Luxury Real Estate Marketing: How To Generate Real Estate Leads with Google Ads.
According to the world property journal, the real estate market in the USA by $11.3 trillion in 2020, in spite of falling incomes due to the COVID 19 pandemic. Over 50% of homeowners found their property online, while 28% of them found it through a real estate agent. Home prices are expected to rise by 17.3% by the end of 2022, presenting an opportunity for both Realtors and investors to earn some good money.
The average Realtor made $48,930 in 2019 but top agents regularly make more than $100,000 per year. Success in real estate has long been determined by the number of hours you put in and the referrals you get from happy clients. However, if you truly want to stand out from the crowd and grow your earnings exponentially, you need to take your business online. Having a website, social media marketing and Google PPC marketing are among the best ways to generate quality real estate leads.
So what is Google PPC marketing and how can it help you generate real estate leads? This article will guide you on real estate lead generation.
WHAT IS GOOGLE PPC MARKETING?
Google PPC marketing is a system that allows you to reach customers who are looking for the services you offer by using paid ads. PPM stands for Pay per Click which means that you only pay for Google Ads when a potential customer clicks on your Ad.
Google Ads always appear at the top of SERPs i.e Search Engine Result Pages and are a great way to drive traffic to your website.
Investing in PPC marketing is among the best ways to generate leads for your real estate business. Statistics show that businesses that use PPC marketing report the following;
- An 80% increase in brand recognition.
- 50% more conversions than organic advertising.
- Up to 850% return on money spent on paid Google search ads.
- Twice as many website visitors as SEO.
HOW DOES GOOGLE PPC MARKETING WORK?
Google PPC marketing uses ads in various formats to help you reach your target audience. The most common types of ads include:
- Search Ads – These are text ads that appear at the top of search results on Google.
- Display Ads – These are the ads that appear on other websites that searchers visit.
- Video Ads – These are the video ads that appear in YouTube content.
Google’s marketing platform is the most popular among several popular search engines because it gives you access to the hundreds of millions of customers who search for information on a daily basis.
PPC marketing is a simple process that involves the following steps:
1. Opening an advertiser’s account on Google
2. Creating targeted ads by using the relevant keywords for your business.
3. Setting the amount you are willing to pay per click.
4. Your ad goes into an auction with others from businesses that are bidding on the same keywords. The person that bids the highest gets the top spot on the search engine page. The ads are then arranged in terms of how much each person bid.
5. You pay whenever someone clicks your ad.
WHAT ARE THE BENEFITS OF GOOGLE PPC MARKETING FOR REALTORS?
Google has several benefits to offer your real estate business. These include:
A. YOU ONLY PAY WHEN SOMEONE CLICKS YOUR AD
With other types of advertising, you usually have to pay upfront regardless of whether or not your targeted customers clicks on it. This could end up costing you a lot, especially if you plan to run your marketing campaign for a long time.
B. YOU CAN SET YOUR BUDGET UPFRONT
Google allows you set a daily, weekly and monthly budget. The main advantage of this is that you only spend what you can afford. In addition, you can use analytics to find out how your ads are performing and determine whether you need to spend more or cut back.
C. EFFECTIVE TARGETING
Targeting is a strategy that helps you reach the customers most likely to purchase your products and services. Google PPC marketing helps you to do this through keywords. You conduct research on the most popular keywords for your industry and bid on these. Google then places your ad in the places where your customers can best view it. This drives targeted traffic to your website and gives you a chance to convert your visitors into loyal customers.
D. INSTANT TARGETED TRAFFIC
Because they appear at the top of search engine result pages, ads are the first thing that people searching for your product or service will see. As a result, they are more likely to be clicked on. This leads the visitor to your website or landing page where they can learn more about what you have to offer.
This is in contrast to organic traffic which might take months as you struggle to come up with strategies that improve your ranking on search results.
E. PERFORMANCE MEASUREMENT
Google Ads can let you know how your PPC marketing campaign is performing by providing you with the right analytics. Some of the analytics that Google can provide include;
- How many people clicked on your ad.
- How much traffic you got to your website.
- How many leads you generated.
- Which keyword was most successful in generating leads and driving traffic to your site.
- Cost per lead.
These analytics will then help you tweak your marketing strategies and efforts in order to achieve the results you want.
HOW DO I GENERATE REAL ESTATE LEADS WITH GOOGLE PPC MARKETING?
Google PPC marketing is great for any Realtor who does not have the time to wait for organic marketing to yield results. However, in order to drive the leads you need, you have to use a few highly effective PPC strategies. These include;
A. USING RELEVANT KEYWORDS
Relevant keywords are those that best describe your business and the services you offer. To discover which keywords are most relevant to your real estate business, ensure that you conduct sufficient keyword research and do this with intent.
B. OPTIMIZE YOUR LANDING PAGES
You need to ensure that people do not click away from your landing page due to poor optimization. You can optimize by increasing loading speeds, improving navigation, optimizing for mobile and ensuring that your landing page is relevant to your Google ad.
C. LOCATION TARGETING
It goes without saying that real estate is location specific. As a result, you can target your ads to the people living in the specific area (even by zip code), city or country. Master Geo-targeting in order to prevent your ads from appearing in irrelevant locations.
D. USE NEGATIVE KEYWORDS
Negative keywords help you exclude certain search terms from your PPC campaign and target only customers who are looking for a specific product. For instance, if you sell farmland, you can list apartment’ as a negative keyword so that your ad is not shown to apartment hunters.
IMPORTANCE OF HIRING A CERTIFIED AND EXPERIENCED GOOGLE ADS EXPERT TO SETUP, OPTIMIZE AND MANAGE YOUR PPC ADVERTISING CAMPAIGN.
Successful Google PPC Marketing can be extremely involving and complex. In addition, it requires you to have in depth knowledge of digital marketing strategies that will help you choose the right keywords, target the relevant customers and create a marketing campaign that brings you the results you want.
For maximum effectiveness, you need to hire a certified and experienced Google Ads expert to setup, optimize and manage your PPC advertising campaign. This will free up your time to attend to current clients and run your business more effectively. Below are a few things that a certified and experienced Google Ads expert can do for your real estate business;
1. Develop PPC strategies to drive your real estate business’s online visibility.
2. Manage the various aspects of your Google Ad campaigns.
3. Use Google analytics to measure campaign success. Checking reports such as site search reports, top conversion and geo-locations reports in order to determine who the visitors to your site are and their behavior on your site.
4. Creating reports on campaign performance and making recommendations about future campaigns.
5. Analyzing the ROI on PPC campaigns.
6. Managing campaigns across multiple devices.
As you can see, this is not a job for an amateur and will need someone with the hands on experience to run your PPC campaign effectively. Ideally, your Google PPC marketing expert will possess the following skills and competencies;
- Digital marketing qualifications.
- Google Ads certification.
- In-depth knowledge of Google Ads and analytics.
- Experience in search engine marketing (SEM).
With the right Google Ads expert, you can generate the quality leads you need to grow your real estate business and be on your way to becoming a top rated Realtor.
Leads are the lifeblood of your real estate business, providing you with the customers you need to close sales and make a profit. With over 90% of people searching for homes online, it makes sense to invest in Google PPC marketing and capture these high value targeted leads. With the right PPC marketing campaign and a qualified Google Ads expert on your side, you can attract the qualified leads that your business needs to grow.
Are you ready to take your real estate business to the next level?
Hi, my name is Oleg Potemkin and I am certified Google Ads Specialist with 18+ years of digital marketing experience. I have been managing successful Google AdWords (now Google Ads) PPC campaigns since 2004. I personally generated hundreds of real estate leads that resulted in over $20,000,000 in real estate sales and over $600,000 in real estate commissions.
I am offering my services to Realtors who are serious about growing their business. I will setup, optimize and manage your Google Ads PPC campaign to generate high quality buyer leads. Contact me at (808) 398-9987 today to discuss how I can help you grow your real estate business faster.