Google Ads for real estate agents
The real issue for many real estate agents who find PPC not so great is that they get started without a comprehensive plan for success.
Doing this right will result in immediate clicks through to the site, visitors who find what they seek, and real qualified leads.
How to Make a Real Estate Ad That Converts
There are steps you can take to make sure every ad is optimized, no matter where it appears. Use these tips on a variety of platforms for a consistent ad experience.
Target Customers By Region & Interests
Choose to narrow your audience by location. Enter relevant zip codes when prompted. Then add interests like “first time home buyer” for targeted keywords.
You can also add popular and relevant websites here too. Try including Realtor.com, Zillow, Redfin, and Trulia.
Choose Your Key Objectives
First of all, decide how you’ll measure the success of your ad. Use Key Performance Indicators (KPIs) like impressions, click through rate, and cost per action.
Different KPIs measure different goals, so know what you want to achieve before you choose one.
Make Every Ad Feel Personal
Showcase real customers who love their new pads. A potential home buyer who views this kind of real estate ad can identify with a happy family.
8 Tips for a successful campaign
- Do keyword research.
- Use your unique selling proposition (USP) to your advantage.
- Find your compelling offer and make it a part of your ads.
- Write ads that stand out from the competition.
- Use a high-converting landing page that is mobile responsive.
- Don’t forget to install your conversion tracking.
- Use correct campaign settings.
Let’s talk a little bit about real estate websites. It’s important that they are properly optimized.
The Landing Page
You do not want any of your ads linked to your website homepage! That’s not going to get you leads.
Start thinking of your site content in more tightly focused topics. Our example will be the desire to generate a buyer lead in a specific neighborhood, let’s call it “Great Neighborhood.”
It’s a large subdivision where you specialize in helping buyers and sellers.
You may, or even should, have several articles or pages of content about Great Neighborhood, but for our example, we’re going to work on ” Great Neighborhood Subdivision Homes for Sale” for our title.
We’re going to create a page with some very specific information about this neighborhood, what makes it desirable to buyers, and why you’re the agent to contact.
We’re going to get them to this page with our ad, but if we don’t get them to provide their contact information, we’re spinning our wheels.
Let’s create a historical Property Sold Report from the MLS for this subdivision. It can be made into a PDF file and set up for automated delivery if they fill out a form with their contact information and email address.
How the Ad Should Look
Now that we have our landing page created just for this ad campaign, we know they will go directly to the information they want.
Google tracks their time on site and clicks activity, so Google’s data will be able to tell that they are happy as well.
The special report offer is our call-to-action, and it’s how we’ll generate the buyer lead. They find what they want, read all about it, and see a valuable extra report that will give them sold property information for the area.
Real estate agents know it takes time to convert leads. As a result, the real estate industry isn’t known for its overnight success stories.
Successful agents work hard to build their client network, showcase properties and provide great content every single day.