So, you want to make an effective PPC campaign for your real estate business? In the past, you probably have a fair share of ups and downs in the real estate market, yet you still stuck at it all these years.
Now, you’re investing your money in generating your own leads via Google AdWords. Perhaps, you need help to get started, or you’re taking your PPC campaign to the next level.
How Effective is PPC for Real Estate Businesses?
It has been proven time and time again, that paid ads are excellent if you want to promote your real estate business. Usually, text ad search results are getting higher conversion rates, as compared to display ads.
More and more businesses are investing in paid ads. If you don’t want to get left behind, start looking at it as a marketing initiative and consider the benefits it can bring to your business.
A multichannel approach is ideal to ensure that the coverage is extensive and to gain optimal market reach.
Every channel is different, as well as the way you deliver your content through these channels. Yet, you need to make your message consistent.
You also need to put special attention to your target audience’s needs. The same thing goes for your conversion goals on every campaign that you launch. That way, you’ll be able to improve your conversion rates in the long run.
If you’re in the real estate industry, and you know how to close a deal, then chances are PPC campaigns are effective in boosting your opportunities pipeline.
Now, we’re going to talk about the seven ways how to create a highly effective PPC campaign for your real estate business.
1. Do your research
Every great real estate campaign starts with getting to know your target market.
What are the specific areas that you want to target? What are the kinds of properties you want to sell? Who are the types of buyers and sellers that you want to work with?
In other words, you need to know the keywords, demographics, and other important details about the market that you’re advertising in.
Use that information to conduct your keyword research. Once you know the types of keywords that the majority of homebuyers use, you’ll be able to tailor your PPC strategy depending on your desired audience.
For instance, if the area that you’re targeting is large enough, create a campaign that’s targeting major metropolitan areas. Then, consider breaking the suburbs in for each campaign.
2. Use relevant keywords
The use of relevant keywords allows you to show your PPC ads to the right audience. This could mean less advertising costs and more ROI.
On the other hand, running a PPC campaign just for the sake of running it could be detrimental for your real estate business. That’s because the more people click on your ads, the higher your marketing cost will be. Unfortunately, doing PPC willy-nilly could mean that you are attracting traffic who are less likely to buy from you.
3. Create custom landing pages for listings
A lot of users that respond to PPC ads are only keen on a particular type of listing that they’ll eventually click on. So you will lose a majority of them if they land on your real estate site’s homepage.
Your landing page should also highlight some kind of benefit. For instance, if you’re offering a flat fee instead of the usual commission, then it should be stated on your landing page copy.
4. Use negative keywords
The search phrases that you don’t want your ad to show up are known as negative keywords.
Let’s say, you are specializing in suburban properties, and yet you don’t want to specifically target farmhouse buyers. What you can do is to list “farmhouse” as a negative keyword. Doing so will prevent your ad from showing up whenever someone looks up ‘farmhouse” on Google.
5. Focus on generating leads
Getting the right kind of traffic is important. But if you’re not getting enough leads, then you’re just paying eyeballs for your site. Nothing else.
That’s why it’s crucial that you capture leads and follow up with them. You also need to have a consistent lead flow to be successful in the long run.
The most successful real estate platforms usually have a pop-up that shows up after the user has visited a few home listings. These often ask for the user’s email address before they can continue browsing the site.
Having this kind of pop-up allows you to build an extensive email marketing list. In some areas, those leads to sold homes ranging anywhere between 1-3%.
6. Prevent other city keyword matches
Not all cities are unique. So, it’s crucial to take off those clicks that are generated from searches from different cities. A great strategy to use here is to come up with a negative keyword list that’s made specifically for a particular State and its various abbreviations. That will help you get rid of duplicate or other unnecessary searches.
7. Test multiple headlines and descriptions
When you test your headlines, text descriptions, and images, you’ll have a better idea of what’s giving you the best conversions. Also, closely studying the ads of your competition gives you an idea of what’s working (and what isn’t) in your market. When it comes to the clickthrough rates of your ads, you shouldn’t settle for anything that’s less than .035 percent.
Over to you
The aforementioned points we’ve discussed are some of the tried and tested ways that will help you succeed in real estate pay-per-click marketing.
You’ve probably come across a negative comment from real estate professionals how they just wasted a lot of their money on PPC advertising. But the reality is, some of them have no clue what to do or how to do it.
So, apply these on your strategy and start seeing the results!