10x Your Real Estate Marketing Using the ‘PBR’ Method

10x Your Real Estate Marketing Using the ‘PBR’ Method

Simple, watered down, yet strangely effective.

The first step to scaling & succeeding in digital lead generation as a real estate investor is to crack the fundamentals. The ‘PBR’ method is a simple, holistic approach I introduce all of my clients to – it’s the basic 3.5-steps (you’ll see what that means) to consistently & reliably start turning a profit on your ads.

If you’re not already annoyed by my shoehorning of a ridiculous acronym into an otherwise solid method, read on!

Step 1. Plan

The most important predictor of success I’ve seen among clients is how diligently they follow the process. Skipping back and forth or dilly-dallying is a recipe for failure – you need to go through each step properly to succeed.

The first step is planning. Figure out your hypothesis and your audience. Get your raw materials & marketing collateral together. Take stock of your competitor keywords and the bets you want to make. Get everything down on paper before you start running a single campaign – otherwise, you’ll just end up with wasted dollars.

And, for the love of all that is holy, make sure you have a lot of landing pages/lead-form variants to experiment with. There’s nothing worse than spending months twisting and turning keywords, only to realize your lead capture is leaking like a spring faucet.

Step 2. Break Even

The next crucial step to building your million dollar lead generation funnel is to break even. I should warn you: this part hurts.

Getting to break even is a critical juncture in the life of a campaign, but it’s also very messy. You’ll very often find yourself doing things that don’t scale (“hmm….I hear Kazakhstan has some low CPCs”) and the unprofitable lead-up to it is painful.

We like to rebrand this phase “Better Than Break-even” because there’s a peril to just hitting cash flow neutral and sitting on your laurels. Rather, we aim to become solidly cash flow positive within a margin of error.

Crucial point of note here: volume doesn’t matter at this stage.

If you start 10 campaigns and 9 of them are unprofitable, axe them – it’s the 1 that matters, no matter how small it is. That is the floor you’ll build the foundation of your success – that is your zero-hypothesis.

Regardless of what happens next, you know profitability starts with whatever decisions you made there.

Step 3.5. Revise

Alright, I’ll be the first to admit I’m playing fast and loose with the acronym at this point, but this is the most essential step: once you’ve got your collateral & foundation set, it’s time to iterate.

This is essentially a hybrid step with 2 different steps you do in cycle:

• Scale – Take what’s working for you and profitable right now and crank up the volumes. There’s a point in any campaign where it becomes unprofitable… skate your way to that point, mercilessly.
• Optimize – Once you start hitting the edges (and it’ll happen sooner rather than later), it’s time to slow things down, rejig some of your hypothesis and play with the variables. Experiment until you can start profitably scaling it again.

And that’s it – simple, right?

If it sounds obvious to you, believe me, it isn’t – the vast majority of people skirt on or mix these steps around. Across hundreds of campaigns and hundreds of thousands in ad spend, though, I can confidently tell you one thing: this funnel works.

Just trust the process.