SEO is like owning a house. Paid ads on Facebook is like renting.
– Bryan Driscoll
All About Conversion – How to Optimize Your Digital Marketing for Maximum Conversions w/ Bryan Driscoll
When it comes to generating leads that convert, Bryan Driscoll is crushing it. Using just the standard Carrot site, a few highly-targeted pages, and some PPC, Bryan is bringing in more qualified leads than he knows what to do with.
In fact, he gives the majority of his leads away, focusing only on one zip code. Today we are going to discover how he got here, what he’s doing that works, and why he’d choose Carrot time and time again vs. any other platform for his website.
Read the Full Show Notes Below…
First, you should know that Bryan isn’t in the real estate business. He owns a digital marketing agency and stumbled into real estate after using a wholesaler to buy a home of his own. He learned about the process and thought, “why don’t I just go get the leads and do it myself?”
Today, Bryan is generating leads for himself, other investors in his area, and now leads for buyers all over the country. It means a lot to me that someone who truly understands conversion rate optimization and the dynamics of digital marketing would choose us as their lead-gen platform.
I found Bryan through an ad on Instagram. I was scrolling through my feed and his ads kept grabbing my attention. I checked him out and sure enough, he was a Carrot client.
I found out who he was, discovered he was using just a standard Carrot site, yet somehow he was generating more leads than 90% of our other Carrot members. In fact, he pulled in almost 200 leads in the last 30 days alone.
So how’s he doing it? We’re about to tell you…
Less Can Be More
The first thing that struck me was how simple Bryan’s website really is. His homepage features our standard content, the design hasn’t been altered, and he has even kept the stock photo that we supply.
What he has done is create a good amount of city-specific landing pages that generate highly targeted and motivated leads. Bryan isn’t reinventing the wheel, but he is amplifying more than many others in his market.
SEO Like a Pro
Bryan started his real estate SEO journey back in 2005. He created one website for a friend, saw results, and realized he could do this for other people too. SEO used to be easier. You could even add your keywords at the bottom of the page, change the text to white, and make it so search engines could see your text, but your readers were none the wiser.
Today, Google and the algorithms have evolved. You can no longer manipulate search engines. The content you create needs to be informative and highly targeted. But as stated above, it doesn’t have to be complex.
Some of Bryan’s landing pages are barely over 300 words. He makes sure his content is spot on, his meta description, title tags, and alt attributes all checkout, and he gives the search engines exactly what they want: great content.
The Importance of Pre-Framing
Pre-framing will walk your potential leads through the entire experience. It will answer questions and blast objections You should have a solid FAQ page letting people know that YOU have the ability to solve their problem.
Show them that you have the solution, how you will do it, that you are trustworthy, and how they can take action – in that order.
Google Ads vs. Facebook Ads
Bryan works in the Pittsburg market and for him, both Google Ads leads and Facebook Ads leads cost about the same. You’d think Google would convert better as the leads are searching you out vs.
Facebook where your ad will interrupt the homeowner’s scrolling. However, Bryan sees higher conversion rates from the leads that visit his website from Facebook.
His theory is that this is because, on Google, your top two competitors will likely have ads right up top there with yours. It can be more difficult to stand out vs. when you advertise on Facebook. Your Facebook ad should be bold and direct. Letting people know that you buy houses plain and simple.
Testing it All Out
At Carrot, we tend to through things out there, then continue to test and modify as needed and we encourage our clients to do the same. For Bryan, he tested out the use of 5,000 incredible-looking postcards, only to be left without a single lead. Now, with his focus on the digital realm, he tests out everything he does modify as needed.
We do the same thing with our websites. For example, we have tested our CTA forms using 1-9 fields. We have discovered that 3 really is the magic number. Your form should ask for the address, a phone number, and an email.
And more importantly – it needs to be in that order. You want to start with the least resistant ask first. Giving up the property address is subconsciously easier than giving up your phone or email. Once they have that first field filled out, they are much more likely to fill out those other two. Of course, it’s essential to have the email addresses collected and run a Google Sheets email verification. Thus you will have a valid list of valid people.
Getting a high-conversion rate doesn’t have to be complicated. Don’t over-complicate the process or the design of your website. Start with a logo and stack things on as you go. Start building using SEO and high-quality content, using Facebook and Google Ads to fill the gap in the meantime.
When you follow the process, you too will be able to generate the leads and close the deals you have only dreamed about in the past.
Workshop: Learn How to Attract More of Your Favorite Clients by Flipping Your Marketing To “Evergreen” at Carrot.com/evergreen