Kevin J. McNamara
President
No. It is hard to see improvement. I mean, one thing that it is probably clear to surmise that at this point, Google hates the idea of free leads. I mean, initially, it grew its audience You know? Its users by saying, here's here's a treasure trove of free information. And you know, that allowed once they built that, they allowed them to start charging for what they built. And they have systematically you know, tried to drive their users away from the free aspects of, service providers. I mean, that just goes without saying. If you know, I we are at the very least we are the new normal. And it is it has largely stabilized. But, I mean, the kind of thing that we are we are constantly looking at, I mean, is do not wanna go too much detail, but we do not we do not Google's done. I mean, AI is rapidly, gaining on them. And, they know it. They have their own AI product as well, obviously. And, our view is we just it is like when, yeah, when the internet was coming in, and Yellow Pages was losing its dominance. It is just that is the way it is. I think Roto-Rooter has done a pretty good job of, dealing with it. I mean, we are living with the biggest issue that we are still that we will continue to deal with to some extent is leakage on, you know, on the marketing expenses. Know? So we you have to we want to do jobs Every job we do at Roto-Rooter is profitable. And, you know, to the extent that we have to pay for those leads, that is that increasingly, that is what we do. But as Mike said, you know, the real win here is getting leads outside of the paid Google search. There is no question about it. And you know, that is really what we are trying to do. But we cannot kid anybody. We are going through a transition where free leads are--you know, they have gone from 40% I mean, really, it is a paid leads have gone from 44% a year and a half ago to 59%. that is you know, it is it is kind of an inexorable change, and I do not you know, it is it is gonna be continued battle for Roto-Rooter. And, you know, again, the reason that they have been I think, more successful than certainly our franchisees or the other companies we are familiar with is that they are they are fortunate to have, in this case, there are what we call our ancillary services, excavation, water restoration, Sales we get from those actually is now are expected to slightly exceed sales from all other sources in Roto-Rooter. So, you know, we have additional services that we charge for these jobs that we do get through the internet. So it is you know, it still all makes sense to us. And, you know, as we said, the momentum that we are starting to see, in the last several months is something that, you know, we are we are taking to the bank.