Winning the Legal Lead Game: Online Strategies That Deliver

In a highly competitive legal landscape, law firms need to do more than win cases–they need to develop multifaceted digital marketing strategies that leverage Google Ads for law firm marketing, social media, search engine optimization, and other online tools. Messaging needs to resonate with target audiences, enhance a firm's online presence, and generate leads that translate into high-quality, paying clients.

Lead generation is the fuel that ensures the longevity of a firm. In the past, lawyers often relied on billboards or word-of-mouth referrals from previous clients and other attorneys. While these methods still have their place, online marketing is critical to sustaining a law firm's success.

Staying Ahead Online

To create a strong online presence and convert more leads into high-quality clients, these three goals need to be at the forefront of digital marketing efforts:

Amplify Your Online Visibility

Law firms need to build their presence online in a number of ways, including:

• Being active on social media

• Aligning website content with search engine optimization best practices to boost standings in search results pages

• Sending promotional and informative emails

• Using targeted paid advertising

The more time and resources that are wisely invested in online marketing, the more leads will be generated.

Refine your niche to selectively target audiences. Share legal tips and insights. When BERK Labs takes over your online marketing, we will save you the time and effort needed to build brand recognition and momentum.

Create Online Content That Matters to Users

Emphasize your firm’s legal specialties and accomplishments on your website and online outreach. Ensure your website is professional and showcases your talent, and optimize it so that it’s easy to use, mobile-friendly, includes client testimonials, and provides a seamless user experience.

Continuously create content (such as blogs, videos, podcasts, articles, client case studies, and guides) that addresses legal issues and provides valuable information. Keep your messaging at a 70% informational and 30% sales ratio. Offer free initial consultations and promptly respond to online inquiries.

Build relationships with prospects by responding to their comments and questions. Create content that speaks to their issues. Keep your law firm's Google business profile up to date. This will help boost your online visibility and SEO results.

Lead generation in the legal world follows a four-step process that should be reflected in online marketing planning:

• Raise awareness: Inform potential clients about who you are and what you do. This is the focus of most advertising strategies.

• Grab their attention: Gain trust by demonstrating how you can handle cases better than your competitors. Content and web design are extremely important during this step.

• Convince your audience to hire your firm: Drive prospects to make a decision with frequent calls to action and testimonials.

• Encourage action: Make it easy for prospects to act with links to relevant landing and contact pages. Ensure you have an established process for gathering and responding to leads so you can systematically vet them and convert them into clients.

Generate High-Quality Leads and More Clients

There are roughly 8.5 billion Google searches every day, and 246 million people in the United States who use social media. However, trying to reach everyone online is a waste of time and resources.

Target audiences that are searching for legal services in your area of expertise and location. Compelling content that addresses specific needs will encourage higher engagement.

Utilize data from online platforms to evaluate the outcomes of your digital marketing efforts. Invest in high-performing strategies and refine lower-performing ones to enhance their impact.

Leading the Pack

Online marketing offers nearly unlimited opportunities for firms to connect with people searching for legal services. It takes some time and patience to build a presence online, but these efforts can lead to meaningful leads. If you want professional help with your online marketing strategies, partner with BERK Labs.

We will manage your digital marketing campaigns from end to end so you can focus on your legal practice. BERK Labs will also take a multipronged approach and use a combination of marketing strategies to strengthen your online presence, build genuine relationships with your audiences, and ensure the greatest return on your online marketing investment!

Your Law Firm’s Secret Weapon: Mastering Google Business Profiles

Consider this: 96% of individuals seeking legal services use search engines to find a law firm. When a Google Business Profile (GBP) is well-optimized and emphasizes a local approach, users are 2.7 times more likely to consider it an expert in its field, and 70% are more likely to visit the law office. These statistics highlight the essential role GBPs play in attracting new business.

Mastering the nuances of GBPs and Google Ads for law firms will give your practice a significant edge over your competitors. To generate high-quality law firm online marketing leads, a GBP should underscore your firm's commitment to delivering top-notch legal services.

What Is a Google Business Profile?

Once known as ‘Google My Business,’ GBP is a free, easy-to-use tool that allows law firms to create a profile for their practice that will be displayed on Google Search and Google Maps. It helps law firms (and other organizations) appear in search results for users who are looking for services or products that match their area of expertise.

A GBP can enhance a law firm’s online presence and draw more users to their site. Profiles are kept active and engaging with regular updates, responses to client comments, and addition of photos and videos.

Ramp Up Your Google Profile

Law firms can track how visitors interact with their GBP using metrics such as the number of search queries that lead to their profile, views, clicks, and other user behaviors (e.g., calls, direction requests, etc.).

To make changes and optimize the performance of a profile, use real-time performance data to identify trends and refine online strategies to acquire more clients. Here’s how you boost your online visibility and the number of qualified leads who visit your website:

Be Transparent

A GBP should reflect your firm’s areas of expertise and reputation. Ensure your profile includes accurate contact information, such as your name, address, phone number, email address, website URL, and office hours. If you offer after-hours consultations, include that as well.

Don’t cut corners. The GBP and your website are where you will make your first impression, so it’s essential to use professional, high-quality images to demonstrate professionalism.

The GBP tool also has features that allow you to build relationships, such as direct messaging, the sharing of legal insights, and hosting a question-and-answer forum. Respond to any feedback, both positive and negative. Online engagement helps build credibility and connections with potential clients.

Gain More Visibility Online

Regularly monitoring and updating your GBP, using proven local search engine optimization (SEO) tactics, and adopting Google Ads strategies for law firm marketing are crucial to strengthening your brand and staying ahead in a competitive legal environment.

Every update to your GBP needs to align with your firm’s values and approach to client service. Ensure all content is accurate and provides solutions to prospects’ legal needs.

To help potential clients find you more easily, include compelling descriptions and content directly related to the services provided, use relevant keywords to improve search results and client targeting efforts, and regularly engage with visitors. Ask for feedback to refine your GBP.

Monitor competitor profiles for insights on effective digital marketing tactics and growth strategies. It’s not okay to copy a competitor’s content, but learning from their successes is.

Don’t underestimate the power of linking your GBP to Google Maps and strategically using location-based keywords in your profile, such as 'divorce attorney in Phoenix, Arizona.' Location settings need to be accurate so clients can easily find your practice and decide if it is close enough to suit their needs. Ask clients to post Google Map reviews to build more credibility and trust online.

If your GBP is not generating the results you expect, double-check the contact information, ensure the call-to-action is clear and easy to perform, keep content fresh with meaningful blogs or podcasts, and make sure what makes your firm unique stands out.

Profiles in Success

In many ways, a law firm's Google business profile is more critical than its website. A GBP is the first point of contact for potential clients searching for legal services. BERK Labs has years of experience optimizing GBPs and ensuring that they contain accurate details about a law firm’s location, areas of expertise, and relevant keywords. Reach out to us today to learn how we can help improve your firm’s online presence!

Google Ads Management Strategies for Law Firms That Work

Google Ads is a pay-per-click advertising platform. That means that law firms only pay when a targeted prospect clicks on an ad that directs them to your website.

Any reputable law firm or Google Ads agency will tell you that to generate the best results from your Google Ads campaigns, you need to adopt proven ad management strategies that focus on targeting the right audiences, using relevant and engaging keywords, optimizing ad content and website landing pages, and continuously testing, assessing, and refining content for maximum effectiveness.

How to Manage Your Google Ads

The Google Ads platform offers law firms of all sizes and specialties an opportunity to engage any of the 6.4 billion people in the United States who use Google each month. These users account for 139.9 billion visits to the search engine during this same period.

Of course, trying to engage with everyone who uses Google is impossible and counterproductive. This is why it’s essential to have clearly defined goals and measurable metrics in place before you launch any Google Ads campaigns.

Focus on Your Target Audiences

More than 50% of those looking for a lawyer use Google as part of their search for legal advice. To connect with potential clients who could benefit from the services you provide, use demographic, location, and online behavior data to target prospects who could be a good fit for your law firm.

Start With the Right Keyword Strategy

On Google Ads, legal keywords cost more than keywords for most industries. You want to bid on the right ones, so you don’t waste valuable time or money on ineffective (and expensive) keywords.

Focus on precise, long-tail keywords that include your location and practice area, such as 'personal injury attorney in Memphis.' Organize keywords into groups based on the intended audiences and practice areas, and group negative keywords to prevent unrelated searches from landing on your website. Keywords need to be relevant to your audience’s needs and flow naturally within the copy.

Optimize Content and Respond Promptly

Create different variations of your ads to pinpoint what content leads to the most conversions. Ads should grab a person’s attention with captivating language and visuals that address the user's needs.

Website landing pages should be directly related to ads. In addition, the pages should load quickly, be readily accessible by mobile devices, and guide users to take a desired action. Make sure your law firm's Google Business Profile is up-to-date and accurate to improve traffic to your site.

Also, avoid overly salesy language in your interactions with users. Offer multiple ways for prospects to connect with you to build trust. Clients often engage several times before deciding what firm to use. This is not a reflection on the quality of your Google Ads; it’s just part of the client acquisition process.

Continuously Improve Content

To maximize ad performance, use online tools to measure the number of leads and conversions an ad generates. Regularly analyze campaign data to gain deeper insights into ad performance and identify areas in need of improvement.

Use compelling copy that emphasizes the benefits of retaining your law firm, and allocate enough budget to meet your Google Ads goals. Track key metrics, such as lead quality and conversion rates. Test and modify headlines, descriptions, and calls to action until you have the right combination that generates the desired results.

Strategizing for Success

When done right, Google Ads can drive qualified prospects to your law firm. When someone searches for legal services in a specific area and your ad appears, there is a high likelihood that they are in need of a lawyer to assist with a current or anticipated issue. These are the types of leads you want.

However, Google Ads needs constant attention to get the most out of your online advertising investment. Managing Google Ads can be time-consuming, and it may be more cost effective to hire a professional like BERK Labs to handle your Google Ads strategy so you can focus on your core business: delivering quality legal services for your clients.

5 Common Mistakes to Avoid in Your SaaS Google Ads Campaigns

While SaaS companies can sell direct to consumers (DTC), they more often rely on business-to-business (B2B) SaaS leads. Because the selling cycle is longer and more complex for B2B transactions, SaaS companies often face unique advertising challenges.

Five of the most common mistakes companies make when using Google Ads for SaaS are: using broad keywords that focus on information rather than driving sales, not targeting the right audience, assuming an ad can run on autopilot rather than continuously monitoring and improving SaaS Google Ads conversion rates, not scaling budget to focus on the highest performing ads, and ignoring users who engaged with an ad but did not take the desired action.

SaaS Ad Pitfalls and How to Avoid Them

SaaS ads don’t usually fail for just one reason. More often, several mistakes derail Google Ads campaigns. Here’s a deeper look into mistakes commonly made:

Too Much Emphasis on Information

People use generic keywords to collect information. However, these keywords are not effective at driving traffic to SaaS business sites, generating quality B2B SaaS leads, or boosting SaaS Google ads conversion rates.

For example, someone trying to understand a concept might Google 'what is project management software' and get a long list of research results. On the other hand, someone who enters 'what is the best project management software for zoo construction' is more likely to have a real need.

If your product is designed for zoo construction management, the user is more likely to find you if the keywords in your ad align with your specialty and mention your location. Targeted keywords also reduce the number of irrelevant clicks and improve your return on ad spend (ROAS).

Incorrect Targeting

Understand your audience. If you don’t target the right audience, your ad will fall flat. Google Ads has audience-targeting features that can help SaaS companies reach the stakeholders who are actively searching for solutions in a particular space. If you don’t use precise targeting in your ad campaign, you run the risk of wasting valuable time and resources.

Forgetting to Optimize Performance

Evaluate your ads to determine which search terms are most effective. Ensure landing pages are directly related to the ads, and calls to action (CTAs) are easy to understand and execute.

Regularly checking in on your campaigns also allows you to correct mistakes and boost conversions. Remove irrelevant search terms and revise the copy to align with intent and audience segmentation.

Also, spend some time learning how your competitors’ ads are positioned and how well they are performing. Use these insights to fine-tune your ads and brand marketing.

In addition to optimizing ads, don’t forget to optimize your landing pages. It won’t matter how engaging your ads are. If an ad directs users to a landing page that is confusing or unrelated to their search, your advertising efforts will go nowhere. Make sure the landing page loads correctly and quickly, the page communicates the value of your product or service, and there is a clear CTA.

Not Allocating Enough Resources to High-Performing Ads

Without ongoing oversight, money can easily be wasted on underperforming ads. Conversely, if resources aren’t invested in high-performing ads, opportunities can be lost.

Use insights collected during your campaign audits to direct resources to the places showing the best results. Continue to evaluate any adjustments and make more changes as needed.

Forgetting About Users Who Passed on a Previous Ad

Users who are already familiar with your brand are easier to convert than those who have never heard of it before. Retargeting an ad is not always easy to do, but it is essential to boosting conversions.

This is especially true for B2B SaaS sales that have long selling cycles. A potential customer may have loved your product when they saw it last year, but the timing wasn’t right to take action.

Your ads should highlight the features and benefits the user was searching for in the past. A series of ads that each address different pain points may be effective because they address different parts of the purchasing lifecycle.

Segment target audiences based on their previous actions. For example, someone who visits a pricing page is probably closer to making a purchase than someone who only reads the history of the company or visits the management team page.

Wrapping Up

To avoid making costly mistakes during your SaaS Google ad campaigns, reach out to BERK Labs. We are a full-service digital marketing and product development agency that can help accelerate growth for your SaaS business!

Key Metrics for Better SaaS Google Ads Management Conversion Rate

When you run a Google Ads campaign, you want to know how well it achieves your marketing goals. To do this, adopt SaaS Google Ads management best practices for monitoring and analyzing ad performance against key performance indicators (KPIs).

The Google advertising platform allows companies to track key metrics such as Click-Through Rate (CTR), Cost-Per-Click (CPC), Conversion Rate, and Cost Per Acquisition (CPA) to help measure return on ad spend (ROAS) and success of a Google Ads campaign.

An Explanation of SaaS Google Ads Metrics

By closely monitoring key Google Ads metrics and adjusting SaaS Google Ads campaigns accordingly, SaaS companies can maximize their marketing efforts and boost conversions.

Conversions are the ultimate goal of any ad. The conversion rate metric tells you how many users perform the call to action (CTA) in an ad.

Actions could be making a purchase, downloading information, signing up for a loyalty program, etc. Conversions can occur on a website landing page, a mobile app, or on the telephone. Each type of conversion needs to be tracked separately.

Conversion data can provide insights, such as:

CTR: The more clicks on an ad, the more the ad is resonating with your audience. A user may make multiple searches and interact with multiple ads or the same ad more than once.

CPC and CPA: Knowing the cost of each click and the cost of acquiring a customer helps identify the most effective ads and keywords so you can manage your budget more effectively.

ROAS: This metric helps advertisers make marketing decisions by showing how profitable each ad is. How you measure ROAS will depend on your goals.

There is always room for improvement. Once you have a clear sense of how an ad is performing, it’s time to dig a little deeper.

The Devil Is in the Details

There are many reasons why an ad might be underperforming. Rather than ditching an ad because it’s not up to par, take a closer look to see if there are aspects of the ad that can be massaged to boost performance. For example, make sure the ad copy and offer are compelling and relevant, the landing pages directly relate to ad content, the call to action is easy to complete, and that enough budget is allocated to give an ad a chance of being successful.

Also, use the search terms report to see how well search terms entered on the Google search engine match the keywords used in your ads. Use these insights to concentrate on keyword selection that includes your SaaS specialty. Add high-performing keywords to your campaign and move under-performing keywords to a negative keyword list.

Check the Quality Score of an ad. This Google metric assesses how relevant the content, keywords, and landing pages are to users. The better the score, the more likely the ads will generate click-throughs, appear in high positions on search results, and deliver meaningful results.

Search Impression Share will tell you how often your ad appeared on searches. This metric could indicate that your ads aren’t reaching their full potential. Conversely, if the conversion rates are high and the search impression share is low, you may want to invest more in the ad.

The Auction Insights report provides information about the performance of competitor ads. This data may indicate that you need to reassess your audience targeting, keyword strategies, or budget to elevate your position and gain the upper hand over your competitors.

Metrics for Success

Tracking key metrics is critical to the success of SaaS Google Ads campaigns. They provide valuable benchmarks that can be used to measure and optimize advertising and marketing efforts and budgets. They can also be leveraged to develop marketing strategies that improve ad performance and prioritize the most profitable campaigns.

Start by focusing on the basics and expanding the metrics you follow on the Google Ads platform. To be successful, Google Ads need to be constantly monitored by someone who is focused on how to generate leads for SaaS.

If you need a hand with elevating your Google Ads for B2B SaaS marketing, turn to BERK Labs and join the ranks of other notable organizations who trust our professionalism and expertise in the digital marketing world!

Generating Leads for Your SaaS Business with Google Ads 101

Google Ads provides companies based on a Software as a Service (Saas) business model access to the 16.4 billion searches that take place on the Google platform every day.

To attract and convert high quantities of meaningful leads, it’s essential to clearly identify your target audience, use the right keywords in your ads, create enticing copy with a clear call to action (CTA), optimize landing pages, track and measure ad performance, track competitor ads, and circle back to visitors who have not yet taken the desired action.

If the prospect of learning how to generate leads for SaaS or the ins and outs of SaaS Google Ads management is more than you bargained for, consider using a reputable Google Ads agency for SaaS like BERK Labs.

Benefits of Using Google Ads

Despite the introduction of other search engines, Google still dominates. The Google Ads platform allows you to target audiences (and micro audiences) with different attributes.

This tool can make your SaaS Google Ads campaigns more efficient at driving qualified consumers to your site, building brand reputation, and increasing website traffic. It also allows you to adjust your ad campaigns, manage advertising spend, and track KPIs such as SaaS Google Ads conversion rates.

Make the Most of Your Google Ads

Google Ads are flexible and scalable, allowing you to tweak your ad campaign so that it generates as many leads as possible for your SaaS business. While there are many directions you can take with Google Ads, here are some proven, practical ways to get the most from your campaigns:

Identify Target Audiences

Segment your target audiences based on data about their demographics, interests, and online behaviors. This information can be used to create ads that resonate with different buyer personas.

Use Targeted Keywords that Align With Intent

Keywords are the keystones to successful digital advertising. Make sure they align with the intent of the ad.

Focus on keywords that address specific needs. These can change at various stages of a consumer’s purchasing journey, so you want to provide solutions and value to different touchpoints of this journey.

Create Memorable Content with an Easy-to-Execute CTA

Speak your audience’s language; be concise and persuasive. Emphasize the unique features and benefits of your product. Test ads before you launch them. Link to landing pages that address specific needs and pain points. Convince viewers to take a desired action, such as enrolling in a loyalty program, making a purchase, etc., with a compelling CTA.

Ad extensions are an additional Google Ads feature you can use to display more information about your company, as well as improve ad visibility and click-through rates (CTRs).

Optimize Landing Pages

This step is critical if you want to convert leads. Tailor landing pages to solve your audience’s problems.

Make sure the page is visually appealing, the content is consistent with the ad that brought them there, and the user can easily figure out what to do (e.g., fill out a form, click a button, etc.). Google Ads also has a Quality Score feature that can assess an ad’s relevance to decrease your cost per click (CPC) and improve results.

Track Everyone’s Ads (Yours and Theirs)

When you use the conversion tracking feature of Google Ads, you gain insights into acquisition and conversion costs so you can identify the most profitable leads and adjust a campaign to optimize your investment. Include KPIs such as CTR, CPC, conversion rates, and cost per lead (CPL). Compare them with industry benchmarks to assess performance throughout an ad’s lifecycle.

Monitor ad campaigns by competitors to discover new ideas. If your product or service is similar, you may be able to bid on their brand terms and names to direct prospects to your site, where you can promote the advantages of your SaaS product over others.

Reconnect With Those Who Did Not Take Action

Reach out to those who did not take action through previous ads. This can be done with a special offer or a series of ads, each telling a different part of your product's story to showcase various features.

Generating Your Future

Google Ads are vital to SaaS business marketing strategies and lead generation. To maximize your return on investment, continuously analyze the performance of your ads and make adjustments to generate leads and help your business grow.

Proven Real Estate Investor Methods to Attract Motivated Sellers

Finding an audience that’s motivated is a major part of any business. No one spends their time and money trying to get more window shoppers to come knock on their door.

Methods for attracting motivated sellers in real estate include targeted PPC campaigns, local SEO, intentionally designed landing pages, and audience segmentation. Finding these sellers can be difficult, and simply dumping money into an ad buy isn’t going to cut it.

Google Ads for real estate investors are important, but they’re just one piece of the puzzle, and you need to know how to use them to make them worth your while.

Why Motivated Sellers

When it comes to buying and selling homes, people are often slow to act. A potential client might look at property for more than a year before finally pulling the trigger.

Motivated sellers are a unique kind of lead for a number of reasons. Maybe they’re acting under time-sensitive parameters, such as job relocation, divorce, or foreclosure, or they might be willing to trade price for speed or simplicity.

These details can be beneficial to realtors, but motivated sellers are also a unique challenge in that you ideally need to connect with them before they list their property. Also, your messaging needs to hit different points, namely speed in addition to trustworthiness.

Targeted PPC

Pay per click (PPC) can be an effective tool for connecting motivated sellers to your brand. Here are some ways to get the most out of this investment using focused keywords:

• Location-specific: Include the name or zip code of the city or neighborhood you work in.

• Urgency-specific: Think 'cash purchase,' 'fast closing,' or 'sell as-is.' You could also get creative and use keywords like 'inherited.'

Retargeting

Even motivated sellers aren’t likely to sell a property the first time they click on a link that came up with their first search. Large purchases and sales take time for people to commit to, and retargeting can help re-engage potential clients that have already shown they’re interested. You can reach these sellers by:

• Offering a promotion if a seller closes by a certain date

• Using language like, “Still need to sell your house fast?”

It’s also worth considering the seller is craving credibility in the agent they choose, so pairing your brand with success stories or displaying your expertise might help bring them back.

A Soft Landing

Once you’ve attracted a motivated seller, how do you get them to follow through? They might want to trust your brand, but they don’t care that you’ve been writing a blog about investment strategy for the last year. The landing page they end up at should give them what they’re looking for, and it should do it simply.

• Use a straightforward layout.

• Use copy that mirrors their search query.

• Provide a prominent lead form asking only for essential information.

Outside of this, you could include some easy-to-digest testimonials or accreditation to help seal the deal, but mostly, you want to stick to the point and help the seller get to the next step.

Audience Segmentation

The next level of targeting potential sellers is capturing your audience’s data and using it to reach the ones you want. This is where you need to be a bit of a detective, because you need to think like your potential clients.

A few details that can signal a seller is motivated are previous searches, like 'how to sell my house fast,' and websites they’ve visited, such as those for listing properties. Google will let you group users together based on details like these, so your ads go where they’re most likely to get results.

What’s Your Motivation?

Motivated sellers may be unique in many ways, but they’re like any other potential client–you want to catch their attention, show them your brand is reputable, and make it easy for them to choose.

Never send paid traffic to a generic homepage, don’t use technical or investor-focused copy, ask for as little information as possible to start the lead-tracking process, be smart about your targeted keywords, and follow up quickly. This can be a lot of work, and it can be daunting when you feel like one misstep means a potential sale falls through the cracks.

Even with all this in place, there’s no replacement for having an expert on your side. Let that expert be BERK Labs! We can help you find motivated sellers and help you land the online real estate leads your business needs.

Top Strategies for Getting Quality Online Real Estate Leads

Real estate can be a fiercely competitive field, and though the internet offers endless possibilities, that hasn’t lessened the competition. When it comes to getting an edge online, Google Ads for real estate is just part of the picture.

If you’re looking to generate quality real estate leads online, you need a focused strategy that includes using conversion-optimized landing pages, investing in search campaigns, running targeted ads, building trust through content, and establishing systems for consistent follow-up. With the right approach and the right systems in place, you can generate leads in a way that’s both repeatable and scalable.

Conversion-Optimized Landing Pages

Whether someone is searching for a new pair of socks or a new car, it doesn’t take much for them to walk away from one business and try another. Once you’ve gotten someone to click on an ad, you don’t want the place it takes them to be the last engagement they have with your brand. Here are a few places you can focus to make sure people stick around:

• Make sure load time is fast.

• Design your landing page to be mobile-friendly.

• Match each landing page to the message of the ad that links there.

• Provide a simple call to action–register, download, or schedule.

Even if you know how to get real estate leads from Google, you don’t want to throw it all away by sending them to a webpage they immediately leave.

Investing in Search Campaigns

One of the first things people do when they think about buying a home is look online. This is why search advertising can be so effective in real estate.

Make sure you pay attention to:

• Local intent, adding the name of cities, zip codes, neighborhoods, or nearby schools to your keywords

• Branded keywords, using your name or that of your agency

• Negative keywords, disregarding searches that use terms like 'license' or ‘class'

Targeted Ads

When it comes to large purchases, it’s common for people to contemplate their decision for a long time. This means clicking links then closing windows repeatedly, perhaps over the course of weeks or months.

To work with this, you should make use of retargeting ads that are served to people who have already engaged with your ads or brand. You can use retargeting to:

• Promote a free consultation

• Announce a new listing

• Show homes a potential customer previously viewed

• Display reviews or success stories

No one buys the first house they click on, so you need to accept that it’s a long game getting customers to come around.

Systems for Consistent Follow-Up

Just as potential customers can be fast to click away from a website, they can be quick to drop a realtor that isn’t responsive. Always:

• Send a confirmation message immediately.

• Provide the opportunity for a further engagement by offering a resource or the opportunity to schedule a meeting.

Some of these messages can be automated to reach out to potential buyers directly, but if you don’t want to take that route, make sure you’re notified anytime you have a lead.

Building Trust Through Content

Paid ads can get you clicks, but there’s no replacement for long-term establishment of credibility. This can only be achieved over time, and potential customers recognize it when they see it. You can produce content around many things, such as:

• Neighborhood guides to places you have listings

• Checklists for homebuyers or people putting property on the market

• Q&A sessions

• Discussion of the national or global market and what that means for your potential customers

Content like this can be text or video. Find what works for you and be honest with yourself about where your expertise lies.

Use Your Data

One of the most powerful tools you have in online advertising is data, and you should be using it all the time. Track what works, what leads to conversions, and what resonates with which audiences.

Once you’ve done this, adjust everything, put your money where it’s working, and invent new ads that fit what’s connecting. Then, repeat.

Quality Help for Quality Leads

While all the above is important, these are just pieces of the puzzle. What ties it all together is strategy.

BERK Labs can help you invest in the right ads, make sure you improve your landing pages, and help you understand how to generate leads for real estate investors. Reach out today to see what we can do for you!