Marcus Sheridan

It's going to happen. It's going to be standard. Don't wait. Lead this conversation and don't be led by your competitors.

It's going to happen. It's going to be standard. Don't wait. Lead this conversation and don't be led by your competitors.

You see, but it's not about price. You just heard that and you took, it's about price. It's not about price. What it's about, it's about the person having a sense for roughly what's this going to cost me. There's a psychological need. We've got the data on it, Tommy. The second somebody puts this on their site, let's just play you're the homeowner for a second, okay?

You see, but it's not about price. You just heard that and you took, it's about price. It's not about price. What it's about, it's about the person having a sense for roughly what's this going to cost me. There's a psychological need. We've got the data on it, Tommy. The second somebody puts this on their site, let's just play you're the homeowner for a second, okay?

We agree, by the way, that when it's a low research, high speed purchase, then estimators aren't very useful. We agree on that, so there's no use for that.

We agree, by the way, that when it's a low research, high speed purchase, then estimators aren't very useful. We agree on that, so there's no use for that.

But when it's a new purchase, and I'm talking about for almost literally anything that's home improvement, because by the way, we are really funny about our homes, and the price of the thing is not so much the dictator as to whether or not someone will do the research, nor is it the major dictator as to whether or not they'll use an estimator.

But when it's a new purchase, and I'm talking about for almost literally anything that's home improvement, because by the way, we are really funny about our homes, and the price of the thing is not so much the dictator as to whether or not someone will do the research, nor is it the major dictator as to whether or not they'll use an estimator.

The major component that dictates how much research somebody will do and whether or not they appreciate something like an estimator or any self-service tool is their fear of making the wrong decision. That is the number one factor that dictates how much research anybody will do for anything. And so, with this being said,

The major component that dictates how much research somebody will do and whether or not they appreciate something like an estimator or any self-service tool is their fear of making the wrong decision. That is the number one factor that dictates how much research anybody will do for anything. And so, with this being said,

We found, for example, with my pool company, that if somebody read 30 or more pages of our website before we did the initial sales deployment, they would buy 80% of the time, which is pretty extraordinary, right? If they didn't hit that number, closing rates were about 25%, which was industry average. Now, for a long time, people would say to me, yeah, but that's pools. No, it's not pools.

We found, for example, with my pool company, that if somebody read 30 or more pages of our website before we did the initial sales deployment, they would buy 80% of the time, which is pretty extraordinary, right? If they didn't hit that number, closing rates were about 25%, which was industry average. Now, for a long time, people would say to me, yeah, but that's pools. No, it's not pools.

In fact, somebody's listening to this right now, and they're debating between Samsung and iPhone, and they might have done like 100 pages online of research comparing the two because they're like, I really value my phone. And so we have to be very, very careful about what we say isn't necessarily valuable, but if it's going on somebody's home, it's very valuable.

In fact, somebody's listening to this right now, and they're debating between Samsung and iPhone, and they might have done like 100 pages online of research comparing the two because they're like, I really value my phone. And so we have to be very, very careful about what we say isn't necessarily valuable, but if it's going on somebody's home, it's very valuable.

Now, with that being said, let's say that you want a new garage, Tommy. You're not in the industry, a new garage door, excuse me. You're not in the industry, all right, and you have to get a new garage door. You know, it's broken, and you know you just want to get a new one. You don't want to get a repair.

Now, with that being said, let's say that you want a new garage, Tommy. You're not in the industry, a new garage door, excuse me. You're not in the industry, all right, and you have to get a new garage door. You know, it's broken, and you know you just want to get a new one. You don't want to get a repair.

Would you, if you were going to someone's website, appreciate it if they allowed you to get at least a sense for pricing as the buyer? So this is golden rule number one. What's funny about marketing is a lot of people don't believe in following the golden rule. But if I ask them, do you believe in the golden rule? They're like, totally.

Would you, if you were going to someone's website, appreciate it if they allowed you to get at least a sense for pricing as the buyer? So this is golden rule number one. What's funny about marketing is a lot of people don't believe in following the golden rule. But if I ask them, do you believe in the golden rule? They're like, totally.

But then as soon as you say, all right, so let's look at this. And they're like, yeah, but... And usually the reason is we're afraid... that it's going to hurt our sales process because we've got such a special sales process that we're thinking That might hinder exactly how I do it in the home.

But then as soon as you say, all right, so let's look at this. And they're like, yeah, but... And usually the reason is we're afraid... that it's going to hurt our sales process because we've got such a special sales process that we're thinking That might hinder exactly how I do it in the home.