Sep 23, 2026 · 38 min · 10 segments
In this episode, Paul and Conrad talk about all things homeowner lead generation, why cost per lead can be misleading, qualifying the right property owners, paid social targeting, homeowner lead…
Conrad O'ConnellHost
Paul ManzeyHost
You know what else is awesome, Paul? In my general experience working with vacational managers, getting a lot of homeowner leads, but it's important that we get the right homeowner leads.
So that is the topic of today's show, which is that basically cheap homeowner leads can be really expensive, maybe depending on the scenario, but depending on the situation.
And Paul, you have a lot more experience than me doing the homeowner marketing side of things and looking at these types of metrics, cost per lead, et cetera, although I'm dipping my toe more and more into this water.
Yeah, what's, what's kind of your thoughts here with the hook, the premise of what is a... why is a cheap lead a bad lead or can be a bad lead? How do you think about this when you're helping clients or working with this, this type of a project?
This is one of those where I do feel comfortable [laughs] speaking on this one 'cause we've done it a lot of times.
Where to start with the, the, the, with the homeowner leads? I think, yeah, a lot of people do measure the success of their marketing by the cost per lead or ultimately how many are converting, doing stuff like that.
When we're talking about, I think at a very basic level, we're not talking about the lead pool opportunity that we have from a homeowner side of things to a guest side.
So I think at any point in time, it's very difficult to differentiate and separate those two.
So it does become a matter of, okay, how does it... how much does it cost, the cost per lead? And I think they're...
But a lead is one thing, and a closed deal [laughs] is a completely different thing.
And where we go between those two areas is a lot of marketing, [laughs] a lot of sales, and a lot of, hopefully, synergy between the two.
And I think that's where, more so on the homeowner than the guest side, I've said this many times, we can only market so far.
And it is, it's what makes marketing difficult is that cheap lead that comes in for five bucks or 10 bucks on Facebook seems great, but all they gave you is the contact information [laughs] and we don't exactly know what they saw.
If you're doing any type of testing, in any type of ad creative testing, we don't know what messaging they saw, what drew them in, if they're even legitimate.
So I do, I think that that race for the least expensive lead, while valid, is gonna get you upside down [laughs] in the overall quality of lead and even getting further, the retention of that homeowner and that property in your portfolio, and whether you want it at all.
You know what else is awesome, Paul? In my general experience working with vacational managers, getting a lot of homeowner leads, but it's important that we get the right homeowner leads.
So that is the topic of today's show, which is that basically cheap homeowner leads can be really expensive, maybe depending on the scenario, but depending on the situation.
And Paul, you have a lot more experience than me doing the homeowner marketing side of things and looking at these types of metrics, cost per lead, et cetera, although I'm dipping my toe more and more into this water.
Yeah, what's, what's kind of your thoughts here with the hook, the premise of what is a... why is a cheap lead a bad lead or can be a bad lead? How do you think about this when you're helping clients or working with this, this type of a project?
This is one of those where I do feel comfortable [laughs] speaking on this one 'cause we've done it a lot of times.
Where to start with the, the, the, with the homeowner leads? I think, yeah, a lot of people do measure the success of their marketing by the cost per lead or ultimately how many are converting, doing stuff like that.
When we're talking about, I think at a very basic level, we're not talking about the lead pool opportunity that we have from a homeowner side of things to a guest side.
So I think at any point in time, it's very difficult to differentiate and separate those two.
So it does become a matter of, okay, how does it... how much does it cost, the cost per lead? And I think they're...
But a lead is one thing, and a closed deal [laughs] is a completely different thing.
And where we go between those two areas is a lot of marketing, [laughs] a lot of sales, and a lot of, hopefully, synergy between the two.
And I think that's where, more so on the homeowner than the guest side, I've said this many times, we can only market so far.
And it is, it's what makes marketing difficult is that cheap lead that comes in for five bucks or 10 bucks on Facebook seems great, but all they gave you is the contact information [laughs] and we don't exactly know what they saw.
If you're doing any type of testing, in any type of ad creative testing, we don't know what messaging they saw, what drew them in, if they're even legitimate.
So I do, I think that that race for the least expensive lead, while valid, is gonna get you upside down [laughs] in the overall quality of lead and even getting further, the retention of that homeowner and that property in your portfolio, and whether you want it at all.
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