Anyone using the internet can find out about products via search engines such as Google or Bing. They may also be able to utilize tools like Google Adwords or Bing Ads. PPC or paid search marketing refers to the methods and strategies used by search engines to display targeted ads on websites. Real estate agents can use these methods to drive prospects into their properties and also utilize them to generate more leads.
However, you need the right strategies to find success in real estate paid search advertising. The key is to attract potential buyers with ads that meet them in their moment of need on the channels they use to search. Read this guide, and you’ll learn how to create real estate paid search strategies that work.
Identify Your Customer’s Needs
Figure out what kind of leads you’re looking for. Check out your audience’s search habits. Who are your target customers? Maybe you already know the demographics or even which zip codes. You could be targeting people in your target audience who search for homes or apartments specifically or those who search in that general market.
Google offers a free tool that lets you determine how many people have searched for real estate on Google (or any other search engine). Click on Google Suggested Interest. Google lets you test how many search users in your market are likely to have the criteria you’re looking for.
Create Ads That Meet Your Customer’s Needs
“You can sell to someone today, or you can earn loyalty with someone tomorrow.” — Paul Herman. To find success with real estate paid search ads, you need to start by learning the users searching on the channels you have access to.
You also need to recognize what each user is looking for and create ads accordingly. Only the people you find most likely to be looking for what you’re selling will become your most loyal customers.
Create Great Landing Pages
Landing pages get more visitors than any other page on your website. The reason is simple: People trust search engines and websites that show up in searches more than they trust websites that take forever to load. That gives you two important things to remember when designing a landing page.
Don’t Over-Optimize for Visitors. Visiting a site with lots of options can feel overwhelming when there are so many things to see. Make sure there is one thing that stands out from all the rest — a clear call to action for visitors to act immediately.
Community Pages
Buyers considering relocating to a new area do their homework on the industry as whole and specific communities. Create community pages and establish your site as the go-to source for information about your community. Climate, demographics, colleges, civic utilities, small enterprises, and other subjects can all be covered on community pages.
Geotargeting
Geotargeting allows realtors to get very specific with their online marketing campaign and target the right customers. They can locate buyers interested in particular properties, make offers to sell those properties more efficiently, facilitate more sales, and do more to maximize their profit.
Many realtors use a combination of lead generation and geo targeting in an attempt to increase their revenue.
Negative Terms
Negative keywords are search terms that prohibit the ad from appearing in search results. For example, let’s assume you don’t want to connect with certain kinds of properties or apartments. You’d add those to the negative keywords list, and your ad will be hidden if someone searched with those terms.
Winding Up
Leads are often challenging to come by, but if you’re willing to put in the work, the above real estate paid search strategies will allow you to bring more qualified leads into your marketing funnel