welcome to the ker office another episode of hold cob Bros you're going to like this one so if you've ever heard of school Skol that's Alex hor Mo's new company I scraped every group on school and it's a platform for launching a paid community and so we broke down everything I scraped and if you subscribe to my newsletter at ker office.com you can get the scrape I'll give it away for free it's really interesting to see what types of groups are making the most money what types of communities so we talk about that for a little bit we talk about more lead generation business ideas with and without programmatic SEO we talked lead magnets how you can use them creatively then we talked about like bringing transparency to costs in home building and home renovations and how you could build like a a glass door for X Y or Z for that so enjoy please like subscribe share with your grandma all right so we've got a friend of the Pod he doesn't know us but we know him really well and he goes by swoll mosy the tank top Titan Hulk mosy Alex gain train horos bronos the no strip negotiator the tank top Tyrant I don't know how you to refer to him but we strip trip gonna dip dip horos I get it cut that out Muhammad okay you know what I didn't have time to look at Chad gbt like you did all right get the freak out of here anyway so for those that don't know he recently invested in school which is like a course platform right and it's interesting because how many things did he say no to before he invested in that so he must have seen something here that we don't see it's cool right I'm sure he knows what he's doing but I was very curious Nick I'm a curious man right don't say it you have I'm not gonna say it say it you're by curious okay all right I had to let you get that joke I'm not that but I am curious glad that everyone now recognizes that you act like oh Nick don't say that but deep down we know you want it cuz you're a diry boy aren't you you are so diry for those that aren't watching on YouTube his face didn't change like he was very good he was locked in but I knew you wanted to say that so I let you say that all right keep go anyway so he bought school and so I was curious so I scraped every school group I wanted to learn how much money are these guys making what do you mean you scraped every school group I don't know else to say are there groups public yeah you can see how many members how much they cost what the name is I didn't know the Creator is so I put them all in a spreadsheet how do you scrape it with the help of uh Pakistani oh okay say yeah so if anyone wants that scrape go subscribe to my newsletter at Kerner office.com okay and I'll send it to you anyway it's super interesting because I wanted to see what are the commonalities between the most profitable groups okay and it's not going to surprise you hold on so I'm sorry I'm sorry yes I'm assuming the listener feels the same way so you can scrape it you see it how do you know that that they're the most profitable oh because I can see how many members and how much they charge and I can multiply okay but like most Mr yeah so it is very unsurprising some of the results and some of the results are quite surprising so about 80% of the top 50 groups are all about either how to get rich or how to look better or how to get girls are you surprised by that how to get rich how to look better or how to get girls yeah and of those three categories the 8020 is how to get rich so like the target demo for school are I don't know 20 to 34 year old males yeah that's so funny yeah so but then the 20% is what was really interesting the 20% of the top 50 so first of all of the top 50 Nick I want you to guess what the mrr is for the top 50 School groups like on average on average yep and then guess what the most is I'm going to guess $150,000 monthly recurring Revenue okay and what the most is I would guess the biggest school group $3 million in mrr okay so this is a little old I did this a couple months ago so it's probably changed by now but as of a couple months ago the average of the top 50 School groups is $53,000 per month okay and way overshot it and yeah but you were consistent in your overshooting the most profitable the most the biggest is 555,000,000 a month and that is $1,000 month group with 555 people in it and the name of the group is road map to 100k with your personal brand we have a friend in the podcast who's on school that's where his community is I won't say his name is he in the top 50 I don't know what his name is because you didn't say it oh I don't know never mind I'll ask you after this go okay anyway one thing I found surprising is the 20 7th biggest group is a jazz guitar accelerator and it's this guy named Mark a coach Mark Andre who has a YouTube channel with 72,000 subscribers and this homeboy is making 55 grand a month by teaching people how to play jazz guitar yeah $200 a month and there's about 250 people in it that's crazy did you look at his website at all jazz guitar yeah website is jazz guar lessons. it's AET and he's 55 grand a month yeah plus YouTube ad Revenue plus he sells a course and plus he has another community on a different platform that I'd never heard of isn't that incredible I gotta go talk to Jess she said I'd never make money he's a musician there's no way I couldn't do that there's no way I gotta make a call but seriously though like that is a profession that pays nothing that can pay a lot with the internet with good distribution it's a profession that pays nothing if you're not in the right geographies so like their whole industry that supports the music industry that are not the famous rock stars you know Ed Sheeran Coldplay Taylor Swift or whatever they're Studio musicians they're people who teach at universities like in the LA area just it's a massive industry but if you don't live in LA yeah what do you do you like offer local lessons to people like there's not really the same industry you either have to be in one of those markets where there's massive demand for musicians below just the top tier touring Acts or else you're not making much money there's like a big gap here but this guy like where does this guy live does it say where he lives I don't even know I would bet he lives in Middle America it's GNA be my total guess and if he lives in La I'm gonna be super but hurt because it's like the rich get richer well his name's is he's got kind of a weird name and so I wouldn't be surprised if like he's in Europe or something oh like European yeah okay I found him on Instagram okay we're going deep and stalking uh he's in Quebec he's in Quebec oh he's in Quebec yeah okay okay neighbors to the north okay so I love it anyway I love it yeah okay you don't need to be a jazz guitar teacher to make money here but what's stopping anyone from approaching music teachers and saying hey let me help you build a community and take like you're like an agent to a music teacher right I'm going to take 20 30% of everything you make and I'm going to reverse engineer what Mark Andre did I'm going to go back back and look at his first YouTube videos I'm going to go to the web Archive of his website jazz guitar lessons. and I'm going to reverse engineer it and I'm going to do that for you I'll do all the work and I'm gonna take 30% or 50% what's interesting is like how many years into the internet are we 30 years like 30 years of it being main somewhat mainstream right and we're still finding use cases that they didn't even think of 30 years ago like school is the technology really that different than it was let's say even 20 years ago no but but this is new like people getting on school and creating communities that allow them to make a living to teach other people how to do their craft that's a new thing like that's not something that's been around for 30 plus years and and you see like school is exploding like hosi is just the latest investor and a series of investors this is going to be a billion dollar plus company because it facilitates learning at scale within communities but it like it just boggles my mind 30 years in we're still finding original use cases to the internet this isn't mobile this isn't apps this isn't web 3.0 like where we're talking about crypto this isn't even AI this is like the original freaking internet providing this level of opportunity to people it's crazy I know I was just listening to a podcast with the founder of Groupon and his first hustle was like in the late 90s early 2000s and it was making websites for restaurants and he started it and he found a little success but then his roommate slri started doing it or he heard about someone else that was doing it and he literally thought great and he quit it because he thought it's taken my idea is taken making websites for businesses and it's like today 30 years later you can still make a lot of money making websites for businesses in 30 years there will be a zillion more AI tools that do that with one click and some human will still make a lot of money building websites for businesses this is totally different but it's like oil a hundred years ago you just went kind of anywhere guested found some oil and pumped it out of the ground and it was super easy right but it's gotten harder and harder and technology has evolved over time and then I don't know 20 10 years ago fracking gets discovered like it's not the same I just dig one hole and I pump oil out it's I dig a hole and then it sort of disperses and I'm able to draw a ton more oil per square foot or per square mile out of a field than I otherwise would have using traditional methods but you're still doing the same thing right you're still pumping oil out of the ground but they've done it in an economical way like that's how I kind of view the internet like in the beginning it was just an oil rush like oh there's oil here I can just get anything that I can let's bring book resellers online Amazon let's take music and bring it online or videos and bring it online YouTube but now we're getting to the point where it's just continuing to Niche down and Community I think is one of those things where it's still an unexploited opportunity for people on the internet yeah and it just goes to show that as long as we're inventing things we will never run out of new innovative ideas business ideas or otherwise like a lot of people have said oh well all the good ideas are taken like that might become true if we stop innovating altogether but as long as there's new technology there's new ideas around that technology yeah agreed can I hop to an idea not yet I just want to say a funny thing about one of these School groups little anecdote so like basically half of these groups are how to get rich right or more of them for sure and there's one called your journey to zero to $10,000 a month starts here and this is a couple months old right okay and the Creator he got 100 paying members to pay 150 a month which is 15 grand a month and the group no longer exists so it's like one person did it and he quit he dropped so good speaking of horos have you seen the meme where it's like the random 20-year-old sends you a text would you be opposed to me generating hundreds of leads for your business for free right like because everybody reads hundred million doll lead leads or hundred million dollar deals and like that's one of the things that horoi says basically is like give away your services for free and then like eventually you'll be able to charge for them but you need to get some reps under your belt Etc all right if you are watching this clip right now you are watching this on YouTube and if you are a fan of podcast please check out my podcast while you're at it because sometimes I have podcasts that aren't on YouTube and sometimes I have YouTubes that aren't on podcast so check out the ker office on any podcast platform or you can go to TKO pod.com also my newsletter will throw that in there there are no ads It's weekly it's different content than my podcast and YouTube newsletter. chrisj cerner.com You'll see the link and we'll see you there setting this up for the audience can you explain what a lead magnet is a lead magnet is like a landing page or something an offer like a PDF something enticing that makes people want to give you their info they're lead here are some examples of lead magnets there are calculators that you can do online right I wonder what my business is worth okay Google what is my business worth here's a business valuation calculator and then you enter in here's my Revenue here's my profit here's how many employees I have here's how fast I'm growing and it spits out a valuation but in order to get that valuation you get the email there are white papers or ebooks you Google how do I start a tree trimming business and then all of a sudden there's an ebook or a white paper that you get like lead magnets are nothing new right but it's surprising to me how many businesses still do not use lead magnets they may use things like pay-per-click ads right they're paying Google or they're paying Facebook to rank higher in search or to show up in someone's feed they may be doing things like SEO search engine optimization where they're paying somebody to create content for them or to optimize their website Etc but easy things like a lead magnet I don't see a lot of local businesses doing a lot of digital businesses I see doing but I don't see a lot of local businesses doing so I think this is like the perfect idea for somebody who either wants the side hustle or who is like trying to get into entrepreneurship and I think there are like one of two routes I'd love to hear you build on this option one is you find one business that you really like and you build one Great lead magnet and you then go out and sell it to a hundred of those types of businesses right so like you and I we did the tree trimming course we're like hey how to build a tree trimming business and and we now have this white paper or this ebook and we go to 50 tree triming businesses and we say hey we've built this lead magnet would you like to buy it from us and you can put it on your website for free and you can pitch them and say let me track the conversion I want to see how many clicks this link gets I want to see how many emails you get like we'll track this together and then we can assign a value to it on the back end or you can assign a value to it up front that's a one cookie cutter sell it to a bunch of people the other option could be you just called Contact a lot of local businesses um show them the data on how important lead magnets are in order to generate more leads and then offer to build them a lead magnet for free you then charge either a percentage or a per lead fee on the back end once it's implemented so I go to my I don't know local Gardener or I go to my local Soccer Shop and I'm like hey I want to figure out a a lead magnet for you and so you sit down you work with them and you come up with this lead maget can be a survey a quiz a calculator whatever it is so I think those are like two options that somebody could take but I think especially as local search is becoming more and more important helping local businesses with just that one Niche right you don't have to be a marketing agency to everybody you're just one thing I'm going to do lead magnets for these businesses could be a really really cool thing what do you think I like it I think High ticket would be better because the value of every lead should be worth a lot more right it's going to be an easier sale like you got a land if you were to do it you would focus on high ticket service so like not Landscaping but like foundation repair where it's like a ebook free guide of how to know if your foundation needs fixing I actually made when I partnered with Ed to do a custom home building business I spent like 12 hours making an ebook of like how to pick a custom home builder because I picked a custom home builder once and there was a I'm cheap right and there's so there's a lot of nuances and we interviewed a lot of them and there's a lot of questions you want to ask and so this was our lead magnet to find people that want want to use us as a custom home builder it took forever but it was really high quality like I probably could have sold it as in fact I'm just giving me myself the idea I should probably sell that as like an Amazon book dude totally could sell it like an I already have I never even used it like we never launched dude and think about optimizing I love how we're going on rabbit hole on this you could easily optimize search for that you could easily rank for it right like you could find it dude that would be such an easy category too for you to go onto like a lot of people do this in Amazon where they're like I'm an Amazon besteller and it's like the C in the category was like hack it yeah you know yeah cat toys or something you know like I don't even know I think that'd be yeah I think that'd be a really good idea so I like it I think the struggle here is convincing the people not that they need a lead magnet because they might see the value in that but convincing them or teaching them how to actually use the leads because if they're going to be paying for the lead Magnet or for the leads you got to get them to change their behavior from then on out and if it's a 62-year-old roofing business owner he's probably pretty set in his ways you know so I thought about this Okay the reason I like this business I wouldn't want to do this business but I think somebody who's like starting out and they want to get into this space it'd be a great opportunity for them to meet a bunch of different businesses and create lead magnets right and just understand how to implement it because it's trackable you can actually see who's clicking on it you can get people's emails it's fun too yeah because it's like the instant dopamine hit right it's like oh I got it ding I got an email oh I can't wait to see like what they actually filled out but for me that's where step two comes in right like you start capturing all these leads and you stay consistent with the business owner and you review that and you're like hey this month we generated 10 leads but only two of them converted or you sit down with them and ask them what was the conversion like because you don't necessarily know who converts to a customer you just know what happened to the leads and then you have an opportunity for those business owners who aren't converting well to talk to them it's like hey you know in your industry you should be converting like 80% of these and you're only converting 20% what does your sales process look like after the leads leads come in well they sit in my inbox and then Marie looks at them she and usually she sends an email to response but honestly she's just been sending cat pictures to them on accident you know like you know what I mean yeah you get your foot in the door with that business owner and it's the typical Venture saying of land and expand right like you you offer one offering and then you're able to offer expand those offerings with those business owners if the leads are not converting and if the leads are converting great you can go find other customers who are just going to pay for the leads and then you can implement the sales on the back end as well but I think in particular for people who want to get into this space it's a really good foot in the door and opportunity for them to expand Services as they continue to grow so that's my answer to your objection yeah it reminds me to your podcast interview with Maddie mlan because he did this with bariatric surgery centers and I think people should do the same strategy with this where they should pick one Niche one high ticket Niche because you're getting your foot in the door by saying hey here's a lead magnet you can frame your offer as a consultant for the industry and that might be a lot more enticing to a 62y old Roofing a business owner because he knows what the young guys are doing he sees what their competitors are doing he probably has some fomo so if you go in the door and say hey like I'm only going to charge you based on every lead I bring in but like I'm worth $600 an hour to you because I know what everyone in this industry is doing right now I think the application of that's super interesting you could have it's like one of two people number one could be the industry expert like me I work at home health and hospice for the last 10 years and I want to be an entrepreneur and I'm trying to figure it out cool I could Target home health and hospice agencies with a lead magnet offering just to get my feet wet and understand how to grow a digital agency let's say but I'm coming from a place of expertise like I know their industry and I can offer it I'd say the other end of the section would be the 23-year-old who's maybe they just graduated college or maybe they're just getting exposed to the stuff I would probably pick the between five and 10 Industries test it to see where you get the best response and then Niche down on one I wouldn't necessarily Niche down too early a you don't have a skill set yet and B you don't know which one of those is going to kind of take off but once you find the one that's actually paying off the most then I would like kind of forget everything else and double down on that one you know who does lead magnets the very best it's like a SAS tool for instance when I first started the podcast I was trying to figure out how to edit something I looked for these free tools because I'm cheap I didn't want to pay anything like web enabled video editing tool you're not cheap you're Frugal Chris thank you Mom thank you Nick these tools are so good because they'll let you edit the entire video they'll do every you'll go through all this and then at the end it's like okay that's $49 please it's like what you can't exp until you pay 40 oh it's so so good it's strategically introduced friction and it's like a bait and switch in a way and it's the sunk cost fallacy right I already did all this I spent all the time editing this video now I have to pay the $49 and most people do for people who don't know like marketing stuff is new for me I've like bought and sold businesses and operated existing businesses the growth hacking just has not been my tool set that's your tool set right and so what I'm about to say you might roll your eyes at but strategically introducing friction is freaking that just hit me like a ton of bricks because we've been talking a lot about friction recently I was like we don't want friction we want as many leads as possible we're trying to reduce friction because friction means less sales but like flipping that on its head strategically introduced friction probably also in can increase sales like the inverse of that can also be true it like did I just stumble on something that is known by everybody or is that no I don't I like I coined strategically introduce friction other people call it other things I wrote a whole newsletter on it a while ago I'm obsessed with the concept of friction we've been talking to a mutual friend about me writing a book and I have like a whole chapter on friction both using it and avoiding it in certain instances so when I lost weight if I walked out in the kitchen and I was going to the office I have to walk by the kitchen island and if my wife had a plate of warm cookies right there I was for sure going to eat three of them right whereas if I'm still craving cookies and I walk by the same island or there's no cookies and Jesse's like hey crumble is giving out free cookies and it's a 5-minute drive I'm not going I'm not going to make that drive I'm not going to eat those cookies because there's friction so it's like when I lost weight I had to strategically introduce friction so I didn't eat those bad things what you're talking about is why I like this idea of just starting with the lead magnet is because in the process of understanding how to craft a lead magnet create it place it track the data you're going to learn stuff like this you're going to learn about friction and you know introducing strategic friction and reducing as much friction as possible like these are just things you don't know or and they definitely don't teach you in school like we both got our mbas they're not sitting there there isn't like friction 101 I learned about friction in my undergrad though but like there isn't there isn't sorry sorry there isn't friction you know 101 like how to reduce friction in the sales process that it's just not a thing but anybody who's actually gone boots on the ground and done this stuff and is a practitioner they know what the best tools are they know the strategies they know what works and what doesn't so yeah I think this is a really good idea to just get your feet wet and then expand from there yeah this is the type of stuff we're talking about with perfume vending and with the form right removing friction the people that do this the best are like the those online IQ tests you can take or personality quizzes you go to the landing page and it will ask you the first question they don't need your name your email or anything you'll spend 30 minutes filling it out and then they get your email at the end and you better believe that like 99.9% of people that get to that put in their email because that's how they see the results totally it's genius yeah I love it while we're talking about lead magnets I got a little segment flows right into it you ready lead magnets we I've talked about programmatic SEO a few times over the last few months on this podcast and we have a stealth project right now that is programmatic SEO and it's going very well and it's a lot of fun and for those that are just tuning in programmatic SEO is programmatically creating thousands or tens of thousands of landing pages specific to uh a market a thing a a problem to be solved so you can organically rank for 1 to 10% of those 10,000 landing pages it's super cool and we've actually kind of on the side without announcing anything we're doing agency work for other people wanting to launch programmatic websites right programmatic websites are expensive from an agency perspective five to 15 grand but the margin is high the cost of Performing the service is not very high so Nick I want you I've talked about introducing programmatic SEO to like Searchers right so or people looking to buy a franchise they're going to buy a $300,000 franchise why don't you say hey here's a lead gen business it's not really a business it's just a website but we're already getting leads it's 20 grand and you just got to go find buyers for these leads because the leads are already coming in organically you want to push paid ads spend behind it you're going to get even a lot more it's like huh I can spend 300 Grand to buy a roofing franchise or I can spend 20 grand to buy a Le generation business AKA a programmatic website okay I talked about that a couple weeks ago let me ask some questions clarify questions both for me and the audience when you say programmatic SEO I know what SEO means search engine optimization we're either optimizing a website's flow and or adding content to that website because the more content the more backlinks the the higher that Google will rank you organically when somebody search searches for something that your a product that your company provides product or service okay so I get the SEO part what does the programmatic mean does it like is it automatically generating using artificial intelligence is it we've created a template and we're just like copying and pasting it a hundred times over help me understand a little bit better like the programmatic part of SEO so picture a Google sheet a bunch of columns one column has the top 10,000 cities in the United States by population the other column has a keyword such as Grill cleaning grill replacement grill removal or whatever so it's like a keyword that is highly searched preferably with low competition for people bidding on the keyword another column has a city state and another column has a fun fact about that City the programmatic part is clicking a button and having an automation not even AI something like zapier put all those things together to create a landing page with a lead magnet with a form on the landing page so if there is no company cleaning grills in Clarksville Tennessee you're probably going to rank first eventually because there's no competition for so it's just a shotgun approach you'll never rank for 90% of these landing pages and for 10% of them you're rank quite High okay and so you want to have programmatic SEO for services that aren't necessarily geographically constrained so for example what was the company that we wanted to start was it the kitchen cleaning soap that we wanted to sell wholesale de Greaser yeah de Greaser okay so if we wanted to start that company we would use programmatic SEO because it doesn't matter where our customers are but what does matter is their local like if I'm in Clarksville Tennessee and I'm searching for Degreaser I want to be able to R rank organically in Clarksville Tennessee it doesn't have to be tied to a geography it could also be tied for instance how much do graphic designers make that graduated from Cornell right insert every University name insert every University name insert every job and you've got thousands and thousands of landing pages that will rank like it so it doesn't have to be tied to a geography or service it could be a product or a service or like how much do Bay Area engineers make make how much do Minneapolis engineers make so there's a zillion ways you could do it let's say in in the example brokerage somebody wants to start a brokerage we would build out a programmatic SEO campaign I don't even know what to call it that was just focused on generating organic leads for people who want to sell their business right for owners who are like how do I sell my business on Google we would rank early there would be a lead magnet they would fill out that lead magnet we would take those leads and then we would then talk to a Searcher and say hey look we've got this brokerage lead gen company the leads are there we don't have anybody to actually go and run down these leads do you want to take this and run with it is that kind of what you're saying yeah for here's an example there you could go to bis by sell you could scrape every single business broker they have you could put their name and their location in columns in a Google sheet and then you could programmatically generate thousands of landing pages that says best business broker in Minneapolis in Orlando in Tampa and then you could just list them out like everyone in Tampa that you scraped you could just list on that website with a lead magnet all the leads come to you and then once you get a lead for a business broker in Tampa Florida then you can programmatically if you want you don't have to reach out to that exact business broker because you have their email from when you scraped it and say hey I have a guy that owns a plumbing business in Tampa that wants to sell how much do you want to pay for this lead or do you want to give me 25% of your commission for this lead so are you thinking that this would be something sorry I think there's two things here but like you said we could do this and then hand it off to somebody are you thinking this would be like a business in a box where we're like hey searcher I know you've been looking for a business you haven't closed on it yet you know the process of talking to Sellers and working with Brokers so you might like this idea that we have buy it from us or is it like a REV share agreement where we're sharing Equity with them like what would it look like for the business relationship on a different podcast I talked about offering this as an alternative to buying a business to like a Searcher or someone right and it's a lead gen business like we're doing with our stealth project right where you can say hey what we're giving you today is like it's kind of the equivalent of this is a good analogy of instead of starting a restaurant from scratch you're leasing um a building that has all the restaurant equipment all the chairs everything there you still got to bring customers in the door you still got to cook the food but instead of paying 500 Grand to buy all the stuff and build it all almost like a ghost kitchen that you can rent the space out well kind of but instead of like taking an empty shell of a building and turning into a restaurant you can just rent like this old old restaurant pizza restaurant just failed just be our new tenant you could use all of his equipment right so you still got to do the hard part but you're going to save 90% going into it you got to do the hard part in either scenario what do you think are the best types of businesses to do this with are they products are they services are they geographically constrained are they you know things that don't matter with geography like how would you think about the types of businesses you would apply the programmatic SEO to okay my preference I don't know if it's the best but it's what my preference Geographic service businesses our friend Sam Thompson built out a programmatic site for a company that was delivering alcohol and they did it by neighborhood because they had to go state to state until they got regulatory approval so they'd go into Dallas and the okay oakcliff Highland Park Preston Hollow and that's how they drove a ton of their business just free organically I haven't even gotten to the ultimate idea yet sorry sorry that's okay it's okay we got ADHD both of us so mostly you but I do a little bit so the idea here is instead of offering it as a business for sale you could find a company a midsize to large company that could use programmatic okay that could be a buyer for this and let's say a Searcher might pay 20 grand for this but if you go to a company like let's say Baker Brothers you heard of Baker Brothers they're like a plumbing compan they're like two or three hundred million do plumbing business really big right okay and so you spend the time UPF front to build out a programmatic website for Baker Brothers and then you approach them you get the CEO on the phone somehow and say I want to sell this to you like I guarantee you it will bring in x amount of New Leads per month or per week I've already built it it's done it's branded for you and if they don't buy it you could basically do a find and replace Baker Brothers with the person you end up selling it to and so well how much is it what's 100 Grand so it's the same amount of work the same product but you you've already built it and you're selling it to someone that you know could afford it and so the price is different the framing is different and the value to that end buyer is different because he has so many locations where he can serve all these end user customers that make sense yeah and it's almost like you could say all right I'm going to do this for the western United States right I'm not going to do it for the whole United States I'm going do it for the West who are the top five largest plumbing companies in the Western United States and then you you just Target them and you create you could create kind of like a bidding war right like show them hey this is how many leads I'm getting per week you know Harmon Brothers says that they're willing to pay I don't know $20,000 and the Johnson team I'm terrible with like Plumbing names they're all like Brothers Mario the Luigi brothers the Mario brothers are willing to pay $50,000 what's your offer it just introduces the competitive bidding Dynamic to that service and it kind of Dr risks you spending the time to build it out that's interesting and if no one buys it now you have a plumbing lead gen business and you can just sell leads to these same companies a lead to you is worth like $20 right let's say a plumbing company will pay $20 for your lead okay but if that plumbing to that plumbing company if they were vertically integrated and own the programmatic website it's worth like $900 because that could be the lifetime value of Any Given customer yeah that's interesting so it's a dual prong approach if let's say that you offer it and all of them only offer like 10 grand for it and you're like nah no this is worth 50 Grand then it's like cool if you don't want to buy it or you can't afford it would you be one of my partners in these leads like in servicing these leads right so it's like okay yeah my main goal is to sell it and just be done with it but if I can't sell it for what I want to sell it for cool we'll just have an affiliate relationship where then I'll send you the leads and the first person to respond to the lead gets the lead and you pay me on a pro lead basis that der risks it even more and you know what's even more genius about this that I hadn't thought of oh let's say you go to the the baker brothers and you're say 100 Grand what are it's a website and it's like they're like well dude we could pay our developer five grand to to copy this it's like yeah you could but that means there will be two of them and you're going to competing with one other person in all these far-flung markets which will reduce the effectiveness of all these leads both for me and you I don't really care I don't have a plumbing business what you can copy is not going to be as good as what I'm offering you isn't that smart yeah that is smart yeah it's a very very interesting value proposition yeah so there's so many things you could do it's like you could copy this okay I don't care I'll sell this to your competitor or you could just buy all my leads okay anytime I get a lead that's in these four states that you have a territory in I'll sell them to you for 20 bucks a piece or you can buy it to me today for 100 grand and then pay me $1,000 dollar a month to fix things as they break it seems like a no-brainer for me when you consider the local importance of search moving forward is a no-brainer did you say local see see seor it's like local search we got to buy that website locco search I know I know okay if it seems like I cut you off early part two will be a week from today well we'll see you then