An agency launched a $750/month SEO program for small plumbing and HVAC clients. It brought volume but drained resources and killed retention. They killed it and refocused on high-value clients instead.
As we were looking to grow and as we were looking to scale Plumbing and HVAC SEO, we recognized, man, we got all these prospects that are coming in that aren't doing half a million dollars per year. They can't really afford our thing, but let's sell them something. And so we created our SEO Grow Program, which was the low-level thing that was like $750 a month. And we had a lot of volume on that, but the stick rate was extremely low and we were putting a massive amount of energy behind it. We weren't focusing on our higher-end clients, because we had all of these little clients that we were trying to deal with. And so at that point, we made the strategic decision to say, we're going to stay focused on our upper-level clients, and we just eliminated that program altogether. Massively impacted our retention and our ability to focus on the clients we actually wanted to serve.
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