Mastering PPC Leads: Busting Myths and Boosting Returns

PPC Leads: Are they truly worth the buzz?

When it comes to PPC (Pay-Per-Click) leads, real estate agents often fall into one of two camps: 

• those who view them skeptically due to past disappointments,
  
  
• and those who sing their praises, boasting of returns that seem almost magical. 

So, what's the deal with PPC leads? In this article, we'll delve into the truths about this channel and unveil the two most common pitfalls that agents stumble into when handling its opportunities.

Let's look at this through the eyes of industry experts Abe Safa and Greg Harrelson.

Debunking PPC Lead Myths

Myth #1: PPC Leads aren't worth the effort.

Truth:

Let's set the record straight. While some agents have encountered lackluster results, others are reveling in monthly returns that exceed 100% from their PPC leads. The secret sauce lies in the approach – how you nurture and manage these leads directly impacts their worth.

Consider this: if a real estate investment promised an 8-10% annual return, you'd likely jump on it. Greg Harrelson emphasizes that his ventures in real estate have yet to match the ROI offered by online leads.

Myth #2: PPC Leads have low conversion rates.

Truth:

A prevalent misconception is that PPC leads struggle to convert. However, the reality is quite different. On average, PPC leads boast an impressive conversion rate of around 10%. The perceived low conversion often arises from mishandling leads – relying excessively on automated responses and failing to follow up.

Look at the bigger picture. Over the span of a year, approximately 10% of these contacts will transition into property buyers. The key lies in consistent, strategic engagement.

Myth #3: Many PPC Leads provide false information and lack interest.

Truth:

While it's true that some individuals might provide inaccurate details, with skillful handling, even these contacts can transform into genuine opportunities. Remember, even someone who playfully lists their name as "Mickey Mouse" might still be genuinely interested in the property.

Changing the Perspective on PPC Leads.

So, perhaps PPC leads deserve a second chance. If some agents are enjoying returns upwards of 100%, then perhaps the stumbling blocks lie in the strategies employed by others.

Let's uncover the two primary culprits behind agent underperformance in the realm of PPC leads: Expectations and Approach.

Realigning Expectations

Abe Safa raises a thought-provoking question: What defines success and failure in your PPC lead strategy? If your expectation is that every lead will result in an immediate triumph, it's time to recalibrate. Greg and Abe advocate for agents to grasp the nuances of solid ROI figures within this channel.

Consider this: what you gain from PPC leads are essentially names, phone numbers, and email addresses. Although labeled as "leads" for marketing purposes, it falls on your shoulders to identify potential opportunities and gauge their conversion potential.

If every lead you were paying for was red hot and ready to convert, they'd cost a lot more.

"All you're getting with PPC leads is potential opportunities. And it doesn't take a lot of them to get your money back.", says Abe.

The truth is, not every lead will be primed and ready to convert. Acknowledge that this is a long-term play. Over time, these contacts will contribute to your lead database. Focus on cultivating relationships, knowing that around 10% will convert within a year.

Your goal is that those inevitable 10% of leads close with you and not some other agent.

Refining the Approach

Abe and Greg's game-changing advice for enhancing conversions: Prioritize the lead's needs over immediate qualification.

 "I know as soon as I say that, people freak out. They think that I would never work with a buyer who I didn't qualify - and they're correct. But what I won't do is qualify them first thing. The first thing I do is give the buyer what they want." says Greg.

Yes, it may defy convention, but it's grounded in the reality of informed modern buyers.

Today's buyer leads are well-versed, armed with information about property prices and neighborhood dynamics. 

Your role is to provide what they lack: access to the property.

Begin by granting them instant access and scheduling appointments. Engage in conversations and qualification afterward.

By flipping the traditional qualification-first approach, you're not only addressing their immediate need but also maximizing the chances of capturing their genuine interest.

Putting the New Approach into Action

Imagine this scenario: A lead contacts you seeking property access. Instead of immediately diving into qualification, cater to their desire – access.

Set the appointment promptly and arrange additional appointments for similar properties. This approach naturally leads to a conversation, allowing you to assess compatibility.

Then you can start a conversation and qualify them. 

And guess what? If they aren't a good fit, you can always cancel the appointment before the call ends.

Abe confidently assures that embracing this appointment-first strategy can potentially double or even triple your conversions. By fulfilling the lead's immediate desire upfront, you secure their commitment, effectively taking them off the market and into your realm.

RealGeeks Mastery: Your Path to Mastery

Resist the urge to abandon PPC leads prematurely. Embrace these transformative shifts and watch your results soar.

For personalized guidance in refining every aspect of your real estate journey – from SEO to closing clients and navigating objections – consider joining Abe and Greg's RealGeeks Mastery, where profound expertise converges with tangible success.

Unleash the Power of PPC Leads

As you set out on your PPC lead journey, remember these pivotal changes:

1. Set Realistic Expectations: View PPC leads as a long-term investment. Approximately 10% will convert within a year. Embrace the potential of this channel for sustained returns.
2. Start with Addressing Their Needs: Prioritize granting immediate access and scheduling appointments. Flip the qualification process to optimize conversions.

In the ever-evolving landscape of real estate, PPC leads stand as an untapped powerhouse waiting to be harnessed. Shatter the myths, recalibrate your expectations, and revitalize your approach. The journey may be riddled with challenges, but the rewards can be unparalleled.

Embark on the path of PPC leads, and redefine your real estate success today.