Best Lead Gen Strategy

[Matt Mcnulty]

So I am curious what people are having the most success with in terms of lead generation that convert to deals. Is it buying lists and direct mailing those lists? Is it driving and compiling your own list and direct mailing? Or is your website bringing in the most convertable leads? What is working for you? I am especially curious what people are having the most success with in the Omaha, NE area. Thanks

[Michael Quarles]

Originally posted by @Matt Mcnulty:

So I am curious what people are having the most success with in terms of lead generation that convert to deals. Is it buying lists and direct mailing those lists? Is it driving and compiling your own list and direct mailing? Or is your website bringing in the most convertable leads? What is working for you? I am especially curious what people are having the most success with in the Omaha, NE area. Thanks

 Hi Matt -Great question.

The reality is conversion rate is based a lot on skill set coupled with prospect group and their motivation.

From a lead perspective you tend to have two groups. 

1- Those we know have a strong indication of an equity position however uncertain of their motivational level

2- Those we know have a strong motivational level however we do not know their equity position

It would be great to have a third group with includes both however we don't. We can use a whole lot of logic and experience to drive the correct traffic however it is purely a funnel building process at best. 

Direct mail is great because we can run filters based upon property characteristics like equity, years owned, age of seller etc.. then we can use sub lists like code violations, probate, unlawful detainer status to bring in hopes of motivation. 

PPC, SEO, Social Media are absolutely great as long as you you are keeping up with the ever continuing changes to the systems. I like PPC a lot due to the on and on ability. Also it works great when virtual investing. 

TV is GREAT however the cost is outside of most investors budget and its a long term play as it is absolutely brand building. 

Billboards are also all about brand. I wouldn't place them until I exhausted the other types of media in your market. 

COI and Past Customers are always great groups. 

Here is my marketing strategy for 2019

My direct mail list is currently 63000 address consisting of the following criteria

• 30 to 100% equity
• 5 years ownership or longer
• SFR
• under median value for the market
• No Trusts or Corps

I am sending this list monthly and will rerun run the list at month 7. The addressee will receive:

• Yellow Letter
• Small Text Postcard
• Accordion Mailer
• Large Text Postcard
• Typed Letter
• Zip Letter

At month 7 I will begin the cycle again.

On a monthly basis I pull about 500 active Code Violations, Probate and Unlawful Detainers in my market also. The mail pieces to them are typed branded letters which changes for each send. 

I send to these groups on months 1,  3, 6, 9, and 12.

PPC we manage very tight and run both display ads for the following folks and text ads for searchers. The budget is set at 500 a day however very hard to spend with Google.

YouTube we run a 15 second video ad. Wont spend a ton however I love the follow features.

Facebook is getting more exciting so we are testing it with some of the follow features. 

Speaking of the following features. We now have the ability to load all of the seller prospects into the platform and  match up the name with the corresponding address that person will receive our videos on Social Media

TV is great we run 30 second commercials on cable not networks. 

Here are the stations and corresponding rates.

TNT -TV $30.00

HGTV-TV $53.00

AMC -TV $24.00

BRVO-TV $40.00

OWN -TV $13.00

FS1 -TV $15.00

USA -TV $50.00

FXNC-TV $63.00

ESPN-TV $50.00

TRAV-TV $14.00

FX -TV $34.00

SYFY-TV $17.00

ID -TV $5.00

TVL -TV $15.00

OXYG-TV $9.00

FRFM-TV $29.00

My spend is 15k a month and gets me a 49% reach and a 12 frequency. I run 8a to 10p and 6a to 12p Sat and Sun.

Happy House Hunting