Geek Estate Founding Member Spotlight: Dan Green from Growella

We’ve now published seven Geek Estate founding member interviews; Jennifer Kjellgren, Sep Niakan, Eileen Romito, Ryan Coon, Caroline Pinal, Joel Leslie, David Marc Harris, and Seth Siegler. The interviews are meant to give you a taste of current business priorities, products and trends to watch in 2018, and what they enjoy about being a Geek Estate mastermind member.

Our ninth interview is with Dan Green at Growella.

Without further ado…

What is Growella?

Growella publishes problem-solving financial content for high-intent consumers. To reach its audience, Growella uses a mix of interactive tools, empathic how-to articles, and high-value human interest stories plus a mortgage- and real estate-themed news show filmed in the company’s dedicated production studio.

How does the company help agents, brokers, and other professionals?

Growella generates high-intent leads for mortgage lenders and real estate brokerages.

What did you learn from building Mortgage Reports that you’re incorporating into this business?

People say you can’t win the SEO game to which I say: the people who say you can’t win at SEO have just never been able to do it. It’s entirely possible and building The Mortgage Reports taught me that. Winning steady, buyer-ready traffic from the search engines is a game that’s won with commitment to readers and the problems they need solved.

Why does Growella focus on organic readers when paid-readers can pay more immediate dividends?

Over time, the cost of acquiring organic readers moves to zero. This is opposite of using paid traffic, which increases in cost and complexity each quarter. Organic keeps it simple. Build incredible tools, tell wonderful stories, and produce relevant shows that connect to readers on an nuanced, emotional level. That kind of content attracts high-intent readers and kicks off high-value leads year after year. Contrast that to paid traffic, which stops when you stop writing checks.

What are two business goals for 2018?

Growella’s two big goals for 2018:

1. Secure sponsorship for our 3x weekly show, The Mortgage Minute-and-a-Half, and our weekly live web show.
2. Debut a new story-telling technique to help first-time home buyers make better choices.

What is one personal goal for the year?

Shave 3 minutes off my marathon time and qualify for the Boston Marathon.

What do you like about being a Geek Estate member?

The breadth of the Geek Estate community excites me. Lots of people with lots of different experiences.

Thank you Dan for being a founding member!

Geek Estate Mastermind Membership

Interested in joining?

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