Real Estate Portals are not the only alternative. Not Even the Best.
It is time that the agents estate learn to create real campaigns using the PPC system; That is, the campaigns in Google Ads, Facebook Ads, Twitter Ads, Bing Ads, LinkedIn Ads, etc. Pay Per Click. Sooner or later they are going to have to learn it; so better now than later. The beauty of this PPC system is that:
- It is cheap compared to advertising on real estate portals.
- It is more profitable than advertising on real estate portals.
- You can stop or activate your campaign whenever you want.
- It adapts to any budget;
You can screw your competition up the nose on their own playing field. At least today
I’m sorry this article is a bit long, but I want to detail what you need to do to be successful with real estate PPC campaigns. You will hardly find this information in real estate training courses. I want to prevent you from wasting your money, so a long explanation is necessary.
It hurts me that there is so much ignorance among real estate agents about how to prepare an online real estate campaign using pay per click. It is time to wake up and learn new knowledge that is already part of the compulsory learning that every real estate agent must have.
It is not enough to have a degree, master or license to practice this profession, because if you do not know how to attract clients through the internet, you have it quite raw in this sector.
PPC Real Estate Campaigns Are Not Child’s Play.
Advertising online is not child’s play and it is not an activity for beginners . Actually, the expression “advertise” online denotes little knowledge of the subject. Creating several online real estate campaigns involves certain phases that you cannot skip and you must know in order to get quality clients who are looking for the property that you sell. Because with only 1 campaign, the Virgin is not going to appear to you.
What results can you expect from PPC real estate campaigns of blue world city islamabad ? Well, fame, money and glory. Today only a small percentage of real estate agents use this option profitably to attract clients, hey! I said profitably.
Because you know that you will need a good budget or good preparation and knowledge to be able to publish real estate campaigns in the Google Ads search network for more than 20 days in a row and get clients from that campaign to buy one of your properties.
Some real estate agencies and some agents, (who have already acquired the knowledge), get it and that allows them to continue creating real estate PPC campaigns. Not just on Google; but in other media.
The Steps to Create a PPC Real Estate Campaign.
Step # 1. Establish your Goals with Clarity. This is the essential requirement to start PPC real estate campaigns. Some agents, the smartest ones, go looking for leads by offering something, (usually an informational ebook), in exchange for an email. With this email address and an auto responder, they get a% of customers of all who download their ebook.
Others, on the other hand, are looking for leads or potential clients directly by sending them to a real estate landing page and from there generating requests by phone or email.
“Both goals are good; But giving something for something works best. The disadvantage of the first objective is that it takes time to create the ebook, you have to know how to design a real estate capture page and create a sequence of emails. Even so, it is highly profitable. ”
Step # 2. Select your Target Audience. Once you have defined your objective, now you have to think about your ideal clients. Choosing your target audience is one of the trickiest parts of PPC real estate campaigns.
Who may be interested in buying that parcel of land in that area? Who could be interested in that department in that area? Who may be interested in this 4 bedroom house with pool in this area?
Hitting your target audience is closely related to the knowledge you have about the property you are selling. The better you know it, the more likely you are to get it right.
The better you know its benefits and not only its characteristics, the more likely you will be to attract your clients with less budget. I recommend that you create an “atavar” for each of your properties and focus your PPC campaign only on that ideal client.
Step 3. Prepare your Landing Page. What is this? It is the page that users who click on your ads go to. And this page is NOT your home page on your website.
You have to create a specific Page for each of your real estate campaigns.
It can be a Real Estate Capture Page if you offer an informative ebook or a Real Estate Landing Page if you want to get requests from people interested in one of your properties.
Each of these pages has elements and a design that will be responsible for whether or not your campaign is successful. We deal with this aspect in detail with examples and practical cases in the course “Online Real Estate Acquisition Strategies”.
Preparing this page can take about 2 hours and you can prepare them within your website if you have used WordPress to design it.
PPC Real Estate Campaigns According to the Medium.
Step # 4. Media Selection. Are you going to use video, PPC real estate campaigns on Google Display, on the Search network, a mix of both? Are you going to use Google, Bing, Facebook, YouTube? Are you going to use several campaigns in different media? How are you going to structure it? When will they appear?
There are many questions that need to be answered and now is the time to sit down and think which medium or means are best for your goal.
For example, are you going to sell a luxury home for, say, $ 1.5 million ? Your best choice is video and ads on YouTube Indisplay. Are you selling an industrial warehouse? Your best option could be Google Display in placements? Are you selling an apartment? In this case, Facebook or Google with text ads may be the best medium.
And let’s not forget Bing , the network underrated by many real estate agents, because it is not as big as Google.
It is when this step is reached that some real estate agents get a kind of stroke. So many options for my real estate PPC campaigns ? Well, this is the wonderful thing about the internet: thousands of options at prices of $ 0.05 cents or less per click
The problem is that they do not know how to prepare these campaigns or worse still believe that they know how to do it just by reading for a few minutes the indications of the media on how to insert advertising.
Ladies and gentlemen, you have to learn to create these real estate campaigns and this does not entail, sorry, only a couple of hours of reading. You have to study the terms and conditions and read online many recommendations and advice from professionals who have already tried what works and what doesn’t.
Better to pay an online marketing agency to do it? Error, because you are only delaying the learning that you need to acquire if you want your online real estate campaigns to generate customers and sales.
You have to know what to ask an online marketing agency or they will do what they believe best without knowing well how an online person interested in buying a property behaves. Behavior that is a bit special.
There’s no turning back. You have to invest time in acquiring this knowledge. It is not difficult, it is just a matter of spending time sitting in front of your PC.
Step 5. Prepare a Tool to Measure your Real Estate Campaign. There is no successful PPC real estate campaign that does not use a tool to measure it. If you don’t measure the results of your campaign, you will hardly know what works and what doesn’t.
The best tool you have at your fingertips is Google Analytics . It is free and highly effective. Google Analytics will help you measure and analyze the traffic you receive from any online PPC real estate campaign.
Step 6. Do an Analysis of your Keywords. If you decide to advertise on the search network, you need an analysis on your keywords for your particular real estate business. In the real estate sector, these keywords are always made up of: a property characteristic + area.
To find out what these keywords can be, you can use the Google Adwords Word Planner . In the planner you can put the words that you think are the ones that your potential clients or competitor websites will use in your area and from these words and websites you will get keyword ideas for your real estate campaigns.
There are software that presents you with the keywords most likely to be used by your potential customers. If you have a budget, buy one of them.
Good PPC Real Estate Campaigns Spy on the Competition.
Step 7. Spy on your Competition. Find out what works for your competition and copy it. Copy it, because when it works for you they will copy it for you. There is nothing unprofessional about it. The unprofessional thing is not adapting what works.
You can use a tool to find out what your competition is up to.
What do you not want to pay for this tool, which on the other hand is not available to everyone? Perfect, open your eyes, sit in front of your PC with a coffee and start entering keywords and observing who appears in text ads and in Display ads, when they do it and how they are presented.
I must say that I finally gave up, because there comes a time that if you observe your competition well you know what they do, just by observing who has online real estate campaigns when, where and how
As a real estate agent, you don’t have 5 offices in your area of activity; so it will not be difficult for you to monitor your competition.
Step # 8. Organize your Account so that it can optimize . The great advantage of PPC real estate campaigns of Tajarat properties is that it offers you infinite data so that you can optimize your campaign or your ads.
That is why it is very important that your account is well structured from the beginning so that later you can optimize it without work. The better organized you have your account, the less time you will need to read your statistics and to understand how to improve your CTR results.
Step # 9. Take Your Time Creating Relevant Ads . Ads are a critical part of any search and display campaign. In the ads you must take care of your text and images. Both are 50% important. If you know your target audience, you know what their needs, fears and concerns may be.
This knowledge along with some knowledge of Copywriting will help you write better ads. Always talk about benefits and use a clear call to action in your ads.
Regarding the images, they must be descriptive, emotional or attractive. Do not use images of real estate where people do not appear. You need images of people who have something to do with the property and expressing their feelings. These are the best.
It will take time to get these images, so I recommend you prepare them in advance. You will need about 5-10 images .
Step 10. Do A / B Test with your Ads. Something essential that you should do when you create your campaign on the search network is to test your ads and for that you have to create several ads. You should create these ads and review them periodically so that you are canceling the ones that do not work very well and adding new ones. It is a simple process but you must be methodical.
It is not easy to write relevant ads, but you should think about capturing the reader’s attention with a good image and making them take action with a good copy.
“To create better A / B tests you should focus on the reach of your ads, their CTR, conversions and other metrics that the search and display networks know. The only difference is that in the search network you must evaluate keywords and ads and in the case of the display network you only evaluate ads “.
The periodicity in which you must do it will always depend on your investment and the time you can dedicate to it.
Remarketing in Online Real Estate Campaigns.
Step 11.- Use Remarketing or Very Advanced Segmentation. Remarketing is the best thing ever invented in online advertising. It is effective beyond all doubt. Chase your customers online until a percentage of them buy from you.
Hard? Easy! Use remarketing and if you can’t use it for any reason at least use the most advanced or specific segmentation possible.
There are tools like Facebook Ads that allow you a much higher segmentation than Google Adwords allows. The difference in this is that Facebook handles a lot of personal data of its users while Google does not have important data such as likes or preferences of these users.
That does not mean that the Facebook Ads network is better or worse than that of Google Adwords, they are simply different and in any case you should segment as much as possible. The success of all Facebook campaigns is based on a very high degree of segmentation.
One last recommendation . Start by investing a small budget of $ 5- $ 10 a day for a couple of uninterrupted weeks ( one week yes, another no, one yes, another no), in your real estate PPC campaigns . Your goal is to learn quickly , doing tests of all kinds and putting into practice all kinds of real estate campaigns.
“Creating real estate PPC campaigns is knowledge that you need to acquire as a real estate agent and you have to be willing to pay for it. It is also knowledge that they will not teach you anywhere and if you decide that it is best to hire an online marketing agency and forget about all this, you will be making a big mistake”.
The apprenticeship may cost you between $ 800 – $ 1,000 or if you fine tune it cost you $ 0. All my students, well, almost all, have invested time and money in preparing real estate PPC campaigns and in the end, in less than 2 months, they have achieved 1 or 2 sales that have brought them more than $ 5,000 dollars.
They have already covered their investment. So take a risk, prepare your strategy well, invest, learn quickly, have faith and you will get your money back in spades.
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