This episode provides a complete financial breakdown of 13-week podcast advertising campaigns on REtipster (5K spend, 16K+ listens) and OnlyLandFans, tracking confirmed lead attribution through web form submissions. The campaigns generated 8 confirmed hits from REtipster and 4 from OnlyLandFans, with two funded deals from REtipster already closing or in process—one producing enough profit to cover the entire ad spend plus margin within a week of listing.
Key Takeaways:
- 25% Hit Rate from Podcast Leads to Funded Deals Eight leads from REtipster ads converted to two funded deals (one already sold profitably within a week, one in title review), demonstrating that podcast audiences self-select for quality and seriousness despite smaller absolute lead volume compared to SEO.
- Short-Term ROAS Masks Long-Term Brand Value Tracking only immediate conversions underestimates true advertising value because 95%+ of listeners won’t have fundable deals when they hear the ad (brand recall operates on 1-12 month timelines that exceed typical attribution windows).
- Personal Relationships Amplify Ad Effectiveness Leveraging existing trust with podcast hosts (Seth Williams, Kendall June) enabled customized ad copy emphasizing personal endorsement rather than generic sponsorship messaging, likely increasing conversion rates beyond what standard media buys would achieve.
The campaign paid for itself immediately on short-term ROAS but the decision to pause was driven by macro risk-off positioning rather than performance issues (relationship remains strong for future restart when economy stabilizes).
(Podcast transcript below)
Hi, Chris Duff over at Serious Land Capital vacant land funding partner. today I wanted to go over a quarterly update here. as we had invested in, podcast ads, both on the Ari tipster podcast with Seth Williams and then, with Kendall June, on his only land fans, podcast.
That one ran for a little bit shorter, but similar length of time. So we had started with Seth on, I think the first week of January here and it ran 13 weeks. So, I mean, he has a full media kit there. So we paid five grand for the opportunity to have a mid-roll ad. If you ever listened to that podcast in the last three months.
you’re probably heard the ad, at this point and, you know, we’re fortunate because we had such a kind of good, relationship with Seth as well as Kendall know them both personally. They’re outstanding individuals, very solid operators. And, you know, it’s kind of mutual, brand management trust, across the board for all of us.
And, you know, it wasn’t like we were kind of coming in blind as just a random advertiser here and was able to kind of craft the copy to really account for that personal relationship that I had with both Seth as well as Kendall here. So, you know, we were tracking as much as we could, you know, were we getting leads?
in and possible deals signed by people who are coming in from hearing our podcast ad on either of those podcasts. And if people submit a deal via our online web form, we always ask them, hey, how do you hear about us?
So, uh, you know, we were at least accounting for the ones who were mentioning the specific, uh, podcasts that they were coming in. Obviously it’s not going to capture everybody. People who might’ve just emailed us, um, randomly or, you know, some folks they don’t necessarily recall where they might’ve heard from us. Maybe they initially heard from us from the podcast and then they, you know, uh, heard of our brand, you know, cause we’re all over the place kind of, you know, maybe they came in through Google and so forth too, and the SEO and
Could it just mark something different? So it’s not going to be perfect, but at least gives us, you know, a directional understanding of where some of these leads were coming in. And on Kendall’s side for the OnlyLand fans, he also had set up a trackable link so we could track the actual hits on.
people visiting our website that were coming from the podcast. Uh, so that was helpful there, though it wasn’t necessarily telling us who was submitting leads because, know, it wasn’t like a tracker that was following the full conversion process. So, you know, helpful data, um, that, uh, you know, was a little bit broken that we had to assess, um, versus with, with Seth’s, there wasn’t a
or on the Ari Tipster side, wasn’t a trackable link there. So we had to track more just on the bottom of the funnel of who was actually coming in and saying they were referred from Ari Tipster. And we could kind of track our website metrics to see, okay, where we’re getting a boost in traffic accordingly. Plus, Seth would share total listens that we were getting.
on a per podcast basis as well as over the entire period of our contract. And, you know, was matching or actually exceeded what the goal was, which was, you know, 15,000 listens. I think we ended up at like 16,000, somewhere over 16,000 as of last week. So tracking all of this again, understanding
that the data is not going to be perfect, but it looks like we had eight confirmed hits from Seth’s pod and four from Kendall’s. You know, obviously the listens are not quite as high on OnlyLandFans, so it’s no surprise. Plus they ran for less time than the Ari Tipster pod ad.
So, you know not too surprised from that standpoint Actually, there was a double hit. So one of those leads indicated they heard from us from both podcasts So, you know, we attributed the win to both of them. So You could say seven uniques for our tipster or three uniques for only land fans And Especially for the money being spent it’s like
You know, we’re getting such good hits from our SEO work that we’re doing constantly that I think initially before we started the podcast ads, I thought it was going to be a much, much larger bump in terms of like actual deals in. But, you know, it’s a little.
It’s a little tricky to, you know, in, in, in retrospect, kind of expect, you know, anybody who’s randomly listening to one of these podcasts to just have a deal set to be funded as they’re listening and the long tail effects of hearing our brand within the podcasts over time is, is a bit more of a bet, that we’d have to be willing to make.
Hmm where yeah, you know a number of these listeners probably like 95 % plus might not have a deal now But they might remember us, you know that a week from now a month from now several months from now even a year from now and like yeah serious land capital so It can be a little tricky to fully determine on a short-term basis what your actual row as is from podcast ads particularly for like
again, even a much more niche product like advertising for land funding specifically, because not everybody’s going to have have a deal ready at any given time. So that’s just something that we kept in mind. Nevertheless, you know, we wanted to see, OK, could we get any deals actually closed here? So in terms of deals done, we did get two from the ARI tipster side. So the people who
came to us, actually funded, uh, one is still like in process of being funny. just, we’re waiting for the title commitment, but almost assuredly doing that deal. Um, pending that title commitment, which we’ll know later this week. So like almost a 25 % hit rate as far as people who actually came in from, uh, the podcast, which is, which is tremendous. And one of those deals, you know, we listed and then, um, went under contract just a few days ago.
actually yesterday from my final version of a contract within like a week of listing and a very, very strong profit from from that particular deal. So like that easily paid for the advertising plus some in terms of actual ROAS there. So, you know, on a short term perspective that made sense to us. And so
Initially, we’re planning, hey, this already is looking good here. We can restart with Seth to continue the RE tipster ads. Whereas I think initially I was thinking, okay, maybe take a break for a quarter just to see how much is it impacting our advertising. We continue to push the SEO and the geo, maybe get enough from there.
and so initially we’re planning to restart again with Seth, given the results we already had here. but as I mentioned yesterday’s podcast, just the continuing chaos of the economy and we’re kind of more in a risk off, well, we’re not kind of, we’re definitely more in a risk off, position here to where it’s like, okay, let’s pull back on advertising. have some very large deals that, we’re anticipating.
resupplying the baseline cash within our business. So let’s hold off from pushing more ad spend out right now as we continue to assess the overall economy, setting ourselves up for long-term success, strong cash position, cherry picking more distressed deals. Can always re-approach even a week from now, a month from now, later.
that relationship is in a really good standpoint. We have the data behind it. So now it’s kind of on pause more for macro concerns versus the actual results that we got. So wanted to pull back the curtain as far as our experience running pod ads here and the results that we got accordingly. Pretty unique fit for the land industry.
And I think the pods would continue to increase ROAS over time with continued exposure and re-recording and so forth. at the moment, we’re paused here, still got very solid results, and probably will continue them in the future. So with that in mind, SeriousLand.Capital for any of your funding needs.
Land Daily Diligence Facebook group, zero cost review of your land deals plus remember April 17th, you can join myself, Dave Denniston, Justin Sleva. Two people will be selected for hot seat sessions to dive deep into their business and provide very targeted strategic tactical feedback. So if you’re interested in that, please reach out ASAP. Remember there’s only two slots. And then landpriced.ai solidifying a lot more work on that.
partnership with a current developer this week for the most simple and accurate way to price land. We’re to have the 2.0 version of the sooner than you know it. With that, subscribe and share. Take care everybody. Bye.
