Rank & Rent vs Pay Per Call

Transcript

Joe Troyer: All right, so next up, the question that we got was, “Hey, Joe, I am in the market, and I’m sorry, I forget the name for this. I’m in the, I know that one of them was tree service market, and I’m also in another market, and I’m doing rank and rent right now. Should I move to pay per call? Should I move to pay per call? Would it be more lucrative for me to move to pay per call?” So I want to walk you guys through this, and if you were going to make the change, how it would work.

Joe Troyer: But, at the end of the day, the pushback on rank and rent. Guys, I have spent a good amount of time trying to make rant and rent work. So this doesn’t come with no experience, and we only talk about things that I have experienced. Excuse me. The big downfall with rank and rent is the pushback that I always got, and the objection that I always got was, “Show me the results.” So from a prospect’s perspective, it’s like, “Great, you’re ranking, so you must be getting a bazillion freaking phone calls.” So yeah, I can ROI that, no problem. But, how many calls are you getting, or can you guarantee the number of calls? So if you’re doing rank and rent, you’re trying to hide this, you’re trying to downplay the number of phone calls that you’re getting.

Joe Troyer: The reason, in my mind, that you offer rank and rent versus pay per call, is because you don’t have the goods to back it up. The site may be ranking for some long tail keywords, but it’s not getting any phone calls. So then you go try to sell it with a rank and rent model, and so then every customer that you have is, they’re giving you the objection, “Where are the phone calls? Show me the proof,” and you have no proof. So every once in a while you’re able to get somebody to buy on rank and rent, but then a month in they’re like, “Dude, I didn’t get one phone call. No thanks.” And they cancel. So as fast as somebody came in and bought your rank and rent model, they jumped out because there was no demonstrable ROI. Does that make sense? See, for me, because of that, rank and rent doesn’t make a whole lot of sense. Doesn’t make a whole lot of dollars and cents. It just doesn’t play out for me. Okay?

Joe Troyer: Selling somebody on ranking in Google, and them renting the website or page from you, doesn’t really work because they can’t even see themselves in the product, because it’s not their website. It’s not their phone number. The model’s just messed up. For me, if you’re being successful with rank and rent, so if you are successful with rank and rent, you’re losing a ton of money. And you’re losing a ton of money because you’re not getting compensated on a pay per call basis. We have days running pay per call, where quite literally, I would make what probably most people make in a rank and rent scenario, I would make that in a day. In pay per call, you have windfall days. You have days where a storm just happened, and so everybody’s calling your contractor. You have days where in the middle of nowhere, your campaign is billing, let’s say, 10 unique calls a month. Then, this month comes and you do 40, you do 50, you do 100. That doesn’t happen in rank and rent. You’re just getting that flat fee every month.

Joe Troyer: So what happens in pay per call is, because you’re incentivized by getting paid per call, you obviously you’re going to put more time, effort, and money into the thing. As your call volume grows, so does your income, and so does your bank account, and so does your paycheck, so to speak. I want to ask you guys a question, when it comes to local SCO, when it comes to local marketing, when it comes to every traffic source that you would run. Any traffic source that you would run for a local business and for a pay per call offer, is all the work front-loaded, yes or no? Is 90% of the work front loaded? Yes, it’s all extremely laborious in the setup process. You could be ranking number 20 in Google, and number three in Google, and the only thing that’s happened is just time has passed. Does that make sense? You’re just not going to reap the rewards of your work yet, the site hasn’t just aged yet enough. So why on God’s green Earth would you want to get paid a flat rate instead of getting paid per call? When that thing hits the first page of Google, your income 10 Xs.

Joe Troyer: To me, rank and rent, to be honest, is the most backwards fucking local, or SCO, or affiliate model ever. It’s just plain ignorant. I would love to be proven wrong. I’ve had people come to me and they’re like, “Yeah, I’m crushing it with pay per call, or I’m crushing it with rank and rent. Joe, why should I move to pay per call?” And I’m able to show them very quickly. “Here, look at this, look at this, look at this.” “You just tripled your income. You’re welcome. Where’s my daily rate?” At the end of the day, again, this model is very front loaded, so you do all the work to get the rankings, and to rank on page one. But, then you’re not getting the long term benefits of getting paid for the results that you generated. That, to me, isn’t a win-win scenario.




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