I don't live in Mesa, but what makes me a repeat customer to my FFL is their low price and ease of communication. I'm not looking for buy one get one free deals, or price matching, or other marketing ideas. I've got enough going on and don't have the mental capacity to deal with these things. I like keeping things simple. On the same token, I'm not always trying to find someone who can beat my FFL's prices. They have prices I'm happy with, I've dealt with them before, I have no reason to deal with another FFL to save a few bucks.