Vince Nardo

You make your money on effective marketing and the spending of your dollars for marketing.

You can move that marketing return up and down five, six, seven points a month.

And that's where we focus the majority of our effort.

Yeah, I think a lot of people miss that.

They think it happens.

There's a lot that could happen.

I will say this.

The marking dollars don't go very far if you're not booking the appointment, following up right away.

Have a rehash.

If you don't have really good conversion rates, if you don't... We have a zero line.

If you don't do all those things correctly, like...

In this business, there's a very high tension between operations and marketing, and it's built by design.

I want the fingers being pointed, but then I always go back to the five dysfunctions of a team.

And we got to go back there every two years to remember we are going to be uncomfortable with each other, but we're still working as one to get to the same goal.

And that's why our pay structures are designed mostly on growth and EBITDA.

Right, and that's a whole other thing on comp structures.

I work with a lot and I'm sure you do talk to a lot of smaller businesses and they base these comp structures as percentages of volume.

And that is, in my opinion, the absolute worst comp structure you can have.

It's not scalable and it really doesn't create what you're trying to get.

I mean, our businesses are around target attainment, right?