Episode Summary:
Are you getting plenty of leads, but none of them are converting? You might have a product-market fit problem, not a lead generation problem. In this episode, Scott reveals why generic “we buy” marketing attracts everyone except the people you actually want to work with—and shows you exactly how to fix it.
What You’ll Learn:
- Why “we buy houses, any condition, fast close” messaging repels your ideal sellers
- The difference between a lead generation problem and a conversion problem
- How to identify your true market by analyzing your closed deals
- Why you need to start broad before niching down (and when to make that transition)
- The 3-step framework to rewrite your marketing message for 10X better lead quality
- Real examples of hyper-specific messaging that converts (including the landlord who only mails to eviction filings)
Key Takeaways:
- Marketing isn’t about volume—it’s about precision
- When you market to everyone, you attract no one (or worse, only tire kickers)
- Product-market fit = your specific offer matching your market’s specific problem
- If less than 50% of your last 10 leads were qualified, you have a messaging problem
Action Items for This Week:
- Review your last 3 closed deals and identify: What problem did the seller have? Why did they choose you? What was their situation?
- Look for the pattern—what did these sellers have in common?
- Rewrite your marketing message to speak directly to that specific market
Resources Mentioned:
- Take the free IPP (Investor Priority Pyramid) Assessment
- Assessment takes 5 minutes and identifies exactly where you’re stuck
- If “deal attraction” or “prospect attraction” shows up as your vital need, this episode is your roadmap
Connect with Scott Todd:
Website: ScottTodd.net
Follow me on LinkedIn