Step by Step Example to Start a Lead Gen Vertical in Any Niche (Plumber Example)
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Step by Step Example to Start a Lead Gen Vertical in Any Niche (Plumber Example)


Step by Step Example to Start a Lead Gen Vertical in Any Niche (Plumber Example)

Thinking about jumping into lead gen business? 

Whether you’re starting from scratch or just want to grow, I’m willing to share a ton of valuable information with you. 

Remember, I’m not selling you anything. 

I just want to help you because I feel fortunate with where I’m at in my life today. And I want to make an impact on your life – because it’s possible!

Today, I go through a step-by-step process to show how I would start building a lead gen vertical in any niche. In this example, I am using plumbers.

I explain all about the information you need to capture, how much you can earn, and why time is such an important piece of the puzzle. 

Tune in and find out if it’s better to sell leads once at a higher price or multiple times but cheaper.

Let’s dive in!

Collect Information


These are the steps I’d take if I wanted to create a lead generation plumber business. 

To simplify things, what that means is I’m going to generate a lead for X, I’m going to sell it for Y, and I’m going to make a profit. (Check out previous episodes on lead gen arbitrage.) 

We’ll call this a plumber vertical because, in this example, we want to sell leads to plumbers. But, you can do this with any vertical in the world and sell leads in any niche. That’s the true value of the process. 


Name, E-Mail, Phone, Address


At the very beginning, try to learn everything about the plumbers business to understand what the value of a customer is.

There is a bunch of stuff we need to understand about the plumber business to know what data we need to collect – name, e-mail, phone, address, etc. But the bottom line is, the more information you collect, the more valuable your lead is. Because if someone puts in more details, it means they’re trusting and willing to work with you. 

For example, if someone gives you their address, it’s important for a few reasons. Obviously, because a plumber needs to know where to go, but, more importantly, you’ll have geolocation. 

Why is geolocation info crucial? 

Because it shows you to whom you may sell that lead. A plumber in Atlanta does not want a lead of somebody living in New York or California.


Types of Services 


Plumbers offer several services: HVAC (heating, ventilation, air conditioning), leaks detection, drain service, installing/replacing appliances, inspection/maintenance, etc.

In this scenario, you have to capture information to figure out what do you need. For instance, you’ll have to figure out how frequently customers look for a specific service. Because each plumber could offer all these services, or they may offer only some of them. These are the things we need to learn. 


Price of a Lead


There are two crucial things when forming the price of a lead. 

1. Time

How much time do you deliver a lead to a plumber once you generate it. It can be real-time, two days, 15 days, 30 days… The quicker you deliver it, the more expensive it is.

2. Exclusive vs. non-exclusive

An exclusive lead means you generate a lead and sell it to one buyer at a certain price – let’s say $50 per lead. 

If you want to sell this lead as a non-exclusive one, it means you’re selling one person’s information to multiple plumbers who will give multiple quotes. However, if you have buyers compete, then the value of that lead is lower. 

In this scenario, you need to figure out how many times you can sell that lead. Let’s say you take 60% off, and you charge $20 a lead. If you’re going to sell that lead to four plumbers, at the end of the day, you’ll make $80 per lead, instead of $50 per exclusive lead. 

Looking at this, you can conclude that selling non-exclusive leads is far more profitable than selling exclusive leads, but sometimes this works, sometimes it doesn’t. You got to play around with this. 


Hybrid Model


You can sell some leads exclusive and some multiple times. Remember, time is of the essence. 

For example, you could do a hybrid of exclusive, wait a certain period, and then sell it later as a hybrid. It means you give one plumber X amount of time to close that lead (a week, ten days, 15 days), and then you can resell the lead again. 

Let’s say, the first day you sell it for $50. Then the next day, you’re going to sell it for $35. The day three, you could sell that lead cheaper, for $25 a lead. Then you may hold off and sell that lead for $10 bucks after 15 days and for $5 after 30 days.

Obviously, the price falls because the plumbers who buy the lead at a higher price have more time to convert it into a sale. However, some plumbers aren’t ready to spend a fortune on leads because they’re great at closing deals and might feel confident when it comes to competition.

They all have their reasons. 

But, what’s important here is that you made $125 selling one lead using this hybrid model – which is not bad at all! 

I hope you get an idea about the value of this episode.

If you’d like to get more helpful examples, learn what to be careful about, and find out how you can help your buyers improve their business so you can build yours, make sure to watch the full episode here!

I also have a question for you:

What would you like me to give away for free? 

Go to my YT channel and tell me in the comments! 

If you have any questions, an idea for the podcast topic, or you want to suggest something that could be worth giving away, shoot me a message on social media or in my text community (917-636-1998) and let me know!

If you’d like to get bonus Performance Marketer content, sign up for my SurveyDetective VIP waitlist!

🕵️‍♂️  Sign up for the SurveyDetective VIP Waitlist HERE

I’m looking forward to hearing from you! 

See you next week!


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Read Full Transcript

Eric Beer 00:00

We’re thinking about starting a lead gen business. And what we want to do is want to sell leads to plumbers, we’re gonna call this a plumber vertical.

I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I’m looking for entrepreneurs to join my affiliate army built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.

What’s up everybody how are you doing? Welcome back to the channel appreciate you being here, Eric Beer, and this is the channel where you’re gonna learn all about leads, lead generation, how to build a lead generation business. And last week, we went into a little bit of training, we broke it up into seven parts talked about lead gen arbitrage, from the standpoint of somebody who is just gonna go and make a sale, back it out into a lead, and then go arbitrage it out into the marketplace. And during that time, somebody asked me a question. He said, Alright, I want to do this. I’m interested in the lead gen. vertical. I want to sell to plumbers. So, what I decided to do today is I’m going to take you through a process where if I were to start a business, and I wanted to market to plumbers, I wanted to create a lead generation plumber business, right? Where I’m selling leads to plumbers, OK? And you could do this with any vertical in the world, right, but I’ll use plumbers as an example. So, I’m gonna walk you through the process on how I would do this, the steps I would take, I’m going to do it on a board here. So, you can follow along with me, I have some notes down just to save some time that I can read. And I tried to put some numbers here so that we don’t have to wait too long using the calculator as I go through this, but I’m going to do this pretty quickly at a high level, to give you guys an idea. If I go too fast, then just you know, watch this video over, over, over, over, over again. And then just press pause after each step, do it, and then press play again.

So, before I get started, if you’re not subscribed, please subscribe to my YouTube channel, looking to build up this channel for people that are interested in leads understanding how to generate leads for their business or for other people. Right? All you entrepreneurs out there. This is… this is it. I want you guys all here, just I’m going to help you out. I’m going to do it just because I want to pay it forward. All right, I’m not selling you anything. I just want to be able to help you because I feel fortunate with where I’m at in my life today. And I want to make an impact on your life. Because it’s possible. We’re gonna dive in here. But before I do I have a text community where people are shooting me text messages, ask me questions, you can subscribe there, just text me at 917-636-1998 I have a podcast right Performance Marketer, you can subscribe there and listen to all my episodes, to get some more content on all the things we’re talking about here. And of course, this YouTube channel, subscribe, share this, comment. I really want more engagement. So, I’ve been trying to figure out ways that I can do that. So, someone said something about contests. And I had no idea with them in contests or comments that you have with some sort of contest. So, like, you do a calm contest where we’ll do something like, alright, most of the people that comment the most and share this video, we’re going to give away something free. So, I got plenty of things I can give away. I can give away. Just things I can help your business. I can give away my free book, right? I have a book that’s a million-dollar dad’s, that is a best seller. I can give it to you free, I can send you a free book. We have swag. We have t-shirts, we have water bottles. So, I guess the question I have for you today is what would you want? If I did these tests? To see if I’m going to give something away for you commenting and engaging with this, with this video, right? What would you want? Would you want swag? Would you want a water bottle? Would you want my free book? Would you want some cheat sheets on what I do for a living right and show you how to build your businesses? I’m curious. So, comment below, let me know what that is. Maybe I’ll surprise you and start giving some stuff away free in these videos. Or I will do it for future videos. Hey, right. So, you never will know. But so, Comment, Like Share. That’s all really helpful for this channel to get it out into the world. And, you know, get the algorithms working for YouTube, for whatever that means. But definitely subscribe so that you can get some notifications.

So, with that said… All right, we’re gonna dive in here, and we’re going to go through this process, OK? So, we’re thinking about starting a lead gen business. And what we want to do is want to sell leads to plumbers, we’re going to call this a plumber, vertical. OK? So, what that means is, I, as a company, I’m going to go out to the market, go out to the world, I mean, I’m going to buy media myself, I’m going to go to affiliates, and I’m going to start generating leads, I’m gonna get traffic, to get people to raise their hand that is looking for a plumber. Now, there’s a lot of things that can go into that, OK, and we’re, I’ll dive in a little bit here, but I don’t want to go too crazy, I want to keep it very high level and simple. But bottom line is, I’m going to generate a lead, someone’s going to raise a hand, they’re looking for a plumber, I’m gonna go find plumbers that want leads, we’re gonna make a market, right? We’re going to generate this lead for x, we’re going to solve for y, we are going to make a profit. OK. Last week, we talked about this, where we went through the math of like the buying of the media, looking at the math, seeing if it works, right. So, this is us, creating a lead gen vertical and vertical is plumber.

So, the first thing we’re going to want to understand is all we can learn about the plumbers business, OK? So, we’re going to understand what the value of a customer is, right? So, the lifetime value of a customer. For this, for the purposes of this, we’re gonna say that we’re going to say for every visit, it’s $1,000. And let’s say, per visit, and we’re going to say that, when a plumber gets a sale, let’s call it that they’re on average, going to get at least three visits from that customer. OK? So, three, average visits slightly more, for this purpose, we’re going to use three, OK? So, if you look at that, and they go there three times, then three times one. So, it’s a $3,000 LTV (life time value), guy, boom. So, now we have an idea of what the customer is worth to the plumber. Now I want to understand a bunch of stuff about what I need to collect, I need to understand from the lead on the data collection, what do I need to collect? Alright, so what I mean by that is name, email, phone, address, etc, etc, right, we can dive into a bunch of stuff. But bottom line is, the more information you collect, the more valuable the lead is, the less information you collect the cheaper to be, right? Because it’s lower value, right? One, the more information somebody puts in, the more they’re trusting and willing to work with you and give you their information. Right? So, like someone giving their name, yeah, that’s personal, their email. Now you’re starting to give them something that’s personal, but not crazy, right? Your phone, that’s, um, I’d say that’s a next step. So, I’ll give you a phone, that’s a much warmer lead, right? And they’re giving you your dress, where you’re ultimately going to be working if you’re the plumber. So, that’s important for a few reasons. Number one, is, obviously, we need to know where we’re going. But number two is, in this scenario, geo location is important, right? A plumber that’s in Atlanta does not want to lead for somebody that’s living in New York, or California, right? So, in this type of business, if you’re selling leads to plumbers, it’s going to depend on what your back end by side is. And I’ll get into that in a second. Just to take this a step further. Here. So, here’s the information that we collect. Now, what are the types of services that we’re going to be collecting? This lead on? Right, so like, with a plumber, what kind of stuff they have an HVAC, business (heating, ventilation, air conditioning) right? Are we doing it with heating and ventilation? Are we doing? Someone has a leak? Right? So, leak detection? Are we doing something with some drains like a drain service? OK, so like a clog in your shower? You maybe you’re installing or replacing something, install, replace, you know, a refrigerator, or AC unit? Right? Or washer dryer, right? What else? They do inspections and maintenance. Right? So, things like that. OK. So, in this scenario, we’re gonna have to capture information to figure out what do you need, right? Each plumber could offer all these services, they may offer only certain services, we don’t know. Right? These are the things we need to learn, you know, if we really dive into this business, I will guarantee you something here of these things, HVAC, leak detection, drain services, all of these things are, one of them’s going to be more common than the other, they’re going to get a lot more calls of plumbers going to somebody’s house 100 times a month, there’s going to be a percentage, that’s going to be the reason why they’re there is because of HVAC, there’s no there’s because of leaks, right? So, we’re going to have to figure that part out when we’re generating the lead, and then be able to sell that to the plumber, it’s important to understand in the lead form, in this scenario, we host the form. What that means is it’s my form, right? I’m collecting the data, versus if the, if the advertiser hosted the forum. In that scenario, then the plumber would be giving you a link to drive traffic to their page, right? But that’s not what we’re doing here. All right, someone asked me they want to have a lead gen business with plumbers, OK? You can’t have a lead gen business with plumbers, if you’re driving traffic to just one person’s site. That’s their business, you’re driving traffic to their form. They’re collecting the data, right? In that world, you’re an affiliate, right? So, you take the offer, you go you push it to theirs, they they generate it, boom, you get paid, what are the costs you to generate it, once you get paid? That’s the business boom, it’s done. Right? Very easy. This is a very different business. This is a serious, you could do this. This is building a real deal business, there’s huge businesses out in the world that have sold for 50 100 $200 million plus, doing things just like this building out different verticals. OK. So, in this scenario, you’re hosting the form, OK, you’re collecting the data, it’s going into your database, right? And then you’re going to deliver the lead to the plumber. The way we’re going to be doing this is we need to understand, what are they doing? How, what’s the sales cycle, right? So, we need to know what happens, OK? We, when we go and we capture this name, email, phone address, we figure out what they want what they’re looking for. Once we generate that lead, well, then what happens? What is the plumber need to close from a lead to a sale? Right? So, are we are we booking a meeting? Booking a meeting? Online? Right? Because at the end of the day, what are they what, what is looking for, they want to be able to give them a quote, right? So, what we’re we’re ultimately doing is we’re looking to get the plumbers to be able to quote on the project that the homeowner needs. That’s, that’s ultimately the end goal, right? And then at that point, x amount of homeowners are going to accept that quote, and do business with a plumber. Right? They have a new customer. So, are we booking a meeting online? Are we scheduling a call? Or are we doing an in-person meeting, we could be doing that, or the backend plumber could be doing that on their side. So, we need to understand what we as the lead gen company are doing. The first step is generating a lead. That’s it. If I’m alone by myself, I’m not I’m not doing any of this stuff here. I just wouldn’t have the manpower. This is a business in itself, right? However, if I were to go and start booking meetings, then the value of the lead would go up astronomically, right? The more you do, the more vertical you go, OK, generate the lead book, the meeting, give the quote, etc, etc. The further down the road you go, the more expensive that lead will be worth to you. If you do more work and you’re gonna have more cost plus, you’re generating a much higher qualified lead, OK? So, that’s really important for you to understand, but for for here, all we’re doing is we’re just going to generate a lead gen vertical, we’re not going to do any of this, but this is how the plumber is going to work to give a quote, right, the end goal is they want to, quote home owner, OK. And then from the quote, you’re gonna have a sales conversion. So, what I want to do is I want to understand now the back end by side so back and buyers. OK, so first thing is are we generating leads on a national level or local? OK, that’s really important national level. Either A, you have plumbers all around the country that are willing to buy those leads for you. So, now you can run traffic to your form and not have to target by state. Right? Versus if you’re local and you’re only generating plumbers in New Jersey. Well then You can’t be generating leads for people in California, or you’re not going to have anybody in the back end to buy it, right. So, there’s a lot of ways to skin this cat. There’s aggregators out there, right? That you can work with, who are willing to buy all of those leads, because they’re more established, and they have a ton of buy side on the back end. So, you can ultimately start to build the business where you have local plumber. And if you generating any leads, for an aggregator, you’ll just sell all of your your, your lead overflow that you can’t sell to the aggregators, right? If you don’t have anybody that’s going to buy nationally, then you have to go and you target local plumbers, right? So, it takes time to build a back end. But bottom line is, you start if you have nothing with a local plumber, or local plumbers, right, you go and you build a back end. And you’re ultimately talking to plumbers saying, Hey, listen, I’m generating leads, here’s what I’m doing, this is what I’m collecting. And I’m going to deliver that lead to you. OK, now, here’s the thing. OK.

What are you going to sell the lead for? What’s the model? OK. So, the cost to plumber. OK, so, there’s a few different models here. OK. First thing I want to start off with is I want you to understand the two most important things, OK? The number one thing is time. That means when you generate the lead in how much time do you deliver that lead to a plumber, OK, can be real time could be two days to be 15 days could be 30 days, whatever, the quicker you deliver it, the more expensive it is. OK. Number two is exclusive. versus non exclusive. OK, you guys have heard, when banks compete you in right lending tree, what they do is they generate leads, and then they go and they sell that lead a few times to two different banks. And those banks then work to try to get your business, right, they come after you get a bunch of phone calls. Right. So, this is ultimately lemon trees model, right? Go look at their market cap, their public company, right? Are they worth a billion dollars, I don’t know. I mean, this is ultimately each vertical that they have this is this is the business, right? You know, in a much smaller scale, you’re doing it with local plumbers. But if you start working, where you’re selling to local plumbers, and it’s working, the scale is is dramatic, it’s like a snowball down a hill, it’s going to go really fast. And it’s going to build to get really big, very, very quickly. However, I’m going to show you some numbers where you don’t even need to be national, you don’t have to generate a ton of leads to have a really nice business. But So, bottom line is exclusive versus non exclusive. OK. The other things you’re gonna want to know is from your buyers, like what’s their budget, right? Do they have caps on a daily basis for leads, so lead cap, OK, and the delivery of leads, OK, so, and this could be a challenge. So, it really depends, you know, you have plumbers who are out working, they’re, they’re in houses, and they’re doing what plumbers do. So, who has time to start working leads. And that’s really, really important. That’s why when I said to you, we generate the lead, and then you might have to help book the meeting online for a quote, or potentially give them a quote, if you can stand your eyes, whatever it is that we’re trying to generate, like, they might for an inspection or maintenance, the typical cost for that as x right? To install a fridge is why you know, whatever, whatever the costs are, if you can do it and get it to that point, then you know, you can start booking and quoting on behalf of certain plumbers. But the thing is, when you have a back and have multiple plumbers, they’re all gonna be different. So, it’s hard. But bottom line is you need to understand how you’re going to deliver those leads. And what I mean by that is, are we going to generate the lead and then email it to them? Are we going to generate the lead and then text the information to their phone? Right? Are we going to generate the lead, get the user on the phone, and then transfer that live call to their phone from the pickup and communicate with the consumer right there. And then there’s a lot of different ways you can do that. Again, all of those processes will have a different value. OK? So, you know, just keep that in mind. But so, what I’m going to do here is, I’m going to work on some real numbers. And I’m going to play around with a few different models and then I’m gonna show you what that looks like. OK, so, let’s start off with exclusive. OK, let’s say an exclusive lead, which means you’re generating a lead, and that lead is only going to one buyer. OK, so We’re gonna say, we’re going to say that that is $50 per lead, OK? Now, here’s the thing, if you’re going to sell this lead as a non exclusively, which means you’re selling one person’s information to multiple plumbers that are going to give multiple quotes, which Right? Any homeowner wants people to compete the, if they compete, then the value of that lead, right to each of the plumbers may not be worth as much because they’re now competing. But from the homeowners perspective, the quote should be lower. Right, they can’t get taken advantage of. So, in that scenario, here’s how that would work. Right? You set it up, where you figure out how many times you can sell that lead, but you’re also going to sell that lead for less. But here’s the really interesting about this, you can do it where, let’s say, you know, you take 60% off, and you charge $20 a lead, right? The thing is, you’re going to sell that lead four times for plumbers, right? So, at the end of the day, you’re not selling that lead, and you’re making $80 per lead. What’s better, 50 or 80? Obviously, 80 Yeah, but you never know. I mean, sometimes this works, sometimes it doesn’t, you got to play around with this. And see, you can sell some exclusive, and some you can sell multiple times, right? Remember, time is of the essence. OK? So, there’s, there’s a lot that goes into that you could do a hybrid of exclusive, and then wait a certain period of time, and then sell it later as a hybrid. So, you give one plumber X amount of time to close that lead a week, 10 days, 15 days, and then at that point, then you can resell the lead again. So, if you sold it for 50, maybe in 15 days, you can sell it for x, right? Let me give you an idea of what that looks like for when you’re selling it like that, right? So, you’re selling here where it’s 20. But let me show you something where it’s a hybrid version. OK? So, in this scenario, right, let’s say, day one, you’re going to sell it for 50 bucks, then let’s say day two, you’re going to sell it for $35. Right? So, we’re taking the price down, because they’re getting the second day. But who knows what that plumber is doing. Who knows if the plumber got in touch. So, this, this guy might want to buy day two, you know what, for 35 bucks, he might be great at closing, he might feel really confident. I mean, we don’t know how long it takes for when you give a quote to when they’re gonna close on the business. It’s really important, right? You know, you give somebody a quote, they might be ready to buy it right there, and then they need it. Or they might be just getting quotes and kind of, you know, gathering information to make a decision in a week, two weeks, three weeks a month, we don’t know, this is all really interesting stuff here. And you know, there’s a science to it. Day three, you could sell that lead, and we’re going to sell it cheaper, let’s say for $25 a lead, right, then let’s say we hold off and then day 15, we’re going to sell that lead for 10 bucks, right? So, if that there’s 15 days have gone by, since the fourth time you’re selling this lead for 10 bucks, right? And then, let’s say 30 days, we’re gonna sell it for $5. And then let’s say in that 30 days, that’s what you did, right? So, 5085 110 121 25, boom, now, you sold and you made $125 with this hybrid model, right? You’re selling exclusive they want, everything is up front, by the way, all these people know what’s going on. And you’re giving them the choice. If they don’t like it, or you know, you’re playing around and you realize, oh, you know what, day one for 50 bucks, this dude needs more time truly exclusive. Maybe Maybe you can’t sell until day three or day five or day. You got to play around with those numbers, right? But you’re building, you’re building this business, and you’re trying to figure out what works because at the end of the day, OK? We remember the four things four people need to be happy in any lead gen business, right? For people. Number one is the consumer. Number two is the buyer, right? The plumber. He has to be happy, they have to close business. These people have to be happy because they’re getting the service that they are, are signing up for right? They’re getting good service. Number three is you. You need to be profitable, right needs to work for you. And number four is the media, the publisher needs to sell the traffic for what they want. So, they’re making money. So, in this scenario, we need to buy traffic from publishers and it has to be affordable to us so that we can be profitable. This is what we did last week right on that training the seven day training for the lead arbitrage right Right. So, check it out if you didn’t subscribe to the YouTube channel, and you will get notifications about when we launched these types of trainings. Alright, so we are profitable. So, then the plumber also is buying the lead. And it’s buying it in a way where it’s also profitable for him where he’s closing some leads into sales, and it’s backing out for whatever they pay for the leads, and he’s making more money, and then the consumer has to get the service they asked for. So, four winners, that’s the success of any business, right? That is the secret to any business, those four people need to win. And if they do, you’ve got a tremendously successful business. And then it’s all about scale from our side from us as the lead gen once we start to go out into the market, you get into the creatives, the funnels, the traffic, and bah, bah, bah, bah, bah, we’re not going to get into that today. OK, we did that in the lead arbitrage training. But high level, we’re going to generate leads, OK, when we generate leads, it’s what is the sales conversion into a customer? And then what is the value of the customer? So, what I’m going to do for you is, I am going to do some math to show you what this business looks like. OK, I’ll do this in different colors. So, you can see it, hope you can read my handwriting. But this is that baby. Love it any vertical you can use with any vertical, any business. This is literally like, you know, lending tree bank rate, right? Ensure me, oh, companies like that have sold for real numbers like millions, hundreds of millions. This is this is it. This is how they did it. But OK, so I put some math down on here just to kind of play around with it. But so I did it with two models. I’m not going to do it with this model right here. I’m going to do it with the less expensive leads. OK. So, let’s say that we go out and we generate 1000 leads for the month. OK, that means that on, what is that on a 30 day month, that’s 33 leads per day saw a lot of leads, right? 33 leads per day, OK? We’re selling this for $50 per lead. Right? So, we’re gonna go and we’re looking at, what do we got here, we got 1000 leads, we’re selling it for $50 a lead. So, that’s going to equal $50,000 in revenue for our plumber vertical, right? 50 $50,000 in revenue, right? We’re selling this to one buyer right here, generate 50k. If you multiply that times 12, you’re talking about $600,000 Business per year. Not bad for first time ever doing this. OK? Now, let’s do the same exact thing. But we’re gonna do it for the non exclusive right and this scenario, we built that business. We’ve got $80 per lead. Right here, we need more buyers, right? Because we’re selling it four times. Right? So, right, because we’re selling it for 20 per day. $20 per lead, times four, right? $20 times four is $80. Right? So, 80 bucks. So, in this scenario, are generating $80,000 in revenue per month, and that is going to equal what is that? 800 Whew, we’re almost at $1,960,000 per year. So, we almost have a million dollar business right here, generating 33 leads per day on average, and selling it for 80 bucks. OK. Oh, beautiful, right? Obviously, this is top line, this is gross revenue. OK, this is how you generate the gross revenue. And you’re gonna have costs, you’re gonna have cost to buy the traffic to get traffic. OK. A lot of the the, this is going to be determined by you know, is the plumber closing on those leads? Is the consumer happy, right? You need to be profitable. And the publisher, when they’re selling their traffic, when they’re selling their media, you need people to get media you move they get leads for cheaper than what the lead per value is to you. Right? Remember what we did? So, oh my god, what’s your revenue per lead? Remember, we did that last week? Right? So, what is the revenue per lead? OK, RP L. So, here, how do you figure out what your revenue per lead is? Right here? We’re selling it at 80 bucks. Right here. We’re selling it at 50 bucks. Remember that? RPL so in this scenario, here, what margin Do you want to work at? Right, if easy math, if you want to work at 50% margins, you can afford $25 to generate a lead here you can afford $40 to generate that lead, right? So, if the RPL is 50, the allowable At 25% margin, I mean, sorry, 50% margin, right? 50% margin would be $25, at $8 per lead 40 bucks, right? So, then what would happen is, you’re going to now go out to the market, and you’re going to start generating leads for 25 bucks to 40 hours, depending on how you’re selling those leads, and see if you can generate good high quality leads, which for 25 $40, a lead, you should probably generate a ton of really high quality leads, you definitely can. But so let me show you where it gets a little bit more interesting. On the sales conversion side, what we’re doing is we’re going to close 5% of the leads of the close rate, OK? That means 95% of the leads are not going to become customers, 5% of these people are going to become customers. So, 5% conversion rate at 1000 will mean that we’re going to generate 50 new customers per month. OK, there you go. So, we have 50 new customers per month, we have 1000 leads a month, we’re closing at 5% 50. OK, now, how do we know if it worked for the plumber or not? Well, remember, we need to understand what the lifetime value of the customer is. Right here. OK. So, we said, on average, when a plumber goes to a house to give their services, on average, they’re charging about $1,000 for that visit. OK. So, that’s your first visit. OK, great. So, on that first visit, if we have 50 new customers, and the value, the LTV is 1000, that means that the plumbers are going to make back $50,000. Well, in this scenario, what did you sell the leads for $50,000. So, right here, the plumbers have made back their money already. But the thing is, is that plumbers is a relationship game, right? For plumbers, when they go into somebody’s house, and they perform a service, if they do a good job, they’re going to come back when there’s an issue. Right? You know, I guarantee you, all of you that own a home, you all have a plumber, you have somebody and if you don’t you ask somebody, Hey, anybody got a plumber that they like that can help me my, my drains are clogged or my AC is not working? It’s hot. It’s cold, whatever, right? So, in this scenario, 50,000. But we said was, every time that a plumber gets a new customer, OK? On average, they’re going to get three visits. OK? So, on those three visits at 1000, a visit, the lifetime value of a customer, a new customer to a plumber is three grand. OK, so in this scenario, instead of them making 50k over a period of time, and we don’t know, like I said, time is always of the essence, how long until you get these three visits? Right? How long does it take for them to get three visits? It could be a month, could be six months? Could be a year? I don’t know. Right? That’s something that’s important because of the cash flow for the plumbers, right. But at the end of the day, three times will equal $150,000. So, boom, the plumber is making $150,000 off the $50,000 they spent for these leads, would you do that, if you’re a plumber, come on, of course, you would write one, you have a machine just pumping leads for you. So, you don’t need anybody going out to the market helping you. You don’t maybe you get your references from friends and family and loyal customers. But you know, to take control of your business really scale something, you need an inflow of leads, and those leads need to convert into a customers, right? So, those customers then are going to be valued at something. So, we’re just helping plumbers build their business, the plumbers are going to love you, they’re going to love you, once you start generating leads, you know, where you get into trouble here is when there’s plumbers that don’t understand the lead to the conversion, right what to do, that’s, that’s probably going to be your biggest hurdle. If I if I were getting into this business, I think the biggest hurdle is going to be here. And the reason why when you get into these non exclusive leads, is if you’re selling it four times, you might have one plumber that’s really good at closing. And then you have these three other plumbers that aren’t very good. So, what’s going to happen? This guy is gonna want to buy the non exclusive leads all day long because he’ll compete because he’s the best, right? He was that close. And in that scenario, it can become challenging. And this is why when I’m talking about like all the different things you can doing? Yeah, of course. $80 a lead sounds awesome, right? In this scenario, you’re gonna make $160,000 a year versus 600,000. So, everybody was like, Nah, well, like, obviously, I’m going to do the non exclusive way versus the exclusive way. Right? I get it. Right, that makes sense for you. makes sense for you, right? You’re profitable, may make sense for the consumer, right may make sense for the guy you’re buying media for. But guess what, doesn’t make sense for this guy, right? Because what’s going to happen is one guy is going to be profitable, and it’d be much profitable, because he’s paying for $20, a lead, and instead of 50, and he’s closing all this business. But there’s three other guys that are paying 20 as a lead, that aren’t closing any business. And if they don’t close 5%, at least, they’re not going to be around to buy leads from you, because it’s not working for them. Right. And that’s the point I’m trying to make here. Where, you know, you can run a lot of models, you just have to give the test. See, you know, how it works, you got to understand, you know, can you help them close? Better, right? If you identify what the one person’s doing that’s working, right, the one plumber that’s killing it, well, then if you can understand that sales process, well, then perhaps you can train the plumbers, to follow that model, perhaps you build something internally to help with converting that into a sale. If you have that service, well, then maybe the plumber that’s buying the lead for 20 bucks, maybe there’s an additional additional charge, if you want to, you want to help you schedule and and get you on the phone with them or getting in front of their face, to give a quote, OK, great. Now I’m gonna charge you x more, well, you know, what’s the cost to do all that for you? You need to figure that out, right? You need to want to figure out like, what is it cost me to get this to book online? Are you sending an email? And then the person’s clicking and then scheduling a time to meet to give a quote? Well, if that’s the case, it’s not that hard, right? What if you’re sending the lead into a call center, and then they’re dialing on that lead, and then they’re getting on the phone, and then they’re scheduling a meeting, right to give a quote, or maybe they’re transferring that in real time to the plumber. There’s a lot of different ways you can skin the cat. And every one of those has a different cost, right? Call Centers are a lot more expensive than you just send the emails. All right, where are you sending a text message with a click to call, right? So, you generate the lead, you text the consumer and say something like, here, to get a quote from, from a plumber, click here, they click and then you can either drive traffic to a form for them to fill out information schedule call, or you could really just driving inbound calls to the plumbers phone. Right? So, each one of those, like I said, is very different. So, there’s a lot of different things here. But So, lastly, what I want to do is I just want to show you, when you scale a business like this, OK, and I want to give you some idea of what this could look like, because this is this is it, right? I mean, this is beautiful. I mean, everybody should watch this, if you want to start a vertical in anything, right? You want to start selling auto insurance leads, right to you want to start selling mortgage leads all the same, it’s all the same, right? You want to sell leads to people that are looking for customers for an offline business, like a local gym, right? Or, you know, massages, or chiropractor’s? I mean, it’s all the same. This is all this this model, this framework is all the same, doesn’t really matter what it is, right? It’s just understanding this, this concept, OK? And here’s the scale of it, right? So, instead of us generating 1000, here, let’s do this. Let’s go back to black. OK, instead of doing 1000 a month, what we’re gonna do, we’re gonna do 250 a day. OK? So, we’re going to do 250 leads per day, OK? 30 days, that’s going to be 7500 per month. OK. And the reason why I want to show you this is because, I mean, this is nothing 250 a day is is nothing. It really, I mean, there’s a lot of people in the world, right? A lot of people have toilets, and people have houses. 250 a day is not, not a tremendous amount, but I just want to show you like what the numbers could look like for you. OK, so at 250 a day, we’re gonna do it the same way, right? We’re gonna do at $50 for the exclusive we’re selling it per lead. And that is now $375,000 in revenue, right? And if we’re selling it for 80 If the non exclusive is working, then And we’re selling it for 600k. Right? So, that’s the revenue on a monthly basis for your business 375 to 600,000, depending on the model, OK, you know, here’s 33 A day 250 leads a day, you have a business that you’re between 30 and 75,600 1000 per month. That’s sexy, right? Want to do that per year? What does that what does that work out to? What’s 375 times 12 375? times 12? Boom. $4.5 million. It’s a $4.5 million business 600,000. What is that? Six? That’s 7.2 million. It’s a nice business, guys. That is a beautiful business. Right? If you’re working, let’s call it your net margin. Let’s say it’s 25%. Right? So, four, five, times point two, five, then you’re making 1.125 a year, net profit at 25%. Right? At 7.2. Right? times point 251. Point. That’s take-home guys. That’s net. This is net profit, boom, 25%. net margin and you are making serious money. So, guys, that’s it. That’s all I got for you today. It’s a lot of information. I’m going to stop here. But this training right here is absolute gold. I mean, you can go and take this, and just slow-mo this from the steps all the way down from the top to the bottom. And when you’re working it, right, yeah, once you start getting into the business. Now, you might want to come back to this because there are things that are going to come up to make the business flow and work, right. But there’s, there’s this framework is how it gets done. So, you know, guys, I hope this was helpful. I know, I’ve seen it, companies have made millions and millions of dollars. You know, the person that asked me about selling leads to plumbers. Here you go, I get it for you. Right. If you guys want to ask me questions about this, or you want me to do things like this for you on these channels, then I’m happy to do so. Comment below. Right, we’re doing that comment test. We’re not coming contest to see who comments the most in chairs. I want to know what you want, right? You want swag. You want shirts and, and water bottles. You want the free book? You want some cheat sheets? What do you want? Comment below. And if you have any questions here are you like this video? Like it? If this helped you comment below, let me know and you know, pay for it for me forward it to people that you think this might be useful to, and subscribe to the channel. Subscribe, please subscribe so that you get notifications when we do things like that if you want to text me at 917-636-1998. But so guys, with that said, I appreciate you being here. I appreciate y’all. I hope this is helpful for you. Like I said, I’m not selling you a thing. This is all for you. I’m just paying this forward, right? And I hope somebody takes this and kicks butt. And if you do, let me know. Because that would be so amazing. It makes you feel good when I help others. If I make an impact on your life, I am just the joy that I get out of that is just better than anything. So, with that said, I appreciate you guys being here. Good luck out there. I’m rooting for you just get started. Don’t be perfect. Just get started. OK, you gonna mess up it, there’s gonna be some bumps in the road. It’s very, very normal. I fail a ton. You need to just get started with this. Right? And even if you’re not making money in the beginning, it’s OK. Just keep going. Persevere. That’s how you will be successful. OK, guys, thank you. Thank you for being here. Thank you for watching these videos. Be well be blessed. And I’m out. Did you like to learn how I built my business using other people’s money? If so, go join my 21 Day Challenge at Performance Marketers I look forward to meeting you and welcome you try. And remember, results don’t lie. But the people who don’t have any. Thanks for listening!

Would you like to learn how I built my business using other people’s money? If so, then join my 21-day challenge at I look forward to meeting you and welcome you into my family. And remember, results don’t lie, but the people who don’t have any do. Thanks for listening.