aGENT leads university: why home value ads don't work

8/23/2017

Hey, Josh Rhodes here with Agent Leads University, and I want to tell you why home value ads don't work and they haven't been working for years. Now, listen closely. We talked to hundreds of realtors every week about Agent Leads University. One of the common patterns we hear is, "Well, I had a homes value ad running and it's just not working." Or, we tell them home value ads don't work and they're like, "Well, why?" Here's what we say. First of all, think about it. Providing the value of a home has absolutely nothing to do with getting the result that your customer or prospect wants which is selling their home or getting results or, more than anything, the element of speed. The only thing that the customer wants from us real estate pros these days are results and speed therein.

   Home value ads fundamentally is simply just a data exchange and, at the end of the day, Zillow and Trulia had beat you to the punch because that was their strategy. They said, "Let's build a massive gravitational pull around our website. Let's get all of the eyeball traffic." They're now providing that. Any consumer can get their home value at the click of a mouse on a million different websites. There's nothing unique about it. But, what you need to concentrate on is how you can uniquely provide them information and service that allows you to get them results fast, and that's really the principal mindset shift that has to go into it and it's the reason why home value ads aren't getting the individual producer, or the team leaders, or the brokers the results that they want because it's fundamentally a flawed way of thinking.

   What we're looking at here is a typical real estate website produced by our friends at Real Geeks and it's being leveraged by ... We'll keep the identities of the innocent safe. This is another reason why home value ads and many of your paid ads aren't working. First of all is I call this the Houdini effect. The customer, the web surfer, the prospect, the would be lead has a Houdini complex which means they're looking for escape patches. They're always looking to get out of a decision. We are guilty of this. We don't want to make a decision. We're trying to find a way out. On a page such as this where there's so many distractions, and I'm talking about when you're paying money for traffic online and traffic is the lifeblood of your lead generation ecosystem, if you have too many trapdoors and I consider trapdoors everywhere I can click and go somewhere else.

   Now, obviously, there's a purpose for all of these but when you're doing a direct response ad campaign, which is what you should be doing to generate leads such as Facebook marketing, what we teach in Agent Leads University, you have to make sure that your website is ready to funnel leads mechanically, systematically, and this example of this website is a very poor landing page for paid traffic which is what an earlier realtor that we spoke to this morning told us that they were using. First of all, they would boost the post on Facebook which boosted posts are not the way to go with Facebook ads. There's a much better way to spend your money on Facebook and create hundreds of leads a month if you do it correctly with good targeting and use of Facebook's full suite of tools that they offer us for free.

   Also, if you'll notice right here the instant home value link. Many of you are sending people to a page similar to this. Again, like I said earlier, the reason why this page doesn't work is because the psychology behind it is fundamentally flawed. You type in an address and something pops up. You hit submit. Then of course on the next page ... This is what we call a squeeze page traditionally. There are great placements for this. But, number one, someone looking for their home value is simply looking for a data exchange. Their intent may or may not be a qualified intent. Then the very next page, we're asking them for blood. We're asking them for so much data. It's a game of numbers.

   But, at the end of the day, the reason why home value ads aren't working are, A, we're sending them to the wrong landing page to begin with and, B, when we get to the landing page, the whole proposition of the home value ad is wrong. We need to be telling them and offering them something of value that allows them to get speed, access and, at the end of the day, a home sold on their behalf. That's what we talk about in Agent Leads University. We show you how to create a system that's far better than the home value ad. We teach you how to create a system that Zillow and Trulia don't want you to know about by leveraging the power of Facebook.

My name is Josh Rhodes. I'm the founder of Agent Leads University. We create hundreds of leads for agents all over the country every month and I want to do the same for you. Book a call with us. Let us help you walk through your marketing game plan in what we call a breakthrough call and join us on that call so we can at least help you see the potholes in your current lead generation system. And, if you're someone who's unestablished or you're trying to get traction, we can help you walk through the darkness of business night. If you're someone who's a high producer but you want to go the next level or maybe you've been in the industry for 20 plus years but you feel the ground slipping beneath you, we can help you, too, because, at the end of the day, we have a system that's not a silver bullet. It's a silver system. It is a systematic approach to creating a lead generation system that will 10X, 20X, 30X your sales pipeline so that you can convert closings on a rapid, predictable basis.