Real Estate Blog — InvestorFunnel

Negative Keywords for Real Estate Investors

The highest-return hour available in paid search, and almost nobody spends it.

Social reaches people who were not looking for you. That changes what the ad has to do and what the traffic is worth.

Search is the highest quality paid traffic an investor can buy. It is also where most accounts waste the majority of their budget.

The most expensive mistake in investor measurement is not failing to track things. It is drawing confident conclusions from four data points.

A single conversion rate from spend to closing tells you almost nothing. Broken into stages, the same data points straight at the constraint.

Mail, paid search, signs, cold calling and SEO do not compare cleanly. Ranking them on cost per lead orders them almost exactly backward.

Most investors spend what feels affordable and adjust when it hurts. There is a defensible method, and it works backward from a deal.

Investors treat a lead that did not close as a lead that produced nothing. That accounting is wrong often enough to distort every budget decision.

Six numbers, ten minutes, one question: is the machine running. Everything involving profit belongs at a slower cadence.

A seller got a letter, saw a sign, heard from a neighbor, searched your name and called the number from the letter. Which channel gets credit?

The two numbers can rank your channels in exactly opposite orders, and the gap is wider in this business than almost any other.

The instinct with an underperforming page is almost always to start again. The instinct is almost always wrong.