Why Better Leads Beat More Leads with Guest Scott Berman

Discipline beats shiny objects: Scott deliberately keeps Florida Window and Door focused on windows and doors and grows by opening more offices instead of piling on products he can't measure or profitably promote.

Run 'liability light': the smallest location, the shortest lease, and centralized install/service in corporate let a skinny branch turn a profit at $3-4M in revenue, because every fixed cost is a dollar less he can spend on marketing.

Know your revenue-per-lead by source: high-intent leads (like Google) versus low-intent aggregator leads predict the sales day, and you can back into an allowable cost-per-lead from the revenue each source produces.

Better leads beat more leads: 'get me more leads' is the wrong first answer: raise lead quality and closing rate first, then fill in with volume, or in this environment you can go broke.

Bring in outside people to 'break the glass': promote from within, but also hire external talent to shift culture: leaving previous ownership in place after an acquisition doesn't work.

Use AI as a daily diagnostic: dropping CRM reports into Claude or OpenAI surfaces a broken lead mix in seconds instead of the days or years it used to take.

Meet customers where they are with HeavySet: 50-60% of leads now self-schedule by text/AI, which lifts average order and issued-set rate, lowers cancellations, and sets appointments overnight.