Sean Terry, host of the Ultimate Real Estate Investing Podcast, is on the show today to talk with Matt about the speediest way to generate real estate investing leads on the web. You’ll want to take notes!
If you don’t yet have a website for capturing online leads, then head to https://www.EpicRealEstateWebsites.com for the fastest, easiest, more effective, and most affordable solution available.
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(Voice Over): Broadcasting from Theriault Studios in Glendale, California, it’s time for Epic Real Estate Investing with Matt Theriault.
Matt Theriault: Yeah. Hello. Hello and welcome. Welcome to another episode of Epic Real Estate Investing. If this is your first time here listening to the show, welcome. Glad that you’re here.
This is the place where I show people how to get out of the rat race using real estate. And all it begins with really just a simple shift in mindset, a shift in focus. Simply stop focusing on creating piles of cash and start focusing on creating streams of income. That’s what we like to call here, we call it “cash flow.”
And see by doing just that by making that shift in mindset, I escaped the rat race in less than four years. And you know that’s what really 99% of our population is unable to do in four years.
And I don’t share that with you to brag not by any means. I don’t consider myself special in any way meaning anyone can do this. You know, it’s just if someone would only show them how to do it.
And someone was gracious enough to let me in on this particular life secret and now I’m now letting you in it. I’m paying it forward so to speak. And if you think that’s good news, hey, it gets better because, you know, it took me just under four years to escape the rat race and that was making a ton of really dumb mistakes.
And what the great news is here is all about is that you don’t have to make all of those mistakes. Meaning if you hang out here for awhile, you should be able to travel that road much, much, much quicker that I.
And to help you get started I created a free, simple step-by-step course to show you exactly how to do it, to show you exactly I do it if I had to do it all over again. Download that free course at www.FreeRealEstateInvestingCourse.com. www.FreeRealEstateInvestingCourse.com.
Okay? And another thing we’ve been having a lot of success over here as if you happen to have a specific question or concern that you’d like me to answer or address here live on the show, please share them with me on the Epic Real Estate Investing hotline at 1-888-891-7203. 888-891-7203.
Okay. So today, we’re going to be concluding our three-show series on generating online specifically building your all cash buyers list and finding motivated sellers. And we’re doing this due to the most recent studies by the National Association of Realtors that real estate business is happening online.
It’s growing online or at the very least a decent chunk of that business is beginning online. I don’t think anything is really ever going to trump the face-to-face aspect of real estate.
It is still indeed a people business but according to the most recent studies more than 90% of all property searches are beginning online. So if you’re not online, you know, you can kind of make the conclusion that you’re invisible to 90% of the market when they first got the itch to buy a property.
So if you’ve already got a website or lead capture pages or squeeze pages, awesome! You’re way ahead of the game. Perfect. If not, no worries. Should you feel a little behind or a little overwhelmed, I’ve created a very quick, easy, and affordable solution for you at www.EpicRealEstateWebsites.com. www.EpicRealEstateWebsites.com.
And I went ahead and I put 24-hour support there for you. And you can be up and running and all caught up in no time. Okay? So a couple of episodes back, we had Jeff Coga on the show who shared a bunch of his cutting edge strategies of pulling leads offline and very interesting stuff.
But if you’re like me, my head was essentially, my head was about to explode. There was like a little over information overload. So I want to bring you back to the basics. And that’s what I shared with you on the last episodes, more of the basic strategies that I used to generate leads.
And today we are joined by a very special guest to help us essentially bridge the gap between the two, between the very basic and the very advanced. And there might be a little overlap but that’s okay.
He’s a wealth of information. And I’m speaking of none other than Sean Terry of the Ultimate Real Estate Investing podcast right here on iTunes. So Sean, welcome back to the show.
Sean Terry: What’s up, Matt? How’s it going?
Matt: It’s going great. It’s going great. I haven’t talked to you for awhile.
Matt: Bring us up to speed. I know you took a fairly extended vacation over the summer. How was that?
Sean: Yeah. It’s, I’m thinking over the last two months I’ve worked maybe 20 hours. (laughing)
Sean: So I went to Maui in June for a couple of weeks to over to the Grand Wailea. We rented actually like $5 million villa that’s across from Grand Wailea. We went out there with some friends and had a blast with the kids then I came back for a couple of weeks.
I have a beach house so I went out there and did a point for a month and hung out with the kids and went to the beach and played tennis and just kind of hang out. And so all because of real estate, you know. To be able to generate cash flow and have a business that operates when you’re not involved.
Matt: Right. It’s awesome. Isn’t?
Sean: Not that I’m smart or anything and all. If that’s the case, it’s based on just operating, you know, without us.
Matt: Uh hmm. Talking about the real estate, how did your real estate business function while you’re off on vacation?
Sean: Well I mean, you know, we’re talking about online. Online lead generation is the key factor in the, you know, way I have system set up with my team. It just continues to operate, leads continue to come in. They’re processed by our in site sales that’s been processed by our sales rep.
And they’re tracked all through the amount of leads we get in, the amount of appointments that are made, the amount of offers that are made, and the amount of deals we get. How can you run completely virtual and I can see exactly what’s going on as a daily basis on my entire business.
Sean: And to be able to watch it and know what’s going on. Who’s doing what and who’s not.
Matt: Uh hmm. Awesome. I want to get to that and some specific, some of your best practices. But I was kind of curious. I know you’re in Arizona and (trails off).
Matt: That’s always one of the more volatile and exciting markets in the country. And I just kind of get your impression on what’s happened in the market there I guess in the last six months or so. There has been a lot of news and you know kind of what you think in the overall market nationally.
Sean: Well you know the big thing is inventory. You know, you talk about it. You know, you talk about the ten states that hit hard to the real estate depression they call it. That’s, now those ten states are coming back pretty heavily meaning Phoenix, Vegas, southern California, and Florida.
And so you know Phoenix here, the market was, you know, it’s all inventory driven. A lot of factors coming to the States right now so it’s not harder to find deals. It has to have to more strategy and you have to find more deals out here and negotiate deals.
But then once you have a deal because the inventory is still tight, you have the ability to push up that price because you’re the guy with that property. So it’s interesting because when the market was a more of a seller’s market, you know, what happens is, it’s actually more of a buyers market when they’re coming in buying.
It seems like a lot of wholesale properties here in Phoenix are sold at say 60% of an ARV to 70% of ARV. And the more inventory in the market, it drives down that price. So they need 60% of the ARV.
Well in the current market right now in a sellers market as the inventory now decreases, what happens is that the that you can push that LTC number so now, you know, you can sell it at 75% to 78% even up to 80% to 83% of ARV because there’s a lot of buy and hold investors and hedge fund.
And people coming in that just want to scoop up the real estate right now and own it because they know that it is growing. You know, they know that for the next five years, in my opinion, we’re going to have a land rush.
So interest rates are continuing to either, you know, either stay the same sideways or inflate a little bit. You know, more buyers are coming in the marketplace because lending guidelines are actually becoming, you know, looser.
A lot of investors are now coming in the market so I think there’s an inventory standpoint where it will be a lot less where I think we have like what? Four places, seven months of buying just across the country right now which average in six months supply.
So now whoever controls that inventory, well obviously would make the most amount of money and be able to push up those prices.
Matt: Uh hmm. Uh hmm. Okay well awesome so you know that’s pretty much, I know it’s a little tougher in your state and my state with as far to inventory levels go. But I’m in the Midwest, I’m in the South, I’ve got some stuff opening up on the East.
It’s pretty much the same nationally to varying degrees but inventory is an issue nationally. As real estate investors, you know, we got to start looking for alternative methods to finding those deals so what are you finding right now some of the best practices or is it just the same old traditional stuff and just more of it?
Sean: I think it’s what we’ve been doing in our business is, you know, initially when we first got started there’s mailing specific. Like you mail a probate list or you mail an inheritance list, or you mail maybe an absentee owner list that’s on the property for ten years.
So you mail these different niche lists. Now what we’ve been doing is trying to basically get a larger universe of people that we can mail in multiple different states. So to do that, what we’ve done has opened up our criteria to pretty much target anybody and everybody who have property over a thousand square feet that has owned their home for at least ten years.
So anybody who is in our specific geographical location meaning in Clark County or Vegas or whatever. But those are the ones we want to target so what that does is it opens up the universe to the amount of people we can mail to, you know, say 400,000, 500,000 names of people we can pull.
And then doing that, you know, there are three different ways, you know to do this. One is to, you know, I would remember I would mail 3,000 mailers. I mailed 5,000 mailers. And I would mail 10,000 mailers.
I remember the day I mailed 10,000 mailers. I was like, oh my gosh! I’m big time. I’m mailing 10,000 mailers. This is incredible. Holy cow! You know, I’m going to make a ton of money. Right?
Matt: Uh hmm.
Sean: You know, but I mean now we are mailing 100,000, 200,000 mail drops at a time. And it’s amazing because we have a system in place where, you know, the calls come in. Leads are generated. I mean how the leads are handled, how the offers are made, and how each lead is monetized then tracked through the process then you can predict the income.
And you can scale it and predicting and coming out. What we are doing is we’ve capped out the universe here in Phoenix so now we are entering and taking the same business model and moving into other different market in capturing larger universes, you know, to mail there. Our eventual goal, our short term eventual goal is to mail a million units a month in direct mail to possible different cities.
Sean: And be able to hand it all in the central location here in Phoenix.
Matt: A million units a month?
Matt: That’s huge. i thought you said a 100,000, 200,000 a month? Did you just say but you’re working up a million?
Matt: I guess that’s really the number you gave.
Matt: That’s big budget.
Sean: Well you know I mean but it’s predictable income so meaning if you know you can mail X amount of dollars. The ROI, you know, in the business of wholesaling is ridiculous.
I mean you can nail, you can spend say a thousand dollars in the mailing you can generate one deal and make $10,000.
Matt: Right. Right.
Sean: I mean the ROI is the static control so I mean you take that on a larger scale, what if you spend $100,000. Well you know you can get similar types of ROI so you know why not?
Matt: Uh hmm. Uh hmm. Indeed. Perfect. Awesome. Cool. So the traditional mail is a strategy you’re still using just and you’re escalating that. Let’s talk about what we’re supposed to talk about today.
Sean: Yeah. I love online.
Matt: Actually you have a very intricate system. You’ve done a lot of studies. You’ve done a lot of testing. You’ve done a lot of research and you got a pretty intricate system set up.
But let’s just start from the beginning, someone’s got a couple of squeeze pages. How would, if you were to start over, how would you start driving traffic to those pages?
Sean: Well first off, you know, when we, you know, enter any market, the Google Adwords is by far the number one fastest, easiest way to generate leads online automatically whether you are working or not.
I mean they constantly produce good quality leads. So let’s first talk about the bigger picture and then let’s break it down on granular level.
Matt: Uh hmm.
Sean: The bigger picture is having multiple, you know, different campaigns out there within Google AdWords that are highly targeted keywords that are relevant to the search. So that will direct traffic to a highly targeted squeeze page that will in turn a high quality leads. Okay?
Matt: Uh hmm.
Sean: Now what I sound is that the lead to deal ratio when it comes to online advertising or specifically Google AdWords and the Bing are like a one in three versus a lead to deal direct mail is like one in 30, one in 25, one in 30.
Matt: Uh hmm.
Sean: The lead to deal converse at least huge for people who put in specific keywords and search to sell their home. So now you got to find out what keywords are the highest converting keywords that you can possibly think and that’s what we can kind of dive in the granular basis of understanding how Google works.
Now Google basically, you know, I always think, you know, they got a blank plate page out there. It’s called Google. How the heck do these guys make any money? Thats initially what I thought.
Sean: But then you actually dive in and you do a search term for say “we buy houses” or “we buy other houses” or “sell my house fast.” You’ll see on the upper top would be the yellow kind of faded yellow ads.
Sean: Your paid ads, they’re just on the right hand side would be the paid ads. You can have your ad show up, up in those particular spots depending on your bid amount. And that’s incredibly valuable because to have a site and have it search engine optimized to rank to a specific keyword.
It takes thousand of dollars that has caused tons of money and take a lot of time. There’s a lot of different factors to get ranking for specific keyword but, you know, you can take a conglomerative keyword, maybe, you know, 200, 500 keywords and you can put a campaign up and you can rank immediately for all these different keywords.
And be on the top spot for someone searching and they can click on that particular link. And it can take them to a highly relevant landing page like what we are talking about.
Matt: Uh hmm.
Sean: And then it could drive that lead, and you can literally have leads in your inbox from high, high quality sellers to be basically contact them and get them under contract and flip it.
Matt: RIght. Right. Okay so.
Sean: So structure. It’s all about structure.
Matt: Sure. Sure.
Sean: So that’s the big texture, right?
Matt: Uh huh.
Sean: So let’s get granular, granular is setting up a Google AdWord campaign initially. And then there’s campaign structure, campaign structure is you have a campaign, right? What’s the name of the campaign? Okay. So let’s call it, Epic Sellers. Okay?
Matt: Uh hmm.
Sean: Okay then you can have campaign for Epic Buyers. Right. So let’s call it Epic Sellers. Now that’s a campaign, now which is then have ad groups within the campaign then you have keywords within the ad group that needs keywords tied to a landing page.
Okay? Now Google has what’s called a quality score. The quality score is measuring the relevance of your campaign. From the campaign to the ad group to the ad to the landing page.
They want to determine the user experience. That’s why Google surpassed Bing so dramatically is because they focused on having the relevant user experience. So now as we look at a, you know campaign, we are going to that group. Right?
And the non group, we want to name it at the same keyword. So let’s say we focus on one keyword specifically then once you understand how to properly set up one keyword, then, you know, you can set up an entire campaign for it. You structure those groups correctly. So let’s focus on the keyword, say “sell house fast.”
Matt: Right. Right.
Sean: And let’s say, sell house fast, you can be more specific Glendale, California; Phoenix, Arizona, but, you know, let’s say you have “sell house fast.” That’s the keyword that if you type in Google, you want your ad to show up for that particular keyword.
So how would we structure the campaign to be able to get the highest quality store and get the pay the least, you know, per click because here’s the deal. If you got two different competitors that are bidding on the same keywords “sell house fast,” right?
Matt: Uh hmm.
Sean: And one has a quality score of four and the other has a quality score of seven. One person will pay, you know, maybe $3 a click and the other person will pay, you know, say $8 a click because of the quality score and the relevance so it really affects your bottom line and how you, you know, what you pay for it.
So now say, sell house fast, that’s the keyword we want to build. Okay? So what we do is in our campaign we have Epic Sellers and then we have an ad group. And the ad group name is called sell house fast. Right?
And then in that ad group, we’re going to have three keywords, that’s it. And there’s going to be the three type of keywords. They’re all are going to be “sell house fast” but the first one is just going to be sell house fast.
The second keyword is going to have quotes around it which is called phrase match and that is going to be sell house fast with quotes around it. And the third one is going to be sell house fast but it’s going to have bracket around it.
Bracket is considered as an exact match. So for understanding purposes with no quotes or brackets, it’s considered a broad match. And basically what happens with the broad match is it will pull up and show your ad for any type of whatever the word is or individual specific words or it doesn’t matter the word order.
So sell house fast and someone types in house, your ad will show. Fast, your ad will show. Sell fast, your ad will show.
Matt: Got it.
Sean: So when it comes to quality of keyword, a broad match keyword isn’t as higher quality as an exact match or a phrase match. Okay?
Matt: Uh hmm.
Sean: So let’s talk about the second one is the quote which is the phrase match. The phrase match is that it has to have all the keyword at present but the order doesn’t matter. Sell fast, sell house, or house sell fast, or whatever.
So it has to be all the words present but they don’t have to be in the same order. The third one is the exact match with the bracket and that one has to have all the words exactly identical to the keyword so sell house fast. Someone has to take that exact match to be able to have your ad show in the present.
So you have the campaign, Epic Sellers, and we have the ad group called sell house fast and you have three keywords: sell house fast. But they’re a broad match, a phrase match, an exact match.
Matt: Got it.
Sean: Now you’re going to have an ad, right? It’s going to show and you’re going to have a landing page so what we want to do is make the ad highly relevant to the keyword.
So in the title of the ad, we’re going to have sell house fast, right? And for cash or whatever. And that’s the title and what happens is Google will bold the keywords in your ad to make it stand out because of the relevancy from the keyword to the ad. Okay?
Matt: Uh hmm. Uh hmm.
Sean: So now from a search result page of Google, your ad shows up as a sell house fast California; Glendale, California; Phoenix, or wherever. And then in your body copy, it’s going to say, you know, sell your house fast in Glendale California, you know, they offer at top price or whatever.
And then it’s going to have your landing domain. It’s going to be the domain on there whatever that domain is. So now you have a highly relevant ad which has the keyword not only in the title but it has in the body as well.
Matt: Uh hmm.
Sean: Okay. Now when the user clicks on that ad, they’re going to be taken to a landing page. Okay? Now on the landing page, we want to have the landing page titled which is up in the title like the title of the, uh, when you type in there’s a title. The title should have the keyword in the title, sell house fast. Whatever.
Sean: The H1 tag is the header like the bold header should be sell house fast. And there should be some sort of inside the copy, sell house fast, inside the copy somewhere in that particular, in that landing page.
Matt: And all that boils down to or increases the quality score as while we’re doing that. Right?
Sean: Right. And what’s that doing is now someone, now think about the user experience, if we back up and go, I typed in sell house fast. I saw an ad that says, sell house fast. Clicked on it and it took me to a page that says sell house fast.
And so from a user experience, it’s relevant and connected all the way through, which obviously can increase conversion and it increases your quality explorer which you pay less per click.
Sean: So that all the way goes through right there and then there’s a form on there where people can, you know, throw out a form and that lead is generated. So that is a micro view of how to build a, you know, campaign with a set of specific keywords.
Now you want to do for every single keyword you want to target. Okay? So you know, let’s say your next keyword is we buy houses, you know, in Glendale, California. So you could target that specific, you know, keyword in the exact same way you have in that group.
Sean: We buy houses in Glendale, California. You have a keyword, the keywords of the broad, exact, you know, and the phrase and it goes to an ad. It would be the relevant for that and the landing pages would be relevant to that.
So that’s how you structure and you can have as many ad groups as you want. You can have 50, 100, 200, 500, or 1000. And then also i would suggest installing what’s called Conversion Tracking.
In Conversion Tracking, well, basically it will show you a code or snippet that Google gives you to put on your Thank You page after someone opt in where they actually fill out the form will take them to the Thank You page.
What it will do is it will trigger a pixel that will tell Google that you can take that conversion. What will happen is you can see which all keyword that are performing and then you want to swap the keyword that are, uhmm, have the lowest cost per week conversion. So for an example, I put in probably 50,000 keywords initially.
Sean: I don’t know. maybe 5,000.
Matt: Uh hmm.
Sean: You know, and I am pumped all the keywords in. I built the entire campaign. I built it exactly how I talk about. What I did is I let it run probably it become over a hundred thousand dollars due to campaign to figure out which ones are actually converting.
Then what I did is to eliminate the non performing keywords or weren’t converting and only let run the performing keyword. My cost per lead went from, you know a very high number down next to nothing.
So now, you know, cost per lead might be $50 to $100 cost per lead versus, you know, before when I had, you know, all the keywords then here are the non performing keywords, you know, my cost would be a little higher.
Matt: Got it. Got it. Okay so a lot of set up. Right?
Sean: Well initially here’s the deal, you can set up and you can monitor. There’s a, Google actually provides a software, a desktop software, where you can download called Adwords Editor.
What you can do is you can download your campaign and you can see from like a snapshot view of the performance of the campaign. You know, what your cost per click is you know what your conversion rate is, what’s your click through rate is, which is, you know, how many times your ad is showing versus how many clicks, and then all that information.
It’s called AdWords Editor. You can download it. You can download your campaign. You can make changes and then upload it and you’ll make changes on the files. You can click through every single keywords, you know, and check everything inside there. It’s on the snapshot view.
Matt: Uh hmm. Okay. So basically a lot of upfront work but after that it gets much easier and simpler and it’s just basic monitoring.
Sean: Yeah. What the cool thing is, is that once you deal, you have it up and running then it just consistently runs 24/7. Now I would suggest bidding strategies, I would bid as high as possible and as much as daily spend is possible that you’re comfortable with. Because, you know, don’t start up bidding $10 a day. You know what I mean?
Sean: Because what happens is you won’t be able to see the total amount of available impression you can get on a daily basis. You know in Phoenix, there might be you know maybe 10,000 to 12,000 total available impression.
Meaning at one time there’s only for specific keyword or specific group of keywords, there’s only 10,000 to 12,000 people at one time in a day that is searching for the keywords that have been selected.
So you want to open up your budget to determine what is the total amount of available impressions that I could capture and then let it run and just monitor. And you know initially it’s when you want kind of monitor and do it extremely high bid amount because you want to be ranked up in the first two or three.
Sean: You want to be ranked in that yellow section at the top of Google because you’ll get a higher click through rate which will be good for your account, will be good for your ads, which will be good for your quality score.
Matt: Is there a shortcut to determine what a high bid is for that?
Sean: Yeah, I just did like $100.
Matt: Like a hundred bucks for a click?
Sean: Yeah. That’s what I do.
Matt: Okay. So you said you started off with $100,000 budget and.
Sean: That’s really, I didn’t have a budget,
Matt: You spent $100,000?
Sean: Yeah. Only ran it, you know, ran it through, now obviously we are generating revenue through the entire process.
Matt: Right. That’s what my next question off the $100,000, what did that initially generate for you? Do you remember?
Sean: You know, that was years and years ago. I can’t initially generate but I mean it has to be in the tune of $300,000 or $400,000 in revenue.
Sean: You know it wasn’t a one to one at all. It was even still with testing it and doing it. We still we’re able to generate a positive revenue out of it because you know I mean think about it.
If you even 500 per click or you know per lead to generate a lead and you have a one to three ratio, you know, for every time. You sell $1500 but your average deal is say $5,000 or even $10,000. Well you’re deposited by, you know, $8,500.
Matt: Right. Right.
Sean: Okay. So it’s a no brainer, you know, and I tell people. I’m like, you know, if you’re going to do it then go for it. You see companies, you know, there are companies out there that will actually sell the lead, you know, to people currently like and rather have control the lead that comes in and you know I’m willing.
Now when it comes to, let’s talk about actually, you know, getting the lead, right? And getting that lead and being able to convert that lead into a seller, right?
Matt: Uh hmm.
Sean: The secret is, is that you’re going to have the lead generate some sort of email response letting me know that you have a lead that was converting. And you can view that with your, let’s say, your, you have a Weber or if you have an auto responder to enquiries or whatever.
Matt: Uh hmm.
Sean: But what it do is it automatically notify you and in some way instantly to tag a lead coming in so lead picture inbox in your iPhone, cellphone or whatever it is. You want to immediately call back that lead because let’s put ourselves in the mind of the seller. They have an itch they’re trying to scratch. Right?
Sean: They’re trying to go online. They’re trying to find somebody to buy their house. They want to find someone urgently to buy their house because whatever situation they might have.
So they have an itch thing to scratch. So what happens is they’re going to put in, the ones, and all these different sites. The sooner you call them back, you build that relationship with them then that itch will be scratched those stuff looking.
And sometimes if you’re right at the top of that paid search, they might not only look once. That means they’re not going to look at anybody else. And you’re going to be able to capture that lead, talk to them, negotiate, get the contract, and nobody knows about it.
Matt: Uh hmm.
Sean: And some of the deals you can get are just ridiculous. I mean like, you know, like super cheap deals because people have an itch to scratch.
They got to get rid of the house now. They just inherited it, the vacant property. They just you know they’re out of state and they search on it, vacant, and they trash it. They need to get rid of it now.
You know, it’s, you know, like I said it’s one of the best highest converting, highest profitable lead sources that we have in our business right now.
Matt: Got it. So how would you rate the Google versus say Yahoo and Bing. Have you tried those?
Sean: Yeah. I do, we do have campaigns set up with Bing. And Bing pretty much controls the Bing platform and Yahoo platform and in its Microsoft Ad Center which runs both networks.
Sean: So you can set up with Bing and then Bing will display ads on Yahoo and Bing and so. Now when it comes to traffic, it’s a 21 or it’ basically an 81. So 80% of traffic are coming in through Google and 20% goes to Bing.
So the comparison for traffic, there is no comparison so if you have say 12,000 available impressions, you know, off of Google. You might get 1200 available impressions off Yahoo and Bing.
Matt: Are you pulling any traffic off of social media?
Sean: We’re not really social media fort sellers right now but there’s you know there is you know between Youtube videos and almost building a hemisphere of websites and blogs is driving traffic to our site
Matt: Uh hmm.
Sean: So that’s where you pick a group of keywords and you optimize sites for specific set of keywords. And all those keywords are generating traffic back to your main site.
Matt: Uh hmm. So to go back a little bit when you’re setting up a campaign and you got your keywords in the, you got your keywords for your search. You got your keywords for your title of your ad.
You have them in the body of your ad and then you also want them in a few different places on your landing page. So you essentially kind of, you know, multiple landing pages for those ads as well. Right?
Sean: Yeah. Pretty much, you know, there’s going to be a grouping of landing, uh, of keywords that can, that you can direct to a singular landing page. It’s going to be, let’s say, you know, sell house fast. And you put sell house fast Glendale Arizona sell house fast, you know, Glendale, you know, whatever, Glendale, California sell house. You know.
Matt: Uh hmm.
Sean: And then it could be sell house fast with no space in it. Right? Because the, you know, sell house fast for cash, right? Sell house fast now, you know? So how to determine the grouping of keywords you want to target I call it as typing traffic.
So what you do is you go to Google and you type in your root keyword, sell house fast, right? And you type in sell house fast in Google, what those do is give you suggested keywords of what potentially can come after that keyword.
Sell house fast now. Sell house fast cash. Sell house fast Glendale California. Sell house fast, you know, whatever. It will give you a suggested keyword. Now for Google to suggest the keyword, it means that they have to have at least 2,000 searches a month for it to be considered a, you know, suggested keyword.
So what you do now you have a grouping of keywords that individually have their own ad groups but they’re all directed to a common landing page with the same thing, sell house fast.
Matt: Cool. Cool. I have a question that I’ve wanted to ask you. And we haven’t talked since the multitude of Google algorithm changes that had happened.
Matt: You know someone is thinking, well I’m just going to work on search engine optimization and get on my stuff for free. What would you do, you know, that’s certainly an approach but it’s not quite as easy as it used to be. What is your impression or your take on SEO?
Sean: Well my take on that would be, you know, we’re in a hot real estate market right now. Why would you want to get all your keywords and everything optimized to a high converting keyword in two to three years and just miss all the fun.
Sean: You know? So you know I’m more of like “let’s get it done now type” of person so here’s the thing is that you cannot optimize any pages or blog or whatever it might be unless you know it is converted. Right?
Why not find out through Google AdWords which are highest converting keyword and then optimize, you know?
Sean: Which pages are optimized blogs for those specific keywords. So Google will tell you and through your, you know,tracking and your conversion, you’ll know where to spend your time. So what does sell house fast is your absolute your highest converting keywords but you don’t know that. Right?
Matt: Uh hmm.
Sean: So you go well I’m going to optimize you know my keywords on you know sell house quickly. Right? So you’re not going to show up for sell house fast. You think it’s, you know, you should optimize it for sell house quickly but you don’t know. Right?
Matt: Uh hmm.
Sean: And now you find through running Google AdWords campaign down the road. Like oh my gosh, I should optimize the [unintelligible 37:58].
Matt: Right. Right.
Sean: So if you want, and here’s what I do, when it comes to search engine optimization. What I’ve done is take in the highest converting keywords, right?
Matt: Uh huh.
Sean: That I know convert. And I shot Youtube videos and ranked them in the same way. It has the title. It has it in the body, the Youtube video name, keyword, and then they show up in Google typically at the top. And they watched my video.
And there’s a link at the bottom that drives them to the landing page. And we get leads everyday from that as well.
Matt: It’s awesome. So there are multiple, multiple uses for the money that you are spending for the AdWords.
Sean: Oh sure. Yeah. It tells you a valuable information.
Matt: Right. Right.
Sean: And here’s the thing, every market is different. Like in Glendale, California, your conversion keywords might look completely different from ours so you know you might want to optimize your different keywords like you do here.
Like in Vegas right now, we’ve been running, you know, AdWords for a couple of months or six months now. What we are doing is we’re gathering intel. And what we will do is optimize sites and optimize videos and stuff like that to capture that space.
Matt: Uh hmm. Awesome. Awesome. So if someone is just getting started, you’d recommend that they go with the paid traffic route?
Sean: Yes. I mean here’s the thing if I tell any of the people, if you want to get started you want to get started quickly. You know and they say is listen. The first thing you want to deal, if I was going to jump in the real estate today and I knew nothing.
You know? Or anything about real estate whatever. First stop, I’ll go to your site. I download your information. I get a basic concept of understanding a transaction in real estate so I know basically the transaction but the first and foremost thing you have to do is you have to generate leads.
What happens is once you have a motivated seller and you have a motivated seller that is hot and you get that deal under contract, all the other dominos just start falling in the stack.
Sean: Meaning fires will line up for that specific contract. Now you’ll have to find a title company to basically get it closed. You will be dealing with the buyer now and negotiating getting that contract and being able to, you know, get that so we can make that transaction like flip on what would be your last assignment.
So the bottom line is the number one thing you got to do is just get leads immediately and everything else will follow in line. Whereas the opposite is where I’m going to get my whole business set up, I got to get my LLC set up. I have to get an office set up. I got to get my phone set up. I have to get this set up. I have to get that set up. You know?
Matt: Business cards and T-shirts too.
Sean: I got to get my business cards. I have to get my logo. I have to get my letter head. I’ve got to get (trails off). I don’t focus on any of that. It’s, you know, do that down the road as you’re generating revenue.
But the bottom line is you know what? If you don’t have leads in the business, that are fresh, you can work with and you can monetize, then you have no business.
Matt: Then you have no business. right? Absolutely.
Sean: Absolutely have no business, you know, whatsoever. So yeah. So what was fresh today? What was the deal? I say, okay. My number one focus is I need to generate leads then I can go through and set up the business. It’s almost like the ready, fire, aim approach.
Sean: You know. You were in the military. You were taught ready, aim first to get, take your breath.
Sean: And then you shoot, right?
Matt: Uh hmm.
Sean: Well now you just shoot and then go, oh, I missed it in the lap so I need to move over to the right a little bit now shoot again. Oh hey, I just did it.
Sean: So the bottom line is starting fresh today, what’s the deal? I would say start the Google AdWords campaign. Get it up and running and get leads generating as fast as humanly possible. What happens is that that’s going to get leads come in, now you’re going to be talking to sellers.
But you’re not going to be overwhelmed talking to sellers because you’re not going to get flooded when you press the on button that you’re going to get, you know, 100 leads that day.
You’re going to get them trickle in. You’re going to get two maybe on the first day then three. Then Monday, you’re going to get none. The next day you’re going to get two.
You know, so you’re not going to be inundated with leads where you can work around your job. You can take the lead. You can talk to the sellers and they’re high quality leads.
So there’s a quicker shop for success right off the bat because your lead to deal ratio is one to three. Right?
Sean: So now you got three leads coming in, now you got a deal. Oh gosh, I don’t know. Now I got to go find a buyer oh my gosh!
And then you get that experience and that check. And you know and then oh my gosh, it works! It works! It works! Right?
And then what you do is you get that check and you reinvest 15% back into the marketing, which might be the rule thing or whatever. And then you can start saying, okay. I’m ready to do direct mail at the same time.
Matt: Awesome. Awesome.
Sean: That gets people started.
Matt: Right. Thanks, Sean. I mean gosh, this is why I love having you on the show. You are so generous with your information. That was a lot of invaluable tips or certain stuff that probably everyone listening would want to go back and listen to them and write that down. It’s that valuable so thank you for your grace with that.
Sean: Yeah. Absolutely.
Matt: Hey, I know this last week. I think it was this last weekend. One of your very good friends had an accident, a tragic accident, and you’re out trying to help him heal and recover and help the family. Do you want to talk a little bit about that?
Sean: Yeah. You know everybody if you think back to high school has that one or two friends that you’re really close to. The guy that, you know, you hang out with in the lobby.
You hang out with, you know, you hang out at the house. You go back and forth and kind of grow up, you know, hanging out with, you know, with a core group of friends, you know, and maybe even one or two friends that, you know, become lifelong friends.
You know, those high school buddies that you always think back on high school and you think about that one or two people. Well this, one of my friends, his name is Mike O’neal. We’re born and raised in, you know, Vermont and went to Frank Burns in high school in Vermont.
And you know he’s grown up and now he’s in Portland and he has his family and a couple of kids. And then has, you know, obviously they live in Phoenix, but this summer I just went back from my 25th high school reunion.
But 25th high school reunion and it was a blast. We had so much fun. He came down Portland. You know, great to see our whole group of friends. We had such a good time connecting, hanging out, and everything.
Well, I laughed, you know, i laughed, came back. I was going back to California, hung out there. I got a call about, probably about 2 and a half weeks after, you know, after, you know, that high school reunion.
And I got a call from his girlfriend at that time. He is previously divorced. And he, she called me up and I didn’t know at that time. I never spoke to her before. He was obviously telling me about her when we were together and stuff.
But she called up and said, “Hi. This is Mary Allen. I have some disturbing news about Mike. Please call me ASAP.” Now I was driving to the office that day. My heart just dropped. Oh my gosh, what the heck happened? Right?
Matt: Uh hmm.
Sean: I called her back and she proceeded to tell me the story of how he was out on a Sunday afternoon just riding his bike, which he normally does, you know, every Sunday. And something happened and he wrecked. And he was in Portland. Maine is right in the ocean there.
And currently this trail, there’s a basically right on the trail, and these rocky cliffs that go down to the ocean. It’s about a 20-foot. So apparently, I don’t know what happened but he crashed and fell down the hill and snapped his spine.
Matt: Oh my God.
Sean: And someone found him and called the ambulance. He was knocked out with pain. And they found out he was paralyzed from the neck down right now. And he was on, you know, feeding tube, a breathing tube, which actually I just found out just came out today.
And but he is still completely paralyzed. So here’s the thing. I’m a pretty active guy. I know you are. You know, I got kids. I know you do too.
Matt: Uh hmm.
Sean: And anyways listening now, imagine, right? One day you’re out riding a bike. You know? And one instant, you’re riding a bike and you’re driving down. It’s a beautiful day.
You’re breathing in the fresh air. You’re looking into the ocean and you hit a rock and something happens. You snapped your back and then within another moment you’re paralyzed from the waist down. You know?
That is a life changing “oh my gosh, I can’t believe what I do,” and the thing is we all think it’s not going to happen to us, but if it did, it would be absolutely life altering. Right?
Then he works in a business, you know, where he gets a small salary and gets commission sales and stuff like that. So you know and he’s definitely doesn’t come from the, you know, $40,000, $50,000 a year.
Matt: Uh hmm.
Sean: So he’s got to go to real estate but now he can’t unfortunately. So what I’ve done to help him and his family, he’s got two beautiful kids. He’s put a fund like a fund together for him to help him out in, you know, his credit.
Because I could send flowers, I could send a card, I could send, you know, “I’m thinking of you” kind of stuff but, you know, what’s that going to do to show my empathy, right?
Matt: Uh hmm.
Sean: Of course but what’s it really going to do to impact his family. So you know with the influence of the podcast and my subscribers in the email listing based on the following and stuff like that decided to put a fund together to raise money to help him with life whatever that might be and try to help him out.
So I just launched it 48 hours ago. The goal is to raise like $10,000. I think so far we’ve raised like almost $5300, you know, so far, you know, I’m just keeping abreast with the family. Just talked to them this morning and tried to be available to help them out in any means possible.
Matt: Awesome. Well that speaks volume what a type of friend you are. And yeah we are very fortunate we do have platforms of where we, you know, use and they drive our business.
And we’re able to help people here and just another way that we can use that platform to use. Somebody else is more than happy to extend that invitation to all of my listeners and your listeners and vice versa.
Matt: And I think we both have our own audience as well. So do you have a domain name that they can get to?
And uhm, you know, funny in the beginning of the podcast we talked about, you know, paying forward and giving information, being freely, about giving information. And I hope, you know, maybe one of your listeners or two or three or whatever listen to this and maybe they’re in the business right now.
And they’re thinking, you know, what do I do to get started or how do I get going? What’s the next step to get leads? It inspires someone to start, you know?
Matt: Uh hmm.
Sean: That’s the most important thing because the sooner you start, the sooner you’ll be on your way. You’ll create what’s called momentum that will, you know, it will get you an incredible life.
Because, you know, it’s amazing where, you know, working a job and being by someone telling you when you have to be there, when you have to leave, when you have to take vacation.
You know, when you have to do things is like being paralyzed from the neck down. It’s like you’re being trapped and you know you can’t control that . So if we can give someone freedom. Right?
You know to be able to do that through the information provided so we can accept people’s lives. And I know you do it with your podcast. That is the spread of my podcast is to finish its sole purpose of building high value content to change people’s lives.
You know you want to pay it forward. Well that’s the thing because, think about it, if this information and all the other episodes you have with your podcasts is that you can, now you’re paying it forward.
People can take that information and they could apply it and it could change their lives. Now what if they pay up forward and they help someone else. And they teach someone else and they work with someone else.
Or maybe they’ll be able to, you know, donate money to someone that is need or give to charity or something like that. But it is a ripple effect that can make changes in everybody’s lives.
You know, my life has played on my Range Rove is paying forward. You know, that’s my license because that’s a way of life. You know, you know beyond Google AdWords, beyond, you know, a million mailers a month or you know multiple different cities and giving that real estate deal.
Real estate is a very selfish business. It’s about us getting a deal and negotiating and us getting, you know, making X amount of dollars, and you know stashing that money so it’s very selfish.
If you get beyond that and you can focus on what’s important is trying to affect and change people’s lives in a positive way, you know, what you are doing with the podcast. When I do the podcast is that you’ll be amazed at what opens up on your life, you know, for great things.
So you know being able to help my convenient position, you know, to build, you know, donation to him and be able to set this up and help other people, you know, it’s amazing thing. It’s unbelievably fulfilling but that’s what all this is about.
This is about, you know, it’s about using real estate as a vehicle to give you an unbelievable lifestyle but also being able to affect people in a positive way.
Matt: Uh hmm. Amen to that. Amen to that. So I know all of our prayers go out to you and Mike and Mike’s family.
Matt: So thanks for sharing that with us. I know that’s a very personal and rather tough time for you right now. Because being such good friends so thank you for that and trusting us with that.
Sean: I mean and honestly, I mean everyone listening, Matt, you know, donated a ton of money, a huge amount. And he didn’t have to do that. And we know each other through the podcast.
We had lunch together and stuff, but, you know, we’re not super tight where he’s coming over, you know, come here and back. We go family stuff so for him to do that has set an example. You know the type of person he is. You’re awesome, dude. I really, really, really appreciate it.
Matt: Well you’re welcome. It’s my pleasure and you know I couldn’t see I couldn’t give because, you know, we are blessed and, you know, I’m just loving life. And it makes me sad when i hear other people aren’t so cool.
Matt: To give to, uh, it’s Michael Lemieux?
Sean: Mike Lemieux. L-E-M-I-E-U-X. L-E-M-I-E-U-X. And that’s GoFundMe.com/437D as in dig F and then 0. There you go.
Matt: Perfect. Perfect. Okay. Well thanks a lot, Sean. Thanks for, you know, I know you’re really busy and you’re getting back to work so thanks for spending time with us over here and sharing your words of wisdom.
And if you want check out more of what Sean does over at his podcast. That’s the Ultimate Real Estate Investing podcast. He’s a great teacher, a great motivator, and a good friend, and a good person as you can tell. So thanks again, Sean. And until next time to your success, I’m Matt Theriault. Living the dream.
(Voice Over): You’ve been listening to Epic Real Estate Investing, the world’s foremost authority on separating the facts from the BS in real estate investing education. If you’ve enjoyed the show, please take a minute to visit iTunes and share your thoughts. Thanks for listening. See you next time here at Epic Real Estate Investing with Matt Theriault.
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