Mike Feazel

And then they have the pros and the cons.

So like it's on a scale of one to 10, it would be about a three if you were designing a landing page, maybe a two.

And so people stop at that and they don't make their way to the landing page.

So our CPL has gone up.

So cost per lead has gone up considerably and it's putting a lot of pressure on the company.

So, but we're making pivots.

We're early stage testing with Lowe's.

We'll see how that goes.

I'm very optimistic that that could be a great thing.

A lot of our dealers are pivoting to door-to-door, to more guerrilla marketing tactics.

We spent $20 million in TV marketing this year.

I don't know.

We'll probably spend half of that next year.

Because CPL is too high in a lot of markets.

We've got markets that were $300 CPLs and now they're $800 CPLs.

The break point is about $400 to $500 depending on the deal or their close ratio, what they charge, their level of skill.

But that's happening to everybody.

I mean, everybody's getting hammered.

I don't believe just in home improvements.

I believe it's affecting the broader economy.