Marketing Isn't Always the Problem

[Jeremy Beland]

One of the most common things I hear from real estate investors is that they're spending money on marketing but not getting enough deals.

The first reaction is usually to blame the marketing.

Sometimes that's the right answer. Sometimes it isn't.

I remember talking with an investor who was frustrated about spending around $5,000 a month on marketing. He was looking at the cost and wondering if it was even worth continuing.

So I asked him a simple question.

"Is the phone ringing?"

He said yes.

Leads were coming in. Sellers were calling. Conversations were happening.

That changed the entire discussion.

If you're spending money and the phone never rings, then you probably have a marketing problem.

But if leads are coming in consistently, the next question is what happens after that.

Marketing creates opportunities. That's its job.

What happens next depends on the person handling those opportunities.

Are leads being followed up with?

Are seller conversations uncovering real motivation?

Are people staying in touch long enough to catch sellers when they're ready to move forward?

Are opportunities slipping through the cracks?

I've seen investors switch from direct mail to PPC, from PPC to cold calling, and then on to the next marketing strategy hoping they'll finally find the answer.

Sometimes the answer was never the marketing.

Two investors can generate the same number of leads and end up with completely different results. One turns those opportunities into contracts while the other walks away convinced the lead source doesn't work.

The difference is often found in the follow-up, the conversations, and the ability to guide a seller through a decision.

That's why I think it's important to look at the entire process before writing off a marketing channel.

If the phone isn't ringing, look at the marketing.

If the phone is ringing and deals still aren't happening, it may be time to look somewhere else.

Some of the biggest improvements in a business don't come from generating more leads. They come from doing a better job with the leads you already have.

I'm curious how others look at this.

When deals slow down, what's the first thing you evaluate?