In this episode, I sit down with Glen Petersen from Bateman Collective, and this one turned into a full-on masterclass in digital marketing for real estate investors. Glen brings years of high-level PPC and SEO experience, including managing massive ad spend and working directly with Google — and he breaks down what’s actually happening behind the scenes in today’s marketing landscape.

We go deep into why so many investors fail before they even get started with PPC and SEO, not because the channels don’t work, but because their business isn’t ready to support the leads. We unpack the real role of data, why speed-to-lead is one of the most underrated drivers of ROI, and how AI is quietly reshaping both paid and organic search. If you’re thinking about scaling your marketing or want to stop wasting money on leads you don’t convert, this episode is packed with practical insight.

Episode Timeline & Highlights

[0:00] – Introducing Glen Petersen and Bateman Collective’s focus on PPC and SEO for real estate investors.

[3:16] – From traditional marketing to digital and why attribution changed everything.

[6:57] – Why PPC costs are rising and what’s really happening behind the scenes with Google.

[8:16] – Cost per lead vs cost per acquisition and why most investors track the wrong metric.

[9:56] – Why Bateman turns clients away who aren’t operationally ready.

[13:16] – Demand generation vs demand capture and why messaging must change.

[13:31] – Speed-to-lead and why delayed response kills deals instantly.

[15:11] – Real examples of answering leads instantly vs sending them to voicemail.

[16:27] – Tracking beyond the lead and identifying breakdowns in the funnel.

[18:16] – Using data feedback loops to improve Google’s algorithm performance.

[25:41] – How AI is accelerating SEO results faster than traditional timelines.

[26:32] – Real example of 25% of SEO revenue coming from AI-driven discovery.

[27:19] – AI ads, ChatGPT search, and the future of paid acquisition channels.

[29:39] – When investors should start PPC and SEO in their business journey.

[30:30] – Why SEO is a long-term play but creates massive ROI over time.

[34:33] – The importance of consistency in marketing and avoiding “shiny object syndrome.”

[36:11] – The 3–6 month learning phase most investors underestimate.

[36:41] – Who Bateman Collective works best with and how to get a free audit.

5 Key Takeaways

1. Your business must be ready before your marketing works. Leads are useless without systems, follow-up, and speed.
2. Speed-to-lead is everything. The first conversation often wins the deal.
3. Track beyond the lead. Revenue and conversion data matter more than cost per lead.
4. AI is accelerating search and discovery. SEO is evolving faster than ever before.
5. Consistency beats experimentation. Marketing works when you commit long enough to let it compound.

Links & Resources

• Bateman Collective – PPC, SEO, and digital marketing for real estate investors: https://batemancollective.com
• Free PPC & SEO Audit: https://get.batemancollective.com/rlp
• SmrtPhone – The only phone system built for real estate investors (5,000 free minutes)
• ThatRealEstateTechGuy.com – All episodes and exclusive tech discounts

Closing

If you enjoyed this episode, please follow, rate, and review That Real Estate Tech Guy. Share it with an investor who’s spending money on marketing but not seeing results — because most of the time, the problem isn’t the leads… it’s what happens after they come in.

More high-signal conversations coming next.