As a Real Estate agent, most of your marketing efforts revolve around acquiring new clients. One proven method for real estate agents is advertising with pay-per-click (PPC) campaigns.
PPC advertising through a PPC agency is easy and inexpensive for real estate agencies to bring in more business and increase revenue. AdWords is Google’s platform for pay-per-click advertising (also called CPC).
If there’s one thing Google knows best, it’s search – which means that AdWords makes it quick and easy to place relevant paid ads next to search results that match your target keywords.
By placing these ads on widely searched terms and phrases, your ads can reach highly targeted consumers within a matter of a few seconds. The results are dynamically generated based on the number of clicks, impressions, and conversions over time. If you are looking for a Buyer’s Agent in Melbourne, please visit Wise Real Estate AdviceIf you are looking for a Buyer’s Agent in Melbourne, please visit Wise Real Estate Advice.
An overview of PPC
Generating leads for your real estate business can be costly, primarily if you’re not focusing on the proper channels. When searching for a home, people often turn to their most trusted sources for information, which is why you must reach the right audience through online marketing.
Many real estate professionals overlook the potential of using Facebook and Pinterest as lead generation mediums. Given the high volume of traffic they receive, they are great options to expand your marketing reach and diversify the sources of leads that come into your business.
A typical PPC ad consists of a short text ad, one or more display URLs (to link users to after they click through), and an optional destination URL (the page you want visitors to land on if they click through your ad). They can be displayed as a text ad, as part of a search engine results page (SERP), or within the body of an online publisher’s website.
PPC ads are super-targeted because they only appear when particular search queries or interests are triggered.
Challenges of generating quality Realtor leads
Realtors, home buyers and sellers are familiar with the process that goes into buying or renting a home. They understand what to expect from the transaction process, but there are still many factors that influence the price of a home, such as the seller’s needs and wants.
For real estate agents to make an accurate assessment of the value of a home, they must gather information about the property for sale. The best way for them to collect such information is through advertising.
Here are three main models in the real estate industry:
Realtor Model – This is where a licensed agent works directly for you, typically as a buyer’s agent who represents your interests as they pertain to buying or selling property.
Brokerage Model – This model is when you hire a broker representing multiple clients buying or selling property on commission, usually with the brokerage itself serving as the lead generator.
Direct Marketing Model – This is where the Realtor uses direct mail, telemarketing, newspapers ads, billboards and other forms of direct marketing to generate leads for themselves and their clients. This option has become less popular in recent years.
Regardless of which model you choose, there will always be challenges when it comes to generating quality Realtor leads with PPC campaigns.
Top five ways you can use PPC to generate Real Estate leads
Real estate is a niche that lends itself well to pay-per-click advertising. Many realtors have turned to AdWords to market their businesses because of its affordability, targeting capabilities, and extensive inventory of leads.
Here are the top five strategies that have been proven to work time and time again:
1. Create compelling ad copy to grab a prospect’s attention
The headline is the first thing an opportunity will see in your ad. This is your chance to grab their attention and make them want to click on your ad. Make sure that your ad copy is compelling enough so that prospective home buyers will click on it and visit your website.
Prospects are more likely to click on an ad if it’s relevant, trustworthy, and solves their problem. Be sure to include clear messaging that explains the value of your product or service, along with a call to action that encourages prospects to take action NOW!
2. Set your budget
As with any form of advertising, you’ll need to set a budget to get started. The amount of your budget will depend on the type of real estate leads you’re seeking. Generally speaking, the more expensive the home, the higher your budget.
Here are some typical budgets for real estate advertisers:
A $500-$1,000 monthly budget is a good starting point if you’re looking for pre-approval leads. This will enable you to attract homebuyers ready to move forward with a purchase and have already been pre-approved for financing.
If you’re looking for post-approval leads, increase your budget to $1,000-$5,000 per month. These prospective home buyers have already been approved for financing and are likely in the process of searching for homes they can afford.
A $1,500-$3,500 monthly budget is sufficient if you’re looking for pre-listing leads. These home buyers have expressed interest in buying a home and have been pre-qualified by their lenders.
3. List down the top-performing local keywords in your niche
Run a Local Keyword Report for your industry and location to see what is most commonly searched for in your area. When creating your first campaign or ad group, these will be the best keywords to start with. You’ll also see that some of these keywords have over 100,000 searches per month which means they have a lot of traffic!
When creating your ads, always include location extensions in your ad copy, even if you aren’t advertising for a particular location. This allows you to attract people looking for nearby properties and people who are open to moving elsewhere.
4. Review what each keyword is worth every month
You can get a rough estimate of what each keyword is worth each month by multiplying its average monthly search volume by its average cost per click (CPC). This gives you an idea of how much revenue that keyword could be generating each month. For example, if the average monthly search volume for a particular keyword is 1500 and its CPC is $3, that keyword generates around $4,500 worth of revenue each month.
You have to run multiple keyword tools and aggregate their numbers for more accurate estimates. This will give you a better idea of how much traffic your keywords are generating and how valuable they could be in lead generation.
5. Test your landing pages-key to higher ROI
The best way to do this is to create a few different pages and then split test them against each other. Then you can pick the one that works out best and use that as your landing page.
Use longer headlines and subheaders on your landing page to get a better ROI. Make sure that your keywords are in there, but don’t overdo it, either. You want it to be readable by people who aren’t necessarily looking for real estate but also by looking for homes they can buy or rent.
Try different ad texts (which show up in search results) because this will help you figure out what works best and what doesn’t work at all to come up with better ads in the future. Be sure not to copy someone else’s ad text, though; make sure that you’re using something unique instead of stealing someone else’s ideas.
PPC is a fantastic tool for bringing in quality real estate leads. By choosing your targets wisely, you can rapidly grow your business and increase your revenue.
We hope that this guide helps you navigate the challenges of using PPC for sales and makes you more confident in your ability to generate real estate leads from PPC campaigns.