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the number one thing insurance agents struggle with is what getting in front of people lead generation marketing etc I'm gonna go out on a limb maybe I'm gonna go too far we'll see we'll make him prove it the smartest dude at getting insurance agents in front of people at this entire event that's speaking next and it ain't me okay I'm just telling you you heard him on the podcast earlier he's gonna go a little deeper now he's gonna share some more nuggets and some knowledge I'm telling you the dude's ridiculous you want to go from four grand a month to ten grand a month he's the dude you want to go from ten grand a month to 40 grand a month he's the dude right so I want to tell you look at my about my buddy Landon real quick we met because I was a Google client of his I was spending I think I started out at three grand a month maybe something like that on Google now we spend a heck of a lot more because it works okay another insurance agent he was in networking group another insurance agent he brought Landon ants hey you need to meet Cody we met we kicked it off we did some business together sort of sort of Google advertising with him every month since then we kept doing more we became friends our wife started hanging out together a lot of good things started to happen we just kindred spirits you know when you find people in life right Cody were you just like dude I like that dude right you know this is one of those dudes and when I find people in life and in business that I like being around I want to add them to the team it happens locally at our office all the time we got 25 team members and we try to add people that are good additions to our team this dude is his good of addition as we've ever had okay he just recently sold a few several months ago a four million dollar analyst eight again four million dollar-a-year marketing an advertising agent see to join our team and I don't know why but he'll tell you why okay to join is the vp of marketing for 8% nation our cody askins brand insecure agent leads and we partnered together insecure agent marketing because the dude is as good as it gets on a marketing level the number one thing insurance agents need is someone to help you get in front of more people i don't care if it's recruits i don't care if it's prospects when those things happen you make more money who agrees to that say yes if you agree with that all right stand up for me let's lose we listen to a couple key notes let's loosen up okay I'm not gonna make you do any jumping jacks but I like stretching man I like it I like it right let's get loose because I'm telling you this is gonna be good dude you have to deliver bro drumroll please I like a drumroll please come on now come on now come on now this dude is a marketing freak give it up for a bunny Layden McCarter [Music] all right thank you guys yeah I know this is the third keynote of the afternoon so I appreciate your guys's patience stretch it out and anything more give it a stretch if you guys see the slides I'm titling my talk insurance marketing State of the Union okay what I mean by that this is a question that I asked often how many of you guys have talked to marketing people and been over-promised and under-delivered like everybody should raise your hand okay it is one of the most I don't know the man behind the curtain Wizard of Oz pulling the levers you know there's magic behind that curtain you know and so what I want to try and do and this next little while 35 minutes or so is I want to try to help you guys understand what is north what is north okay if you guys can understand what is north and digital marketing you can sift through all the BS you can listen to the guy with the new tool and the new robot that's gonna set all these appointments for you and whatever it is going to do take you out of the mix and you're gonna be able to get all your meetings without doing any work or whatever that is okay I'm gonna try and bust all those myths all right so what I'm gonna try and do is make sure that you guys have a clear understanding of how this works how does digital marketing work in the insurance industry how should it work why does it work I'm gonna throw some case studies up that's gonna break down exactly what different products you should be using to meet certain goals what type of products you need to use in different situations depending on different products I'm gonna talk about long-term care we'll talk about final expense I'm gonna talk about all the things that is digital marketing and the insurance industry so before I get into that my clicker needs to work I'm clicking the green button there it is all right Lanta McCarter I'm the co-founder as Cody gave me the the the gracious introduction of secure agent marketing I grew up in Springfield Missouri that's a town in southwest Missouri we'll surrounded by a bunch of lakes love the lake have a boat i won a basketball state championship one of my teammates was still in the NBA he just got drafted the Portland Trailblazers it's in his 14th year Anthony Tolliver had three other professional athletes on my team loved basketball coach my two young kids if you can see my oldest son is going into fourth and my youngest son is going into first and then my daughter is my favorite of course and she's four my wife is here she's taking some pictures beautiful wife Lindsey she's followed me here to Dallas left my kids at one of those doggy daycare places except for kids they're fine let's see so eight months after graduation I started my first marketing company all right one of the things that I want to try and walk through is back in 2000 let's see nines when I graduated this is like the you know obviously the housing market crash all that I entered the market right whenever all of that stuff happened I knew nothing else I considered a large blessing because I need nothing else I started a company right whenever all that happened this company was called door Deol's it was an interesting little concept I talked a little bit about it at the VIP lunch but it was for since a house so what I did is I sold 10,000 houses at a time and I sold one pizza place one pasta shop one chiropractor one dentist whatever it was was category exclusive all right so I paid me for since a house 10,000 houses and I did you know they're called zones basically so one of the creative ways the problem wasn't selling the door hangers and selling the spots because my only competition was direct mail the problem was what well what would maybe be a problem on selling a door hanger that's 27 inches long seven inches wide and comes in a pack at 250 that weighs like 20 pounds what would the you know the problem was probably distribution so what we did is we got creative and we decided that we were gonna run fundraisers for the local school teams or whatever it was so we'd meet these teams at Saturday morning at 10 a.m. and we would give him their door hangers they would go deliver the door hangers they would get their check for a thousand bucks we cut him a check for ten cents a house basically we get our door hangers delivered the pizza shop would get their coupons delivered it was a great business model it was fantastic our only real competitors were the Direct Mail how or the shared mailers that had because that was really the only way you could reach specific zip codes the specific incomes etc alright so then 2012 came around and Facebook and SEO and Google became much more mainstream it wasn't that Direct Mail is dead or anything like that it's just that digital products made a lot easier for individuals to reach the consumer by either zip code area demographic whatever it was so we kept on doing the same thing you know I have we franchise to 22 locations and I had all these franchisees that were counting on me for their success because they bought into my franchise so in order to help them be successful what I did is I developed a series of digital marketing products to sell alongside door deals so basically I said watch you lead with door deals but then you also can go in and sell Google and some other things as well so that was in 2012 okay so that's the one I technically found in my digital marketing agency really it was a went hand in glove with the company door deals and then we built a very very profitable agency it wasn't long before people realized oh my gosh I can sell Google for like $2,000 a month and I can sell a door hanger for $400 a month and have to deliver it so it wasn't very long before people started sort of just shifting towards the digital world not to mention the clients had more of a demand for that he also as well so door deals kind of became part of almost like a almost like a problem shot at that point it wasn't really as profitable as a digital side so I broke off the the door deal side sold that to another guy and moved on and did the digital marketing so we did everything that had to do with the digital marketing funnel right so everything we did landing page development website development search engine optimization Adwords social reputation management everything HubSpot inbound marketing all that we grew to 38 employees we did we had hundreds of customers across different industries we're doing four million dollars a year just in management fees that's not including add spins that's just management fees Cody like he mentioned earlier he was actually a Facebook I'm sorry a Google client of mine he came to me with a couple ideas and we started student doing some Google and his first initial business that I work at them on with secure agent leads which is generating leads so we were looking for final expense agents to buy his leads we did really well with that campaign he kept spending more but then I decided to sell my digital marketing agency and partnered with Cody okay why would I do that alright it doesn't make any sense I even came to my partners and I was like you know what it's time for me to for me to for me to go do my do my thing okay I sold my shares I was the founding partner of this digital working you see let them run with it that business is still in operation I'll tell you what it is later if you want to ask me alright so why would I why would I sell my shares of a formula dollar company five months in when we're nothing but going up okay I can kind of sum it up in about five different points one the first thing is because I really really really believe in Cody and Lauren and what they're doing and what they've done and the brain that they've built what we're looking at right now this 8% nation is probably 13 months out of the inception of the idea next to a pool and Brian that's the kind of stuff that's inside Cody and Lauren just look around and kind of look at this and say if this is 12 months after the idea then good grief right obviously I believe in what their seed there give them a cloud [Applause] I mean 13 months from the idea we're sitting at the Statler you rented out the whole hotel I remember two weeks ago it was so funny we had we had to sell some rooms he moved into his sales pit you know and we had like you know 30% of our rooms to filled and guess who did it Cody got on the phone had his people tea Oh Cody's sitting there sell and he turned into a hotel concierge for two weeks you know but that's the kind of guy he is and that's the kind of partner that I want to partner with I was honored to be to be on his team another thing that was really shocking I went to Evan Stewart's obsessed conference they're doing it again next year I highly recommend that conference it was a huge amazing line-up of speakers there was an amazing conference I'm sure they're doing again next year look that up obsessed conference Evan Stewart it was yesterday they had a speaker that talked about specialization they said the average you know think brain surgeon or general practitioner okay if you guys have a brain problem where are you gonna go you're gonna go to the brain surgeon you ain't going to the general practitioner the average salary of a general practitioner is $399,000 a year the average salary of a brain surgeon is 799 thousand dollars a year the digital marketing world is still relatively new guys we're still seven years removed from the inception of Google being a paid platform when I was in getting my degree in marketing from Missouri State there was no facebook advertising that didn't wasn't a thing so what I'm starting to see being a leader in the digital marketing agency I'm starting to notice that if you don't specialize you're gonna kind of get left behind because the only time I would ever lose was when I went against an agency that was specialized in the industry that I was pitching for okay because I was a jack of all trades master of none I had AI I was selling Pilates equipment I was selling prime trucking you know I don't even know what they were like grills I was selling the front of their grills I was doing monthly subscription services I was doing all kinds of things that had nothing to do with one another every time I picked up a client I had to relearn an industry and I felt like I was just a jack of all trades master of none and I met Cody I fell in love with the marketing industry right I noticed that the insurance industry is generally underserved from a digital marketing perspective I really believe that I really believe that there's a lot of tools that we can leverage as insurance professionals that aren't being leveraged in the insurance industry specifically as well as what it is and the industry at large there's a lot of school's out there that I think we can we can work with and you know leverage to get ourselves leads and people to talk to and I just got addicted I got addicted to the numbers and the game of generating leads for insurance professionals or insurance businesses it's so fun for me I don't know why it is but you know I'm gonna bring up one of our clients is Eric you know he's an individual producer we did a podcast with him if you want to hear his story it's fully laid out but when we met Eric you know Eric said all-american lacrosse player super successful he came to one of our retreats very very very successful guy but was just kind of getting frustrated and struggling right we were able to help him out you know do do some lead cheering for him and now he's just killing and crushing and hitting his goals and that kind of thing is really fun for me I wasn't as passionate about marketing the Pilates equipment for the company that just decided that the way to sell an HDTV probably isn't the best way to do it so now let's go to econ right I just wasn't passionate about Pilates equipment it just wasn't fun for me right and I wasn't specialized all right so let's see so I finally got to dig deep into a specific industry so all I do now all we do now is lead development marketing the insurance industry in July alone Cody and I will oversee a hundred and fifty thousand dollars of marketing spend exclusively in the insurance industry just in July okay so what I want to try to do is unpack some things that you learn along the way of almost spending you know that kind of money in one specific industry that that money was spent on final expense lead development medicare advantage and supplement whole life general life insurance Spanish life insurance long-term care mortgage protection agent recruitment insurance event marketing and a lot more okay so this was actually spent specifically on Facebook and Instagram lead development Google AdWords lead development search engine optimization YouTube lead development website landing page development content marketing video production insurance event marketing and etc okay so what we've learned all right is a few things with spending almost seven figures on insurance marketing per month and I want to break it down in some concepts I want to try and give you guys some nuggets of here's what we've learned so I'm gonna save you guys some time and some money and just kind of leverage our knowledge and not have to you know learn from your own mistakes learn from ours okay so I'm gonna break it down in several concepts I'm gonna spend some more time on you know one concept more than the other but the first concept that I want to really unpack real quick is insurance marketing is lead development while you brand along the way okay I didn't understand this in the insurance industry at all before I specialized in the insurance industry in fact if you would have asked me before I parted with Cody so we we had we had franchises of our digital marketing agency and they would always ask me whenever we on boarded them they would say what are some industries that we can really specialize in and have some quick wins to be able to own you know some specific injuries and I would say well you know what digital marketing is all about the same it's just apples and apples really just different keywords blah blah blah but there's two industries that you want to stay away from and that's insurance and real estate I actually said that like that was what I believed because I didn't understand every time I tried to run a campaign for an individual real estate office or an insurance office I know what I was doing I was trying to brand this insurance company and all they really wanted at the end today was people to get in front of and talked to okay it's incredibly important I don't care what you're doing with from a marketing perspective whether it's traditional media whether it's digital marketing whether there's tradeshow events the most important thing you can do with any marketing dollar that you spend is get to the point where you understand that we need to set our bar for our cost per lead no matter what we're doing if it's TV or radio they need to understand what you're spending how many leads you're getting from that and then what you're paying per lead if you don't know what you're willing to pay or what you're okay with paying per lead then you're you're not doing marketing right and you're burning through budget okay I'm telling you you're you're you're wasting budget all right not to say that insurance you know marketing is only lead development I'm it is important to build a brand but it's more important to return on investment so you can scale up and the only way to really do that is to be able to track your lead lead quality and lead volume through what you're doing that from a marketing perspective does that make sense to you all the next concept I want to break out and there's warmus spend a lot of time unpacking okay what I learned is that not all leads developed are created equal okay that may seem like a basic concept at first okay but I want to really unpack this for you guys so you understand which products to use win and how it works okay so different digital products deliver different types of leads your lead volume and quality is relative to the size of her Geograph you know geographic area etcetera but the main metric that I want you guys to walk away from from my talk is a metric called buyer intent okay buyer intent is a metric that we use and it varies on product it varies on all kinds of things ad message etc okay so what is buyer intent all right buyer intent is a is how close a user is about to buy whenever they come into your lead funnel right so lead generating only alone if you're just lead generating I consider that checkers what I consider chess is manipulating campaigns and targeting buyer intent while Lee Jane yeah manipulating campaigns and targeting buyer intent well lead generating is just checkers so what do I mean traditionally lead generating generating works like a switch how many of you guys have bought leads from a vendor most everybody right whether it's direct mail or digital okay typically it's by your leads here's your batch elites here comes the spreadsheet how the leads go did I close X amount of policies I did or I didn't there was good leads it must be a good lead vendor or it wasn't a good leader lead vendor on to the next guy okay you're you're giving somebody X amount of dollars per lead and then you're getting you know X amount of leads per back and then you're basically gauging on if that was a good or bad spin based on how much business you've closed out of that that's a that's a switch what I want to try and do is when I try and involve your guys is thinking okay lead lead generating and lead vendors are still great we are one with secure agent leads is a lead vendor there's nothing wrong with buying leads there's certain situations where buying a batch of leads is the perfect thing like you have 400 bucks to spend and so you want to pay 20 bucks a leave you buy the leaves that's fantastic there's nothing wrong with that for those of you that want like a consistent study if you listen to coach Burt and you said you know what I've activated my prey Drive I'm ready to go I'm ready to do everything but I still kind of some people to talk to right you gotta get in front of people to actually you know sell anything right so instead of a switch okay I want you understand that digital marketing and marketing in general you really should evolve from a switch into what I call like two knobs okay so one knob we can turn is the volume and quantity of the leads that we're getting with our budget okay the next knob that we can turn is the quality or the buyer intent okay buyer intent would anyone agree that someone going to Google and typing in I'm just gonna use long-term care insurance because it's an easy example long term and share in long-term care insurance quotes is probably a higher buyer intent than an individual that we found on Facebook that matched our demographic geographic area and we solicit a call a call to action and got a lead from would anybody agree that that's a different lead with different buyer intent okay so instead of having a switch that we're flipping and saying here's my leads that are coming in we have these two knobs well the interesting part about buyer and 10 and doing this whole and playing this game is that I find that each business each producer each geography whether it's tell sales whether it's door-knocking whatever it sounds like has what I call a different line of equilibrium now what this line of equilibrium is is it's enough leads in your pipeline and your CRM to be busy enough to be successful but not too many leads that you're actually you know not getting to them quick enough because speed the lead is a huge thing right so if you are getting a bunch of leads and you get 90 leads dumped you know I was talking somebody earlier that does Direct Mail so they'll do a direct mail push that mail hit they'll get like 80 leads on a Monday and then they're trying to work those leads throughout the next couple weeks well they're gonna have better success because in there in the early parts than they are if they were just gonna get a steady trickle well sometimes it's tough to control right so you want to be able to turn those knobs right and say okay here's my line of eclair here's enough leads to get in my pipeline with also enough buyer intent to get the ROI and the closing rate that I'm comfortable with there's plenty of ways to move that buyer intent and that's what I'm gonna break down okay we like to measure buyer intent on a 10 scale okay and I'm gonna break on down exactly how we do this all right I say 1 to 1000 one buyer intent is something like get me on the front porch as cheap as possible don't care when a door knock don't care right I got 1,500 bucks a month I want you to give me as many front porches as you can okay sometimes telesales work this way because they have tons of butts and seats and they want to maximize their budget they don't necessarily care exactly the quality of the lead though it's still important it's not that we were wanting to you know ignore quality but it's more about volume than it is quality then on the other side you've got your 10 out of 10 buyer intent this is a completely different type of lead right so this would be like we have a landing page we have a video that talks about long-term care insurance we have copy that educates and long-term care insurance we have a what's called a lead magnet I'm going to grow up I'm going to go through that here in a second actually I might as well just go there now you build up what's called a lead magnet has anyone ever heard of a lead magnet okay gated content is another term okay so it's also called like a soft conversion so on this landing page the first thing that we want is obviously an inbound phone call that'd be the most ideal situation if someone's calling us and saying I went to Google and I doubt and I and I googled long-term care insurance I found your landing page I watched your video I read your copy I've now read your ebook that talks about why you should consider long-term care insurance how many of you guys would agree that someone that downloads the ebook what you know why you should consider a long-term care insurance is probably interested in long-term care insurers to some level obviously okay it's called self you know qualifying soft conversion well that lead magnet is getting you conversions but it's more expensive than if we were to just solicit a response from Facebook and example all right so I'll show you what I mean so this would be like a general landing page I cut a chunk of that so that ebook would be what's called a gated conce in order to get that ebook you have to give us your first and last name your email address your phone number and then by getting that it unlocks the e-book there's even further steps you could do if you want to qualify once before you even get the download you can have that open up a new sort of level into your marketing funnel that asks you no questions qualifying questions income questions you got to be careful on some of this stuff but ask further questions to qualify that lead even further every question every step you add to your marketing funnel increases your lead cost but what does it also do it increases your pyar intent okay so there's some individuals that are only really interested in I'm a single producer I need to get in front of highly qualified individuals I'm interested in really not so much caught cutting my cost per lead down but more getting in front of a more qualified individual that's how you do that so that's how you want to measure that one out of ten okay so what I want to do is I want to give you guys some just some like bars that you can set to try out some of these different products okay so you guys understand what I would consider to be like a successful campaign now remember that a lot of these vary on geography not all you know campaign is is structured the same way you can buy the same keyword and once say it'll perform better what I try to do is I just try to take some active campaigns we have so do you guys can understand that you can sniff BS if someone comes to you with an idea and they're trying to charge you X amount of dollars for whatever it is I want to just give you like a good understanding of what that looks like so here's this actual campaign so that that long-term care insurance gated content piece that I showed this is the Google campaign that we're running for this particular client now this particular client has a Telus telemarketer that's setting appointments for him so all of his leads are driven into a Telemark or the telemarketer is qualifying and setting appointed for him he's going and running that meeting the cost per acquisition that's what that CPA means cost per acquisition cost per customer is 35 dollars and 86 cents I want you guys to remember that number okay the cost per click was nine dollars and 44 cents what that means is is we were willing to pay Google nine dollars and 44 cents every time somebody googled long-term care insurance clicked on our ad went to our landing page that's what we're willing to pay that's a going rate our conversion rate is a really good number that tells us how quality our landing page is now 26% is really high closing one out of four people is pretty high I wouldn't necessarily set that as a bar but I wanted to show you this particular campaign that we have meaning the higher your conversion rate the lower your cost per acquisition okay now the same client is a telecenter so they're still interested also in volume of leads as well because they still have a telemarketer opening and closing and they said you know I still want some volume I just want to kind of see how it's going to undo Google but I also want to do social okay so in the social campaign our cost per acquisition is fifteen dollars and 19 cents so $20 less than our Google conversion the buyer intent though is much lower right but it's a happy customer so if I was to ask you guys before I talked about this would you rather pay thirty five dollars or fifteen dollars for a lead for long-term care insurance what would typically you say fifteen it's cheaper why not well that's because you're playing checkers right there's there's different lead types and different volume of leads that you can kind of tweak because that closing rate for those google adwords for him is like ten times what we're doing on facebook we're just using the facebook as more of like a volume game to kind of fill his funnel as well and then I think he's spending a thousand dollars a week on Google or something for that campaign and he's only spending like a thousand dollars a month on Facebook or something like that so let's look at a YouTube campaign for generating leads who knew that you could use YouTube to generate final expense okay I'm gonna talk more about YouTube here in a minute all right so right now we have a campaign running now for this particular YouTube campaign is we can target specific channels specific topics etc so what you're doing is is we're showing an ad on YouTube driving website traffic to a landing page and then doing this whole conversion tactic that I was telling you about as well okay so the conversion rate for this product or this project is eleven point eight eight percent they're paying four dollars and eight cents per lead but there's also a really cool branding component that's happening right now okay so 32 percent of our ads are being viewed 75 percent all the way through we're only paying 3 cents per view and we have a 1.1 percent click-through rate now does anyone have it who thinks YouTube ads are annoying before your your view right we all do okay so that first 5 seconds where you can skip the ad did you know that you want to pay for that right it's free Google need charges you for what you're actually watching so a lot of these campaigns that we have we're showing hundreds of thousands of people are messing our brand and they skip and we didn't have to pay for it okay and we're still getting leads for four dollars and eight cents now if I was getting leads for 40 dollars I might not be so excited about YouTube right now because I know I can get him different places with Google in different places with Facebook he said I mean by understanding our benchmark ville we're willing to pay per lead that's kind of what I want to make sure you guys understand all right let's look at a quick recruiting campaign how many you guys are interested in recruiting agents most a lot of people are okay this is actually easier target to hit than you would think all right right now we have got a client that's recruiting he's in 40 states we have a simple message we have a video built by him we have his different value proposition he's paying three dollars and 11 cents per prospect to raise his hand it's big it's becoming so successful but he's actually hired a telemarketer to then do the same thing the other guys doing to qualify the leads and get him on the phone and talk to him as well he's recruiting producers the cool thing I like about this campaign is not only do we have a campaign running to recruit producers we have a campaign running to produce to recruit team owners that want to bring their whole team so we have a whole completely different campaign running that's targeting the individual that's a leader with different messaging different landing page etc talking about the benefits of bringing your team to us as opposed to only yourself that that's about a twice cost per lead but obviously it's more valuable cuz it's more than one person right so let's look at a recruiting campaign for Medicare agents and expansion counties this is a fun project that I took on because we had a particular client that was that had a huge advantage and a particular set of counties across the country so what I did is we got those actual counties where they had this advantage we've input those counties into our campaign we only ran the message in those expansion counties we generated the leads that way all right we generate one hundred thirteen leads I think we're on track to be about 170 175 over four let's see six weeks we started July one very successful campaign but you can pinpoint target these different areas that you want with a specific message because a lot of us that we're trying to recruit there's a reason that someone would leave their organization and come to ours and there's typically a specific area of the country or the state or whatever for who is the hotbed a lot of times the carrier can provide this information as well and we can import that into our campaigns and use that as a as a targeting metric all right I just want to show you another one just so you know cuz some of the some of you guys are group health and health some of you guys think that's a hard target hit business owners etc it's not an easy target but we're paying seven dollars and 28 cents per lead multi-state campaign this guy is actually doing telesales so you know I know some people are selling group health leads for forty five bucks a pop or something like that alright you could just generate your own all right so let's look at a volume over quality multi-state campaign all right this is worth for the person that says give me on the front porch as cheap as possible and use as many leads as I can and not necessarily that concerned about quality I just want to make sure they opt in to those etc these guys are paying a dollar seventy six per lead twenty four thousand leads a month right not small numbers okay and we haven't even touched the potential of what we could do for the amount of leads that we could generate all right I want to put one more in there because I know there's a lot of spanish-speaking final expense agents sometimes that's a hard target to hit alright and we have a spanish-speaking to state final expense campaign right now and we're generating you know 600 leads a month spanish-speaking leads as well it's all in Spanish we have a translator on staff it's awesome okay so this is my favorite one I love that I love this one and I pick on Eric too much this is you buddy just so you know so if you everyone talk to Eric and hear his actual story feel free this isn't made up alright so what he did is he came to us and he has a local market right now he's paying nine dollars and seventy two cents per lead now we could have a cheaper lead if we want I could probably drive leads for I don't know five six bucks in a specific area but we are specifically adding in buyer intent to this campaign to get him in front of the right people so that he doesn't hear things like I thought this was free I thought the government paid for this I thought that there was a free Walmart gift card with this lead or whatever it was right we don't want to hear we don't need to play those games so for him we dialed the buyer intent you know three four or five or whatever instead of just driving lead as cheap as possible he's getting thirty five leads a week he's closing the policies to get about seventy five hundred dollars in commissions per week and the budget that he has for this project is $1,500 a month how easy is it for you to spin to the next 1,500 bucks right no question it doesn't it's not even a factor now we knows how to scale now I notice how to recruit there's it's all a self fulfilling project that has been so much fun to work with you on Eric I appreciate your trust and you've even already given us a referral spike that's next to him right so concept three and this is one of the most important things in my opinion aside from just the pure numbers okay as insurance marketers we're shooting at a moving target okay Cody was one of the first at scale facebook lead vendors in the country that was large two years ago okay you noticed a trend he started doing it he was killing it okay the way that we generate leads now is completely different than six months ago and the way that he started generating leads it's completely different than it was six months after that it changes Facebook takes away rips away tools all right it's completely different so who remember that Facebook just got fined five billion dollars last week did anyone read that well they got fine because the privacy issues well we used to be able to target by income now we can't target by income will that hurt our mortgage protection projects right because it's a little bit easier to drive mortgage protection projects if you can target specific incomes so this stuff always changes we're doing different things every week we're trying different things every week okay because our job we drive you know we spend energy and fifty thousand dollars a month on this type of marketing if we're not ahead of the curve of what's going on next we're getting completely left behind and we don't want to be that we want to bring our clients to what's happening next not just how it's working now right this is a moving target all right so what's the next big thing I want to spend a little bit of time talking about this okay I've been a digital marketing game for a long time I was a digital marketer when Facebook became a paid platform I wasn't selling local advertising when Facebook first became paid does anyone remember that when Facebook all of a sudden allowed us to pay for ads it was like it was almost like a joke it's like who's gonna pay to boost a post that's crazy until my friend that owned a dental shop that sold Invisalign put a thousand bucks a month and it was getting like $80,000 of invisaligns and my chiropractor friend that was like sure I'll try two thousand dollars a month give it free x-ray and exam and look like a thousand customers a month right and then everybody started to figure this out and they're like oh wow I can now target for pennies on the dollar let's go ahead and do that you know there's the gold rush right so let me tell you guys something that's really interesting that's happening the digital marketing world that I bet you guys don't know okay Facebook has an ad inventory that is a set number does anyone know that you can't just put an ad you're never gonna see a facebook feed that's filled with ads because then you wouldn't be Facebook and B ad book you know I'm saying so they've got to have a social marketing component so one out of every three ads or stories in your feed is at most an ad in quarter one of 20 19 guests who hit their ad ad capacity Facebook okay so prior to 2019 for quarter one we just have to go to Facebook and buy the ad inventory now do we have to do now we have to go to Facebook buy the ad inventory and outbid you and you and you and you so what do you think's getting ready to happen to this gigantic auction okay it's gonna increase I'm telling you it's going to increase we're already seeing incremental creases for those of us that are in the lead game we're always trying to figure out how to hedge this but it's happening and it's we're gonna see it happen even quicker so who would you consider the digital marketing giant from like global digital marketing giant who would you guys consider that Google or Facebook Google Facebook is kicking the crap out of Google on lead development I'm telling you they're winning on lead development specifically because everybody's doing Google Facebook one for a minute okay now here's what's happening okay guess what ad platform is not even close to capacity of showing the amount of ads that they can to their users YouTube so guess what's happening to you to you cannot at this point you cannot fill out a lead form on YouTube okay but guess what's in its final final stages of beta and guess what's a like several agencies are already testing the platform the platform is already built out within months I'm maybe even weeks advertisers are gonna be able to build out a YouTube campaign we're gonna be able to watch a final video on YouTube put together an ad that's gonna be a native form fill without him ever leaving YouTube just like we do with Facebook that works so well guess how much inventory YouTube sold of their hundred percent fifteen percent so Google has said Facebook we're coming after you where we're gonna compete on lead development is worse we make it super cheap to show ads to these people we're gonna show impressions at pennies on the dollar compared to what you guys and make sure that our cost per leads are similar to what you have and this campaign type is so close to being released guys it is like you go google it right now and it's called like YouTube for action or something like that it's gonna be a whole nother Google platform and for a short window it's gonna be just like when Facebook became a paid platform it's also gonna be just like when Google launched call only ads has anyone ever heard of that where you can only pay when Google calls most people still don't know that they're like I don't want to pay per click it's like you don't have to you can pay per call right so there's it's just like the gold rush right so we're getting ready to be in this new phase so right now we're still using YouTube and generating leads for cheap compared to what I was willing to pay you know prior but is gonna be a big deal and it is gonna be what's next I promise so what I want to leave you with is just this this sort of visualization I want you to understand that there's two types of traffic when you're looking when you're targeting digital marketing there's what we call top funnel traffic these are the individuals that are fit our demographic they fit our geographic they're turning 65 they're a Medicare client whatever it is and we're showing them a message and trying to solicit a call to action to generate a lead and then there's bottom funnel traffic which is pay-per-click I'm looking for long-term care insurance I'm looking for whatever that keyword is and I'm buying them engineering that lead whatever right away because they're looking to call somebody and I'm gonna call you today because I'm looking for a quote today right that's different than a facebook lead so a lot of times people don't really understand there's different types of traffic different types of leads different types of you know ways to generate leads and I just wanted to kind of educate on that okay so my question to you guys is are you playing checkers or chess all right what do you plan are you buying leads okay that's okay that we will sell you leaves as secure agent leads that's okay but there's some people that want to take their business to the next level and have some sort of consistent thing because how many of you guys like feel like you find it necessary to bounce around like lead vendors because someone had a bad batch or what I find there to be a lot of bouncing around in the industry well what I feel like is happening and why they're doing that is because differently vendors have different buyer intent built into their marketing funnel so you're just bouncing around like his leads are better than theirs and his beat leads are better than his and it's like well it's cuz he's got a different marketing funnel set up right what if you had one you know you know customer or one partner that was able to help you move your buyer intent and learn from where we started and go there together - right so what I want to do is try to make it easy as possible to show you the next level on how that looks like all you need to play ball is $1,500 a month of budget okay I'm gonna break it down how this works a thousand of that fifteen hundred dollars goes towards hard ad spend that means that goes straight to to Facebook to generate leads or straight to Google to generate leads whatever that is alright five hundred dollars is what's called management fee that goes to secure agent marketing to do ad creation asset creation video production landing page develop whatever that looks like right and then if you ever want to scale after that twenty percent of every dollar above the fifteen hundred goes towards ad spend as bills management fees so the example is is let's just say we have a final expense project and we're doing a thousand dollars a month of ad spin we know exactly what our ad costs is it's nine dollars and seventy two cents if we want to double our lead flow right and go from 1,000 Matt spin to 2 then all you got to do is pay 2700 dollars instead of 1,500 and that way you'll double your ad flow so a lot of it we can start this is just the minimums there's obviously custom ways to approach this but this is an easy way to let a ninja individual producer or just wrap your head around how what it looks like and this does a couple really key things for you guys one it puts you guys on the same side of the table of your marketing guy and we're a team now trying to generate leads and mini play by our intent together as opposed to me trying to sell you leads and then me trying to convince you my leads are great and you try and tell me my leads suck and me try and tell your closing rates sucks or whatever that little banter becomes my leads are great it's your closing what are you are you door knocking are you doing its no let's not do that let's just evolve our thinking get on the same team and understand that we're all going to Facebook what's the real difference between Jim and John's leads from Facebook go from Facebook it's it's the buyer intent so let's work on that together and let's craft that together and all you need is $15 a month a budget to find that and you will win I promise you will win okay I'm do not have time to over promise and under deliver that is not there's no point in that there's no point at all I'm sick of that I feel like that under the insurance industry has been completely taken advantage of more often than not about bad leads and missed capilene and this and that so you know the key to me is is just I love to help people find their equilibrium of their lead flow and be able to work as a team and not have to worry about like you know we had a conversation with Eric I'm gonna tell another story about you so we're generating our leads at nine dollars and 72 cents he's closing a bunch of business he says I want to you know turn my leads off at like 12 o'clock at night and turn them on at like 5:00 a.m. and I also want to ask a couple qualifying questions and I'm like okay that's gonna spike our lead cost but we can try it so we end up going from nine dollars and 72 cents so like 15 dollars and you know 20 cents or whatever it was and I'm like well how are the leads is like well they're not really that much better I'm like okay well let's go back right well we have a relationship right prior if I was his lead vendor I would just have to tell him no because it's gonna kill my margin I knew that he didn't necessarily know that was gonna kill my margin no we're not gonna do that so he's gonna think that I don't have his best interest in mind and then here becomes this we're not on the same team and blah blah blah and that's why I believe that insurance specifically just bounces around from leave minotaurone leave into the neck so they don't trust the partner that they have that are actually using in their best interest in order to do that just lift the curtain let's all understand the lead cost the hard cost of what it is pay a management fee and and all just be on the same team so I'm out of time thank you Landon McCarter co-founder secure agent marketing thank you thank you man the metrics to analytics and that the data behind that is so impressive is everything it is it is everything thank you so much for being here and sharing all that with us