Client Overview
Client: Real Estate Consultant
Industry: Real Estate Training and Coaching
Service Provided: Lead Generation & Conversion
Project Description
Clayton Morris, a real estate expert and founder of Morris Invest, runs a high-ticket coaching program that relies on phone consultations for sales. When LaTisha took over managing the ad account*, the cost per lead was on the rise, and the number of booked calls was declining. The goal was to increase call bookings while managing and potentially lowering the cost per lead.
Key Challenges
- Rising Cost per Lead: The client’s cost per lead had started to increase, impacting overall profitability.
- Decline in Booked Calls: The number of calls booked was decreasing, limiting the potential to convert leads into high-ticket clients.
- Budget Sensitivity: Typical increases in Facebook ad spend often lead to higher costs per result, so the strategy needed to find a balance without overspending.
Strategic Approach
Identifying The Problem:
- Recognized that simply increasing the ad budget would likely raise the cost per lead without guaranteeing better results.
- Determined the need for fresh, engaging ad creatives that aligned with the target audience’s preferences and needs.
Developing The Strategy:
- Creative Testing: Developed multiple new ad creatives, beginning with an edited clip from a vlog previously posted on the Morris Invest YouTube channel. This allowed for a more dynamic and relatable video ad compared to static images.
- Ad Copy Variations: Deployed variations of updated ad copy tailored to emphasize the benefits of the high-ticket coaching offer and resonate with potential leads.
- A/B Testing: Implemented rigorous A/B testing to identify which combination of video content and copy performed best.
Results
Immediate Wins:
- Reduced Cost per Lead: The new video ad creative outperformed previous static image ads, leading to a 20% reduction in the overall cost per lead.
- Increased Booked Calls: The combination of the new creative and updated copy led to a 170% increase in the number of booked calls within weeks, revitalizing the client’s sales funnel.
Sustained Impact:
- Optimized Ad Strategy: The successful combination of video content and strategic ad copy provided a blueprint for future ad campaigns, ensuring ongoing efficiency and performance.
- Scalable Results: The approach allowed for scaling ad spend without significantly impacting the cost per lead, supporting long-term business growth.
Client Feedback
*This work was completed as a contractor for Terry Foster Consulting, a Digital Marketing Agency in Pittsburgh, PA.
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