Most real estate agents run ads backwards.
They spend 90% of their budget trying to generate leads and 10% building trust. Then they wonder why their cost-per-lead is so high and their conversion rate is so low.
The agents who win with paid advertising flip this ratio.
The 90/10 Framework
Here's the framework I call the 90% Secret:
- 90% of your ad spend goes toward trust-building content (education, value, social proof)
- 10% of your ad spend goes toward direct response (lead capture, appointment booking)
This feels counterintuitive. You're spending most of your budget on ads that don't directly generate leads.
But here's what happens: by the time someone sees your lead capture ad, they already know who you are. They've watched your videos. They've read your content. They trust you.
Your cost-per-lead drops. Your conversion rate goes up. Your cost-per-client plummets.
The Trust Ladder
Think of your ad strategy as a ladder:
Rung 1 — Awareness: Educational content. "Did you know..." videos. Market updates. Tips and tricks.
Rung 2 — Engagement: More specific content. Case studies. Behind-the-scenes. Testimonials.
Rung 3 — Consideration: Comparison content. "Why work with me vs. a big team." FAQ videos.
Rung 4 — Conversion: Direct response. "Book a free consultation." "Get your home value."
Most agents skip rungs 1-3 and go straight to rung 4. Then they wonder why nobody's clicking.
The One-Hour Conversation
I learned this framework from a one-hour conversation with a marketing consultant who had spent $50M on Facebook ads for real estate clients.
His single biggest insight: "People don't buy from strangers. They buy from people they feel like they know."
Your ads should make people feel like they know you before you ever ask them to take action.
Getting Started
Start with one trust-building video per week. Answer the question your clients ask you most. Run it as a boosted post to your target zip codes.
Do this for 60 days. Then add a retargeting campaign that shows your direct response ad only to people who watched at least 50% of your trust-building videos.
Watch your conversion rate change.
— Keith
