We kept getting more aggressive with discounts to drive more leads. More leads, more leads, more leads. Then we realized we closed the exact same number of jobs. The extra leads were tire kickers who couldn’t get approved and never wanted to buy anyway. We were patting ourselves on the back for volume that meant nothing. A bigger discount doesn’t get you better customers. It gets you more of the wrong ones.
@officialchadpetermanTranscript
Discount campaign to get someone to act is not a bad thing. I think you have to know your numbers. What is this discount going to do to my overall kind of business mix? And then I think you also have to understand what type of customer you're wanting to attract. So based on the level of discount or the size of discount, you may attract the wrong type of buyer. We've seen this over the years where we run a campaign and we get more aggressive and more aggressive and more aggressive because we wanna drive more leads and more leads and more leads. Only to realize we closed the same amount of jobs because the other portion, the other extra leads we got, people couldn't get approved. They were just tire kickers. All of these things where they never wanted to buy in the first place, although we were patting ourselves on the back saying, ooh, look at this campaign. It generated all these leads. Well, they weren't good quality leads. So rather than spend money on these bad leads that we're just gonna pat ourselves on the back for, why don't we just go after the leads that we want? And that's not to say you can't use a discount to promote urgency. We use discounts all the time. Get $100 off if you act now, so on and so forth. But I think you have to pair a discount with urgency. There's gotta be a limited number of spots, a limited number of days to claim this offer. It can't just be an offer with no parameters around.
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