11 Steps to Optimize Your Investment Reach With PPC Real Estate

In the luxury 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. 

1. Define Your 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. Create a Unique Selling Proposition (USP)

You are not the only real estate investor advertising on Google or whichever platform you choose. 

There are many people doing the same. Therefore, it’s important to have something that separates you from the rest. 

Such a thing or set of things are referred to as the unique value propositions of your business. 

You need to identify the unique value you offer and communicate such value excellently. To get the right USP, look at the needs of your potential clients and determine the incentives you can offer in solving them. 

This determines whether or not your pitch will be appealing when your ad pops up. 

Here are some of the things to consider: how fast can you submit appealing offers? What market value do you offer? What’s your turnaround time? What modes of payments do you support? 

What do you do that most other luxury real estate investors don’t already do? If they already do those things, how are you doing them better?

3. Examine Your Account Structure

Your account structure is significant to profiting from your PPC. Therefore, when setting up your campaign, you should ensure you have a solid structure.

This makes it important to leverage the skills of expert marketers and strategists to set up your PPC campaign. 

Suppose your account structure is not adequately optimized, you will find it difficult to attain your desired conversion. Simultaneously, it will be difficult to improve your campaigns over time. 

This eventually affects your ROI and might end your PPC as a bad investment.

There are two essential things you need to optimize for effective PPC.

4. Choose The Most-Searched Keywords

The keywords you use to determine how valuable your PPC campaign will be. When choosing keywords, the most important thing is to contemplate people’s major needs when it comes to your industry. 

As a luxury real estate investor, you will have to consider what potential clients are looking to buy, clarify, or know more about. 

Suppose you were buying, what would you search? What are the key phrases you will use? You can get all these by searching through online engines and averaging the most searched keywords.

You can use Google keyword planner to get excellent match types and optimize your keywords. The planner also offers you the keywords that are most valuable to your business or industry.

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

5. Set Ad Groups

These are subgroups under campaigns, and they are more specific. Although there is no limit to the number of ad groups you can set, it’s advisable you keep it manageable.

This ensures you don’t overstretch your budget.

Since each ad group contains about 20 keywords, you can keep the number of ad groups moderate and still achieve excellent ROI.

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. 

6. Create Compelling PPC Ad Copy

Ads should have their targets. 

Do not have a one-approach-fits-all when it comes to your ad copies.

The keywords you choose for each ad group should communicate relevant information to the demographic therein. 

Also, you can create ad groups specifically for different demographics. 

For instance, you can create ad copies to address homeowners who intend to sell for direct cash or those who intend to sell without a realtor’s services. These are ad copies that speak directly to a set of people, improving the rate at which conversion occurs. 

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.

7. Build High-Converting 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 luxury 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 building 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! 

8. 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.

Determine The Costs For Customer Acquisition

Improving your ROI means you have to understand every cost in your business. 

Your PPC for luxury real estate investors’ campaign cost should not outweigh the profit you make. 

As such, you need to contemplate the cost you expend in acquiring customers and the cost you spend on your campaign.

9. Optimize Extensions And CTAs

Call-to-Actions are crucial to getting you the conversion you need. 

After selling your services, you have to include a CTA that triggers the reader to take action on the service you offer. Similarly, you have to optimize your extensions.

Google displays site link extensions based on the score of your quality. 

When you tick all necessary boxes with your campaign structure, you likely will get more space to display your site links. 

These links boost your click-through rate and reduce the CPC cost. With such links, potential buyers can contact you without even visiting your website. Essentially, this makes for improved efficiency.

10. 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.

11. Choose Your Platform

You’re spending on PPC to get the right results. 

This has a lot to do with the platform you choose. Choosing your platform requires that you know the best platforms to deliver effective PPC services for you as a real estate investor. 

So, where should you choose for your PPC campaign? The truth is that it all depends on your budget. 

While some people can choose to advertise across multiple platforms, it may be smarter to focus on the places that will earn you the best conversions. 

As such, you must start by identifying the platform that houses most of your potential buyers. You can run your PPC campaign on Facebook, Google, Bing, Reddit, and LinkedIn, among others. 

But some are more effective.

Facebook offers cheaper PPC services. You may be tempted to jump at this. 

However, although Google can be costlier than Facebook, it offers highly effective results. 

The affordable cost-per-click that Facebook offers home buyers may take relatively more clicks to trigger a conversion. This is because Facebook doesn’t offer immediate results as home/property buyers are searching.

On the flip side, Google is a direct search engine that brings you results for the keywords you search. 

It offers a more immediate effect and has the likelihood of triggering conversion with fewer clicks. So, while Google may cost more, it’s because it’s more cost-effective and gets you the needed conversion.

Irrespective, if you have a sufficient budget, your best bet is to test these two platforms over a specific period to see which delivers the best results. 

Why Google Is Highly Effective For PPC Campaigns

Google allows you to have complete autonomy over your leads. You can choose to bid for the specific keywords you want, or you can let Google do it for you. 

In addition, the bidding feature allows you to use your budget to determine your max cost-per-click. The platform has also incorporated the smart bidding feature, which automates the bidding process to make it easy.

Also, Google makes it seamless to calculate your returns, which is often a problem with many advertising platforms. The platform offers you numerous metrics to track your ad growth.

Google helps you eliminate negative keywords, thereby ensuring you don’t spend money on traffic that doesn’t serve you. So, traffic that won’t lead to conversion won’t make it into your website.

Benefits of PPC Advertising in Luxury 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. 

Easy To Improve Over Time

Since you can identify the ads that bring you great leads over time, you can decide how to concentrate your marketing strategy. 

This allows you to focus on the great ads that lead to swift conversion, thereby maximizing your returns and generating great benefits. 

Consequently, by revising your ad content, budget, audience, landing page, and campaign, you can considerably reduce the cost you expend on PPC. 

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 luxury real estate, contact us to give your business a massive boost. 

Frequently Asked Questions (FAQs)

1. 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.

2. 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. 

3. 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.

Do You Have More Questions?

For any additional inquiries or questions you may have, don’t hesitate to reach out to MediaBoom today. Our team is dedicated to providing comprehensive assistance and guidance tailored to your needs. Contact us now for personalized support and expert advice on your next project.

Conclusion: Hire Now a Luxury Marketing Agency

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

MediaBoom can help you with that!

We are a luxury marketing agency with 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!