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How Pay-Per-Click Helped This Property Get 54 Leads
Property X also saw web traffic grow by 180% in 90 days by using Google AdWords and Facebook Ads.
Sometimes our clients can be a little hesitant to try pay-per-click advertising. Take Property X, for example.
Property X’s target customer fits a very particular profile, in terms of geography, income, and age. Because of those specific demographics, and because the price point of the property was quite high, the client was not confident that a pay-per-click advertising campaign would be an effective way to reach those target customers. But we thought differently.
When paired with a content marketing program, pay-per-click can be one of the cheapest, in terms of cost-per-lead, and most efficient ways to reach a target audience. Thus, we convinced Property X to try PPC on a trial basis, investing just a small budget.
We developed a strategy for the client, using Google AdWords and Facebook Ads. Over the course of 90 days, the results were phenomenal.
A few key results:
- Property X acquired 54 leads.
- Traffic from paid search grew by 180%.
- The lead-to-customer conversion rate was nearly 3x the industry standard.
Needless to say, Property X will be expanding the use of pay-per-click advertising in the future.
How can pay-per-click help your property?
PPC can seem intimidating to the novice. But, when done right, it can be a highly effective way to reach the very specific kind of buyer or tenant your property is looking for. It helps build brand awareness and generate leads, but it also can serve as a constant reminder to buyers or tenants considering your property.
A little bit of know-how can be all the difference. Partnering with a third-party firm to help you navigate the many pay-per-click and social advertising options will help you ensure you’re getting the most bang for your buck and that your messaging and user experience is consistent across all channels.
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5 Tips for Building a Successful Real Estate Social Media Marketing Program
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Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days
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Using Content Marketing to Market and Sell Luxury Real Estate
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Listen Up, Real Estate Pros. What You Need to Know About Instagram Lead Generation
Instagram lead generation involves more than posting stunning photos of your listings. Here’s how you make your properties stand out.
With 500 million daily users and an average of 95 million posts, there’s no wonder many industries — including real estate — leverage Instagram for lead generation and business growth. According to Sprout Social Consumer Engagement Index, the real estate industry generates the second highest inbound engagement on Instagram.
But Instagram lead generation involves more than posting photos of your recent luxury properties. To connect with buyers, you need to show both organic and promotional content that matches the property that they aspire to own.
Here are three tips to effectively use Instagram as a lead generation tool.
Instagram lead generation: Attracting your dream audience
Set defined goals
Start off by setting defined goals as to why you are posting and advertising on Instagram. Whether engaging with people who want to purchase their first homes, seeking renters who are willing to sign a year-long lease, or just raising awareness about new projects in a highly competitive real estate market, ask yourself what you want your Instagram presence to accomplish? Once you have established your objectives, you can tailor your posts and sponsored content accordingly.
Post engaging content
Instagram lead generation means taking full advantage of the features at your disposal to reach and engage your audience, such as Stories, photos, videos, captions, and hashtags. You content should capture the essence of both your brand and property. It should be short, engaging, and direct. Include vital information such as price, location, square footage, number of bedrooms, and anything else of interest to your audience.
Use carousel ads for each property
Lastly, let your photos tell a story: happy customers, eye-catching details, neighborhood events — they all contribute to the vibe of your property. Try a carousel ad, for instance. Carousal ads display several images in a catalogue-like format. In addition, this format gives you multiple opportunities to pull in new leads through beautiful imagery. Get creative with different angles to engage users with the carousel format.
Instagram has become the most popular social media platform for a range of industries. Part of the reason is the effectiveness of Instagram lead generation.
Related posts:
- How to Use Instagram for Real Estate Marketing
- 5 Real Estate Instagram Accounts You Should be Following
- 5 Creative Ways to Use Instagram Stories for your Luxury Real Estate Brand
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4 Ways to Scare Away Real Estate Buyers with Content Marketing
If you’re committing these content marketing don’ts, you could scare away real estate buyers instead of attracting them.
As a real estate marketer, your job is to attract prospective buyers and tenants — so the last thing you want to do is misfire and scare people away. Yet, only a third of content marketers rate their content marketing strategies as extremely or very effective.
You want — and need — to be a voice that steers your company through a side of the business that is ever-changing. But even with the best intentions, you might be approaching your audience with the wrong tone, and that can cost you sales.
We’ve got just the plan to make sure your content is in check with what buyers and renters want. Here is our list of content marketing don’ts — the top four offenders that scare away real estate buyers.
4 content marketing don’ts
1) Don’t be generic.
Understand your audience and what makes them click. Real estate buyers want to feel a special connection with the property they buy. If your messaging isn’t personable and personalized, you run the risk of disengaging potential buyers.
Create content that is audience-focused, honing in on what your audience wants to read, not what you want to tell them. Do your research and position your content marketing strategy to focus on prospective buyers’ wants and goals — not yours.
2) Don’t try to sell, sell, sell.
Trying to pass off a blatant sales pitch as content will only hurt your content marketing efforts. Readers view content that isn’t sincere, informative, or authentic as disingenuous, and they’ll quickly turn away.
The same goes for content that’s filled with excessive keywords and multiple links meant to boost SEO results. Everything should be done in moderation so the potential buyer — and search engines — isn’t turned off.
Don’t expect your content marketing strategy to result immediately in increased dollars. Building rapport with your target audience takes time with an often-delayed payout.
3) Don’t sacrifice quality.
If your content is shoddy and low quality, potential buyers won’t bother with it. By and large, your prospects value quality, consuming content that offers value and is relevant to their needs and interest in private or commercial real estate.
Rather than publishing many low-quality blog posts, stellar content that stands out will go a long way in improving the buyer’s perception of your property. And adding a variety of media (e.g., photos, videos, infographics) to posts contributes to their value and boosts credibility. Video is an especially powerful medium in real estate marketing. Images and videos take extra investment, but they go a long way in helping the buyer visualize themselves in a property.
4) Don’t go unplanned.
Ensure your content is relevant by documenting a strategy, following it, and adjusting it as needed. An editorial calendar is a great place to start.
Brainstorm ideas for content with colleagues and buyers. Document your goals and methods, and create a plan for attaining them to give your marketing plan organizational clarity. Consistency is king — haphazard content marketing won’t get you anywhere.
Related posts:
- Start Your Property’s Social Media Program in Six Steps
- 6 Marketing Tasks Real Estate Marketers Can Outsource
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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Marketing Trend: Marketing Automation for Real Estate
Real estate marketers can use marketing automation to drive efficiency and be more successful in earning and converting leads.
As your real estate brand grows, more and more tasks fall on your plate and digital marketing can seem daunting and time consuming. But marketers know the importance of a digital marketing strategy, so how to juggle these demands? The answer is automation.
HubSpot recently reported that businesses using marketing automation to nurture leads received a whopping 451% increase in qualified leads. So how can you reap these benefits? Let’s take a quick look at marketing automation for real estate.
What is marketing automation?
Marketing automation is the process of automating certain repetitive marketing tasks. It’s designed to support multiple channels, so your marketing efforts (and your brand) stay consistent across the board.
More and more people searching for apartments and condos are looking for a personalized experience. This makes marketers’ jobs increasingly more difficult as they have to produce relevant and informative content mixed with personalized messages. Marketing automation can help provide custom lead-nurturing content that helps convert prospects to buyers.
Examples of marketing automation for real estate
Automation can be used in a variety of ways throughout the buyer’s journey. Start with a documented strategy to outline exactly what outcome you’re hoping to produce. What do you want your marketing automation efforts to accomplish for your real estate brand? Top marketing goals for content marketers include converting contacts/leads to sales, growing website traffic, and increasing revenue.
After you identify your goals, you can find marketing automation tools that align. Here are some examples:
- Chatbots
- Social media scheduling tools
- Thank-you, welcome, and other triggered-by-an-event emails
- Event reminders
- Email workflows
Benefits of marketing automation
Save time
One of the most obvious benefits of marketing automation is saving time. Having the ability to schedule social posts, automate email workflows, and answer questions on your website via chatbot allows real estate marketers to stay relevant without sacrificing other responsibilities.
Build brand awareness
It’s important for customers to recognize your real estate brand. Brand awareness builds confidence in your properties and what you’re selling. Using marketing automation can get your brand in front of new audiences, as well as keep you on the forefront of prospects you’ve already engaged with. Through emails, social media posts, and paid advertising your brand can continue to build brand awareness while you’re focusing on other aspects of the business (or having lunch!).
Data-driven approach
Most marketing automation tools offer data to track your marketing efforts. This data can determine which marketing efforts are working and which aren’t. From workflow emails to push notifications, marketing automation software can streamline your strategies and make them more efficient.
Final Thoughts
Marketing automation can provide your leads with more personalized experiences. That will increase the chances that they’ll buy (or lease). But it won’t take up more of your time. In fact, it will free you up to provide value in other areas that can’t be automated (like content creation). It’s really a win-win.
Related posts:
- Real Estate Marketing Trend 2019: Influencer Marketing
- Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
- How to Increase Leads with Chatbots
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How Inbound Marketing for Real Estate Works to Improve Sales
Increasingly, marketers are realizing the benefits of inbound marketing for real estate over outbound marketing, including cost savings and increased lead generation.
Marketers are constantly coming up with new and trendy ways to attract leads. With endless platforms available to us, it can be overwhelming for even the most seasoned marketers to know where they need to focus their efforts.
But what exactly does inbound marketing for real estate entail?
In order to find the right solutions for your real estate marketing needs, you first have to understand the difference between inbound and outbound marketing. And more importantly, how they can help — or hinder — your marketing efforts.
This is outbound marketing
Outbound marketing describes any marketing approach that pushes a message onto a buyer or renter. Traditional marketing — TV and radio ads, telemarketing, banner and display ads — are all examples of outbound marketing.
Another name for this marketing tactic is interruption marketing, as it typically tries to take “attention away from what your buyer is doing and bring it, forcibly, on to your product or service.”
This is inbound marketing
Inbound marketing focuses on audiences finding you. Instead of pushing a message onto buyers, inbound marketing allows you to establish your brand as an industry leader and let interested audiences come to you and your properties. This type of marketing attempts to draw in leads through interesting and engaging content.
Content marketing is a type of inbound marketing. Examples include blog posts, social media, infographics, white papers, and videos. Inbound marketing for real estate, for instance, could include blog posts that talk up the neighborhood in which your property is located, infographics that explain the purchasing process, or a white paper on how to search for an apartment.
Why is inbound marketing for real estate a good fit?
Outbound marketing used to be the “go-to” for generating leads, but this is simply no longer the case. Marketers across industries have found that inbound marketing has many advantages over traditional marketing practices. In fact, almost three quarters (68%) of inbound organizations believe their marketing strategy is effective, while more than half (52%) of outbound marketers don’t believe their strategy is effective.
According to Placester’s Matthew Bushery, “inbound is all about enticing the right buyers and/or sellers through sharing materials and resources that make them want to engage with you, rather than figuratively shoving your self-promotional messaging down their throats with over-the-top, aggressive, and — most importantly — wasteful marketing schemes.”
That’s why we think inbound marketing for real estate is better for marketers than outbound marketing.
Related posts:
- Infographic: Statistics that Prove Why Your Real Estate Marketing Needs to Include a Blog
- Content Marketing vs. Sales Staff: Who Does What?
- Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
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