What is Rank and Rent?
In this article we will lay out what is Rank and Rent, and the reasons why it is increasinglky being adopted by online marketers. “Rank and rent” is a business model where a website is optimized for a local business, like a landscaper, dentist or local garage, and then the site is ranked on Google. Once ranked, the website is rented to local service providers who are willing to pay for leads that the website generates, because it is ranking. Rank and Rent is just another way of selling leads to local businesses.
Rather than adapting an existing site to get it ranking on Google, rank and rent practitioners generally build new websites that are focused on a specific business niche instead of being built for a specific business. The same work has to be done to ensure that website ranks on the search engines – content is created, on-page optimization is done and backlinks built etc.
Once the website starts to rank and attract traffic, the site owner rents the use of the website – and, alongside, all the interest in the form of leads that the website draws in – to a real business. One slightly involved task is to ensure that leads and phonecalls are directed to the renter, and be tracked so that the site performance can be measured and tracked. You can often tell whether a site is a rank-and-rent site by the generic nature of the information on the site.
The benefit to the business is that it gives access to a well-designed pre-built website, professionally set up, and which is bringing in traffic and sales opportunities with none of the hassle of having to manage it themselves. And because the business model is rental, the bsuiness can switch off their rent if they’re unhappy.
A variant of the model is rtaher than the site, only leads are sold, on a piecework basis, and in this case, the business only pays for leads – very low risk to the business. This lower risk is reflected in the higher cost of leads provided in this way.
In summary, the answer to the question “What is Rank and Rent” is that it’s a flexible business model that can take several forms but at the heart is the simple of idea of building websites, ranking them and then collecting revenue as a consequence.
What Are the Benefits of Rank & Rent?
For many practicitioners, rank and rent provides the prospect of regular income without the necessity to deal with clients on a daily basis. Websites can be built according to the preference of the rank-and-renter, rather than the whim of the business, providing discretion and freedom of choices that are normally absent when a site is directly built for a client. The downside of course is that the site must be maintained in the search engine rankings which, while fairly straightforward, is not entirely under your control. So it is possible that rankings will dip and rise and sometimes it takes strong nerves while waiting for rankings to recover.
Why do Rank and Rent?
As indicated there are some very good reasons why Rank and Rent can be an attractive business model.
- Ranking sites for competitive keywords can be time consuming and hard work, while ranking for local businesses is far easier. Why? Because a keyword like Best “Landscaper in Plano Texas” is far less difficutl to rank than something like “Best Weight Loss Product”
- Easy to sell: it’s one thing to buy a website that has yet to be built – another far less risky thing to rent a site that is already ranking visibly. This provides a level of trust that makes selling easier.
- The asset always remains yours, so that if one client disappears, another can be found and business continued. This is almost imposisble to achieve for a custom-built website.
Rank and Rent allows several options fot revenue generation:
- Standard Monthly Rentals – as with a property, you can rent out your website on a monthly basis with a flat rate. This has the benefit of being the simplest approach, but it also requires you to agree with the renter what the likely lead generation rate will be and the value of those leads. The monthly rate will then need to be no more than the product of the leads x value, for this to be effective.
- Price Per Lead – a more complicated method, this requires you to charge per lead, which in turn means you have a clear and accurate tracking mechanism in place for emails and calls. The client will also not be happy if they receive and end up paying for spam, so spam control will also be needed. This is popular with businesses, understandably, but for the rank-and-renter, this approach involves more administration effort on a regular basis.
- Rank and Sell – a form of website flipping – the site is ranked, leads start to be generated and then the site is sold to another rank-and-rent operator. This can be attractive since it generates significant lump sums in the short term. Such sites often sell for up to 2 to 3 years’ worth of rental income.
- For a lively discussion about Rank and Rent, check out this REDDIT thread.
- For resources to get started on your rank and rent journey, Rankandrent.club offers free training (alongside a more in-depth and supported paid training program)
- A review of RankandRent.club can be found HERE