Eric Got 8.9 Million Views and Zero Leads

Growth Newsletter: https://levelingup.beehiiv.com/subscribe Need marketing help? Visit: https://www.singlegrain.com/ and https://npdigital.com/Want to recruit great marketers? Find them here: https://marketingschool.io/hire Eric opens with Bryan Johnson's team telling creators to forget the content calendar and iterate, and how he now rewrites and reposts flopped posts by voice on the walk to the gym. Neil's newest test asks viewers to comment for a free audit, and the pairing metric he wants on every social hire is leads, not views. Then enterprise specifics: a three-year contract that grew out of work in one region, why only two to three percent of NP Digital's enterprise revenue traces back to Neil's personal brand, and how ten-person search agencies quietly decide the biggest marketing contracts. Eric opens his Leveling Up channel to show the wide-TAM experiment, 8.9 million views on one short and interviews that got praise from entrepreneurs' spouses but no leads, before Neil explains the acquisition lesson that grows a bought agency's EBITDA 40 to 60 percent in a year and why he follows up with everyone. A grounded episode on measuring what actually pays. Key takeaways◾Pair views with leads for every social hire, or the team optimises for likes◾Wide-TAM content brings views and comments, not enterprise leads◾Buy the specialist that big brands already call; the follow-up is where the deals are Chapters00:00 F your content calendar01:36 Comment-to-lead: the 37-places reel03:34 Every metric needs a pairing metric04:17 NP Digital vs NP Accel: where SMB leads go04:53 A format library your agent keeps fresh06:09 A 3-year contract from one region's work07:56 Stop creating content for 90 days?08:22 6% of enterprise leads come from Neil's brand08:58 70% of SMB leads, 50% of SMB revenue10:17 Procurement, RFPs and the search agencies11:56 Dan Martell's formats and wider TAM12:52 Seminars and ascension funnels13:34 Eric's wide-TAM experiment on Leveling Up15:17 The shorts: 3.9M, 2.7M, 2.1M views17:02 Why Eric stopped: no leads17:37 Distribution beats content when you have leverage18:44 The acquisition lesson: 40-60% EBITDA growth21:21 The fortune is in the follow-up22:07 'How are things going?' scheduled for March 2027

• 0:00Speaker 00

  Finding customer information shouldn't mean digging through emails, call notes, and spreadsheets. HubSpot Starter Plan brings all of those details together, so it's easier to track what's happening with every deal and what to do next. It pulls information from calls and emails. Then it gets to work, logging and summarizing them. Right after your call ends, HubSpot pulls next steps from your call notes and drafts suggested follow-ups. And it stays up to date for you, so you can build demand, win more deals, and spend less time on repetitive work. Your records, insights, and next steps are ready for you to act on. And you don't have to miss a beat searching for any of it. Try the Starter Plan for $10 a month. Learn more at hubspot.com. So Brian Johnson's wi- not wife, Brian Johnson's girlfriend manages his social media. So I saw a clip yesterday on reels. I normally don't remember the clips that I'm watching.

• 0:42Speaker 00

  But um, she, she basically said like, F content calendars, like F content planning, right? It's like the, the, the, the main goal of social media is just to get content out there and just iterate and test and look at the numbers and iterate, iterate, iterate. And I think, um, you know, I'm not saying I agree with her completely on F your content calendar. I think if you're like a busy operator and you're creating content, you probably still need some sense of organization. But the way, if you're a pure creator right now, you're constantly just trying to, it's almost like ads. You're just trying to crank out as many ads as possible, because each, each creative is like an ad. And then you're testing rapidly and you're adjusting, right? Um, and I think the, the world that we're going into today is, um, you know, for example, today I was walking to the gym and I was like, you know, I, I saw that one of my X articles didn't do that well, but I'm like, it's, it's not a bad X article.

• 1:26Speaker 00

  I'm like, okay, um, I'm just dictating to my, my little codex thing and I'm like, can you just change the hook on this one? And can you change, change the headline and change the hook? I want you to delete this post and I want you to republish again. And then what, by the time I arrive at the gym, it's already done. And I said, hey, I want you to delete this, this YouTube video that seemed to flop, but I think it's a good video. Go ahead and repost it, but I want you to change these subtle images over here and change the headlines. And then, but like, because I have all these workflows now, I feel like I'm able to test more rapidly where I wasn't able to before. So I kind of understand what she's talking about, but I think it also depends on what type of creator you're, like, if you're a business creator, you probably need some type of planning. If you're like a pure content creator, more on the creator side, you probably should be rapidly testing as if every creative is an ad.

• 2:10Speaker 01

  Yes. What we found is with social, the moment we have people comment to become a lead, we find that to be much more effective than mentioning the company name from all our most recent tests. Because every week on Instagram, LinkedIn, and all the social platforms, I put out two reels that promotes NP Digital and I actually mentioned NP Digital. Okay, so I don't do it on the majority, but I do it on two reels every single week. So two out of seven. And what we find is it, maybe it produces leads, but our sales teams typically ask people where they came from. We haven't seen too many, too much revenue from that. But on the flip side, we're testing this new concept. It goes against what I like doing, but my team wanted to test it.

• 2:53Speaker 01

  And it's, uh, it's a, I did one that got posted the other day. It has like eighty something thousand views. And it was really simple, thirty seven places AI checks before recommending your business. And I just list off, um, the thirty seven places. And it's pretty quick. It has eighty three thousand views so far. It just got published. Has six hundred and something comments. But I say, you know, uh, something around, you know, most people only do three or four. If you want to figure out where your business is losing out and where you're going to be by your, uh, competition, put audit and my team at NP Digital will send you a free analysis. And in essence, we're trying to collect leads from it. So I don't have the data yet because it's too new.

• 3:34Speaker 01

  But I'm trying to get very specific because I want global fortune, not even fortune. I want like global one hundred brands, ideally that I want to work with, because that's where I see the future of my agency. Um, and they're just like, let's just see what gets the most amount of views. Because people in social media, when they work on a social media team, I don't know what it is. It's really hard to get people to not opt, uh, to not measure themselves based off of views, comments, likes. They just tend to, no matter how many times you talk to them or how many times you switch out different people.

• 4:08Speaker 00

  Yeah, you know what I think needs to happen? Um, it's, you know, you can have, every metric needs a pairing metric. And we've talked about this for, for years and years on this podcast, we've been doing this podcast for ten years. And so sure, if someone comes into your social media, they want to join your social media team, it's like, hey, I want to optimize reviews. Like, okay, fine. But you're going to be held on a views and the pairing metric is going to be leads. So if the views that you're driving aren't driving a leads, and maybe it's on the ratio or something like that, then, you know, you're not performing at the end of the day. Are you okay with that, right? If you're not okay with that, you shouldn't join our company. So that should happen during the recruiting process. But I'm looking at Neil's video right now. One thing that Neil didn't mention is sure, MP Digital works with a lot of enterprise companies, but he also has MP Excel too. So there's a lot of SMB leads coming through, they will go straight to MP Excel.

• 4:51Speaker 01

  Yeah, but we're, we're mainly trying to push, that's right. So we do end up generating revenue from the SMB. But we find it easier to scale and grow our business focusing on enterprise than SMB. I know there's a lot more SMBs out there. Just enterprise businesses don't churn that much. SMB businesses can churn for the most randomest reasons that you can't control. Enterprise, it may take you six months to a year. Some of our clients, like Heineken, I think it took us like three or four years, I forgot the, the number. But once you get them, assuming you do good work, they expand really fast and it's just much more stickier.

• 5:27Speaker 00

  Yep. But looking at, by the way, looking at Neil's, Neil's post over here, so I'm going to, I'm going to share it real quick. Um, so if we look at Neil's post, here it is. Okay, so this is just Neil reading stuff, right? Here's, uh, thirty seven places AI checks before recommending your business, right? Here's the thing, this is why I say the format's very important, because this is a trending format right now. I saw some other people using it, but Neil doesn't want to spend the time figuring out formats, okay? And now, now, maybe his team's on top of it, but I just want to have the best formats. And so Meta Muse can just stay on top of the formats for me. And then if I'm Neil, and I might come across like this format that I really like, that my team might have missed, right? But I just want the thing to send the formats to my team. And that way, everything's taken care of. And that way, I can just have everything gift wrapped for me, so I could just sit and record.

• 6:12Speaker 01

  Yeah, and you're spot on, and I think it's great for that. My team takes care of it, but I do know they're using AI to help. Because they're looking at the, I think we track like around sixty something creators in the business and marketing space. And they look at the most popular videos every single week.

• 6:30Speaker 00

  Yeah, and that's all you need.

• 6:31Speaker 01

  Ideas for formats and all that stuff.

• 6:34Speaker 00

  You need a format library, because these things change so rapidly. And the formats, guess what? All these B two B formats, they copy just the top creators out there. And so, um, Meta Muse will help you with that.

• 6:43Speaker 01

  Dude, you know, going back to enterprise, to, to give you an idea about specifics, we closed one of the biggest weight loss drugs. I'm, I can't say the name unless it's on our website, but everyone knows what one of, there's a lot of weight loss drugs, but I'm saying one of the biggest. Everyone's been using it.

• 7:01Speaker 00

  Everybody knows this one. It's bigger than AI.

• 7:03Speaker 01

  Yeah, everyone's been injecting themselves for a long time, all right? So we do the work in, in, uh, Brazil. Did a really good job. And they saw, they, they saw some of the specific issues that we talk about that are very specific to a global brand, right? This is a large organization. I'm not talking about a billion or five or ten billion dollars, much larger than that, right? We closed another contract with them. How many years do you think the contract is?

• 7:33Speaker 00

  Five years?

• 7:34Speaker 01

  I wish. Three. That's still good, right? Three-year contract.

• 7:38Speaker 00

  It's great.

• 7:39Speaker 01

  And already, after we signed the first contract, because they already started working with you in one region, now you're working in another region. Within a month or two, it's actually less than two months, but within a month, they're like, all right, let's talk about this other contract that we have now too. How can you guys get started on it? And what can you do over multi-years? That's the cool part about creating very specific content for big Tams from a dollar perspective, but not necessarily an audience perspective. You can create stickier revenue opportunities and it just creates a more predictable way to grow. And the best part for me is it's not relying on my personal brand. Because I don't want our clients to know me. I want our clients to know the company.

• 8:23Speaker 01

  And it would be really cool, five years from now, if people are like, yeah, we don't care for Neil Patel. He's useless. Like, I'd be very happy.

• 8:30Speaker 00

  I have an experiment for you. Stop creating content for ninety days.

• 8:34Speaker 01

  I can't. It drives too much for the SMB. It doesn't actually help much with the enterprise.

• 8:40Speaker 01

  Like, I know this for a fact, most enterprises don't even care about me. The SMB division though, it feeds it. And if I stopped, it would hurt the SMB numbers a lot.

• 8:51Speaker 00

  So you, you know the, the number of leads that you're driving from social for SMB?

• 8:56Speaker 01

  No, no, no, no, let me rephrase this. If you had to guess, what portion of enterprise revenue is driven from my personal brand and me and my content that I'm creating? If you had to guess.

• 9:06Speaker 00

  Single, single-digit percentages on the lower side.

• 9:09Speaker 01

  It's around six percent.

• 9:12Speaker 01

  Okay. Uh, and that's the leads. I'm, if you actually look at revenue, it's actually much less than that. If I had a guess on the revenue, I don't have the number, but I'm pretty certain it's somewhere around two or three percent.

• 9:25Speaker 00

  Ah, see, I'm right.

• 9:26Speaker 01

  So it's, it's really low on the revenue perspective. If you had to guess, what percentage of the SMB leads am I driving?

• 9:36Speaker 00

  At least fifty or sixty percent.

• 9:39Speaker 01

  It's, it's north of seventy. It's less than eighty, but it's north of seventy.

• 9:43Speaker 00

  You know why I say at least fifty to sixty? Because I know the types of leads we deal with, at least sixty percent know who I am.

• 9:48Speaker 01

  Yeah. Uh, revenue on the SMB side, I'm driving a little bit more than fifty, so it's not as high. The reason for that is our SMB division gets large contracts that are SMB and aren't SMB really. Um, and I'll explain it. And they'll find us from places like ChatGPT and places like that, or Google. It has nothing to do with my brand, but it's like, we have, uh, a, a dental practice that has two hundred locations in the United States. We're looking to expand into more locations and also looking to expand into Canada. Um, you know, what's a good agency that can help us with these listed services? Right?

• 10:29Speaker 01

  So you would look at that as, it's not SMB, but if you look at how much they pay you per location, it is more SMB type, but total contract value is more enterprise type.

• 10:42Speaker 00

  That makes sense. I think it'd still be a fun experiment that you can do in a couple of years. We'll see, maybe two, three years.

• 10:49Speaker 01

  Dude, I totally agree with you, but right now, I just know if I did that and I started producing content, we would see the hit on the SMB side. Cause even with enterprise, what people don't realize is no matter how big your brand is and how well you're known, and I'm not saying I'm the biggest brand by any means, I'm not. And I'm not saying I'm well-known everywhere, I'm not. There's more, you know, people in business like Hormozzi, you know, maybe even Ryan Deis, definitely Gary Vaynerchuk, Seth Godin, et cetera, that are more well-known than me. What you end up, and Dan Martell now, right? He's getting tons and tons of views on social. I don't know if you see what he's been doing. But a lot of the enterprise companies, if you're ever trying to market to them,

• 11:33Speaker 01

  they have RFP processes, they have procurement, they just have processes in general, how they select companies and not select companies. And it doesn't matter who you are, you're either on that list or you're not. Or a lot of times, people don't realize this, did you know, at least in marketing, a lot of how the big marketing contracts are selected are through search agencies and they determine the shortlist. And then they help the whole process and then they bring it to the corporation. So the biggest marketing contracts that you're seeing, like the publicists, WPPs, et cetera, get, they're not actually reaching out to publicists, they're reaching out to a company usually has no more than 10 people that go and just interview the agencies on their behalf and select who they want. And then these people who run these 10-person organizations,

• 12:18Speaker 01

  they do seminars and trainings on how agencies should pitch and all this kind of stuff. So if you don't pay for their stuff, you're less likely to get selected in the process.

• 12:27Speaker 00

  Frictionless Growth Marketing hosted by Sonya Thompson is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Frictionless Growth Marketing hosted by Sonya Thompson shows how modern brands grow by removing the friction in their marketing and customer experience that pushes customers away every single day, often without leaders even realizing it. Each episode delivers practical insights, real brand examples, and conversations with marketing leaders, showing brands how to win with the new rules of growth, identity-driven marketing, cultural relevance, and frictionless customer experiences. Listen to Frictionless Growth Marketing wherever you get your podcasts. Yep. All right, so I wanted to take a moment to tell you about my podcast co-host Neil's agency called NP Digital.

• 13:10Speaker 00

  And they work with a whole host of global companies or a global organization. Also, Neil has SEO tools such as UberSuggest and Answer2Public. All you have to do is go to npdigital.com to learn more and we'll see you on the other side. So here's the thing, let me call something out real quick, because you mentioned Dan Martell and you mentioned Hormozzi, right? So I think they do a great job with their content. So for example, you look at Dan Martell, he's got 3 million followers, right? So if you look, so I guarantee Neil, your team has Dan Martell listed as one of the format people to draw from. Yeah, so like this is the format that Neil was doing, right? So 30 skills that you're not using with AI, right? This one over here. And so this is wider TAM, AI tools to make 100K, okay?

• 13:51Speaker 00

  This is wide TAM over here, like 30, you know, 3,400 likes or 200,000 views, right? And then this tier list over here, keep, cut over here. So he's doing a really good job with his content. I would say it's wider TAM. And I think what happens sometimes too is like Neil, you just mentioned that selling seminars and things like that. So you don't sell seminars, I don't sell seminars, I'm not saying Dan does, but Hormozzi does actually sell seminars from my understanding still, right? If I'm not mistaken.

• 14:17Speaker 01

  Dan has coaching and seminars or some similar stuff like that.

• 14:20Speaker 00

  So that actually, it makes sense to go a little wider TAM with this stuff, because if you're gonna get someone into a seminar, you might get them into like some type of ascension funnel first, right? So they might buy your books first and then eventually if they can afford it, they'll spend a thousand or 5,000 or 10,000, $20,000. And then once you get to the seminar, then you get for the privilege to pay for, you know, I think for Hormozzi's seminars, it's like 50 grand or whatever, or 30 grand, I don't know what it is. Then you could go, you have the privilege to then go talk to him, right? And so there's multiple levels to this. It's just that for Neil and I, we happen to sell kind of similar things. It doesn't make sense for us to go that wide TAM. And the thing is, if I went super wide TAM, dating, finance, all these things, it starts to become confusing. It's like, well, what is Eric Su known for, right?

• 15:04Speaker 01

  Well, you did it. You wanna talk a little bit about your experiment? Cause you went wide.

• 15:09Speaker 00

  Yeah, so let me show you this real quick. So let me go to my YouTube channel over here. So let's go to leveling up. Let me share my screen. This is a good thing about being virtual, so.

• 15:19Speaker 01

  And as Dan, as he's pulling that up, I just went to danmartel.com. Humanity's biggest cheerleader, author, entrepreneur, coach. So he is a coach.

• 15:28Speaker 00

  Okay, there you go. So, okay. So Neil, if I look at my most popular videos, okay? So you can see Vivian2 over here, she's great, you're rich BFF, 731,000 views on that one, right? Right, this one's wide TAM, Ryan O'Teran, look at the packaging here. Are women killing relationships? Modern dating is impossible, 490,000 views, right? And then we do the second one over here, the thumbnail is all men pay for sex, right? And this is not me saying this, by the way. And it's like, the truth is, marriage isn't usually worth it. Of course that's gonna get views. You also know what happens? People fight each other in the comments. You have the men and the women fighting each other in the comments, right? It's not gonna drive leads at the end of the day. And by the way, I'll say one more thing, I've been doing podcasts, like interview podcasts for,

• 16:12Speaker 00

  even before Tim Ferriss started doing it, right? And before I was just interviewing CMOs, I tried to go wide TAM here. And even when I do this Seth Godin one over here, 159,000 views, or you know, this one did well when we spoke in Germany. I don't know why it did well, but it did well, right? You and me here. But this Hormozzi one over here, 132,000 views, right? Like these drive, these over here, Seth Godin, Hormozzi, I would hear from other entrepreneurs, like, oh, great interview, right? These over here, when I would go to business events, I would hear from the wives of people, of entrepreneurs. So that's the difference. None of these really drove leads.

• 16:45Speaker 01

  And just to clarify here, Eric's not saying that women are entrepreneurs as well, but the people that were hitting him up. The people that were, because in his YPO group, he has quite a few females who are just crushing it. But he's saying the people who typically were hitting him up were spouses of the entrepreneur, not the entrepreneurs.

• 17:03Speaker 00

  And by the way, sometimes the spouses are men too, Neil, so.

• 17:06Speaker 01

  Do you wanna click on shorts and then go popular? Cause I'm assuming you probably have more views on some of the shorts for some of those topics.

• 17:12Speaker 00

  Oh, for sure. Look at this one. Here, I'll let Neil describe it.

• 17:15Speaker 01

  How rich can you get on content creation? 3.9 million views. The next one, this will change your perception around money, 2.7 million views.

• 17:26Speaker 01

  This one, you know I hate.

• 17:27Speaker 00

  This one pissed you off.

• 17:29Speaker 01

  Yeah, it just gets me mad. And this is, never stay at a job for more than two years. This is from your rich best friend or whatever it's called. 2.1 million views. If you wanna stay at home, if you wanna stay at home, wife, dot, dot, dot. 1.7 million views. And it keeps going, keep going after some more of the other ones. Why net worth? I can't, what was the top one?

• 17:50Speaker 00

  Why net worth explodes after you make 100K or something like that.

• 17:54Speaker 01

  Yeah, so some of these just have massive amounts of views and they're super wide TAM. And Eric tried this, because the whole experiment here, and I thought it was a really good experiment, was if you create wide enough content, you appeal to the masses. Some of those masses own businesses, work at large corporations, and they may think of your business when they're interested in that service or product that you sell. If I'm not mistaken, Eric, that was your overall experiment, correct?

• 18:23Speaker 00

  Correct.

• 18:24Speaker 01

  And you know, what ended up happening at the end of it?

• 18:28Speaker 00

  I stopped it because it didn't drive leads and it took a lot of time. And honestly, when you're doing interviews, and Neil, you've done interviews for a little bit, I knew the interviews wouldn't go well for you. Because you have to do a lot of planning, actually. You have to do, it's harder on the interviewer to do it.

• 18:41Speaker 01

  Yeah, luckily my team did a lot of research beforehand, but even then, I'm like, dude, I don't wanna end up doing this. And it goes back to our recording session, I think it was last week, where I mentioned, I'm like, dude, it's just easier for me to go buy the companies that offer the services that we're not as well-known for and already get the big leads and RFPs and just merge them all in.

• 19:03Speaker 00

  Well, actually Neil, on that one, that's really what Neil's saying is that it's a distribution game at the end of the day. And he already has a distribution, because they're a global organization. And when you plug something in and you already have the customer base, that is higher leverage than having to create content from scratch. If you're starting from scratch, by the way, I would highly suggest that you create content. But when you have leverage, you have to think about, what is the highest priority thing I should be doing with my limited time? And that is what Neil is doing fundamentally, right? And by the way, look, when Neil and I talked about the Laurel Piana place, 8.9 million views. The discount place on, you don't see it on the screen over here, but I changed the top three into marketing, the ones that I pinned. So remember when I told a story about the models? That one got 2.3 million views, right?

• 19:45Speaker 00

  Or this one, 8,000 people versus one chatbot. So maybe people call me an idiot in this one, right? And so these are good, but like, they're not necessarily gonna drive views either. This is entertainment. Look, 8,000 people versus one chatbot, that's entertainment format. Subtle psychology of attractive marketing, that's entertainment, right? From 550 million views, 300, 30 million views, I think this one's a little better, but still, they're not really leads drivers.

• 20:09Speaker 01

  Yeah, no, definitely. It's all about finding out what helps you grow. Like for me, the simple marketing lesson I ended up learning and it was through a specific acquisition that we made at NP Digital. I won't mention the company name, but we bought a company that specializes in something specific, a service that we weren't well-known for. And the moment, and we had their growth over many, many years. So like, let's call it the agency was growing at 10, sometimes 5%, sometimes 15%. They had slow growth. But it was, it wasn't slow growth because they were doing a bad job. It was, and when I say slow growth, I'm not trying to diss the company.

• 20:52Speaker 01

  It's amazing company, amazing team, amazing culture, amazing logos. It was more so, it's a niche. So you're only going to grow so fast because in that vertical, it's not like agencies make 50 million or a hundred million dollars a year or anything like that. Um, so they were doing good considering how many years they've been around. And again, great product. And they were getting inquiries from bigger organizations. And what we found through this acquisition, and I stumbled upon this, this wasn't intentional. This was just, I learned this and it was just sheer dumb luck. When we buy someone that's well-known in a space that's been around for over 10 years, they already get big leads hitting them up, but they don't close as many of them.

• 21:37Speaker 01

  And they don't close them as for big enough price points. It's usually for two reasons. One, it's their size. So other organizations are like, well, they're good at what they do, but we can only pay them so much because they have 40 employees or 50 employees or 30 employees or whatever it may be. And the second is, is they may not offer all the services that these big companies want, but these big companies hit them up because they do this one specific thing really well. And there's not too many others that do that. So when we gobble them up, instantly a company will say, oh, you're NP Digital. You got a thousand plus people, you're in 28 countries? Sure, sounds good. We can pay you half a million bucks a year, a million dollars a year, two million, no problem. The risk isn't that big.

• 22:20Speaker 01

  Like the old saying, you don't get fired for hiring IBM. I know Eric said that many times.

• 22:26Speaker 01

  It's, we're not IBM by no means, but it's a version of that at a much, much, much smaller scale. And the second thing is to be like, oh, cool. You can also do all these other services we need as well. So it causes these companies to, let's average it out to say 40 to 60% EBITDA growth. Um, in just 12 months of just buying them.

• 22:48Speaker 00

  You know what I'll say to that too, Neil? I mean, as you're talking, I'm like, oh, you know what? There was someone that reached out recently and reached out for an investment to their agency, right? Um, and their listeners for podcasts, so thank you for listening to podcasts. Now, it doesn't necessarily look like a fit right now, but it reminds me that the fortune is in the follow-up when you come to these things. Cause Neil actually mentioned this before, the deal not, might not make sense right now, but the deal might make sense in a year or two years for you. And it makes sense. And the, the beauty of this is I use superhuman as my, my email thing. And so you just ask the AI like, hey, who was I talking about with the, with the, you know, regard, in regards to this deal? But you just make a note in six months, come back to this guy. And the question I always ask when I follow up, I don't know what you do, Neil, but I just say, whether it's recruiting someone amazing or whether it's an acquisition, I just say, hey,

• 23:33Speaker 00

  how are things going? It's always how are things going, right Neil?

• 23:37Speaker 01

  Yeah, remember the guy you in, introduced me to at, um, inbound years ago?

• 23:43Speaker 00

  Yeah, the Spanish guy. He actually texted me, uh, recently, the Spanish guy.

• 23:46Speaker 01

  Yeah, so I ended up, uh, uh, following up with him. He ended up selling his company to another one that was doing a roll up. But, uh, you know, if he was willing to sell and it was going to be a normal price, I would have considered it, but I always followed with everyone. And even when he sold, I still wanted to understand how things are going. How's the market in some of these regions? What are you guys seeing? Because even if you're not trying to buy them anymore and you know, they've already taken someone else's money, you can still learn from someone, right? If you've been in a space for 20 years and someone's only been in it for five years, it doesn't mean that they can't teach you something that you don't know. So just always follow up, always maintain the relationships and never burn bridges.

• 24:27Speaker 00

  Yep, thank you for that Neil. And then I'm scheduling a message right now, how are things going? And it's going to go out in six months, send later in six months. There we go, March 18th, 2027. If you're listening and this is you, it will come to you. All right. So anyway, guys, that is it for today. We hope you enjoyed it and we'll catch you tomorrow.