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!