Lead Gen Vertical in Senior Care Business Explained
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Lead Gen Vertical in Senior Care Business Explained

how to generate leads, Eric Beer, Performance Marketer

Lead Gen Vertical in Senior Care Business Explained

There are many people who’d like to jump into the lead gen business but don’t really know what they should do. They often ask me what leads they should generate, where to find them, who to sell them to… You know, all of those really good questions.

The whole thing is simple for me, but I’ve been in this business like forever. Sometimes I just have to remind myself that I should explain how lead generation works so that you guys can recognize all the opportunities it gives you.

Today, I’m going to talk about how lead gen verticals work using the example of a lead gen portal in the senior care business. Residential assisted living is an expensive thing, so you can make serious money generating leads in this field.  

Or you can apply the system to some other business – it works in any niche. That’s the beauty of this industry.

Tune in for today’s episode as I’m diving into how you can make money generating and arbitraging senior care leads.

You don’t want to miss this one!

A Place for Mom


When you start a lead gen business (or a new lead gen project), it all begins with some basic questions:

– What is the actual offer you’re creating?

– Who are you going to look to help?

– Who is going to be that lead?

– Who are the buyers?

– What’s that market look like?

– Can you create a business around it?

I believe using examples is a much better way to explain a matter than presenting its theory. This time I’ll point out some options using the example of the senior care lead portal A Place for Mom.

It is actually a big business. They’re offering help if you want to find the right senior leaving community for your loved ones. Obviously, it targets people who have elderly parents who need to be accommodated in a kind of senior care facility.

How does this place work? They drive traffic to A Place for Mom, get people to sign up, and give them some information. If I’m looking for a place for my father, I’d fill in information about my dad and give them some details about what I’m looking for.

Then I get a phone call from somebody to talk to me about my situation and find the best solution for my father. They can have their own senior living facilities and various deals set up on the back end with a number of senior care companies.

In the latter scenario, they have no affiliation with those companies other than a marketing deal. They get a commission for every person they get to sign up or start living there. If they need to get someone to sign up, they are paid per lead. If they have to get people to visit the place and start living there, then they are paid per sale.

This is actually an example of a lead gen vertical – as simple as that. 


Your Own Lead Gen Vertical


This is a highly profitable business – it’s very expensive when you’re putting someone older into one of these senior facilities. So, I assume there’s a huge allowable for them to pay for leads and customers. I don’t know the numbers, but I can say it’s a really good niche business. 

So, what can you do if you want to create your own lead gen vertical in this niche?

You can do the exact same thing. Set up a portal, call it A Place for Dad (I’m sure you can be more inventive than this), and target seniors (or their children) looking for a home care facility to get leads/potential customers. Then you need to try to get relationships on the back end, to sell those leads and acquire customers for those facilities.

However, since A Place for Mom has already got it set up, you may reach out to them and ask the person handling their customer acquisition if they are willing to buy leads. Or, if they have a program, how much they are ready to pay for your leads. 

Yes, they need leads because they have the business set up. Everyone needs more traffic, I promise. That’s why there’s always opportunity out there in this industry. If you do a little legwork and biz dev, you can decide if their offer per lead or per sale (acquisition) is acceptable. 

(They also might ask you what you do, how you’ll drive traffic, what sources you’ll use, how you’ll get them there, etc.) And ultimately, if you can find a way to get a deal done with the company, you are ready to go online and start generating leads.


It’s Time for Math


Let’s do a little math (just a little, I promise). Let’s say A Place for Mom is willing to pay you $20 a lead. (Disclaimer: I’m making these numbers up and using them just for the purpose of the example.)

At the point when you get their $20 offer, you need to figure out a way to drive traffic to their form for less than $20. If you could do it for $15, that means you’re going to make $5, or 25% for every lead you generate. 

There are a few different ways you can do that. You could either send traffic to A Place for Mom’s link. In that case, they would give you a unique link, and they’d know anything that came through it was from your company. Or you could have your own forms, generate the leads, and then post those leads to them. This takes more trust for them to do that. 

You can also use this vertical to arbitrage leads. Even if you’re not a media buyer, you can always go and try to find traffic that’s relevant to that offer. If A Place for Mom wants to pay $20, you need to find a publisher who already has traffic and offer them $15 per lead.

Who knows, maybe they don’t have that deal with the portal or have never heard of it. In that case, they’re trying to generate the leads for you, and you’ll sell them to A Place for Mom. 

In this scenario, you’re not doing much other than coordinating the whole thing: finding the people with the traffic, getting them to do the work, and then getting the deal set up. A Place for Mom would pay you $20 a lead, and then you would pay your publishers $15 a lead. 


A Lot of Opportunities 


These are simple ways to take advantage of the media arbitrage and lead gen space and ultimately build a massive business. 

In a nutshell, this is one of the lead gen verticals. Maybe in the future, I can go over a few other ones to present the things people are doing, some of the problems they’re facing, and share some ideas and thoughts that could help them (and all of you guys). 

This time I just wanted to keep it super short. I hope you guys at least got a good idea about the lead gen space and the opportunities it gives. 

If you have any questions or you want to suggest a topic for the podcast, shoot me a message on social media or in my text community (917-636-1998) and let me know!

If you’d like to get bonus Performance Marketer content, sign up for my SurveyDetective VIP waitlist!

🕵️‍♂️  Sign up for the SurveyDetective VIP Waitlist HERE

I’m looking forward to hearing from you! 

See you next time!


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Read Full Transcript

Eric Beer 00:00
To me, it’s just so simple, but I’ve been doing it for so freakin’ long that like, I have to like, come and remind myself to tell you guys all about this and how it works, so that you can realize like the opportunity, realize, like, you guys can do this, you really can do this. And it can be done in any vertical.

I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I’m looking for entrepreneurs to join my affiliate army built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer podcast.

What’s up, what’s up everybody how you guys doing? Welcome to the channel. My name is Eric Beer every day on this channel, we talk about performance marketing, we talk about arbitraging media, and we talk about how to create cash flow, how to get qualified leads. And today I want to come and talk to you about the polls show that I just came from in Las Vegas, and give you guys a little bit of insight on what I’m seeing in the market where people are making some money. And some things that I learned. And I just, I felt like one of the things that was really important, was just trying to trying to explain to you guys like how a lead gen vertical works.

OK, because it seems like you guys are asking me all these questions all the time about, you know, what should I do? What leads should I generate? Where should I generate them? Who do I sell them to? And all good questions. Oh, really good questions. But it all starts with ultimately, what is the actual offer that you’re creating? Who are you going to look to help? What is the person in the marketplace? Who is going to be that lead? OK. And then once you can kind of figure out somebody that could be a lead, you also need to see who are the buyers? And what’s that market look like? And can you create a business around it? You know, I’ll give you a few examples of some of the ones from just talking to people at the show that triggered some ideas for me. And I thought it was just a good example for trying to explain it to you guys. So, sitting with a guy who I’ve known for a really long time, we’re kind of going back and forth talking a bunch of things. And he mentioned a thing called A Place for Mom, a place to call home for mom, something like that. I forget, I forget the exact thing. But ultimately, it’s a lead gen portal. OK, someone created a lead gen portal. And they’re a big business. I mean, not since he said that to me, I’ve seen them on TV, I see meds. And ultimately, it’s a lead gen portal for finding elderly people, seniors, homes, right places where they can live, when they’re in either a senior living or some other situation. And the way that it works is they’re driving traffic to a place, A Place for Mom, I think is what it is. They drive traffic to A Place for Mom, they get people to sign up, they give them some information on who’s this for usually, it’s somebody like me looking for my father, right? So, I would fill in information about my dad, some of the details of what I’m looking for. And then I get my information. And immediately, I get a phone call. Alright, I get a phone call from somebody to talk to me about my situation, to then ultimately hold my hand to find a place for my father to go and live need to know the locations and the situation. And then what they do is they have all these deals set up on the back end with all these different companies, right, they can either have their own senior living facilities, where they’re doing it themselves, or they could also have other locations that they have no affiliation with, other than they just did a marketing deal with them by saying, hey, if I am able to get somebody to come to you, and they’re going to sign up and start living with you, and these places are really expensive. What would you be willing to pay me? Right? What would you be willing to pay me for a lead? Or maybe they would get the person to the place where they fill out an application, and then they get them to go and visit the place and start living there? And what would you pay me for someone who’s actually going to sign up to come live in your facility? Right? And, you know, I don’t know what those numbers look like, but that’s a lead gen vertical. That’s Said Simple as that, right? So, it’s like, that’s a highly, highly profitable business, it’s very expensive when you’re putting your parents or someone older into one of these senior facilities. So, I would imagine that there’s a huge allowable for them to pay for leads and customers. So, it’s a really good niche business. So, that’s it, right?

So ways that you can think about it, from your perspective are one, how could I do something similar, if I wanted to create my own lead gen vertical, heck you can, you can create your own lead gen vertical, where you can do the exact same thing, right, and you can call it A Place for Dad, or something. It doesn’t really matter what you call it, target seniors looking to go to some senior facility, or maybe the kids of the parents, or whomever, and then you can go and you can try to get relationships on the back end, to sell those leads and acquire those customers for those facilities. Or you can reach out to A Place for Mom, right? Who’s already got it set up. So, what do you do you just give him a call, and you try to get in touch with the person that’s handling their customer acquisition? And ask them, Hey, would you guys be willing to buy leads? Or what would you pay me, they might have a program, right? I haven’t done that yet. But ultimately, if they did, then they already have the business set up, they’re looking for traffic, they want traffic, maybe they’re doing a bang-up job by themselves. But I promise you there’s, there’s always opportunity there, there’s more traffic to be had, right. And if they have a room, and they’re looking to fulfill in certain areas, they might want to talk to some crazy, awesome media buyers, or people that have a database, and they’d be willing to pay you on a cost per lead, or a cost per sale, cost per acquisition. I don’t know what that number looks like. But if you call you do a little legwork a little bizdev and get on the phone with somebody and tell them, hey, I’m looking to drive traffic to your offer. What are you willing to pay me if I generate a lead for you? They will say XYZ? Or maybe they’ll say, Well, what do you do? Like how are you going to drive traffic? What sources are you going to use? How are you going to get them there, all this stuff, right? And ultimately, if you can go and find a way to get a deal done with them, then at that point, you’re gonna go on online and start generating leads.

And let’s say they will want to pay you and I’m making this up. So, don’t, don’t go to A Place for Mom and say, Hey, you want to pay me $20 A lead, right, but maybe they would pay you $20 as a lead. So, at that point, you can try to figure out a way to go drive traffic to their form, and ultimately do it for less than 20 bucks, right? If you could do it for $15, that means you’re gonna make what 25% for every lead you generate, right? And that’ll be $5, you’ll generate leads for 15 bucks, and then you’ll be able to then sell it for $20 to A Place for Mom. Now, there’s a few different ways you can do that, right? You could either send traffic to A Place for Mom’s link, they would give you a unique link, that’s yours, you would own it, it would be yours, anything that came through there, they know it was from your company, or you could have your own forms, generate the leads, and then post those leads to them. If they’re willing to do that with you, it takes more trust for them to do that. But those are two ways you can do it. Usually the first one’s probably the the one that’s going to be easier for you to get that deal done, where they’re controlling everything, all the traffic is going to their sites. But those are those are ways you can just build a simple little lead gen buzz and start to generate some revenue, right?

And maybe if you wanted to arbitrage it, the other way is, even if you’re not a media buyer, if you can go find traffic that’s relevant for that offer. Well, if they want to pay 20 bucks, you can go to some publisher, who already has traffic, right? This is you arbitraging this media and saying, Hey, you want to run A Place for Mom, I’ll pay you $15 For every cell. Now, if they don’t have that deal or never heard of it, then they might do it. Right. And then they’re ultimately the ones trying to generate the leads for you. And they’re gonna get 15 bucks every time they get you a lead. And then what you’re gonna do is you’re gonna turn around, you’re going to sell it to A Place for Mom for 20 bucks. And that scenario, you’re really not doing much other than coordinating the whole thing, finding the people that have the traffic, getting them to do the work, and then getting the deal set up everything flowing through you, right and then ultimately what would happen is A Place for Mom would pay you and then you would pay your publishers. You always want to control the money, right? You the money flow needs to come through your company. But I mean, those are simple ways for you to just kind of take advantage of like the media arbitrage space and the lead gen space and build a massive, massive business.

Just wanted to kind of come on here and tell you guys that because to me, it’s just so simple, but I’ve been doing it for so freakin’ long that like, I have to like, come and remind myself to tell you guys all about this and how it works. So, that you can realize like the opportunity, realize, like, you guys can do this, you really can do this. And it can be done in any vertical. Right? There’re some things you need to do, obviously, if you want to, you know, arbitrage it simple... Like, low-hanging fruit never did anything in your life, well then go to school, get a deal, and then go get distribution for that deal, right, and maybe someone else does it for you. So, at that point, you’re not buying any media, you’re not spending any money, you’re only paying when the publisher gets you lead, and then you’re getting paid by that advertiser. But there’s value to that. There’re tons of value to that. And then as you start to make money, then maybe you build your own form. Or maybe you drive traffic, by buying traffic yourself, if you start making some money, and you want to use that money to buy some more traffic, you can. You can do that, right. There’s a lot of different options. But so that in a nutshell, is a lead gen vertical. And that’s one of them, I can go over a few other ones. But I just wanted to keep it super short right now. I’ll do some more videos kind of going over other verticals and things that people are doing and some of the problems they’re facing that they came to ask me about. And then you know, some of the ideas and thoughts I had, that I think I can help them with. But for now, that I think that’s enough for you guys to at least have a good idea about the lead gen space, and the opportunities that exist.

So, if you’d like this, hit the hit the thumbs up, share it with anybody you think might actually use this. And think there’s some value, if you haven’t subscribed, subscribe to the channel, you know. So, you can get things like that like this all the time, and you get notified, put the notifications on. So, whenever I’m pumping these out, you’ll get notified all about it. If you have any questions, either comment below, or you can text me 917-636-1998. The text community starting to get pretty big. So, I try to get back to everybody as soon as possible. It’s been taking me a little bit longer now because it’s just growing, which is a good thing. It’s a really good thing. But you know, I do at some point get back to you. And it is me. OK, I’m trying to really just stay focused on trying to answer each person’s questions. So, when I responded, someone’s like, is this a bot? Is this you? Yeah, it’s me. Um, communicating back to you. So, you’ll have me direct. So, if that’s helpful, do it. Otherwise, I appreciate y’all. I hope everything’s going great. Starting to get nice out, we’re starting to hit April. And I’m really pumped for being able to like just be outside man. And like, take this bad boy for a drive, which I’m going to think about doing some something that I can get a return on this investment. If I do like these types of videos in the car once a week. So, that, you know, like, leads in the 911 or something like that. I don’t know something cool. That way at least I don’t feel like I just kind of like bought something and can’t do anything with it. Yeah, that’s it, guys. I’m gonna go grab some lunch right now. But I want to come on and just tell you guys like quickly and wishing you guys. Well, be good. Buy, buy.

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