Partner Proposal To Make Lake Realty

Presented by: Preston Bates, Chief Strategist
Presented to: Frank Free & Chip Free
Date: March 25th, 2019

Dear future partners,

I’m excited to walk you through this proposal. Thank you for taking the time.

I am Preston Bates, the Chief Strategist at ROI Monkeys.

This proposal is customized for you, and is designed to:

  • Explain our main objective from working together over the next 6 months;
  • Show you the Scope of Work, Timeline, and Investment of your campaign;
  • Give you insight into the work being carried out and the thought process behind it all.

Ready? Let’s get started!

the goal of working with us is to
amplify your strengths, eliminate your pain,
Actualize Your Motivation, and get your ideal outcomes.

here’s what we’ve identified about Lake Realty from our strategy session…

Your Greatest Strengths

(1) 27 years of experience;
(2) Strong reputation;
(3) High-quality content;
(4) Great customer service.

Your Greatest Motivation

(1) To provide the highest possible value for customers;
(2) To be an excellent work place for high-quality agents;
(3) To keep the business running and profitable;
(4) To earn a reputation as the best brokerage in Lake Norman.

Your Greatest Pain Points

(1) Losing search ranking that you used to own;
(2) Not getting as many internet leads that you used to get;
(3) Unable to provide agents with high-quality leads;
(4) Losing market share that should be yours.

Your Ideal Outcomes

(1) Getting a constant stream of qualified leads;
(2) Attracting more high-qualitfy agents into your brokerage;
(3) Become the #1 brokerage in Lake Norman (and beat LakeNormanMike!)

Does the result of less pain & more success sound good to you?
If yes, continue reading…

Now that you’ve set your mind to be the #1 brokerage in Lake Norman, you must be wondering how we are going to deliver that result to you, right?

Lucky for you, you’ve arrived at the right place.
At ROI Monkeys, we do things differently.
As expert growth marketers, we know that successful marketing campaigns require a holistic view and optimization of all aspects of your marketing efforts.

You don’t need and won’t benefit from an isolated marketing campaign that disregards all other aspects of your business.

You might have more people clicking your website through the ads that you pay for, but those website visitors don’t turn into leads. Therefore, you are not making more sales.

Unfortunately, an isolated marketing approach is what most other marketing agencies use.

Holistic Marketing Campaign

What you need is a holistic marketing campaign that accounts for all elements that affect your customer’s decision making process.

The result of this holistic approach is that we don’t just help your website rank higher, we make sure people give you their contact information so that you can do what you do the best, which is having more sales conversations!

A holistic marketing approach is how we deliver results.

Bottom line is, do you want to pay less for more qualified leads?
If yes, continue reading…

The first step we took to creating a marketing plan for Lake Realty is to identify its strengths, weaknesses, opportunities, and threats (SWOT analysis).

SWOT analysis is a strategic planning technique used to help an organization specify its business objectives and identify the internal and external factors that are favorable and unfavorable to achieving those objectives.

We’ve completed a complementary SWOT analysis for you.

The insights help us identify the Scope of Work and Timeline for your marketing campaign which are addressed later in this proposal.

S

STRENGTHS

  • 27 years of industry experience and in-depth knowledge in Real Estate & Lake Norman;
  • Skilled, approachable, and client-centric agents that provide excellent service;
  • Strong reputation that resulted in Lake Realty winning the most 5 star reviews online;
  • High-quality content about neighborhoods surrounding Lake Norman that attracts buyers and sellers;

W

WEAKNESSES

  • Ranking low on critical keywords that buyers & sellers search with (losing “Lake Norman Realtors”, “Lake Norman Homes For Sale” rankings to LakeNormanMike and LakeNormanRealty;
  • Not appearing in the first 3 pages of search on critical keywords such as “Davidson / Denver / Mooresville / Huntersville Homes For Sale”;
  • Website not optimized for conversion and lead generation.

O

OPPORTUNITIES

  • General demand for high-quality realtors is increasing, and Lake Realty has a reputation of excellent customer service;
  • The Lake Realty brand stands out among other competitors as the most service-centered, client-centric, and high-integrity.
  • Existing content is relevant, well-written, and of high-quality;
  • Customers give Lake Realty more 5 star google reviews than any other firm in Lake Norman.

T

THREATS

  • Competitors better at marketing are taking away leads that should be yours;
  • Losing high-quality agents to other brokerages due to a lack of high-quality leads;
  • Wasting money and time on piecemealing marketing approaches that should be executed holistically;
  • Lose to LakeNormanMike and LakeNormanRealty and not being able to provide as much value.

From analyzing your strengths, weaknesses, opportunities, and threats, we’ve identified the Scope of Work for your marketing campaign.

CAMPAIGN SCOPE OF WORK

Click each box to see specific action items for your campaign.

Search Engine Optimization

Build links from trusted authority websites

New content pieces (Fix Content gap)

10 Keywords

Fix crawlability and indexability.

Find, diagnose, fix redirects.

Link building workflow.

Backlink overhaul and revamp.

Link prospecting.

Optimize anchor texts.

Niche down to dominate specific keywords and SERPs.

Monitor new results from organic search efforts.

Repurpose creative (audio, image, video) for maximum organic traffic

Microsites for high quality listings backlinking to primary web domains

Press Release Subscription service

Optimize each webpage’s snippet preview on search

Conversion Rate Optimization

Lead magnet and Opt-In feature

5 Emails (auto-responder) & optimization

GoogleMyBusiness optimization

Existing content restructuring

Heat map monitoring

UI/UX audit & optimization (Uncover and fix user experience (UX) and user interface (UI) issues)

Create Content Strategy that you can easily execute

Lead Generation Program (Write compelling CTA for all webpages, database, automation)

Uncover content that is targeted for number one on google

Share content blueprints for reference

Build copy and creative

Update website with winning creative and copy

Identify any leaks in the conversion funnel

Fix and optimize the funnel holistically to ensure maximum ROI from advertising

Messenger bots implementation (and 5 messenger auto-responds)

Social Proof SaaS (strategy and execution)

Email Product Review (analyze nurture sequence, optimize, add)

Appointment Scheduling automation

Digital Advertising

3 Landing pages (with sales copy)

PPC ads & ad management

Retargeting ads & ad management **

Ad copy and creative written and begin testing with low budget

Winning copy and creative is selected for scale

Scale the ad copy and creative in the channel (instagram, facebook, or google) with maximum ROI

Monitor and report advertising results

Monitor new results from paid search efforts

Refine copy, and creative as needed

VR video for all listings

Web Development

Build a WordPress website

Website made local SEO friendly

Website made mobile friendly

Website Architecture optimization and fixes

Test implemented systems and fix bugs.

Build webpage for Agent Recruitment

Bonuses

Strategy. Learn how to (or have us) build a comprehensive (digital) marketing plan to guide all of your efforts toward maximum sales

BizDev. Identify new opportunities, niches, and target markets to help grow client’s leads, sales conversations, and sales.

Strategy/Creative. Learn how to (or have us) build content google salivates over so that you win even while sleeping. (social, video, audio, images)

Strategy. Learn how to (or have us) execute scrum inside your business (with trello and slack)

Strategy. Learn how to (or have us) execute growth mindsets for you, your management team, and top sales and marketing people.

3 competitor reviews (value propositions, paid media, owned media, content, landing pages)

Exclusive area rights

Unlimited campaign support

CAMPAIGN TIMELINE

Campaign Kickoff

Establish staging site infrastructure

-Acquire new WordPress asset

-Create staging site

Gain access to relevant digital assets

-Logo

-Google analytics, etc.

3 competitor reviews (value propositions, paid media, owned media, content, landing pages

Install heat map monitoring widget on lakerealty.co, lakerealty.com

Phase 1 – Web Development

Build a WordPress website

Website made local SEO friendly

Website made mobile friendly

Website Architecture optimization and fixes

Test implemented systems and fix bugs.

Build webpage for Agent Recruitment

Phase 2 – Search Engine Optimization

Build links from trusted authority websites

New content pieces (Fix Content gap)

10 Keywords

Fix crawlability and indexability.

Find, diagnose, fix redirects.

Link building workflow.

Backlink overhaul and revamp.

Link prospecting.

Optimize anchor texts.

Niche down to dominate specific keywords and SERPs.

Monitor new results from organic search efforts.

Repurpose creative (audio, image, video) for maximum organic traffic

Microsites for high quality listings backlinking to primary web domains

Press Release Subscription service

Optimize each webpage’s snippet preview on search

Phase 3 – Conversion Rate Optimization

Lead magnet and Opt-In feature

5 Emails (auto-responder) & optimization

GoogleMyBusiness optimization

Existing content restructuring

Heat map monitoring

UI/UX audit & optimization (Uncover and fix user experience (UX) and user interface (UI) issues)

Create Content Strategy that you can easily execute

Lead Generation Program (Write compelling CTA for all webpages, database, automation)

Uncover content that is targeted for number one on google

Share content blueprints for reference

Build copy and creative

Update website with winning creative and copy

Identify any leaks in the conversion funnel

Fix and optimize the funnel holistically to ensure maximum ROI from advertising

Messenger bots implementation (and 5 messenger auto-responds)

Social Proof SaaS (strategy and execution)

Email Product Review (analyze nurture sequence, optimize, add)

Appointment Scheduling automation

Phase 4 – Digital Ads

3 Landing pages (with sales copy)

PPC ads & ad management

Retargeting ads & ad management **

Ad copy and creative written and begin testing with low budget

Winning copy and creative is selected for scale

Scale the ad copy and creative in the channel (instagram, facebook, or google) with maximum ROI

Monitor and report advertising results

Monitor new results from paid search efforts

Refine copy, and creative as needed

VR video for all listings

Phase 5 – Optimize & Scale

Monitor and analyze data on implemented systems

Optimize copy and creative for higher conversion rates

Scale the campaign

CAMPAIGN INVESTMENT

Customized Holistic Marketing Package For Lake Realty

Over a six month period
$8000
$ 5,000
Monthly. Plus one-time $1500 Set Up Fee.

  •  

The rest of the proposal explains the execution items and gives you insight into the work being carried out and the thought process behind it all.

Next steps are addressed in the end of the proposal.


Click here to see next steps (review agreement & how to get started)

TABLE OF CONTENTS

WHY DIGITAL MARKETING

increase Your sales volume & Closing Rate by raising your website’s search ranking & conversion rate.

  • 93% of online experiences begin with a search engine.
  • 47% of people click on one of the first three listings. (SEJ, 2016)
  • 70-80% of people research a company online before visiting the storefront or making a purchase.
  • Average mobile site takes 15.3 seconds to load. (Google, 2018)
  • Conversions fall by 12% for every second of delay in site load time. (Google, 2018)
  • 61% of marketers list improving SEO and search engine rankings as their top goal. (HubSpot, 2017)

Businesses That Invest In SEO (Search Engine Optimization) And CRO (Conversion Rate Optimization) Outperform Those That Don’t.

WHY SEO & CRO

increase organic traffic, lead conversion, and Qualified sales opportunities by investing in SEO & CRO.

Each buyer goes through their journey from being an initial prospect to a client via a marketing funnel. The marketing funnel consists of three phases – Top, Middle, and Bottom

People that search for your services or see your ads are the initial prospects. As they go through each marketing phase, many prospects drop out of the funnel, some become leads, and a few stay until the end to purchase your product or service.

Sales Volume = Number Of Prospects x Conversion Rates

Therefore, in order to increase sales volume, we need to increase the pool of initial prospects, which we achieve via SEO, and increase conversion rate between each funnel step, which we achieve via CRO.

OUR FOCUS

save you time and money & grow your revenue by Increasing Marketing Qualified Leads (MQLs) & Sales Qualified Leads (SQLs)

Let’s face it, the real estate environment is fiercely competitive. In order to thrive, or survive, you need to bring down the cost to acquire customers.

By increasing Marketing Qualified Leads, we maximize the effectiveness of paid ads & email programs to the prospects that are interested in your offers and are in the market, ready to buy. 

By growing Sales Qualified Leads, we save you precious time and money that were wasted on talking to plate lickers.

We focus on helping you increase MQLs & SQLs so that you can maximize your Returns (Sales) on Investment (Marketing).

First, Let’s Define

Before we can begin any of the project categories listed above, we need to determine the keywords that will generate the highest ROI when ranked top. 

A keyword refers to the phrases that your potential clients are likely to search for.

Below you will see some sample keywords we have selected out for you. This list will be changed and/or expanded in consultation with you before the campaign begins.

Keyword Research

For Lake Realty

  • Lake Norman Homes For Sale
  • Lake Norman Realtors
  • Lake Norman Homes
  • Cornelius Homes For Sale
  • Huntersville Homes For Sale
  • Mooresville Homes For Sale
  • Denver NC Homes For Sale
  • Davidson Homes For Sale
  • Sherrills Ford Homes For Sale

1.

After we have chosen the best keywords to target, we will implement “onsite optimization”. 

This involves tweaking your website to be more related to your chosen keywords, and making it easier for search engine bots to get what they need.

“How does applying keywords help with ranking?”

Let’s look at the graphics below…

This is how a website appears to you:

This is how a website appears to a search engine:

Search engines create “algorithms” to determine which factors influence your position or ranking. 

To “rank a website” it’s as simple as understanding the algorithm, then providing it what it wants. In total there are over 200 signals the algorithm looks for, split across 8 categories.

With targeted keywords and on-site optimization, we utilize the “algorithms” of search engines to improve and promote your website to increase the number of visitors the site receives from search engines.

“Where exactly do keywords appear?”

Good question. Let me show you…

Here is an example of how the search results appear within Google:


  • You may notice the page name/directory includes the area we are targeting. It is important to include at least part of the keyword in the page name.
  • Another vital part of the content optimization is the description. The description tells potential clients and search engines what the page is about. It should be written in a compelling way to encourage people to visit your website.
  • Other tweaks in the content will include setting text descriptions of images (search engines cannot understand images), including the keywords in headlines, and organizing code.​​

2. Creating

to Make your Website content more search engine friendly

1.

We will create a keyword optimization plan that identifies the proper keywords to target on specific pages of your website.

2.

After this plan has been created, we will set the title and mega-description of each page to include the chosen keywords and phrases.

Second, Let’s Build
To Your Website

Before the keyword targeting and on-site optimization we just covered can be truly effective, your website requires backlinks. Backlinks are links to your website from other websites.

We define a good link by 3 main components:

Anchor Text
Importance
73%

The (anchor) text of your backlinks influences what keywords you rank for.

We follow a tested and proven formula for choosing anchor texts.

73% importance

Webpage Topic
Importance
66%

The more relevant the webpage, the better the link.

When choosing or creating pages to link to your website, this should be kept in mind.

66% importance

Link Type
Importance
31%

Contextual, footer and sidebar are the 3 types of links.

We primarily focus on contextual, which is links from within articles and content. But it is important to have a variety.

31% importance

1. Understanding

The text of the link is named the anchor text. For example, opening a link to www.roimonkeys.com under “GetMarketingHelp” – the anchor text is “Get Marketing Help”

We have a tested anchor text usage formula for best performance in rankings and to avoid penalties (that can be received from using the same anchor text too much.) 

Take a look at the formula below and the types of anchor texts:

Anchor Text

  • URL: This is just the website address as the anchor text e.g. [yourwebsite.com]
  • Exact: The keyword you are targeting e.g. main keyword]
  • Branded Keyword: Your brand name and keyword mixed e.g. YourWebsite Keyword]
  • Phrase: This is the keyword mixed into a longer phrase e.g. best Keyword in area]
  • Brand: The brand / business name on its own is a natural anchor text to use
  • Related: Industry related keywords e.g. [keyword1, keyword 2, keyword3]
  • Generic: Click here, go to website, etc.

2. Understanding

For a backlink to be most effective, it should be on a page or within an article that is relevant to your website. There are two ways to do this:

1.

Create a website directly related to your business.

For example, if a dentist comes to us for SEO, we build blogs about dentistry and link to your website from it within an article.

2.

Write an article for another website that is related to your website and theirs.

For this method, we already own and will create more websites related to general topics. This gives you links from blogs within highly relevant articles to your business and allows us to use our anchor text formula (mentioned above) to have the best possible impact on your search engine rankings.​

3. Understanding

Contextual
Usage
97%

A link such as this (go to google.com)within an article or content.

Sidebar
Usage
2%

A link on the side of a webpage outside of the content area.

Footer
Usage
1%

A link at the bottom of a webpage.

Third, Let’s
From Your Website

If less than 10% of people that visit your website from search engines are contacting you, you are losing a lot of customers.

Do you know your conversion rate? This is the percentage of visitors that contacting you after visiting your website.

The process of tweaking this is called Conversion Rate Optimisation.

Without doing this, spending money on SEO is a waste of your money. You’ll get an increase of visitors, but most of them will end up going to your competitors that have better converting websites.

Below are a few ways we’ll tweak your website to improve your conversion rate.

1. Make Your Content

Content is what really matters on a website. 

Great design and images are powerful. But if your content is bad, it’ll all fall apart.

All of our content is measured against 3 platitudes to judge the effectiveness, and how customer focused it is, these are:

Platitude #1: What is in it for me
Platitude #2: Well, I would hope so
Platitude #3: Who else can say that?

2. Make Your Website

If it takes a visitor more than 3 seconds to find your phone number, it’s not in the right place. If they struggle to find what they are looking for, struggle to navigate, or have any difficulties using your website – it is setup wrong.

You need to know who your audience is, so you can make your website easy for them to use. If you primarily target an older audience as an example, they won’t be as technical as younger people. In which case, you create your website very easy to use for this audience.

We studied and tested repeatedly to see exactly how to structure a website to make it easy for different demographics to use.

3. Encourage And Make It Easy

Most business websites have one focus, to get more enquiries. More phone calls, or online contact messages.

If this is the case, then it doesn’t make sense to not have a contact form on your website. Or to bury your phone number in the middle of your content.

Have a short call back form on your homepage (the most visited page on most websites), and have your phone number / contact button at the top right of every page.

Next, Let’s Talk About

Even if your website is setup with the right conversion elements in place, the best you’re likely to get is 20% of visitors instantly contacting you.

That means 80% of the visitors you are spending money on advertising to send to your website, are not contacting you.

Here is how you can turn that around and convert “research now, buy later” prospects into your customers.

Below are a few ways we’ll help you bring back your potential customers.

Method #1:

Have you ever looked at a product on Amazon, then repeatedly seen this product advertised everywhere afterwards? This is retargeting.

After visiting your website, people will be browsing other websites, and seeing your adverts. It’s a great way of bringing prospects back and establishing strong brand presence.

Method #2:

Another way of turning this 80% into enquiries is through building an email list.

A lead magnet is something you give away for free, in exchange for their details. This can be as simple as a free report / white paper.

You then create a page on your website to promote this, offer it at the bottom of your other webpages, and advertise it through other mediums.

Method #3:

The problem with lots of people downloading the free report you offer, is that you then have to follow up with them. This can take a lot of time when a lot of people are downloading that.

It’s not easy to think of a new email to send all the time. Never mind trying to send it to hundreds of people.

Instead, you can use an autoresponder to fully automate this. You can pre-create the emails in a sequence, then have them automatically email out X days after someone subscribes.

Now you are building a relationship with these people. Building trust with them. And leading them closer to buying from you. All automatically.

Method #4:

The goal is to make sales! Sales is a function of qualified leads. Qualified leads is a function of leads generated. Lead generated is a function of impressions and lead sources utilized.

At ROI Monkeys, we guard your advertising dollars fiercely to squeeze every penny of value out of your budget. Therefore, we focus on optimizing your website for conversion before we turn on ad traffic. That way your site can capture and convert traffic into sales conversations.

Using a data-centric, testing process helps ensure that you get the best return on investment possible. You set the budget, we write the ad copy and creative. Then we test, optimize, and scale. Make sense, right?

Frequently Asked Questions

Why is it a 6 month agreement?

6 months is sufficient time to show you great results. It also gives both of our businesses a trial to evaluate whether we are a good fit to continue working together.

What will happen after 6 months?

We will evaluate the project to decide whether we are a good fit to continue working together. If we are a good fit, the campaign will revert to a month-to-month agreement.

what our clients say about us

“They set me free.”
5/5
I’m working less and earning more. They took the burden off me doing marketing on my own. Now I focus my energy on talking to clients and closing deals, which is why I was in Real Estate in the first place.​
Kathy M.
Kathy M.Real Estate Agent
“Satisfying Results.”
5/5
Our sales pipeline increased. Our email list doubled. They did a total makeover to our website, and we are getting five times more inquiries and calls scheduled. I can see consistent growth in our business.​
Justin K.
Justin K.Property Manager
“Quick results!”
5/5
I started getting more calls in 6 weeks. By the end of our fifth month working together, I had to grow my team because there were a lot more leads to follow up than I could handle. My business definitely grew because of their marketing help.​ I’m so excited about the next stage of my business!
Tracy C.
Tracy C.Business Owner
“5 out of 5 stars.”
5/5
I loved working with Preston and Chenyang. Their business instinct is spot on. I needed more than technical fixes, but industry trend analysis and market research. They helped me position my company better than I could think of. Hands down the best marketing agency I’ve ever worked with.

Andrew J.
Andrew J.Brokerage Owner

Let’s make Lake Realty the #1 Brokerage in Lake norman!

Thank you for taking the time to review this proposal.
Here are two Next Steps:


View & Sign Contract

You should receive a digital version of the contract from DocuSign to your email for you to sign electronically. No need for printing and scanning.


Pay & Get Started

Click the button “Pay & Get Started” to deliver campaign payment. Once we receive your payment, we will start working on your campaign immediately.

Throughout working together, I will be your point of contact.
You can contact me at any time at p@roimonkeys.com

On behalf of everyone at ROI Monkeys, we wish you and your business all the best!

Preston Bates
Chief Strategist, ROI Monkeys

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