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.

Joe started with a borrowed cassette tape course in 2000. Jenn was a middle school teacher going into debt. When they met in 2008, they began buying junkers, slowly stacking deals, and figuring out creative finance when the banks tried to cap them at ten mortgages. In 2020, Covid forced the leap to full time — and they never looked back. Today they run a thriving portfolio, a coaching community, and a life built around family and freedom. No flash. Just discipline.

Episode Timeline & Highlights

[0:00] – Introduction to Jen and Joe and what makes their story different.

[3:00] – How a teacher and a car dealership finance manager found each other and real estate.

[4:35] – Joe's first deal: $12,000 profit from a borrowed cassette tape course.

[5:52] – Building slowly with BRRRR before it had a name.

[6:12] – The 2016 turning point: banks threaten to cap mortgages, creative finance enters the picture.

[6:33] – How Covid became the catalyst to go full time.

[10:10] – Joe on why "real wealth is silent" — and why the backyard office beats the Lambo.

[12:24] – How technology enabled virtual deals during Covid — and changed everything.

[18:35] – What drove them from investors to coaches: authentic sharing and organic demand.

[22:08] – The "cheat code": Joe's deal knowledge + Jen's teaching ability = a community that actually works.

[28:42] – Why creative finance is no longer optional in today's market.

[30:04] – A current deal: turnkey house, $5,000 down, 3.25% rate, cash flowing from day one.

[31:37] – The lease option model: renters paying 20–30K upfront and multiple six-figure exits.

[32:14] – The full wealth-building path: wholesale → keep the good ones → lease option → 1031 → scale.

5 Key Takeaways

1. Creative finance is a must-have tool. Seller financing and lease options let you buy houses others can't — at prices that actually pencil out.
2. Slow and steady builds real wealth. Joe and Jenn layered knowledge and deals methodically. The foundation is what lasts.
3. The best coaches are still in the game. Their community grew because client results were real — not because of a big profile.
4. Technology removes all excuses. You can buy, manage, and close deals in states you've never visited. The barrier is mindset.
5. The lease option is an underused wealth multiplier. Big upfront deposits, strong cash flow, and 1031 exits compound fast.

Links & Resources

• Creative Finance Playbook – Free Facebook group with Q&A and deal breakdowns
• CreativeFinancePlaybook.com – Free tools to find leads and talk to sellers
• smrtPhone – The only phone system built for real estate investors (5,000 free minutes)
• ThatRealEstateTechGuy.com – All episodes and exclusive tech discounts

Closing

If this episode resonated, please follow, rate, and review That Real Estate Tech Guy — and share it with someone still waiting for the "right time" to get started.

Discipline will always beat flash.

This week’s episode is a little different. It’s just me. I’ve been speaking at several events recently and noticed that one idea keeps resonating with people over and over again — the idea that AI shouldn’t be viewed as software, but as labor.

Most businesses today are experimenting with AI tools, but very few have actually made the mindset shift required to unlock its real potential. In this episode, I break down why the real transformation happening right now isn’t about shiny tools or clever prompts — it’s about redefining how work gets done inside your business. AI is no longer just something that helps your team work faster. It’s something that can share responsibility for output alongside your team.

We dig into how the evolution from SaaS software to AI agents is changing the structure of businesses, why most companies are still thinking about AI the wrong way, and how role-based AI workers can dramatically increase production without dramatically increasing headcount. If you’re a real estate investor or entrepreneur trying to scale without constantly hiring more people, this episode will challenge how you think about the future of your workforce.

Episode Timeline & Highlights

[0:00] – Why this episode is a solo talk based on presentations Jordan has been giving recently.

[1:09] – The core idea: AI should be viewed as labor, not just software.

[2:05] – Why most businesses are still thinking about AI in the wrong way.

[3:06] – The “shiny tool” problem and why real estate investors are especially prone to it.

[5:42] – A quick historical look at how labor and production have evolved.

[6:40] – How SaaS changed business productivity over the last 30 years.

[9:41] – Why SaaS systems increased efficiency but still relied on human execution.

[10:12] – The next shift: AI systems that can share responsibility for output.

[11:59] – How traditional CRMs hit a ceiling because humans must still execute tasks.

[12:38] – AI agents as workers that can perform roles inside a business.

[14:31] – How Smart Agents were designed around roles instead of generic tools.

[22:00] – A real example: four contracts generated from after-hours AI responses.

[23:17] – Why urgency and speed-to-lead are critical in real estate investing.

[24:37] – The opportunity created by 24/7 lead response.

[27:16] – Where AI agents work best: repetitive, high-volume operational roles.

[28:28] – How businesses that adopt AI labor models will outpace competitors.

5 Key Takeaways

1. AI is not just a tool — it’s a workforce multiplier. Businesses need to treat it as labor, not software.
2. The SaaS era increased efficiency, but AI changes output itself. Systems can now participate in execution.
3. Role-based AI wins. Treat AI agents like employees with defined responsibilities.
4. Speed matters in real estate. AI answering leads instantly can unlock deals humans miss.
5. Start small. Introducing one AI role into your workflow can transform your productivity.

Links & Resources

• SmrtPhone – The only phone system built for real estate investors (5,000 free minutes)
• Smart Agents – AI workforce tools built into the SmartPhone platform
• 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 someone who’s experimenting with AI but hasn’t yet made the mindset shift from tools to workforce.

Because the businesses that understand this shift early will build a massive advantage in the years ahead.