Ad copy

$6 mortgage leads vs $60 mortgage leads. Most brokers have no idea who they’re targeting The success of Meta adverts is rarely due to clever editing, or campaign launch hacks… → It’s all about strategy. Strategy isn’t a choice between A or B It’s a spectrum from A to Z 🐢🐇 (with everything in between.) Let me show you what I mean. Same budget. Same outcome. Different strategies. Both spend $600. Both get you 1 deal. Totally different journey. 🐢 STRATEGY A: Low Intent Top of Funnel → Ad spend: $600 → Cost per lead: $6 → Leads: 100 → Calls booked: 20 (20%) → Calls taken: 12 (60%) → Deals progressed: 1 You’re quickly building a big pipeline to nurture over time. But you’ll be chasing a lot of tire-kickers. If you’ve got really solid follow up and nurture systems… This is pure gold. If you’re a solo broker doing the calls yourself… And trying to use your aggregator CRM for long term nurture… This might destroy you. 🐇 STRATEGY Z: High Intent Top of Funnel → Ad spend: $600 → Cost per lead: $60 → Leads: 10 → Calls booked: 8 (80%) → Calls taken: 6 (75%) → Deals progressed: 1 Way less volume. Way higher quality. Way less time required. You get the same 1 deal now… But you’re not building the more sustainable long-term pipeline. If you’re not in a position to aggressively follow up… And nurture the socks off prospects long term… This might be your play. So which one’s better? Neither. Both. Depends entirely on: → Your strengths → Your capacity → Your systems → Your timeline → Your goals → Your biz This is what I mean when I say strategy is everything. The creative? The video editing? The campaign structure? That stuff matters. But if the underlying strategy is wrong for you… None of it will save you from burning cash.