Transcription
Most wholesalers are still cold calling, driving for dollars, and calling agents, while the smart investors that are in the top 1% are using AI to generate motivated sellers. And I'm about to show you the exact media leverage system that generates us over 3,000 motivated sellers and appointments every single month for our clients. And you will be the first one to know how exactly it works.
But here's what blew my mind. I just helped a wholesaler replace his entire cold calling system with this new AI marketing piece that literally reduced his cost per acquisition and cost per deal and increased the amount of revenue that he gets per deal by using AI marketing. And he went from spending over 40 hours a week dialing, cold calling, or even managing cold callers to just focusing on hot leads coming into the pipeline, being booked in their calendar, in their Google calendar, so that they can just focus on the best leads possible. And this while they're sleeping, on vacation, or just in the office, and they're waiting for leads to actually book an appointment inside of their calendar.
And you're competing with every single investor that are doing the exact same thing because the gurus are teaching this to every single person. All these courses, they teach you the exact same thing. And you know what I'm talking about. And the hours that you put in, the time that you put in, and the cost in order to acquire a deal keeps going up, and the results keep going down.
Meanwhile, there's a completely different approach that most investors are missing out on. It just so happened that I have spent over $15 million in advertising in the last four years on Facebook and over $10 million on Google so I can actually teach it to you to actually generate really good motivated sellers. Not really good, the best motivated sellers in the market. My name is Esteban Andrade and I have helped over a thousand real estate investors make over $50 million in deals in just 5 years by doing pure advertising. And I have discovered that the investors and wholesalers that are making over $100,000 a month, they're not just working harder. They're not having multiple channels just for no reason. And they're grinding, cold calling, driving for dollars, calling agents. They actually have systems that are leveraging marketing, media buying, AI, and good technology. And all of this does the work for them.
It all comes down to a precise AI marketing system that uses media leverage so that motivated sellers actually are chasing you as opposed you have to chase them. And once you understand this system, you'll realize that the top investors are getting over 10 qualified appointments in their calendar per week, while others are cold calling all day and maybe speaking with only one maybe okay good lead that is asking for a million dollars for their house every single time. And I'm about to show you this exact framework that can generate you over 50 qualified leads every single week. And I'll show you the campaigns, the systems, the automations, everything step by step, very detailed because I want you to learn.
My YouTube channel is full of education about marketing, sales, and business so you can actually scale your wholesaling business in an easier way. Well, let me tell you right now. I have worked with many investors and it's never been super easy. But we can make it simpler. And that's why I'm obsessed with helping you understanding these frameworks so you can actually do it for yourself. So in the next 30 minutes, I'll show you exactly what you need to understand so you can start using media leverage so you can create AI marketing systems so you can do this at scale. If you want to stop grinding and start actually scaling in a smart way and you really want to take this to another level, you know that you need inbound marketing, then subscribe to my YouTube channel and watch other videos that I have here for you because this video is about to be great. So without further ado, let's dive into this.
Pillar number two would be the precise AI legion system. So this is the media level. Okay. Okay. The first thing that we got to do is understand that there are different steps or there's different things that you got to take into consideration. One big thing that you should know is that you should read "100 Million Leads" by Alex Hormozi, which talks about the different ways to generate leads. This is a really, really good book that any entrepreneur should actually be watching. And if you don't believe me, look at this right in here. I have it right in here. "100 Million Leads" by Alex Hormozi. It has over right here, 6,400 Google Amazon reviews. This guy is one of the most recognized persons in the business space. So right here, this is the book that you should be reading, "$100 Million Leads." Okay, I always talk about him. You should be reading that book.
Now, so the first thing is you got to be able to leverage a lead generator. So let's start with that. Here's what usually a lead generation channel would look like. Okay, let me go over here. Let me just see if I can just help you. Okay, so there's different inbound marketing channels that you should be able to take a look at. The first one is going to be Meta Ads. All right. Second one is going to be Google Ads. Um, the third one I may, let me actually close this here. So, Meta Ads, Google Ads, YouTube Ads, and TikTok Ads. Now, Meta Ads is Facebook and Instagram. Uh, and those are the main inbound channels that you should be looking at. And there is no other one that I know of. Potentially TV ads, but I mean that's another level and I don't deal with that one. Now, these are the inbound channels that you should be going for if you really want to scale to multiple six figures or seven figures a year. And so the first one would be Meta Ads. Everyone knows that homeowners are on Facebook, you even doing Facebook groups or Facebook posts and so on, Instagram as well.
Um, the second one is Google Ads. This one is more of an intentional based, search-based type of marketing. Uh, YouTube Ads is kind of in between. Uh, and TikTok Ads is more again, similar to Meta Ads, which is disruption marketing. There's the last one that I don't really touch much of because, I mean, not I'm not an expert, but there's great people that do TV ads out there. Now, start with Meta Ads. This one is a disruption marketing type of, uh, disrupt disruption type of marketing, right? So the key here with Meta is that we got to create video ads that convert. And usually this comes down to a short-form funnel that you got to be able to create. If you create a short-form funnel where 80% of your ads are short-form videos, and you know, 30-second to 60-second video that ultimately follow hook, body, and call to action, where you essentially are delivering sellers with a great value proposition offer of offer value proposition or touching base on their pain points and their biggest desires, you're going to be able to attract, retain attention, and ultimately make them take action. Okay.
Now, the next one is hyper targeting. So, in order for Meta Ads to actually work, you're going to have hyper targeting campaigns, which means that you're going to be able to allow the new Meta Andromeda and the Meta Ads algorithm to target your individuals the right way. So ultimately, you would want Meta to do most of the legwork. However, whenever you do proper copywriting, it helps you with targeting. The next one is going to be Season Pixel. So when you use a Season Pixel and essentially attribute data back from every single lead, every single appointment, every single contract, every single deal that you close, you're tracking and sending it back to the algorithm. Now the pixel gets enriched. And for those that don't know what a pixel is, it's basically a tracker that you install in every single one of your landing pages that you run ads. And for example, agencies that have multiple hundreds of clients, they get that data and essentially are able to share that data back into their out into their pixels. Even though you need to create multiple pixels, but that data now is going back to the pixel. So every single qualified lead, every appointment, every contract is sending it back to the Facebook algorithm and therefore now you're seasoning the pixel. So for example, us, we have over five, six years of seasoning and ultimately over 700 to a thousand real estate investors and wholesalers now that we actually merged with get sellers.io. Now we have multiple real estate investor data of high quality data.
The next one is going to be Offer Differentiation. So you, as a wholesaler, as a one-trick pony type, need to move away from just being a one-trick pony and being able to solve different issues from different sellers in different ways. So you got different offers like you got wholesales, you got u-flips, you got novations, you got creative financing deals, right? You got all the different types of ways to solve seller problems, including even listing referrals. So differentiate yourself in the ads saying that you have a better offer. Not only that, you should be able to say, "Hey, look, I can pay I can pay you more than a regular real estate investor would because I can buy creatively or I can give you $5,000 more than any other investor guaranteed. I can give you $1,000 extra for moving expenses. I can give you on average we pay $8,000 more than any of our competitors and we're able to buy on your own terms," like things like that. You know what I mean? Now, those are good offers to run. Um, now the next one is going to be Tracking KPIs. If you track, you measure, which what you measure, you're able to see where you're at and where you potentially could be the month after month, week after week, and the trends that you are taking from the last few runs, and therefore you can improve it. If you're able to track your funnel numbers, then you can improve it. Okay.
Um, the next one would be having the right ad spend. If you have the right ad spend, then that's going to help you a lot because here's the thing, a lot of agencies tell you, "Oh, start with $50," or coaches, "Start with $50," but that might that may work for like nationwide campaigns where you really don't have a good grasp of what you want, the type of leads that you want. But if you really want to do local campaigns, you have to have the right ad spend. So I highly recommend that you start with a hundred to $150 depending where you are in the market with Facebook ads. And, and the same goes with any other marketing channel. If you're spending less than appropriate in order to get to the right cost per appointment, the right cost per contract, right cost per deal, then you're going to just take longer and therefore you're going to become more impatient and the weeks and the months that you're not getting results because you're spending less amount, you're just going to become overwhelmed and frustrated. And instead, just start with a good amount from day one. If you don't start with a good amount from day one, like it's going to be very hard. Okay.
Um, so that goes for Facebook. Google Ads. Capital that you got to be able to spend here is it should be quite higher. So, I say $6,000 to $12,000 minimum. Some markets you can start at $5,000, but $6,000 to $12,000 minimum is what you should be spending on Google. Now, let's just keep it at $5,000. Some markets are, you know, you can give it a break and essentially do that. The type of labor that you need is you're going to need one media buyer or hire a done-for-you agency that can help you with the setup and manage ads, copywriting, making sure that all the keyword strategy is set up correctly, whether that's exact keyword strategy, phrase match keyword strategy, or broad match keyword strategy, or a combination of both. I personally like doing exact and phrase match keyword strategy. Um, and you're also going to be doing one lead manager or inside sales agent for speed to lead, which what you need. You actually need that on Facebook as well. But this helps you with two-minute follow-up. A speed to lead plus follow-up qualification is what this lead manager or ISA is going to do. Now, there's some AI ISAs that can help you do this.
Now, the goal is to get appointments or live transfers as soon as the lead comes in because you know with Google Ads, it's unpredictable of when they actually should be coming. But based on data, 50 to 60% of people actually come after hours or times that you know people are just searching online. Media side. So make sure that you have a way to create static creatives. Now with AI, ChatGPT and all these other platforms out there, you can do it, but you can always hire someone on Fiverr, for example. Have copywriting in place because if you are actually just like the noise and doing everything that everyone else does, you know, if you say the same thing, "We buy houses," "We buy ugly houses," or, "Sell our house fast," and it's the same thing everyone else, then you're not going to stand out and you're just going to be seen as someone else or just another company. Make sure that your landing page is actually optimized for higher conversion. There's an entire video training that I go over on the different checklists of what you got to have in terms of the landing page and funnel in order to actually get it optimized. And then you have an email follow-up drip that essentially you're essentially are not only reminding them about the appointments if they book an appointment, but as soon as the lead comes in, you're hammering them with proper value proposition and, you know, valuable emails that ultimately are going to remove any type of objections that any sellers would have with you.
Now, next one in terms of technology, how you leverage this is make sure you pixel your website for your targeting campaign. So, if you're doing Google Ads and and then doesn't matter if you're only doing Google Ads, still pixel your website or pixel your landing pages with the Facebook Ads pixel, your YouTube Ads pixel, and even TikTok if you run it in the future, but like at least Facebook Ads and Instagram Ads pixel so that your pixel ultimately starts getting seasoned based on conversions, right? Or based on attributions of proper numbers. Now, use a CRM to outbound text and email after they opt-in. This is very important. So, you can use different CRMs out there, but use an AI chatbot to pre-qualify and book appointments. Because you're not going to get to everyone right away. It's going to be very hard for you to actually get people on the phone whenever you're calling them, even if you call them within two to five minutes. You know, pickup rate could range from 65 to 75%, you know, averaging 70% the first try, and then, you know, as long as you follow up properly and you have nurture campaigns and then reactivation campaigns, you're going to be able to get the majority of the leads if you do properly have a cadence on this, right? So the skill to manage this or skill to do this is quite high unless you use an agency that are professionals and they normally have a long, long cash conversion cycle of about one to four months. So, here's some info about the cash conversion cycle about Google. So basically, you know, from the moment that you launch a campaign all the way that, you know, whenever you close, it takes about one to four months. Let me know if you need this document. I'll be more than pleased to actually give you this document. It would take kind of low to mid management. So, the best campaigns depending on how you actually set it up, whether you're doing it a lot of broad match campaigns, broad broad match keywords, you would need higher management, but normally when you set it up an exact phrase match, it would require a little bit of low to mid management where you're essentially checking every day, but it's not like you're having to do crazy changes. You're just making sure that you're excluding keywords or you're ultimately doing copy changes and looking at your data in order for the campaign to actually optimize towards best cost per lead.
Now, this one is high lead quality but has high competition. If you go to Google, anytime you go to Google, you'll see that Google, for example, when you say, for example, "cash for my house," right? And then you're going to see that there is, all right, one capital home buyers, two fair value offers, Pash offers, and look at this. These are all sponsored and taking the majority of the real estate right in here. Look at that. Plus, now you've got Google Google Maps being in there, right? So, what that means is that you're going to have a lot of competitors that these leads are going to go to as well, not only you. So, make sure that you do your very, very best to actually get a hold of them and, you know, just use the best proper sales process. Okay, we're going to dive into that.
Now, the next one is YouTube Ads. Capital is about medium, $2,000 to $10,000 a month for ad spend. Labor will need about one media buyer again to set it up, do copywriting, same thing, lead manager, inside sales agent. Every single inbound channel will need that for appointments, live transfers, and speed to lead. For YouTube Ads, it's different obviously than Google, but similar to Instagram, where you're going to need one or more video creators of UGCs. So, essentially these are user-generated content, which now you can do with AI, by the way, but actors that would ultimately do the videos with you or for you, or you can do your own videos, which gives you the celebrity effect overall, right? The next ones would be AI videos. I like doing these ones with, for example, you know, Google V3, or for instance, Sora 2.0. These are very good platforms to make videos. There's another one called Cling. Requires a little bit more skill, but you can also do that as well. Media. The way that this works on YouTube is you can have a great video creative. You can have two types of ads: short-form and medium-form. So what's short-form? Obviously, you've got Shorts, which is from YouTube. And medium-form is whether, you know, they're skippable ads before the, you know, before the video starts. Let's say in any video starts, or in, you know, in-stream ads and so on, whenever, you know, the video is already running, and you know, it's just the middle, you're not, you know, usually you're not paying for YouTube Premium, so you're going to get those ads, right? Which homeowners would get those ads, basically, right now. Static creatives. This also works. I mean, there's a way for you to retarget or target cold traffic on static on YouTube. So, for example, I'll just give you an example. If we go to YouTube right here, then you're going to be able to see some of them are static thumbnails or they look like videos and so on. So, let's go in here and let's see if we can find something static. All right. So, it seems that I don't have any ads right here. Let me see. Shorts. Okay, I'm not getting ads because I think I think I have YouTube Premium and so on. But anyways, whenever you go on your phone, you're going to be able to notice those ads and so on that are static and, and short-form copywriting. This is very important. Make sure you follow the best practice of copywriting so that you got a great hook where you essentially are catching a person's attention the very first three seconds, very important, all the way to the five seconds with YouTube. Depending whether you do short or medium, you're going to need a better, a different strategy for each because this one is kind of like a mini VSL, and this one is just a short-form video, similar or almost the same as Instagram. And as a matter of fact, most agencies actually focus on doing short-form because it's easier than medium-form to crack. So that's another thing.
All right. So landing page, same thing as Google, same thing as Facebook. If you have a high-performing landing page, then it's going to help. Let me show you how our landing page actually works, looks right now for YouTube. So this is one of the examples that we have for dynamic landing pages on YouTube. As you can see here, it's a dynamic landing page where it is very simple. It's branded to our brand. And then here, for instance, we got the reasons for wanting to sell. They're going to be able to click in here and then they continue clicking until they get to the next questions based on the answers. Then we're going to be able to have, based on Google Maps, the next steps. No, it's not listed, for example. And there's a series of questions that cover basically budget, authority, need, and timeframe, which is essentially, you know, what we want to do, what we want to know from homeowners, with an offer in here. Now, you can change this headline, make the offer even more spicy. In here is just the three-step process that is very simple for homeowners to actually just go over and understand. Right. That's for landing page and funnel. The email follow-up sequences are very important. They you need to have a the first, the first week email follow-up sequences. So this week is very important. The first seven to 10 business days is where you need to hammer them. Where you have to have an authority hammer on calls, emails, and so on, as SMS as well, to get them. It's very important that you actually do that, and you add as much value as possible that are going to be just breaking any objection that they have. Okay.
Now, technology side, make sure you pixel your website. Similar to what we talked about, use CRM to warm leads and help you with pre-qualification. So on the YouTube Ads, skill is a little bit high in terms of difficulty with YouTube. With TikTok Ads, I don't want to go too deep into this, but capital is medium. So $1,500 to $3,300 a month on ad spend minimum. Now, you're going to need a media buyer. You're also going to need the media, the video creators, and you know, use these and your own videos. Very similar process to Facebook and even YouTube short forms. Video creative, same thing. The difference between TikTok and Facebook, which says that TikTok, well, is slightly a new platform. Well, they're trying to ban it from because it's a Chinese platform, and then the US hopefully buys it. But it's a platform that, you know, more and more homeowners are starting to actually adapt to this platform and going to this platform in order to go search for news or, you know, buy stuff. So it's becoming very popular. However, my preference is still always going to be Facebook and YouTube. All right. Skill is medium difficulty. There's some people out there that teach it. We don't teach it. I don't teach it. But I've done it. I've done it many, many times and got good results with it. And TV ads, don't ask me, but that's inbound marketing in there.
Now, the second thing we got to do is stabilizing these channels and setting proper expectations if you're going to really do that and try to get some results with this. So, first things first, make sure that you have at least a six-month minimum of marketing stamina because if you don't, then it's going to be super hard for you to actually have the enough capacity of sustaining this marketing. So whether that's you need to go get a credit card or some sort of funding from the bank, I'm not a financial advisor. However, I do see clients and myself that I leverage myself. I leverage capital a lot by going to other financial institutions and ultimately leveraging this other people's money or having a capital partner that ultimately helps me with that. The other thing is, you know, go get deals, go make deals, go make money and use that money. Reinvest it back. Don't start buying, you know, Gucci shoes or Gucci bags or, you know, taking your girlfriend to like very expensive dinners. That's kind of crazy. Don't do that. You know, just make sure that you reinvest it back into your marketing. So, for example, what are you at, what is the price or are you, what is my return type type of person? So if you're the leader, then you know how to invest. But if you are the first one, if you are a "what is the price" type of person, I guarantee you that you're never going to be, you're never going to be successful unless you make that mental shift. Unless you actually go ahead and start being more mature in business and thinking, "What's going to be my return?" and figuring out how this, how am I going to make the best possible thing in my business in order to make this a high return. Then don't, don't go into paid marketing. Like, stick with your free marketing. Go and do like, still go to the realtors. That's fine. Like, completely fine, you know, do cold calling or, you know, just drive for dollars, you know, live the low six-figure or or maybe high five-figure lifestyle, and that's okay, right? Like, not everyone is really meant to become a millionaire, and that's totally understandable. And, you know, no offense whatsoever, I'm trying to do here. I'm just trying to be real.
Now, there's three stages on any campaign when you launch them. The first one is stabilizing. So you stabilize campaigns. You make sure that you are understanding what are target costs per lead, cost per appointment, cost per contract, cost per deals. Making sure that you're understanding how to approach these each one of these leads, right? Marketing-wise, so on, sales-wise, and the different tactics that you need to use in order to like get them into good into a contract by having great offers, great mindset, great follow-up systems, you know, connecting, connecting, connecting with the sellers, basically. And just ultimately having good sales sequences, optimizing the campaign. So from that data, from the leads, appointments, the contracts, from the deals, the quality conversations that you do have with the person, you ultimately are able to give it back into the mark to the marketing team that you are using, whether that's internal, like an agency, or a freelancer that you hire, doesn't matter. But you got to make sure that this data is qualitative feedback that you give them back.
And then the next one is just scale, like, you know, doubling down. Like if if you can double down whenever you start seeing results and then increasing your ad spend by 20, 30% every single time, you know, potentially every week or every month, then why, why, why thinking about scaling it? You got to be able to reinvest, and it goes back to like, what instead of "what is the price," "what is the return," right? So I actually like to highlight that in here. This mindset is a great thing for me. Then you start generating appointments with a positive, cost-effective, faster method to get traction. So if you're hiring an agency, then the return on investment versus cost plus evidence of best performance strategy is ultimately needed. Make sure that you dive into a game plan with your agencies. I'm not sure if you work with agencies in the past, but just learn that most agencies, they would essentially charge you either a base plus performance or a base, and this could range from $2,000 to $5,000 a month. And it's true, like you, good agencies need to be paid well. If you can't do this and you can't think that these people are going to be partners and that, you know, they want the best for you, then that's a diff, that's that's a different story. However, some agencies are definitely shitty. They're just, you know, putting together an ad there. They haven't been in the business for long. They just, you know, came into wholesaling like, wow, like there's so much opportunity here. They learn, you know, one course here and there, but in reality is that they don't, they don't have the capacity to actually deliver really good results or understand marketing at the level. So, for example, Hes Media can start either with Facebook Ads or Google Ads or do both. We have multiple clients starting both. And good marketing agencies can help you reactivate leads that you have already generated in the past that have opted in or had an interest in selling and get quick, quick wins from remarketing, SMS, email, phone calls, and retargeting ads.
One big thing that you got to know about good agencies is they got to have a strategy for higher conversion. Here's the thing, the best marketing in the world should pre-sell the leads before they ever talk to your closers. Again, the best marketing in the world pre-sells the leads on your offer and comp and company and service before they talk to the closers. So understand how this is going to be done from your marketing. Obviously, you can always go and pay per lead, go to getsellers.io, and also you're going to be finding leads individually, but we're talking here on how to actually either take it in-house or go with an agency.
Now, here is a pre-launch protocol that we follow. It's we use the SMART goals method: Specific, Measurable, Achievable, Relevant, and Time-based. So what is it that we're going to do? How we're going to track it? What is the result? And then how we're going to achieve this type of result? I mean, is there anything that we've done similarly that if we can say that, hey, this is going to be applicable? And how long is it going to take? Because some agencies, they don't set proper expectations. We set proper expectations. And then in the first two, seven to 10 days, two weeks, essentially, we're setting you up for a proper launch. We can always give you this instant lead package deals. And now we have where we can create instant leads before it launches. However, in order for you to launch your Google Facebook Ads campaigns, you got to be patient and understand all the protocols and expectations. So then when you launch within 24 to 48 hours, you start getting appointments and live transfers. That's how it works. With PPC, it might take a little bit longer to actually ramp up. Okay. Um, just because it requires a, you know, heavier learning infrastructure and it being able to get data is lower than Facebook, but then over time, you know, you can decrease the cost per lead as it starts with higher cost per lead and then decrease the cost per lead over time on Google, and then, you know, ultimately you're going to be able to get better results and scale higher.
First, you got to know your audience. Okay. Know the behavior of the leads per marketing channel. Know what competitors are doing. If it's an online channel, you can also visit Meta Ads, go to Facebook Ads Library, and type in literally like keywords. So, let's say for example, I'm just giving you an example right here. So if we go in here and we do "cash offer." So for example, we have "Zero Risk Cash Offers" right here. You can always take a look at what they're actually doing. Whether that's short-form videos, medium-form, so on. Where they're sending the leads to. So it seems like, for example, this one right in here, they're sending leads to a landing page. Landing page seems to look like this. And they have very short text as copywriting. Super, super straightforward. Their videos should be very simple, well actually highly edited videos in here with UGCs. Here is an EGC for women. This one is supposed to be a case study testimonial. They work, those work really well. This one I'm assuming is straight direct to offer type. Okay, here's the survey. You can always take a look at what other people are doing right there and see how that goes. You know, reverse engineer that funnel, understand how they actually work. This one is a case study, but these are all paid actors. I can guarantee you. We got in here another one, selfie-style, horizontal style. Lots of video, lots, lots of Facebook Ads. About 340 Facebook Ads, Zero Risk Cash Offer. You can always search by keyword in here. Anyways, you get the deal. Go and start searching for Google Ads. We do transparency. So if you know, if you go to Google Ads Transparency page, then for example, let's just say, let's see if we have "Zero Risk." Zero Risk offer. Let's see if we can find it. Should be an advertiser. If you know the name of the advertiser, just search for it. Zero Risk. No, here I found here a "We Buy Houses" type of page. You're going to be able to see all their videos. For instance, right here, this one is a video that you can find started on October 4th. I'm sorry, buddy. Andrew is actually a friend. But I found his ads right in here. We're just doing like a like a rundown of Liz Buys Houses, for example, in here. So, you're going to be able to see like the set of creatives, video creatives, and so on that are across the US. My internet is not so great right now, but you should be able to actually search for essentially the advertising name or, you know, if you do a reverse engineer of different advertisers, go put their website, see if you can find them. Go find the advertiser, see if you can find them, and you'll be able to see the different type of video advertising. Okay? Or even Google Ads. Okay? So that's for Chinese espionage. TikTok also has a similar thing, but you should go and search for a TikTok library.
Now, make sure that you set KPIs to target. So, if you set KPIs, there's an example where these are the most important ones: Cost per lead, cost per appointment, obviously, lead quality, qualitative feedback, lead to appointment rate, lead response rate, ad spend ROI, speed to lead, ultimately CRM management, and follow-up rate. These are the one of the most important ones. The one that I like to measure a lot, okay, at the end, which is the end KPIs, would be about cost per contract. Okay, cost per deal. Okay. Once you measure these ones and then you're able to know what's your cash conversion cycle, then you're going to be able to know what's the ratio of cost per deal with the deal size. Okay. And this ratio is the same as the famous ratio of CAC to LTV ratio, which is cost per acquisition LTV. And as long as this is at minimum 3x, you should be profitable. Okay.
So here are some PPC expectations. There's an entire video that I went over this one right here for PPC expectations. Next up is optimization of the channel. So in order to optimize, here's a few steps that we follow. Step one, you create feedback loops with your marketing and sales team. They're all together. They are meshing. They're a two-way, two-way type of feedback loop. Okay? It's not like marketing sucks. It's not a sales suck. Even though a lot of times because it's such a human error or a human issue, sales has a big, has a lot of pressure, but marketing also needs to be very good with feedback loops. Step two, make sure that you have sales process refinement. So see pillar four, this making sure that you have a sequence, you have a framework that you can follow, and ultimately this framework is what allows you to close consistently, whether you do a one-step close or a two-step close. Okay? Step three, make sure that you improve KPIs. You get better costs, you get higher conversions, and then better show rates. And step four, you turn leads into appointments so that you, whenever you turn leads into appointments, these are higher quality leads. Then you're going to be listening to all phone call conversations to do better. Evaluate the call process and their answers to do better as a sales matter that you're going to do. Do more of what turns leads into deals. Eliminate what doesn't turn leads into deals. And 100% tight lead management process. This is very important. If you're ultimately buying for flipping or wholesale, cherry-pick buy box leads.
Step five, ultimately turn appointments into contracts. So, make sure that you listen to all appointments, calls to do better. This is very important. I learned this from Cole Gordon in the eight-figure mastermind because I was struggling as a sales leader, right? I'm still growing as a sales leader. Manage lead opportunity pipelines like a pro and make sure you take proper notes or your closers take proper notes. Your setters take proper notes. Ultimately, this is a note-taking, note-taking template right in here where we go over the different things that we actually cover in here. So why here, current situation, pain, problem, why can't they keep doing this themselves, cause and consequences, goals, urgency, timeline, support, partner, spouse, finances, personal personality, what they want in someone that can help. Ultimately, this is a template that they can actually write down during the sales, during the sales conversation. Okay? Make sure that you go deep into the motivation and get deep into their goals, their desired situation. This is their current situation, their desired situation. Okay? And make sure that to re-engineer process as to why there was no contract locked up, as because you got to be able to review these calls and why didn't it close. And ultimately, what to do better next. Make sure you master sales process, negotiating, objection handling per channel, whether that's outbound avatars or inbound avatars. They need to have their own framework in order to because you know they're different, and for sometimes different channels, you should be able to understand how to ask the proper questions. Facebook Ads sometimes behave differently differently than Google Ads. Some Facebook Ads are not ultra distressed, and they they're not going to ultimately sell right now, but they will sell later. Some Google Ads, they just have a lot of competitors and a lot of offers on the table. So, how are you going to handle every single one of these, right? Make sure that you create SOPs, playbooks for this.
And step six, turn contracts to closed deals. So, ensure that you're making money, obviously, right? So, this is the most important part in my opinion because if you are getting a lot of contracts, but they're not turning to close deals, and I've seen a lot of nationwide campaign people that they want to be a nationwide wholesaler like my friend Nick Perry, but they don't have a proper lead acquisition system and a disposition system, then they're they're going to just die. Okay? Make sure that you're making money. Have an extra strategy to make sure to close the deal and make money. For example, Nick Perry talks about novations a lot and he does a lot of novations. Majority of his business is novations. It's okay. Cash wholesale deals potentially do it for local markets. You know, more like localized targeting, but novations work extremely well for nationwide. So, pick which battle you want to fight. And then ultimately, measure ROI or ROS, you know, return of advertising spend. If you're getting a four, five X, that's pretty good. Okay, be content with that. Okay, 3x, that's just the minimum. 2x, you're barely making money, right? But make sure that you do from 3x to 5x, okay, is acceptable. Four to 5x is good. Great. Start being at 5 plus, 6, 7x, amazing is like 7 to 10x. But you don't see that overall in an entire 12-month period. You see that maybe in a month or two or three. But then it's okay to have four to 6x. Okay. 5x. Okay.
Increase marketing spend while avoiding diminishing returns. This is another thing that they actually go through like every single ad channel. And whether you're targeting local, it might have diminishing returns faster. If you're targeting nationwide, it'll be slower diminishing returns because you have way more area to target. But if you have diminishing returns, this just make sure you change strategy, change creative, ultimately increase your area or have different ways to actually skin a cat, right? And sometimes you have to be able to advertise at certain seasonal peaks, right? I always say that Google is highly, highly scalable in this industry, and you can really spend a lot of money on Google. So, and you can do that in the same Facebook, but you have to expand your market, your target market, right? If you're covering like a market of like a million people and then you're going to be doing that entire year, you obviously are going to have diminishing returns because you're going to just cover the entire territory, even if you do many different types of angles or creatives or ultimately just have different offers to show to different people. At some point, you need to be able to expand. Okay.
Now, step seven, get more deals. So, do what's repeatable. At the end of the day, business, wholesaling business work, just ultimately grows by getting more deals, getting bigger deals, and doing it over and over, getting, you know, repeatable customers, right? So, here's my growth framework that I stole from Alex Hormozi. Be better, do more of what works, and then ultimately do new after you have improved these two first. Okay. Um, actually, I think Alex Hormozi talks about doing more first, then doing better, and then doing new.
What are the marketing KPIs that you got to be able to track for cold calling? Hours worked per lead, two to three dials made, connection rate, so 6 to 12% list dependent. Connects per hour, the dialer running to let's say 10 to 15 connects per hour and so on, and conversations that you're having. So the number of conversations, and these all are all metrics. Number of dials made, number of hours worked, connection rate, connects per hour, number of connects per hour, and so on. Direct mail, amount of mailer sent, response rate. Okay. And then obviously cost per, cost per lead, cost per appointment, cost per contract, cost per deal, so on. PPC, these are vanity metrics, but impressions, clicks, conversions, ultimately, and then that's in the marketing side. And everything else, you got to make sure that you measure leads, right? MQL leads, right? So these are high-quality leads. Number of quality conversations. You could potentially start also measuring as well SQL leads based on sales calls. But if proper marketing is on, MQLs will almost equal SQLs. But you may have different criteria that you can only identify during the sales call. Number of quality conversations, number of appointments set, right? Number of offers made, which is basically from the offer, from the appointments, how many they actually showed up and that you actually made an offer because they're supposed to be qualified. Otherwise, they wouldn't be going into an appointment. You should be giving offers to almost every single one. But, you know, depending on sales process, you should be asking for the price, not giving a price. Number of contracts signed, number of sold deals, average deal size. Okay, so this is revenue per deal, basically. You know, the higher revenue per deal, you know, the more profitable you're going to be. We're seeing that our clients whenever they're highly profitable, they stay within $20,000 to $30,000 per deal. So, try to do that. Cost per lead, cost per appointment, cost per contract, and cost per deal. Okay.
How to scale marketing spend. So, don't start a second marketing channel until you're spending at least $20,000 on one channel. If you're getting diminishing returns, for example, on Facebook.
Let's say, let's say you you start getting diminishing returns on Facebook um at 6 to 8K a month. Okay, maybe you have a smaller market. Okay, you're getting traction with Facebook. Uh then, you know, add Google plus Google PPC plus Facebook. They work together pretty well. And then you're going to be able to scale with these two channels, right? With Google PPC as um big one and then Facebook ads as your targeting campaign and so on. Then scale marketing up or down depending on your return of advertising spend.
So for example, cold call if you're getting 4x or more than ultimately scale. Direct mail if you're getting 3.5x or more scale in PPC if you're getting 3x or more scale. So, it's totally okay to be at 3x scale off cost per appointment. So, we're in the business of buying appointments, not buying leads, right? So, making sure that you're getting appointments, calls, okay? Whether that's in person or as as a call, that's different, but uh obviously in person appointments are going to close at a higher percentage.
Establish a maximum cost per appointment. So average deal size divided by target ROI divided by appointments per deal. That's the maximum cost per appointment. So let's say for example average deal size let's just say is 30k divided by target ROI 5x that's six 6K all right divided by the appointments for a deal. Let's just say we're getting 10 appointments for a deal and that's $600 per appointment that you would be buying essentially.
Um, search for diminishing returns. For example, if $5,000 gives you 10 appointments, but $8,000 gives you 12 appointments, you're paying only 3K for an extra two appointments only. That's a diminishing return. So the possible solutions would be to allocate ad spend better at other markets, increase the size of the target market, add another marketing channel, decrease pre-qualification criteria, and add retargeting campaigns.
Okay. Now, some mistakes that a lot of people do uh that don't don't allow them to get leads in contracts. One, lack of technology or AI in their business. They're not automating. Okay. So, automation is king right here. Okay. Uh and you start hiring and hiring and hiring or a lot of things just get harder to do. Okay? Because you can't build a business right now in 2025 and compete with all your competitors by doing what used to work in the world war. Like you have to use technology to your advantage.
Bad speed to lead follow up. That's a huge one. If you if you're if you don't if you're not doing two to five minutes two minutes or less than two minutes to be honest less than two minutes followup I mean you're really losing against your competitors another another investor is going to come in soup you in okay.
Don't have an amazing client experience. So this comes in from essentially uh the beginning. So as soon as they opt in the lead form. So essentially they're giving you the information and then you're going they're going to the landing page and then they're going to they're they're watching the VSSL and the credibility stack, right? The 30 stack and then they are uh ultimately booking appointments and then the the reminders for appointment plus the nurture indoctrination cadence plus the personalized follow-up up plus and then the um ultimately just having a high quality conversation and then the rest they don't have an experience great experience throughout the entire lead close process it's going to be hard for you to compete.
Avoid having real connection with the seller okay. So a lot of you would go into price-based thinking. You you would set the seller into a price based thinking, logical type of conversation as opposed to an emotional and you that this avoids having a real connection with the seller. The other one is addressing objections and concerns early on and when they happen. If you don't learn this, it's going to you're going to struggle a lot. I'll give you some tips where you can use NAPQ in order to actually do that.
Following up following a structured sales process, this is a huge one. Okay, there's many sales processes out there like NPQ, Steve Shrank sales process, RGB bait sales process. Choose the right one for you. Um, bad persistent at with lead nurturing. If you don't have lead nurturing with SMS, email, RVMs, calling, right? Uh, even paid ads, lead nurturing, it's going to be very hard for you to compete.
Persistent with lead nurturing again leveraging social proof and third party stories during the entire conversation or the pre-sales pre pre- conversation. So like before you get a conversation make sure that you have uh social proof credibility package and authority sack where you hammer them with authority um and then remove as many objections as possible.
Failing to track and measure KPIs. This is this is the last one but this is a big one. If what doesn't get tracked doesn't get improved. Okay. And that's the pillar number two for marketing.