Making a PPC campaign with Facebook or Google Ads work with a proven well-converting funnel can be challenging and requires time and money.
That’s why you may have encountered leadPops offering proven and converting real estate and mortgage lead funnels and done-for-you PPC campaigns.
This article will take a performance-based look at leadPops, focusing on the real estate industry.
You will learn what it is, its three main features for real estate, how much it costs, whether it’s legit, and if it’s worthwhile from a performance perspective.
Sounds good? Then don’t hesitate to read the rest of my article.
What Is leadPops?
leadPops is an all-in-one digital marketing solution focusing on converting existing traffic into leads.
Their primary focus is on the real estate, mortgage, and insurance industries.
Nevertheless, they tend to focus slightly more on the mortgage industry.
From 2012 to 2017, they worked with Zillow and Bankrate to increase their conversion rates, leading to the different lead funnels they developed for today’s clients.
So, with leadPops, you don’t buy leads but use their experience with funnels to increase your conversion with existing traffic.
Instead of selling leads to clients, the company motivates them to do their own lead generation.
leadPops’ 3 Main Features for Real Estate
leadPops’ three main features for the real estate industry are the following:
- Real estate marketing funnels
- Real estate websites
- Real estate in-house marketing services (paid ads management with Facebook and Google Ads).
1) The Marketing Funnels
leadPops’ customizable and pre-made marketing funnels focus on increasing your website’s current traffic conversion.
They had a lot of time optimizing their different lead funnels when they did conversion optimization work for Zillow.
Therefore, I believe it to be true when the company claims its funnels are above-average engaging.
Another emphasis they put on their funnels is applying proven psychological principles.
What does this do?
It helps make the experience of website visitors more fun and interactive. The keyword here is “gamification.”
So, you could say that leadPops has a gamified lead generation process through funnels.
Some funnel types they offer are quiz-style combined with automated follow-ups, tracking, and reporting.
On a side note, the quiz-type funnel’s benefit is to better qualify leads than others available and already mentioned in this article.
The company also offers instant notifications.
Once a new lead is generated, you get notified via email, text, or both at once.
Based on their lead type, the five funnels are home search, home finder, home values, open house, and short sale funnels.
All leads generated are exclusive to the real estate professional.
To build the funnels, leadPops considered 12 common real estate scenarios.
The company provides 1:1 training, access to a 24/7 help center, no-wait support calls, webinars, and an exclusive Facebook group.
The software has several options to integrate third-party CRMs to better manage your incoming leads.
The following ones can be either integrated via Zapier or without it:
- Active Campaign
- Agent Legend
- Argos (Momentifi)
- Big Purple Dot
- Excel/Google Sheets
- Follow-Up Boss
- Follow-Up Edge
- Lead Conduit
- Lead Mailbox
- LodaSoft CRM
- MLO Shift
- Motivator 2.0
- Top of Mind
- Total Expert/M3
2) Real Estate Websites
The real estate websites provided by leadPops are all responsive and well-designed.
They are available with four pre-designed and customizable templates.
The template’s names are Baller, Edge LO, Hero, and Edge Company.
The Baller and Edge LO templates are likely the best choices for a broker.
Slightly larger real estate companies might want to go with Hero and Edge Company.
Should you need a higher degree of individuality for your real estate website, a team of developers can customize your website’s design even further.
leadPops claims that all their websites are built with SEO best practices in mind and optimized for lead generation.
The websites are available in the “Build a Custom Marketing Bundle” pricing plan for $297 monthly for the essential websites.
They come with additional marketing tools that can further help your lead generation process, such as:
- Today’s mortgage rates
- Pre-approval letter
- Mortgage calculator
- Refinance analysis
- Home insurance quote
- Home values finder
- Refinance analysis
- Credit repair wizard
Additional features tailored to real estate professional’s use cases are:
- Customizable “Recruiting” section
- Customizable Video section
- Customizable “Blog” section
- Customizable “Reviews” section
- Google Analytics integration
- Customizable exit intent triggers
- CRM integration with and/or without Zapier
- Customizable “Team” section
- Facebook Pixel integration
- Integrations with Live chat, chatbots, and other third-party applications
leadPops makes a difference in the different website features available to you.
It depends if you choose the “Build a Custom Marketing Bundle” Plan for $297 monthly or want even more website features and are willing to pay an additional $50.
The plan without the additional $50 includes the “Essential” website package, and the other includes the “Premium” one.
I will include a table below showing you the difference in features for the two website packages.
|Essentials Plan||Premium Plan|
|15-Minute MLS updates||Everything from the Essentials plan|
|Lead capture & routing||Lead activity real-time CRM integrations|
|Walkscore||Lead data real-time CRM integrations|
|Collaborative search groups for leads||Feature agent listings at top of results|
|Responsive designs||Feature office listings at top of results|
|Bikescore||3-minute integration setup|
|Lead: comments for listings||Advanced Round Robin lead routing|
|Lead: reactions to listings via emojis||Population by age group (listing page demographics)|
|Search multiple MLSs in one search||Population insight (listing page demographics)|
|Customizable colors, fonts & design||Household insight (listing page demographics)|
|Automatic deduplication of listings (overlapping MLS)||Education level (listing page demographics)|
|Normalized MLS fields||Homes with children (listing page demographics)|
|RESO data dictionary compliant||Marital status (listing page demographics)|
|Tools for SEO optimization||Employment insight (listing page demographics)|
|HTTPS & SSL compliant||Registration locks (listing page demographics)|
|Google XML sitemaps||Commute insight (listing page demographics)|
|Fast page load speeds||Registraion locks are excluded from search results|
|Search engine indexable embeddable search results||8 additional map styles|
|Search engine indexable listing pages|
|Integrated CRM tools|
|Google cloud platform hosting|
|Facebook & Google lead sign up|
|Versatile sign up/sign in widgets|
|Indexable scrolling listing galleries|
|Responsive custom search form|
|Search button widgets|
|Responsive search map widgets|
|Search result count widget|
|IDX navigation links for topbars|
|Home valuation request form|
|Advanced polygon map search|
|My current location mobile search|
|Touch mobile polygon map search|
|Automated listing squeeze landing pages|
|Facebook Pixel lead conversion tracking|
|Agent recommended search email subscriptions|
|Google Analytics lead events conversion tracking|
|Full Google analytics listing page tracking|
3) Real Estate In-House Marketing Services
Should you choose to go with the “Build a Custom Marketing Bundle” pricing plan, you will also get access to leadPops’ in-house marketing services.
This focuses on Facebook and Google Ads.
They also mention Pinterest ads on their main page, but I couldn’t find that on their main in-house marketing services page anymore.
So, it’s Facebook and Google Ads, covering basically the whole Internet.
Let’s see what they offer in terms of Facebook Ads services.
With proven and tested Facebook ads campaigns, leadPops claims to get leads between $3.30 and $12.43 each.
If this is true, it’s an outstanding performance. Why?
Because according to this source, you pay, on average, $57.27 per Facebook lead in the real estate industry.
I don’t know their secret sauce for apparent reasons.
But I assume the ads run by leadPops get a high enough engagement, e.g., through quizzes that reduce costs per click overtime costs per lead.
The higher quality of leads is likely achieved by avoiding Facebook lead ads. The latter is known for not having the best quality.
leadPop’s Facebook Ads service also creates ad creatives for you.
This is usually content tailored to real estate that draws attention and makes people stop scrolling their Facebook feeds.
Additionally, they do specific audience targeting for you, including optimized local targeting.
You can also buy their so-called “Follow-Up Add-On” service as an add-on to this service which nurtures and qualifies the incoming leads on autopilot with the help of appointment-setting assistants.
This includes 31 touches over six months via phone, text, and email.
leadPops claims to generate real estate leads with GoogleAds for between $50 and $132 per lead.
Provided this is true, they are somewhat in the average cost per lead range according to the source I’ve already mentioned above.
Nevertheless, this is still good since you need to consider that this article mentioned winning campaigns.
First, you must get to that point through rigorous testing and spending money without results.
Additionally, when you use Google Ads in real estate, you need to consider that you will compete against “giants” such as Zillow bidding for specific keywords.
With their Google Ads service, they determine and analyze the right and most profitable keywords for you and do specific and local targeting for a particular area.
Other features of this service are:
- Ad creatives and content that is specific to real estate and differentiates you from the competition
- Conversion-optimized landing pages
- Conversion-tracking to determine which ad works and which one doesn’t
- 24/7/365 lead follow-up service (the same add-on as with their Facebook Ads service)
How Much Is leadPops? A Pricing Overview
I prepared an overview table to get you some more information about leadPop’s pricing at a glance.
You can find it below and compare things for yourself.
Before you start checking the overview table, I wanted to mention one thing.
You can assume that you will pay additionally for their ads campaign set-up and the ads costs from the relevant ads platform (e.g., Facebook or Google Ads).
Why do I think that?
No further costs are mentioned without making a “marketing assessment” appointment with them.
You can also see this when you read the price for the “Build a Custom Marketing Bundle” plan which states, “Starting at $297/month”.
Costs will likely be tailored to your individual lead generation goals.
|Starter - $97/month||Starter - $197/month||Build a Custom Marketing Bundle - from $297/month|
|12 Real estate funnels||Unlimited real estate, mortgage, and credit repair funnels||Specialized marketing services|
|7 Mortgage funnels||No Contract||AI & human-powered lead follow up|
|No Contract||Unlimited traffic & leads (your traffic)||You can combine & match any of these options:|
|Unlimited traffic & leads (your traffic)||First 30 days are FREE||Lead generation funnels|
|First 30 days are FREE||Leads are 100% exclusive||ConversionPro IDX websites (agent, team, branch, & enterprise solutions available)|
|Leads are 100% exclusive||Unlimited home search funnels||RESPA-Compliant LO co-marketing|
|4 Home search funnels||Unlimited home finder funnels||Facebook Ads management|
|4 Home finder funnels||Unlimited home values funnels||Instagram Ads management|
|2 Home values funnels||Unlimited open house funnel||Google Ads management|
|1 Open house funnel||Unlimited short sale funnel||Local SEO services|
|1 Short sale funnel||Unlimited conventional loan funnel||Retargeting campaigns|
|1 Conventional loan funnel||Unlimited mortgage rates funnel||Animated HTML5 banners|
|1 Mortgage rates funnel||Unlimited FHA loan buyer funnel||Video email marketing|
|1 FHA loan buyer funnel||Unlimited VA loan buyer funnel||Reputation management|
|1 VA loan buyer funnel||Unlimited jumbo loan buyer funnel||Recruiting packages|
|1 Jumbo loan buyer funnel||Unlimited 203K loan buyer funnel||Custom landing pages|
|1 203K Loan buyer funnel||Unlimited USDA loan buyer funnel||Lead management solutions|
|1 USDA loan buyer funnel||Unlimited debt consolidation funnels||Automated 2-Way texting|
|Customizable logos, colors, images, thank you pages, SEO, footers, autoresponders, and compliance content||Unlimited HARP loan funnels||Video email marketing|
|Free hosting on secure, custom sub-domains, or the use of your own||Unlimited reverse mortgage funnels||24/7 “Do-It-For-Me” lead follow up (texts, calls, emails, live transfers, & appointment setting)|
|Get instant lead alerts via email & text message||Clone feature: to create unlimited additional funnels|
|Connect the funnels into websites, landing pages, blogs, email blasts, e-newsletters, social posts, social ads, Google Ads, direct mail, radio ads, and videos||Customizable logos, colors, images, thank you pages, SEO, footers, autoresponders, and compliance content|
|20+ Popular CRM integrations + Zapier||Free hosting on secure, custom sub-domains, or the use of your own|
|leadPops sticky bar||Get instant lead alerts via email & text message|
|Built-in performance reporting||Connect the funnels into websites, landing pages, blogs, email blasts, e-newsletters, social posts, social ads, Google Ads, direct mail, radio ads, and videos|
|Conversion rate tracking||20+ Popular CRM integrations + Zapier|
|Google Analytics integration||leadPops sticky bar|
|Google Tag Manager integration||Built-in performance reporting|
|Facebook Pixel integration||Conversion rate tracking|
|Google Remarketing Pixel integration||Google Analytics integration|
|Google Tag Manager integration|
|Facebook Pixel integration|
|Google Remarketing Pixel integration|
Is leadPops Legit?
After reading my rather positive-leaning review about leadPops so far, you might wonder whether this company or website is legit.
This is an understandable question, and after cross-checking several third-party and user-based review sites, I can confidently say that leadPops is legit.
According to the website “ScamAdviser,” leadPops’ homepage gets a trust score of 100/100.
I also cross-checked several user-based review sites, and leadPops gets positive reviews for the most part.
This is also true for the reviews published on their own site, which allegedly come from a third party. There are 647 third-party reviews.
My Marketing Performance-Based Take on leadPops
The same is true for leadPops as for StreetText.
To not benefit from leadPops’ funnels and marketing services, you will need the following requirements:
- You are already well-versed in PPC advertising with Facebook Ads or with Google Ads
- You have already proven and well-converting real estate funnels that get you reliable lead-generation results
Suppose you can’t count yourself into one of the two above requirements.
Suppose you pay the ad costs for Google and/or Facebook on top of the monthly expenses of leadPops.
You will likely still save money and have a positive return on your ad spend.
Until you have developed a winning campaign, it can take 3 to 6 months of constantly optimizing, tweaking, and testing.
According to this source, the average monthly ad spend for Google Ads for real estate agents was $1,212 in 2021.
In that case, we can assume that you may have to invest between $3,636 (3 months x $1,212) and $7,272 (6 months x $1,212) until you make it to a winning campaign.
Remember, the $1,212 comes from already lead-generating campaigns.
From the above-discussed, leadPops doesn’t necessarily perform better in lead costs for Google Ads.
Still, you may already use the budget you would have needed to test and develop a new campaign to get a lead-generating campaign earlier.
The advantage becomes a bit clearer when we consider Facebook Ads.
Provided leadPops claims are correct here, you get not only a shortcut to a lead-generating campaign but also lower costs per lead on average.
The same applies to Facebook Ads regarding real estate agents’ average monthly ad spend. According to the mentioned source form above, it’s $750.
So, you would spend between $2,250 (3 months x $750) and $4,500 (6 months x $750) until you get to a lead-generating campaign.
Again, this money could have been invested already in a lead-generating campaign.
Let’s do some final number crunching and see if you can expect a positive return on your ad spend.
I put it in an overview table for you below.
|Google Ads with leadPops (per month)||Facebook Ads with leadPops (per month)|
|leadPops plan: Build a Custom Marketing Bundle||$297,00||$297,00|
|Additional Google Ad costs||$1.212,00||$750,00|
|Average cost per lead||$91,00||$7,87|
|Estimated number of leads generated (Google Ad costs divided by cost per lead)||13||95|
|Estimated lead to appointment ratio||20,00%||20,00%|
|Number of appointments||2,7||19,1|
|Average closing rate||27,00%||27,00%|
|Number of closed deals||0,7||5,1|
|Cost per sale (total monthly costs divided by number of closed deals)||$2.098,14||$203,32|
|Average real estate commission 2021||5,43%||5,43%|
|Average new home sales price 2021||$408.800,00||$408.800,00|
|Real estate commission amount per sale||$22.197,84||$22.197,84|
|Total commission from closed deals||$15.964,88||$114.305,47|
|Return on ad spend (ROAS), monthly costs for leadPops plan included||1057,98%||10917,43%|
As you can see from the calculation in the table, you can expect a positive return on ad spend for both Google and Facebook Ads.
But you can also see that Facebook Ads perform much better because of the lower cost per lead.
A lot will depend on how good leadPops appointment setting service is regarding the lead-to-appointment ratio.
I couldn’t find any performance-based data during my research.
Since you will not be locked into a long-term contract with them, you may give it a try for 1-3 months, and to improve your odds, let them focus on Facebook Ads.
However, I wouldn’t recommend leadPops if you fall under the categories I mentioned initially and if you plan to make your website.
Once you don’t use their services anymore, you won’t have access to your real estate website anymore.
But there is one thing you could do to use both.
Suppose you also want to do content marketing to improve your rankings.
You could use a second separate real estate website focusing on your content that links to your leadPops website.
You can learn more about leadPops here.
This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.