When they got a commitment from Pierce Clarkson, a 4 star QB from CA, buzz picked up because his dad is a well respected QB trainer https://en.m.wikipedia.org/wiki/Steve_Clarkson. That got DeAndre Moore's attention, which is why they were confident they could get Moore for $150k a month or 2 ago, although I think the final deal was a little higher.
They just had their big recruiting weekend and their pitch includes a menu of NIL perks such as a room at the Galt house overlooking the river, use of an exotic car (can only use for a limited number of miles because of fears of a crash), flying family to all games on a private jet, ProRehab so if they're injured they'll still get NIL money by saying they're using ProRehab. Humana is also a big NIL contributor.
They have a slide saying their first NIL deal was July 2021 and in the first year they've secured $4M in NIL money and they expect that to increase to what Texas is doing for OL. Thought it was hilarious they actually mentioned Texas in their presentation slides as to what they aspire to be. They also said they can now do legally what Alabama has been doing for years. It also appears that they are actually required to do promos to justify their NIL deals, so it appears legit. They also don't seem to be involved in the bag game (all money goes to athlete after signing and after NIL deal signed), except for minor stuff during visits.
The buzz with Clarkson got the boosters to donate more, which got more recruits interested, which got more booster money, and the snowball keeps rolling downhill.