How Much Should You Spend to Acquire New Buyers?

The real question is, how far below? And how much should you spend for a new buyer? What’s a reasonable payback period for the investment you make?

There’s a certain attrition rate on any housefile. Customers stop buying for myriad reasons: economic conditions, poor service, older customers who pass on. It’s important to at least replace those customers with fresh buyers so your zero-to-12-month file doesn’t decline. If you want to grow, your prospecting amount must exceed your normal housefile attrition rate.