About

The advantage is that I have sat in the chair.

Not a platform, not a methodology, not a proprietary anything. Everything technical in this business is commodity, bought from four vertically integrated groups, and any of them will sell it to you cheaper than I will.

I am James. I have spent [YEARS] years in the box in central New Jersey — structuring deals, working lenders, selling product, and watching campaign after campaign drive traffic for a payment that was never going to fund.

That is the whole pitch and I am not going to dress it up. I know which lender buys which tier at which advance. I know what a deal looks like when it comes back for a second pencil and why. I know that the customer who arrives having already been prequalified into the right tier is worth several who arrive off a cost-per-lead campaign, and I know exactly how much more, because I have closed both. Nobody at a four-brand platform group can say that, and it is not something they can hire — the people who can say it are making more money in a store.

I build the ad around the deal that actually works, rather than around the metric that makes the monthly deck look good. When the two conflict, and they conflict often, I will tell you which one I picked and why.

How this is structured

Small on purpose, and honest about the ceiling.

Two Full Desk rooftops at a time

Ten is the ceiling on the business. Two is what one person can actually deliver at that tier once the matchback and the prequal routing are running, because that is roughly sixty hours a month per rooftop and there are only so many of those.

Past two I am hiring, and what you would be buying at that point is a coordinator — which is exactly what you already have and exactly what you are trying to get away from.

If both are taken when you call, I will say so and quote you Front Line, rather than sell you a tier that fits my capacity instead of your store.

You talk to me

The monthly review call is with me. The Ad File is written by me. The creative is built by me. Where I use a contractor for production, you will know, and it will never be the strategy or the compliance read.

No white-label subcontracting, at any tier, written into the agreement.

Your media, your accounts, your data

Media is billed direct to your own ad accounts at cost. When you leave, the accounts, the history, the audiences and the pixel data are already yours because they were never mine. You do not need to ask for them back.

The number of stores whose ad history was held hostage by a departing vendor is the reason this is a stated policy rather than an assumption.

Month to month

Recon carries a three-month minimum because a one-month audit engagement is not a relationship, it is a sample. Everything after that is month to month with a 30-day out, at every tier.

Your counsel would negotiate for this anyway. Offering it unprompted costs nothing and is worth more than any case study.

Disclosure

I also run a consumer-facing site, and you should hear that from me.

I operate a New Jersey consumer prequalification funnel separately from this practice. It is live, it is mine, and it is the reason I can say I have built and run this kind of thing rather than only talked about it.

It is also, read uncharitably, a site that competes for your traffic. So: it is not part of any program on this site, no client’s budget touches it, no client’s inventory or data goes into it, and no lead from it is sold to anybody. If that arrangement is not one you are comfortable with, say so on the first call and we will not waste each other’s time.

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