Leads Dropping Off Lately? Here’s Why (With Data)

Hello all!

I wanted to point out something interesting – if you’re doing any sort of online marketing to find motivated sellers, this affects you.

We always see a BUNCH of people drop out of online competition around the holidays. Every year.

Why? There’s a few reasons…

1. People get busy, understandably – friends, family, plans. I totally get it.
2. The housing markets cools off, and people think there aren’t any leads to be had.

That last one is a SERIOUS mistake – and one you can exploit to MASSIVELY outperform your competition. Let’s break it down….

First, let’s look at what happened last year as a guide.

Let’s start with the number of searches for motivated seller-type keywords (in this case, “Impressions” – basically, how many times our ads got viewed).

You can see there’s a pretty steep drop – from a high near 600k in October, to less than 350k in December.

BUT – if you broaden this out, extending it to February of 2016…

It actually picks WAY, WAY up – to over a million searches.

Let’s look at Leads (or, in AdWords-speak, “Conversions”):

Here we see something similar – a sharp drop, from over 350 leads in October to 244 in December.

But, same thing – what happens in January and February?

We see a huge INCREASE, to just under 500 leads in February.

That bump in volume dropped average cost per lead from $119/lead to $83/lead, a decrease of nearly 30%!

What’s the lesson here?

We were able to capitalize on the drop in competition BECAUSE WE NEVER STOPPED COMPETING.

While our competition was on vacation, we were testing ads, building new landing pages, adding new keywords, and generally hustling our butts off.

That meant that when January and February rolled around, and the market picked up again…

We were ready and waiting.

The things you do right now set up the runway you’ll be on in January.

If you want to wait until February or March to get traction, yea – take December off and start in January.

If you want to hit the ground running, *now* is the time to put the work in. The “record setting” Januarys are going to be bought and paid for right now and through December.

Don’t waste it 🙂 BTW this is from a client of ours… sales from this week. Good times to be in business!

P.S. If you’re interested in getting this running for your own business, hit me up and I’ll put aside some time to walk you through how to do it.

My calendar is here —-> https://adwordsnerds.com/strategy