We Buy Extra LotsGTM Strategyby GTMLabz
Part 1

We Buy Extra Lots

Sell your extra lot. Keep your home. Get paid today.

A complete go-to-market strategy for acquiring underutilized residential lots in Miami-Dade County through data-driven prospecting, multi-channel outreach, and AI-powered operations.

$10K
Monthly Budget
Lean, high-ROI allocation
4
Phases
Foundation to Scale
5
Channels
Multi-channel strategy
Miami-Dade
Target Market
Geo-focused approach
5 Strategic Pillars

Data-Driven Lead Scoring

Proprietary 100-point scoring model using lot size, owner profile, financial indicators, and zoning data to prioritize the highest-value prospects.

Multi-Channel Inbound

Direct mail, Facebook, Google Search, SEO/AEO/GEO, and AI-powered inbound/outbound calling working in concert to capture every lead.

AI-Powered Operations

Bland AI handles inbound calls, Vapi manages outbound sequences, n8n orchestrates workflows, and ChatGPT personalizes every touchpoint.

Direct Mail Trigger

PostGrid-powered hyper-personalized letters to high-scoring property owners, triggering inbound calls to AI agents for instant qualification.

Secondary Monetization

Leads that don't convert into lot purchases are redirected to real estate agents, lenders, and builders for referral revenue.

Monthly Budget Allocation — $10,000

Direct Mail$3,000 (30%)
Paid Ads$3,500 (35%)
AI Tools$1,500 (15%)
SEO/Content$1,000 (10%)
Contingency$1,000 (10%)
Part 2

Funnel & Channels

A 7-stage acquisition funnel powered by 6 coordinated channels, each optimized for cost-per-lead and conversion rate.

Acquisition Funnel

1

Data Processing

Scrape, clean, and score 15K+ property records from Miami-Dade public data.

PythonAirtablen8n
2

Awareness

Reach high-scoring owners via direct mail, Facebook ads, and SEO content.

PostGridFacebookWordPress
3

Interest

Capture inbound calls, form fills, and ad clicks from motivated sellers.

Bland AIGoogle AdsCalendly
4

Qualification

AI agent qualifies leads with scripted questions about property and motivation.

Bland AIVapiAirtable
5

Evaluation

Internal review of qualified leads: comps analysis, title search, zoning check.

AirtableHubSpotn8n
6

Negotiation

Human agent presents offers, handles counter-offers, and closes deals.

HubSpotCalendlyDocuSign
7

Monetization

Acquire lot or redirect non-converting leads to agents, lenders, and builders.

HubSpotAirtableStripe

Channel Strategy

Direct Mail

1,500 letters/mo

  • Hyper-personalized letters with lot-specific details via PostGrid
  • Targeting Tier 1 and Tier 2 scored property owners only
  • Call-to-action drives to AI-powered inbound phone number
Facebook Ads

$1,500/mo spend

  • Lookalike audiences built from converted seller profiles
  • Carousel ads featuring neighborhood-specific lot examples
  • Retargeting website visitors and partial form completions
Google Search

$2,000/mo spend

  • High-intent keywords: 'sell my extra lot Miami', 'vacant lot buyer'
  • Landing pages with instant valuation calculator
  • Call extensions connecting directly to AI inbound agent
SEO / AEO / GEO

25+ pages indexed

  • Blog content targeting 'how to sell extra lot in Miami-Dade'
  • AI Engine Optimization for ChatGPT and Perplexity citations
  • Local GEO pages for each Miami-Dade neighborhood cluster
AI Inbound

24/7 availability

  • Bland AI agent answers calls with natural conversation
  • Real-time Airtable lookup of caller's property data
  • Instant qualification and warm transfer to human closer
AI Outbound

200 calls/day

  • Vapi-powered outbound calls to Tier 1 non-responders
  • Personalized scripts referencing lot size and neighborhood
  • Automatic scheduling of follow-up calls and callbacks
Part 3

Lead Scoring Model

A proprietary 100-point scoring model that ranks every property in Miami-Dade based on lot characteristics, owner profile, financial indicators, and zoning data.

Total Score = Lot (35%) + Owner (25%) + Financial (25%) + Zone (15%)

35%
25%
25%
15%
Lot Score - 35%
Owner Score - 25%
Financial Score - 25%
Zone Score - 15%
Lot Score (35 pts)
Extra lot >= 5,000 sq ft+15
Lot-to-home ratio >= 2:1+10
Corner lot or double frontage+5
Lot is separately platted/folio+5
No structures on extra lot+3
Lot has road access+2
Owner Score (25 pts)
Owner has homestead exemption+10
Ownership > 15 years+8
SOH cap gap > $50K+5
Mailing address matches property+3
Owner age 60+ (estimated)+4
Financial Score (25 pts)
Equity > 80% of assessed value+10
Land value > 40% of total assessed+8
Low assessed value vs. market comps+5
No outstanding liens+3
Property taxes current+2
Zone Score (15 pts)
Zoned SF residential (RS-1, RS-2, RS-3)+8
Zoned multi-family (RD, RM)+5
Zoned mixed-use (BU, IU)+3
In Opportunity Zone+3
Flood zone X (minimal risk)+2

Score Tiers & Action Triggers

Tier 1 - Premium
80-100
~500 properties

Immediate direct mail + AI outbound call within 48 hours

Tier 2 - High Value
60-79
~1,200 properties

Direct mail campaign + digital retargeting

Tier 3 - Moderate
40-59
~3,000 properties

Digital ads only + email nurture sequence

Tier 4 - Low Priority
0-39
~10,000+ properties

Passive SEO capture only, no active outreach spend

Worked Example
Tier 1 - Premium

3113 NW 70 TER, Miami, FL 33147

Lot Score35/35

7,200 sq ft extra lot, separately platted, 2.4:1 ratio, corner lot, vacant, road access

Owner Score25/25

Homestead, 22 yrs ownership, SOH gap $68K, address matches, est. age 72

Financial Score23/25

94% equity, land 52% of assessed, undervalued by $45K, no liens, taxes current

Zone Score10/15

RS-3 zoning, not in Opportunity Zone, Flood Zone X

93/100Total Score — Tier 1 - Premium
Part 4

Outreach Sequences

Battle-tested templates for direct mail, AI phone scripts, and follow-up email sequences designed to convert high-scoring property owners into motivated sellers.

Part 5

Workflow Automations

Six n8n-powered workflows that automate lead scoring, outreach, qualification, ad management, and partner monetization end-to-end.

Airtable

Airtable

Raw Data

n8n

n8n

Score Engine

Airtable

Tier 1

80-100

Airtable

Tier 2

60-79

Airtable

Tier 3

40-59

Airtable

Tier 4

<40

WF 1
Lead Scoring Pipeline
Automatically scores every property lead against 6 weighted criteria and routes them into Tier 1-4 buckets for differentiated outreach.
Airtable

Airtable

Tier 1 Leads

n8n

n8n

Personalize

LO

Lob

Print & Send

Airtable

Airtable

Track Status

WF 2
Direct Mail Automation
Pulls Tier 1 leads from Airtable, personalizes letter content via n8n, sends through Lob print API, and tracks delivery status back in the CRM.
Twilio

Twilio

Inbound Call

Vapi

Vapi.ai

AI Qualifier

Calendly

Calendly

Qualified

Airtable

Airtable

Secondary

WF 3
Inbound Call Qualification
Routes inbound calls through Twilio to a Vapi.ai agent that qualifies callers in real time, booking qualified leads on Calendly and tagging secondary leads.
Airtable

Airtable

CRM Data

n8n

n8n

Formatter

Facebook

Facebook

Custom Audience

Google

Google

Customer Match

WF 4
Facebook & Google Sync
Exports CRM segments nightly to Facebook Custom Audiences and Google Customer Match so ad targeting stays in sync with the latest scoring data.
n8n

n8n

Trigger

ChatGPT

AI

Generate

Slack

Slack

Review

Facebook

Facebook

Deploy

WF 5
Ad Creative Pipeline
Generates fresh ad variations with AI, sends them to Slack for human review, and auto-deploys approved creatives to Facebook Ads Manager.
Airtable

Lead

Disqualified

n8n

n8n

Classify

Airtable

Fence Co.

$15-30

Airtable

Landscaping

$20-40

Airtable

Tree Removal

$25-50

Airtable

Contractors

$30-60

WF 6
Secondary Monetization
Classifies disqualified leads by property need and routes them to partner verticals (fence, landscaping, tree removal, contractors) for referral revenue.
Tool Stack Summary
The complete set of tools powering every automation workflow.
ToolCategoryCost / MonthPurpose
n8nAutomation$20Workflow orchestration, API glue, scoring engine
AirtableCRM / Database$20Lead storage, scoring, status tracking
Vapi.aiVoice AI$0.05/minInbound AI qualification agent
TwilioTelephony$1/numberPhone numbers, call routing, SMS
Lob / PostGridDirect Mail$0.80/letterProgrammatic letter printing & delivery
InstantlyEmail$30Cold email sequences, domain warm-up
Meta AdsPaid AdsVariableFacebook/Instagram custom audience campaigns
Google AdsPaid AdsVariableSearch ads for high-intent keywords
Carrd / WebflowLanding Page$12Lead capture pages with tracking pixels
CalendlyScheduling$10Qualified lead appointment booking
ClayEnrichment$149Data enrichment, waterfall lookups
DeepgramTranscription$0.0059/minCall transcription for analysis & training
Part 6

Ads Strategy

Precision-targeted Facebook and Google campaigns powered by CRM data, custom audiences, and A/B-tested creative.

Facebook Custom Audiences

Step 1

Prepare Data

Hash PII fields from Airtable: first name, last name, street, city, state, zip code. Format per Facebook requirements.

Step 2

Upload to Facebook

Use n8n to push hashed CSV to Facebook Custom Audiences API nightly, keeping segments fresh with the latest CRM data.

Step 3

Create Segmented Audiences

Build 5 audiences: Tier 1 Hot Leads, Tier 2 Warm Leads, All Property Owners, Recent Inbound Callers, Website Visitors (pixel).

Step 4

Create Personalized Ad Sets

Match ad creative and copy to each audience segment. Tier 1 sees urgency messaging, retargeting sees social proof.

Facebook Ad Sets

Awareness$30/day
“Own Extra Land in Miami? We'll Buy It.”
ObjectiveTraffic
AudienceTier 1 + Tier 2
Social Proof$20/day
“Miami Homeowner Gets $87,000 for Backyard”
ObjectiveConversions
AudienceRetargeting (pixel + callers)
Urgency$25/day
“Limited: We're Buying Extra Lots in [Neighborhood]”
ObjectiveLead Generation
AudienceTier 1 Only

Google Ads

Ad GroupKeywordsAd Copy
Sell Land Miamisell my land Miami, sell vacant lot Miami, sell extra land MiamiWe Buy Land in Miami-Dade. Cash Offer in 24 Hours. No Fees.
Extra Lotwhat to do with extra lot, sell backyard lot, subdivided property for saleHave an Extra Lot? Get a Fair Cash Offer Today. Close in 2 Weeks.
Subdivide Propertysubdivide property Miami, split lot Miami, sell part of my propertyAlready Subdivided? We'll Buy the Extra Parcel. Cash, No Hassle.
We Buy Landwe buy land, cash for land, quick land sale, sell land fastWe Buy Land. Any Condition, Any Size. Get Your Cash Offer Now.
Part 7

Qualification Framework

A two-stage qualification process: AI handles volume at Stage 1, Maurice closes deals at Stage 2. Disqualified leads become partner revenue.

AI Qualification (Stage 1)
Vapi.ai agent handles initial screening

1. Are you the property owner?

Yes, I own itNo / Renting

2. Is the extra lot in Miami-Dade County?

Yes, Miami-DadeDifferent county/state

3. Is the lot separate from your home parcel?

Yes, separate folioSame folio / unsure

4. Are you open to selling?

Yes / PossiblyAbsolutely not

5. What is your timeline?

Within 6 monthsNo timeline / years away

6. Is there a mortgage or lien on the lot?

Free and clearMultiple liens

7. What price range are you expecting?

Market-reasonable5x market value
Human Qualification (Stage 2)
Maurice follows up with qualified leads

1. “Walk me through how you use the lot today.”

Purpose: Gauge emotional attachment & practical use

2. “Have you had it appraised or received other offers?”

Purpose: Anchor pricing expectations

3. “Who else is on the deed? Do they agree to sell?”

Purpose: Verify decision-maker authority

4. “Is there anything built on the lot (shed, fence, etc.)?”

Purpose: Identify encumbrances & survey needs

5. “If the price is right, how quickly would you want to close?”

Purpose: Confirm urgency and timeline

Qualification Score Breakdown
Leads scoring 70+ out of 100 are qualified for Maurice callback. Below 70 routes to secondary partners.
FactorMax PointsScoring Criteria
Property Size20 pts>5,000 sqft = 20, 2,500-5,000 = 15, <2,500 = 10
Zoning20 ptsResidential = 20, Mixed = 15, Agricultural = 10
Owner Motivation15 ptsEager = 15, Open = 10, Reluctant = 5
Title Clarity15 ptsFree & clear = 15, Minor lien = 10, Complex = 5
Location Tier15 ptsPrime neighborhood = 15, Average = 10, Remote = 5
Timeline15 pts<30 days = 15, 1-3 months = 10, 3-6 months = 5
Total100 ptsThreshold: 70+ = Qualified

Secondary Partner Categories

🏗️

Fence Companies

$15-30/lead

Leads with boundary / fencing needs

🌿

Landscaping

$20-40/lead

Overgrown lots, yard maintenance

🌳

Tree Removal

$25-50/lead

Large trees, hazard removal

🔨

Contractors

$30-60/lead

Construction, demolition needs

🏠

Home Care

$20-40/lead

General property maintenance

📋

Realtors

$50-100/lead

Sellers wanting full market listing

Secondary Revenue Projection
Monthly partner referral revenue from disqualified leads

1,000

Leads / Month

200

Qualified (20%)

800

Secondary Pool

80

Converted (10%)

$2,400

Revenue / Month

$28,800

Revenue / Year

Part 8

Testing & KPIs

Structured A/B testing protocol, funnel metrics, channel-level KPIs, and a weekly optimization cadence to continuously improve results.

A/B Testing Protocol

Direct Mail Tests

Envelope

A: Plain white #10
B: Handwritten-style

Headline

A: We Want to Buy Your Extra Lot
B: Your Neighbor Just Sold Their Lot

CTA

A: Call this number
B: Scan QR code

P.S. Line

A: Cash offer in 24 hours
B: Limited: buying in [Neighborhood]

Personalization

A: First name only
B: First name + property address
Facebook Tests

Format

A: Single image
B: Carousel (3 slides)

Headline

A: Own Extra Land?
B: Miami Homeowner Gets $87K

Image

A: Aerial lot photo
B: Happy homeowner portrait

CTA Button

A: Learn More
B: Get Offer

Copy Length

A: Short (2 sentences)
B: Long (paragraph + bullet points)
AI Agent Tests

Voice

A: Male, professional
B: Female, friendly

Greeting

A: Thanks for calling We Buy Extra Lots
B: Hi! I understand you have a property question

Qualification Order

A: Ownership first
B: Motivation first

Offer Presentation

A: Range ($X-$Y)
B: Single number ($X)

KPI Dashboard

Funnel KPIs (Monthly Targets)

100K

Impressions

5K

Website Visitors

500

Inbound Calls

100

Qualified Leads

5-10

Closed Deals

$50-150K

Avg Deal Value

Channel KPIs

ChannelKPITargetRed Flag
Direct MailResponse Rate2-5%<1%
Direct MailCost Per Response<$20>$40
Facebook AdsCTR>1.5%<0.5%
Facebook AdsCPL<$25>$50
Google AdsConversion Rate>5%<2%
Google AdsCPC<$8>$15
AI AgentQualification Rate>20%<10%
AI AgentAvg Call Duration3-5 min<1 min
OverallLead-to-Deal>1%<0.5%

Weekly Review Cadence

Monday
Data Review
  • Pull weekly funnel metrics from Airtable
  • Compare channel performance against targets
  • Flag any red-flag metrics for immediate attention
  • Review AI agent call transcripts (sample 10)
Wednesday
Optimization
  • Pause underperforming ad sets (>2x CPL target)
  • Scale winning ad sets (+20% budget)
  • Update A/B test variants based on data
  • Adjust AI agent scripts from transcript review
Friday
Planning
  • Plan next week's direct mail batch
  • Queue new ad creative for testing
  • Update scoring weights if conversion data shifted
  • Brief Maurice on top leads for weekend callbacks
Part 9

Implementation Roadmap

A phased rollout plan from zero to scaled operation in 12 weeks, with a pre-launch checklist to ensure nothing is missed.

1
Phase 1: Foundation
Weeks 1-2
Week 1
  • Import property data into Airtable
  • Build lead scoring automation in n8n
  • Configure Vapi.ai voice agent
  • Set up Twilio phone numbers
Week 2
  • Create landing page (Carrd/Webflow)
  • Set up Facebook Business account & pixel
  • Configure Google Ads campaigns
  • Design & approve mail template with Lob
  • Begin email domain warm-up (Instantly)
2
Phase 2: Launch
Weeks 3-4
Week 3
  • Send first 500 direct mail letters
  • Launch Facebook custom audience campaigns
  • Activate Google Ads search campaigns
  • Go live with AI phone agent
Week 4
  • Track inbound leads in Airtable CRM
  • Review AI agent call recordings & transcripts
  • Maurice callbacks on qualified leads
  • Send second batch of 500 letters
3
Phase 3: Optimize
Weeks 5-8
Ongoing
  • Analyze channel performance data
  • Double down on winning channels
  • Run A/B tests on mail, ads, and AI scripts
  • Optimize AI agent qualification scripts from transcripts
  • Establish secondary monetization partnerships
4
Phase 4: Scale
Month 3+
Growth
  • Scale budget 10x on proven channels
  • Expand outreach to Tier 2 leads
  • Add outbound AI calling for Tier 1
  • Make secondary partner referrals fully operational
  • Document the complete playbook for replication
Pre-Launch Checklist
All 10 items must be verified before Week 3 launch date.
Property data imported into Airtable
AI voice agent tested with 10+ test calls
Twilio phone numbers purchased and configured
Landing page live with tracking pixel installed
Facebook custom audience uploaded from CRM
Google Ads campaigns created and approved
Direct mail template approved by Maurice
Email sequences created in Instantly
CRM workflows tested end-to-end in n8n
Calendly connected to qualified-lead flow