Allan P. Merrill
It's a little bit of everything except the Super Bowl ad. There is some brand marketing, but really, it's about the experience that our prospects and their realtors have when they visit a community. That's why I was so excited. And I mean, I realize it was a little unusual to put it in the earnings script, but I was so excited when I was in India a couple of weeks ago, and the team showed me something that they came up with because we've challenged all of our divisions to think about how do we show, tell, what we're doing that it's different. You can show her scores or ACH scores, you can show utility bills, but how do you create that visceral sense that this is just really different. And I thought it was absolutely genius that they just were able to mount these 2 wall panels and pivot them, and they're easily movable, but one is way heavier than the other. And I just felt like that was one of those aha moments where we found something. We found a mechanism to tell a story the old adage, if a picture is worth 1,000 words, a movable wall panel is probably worth 5,000 words. And look, we're definitely trying to innovate, like building this home is different. So telling the story is different. And it's an all- out effort across every division to find ways to connect. And I'll just add one degree of difficulty for those first-time buyers who are coming out of an apartment or for that empty nester buyer who is downsizing, the way that we connect this is slightly different. Now what they have in common is a much lower utility bill. But for that first-time buyer, it's about accessing the opportunity to have homeownership. Because they're all-in costs are within a zone that they can afford. For that move down or for that empty nester homebuyer, it's about connecting with, look, your income isn't going up, it's probably fixed, having certainty around your utility bills and having a better built home that you've earned after all the years that you've worked, like that's just a different kind of conversation. And so seminars and teach-ins and flyers, yes, it's all of those things. But what it's really about is finding the opportunity to connect the value with each type of buyer that we see. And I'd say the learning curve is steep, but it's exciting, like it's better every quarter.