So it is to acquire other cemeteries, other funeral homes, or even add funeral homes to your cemeteries.

But those are both like lateral growth, I think, in terms of like linear growth, in terms of like what you can do with your space.

Heritage is the key piece.

And I mean, we think of it in terms of like family trees we serve entire family trees we don't just serve one individual or one individual and their partner we serve 20 members or more of that person's family at least that's the goal and that's usually what people want but I do think that like It's very difficult to build that right relationship and trust over many decades, really.

Very easy to lose that trust quick, you know.

And so it is a constant presence and a constant need to say, you know what, we're here and we care and we want to be here for you and for your family.

And so you're going to see, like, some of our counselors have deep relationships with entire family trees where they know each other, they know us.

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