The Science of Flipping: Episode Summary – "Cut Your Lead Costs by 90% with SEO" featuring Keith Sant
Host: Justin Colby
Guest: Keith Sant, SEO Expert from SEO Meter
Podcast Series: The Science of Flipping
Episode Focus: Leveraging SEO to drastically reduce lead acquisition costs in real estate investing.
Introduction
In this insightful episode of The Science of Flipping, host Justin Colby welcomes Keith Sant from SEO Meter to discuss transformative strategies for real estate investors looking to optimize their marketing efforts. The central theme revolves around utilizing Search Engine Optimization (SEO) to slash lead costs by up to 90%, presenting a compelling alternative to traditional Pay-Per-Click (PPC) advertising.
The Rising Costs of PPC in Real Estate Marketing
Justin opens the discussion by highlighting the escalating expenses associated with PPC and Pay-Per-Lead (PPL) campaigns. He shares his personal experience, revealing that he has invested between half a million to three-quarters of a million dollars in PPC without the desired return on investment (ROI). This sets the stage for exploring more sustainable and cost-effective marketing strategies.
Justin (04:14): "If you're paying 90% more for leads right now, be a little bit more patient... you're going to pay 90% less."
SEO as a Cost-Effective Alternative
Keith Sant elaborates on why SEO should be a pivotal component of any real estate investor's marketing strategy. He emphasizes that while SEO is not an exact replacement for PPC, the two can complement each other effectively. SEO is portrayed as a long-term investment that, once established, can generate qualified leads at a fraction of the cost of PPC.
Keith Sant (01:00): "Having a good ranking in SEO... you don't have to pay for that [as you do with PPC]."
Understanding the SEO Process and Its Advantages
Keith delves into the mechanics of SEO, explaining how it involves optimizing various data points to signal to search engines that your website provides the most relevant and comprehensive answers to user queries. He reassures listeners that achieving top rankings doesn't require the most sophisticated website but rather being marginally better than competitors.
Keith Sant (01:00): "Google is just an algorithm. It's a robot that crawls pages and determines... you just have to be a little better than the guy in front of you."
The Synergy Between SEO and PPC
Justin and Keith discuss the strategic integration of SEO and PPC. While PPC can drive immediate traffic and leads, SEO builds a sustainable lead generation system that continues to deliver over time. Keith underscores the importance of balancing both channels to maximize lead acquisition while minimizing costs.
Keith Sant (02:43): "SEO definitely is a long run or a long game... you're closing a deal a month for half the price."
The Crucial Role of Branding in SEO
Branding emerges as a critical factor influencing SEO success. Keith explains that a strong brand presence, reinforced through social media profiles and consistent online visibility, enhances credibility and trustworthiness in the eyes of both search engines and potential clients.
Keith Sant (18:13): "A real legit company would have a LinkedIn, would have a Facebook, would have an Instagram... these little things."
Client Success Stories and Real-World Applications
Keith shares compelling success stories of clients who have effectively leveraged SEO to dominate their local markets. One notable example includes a client with 19 websites across Texas, consistently ranking for multiple keywords and significantly reducing cost per lead.
Keith Sant (10:37): "A typical... his cost per deal is like 2500 with SEO and he still spends 30k a month with PPC, which is 4500 a deal."
These anecdotes illustrate the tangible benefits of SEO, showcasing how strategic optimization can lead to substantial ROI and market dominance.
Practical Steps for Implementing SEO in Real Estate Investing
Justin and Keith provide actionable advice for real estate investors considering SEO:
- Invest in Quality Websites: Utilize pre-templatized websites from providers like Investor Carrot or Minute Pages to streamline the setup process.
- Optimize Key SEO Elements: Focus on meta titles, descriptions, headings, and image alt texts to enhance search engine visibility.
- Build Quality Backlinks: Develop backlinks strategically to boost domain authority and improve rankings.
- Leverage Branding Efforts: Consistently promote your brand across various channels to increase search volume for your brand name.
- Maintain Marketing Stamina: Commit to a minimum of six months to allow SEO efforts to bear fruit, avoiding premature cessation of campaigns.
Justin (36:46): "You need to have marketing stamina. Run that for six months, period."
The Importance of Patience and Consistency
A recurring theme is the necessity for patience and sustained effort in SEO. Keith emphasizes that unlike PPC, which offers immediate but costly leads, SEO requires time to build but ultimately provides more affordable and consistent lead generation.
Justin (36:46): "Don't have this unrealistic expectation that in the first 30 days... you need to run that for six months."
This mindset shift is crucial for investors to fully capitalize on the long-term benefits of SEO.
Conclusion and Final Thoughts
The episode concludes with Justin and Keith reinforcing the value of integrating SEO into real estate marketing strategies. They encourage listeners to explore SEO Meter’s resources, including a free Facebook group for real estate investors seeking to enhance their SEO knowledge and implementation.
Justin (37:53): "SEO Sant from SEO meets REI.com... Make sure you're connecting with Keith, his team, the Facebook group at minimum."
By adopting SEO alongside traditional PPC methods, real estate investors can achieve a more balanced, cost-effective, and sustainable lead generation system, ultimately driving greater success in their ventures.
Key Takeaways:
- SEO vs. PPC: SEO offers a long-term, cost-effective alternative to PPC, reducing lead costs by up to 90%.
- Branding Enhances SEO: Strong branding across multiple platforms boosts SEO effectiveness and credibility.
- Patience Pays Off: Successful SEO requires a commitment of at least six months to realize significant benefits.
- Integrated Marketing Strategy: Combining SEO with PPC and other marketing channels optimizes lead generation and ROI.
- Expert Guidance: Partnering with SEO experts like Keith Sant ensures effective implementation and maximizes SEO potential.
For real estate investors aiming to optimize their marketing spend and enhance lead quality, embracing SEO as outlined in this episode can be a game-changer.