey, this is, Brianna made some about Christmas lights and just recommending it like a customer in the local area. And then we're making that creative and then using it for Facebook ads. So those are some of the things that's coming up this upcoming quarter. But this is like a 16-page document. We get these quarterly as a look back of what's working and then what we're changing and improving inside the Augusta Leads Program. And then on

Thursday we have the roundtable and we will do, we do a presentation on a live video. And what's fun about the roundtable is it's almost to me kind of like an investor, like investor relations. sort of video, 'cause we talk about everything we did in the past quarter, everything we're about to do for the whole franchise. And on this Thursday, if you guys are interested, let me know down in the comments. I might just show you our whole presentation. I might kinda like demo it here of how I'm getting ready for it.

But I really look at it as like a boardroom meeting or like a call that is with investors almost. It's members of Augusta Nation, they're owners, and their livelihoods are wrapped up in what we're doing. And so we take surveys throughout the year, and then basically those quarterly calls is me reporting back on what we're making changes on based upon those surveys. And I look forward to sharing it with them. And if you want to know, like, if you want me to show it in the vlog in a couple days, I can do that. And maybe I'll like practice my presentation here on the screen in the living room. This afternoon we have the Home Service Boardroom weekly Q&A call. How that works though is I post all the answers to their questions prior via Loom, and then that way on the call tonight, it's like follow-ups and we go deeper. So right now I'm going to school. This is the community. As soon as you join, you got to submit your P&L to stay inside the group, and then that allows you to actually use the courses, join the calls, etc. But I like to send videos to people that join. And just make sure that they are well integrated and make an intro post. Hey Matthew, it was great meeting you yesterday on the call and thanks for joining. Thank you for submitting the profit and loss statement. Really looking forward to seeing you grow the business in Home Service Boardroom. And so as soon as you're in now, just make an introduction post. Put some thought into it because basically you have to get 5 points to get to level 2 inside of school. As soon as you get there, you can go to the courses tab and Or the classroom and see all the recorded calls. You can see course number 1, and then you'll see the pinned post at the very top of the community is today's Q&A. You can drop questions in there if you'd like, or just hop on the live call that's happening today, which is at, I guess, 5 PM your time. But looking forward to seeing you grow the business inside Home Service Boardroom, and I guess I will see you this evening. I saw this the other day. Oh yeah, Brian's doing— he's starting a headquarter building. Let's go. He's a like $8 million roofing company. It's great. But this one, Travis completed his challenge today. So I wanted to pin this one. Yes, a school is a private community. And we have challenges, courses, live calls each week, and just a place, a community posting spot for people to share wins, ask questions, share things that they're working on, things they're excited about. And so it's for million-plus dollar business owners. So you have to do at least $80 $1,000 in monthly revenue or $1 million in annual revenue. So you can see here, we got questions that come in, I make a Loom video, and then we will go over in more discussion in depth this evening during the live call. So I just read the question, make a Loom video, and hopefully give them an answer. The reason I do it this way is a lot of times if you're really busy, you don't want to go on an hour-long call to figure out what You know, to get some information, like the 1 or 2 nuggets you need. Whereas what we do with this is you have the Q&As, they can see the questions like, oh, that's a really good question, that also relates to my business. Okay, I'll watch the Loom video, 2 or 3 minutes. So it really breaks it down to much more digestible pieces, and then we can go deeper on the live call this afternoon. Hey Derek, you got several questions here. So in terms of the guy being worth $25, but you're only paying him $21 an hour, It seems to me like you're doing a very bespoke compensation model, which is like, I think this person's worth this much, so I'll pay them this much. You want their skills, their tenure, their certifications, those things to determine where they get paid, not just based on like they work hard, therefore they make more money. Like either do pay for performance where the harder they work, the more money they make, or have tiers of compensation that they earn the next level of compensation, whether it be Again, staying with you for a certain amount of time, being certified, doing a certain number of jobs by themselves, whatever it might be. But you can't have it where it's just nebulous based upon what you think someone's worth. That's when you're gonna get all sorts of problems. Same thing with your question, second question about how do you handle if a guy finds out one is making more than the other and both are about equal skill set? Same thing, that should never happen because you have clear tiers of how you make more money here. Or you have pay for performance, which is very, very straightforward. The harder you work, the more money you make. Make more money for the business, you make more money. So there should never— this should never be nebulous. Every single one of the businesses, like whether it be software engineers at HomeWorks, whether it be the media team, whether it be command center, whether it be our local technicians or general managers, everyone has a comp model that is like in writing. It's not like you're guessing, what do I do to make more money here? And there's never a time where it's like, you're making more money than me, that's not fair. It's 'cause like, it's very clear as to what parameters have to be hit in order to unlock the next layer of comp. What's cool about Home Service Boardroom, I've found, we've been doing it for about 2, 3 months now. Literally every week, the questions get better as they get deeper into the content. So every single month there's a course, a 30-day challenge, and then every single week we have the Q&A call where I'm on there. And just people getting deeper and deeper in things like seller discretion earnings and figuring out their multiple on EBITDA, acquisitions, expansion, figuring out synergies once you do an acquisition. And so I'm just super, it's one of the most rewarding things to see these guys grow, specifically because the whole promise of Home Service Boardroom is becoming the leader that is required to go from $1 million to $10 million. And you're like, I don't wanna go to $10 million. Okay, even if you wanna go from $1 to $5 million, you're gonna need Mid-level managers, you need salespeople, you need comp plans, you're gonna become a better leader to be able to attract the kind of talent that is required to build the business beyond you and 1,000 helpers. And so if you have 4, 5, 6 employees, like, you can build a million-dollar business. When you go to $5 million or $10 million, it requires mid-level managers, department managers, admin, sales, infrastructure, and the business needs to be able to run without you. And that's really what Home Service Boardroom is all about. It's not about the next— Facebook ad hack or the next— like, we talk about those things, but that's not what's going to get you from $1 million to $10 million. It's going to be finding other great people that will do those things for you because they already have the experience, they have the passion, their comp aligns with the goals of the business, and you've created a vision so vivid and large other people can fit their goals inside of it. Okay, so we're gonna do some follow-up phone calls. He has an abandoned cart, so So meaning he saw the price, he was on the website, and then he bounced. It's a small lawn. Let's call Ernest and see what we can do. So this was sent on Sunday evening. He opened it up a minute later. So he saw it right away. And then the next morning he opened up again. So I still think he's interested. The part of it though is he saw the old pricing. So I'm interested to see if I can get ahold of him.

Telephone number 94 can't take your call now. At the tone, please record your message. When you've finished recording, simply hang up or press pound for further options.

Hey, Anders, it's Mike over at Augusta Lawn Care. I just wanted to follow up. I saw that you got our quote for mowing and for treatments, and I just realized, um, as of this week— you got that quote on Sunday— as of this week, we have some fall promos. So I'm going to resend you that quote because it's going to save you about $10 to $20 every service. So I'm going to send that over to you again, and if you'd like to get on the schedule, let me know because we are filling up for October, whether that be for the mowing or for the fertilization weed control. I'm just going to resend that quote to you because it is significantly cheaper with our fall promo, and that does lock you in at that price. So feel free, if you get that link and you have any questions, feel free to give the office a call or text back. But I just want to make sure I grab that real quick, and because I saw it was like right before we changed our pricing on Monday is when you got that quote. So I'm sending it over now. If you have any questions, feel free to let us know. Look forward to servicing at your property. You have a good one. Thanks. Okay, so what I'm going to do is I'm gonna go into the estimate, change it to our updated pricing, and then resend it. So I'm gonna go ahead and save this. I'm gonna also make some notes in here for Command Center. So 10/6/26, adjusted the price Based upon the recent price reduction and resent the quote. That way, if Command Center gets in here, they know what's going on.

I'm wondering if there's something more to bring to light here within this this certain situation with how you're like what words you're using towards the customer because you drop prices but you're referring to as a promo essentially.

There always needs to be a reason why you're lowering prices. You can't just be like, "Hey." I'll give you 10% off. I'll give you 20% off. 'Cause then the next time they ask for service, they'll just be like, oh, well, I know I can negotiate price down. And so I'm basically pitching this instead of saying, hey, we lowered our prices, I'm saying, we have a promotion. Because I will eventually put these prices back up once we fill capacity. So I'm trying to say, hey, look, we got the promotion, prices are lower now than they were on Sunday, and that's when you got the estimate. So I think you gotta state the facts and tell the truth, like Alex always says. And the facts are that the prices I'm currently selling at will eventually be gone, likely by spring. And so, 'cause we're just trying to fill the schedule. And so just being honest, like, hey, our prices came down since you filled out this estimate request form on Sunday. Okay, so one thing I noticed in HomeWorks, we have this automation that when you send an estimate, it automatically texts them, which saves us just a few seconds every single time. Of send via email, then send via text. What I realized is that automation is triggered when the estimate goes from draft to sent. Meaning when I do these follow-ups, I've gotta still send the text to the customer, which I like because I don't want the original text going out to customers automatically. So what I'm gonna do is go back into this estimate. I'm gonna go ahead and send it, and I'm gonna click text message. This is the standard verbiage for the template of new estimate. I just sent you a voicemail. I was able to get your quote reduced for mowing and for lawn treatments due to our fall promotion that we started today. You can see that discount reflected in the quote below. Command Center answers all of our text messages, so they'll be able to catch it. Send that to the client. Boom. All right, so big announcement, bluecollarsummit.com is now live. That is the website where you can sign up for Blue Collar Summit. It's in January up in Seattle, Washington area. Jonathan Potocnik's going to be there. He's gonna be speaking on the first day. We're gonna do like a live podcast together on stage on the second day. There's a whole bunch of speakers. And the thing that's interesting about this year is I really don't want a bunch of like coaches and consultants. I want people that are operating a business and whether that be $20 million, $30 million, a $1 million company. And so if you want to speak at Blue Collar Summit, once you sign up and get your ticket, there's gonna be a little spot you can apply to be a speaker. And you can just submit a quick video of what you would speak about and maybe like what you've learned this year that you could share with everyone at Blue Collar Summit. But I'm really looking forward to it because last year we had Augusta Nation only as a conference and we had all operators speaking and everyone said it was like the best ever because it wasn't people talking about theory, it was talking about people, like things they had done in their business that year in the real world, out in the field, and they were in it. They weren't talking about something they did 5 or 10 or 20 years ago. And so that's what I'm trying to replicate this year at Blue Collar Summit, and I'm really looking forward to it. So if you're an owner-operator, if you have multiple locations, regardless of what industry you're in— it's not just for lawn care, landscaping, it's for all home services— I would love to see you at Blue Collar Summit as an attendee. And if you have something to share, if you have something that you went through this year and experience, you're able to grow the business, be able to figure something out. I'd love for you to be a speaker and you can apply once you become an attendee at the event. All right. So the goal here is we're just gonna make some YouTube Shorts for the YouTube channel for the business. The goal is to create like this web between the Facebook account, Instagram account, the YouTube account, the Google Business Profile, the website, and connecting all of them together. And one of the things we're seeing right now Google do a lot is use the transcripts from your YouTube videos to determine whether or not they should promote you on an AI search or a Google search. And so these Shorts are not like super creative. They're not like Facebook ads. I'm not going to have a hook and energy. It's mostly about using keywords that in the transcript of the video Google will pick up on. So my service area, the services I offer, and doing it obviously in front of the van is very helpful. Just to make sure that it is localized to this area. Hello, homeowners in Flower Mound and Southlake, Texas. My name is Mike. I'm with Augusta Lawn Care. This is our Max, our mascot, and we'd love to be of service to you at your property. If you need lawn care, mowing, fertilization, weed control, or treatments, feel free to give us a call. We'd love to be of service. Within 2 minutes on the phone, we'll give you a quote for your specific property, or just go to our website and within a matter of just 30 seconds, You'll get a price, put your car on file, and we'll get service set up next week. Look forward to servicing you at your property. Again, these aren't really like ads. These are more— I'm trying to say the certain words for Google to pick up in the transcript. Alright, so I just finished a coaching call with my coach, which is Cale Owens, former CEO of Gym Launch. And at Gym Launch, they basically built their whole business on the back of Facebook ads. And running a CAC to LTV and just like spending gobs of money. I have almost never done that. We've dabbled a little bit in ads, but never spent a real sizable amount of revenue or expense on ads. And that serves you well until you realize that there are people out there that might never watch a video about my content, but still could use the software. And so Homeworks is something that we are gonna spend some serious money on ads upcoming winter as well as Augusta. And I'm a little bit apprehensive, like spending that kind of money because I never have. But when Kale— the reason it's so great to have a coach is someone has seen something before. They don't like, they don't guess. He's just like, look at the math. Here's the— here's how much money you're spending to get a lead. Here's what percentage of those leads convert. Here's what you're paying per customer. And here's what your lifetime value of a customer is. You should dump money on this. So I'm gonna take him at his word. So probably later this month when we release the dispatch board, and it looks so good, so good. When we release that, I will have the confidence to be able to say like we have the best dispatch board and scheduling system, and we're gonna launch ads like crazy. So you will see them on Facebook, you'll see them on Instagram, and I have already made the content like the videos, the landing pages, everything's ready to go. And having his kind of stamp of approval, like, no, like this math makes sense. There's a few things we still want to test. And so I've been playing with the offer of like, hey, try it out, get your first month free. So like right now, if someone wants to try out the first month of Homeworks for free, you can do it and just use the code TX26 because we're in Texas. So TX26, you get the first month free, but you also get the second month free if you show up to the onboarding calls. And what's crazy Is we're getting like 90 to 100% of people showing up for all 5 of their onboarding calls with support and getting fully baked into the system. And our churn is actually going down, not up, which you would anticipate when you're giving away things for free. So it's great. It means people are actually getting in the software, they're using it, they're liking it, they're hooking up Claude, ChatGPT, using the MCP API access and like scaling with it. So I'm thrilled, but it's still nerve-wracking when it's like, hey, let's dump money on this thing. But if the math makes sense, you gotta do it. So the ability to have a coach and him just have a lot of confidence that this is what we need to do, this is how we scale very fast, and have built the entire business of Gym Launch basically on the back of ads— because it was before Alex Hormozi, before he got popular online, they built the whole business of Gym Launch without him having a social media following. They did it all off the back of Facebook ads. And so I would love to be able to take what we've already built with Homeworks and all the work over the past 4 years of getting it to where it's at now and just dump fuel on it. Obviously there's a lot of work we gotta do with recurring series, with, uh, chemical applications and treatments this offseason. But once this dispatch board drops, it's going to be amazing. Like it's gonna be so good. And so again, for everyone watching, if you would like to, you can get the first month free. So that's $499 of value. Just when you're doing your creating your, your account, just do TX26. It'll immediately give you your first month free. And then once you complete your 5 onboarding calls and your implementation checklist, you'll get the second month free. So basically $1,000 worth of value that gets you to almost the end of the year completely free. And all we will do, all the importing for you, all the implementation calls. And so doing all that work the past 6 months of success gives me the confidence now this offseason with the help of Kale to say, time to gas it. And so I anticipate us to do exactly that, and you'll probably see ads in the next few weeks.