Online Marketing Is Like Real Estate .pdf

Chasing large volumes of leads might fill your CRM—but not your bottom line. The most successful brands focus on quality leads that convert faster and stay longer. Pair automation with smart targeting and consistent follow-up to create a system that nurtures trust and builds sustainable growth.

See the full article: https://www.fulcrumconcepts.com/quality-leads-vs-quantity-of-leads-why-less-is-more-in-digital-marketing/

1. ONLINE MARKETING IS
LIKE REAL ESTATE
ONLINE MARKETING IS
LIKE REAL ESTATE — It’s All
About
Location
— It’s All
About
Location (and Knowing Where People Hang Out)(and Knowing Where People Hang Out)

2. Imagine opening a coffee shop.‌ ‌
You can save money by leasing a side street‌
‌with cheap rent ‌—‌ ‌or pay a premium for a
corner spot right on Main Street.‌
Imagine opening a coffee shop.‌ ‌
You can save money by leasing a side street‌
‌with cheap rent ‌—‌ ‌or pay a premium for a
corner spot right on Main Street.‌
The Coffee Shop Rule‌The Coffee Shop Rule‌

3. The ‌high-traffic location‌ gets more eyeballs,
impulse buyers, and morning regulars. You
might say,‌ ‌
“But my coffee’s better!”‌ True, maybe it is.‌
The ‌high-traffic location‌ gets more eyeballs,
impulse buyers, and morning regulars. You
might say,‌ ‌
“But my coffee’s better!”‌ True, maybe it is.‌

4. But if people don’t see you or can’t find you, it
doesn’t matter.‌
‌Fast forward two years.‌
‌That ‌once-busy intersection‌ isn’t so busy
anymore.‌
But if people don’t see you or can’t find you, it
doesn’t matter.‌
‌Fast forward two years.‌
‌That ‌once-busy intersection‌ isn’t so busy
anymore.‌

5. A new neighborhood across town is buzzing
with life – remote workers, weekend foot
traffic, new restaurants.‌
A new neighborhood across town is buzzing
with life – remote workers, weekend foot
traffic, new restaurants.‌

6. The “Old Neighborhood”
of Google Search‌
The “Old Neighborhood”
of Google Search‌
For a long time, the best corner in town was
Google Local Search.‌
For a long time, the best corner in town was
Google Local Search.‌

7. If you ranked high on Google Maps or held a
top-three spot in the local pack‌ ‌you owned
the block. Leads could just roll in.‌
If you ranked high on Google Maps or held a
top-three spot in the local pack‌ ‌you owned
the block. Leads could just roll in.‌

8. But now: many business owners report steep
declines in localized map traffic, even when
all the SEO fundamentals are intact.‌
But now: many business owners report steep
declines in localized map traffic, even when
all the SEO fundamentals are intact.‌

9. Google’s layout shifts, paid ads push organic
results down, and the map pack isn’t as
dominant as it used to be.‌
Google’s layout shifts, paid ads push organic
results down, and the map pack isn’t as
dominant as it used to be.‌

10. The 3% vs. 97%‌ ‌
Reality Check‌
The 3% vs. 97%‌ ‌
Reality Check‌
A commonly cited rule is that only about 3%
of your market is actively in a buying
mindset at any given moment. Others frame
this in B2B terms as the “95/5 rule”‌
A commonly cited rule is that only about 3%
of your market is actively in a buying
mindset at any given moment. Others frame
this in B2B terms as the “95/5 rule”‌

11. – only 5% of buyers are actively in-market,
while the other 95% are not yet ready but
still represent future opportunities.‌
– only 5% of buyers are actively in-market,
while the other 95% are not yet ready but
still represent future opportunities.‌

12. Another view (for quarterly buying cycles)
‌suggests 9–11% of the total addressable‌
‌market‌ is ready to buy in any given quarter.‌
Another view (for quarterly buying cycles)
‌suggests 9–11% of the total addressable‌
‌market‌ is ready to buy in any given quarter.‌

13. If you only show up in one digital
neighborhood, you only get access to that
small percentage. But if you plant presences
across search, social, video, email…‌
If you only show up in one digital
neighborhood, you only get access to that
small percentage. But if you plant presences
across search, social, video, email…‌

14. you stay top of mind with the ‌97 – 95% who‌
‌aren’t ready yet.‌ Over time, familiarity
builds credibility, and credibility leads to
trust.‌
you stay top of mind with the ‌97 – 95% who‌
‌aren’t ready yet.‌ Over time, familiarity
builds credibility, and credibility leads to
trust.‌

15. In real estate, a ‌savvy investor ‌doesn’t own
just one property. ‌They diversify ‌— one
downtown, one near the beach, maybe a few
in up-and-coming districts.‌
In real estate, a ‌savvy investor ‌doesn’t own
just one property. ‌They diversify ‌— one
downtown, one near the beach, maybe a few
in up-and-coming districts.‌
The Digital
Neighborhood Rule‌
The Digital
Neighborhood Rule‌

16. In marketing, the same principle applies:‌In marketing, the same principle applies:‌
*Keep your search presence strong: it’s your
foundation.‌
*Keep your search presence strong: it’s your
foundation.‌

17. *Add new “locations” where your audience
spends time: social, podcasting, video,
community forums.
*Add new “locations” where your audience
spends time: social, podcasting, video,
community forums.

18. *Stay consistent: digital neighborhoods evolve
faster than physical ones.
*Stay consistent: digital neighborhoods evolve
faster than physical ones.

19. Online marketing isn’t about chasing every
new trend, it’s about staying visible where
your audience actually lives.
Online marketing isn’t about chasing every
new trend, it’s about staying visible where
your audience actually lives.

20. The “good neighborhood” today might not
be the hotspot next year. The smart brands
hold multiple properties across the digital
landscape.
The “good neighborhood” today might not
be the hotspot next year. The smart brands
hold multiple properties across the digital
landscape.

21. If you’d like a quick sanity check on where
your business “lives” online and how those
digital neighborhoods are shifting.
If you’d like a quick sanity check on where
your business “lives” online and how those
digital neighborhoods are shifting.

22. connect with us anytime for a short
chat at
‌www.fulcrumconcepts.com/discovery‌
or call‌ [phone].‌ ‌
connect with us anytime for a short
chat at
‌www.fulcrumconcepts.com/discovery‌
or call‌ [phone].‌ ‌