Latest / Connor with Honor: AI, Real Estate and Real Life / THE LEAD GEN COP'S COMPLETE FRAMEWORK: How to Never Get Scammed by an Ad Manager (And Hire the Right One Every Time)

Transcript

THE LEAD GEN COP'S COMPLETE FRAMEWORK: How to Never Get Scammed by an Ad Manager (And Hire the Right One Every Time) · Connor with Honor: AI, Real Estate and Real Life

0:00
SPEAKER_00: Welcome to Southern California Verified Leads.
0:02
SPEAKER_00: I want to talk about some of the lead generation tactics that are going on out there, hopefully saving you a little bit of headache and, of course, money.
0:09
SPEAKER_00: We don't like to chase likes.
0:11
SPEAKER_00: We actually chased evidence.
0:12
SPEAKER_00: And I'm the lead gen cop, Connor.
0:14
SPEAKER_00: So if you've ever hired an ad guy or ended up with a pile of junk lead, mystery numbers, tire kickers, or bots, you're definitely not alone.
0:22
SPEAKER_00: The problem isn't actually in advertising.
0:25
SPEAKER_00: The problem is no verification, no chain of custody, no accountability.
0:29
SPEAKER_00: So today I'm going to give you a framework that you can use when you hire somebody like me and keep them honest, whether you run a home service business, medical practice, legal office, B2B company, or anything in between.
0:41
SPEAKER_00: By the end of this episode, you're going to know exactly what to ask, what to demand, and how to tell if, well, you're about to waste some money.
0:48
SPEAKER_00: So let's get into it.
0:49
SPEAKER_00: So the real problem, most lead gen is unverified.
0:53
SPEAKER_00: So for me, lead gen comp, here's the hard truth.
0:56
SPEAKER_00: Most lead gen operations, they sell hope, not verified outcomes.
1:00
SPEAKER_00: They'll show you impressions, clicks, reach, cost per click.
1:04
SPEAKER_00: They talk about brand awareness, but when your phone rings and it's someone asking you if you do oil changes and you're a roofer, that's not marketing.
1:12
SPEAKER_00: That's kind of akin to a crime scene.
1:15
SPEAKER_00: So let's define this core issue.
1:16
SPEAKER_00: Most businesses buy leads the same way.
1:19
SPEAKER_00: They'd buy a used car in a dark parking lot.
1:22
SPEAKER_00: No inspection, no history, no proof, just vibes.
1:26
SPEAKER_00: Southern California verified leads, we run on one standard.
1:29
SPEAKER_00: If it can't be verified, it doesn't count.
1:31
SPEAKER_00: Because your ad spend isn't a donation, it's a business investment, and investments require receipts.
1:37
SPEAKER_00: So here's the other part of this.
1:38
SPEAKER_00: Do you have a lead coming in?
1:40
SPEAKER_00: You probably paid$8, 10,$12,$15 to have that information come through on your lay in.
1:45
SPEAKER_00: Now I'm not talking about like the old days in Google where certain individuals would go out there and just hammer on the inquiry button on somebody's ad that was placed on Google and basically burn up all their ad spend at 10, 12, 15 bucks per click.
2:00
SPEAKER_00: After a while, Google got smart and started to identify by IP address.
2:03
SPEAKER_00: But some of these folks, they're haters out there, they're unrelentless.
2:07
SPEAKER_00: So they will then go on to other computers at their business and other off-site locations, log in from a different VPN, and just nail, nail that business.
2:16
SPEAKER_00: And, you know, if you're pay playing paying on Google, sometimes it gets super expensive.
2:21
SPEAKER_00: $20,$30,$40 per click.
2:23
SPEAKER_00: And that's not even a lead, that's a click.
2:26
SPEAKER_00: Facebook and Meta, little different thing.
2:28
SPEAKER_00: They're pulling down through leads, so that's actually a little bit better in that particular mechanism.
2:33
SPEAKER_00: However, you know, again, that those issues, people going out there and hammering the uh anyway, it's not a donation, right?
2:39
SPEAKER_00: All right.
2:39
SPEAKER_00: So let's let's let's verify this.
2:41
SPEAKER_00: So, number one, a verified lead has a proven source.
2:43
SPEAKER_00: Where did it come from?
2:44
SPEAKER_00: Meta, Google, PPC, LinkedIn, Organic, or Partnership.
2:48
SPEAKER_00: Now, with Google, sometimes you're not going to get a lot of verified information with Facebook and Meta that it's attached to that account holder.
2:55
SPEAKER_00: Not a lot of bots there that are going out and clicking on advertising and filling out forms.
3:00
SPEAKER_00: It'll be run into every once in a while.
3:01
SPEAKER_00: But most of the leads I find, at least on that system, they're a lot better than the others, at least for now.
3:06
SPEAKER_00: And the advertising marketing world that is morphing every day, something's different.
3:12
SPEAKER_00: Probably some of the new type of advertising is going to be embedded into these large language models, where let's say you're a particular beer brand, let's say you're Budweiser.
3:23
SPEAKER_00: If somebody starts to talk about beer with their particular chat bot of choice, their large language model, maybe they're just talking about it, trying to work through something.
3:34
SPEAKER_00: More than likely, that advertisement's going to be in place.
3:37
SPEAKER_00: Where if you're just talking about garden variety run-of-the-mill beer, very vanilla beer, no actual name, not like Modello or Budweiser or whatever Coors happens to be, then the system's probably going to come back and identify with an actual name brand that's paying them to do that.
3:54
SPEAKER_00: That's probably how the monetization could eventually work, but it's going to depend.
3:59
SPEAKER_00: I don't know if that's going to be a friendly thing to people or not.
4:01
SPEAKER_00: But then that'll kick off the mechanism and the mind of the person using the large language model, telling it about its life or whatever other issues happen to be going on.
4:11
SPEAKER_00: And it starts to talk about a conversation revolving around beer.
4:14
SPEAKER_00: And then, of course, well, it just brings up that name.
4:18
SPEAKER_00: And if it does it enough, a lot of people don't switch around.
4:21
SPEAKER_00: I think it's 4% might.
4:23
SPEAKER_00: I have three or four different ones I engage with often.
4:26
SPEAKER_00: And they're very different in the way that they produce content, not just content, but interact with me.
4:32
SPEAKER_00: Uh, Claude has become kind of my favorite coding and content model when I'm building a website or putting together a funnel or a landing page.
4:40
SPEAKER_00: That one seems to be my favorite.
4:42
SPEAKER_00: Again, I use a lot of uh the ChatGPT and also Google Gemini, both paid platforms on those.
4:48
SPEAKER_00: Just depends on what I'm doing.
4:50
SPEAKER_00: I'll use Google a lot to verify.
4:52
SPEAKER_00: Claude seems to eat up tokens quite frequently.
4:55
SPEAKER_00: So I'll run out of space in my$20 a month plan and I'm not signing up for the 200.
5:00
SPEAKER_00: So I can take the code it makes me and go over to Google's Gemini and say play with it, and I can get a full day's work done with them just refining that same type of code.
5:10
SPEAKER_00: But it also depends, it feels like how busy the platform is.
5:14
SPEAKER_00: If the platform's too busy, then the stuff is kicking out's horrible.
5:19
SPEAKER_00: You can see that in the image model in the nano banana.
5:23
SPEAKER_00: I they they pulled that name and it says images now.
5:26
SPEAKER_00: But when you go and have an image made for you, let's say you want your particular picture, a photograph of you, some kind of a headshot inserted into a photograph.
5:36
SPEAKER_00: If if it's not really labored too much, if the system's kind of open, then usually those results seem to be better.
5:44
SPEAKER_00: If it's a high volume traffic time, it seems like if you're asking it to change the picture from, let's say, a four to five format like you might use for Instagram, trying to change it to a 16 by 9, which is the landscape type YouTube stuff.
5:57
SPEAKER_00: And I do a lot of this in my advertising marketing, it'll spit back that same exact image you had in the four to five rendering.
6:04
SPEAKER_00: So it doesn't do any modifications to it.
6:06
SPEAKER_00: But if it's not as busy, like two or three o'clock in the morning, yeah, sometimes that happens.
6:11
SPEAKER_00: And I'm asking it for things.
6:12
SPEAKER_00: Usually it's a lot faster and it does clean up whatever I want.
6:16
SPEAKER_00: So there's a few uh much fewer uh iterations that I have to give and give to the system.
6:21
SPEAKER_00: So, okay, so the proven source, proven intent.
6:23
SPEAKER_00: What did they request?
6:25
SPEAKER_00: What problem when you're acquiring a lead, what problem are they trying to solve?
6:29
SPEAKER_00: Proven identity, do we have real contact info and a way to follow up?
6:32
SPEAKER_00: Or is it just John Smith and the email is something not very nice?
6:36
SPEAKER_00: Which, if you've gotten leads, you see how that works.
6:39
SPEAKER_00: People don't like that.
6:40
SPEAKER_00: Proven chain of custody, you know, can we tie the lead back to the ad, the landing page, the keyword, the creative or content piece that generated it?
6:48
SPEAKER_00: That's where that A-B testing is super important.
6:51
SPEAKER_00: If you're gonna go and you're gonna pay Meta or one of these other systems two$2,500 to$3,000 a month, and they're gonna, you're gonna pay me another few hundred bucks to manage your ad.
7:01
SPEAKER_00: There better be some A-B testing in there.
7:03
SPEAKER_00: And I'm not talking about by you, you're paying them directly.
7:05
SPEAKER_00: I'm talking about by the advertising marketing person you're putting together.
7:09
SPEAKER_00: Because, you know, you're only one good ad away from just being overrun with leads.
7:15
SPEAKER_00: And the way that they focus, it used to be that when you would advertise, a lot of that was just to those people in your network, in your periphery.
7:22
SPEAKER_00: And let's say you're a real estate agent, you have a whole bunch of other real estate agents in your periphery.
7:28
SPEAKER_00: Well, you're not trying to advertise to them.
7:30
SPEAKER_00: You know, you want to advertise to regular folks.
7:32
SPEAKER_00: They're looking to buy and sell houses.
7:34
SPEAKER_00: That's where you want to get the eyeballs.
7:35
SPEAKER_00: So the algorithms now change to be more intent-focused.
7:39
SPEAKER_00: That's the same thing on the organic side, it's kind of transferred over to the pay side.
7:43
SPEAKER_00: So that's a that's a big benefit, but the ad itself is gonna have to be configured in such a way you also get that traffic.
7:50
SPEAKER_00: And when Google sees that the ad seems to be gaining a lot of attention, it's gonna throw it in front of more people and just really blow your phone off the hook.
7:59
SPEAKER_00: Or your AI system is capturing the leads and generating it.
8:02
SPEAKER_00: And then the feedback from whatever platform you have.
8:06
SPEAKER_00: I use Honor Elevate, which is a system that I've built.
8:09
SPEAKER_00: Whatever platform you have, it being able to communicate back with Google via Pixel or C API or whatever system you happen to have integrated.
8:20
SPEAKER_00: I think Pixel's almost done.
8:21
SPEAKER_00: In fact, I don't even see anybody using it.
8:23
SPEAKER_00: But basically a bridge between your particular business, what happened with that ad, what was the outcome, and the feedback getting back to Google, and then Google's able to further squeeze down and get even better leads.
8:37
SPEAKER_00: That takes a little bit of time, but not that long.
8:39
SPEAKER_00: You just have that have to have that right bridge put into place.
8:42
SPEAKER_00: So we had a proven chain of custody.
8:44
SPEAKER_00: We got that.
8:44
SPEAKER_00: Okay, so now let's talk about the hiring.
8:47
SPEAKER_00: The ad man, freelancer, cousin who runs ads, here's the test.
8:51
SPEAKER_00: I'm gonna give you nine questions.
8:53
SPEAKER_00: If they can answer these cleanly, then you're dealing with a professional.
8:56
SPEAKER_00: If they dodge, well, you're about to get worked over.
8:59
SPEAKER_00: So, number one, what's the offer?
9:00
SPEAKER_00: Why should anybody care?
9:02
SPEAKER_00: If they start target talking about targeting before they can clearly state your offer, what your offer is, then stop right there.
9:09
SPEAKER_00: A strong offer isn't we do plumbing.
9:12
SPEAKER_00: Strong offer is something that differentiates you from everybody else.
9:17
SPEAKER_00: And and it doesn't have to be gouging your own worth, cutting into your price.
9:25
SPEAKER_00: A lot of people say they care about price, but there's much bigger headaches to attack as a service business than just price.
9:33
SPEAKER_00: Same thing on the lending world, same thing in the real estate world, agents and lenders and other people and those types of endeavors, they're very quick to discount themselves.
9:42
SPEAKER_00: They're very quick to race to the bottom.
9:44
SPEAKER_00: You're whoever insert name here, that's who you are.
9:47
SPEAKER_00: And you have a whole different mechanism.
9:49
SPEAKER_00: So if an ad person, a copy person, the one that is putting this into play for you, is saying, hey, the first best thing we need to do is just cut into your bottom line.
9:58
SPEAKER_00: Well, why the hell am I hiring you?
10:01
SPEAKER_00: They should be able to find some other angle.
10:04
SPEAKER_00: And it might take a few renditions, a few tests, but once you get that A-B testing set up and you see what ad starts to produce, you'll know when you hit it.
10:13
SPEAKER_00: It's just like drilling for oil or you know, trying to strike gold.
10:17
SPEAKER_00: You'll find it once you get it.
10:20
SPEAKER_00: And then that ad, just like that, without any changes, is going to live for as long as it will.
10:25
SPEAKER_00: That could be months and even years in some cases.
10:28
SPEAKER_00: That could be, that could provide for you some kind of escape velocity if you're trying to retire or sell something.
10:34
SPEAKER_00: That could be that one thing could be the difference between it, and that's where a good ad or copy person is going to bring you.
10:41
SPEAKER_00: All right, so so the we do plumbing thing, I talked about that same-day service, you know, maybe a no dispatch fee.
10:48
SPEAKER_00: Again, is that a real thing?
10:50
SPEAKER_00: Do people charge for dispatching?
10:51
SPEAKER_00: Actually, rolling out to properties, free inspections.
10:54
SPEAKER_00: Again, we're not talking about cheap.
10:58
SPEAKER_00: We're not talking about least expensive.
11:01
SPEAKER_00: We're giving ideas that secure a better placement.
11:04
SPEAKER_00: 24-7 emergency, fixed pricing, that means no BS.
11:09
SPEAKER_00: That's why my model in advertising might as well start it right.
11:12
SPEAKER_00: It's got a fixed per month fee.
11:14
SPEAKER_00: That's it.
11:15
SPEAKER_00: If you want other stuff, all this other fancy stuff that I do, great.
11:18
SPEAKER_00: But if we're talking about just getting the internal, the internal mechanism where it goes from whatever we happen to have the ad placed coming into the system where you have access on your phone, you have access for all of your employees, you have access for everybody, anybody whoever is going to be using this particular lead system.
11:36
SPEAKER_00: It's going to round Rob into people.
11:38
SPEAKER_00: It might come directly to you, you and three others to do the callback immediately.
11:44
SPEAKER_00: The system itself is very nimble like that.
11:46
SPEAKER_00: So getting all that set up, it's$1,500, then$300 a month, and that's where it stays.
11:52
SPEAKER_00: And then we work on the ad, and then from how I watch and how I see what kind of leads are coming in, and then your closure rate.
11:59
SPEAKER_00: Now, if you have to be able to close too, that's kind of important.
12:03
SPEAKER_00: There's some of these companies out here that say that they're going to book it all for you.
12:07
SPEAKER_00: But, you know, if you're in sales, if you're in your business, you know how to talk to people, you know how to put that together.
12:13
SPEAKER_00: So I wouldn't pay some other country some massive percentage of your revenue to be able to close or to be able to get people to actually choose your company.
12:23
SPEAKER_00: Plus, when they do that and they get then get you on the phone, God forbid, if they change one little thing you do, it's embarrassing and it's difficult to recover from, then the uh the reviews come in.
12:35
SPEAKER_00: So those companies are probably very short-lived.
12:38
SPEAKER_00: Just be wary if they're promising, we're gonna do all of the phone call, we're gonna get all this stuff set up for you because they aren't you.
12:46
SPEAKER_00: And when they're talking to real people, yeah, they'd have to be a clone of you to be able to make that work.
12:51
SPEAKER_00: And they'd have to be a good one.
12:52
SPEAKER_00: All right, so guarantee, financing, all this stuff is great.
12:55
SPEAKER_00: Fast turnaround is wonderful.
12:57
SPEAKER_00: But if you don't have a compelling offer, ads just accelerate failure.
13:00
SPEAKER_00: So, number two, what's the cost per qualified lead?
13:03
SPEAKER_00: Not the cost per lead.
13:05
SPEAKER_00: So a lead is an actual form fill where you're getting information from somebody, not somebody just clicks.
13:10
SPEAKER_00: I talked about this earlier.
13:12
SPEAKER_00: A qualified lead is someone who matches your criteria and has a real need for the specific thing that you serve.
13:19
SPEAKER_00: Now make them define what qualified means for your business location, budget, timeline, job type, decision maker, service area, industry fit, or as far as B2B goes.
13:30
SPEAKER_00: If they can't define qualified, well, they can't optimize for it.
13:33
SPEAKER_00: They have to be able to understand how that works.
13:35
SPEAKER_00: Now, number three, we'll how you track down every lead back to the source.
13:40
SPEAKER_00: You need source tracking like evidence tags.
13:42
SPEAKER_00: So there's call tracking numbers, form tracking, UTM parameters.
13:46
SPEAKER_00: We have landing page variants, keyword search, term reporting.
13:49
SPEAKER_00: That's for the Google PPC.
13:51
SPEAKER_00: Google PPC, it was amazing back in the day.
13:56
SPEAKER_00: But a lot of people are using the large language model of choice to do their inquiries and their searches.
14:02
SPEAKER_00: So instead of going to Google and typing in a question or about businesses, usually people are going to Gemini, which is Google's AI, or Met on Facebook, their AI, or Amazon, or they're going to Microsoft Copod, they're going to Gronk AI, they're going to Claude AI with Anthropic.
14:20
SPEAKER_00: They're going into those systems and asking the questions.
14:23
SPEAKER_00: If they have the big rappers out there like Perplexity, then they're asking that.
14:28
SPEAKER_00: And then that system is pulling in, you know, whatever the result is.
14:32
SPEAKER_00: So for people going to Google, a lot of people still do, but you know, that's starting to wane, and more people are going into their particular uh large language model of choice and doing that inquiry.
14:44
SPEAKER_00: So that placement's super important.
14:46
SPEAKER_00: That happens not just with paid ads, but also the organic end of it.
14:50
SPEAKER_00: That would be something that's incredible for incredibly important for a business to build out.
14:55
SPEAKER_00: And I was talking to somebody yesterday when I'm putting together content.
14:59
SPEAKER_00: She was very, she said, Well, I'm never going to read, you know, 6,500 words about our particular company or our particular particular offering.
15:10
SPEAKER_00: I said, No, you won't.
15:12
SPEAKER_00: You know, or excuse me, she she said, people won't.
15:16
SPEAKER_00: And I said, that's right.
15:16
SPEAKER_00: I didn't build it for them to read it.
15:19
SPEAKER_00: Now, I built it, so if they do want to read it, they'll be able to absorb a lot of information.
15:24
SPEAKER_00: But most people don't have the presence of mind nor the patience to do it.
15:28
SPEAKER_00: And she said, Well, I would read it.
15:30
SPEAKER_00: I said, Well, that's your generation.
15:31
SPEAKER_00: A lot of us read a lot of stuff and we'll read it all the way to the end, even if it's as boring as time, just because we want to make sure that we're not getting screwed.
15:41
SPEAKER_00: We come from that world.
15:42
SPEAKER_00: We remember pre-internet, pre-let's hurry up.
15:47
SPEAKER_00: For all of us, mostly growing up, was let's hurry up and wait.
15:50
SPEAKER_00: But the new generation, they don't want to waste the time waiting.
15:54
SPEAKER_00: They want to get to the answer.
15:56
SPEAKER_00: So, first off, these long format blog posts that have links and they're optimized for SEO, AEO, which is answer engine optimization, which is going to be more curtailed as some large language model doing that type of search.
16:09
SPEAKER_00: You give it all the low-hanging fruit you have.
16:11
SPEAKER_00: And then from there, AIEO, which is um artificial intelligence engine optimization, which I think it's very much synonymous, at least everything that I've seen written on it with AEO.
16:21
SPEAKER_00: People try to talk about it like it's a whole different thing, but again, the similarity is uncanny.
16:27
SPEAKER_00: And then GEO, the geographical engine optimization.
16:30
SPEAKER_00: SEO is search engine optimization.
16:32
SPEAKER_00: If you remember that, that was how these different large language models really thrived.
16:37
SPEAKER_00: Now it's being talked about as search everywhere or everything optimization.
16:43
SPEAKER_00: But as long as you have the content put out there, whatever you're writing, whatever you're having your marketing team write for you, or an employee or however you happen, however you happen to be doing it.
16:53
SPEAKER_00: And I talk to people, I give talks at large offices all the time.
16:57
SPEAKER_00: So if you want that, reach out to me.
16:59
SPEAKER_00: But that content needs to be organized with a particular structure, just like it used to have to be for search engine optimization to rank high in the organic channels of Google.
17:09
SPEAKER_00: So when people would go to Google and ask about business, they would be able to find you, you know, without you paying for the ad space, right?
17:16
SPEAKER_00: Remember that?
17:17
SPEAKER_00: Well, now with the artificial intelligence engines, the AEO or AIEO, those particular mechanisms need to put within and embedded within a particular blog post.
17:27
SPEAKER_00: So you're going to talk about questions and answers.
17:29
SPEAKER_00: You're going to talk about FAQs.
17:31
SPEAKER_00: You're going to talk in a conversational way for parts of the article.
17:35
SPEAKER_00: You're going to include a TLDR.
17:37
SPEAKER_00: Too long didn't read right at the beginning.
17:39
SPEAKER_00: Slap the summary right up at the front, and then also have an additional summary at the end that's going to bring in a few more components.
17:46
SPEAKER_00: You're going to structure it that way.
17:48
SPEAKER_00: You're going to want it to be easy to read.
17:50
SPEAKER_00: You don't want it to be some massive paragraph of nonsense.
17:54
SPEAKER_00: You want to have it broken up.
17:55
SPEAKER_00: And yeah, if it goes on eight or nine or ten pages on a particular blog post, whether using WordPress or some other CSS or HTML system, that's great.
18:05
SPEAKER_00: You know, they're going to be able to get to the part of the article.
18:07
SPEAKER_00: Also, within it, it should have links back to other content of yours.
18:12
SPEAKER_00: So not just, you know, raw links are okay as long as they're surrounded by keyword-rich text.
18:18
SPEAKER_00: So if you, let's say, during our working with each other, let's say we we did a blog post on crowns.
18:26
SPEAKER_00: Uh, if you're a dental office, we we put together something on crowns, how they're made, kind of things that really people wouldn't assume or understand about crowns, why they're important, about what they're made of, how all that works, how they're actually constructed, what you do at the dental office versus what this outside organization that actually makes the crown, what they do, what the what the uh the actual weights are as far as how they measure, how they get it put together.
18:53
SPEAKER_00: It's very fascinating.
18:54
SPEAKER_00: But if you're then writing another article, maybe about potential services, you'll want to have that link in there if you're gonna be mentioning crowns or we do crowns.
19:03
SPEAKER_00: So you're gonna want to link to that text, and you're gonna want to bring that to that article that you also had put together.
19:09
SPEAKER_00: And all of that stuff, it sounds complicated, but it's all done via sitemaps.
19:13
SPEAKER_00: Site maps are very helpful.
19:14
SPEAKER_00: That's why at the very beginning, when you're putting together a blog post, is this a did I do a blog post on this?
19:21
SPEAKER_00: I don't know.
19:21
SPEAKER_00: I haven't, I don't think I've structured this yet for a blog post.
19:24
SPEAKER_00: I'll probably put some content in accordance with it.
19:27
SPEAKER_00: From this, I'll pull the transcript.
19:29
SPEAKER_00: I'll pull the transcription from this video because a lot of it is you know bullet point reminders for me.
19:35
SPEAKER_00: Here I have on my computer screen cameras up here.
19:38
SPEAKER_00: But you know, I also go off script just like I am right now, talking about some of the other parameters as far as lead generation.
19:44
SPEAKER_00: So you need those two components.
19:46
SPEAKER_00: I I know that um on some of the posts that people write, if you're a brand new business, you might as well start, not just with the lead generation, you know, getting those leads within that first two or three weeks by paying for them, you know, that's cool.
20:01
SPEAKER_00: Then you're gonna get you're able to get some money to start rolling in.
20:04
SPEAKER_00: Then when you and your lead person or lead company actually start really hitting it and that and it starts to work, you see an ad starting to generate.
20:11
SPEAKER_00: I swear it's just like striking oil.
20:13
SPEAKER_00: It's the weirdest thing.
20:14
SPEAKER_00: But that phone, the bookings fill up depending on how you have that structured.
20:18
SPEAKER_00: Are they landing on a landing page?
20:19
SPEAKER_00: Are they talking to some AI system that's gonna book an appointment?
20:23
SPEAKER_00: Are they going right to a booking page and choosing that on the calendar?
20:26
SPEAKER_00: And then is there some kind of feedback loop in place from when they fill out the booking to actually be there if they happen to cancel or delay?
20:36
SPEAKER_00: And then how does it work to get back with them?
20:39
SPEAKER_00: So not just them booking the call, but also going to their email, also going to their phone, and then having those reminders via SMS, you know, with them maybe a day before the meeting, maybe an hour or the before, maybe five minutes or before, depending on how you're gonna meet with them.
20:54
SPEAKER_00: Just those little constant reminders.
20:56
SPEAKER_00: And then after that, what's the connection and communication process?
21:00
SPEAKER_00: Is it going to be potentially to have them put on some kind of a nurturing system because they're not ready right now for whatever service you happen to offer?
21:08
SPEAKER_00: This is that's that's kind of a more of a real estate in it.
21:10
SPEAKER_00: I mean, somebody needs a plumber, they're not gonna wait for a couple months unless they're kind of maybe thinking or entertaining about doing a full repipe.
21:19
SPEAKER_00: Maybe right now they can just replace, you know, here and there, kind of piecemeal it together.
21:23
SPEAKER_00: But if they're actually thinking about doing a repipe, that might be something that has a little bit more of a delay.
21:28
SPEAKER_00: You paid a lot of money for that lead, you've had a lot of interaction, you spent your time on procuring that person, talking to them, being being social, you know, being attentive.
21:38
SPEAKER_00: You don't just want to let that thing go and forget about it.
21:41
SPEAKER_00: I can't tell you how many marketers I've talked with.
21:45
SPEAKER_00: Well, quite a few.
21:45
SPEAKER_00: I don't know.
21:46
SPEAKER_00: I'm not gonna get super dramatic, but at least 10, probably in the last six months, that said, okay, I'll call you back in the future, because they caught me like right at the time, and maybe there was something I saw online that kind of sparked my interest because.
22:00
SPEAKER_00: Of the world that I live in, this verified leads world.
22:03
SPEAKER_00: Whenever I'm seeing somebody selling something online, I think, well, I wonder if my clients could use that.
22:08
SPEAKER_00: What is that?
22:09
SPEAKER_00: What are they talking about?
22:11
SPEAKER_00: And almost all in all cases, it's some kind of BS that people don't need.
22:15
SPEAKER_00: How to set up webinars, which again, webinars have their place, but that webinar isn't an organically received and advertised webinar.
22:25
SPEAKER_00: The webinars are all paid for.
22:27
SPEAKER_00: So that's also a pay-per-click campaign or some kind of ad management campaign via Meta or other systems.
22:33
SPEAKER_00: So if you're seeing these show up on Instagram and Facebook and you're seeing these ads in there, and then you click to learn more, click to register for this webinar.
22:42
SPEAKER_00: That's that's that whole mechanism.
22:44
SPEAKER_00: So if you sell something like that.
22:46
SPEAKER_00: And in real estate, the agent real estate agent world, setting that stuff up does work out well.
22:50
SPEAKER_00: We do that, and that's something that might help.
22:53
SPEAKER_00: If you're a dental office, that might not be a bad thing to do as well.
22:57
SPEAKER_00: So you can set those types of things up.
22:59
SPEAKER_00: But anyway, so I see them, and of course, you know, the ad copy is so good it makes me want to engage.
23:05
SPEAKER_00: So then I'll go click on it, and it'll be talking about maybe building an AI agent.
23:09
SPEAKER_00: And I know that you know that hasn't arrived yet, but it's you know, 2026 is going to be that year.
23:15
SPEAKER_00: More than likely, we're gonna have our AI agent, and we're gonna be able to say, listen, this is how I produce my content.
23:24
SPEAKER_00: This is what I start with.
23:25
SPEAKER_00: It'll be able to make a video clone of you, it'll have your voice already, because that's probably something you already built into something, and then it'll be able to produce content based on the last five days of new house news outlet stories that pertain to your particular business, or looking at some kind of a historical record on how people search for your business or the questions and issues they have with people in your business or industry.
23:49
SPEAKER_00: Those are always good places to start.
23:51
SPEAKER_00: Because if you can go with a majority of people's problem pertaining to your business when it comes to them hiring you as a service, and you're already talking about the BS, just like here, I'm talking about the BS in advertising and marketing, it does change the game.
24:07
SPEAKER_00: It does make things, it makes it more personable for people, and it just verifies that you're just not there collecting checks.
24:14
SPEAKER_00: You're actually, you know, taking a moment to educate people because I'm not gonna be everybody's flavor.
24:19
SPEAKER_00: You know, I'm not gonna delude myself into thinking I'm the best choice for everyone.
24:23
SPEAKER_00: Some people just won't work with me.
24:24
SPEAKER_00: Some people like to kind of bend the rules when it comes to advertising and marketing.
24:29
SPEAKER_00: I know that sounds strange, but you know, I'm I came from a longtime cop.
24:32
SPEAKER_00: I really don't, I'm not gonna, I'm not gonna, I'm not gonna pull my ethics into question.
24:37
SPEAKER_00: But there's ways to, there's, there's ways to get things done the correct way, and the correct way always wins.
24:42
SPEAKER_00: When you start to build ads around deceit and and you know, have it uh not honorable and violate particular code values and code sets, mission statements.
24:51
SPEAKER_00: Yeah, that's nasty.
24:52
SPEAKER_00: Anyway, it just doesn't work.
24:53
SPEAKER_00: All right, so how are you gonna track every lead back to the source?
24:56
SPEAKER_00: Talked about that.
24:56
SPEAKER_00: Number four, what happens in the first 14 days?
25:00
SPEAKER_00: So most operators, in the first 14 days, they have a plan.
25:06
SPEAKER_00: They're gonna they're gonna get everything set up, they're gonna track it, they're gonna get the offer a fine, they're gonna get the landing pages built or the forms built, or if they're using Facebook forms, they're gonna get all those dialed in, they're gonna do some creative testing, they're gonna do making, they're gonna do some comparisons on ad performance with other people in your industry.
25:22
SPEAKER_00: Uh, they're gonna develop call scripts and intakes, depending on what business it is and how new you are.
25:28
SPEAKER_00: I mean, like if you uh if you've been watching AI stuff and said, oh my God, I've got to be a plumber because they're gonna be the last ones we placed, and you know nothing about plumbing.
25:37
SPEAKER_00: Maybe you took some classes, or I'm not sure what that price of admission is to that world.
25:42
SPEAKER_00: Maybe you play Journeyman for a little while, or whatever they call that uh person that's practicing, or maybe working under a different plumber.
25:49
SPEAKER_00: But whatever it is, let's say that's the business you want to start, or maybe you're just gonna be, you know, the head of this and bring on plumbers to work in a company that you build and let them work for you, which is another business that I've advertised before.
26:01
SPEAKER_00: You know, you're gonna have to have that information that uh that backs it up.
26:06
SPEAKER_00: So we're gonna have to learn about that.
26:07
SPEAKER_00: If you don't know, then we're gonna have to figure that out together.
26:11
SPEAKER_00: So depending on what kind of scripts you might need, that's kind of bringing us back full circle to that point.
26:17
SPEAKER_00: You should kind of have an idea on how to sell and what to sell, but if not, we'll work on that as well.
26:22
SPEAKER_00: Following up automation is what I talked about before.
26:24
SPEAKER_00: When somebody comes in, they might not be ready.
26:27
SPEAKER_00: If they're gonna do an entire roof, maybe the roof isn't bad.
26:30
SPEAKER_00: I know it's been raining like crazy lately out here in Southern California.
26:33
SPEAKER_00: But maybe they're not ready to do it.
26:35
SPEAKER_00: Maybe, you know, the hefty bag with a couple bricks is gonna work for maybe this next rain.
26:40
SPEAKER_00: But then you don't want to lose them because you've forgotten about them because they didn't want to do it right now.
26:46
SPEAKER_00: You got to give it a chance.
26:47
SPEAKER_00: All right.
26:48
SPEAKER_00: And daily lead review.
26:50
SPEAKER_00: So if the plan is let's run it and see what happens, that's gambling.
26:54
SPEAKER_00: So don't do that.
26:55
SPEAKER_00: So, number five, how do you prevent junk leads?
26:57
SPEAKER_00: So there are multiple ways.
26:58
SPEAKER_00: A better ad copy.
27:00
SPEAKER_00: So when people go into the ad, they're not guessing.
27:03
SPEAKER_00: The more global and the more um the more vanilla a business tries to sound, it just doesn't work.
27:10
SPEAKER_00: And in fact, in the advertising space on Meta on and on the different ones, again, like I said, it's interest media.
27:17
SPEAKER_00: So the more vanilla you sound, you're not gonna dial it in.
27:21
SPEAKER_00: And now you don't have to really work worry about coverage.
27:23
SPEAKER_00: I mean, there's mapping, there's particular areas, but I mean, if you're one of the only businesses doing this right, you're gonna capture almost everything.
27:32
SPEAKER_00: And that's critical.
27:34
SPEAKER_00: So that's why in my mechanism, there's only a certain amount of lenders I'm going to allow.
27:39
SPEAKER_00: There's only a certain or I have allowed, excuse me, in fact, that's tapped.
27:43
SPEAKER_00: Um, a few real estate agents, not a lot, just a few, because when I have a hundred people in a market that's already completely saturated, I'm just making money, and they're not.
27:55
SPEAKER_00: So there's no point.
27:56
SPEAKER_00: And I'll be honest, if the market expands or opens up, let's say just for grins, next year, March, they drop interest rates from the sixes or sevens down to three.
28:10
SPEAKER_00: Then what would end up happening is that real estate space that I have eight agents in now, that would completely blow up.
28:20
SPEAKER_00: So then eight would probably turn to at least triple that figure, so 24.
28:26
SPEAKER_00: But that would only last for a little while, and we would figure out how long.
28:30
SPEAKER_00: Maybe that ride would go for a year or two with regard to real estate purchasing and sales.
28:36
SPEAKER_00: Maybe that's where that would go.
28:38
SPEAKER_00: But after a while, that circle would have to come back down again because people would start, you know, that their investment per month paying directly to Facebook or Meta, because that's how I like it done.
28:48
SPEAKER_00: It's much cleaner that way, I think.
28:50
SPEAKER_00: If you have an advertising or marketing company that's now coming to you and saying, okay, you're going to pay me this much, you just don't know what that ad spend is.
28:59
SPEAKER_00: I mean, they should verify it with you, but I think it's much cleaner to have the business actually take care of it with them.
29:04
SPEAKER_00: But that money starts to kind of be spent for nothing.
29:08
SPEAKER_00: So that's why that size has to be constantly monitored for everybody, or you're not doing anybody a service.
29:14
SPEAKER_00: I don't want to walk away from anybody and them having in their brain that I took advantage.
29:19
SPEAKER_00: That's that's a crappy way to live.
29:21
SPEAKER_00: Anyway, so that's that's why I do that.
29:23
SPEAKER_00: Um, let's see, we did the better ed copy verification steps, the SMS confirmation, email verification.
29:29
SPEAKER_00: Of course, everybody's got CAPTSHA.
29:31
SPEAKER_00: That's not a normal anymore.
29:32
SPEAKER_00: Uh call qualification figure, scheduling dates, only qualified leads can book.
29:37
SPEAKER_00: Depends on the business, but that's something we'll have a discussion about geographical and intent controls.
29:42
SPEAKER_00: I talked about the mapping, it works.
29:44
SPEAKER_00: It just depends on what you're offering.
29:46
SPEAKER_00: If your service is something where you're meeting with people like some kind of a coach that's basically Zoom or Google Meet or uh some other way like that dependent, then geographical probably isn't an issue, but then we're probably going to want to hunt down areas that have a higher influx of the type of people that would need your coaching, want to talk to you.
30:08
SPEAKER_00: Uh, maybe people are more panicked and need more therapy in big cities.
30:12
SPEAKER_00: Maybe cities that have less sun showing, maybe cities that have more rain, maybe it's a more depressed atmosphere.
30:18
SPEAKER_00: But anyway, work that out.
30:20
SPEAKER_00: Geographical and intent controls.
30:22
SPEAKER_00: We talked about that.
30:23
SPEAKER_00: So if they can't explain lead controls, they're not lead gen, they're just lead volume.
30:28
SPEAKER_00: So, number six, what's your creative testing process?
30:31
SPEAKER_00: On meta, especially meta, creative is definitely king.
30:35
SPEAKER_00: They should be able to talk about multiple hooks, testing those hooks, testing those things that draw people in, multiple formats, short video, static and carousel, uh, multiple angles, price, speed, trust, guarantee outcome, rotate and iterate weekly.
30:49
SPEAKER_00: So those ads need to be watched for performance.
30:52
SPEAKER_00: If they run one ad for 30 days and call it optimization, well, you're funding their learning curve.
30:58
SPEAKER_00: It shouldn't take that long to kind of get it dialed in.
31:01
SPEAKER_00: But you know, it depends on who you're working with.
31:03
SPEAKER_00: They should at least explain how they're going to do it.
31:05
SPEAKER_00: Now, in some businesses, it could be that you started in right at the moment when that particular lead gin kind of started to die off because of kind of what I mentioned before with regard to real estate.
31:18
SPEAKER_00: Right now, it's kind of a sticky time in this world, just because in the real estate world, things aren't moving as quickly, just because time of year, somebody's gonna throw a lot of other reasons, but every year it's the same.
31:30
SPEAKER_00: As we get through the holidays, Christmas, everything slows down.
31:33
SPEAKER_00: Tomorrow, the 1st of January, 2026, today's 1231, 2025.
31:39
SPEAKER_00: Tomorrow, yeah, you're gonna see a whole different animal.
31:42
SPEAKER_00: You're gonna see listings that have done their um that have been sitting on the market at least 40 days, 30, 30 to 40 days.
31:48
SPEAKER_00: They should have implemented a price change today.
31:51
SPEAKER_00: The good agents in my sphere, that's what they're recommending if the price hasn't been talked about recently.
31:56
SPEAKER_00: And the price change doesn't have to be a massive price change, just a small modification.
32:01
SPEAKER_00: That's gonna then kick those listings up because tomorrow in the real estate sector, it's gonna start to move again.
32:08
SPEAKER_00: We're gonna see more listings start to hit the market.
32:10
SPEAKER_00: We're gonna also see more buyers getting into the market.
32:14
SPEAKER_00: So that's something that those particular agents that I'm advertising and marketing for are ready, and everybody's poised for that 2026 changeup.
32:22
SPEAKER_00: And that's why all the ads have been prepared to be able to reflect that.
32:26
SPEAKER_00: So when they start to go out and they start to regenerate tomorrow or tonight at uh tonight at midnight, then that'll be the 26 reset.
32:35
SPEAKER_00: So anyway, that's that's how that needs to be planned out.
32:38
SPEAKER_00: Um Google PPC captures intent.
32:42
SPEAKER_00: Oh, do you handle?
32:43
SPEAKER_00: I did multiple formats, rotate, iterate.
32:46
SPEAKER_00: Yeah, 30 days.
32:46
SPEAKER_00: Okay, got it.
32:47
SPEAKER_00: How do you number seven?
32:48
SPEAKER_00: How do you handle Google PPC differently than Meta?
32:51
SPEAKER_00: If they all treat all the channels the same, that's a red flag.
32:54
SPEAKER_00: Just like I said, Google PPC captures existing intent.
32:58
SPEAKER_00: So people that are already searching Meta creates demand and pulls people in with messaging and creative stuff.
33:05
SPEAKER_00: LinkedIn B2B is about account targeting, job titles, offer positioning, and often with longer sales cycles.
33:13
SPEAKER_00: So a couple of our clients, they are uh in the hiring space.
33:18
SPEAKER_00: So they're trying to bring people in.
33:20
SPEAKER_00: They find out that this$15,000 and$20,000 ad spent, if they have a marketing person putting that together and advertising their job like they're selling something, which I mean, kind of are, right?
33:31
SPEAKER_00: They're selling an opportunity.
33:33
SPEAKER_00: If they attach that with the proper growth curve and the ability of the person that's going to come in and fill that vacancy with something that's gonna happen to them, just besides just getting money, like some kind of a learning program that's in place, some kind of a credentialed, a credentialing program that's put in place, that's valuable.
33:54
SPEAKER_00: And that's how you find those people.
33:57
SPEAKER_00: It might not be about the money.
33:59
SPEAKER_00: Just like a lot of the people that are in the AI space, yeah, a lot of them it's about money.
34:04
SPEAKER_00: But the people that are actually doing the work, the scientists, the people that are coding, the people that are working on the inside channels, a lot of them are there out of principle.
34:12
SPEAKER_00: A lot of them there are there because they like what that particular company happens to be doing and how they practice how they operate.
34:21
SPEAKER_00: So a real operator understands the strengths and limitations of each of those channels.
34:27
SPEAKER_00: And that was the PPC and Meta and LinkedIn advertising.
34:31
SPEAKER_00: So, what's the reporting cadence and what will be in it?
34:34
SPEAKER_00: So leads, verified, unverified, cost per lead, verified, conversion rates.
34:40
SPEAKER_00: That's landing pages or forms and call, show rate, if appointments, close rate, if you track it.
34:46
SPEAKER_00: And then the close rates, not hard to track, but you can go to Meta and Facebook set the ad right now.
34:53
SPEAKER_00: But if there's no care from that system going into something else like a CRM or something that's gonna be able to keep track of number one, the lead and the outcome of the lead, and what what part of the sales funnel or the organizational sales funnel, because they're different.
35:08
SPEAKER_00: So if you're a lender, you're gonna have different mechanisms in place.
35:11
SPEAKER_00: If you're a beautician, different mechanisms.
35:14
SPEAKER_00: If you're a plumber, there's gonna be different opportunities and triggers.
35:18
SPEAKER_00: And the way that the pipeline gets filled with different types of categories, how that fills up is going to be uh very important.
35:26
SPEAKER_00: And that's how you track the closings because part of that system might be closed, but then a closed client, depending on industry, is gonna need to be uh hit up in a few weeks.
35:37
SPEAKER_00: Let's say if it's somebody gets their nails done, maybe a couple weeks, right?
35:40
SPEAKER_00: That's gonna be the next time.
35:41
SPEAKER_00: So instead of letting them remember to call you, which most people are loyal, why not hit them up with something?
35:47
SPEAKER_00: Why not send them a text message?
35:48
SPEAKER_00: Hey, it's almost been two weeks.
35:49
SPEAKER_00: You don't want me to get that appointment scheduled for you.
35:52
SPEAKER_00: And you'd be surprised.
35:53
SPEAKER_00: People are like, oh, this is great.
35:55
SPEAKER_00: Now I don't have to worry about buying salad dressing anymore.
35:58
SPEAKER_00: And that's an insider joke because who needs you ever looked at salad dressing?
36:02
SPEAKER_00: I'm not gonna get on a on a thing there, but my God, there's more salad dressing than I can.
36:07
SPEAKER_00: Who needs all that salad dressing?
36:09
SPEAKER_00: But anyway, so you remind them if you got some dog grooming company that we're that we're monitoring, we have the ads put together on again, reaching out and just saying, hey, you know, uh, is it it's time for Spritzy to come in?
36:21
SPEAKER_00: You want us to send out the mobile truck, or are you gonna bring her or him in and have them have them work done?
36:28
SPEAKER_00: So we did the close rate notes on what changed and why in some cases.
36:33
SPEAKER_00: Um, maybe they're gonna opt out because something happened.
36:36
SPEAKER_00: Maybe they had some kind of a family event.
36:38
SPEAKER_00: Maybe they have to qualify this ad spin or spending on money on your company or your service with their significant other.
36:46
unknown: Yeah, God.
36:47
SPEAKER_00: Remember the sales days back then, if you've been in the business any amount of time, there's a lot of high pressure around that.
36:52
SPEAKER_00: You don't let your wife or your husband make your decisions.
36:55
SPEAKER_00: You know, you have things that are yours, he has you know, all that nonsense.
36:58
SPEAKER_00: Yeah, that doesn't really work out in the end because these people, unless they're trying to part ways, uh, they come together at some point, and then you look like the person that has egg on your face.
37:09
SPEAKER_00: If reports are just screenshots on ad dashboards, that's not reporting, that's performance theater.
37:15
SPEAKER_00: So make sure the graphics are great, but make sure there's really intent behind them.
37:20
SPEAKER_00: What do you need?
37:21
SPEAKER_00: Number nine, what do you need for me to exceed?
37:23
SPEAKER_00: Pro's going to tell you the truth.
37:24
SPEAKER_00: We need somebody answering the phone.
37:27
SPEAKER_00: Excuse me, that's a big deal, right?
37:29
SPEAKER_00: You have to have somebody there, somebody knows what they're doing.
37:31
SPEAKER_00: Um, a lot of the people that I talk with, kind of in the upper end of ad spend, they actually have somebody committed to field those calls because they can bet on, depending on the amount of ad spend, probably 50 or 60 plus people that actually are going to come in that need to be communicated with by a real human being.
37:49
SPEAKER_00: And that person should be pretty good.
37:51
SPEAKER_00: Uh, the people that are calling in, a lot of them are kind of looking for a good deal, but it's not because of the ad.
37:57
SPEAKER_00: It's just because of the way that they've been either brought up or engineered, or everybody I think seems to know to try to ask for that best deal.
38:04
SPEAKER_00: But the person on the phone, while they're still answering that question, I think they're gonna solidify the responsibility, the code, the valor, the reason why they're in business aspect of it, and that they care about their clients, which everybody likes to be cared about.
38:20
SPEAKER_00: Um you need speed to lead, you need follow-up, you need a real offer, you need a decent reputation, you need a close.
38:27
SPEAKER_00: The the speed to lead is how quickly you get back.
38:30
SPEAKER_00: The systems we have, it just depends on what the business owner wants to do, but at least some kind of a follow-up with that particular client.
38:39
SPEAKER_00: If they didn't book an appointment, that can be automated.
38:42
SPEAKER_00: Also, as far as the decent reputation, that's another system that can be automated for people.
38:48
SPEAKER_00: It's called reputation management.
38:50
SPEAKER_00: You can use AI to do that.
38:51
SPEAKER_00: We have that built into different integrations depending on if that's what you need.
38:55
SPEAKER_00: But if somebody's carrying around a three-star or less than that score, a lot of times there's a way without violating the rules because the rules, all the rules are important.
39:05
SPEAKER_00: No need to do air quotes on rules.
39:07
SPEAKER_00: But you know, don't violate them either.
39:09
SPEAKER_00: That's called gating in the review world, where you're going and soliciting people to review.
39:14
SPEAKER_00: There's other ways to do that, and there's other ways to kind of test the waters as well.
39:18
SPEAKER_00: I can explain all that.
39:19
SPEAKER_00: So now we're into number the three biggest ways business owners get played.
39:25
SPEAKER_00: So from the lead gen cop, that's what I call myself, the lead gen cop.
39:29
SPEAKER_00: Clever, right?
39:29
SPEAKER_00: Let me call out the three biggest traps.
39:31
SPEAKER_00: So, trap number one, paying for traffic instead of outcomes.
39:34
SPEAKER_00: Traffic isn't a goal, revenue is a goal.
39:37
SPEAKER_00: You're playing to deliver leads to your competitors.
39:39
SPEAKER_00: So when you get those calls from people that say they're gonna push you up to the first page of Google, thanks.
39:45
SPEAKER_00: That's great.
39:46
SPEAKER_00: I'm so happy.
39:47
SPEAKER_00: I can't wait to be on the first page of Google.
39:49
SPEAKER_00: And what does that mean?
39:51
SPEAKER_00: People that have standing in their website, they're gonna be attracting the organic traffic.
39:58
SPEAKER_00: But paid, if done correctly, is really hard to trump.
40:02
SPEAKER_00: A lot of agents always say, Well, I get a lot of my leads from referrals.
40:07
SPEAKER_00: I don't know how much of that I believe.
40:09
SPEAKER_00: I was in that industry for a very long time, 27 years.
40:14
SPEAKER_00: I'm not sure if that's actually true.
40:16
SPEAKER_00: It's going to depend.
40:18
SPEAKER_00: And there's very few cheerleaders out in the world, even for your business.
40:22
SPEAKER_00: That's the other thing.
40:23
SPEAKER_00: It'd be great if I had maybe three or four cheerleaders.
40:26
SPEAKER_00: All they did was talk about how great I am in this space.
40:29
SPEAKER_00: It just doesn't happen.
40:31
SPEAKER_00: So, anyway, to get those, you have to have the organic side put together.
40:35
SPEAKER_00: But ultimately, even with that being built out, the money you pay in and it starts to work, when it starts to work, you can start scaling that.
40:44
SPEAKER_00: So you can hold off on some of the money that you might be putting somewhere else and plug it back into advertising if the ads correct and dialed in, then you can just scale it out.
40:56
SPEAKER_00: The only thing you're going to get hurt in that middle is if you don't have enough staff or enough whatever you need to to take care of people.
41:04
SPEAKER_00: If they start to book with you and those appointments are getting a month and two and three months out for things that they need handled now, more than likely, no matter how great your system is and how wonderful you're talking to them is, they're probably going to move on.
41:19
SPEAKER_00: So watch out for that.
41:21
SPEAKER_00: So if you take two hours to call back, you're going to be, you know, of course, your your uh the leads are going to be going back to your competitors, so you need to get that done.
41:31
SPEAKER_00: Um, you can go with uh the SMS confirmation, that's huge.
41:35
SPEAKER_00: Human follow-up fast, of course, by your staff.
41:38
SPEAKER_00: Uh multiple follow-up attempts over a few days.
41:41
SPEAKER_00: Yeah, just don't let it go.
41:42
SPEAKER_00: Let the system work for you and get that done.
41:45
SPEAKER_00: If you can still have your humans call it, but again, just if if they come in kind of as a tire kicker, you know, maybe they're not really ready, maybe they're just kind of seeing what you want to do.
41:55
SPEAKER_00: And it's the same thing with me looking at people advertising AI and lead gen and all this other stuff.
42:00
SPEAKER_00: I got to keep up with that space.
42:02
SPEAKER_00: Because let's just say something broke yesterday in the AI world and I didn't see it come out, it has to do with what I do for a living.
42:09
SPEAKER_00: I need to learn that, know that, so I can offer that if it's something that I believe is going to pay off.
42:14
SPEAKER_00: Um, trap number three, confusing marketing with lead processing.
42:18
SPEAKER_00: Every even great leads die if the intake is sloppy.
42:21
SPEAKER_00: So having that proper intake form and that proper nurturing sequence, if that's what where that client happens to fit, you know, round pig, round hole kind of a thing.
42:30
SPEAKER_00: If you want the truth, many businesses don't have a lead problem.
42:34
SPEAKER_00: They have that follow-up problem.
42:35
SPEAKER_00: So, yes, the person you hire to do your ads, that's gonna matter, but your internal systems are gonna matter just as much.
42:43
SPEAKER_00: SCVleads.com.
42:44
SPEAKER_00: So get leads from Paid and Organic plus partnerships, as from the lead gen comp.
42:49
SPEAKER_00: The mission's simple.
42:50
SPEAKER_00: Help service industries get verified leads through a multi-channel system.
42:54
SPEAKER_00: So here's the ecosystem.
42:56
SPEAKER_00: So, number one, we have paid acquisition.
42:58
SPEAKER_00: You pay them directly, meta ads for demand, demand creation, retargeting, fast volume, Google Pay per click for high-intent searches and immediate need.
43:07
SPEAKER_00: That's kind of going away.
43:10
SPEAKER_00: I think there's going to be a different overlay on that very, very soon.
43:13
SPEAKER_00: I'll keep you posted on that.
43:15
SPEAKER_00: If you call me tomorrow or if you call me today, I would probably say let's focus on meta right now and LinkedIn, maybe for business-to-business targeting decisions.
43:25
SPEAKER_00: If you have a clear business offer, if that's who you happen to be selling for, that's a great platform, very much underrated.
43:30
SPEAKER_00: But I think people don't put it together properly the way it should.
43:33
SPEAKER_00: Uh, number two, organic systems.
43:35
SPEAKER_00: Content isn't posting for fun.
43:37
SPEAKER_00: It's structured to answer buying questions, build trust, create proof, capture leads through call to action pathways.
43:43
SPEAKER_00: So, in a recruitment business, let's say for real estate, they want to bring on more agents.
43:48
SPEAKER_00: These these uh long form blog posts I talked about.
43:53
SPEAKER_00: It's important to have those structured.
43:54
SPEAKER_00: And yes, maybe I'm not gonna want to sit down and read half a novel in one single blog.
44:00
SPEAKER_00: Post.
44:00
SPEAKER_00: But the AI engines, the large language models, the Google, these different systems for search traffic, they're going to find that.
44:10
SPEAKER_00: You tie that with some kind of a video or a short or reel, and you link to that particular article that you wrote, it's going to answer question.
44:18
SPEAKER_00: And in let's say the real estate space for recruitment, just in jest, and this is what I said, maybe somebody, somebody's broker told them that they were ugly and they couldn't read good.
44:32
SPEAKER_00: And that upset them, so they want to switch companies.
44:35
SPEAKER_00: So in this 10,000-word blog post, you know, maybe I poked jest at somebody saying that somebody was ugly and couldn't read good.
44:43
SPEAKER_00: And that's why they wanted to find a new brokerage.
44:45
SPEAKER_00: My God.
44:46
SPEAKER_00: So that's just kind of a use case for all of that text.
44:51
SPEAKER_00: If they end up typing in to their favorite large language model why they were let go, or why that they're thinking about switching brokerages, and it came down to a point where uh the broker told them that they're ugly and they can't read good.
45:05
SPEAKER_00: Oh my God, can you imagine?
45:08
SPEAKER_00: Then you're gonna be that particular piece of content is gonna be a free advertisement for the business because there's probably not many that have written about that because they're not paying attention to that long form, that long form format.
45:23
SPEAKER_00: So that was where that came in.
45:25
SPEAKER_00: Um, where are we?
45:26
SPEAKER_00: Meta ads for demand creation, retargeting.
45:29
SPEAKER_00: Okay, LinkedIn got that.
45:30
SPEAKER_00: Answer buying questions, building trust.
45:32
SPEAKER_00: This is the organic system.
45:34
SPEAKER_00: Content isn't posting for fun.
45:36
SPEAKER_00: And that that's that's a big thing.
45:38
SPEAKER_00: It might not be something that you're gonna want to sit down by candlelight and read by a romantic fire, sipping on a nice glass of wine.
45:46
SPEAKER_00: Maybe that's not the thing, but it does help these large language models pick up information about your business.
45:52
SPEAKER_00: It builds trust, creates proof, capture leads, and there's calls to action on everything.
45:57
SPEAKER_00: If you have a piece of content that you're publishing and there is no call to action, there is no get in touch with Connor, call Connor, uh, talk to Connor's AI, book with Connor.
46:08
SPEAKER_00: If there's nothing like that in reflection or in reference to your business, you're missing something.
46:14
SPEAKER_00: It should be there everywhere.
46:16
SPEAKER_00: Number three, partnership procurement, procurement.
46:19
SPEAKER_00: This one's overlooked.
46:20
SPEAKER_00: Uh, partnerships can outperform ads because they come pre-trusted.
46:24
SPEAKER_00: You got cross promotions, strategic referral agreements, local business alliances, industry adjacent relationships.
46:30
SPEAKER_00: So when you build partnerships, you're not renting attention, you're owning the distribution channel, uh, real estate agents and lenders, lenders to the real estate agents, and so on.
46:41
SPEAKER_00: You can see maybe relationships between home inspection companies and particular vendors.
46:48
SPEAKER_00: That's probably big, as long as it doesn't violate any rules.
46:51
SPEAKER_00: You can see relationships with uh a dental office to maybe a um a dental design company, some kind of cosmetic.
47:01
SPEAKER_00: You can see that.
47:02
SPEAKER_00: You can maybe see a doctor that has a particular, maybe a cosmetic type, just Botox center, and then maybe a surgeon, some kind of a plastic surgeon.
47:12
SPEAKER_00: So there's a lot of personal trainers with body enhancement surgery.
47:16
SPEAKER_00: We have we get a lot of coaches that come to us and want to do ads.
47:19
SPEAKER_00: The time making that relationship is pretty big.
47:22
SPEAKER_00: Hey, listen, after you get your augmentation done on that particular part of your body, you might want to really hook up with a trainer so they can show you the right way to take care of your the rest of your parts.
47:32
SPEAKER_00: So as this one heals up, you know, you get the spin.
47:35
SPEAKER_00: So that's really that is important.
47:37
SPEAKER_00: Actually, it is valuable.
47:38
SPEAKER_00: It's not just BS being thrown out there, it's something that people can use.
47:42
SPEAKER_00: So when you build partnerships, again, you're not renting attention, you're owning the distribution channel.
47:48
SPEAKER_00: The evidence bag method, a simple weekly routine.
47:52
SPEAKER_00: So leave me alone with I'll let me leave you with a simple weekly routine.
47:56
SPEAKER_00: So I call it the evidence bag.
47:58
SPEAKER_00: Once a week, you review top lead sources, number one, by quantity, by quality, just not by quantity.
48:06
SPEAKER_00: Uh, number two, the exact ads and keywords producing the best leads.
48:10
SPEAKER_00: So we all look at this.
48:11
SPEAKER_00: Number three, the landing page conversion rate.
48:13
SPEAKER_00: Number four, call recordings or lead notes, what prospects actually said.
48:17
SPEAKER_00: So if they're interacting with a voice agent bot on a site that we built for you or on your own site, because I can have those programmed with FAQs and conversational speech and information about your business.
48:27
SPEAKER_00: And then you can see what happened, you know, what they said, whatever we named the bot, whatever voice we want to use, whatever parameters we wanted to infuse with them.
48:37
SPEAKER_00: Uh it's AI, not a person, but they're very, very good.
48:40
SPEAKER_00: And then, you know, where that conversation went and wanted up happening.
48:44
SPEAKER_00: So we'll be able to see those also for recordings and so on, if they leave voicemails, which kind of old tech, but it's there.
48:52
SPEAKER_00: Um, follow-up metrics, speed delete, attempts, response rate.
48:56
SPEAKER_00: And you should have this.
48:57
SPEAKER_00: If your admin can't get it, you're not letting you know, lead gen.
49:00
SPEAKER_00: So, all right.
49:01
SPEAKER_00: So, lead gen cop, here you go.
49:03
SPEAKER_00: If you want a system that produces Southern California Verified Leads, not fluff, not boss mystery numbers, check out the system, SCBleads.com.
49:11
SPEAKER_00: My system, you can see there's ways to book appointments all over that place.
49:15
SPEAKER_00: The blog at the top is awesome.
49:17
SPEAKER_00: That's where this will go.
49:18
SPEAKER_00: And you'll see all the articles that I've written thus far talking about lead gen and how those various systems work.
49:26
SPEAKER_00: And this is very dynamic because the industry is moving at the speed of AI.
49:32
SPEAKER_00: So AI is compounding exponentially in its progress, and the ad and marketing space is also compounding exponentially in its progress.
49:45
SPEAKER_00: So currently the advertising world is changing, and it's the worst and most clunkiest it's going to ever be today.
49:56
SPEAKER_00: Tomorrow's going to reveal something else, and the day after something else.
50:00
SPEAKER_00: Having somebody that stays abreast of all these changes because they are lucrative and they are mini and they are coming down the pike fast, and then trying to have some vision.
50:09
SPEAKER_00: I listen to some of the outliers too, folks, because I think some of them have a good grasp on maybe what might be happening at two or three steps down the road, almost like playing chess.
50:19
SPEAKER_00: And I think that's very important.
50:21
SPEAKER_00: So I'm leading Jen Cop.
50:23
SPEAKER_00: When you're ready, I'm here.
50:23
SPEAKER_00: Protect your budget, and I'll catch you on the next episode.
50:26
SPEAKER_00: Thank you for watching.
50:27
SPEAKER_00: Have a fantastic day, and well, happy new year to everyone.
50:31
SPEAKER_00: Be well.
50:31
SPEAKER_00: We'll see you in 2026.