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If you’re a realtor and have considered putting money into generating your own leads through PPCs, here are a few tips to know to help you get you started:
Target Well
Not all clicks are created equal. The most valuable clicks come from well-qualified buyers or sellers who can actually maximize a realtors real estate lead generation. Your first step in executing a strong PPC campaign starts with researching and selecting the right target audience. To do this, you’ll want to place ads on websites that potential home buyers and sellers are likely to land on. Your second step heavily relies on keyword targeting.
When it comes to keyword targeting, it’s important to note that in the world of search engines and PPCs, the top of the first search result page is considered prime real estate. It’s here that advertisers use keywords to make a bid for their ads so they pop up when users search for matching specified terms. Users typically will click the first 3 sites that top a search results page. Mostly this is because matching keywords legitimize their relevance to a user’s search. As a rule of thumb, the more detailed and specific the keywords are, the better. So, for instance, if you were to create an ad for a detailed search term such as “East Bay luxury high rise apartments for sale,” your ad would receive more qualified leads than a term that read “California real estate.”
Beyond the world of search engines, today’s ad sellers are branching out of their targeting efforts to social media. On Facebook, marketers can create an ad so that it targets an audience of a particular age and set of interests. For realtors, this means access to a bigger and more accurate pool of potential buyers. What’s more important, it means an opportunity to “re-target” users who have visited their site before so they can encourage them to return and revisit properties they might have forgotten about.
To increase your chances of ranking for real estate in your region, emphasize capturing local traffic in your keywords. Throughout your pages incorporate local keywords and make your website a resource for locals. Provide information that details local school districts, public transportation, and statistics on the average homeowner.
Use Analytics to Determine ROI
Paying for the right clicks is only half of the battle. The other half includes determining the value of users who do click by tracking them down. Today’s websites are incredibly sophisticated and can do a great job of conducting an analysis of user profiles. If you weren’t already aware, e-commerce sites use ads all the time to track and analyze your behavior. As soon as you click on an ad and visit sites such as Amazon, Nordstrom or Target, all of your moves are tracked, stored, and analyzed. Google AdWords, Facebook Ads, and other pay-per-click analytics services can help you to track the users that stem from an ad and can help you to define the kind of houses your users are looking to buy.
To mimic this tracing power without the costs of analytics tools, focus your efforts on tracking the results of your call-to-action pages, better known as CTAs. When users click on your ads, route them to a landing page and direct them to take a specific action such as providing their email address. This allows you to track which leads are attributable to your PPC campaigns and effectively analyze the success of your advertising efforts.
Follow-Through
Follow up on your leads and avoid letting prospective buyers and sellers slip out of your hands. If you’re conducting PPCs through AdWords, have a system that allows you to effectively follow up with potential buyers and sellers before ever running new ads and feeding them with similar information. To do so effectively, set up an email drip campaign that allows you to meet with leads so that you can discuss their home buying and selling objectives together. The best follow-up campaigns will help you obtain the contact information of leads, get them on the phone, and in your office for a face-to-face discussion.
