C = 4m + 3v + 2(i-f) – 2a | Travis Thom Skip to content

Travis Thom


C = 4m + 3v + 2(i-f) – 2a

C = 4m + 3v + 2(i-f) – 2a

We used this formula to create our newest line of high converting Real Estate single property sites:

C = 4m + 3v + 2(i-f) – 2a

Here’s what each letter represents…

C = Probability of conversion.
m = Motivation of user (when).
v = Clarity of the value proposition (why).
i = Incentive to take action.
f = Friction elements of process.
a = Anxiety about entering information.

High converting design is a science, and science + Real Estate + Leads is sexy. However, this isn’t anything new! Every type of website or landing page that is focused on generating leads for it’s business is using this formula in some kind of way, shape, or form.

Sometimes it’s very apparent and other times you never even notice it’s there Take, for example, the Facebook login button used frequently to to log you in to a completely unrelated site. It is hands down one of the cleanest forced lead registration there is but no one thinks twice about. Click, I’m in.

Lead generation is everywhere. It is what drives growth, revenue, and the ability to help those that are seeking a solution to a problem or perhaps provides an answer to a question (like, “Hey, what’s my home worth?” or “Hey, whats the listing price on this beautiful property I’d love to live in?”).

Real Estate lead generation is an art and science, and our goal has always been to help agents that are leveraging online marketing by providing them with the best tools to fish in the rich waters called the internet.