*from Delta Media Group
Wouldn’t it be nice to pay for your online advertising only when someone clicks on it? That’s the basic concept behind pay-per-click (PPC) advertising, which is an effective but sometimes misunderstood marketing tool for real estate brokers. PPC is an excellent tool for earning clicks on agent websites or targeted landing pages, but success isn’t automatic. Start developing your PPC strategy today, with this step-by-step guide to PPC advertising for real estate brokers.
Learn How to Leverage the Power of PPC Advertising
Step One: Know Your Market & Find Your Target Audience
Successful PPC advertising starts with understanding who you want to reach, and what your audience will be looking for in your target market. Start by considering the target audience that you already aim to reach for each agent or group, and looking at the types of home that audience prefers to buy in your target communities.
The target audience that you choose will have a significant impact on the keywords that you use for PPC advertising. The simple keyword string of “homes for sale in [city/neighborhood name]” is a great place to start, but you can also get more specific. If the agent targets luxury homebuyers, then the keywords you choose for PPC marketing will look a bit different than if they were targeting first-time buyers on a tight budget.
Step Two: Choosing a Platform & Creating Your PPC Ad
With an audience in mind, it’s time to take the next steps toward creating your PPC advertising. Popular search engines and social media sites will generally offer the best bang for your buck with PPC. Google PPC allows you to find your target audience on the world’s most popular search engine, while Facebook offers a huge audience and great tools to help you reach them with PPC.
When you create a PPC campaign, you choose who you want to target, and how much you want to pay to reach them. The amount that you spend for each click depends in part on how specific you get with your keywords and targeting. An ad tailored to a particular audience will naturally cost more per click than one targeted to a large, broad group.
Finding the right combination of audience, keywords, and platform for your PPC advertising may take some trial and error, so don’t be afraid to experiment with smaller campaigns to get started. As a broker, you can also reuse variations of some of your most popular phrases with different agents and markets. The creative demands of PPC are minimal, so you can invest more of your marketing funds into reaching the right audience.
Step Three: Follow Through & Convert
PPC advertising works best when you treat it as a way to get your foot in the door because getting your audience to click is just the start of what you want to accomplish with real estate marketing. It’s critical to make sure that when prospects land on the real estate website or landing page, the agent is ready to take the next steps to convert them into customers through real estate content and authentic engagement. PPC prospects are often in the early stages of shopping for a home, so agents need to be prepared to nurture, develop, and convert those leads as they arrive.