$2.24 Million In Twelve Months, And Nobody Presented Live

Multifamily Movement

$2,246,155 in twelve months

Client: Multifamily Movement, founded by Jullien Gordon
Vertical: Real estate coaching
Period: 5 November 2020 to 5 November 2021, exactly twelve months
Gross sales: $2,246,155
Buyers: 2,108
Average cart value: $1,060.01
Earnings per click: $10.78
Funnel steps: 19, including four pre-webinar pages and multiple replay variants
Stack: ClickFunnels
Traffic: Paid, run by others. The ads were not mine
My role: System Engineer at PPC Boutique. Funnel build, automation, system integration and tracking, the same role as on RAL Academy

A live webinar is a job, not a system

Live webinars work, and they have a ceiling that has nothing to do with marketing. Somebody has to show up and present. That caps how often the offer can be sold, ties revenue to a calendar, and stops the business whenever the presenter is unavailable.

The usual fix is to record the webinar and replay it. Replays convert worse than the live version and everybody knows it, because a replay with no reason to attend at a particular time and no consequence for missing it is a video, not an event.

That gap is where the work is. Closing it means scheduling that creates a reason to attend now, reminders that behave as though something is happening, pages before the session that prepare somebody to attend rather than just confirm a registration, and follow up that reacts to what a person did rather than to what day it is.

Get that right and the replay stops being a compromise. Get it wrong and you have a video library with a checkout attached.

What I built

An evergreen webinar ecosystem
Not one webinar on a loop. The funnel carries a registration landing page, a separate YouTube traffic lander, a registration thank you page, four pre-webinar pages, and several replay variants including one scheduled to run "Tuesday like live".

That last one is the whole idea in a phrase. The session is recorded, and everything around it behaves like a live event: a fixed time, a reason to be there, and a consequence for missing it.
Four pre-webinar pages
The stretch between registering and attending is where webinar funnels lose most of their people. These pages exist to close it, so somebody who signed up on Thursday still shows up on Tuesday.
Multiple replay paths, tested against each other
Several replay pages ran under different framings. This is what the phrase "continuous optimization" actually means in practice: variants running side by side over months, rather than a single build and a report.
Supporting content offers
A down payment assistance programs page and a deal analyzer video sat alongside the main path, pulling substantial traffic and feeding the same ecosystem rather than existing as isolated lead magnets.
Additional offers in the same system
Real estate investment tour pages, including a city specific version, run inside the same funnel rather than as separate builds.
The checkout that carried it
A single shopping cart step handled 113,729 page views and 2,108 purchases over the period, at a 3.11% sales rate.
Automation, system integration and tracking
The layer underneath all of it, built to the same pattern as the RAL Academy system: behavior recorded at the webinar layer, carried into the CRM, and used to decide what happened next.
What I did not do here
The paid traffic was run by others. My work was the funnel, the automation, the integration and the tracking. Everything in the numbers below is what happened after the click, not what produced it.

What it produced

Over the twelve months from 5 November 2020 to 5 November 2021:


Gross sales	$2,246,155
Buyers	2,108
Average cart value	$1,060.01
Earnings per click	$10.78
Checkout page views	113,729
Checkout sales rate	3.11%

Three things in that table are worth separating out.

$10.78 earnings per click. Paid traffic fed this funnel, run by others rather than by me. That number is what made the spend viable: it is the figure the media buyer was working against, and the funnel is what produced it.

A $1,060 average cart value on a course. The buyer was not spending the headline price. There was somewhere else for them to go.

A 3.11% sales rate at the checkout, across 113,729 views. At that volume the rate is not a fluke of a small sample. It held over a year.

The replay pages carried 32,695 views across the period. The live landing page carried 321. The evergreen system was not a supplement to live webinars. It was the business.

What applies to a business like yours

Three questions worth asking about your own webinar:

If you stopped presenting live tomorrow, would the offer keep selling?
What happens in the days between somebody registering and the session starting?
Do you know your earnings per click, or only your conversion rate?

The second question is where most webinar funnels lose the people they already paid to attract.

Services behind this project

The thinking behind this project: A launch earns once. A ladder keeps earning.

A Business That Does Not Stop When You Do

Thirty two thousand people watched a replay and two thousand of them bought, over a year in which nobody stood up and presented anything.