Transcription
Hey, it's Chris Chico. And if you are a real estate wholesaler or an investor and you're looking to be on the cutting edge of marketing so you can get your hands, your dirty hands on the most amazing motivated seller leads before anybody else has a chance to even know that they exist. And this video is for you because in this video, I'm going to share with you the newest marketing channel that we're implementing. And I think it's going to be a game changer for those of you that that hitch hitch your real estate business on this on this wagon. And listen, I've been around a while. I pioneered the virtual wholesaling, pioneered direct mail, pioneered uh Facebook ads for motivated sellers. And whenever you jump on these things at the very very beginning, the people that do, they end up making uh more money than anybody else because the getting is good in the beginning. And this is what this channel here is. So, let's get right into it here.
I'm going to share with you an example. This is a one of our clients that we set up uh their uh YouTube ads for motivated sellers. and uh he sent me a message saying that he got his first noation contract signed with uh the YouTube leads. And so uh in in our training and in our methodology, just for clarity sake, we're doing nationwide wholesaling. And when we're doing nationwide, we're implementing a strategy of either wholesaling or nos. And we're using all inbound marketing. So these are all uh leads that are inbound. Uh people that have raised their hands and said, "Yes, I'm interested in selling my property at a discount." And so then now you're no longer co- calling.
And um one of the things that I asked him and uh I asked him uh what what how what what do you feel is the difference between these YouTube leads and the Facebook leads and uh he's made this comment to me but there's a few other pe investors that we set these ads for uh most recently and they said the same thing. they they feel that the YouTube leads are more laidback uh than Facebook and in in a sense they haven't they haven't been through the ringer of talking to a lot of people or realtors yet. Um and and this is a deal that he's maybe going to make 10K. So it's not a it's not a huge huge huge deal. But one thing to note is that when you're on Facebook, you know, a lot of times what happens is Facebook, if you've ever like, for example, recently I was looking at cars because I bought a car for my daughter and another car for myself. And then all of a sudden, Facebook just thinks that all I want to know is about cars because they keep on showing me all these ads about cars. So, you know, that's one of the things that will happen is when they see an ad for, you know, sell my house fast, they'll see other other ads. And that doesn't mean that the channel doesn't work. We have uh lots of people making, you know, uh six figures, five figures a month you uh with, uh Facebook ads. Uh but it's a little bit more competitive environment. You have to have your game on when it comes to talking about sellers. So here um is a situation where they they're not seeing that many ads because there's not that many real estate investors on the platform.
Now, when it comes to advertising on So in this video, I'm going to share with you ins and outs and how the targeting works on YouTube and everything else. have a clear understanding of what it is. Now, in to advertise on YouTube will require a Google account. Now, you might have heard of Google because a lot of investors are doing PPC, which is pay-per-click search uh marketing. And that's the other thing about YouTube ads is that where if you talk to 20 investors and you're going to have a certain number of them that say are doing search, let's say if you talk to 20 investors that are doing search, uh maybe one or two maybe might be doing YouTube. if that. So, it's a very unsaturated market. So, the campaign type inside of Google is one called demand genen. It's a fairly new campaign type uh that they rolled out and then earlier this year they eliminate eliminated what's called video action campaigns and then now you have to publish it through demand genen. Now, demand genen uh allows you to advertise in a bunch of other areas on Google. Uh but we strip away all that and we are just focusing only on YouTube.
Now, um, when we're advertising, uh, and I'm going to share with you an example of the type of campaign. This is a campaign, uh, and I'll walk you through this is, uh, so you understand the nomenclature here. Uh, YouTube campaign, uh, this is, uh, shorts campaign. So, we're only targeting the shorts feed. And I'll show you what how that works nationwide. And we're putting a limiter on on Google just to keep things in check and saying, "Hey, I don't want to pay any more than $25 a lead." And so now it it makes sure that that the spending doesn't get out of hand. So this is especially great for you if you're on a tight budget and you want to make sure that you're not going to be um Google is going to blow through your money. Now in this campaign, there's a total of nine leads that he had received. So he put a deal in the contract with nine leads. So, if you think about it, that's, you know, many times with Google search and pay-per-click advertising, the the the big push or the big sell on that is that, hey, you only need like 10 leads in order to get a contract signed. Well, this is for him equivalent to that. The cost is $327. So, you get a contract for $327. If you're unfamiliar, I mean, for for those of you watching this video, you likely are familiar with the term cost per contract. That is a very low cost per contract.
Now let's walk through how this campaign works. When we are advertising on YouTube, there's two different placements. There's the 16 by9 videos in feed. All right? And then there is the shorts. Uh both of them are the same but a little bit different. Uh the shorts feed, what's interesting is that the in the shorts feed you can get away with making, you know, um what uh what's the right word I'm looking for? for for being very uh aggressive with your claims like sell your house fast uh get a cash offer in 24 hours that sort of thing. Whereas with the infeed you have to be careful because the algorithm for ad approvals on infeed is different than shorts. So it's a bit more stringent on uh feed uh versus shorts. An ad that can easily get approved on shorts may not get approved on instream. So it's a bit of a balancing act um on that. So this is this is the main thing. So, they're going to be watching something on YouTube and then the ad's going to pop up. So, then now the question becomes is how does uh YouTube figure that out? Well, let's walk through a couple things uh first here in terms of what what are the requirements. I'm going to get into targeting in just a second here, but let's walk through the the option the the requirements that you need for advertising on YouTube.
So, here's what you need. Number one is you need a converting landing page. In on Facebook, you can get away with using lead forms. So you can do that also on Tik Tok which is just their own internal system where they will click on the ad and they will see a form pop up and it's native to Facebook or Tik Tok and then that way you don't have to worry about a website. On Google, you need a converting website. You need a website that's going to be able to drive uh you know where people go there, it loads fast and then we'll convert. This is the killer of most investors that I see come to us where we're setting up their campaigns and we see that they have this website that they're so happy that they're paying $9 a month. But guess what? It's that website is going to cost you money in the long run because I see this happening all the time where somebody has that we give them a template. We give them a vendor that they can sign up for for 99 bucks a month and then we'll build out the website on that vendor's platform. We'll take care of everything but it is $99 a month. So they want to save, you know, you know, some money because they can build this website on GoDaddy for like 50 bucks for the whole year, but they don't understand that the they're going to lose significantly more money because they're going to push traffic to a website that just isn't going to convert. So it's very important you have a converting website.
Um, next thing you need you need is a YouTube channel. Now the good news is you don't have to have a YouTube channel like I have a YouTube channel here where you have to talk and be friendly and you know you know all that other stuff right? You can have a YouTube channel that is just has no no visible video. So somebody will go there and they'll be like, oh, nobody's ever published any videos here because the videos that we're going to use for ads we're going to upload to that channel but we're going to mark them as unlisted. So that means the general public can't see those videos unless they actually um see the ad. Right now, on my end, uh we have a I have a couple different channels for YouTube for the house business. This is one of them here. And so I I did this just for credibility purposes when speaking with property owners, but it's really not a requirement.
Now, um, what we'll do is we are going to have ads that we create uh vertical videos as well as 16 by9 long form. Uh and then we will take those videos and upload them to the uh to the YouTube channel as unlisted videos. You can see here um the vertical videos. These are the videos actually we supply to our clients and then these are widescreen videos. Right? So we will upload those and now we're going to be able to use them as ads. Then uh so you need a YouTube channel, you need the videos and then now we're going to need audiences. So this is where it gets interesting with Google. See Google knows a lot about you more so than any other platform because you go into Google and you make all these searches and so many would argue that Google knows all your dark secrets. That's right. Oh, the dirty laundry.
Um, so when targeting on uh on on YouTube, then uh we have what's called audiences. And audiences is uh they have different audiences on YouTube that you can target. Uh these are the audiences here in market live events, detailed demographics, and affinity affinity audiences. I'm going to walk through them so you have an explanation. I used Chad GBT just to write something that I didn't have to bother with uh writing it um myself. So let's talk about detailed demographics. They're not kind of in order. So let's go to inmarket first. Should have put these in order. Um, inmarket people actively in market is people actively searching or comparing real estate services. Right? So that that is where there that somebody is in in the motion of trying to find a solution to their problem property. Right? So they're searching they have done some searches uh sell my house fast. they have certain done some searches on how to refine finance my house and all that other stuff right? So that's what's called in market. Then we have life events. A life event for example, moving soon is a life event. Recently moved, buying a home soon, selling a home soon, getting married, divorce. Those are all potential life events that you can also uh um you can also target on Google. Next, we have detailed demographics. Now detailed demographics um you can you can target say by homeowners. Some of them you can't like for example age is something you can't on on Google same as Facebook because of uh housing uh restrictions. Um, but you know, so you can you can target by demographics. Uh, but generally I don't do too much in demographics. And then the other one is affinity. Affinity is long-term interest. Uh, affinity would be that let's say that you know you you love like in this example, you love to garden. That's an interest that is long-term for you. So in the real estate niche, you're going to have more of uh inmarket audiences, meaning that there is intent for them to do something uh more so than affinity. Um, and so but you also want to test all of them because here's the thing. We have campaigns that are running that are uh that have some campaigns have conversions that are heavily based on an in inmarket audience and then we have campaigns that are driving conversions uh same exact campaign but now they're getting their conversions from affinity audiences. So you have to you have to launch them with all of them, put them all together and then uh and then and then allow Google to find the right audience.
Now uh in in Google you can also build what's called custom segments. And so with custom segments there's two different types. There's people with any uh interest or purchase intention uh and then people who actively search for any of these terms. So for example, you can put into Google and create an audience. we name it motivated seller search queries for anybody who has typed in we buy houses cash into the search and then now you're going to have the option of being able to target that prospect at a much lower cost than you would if you were doing a search uh Google pay-per-click and you're getting them in a different environment too as well because now you know nobody else is they're not seeing a gazillion ads right? They're not typing in a bunch of different forms all simultaneously and then you also have um here under the same you called um so we have uh this is motiv motivated uh this is motivated search queries. This is actually I call it intentions. Um my I actually mislabeled this so because I wanted to show you both motivated search search queries are people who search and then this is mislabeled. It should say motivated seller intentions. So people with any of these interests or purchase intention. So what it's doing is it's taking the search and from the search it's then deriving that this particular type of individual is the individual you're looking for and then it will take this criteria and then expand further around it. So it's almost like an affinity audience. All right, but not really. All right. Uh we're not.
So So in essence, what's happening now is that this is how the targeting works on Google. It's different than say Facebook. It's algorithm. It's based on the algorithm and Facebook really is trying to remove uh right now a lot of the targeting where the ad itself is going to drive the targeting. Meaning Facebook is going to look at that ad and then decide uh from that ad who they think is your target prospect based on their behaviors. You know, they visited a website, maybe they filled out other forms, etc. Uh Google is a bit more precise in my opinion because they're taking behavioral aspects of that individual and then allowing you to target based on those. Right?
Now, let me show you an example campaign and how that works. Now I here the campaigns the way that they're built are very similar to Facebook. You have the campaign if you're familiar with Facebook or Tik Tok ads. Then you have ad groups and Facebook they call them assets. Um and I have blurred it here because uh I don't want to reveal what are the audiences that working for us. If you're interested, reach out the link in the description and we can actually either build these out for you, you run them or give you all of our SOPs so that you can run them yourself. Um, in this particular example, you can see that one of the ad groups is the one that drove all the conversions. So, eight conversions. All right. And, uh, 60 clicks and the average cost per click is $4. And, uh, the total spent was $240 with an average cost of conversion of $30 for those conversions. So equivalent cost uh per lead that you would find on Facebook a little bit higher because Facebook for example, if we're do targeting nationwide, we can get cost per lead of about $15, sometimes 12, etc. This is going to be a little bit more expensive. However, it is going to be a higher quality lead because of the intent uh nature of things inside of the ecosystem. They're going to be a higher quality lead because of the fact that they have not seen that many leads. So, you're getting them a little bit earlier on in the process and now you have them all to yourself versus other uh other channels such as Facebook here.
Now, I believe, you know, here's what I tell you. I've been on the forefront here uh when it comes to digital marketing for the real estate niche and not a whole lot of people are on here. And so, I highly recommend that if you're not on this channel, you need to get on here. Now, we can help you. You can go YouTube University, but you one thing I want I got to warn you is that Google is very, very fast to spend your money. You got to be careful because they will be aggressive at the beginning of a campaign and you got to put the right things in to throttle it. Otherwise, they will they will spend like there's no tomorrow because there's a lot of traffic and a lot of opportunity on YouTube. And so, as a result of that, you know, you can get these campaigns to run away from you. But if you do it right, even if it's in a low budget, you can make it work.
So, this is just one piece of the puzzle, the ads part. The next part is how do you take advantage of all these leads all across the country where you might get leads in markets you didn't even know existed until the lead came in. Are these leads any good in these small markets? Well, I've got clients that are making a killing with these type of leads regardless of the platform. So, I want you to watch that video that's going to pop up there and then I go into further detail on our strategy for taking advantage of these nationwide leads.