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Ever feel like your webinar is just… dying a slow death?
You know that feeling. You’re presenting your heart out, sharing amazing value, and then when it comes time to make your offer…
Crickets.
That’s exactly what was happening to one of my clients in the property investment space. He had this brilliant idea for a webinar where he’d do LIVE deals. Not some fake, staged nonsense. Real calls to real agents. Real property evaluations. Real negotiations.
Sounds amazing, right?
Well, his conversion rate was sitting at 6%.
Ouch.
But here’s the thing: after a few strategic tweaks, we got him to 28% conversion. That’s nearly a 5X improvement.
And no, we didn’t use any sleazy tactics or high-pressure sales techniques.
Let me break down this webinar case study and show you exactly what we changed.
Watch here:
The Problem: All Demo, No Structure
My client’s original webinar was basically him jumping on, doing property deals for an hour, then casually mentioning, “Hey, if you want to learn more, book a call with me.”
It was like watching someone cook an amazing meal but never telling you the recipe.
People were confused. They didn’t know what to expect. And worst of all, they had no emotional connection to WHY they should care.
Look, I get it. When you’re passionate about what you do, you think the value speaks for itself. But here’s the brutal truth:
Your audience needs to be LED through a journey. They need structure. They need stories. They need to understand not just WHAT you’re doing, but WHY it matters to them.
The Fix: 9 Simple Changes That 5X'd His Conversions
1. Set Clear Expectations Upfront (The Roadmap Technique)
We told him to explain the whole structure of the webinar at the beginning so people knew what to expect in the next 60 minutes.
Before: People were just wondering when he’d do deals, when he’d finish, and what was in store for them.
After: They knew exactly what was coming.
2. Lead With A Personal Story
We had him start with this specific 2-minute story:
“Before I show you these deals, let me tell you why I do this. My child was sick and needed to be in the hospital every week. If I had a regular 9-5 job, I would’ve had to choose between my paycheck and being there for my kid. But because I made enough from property investing, I could be at the hospital every single day during that difficult time.”
That’s it. Short. Powerful. Real.
This immediately shifted the frame from “guy trying to sell me something” to “father who found freedom through property investing.”
3. Seed The Offer Throughout (The Teasing Strategy)
Instead of waiting until the end, we had him drop these breadcrumbs during the demo:
- While evaluating a property: “This is actually just one of 12 different ways to make money from property that I teach in my program…”
- After negotiating with an agent: “In my coaching community, I show you exactly how to structure these conversations…”
- When showing deal analysis: “My students get access to my personal deal evaluation spreadsheet…”
These weren’t heavy-handed. Just little mentions that got people thinking, “Wait, there are 12 ways? What’s this spreadsheet he’s talking about?”
4. Summarize After Each Demo (The Lesson Breakdown)
Originally, he’d just finish a call with an agent and move on to the next one.
We told him to give a summary after each call:
- What happened with the agent
- What went wrong
- What could have been done better
- The strategy behind the call
- Why he said certain things and asked certain questions
Without this, people were just watching demos without understanding what was actually going on.
5. Ask Permission Before Pitching
Around minute 45, we told him to:
- Ask people if they got tremendous value from the webinar
- Ask if they learned anything from his deal-making
- Then ask if it’s okay to show them how they can work more closely with him
Ask for permission rather than just launching into the pitch.
6. Make The Math Crystal Clear
We had him tie it back to the investment by saying something like:
“Look, guys, in one hour, you learned all this stuff. So imagine joining my community for one year, and we’re doing deals together. How many deals do you think it would take to get back your investment?”
Then he’d point out that if the investment is $5,000, they probably just need one property deal to cover it for the whole year. And they’d probably make a profit in addition to that $5,000.
Makes it a no-brainer.
7. Add Social Proof
We told him to include one or two video testimonials from other people who had achieved success through property using his method.
Show how they got their property business happening, how they made money, how it changed their lives.
Not fake guru stuff. Real people getting real results.
8. Focus On ONE Offer
He was trying to sell two things: a two-day event AND a call.
We told him: just focus on the call.
When you give people two options, they get confused. “Should I sign for this or that?” And then they think, “Too hard, I won’t do anything.”
One offer. One focus.
9. Close With Another Story (The Full Circle Technique)
In the last 3 minutes before Q&A, he’d share:
“You know, I mentioned my child’s hospital stay earlier. What I didn’t tell you was that I saw other parents in that ward who had to leave their sick kids to go to work. And you can’t even blame them because someone’s got to pay the bills, right? That broke my heart. And it made me understand how so many people don’t have the freedom to stay with their sick kids.”
Then straight into: “If you’re ready to create that freedom, here’s how to book your call…”
Head AND heart. Logic AND emotion. That’s what moves people.
The Power of Structure
Notice something?
None of these changes were about being pushier. Or sleazier. Or more “salesy.”
Every single change was about creating MORE clarity, MORE value, and MORE connection.
The content didn’t change. He was still doing the same live deals. But now those deals were wrapped in a structure that made sense.
Your Webinar Probably Doesn't Suck (It Just Needs Structure)
If you’re running webinars and not seeing the conversions you want, chances are you might be making the same mistakes…
See, most coaches and experts I know are super focused on delivering value.
But they usually forget to create a compelling journey for the prospect.
Bottom line: Your webinar might just need a few tweaks to be successful (and profitable).
Want to dive deeper into webinar marketing best practices? I’ve got you covered.
Or maybe you’re wondering how to market your webinar in 2025? (Spoiler: It’s not just about the ads.)
Want to see how we can help transform your webinar results? Check out our case studies to see how we’ve helped other coaches and experts fill their programs. Or if you’re ready to stop leaving money on the table with your webinars, let’s talk.
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
