David Peterson

We need to make money before you can make money.

And so if our pricing goes up, it has to go up.

And that's just life.

So don't run away from the price.

Understand it.

Embrace it.

And in some cases, brag about it.

You got to raise.

And to the homeowners...

we are not going to be the cheapest.

The reason we're not going to be the cheapest, probably closer to the more expensive is because we're going to be around 20 years later.

And make sure that they understand that that's why we have the margins that we have is because the company, this isn't a fly by night and this isn't something we're trying to grow up and sell in a year.

This is a long-term thing.

We'll sell, but I want to keep doing it.

It's really tricky because it's pivoting a lot, right?

So the affiliate marketing sources that worked so well during COVID are getting more and more competitive and they're- Talking about the lead eggs?

Yeah.

They're everywhere.

You know what we have actually done, which is contrary to what a lot of, especially PE-backed companies are trying to do, is

What we've done is contrary to what a lot of the PE-backed companies are doing.