 You guys hear me talk about buyer intent all the time, and I want to break down buyer intent a little bit further for you guys So we're able to sort of understand what I mean by that theory and break it down into more of like a Tactical approach of kind of how it works. So if you guys are running your own marketing funnels or you're working with a Professional it's helping you do that what I want to do today Is just kind of give you guys some some tips and tricks on how to move your buyer intent up and down based on your marketing campaigns So the first thing I want to do is I want to explain what is buyer intent Okay, just for those of you that haven't heard me very much before buyer intent is how you measure the Intent of the buyer when they fill out a lead an insurance. This is very important There's a far big difference between raising your hand and being interested in something versus I'm shopping for that something For instance life insurance. So let's just say hypothetically Somebody goes through a life change and all of a sudden they start shopping for life insurance or their wife Experiences a death in the family and all of a sudden the wife is like honey. You need life insurance right away Well, where do we go to look for that? Life insurance we go to Google obviously well the first thing we're going to do is probably look for a warm network like Someone in our network to be able to work a referral with but the second place if we don't have that person's going to be Google I promise you that's where they go So the buyer intent for the individual that's looking on Google for a life insurance policy and getting quotes is far Different than the individual that's just responding to an ad because we kind of put something in front of them for them to respond To on social media that's measured by buyer intent. So What I'm gonna do is we like to break down buyer intent on a 10 scale We got one buyer intent to 10. All right now a One buyer intent is get me on the front porch as cheap as possible. I don't care So in the final expense insurance game, it's basically get me as many leads as possible With my budget so on like a $1,500 a month budget You're looking at probably getting like 150 leads 160 leads with that budget. Whatever that looks like As opposed to a 10 out of 10 is a I don't care how many leads I get I only want to talk to these specific people So typically that's with a more higher-end product. You have a more higher-end shop where you don't waste your time You're more developed Insurance agent financial planner, etc. Where you really don't want to waste your time with people with no money Because you don't really want to take the time to weed through those leads to find the people with money That's totally cool. That's just basically a 10 out of 10 buyer intent So I'm gonna do is I'm gonna kind of break down like how we do this, okay? So in the first like let's just say it's one out of 10 buyer intent Typically what I'll do is I'll use social media Exclusively for this campaign and what I mean by that is I'll use Facebook Instagram And we will put together some sort of ad copy that is a little ambiguous in terms of exactly what we're doing We're just basically trying to solicit a response from that individual as in is inexpensively as possible while being compliant as well So that's like a one out of ten, right? So your lead cost, you know, I've done Medicare campaigns that are $1.75 You know what I mean like $1.75. Just get me as many leads as you can But the buyer intent in the contact rate is usually lower. We won't ask a qualifying question, etc Now as you move up the scale, there's certain things you can do to add buyer intent What I've done is I've kind of found a sweet spot if you're a fine if you're a An insurance salesperson like for instance Medicare recruiting final expense You know any other type of insurance really I've kind of found this sweet spot to be about right here Okay, so this would be a two three four five on the buyer intent scale The reason I like the four on a buyer intent scale is because I'm not making the jump to do like a landing page tactic with a marketing funnel where to build out the assets shoot the video and Qualify the lead before I even get to it, but I am asking qualifying questions I am using specific language to make sure that it's specific when these individuals are opting into life insurance policy Quote or information. We're using that type of language. We're not saying anything Like there's a benefit update in your area that type of thing We're saying things like life insurance using that word specifically So that campaign is hire buyer intent because that you're not going to hear that person on a four out of five Say, I thought this was free. Who are you? I thought this was free But on the one out of ten you may get that I thought this was free Because we're driving the cheapest leave possible to get you hit your numbers Typically, this is like starting agents where that's one as many people as I can't Which is interesting if you think about it because a lot of people sell aged leads for about two dollars So these are Specifically custom campaigns of people raising their hands for less than two bucks typically and you can't usually get aged leads for less than that I mean, you can you can find sellers for aged leads. I'm not going to say you can't but typically that's about or at the price of aged leads This four out of five buyer intent is a really sweet spot because that gives us enough buyer intent To have a decent close rate in our meetings You know your things like I thought this was free and your closing rate ends up being You know relatively higher than what it would be as if you were at a four out of one So what I like to say on this buyer intent? Typically, let's just take final expense for instance every 20 appointments that you I'm sorry 20 leads that you generate Okay, you should have eight appointments set six of those appointments should sit and Then two to four Some some people, you know can get five or six and I have had people do a hundred percent close rates on You know for a month straight, but usually it's not going to be a hundred percent obviously so two to four closes All right, this is what I would expect at about a four out of ten On this one out of ten, I would expect a less contact rate I would expect you know far less so what I found is is that there's kind of a sweet spot I try and stay away from as cheap as leads as possible and I also try to stay away from like You know driving whatever it takes cost leads for people because typically that person doesn't stay with the campaign for much longer than the first You know several months because they're like well, but I'm paying 40 bucks a lead and you know I don't really know if it's worth it. Yeah, whatever so That's one of the things that I love to kind of like, you know start here, but the best part about Marketing with the right partner is you know instead of like You know buying leads from a lead vendor and what'll happen is is all these different lead vendors We'll have their marketing funnels set up and they'll be placed You know here or here or here or here or whatever and so what'll happen is is you'll try this lead vendor out You'd be like no, no, no, I don't like that lead. I want to go to this lead vendor No, no, no, I don't like that vendor. I like this lead vendor then they go to this lead vendor You know you bounce around when really all you have to do is work with one specific marketing partner that understands buyer intent How to manipulate that buyer intent based on ad copy asset product, etc And if you start out of four and you're like, you know what I need cheaper leads. Well, let's bring it down Let's look at the numbers. Let's go here instead, right or you know what I'm at the tippy top scale of income I'm still not talking to who I want to talk to So let's just get all the way up towards past like a six buyer intent right now. This is a whole another ballgame All right, when you are you know north of six on a buyer intent scale Most likely we're going to move to what's called like a landing page tactics where we're no longer trying to drive leads on specific um You know social media platforms We're going straight to a landing page and driving traffic to a landing page. We're using google We're using facebook most likely google to drive traffic into the landing page To then have them convert in the form of a lead All right, so this is your landing page that you have And then you got your content here Boom, okay, so this is traffic video content, you know, here's a lead form right here You know, this is a lead Now this is a whole other ball of wax because you got to pay to build the asset You got to pay to build a marketing funnel out And then that traffic is um, what we're going to use to pay google or facebook or instagram or Burn it through sco or whatever to drive that traffic into our marketing funnel. So If we end up with a landing page Let me kind of explain why this gets kind of expensive, but for the right person It's it's awesome, right? So let's just say google wants you to have at least a hundred dollars a day I mean, I don't know a day is ideal But at least a thousand dollars a month of spend Okay, so a thousand dollars a month of spend now There's a lot of keywords that we're going to be buying for anywhere from six to nine dollars per click Now notice what I said click Not lead So i'm paying Six to nine dollars per click. Let's just round it up and say i'm paying ten dollars per click just for the sake of math per click And let's say my landing page has a 25 percent conversion rate Which is high. I'd be shooting for like a 15 to 20 percent conversion rate on average Um depends on the campaign depends on the traffic, but that's a good safe estimate So let's just add 25 conversion rate ten dollars a click That means it would cost me how much per lead, right? If i'm sending ten dollars per clicks I got four clicks to get one lead. That means i'm paying 40 dollars a lead Now that's okay. If i'm certain if i'm doing disability insurance or long-term care insurance or You know some you know iuls or annuities or hiring products Because we don't care about paying 40 dollars a lead because those leads are ours unique leads They were shopping for the key read that we want. We're driving them to the landing page and we're getting to lead that way You can also do mortgage protection that way Um because facebook is kind of neutering our capabilities to target who we want to on facebook and instagram these days The main purpose of this video is for you to understand that basically from here to here Is essentially social media right now and this is as of August of 2019 i fully expect this to change and move as things go But this is basically facebook instagram youtube You know, we're trying to basically solicit an Called action for these individuals and then really anything from here You know here's like a combo of the two and then this is all google Right, so this is google and then you got to build a landing page and you got to drive traffic, etc So a lot of people are like i understand what you're saying about buyer intent But like that doesn't really make fully like a lot of sense to me exactly Well, this is how we break it down. We basically say where do you want to be on your buyer intent? But what really matters to us At the end of the day Is the metric that we call, you know cost per acquisition cpa Right cost per acquisition is the most important number that we can go after that means how much did it cost us per client It's like i work with the medicare call center right now that does, you know, this medicare all across the nation They've got a massive budget and their cost per acquisition right now is i think 120 per medicare client now we're working to get that below 100 dollars We're on our way to do that there's still plenty of optimizations to get to My point is is that their cost per acquisition is 120 bucks Right, so i can't remember exactly where they're at on the buyer intent scale But i don't want to not only do i don't really want to air out their laundry anyways But this is the most important number so the buyer intent scale is just like a Number that we use to kind of communicate how much intent the buyers should have and the buyer intent is Going to help you understand how much the lead is going to cost because The game of digital marketing in the insurance industry is not all about buying as cheap as leads as possible for As much budget as possible. That's not the game really the game is finding a A buyer intent that meets your business to help you find what's called equilibrium Which is enough leads in your pipeline at enough closing rate to pay for the whole thing That's the key so typically every geo every business every product has a different sort of Mix of this but it's our job to help you kind of find that mix So just to give you a breakdown of how this would work If you had $1500 a month of budget 500 of this Would go to security and marketing for management fee a thousand dollars Would go to actual ad spend we would develop our cost per acquisition and we would scale from there So that's how you start so they don't need a lot of budget to get that done And if you're already paying that for leads anyways Wouldn't it be nice to not have to bounce from leave enter to leave enter to leave enter to leave enter And feel like people are constantly over promising under delivering because they're not lifting up the curtain to explain what the heck they're doing I want to show you the ad copy. I want to show you why we're running it the same way I want to pivot for you That's what we want to do in terms of relationships with secure agent marketing nothing wrong with lead vendors We are one we're one of the largest digital marketing lead vendors in the country with secure agent leads So if what you want is a batch of leads we'd love to help you with that too But i'm looking for those people on the marketing side that are willing to have a consistent set up Um marketing campaign that we can adjust the buy and tend together and then scale accordingly So thank you guys for taking your time to kind of watch through this. I appreciate your time very much. Have a great day