The method I teach has three parts that fit together. The asset you build is a Digital Lead Asset (DLA). The framework for building it is FBR|R: Find, Build/Buy, Referrals | Revenue. And the Revenue step has two paths: Direct to Buyer (DTB) or Pay per Lead (PPL).
I teach the whole method inside my free Skool community and in live webinars twice a month. If you want to know how it got here, I wrote about why I changed it from Find, Build, Rank, Rent to FBR|R.
Digital Lead Assets (DLA)
A Digital Lead Asset is a website you own that targets a local service in a specific city, ranks in Google and AI search, generates leads, and gets you paid for those leads. You own the asset. The leads are what people pay for.
Digital: it lives online as a website. Lead: it produces the one thing every local business pays for, leads from people who need the service now. Asset: you own it and it generates revenue. Rent it to a business or sell the leads to a network; either way the income is yours, and the site itself can be sold later.
You own the site, the traffic, the lead flow, who receives the leads, and the income the site produces.
The FBR|R framework
FBR|R is how you build a Digital Lead Asset. You find the opportunity, build or buy the site, get it generating referrals (leads), and then generate revenue from it.
The bar in the name separates the work from the payoff. Find, Build/Buy and Referrals create the asset. Revenue is what the asset earns. The order matters: you don't build before you've confirmed the opportunity is worth building, and you don't try to get paid for a site that isn't producing leads.
1. Find
Find is where you decide if an opportunity is worth building at all. A good find has two things: profit potential and a realistic path to ranking. That means looking at the value of the service, search demand, cost per click, how many advertisers are bidding, how strong page one is, and whether a good domain is available. KillerEMD was built for this step: it scores the actual top 10 for a keyword and tells you how beatable they are.
2. Build or Buy
This step is about acquiring the asset. Build means building the site yourself, whether that's on an exact match domain, a partial match, or an expired or auction domain that already carries trust. Buy means buying a lead site that's already built. A proper build covers keyword clustering, page structure, on-page optimization, content, schema, internal links and tracking. Xagio handles this, with Agent X building the site itself.
For the on-page side, I use Keyword Cloud Optimization: lead each title with the most opportunistic keyword in the cluster, then cover the rest of the cluster's words.
3. Referrals
A referral is any customer the site sends to a business: a call, a form or an email. This is the step where the site becomes valuable. Ranking is the way I teach most, but a site can generate referrals through Google, AI search, paid ads, or by being bought already producing. No Google Business Profile is required. LinkSheets tracks which backlinks actually moved rankings, so you reinforce the site only when it needs it.
4. Revenue: DTB or PPL
Once the site is producing referrals, it earns revenue one of two ways. RingRobin tracks every call and form so you can prove what the site produces, whichever path you choose.
Direct to Buyer (DTB)
Direct to Buyer is rank and rent. You lease the site to a local business owner. They get every lead it produces, and they pay you monthly.
You find the business owner and make the deal. That takes some prospecting and some sales, and in return you own the relationship and the monthly income. DTB usually pays more per month and gives you full control.
For finding that business owner, I use the Magnus Outreach Method: a free SEO report offered in local Facebook groups.
Pay per Lead (PPL)
Pay per Lead means sending the calls to a pay per lead network instead of renting the site to one business. The network already has business owners buying calls in that niche and city, and it pays you for every call that qualifies.
There's no renter to find, no sales call and no invoice. The trade is that you give up some control, and you build the site to fit the network's offer. PPL is faster to start because there's no one to sell.
Same site, either path
DTB and PPL work with the same site, and you don't have to choose one forever. A common approach is to start a new site on pay per lead so it earns from its first qualified calls, then move it to a direct renter once it's producing and you've found the right business owner.