With a subscriber base quickly approaching 100,000 readers, Florida for Boomers is a website and email newsletter for baby boomers who are considering Florida for retirement.
Rather than charging advertisers for “clicks” or “impressions” we run a pay-per-lead program in which advertisers only pay for actual leads sent through to their sales team for follow-up.
We set each community up with a featured listing and promote them in our email newsletters and social media channels. We also regularly feature each community in articles on our site.
When a reader is interested enough to ask for more information about a community, they fill out a form on our site and their information gets automatically sent to the appropriate sales office contacts for follow-up. We charge just $10 for each lead.
Despite the straightforward nature of the program and the reasonably low cost per lead, not every developer or community we reach out to decides to work with us.
Some of them don’t understand the “pay-per-lead” model. Some of them don’t have the staff or resources to handle and nurture all of the leads. And some of them have agencies or internal marketing teams who would rather stick with things they know like glossy print magazine ads, website banner ads, and highway billboards to try and generate sales.
For communities that we know will be popular among our readers but for whatever reason have decided not to work with us directly, we sometimes partner with a local Realtor® who receives and nurtures the leads until they are ready to buy.
When the lead turns into a buyer, the Realtor® is paid a commission by the developer for bringing the buyer, and the Realtor® pays us a referral fee for sending them the lead.
Del Webb Lakewood Ranch is a community that falls under this model.
In 2017, we sent 842 leads to our Realtor® partner for Del Webb Lakewood Ranch.
Our Realtor® partner’s hard work and patience has begun to pay off in 2018, with three sales from among our readers totaling approximately $1.4 million under contract so far:
Lead Received: 4/15/17
Under Contract: 5/5/18
Sales Price: ~$600,000
Lead Received: 5/5/17
Under Contract: 5/12/18
Sales Price: ~$400,000
Lead Received: 7/16/17
Under Contract: 6/29/18
Sales Price: ~$400,000
As a result of just these three sales, Del Webb Lakewood Ranch will pay the Realtor® $42,000 ($1.4 million x 3%), and we will get 25% of that ($10,500) as a referral fee from the Realtor®.
Del Webb Lakewood Ranch would have saved more than $30,000 by working directly with us and paying us just $10 each for the 842 leads ($8,420).
Whenever possible, we prefer to work direct with a developer/community for a number of reasons, but most importantly because we get paid for our efforts at a more regular interval.
This allows us to invest money back into the site to fund future growth.
Clearly, as evidenced by the case that played out above, it’s in a developer/community’s financial favor to work with us directly as well.