google ads for real estate investors

Google Ads for Real Estate Investors – Get More Leads

By: Frank DePino | June 22, 2021

As a real estate investor, looking for your next big investment opportunity is always the main priority. What if you could utilize a popular online advertising company to help you bring in leads while you are sleeping?

Google Ads offers the ability to display online advertisements to web users in the results of search engines, mobile apps, and videos. So, how can you make Google Ads work for you as a real estate investor?  Keep reading below for tips on how to get started using Google Ads and the benefits of using this service.

Google Ads for Real Estate Investors

Real estate investors who utilize Google Ads, which is considered pay-per-click (PPC) advertising, will not only build awareness for their investment company but also generate an increase in leads and website traffic. By displaying a quick advertisement, potential clients can be directed to contact the company directly for information on services they are needing.

Before you invest in Google Ads, it is important to do a little research. You need to understand how it works and how to create a plan that will be the most effective for you as a real estate investor. Before you create your plan, take some time to check out this article about why having a landing page for your real estate investment website could make all the difference for your maximizing Google Ad potential.

google ads for investors

How Google Ads Works for You

Google Ads places your campaign in the hands and laps of your target audience. 90% of desktop searches happen on Google and by using this online advertising agency, you are able to pinpoint not only who can see your ads, but also monitor the changes in demographic and adjust your campaign quickly to keep up with the ever-evolving market.

Per the Google Ads website, there is a 5-step process for getting started.

  • Determine your goal. I.e. Get more calls to your business or drive people to your website, etc.
  • Decide where to advertise. You decide where to show your ads, whether it is local or global.
  • Create your message. Describe your service in three sentences or create banner ads with images.
  • Set your budget cap. Determine how much you want to pay per month.
  • Go live. Your ad will be displayed when people search for services like yours.

Google Ads also keeps up with how your ad is performing and provides suggestions to improve your ads to get better results. There is no contract to sign, and you can pause your ads at any time. It is free to sign up for an account, and you will only pay when customers “click” your ad.

Establish a Plan for Successful Online Advertising

When you are thinking about marketing your real estate investment company, online advertising should be at the top of your list for gaining new clients. Though traditional advertising has its perks, online advertising gets your brand and services to more people in a shorter amount of time.

In order to create the best online advertising plan for your company, you need to set realistic expectations and understand your market.

Answering these questions will help you get started in building the Google Ads campaign for your real estate investment company.

  • Are you wanting to target buyers or sellers?
  • Do you want to drive people to your website, or do you want to field more phone calls?
  • Are you staying local or expanding your reach to a global audience?
  • What is your brand, and is it easily recognizable or searchable?
  • What is your budget for online advertising?

When you are answering those questions, it is important to know the “why” behind each question.

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Target audience: Buyers vs Sellers

Your target audience can change for a couple of reasons: fluctuations in the market and availability. As a real estate investor, you could be looking for buildings or homes to flip and sell (buyers) or investing in a property that will be managed by another company or business for them to sell (sellers).

For help in choosing your target audience, take these things into account:

  • Current real estate market. Does the current market lean more in the buyer’s favor or the seller’s favor?
  • Location. Is the location you are investing in a desirable area, less desirable area, commercial area, residential area, rural area?

If you are investing in someone to develop real estate, you have to look at things from their point of view as well. Think about what would make them likely to seek you out as an investor and you can target your ads specifically for those needs.

Campaign Goal: Website Traffic vs Phone Calls

This all boils down to whether or not you are old school or new school. Your campaign goal will need to be determined so you can better target your ad for the desired outcome. When an ad is displayed, it can direct people to your website and or give them your phone number to gain additional information about your services.

google ads website traffic

Importance of Website Traffic

  • Analytics can show you conversion numbers for site visitors who have become clients or for site visitors who have made calls.
  • Example: 5000 visits, 40 new calls = 0.8% Conversion Rate
  • Potential clients can view your portfolio and services.
  • The website provides additional avenues for clients to reach out for questions.
  • Clients can leave and read reviews to help build your reputation.

Importance of Direct Phone Calls

  • Create a personal interaction with customers.
  • For motivated sellers, a direct phone call can result in long-term business relationships.
  • Less of an opportunity to have an intent being “lost in translation” when you are speaking directly to a person instead of reading an email or comment.

There are benefits of both of these being a primary goal for your online advertising campaign. They are not mutually exclusive, so you can use website traffic to boost direct phone calls, however, this is also contingent upon your schedule and availability to respond to questions and/or answer calls.

Ad Location: Local vs Global

Are you a large real estate investment firm? Are you a local business looking to renovate an area or neighborhood to encourage growth for your community? Do you have the ability to travel and oversee investments in other parts of the country or world?  Your online advertising campaign can be targeted at both local and global audiences.

local real estate investors

Brand: Recognizable and Searchable

If you have not already taken the time to develop your brand, it is imperative that you do that before you start creating your Google Ads campaign so that you can be both recognizable and searchable. 

Here are some tips to help with branding your company:

  • Pinpoint your focus. Know the how and why of what you are investing in.
  • Choose your personality. Think of three words that describe how you want your customers to view your company. 

Example: Corporate, exclusive, efficient = investing in office buildings for a specific type of company that uses sustainable products.

  • Develop a unique name. Attract clients with a name that makes them do a double-take for your quick ad.
  • Create a slogan. Slogans are easy to add to any online advertising banner and remind customers of who you are.
  • Be Strategic with color and font. You want your ads to be consistent and recognizable. Color and font are another way to alert customers to your brand.
  • Design your logo. If you have not already created a logo, it could be one of the most beneficial parts of maximizing your only ad because it utilizes fewer words and is a picture that people will easily identify with your company

When you have developed your brand, make sure you are consistent with all aspects throughout your website, social media, and any advertising campaigns.

Determine the Monthly Budget

The neat thing about setting up a Google Ads campaign is that they help you determine what your potential return on investment (ROI) can be based on how much your budget is.  You can also use this formula to help determine the cost per click (CPC).

(Revenue per customer) x (conversion rate) x (1-profit margin) = Max CPC

Though creating a Google Ads campaign can be easy, the results are not one size fits all. There will need to be a little experimentation and it is recommended to give about six months for maximum results. So when you are determining your monthly budget, make sure you are accounting for all of the time that will be needed to fine-tune your Google Ad for real estate investment.

Here is an even more detailed Google ads cost calculator. 

montly budget real estate investors

Keyword Research for Online Advertising

Knowing what your target audience could be searching for on Google or other search engines is the next step in developing a strategy for executing your campaign.  Not only do you need to know the keywords your target audience is searching for, but you also need to know what words your competitor is using.

  • Identify positive keywords. Luckily, many online tools can help you determine the keywords pertinent to your services. The Adwords Keyword Planner and Ubersuggest will offer a range of words that your target audience search for that can be implemented into your online advertisement.
  • Define negative keywords. These are the words you want to stay away from so that your Google Ad will not show up when they are searched.
  • Look at your competition. What are your competitors using in their online advertising? If they are successful, see if you can implement some of their strategies into your own.

Most of the time, Google analytics will pick up on the intent of the Google search and display the applicable ads, however, you always need to monitor the trends over the course of your ad to make sure you are maximizing your reach.

Designing your Google Ad for Real Estate Investment

After you have defined your plan and identified the keywords that are best for your Google Ad, the next step would be to create the perfect offer.

A successful offer will:

  • Be short and to the point.
  • Contain the keywords for your company.
  • Target your location.

Use language that will draw the customer in such as:

  • No risk offer TODAY
  • Trusted Local House Buyer
  • Easiest Way to Sell

The common theme is to be aware of your target audience and market to them specifically.  Chances are they are already searching for what you have to offer, it’s just a matter of having something that will catch their attention to make them click on your link to get to you.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Benefits of Using Google Ads

If you are still on the fence about whether or not to use Google Ads for your real estate investments, take a look at the following stats to see just how much of a difference an online advertising campaign can have for your business.

  • Brand awareness is increased by 80% with online ads.
  • Google makes up 76% of the search engine market.
  • The top 3 paid ads in search results get 46% of clicks.
  • 75% of users said information is easier to find with paid ads.
  • 33% of people click on search ads because of the relevance to what they are searching for.
  • Google delivers an 8:1 return on investment or $8 for every $1 spent.
  • $10-$50 is the recommended daily budget for the Google Ads campaign.
  • $1-$2 is the average cost-per-click.

In general, utilizing Google Ads for your real estate investment can cut down on the day-to-day chore of finding leads by generating content that will appeal to your target audience. 

Conclusion

Once you have decided that creating a Google Ads campaign is the right strategy for you, Google makes it easy to set up. Not only do they help you get started and make suggestions along the way, but the tools and resources available through the app will keep you ahead of the game so that you can maximize your impact and continue to grow your real estate investments. It can be a game-changer and will help you stand out amongst your competitors.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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