Most PPC campaigns run by estate agents are not fully optimised. That’s because many advertisers…
Marketing for estate agents has many challenges that include achieving a good return on ad spend for online advertising campaigns. There are many competitors and it can often be difficult to find the right keywords to bid on and reach target audiences.
So, if you’re looking to target homeowners, landlords, renters and others, you’ll first need to do some research for your targeted locations and then set the right marketing budgets to reach them.
There are many digital marketing channels to choose from including social media, pay per click (PPC) advertising, search engine optimisation (SEO), and many others.
And it’s important to focus on the most relevant for your business and focus your efforts on one or two initially that will bring you the best results.
In this article I list five digital marketing tips to help you get started promoting your estate agency.
1. Invest in Google Ads
A good marketing strategy for estate agents includes Google Ads advertising. This platform helps you to target people that are looking for your services on Google and its partner websites.
So, you can setup a Search campaign and target people with text ads as they search online. This is keyword-based advertising and includes finding keywords that are closely related to what people are searching for.
Google ads also has other campaign types such as Video, Display and Remarketing that you can use to promote your Estate Agency. For example, if you’ve uploaded videos to your YouTube channel, you can create a Video campaign in Google Ads and promote those videos.
And with Display Remarketing, you can retarget people that have been on your website and remind them of your solutions and bring them back – especially if they haven’t turned into customers.
2. Review Your Landing Pages
Your landing pages are critical to achieving your online marketing objectives. Whether these are part of your website or standalone landing pages, you should ensure they are fully responsive, load quickly especially on mobile and include good content like a relevant call to action and good keyword density.
This is especially important if you’re paying for content through social channels like Facebook or PPC platforms like Google Ads.
However, this is important for all your traffic sources, including organic search traffic. The only way you will maintain your rankings and even improve them is when your landing pages are well optimised and load quickly.
Also, check how engaged your visitors are. In Google Ads you check metrics like quality scores which show you what the landing page experience is for your visitors. And you want the rating for this to be Above Average because that contributes to your quality scores.
3. Conduct market research online
Whatever marketing channel you plan to implement for your estate agency, it’s important that you carry out research to assess the potential of the market. This is especially important if you intend to run pay per click (PPC) campaigns.
One of the best tools to use is a keyword spying tool that shows you what keywords and searches other estate agencies are appearing for. Using an industry leading platform like SERanking will help you get this detailed information about other estate agencies in your location. And it has a competitor research tool that you can use to carry out this research.
Also, use a keyword research tool to look for keywords that you can bid on in your PPC campaigns. For Google Ads advertising, you can use the free in-built Keyword Planner tool to find these keywords and see what the average cost per click will be for each.
4. Track your enquiries and leads
Tracking of marketing campaigns for estate agents helps to reveal the performance of adverts, keywords, traffic sources, promotions and more. This helps to allocate budgets effectively and improves the ROI of your campaigns.
There are many ways to implement this tracking and often it depends on where you are advertising and what you want to track exactly.
Google Analytics is one of the best tracking platforms you can use. Used by most estate agents, this tracking tool provides you with reports that reveal how your advertising is performing and what visitors are doing on your website.
You also can setup goal tracking, to track lead forms on your website and signups and other actions that are important to you. And you can import these goals into your Google Ads account for conversion tracking.
5. Hire a PPC specialist
If you’ve decided to use PPC as one of your advertising channels, then you should consider working with a PPC specialist. It will help you tap into the expertise of a marketing expert with a lot of experience helping estate agents with their digital marketing strategies.
Finding the right PPC specialist can be daunting. There are many to choose from and sometimes their expertise and experience look similar. However, you should check out their reviews and case studies to see who they have worked with in the past.
And check that they are a Google Partner, which is a mark of excellence in the industry and demonstrates many years’ experience and skills.
The Smart Estate Agency is different from traditional estate agents. They offer a much more affordable solution for homeowners that are looking to sell their homes. However, they were struggling to promote their offer and they approached me as a Google Ads specialist to help. I setup a new Search campaign that led to a 700% increase in the click through rate (CTR) and a 6% conversion rate. Read the full case study.
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I’m an experienced digital marketing expert and I help estate agents setup and manage exceptional Google Ads campaigns. Contact me below to discuss your requirements.