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.