Episode 188: How to Stop Wasting Thousands on Bad Marketing Decisions
Send us Fan Mail When deal flow slows down, real estate investors often panic and shut off entire marketing channels without knowing whether the real issue lies in their lead generation or their sales process. In this solo episode, Tiffany High walks through her marketing KPI playbook, explaining how to track your marketing funnel from left to right so you stop fixing the wrong problems. Tiffany breaks down how to evaluate each marketing channel individually, from cost per lead and qualified lead percentage to return on ad spend (ROAS) and contract-to-close rates. You will learn why you cannot compare cold calling metrics directly against PPC, how to align your mailer messaging with the specific avatar on your list, and how tracking both marketing and acquisitions side by side exposes the exact bottleneck in your business. Listen and enjoy the show! You’ll Learn How To: Track your marketing funnel from left to right across ad spend, total leads, qualified leads, processed calls, offers, contracts, closings, and net profit. Break down your KPI scorecard by individual marketing channels to reallocate budget from 2–3X channels into 7X channels. Set channel-specific benchmarks for cost per lead (CPL) and leads-to-deal rather than comparing cold calling ($35–$50 CPL) directly to PPC ($200–$300 CPL). Calculate your qualified lead percentage, cost per contract, and return on ad spend (ROAS) to diagnose whether a campaign needs list or messaging adjustments. Analyze contract-to-close fallout rates alongside average deal size, such as high-urgency auction lists, to decide if a channel is worth the operational effort. Cross-reference marketing KPIs with acquisitions KPIs and speed-to-lead to determine whether a slump is caused by bad data or closers skipping steps. What You’ll Learn in This Episode: (1:05) Why tracking marketing and acquisitions daily prevents you from fixing the wrong problem (2:15) The foundational marketing KPIs (Spend, leads, qualified leads, offers, contracts, and profit) (3:30) Why you must segment your dashboard by channel and set channel-specific CPL benchmarks (5:15) Calculating qualified lead percentage, cost per contract, and return on ad spend (ROAS) (6:45) Evaluating high contract fallout rates vs. massive deal spreads on county auction lists (8:25) Matching mailer messaging to list avatars and how Results Driven tests AI calling agents Who This Episode Is For: Real estate investors who aren't sure whether their inconsistent deal flow is a marketing problem or a sales problem. Operators spending thousands on direct mail, cold calling, or PPC who need a clear dashboard to optimize ROAS and cut wasted ad spend. Why You Should Listen: Throwing away a profitable marketing channel because one mail piece didn't resonate, or because a closer skipped discovery steps, costs investors tens of thousands of dollars. This episode gives you the exact formulas and left-to-right tracking metrics needed to audit every dollar you spend, match your messaging to your seller avatar, and scale your highest-returning channels with confidence. Connect with the Results Driven Community: Join the free community by visiting Results Driven® REI Community Follow Tiffany and Josh here: Tiffany Instagram: @tiffanyhighofficial Josh Instagram: @joshhighofficial Website: Results Driven REI Get Tiffany’s free resource: www.rdebook.com 26 Costly Mistakes I Made While Building My Seven-Figure Real Estate Business
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