THE REALTOR'S GUIDE TO SUCCESSFUL ONLINE ADVERTISING

Raise your hand if you’ve found yourself believing that a failed real estate online advertising campaign means online advertising doesn’t actually work for realtors.

Raise your hand if you’re not marketing or advertising expert.

Now, if you have both hands in the air, please put them back on your device so you can scroll and read the rest of this article, because it was written specifically for you.

Marketing budgets are a point of contention for many real estate professionals, mainly because if a campaign effort fails, the channel used is usually where the blame lands. Higher conversion rates are one metric used to identify the success of a campaign and typically those conversions take place on the landing page.

Ah, but half the battle is getting your landing page to appear in search results by using appropriate keywords or pay-per-click advertising such as Google Ads or sponsored links.

Let’s talk about the first step to effective real estate online advertising, which involves understanding how to take your brand to the property owners you want to target. In this case, you want to reach property owners who are likely to sell in the next year. Keywords in your landing page and online copy for your website will get your page to show up in their search, but once they click on the link and arrive at your site, are the correct tools in place to convert them into a prospect?

One common mistake real estate professionals make include using keywords that are too generic to get their page to show up in more searches. While that approach may get your page to show up in a search result, it may also increase your page’s bounce rate when a visitor isn’t converted into a lead. This typically happens because a) their specific needs vary from your services or b) your call to action for conversion wasn’t clear or present upon their arrival to your site. According to Offrs.com co-founders Mark Dickson and Rich Swier, Jr., many realtors give up on Google rather than tweaking things in their advertising approach.

“Success requires realtors to become comfortable with these marketing channels,” says Dickson. Advertising venues like Google and Facebook allow you to use smart data to create custom audiences for your ads. Smart data is the new direction of real estate online advertising and it gives realtors a competitive edge when trying to obtain prospects outside of their sphere.

Another advantage to using these channels is the concept of multiple impressions. Swier mentions that a discerning prospect won’t likely click on your advertisement the first time they see it. They want to analyze and process before they commit and that’s when you’ll see them convert. This is also the reason why smart data and targeting these specific leads repeatedly is so crucial to a successful campaign and higher conversion rate.

Swier also warns realtors about receiving what he calls “false positives” when using beautiful ads that warrant click but don’t necessarily convert. Ads that are well-designed and pleasing to the eye but may not convey the correct message for converting your target demographic are risky business and may drain your marketing budget while leading you to wonder why you’re getting clicks but no leads.

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