Question · Q4 2025
Jeffrey Schmitt asked about Frontdoor's plan to keep SG&A expenses, particularly marketing costs, relatively flat in 2026 and the potential impact on growth. He also inquired about the duration of the appliance upgrade pilot stage and how its revenue opportunity compares to the HVAC program.
Answer
Senior Vice President and CFO Jason Bailey explained that sales and marketing are expected to be relatively flat due to efficiencies gained from tools like the Warrantina campaign and AI. Chairman and CEO Bill Cobb added that the marketing team is driving more efficiency and effectiveness, with a potential shift in quarterly spending. Regarding the appliance upgrade pilot, Bill Cobb stated they hope to launch it post-peak, around Q4, after working through the model. He noted it would be a different revenue opportunity due to varying price points, replacement rates, and the number of appliances compared to HVAC, but expressed confidence in its potential scale. Jason Bailey mentioned a minor impact on 2026 growing into the future.
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