And what we’re seeing actually is more organic search, which obviously is very promising for us. So ultimately, you’re seeing more people come to us as opposed to us to ultimately go out and kind of buy those leads, if you will. So that’s very encouraging, and we’re seeing that part of it. The second is what a new initiative or kind of doubling down on an initiative, which is our — what we call existing or aged leads. We have a lot of people kind of in our databases that obviously are interested, but have not converted. A lot of our effort over the last year or so has been put against people that are first coming in, those kind of fresh leads, we have all these leads that we can go after and try to convert. So now with some of our analytics tools, we’re able to get to them a little bit more selectively, and we’re seeing some very promising improvement there.
And then lastly, just optimization of our paid search. I mean it will remain a key lever for us, but we’re always trying to kind of optimize the spending and make sure that it’s more efficient and more targeted. We’re doing things with ZIP codes, get to the right people, and getting the right messages to the right people. So there’s a lot of changes that we’ve made. And again, the early signs, as Dennis pointed out, leads are really just kind of the leading indicator. Obviously, those ultimately have to convert to sales and then eventually to procedures. So the early indication on leads, which are improving, but it’s also just the quality of the leads that we’re seeing, which are a lot of them are coming from organic search, which tend to be higher-intent consumers.
So that’s kind of the headline, I would say on your question related to CAC. In the short-term, our CAC is going to remain high. We are keeping our foot down on the pedal to drive that revenue. But over time, all of these changes that we’re making should ultimately enable us to be much more efficient in our spending. In general, if you’re going to get more organic search as opposed to paid search that is going to be much more efficient. So a lot of the diversifying that we’re doing in media that’s driving more of this kind of organic lead gen over time will enable us to start to take our CAC down over time. And obviously, that will ultimately be our goal.
Dennis Dean: One thing I would add to, Korinne, is that our cost initiatives rather than just kind of keeping those at the EBITDA level, we’re kind of reinvesting back that into marketing. So that’s, again, the initiatives that we’ve done, we just said, hey, this is a good opportunity to use these excess resources and to put back into the marketing efforts. And we expect, as we continue to identify initiatives through the year from a cost standpoint, will likely do a similar process.
Korinne Wolfmeyer: Very helpful. Thank you so much for all the color. And then just to touch on the GLP-1 issue. We are seeing more offerings or more — better accessibility for people to get GLP-1s. Do you still view that as more of an awareness driver versus demand taker for AirSculpt? Or is there any change in thinking there? Thank you.
Todd Magazine: Look, all of our research would say that GLP-1s are ultimately a tailwind for us. We’re seeing a lot of patients come to us who are either interested in weight loss medication, but they — and we’ve been doing a lot of marketing on this as well. The combination of weight loss medication and AirSculpt seemed to be very, very powerful. So are there some people that maybe would have come to us and they went to weight loss medications possibly, there’s also a lot of people coming to us, and they discovered us because they started to investigate weight loss medications. And so ultimately, what we’re seeing is a very symbiotic relationship. And it’s — so far, we’re looking at it very much as an opportunity and as a tailwind as opposed to something that is a major risk. So we continue to look at it as something that’s going to ultimately help us over time.
Korinne Wolfmeyer: Great. Thanks so much.
Operator: Thank you. Your next question is coming from John Ransom from Raymond James. Your line is now live.
John Ransom: Hey, good morning. Just talking about the second quarter, this is your big quarter historically. Do you usually see this lag of a start as the quarter back-end loaded? Or are you kind of like-for-like off to a slower start versus, say, the last couple of years?
Dennis Dean: Yes. So John, I mean that — the timing of when the quarter or when season starts is always difficult to manage. Last year, it started in March. This year, it is more of a delayed start. And so that’s a little bit of a difference from a timing perspective. And so as we talked about, is the lead gen and the impact that we’re seeing there, it’s a little bit later in the typical season flow that we’ve seen in the past. So will that kind of allude to maybe a season that, kind of, moves further into the summer. Right now, we just don’t know, but that’s — if the season is season for the number of months than one would suggest that would be the case.
John Ransom: Okay. And then secondly on marketing, let me I appreciate all the comments you’re making about that. But we’ve been hearing for a couple of years now about how you’re pivoting from the Instagram channel to something more brand awareness and celebrity endorsements. Have just looking in the rearview mirror, how would you critique your own performance in terms of that transition? And what maybe should have been done that hasn’t been done so far? Thanks.
