3 Part Ad Framework To Get More Qualified Leads

Añadido: 2026-06-01

[00:00:00]All right, we're live. Good morning.

[00:00:02]Good morning. Good morning. Welcome to another land clearing live stream right here on the Owner Ops podcast.

[00:00:08]If you are joining right now, please say good morning over here in the chat. Let us know who you are, where you're from, and uh what business you operate.

[00:00:23]Jacob, how you doing this morning?

[00:00:25]>> Pretty good. Spurs How about you?

[00:00:35]>> I'm good.

[00:00:37]Been traveling all week and uh good to be back in the saddle here.

[00:00:44]It's crazy how much stuff piles up when you're not in the not in the seat.

[00:00:49]>> Yeah.

[00:00:54]>> Yeah. You put a lot of miles in this week.

[00:00:58]You know, the crazy thing is is there's like all of those because like we're investing in training consistently, you know, and I know guys like watch our videos and stuff, but like we're watching a lot of trainings, too, that that push us. And so, yeah, whenever you're here just cranking, there's just always a million things to do. So, it's just do do.

[00:01:21]But whenever you get time on the road, I've actually enjoyed it. uh had to travel twice over the last month and uh 12 hours there, 12 hours back each time and um man I just I just had like some workshops on repeat marketing related, salesreated.

[00:01:42]Yeah.

[00:01:43]>> Heck yeah.

[00:01:44]>> Good morning, guys. Good morning, guys.

[00:01:48]Say good morning over here in the chat.

[00:01:49]Looks like we got quite a few people.

[00:01:54]>> Hayden, good morning.

[00:01:56]Sanger.

[00:01:59]>> Oh yeah, Justin and Sanger.

[00:02:02]>> Like it.

[00:02:04]Keep an eye on him. He's about to pop off.

[00:02:10]>> Dirt Forge, good morning. Good morning, John with Tracks and Trailers from Alaska. Good morning. Hope all is well up there.

[00:02:22]Hayden with Mountain Mulching. He's off to a fast start.

[00:02:26]>> That's Hayden. Fake.

[00:02:28]>> Yep. Hats off to you, Hayden. Good work this last week.

[00:02:32]>> That right.

[00:02:33]>> What's that?

[00:02:34]>> Did I say that right? It's fake. Not like uh fakey or anything.

[00:02:39]>> Hayden, is that the correct pronunciation?

[00:02:43]>> Sorry, I don't want to say it wrong.

[00:02:45]>> Yeah.

[00:02:46]>> Ripped an ad right out the gate. Uh, I got a message from him yesterday.

[00:02:50]$12,750 job, 50% deposit right off the gate.

[00:02:56]>> Good work, Hayden.

[00:02:58]>> Dude, I was on the phone with a guy yesterday and he said, "If you got anybody except in my county, you tell them to call me, I'll tell them if they're not working with if they're not running ads that they're a silly man is what I'll paraphrase that with."

[00:03:17]>> Good stuff. Good stuff. I love you unlock.

[00:03:21]>> Good morning, Josh. Northeast Oklahoma, Dirt Forge. Okay.

[00:03:27]Acre, I can't read that name. I don't know if Wildfire Defense in in Durango, Colorado. Good morning. Good morning, ANA Lawn and Land. Good morning, Andy from Southeast Michigan.

[00:03:41]>> What's going on?

[00:03:43]>> Got a mulchure going.

[00:03:46]Awesome. Good to see you this morning.

[00:03:50]See Austin Emery. Austin, good morning.

[00:03:53]Good morning.

[00:03:55]Good to see you on here. David with CND Land Care in But County, California. Wildfire mitigation. More wildfire mitigation guys showing up.

[00:04:06]>> Good morning. Good morning.

[00:04:08]>> Our G California guys are popping off right now.

[00:04:11]>> Yeah.

[00:04:13]>> T is the season over there.

[00:04:15]>> Uhhuh. Uhhuh. Well, it's going to be crazy in the West this year. Um, I mean, it's it's a serious deal. Like, >> dry winter.

[00:04:22]>> I was just looking. Oh my gosh, you should see this reservoir that's out here.

[00:04:28]>> It's absolutely it's absolutely crazy how how little water there is this year.

[00:04:33]Um, serious issue. And so, um, more than ever, wildfire mitigation guys who were on here, um, if you were looking for meaning in life, like here it is cuz, uh, communities definitely need us. And, um, yeah, as much work as we can get in before, oh man. Yeah, it's uh, it's just going to be an interesting year. Um, so yeah, I won't go down that rabbit hole right now, but it is going to be important work out here in the west. Uh, Peter from Granite City Land Clearing, St. Cloud, Minnesota. Good morning. Good morning.

[00:05:16]>> What's going on, >> Joe B? Good morning. Good morning. Sean from Brush X Land Management. Good to see you again. Sean jumped in on a on a late night Saturday live stream the other night. Was giving feedback on uh slides and whatnot. So, thanks.

[00:05:37]Thanks, Sean. Appreciate it.

[00:05:39]>> Nice.

[00:05:40]>> Kurt Kurt's still cranking, >> dude. I think Kurt might be the MVP of wins right now.

[00:05:46]>> Uhhuh.

[00:05:49]>> That guy's awesome.

[00:05:50]>> Crushing it.

[00:05:51]>> Yep.

[00:05:53]>> Yep. Congrats on all the all the success, Kurt.

[00:05:59]Morning, Kyle with Roocci. I hope I'm pronouncing that right. Roocci Forestry and Land Management, Chester County, Pennsylvania.

[00:06:06]>> Good morning.

[00:06:08]>> Good to see you.

[00:06:09]>> That's a hidden market there, dude.

[00:06:11]We've had a guy in Pennsylvania for about four years.

[00:06:14]>> Yeah.

[00:06:16]>> And I feel like there are just about to be many markets like that that just pop off.

[00:06:22]>> There really are.

[00:06:26]Oh man, it's fun. It's a fun time to be in this industry, guys. It really is.

[00:06:29]And the reason is is is because we've got like we have a way, especially with what Jacob is going to share today, we have a way to acquire customers profitably.

[00:06:42]And right now, these things work. And so the guys that we mentioned, Hayden out there, he's taking action fast. started the program last week, films an ad, launches an ad, follows the system, and he gets a $12,750 job. I know you could go on about a multitude of people who have taken fast action, who have you've seen, but the reality is the difference is the guys who either show up and listen or there's guys who show up and listen and then actually go and do the work and take the action. And right now, whether you're in the west doing fire mitigation work, whether you're in the south, southeast, midwest, or even the northeast doing mulching work or clearing work, the ad framework that Jacob's going to talk about today, it works >> 100%.

[00:07:40]And if we have anybody joining from excavation or any other uh bluecollarbased industry like the format that he's going to talk about works.

[00:07:51]So stay tuned here. Last week Jacob shared a content plan that converts. This week he's going to be sharing ads that actually work and he's going to be diving into three different parts. Looks like we've got a couple more people joining. Good morning Chase Donald Platinum Land Solutions.

[00:08:10]down there in looseale.

[00:08:12]>> Yep.

[00:08:14]19 acres.

[00:08:16]>> Hey, >> Jacob, what do you got for us this morning?

[00:08:19]>> So, week two of this quick marketing workshop series that can literally make you hundreds of thousands of dollars, DIY, doing it yourself. Um, I want to drive that point home because the haters in the Facebook comments are always saying that our whole business model is just ripping off hardworking people, which just blows my mind. But, you know, if if they don't want to believe anything or any of our video testimonials, at least believe the fact that we're here giving out the way you can do this yourself. So, that's that.

[00:08:54]I'll leave that at that. But we talked about content and if you did your homework from the content from last week, you can then roll that in to how to create ads that actually work today.

[00:09:06]And we're going to talk about a few examples of how that flywheel really pays off, dude. And you've had quite the week this past week. I'll I'll preface with if if you didn't join last week, I'd go back and listen to that after this because Jacob just shared the exact content plan for how you can go create uh different types of organic content that you can post for free and then pay attention to the views that it's getting and the traction and then roll that into your ads. And I do want to preface with this. Jacob's not up here just talking about concepts. Like he's actually doing the stuff himself. So if you go check out his pages, he's putting the principles into practice and he's going to have a big win to share uh from even his own personal page here.

[00:10:02]>> Absolutely. Yeah. While I'm while I'm sharing this screen here, I can hit that for a second. But I I had multiple people comment this week. um both clients and non-clients telling us that since they've been consistently posting organic to their social pages, they've been getting organic leads. Um and that's the beauty of it. The way in just the last few months, the way that the social media has changed really to interest media, the platforms show your videos to people who aren't following you. So, it's like free advertising.

[00:10:40]Um, but yeah, so I'm, you know, the highlights of last week is, you know, I said y'all need to be posting bare minimum four times a day, two images, two videos. That was my personal recommendation. Personally, I'm posting six times a day minimum to four different platforms.

[00:11:01]So, I'm I'm practicing what I preach there and then I'll kind of show you where that where that went. But here we are. Ads that actually work. You're seeing it nice and clear there.

[00:11:13]>> Yeah. All good here.

[00:11:15]>> Awesome. Okay. So, recap. Last week, you should have built your content engine.

[00:11:20]The content that performs organically is your ad strategy. Guys, for years and years and years, we spent hundreds of thousands of millions of dollars to put content out on a paid ad strategy. And you're paying to test what works. Now you do not have to pay to test what works. You put out the content, the platforms feed it out to the audience.

[00:11:42]The ones that do good, those become your ads. So this last week, if you follow the homework, you should have posted every single day, hopefully at least four times a day. And if you did, you will notice there will be certain posts that did better than the others. And a lot of times, one will stand out massively versus the others.

[00:12:05]We covered the three types of content, transformation, education, and proof.

[00:12:11]You should have done videos, and the ones that got the most engagement, the ones that got the most comments, or just the ones that got the most views, those are the ones you want to keep an eye on for your potential ads. Now, real quick frame. Why do most land clearing ads fail? You're targeting demographics instead of letting creative do the work. That's the old way. If you're doing this, you are guard railing your campaigns from finding the right people. The platforms don't like this.

[00:12:42]And I guess I need to back this up a little bit. I'm heavily talking about meta ads here, Facebook and Instagram ads. Um, Google's a lot more straightforward, also a lot more expensive. And uh, then of course you have ads all over the place. This is mostly talking about Facebook and Instagram ads, especially when it comes to targeting. They don't want you railing it down on the demographics anymore. They want to do that via the algorithm through the creatives and your copy.

[00:13:12]The so targeting demographics instead of letting creative do the work. The algorithm is way smarter than your 35 to 55 year old age filter. I promise. Using boring stock photos andor photos that every single other guy has. Don't do that. no hook. A lot of guys have made the jump to start actually making videos, but they have the millennial pause. So, their video, the front of it is just they're staring at the phone and they go like this. They go, "Yeah, so we're out here." Please don't do that. You got to have a hook. And the hook could be as simple as Grand County Landowners. Boom. The hook could be as simple as something like this, like hey Grant County land owners or do you own 5 to 10 acres? Something very s simple like that. But it's got to be in that first second something that catches the attention and that calls out who they are.

[00:14:17]No clear call to action. Please do not make a video that's so cool and people watch it and then you don't tell them what to do next.

[00:14:26]And if you're gonna tell them to call you, you better be a sniper on the phone. A lot of guys, they they they throw their phone number out um on the ad itself, but they don't answer the phone. Their voicemail's full. They don't call back till the next day. Um ideally, you would fix that problem no matter what, but if you're busy and you can't answer the phone, I would not recommend doing that. I would recommend having a call to action for them honestly to fill out a form on Facebook, which we'll talk about more in a second, but at the bare minimum, take that next step of sending a message, go to the website if you have a website. But you need to tell them what to do very simply.

[00:15:09]The other thing is optimizing for clicks, likes, views versus actually optimizing for qualified leads. There's a fine line between just if y'all ever ran Facebook Messenger campaigns, every person who clicks on your video to watch it ends up getting this message and then they're like, "I didn't mean to message you." And then you're just kind of exploding. You definitely do not want to have that. Um, but then you want to qualify the leads, but you you don't want to add too much friction because you can end up losing really good people because they don't want to put their deed number on the Facebook form. It's like sometime you got to find that happy medium of qualifying people on the form but just getting them to take that next step.

[00:15:59]Big point to drive home here. Video is the targeting. Creative is the targeting.

[00:16:05]So I say that as a whole. The video though is for the human. The words are for the computer.

[00:16:12]The video is for the human. The words are for the computer.

[00:16:17]When I say the words, when you're scrolling and you see an ad, the words that are on the ad, what you say, Facebook or Instagram, they literally use that to find the people.

[00:16:30]So, the anatomy of a high converting ad is really just three things. You've got to stop the scroll, you have to tell some kind of story, and you got to tell them what to do next. So, when we say stop the scroll, there is obviously lots and lots of viral hooks and uh it can be tempting, especially if you're sort of into social media, to like want to use these viral hooks like that that person walking down the sidewalk who jumps on the A-frame sign or the people falling down the stairs and then it sort of flips into your video. The only thing I have that I have a little heartache with that on the in the land clearing world is like I don't want a hook that just hooks anyone and everyone. I want a hook that hooks people that are your potential customers. That's why I love the insert county land owners or uh one of my favorite hooks that we've been running ads with for years is Mulure.

[00:17:29]You know how you skid steer, dedicated, whatever, but you run up to a tall tree with the mulchure all the way up and you just and the tree just zips in half.

[00:17:39]That's a great hook. Great hook. Um, but ask a question, show a dramatic before and after. Make a bold claim. Most people in Kau County, most land owners in Komale County don't know this about their land.

[00:17:53]Most people in the West don't realize how at risk their land is for a fire.

[00:17:59]Most land owners don't realize their insurance company could drop them. Some kind of bold claim like that.

[00:18:06]Stop the scroll with a hook that's relevant to your ideal buyer. Next is the body. Tell the story. Show the work.

[00:18:15]So actually show the work that you're currently doing or show before and afters. Educate them. Tell them a story of work you're or a job you're on right now. Tell them a story of a job that you recently completed.

[00:18:27]Use a testimonial. Use a review. Use a client's story of, "Hey, we just actually finished this job over in Koma County and the landowner thought this, but then this happened." People love stories. They love it. They love it.

[00:18:43]They love it.

[00:18:45]Next, tell them what to do. Don't go through all this work to make this video and then not have that nice call to action. Fill out the form below. Tap to get a free quote. Give us a call.

[00:18:58]Comment below. Whatever you want them to do next, tell them exactly what you want them to do. And the kind of hack on this, once you find like a good call to action that you really like, uh especially if you filmed it nicely, you can use the same one. This is sort of the hack for the content is once you start putting out all this content and you're finding what videos work best on your organic, you can just start slicing call to actions on the back end of the content that works.

[00:19:29]Driving this point home again, what you type in the ad copy is for the computer to find the right people. What you say in the video is for humans to connect.

[00:19:38]Both matter, but they do different jobs.

[00:19:43]So, real quick on why we use lead forms, not landing pages. When you create an ad on Meta, which is for Facebook and Instagram, there's different things you can select for what the action is if they click on the ad.

[00:20:00]In our experience, which is only five years and almost $20 million in ad spend on land clearing specifically, we have always used lead forms. They work really well.

[00:20:14]Lead form is this form within Facebook's native platform where when they click on the ad, they stay in the ad. It doesn't take them away. It's just kind of like the comment section pops up, but it's your form that pops up. And you have this opportunity to show them another claim or statement, which is a really good place for you guys to put like either your process or review. It's a nice little place to put that. Or just a clear bold, hey, what to do next? Like, hey, we have a standard in our company.

[00:20:48]You fill out this form, we will get back to you in the next 24 hours. Please f answer a few questions below and tell us more about the project you have so we can make sure we get you an accurate quote and in a timely manner. You know, lots of different ways you can do this.

[00:21:04]We kind of have our standards, but um there's lots of ways. But the reason we like to use a lead form is you don't have to deal with every person who just clicks and they're like, I want to learn more. They have to actually put in just a little bit of work. And you also capture their lead information. So, you capture their contact info, but you also can capture um qualifying information.

[00:21:27]So, location, how many acres they have, what it is they're looking to have done, which is really nice. Um again, I said in the beginning, there's a fine line here. You don't want to do too much.

[00:21:38]um just enough to kind of keep the bad out but not scare away people who wouldn't want to put their full address, zip code, and deed information into a Facebook form. You can always ask for more on the back end. Uh the other nice thing I love about lead forms is when they hit submit, you can show them an end page and that end page allows them to take another action. My two favorite things to do there is to say like, "Wait, almost done. Click this button below and watch a video about our process. Or click this button below and give us a call. Or hey, we got your form. Thanks. We will reach out. Or if you don't want to wait for me to reach out, click the button below and call me right now. Now, again, don't do that if you're not going to answer the phone.

[00:22:24]But it's a nice uh feature they have there at that end screen where now you've already got their information.

[00:22:30]They've already requested the estimate, but now you can give them more things.

[00:22:35]Pretty cool.

[00:22:37]um in our experience way higher conversion rate with lead forms. Again, you're paying money to Facebook and they prefer for you to use the lead form. So, they're going to obviously reward you for that. Um the big caveat to lead forms, you have to have an automation of some form to get the lead information to you.

[00:23:01]Facebook, for whatever reason, doesn't just like email you the lead form. You have to set up some type of setting, whether that's through a spreadsheet, Zapier, uh, CRM like High Level, pretty sure Jobber would do the same thing. Um, you can even do like Messenger automation where it sends you the lead via Facebook Messenger. Either way, you have to uh make it give you the information.

[00:23:31]Uh, so this is just some pretty sweet case studies here. I anonymized the data, but this is just some of our clients, land clearing clients spending money on land clearing ads in the last 30 days. Um, we do have a really cool one in here.

[00:23:48]Don't want to blow your expectations out of the water, but this guy's just an action taker. He's been watching my videos for a long time. He came in, he made some killer videos. He's continually made killer videos. Um, and he's also in a great area, but you can see his cost per lead is $6, which is kind of unheard of in this space, but I just want to show you what's possible. Um, now the next three are more more normal situations. Um, so you got a guy here spending about $4,400 a month, 120 leads at $37 a lead. Um, then you got another guy, $1,200, 39 leads, and then 31 leads at $32 a lead.

[00:24:30]That is kind of the average I see. 30 to $40 cost per lead across the US over years and years is is the sweet spot that we can very confidently base data off of. Now, when guys create really good videos and have the content machine flowing like we've been talking about, we can get many guys below 30, like in that $25 cost per lead range. There are some limitations. Uh like Austin is a good example. Like I don't think I've ever seen $25 cost per lead in Austin's market. Um but it's just it's a smaller, more niche market. um kind of very similar to uh anyways it there are some markets where you're just not going to get it.

[00:25:21]But what really matters is how much it costs to actually get the client versus what they pay, right? Uh but I the reason I like to show cost per lead data is there's a good way for you to figure out how many leads you could get and how to sort of judge your uh ad performance in the beginning.

[00:25:39]Um, I love to get it down below 30, but to do that, you have to be putting out consistent creative updates. U, especially if you're in this range of spending almost five grand a month. The way that Facebook pushes videos now, you will fatigue that really, really quick.

[00:25:58]So, you have to be really feeding the machine with content.

[00:26:04]Um, so a lot of people are going to ask, what should you spend? Sorry, that's cut off right there. I can make it a little smaller.

[00:26:14]There we go. So, one, two, $3,000 plus.

[00:26:19]$1,000 is the minimum I would ever recommend. I would not if you're going to go lower than that, just don't do it.

[00:26:26]So, that would be about $33 a day. And that would be enough for one platform.

[00:26:32]Again, like if you're going to spend a,000 a month and you're trying to do Facebook and Google, don't do it. pick one or the other. Uh, and if I was you, I would pick Facebook. Um, you can expect about 15 to 40 leads a month.

[00:26:45]Then if you're ready to go past that, and guys, this is important point. If you are ready to go past that, you could maybe jump up to $2,000 a month. Um, but if you're putting out some decent content and you start getting 80 leads a month, a lot of you won't be able to handle that. So, I mean, you've heard me talk about speed to lead followup. It's with social media and people's add, right? These these are not the type of people that they click your video and they're spending $15,000 four hours later. Like these are people you have to get the lead, you have to talk to them, you have to nurture them, you have to follow up. So at first people are like, "Oh, I can handle 80 leads, which comes out to like three or four a day." But if you have three or four a day, and you're trying to go do estimates on one or two a day, and then you're trying to follow up with the 15 from last week, like, it gets hairy really quick. So just be careful on on what you can actually handle.

[00:27:55]$3,000 a day. This or a month, that's about $100 a day. This is really the scaling point. Anybody we have running $100 a day, they're they're rolling hot and heavy. Um, this is where I really love to be when guys have proven, okay, I get leads, I convert them into estimates, I convert them into jobs.

[00:28:16]Let's double down. I have good creative.

[00:28:18]I have good content.

[00:28:21]Hopefully that helps.

[00:28:24]Now, of course, guys, you can do all of this yourself. It is not that hard.

[00:28:31]But if you want a little friend in your pocket to tell you what's a good CPL, cost per lead in your area, how do I set up the ad account, what's a good ad strategy, how many leads should I expect for this ad spin, what should I film, how should I film it? We created Clear Path AI for this reason. it can answer all of those questions.

[00:28:56]So, this week's action items, review your content from last week. If you didn't do it or if you missed last week, start posting every single day.

[00:29:06]Your studio is your job where you are every day or it's your truck where you are every day or it's your machine sitting in the driveway where you are every day. Right?

[00:29:20]Post videos. Remember uh recap from last week. Two images, two videos, bare minimum a day. Transformation, education, proof.

[00:29:31]Review your content. Videos that got the most engagement. Comments, shares, saves. Those are ones I would push towards ad creatives. If you didn't put it in the organic, make sure you put a call to action before you create an ad.

[00:29:44]And if you didn't have hooks on it, record some hooks. Again, hooks, very simple, 1 to 3 seconds. Kal County land owners, something like that. If you're running ads now, check your cost per lead. Compare it to the benchmarks we just showed. Know where you stand. Know what to do next. If you don't know what to do next, it's make more content. And Austin said at the beginning how I'm practicing what I preach. I've been posting like crazy and I have proved this theory time and time again, but I wanted to prove it live while we were doing this. So, in this last week, I posted like 45 videos and they all got like one 200 views, but one got 7,000 views. Yesterday, I took that one, I put a CTA on it, just like I'm telling you right now, put it to an ad. Last night, my average cost per lead is like $80.

[00:30:43]Last night, this ad got three leads, legitimate guys, for $6 a lead.

[00:30:51]Wild. That is the power of it, though, because you we've already proven people like this video. Now, let's go put dollars behind it.

[00:31:03]That's the magic of the machine, guys. Next week, we're going to bring it all together on how to basically turn this into a beautiful flywheel, a little bit about the automations, when to put new ads so that you can avoid fatigue, when to kill underperforming ads, how to scale budget without killing it, and then of course what the back end looks like.

[00:31:32]anything you want to see there also before I stop sharing.

[00:31:36]>> Good stuff. Thanks for sharing, Jacob.

[00:31:37]Hey guys, if you got questions on that, post your questions over here in the chat. I've got questions on my end here, so I'm going to start asking, but I'm going to do a better job of of uh prompting you guys to start posting your questions in the chat uh midlife stream so that we can start getting to some of these earlier rather than right when we come down to the end of this. Um, so look, quick quick recap here. If you missed last week, post the organic content for free, Facebook, Instagram, YouTube if you got it. Some of you are on Tik Tok. I believe that the majority of our customer demographics are on Facebook, Instagram as well, but we're selling oftent times to land owners who are 50 to 75 years old.

[00:32:30]So, I always like to think about this like if I am marketing something, where does that customer live? And I just want to be right in front of where they currently hang out. Where do they hang out in person? Where do they hang out online?

[00:32:44]So, what Jacob covered last week, let's go use the free resources we have and post our organic content following three simple uh frameworks.

[00:32:58]Once again, if you missed that, go back and watch that one because he shared some gold there. Then he put this into practice even more so than he already has been this past week and he paid attention to the top performer. Jacob, how did you how did you analyze that?

[00:33:18]This one was pretty simple. Uh I mean it was a clear a clear um winner in terms of views, likes, comments, shares. I mean it was 10x versus the others. Now there were others like there was some with two 300 and some with 5600 some with 800 and then this one was 7,000. Right. So it's like a clear winner compared to the others.

[00:33:44]And how many total videos did you post over this last week?

[00:33:48]>> 45.

[00:33:49]>> 45. So let's go back. For those of you who have gone through the free training inside the school group, we talk about the rule of 100 and in marketing or advertising like whatever we are doing to get in front of the customer, let's go do that 100 times. So let's just round up from 45 to 50 and let's use this as an example. So Jacob posts roughly 50 posts and he got one clear winner. So if he were to go replicate that and follow the rule of 100, he would get two clear winners.

[00:34:24]So out of that 100 action items that Jacob did, which is posting organic content, he now has two clear winners as an output to go work with.

[00:34:37]Then from there, once he finds the winners, what's next, Jacob?

[00:34:43]For me on that specific ad, I did not have a call to action on it because it was an organic like value video.

[00:34:52]>> Yep.

[00:34:52]>> So, uh there has to be a call to action for it to be an ad, right? So, what I did is I took another call to action that I already had from some other ad and just chopped it, plopped it on um and pushed that to an ad that was last night. And like I said, it got three leads at $6 a lead overnight, which proves the theory.

[00:35:18]>> So now, like, I'm painting the picture for what happened here. Jacob took an action, posted 45 videos, he got one in return to go pull out to use for his ads.

[00:35:36]Now that he's pushed that into his ad campaign, he's getting way better results because he's already using an ad in a format that the platform has told us that it likes.

[00:35:54]Specifically, when you post to the organic, the platform tells you what it likes through how?

[00:36:05]>> Engagement.

[00:36:06]>> Engagement.

[00:36:08]So, Jacob pays attention to that, finds the top performer, rolls it into ads.

[00:36:13]Now, he's getting way better results.

[00:36:16]My question for you is, when you go and talk to your content team, what are you asking them to pay attention to moving forward? now.

[00:36:25]>> Yeah, they watch they watch my feed like a hawk. And uh to be honest, what I did after that was I said, "Okay, go pull the next 10 best videos and let's push those to ads and we'll refresh the ads that way."

[00:36:43]My problem is, which is this is the problem y'all should be running into if you really want your marketing dollars to go further, is I keep capping out the amount of ads I can have in the ad set.

[00:36:56]Um, but then I just recently talked to somebody who's doing a thousandx the ads we are who taught us that you can start duplicating the adsets and get 50 ads again in the next adset.

[00:37:14]Um, so just keep that in mind.

[00:37:21]So now you have a clear winner.

[00:37:27]And I can guarantee you this guys that he's going to be paying attention to why that piece of content performed well. And so now whenever we study what's working about this piece of content, it's this flywheel because you study what's working and then your organic content gets better for next week.

[00:37:53]So, I'd be willing to bet Jacob has watched that video multiple times and tried to understand what is performing well about this. And then when he goes and creates his next 45 or 50 next week, I'm placing my money and betting it that Jacob's going to create more that look like that just in little bit different variations.

[00:38:14]>> Yes. And that that's a huge point of you cannot the way it is right now. When you get a winner like that, you can't put it to the ad and say, "Hey, I found one. I'm good." No. When you find one and it's good and you're put dollars behind it, they are going to show the crud out of that thing, which means it's going to do really well.

[00:38:42]you're going to get a bunch of leads and then it's going to most likely fatigue quick because everybody will have seen it. Um, especially the the smaller your market, like the smaller amount of people in your radius you're targeting, the faster this will happen, unfortunately. Um, so when you find a winner like that, you need to immediately be thinking, how can I get more of those?

[00:39:10]So, we got a question over here from John up in Alaska. He's asking, "What do we recommend for the I believe what he's asking is the automation from collecting the information from the lead form over into the CRM." And guys, I've been getting this question a lot in the group lately. And so, I do want to clear this up. There's two clear paths, uh, no pun intended, for CRM.

[00:39:34]One is jobber, the other is go high level.

[00:39:41]I've been getting this question a lot and I wanted to cover this guys. We use jobber for because I like it from the operational side. It allows us to send quick quotes, schedule jobs, track our time, send invoices, collect payments.

[00:39:57]Up until this point, we've been using gohigh level on the front end as sales and marketing automation.

[00:40:03]Okay, Jobber has made some recent updates where they've added in more sales and marketing features.

[00:40:11]So, if you're using Jobber, you can simply use Zapier. You can collect the lead information with Facebook, pipe it over into Jobber, and then now they have a pipeline um and some campaign features. If you're using GoHigh Level, they have automation features um built in. And if you're using Rise, like that's part of the service that they that they handle for you. They're going to set up the text automation so that they grab the lead information, text that to your phone. Here's the point I want to make, guys.

[00:40:43]This is sort of how I feel about trucks and equipment. We all know the good trucks. We all know the good equipment.

[00:40:49]We could sit here and argue about the differences in brands as well. It's not worth any of our time. The most important things are, are we doing the things that are going to move the business forward, which is marketing, what we're talking about here, creating the content, picking up the phone, calling people, rule of 100, creating ads, running the ads.

[00:41:14]Regardless of the system that we choose, just pick one.

[00:41:20]Implement a system, whether it's job or whether it's go high level.

[00:41:24]I believe we're getting really really hung up on just like what's the perfect system, what's the perfect machine, what's the most optimal fee mulching head. The end of the day like is half a gallon per minute going to change much if you can't get leads and sell. I believe the most important things that we can focus on to grow the business as entrepreneurs, can we market, can we sell, can we hire and recruit well?

[00:41:53]>> Yeah. and then train. And so guys, if you're in the owner ops group, like you're going to hear me like consistently come back to that. Um, and I'm going to just encourage you to like let's just not get let's not get caught up in the in the decisions that aren't actually going to grow the business. So, I can tell you this, go high level will work. Jobber will work. Either will work. Just pick one and grab an automation whether you use Zappier or go high level. get the lead information from Facebook over into your CRM and then go book the site visit and sell the job because that's what's actually going to grow the business.

[00:42:30]Okay, with that being said, we are doing a training inside of our our paid group tomorrow um on setting up Zapier over into into Jabber. And I know if you're working with Rise, they're going to help you with this automation. Okay, >> we'll just do it for you about it.

[00:42:51]Um, I gotta hit these two these two things real quick.

[00:42:57]Um, John with tracks and trailers may just have too much going on. Like Zapier is like the simplest way to do this. You can go Zapier Facebook form and just have it text to your phone.

[00:43:09]That's how I would do it if I was doing Zapier. Zapier is like kind of the connector of all things. Um, but if you're just trying to get the lead to you, like you don't have to pay for all these services. See, the high level and jobber their benefit is the CRM features being able to have drip campaigns and sales pipelines and automations and booking and estimates and invoices. Like that's where all those things come in handy. But in terms of getting the lead to you, uh, Facebook zap your text.

[00:43:38]That's what I would do. Now, ANA lawn and land brought up something that I get a lot. Time behind the computer has to happen, but I don't want to be an influencer.

[00:43:50]Excessive time editing videos. Are there tools for quick editing or something simpler videos straight to post? I do believe I covered this a bit in content last week, but I can hit this hard right now. Nobody wants to be an influencer in our space, right? I I get that. Um, taking 10 minutes out of your day to make these videos will make you more money. So, get get that excuse, whether it's subconscious or conscious, just totally totally out of our heads. But you can use your phone. So, we've already xate the computer. And to film four a day, uh, and my recommendation is two post, two pictures, two videos. So, to film two videos a day that are 60 to 90 seconds long, you're talking 10 minutes max.

[00:44:42]Pull out your phone, say the things. If you're using Tik Tok, you can uh edit natively in the Tik Tok app. If you're using Instagram, you can edit natively in there. Cap Cut, if you're not using any of those other ones, especially if you use the Cap Cut Teleprompter. Before I hired this content guy, this was my whole strategy.

[00:45:02]I get script. I paste script into Cap Cut Teleprompter. I put my phone in front of my face. I read the script. And when you're done, it says edit. And you choose two things, auto captions and text. It will create the captions for you automatically based on what you said. And then you insert a title. For me, it's always like land clearing guys and the topic. For you, it would be land owners, Central Texas land owners, and the topic. I mean, it takes it takes seconds to do the editing part. Don't don't overthink it at all. Um, and the ones who do, they will get less returns than you who decides to take 10 minutes out of your day. And I'm telling you guys, there are people paying me paying rise thousands of dollars a month who lie to themselves and say they don't have the time and they're getting less than optimal results.

[00:46:02]It is a lie. You have 10 minutes to make these videos that will make you tens of thousands of dollars.

[00:46:11]Please, >> let's let's do it now. Let's do it now.

[00:46:14]Right now. So, everybody grab your phone.

[00:46:17]>> There you go.

[00:46:18]>> Everybody grab your phone.

[00:46:22]>> If it makes you uncomfortable, join the club. I don't think anybody's comfortable doing this. Grab your phone.

[00:46:28]Everybody open up your camera app video.

[00:46:34]Click record. Hey, land clearing guys.

[00:46:36]If you want to tune in for a weekly land clearing live stream, join right here on YouTube. youtube.com/theownerop 7 am mountain time 8 am central 9:00 am Eastern to join visit our YouTube channel youtube.comtheerop okay that was a quick video let's take the video click share go to Instagram click real click text land clearing live stream.

[00:47:16]Done.

[00:47:18]Click next.

[00:47:20]Join our land clearing live stream. 7 a.m. Mountain time, 8 a.m. Central, 9:00 a.m. Eastern.

[00:47:28]Every Friday. Today we're talking about how to run ads.

[00:47:35]Okay. Share.

[00:47:37]>> That was less than a minute.

[00:47:39]>> That was less than a minute.

[00:47:43]I I think we're radic as operators, especially with a million things going on. We have to simplify simplify simplify. Eliminate eliminate eliminate all this like drone stuff, all the GoPro stuff, all the back office editing stuff. You don't need it. It doesn't work. The stuff that works is the stuff that Jacob's been talking about. Just hold up the phone, be on camera as an owner, record, add a little pre-programmed black or white bubble there that says something about what you're doing, and then post it.

[00:48:25]Guys, if you look at the Bearclaw, go look at the Bearclaw Instagram, okay? We hired a content guy last couple weeks.

[00:48:35]for the couple weeks leading up to that.

[00:48:37]I wanted to give him examples of how simple this actually is.

[00:48:41]We're hiring you to go do this. And what we need you to do is go walk out to the job, record, bubble, Instagram, edit, post.

[00:48:54]We should be able to theoretically once somebody has that process figured out do 50 hundred like you tell me Jacob like how many if somebody was working eight hours just on that how many posts should they be able to do eight hours? Yeah. They I mean the like bare bones would be one an hour. So I would say like 10 10 a day. And you're making a great point. If you truly believe the lie that you don't have the time, then put your money where your mouth is and pay someone a salary to do it. Or you could just take 10 minutes of your day to do it yourself. But if you're truly at that point where your time is worth more than the 10 minutes to make a video that will make you money, then pay someone to do it. That's what we're doing. But if you don't want to pay somebody $3 $4,000 a month to make you videos, then quit lying to yourself and just do it.

[00:49:56]So once again, it's like every creative person, you know, even when you hire them on, like they're going to want to go take it, go download it, and go put it on the computer and do the Da Vinci.

[00:50:06]And it's like, no, we don't need that.

[00:50:09]We need volume.

[00:50:11]>> Yes.

[00:50:11]>> And quality.

[00:50:13]Like, and here's the other fallacy that I see.

[00:50:18]Views, excuse me, uh, followers do not matter.

[00:50:22]>> Oh, no.

[00:50:23]>> They don't, it does not matter right now. What matters is qualified leads.

[00:50:28]So, go back and watch that content. And I know I'm getting fired up here, but it's it's so true. Like if our goal is to actually grow the business, then our goal should be to to to show the transformation, to educate, and then do proof posts.

[00:50:47]Those are the only three that matter.

[00:50:49]>> Yep.

[00:50:50]>> You might not get skyrocketed views on all of them, but when you get 200 views of your ideal client, every time you do that, you're increasing their chances of getting another qualified lead.

[00:51:05]Yep. That's what you got to think about.

[00:51:07]And there's this weird in between of guys who like are okay at posting and editing every day, but they're posting videos like of the machines working that with like cool music that the bros like, not that your ideal client likes.

[00:51:21]And you may be actually getting decent views. like these guys who do these like truck videos of their truck kind of rolling cold pulling a machine down the road and it's a nice song and they're like, "Dude, I've got a big following on TikTok." It's like, yeah, it's a bunch of bros.

[00:51:37]That's not what you want. You I would I would rather have 10x less views and it be landowners who are realizing that I'm trustworthy, authentic, and a professional company who can do the job than a bunch of bros who think my truck is cool.

[00:51:54]That's who you need to be talking to.

[00:51:56]That's who you need to be filming the videos for. And the problem that stops a lot of people from doing it too is it's boring. Like, it's kind of boring. It's just, you know, hey, here's another property, overgrown property that we made look really good, customers happy.

[00:52:12]It's boring, but it's not boring to that person who's got 25 grand that they're ready to pay you to come clean up their property. They want to see that boring consistent professional stuff. That's what they want to see. They don't want to see your squatted truck blow out.

[00:52:32]I think it's cool. Not the customers.

[00:52:38]It's so true. It It is so true though.

[00:52:40]Um and guys, I know we get a little fired up on these, but I mean I I like I want you guys to succeed. I really do.

[00:52:49]And I see the opportunity right now and the guys who are doing it and putting it into action are getting results.

[00:53:00]But think about it this way. At the beginning before you ever create content, before you ever run ads, I want you to think about this.

[00:53:11]Who is my ideal customer in my area?

[00:53:19]Who is the person who has been the best customer I have ever serviced?

[00:53:28]I want you to think about that person.

[00:53:32]And then once you have a picture of that person in your mind, I want you to think about what does that person actually care about?

[00:53:43]And if you're anything like our business here, it's likely somebody between 50 on the low end, if I have to take an average, between 50 and 75 years old.

[00:53:58]And that person cares deeply about the land that they own.

[00:54:04]They could care less about the equipment you have, could care less about the software you have. they could care less about basically anything other than something that has to do with their land.

[00:54:24]And so if you can create something that will help them resonate with either their current property, this is why I love the before and after ones. Hey, does your property look like this?

[00:54:40]We're grabbing their attention right there if their property looks like what you're showing in your picture or video.

[00:54:48]Or, hey, here's what here's what a a property looked like with dead fall all over it. Here's what it looks like now.

[00:54:58]probably never going viral on YouTube or Instagram or Tik Tok, but the couple hundred views it does get, it's probably going to be a higher quality view if your goal is to actually build the business.

[00:55:16]And so I think Jacob and I both align on this. We care about growing our businesses.

[00:55:23]We could care less about going viral on Tik Tok.

[00:55:29]We do this stuff because we know it grows the business. And we we want to share this with you guys, too, because it's a it's a tool right now that I think we're going to look back on in 10 20 years and go, "Holy crap, we used to could post for free unlimited."

[00:55:52]And we're just letting the opportunity slip right now, the the less and less we take advantage of it.

[00:56:01]That's an amazing point.

[00:56:04]Who knows how long this beautiful thing will last, but yeah, we got to soak it up. And you make a good point. I I always uh go back and forth with my haircut lady cuz she has like 10x the followers I have for obvious reasons. Uh she's always like, "I got more followers now." And I'm like, "Cool." she makes like a couple hundred bucks a week.

[00:56:29]You know what I'm saying? So, that's where like the whole follower thing just kind of comes into play. It doesn't really matter, especially the view count. You know, you want I would rather have as few as possible and it be as locked in of an audience as possible, right? Like nobody except established land clearing companies to see my content.

[00:56:50]Um, but one thing that pinged up while you were talking there, um, in terms of like showing land owners their property or what properties look like, my buddy Forest just posted one, um, where they did the initial like thinning, like opening up the property around all these giant trees, you know, they were leaving these 100 foot trees. They were just sort of mulching around. And then he showed the finished product after he went back. You know how like how you separate yours from like, "Hey, we're just gonna get this open versus like carpet finish. You could sleep on this stuff mulched up." And he showed the difference and it was insane. Insane the difference. But what he went back and told the story of on the back end, he actually sold the guy for triple the initial bid because of that because he showed them how it could look when he put the extra effort in to get that better finish that you know going over and over and over with the mulchure. He was able to charge triple and the guy was happier than he would have been and he documented that whole process. So now another landowner can see that. And guess what? Not only are you advertising yourself now, but you're also showing them the difference between sort of the minimum standard and higher quality, which is going to increase your ability to make more revenue while having happier customers versus, hey, I do land clearing. Here's my machine. Totally different customer coming in from those two types of content.

[00:58:32]>> Absolutely. And look, we we're gonna have to um we're going to have to start wrapping this up here shortly. Uh how many What time do you need to go here because I've got one more I've got one more thing that I want to dive into here.

[00:58:46]>> Yeah, I can go till 15.

[00:58:47]>> Okay.

[00:58:49]So, the other thing that I do want to dive into here, Should we save this for next week?

[00:58:57]What is it?

[00:58:59]>> I think we could do a full live stream on this.

[00:59:06]>> Okay, so a lot of guys questions like what you're going to realize after you start listening to the live stream, like most people who come here, your big question is how do I get leads? And if you've been listening to the live stream, you're going to like it's not if you can get leads, it's just whether you take action or not. Like if you follow this stuff, you're going to go get leads right now. If you go run the Facebook ads we teach inside the accelerator program, if you run the Facebook ads that Jacob's uh uh guiding their clients on it, it's going to work. You're going to get leads if you follow the steps. Once you start getting leads though, now we have different levers we can pull.

[00:59:47]And you touched on it a bit in the qualification.

[00:59:51]Mhm.

[00:59:52]>> And so some guys, you know, you may be getting 80 or 100 leads and there's a few things that we can do at that point to qualify harder.

[01:00:05]And that's the fine line. That's where the the finesse comes in, right? Because you're saying if you ask too many things, you end up qualifying too much.

[01:00:18]But if you don't ask enough, you get more tire kickers. Let's save this for another because we could go deep into this one.

[01:00:25]>> Yeah, cuz it's a great point because we just had somebody complain this week.

[01:00:28]His ads have been live for like a couple days and he was complaining about the lead form questions and he wanted to add more and it's like you don't want to add more friction before you start getting high volume of leads. And a lot of people get caught up in that lead form. they forget. You can still ask and you should still be asking qualifying questions on the back end.

[01:00:54]You want just enough friction that you don't have a whole bunch of trash coming through, but you don't want to add too much friction that you scare good people from coming through.

[01:01:03]>> Just enough, which is why we have a way we set up new campaigns initially. Do we have guys that been with us for years that we've added more questions to? Of course. But I mean, we kind of have a way we do things and we've kind of done it a few times.

[01:01:23]Let's save that one for another another live stream here in the future. So, if you want to learn the different levers that can be pulled as part of the qualification process, um we'll announce whenever we're going to do that one. Uh John brings up a really good point over here that we can close this out with. People like to talk about their vision.

[01:01:46]They use that word a lot.

[01:01:49]And you're exactly right about this. I believe that the guys who focus on understanding the vision in the sales process with the client when you're on site with the property and figure out how to be the bridge between their current reality and their vision. Those are the guys who can sell the higher ticket services because that's why people buy.

[01:02:14]We have to think about it or remember the land is arguably our customers most valuable asset.

[01:02:25]>> Yes.

[01:02:26]>> In most scenarios.

[01:02:29]Yeah. Maybe some of our clients have, you know, a healthy stock portfolio, but as far as a tangible asset goes, their land is likely one of their highest valued assets. And when we come in and help them improve that, we are adding value to their land. There's also emotional value there as well. And so if you can help them understand what the future vision could look like and then show them how you can be the bridge between their current reality and their vision, that's when we have a sales process that works.

[01:03:02]Jacob, thanks for sharing this morning.

[01:03:05]Thank you.

[01:03:06]>> What are we going to learn next week?

[01:03:08]How to rope it all together to create your flywheel.

[01:03:14]your flywheel of getting leads, making sure things don't fatigue, how to scale it, how to have automations to make sure you're not wasting money, all of the above. And hopefully guys will have done more homework and been able to come to the live with some of their I mean, that's that's how fast it is right now. I did it last starting last week to today and I was already able to find a winner, put it to an ad and in cut my cost per lead in fifths.

[01:03:56]So do it this week, come back and we'll see what your bottleneck is then.

[01:04:05]Who's going to do it? Who's going to take action? Go back, listen to last week's episode.

[01:04:13]Somebody on here, somebody on here is going to take it and run with it.

[01:04:18]When you do, send us a message in the school group and let us know what's working for you, okay? We'd love to show showcase you on the live stream next week.

[01:04:29]Go back, listen to that. There's three types of organic content that you can post for free. Jacob covers it all in last week's live stream. I believe it's called content that converts or content.

[01:04:41]Yeah, content that converts is the thumbnail title on it.

[01:04:46]Then once you have high performers, you can come back to this live stream, rewatch this one, and that is the advertising strategy right now.

[01:04:56]Okay? And you want to use zero brain power, and not have to think about what to say, how to say it, when to say it, not not have to think about how to set everything up, and you're not ready to spend thousands of dollars a month to hire an agency, you can go spend a couple hundred bucks on Clear Path that has been trained on hundreds and hundreds of land clearing companies and land clearing ads, and it will do it for you.

[01:05:25]Hey, if you were just jumping in Clear Path today right now and you wanted to help with the ads, what would you ask it?

[01:05:31]>> Hey, I'm in central Texas. Uh, I run a forestry mulching and land clearing company with an excavator skid steer mulching head and I want to film some ads today. Can you give me three scripts?

[01:05:47]It'll kick them out for you. It'll kick them out. Okay. Landclearing.io io and you can click on plans from there. The pro plan is the one that will save your memory.

[01:05:59]So if you have not watched uh the live streams over the past uh four or five weeks, we covered some updates that we made in inside of Clear Path where you can uh tell it your crew day pricing and it will store that information and then you can start tracking your production rates as well to even further dial in your pricing.

[01:06:20]Okay, so that's step one with clear path. Get your pricing right. Step two, now we're in this series of driving more leads into the funnel. So once again, Jacob covered the content that converts last week. This week he covered ads.

[01:06:34]Next week he's going to rope it all together. And if you want to grab your Clear Path account, land clearing.io.

[01:06:41]And you can grab the the pro plan to uh to make sure that it's saving your memory.

[01:06:48]Okay. Thanks again for tuning in to another episode of the land clearing live stream right here on the Owner Ops podcast. I'm your host Austin Gray and co-host Jacob Nefondorf with Rise Online Ads. Every week we jump on 7 a.m.

[01:07:02]Mountain time, 8 a.m. Central, 9:00 a.m.

[01:07:05]Eastern, and we talk all things growing land clearing and forestry mulching businesses. Finally, if you're not inside the free school group, we have a free training for growing land clearing and forestry mulching businesses. That's school.comops.

[01:07:21]skol.coms.

[01:07:25]Hope to see you over there. Thanks again. Don't forget, work hard. Do your