As medical and recreational cannabis markets continue to explode across the US, the importance of implementing an effective local dispensary SEO strategy is greater than ever.
Not only is the demand for cannabis greater than ever before but there are also more people living their lives staring at their mobile devices than ever before, using Google, which operates on more advanced AI than what has ever existed before.
In order to obtain the online visibility, your dispensary deserves, you are going to need a solid strategy and some time on your side (or know somebody that has both to lend you).
Let’s start with the basics.
What is Local SEO for dispensaries?
Local SEO (or search engine optimization) is the practice of making your business more prevalent in search results. Some of the tasks involved in boosting your online visibility take place on your actual website (on-page SEO) and others are to be done on other websites (off-page SEO).
Dispensary search engine optimization can be a full-time job in and of itself. For the sake of saving you time and helping you focus on the good stuff, I’ve prepared a list of some of the most important search optimization considerations below.
The list below includes 8 of the dankest SEO strategies for dispensaries to ever bless dispensary owners.
Verify and Complete Your Google My Business Listing
I hate to beat this horse to death, but it is too important and also overlooked to not say it again. According to research from Chitika, 92% of searchers pick businesses on the first page of Google’s local search results. Additionally, Google drives 96% of local search traffic, according to research by Jody Nimetz Co.
Hopefully, this drives home the importance of taking this Google My Business business seriously.
So, here is how it works.
Google displays the top 3 local search listings for all searches that imply a person may be looking for a local business. This includes cannabis dispensaries.
My local search for ‘dispensary near me’ returns the following Google search results.
The ideal situation is to get your Google My Business Listing consistently positioned in the top 3 listings as frequently as possible. With the stiff competition in the cannabis industry today, this is easier said than done, but it is possible if you cover all of your bases, or at least hire the #1 cannabis SEO consultant. .
Use Guerilla Marketing Tactics to Obtain Free Media Exposure
Guerilla marketing is the practice/strategy of using non-conventional means to obtain attention from the masses. Guerilla marketing is one of the most powerful marketing tactics known to all of humanity. It can also be one of the least intuitive and in my experience, the best ideas cannot be forced.
This little stunt gave him a spot on all of the local news stations. Keep in mind, he is also an attorney. As a dispensary owner, this particular stunt would likely not have been as well received. I am not suggesting that you go copy off of him, or for that matter, do anything illegal. Guerilla marketing is about being clever in a way that makes people pay attention, not about vandalizing or destroying any personal/government property.
Use these examples of Guerilla marketing tactics which have been used by business owners in other industries, to come up with your own ideas for your dispensary.
Set Up a Custom Website With Original Content, Images, and Video
Most people seem to be under the impression that a website is important for a business to have because it will drive new business if it is designed correctly.
The reality is, this is only partially true.
The fact of the matter is that all of your local dispensary SEO efforts will be amplified exponentially when you have a domain name and an effectively-designed dispensary website to point all of the various directory listings, social media pages, and everything else back to.
One of the primary contributing factors to search engine optimization is in this idea that some websites hold more power or ‘link juice’ than others, and ideally, this is because they have established, time-tested, trustworthy content.
When these trusted websites link back to yours, it tells the search engine that the likelihood of your website being credible and relevant is significantly higher than it would have been otherwise.
In other words, yes, having a custom website for your dispensary is absolutely essential, but if the situation is simply approached with the idea that having the website will be enough, then you are likely to be in for a disappointment.
Organic search engine optimization strategy for dispensaries comes down to providing original, valuable content in all shapes and sizes. Create quality, original content on a consistent basis and ensure your website meets the quality and ranking factors considered to be important to Google and there is a good chance you will be on the right track.
Create, Complete, and Update Social Media Pages on All of the Major Social Media Platforms
In order to maintain a consistent image, there is no way you can realistically cover all of the social media platforms that exist today. You are going to be much better off in terms of your time and return on your efforts if you just pick 2-3 and remain consistent with those.
My personal recommendation would be to remain consistent on Facebook, Snapchat, and Instagram.
If I was going to add 3 more to the list, it would be Pinterest, Google+ and Twitter, however, there is some fairly simple automation that can be used to update those pages with content you are already sharing on the other platforms.
IFTTT (If This Then That) is one of the easier, free automation tools which you can use to create content automations between most social media platforms. You can also use it to automate your home lighting, television, sound, thermostat, etc… if you are into that kind of thing.
Link All of Your Social Media Pages and Directory Listings Back to Your Website
This may seem elementary of me to mention, but you might be surprised to see how many dispensaries go through the trouble of setting up their social media pages, only to never complete them.
My advice is to keep a document or spreadsheet somewhere, listing all of your social media profiles and directory listings, and manually ensure that all of these pages are complete with links pointing to your website.
It isn’t fun but it is important.
Plus, if you can’t find the time to do it yourself, you can always hire somebody like us to handle your local SEO and social media management for you.
Maximize Your Organic SEO Results By Consistently Creating High-Value Multimedia Content
Step outside of your comfort zone (with a proven track record) to create videos, images, blog posts, reviews, silly stuff, crazy stuff, and anything else that might give value to, amuse, impress, or at least distract potential customers from their day to day lives.
Effective dispensary SEO used to be about knowing the sneaky SEO tricks that would get you ranked just by using the right words and tags throughout your content the right amount of times, then linking back those pages from every SPAM website under the sun. Today, many of those same strategies will just get you blacklisted by Google.
Today you have to get creative and the only way you are going to be able to do that is by having fun with it.
Last month we generated 196 exclusive leads for our client using an exclusive mortgage lead generation system we created and implemented on their behalf. Our target audience consisted of homebuyers and alternative lending candidates who were unable to obtain traditional bank financing. Please keep that in mind before you see the screenshot.
Forty-six of those leads equated to a specified buying intent between $57 million-ish and $86.3 million (see image below from the campaign)- an average of $620k to $900k per lead. The other fifty people either opted to not share their estimated loan amount or they just left before they were asked.
Our clients generally convert 8% to 15% of the leads into application submissions. In this case, 11 of the leads opted to fill out an app prior to having any human contact. By combining our mortgage strategy with a real estate lead generation strategy, these campaigns can be extremely powerful, even leading to total market domination.
Many of the leads have been somewhat qualified upon hitting the inbox, but others still required a conversation to get them warmed up. Generating high-quality mortgage leads is always easier said than done – but we have a consistent system figured out which is generating hundreds of closed deals for our clients.
With proper ongoing optimization and adjustments, the system we created for this client will continue to produce qualified client prospects for the foreseeable future.
A sample from our recent mortgage lead generation work. Some of the lead capture systems we use to give the prospect the ability to communicate to the extent which they feel comfortable. Keep in mind, this was for a direct lender who specializes in providing financing that banks are unable to offer (People with lots of cash and credit issues are the target market).
How to Generate Exclusive Mortgage Leads Online
Success in the mortgage industry is dictated – to some degree – by to your ability to implement a consistent lead generation system online. You have to capture the attention of your target audience where they are paying attention. Online is where you can find it.
Lead generation isn’t everything, though. You must also be likable, good at what you do, and have competitive loan products and services to offer. Make yourself a resource for clients who need your services. Make videos, blog posts, etc…
It’s almost 2018. Purchasing large ad spaces in the old school yellow pages is longer a viable method for attracting qualified borrowers. The keys to success lie in your ability to capture the attention of qualified borrowers, in a relevant and meaningful way. You may have the best loan programs and personality in the entire mortgage industry but if nobody knows about it, what difference does it make?
Who is this Google mortgage lead generation formula designed for? Mortgage origination professionals who are dedicated to their success. Ask yourself the following questions: Do you offer competitive loan products? Are you easy to work with?
If you answered yes, the rest of this should not be rocket science. That doesn’t mean you won’t have to step outside of your comfort zone, however.
You might have the lowest rates and best client intake process in the world but if nobody knows about it, what difference does it make?
Can I Do This Work Myself?
If your objective is to generate powerful mortgage sales funnel that engages and qualifies leads on auto-pilot, it may be worth considering hiring a professional who works with mortgage and real estate companies on a daily basis.
If automation is your objective, it would be wise to consider hiring someone with mortgage origination experience who also has a strong track record generating mortgage leads (myself and my partner, for example). If possible, stay away from hiring a digital marketing company lacking this experience to figure out how to generate exclusive mortgage leads on your dime.
That isn’t out of personal interest, but rather out of personal experience. I have run into more than a few situations where writing ad copy would have been absolutely impossible without understanding the loan products I was making the ads about. If you hire digital marketing companies who do not have industry experience, expect issues. The further outside of traditional home loan products you go, the less concrete the concepts become, and the more challenged a person without actual industry experience will be.
If you’re going to do this the right way, it’s not going to be cheap or happen overnight, but it can happen quickly if you are diligent and have the right help. Making the decision to work smarter is one of the best moves you will make in terms of your work and life. You can use this formula to generate whatever kind of exclusive mortgage leads you desire including refinance leads, commercial mortgage leads, reverse mortgage leads, etc…
The Path to Success: Mortgage Lead Generation for Lenders, Brokers, and Loan Officers
Step 1: Identify your value proposition.
What makes you stand out from every other mortgage broker out there? You might be surprised as to how many mortgage brokers skip this altogether. This step is really tied in with step 2 because, in order to determine your client’s definition of value, you must know your ideal client. But before you define your client, you should really understand what it is that you do best. It really doesn’t make sense to generate mortgage leads without having a clear understanding of your value proposition.
In order to set up a system that generates consistent exclusive qualified mortgage leads, you must determine what sets you apart from everyone else. You will be lead to discover (or create) your value proposition by answering the questions below.
Questions to Define Your Value Proposition:
What do you do for your clients, specifically?
What’s in it for the client?
How do you do it differently?
How do you want to be perceived?
Whats in it for you?
How do you make life easier for clients?
How do you make life easier for realtors?
Some Benefits of Creating a Value Proposition (Other Than Necessity) Include:
Increasing (or creating) an ability to attract the attention of your ideal client.
Having the ability to differentiate your offering.
Enabling a client to justify their decision now, and to work with you.
Shortening the sales cycle.
Increasing customer satisfaction.
Figure this out before you move on to the next step. Spread your value proposition throughout the media you create.
Step 2: Define your ideal client and create a buyer persona.
The next step is to identify your ideal client. The value you have to offer should be in line with the ideal client you wish to work with. If it’s not, you may need to work with another person who has more experience in that area. Build up your confidence and competence to accelerate your path to success. You can generate leads all day but if you are not confident with your abilities its not going to matter.
For example, you are an FHA home loan expert and your value is being the most resourceful, johnny-on-the-spot FHA mortgage professional out there. Your ideal clients invest in office buildings. That means now is a good time to learn as much as you can about commercial real estate investing, pro forma, and everything your ideal client is involved in on a daily basis. You should be able to speak their language.
Some Questions to Help You Create a Buyer Persona
Who is included in your target market?
What is their demographics?
How can your clients be identified?
How can your clients be reached?
How do they make decisions (as an individual, group, on a budget, with a pro forma)?
How do they define value?
What is their primary purchase criteria? (Why, Who, Where, When, How)
Now put yourself in their shoes. Make a list of where your ideal client is likely to fix their attention on a regular basis. Some ideas may include:
Social media platforms: With 80% of the world having a Facebook account, this is probably a good place to start. Do they use Twitter, Quora, LinkedIn, etc…? Create an account on all of the platforms you are Target client is likely to be using. Get familiar with how people make posts, the type of posts people make, and the overall etiquette for the platform.
Search engines: I’ll make this one easy. They probably use Google or Bing. Most likely Google. Use Google to help you figure out the rest of these items you need help with.
Publications, websites, etc…: Most areas seem to be dominated by people in certain industries. If you originate loans for residential buyers in an area which employs mostly healthcare professionals, bookmark some websites that keep you up to date on the healthcare industry in your area or in general. If you live in an area where people are involved in technology, get yourself into a routine of staying on top of the tech world. People will be pleasantly surprised if you know about the things that they spend their time doing. It won’t go unnoticed.
How to Develop Your Buyer Persona and Reel in Better Customers (Forbes)
Step 3: Position yourself as the expert by giving value and establishing trust.
The beauty of the digital evolution era is in the fact that there are now more ways to reach your target clients than ever before. You can deliver valuable video content using only your mobile phone. Consider your answers from the previous sections and figure out what kind of questions your target audience is likely to be asking. Match that up with the answers you are most suited to provide and generate content in a way they can understand and digest.
It doesn’t have to be a big production and really, it shouldn’t be. You can literally take your phone, point it at your face, and get real with people. Don’t try to BS. People will smell right through that. Just provide some genuine insightful content for your target audience to consume. Give them information or insight which will make their process easier, save them money, give them resources they otherwise would not know about, etc… Tell them about common mistakes you see buyers making. Help them understand what they are getting into.
Easy mobile apps to use for video recording/editing:
Step 4: Engage in strategic referral reciprocity. If you want to receive lead referrals, give them away first.
Although I no longer work with newbies in the mortgage industry, I was approached by many when I first started this project. I discovered very quickly that there are many more aspects involved in establishing a successful, consistent mortgage lead funnel. Surprisingly, many new loan officers have been trained with realtor referral solicitation as their primary strategy for success. Many of these loan officers have not been advised regarding how or why Realtors should agree to give them business or why that might be in their best interest. In reality, it’s probably not in most cases.
As a mortgage broker, this concept is of particular importance, especially if you have loan officers working on your team. Hopefully, you have a clever strategy of portraying how you will make a Realtor’s life better if you are going to be soliciting business without having business to give.
How can you get referrals from Realtors if you have never closed a loan and don’t have business to give?
If you’re new to the industry, good luck. Why would a realtor put their reputation on the line to refer you business if you have never written up a single loan? If you’re new to the industry, you should consider working under the wing of a very successful mortgage professional you can learn from. I encourage you to establish some experience before you spend time soliciting Realtors. You only get one chance to make a first impression and if you have not established yourself as a resourceful expert who is going to make their life easier, give them more business, or help them close more houses, then it’s not going to happen.
If you want leads, give them away first.
The reality is you can generate referral business from Realtors all day. You just need to have quality leads – that have not been purchased – to give them first. If you are purchasing leads, there is a good chance those poor people are getting calls at all hours of the day by other people who have also purchased those leads, trying to do the same thing you are doing. You don’t want to give the Realtor more work to chase, you want to give them quality business. If you set expectations with them, in person, and have found the right Realtors to do this with, there is a good chance they will reciprocate.
Identify strategic Realtor referral prospects.
In order to do this the right way, first, you want to identify and screen the best Realtors to work with. You want to find Realtors who are diligent but not annoying, who will show properties to the clients that fall within their capacity to purchase, who understand the local market, and who basically just know what they are doing. Generally speaking, the Realtors who have the most listings and sell the most properties tend to fall within these parameters, but not always. There’s a fine line between persistence and being annoying and you want to stay away from anybody who is going to annoy the people you send, or you will start losing deals as a result.
If you specialize in VA loans you need to identify and meet Realtors who are experts VA regulations and who can help clients find properties that fall within VA guidelines. If you specialize in financing apartment complexes you want to find the best apartment realtors. And so on…
You also want to find Realtors who are on top of the game in areas outside of your expertise.
Turn dead mortgage leads into referral opportunities.
Many of the leads that come your way will end up making other arrangements or they might be looking for products you can’t compete with or offer. You still want to have resources to give those people, even if they turn out to not be a good fit for you. If you can still help them by providing resources that will make their Journey easier, and create a referral relationship with a realtor in the process, you are winning.
Once your exclusive generation system is up and running, you’re going to receive leads at all different phases of the buying process. You want to be very careful giving away leads that have not made any kind of commitment to you as you don’t know what type of arrangements the realtor has previously made with other brokers.
Step 5: Put a human face on your business.
People want to work with other people who have their best interests at heart and who can relate to them.
It’s easy to fall into the trap of allowing a company logo to become the face of a company and assume that a brand will provide confidence to clients – unless you specifically take action to put a face in front of your business. The truth is people need to see faces and know there is another human there to help them. Tell them your story in a way that shows them you understand where they’re coming from.
Establish trust with prospective clients.
This is why I previously recommended video content over everything else. Buyers don’t know who they can or should trust. They’re generally not too excited about dealing with the mortgage process. There’s a lot of money on the line and most people have heard about horror predatory lending practices. Nobody wants to be the next victim or, more likely, to be pressured into anything they are not 100% comfortable with – but a lot of people have a stigma around the fact that might end up happening.
So ask yourself, why should people trust me? And, if I was in their shoes what would it take to trust me?
Having nice pictures of you smiling preferably is a good start. Creating videos that provide value to your target audience is really where it’s at. Additionally, if you get happy clients to film themselves sharing their testimonial about you, it will go a long way. The next best thing will be Facebook reviews (from real people), then Google my business reviews, Yelp, and any other credible review websites.
With the rest of these items in place, a highly effective lead generation system can be established which will produce consistent leads, belonging to you. In addition to providing an opportunity for closed loans, the leads can (and should) be used to create working referral relationships. The process involved in creating a successful lead generation system for mortgage brokers is described below.
Capture the attention of your target audience by creating media that answers questions they are likely to have in a way that portrays your expertise and helps them understand who you are.
Produce advertising which is targeted utilizing advanced market data and search intent targeting. Also, utilize remarketing technology to target prospects after they have left your website or social media pages. Sometimes it will take more than one visit for visitors to convert into mortgage leads. Keep building trust.
Once the attention has been captured, drive the prospect to a page or platform which enables you to capture their contact information to take the next step. The threat level of your call to action here needs to match the intent that the visitor was making (or wasn’t) when their attention was grabbed. If the visitor was simply surfing the internet or on a social media page, you don’t want to try to get their name and phone number from the first step. By offering a deliverable that requires a lower Threat Level, an attempt can be made to collect more information from the confirmation page they land on.
We tend to use a combination of a few different to give the visitor the opportunity to choose whichever they are most comfortable with.
If the visitor was showed search intent or there’s reason to believe they would have specifically been looking for information when they found you, it’s possible you will be able to further qualify here. The more questions you ask the lower your conversion rate will be. The idea is to find a good balance that converts and collects enough information so you know the gist of the situation.
Once the lead has been captured your real work begins. If the lead was gathered without additional qualification information you would likely want to start the process there. That way you can ensure the best use of your time and the client’s time. If you work with residential buyers they are naturally going to have some questions and concerns along the way. Communicate with them in a way that shows them you are working on their behalf but don’t annoy them. Ideally, you will use a CRM system to keep track of your conversations and follow-ups so you can be automatically reminded and maintain consistency in your communication.
You made it this far, now it’s time to help the client get what they need and collect some lunch money. If you have set proper expectations from the start and have done your job in building a relationship and holding their hand, there shouldn’t be any surprises here and everything should go smoothly.
In my experience, closings that don’t go well are usually caused by a failure to set proper expectations. Nobody wants to be surprised when it comes time to sign paperwork.
Once we have some data to work with and have generated some leads and closings it’s time to optimize our efforts. By reviewing the best leads and closed deals to determine exactly how they were generated, we can continue optimizing the systems to further expand those avenues of client acquisition.
Follow the steps detailed above to position your lead generation system in a way that allows you to generate exclusive qualified leads consistently. It will take a while to organize your thoughts on everything but the time will be well spent.
There is also a possibility we can help you, however, we are only accepting new clients under very specific circumstances. If you feel you meet the following criteria, fill out the form below and we will evaluate your situation for suitability. The requirements we have in place for new clients are designed to ensure success and that our time is being used effectively. This is also due to the manner in which we are generating leads for you. We are not fabricating a reputation or details about the situation to make this work, therefore we need a positive, established reputation to work with.
Requirements of new lead generation clients:
Established mortgage industry experience.
Positive overall reputation online.
Ability to effectively process an additional 50-100 leads/month.
The willingness to create video content and assist with media as needed to facilitate mortgage lead generation efforts.
The ability to invest $3,000 – $10,000 for setup and a similar amount for ongoing management. This will vary depending on the situation and what needs to take place.
If you feel you meet these requirements and are interested in further discussion, please fill out the form below including as much relevant information as necessary to answer the questions. Learn more about our team here.
Mind mapping is a method of brainstorming ideas using visual outlines by demonstrating the connections between thoughts or data. Whether you are brainstorming ideas for your next game-changing marketing campaign, planning an important project, or even just trying to gather your thoughts on a subject, mind mapping can help you get it together.
A few of these free mind mapping tools allow for more than simply brainstorming your thoughts. With some, you can actually present your ideas in a visually-appealing way that will help your audience understand where you are coming from and how the various concepts relate with one another. This is particularly important for putting together a marketing strategy to increase sales.
I’ve assembled this list of the top free brainstorming and mind mapping tools which will be more than enough to get you through the remainder of 2017 without having to stay up all night Googling around for ‘free mind mapping tools’ or ‘free brainstorming software.’
If you know others who may need some assistance with getting their thoughts organized or for planning upcoming projects, please feel free to share. We use several of these mind mapping tools to create strategies for generating mortgage leads, strategizing yourmarijuana dispensary marketing, creating business development gameplans, and more.
Capture ideas at the speed of thought – using a mind map maker designed to help you focus on your ideas and remove all the distractions while mind mapping.
Create unlimited mind maps for free, and store them in the cloud. Your mind maps are available everywhere, instantly, from any device.
Brainstorm, create presentations and document outlines with mind maps and publish your ideas online and to social networks.
Coggle – The Clear Way To Share Complex Information
Coggle is an online tool for creating and sharing mindmaps. It works online in your browser: there’s nothing to download or install.
Whether you’re taking notes, brainstorming, planning, or doing something awesomely creative, it is super simple to visualize your ideas with Coggle. Share with as many friends or colleagues as you like. Changes you make will show up instantly in their browser, wherever they are in the world.
FreeMind is a premier free mind-mapping software written in Java. The recent development has hopefully turned it into high productivity tool. We are proud that the operation and navigation of FreeMind is faster than that of MindManager because of one-click “fold / unfold” and “follow link” operations.
So you want to write a completely new metaphysics? Why don’t you use FreeMind? You have a tool at hand that remarkably resembles the tray slips of Robert Pirsig, described in his sequel to Zen and the Art of Motorcycle Maintenance called Lila. Do you want to refactor your essays in a similar way you would refactor software? Or do you want to keep personal knowledge base, which is easy to manage? Why don’t you try FreeMind? Do you want to prioritize, know where you are, where you’ve been and where you are heading, as Stephen Covey would advise you? Have you tried FreeMind to keep track of all the things that are needed for that?
Canva Mind Map – Organize your thoughts and present your big idea, beautifully.
Color code your thoughts and ideas
Mind Maps can leap from topic to topic so keep your thoughts organized by color coding your design. Change a branch or text box color according to the topic they’re assigned to so you can easily find and connect interrelated ideas. Use Canvas color palette tool to choose any color in the spectrum or type in a specific hex code.
Use images, illustrations, and icons
Adding visual elements like images and illustrations can help you concentrate more because they speak to your brain’s natural language of imagery. In fact, it’s encouraged that you use an image for your central idea. Browse through Canva’s amazing media library of icons, photos, and illustrations to use on your mind map. Search from over a million stock photos and add it to your design by dragging and dropping it into the editor.
Collaborate with partners
Brainstorm with your team anywhere in the world by getting your team’s input on your Mind Map design. It’s as easy as sharing a link to an editable version of your design. Now your team can access your Mind Map and add their own edits, thoughts and ideas any time and from any desktop, laptop, iPhone or iPad device. When you’re all done you can simply download your design as a JPEG, PNG or PDF file, share it on your social media, or email it directly to someone.
This is a Bubbl.us mind map. A mind map is a graphical representation of ideas and concepts. It’s a visual thinking tool for structuring information, helping you to better understand, remember and generate new ideas.
A clear and consistent approach to generating exclusive, high-quality mortgage leads.
Before we get into the details of the two primary systems which you need to understand if you wish to generate high-quality mortgage leads using social media or search engine advertising, let’s talk about how all of this came to be.
As you will learn today, I take what I do very seriously, and I am passionate about what I do. For that reason, I view every campaign as a learning opportunity and also as a way to improve upon every other setup which I have created. The system is continuously involving and improving. After all, there isn’t exactly an instruction manual. I have had to test and build these systems myself, and I’ve been fortunate to have had some great clients willing to be guinea pigs for the cause.
As you embark upon this mission, of generating high-quality prospects for your mortgage business, it is essential to keep the following fact in mind.
Many digital marketing specialists are more than willing to offer their services to mortgage industry professionals, but very few of them have the necessary understanding of the loan products, experience working with the loan products, and track record required to formulate a campaign about the loan products capable of producing results.
I’ve run into these people time and time again since I started down this path. Today you will learn about an easier way. Use the time, money, and energy I have invested in the development of the greatest mortgage lead generation system to formulate your own method that works for your business. Or, save money and time and you can reach out to me about doing it for you.
The systems described here have come about as a result of hundreds of hours and tens of thousands of dollars invested in the optimation of the ultimate mortgage lead generation system.
Let’s discuss the story about how this came to be, as that paints a clearer picture of why it is the way it is, and most importantly, why it works.
Creation of a Mortgage Lead Generation Master
As a former loan officer, I was exposed first hand to the shortcomings most loan originators face when generating mortgage leads. Fortunately, my prior experience as a Realtor and project manager for a high-end home builder in NE Ohio, and managing lead generation/nurturing all prospects in each position gave me the first-hand knowledge I needed to excel in a short timeframe.
Before leaving the position in 2013 due to a nearly fatal car accident, only one loan officer was generating more business than I was. That was out of 12 Southwest US offices with 40 other loan originators. I had just held that position for about a year.
Several months after the accident I launched FogPusher on a full-time basis, specializing in search engine optimization and web design. Since my doctor had been pretty clear about how important it was for me to leave the stress of the mortgage industry behind me for at least 18 months, it didn’t even cross my mind at that time to work with mortgage or real estate companies. I specialized in working with vape shops.
I focused on providing these SEO and web design skills for about two years. Then in early 2017, I began extending this digital marketing wisdom to mortgage and real estate industry businesses and professionals.
Since then, I have learned a lot. I’ve generated many thousands of mortgage leads and have absorbed a library of wisdom about the way humans go about their home buying and mortgage acquisition journies & how to go about attracting their attention and segmenting their intent as they embark upon that life objective.
In May of 2018, after becoming clear about a systematic lead generation model designed specifically for the mortgage industry, I launched ifunnel Inc. – a more official and focused extension of what I started with FogPusher as a freelance project.
Messenger Chatbots: The Secret to Generating High-Quality Mortgage Leads With Facebook Advertising
If you have been following me for some time, you might raise your eyebrows to discover that Facebook advertising is at the center of one of the strategies.
You see, several months ago I had entirely written off Facebook ads as a consistent means of generating high-quality forward purchase mortgage leads.
So I went about my way, accepting the idea that Facebook ads were not ideal to use as a means of generating consistently high-quality mortgage leads and that was that.
Then, in June 2018, a client approached me looking to set up a system which produced a consistent flow of Realtor leads, which he could use to help his referral network generate new business.
Since over the past year, a significant portion of my focus has been on the creation of lead generation chatbots, I opted to dive into the world of Messenger chatbots to carry out the lead generation function of this campaign.
Once I made this decision, I asked myself, ‘Is this the solution to the Facebook lead quality problem I had discovered previously?’
Come to find out it was the problem.
By using Facebook Messenger as the lead capture, engagement, and segmentation tool, you obtain this magical ability to ask better questions. So this, in turn, enables you to (more-or-less) automatically qualify and segment any given audience.
The problem in the past was not the fact that Facebook traffic was shit, it was the fact that using lead forms to collect the leads prevented the right questions from being asked. This, in turn, prevented the audience from being segmented properly.
Asking the Right Questions Makes the Entire Difference Between Your Success and Failure Using Facebook Ads to Generate Quality Mortgage Leads
In August 2018, Facebook stopped collecting (allowing access to) third-party data about its users.
Since Facebook eliminated its third-party data in August 2018 the audience targeting has been scaled back enormously, making it impossible to target renters, homeowners, or people who are likely to be first-time homebuyers, like you could in the past.
Today, for this reason, you have to use broader audience targeting.
However, so long as you are asking the right questions of the prospects, and doing so in the right way (Messenger chatbots), you can automatically qualify, segment, and understand your prospective mortgage audience in a much easier and engaging way than what would be possible using lead form leads.
Failure to approach this situation in this specific way puts you in a position where all of your leads include only the prospect’s name, email address, and phone number. They all appear to be the same, and as a result, you have no idea where they are along their home buying journey. You don’t know what they are up to, why they are up to it, and most importantly, you don’t know how you can further help them when you generate mortgage leads in this way.
Looking back, of course. It’s an obvious route to generating crappy leads. But really, its not that the leads themselves are crap. It’s just that, without asking the right questions, all leads generated in this way are bound to be crap.
If you follow up with a person who has already found a home and who needs an immediate quote the same way you do with the people who are just aimlessly clicking stuff on facebook, you are going to spin your wheels and burn out before you make anything work. A phone call is a waste of time, actually, because you don’t know anything about who you are calling. They just clicked to learn about the free money in your ad.
There are a couple of reasons for this. The first is that, unless you are asking the right questions, you are not putting yourself in a position to offer value in direct accordance with a prospects specific situation.
The other is that, as a result of failing to qualify and segment the audience appropriately, it becomes impossible to prioritize your time according to a priority level of the lead.
Not only does generating leads in this way prevent you from offering value to these prospects, but it also makes it impossible for you to prioritize your time trying to do so. You don’t know what they are dealing with and where they are along that journey, so you cannot help them, and it’s a waste of your time trying to do so.
If you are going to use Facebook ads to generate mortgage leads, you have to do it the right way. Period. It’s all about asking the right questions and asking them the right way.
What are ‘mortgage leads’?
While this may seem like a silly question, it’s the right place to start.
If you are familiar with the old system of buying lists of mortgage prospects, there is a good chance you are familiar with this approach, and possibly even looking for that exact thing.
We don’t sell lists of mortgage leads. We set up and manage systems that generate lists of exclusive mortgage leads, on your behalf. The leads are only available to you. They are not available for purchase.
If you are here to find lists of leads to purchase, you are in the wrong place. But before you leave, I would highly encourage you to consider a better alternative.
Many of my clients who have contacted me looking for lists of mortgage leads have started out doing that because that is the only thing they were familiar with having access to in the past.
In many cases, these people have had business models which depend on a call center approach, in which their employees spend all of their time calling databases of mortgage leads, which have been sold to them and to every other company willing to purchase them.
While keeping your staff busy, or more accurately, making it look like your team is working, is a novel idea, it’s far from an ideal approach. I am here to help you discover a better way.
The Absolute Most Effective Mortgage Lead Generation Systems in 2018
Today there are two primary mortgage lead generation systems we are using to generate highly-quality, exclusive borrower leads with the best ROI & conversion ratios you will find anywhere.
System #1 – for medium to large-size mortgage companies, brokerages, lenders, etc.. who have also invested in digital mortgage 1003’s and technology and that have prepared themselves for internet mortgage leads that have shown a high level of intent to obtain mortgage financing.
This system is generally designed to attract the attention of search engine traffic and capture their information using conversational engagement forms, set up on landing pages which are relevant and directly related to the intent of the various search inquiries.
Since you can expect a lead generation system utilizing this type of setup to start with about a $10,000 minimum investment, it makes the approach less than ideal for the majority of individual loan originators.
Since all campaign components of this are explicitly designed to match the value of each mortgage provider and match that to a specific search intent of their prospects, campaigns must be custom designed to suit each unique situation.
And until you have purchased enough data from Google about the performance of the ad campaigns you are running, it is impossible to optimize the ads in a way that maximizes our certainty that they will perform.
Additionally, when analyzing human behavior, it is not until we have large datasets to work with that we can make reliable predictions of how humans will likely respond to stimuli (our advertising campaigns, landing pages, and means of engagement) moving forward.
There is actually a name for this law, but I am drawing a blank on its name at the moment, and my Google searches are also falling short. Mostly, human behavior, when analyzed in small data sets, will appear to be random, but when examined in larger groups it tends to follow reasonably clear patterns.
Don’t make the mistake of half-assing your Google Ads campaign, without having the appropriate keyword groups and landing pages in order, and analyzing the performance of these campaigns using less than complete data sets. You will end up wasting your money, sinking it into the abyss of the bottomless advertising dollar money pits.
There is a way to do it but it has to be right. Moreover, it has to be thorough.
System #2 – for loan originators, mortgage brokers, lenders, etc…
The groups that utilize the first system can (and should) use this one. This system can just be implemented with a much smaller budget, making it within reach of the majority of LO’s and lenders.
This system utilizes a comibination of Facebook advertising, Messenger, a Messenger chatbot designed to give you the understanding about your audience that you need to have in place in order to help them,
Since the general ad copy, chatbot conversation, and overall approach can be borrowed from other campaigns I am running (as long as you are not in a competing market with my existing clients running these campaigns), we can set these up with a reasonable level of predictability in regard to the way they will perform.
The Magic Mortgage Lead Machine Formula
Mortgage & Real Estate Experience
Web Design & Digital Marketing / Advertising Experience
Understanding & Having a Successful Track Record Utilizing the Latest in Targeted Advertising/Lead Capture Technology
The Problems With the Old Lead Generation Models
In-house marketing manager provides no guarantee of ROI. They are expensive. You hire them and they receive the consistent job security associated with their position. Who is offering you job security?
Many mortgage loan originators fail to establish themselves as the expert. You must generate meaningful content that answers questions your target audience is asking. Put yourself in their shoes and create media that answers the questions they have. So many fail to do this even though its one of the most powerful strategies in the mortgage (really, any) business.
Live transfers are cool and all but how many people are making calls before they do research online. Millenials are more prone to use online lead capture tools before they pick up the phone – and they may never pick up the phone. Plus, in a live transfer situation, the lead has no prior knowledge of you or your company. Your closing rate on those is not likely to be anywhere close to what it can be with we have in place. After all, with live transfers you are receiving calls as they come in, they have not been screened. How effectively are you using your time if you are receiving random leads on the phone who have no idea who you are?
Buying mortgage leads online is also a waste of time and money. If you want to chase after leads that have been sold to literally everybody who is interested, be my guest. The key to succeeding is creating a system that generates high-quality exclusive mortgage leads.
Lack of lead generation & capture system in place. Most mortgage brokers and real estate brokers simply do not have a consistent lead generation/ mortgage sales funnel in place.
Prowling on Realtors for referrals is another grand waste of time, unless you have a strategic plan in place, involving offering them leads. With this system, you will have plenty of leads to send their way. If you want to get something, give it away first. Active reciprocity will change your life – not just your business.
Networking events can be fun but they rarely result in business. The only consistency to come of networking events is potential friendships, which may lead to more opportunity down the road. There is nothing wrong with attending a networking event as a mortgage professional, but it’s not the most effective way to go about acquiring new mortgage clients.
A very common misconception is that having the best mortgage website is essential to generate mortgage leads or even for effective mortgage marketing. It’s helpful if it’s used to show expertise, value, testimonials, and original content, but there are many other ways to optimize your online presence in 2018. The most important of these being, a Messenger chatbot.
I recently found significant evidence suggesting friends and family are far less likely to borrow or invest money with friends and family as they were even 5-10 years ago. I believe Google and consumer access to information have greatly contributed to this situation. For this reason, the traditional financial services business model falling apart, even for some of the larger wealth management companies. There is reason to believe a similar situation is happening in the mortgage industry. People want to make the best financial decisions they are able to make given their particular situation. This is much different than making a decision based on where their friend or family work.
The Mortgage Marketing Solution(s).
Hiring a professional who understands mortgage marketing and lead generation, with a background in mortgage loan origination and real estate sales. Have us manage your advertising and sales funnels, generating leads for you while you focus on closing loans and building strategic referral relationships.
Tracking code installation/utilization to re-target visitors with ads. Sometimes the first visit isn’t enough to make a visitor comfortable enough with you to make contact. Follow them with ads after they have visited your website (if you have one).
Market-proven ads delivered to the highly targeted audience of potential home buyers. We utilize the latest in intent-based targeting and in-market client acquisition strategy. Ongoing A/B testing.
A/B tested lead capture pages that capture your lead’s information. A/B testing is an ongoing process to maximize results.
Hot sales-qualified mortgage lead funnel which produces qualified prospects that belong to you and only you.
Implementing an automated mortgage lead generation system that enables you to generate exclusive leads for whatever your niche may be. We can generate exclusive mortgage refinance leads, commercial leads, reverse mortgage leads, etc…
Guaranteed Mortgage Marketing Profitability Formula
The formula below is used to ensure mortgage ads are profitable for clients. It applies only to the first system, using Google pay per click ads, described above.
I always recommend brokers and MLO’s to look at their current cost/loan app with their current situation (including guaranteed draws against commission/salary payments/employee benefits) and compare this to the numbers our clients are generating. Many will find that their cost to maintain loan officers is far greater than the cost of having a dedicated lead generation agency on their team.
Ad Performance Variables
CPC – Cost per click
CTR – Click through rate
Conversion on Landing Page
Conversion on Sales Page
CPL – Cost Per Lead (applicable without running ads)
Cost Per Loan App
CPA – Cost Per Action (loan closing)
AOV – Average Order Value ( $2,000 – $6,000)
If CPA < AOV, the setup is profitable.
My Areas of Expertise & Experience
Social Media Management, Marketing, and Lead Generation
Real Estate Sales
Custom Home Building/Project Management/Sales
Ad Targeting & Retargeting. Lead Funnels. Sales Funnels
Mortgage Loan Origination
Lead Capture / Sales Funnel Creation & Implementation
Email Automation & Automated Prospect Engagement
SEO / Web Design
Why Invest in the Best Mortgage Leads?
The opportunity is here today but it won’t be around forever. It’s 2018 and it’s time to start working smarter. Before you purchase mortgage leads online, do yourself a favor and invest in a system which generates leads on your behalf.
The thing is, if you want to generate high-quality leads, you must consider how high-quality mortgage prospects go about buying, and you must be willing and able to invest the resources necessary to reach those people, at the exact time that they are willing to be reached.
Who We’re Looking For
Our objective is to create successful partnerships with mortgage professionals. We work with banks, lenders, mortgage brokers, and LO’s who meet as many of the circumstances as possible, listed below: and brokers who have as many of the following characteristics as possible:
Money to Invest in the Generation of Exclusive Mortgage Leads – the Right Way
Positive Online and Offline Reputation (I will not fake testimonials but they are absolutely necessary. Bonus points for video testimonials.)
Ability to Handle and Effectively Manage the New Business Generated
Willingness to Step Outside of Comfort Zone to Establish Oneself as an Industry Expert
Original Content Creators (Videos, Blog Posts, Etc…)
If you feel you meet these requirements, please visit ifunnel, where you will receive additional details.
If you are looking for a solution to generate high-quality mortgage leads (reverse mortgages, residential, commercial, refinance, purchase, etc…) The pricing will vary depending on the scope of the work, but if you are going to do this right, there will need to be a budget to implement all of the necessary components required to do so.
This is not the ideal place to cut corners as it can transform your business fairly quickly. It can also be a gigantic waste of a budget if you put a person behind the wheel who should not be there.
Have questions? Feel free to reach out.
For the longest time, I listened strictly to music and/or sat in silence while I worked. In my free time I produce music, so saying I am a music lover would be somewhat of an understatement.
Two months ago, a life-changing transformation took place. I became the father of a beautiful 6 week old fur-baby, Lilly.
Recently Lilly decided to snack on my speaker cables (sweet angel) and before I took the time to replace them, I decided to try listening to entrepreneurial focused, small business podcasts from my computer speakers, as it had been a couple years since I made a habit of listening to The Art of Charm during my morning commute. I haven’t looked back.
The cables have since been replaced and I have (somewhat) puppy-proofed my speaker arrangement, but I have not switched back to music. Once again, I’ve found myself entranced in the ocean of amazing podcasts available at our modern-day fingertips.
As a small business owner & entrepreneur myself, I have re-discovered the value to be found in listening to great podcasts including motivation, inspiration, productivity tips, organization, communication, health & science breakthroughs, and much more. Plus, sometimes it’s nice to switch things up from strictly discussing small business web design & digital business development.
Some of my favorite business (& other) podcasts are linked below. (Say, ‘thank you, Lilly!’)
If you have other small business podcasts you enjoy listening to, please feel free to share in the comments below.
Most of these are all safe for work, except for the Joe Rogan Experience. This is likely the least ‘business focused’ of all of the podcasts below, but there are also some very entertaining episodes to be explored. If it’s not your cup of tea, skip it and check out the rest.
Tony Robbins Podcast
It’s hard to listen to Tony Robbins and not be inspired.
One of my personal life influences / motivators.
One of my favorite authors.
Language is safe for work.
Topics include – Motivation, Inspiration, Business, Confidence, Organization, Goals, etc…
Tony Robbins is an entrepreneur, best-selling author, philanthropist and the nation’s #1 Life and Business Strategist. A recognized authority on the psychology of leadership, negotiations and organizational turnaround, he has served as an advisor to leaders around the world for more than 38 years. Author of five internationally bestselling books, including the recent New York Times #1 best-seller MONEY: MASTER THE GAME, Mr. Robbins has empowered more than 50 million people from 100 countries through his audio, video and life training programs. He created the #1 personal and professional development program of all time, and more than 4 million people have attended his live seminars.
The James Altucher Show
Very Informative & Entertaining.
One of my personal-favorite authors.
Occasional strong language but not overbearing.
Topics – Wide range including: Business, Writing, Marketing, Sales, Entrepreneurship, Misc. Other Topics
About: http://www.jamesaltucher.com/about/ (Full description is an entire interview)
James Altucher hosts various guests on each episode of his podcasts. Most of them have at least one book published and interestingly, James has without failure, read their books before on the show. This is very impressive considering there are around 175 episodes to-date.
I first discovered James on Quora (one of my favorite apps / websites) and naturally gravitated toward his writing style and some of his life experiences he writes about regarding his past business experience, making and losing money, etc…
Since he has read the books written by his guests on the show and remembers amazing details about them, he is able to get into their minds and effectively portray a fresh perspective during his podcast. I have picked up something from every episode I have listened to.
Tim Ferriss Show
Informative, Entertaining, Motivational, and the topics are generally applicable to real-world situations.
Another one of my favorite authors (The Four Hour Work Week is a must-read)
Occasional Strong Language
Topics – Wide Range including: Business, Making Money, Life Optimization, Time Optimization, Efficiency, etc…
The Tim Ferriss Show is generally the #1 business podcast on all of iTunes, and it’s been ranked #1 (of all podcasts) on many occasions. It was also selected as iTunes’ “Best of 2014” and “Best of 2015.” In recent months, downloads have shot past 70,000,000 downloads.
Each episode, Tim deconstructs world-class performers from eclectic areas (investing, sports, business, art, etc.) to extract the tactics, tools, and routines you can use. This includes favorite books, morning routines, exercise habits, time-management tricks, and much more.
Very entertaining but if you work in retail or have customers walking in, this is likely not a good ‘at-work’ choice.
Entertaining real-world information and opinions.
Nice break from inspiration & business discussion.
Very strong language.
Topics include – nearly everything in life. Funny stuff, serious stuff, and everything in-between.
The Joe Rogan Experience podcast is a long form conversation hosted by comedian, UFC color commentator, and actor Joe Rogan with friends and guests that have included comedians, actors, musicians, MMA instructors and commentators, authors, artists, and porn stars. The Joe Rogan Experience was voted the Best Comedy Podcast of 2012 on iTunes. In addition online listening, fans can watch a videocast of the show live on Ustream or tune in on Sirius XM’s “The Virus” channel on Saturdays at Noon ET and Sundays at 5:00 AM and 6:00 PM ET.
TED Radio Hour
Shows tend to make good conversation topics.
Every episode contains language which is safe for a workplace environment.
From NPR, the Ted Radio Hour brings you fascinating and insightful speakers on a broad range of topics from global issues such as fighting hunger to individual journeys into the source of happiness. Based on the phenomenal TED Talks series, the show is hosted by Guy Raz and available on demand in weekly episodes.
The Art of Charm
Great, useful topics which are mostly all applicable to real life.
This is one of the first podcasts I ever followed and I still keep up with it from time-to-time.
Each episode has a ‘cheat sheet’ which comes along with it, on the website. This is beneficial to review and see if the episode is something of interest prior to listening.
Topics include – business, personal development, confidence, style, entrepreneurship, productivity, etc…
You’ll learn top strategies to improve your career, confidence, lifestyle and love-life from top experts like life and business-hackers Tim Ferriss, Ramit Sethi and Noah Kagan to Seth Godin, Simon Sinek, Olivia Fox, The Art of Charm team and more.
Excellent podcast, particularly for creatives but not exclusively, which hosts a different person on each show, most of whom have started very successful endeavors.
The description of the show gears itself towards primarily ‘creatives’ but I would consider any business / entrepreneurial endeavor to have a creative aspect / necessity to it.
Topics vary but area generally centered around the requirements, lessons, and implications of building a business and life around a creative drive.
Profit. Power. Pursuit. explores what it means to build a business and life on your creative drive. We uncover both the strategic and the tactical components of how creative people make money, take control of their businesses, and pursue what’s most important to them so that you can too.
Topics include – lifestyle optimization, time optimization / productivity, becoming the best version of yourself, ground-breaking scientific and nutritional breakthroughs, and more.
Tech entrepreneur Dave Asprey is the man behind Bulletproof Radio, a podcast all about streamlining your life and becoming the best version of yourself physically, mentally and emotionally. Each week he brings you the knowledge of doctors, biochemists, nutritionists and meditation experts to help you find this “bulletproof” state within yourself.
Chances are, when you first hear the words guerrilla marketing ,one of two things come to mind:
– A large King Kongish primate who has made himself available to hire for promotional purposes (nope, not gorilla marketing) or…
– A communist military activist armed with automated weapons and camouflage bandannas, but only on the weekends. During the week maybe he too, offers marketing services.
Fortunately, however, guerrilla marketing is far more likely than either of those things to bring a great benefit to your life and business. It’s also possibly less dangerous (particularly if your objective is marijuana marketing).
What is guerrilla marketing?
The concept of guerrilla marketing is interesting because its definition and context seems to change dramatically from one resource to another. For example, Entrepreneur.com’s definition focuses on the low cost, practical sense of the term and further explains that telephone and email marketing are the most effective forms. In looking deeper into the subject, I discovered that these are examples but they are not comprehensive in the sense of maximizing brand exposure.
You will find in the ideas shown below that maximum exposure is more likely to be obtained with a little creativity and thinking outside of the box. This is not to say that email marketing, digital marketing and good old fashioned phone calls are not effective and necessary, because they definitely are – likely more-so than some of the examples shown below. The most comprehensive definition I have found actually comes from Google:
guer·ril·la mar·ket·ing noun
innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.
How are the most effective guerrilla marketing ideas created?
In order to create the most effective guerrilla marketing ideas, pay close attention to your immediate resources as well as the various objectives of the products or services you are promoting. There is no ‘set in stone’ method of creating highly effective guerrilla marketing ideas, and that is what makes the concept special.
Whether you are a business owner or a marketing professional, take some time to evaluate each of the concepts presented. From vape shop marketing concepts to bar marketing ideas, the guerrilla marketing ideas mentioned here can definitely be useful as a guide to creating your own. Pay attention to the actual thought process which took place in the creation of the ideas – from the standpoint of the person who created the campaign. You will begin to recognize the overall thought process involved in creating these campaigns has some consistency in each different application. Once you have become familiar with that thought process, it will be easier for you to identify real world opportunities in which these concepts can help you grow your business.
As you will see below, there are many ways of going about maximizing a brand’s exposure. The common theme among most of them however, is that of staying outside of the box (literally, in many cases) to provide a new perspective on something which is found in every day life. The most effective guerrilla marketing techniques are those which blur the lines between advertising and reality for the audience and transform advertising efforts which are typically seen as an annoyance to the public, into humorous, enjoyable experiences .
In making your target market feel as if they have entered an alternate dimension, you are creating an unforgettable experience which will naturally be shared across social media outlets and with the friends and family of those who get to experience the advertising first hand. For marketing professionals, this viral effect is the goal of all marketing efforts and guerrilla marketing can be the answer. I have compiled the examples below as a means of giving you some idea and inspiration in creating your next big guerrilla marketing campaign. Be sure to pay close attention to the thought processes behind these ideas as they may help you formulate concepts for your business.
The flyers below are awesome examples of low cost (relatively speaking), highly effective guerilla marketing. It is nice to get some inspiration from these examples which remind us that standard flyers do not have to annoy people in the process of seeing or finding them. Creating humor and originality are essential aspects of the guerilla’s flyer creation strategy.
Awesome example of taking the annoying ‘flyer in the windshield’ concept to an entirely new level.
Ballet classes, anybody?
Sticker bombs are likely one of the most common, cost effective guerrilla marketing ideas out there but as Golden Ale and Lay’s show us below, sticker bombing does not always have to come across as trashy or annoying. The humor and surprise factor bring a new dimension to sticker bombing which is much more effective than putting a logo on sticky paper and littering the city.
I had personally never heard of Golden Ale before but now I have. That is how you know this broken urinal campaign worked exceptionally well. If you are looking into doing your own sticker bomb campaign, be sure to comply with your local laws and/or establishment rules and be mindful of the environment in the process. Failure to do this will make your brand look highly unfavorable.
This concept for Lay’s potato chips was definitely ‘outside of the box.’ This is a very clever example of surrealism mixed with absolute awesome creativity.
Street & Sidewalk Brilliance
Finding ways to create new meanings and purpose to every day fixtures on the sidewalk or even in the road can be an excellent place to start in creating a guerrilla marketing campaign. Some of these concepts are still even a little easier on the budget than some of the ideas included further below.
How could you possibly not want a cup of Folgers after you see a city full of steaming Folgers manhole covers around the city?Another awesome example of creating a new perspective around an every day item in the name of highly effective branding.
Street Knobs… Durex Knobs.
“Let me out of here!” Amnesty International did a great job of getting their point across by re-creating the purpose of this street drain. Is that a real person in there?!
It’s true though! Jeeps can park anywhere. Might as well show people a few examples around the city.
As you can see, a guerrilla’s primary objective in creating a highly effective guerrilla marketing tactic should be to blur the lines of reality for the targeted audience. Any time you can alter the audience’s life experience or give them a new perspective as a result of them seeing your campaign, you know you are on the right track and have created something which has potential to be highly effective. The campaigns are not only effective because of the people who will directly see them but also because of how many people will voluntarily share the images on their social media pages, Reddit, etc…
Somebody at Coops Paints deserves two thumbs up for this spilled paint bucket with paint coming out of the 2D image. This is particularly effective due to how it created a 3D effect coming from the 2D image. Covering the vehicles was also a nice touch.
The Honda Cereal Box Campaign… How much better would a Cracker Jack’s surprise be if a Honda came out?
You can never go wrong having an amazing artist on hand to make it look like there is a person stuck somewhere in the ground, especially if you are promoting a product or service which gets people ‘un-stuck’ our ‘out of a hole’ literally or metaphorically.
Lait… It does a body good. As long as it’s giant sized carton doesn’t spill on your head while you’re waiting at the bus stop.
Nice work, Mini-Coop. Not everybody will have the resources to convert the airports conveyor belt into an advertisement but when you make a large investment in the banner space above, I am sure the airport becomes negotiable.
“Somebody get that neglected child out from behind that…. Oh wait, nevermind. Dangit.” Above is another great example of creating the illusion that a person in in a very inconvenient situation, to effectively get a point across. People always tend to recognize humans in situations so any time you can create concepts which involve a human figure or realistic artist replica, you may be on to something special.
Display and Billboard Advertising
Some of the ideas below overlap with the surrealism category but continue to provide more examples of highly effective guerrilla marketing strategies which surely achieved the goals they were created to achieve. The key again here is changing the audience’s reality or their perspective on an item in order to create something amazing (and in many cases hilarious, like the free air guitars).
I find 96.3 Rock Radio’s Free Air Guitar advertisement to still be one of the most clever guerilla marketing ideas I have seen. This is not only because the concept works well with the rock radio station but also because the low cost involved. This advertisement also reminds us that the more clever the guerilla marketing idea, the less likely you will have resistance in anybody insisting that it gets taken down.
The marketing brain behind Mondo Pasta’s rope to noodle perspective transformation was on his or her A-Game when this idea came about. Creating these face displays for the sides of the boats was likely not cheap but you can be sure that everybody who sees these boats will not forget about Mondo Pasta’s awesome guerrilla tactics. I am sure Mondo Pasta found the investment to create an extraordinary ROI.
The Economist’s motion sensor activated light-bulb is an excellent example of a very simple, yet highly effective guerrilla marketing concept. The lit bulb indirectly portrays the notion that people who read the Economist have their light bulb turned on, but they did it in a way that did not require any words other than The Economist.
Creating a new perspective for everyday objects is one thing but this bus stop ad for NYC Taxi goes to show how creating a new meaning to an every day gesture such as raising a hand can also be effective. This is another great example of a very clever, cost effective guerrilla marketing idea.
‘Mapvertisements’ and Wide Area Ground Displays
This is where the expense and resource availability may start to become a hurdle for many guerrillas looking to create new ideas for their businesses or their client’s. Creating advertisements which can only be seen from airplanes are cool to look at pictures of and possible for the rare occasion you catch a glimpse of one from an airplane or on Google earth, but other than that, I assume there is not a significant amount of visibility compared to the other forms of guerrilla marketing mentioned. Not to say that you shouldn’t pursue this type of advertising, but I can only imagine that they are actually viewed by significantly less people and require a fairly significant marketing budget.
On the other hand, the Frontline display shown below, which makes people seem to be the fleas on the dog, is purely genius.
This coca cola ad was carved into the side of this dirt hill and will likely be seen by far less people than many of the other ads discussed so far. This does not mean this type of advertising is ineffective for Coca-Cola, however. The objective of guerrilla marketing is to keep the brand on your audience’s mind and by doing indiscreet things like this they are actually doing this very effectively, but almost in a more subliminal manner which the intended audience will likely not consciously even think about.
Frontline did an excellent job in implementing this highly effective creative marketing tactic in what appears to be a shopping mall. Creating the appearance that humans are fleas is a funny and also effective strategy which has been properly executed here.
Papa John’s went all-out with this mapvertisement display which can only be seen from an airplane or satellite. It is pretty awesome to think about the planning which this type of project involved however, it must also be difficult to measure the effectiveness of the advertisement. I honestly think somebody just did it for fun however, I am sharing it so it is definitely serving its purpose.
The mapvertisement above, from KFC and shown on a Google Earth image, is another example of a method which a food company has used to reach out to the public. Again, I don’t know that these are the most effective ideas for making the best use of a creative marketing budget however, when you have the resources that Coca-Cola, Papa John’s and KFC have – you might as well!
Food services are somewhat questionable in terms of their potential to benefit from mapvertisements however, airlines are a different store. In the mapvertisement image shown above a SwissAir advertisement is available in plain sight. I can see this being tremendously effective if it were placed in an area with high air traffic (such as close to an international airport). I can imagine that keeping up with this mapvertisement is a full time job but I am sure they know what they are doing or possibly this was just a temporary setup for photographs.
When in Doubt, Prank Somebody and Make a Commercial Out of It
Not everybody will have the resources to create a retractable floor or a faux news station to broadcast in the airport but these ideas are still valid for entertainment’s sake, if nothing else. In diving into the hilarious world of practical joke guerrilla marketing campaigns, you will notice a non-US trend involved, especially in the more effective campaigns such as the examples shown below. One can assume this is likely because of the tendency for everybody in the US to feel the need to immediately file lawsuits because of the permanent emotional distress which was violently inflicted upon them as a result of the practical jokes involved. Then again, I’m sure the examples shown below are easier to watch than they would be as the target.
North Face Korea – ‘Never Stop Exploring’ Campaign
In this guerilla marketing campaign, a retractable floor was built into the new North Face building and set up to retract into the walls as customers were shopping. The results are hilarious and the budget was obviously not much of an issue for this. Then again, it does help when you just happen to be building a rock climbing facility inside of your newly constructed building.
Nivea Airport Prank – Stress Test Commercial
For the new Nivea Stress Protect Deodorant brand, the company went through some pretty amazing hoops to take over the airport news broadcast and to produce fake newspaper articles in an effort to stress out the victims of the prank.
LG TV 84 – Asteroid Prank
This one is pretty awesome and definitely clarifies the concept of why these companies go through the great lengths that they do in executing these guerilla marketing tactics on non-US soil. “LOL.”
Hopefully these ideas have given you some inspiration to create guerrilla marketing tactics which can be used to grow your own business, or at least gave you some laughter. If you are looking for marketing ideas for your own business be sure to contact me, request a free digital marketing report and/or learn more about me. The digital marketing report provides me with the opportunity to evaluate your business and situation, allowing me to create and ultimately propose solutions to maximize your business exposure, streamline your workflow and/or simplify your life. Whether you are looking for a web designer, digital marketing solutions specialist or email marketing services, I can help create powerful campaigns to grow your business and online visibility.