PPC Real Estate – Amplify Your Reach and Dominate The Market

In the real estate industry, where market trends can change at the drop of a hat, PPC real estate ads can help you sustain and grow your business exponentially. In 2022, 5.95 million homes were sold in the US, so the competition between realtors is naturally tough. But PPC marketing can help real estate agents looking to get their foot in the door and get a competitive advantage. 

Pay-per-click (PPC) advertising for real estate enables you to reach your target audience (potential home buyers) based on their online behavior. It boosts your visibility on search engines to get traffic to your listings, reeling in prospects who are already in the market to buy a new house. PPC marketing requires you to pay only when someone clicks on your ad and is directed to your website — where you can show off your portfolio, be it leasing, renting, or selling properties. Real estate PPC can thus be a cost-effective tool for growing your business online. 

Not sure how to use this tool to your advantage? We’ve got your back! 

In this guide, we cover everything from the potential of PPC in generating quality leads and crafting the perfect ad copy to tapping into the knowledge of a PPC management company to generate traffic and sales. 

What is PPC in Real Estate?

In real estate advertising, pay per click advertising (PPC) allows you to bid for specific keywords to secure ad placement on search engines. So, if the keywords you’ve bid on win, your ad will appear on the search page whenever a visitor searches for that specific keyword associated with your portfolio. And when the viewer clicks on the ad, it will redirect them to your website — where you can control how you present yourself to bring in more traffic and visibility.

You pay a fee for each click. But as it helps you tap into prospects already in the buying stage, this could help you get a great return on investment (ROI) almost immediately instead of waiting for months to earn it organically. 

Benefits of PPC Advertising in Real Estate

Did you know that 33% of people click on a paid search ad because it answers their search queries?

So, if you want to drive traffic to your website, using PPC advertising alongside SEO can give you a major edge. Here’s how it will help your business thrive: 

Targeting Specific Demographics

PPC helps you segment the audience based on demographics, location, and interest. 

For example, for properties in Reading, Pennsylvania, customize the ad to target people who live in or frequent the radius of that location, per average income groups, and find the ideal customer profile. 

People prefer personalized content, which helps boost both engagement and conversions. 

Ability to Track Performance Metrics

Your ads campaign generates significant data that’ll tell you whether your ads are reaching the right people and serving their purpose.

Based on the impact of your PPC marketing, you can then modify your ads in real-time to meet your business goals and get the most bang for your buck. 

Flexibility in Campaign Management

SERP visibility is often not enough to maximize your reach. You have to reach prospects wherever they are. And for PPC for real estate business, that means publishing your ads on platforms your prospects frequent. 

It’s a great way to gain instant exposure while also making your brand more relevant. 

Cost-Effective 

As with every other form of advertising, with PPC and Google Ads for real estate investors, you pay a fee to display your ad on search engines. Some real estate agents and companies fear that these costs can add up quickly, but since you only pay if a user clicks on your ad, PPC guarantees tangible results. It also enables you to set budget limits, making it a cost-effective marketing tool. 

If you’re looking to harness the full potential of PPC for real estate, contact us to give your business a massive boost. 

Getting Started: A 6 Step Guide That Takes You From Clicks to Closings

Now that you know how PPC ads can help in real estate marketing, it’s time to implement this digital marketing service in your next campaign to boost sales.

1. Defining the Target Audience

While you may be tempted to cast a wide net, it won’t be a good use of your resources. Ideally, you want to focus on prospects who are already in the market for a house based on the following metrics: 

They could be:

• First-time home buyers: Individuals who have never owned a home, looking for an affordable residential property. 
• Move-up buyers: Individuals who own a house but want to upgrade to a better, bigger, more luxurious property.
• Real estate investors: Individuals who buy properties to rent/lease. Some may even develop and improve the space and flip it for profit. 
• Commercial property owners: Individuals or companies who buy or rent properties for profit-generating activities. 

If you’re using Google Ads, don’t forget to refer to this list to get a more in-depth understanding of your audience. It includes various targeting methods that can work to your advantage.

Segmenting the audience based on these demographics (or by excluding them) will help you understand your ideal audience’s pain points, needs, and interests. You can then craft a dynamic ad that will resonate with them. 

If you don’t know who to target, contact MediaBoom. We can help you display an extensive profile of commercial properties, just as we did for GFI partners! 

2. Keywords and Ad Groups

Using the right ad group and keywords is essential for a successful PPC real estate campaign.

Ad Group 

There are many ad groups, but these are consistently favored by real estate agents:

• Search ads: They target those who’ve searched Google for their queries. These ads offer an immediate solution to pain problems and are perfect for short sales cycles.
• Display Ads: They include images and videos and appear on the Google Display Network (GDN), allowing you to create demand on over 2 million websites. 
• Remarketing Ads: They target people who have visited your website and have expressed interest. It makes them 70% more likely to move to the end of the sales funnel.
• Video Ads: They’re short but informative content that displays within other streaming content on YouTube or apps running on platforms affiliated with Google. 
• Gmail Ads: They appear at the top of the “promotional” or “social” sections of a Gmail user’s inbox. They’re particularly useful for targeting those who’ve searched for the keywords you’ve bid on.

Note that determining search intent could be difficult with such ad groups. So, you may want to stick with “search ads” to stay safe. 

Keywords 

Google wants to guide users to quality content that resonates with their search intent. So, using the right keywords can help drive visibility. 

Here’s what you should consider:

• Long-tail keywords: Get specific about selling homes in a city or area to tap into a more-focused search intent. For example, “homes in California.”
• Negative keywords: They’ll ensure your ads don’t appear for those who browse content using related words, preventing wastage of ad spend. For example, “rental homes in California” or “houses for rent in California.” 

3. PPC Ad Copy

Creating compelling ad copy for property marketing is an art, and we’re here to make you certified artists. Follow these effective tactics to craft a copy that sells:

• Use the headline to demonstrate your solution to a problem. Use “you” and “your” to make things personal. For example, if your site visitor is looking for a property in Amsterdam, you could use a headline like “Find your dream home in Amsterdam — Homes for Sale” to grab their attention.
• Build brand equity using a unique URL with your business name. It is one of the most important elements of a real estate advertising campaign.
• Include details in the body of the text. Highlight the unique features and amenities of the listing that’ll give your prospects a reason to click on your link. 
• Use a clear and concise CTA. This push may be all your potential customers need to schedule a consultation with you. 

Remember to consistently use the keywords you’ve researched to ensure your ad copy reaches your target audience.

4. Landing Pages

Users are immediately directed to your landing page when they click on your ad, making PPC one of the best marketing materials for your real estate business. 

And to retain their interest, your landing pages must be attractive. It should grab your audience’s attention and compel them to take a specific action, such as providing their contact info in exchange for a consultation. 

Here are some PPC strategies for creating a high-converting landing page:

• Match the message on your landing page with your ad. For example, if you’re advertising a new listing, your landing page should promote that.
• Use stunning visuals. It’ll work to your advantage as it will help people envision themselves in the space. 
• Use a good copy with a relevant, engaging, compelling headline and a strategically-placed CTA to capture potential leads. 
• Use a simple opt-in form above the fold, requiring only 3-4 fields to be filled. 
• Highlight testimonials; 72% of people say positive testimonials make them trust a business more. 

Keeping track of it all can be a lot of work; we get it. So, if you’re new to this, contact Mediaboom to do the heavy lifting for you. We’ll create a fully responsive website design, as we did for Millennium Tower, San Francisco, to give users a one-of-a-kind experience! 

5. Campaign Management

Once you’ve created your ad, it’s time to place a bid in the PPC real estate auction to make sure your ad appears at the top of search engine results.

For example, if you want to increase sales, profit, or qualified PPC real estate leads, your bidding strategy should aim to get the maximum Return on Ad Spend (ROAS). However, if you want to boost transactions or leads, focus on maximizing conversion with Cost-Per-Acquisition/Cost-Per-Action (CPA).

Plus, you can always adjust your ad pricing. So, start with the minimum (e.g., $500-$1000), then increase it based on your average conversion rate.

6. Track Your Results

Dealing with the unexpected can seem daunting. Fortunately, pay per click real estate ads allow you to track the performance of your ads across metrics like reach, impressions, click through rate, cost-per-click, and conversions to see the quality and quantity of your traffic. 

So, you can gauge your campaign’s success, identify areas of improvement, and make adjustments to improve your bottom line.

Frequently Asked Questions (FAQs)

Does PPC work for real estate agents?

Yes, PPC can be an effective marketing strategy that’ll real estate agents generate potential leads and promote their services.

What’s the average budget for PPC for real estate agents?

The budget depends on what keywords you’re trying to rank for. You can expect to pay a PPC of $0.5-$4, and higher if you’re aiming for high-intent keywords for motivated buyers. 

What is the most important step in a PPC campaign?

Identifying your target audience and building a buyer’s identity is essential to drawing the blueprint of your real estate campaign. Everything else, from keywords to copy, will be constructed keeping them in mind.

Conclusion: Hire Now a Real Estate PPC Agency

If you’re new to PPC, it can be challenging to explore its full potential.

MediaBoom can help you with that!

We have the skills and experience required to optimize PPC real estate marketing campaigns to give you maximum conversion and help you sell more houses. 

Reach out to us to avail of our services!