£2.2M in sales at £400–500 per sale.

▶ 0:00Here we are. We're here with Ali from AJ Renewables. We're going to do a little bit of a chat about how he's found working with SOS. So take it away. What do you reckon? Thank you, first of all, for your failure. You've saved us a little bit. So yeah, we've worked with, I think it's four leading companies so far. And the closest one to you is double the cost per acquisition. So that's a big help.

▶ 0:22There you go. We've already cut it there. That's all right. So what was it before? What is it now? So the cost per acquisition, every single month since we've been working with you, is between £400 and £500 per sale. We've never been under £800,000 with any other three ad agencies. So that all adds up as well, especially when you're doing it at scale.

▶ 0:42Yeah, 100%. And the leads themselves then, what's the general sentiment, feedback? Great. So our reps, that's a lovely one, to be honest with you. So we've got different lead streams, like Google, used lead aggregators, inbound. And all the reps are fine, or they call them SOS leads, metal leads. So they're all on your leads because, you know, because of the way that you do it with the retargeting campaign, all the customers we go and see just seem a lot more warmer.

▶ 1:11They know quite a lot about us for the system walkthroughs. So that really helps. So by the time the rep walks in the door, they feel like they already know so much about the company. So a lot of time they spent before having to sort of sell the company to customers, we used a lot of that for the reps. So it's like a cheat code.

▶ 1:28100% definitely, especially with you there and then speaking to the team that obviously match your values and everything. It's good. And what about the ads themselves? Anyone that hasn't worked with us or isn't familiar with what we do? How do we advertise? What do we actually show? So you show the brand personality, you show our installs, you show customer testimonials. So it's before we ran campaigns where it was just an image, even back in the past where brand images were just a whole price.

▶ 1:55And that means that you're attracting customers that are just basing you on price. You're only one sort of company away from somebody beating your price. And you're attracting around customers. If they're only wanting for a cheap price, it's not the kind of customer we want. So the customers now value our workmanship. They value our company. They don't mind paying. We're probably more towards the dealer end of the market in Scotland, the more expensive companies.

▶ 2:18And we've got customers that are happy to pay £1,000 more for us. And if we were just doing like a price-based ad, that would never happen. Yeah, of course. Yeah, I love the ratings do it. Amazing. And so that I suppose also correlates down the process in terms of your pitch rate and sale rate. Do you know roughly what that is from lead to sale?

▶ 2:38I lead to sale is every terminus we're getting one sale. So we're getting between 60% and 65% booked on from your appointments as well, which is quite a huge number. And so for every terminus you're generally looking at the sale. Fantastic. And cost per lead wise, I know we had a bit of a flip. Do you want to talk about the month, but it didn't go so well?

▶ 2:58Yeah, but I think that was one of the, because, because I'd been burnt with ad agencies before, I had a sort of, not bad impression about them, but you don't really trust them. But the difference is, we're always bored with £40 per lead mark, which I always look at the cost per acquisition, but it's good to have me £70 per £40.

▶ 3:17And the one month where I went above, before I'd even, I'm quite on it with that stuff, but before I'd even managed to message you guys, you'd be like, oh, this is wrong. And you've also took full responsibility for it, which isn't your fault, it's our fault. So what had happened is we had an ad that was doing so well, and for months it was bringing us really cheap leads that we sell.

▶ 3:38And then what had happened, it sort of had fatigue, so it sort of burnt out. And it's a bit stupid, because we had an in-house videographer there, so we could have got content to you. And I think we just, well, got a bit complacent, and the ad went a bit higher. But since then, I think we've got like 37 ads or something in there now.

▶ 3:54Something like that. What do you reckon, Jim? Well, not now, I reckon, yeah. Yeah, yeah, yeah. So I don't think that'll happen to us. Well, no, we've just done three days of filming, so we've probably got another, what, 50 in there? Yeah, that's true. And I suppose, as a result, it's come to you, but we changed our service, didn't we?

▶ 4:13Yeah, shooting, cadets, things like that. So how does that work now? So it's booked in for every three months, you come out and do a shoot day. Also, because we had an in-house videographer, we were sort of taking one day to go to one site and do a shoot day. Whereas you sort of came in like, that's not how you do it. Here's, I think, five or six we're doing one day.

▶ 4:32You might do that. By the end of that, I don't know what I look at another legal floor again, but we were cramming it all the way down into one day. And it's a fun day as well. Yeah. When you come out, you really direct it. You tell us the good stuff to say, you come with hooks, shout out your team, give us a full brief that takes about 20 minutes to read the whole thing.

▶ 4:52So I use, if anything, over prepared for the full day. Spot on. That's great. And obviously it's amazing because I definitely deem you're one of our kind of hero clients, but obviously you do a lot of coaching work with other installers through Graph2Grow. So how have you, what feedback have you been getting from those in that sense that use us as well?

▶ 5:14Yeah, so I've got five clients in the solar industry in total, and two of them work with you. And well, one of them is getting leads for under £20. That's just silly. That's not the expectation that the whole joke kills me. The other client is the same cost per league as myself. And all three of us have hit over £100k this month alone.

▶ 5:36So I would say they two out of the other clients are getting better quality leads. They're getting better results from it. I'm not saying someone with the leads, obviously both the companies are doing tremendously well. But I think it's a big asset using you guys compared to other brands. 100%. And what's the goal, what's the plan going forward? Double down?

▶ 5:58Yeah, I think so, yeah. So to be honest, this is going to just sound like I'm just saying things. So I'm saying things like, what had happened is because we got such a good success for you guys at the start, we scaled up what I had spent. I think Joe at the Twitter set at a time. And what that did is it basically killed my business partner.

▶ 6:17So I do the sales and marketing, he does the operations. So we think, yes, this is my first sales. And Peter has got the headache. So we've had a couple of months we've not scaled the ad spend, just for him to get the infrastructure and the operations to catch up, which we're now done. So I think it's feels to my head.

▶ 6:37We're looking at maybe stretching down England or going over to different places. So I think when you've got something that works, you've just got to double down on it. It's easily scalable as well because Joe just puts more, well, it's easy for me, it's easy for Joe. It's easy for Joe. Yeah, you just put small ads in and get small ads in.

▶ 6:53So I think Metads is one of the fundamentals of how you can scale a company. Yeah. Last month, 41% of our sales were all from Metads. So it's almost half of our company sales are coming from Metads. Well, coming from you guys at Metads. And without revealing too many details, there's one thing we showed you recently around tracking attribution that's pretty exciting.

▶ 7:16Yeah, so I'm an absolute duck for data. I think for us, all our decisions are based on data. So you guys have got the best back-end tracking I've ever seen. So we can see what ad the customers came from. We know what sales they come from. So you're tracking what customers are selling from what ads. The way I believe it works, Joe and I better me, is that then we're going to try and do it.