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Offline lead sites - when leads fluctuate month to month...

by Jeannie Crabtree
9 replies
I have a few sites that generate leads in a certain niche. I intended
to get them rented out on a month to month basis, but have not done
so yet.

What I am finding is that over a length of several months, the amount
of leads are fluctuating. Now that it is fall, not so many people
are looking for this service.

Anyone experience this? If a site generated 20 to 30 leads, and now
only generates 10 per month, this is obviously affecting how much
I can rent it out for monthly.

These were to be month to month rentalable sites How do I give a fair
deal, when leads are fluctuating.

Thanks,
Jeannie
#fluctuate #lead #leads #month #offline #sites
  • Profile picture of the author Digital Traffic
    My guess would be the whatever the industry is your client will already be aware of the seasonal drop in leads.

    Their yellow page ad price doesn't drop during this period.

    Their insurance premiums don't go down during this period.

    Their rent doesn't go down during this period.

    This should only matter if you are selling them on a per lead basis, then it would only be your income that would go down.

    Make them an introductory offer for the first 60 or 90 days if your are worried about the seasonal flow, or let them age a little longer in Google and rent them out 60 to 90 days before the season kicks off.
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  • Profile picture of the author Abul-Hussain
    As an offline marketer your key priority should be to deliver VALUE to your client over and above the fees they pay you.

    You could have a monthly rental fee based on performance, where the client doesn't feel like they're tied down to a fixed contract that isn't delivering the best value to their business. Performance based fees also give prospective clients greater confidence in working with you, as not many of your competitors will work on such an agreement.
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    • Profile picture of the author Jeannie Crabtree
      They are aged sites on page one of Google. They generate leads year round, I just did not realize how much they might fluctuate. The leads are coming in, the sites are not rented out yet.

      Originally Posted by Digital Traffic View Post


      Make them an introductory offer for the first 60 or 90 days if your are worried about the seasonal flow, or let them age a little longer in Google and rent them out 60 to 90 days before the season kicks off.
      Abul
      Monthly rental fee based on performance of what? Explain your idea of based on performance more please.

      It is about getting leads and customers for them. Say one site, I thought it would stay at 20 to 30 leads a month. So far this month there has been 8. Are you suggesting each month I review and add or subtract to the bill?


      Originally Posted by Abul-Hussain View Post

      As an offline marketer your key priority should be to deliver VALUE to your client over and above the fees they pay you.

      You could have a monthly rental fee based on performance, where the client doesn't feel like they're tied down to a fixed contract that isn't delivering the best value to their business. Performance based fees also give prospective clients greater confidence in working with you, as not many of your competitors will work on such an agreement.
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      • Profile picture of the author Atyro
        Well, it depends at what point in the cycle you start leasing the sites.

        If it is in the seasonal trough, start with the first 2/3 months at half price.

        If it is in the high, or median point, start leasing the sites at the normal price, but counsel the client about the seasonal troughs.

        If they went 30, 30, 30, 20, 10, 10 they'd probably stay with you if they are expecting it to go 20, 20, 30 30
        in the subsequent months.

        --------
        Alternatively, charge them an annual fee, which reflects that these are leads on an annual basis, and then give them the option to pay monthly or quarterly
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      • Profile picture of the author Abul-Hussain
        Work on a pay per lead basis e.g. the company pays you $10 per lead that you provide them with. The price you charge for the lead depends on how much the sale is going to be worth to them.

        The last thing you want is your client cancelling any contract with you because they can't hold their nerve during a fluctuation in demand. This model also puts less pressure on you to deliver X number of leads this month to keep a client happy.
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        • Profile picture of the author Jeannie Crabtree
          Abdul, when you sell on a pay per lead basis, people expect these leads to be verified by phone that they are genuine. That takes time.

          When they rent month to month, I have kept track for several months and did not count the duds - people who just filled out the form with junk info.

          Jeannie

          Originally Posted by Abul-Hussain View Post

          Work on a pay per lead basis e.g. the company pays you $10 per lead that you provide them with. The price you charge for the lead depends on how much the sale is going to be worth to them.

          The last thing you want is your client cancelling any contract with you because they can't hold their nerve during a fluctuation in demand. This model also puts less pressure on you to deliver X number of leads this month to keep a client happy.
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  • Profile picture of the author Kirahster
    Hi Jeannie, I think that you can charge the same price for the website year round. If the business is seasonal, leads may be worth more to a company during their down time than they are during their busy time.

    For example a company that installs and maintains air conditioners may be more willing to pay for a lead during their downtime when customers are few and far between rather then when their phones are ringing off the hook.
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  • Profile picture of the author peter.max
    Jeannie

    Customers who buy or rent your site should know about the seasonal trend if that is what is affecting the leads. If that is the case you can sell it from an "annual average" point of view where they pay a fixed monthly fee and score some months and lose others.

    If you don't know what is effecting the fluctuation then I suggest either a "pay per lead" approach of a hybrid. In the hybrid they pay a lower monthly fee for a lower number of guaranteed leads and a price per lead above the monthly threshold. This one can be difficult to sell
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  • Profile picture of the author FrankBowman
    I've found that selling the actual leads, especially in certain home improvement niches, for example. is much more profitable than renting the site on a per month basis. While in other niches, medical legal, the monthly route is much better. Also in certain states its illegal for lawyers, for example, to buy leads as a per lead model.
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