The Game with Alex Hormozi The Two Changes That Grew This Business 44% in One Year | Ep 966
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Apr 30, 2026 
Luis Lora, owner of online railing brand Optimum Works, joins for a sharp business breakdown. They dig into broken attribution, overreliance on Google Ads, and why custom DIY buyers became the big opportunity. The conversation covers a one-call custom sales funnel, VSL structure, email nurture, site changes, and the 44% revenue jump that followed.
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Bad Attribution Was Hiding What Actually Worked
- Broken attribution made Luis Lora's CAC and LTV numbers unusable, so spend decisions were guesses despite rising revenue.
- Alex Hormozi pointed out Google looked unprofitable on paper while surveys said it drove 90%+ of purchases, proving the data was contradictory.
DIY Custom Buyers Were The Best Market To Double Down On
- Alex Hormozi argued the best growth path was DIY plus custom because those buyers were less price sensitive and already dominated the mix.
- Contractors and designers looked more commoditized, while DIY buyers could support similar order values with much higher gross margins.
Build A One Call Custom Order Funnel
- Build one custom-order funnel with a form, calendar booking, a pre-call VSL, and SMS qualification before the call.
- Alex Hormozi used BANT texts, framed the call as a buying call, and suggested an on-call discount to push one-call closes.