Why analyzing your advertising data matters! with Jeraud Norman

Description

How many rent-to-own leads are slipping through the cracks before your team ever picks up the phone? On this episode of The RTO Show Podcast, host Pete Shau sits down with Jeraud Norman of Jeraud Marketing, who spoke at RTO World 2023 in San Antonio. Jeraud explains the "leaky bucket," why follow-up speed decides who gets the agreement, and how video and social media help RTO stores build trust before a customer ever walks in.

A candid conversation full of practical insights for RTO owners, managers, and marketers who want more agreements from the leads they already have.

What You'll Learn

What the leaky bucket is and how missed calls, slow replies, and lost web forms cost real money
Why follow-up speed matters, and what happens to your odds after 60 seconds, an hour, or a day
How to track contact rate alongside close rate so you know how many leads you actually talk to
Why video on Facebook, Instagram, and YouTube builds know, like, and trust for local RTO stores
How a CRM with automation helps with lead management for small and large dealers
Where AI can help with lead follow-up today and where a real person still matters
The first steps a two or three-store operator should take before spending more on ads

Episode Highlights

02:08 - The leaky bucket explained
02:54 - Why YouTube and social video are wide open for RTO
03:58 - How Pete explains rent-to-own vs. credit
06:46 - Moving from "done for you" marketing to "done with you" consulting
09:32 - Google ads, Facebook ads, and missed calls
13:33 - Doing the math on lost leads and lost agreements
19:03 - What is a good close rate for RTO leads?
21:47 - Contact rate: the number most stores never track
25:14 - Why social media builds know, like, and trust
31:16 - CRMs, live answering, and AI chat for RTO
36:16 - How fast leads go cold after the first hour
38:59 - Where a small dealer should start
42:50 - Jeraud's journey from shipbuilding to RTO marketing

Meet the Guest

Jeraud Norman is the founder of Jeraud Marketing and has helped businesses turn strangers into customers on Facebook, Instagram, and YouTube since 2016. He now consults with rent-to-own dealers on advertising, automation, and speed to lead, and he spoke at RTO World 2023.

Tools, Frameworks, and Strategies Mentioned

The leaky bucket: seal the holes in your process before adding more traffic
Speed to lead: respond within 60 seconds with automation and within five minutes by phone
Contact rate vs. close rate: measure how many leads you reach and how many you close
Value is created after the experience: video lets customers feel your store before they visit
Know, like, and trust: introduce your team so customers come in looking for you
Retargeting: show the next video or offer to people who already watched
CRM with automation: instant alerts, website chat, and automatic text replies

"People buy from people they like." Jeraud Norman

Closing Insight

Lead generation only works when lead management keeps up. Plug the leaks, track every number, and show your face on video so your community knows who they are dealing with. When customers feel the experience before they arrive, store traffic follows. Jeraud's fresh perspective is a great reminder of what the RTO community gains from outside voices.

If this episode helped you, follow The RTO Show Podcast on Apple Podcasts or Spotify, leave a rating, and share it with the person on your team who answers your web leads and phone calls. Have a question for Jeraud? Email Pete at pete@thertoshowpodcast.com and keep the conversation going in the RTO community.

Sponsored by APRO, Vox-Pop-Uli, the Dialectic RTO Division, and Jeraud Marketing.

APRO
Association of Professional Rental Organizations

Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.

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