
Optimizing Your Marketing Funnel for High-Ticket Sales
In this episode of the Real Estate Growth Hackers show, Zach Hammer interviews Eddy Miranda, a fractional CMO and high-ticket coach with over two decades of experience in digital marketing. Eddy has worked with Fortune 500 companies, top-tier influencers, and brands looking to scale fast, including Grant Cardone and Brandon Turner.
Throughout the interview, Eddy shares his insights on optimizing marketing funnels for high-ticket sales, drawing from his extensive experience working with various clients across different industries.
Key Takeaways
1. Ad objectives make a massive difference in the success of your campaigns.
2. Optimizing your offer and landing page copy is crucial for attracting the right audience.
3. Value stacking can help differentiate your offer from competitors.
4. The placement of your offer in the overall lifecycle can significantly impact its success.
Ad Objectives Matter
Eddy emphasizes the importance of selecting the right ad objective based on the end goal of your funnel. For example, if the primary goal is to generate purchases, setting the ad objective to “Purchase” can lead to better results than using a “Lead” objective.
By aligning the ad objective with the desired outcome, you help the ad platform optimize for the right audience, ultimately leading to improved performance and a higher return on ad spend (ROAS).
Optimizing Your Offer and Landing Page Copy
To attract the right audience, it’s essential to optimize your offer and landing page copy. Eddy suggests:
- Calling out your target avatar specifically in the ad copy
- Providing clear directions and a strong call to action
- Ensuring the messaging is 100% clear and easy to understand
A confused mind always says no, so clarity is key in your offer. Speak the language of the person you want to attract, and focus on their specific pain points and desires.
Value Stacking for Differentiation
In a competitive market, value stacking can help your offer stand out from the rest. Instead of engaging in a price war, focus on adding as much value as possible for the same price.
For example, when working on Grant Cardone’s book funnel, Eddy added additional resources like worksheets, guides, and calculators to increase the perceived value of the offer. This approach not only improved the funnel’s profitability but also made it more attractive to potential buyers compared to purchasing the book alone on Amazon.
Offer Placement in the Lifecycle
The placement of your offer in the overall lifecycle can significantly impact its success. Eddy discusses two different approaches:
1. For lower to mid-ticket offers, start with a webinar to nurture the audience, followed by a self-liquidating offer or book funnel to retarget non-buyers.
2. For higher-ticket offers ($5,000+), begin with a self-liquidating offer to build a buyer’s list, then retarget buyers with a video sales letter and book a call with the sales team.
By structuring your funnel based on the ticket price and the end goal, you can maximize the potential of your audience and avoid having offers compete against each other.
Conclusion
Optimizing your marketing funnel for high-ticket sales requires a strategic approach that considers ad objectives, offer and landing page copy, value stacking, and offer placement in the lifecycle. By implementing the insights shared by Eddy Miranda, real estate professionals, and team owners can improve their marketing efforts and scale their businesses more effectively.
AND MORE TOPICS COVERED IN THE FULL INTERVIEW!!! You can check that out and subscribe to YouTube.
If you want to know more about Eddy Miranda, you may reach out to him at:
- Website: https://www.eddymiranda.com/start-today
- Facebook: https://www.facebook.com/eddydmiranda
- LinkedIn: https://www.linkedin.com/in/eddydmiranda/
Connect with Zach Hammer: https://realestategrowthhackers.com/
Zach Hammer: Welcome back to the AmpIntel show. I’m Zach Hammer. With me today, I got Eddy Miranda. He’s from Deem Marketing. And he is a fractional CMO and high ticket coach, with a marketing consultant, with over two decades of experience in digital marketing. He’s worked with Fortune 500 companies, top-tier influencers, and brands looking to scale fast, including Grant Cardone and Brandon Turner.
And he specializes in helping high ticket coaches with sales teams, Forex the revenue using battle-tested strategies, which is a bit about what we’re going to be talking about today. We’re going to be exploring a little bit of Eddy’s history. We’re going to do some case studies. Deep dives into some of the key learnings that he has had working with some of these high-profile people.
So Eddy, welcome to the show. How are you doing today?
Eddy Miranda: I’m doing great, Zach. Thank you for having me on the show. I’m super excited to be here and share the value with your audience.
Zach Hammer: Awesome. And we’re excited to hear it. Why don’t you go ahead and tell us a little bit about high-level, high points of your story? What got you into the digital marketing world? What was your path to that? And then, what has your journey been like to get you to where you are today?
Eddy Miranda: [00:01:00] Yeah, absolutely. Like what you said, I’ve had 20 years of digital marketing experience. It all started in my early 20s, doing graphic design work inside of a print house here in Miami. And I started learning everything on my own. Basically in 2008 when the whole depression happened and everything started going down, I decided to start my own printing shop company, which was like the worst time to actually do it.
But along the way, I actually learned how to be able to do a couple of things like build websites without utilizing WordPress or Shopify or any of that stuff. I learned how to hardcode websites.
Back in like 2011, I actually had the opportunity to work here for a church, here in Miami. It’s basically like a big church that was here in Miami, very reputable. And there actually met one of my first mentors that he helped me with corporate branding and WordPress and like all these other things. So I built like a branding background, working on the church on top that I ended up doing lighting too. So that was my past DJ experience and lighting came together at one point.
When I left there [00:02:00] in 2006, I started Deem Design Studios. And that’s when I started working with companies that were Fortune 500 companies, start working with fitness influencers, because I happened to be in bodybuilding during that time. And in that same year, 2016, towards the end of it, I actually started a social media platform called Men’s Physique News, where I grew that page from zero to 35,000 followers within six to
Zach Hammer: Nice.
Eddy Miranda: eight months. And just got into it, started learning about social media marketing, started learning about even more about branding and how to be able to build a community, and just people like gravitating towards that. And I kept on with those businesses still working.
And in 2019, I actually decided to take just a slight little pivot and I got into like drop shipping. So I started learning more about Shopify stores, even though I’ve already helped a few clients, started learning about paid ads, and started learning about funnel building. So that’s where I started building up my jobs when it came to that. And then, the pandemic hit, I made a small little pivot and started helping my [00:03:00] wife out with network marketing.
And I started teaching people and started showing people on how to use attraction marketing, how beautiful to sell the product and sell themselves during the pandemic, and how to be able to get away from the normalcy of network marketing. And then, that journey, I went back and forth, still helping out clients, still doing things here and there for people, and still building up my skills and what I was doing with funnel building ads, website development, you name it, I did it.
And in 2022, I had a great opportunity to be able to work with one of the two people that I would break my entrepreneurship for. One of them was Russell Brunson, and the second one was Grant Cardone.
Russell Brunson didn’t call me, but I had the opportunity to work with Grant Cardone. And the reason I had the opportunity is because I know a lot of realtors in Miami and they were in his circle. And we started connecting with everybody and met with Jared, which is his right-hand man. And he’s, like, Dude, you have all these skills, I need to get you inside the office right now. [00:04:00] So I went in for the interview. They were blown away. And I started working for them right away.
I entered there as a creative ad specialist, but because of my jobs and all my skill sets and everything like that, I started becoming vocal about things that needed to get fixed, as far as the funnels and the ads and everything like that, that it grew me into being a manager for the traffic team.
And after that, actually grew to be the Grant’s digital marketing manager for all his real estate products. So I took care of his real estate ever webinar, his real estate books, his real estate live webinars, his real estate interactive, and I made that change inside of the department that they went from losing money in the front end about a million dollars from the year prior to $20,000 every single month in profit with the changes that I made and going into live webinars, the highest attended webinar and the highest grossing webinar that they’ve ever had.
I went and left there and started working for a company called Contractor Independence. Even though Grant had [00:05:00] sales team, I wasn’t extremely involved with the sales team leads and calls and everything like that, because we were more focused on the front end, but I started working with Contractor Independence, and that’s where I started working with the sales team, and book calls and trying to get high-quality leads coming to the sales team so that they could start closing a whole lot better. They went from $50,000-$100,000 within just three months of me being there and making the changes and implementing the strategies that I knew.
Then I moved from that company and had the opportunity to work with two amazing companies. One was Brandon Turner’s The BetterLife, which they love the fact that I worked with Grant’s or like, Hey, we want you over here. We want you to do the same thing that you did a Grant over here.
So when in there built them a self-liquidating offer, started making that profitable from day one, took their video sales letter funnel, which they would go to try to sell their higher tickets, coaching SAS products, and turned it around to making sure that they went from three sales a week to four sales a day.
So [00:06:00] implementing those changes really made them catapult, where they’re at. And then with HL Pro Tools came in and basically at the point that I came in, their marketing was like on autopilot. They just had ads running. They really didn’t have anybody heading to the department, but I came in there and basically simplified their marketing strategies so that they could now generate more revenue.
And with the changes and everything that we’ve been able to implement, we actually took them from $425,000 in monthly recurring revenue to $525,000 in monthly recurring revenue in about two months. So that’s where I’m at right now. And that’s basically my journey.
Zach Hammer: I love it, man. Yeah. And that’s why we’re talking, right? So we’re going to dive into these key lessons that you’ve learned along the way. We want to pull out from your vast experience and all the tools that you tool belt, some of the key lessons and key tactics that you’re deploying in order to get some of those results. So we’ll be diving into that.
One quick aside before we go there. Something that you mentioned that I at least want to draw out and point out to folks, I am continually amazed. The journey of success tends to [00:07:00] look similar for a lot of us, where you get in and you do the work and you develop the jobs. But there always seems to be some portion of being in the right place at the right time, meeting the right people, building your network.
And then, that is what seems to create those opportunities that really allow you to catapult, where it’s like you mentioned, being in the area and knowing a number of the people working in the real estate space is part of what unlocks that opportunity for you working with Grant.
But it’s like that, it’s both. It’s that networking that being in that community, while simultaneously having developed the skills of the jobs. You gotta have both. And I feel like, it’s one of those things that’s often missed. I think, these sorts of discussions where it’s, words both, right? It’s definitely the tools of the tactics and all of that. But there’s also the relationships and the networking and all of that. And I’m continually amazed how often that’s part of somebody’s story.
Anyway, thank you for sharing that. Let’s dive in and talk about this.
So we’ve pulled out like five or six or so. We got some bullet points to cover here and what will flow through them. But essentially, all of these things that we’re about to dive into are some of the key lessons that you’ve had working with people. So running funnels, running [00:08:00] traffic, optimizing these things in order to actually get the key end result that they want, right? Maximizing sales, maximizing leads, leads that actually lead to sales, all of those things, and the lessons along the way.
Let’s go ahead and dive into that. So the first one that we have here is about how ad objectives make a massive difference. So just thinking through the campaigns themselves, setting up your ads and your strategy, how the objective itself can make a big difference. You want to elaborate on that?
Yep
Eddy Miranda: Absolutely. And just so you understand what ad objectives are. It’s usually when you’re inside the ads manager. And basically what it is, if you’re selecting, if you want these ads to be a lead-based campaign, if you want these to be a sales-based campaign, we want them to be traffic. So that’s what’s meant about the objective inside of the ads.
And yes, it makes a very huge difference. And one of the great examples that I have of that where I really honed down on understanding this was with Grant’s real estate every webinar, which basically sold his real estate success system. It was an opt-in page. You drive traffic to an opt-in page. They’ll [00:09:00] jump onto a webinar and Grant has streamed the long webinars, like three or four hours. You better sit down for a while, because he is actually really into it. And then after that, after you decide, Hey, I want to be able to buy the product that he’s pitching here, you’ll go to a checkout page.
When I first started working there, I was looking at what all the media buyers were doing. And the media buyer that was currently on it at that time was running that campaign as a lead objective. And yes, at the end of the day, Grant loves leads. He wants as many leads as possible.
In fact, like in the morning meetings that we would have, they would always be like, Hey, we got 4 million leads. We got 4. 5 million. Because it was a stat that they were really dedicated on building. But the thing is, what ended up happening is that funnel was losing money in the front end, right? Like a webinar should be profitable at the end of the day.
So what ends up happening is, they were running that as a lead objective. Yes, they were getting 800 leads a day, but they were barely breaking anywhere from five to eight sales a day. So then now, we’re spending a [00:10:00] whole lot and we’re not making enough on the front end.
So then I started asking around and I’m like, Hey, do we have to do this as a lead objective? Does it really matter? So then I was like, nobody was able to give me an answer. Let me just do this. I finally took over the account. And I’m like, let’s run this as a purchase campaign instead, because at the end of the day, what ends up happening is that, yes, you’re opting in, that is the very first page. But what’s the major objective of that funnel? It was to purchase a product at the end of the webinar. So I ended up making that switch. And when I made that switch, yes, our leads went down by half. We went from 800 leads a day to 400 leads a day.
Yes, granted, we lost the amount of traffic that was going through the funnel. But the change was that we went from 5-8 sales a day to 10-15 sales a day, spending less money. So when you are trying to select your objective to any particular thing that you’re trying to run traffic to, what’s the end goal of the funnel? Is it like you want it to be purchased? If you [00:11:00] even have an opt-in at the very beginning and then lead to a purchase afterward, then the true objective of that funnel purchase. But if you’re just running an opt-in and you just going to like, Hey, I’m just going to give you this free thing, then that’s set up as a lead.
And the same thing with scheduling on a book-a-call funnel, I see a lot of people going for complete registration, and complete registration doesn’t hold a whole lot of weight, as far as the intent of a person.
So when you do those kinds of particular funnels, you would want to go for a scheduled campaign instead, right? So the objective of what you’re running for really does matter, especially with what the end result of you want on that.
Zach Hammer: Yeah. And there’s a ton of reasons for that. One of the biggest ones is, at this point, these ad platforms, Facebook, and Google, part of how they’re determining what traffic they’re even putting in front of your ads and thus sending your way is based on these objectives.
So they’re selecting from their pool of billions of people, and then narrowing it down based on however you’re narrowing [00:12:00] it down. But part of the way that they narrow as they say, all right, you’re looking for purchases. All right. So we want to narrow it down to the people that have likely purchased in their history as well.
And similarly, likely purchase for people like you, if possible too, right? By setting that objective, it also determines who you’re putting your ad in front of. And what people think and envision is that, if I go for something further up the funnel like leads that I really just focus on that more front-end metric, that should pan out to the end result.
It ends up not doing so because Facebook will put you in front of a bunch of people who love to sign up for stuff, but may not buy very often. And so, it really depends on your goals. And if you’ve really maximized your abilities with what you’re doing there, right? Are you maximizing for the backend first really matters?
And you mentioned the idea of purchase. You mentioned the idea of scheduling. I think a lot of people in our audience would be real estate professionals. So scheduling is more likely in the vein of what’s going to make sense with what they’re going to be looking for. Getting somebody potentially book something like a quick strategy session, buyer consult, listing presentation, that sort of thing. Those are the people that you’re [00:13:00] typically, if you’re going to be running traffic and trying to generate leads for those sorts of campaigns, scheduling is likely the right metric.
But really, I think the key principle here is, that the ad objective matters, but first and foremost, knowing what your end goal is and then knowing how to play with the dials and understanding how to adjust them. So you’re optimizing for that end result, rather than getting fixated on a front-end metric, right?
Eddy Miranda: Absolutely.
Zach Hammer: Awesome. I love that.
Eddy Miranda: And the thing is too, you got to consider it like, each different objective has a different size audience, like what you’re saying. If you want to consider, let’s just go with the main objectives. Let’s not go into any sub-objectives. We’re going to go into awareness, and we’re going to go into lead and we’re going to go into purchase.
Think of awareness as like a billboard. Anybody that passes through there is going to see it. So we have a million people inside of that particular audience. All million people have the potential to see it. But then if you go into something like leads, and this is hypothetical percentages, there’s just for example, but let’s say you have a million people, or let’s say about 75% of those people in that million are actually have [00:14:00] the intent to do a lead.
And then as far as purchase is concerned, out of those million, you probably have about anywhere from 35-45% of those people that have the objective of buying power. So just because Meta says, Hey, you’re going to have an audience of a million. Based on the objective, it’s only going to hyper-target to those specific people that have the buyer intent or have the lead intent or have the schedule intent. And it’s not going to be a million, it’s probably going to be a fraction of that.
So when you’re sending traffic to things, don’t be surprised like, Oh, I haven’t reached like a million people. What’s going on? That’s what Meta said. But the intent of those people, it gets narrowed down based off of what you select.
Zach Hammer: And that’s part of what makes it work. So it really helps whatever platform you’re using, Meta, Google, whatever because these sorts of things exist on both of them. And most of these platforms point, it lets them really say, okay, this is what you’re looking for. So now I’m going to zero in and make sure, that’s really what I’m driving toward. And you might see a higher cost per lead, but your cost per sale hopefully starts becoming more optimized. And that’s really what [00:15:00] you’re looking for.
Eddy Miranda: Absolutely.
Zach Hammer: Cool. Let’s dive into the next one.
So this one’s pretty powerful too. If before we were talking about literally how we’re setting up our campaigns, the technicalities of setting up the ad campaigns, now we’re diving into when people actually come through and they hit our page, and they’re seeing what we have to offer really optimizing that.
Optimizing the offer and how that can make a difference in how people are becoming leads or getting that opportunity to become sales. Why don’t you talk through some of what you learned in that process of what you’ve seen matters and in crafting compelling offers?
Eddy Miranda: Yeah, absolutely. I think that I really learned this when I was working for like Contractor Independence. Because even though with Grant, they weren’t very specific on the kinds of leads, they didn’t care about the quality of leads, they just cared about as many leads as they could get.
But when I started working for Contractor Independence, they were very specific. Hey, we are in these four niches and we want people that already have a business, they already have a certain revenue model, they already have [00:16:00] establishments with staff and everything like that. So they were very harping. They harped a lot on the fact that they wanted as the best quality leads as they could get when the sales team grabbed it. So what I did in that particular situation was, yeah, I changed the offer a little bit, but it was more of how I spoke with that audience. And the thing is, I did it in a couple of different places.
One, I did it on the ad side. If you guys are still doing targeting based off of interest base and things like that, start getting away from that because where you actually do the targeting and optimize your funnel is through the copy and through the creatives. And I’ll tell you a great example of that because when I came in one, they had means going all over the place. So it made them seem like it was a low-quality company.
And two, when they were calling out their avatars and the ads, they were just calling out the entire niche. So in this particular instance, they were calling out remodelers, plumbers, HVAC, and roofers. So when you do that, it could be anybody. It could be, hey, I just [00:17:00] started a company today and I want to get leads. So anybody and everybody comes in. So they were like, Oh, this is great. Our CPMs are awesome, which is a cost per million, which is a view for every thousand. It’s amazing. But when I went in there, you guys want to get better quality leads, which means that we have to qualify them better on the ad side and call out specifically the avatar that you want. So we went from remodelers in general to remodelers making over $500,000 a year.
Now, yes, that did raise up the cost per million of the CPM. But what ended up happening is that, now, it was hyper-targeted, specifically on the audience that had a net worth of $500,000 per year inside of their company. And what ended up happening is that, now, much better people, much more qualified people, because now you’re already qualifying them on the front end. You’re already telling us, if you’re making 499,000, we don’t want to talk with you. It’s already disqualifying them.
Now, that puts the ads in [00:18:00] front of people that are more qualified and now puts people into the sequence better. And yes, even the verbiage and how you presented the offer on there made a huge difference. Because a lot of times, these companies really don’t have the sharpest brains.
And basically, what ends up happening is, you have to give them directions. And I think that this goes with any sales process or any ads that you want to give the customer, the potential prospective action to take, every single step of the way. So in that, I changed them like, Hey, when you guys click on here, you guys are going to be filling out a survey, you guys are going to book in a call, and everything like that. So that just transpired into the fact that the sales team is now getting better-qualified people. The sales team is now happy, and the sales team is now able to close more people.
So that’s just on the ad side. But then on the actual landing page side, what you want to be able to do in order to tweak things a lot better, it goes back to the copy and even maybe your video as well. Because what you [00:19:00] offer is going to be in that headline. How you offer, and how you write it is going to be in that headline. And you want to test a few different versions because you want to see one, what gets people to get that momentum was like, man, I really need this based off of this headline and let me push through and try to do a survey, versus, oh man, this really doesn’t speak to me. It’s a little bit too confusing, things like that.
All right. So that’s like a couple of aspects, just the copywriting and both the ads and the landing page. But the thing is too, you want to be able to make sure that the messaging is 100% clear. I’ve actually seen some ads and I’ve consulted with some coaches that I’m like, you’re literally calling out, Hey, people like you, there are investors. And I’m like, I didn’t even know that you’re calling out investors. It wasn’t even clear. I have no idea where you’re selling here. What is this done with you? Is this done with you? Is it a DIY? What are you trying to sell here?
So, clarity is key in your offer. Make it as simple as possible and understandable as possible, because what ends up happening at the end of the [00:20:00] day, and I always take this from the grandmaster, Russell Brunson himself, a confused mind always says, no.
So you want to be clear in your message and how you present your offer. And between, one, calling out the avatar directly that you’re speaking to that you want to be able to communicate with and having a clear offer written out one in your ads and two in your landing page is a bar none best way for you to be able to get the best quality leads coming in through your funnels and talking to the right kind of customers.
And if you feel that, I’m jumping on sales calls, I’m getting book calls, and none of these people are qualified with what it is that I’m doing, then revisit your copy, revisit your creatives, because there’s something that’s not clicking correctly in that messaging that’s getting you those type of prospects coming.
Zach Hammer: And honestly, like there’s a lot to unpack there. Thinking through just some of the mechanics of how it works when we’re looking at optimizing the copy and the ads themselves, part of the reason why that’s so necessary, is these platforms, Facebook, and again, Meta at the high level, it [00:21:00] applies on Instagram as well. Google with YouTube, or display ads, or wherever you’re running traffic through them, really ultimately their goal is for a successful outcome for the people that they’re showing the ads to. Because long term, they’re looking at like this audience that they’ve nurtured as this thing that they’ve got to protect.
It’s always this balance if they want to make money off the ad revenue, but there’s also this balance of making sure it’s relevant, making sure that it’s something that people actually want. And so part of the way that they do that is, they look at things like, you’ve got your ad, what do people look like who are engaging with it?
And based on what the copying creative is doing, who do we think is most likely going to engage with this? Even if you’re not doing interest-based targeting, even if you’re not zeroing it in like that, they’re trying to zero in on who is actually going to find this information useful and successful.
So by being intentional about that, you help them help you, to be able to do that well. And they’re going to look at it, in terms of how this is done technically, they’re going to be doing it through a couple of ways. One of the ways is literally just how are people engaging and who are they. Like who’s staying on the [00:22:00] ad, who’s stopping, who’s reading, what do they look like? And then trying to match them up with similar people. But literally at this point, more and more of this as we see with generative AI and with things like how embeddings work and similarities of texts. And I think it matched it up to databases of people and all of that. If not already, we’re going to start seeing that literally, what’s in the copy starts dictating who they put it in front of, even outside of those engagement metrics, so even beforehand. So that’s part of why that makes such a big difference.
The other thing that you mentioned that I really love here, I’ve heard this described a number of times and it hits so clearly. If you’re attracting the wrong audience, you’re probably leading with the wrong message, right? So if you’re getting a lot of beginners, but you’re trying to sell to people who are more to the luxury end, you’re probably talking about beginner problems. You’re probably talking about beginner things, rather than talking about luxury high-end problems.
Eddy Miranda: Yeah. And the funny thing about it, I’ve made my mistake myself is that, when you’re writing this copy and you’re trying to dictate this offer, you’re thinking about the position that you’re in [00:23:00] and where you have been. And usually, that ends up dictating this same kind of people that don’t have the revenue in order for them to be able to work with you.
So what you need to do when you start writing that copy is that you have to get in the mind of that particular person. And I was actually in a training the other day. it makes so much sense. The people that are making a million dollars or more have a different mindset than the people that are making $200,000. So their language, the way that they think about money, the way that they interact with people, and how they dictate their business are completely different.
So you have to be able to get into the mind of the prospect that has the revenue so that you can get those kinds of people. Look at Ryan Serhant, right? He doesn’t deal with $500,000 houses. He doesn’t deal with millions of dollars. He deals with multimillion-dollar condos and houses and all this stuff because he speaks their language.
So you have to be able [00:24:00] to get into the mind of the prospect that you want to be able to target and know them intimately so that it feels like you’re talking directly to them. Otherwise, if you’re talking about it, Hey, 0-$10,000 and this and that, and I’ll get you there. Then, you’re going to be going down to the tier of the people that don’t have the revenue, that doesn’t have the motivation, that don’t have the capacity to be able to use your product, your service, or even get into the house that you’re trying to sell or the condo that you’re trying to sell.
So yes, speak the language of the person that you want to gravitate to your offer. And don’t speak like it’s coming as a beginner, which is probably where a lot of people are at, but they want to be able to get the million dollar, 2 million houses sold. But they’re thinking of, I only making this much amount of money and this is the way I talk. And then that’s what ends up being pushed out in the ads. And then you’re wondering why you’re getting the low-quality people.
Zach Hammer: Yeah. I got two points on this. One, that’s potentially a way to help people see past that. [00:25:00] So if you want to develop this skill yourself, there’s a number of different strategies that you could use. Go and seek out anywhere where people are having these conversations already. If there’s maybe a video on YouTube that’s already speaking to that audience, look and see either what’s going on in the comments, look and see what’s going on in the language of the video, and start learning from that. Look at books that are geared toward that audience. See, what are they talking about for the sake of those solutions? What are people talking about in the comments and reviews, what did they like, and what did they, not like?
And you don’t necessarily get the exact language that you need, but you start unlocking some of those ideas. But one of the most powerful ones that I’ve seen right now in this world of AI that we’re in is literally going to a tool like Plot or ChatGPT, and saying, Hey, this is the audience that I’m looking to reach.
What are some of the pain points that they actually have? What are the things that actually matter to them? And it may not be perfect. Anytime you’re working with AI, you need to massage it, and you need to use your best judgment, you may know better than it. But if you’re sitting there and you’re not quite sure, and you’re in that position of, I don’t know this audience really well. [00:26:00] I’m having a hard time getting out of my own head. That could be a great way to leverage that external empathy to be able to say what’s actually going on in their head and start to wrap your head around that, and then write and create those problems rather than what you might perceive as your own.
But even aside from that, and I think you’ll appreciate this one, it takes skill and that takes expertise to learn how to do that, learn how to do that dance with AI and start doing it. It’s not a simple thing where you say, write this to these people that it’s going to be perfect. It’s going to need work. That’s a big reason why people need somebody like you, somebody like me, where we can look at those problems from outside of the bottle. There’s a saying, it’s impossible to read the bottle label from inside the bottle.
And when you are trying to sell your own thing, when you’re trying to create your own ads, when you’re trying to create your own landing pages, it’s really hard to see the forest for the trees and to write those things. That’s part of, you mentioned earlier, a lot of these companies, they struggle to be clear, to do that. It’s because they’ve been in the weeds for so long. It’s hard for them to see that outside perspective, most of the time.
And that’s why you typically need external coach, [00:27:00] somebody to consult with, those sorts of things, to really get that clarity and see past those blind spots. And that’s a big part of the value that you bring to the table in the work that you do. And so you covered a couple of things.
One, you covered how we optimize our copy itself and our ads to make sure that we’re hitting the right audience. We’re structuring things that way. On the page itself, so on-page optimization, I love that you went this route. Cause this is one of my core beliefs as well. I have a belief that most copywriting at this point is just, if you can at least be clear and convey what you’re offering and how it helps somebody, it’s like getting past the ninja tricks, getting past the exact formulas. First and foremost, make sure it’s clear. If you could do that, that’s 90% of the battle there, everything else, it does matter. It does help. But most people aren’t even getting past that. They’re not even making sure that it’s clear.
Eddy Miranda: Yeah, because too many people there, they feel like they offer too many things. Oh, I offer this, offer that. And you have to get to one singular idea, one [00:28:00] singular focus. And again, I know that I’ve been able to be able to help a lot of people, but I’ve struggled with that myself because I do so many things like in my story before, done graphic design, I’ve done website development, do funnels, I do everything.
When you start going in the sense, Hey, I can help you do this and this, then, okay, what can you really help me out with? So you have to have a clear objective, a clear understanding of what you really want to offer. And a lot of times, that ends up being very difficult for people. Because you’re like, okay, what do I focus on? And then they get shiny object syndrome. Okay, that didn’t work for a second. Let me try this instead. And then, let me just mark it to the masses.
I know a lot of people, and I’m just going to put marketing as an example. But people were like, Hey, I go after marketers. Okay, in your head, you probably think that’s a thousand people. In reality, everybody considers them a marketing right now. Now, you need to hone down a little bit more deeply into what it is, the people that you want to convey the message to, right?
Okay, what kind of marketer? Do they do ads? Do they do funnels? Do they do this? Do they do that? So you have to hone [00:29:00] down, specifically on what you want to do, because when you help people and justify that you could help them with one thing, then you could get really hyper-focused on that.
And the thing is too, think about it this way. Alex talks in his under-a-hundred-million-dollar office, the riches are in the niches. And that’s what Alex doesn’t even say. That’s a scene that we’ve always had.
And you want to get as narrow as possible because the wider that you get, the cheaper you’ll get people. And what I mean by cheaper is, you won’t be able to charge as much for your service. But then we narrowed down as a real estate person like you want to be able to narrow down to businessmen that are in Suite-C levels that are making 500,000 or more per year. And that’s your target audience. So now you know, they can go to those specific people. And then now you know that he got them a $25 million house or a $15 million house. You could get something bigger. But if you go, I’m just going to go for business people, okay, you’re going to have a hard time trying to sell a $500,000 house.
So you [00:30:00] want to be able to get really granular at one on what you do and the people that you want to be able to reach.
Zach Hammer: Yeah, absolutely. And part of the reason why that matters so much is because it’s not just an arbitrary picking of the people, it’s in having clarity on who you’re helping. You start to understand, what are the consistent problems that they face. What are the big things that actually hold them back?
And so then, your structure offers to solve those problems. You structure your offers to say, here is exactly how I help you get the key things that you want and the common problems that you have along the way. It’s all about that specificity. Cause if you have this vague idea in mind of who you’re helping, then you have vague solutions too.
But if you know exactly who you’re helping, then your solutions are clear, they’re to the point, they actually connect with the person on the things that matter to them, yeah, that makes a massive difference, for sure.
What element that we didn’t talk about it here, but I’d love for you to dive into as well? We talked about making sure who you’re targeting is clear, and making sure that’s clear in your copy. We talked about making sure that your offer itself is clear on your landing page, itself. But talk a little bit about what you’ve found [00:31:00] for making an offer stand apart. What are some of the mechanics that have gone into that? What do you do to strengthen an offer that maybe wasn’t putting forth quite enough? I know when we were talking, you talked a little bit about how you did this, I believe with the book funnel for Grant, if I recall.
Eddy Miranda: Yep. Basically, the thing is that, when you have a particular offer, yes, you wanna be able to make sure that it’s something that’s super attractive that people do not wanna leave the page for and wanna be able to pursue. And the thing is that a lot of times, people go into what we will say like a bidding war.
Let’s say, you have a couple of different people with the kind of the same product and you’re trying to go face-to-face and usually in a normal world, everybody is like, I’m going to be cheaper versus I’m going to beat this person’s price, and I’m going to beat that person’s price. And nobody’s going to win that battle, at the end of the day. Because if you keep on dropping your prices, then you’re going to end up losing at the end. And then you’re going to go out of business, even though you may have a hundred customers, at the end of the day. So in [00:32:00] order to change that and to make it better is exactly what I did for Grant’s book funnel.
And this goes into any principle that you can have when it comes to business. And that is to add as much value as possible for the same price. So make it seem, for his particular book, for almost $17, oh my God, for this book, I’m buying $17. I’m going to get three worksheets. I’m going to get another multifamily guide. I’m going to get a calculator. I’m going to get this. I’m going to get that. And that is a way for you to be able to get ahead of everybody else’s product, is to add additional value to what you currently have. So in that instance, we had a fighting battle.
When I grabbed that book funnel, it was already making a one-time return on ad spend. So that means, for every dollar that went into the ads, I got $1 out. But realistically on a book funnel like that, you need to be making two times, in order for you to be able to break it even because you have hard costs, you have ad spend, the amount of ad spend that you’re [00:33:00] probably getting to acquire customers more, than the cost of the actual book. So that’s why you have particular upsells at the end of it.
That was one issue is just trying to be able to get people to buy it and for us to be able to make a return. The second issue that we ran into, and this is in any particular book funnel, especially if you have the book on Amazon, is that people would land on that particular book and be like, let me check on Amazon and see if I could get the book in two days, versus 5-7 days of regular shipping. So a lot of times where people would rather take paying $35 for a book and have convenience, versus paying $17 and having it cheaper for the exact product. So now we have to fight the convenience factor when it comes to, Hey, get it in two days or get it in five days.
And the way they’ll be able to do that, it’s also to be able to stack the value as well. So those were the two different instances on what I saw with that particular book funnel that we had to increase the value on here [00:34:00] in order for us to be able to make those sales.
So what ended up happening after the fact, when we did that? One, we went from a one ROAS to a three ROAS. So not only were we breaking even, we were making additional money on it that we were able to actually scale.
And two, we were able to get people to buy more books and get them out of Amazon and into the book funnel because they realize, I’m just getting a book with this, versus I’m getting a whole bunch of other stuff with this one. And now, we’re able to get them to go buy courses and additional videos, after the fact that increased our average cart value, that now helped us be able to spend more money on that.
So at the end of the day, and that particular principle is a great example or that particular book funnel is a great example, but that goes with everything that do. You could be trying to sell a house. What other things of value can you provide to your potential prospects for them to go with you than with another realtor? [00:35:00] Because here in Miami, we have about 55,000 realtors, about 10 or 15% of them are actually active.
When I’m going to go rent a house, every house has a different realtor. What makes it different from one realtor to another? It’s the value that you provide and that relationship that you provide to the customers, that’s going to get them coming back. Hey, I know you helped me get this house, let’s go get another house. Let’s go with this, hey, I want to start getting into investment. Let’s start looking at multifamily homes. So the value that you provide is going to be the differentiation between you and the realtor next door, at the end of the day. So always add as much value to what it is that you have, and that’s going to stand you out from everything.
Zach Hammer: Yeah. And I think that that’s the key is always understanding, you mentioned a couple of things. So understanding how what you’re putting out, compares to the alternatives that they have. In your book funnel, it was the alternative is, that I get it faster possibly cheaper by going on Amazon. That’s part of what you were competing against. So it’s okay, we have to overcome that we have a competing offer that’s faster at a minimum. And so the only way that [00:36:00] we compete against that is that we stack the value. And so, part of what was key for that though, is part of what we talked about earlier that you already mentioned of really having a clear understanding, who are we actually serving? Because that makes a massive difference for what they’ll find valuable.
So with what you were with the book funnel, I think that one’s one that people maybe have a little bit more clarity, on what kinds of things I could offer. Where it’s, I’m offering an outcome of understanding, how to leverage this real estate system.
So anything that helps me do that is going to be perceived as valuable, tools, worksheets, trainings, anything that essentially feels like it’s on that journey or makes that journey easier is going to be helpful.
When it comes to real estate, maybe people have a little bit of difficulty thinking through, what actually is perceived as valuable. And that’s where it comes back to, you’re not just throwing out random things. It’s not, Hey, we give you a bottle of champagne when you buy your house.
It’s a nice touch and it’s not that it doesn’t matter, but it’s not necessarily the thing that’s going to get them to choose you over somebody else. It’s one of those things that maybe make the process feel [00:37:00] good, makes it feel like a high-level experience. But the things that really stack up and make a difference are going to be, what do you do that makes them more likely to have success? What do you do that’s over and above what they’re doing otherwise? What do you do to make that process easier?
Clearly conveying, Hey, we have this special intake process that takes just five minutes. But in those five minutes, we get a better understanding than anybody else does on really what your needs are. I’m just making stuff up on the fly. But the idea here is, that when you understand who you’re serving and what their typical problems are, what they run into, that lets you know how you stack value. How you could build out those things that ultimately will add to that perception. And it might be, that every offer is going to be a little bit different, getting somebody to fill out a home value request funnel is going to be different than getting somebody to actually be ready to book a buyer consultation, book a listing consultation, that sort of thing. Because the level of commitment is higher.
But either way, it’s the same principle of, you have to think about, what are their other options? What else would they do? What else might they [00:38:00] consider? Cause there is always the option of either A, doing something else, going with a competitor, or going with an alternative. And B, they always have the option to do nothing. If they’re like, this isn’t worth my time. I don’t see anything else that’s worth my time. I’m just not going to do anything. That’s always an option too. So, it’s something to keep in mind for people of, that’s something you’re competing against at points too.
Eddy Miranda: Yep. I’m trying to think about it like as a realtor’s perspective, and it could be as simple as the way you dress. Because I’ve met with realtors that, Hey, I just finished coming from the gym, or I’m working on, I’m like, then why am I going with you if you’re dressed like this? That could be one thing.
Another thing could be, they’re very educational. They understand real estate, and they understand how to be able to communicate that to the client and have them understand the process. Because a lot of times, people go through this process. They’re like, I’m just getting a house, I have no idea what’s happening. But I’m putting in the bid, I’m doing this but they’re not understanding on what’s going to be involved with the house, what’s the actual process, so that they could understand it, because if [00:39:00] that person wants to be able to get another house, again, they’re going to go back to you, because you educated them well enough to understand, what’s the ins and outs? How are the loopholes? What can we do in order to bring this house down? What do we do and talk to the seller, things like that?
So a value could come in a lot of different ways, but you just have to figure out on how you could be able to stand out from the realtor next door, at the end of the day. Because again, if everybody does the same thing, what makes it different from going from Juanito to full Anito to Juanito? There’s no differentiation there. And at the end of the day, as a realtor, you’re fighting against other realtors anyway, too. So how are you going to get those people to come to you?
Zach Hammer: Yeah. And it really does. It all comes back to that same thing. When you clearly define who you want to work with, and who you want to serve, that starts unlocking the clarity on everything else. Getting really clear on how do I help this person? How do I help them solve their problems? That clarifies your copy, clarifies your offer.
And that’s the best way to start standing apart, where everyone else is just saying, I can help anyone with any real estate problem. You’re like, I [00:40:00] know how to help you. And here’s how I do it. Because nobody else is conveying that, no one else is conveying, that I help you and people like you. And I’ve preempted these problems, and I already know how to solve them. I know how to solve them before we’ve even gotten there.
And to your point, this is part of what’s interesting in the real estate world. I’ve seen multiple perspectives on this. I know people who have massively successful, real estate businesses. And part of what they hung their hat on, my friends Kevin Coffin, and Fred Weaver, they called themselves a flip-flop real estate for a while. And their whole thing was, that’s what they did. They showed up wearing flip-flops, shorts, and t-shirts. But it was also part of what they did in their marketing.
So like we were talking about before, they attracted people who are in alignment with that. They attracted people who were happy to work with somebody that’s how they presented themselves, that they’re looking for more of a low-key key laid-back feel.
Eddy Miranda: They probably sold a lot of houses.
Zach Hammer: Right. They’re in the Phoenix area. So everything’s beach. No ocean, just the beach.
I got a buddy of mine that like, he pretty much doesn’t leave the house for work without wearing a suit. And that’s a big part of how he presents himself. And he attracts people who are [00:41:00] looking for that kind of professionalism, that kind of deal. It’s not necessarily that there’s a right or wrong answer, but it’s, who are you looking to serve, and what matters to them really makes a big difference, both how you present yourself, your offer, and all of that. I love that. Awesome.
So we’ve talked about, really diving into a compelling offer. We talked about the copy on the ads. We talked about the copy on the landing pages. We talked about value stacking. One of the other things that you and I talked about before we hopped on, we talked about this idea of really thinking about, sometimes, it’s not even the offer that’s the problem. It’s not even maybe everything is right, but just where you have it in the overall life cycle can make a difference of whether or not it’s successful. And you want to talk a bit about that, and how the book funnel related to the webinars and all of that.
Eddy Miranda: Absolutely. So I have three different examples of this kind of strategy. And it really depends on what your overarching goal is, at the end of the day. But we’re taking this in the perspective of a low to mid [00:42:00] ticket offer, you’re selling a course. I know a lot of realtors are actually coaches, so this may really apply to you guys. But in Grant’s particular instance, what we ended up doing was that we had two funnels.
One, we’ve already spoken about the webinar funnel and we just spoke of spoke about the book funnel. And the thing is, what ends up happening is that, in a traditional world or a traditional marketing process, everybody’s, I’m going to run both of these funnels to a cold audience. And what ends up happening is that you just end up stomping over each other, when it comes to that particular instance, and you’re probably losing money.
I’ll give you a great example of how that kind of works. Grant has two other products that were outside of real estate. One was 10X income systems and a 10X marketing program. And 10X income systems, we had an issue with tracking. And we had to pull the funnel down for a little bit. Those two funnels were not profitable on the front end because they were going up against each other. We turned off the income systems. [00:43:00] And now, the marketing program one become super profitable. Because we’re going after the same audience, and now, we’re only focused on one funnel. And now, that one funnel has become very profitable. So me understanding that I was like, okay, we can’t have the webinar and the book funnel competing against each other because that’s how they were losing money in the first place.
So what we ended up doing in this particular instance, since his webinar went to a $997 offer, which was his real estate success system, okay, let’s have the webinar go up in front to a cold audience. Like extremely cold, people who haven’t known Grant. Because what ends up happening in that particular instance is that, they’re going to opt in. They’re going to sit with Grant for about two, three, maybe four hours. They’re going to get to know him. They’re going to get to know how he speaks, what he’s about his values, everything like that.
And then we took the booking funnel from the front end, and then we retargeted everybody that opted into that webinar, but didn’t purchase. [00:44:00] So now, we got about 385 people, every single day, getting retargeted by the book, because they’re already familiar with the book Grant, they’ve already seen him speak, they were in the waiting room with Jared. They already know people. They’re like, Oh my God. The more time they spend with you, the better.
So now when we did that, we were able to make both funnels profitable. We were able to make the webinar profitable because now we’re only sending one form of traffic to that very cold, and now we were just retargeting warm audiences to the book funnel.
And it’s funny because we would even do a live webinar, which was the same webinar as Evergreen. It’s just Grant wants to do fresh, and new, see if that would become better, and we’ll put that into the Evergreen Webinar. And my own concern was, I’m going to be competing against the Evergreen Webinar with this live webinar. And yes, our sales did get affected.
So having two things going against each other is, take it with a sense of caution that you may not be performing as well. So that’s one [00:45:00] particular instance if you want to go with something, a low mid-ticket offer. You’ll go for a webinar first, and then you’ll go for a book funnel afterward, or even a self-liquidating offer, afterward.
Now, let’s do this in the instance of your probably selling a coaching program. That’s $5,000, $10,000. Then there’s a different way to be able to utilize the structure, which I did with Brandon Turner, and I’m actually doing with HL Pro Tools, which is, we’ll have a low ticket funnel or a self-liquidating offer funnel.
Zach Hammer: Anybody doesn’t know what means, what’s a self-liquidating offer?
Eddy Miranda: A self-liquidating offer basically means for every dollar that you put into ads, you get $1 back. So it’s self-liquates. Basically, you’re breaking even on that funnel. And what that allows you to do is that you could scale it to kingdom come as you want to, because you’re not losing any money when you’re doing it. And this is a great way for people to, one, get amazing leads, and two, get people to buy and basically raise up their hands with wallets.
Zach Hammer: You’re building a buyer’s list for free, [00:46:00] essentially, is the idea.
Eddy Miranda: Exactly. Consider it as a legion, but you’re not wasting money on the legion because you’re not making any revenue off of the legion. So basically with Brandon Turner’s case, we had a higher ticket offer that they won’t sell that needed to go to a sales team. So we led with the self-liquidating offer first, got people in there, raising their hands by whipping out their wallets, and pot and buying the product.
And then from there, we retargeted everybody off of the buyer’s list and sent them straight to the video sales letter funnel, which is how they would go watch a video, they would do a survey, and then book a call with the sales team. And in that particular instance, yes, we broke even if not make a profit on the self-liquidating offer.
In fact, from day one, we were breaking even. And we only had the front page up, which was unheard of, which was amazing. But now, what ended up happening is that, now our costs for everybody that booked the [00:47:00] call was a fraction of the cost. Because now, people usually spend $250-$350 for anybody that would actually finalize their interaction with the calendar, that they actually picked the date and landed on a success page.
But with this particular instance, we were able to cut that, because now, we’re getting highly qualified people coming through our self-liquidating offer, which now lends up to our VSL because again, the self-legal dating offer does the same thing as the webinar did, which is now they’re inside of a course. They’re getting to know Brandon. They’re getting to know him. They get familiarities. They know what he’s talking about. So now when we retarget them with a video sales letter funnel or a book of call funnel, they’re much more inclined to book a call. They’re already familiar with Brandon. They want to meet with this team. They want to see what the higher ticket offer is. So those are the two different instances, if you have a lower ticket, mid ticket offer that you just want to have it on auto drive, webinar to a self [00:48:00] liquidating or book funnel is the best way to do it, or if you want to lead people to a higher ticket thing, a coaching program, 5k, 10k, 15k kind of tickets, then utilize a low ticket, self-liquidating offer first, and then retarget those people into a video sales letter, book a call funnel, so that you can get the best kinds of prospects coming through.
Always want to lead in with, I call it like a two-funnel system. I’m probably going to come up with a more creative way of actually naming that. But it’s a two-funnel system that lets you nurture your audience first on the front end, so people could get to know you. And then whatever you sell them on the back end, it’s going to be a much easier sell for them to be able to come into your level.
Zach Hammer: Love it. And there’s so much value there. One of the things that you mentioned early on is that, that whole idea of not having your offers compete. It goes back to the same idea that we talked about toward the beginning about clarity. Especially the bigger the ad budget, the more that you’re potentially hitting the same audiences, the more likely that you need to be really [00:49:00] thinking about, let’s find our winner and lead with that. Because you will, you’ll be cannibalizing the other audience. And not necessarily cannibalizing. If the sales are going one or the other, great, like either one’s a win, right?
But the problem is that you introduce confusion. Because now, people are potentially seeing two different offers. And they’re not sure, which one they’re actually going to move forward with. Which one are they excited about? Whereas if they just keep seeing the same thing, they’re like, you have more of those chances where it’s like, they heard about it, and then they see it again. They’re like, yeah, I need to do this. The timing’s right. I need to hop in and do this, versus, if they heard about a different one, and now they’re seeing a different offer, they’re less likely to be ready to go. They need both. So they just get confused and don’t take action. I love that.
And in terms of potential lessons for that too, there’s the way that you did it of being able to leverage, like pulling in the retargeting, in order to leverage one of the offers.
The other thing that’s powerful is understanding that mechanic might mean that it’s worthwhile to cycle the offers too. Where it’s like you run one for a time, and then you pull it down for a bit, and you run another for a time so that [00:50:00] you give people the opportunity to get past the adverte, get past the offer fatigue, and you can resurface things, that’s a powerful way.
But then the retargeting, you have that ability to say, Hey, I’ve got this opportunity here. How do I really maximize it? How do I take it further? In some of the spaces that I’ve seen that work really well, maybe you generate an interested buyer. But now what you could be doing is, you could be retargeting them with a bigger hand raise. Like a direct consultation. Something where they actually get on your calendar to book time with you, where they initially just started with a low value. They just want to get information about a property. They want to get a property list or something like that. But you start retargeting them with information that’s a little bit more, let me help you do this, right? Let’s do it together. And that’s a great audience to do that. Cause they have some familiarity with you through your initial offer. Hopefully, you’re leveraging emails and phone calls and all that to help nurture them, but you can also be leveraging ads on the backend to nurture them further too.
And that works, whether it’s directly working with buyers and sellers, or even in the coaching, recruiting world as well, where you’re putting out something to attract agents to [00:51:00] your team, and you’re leveraging retargeting in order to get them to actually raise their hand to say that they want to join your team or that they want to take that next step and really double down deeper.
So I like that you showed that two different angles to, where you have your front-end offer thing initially for that grand funnel, was a higher ticket offer up front. And then you just maximize profit and revenue with the book funnel as the retargeting. But then the other way around works well, too, where you have self-liquidating on the front end, just get that buyer’s list, and then you retarget with the high ticket, in order to really create the revenue. So you’d go at it from both angles.
Eddy Miranda: Yeah. And again, it depends on the circumstance. Because when I was working for Grant, our marketing department, the intent wasn’t to send calls to the sales team. The sales team would always grab whatever sales we got that had a phone number to it and always will follow up. So they were handling that either way because they’re more of a cold base kind of a sales team, versus, trying to sell a product, a higher ticket product, and that’s where you’re trying to go through. We reversed it because the end goal was for the higher ticket thing.
So again, it [00:52:00] just depends on the circumstance on how you would leverage the two-funnel system in order to be able to maximize the potential of the audience.
Zach Hammer: I love it. Eddy, we’ve covered some great stuff. I think we got through everything that we had initially planned to a little bit more too. So awesome stuff, man. Obviously, you’ve conveyed a ton of value. There’s lots of actionable information that people could leverage here to improve their campaigns, improve their strategies.
And again, this is just a bring some different angles to this. Whether you’re running paid ads or not, the same principles apply, right? If you’re door knocking, if you are making cold calls to convey this information, the same lessons around clarity, around your offer, around exactly what you’re doing, who you’re serving, who you’re reaching out to, all that they apply, it’s just the way that they apply, depending on the medium, makes a difference.
So what we talked about, all of it could be applied in reflow, no matter what way you’re doing your marketing and sales. But some people want to take it to the next step. They want your direct help with this. First off, who are you helping? What are you helping them with? And what are the [00:53:00] ways that they could potentially dive deeper into your world and get that help from you, Eddy?
Eddy Miranda: Absolutely. So the people that I’m really focusing on right now is higher ticket coaches or high ticket coaches. Basically, if you have an offer, that’s $5,000 or more, but you already have an offer, it’s already established and you’re trying to see how you could squeeze more juice out of it.
So in the instance that when I was working for Grant or Brandon or any of these other companies, they already had an established offer, but I came in there. I’m like, okay, what can we do in order to capitalize this more? So that’s what I’m wanting to help out with is, help high ticket coaches and being able to make more money with their current offers and making these tweaks, whether it be their ads, their funnels, their systems, or even everything in between to make sure that it flows to a sales team, so that the sales team is not cracking the whip on you.
I’m like, Hey, What is up with my leads? I want better people coming through. Because that’s usually what a sales team usually complains about, at the end of the day. What are my leads? So basically, I [00:54:00] help with every aspect of that. And I look at marketing holistically. And if you want to learn a little bit more about how I do this and what I talk about and the value that I do, I actually have a free Facebook group that you guys could enter in and just poke around and get to know me a little bit more, it’s called Sales Growth Strategies for high ticket coaches. And basically in there, I go live, every single week, every Thursday. And basically provide as much value, share a lot of my stories on a lot of things that I’m currently working on or have worked on, and put it into a light of, Hey, this is actually feasible for you guys.
If you guys are struggling to try to get past that $500,000 mark or that million-dollar mark, and you’re just trying to figure out what it is that you need to tweak inside of your marketing, I’ll be able to help you out with that. And joining my group is the first step to be able to know where it is that you need, or at least understands what kind is going on inside of your business, in order for you to be able to meet those new revenue goals for your business.
Zach Hammer: Perfect. And that link we’ll have in the show notes. We’ll have it [00:55:00] on the page, where this gets published, as well. But if you need it directly, it’s EddyMiranda.com/group. That’s EddyMiranda.com/group. That’s EDDYMIRANDA.com/group. And that’ll get you the link to that Facebook group.
And we’ll also have links to connect with Eddy on LinkedIn, Facebook, Instagram, and all those places where you’ll be publishing, as well. And then, if somebody does want to bring you on in that higher capacity, what’s the process look like for that, if somebody does want to work with you directly, do that high ticket consulting?
Eddy Miranda: Yeah, absolutely. First, it’ll be, book a call with me. So if we do get into the conversations, we’ll jump on a quick call. And basically, I would want to find out exactly what’s going on in your business, because everybody has different problems. Everybody has different pain points. And the process for each one is going to be a little bit different.
If you’ve been hearing this podcast, you’ve been understanding that what the situation had with Grant was different than the situation how would Contractor Independence. And the situation for Contractor independence was different with Brandon Turner. [00:56:00] So everybody has a different situation going on.
So I want to be able to jump on a call with you, dive in and see what’s going on with your marketing, and see the metrics and what’s going on. And how the sales teams interact, and where are you losing. So I want to be able to ask the questions to figure out what is your major pain point in your marketing.
And then from there, I’ll custom-design a solution, specific to your business. And help you get you to where you need to go.
Zach Hammer: Awesome. Love it. I definitely encourage you guys. Like I talked about it, forget where in the episode, but just that idea that a part of the reason why you need people to help the consultants, the people that to come and look at what you’re up to, quite honestly, this is one of the things that I’ve learned. Sometimes, you may already know what you need to do somewhere deep inside you.
You hear the message and it may or may not even be new information, but you needed that outside perspective, to be able to see, Oh yeah, I was missing that. I’ve done that kind of thing before. Maybe I’ve done it successfully for somebody else. Sometimes, that’s what happens.
Other times, it is shortening that learning curve, where you’re getting new insights. Man, I never thought about doing it that way. And [00:57:00] it’s that mixture of both. And those proven systems, that proven viewpoint, that process to take people through, that’s what makes all the difference, where we’re bringing in somebody like Eddy can make a massive difference, to make sure that your campaigns, your strategies are actually getting those end results that you’re looking for. So if you’re a good fit, if you’re at that level where you got a $5,000 offer or more, reach out to Eddy. You won’t be disappointed. He’s proven through this episode that he’s got powerful insights on this stuff.
Eddy Miranda: I got some jobs.
Zach Hammer: Absolutely. Good call. There you go, man. We’ll call it there. Thanks so much for coming on. Thanks everybody for listening. And yeah, until next time. We’ll catch you on the next one.
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Zach Hammer
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Real Estate Growth Hackers Founder

Zach Hammer
Zach Hammer is the co-founder of Real Estate Growth Hackers. Over the last 36 months Zach and his team have managed ad budgets well over $100,000, generated over 25,000 real estate leads, and helped create over $50,000,0000 in business revenue for their clients. Zach is also a highly sought after speaker and consultant whose work has impacted some of the top Real Estate teams and brokerages across the country.