Episode Overview

This episode of The Game with Alex Hormozi (Ep 957: "Helping Real Business Owners Get More Customers Live") features Alex Hormozi in a rapid-fire coaching format, directly helping real entrepreneurs overcome business challenges in real time. Alex dives into tactical strategies for customer acquisition, leveraging referrals, content creation, paid advertising, and team building—offering frameworks and actionable advice applicable across diverse industries. The episode’s main theme is accelerating growth by dialing in customer acquisition processes, optimizing offer delivery, and building scalable systems for talent and lead generation.

Key Discussion Points & Insights

1. Niche Mortgage Business: Referrals, Organic Content, and Community Building

Guest: Mortgage business owner specializing in serving airline and military pilots with VA loans.

• Challenge: Deciding where to allocate marketing effort—organic content, realtor referral networks, or other avenues.

• Current Channel Analysis:

  • Organic (Content-driven): 18 deals, LTV ~$11.1k, low CAC, highly targeted leads.
  • Realtor Referrals: Lower quality, lower LTV ($7.8k), high CAC, mostly generic clients.
  • Repeat Clients: 14 deals, LTV ~$7.7k.

• Alex’s Diagnosis:

  • Ditch generic realtor outreach: Time-consuming and misaligned with target niche.
    • “Given the fact that you're in a niche, going after generic realtors is gonna be tough... the likelihood that they sell a pilot is gonna be super low statistically.” (04:57)
  • Focus on organic + direct-to-community strategies:
    • Target pilot group or community owners (e.g., pilot associations, merch sellers).
    • Build a "pilots-only" community to drive referrals and long-term nurturing.
    • Use the niche-specific course as a lead magnet and group entry offer.

• Tactical Implementation:

  • Drive traffic using Facebook ads to the pilot finance course and group.
  • Offer a no-friction onboarding call for qualification and rapport.
  • Leverage “interest media” over “social media”—algorithmic targeting works in your favor.
  • Use more niche content and experiment with memes/inside jokes for awareness.
  • Run best-performing content as ads, always CTA’ing to the course/community.

• Memorable Alex Quotes:

  • “AI gets it. AI knows who the pilots are and they just send that. It's interest media, not social media anymore.” (07:38)
  • “Make way more pilot content... experiment with like pilot related humor and memes. For stuff like this, like inside jokes for pilots, I think would be a great content type.” (08:13)

• Decision: Shift away from realtors and double down on pilot-focused organic/ads plus community-building.

• Timestamp highlights: Channels analysis (01:41–04:50), community strategy deep dive (05:00–08:51).

2. Personal Training Gym: Supplement Sales System

Listener question: Struggling to get trainers to confidently sell supplements.

• Alex’s Proven Sales Process:

  • Give trainers a “30-day challenge” using the full supplement/meal stack—document with before/after photos (12:57–13:38).
  • Run a “28-day transformation” for members—free entry but upsell supplements at orientation.
  • Structure nutrition orientation:
    1. Seed demand for supplements: “Everyone always wants to know what supplements they're going to buy... but I want you to focus on food first.” (13:41)
    2. Unsell what they don’t need: Cross off unfit products, give away low-margin items.
    3. Prescribe what they do: Integrate supplements directly into daily routines (“Keep this next to your coffee, this with your retainer at night...”).
    4. Close on specifics: Lock in flavor, preferences, process payment.

• Big Takeaway:

  • Integrate supplements into meal plans, not as an add-on, and make every trainer a testimonial.

• Notable Quote:

  • “I've sold a lot of supplements in my life... Notice I didn’t ask them, I told them exactly how to take it.” (13:39)

• Timestamp highlights: Supplement sales playbook (12:57–14:28).

3. HVAC/Duct Cleaning Business: Scaling Lead Generation & Technician Hiring

Guest: Corey—Owner, aiming to scale from $1.8M revenue and $450–500k profit.

• Challenge: Simultaneously generate more leads and hire more technicians to match growth.

• Status:

  • New top-tier marketing agency in place (expecting improved ad performance and lead flow).
  • Training new technicians “ground up” with no prior HVAC experience for higher margins.

• Alex’s Advice:

  • On Lead Gen:
    • Allow new marketing/ad campaigns a full 90 days to prove results before “solving the same problem twice.”
    • “Sometimes if we have a three month solution to a problem, if we're one month in and the problem isn't solved, it makes sense though, because we're still working on it." (17:00)
  • On Technician Hiring:
    • Projected pace needs to scale from 1 new hire/3–4 months to 1+ per week.
    • Focus recruiting on Facebook, Indeed, and trade groups (not just poaching from other firms/relocating).
    • Emphasize ad spend on local candidate acquisition rather than costly state-to-state recruitment.
    • Use group interviews to efficiently screen large volumes for attitude over skill.
    • Develop repeatable “talent acquisition machine” to match lead machine.

• Notable Quotes:

  • “We have to build that machine, like, soon. Do you have the economics around how much an HVAC technician makes you?” (19:29)
  • “This is a low skilled role. You just, you need to be spending like a ton of money on... If you're willing to spend $10,000 a month, you're going to get way more than one technician on ads. Way more.” (22:11)

• Tangible next steps:

  • Run high-volume recruiting ads; switch to group interviews; filter for “vibe” and fit, not just experience.
  • Prepare a process to handle technician pipeline growth as leads scale up.

• Timestamp highlights: Lead/tech constraint discussion (14:28–24:29).

4. The Power of Testimonials in Early-Stage Agency Growth

Listener question: Is helping one company 8x (as an agency) enough proof to attract more clients?

• Alex’s Advice:
  • Get 10 free or discounted clients, deliver results, and collect testimonials.
  • "It will take you less time to get 10 paying customers by getting 10 free customers first and then flipping some of them to paid and then using their testimonials to get 10 more..." (00:00, and returned to at 24:33–29:07)
  • There are diminishing returns after ~10 great testimonials, but those first 10 are invaluable for pricing, learning, and sales process effectiveness.

5. Building A Team As a Creator: Delegation and Training

Listener question: Struggling to scale content output because no hires can match quality.

• Alex’s Insight:
  • If you can't replace yourself, you need to break down your tasks and train people on components, not everything at once.
  • "So guess what? You suck at training... Instead of you saying I want to replace myself, I would like you to layer down a chunk and say, I want to replace components of what I do..." (26:33–28:20)
  • Optimize for leverage; do only the highest-value work and train up others on everything else iteratively.

Notable Quotes & Memorable Moments

• On niche marketing:
  • "If you want to get pilots, you have to make pilot stuff which you've already figured out, right?" (07:38)
• On waiting for results:
  • “You never want to solve the same problem twice... sometimes we want to solve the same thing multiple ways when really the first thing was the right thing. It's just going to take 90 days.” (17:00)
• On delegation for creators:
  • “Whatever is holding your business back, reframe it as my inability to do this thing is holding me back.” (26:50)
• On the importance of testimonials:
  • “Those first 10 matter. So like the amount that you can charge, the amount of experience that you're going to earn, the amount that you'll be able to convert from a sales process, [is dramatic].” (24:40)

Timestamps for Key Segments

• Mortgage Niche Deep Dive: 00:00–08:51
• Supplement Sales Playbook: 12:57–14:28
• HVAC Business Scaling: 14:28–24:29
• Freemium-to-Testimonial Growth Strategy: 24:33–29:07
• Creator Bottleneck Advice: 26:33–28:20

Summary Table: Actionable Steps From Alex

| Business Type | Main Constraint | Alex’s Playbook | Key Quote | |------------------|------------------|---------------------------------------------|----------------------------------------------| | Mortgage Niche | Channel focus | Community + Ads + Referrals + Lead Magnet | “I think referrals from the community... big”| | Training Gym | Supplement sales | 30-day trainer challenge + integrated upsell| “Integrate supplements... one and the same” | | HVAC Service | Leads + Techs | Quality ad agency + scalable recruiting | “You need to build the recruiting process...”| | Agency Start-up | Social proof | 10 free clients → testimonials → paid sales | “First 10 testimonials [are] all you need” | | Creator | Team leverage | Process breakdown + chunked delegation | “You suck at training... chunk and delegate” |

Tone & Style

Alex’s tone throughout is upbeat, direct, jargon-free, and high-accountability. He employs humor and memorable analogies (e.g., “interest media, not social media”), tough love (“You suck at training”), and encourages decisive—sometimes aggressive—action.

For Listeners Who Missed the Full Episode

This episode is a masterclass in solving real entrepreneur bottlenecks with Alex’s signature blend of strategy, psychology, and operational tactics. Whether you’re refining your client acquisition machine, need to ramp up recruiting or want to build social proof, this episode provides frameworks and “plays” you can swipe and deploy—immediately.