Why Ads Won't Build a Big Company Anymore
“I don't think the way to grow a really big business these days is going to be ads anymore.”
Transcript
This is not going to be a business that scales and grows because we're better at running ads. By this point, it was 2019, 2020. We were not gonna find cost efficiencies in Google Ads. That was, we're gonna do them, table stakes, of course they should exist. But ultimately, if you're trying to build
what we would call a generation defining business, something that everyone says is automatic go to, you have to get this when you move to a new city or you're renting your first place out of college or looking to buy your first home. You have to find a unique way to reach people and get them bought into your business.
So for us from the very early days, the most important part was our property management relationships.