The digital age has transformed the real estate industry, opening new avenues for investors to find those all-important motivated sellers. In a recent episode of the Raising Private Money Podcast, digital marketing expert Brandon Bateman, founder of Bateman Collective, joined host Jay Conner to discuss effective strategies for real estate investors. Specializing in online lead generation, Brandon’s insights reveal tactics to allocate budgets and target geographic areas to maximize return on investment (ROI) through Pay-Per-Click (PPC) campaigns.
Crafting Budget Strategies for PPC Campaigns
Underpinning any successful digital marketing initiative is a sound budget strategy. According to Brandon, it’s vital to consider budget allocation over a six-month period to allow PPC campaigns sufficient time to optimize and gather meaningful data. He warns against high budgets over short timeframes and suggests sustainable investments for at least half a year. Market size plays a crucial role, as smaller markets may not require hefty budgets, and overinvestment can lead to inflated ad costs. Brandon’s company tailors its approach based on client goals, recommending specific channels like Google and Facebook to dovetail with market performance.
The Role of SEO in Long-Term Lead Generation
When it comes to long-term growth, Search Engine Optimization (SEO) stands out as a strategy with potentially the best ROI. While SEO leads aren’t instantaneous like those from PPC, they are earned through diligent optimization and can prove highly valuable over time. Jay Conner and Brandon delved into this, discussing the patient, strategic game of SEO and how it fits into a diversified marketing strategy for real estate investors.
The Power of Data-Driven Decisions
Bateman Collective’s success hinges on a data-driven approach. The company shuns predictions, instead making marketing decisions based on real-world channel performance. This empowers clients to invest in digital marketing without guarantees of a specific number of leads—an approach divergent from the pay-per-lead model, but one that can build more sustainable long-term growth. Clients typically start with monthly investments ranging from $3,250 to $15,000, scaling as required, and these budgets are tailored to the client’s objectives and the market conditions.
Navigating PPC and Pay Per Lead
PPC campaigns enable businesses to directly own their data and strategy, a contrast to buying leads from third parties. Brandon underscores that while pay-per-lead might tempt with its simplicity, the quality of leads can differ drastically, and it doesn’t grant the control or data ownership that PPC offers. Moreover, utilizing PPC correctly demands specific expertise, leading many businesses to consider outsourcing this aspect of their marketing.
The Art of Lead Generation and Campaign Optimization
PPC, pay-per-lead, and SEO have distinctive roles in marketing, depending on the needs and goals of a business. For those looking to generate motivated seller leads through digital channels, it’s crucial to employ the right tools and techniques. Bateman Collective’s service suite includes ad creation, targeting, budget management, and leading up to the point of lead generation. After that, the client takes over. This synopsis also hints at optimizing campaigns based on lead feedback, ensuring continuous improvement in lead quality.
Channel Selection: Google vs. Microsoft vs. Facebook
The conversation with Brandon Bateman highlighted the importance of selecting the right platform for PPC campaigns. Google reigns supreme in volume, but Microsoft platforms like Bing offer cost-effective alternatives with lower volume. Facebook’s targeting capabilities allow for reaching a broad audience and can be compared to modern-day TV advertising, with a greater potential for lead quality improvements when managed adeptly.
Conclusion: Commitment to Quality and Continuous Learning
Overall, the discussion illuminates the path for real estate investors seeking motivated sellers via digital marketing. By investing the right amounts, utilizing data-driven decisions, and focusing energy on the most suitable marketing channels, investors can scale their business effectively while staying attuned to the dynamics of the real estate market.
10 Lessons Covered in this Episode:
- Strategic Budgeting – Allocate budget intelligently, considering market size, campaign duration, and long-term sustainability for PPC campaigns.
- Geographic Targeting – Carefully select target areas to maximize ad spend effectiveness without causing cost inflation due to oversaturation.
- PPC Ownership – Utilizing PPC campaigns allows businesses to retain control over their data and customize their digital marketing strategies.
- Lead Quality Variation – Pay-per-lead quality can fluctuate as it uses mixed marketing channels; and requires thorough evaluation.
- Marketing Diversification – A well-rounded marketing plan includes PPC, SEO, and pay-per-lead to cater to different needs and goals.
- Delegate for Success – Focus on core strengths; outsource expert tasks like PPC management to scale business operations effectively.
- SEO Commitment – Invest in SEO for a long-term payoff, understanding the process, and committing to the necessary time frame.
- Data-Driven Decisions – Rely on actual performance metrics to choose marketing channels instead of presupposed outcomes to optimize lead generation.
- Investment Patience – The average client spends $3,250-$15,000/month on marketing, emphasizing the need for consistent investment over time for effective results.
- Channel-Specific Strategies – Approach platforms like Google, Microsoft, and Facebook with tailored strategies to improve ad performance and lead generation.
Here are three fun facts that were revealed in the episode:
1. Brandon Bateman’s company generates over $50,000,000 in wholesale assignment fees for over 150 real estate investment companies annually.
2. DuckDuckGo, known for its privacy-oriented search capabilities, is included among the platforms for PPC alongside Google, Yahoo, and Bing.
3. Facebook ads can potentially have higher lead conversion rates than Google, illustrating the power of social media targeting and creative optimization.
Timestamps:
00:01 –Raising Private Money Without Asking For It
04:11 – Successfully doubled real estate investor’s revenue.
09:42 – Client responsibility for lead contact and feedback.
13:22 – Facebook’s reputation for lead quality is misunderstood.
16:45 – Consider market size and budget for advertising.
18:19 –Budget and goals shape client recommendations for success.
22:34 –PPC and pay per lead for marketing.
26:48 –Outsourcing PPC can lead to growth.
29:00 – Individualized advice available at https://www.BatemanCollective.com
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