10/31 Live Episode

Hey, I'm going to be recording a YouTube video and I'm going to do it live. And then I'm going to go into Q and A after the fact. So if you're joining us, you can go ahead and drop a comment in the chat if you have questions. We're going to do Q and A after this. Some of the ways that I actually came up with this video was because I'm speaking at a webinar conference. I have one in November and one in December to about 71 to $10 million home service businesses. And this topic that I'm going to record the video on right now, they want me to speak on this topic. So I had to create a whole slide deck. And I might as well, if I'm going to do all this work, turn this into a YouTube video beforehand so I can practice. So that way when I do the live thing, it actually sounds good. So that's a lot of. To be honest, that's how I come up with a lot of these content ideas. I either am speaking somewhere and they're like, hey, can you talk about this? Cool, let me get this stuff dialed in. The other way is we actually record our fathoms, record our meetings on fathom. So when we get those recordings, I can go through just like I always tell people on content is, like, go through and get the real questions that your customers are asking. And that's how I formulate content topics. All right, so like I said, if you're watching this, hit the chat. You could drop a comment. I do. I'm going to do Q A after this, but we're going to go in. I'm recording this video live. All right, I'm going to do the first section here, which is going to be the beginning. I, I sometimes I script these out, but I'm not going to script it out today because I kind of know what I'm going to say and then I'm going to share my screen and go into this. So let's get right here. Okay. Have you ever wanted to duplicate yourself in your business? Well, today's your lucky day. I'm going to show you exactly how to build an AI avatar for your home service business. We're going to talk about the four platforms that you can use today. Some of them are even free to create an avatar. We're going to talk about how to train your AI avatar and the three ways to implement it in your business. How do I know about this? For the past six months, I've been using an AI Avatar inside of my business to help with things. And I'm going to walk you through the exact blueprint of how we're going to be building this out for home service businesses in the next year. All right, so let me share my screen real quick. And I'm going to walk through all of this. So I'm going to share this as a window, and that should. You know what? No, I'm going to share this as a tab because that should make it look really clean. And I'm going to go like this. All right, there we go. I. I usually record these on Loom, and Loom is giving me a lot of issues, so that's literally why I'm doing it on here. All right, so how to create an AI avatar for your home service business. That's what we're going to be talking about today. So. So first, what the heck is an AI avatar? Is it a robot, Phil? Is it something that's online? That is a robot, basically? No, it's not a robot. An AI avatar is. Think of it as a digital version of you. It's your digital twin. So every business has. Every business should have a digital twin of the owner. When I was at a home service business, I worked at a $3 million home service business, and every single time, the owner would say if I was the one that was going to answer the call, I would book it every single time. If I was the one that was on the sales call, I would close it every single time. Why? Because the owner wants to duplicate themselves. And I'm sure you do too. And I want to do the same thing. And that is what an avatar is. Think about. It's a digital version of you. All right, so what are the different platforms? And I'm going to show you real live examples of these, but I just want to go through them real quick. Notebook LM is free. Notebook LM is. LM stands for language model. It's a language model that you can train on your business. Delphi. I'm going to walk you through that one. It's a language model you can train on you as well, but it's a little bit more interactive. Synthesia and heygen, these are more AI avatar video things that you would think of. And I'm going to show you examples of all of these as well. So the first one I want to show you is NotebookLM, and this is actually by Google. And I'm going to share this. So what I did just for this video I prepped over here, you can add sources so you can literally click add and then you can add your Google workspace drive. You can add links like your website, your YouTube videos, you can even paste in text or other files. And I just added my most recent videos here. 10 things that quietly kill seven figure businesses. How to prepare your home searches for AI search. And I tried 100 strategies. These seven playbooks worked. Now I'm going to ask this how to prepare my business for AI search. So what I did when I uploaded these sources was I'm basically creating a knowledge base and that knowledge base can be asked questions to and then it will formulate responses in the chat. So imagine this is like a mini chatgpt on whatever you upload here. This, this version is free. If you notice down here I have 50 free sources that I can put into this for free. Obviously you could pay for this and do a lot more. But the big thing I want to highlight here is that I just asked it a question and you can see all the answers pretty in depth. But the thing I want to highlight is this. If you notice it puts these site of sources on here and if you click on it you can actually see the video that it's pulling from. So then let's say you know, your team member could go here, click on this and then go and find the source of it. So this is a really, this is free. You can build for free 50 of these sources and then have this as a knowledge base for your business. There's a bunch of other things you can do over here, but the free version and the premise of this is that this is an AI avatar esque thing that's a knowledge base on your business. Now I want to show you the next layer to this which is a tool that we use, it's called Delphi. So imagine this, the sources on, on this tool which is Delphi and these, the sources are automatically synced. So what that means is anytime I upload a YouTube video, or anytime that I am on a podcast, or anytime that an SOP gets dropped into a specific folder, it automatically goes into this and trains so I don't have to manually put sources in. And it automatically trains on this. For this tool Delphi, I actually had to upload my ID to say that my name is actually Phil Richard Philip Rischer and I had to record a video of my voice, a live video. So they knew that I was uploading things. Because if you imagine the other one that I just showed you, NotebookLM, imagine if you had 50 sources, you could pick anything in the entire world and build a notebook LM for free. And you have a knowledge base of anything. Delphi is automatically syncing and pulling things in. So they want to make sure that you have authority and it's authentic that you have the rights to this stuff based off of your voice, based off of your id, all that. Okay, all that to say this is Delphi. Basically what this tool allows you to do is to create that knowledge base, like what I showed you, and then turn it into an avatar and I have it set up for chat and call. I could also turn on video, which would look like a video of me, which we're going to look at in a second. But basically, if you were to call this, it's going to sound exactly like how I'm saying right now, and it's going to answer whatever question that you want. So imagine if you said, hey, can you help me write a service area page for Gutter Cleaning in Frederick, Maryland? I already did this before in preparation, but you can see it wrote the title tag, the meta description, the H1, all the stuff, and then boom, boom, boom. Cites the sources. So if we go to number one, you can see it's citing these files from sops. It's also citing a video here of probably some results or something, and it's building this out. So imagine you have this in your business. Like, this is really, really cool. And we're going to talk about some operational ways to use this download down the line. All right, so so far we've Talked about Notebook LM, which is a free version, 50 Sources Deli, which is paid. This is, I think I pay like $100 a month for this. And then Synthesia and Hey, Jen. So I had Neil Patel on my show. He's probably like the OG SEO guy. And I also had Marcus Sheridan on the show, who is an OG SEO guy for home service businesses. And I asked him specifically about AI avatars and content creation. And we, we both talked about Synthesia and, and hey, Jen. And how to use them in your business and what's coming down the pike, which we're going to be talking about that later on in this video, but I want to show you them right now for what they are. So Synthesia, I'm going to pull this up over here. Synthesia is more of a platform where you would upload SOPs or if you have a long training doc that you have people read, and it would train, it would turn it into like a talking head video like this, with words over here. And that would be really nice for courses or webinars or something inside of your business in my opinion. So like you're a H VAC contractor and you have a standard operating procedure and you onboard people and they need to read this long thing and it's boring. You could have someone that's logoed up even an AI avatar view reading all of this stuff and give it to them and it's going to be a much more interactive way for them to digest the information. So that's Synthesia. I think there's a lot of other practicalities for this, but in the home service space they don't really have anything built out. Except for one other thing I'm going to talk about later. But that's what this is now. Hey Gen on the other hand is much different. Hey gen is you can actually upload a video, like a 30 second video of you. Well, this is me. And then you can upload a prompt so you can give it words to say. And then it's going to actually turn it into this, which this is a video. You can't hear it. I'm going to put the link in the description of this video. But this is not me doing any of this. This is actually the AI avatar doing all of these things. So it's really cool because this AI avatar is being created based off of a prompt and then it's using my mannerisms and how I say things and it actually sounds like me. So this is something that we're going to talk about of how can you implement this in your business? Very cool tool. This actually free. They just put a watermark on this. But down the line I would imagine that a lot of people are going to be having this in their business because you can create a lot of cool content on that. All right, so Those are the four platforms. NoteBookLM, Delphi, Synthesia, hey Gen. And then the example is going to be down in the description. Before we get into how can you implement this in your business, I want to talk about how to train an AI avatar on your business because you're probably watching this. I know the business owners that I work with, they're like, okay, well I want to duplicate myself. So what I need to do to set this stuff up. The biggest issue that a lot of companies are going to run into is that they don't have the content to feed into it. And I'm not saying that, you know, you need to go out and be this big content creator. What I am saying is that if you want to have an AI avatar in the future, then you need to have something to funnel information. So this is why I've been encouraging people to create content. Because it's not just about likes and shares and new customers. That is great. But what it is doing is it's training large language models, AI search on your business, but it's also giving you this backlog of content and all the stories from your brain and putting it down on paper and allowing it to go into a language model to learn about your business. So, okay, Phil, I don't want to create content. Okay. I don't want to do the talking. Head videos, whatever. Okay, I'm going to give you a very simple way to do this. If you use a call tracking software like CallRail or something else, you have really good calls happening by your CSRs, all these experts over here. And a lot of times it never makes it onto the Internet or into any knowledge base. It's just happening over here and it gets refined in person. What I would recommend is download your calls out, put them into a Google Drive. So that way you have the transcripts, put them into a Google Drive, and now you can upload them in with all of the subject matter expert information directly into some type of a drive. Same thing if you're going on sales calls. Use voice memos, record your stuff, stick it over here into a Google Drive. And now you have at least a starting point to train your AI avatar. If you're listening to this and you're like, okay, that's cool, I do want to do this. I would. You have so many stories. You know, good stories, bad stories, do this, don't do that. I would recommend allocating some time to getting those stories out of your brain and onto a Google Doc or talk it out into a video and get the transcript. Because as you can see, like, this is the future. And you need to start planning now because in the next year this is gonna, like, these avatars are gonna be live. And I'm gonna show you exactly how people are gonna be using this in their home service business. All right, so the practical uses for an AI avatar in your business, I broke it down into three sections. The first one is internal and training use cases. So this one, I would say is people are doing this right now because I'm doing this right now. And the first one is ask the owner portal. Imagine team members can ask, what's Phil's stance on this? So my team members will go to the one that I showed you, Delphi, and they'll say, hey, here's the objection that I got in the sales call. What would Phil say to this? Or here's a question that I got. What would Phil say to this? And it's going to cite the sources and pull the information and give them the answer. Sometimes they even pull it and they say, okay, I got this from Delphi. Let me ask Phil and see what how it stacks up with the actual answer that I got. In your business, imagine it will help you scale leadership, alignment and culture without you repeating yourself a hundred times. And even more importantly, when you have a technician that's out on site, salesperson that's out on site, csr, and you're not there, all of these people would love to have your knowledge base and be able to ask you questions. And you can, like I said, you can do this exactly. Right now for free using NotebookLM, you can have an ask the owner portal that's trained on all of your stuff. Next one is onboarding and SOP coaching. New hires trained with the avatar walks them through real examples, expectations of company philosophy. This is the thing that I think is the hardest part for owners is that we have a lot of experience. We have the stories, we have the wins, we have the losses, we have the what to watch out for. And when we talk to customers, when we talk to prospects, when we talk to team members, it's easy for us to just, you know, talk about it because, like, this is us. You know, these are the stories that just flow right off the tongue. And for new hires, especially in sales roles, they got to get those stories into their brains and they have to feel the stories. So I think the biggest opportunity from an onboarding and SOP coaching perspective is for the business owner to be able to get all those stories out of their head into something like a Google Drive for a language model. Because you have the real examples, you have the expectations of the standard that we hold at this company and the company philosophy of, like, what we do and how we do it. And especially in the onboarding and SOP coaching process, I there's a ton of things that fall through the cracks because you can't be there 20, you know, 100% of the time. And you might have another leader that's coaching someone else or training someone else, and it would be great if they had some portal where they could get the real examples. For example, can you tell me about a time when we installed an H VAC unit and it didn't work? Can you tell me about a time when we did, we went out On a new generator estimate, what's the common objections that they got? Those are things that if I asked you, you would know the answers and you would be able to put it into this. So that way, if someone's onboarding or even building a new sop, it's right there as an answer. All right, and then the last one is, this is probably one of the coolest ones is an AI avatar as meeting proposal, recap or coach. So let's say your salesperson goes out on a call, they use voice memos, they get their transcript, then they go back to your AI avatar and say, here's the transcript. Where did I miss the mark on this? And what other stories could I have told? And to help close this deal, now you have your knowledge base and it's coaching on your sales calls. You feed the avatar your recorded team meetings or sales calls. It summarizes, highlights, themes and even suggests next steps in your voice. It gives you coaching immediately. That happens. And it could be via call, it could be via a chat and via video with the Delphi tool that I mentioned before. So this is a really cool use case. A lot of people don't use this. And this, this stuff is free on NotebookLM. So this is the first part, internal and training. I want to talk about customer facing because this is kind of the next layer. I would say in the next six months to a year this is going to be rolled out. And the first one is a website chat bot that sounds like the owner. So right now on your website, you should have a chat widget that turns the chat into a text. That usually converts 3 to 4% of website visitors into leads. If you don't have that, you're behind the eight ball because that's should have been there like two years ago. A chat widget turns the question into a text and it secures the lead. Sometimes people come to your website and they have a question. Do you service this area? Do you do the service? They don't want to dig through your website to see if you do it or not. And they want to ask a question immediately. Now, how is this going to play out with an avatar? Let me show you on Synthesia. I want to come back to this because this is a really cool thing that I think is going to be rolling out. So you see this over here? This is where a chat widget would normally be. But imagine now it's an AI avatar of you and it's trained on all your knowledge base. So a customer can ask it any question that they want. And it has schedule your service here, schedule your job here, schedule here. So they could ask it any question interactive and then they could schedule service. This is basically almost there. It's really almost there. They're releasing this stuff on a weekly basis. I have actually a reminder and every single week to go back and look at the new features because they're coming out with so many new ones. But this is pretty much almost there. And imagine having this on your website. Huge opportunity for a lot of business owners to use this. It's going to, people are going to come to your website. Wow, this is way different. This is so cool. This stands out. That's what you want. The second thing is customer education and pre service explainers. So imagine you have an AI avatar that you put inside of your customer education and pre service experience. Someone books a job, they get an email or a text that says, hey, can't wait to get out there to service your new your unit. By the way, if you have any questions before the job, while we're on site or after, we actually have an AI avatar that's trained on all of our information and SOPs. You can ask it any question that you want and it's going to get you an instant answer. That's amazing. And people will be like, wow, this is cool. We're going to talk about AI fatigue and okay, you know, don't use AI avatars. You know, we'll talk about that later. But right now this is the future of people getting more comfortable with this stuff. Customer education, same thing. You have people that are on service contracts. It's like, hey, if you have anything that goes on with your house, we have this tool for you. So that way it can help you if you need something. Great opportunity for cross selling. Great opportunity for building knowledge. Hey, I didn't know that you did that. I didn't know that you do this. There's a, there's a lot of different use cases on this, but basically you can use it for customer education and, and inside of your pre service explainers. All right, now, selfishly for me, we do digital marketing for home service businesses. How can we use this tool from a marketing and creative perspective? And there's three ways that we have started using this and that. It's going to be even more prevalent coming into the next year. The first one is content ideation. My team does this. What story would Phil tell about customer trust? So we have a topic or theme that we know that we should be creating content on. So go to the avatar that's been trained on all the stories and everything that he's ever said and. And ask it. It's going to give you content ideas. I think we should talk about this, this, and this when we're talking about this. So, for example, are we going to be talking about lead nurture sequences? Okay, what has Phil ever said about lead nurture sequences and what stories do we have? And it's going to come up with a whole bunch of things from all the podcasts and everything that I've ever said and then it's going to feed it. And now we have a whole bunch of information on what we should say. Pulls from past posts, videos, or internal docs for your business. It would be a beautiful thing if you work with a market company like us because you would have this language model and then we could ask it those questions and get all the information without having to ask you the questions and then be able to funnel it in. Now, I want to be very, very specific about this. We already do this with your phone calls and you could do this yourself. This is what we do. We could take your phone calls that are happening on your call tracking software, get the transcripts out. Then when we come up with content ideas, because we come up with a content calendar every single month, we can take those phone calls and get the topic theme and then we can pull the information from those phone calls, which is the real subject matter experts. So this is already happening and I'm giving you a framework for your business of like, how you could do this. But this is exactly what I'm talking about with content ideation. A lot of times people start with ChatGPT and say, I want to write a blog post about cleaning your gutters in the fall. And then it's chatgpt regurgitated junk, where they should start with a knowledge base of all the information from their client and say, I want to write a blog post about gutter cleaning in your fall. What should I say? And then it has all your information from all your stuff. Very, very important. A lot of marketing companies do not do this. And they should. All right, Ad script and drafting. So I want to run Facebook ads, I want to run Instagram ads, I want to run YouTube ads, I want to run Google Ads. I'm sure you've worked with an agency before where they craft your ads and it doesn't sound anything like your business. Well, now it's all solved because they have a knowledge base with exactly how you say things, all the problems and issues that your customers are facing. Pull that in. And now you can get all of your ad and script drafting right out of that as well. Consistent branding, unique voice, all the information, It's a beautiful thing. And then last one is marketing content. And this is probably when people think AI avatars, like when I talk to Marcus Sheridan and Neil Patel, this is like what they were saying, which is this tool, this tool right here. Hey Jen, let me pop back over here. So this could be an AI avatar social media post. So I could take a script, plug it into this and have it make a video like this and then I could use this on social media content. And this is the end result right now. This, if you hear it and you were to look at it, it's choppy, it's not great. I think that in the next year this is going to be a lot more prevalent. Especially a lot of owners we talk to, they're like, well, I don't want to really be the face of it. I don't want to really have to get on the cameras and talk. I don't like talking about this stuff, blah, blah, blah. Well, now you can actually create an avatar of someone and have them say certain things and have it look legit. This is all happening. The main thing with this is that you need to have the content to feed it in. You don't want to have just regurgitated stuff on the front end. And that's the coolest part of the marketing content, is that you could duplicate yourself digitally and create content from there. All right, now I want to talk about how to get the most out of an AI avatar. So there's three main things. One, you got to train it on your videos, values, voice and stories. You need to upload team meetings, customer calls and any other content that you're creating. What I would hesitate to do is just take ChatGPT stuff, create a AI avatar like what I just showed you and then just funnel in junk. Okay? You want unique stuff with unique values, with a unique outlook on the questions that are being asked and the information that's being given. The other thing is you want to feed it your best sales and service moments. AI learns your decision making, tone and phrasing. This part is very important because as a business owner you have all these stories, you have great sales stories, you have great service moments and you have decision making tone and phrasing. All unique things to your brand, your values, what you're building. This is why you need to feed it into your AI avatar and not just use the ChatGPT junk and then the last thing is teach your boundaries. So there's a. Some people would have a legal situation on their hands. Like imagine if you're a lawyer and asks a question and it gives them the wrong answer and they say, well, you told me this. Okay, so in Delphi, for example, there are boundaries which says, if you are not trained on any of this content, do not give an answer. Say, that's a great question. We'll reach out to the. Not the brain behind this and get back to you. Something like that. But give it some boundaries because you don't want to just have something that just flies and just says whatever. And then you're like, I never said that. Well, your AI avatar, did you see how that that would work? So you want to make sure that you have some way to put boundaries around it. And a lot of people don't think about this. They just think, oh, this is so cool. You got to have some boundaries. All right, so I'm going to open this up to Q and A. Before I do that, I just want to do a quick outtake for my video. And I'm just going to say, hey, if you like content like this, be sure to hit like and subscribe. I'll put a link down below. If you working with a marketing company that's not at the point of using anything AI related or building language models, that's training and building content. That's what my company does. I'll put a link down below. You can schedule a call. Look forward to talking with you. All right, so Q and A. Let me hop back over to Riverside and see if there's any questions over here. All right, what we got? All right, we got studio chat. All right, cool. Let me pop up these Q and A's and then we are going to get. Get back to that. Okay, Q and A. Where you at, buddy? There. All right, here we go. All right, the first question we have, I'm a $2 million home service business who is 80% residential and 20% commercial. We have commercial partners, but they don't refer us as much as we would like. What should we do? All right, this common question that we get a lot with our clients, they do a lot of residential and they want to get more commercial. But usually you just kind of meet someone and they say, hey, we'll refer you business. And they never hear from them again. So what we recommend doing is having two separate email newsletters. You have a regular B2C residential style newsletter and then you have a B2B style newsletter and the verbiage sounds a little different. The topics can be the same, but the verbiage sounds different. The residential one is like, hey, it's time to schedule your H Vac tune up. Then the res, the B2B or commercial one is hey, it's time to schedule your clients B2B tune up. Or here's what to look for when you go out to your client's sites. Something that ties it together with whatever. We're trying to get the message across, but it makes sense to whoever's reading it and the relationship that we have with them. So that's a really good way to make sure that your commercial partners or B2B referral partners, whatever it is, are not just one one and done type people. They're actually giving you leads ongoing and you're staying top of mind cross selling services, discussing what you're doing. How do we use an email list growth without annoying subscribers? How do we use how do we use email list growth without annoying subscribers? Okay, great question. So we send out a lot of emails as well at Flash and what we do is we always are looking at open rates and then click through rates and unsubscribe. Those are the big three ones. And spam, I would say. So. Four. Mostly, if you're emailing people, how do you, how do you know that you're not being spammy and annoying versus adding value? And the way that you do that is you track your open rates. So here's a good example. At Flash we used to send an email every other week, so bi weekly. And we would get around 40, 50% open rates. And I said to the team, hey, maybe we could increase it to a weekly email and let's see what happens. And our open rate went down to about 40%, which I'm okay with that. 40% is fine. Same thing with you. If you're going to send out more emails or less emails, you want to track your open rates. A good open rate is around 20%. So if you're getting 30, 40, 50% open rates, you're good and you're not being spammy. You're actually adding value and people want to open your stuff. That's a really good way to look at it. Opposed to being annoying subscribers, just look at the data and the data will tell you, okay, I need to stop emailing them every other week or every week I need to do it monthly, which usually in a home service space we say it monthly and the B2B. If you're going to do commercial emails or B2B partners, even quarterly is okay because I mean, how many times you're going to email people about H vac service or something like it could be a little bit much. All right, next question. I own a $3 million H vac business. How can we prevent good leads from falling through the cracks after multiple call attempts? First thing is don't just rely on only calls. You need to have all three calls, emails and texts. So what we recommend is when someone fills out a form on your website and right when they fill it out, you need to text them and email them, ask them for questions and additional information to start the conversation. Then if you call them and they don't answer, send them a text message. Hey, I just gave you a call. Wanted to see when we should come out and do the service. Or hey, if texting is easier for you, shoot us the text over here. And same thing with email, shoot them an email if email's easier for you. We respond to emails as well. So don't just rely on calls. Now if you do multiple call attempts and text and emails, you need to understand the business that you're in. So in H Vac, a lot of times it's more emergency service. Within the first three days they're going to, they have no ac. So it's like, okay, we need to get out there and fix this. If it's more service related or not as demand heavy like, hey, you know, I need to schedule something, but it's not very urgent. Then you can spread out your nurture over 14 days. Maybe you do a couple calls in the beginning, but then do texts and emails over time and that's fine as well. All right, let's see the next one. Should we separate manual follow ups from automation steps? Good question. My recommendation would be this. You want to have your first text and email go out right away. Then when you call them, you want to move them to the next step to have texts and emails go out again. So the way that this typically looks is the text email goes out right away. Then on day two or three, if they haven't moved to a different bucket and haven't converted, then when they go into the new bucket, now it starts an automated nurture sequence. What you want to hesitate doing is like manual, then put them manually into this text and then manually into this email. You want to just let it fly all the way through. Do a text, do a call or two, but have the text and emails simultaneously happening over top of your business. All right, and then let's see this One, I own a gutter cleaning company and I'm paying for SEO. How do I know if our SEO work is paying off? All right, And I had this question too, when I was at a home service business was, I'm paying for SEO. How the heck do I know if it's working or not? The simplest way to know is this. You want your rankings to be going up, so you need to be tracking your rankings. We use a tool called Bright Local. So if you're paying for SEO, it's all black magic and vudu. So the best way to do this, it's a track keyword. So you do gutter cleaning. So gutter cleaning in the city that you want to target, gutter cleaning in the second city that you want to target, gutter cleaning in the third city that you want to target. And then every week we have a report that runs, so then we can see the trajectory of you're ranking here, and then next week you're ranking here, and the next week you're ranking here. And hopefully, if you're paying for SEO, that number is going up. You're getting higher rankings on all these different places that you're targeting. So that's the first thing. How do I know if the SEO's work is paying off? Is your rankings increase? Now, I don't like to just stop there, because that's a good number to look at from SEO. But then you want to look at is your traffic going up on your website? So just because you get better rankings, Cool, that's great. But are you getting more website clicks going to your website from Organic SEO? So that's the next thing. Go to GA4, Google Analytics 4. And then look at your organic traffic. And then you can see, okay, my rankings are going up, My traffic is going up. That's great. Now, don't stop there. How many leads am I getting from my website? So we look at a 10% conversion rate. So your rankings are going up, your traffic's going up, your leads should be going up if you have the right call to actions on your website. So there's kind of three parts to that. It's hard to say, is it paying off or not. The quick thing I would say is if you're working with an SEO company, ask them, how are you going to track my performance? And then they might say, well, we track these keywords. And then you'll know, is this paying off from a rankings perspective? Which then would lead to more traffic, which hopefully should turn into more leads down the line. All right, I am live, so if you have questions you can drop them in the chat. I don't I think there's any over here, which is totally cool. You can also go to flashconsulting. Com question and submit them when we go live like this. Those questions right there that I just answered were submitted and I'm happy to be a resource. If you like me going live and you enjoy this kind of format, let me know in the comments. If you.