Pay-Per-Click can be an effective strategy that realtors can use to build their brand online and generate new valuable leads. Since social media networks are arguably the most significant market that is never fully tapped.
As such, real estate PPC can be used to target potential homebuyers on social sites such as Instagram, Facebook, Pinterest, LinkedIn, and Twitter among others.
The tactics employed should not only revolve around social PPC ads but also have a broad and dynamic approach that helps to generate quality real estate leads that can be converted into actual home purchases.
For this, realtors should adhere to the following fundamental steps
of creating effective PPC ads that deliver quality leads.
Coming up with a pay-per-click campaign that delivers actionable results cannot be possible without doing enough market research. The objective being to know as much as possible about the target market (customers) and their demographics.
Moreover, the research should look into the various real estates and property features that homebuyers find of interest, and it also should factor in the search language they use (keywords and phrases).
Once armed with the necessary information about the target homebuyers, the real estate agents can come up with PPC strategies for their businesses that target the preferred audience precisely.
2. Set A Budget
As a viable marketing tool for real estate agents and agencies, PPC ads present a marketing route devoid of the advertising limitation driven by small budgets.
With the pay-per-click, you have advertising strategies that see you pay for actual leads (the clicks). Moreover, you can set the amount to spend and can opt to stop the PPC campaign if and when the need arises.
As such, you do not have to spend a significant amount of your finances on a single session; instead, you can come up with a budget that lets you run PPC ad campaigns on different days and time.
3. Bid On Keywords
Every PPC campaign will involve bidding. With most of the big players in the real estate industry that also have lucrative positions in directories have played a significant role in driving up the costs of bids for the popular keywords and phrases used for doing real estate searches online.
As such, the bids are priced beyond the reach of the average realtors. Therefore, the smart play is to bid on the keywords for local real estate searches with preference given to those that are neighborhood-specific.
It is a highly productive real estate PPC tactic that has numerous benefits. With the use of local keyword for your PPC ads, you reduce getting irrelevant clicks from people who are searching or are interested in properties that are not within your neighborhood or town.
As a result, you have better chances of getting quality clicks and leads from potential buyers that are interested in properties within your region.
Moreover, the area-specific keywords are often inexpensive allowing you have finances that you can redirect toward running more PPC campaigns with the aim of increasing the volume of quality leads.
4. Call To Action
When doing any advertising and marketing campaign, it is essential to include a compelling call to action. Fun enough, this is something that many realtors overlooked when it comes to real estate advertising with PPC ads.
With a strong call to action, you increase the click-through rate and therein generate quality leads that translate into an increase in traffic to your online real estate listings.
5. Dedicated Landing Pages
Run the PPC campaigns with high expectations of customers responding to every ad. Therefore, ensure that they are taken or directed to the exact listing they clicked on; do not send them to your home page.
90% of the visitors do not want their valuable time wasted on other things on your website; they want to find what they clicked to see. If the click-throughs are contrary to this, then all you are doing is wasting advertising expenditure.
Therefore, create dedicated landing pages for every keyword in the pay-per-click adverts.
6. Test & Retest
Once you are confident of the real estate PPC measures in place, it will do you no harm to test and retest things.
Also, leave some room for some adjustments to the text, images, and headlines as you run several versions of the adverts to see which ones generate the best results.