A REAL ESTATE BROKER’S GUIDE TO PPC

*from Delta Media Group

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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.

10 Cost-Effective and Creative Real Estate Marketing Ideas & Strategies for Agents

*from fitsmallbusiness.com

Creating a marketing plan and need some new real estate marketing ideas? Here is a cost-effective and creative list of great marketing advice.

  • Market yourself in the Central Illinois Homes Guide! It’s a publication owned by its PAAR members. Offering agents affordable and high-quality advertising.
  • Host Local Neighborhood Tours: When it comes to great marketing, nothing beats the personal engagement that comes from hosting a fun event for your sphere of influence. Even better, why not host an event that shows off your own love and expert knowledge about your farm area?
  • Create a New Logo:  Believe it or not, your logo (or lack of a logo) is one of the most important elements of your personal brand. A great logo can help propel your brand forward while a bad logo… well, let’s just say it’s not going to help you attract more leads.  According to Patrick Sanders, creative director for real estate marketing powerhouse 1000watt, a great logo should:“… signal something exciting and new — a message to the greater world that your organization is always changing and getting better. The work should reflect that energy.” You can also check out Graphic Design services with the PAAR Marketing Center!
  • Learn Facebook Messenger Marketing: One of the most exciting new developments in real estate marketing for 2018 is leveraging Facebook Messenger. Using Facebook messenger and a free app like ManyChat, you can build real estate chatbots to engage your site visitors 24/7 and even send content to your Facebook audience as direct messages!
  • Create a Video Tour of Your Neighborhood: A video tour of the neighborhood gives prospective buyers a much better feel for what a neighborhood is like to live in. Unless you live in a major city or tourist area, chances are there are very few videos showing highlights of your neighborhood on YouTube. Stepping in to fill that void can mean a nice boost to your online presence and can help generate leads!
  • Start a Direct to Door Marketing Campaign with Door Hangers:Joshua Smith famously built his business from scratch to closing more than 100 homes per year partly by using door hangers. Direct mailers can get lost in a pile of bills but leads need to remove your door hanger to get inside their homes, guaranteeing that they see it. The PAAR Marketing Center offers a variety of door hangers for real estate agents. Check out our Door Hanger options here!
  • Use Instagram Stories: The key is to use Instagram Stories to give your audience a look at your day to day life as an agent as well as focusing on your listings. Believe it or not, many people are curious about what the heck real estate agents do all day!
  • Learn the Art of Real Estate Postcards:  Sending out real estate marketing postcards on a regular basis is a great way to inspire interest in your business and raise brand awareness. You can showcase just listed or sold properties or announce your next open house. The PAAR Marketing Center offers a variety of postcards specifically for real estate agents. Learn more about postcard options here!
  • School Yourself on the Best Ways To Utilize Social Media: Many agents make the mistake of carpet bombing social media with listings, market updates, and tips and never really engaging with their audience. Instead, you need to focus your efforts on discovering what content works best for each social media channel you use.For example, contests can work great on Facebook while behind-the-scenes videos might work better on Instagram stories.
  • Create a Client Testimonial Packet: When it comes to landing more deals than your competition, one of the aces up your sleeve can be effectively using testimonials to help earn the trust of potential clients. Nothing is more positive than a third-party account of your performance from someone who has done business with you previously. Sometimes, this is all it takes to push someone over the edge to work with you and sign the contract.

    For help with creating your marketing plan, give the PAAR Marketing Center a call at 309.688.6419!

5 Advantages of Magazine Advertising You Shouldn’t Miss

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*from MarketingWit.com

Advertising is an important part of everyday sales and exposure when it comes the services and products distributed by a company. Without it, companies and franchises wouldn’t have an outlet of promoting what it is they are trying to sell and enhance in terms of widening their reach and existence in the market. You have to understand that advertising requires planning with regard to packaging and timing, because audiences rely on certain services and products based on events and seasonal requirements. Magazines tap into a niche audience where designer brand companies and other sponsors of this type of media in print, know that by putting up ads in these pages they’re targeting an audience of a selective kind.

What Are the Advantages of Advertising in Magazines
The benefits of magazine advertising are aplenty since advertising techniques are designed in such a way where the audience is the primary and obvious focus. Who buys magazines? They see it as a medium that businessmen and women, well-off people and young adults buy on a regular monthly basis, because they can afford to, since there is something appealing about the magazine that draws them to it. Advertisement exposure scores big ones when it comes to magazines because there are people who buy them and can afford to splurge on what it is they come across. It benefits the advertisers because they’re being looked upon by those who live lifestyles that require them to if not indulge lavishly, at least do so on an occasional basis.
Reach
A magazine has considerable reach either globally, nationally, regionally, or locally, appealing to a fan following that is ready to buy/subscribe to these reads be it monthly or every quarter. You can expect a cornucopia of different people buying your magazine, with the hope that your ads are something they will pause to look through and at least mull over subconsciously if not make a conscious decision on the spot.
Attractive Display
The advantage of magazine advertisements is the fact that ads can look realistic and can jump out at readers, because of their glossy detailing and show of colors that calls for attention. Readers don’t have a choice but to notice these well-placed ads that cover a whole page spread or run for successive pages in a connective order. Marketing well put together ads that surpass the ordinary and mediocre, will have audiences enthralled at what they see, with a high possibility of them being your number one consumers.
Events
No matter what event date is fast approaching, magazines know that the focal point lies now in brands and services that will give consumers a reason to attain these depending on what lies ahead. Be it weddings, award functions, anniversaries, season sales or vacation getaways, magazines know how and when to release these very advertisements depending on their sponsors’ needs.
Audience Selection
Not all magazines will have random ads splashed across their pages, especially those with big names in the business. It is a well-planned strategy of assigning only certain kinds of issues with the right sponsors. For example, youth magazines will have affordable services / products from brand houses; fashion magazines will have expensive jewelry and clothes from well-known designers around the world, and so on. It’s a selling point strategy because you know exactly what kind of people are reading that issue and looking into your ad selections.
Shelf Life
It is true that a lot of people collect magazines therefore lengthening the lifespan of an ad, which is one of the many objectives of advertising. It gives it the benefit to be looked upon again and again.
Interested in advertising in the Central Illinois Homes Guide? Greater Peoria’s must-have home hunting companion for the last 35 years? Give us a call at 309.688.6419, email us at centralillinoishomesguide@gmail.com, or click here to place your ad, in Advertiser’s Corner!

July 13 Central Illinois Homes Guide Available Online!

Celebrating 35 years! The July 13 Central Illinois Homes Guide is available online.

Inside feature article: Your Ideal Vacation Home, According to your Zodiac Sign! (page 9)

Front Cover Spotlight: Carol Urish of Jim Maloof/REALTOR presents this beautiful, private, quiet estate on nearly 1.5 acres in the heart of Morton. This home has many unique features including an in-ground pool. Link for more information and photos inside on page 7.

Back Cover features homes listed by: Laura Booher – Century 21 Lincoln National Realty, Deb Miller – Jim Maloof/REALTOR, and Ryan Cannon – RE/MAX Traders Unlimited

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April 20 Central IL Homes Guide – Online!

Spring is finally springing to life with this beautiful cover property. Be sure to check out all of the other gorgeous properties showcased in the April 20 Central Illinois Homes Guide, before it hits stands this Friday!

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Why Are So Many Marketers Ignoring The Power Of Print?

* From Jenna Bruce, mediaspacesolutions.com, 1/15/18

What makes a good print marketing campaign?

Here are a few things I will never understand:

  • The ending to “The Matrix Reloaded.”
  • Why people like baked beans.
  • Why so many marketers are still throwing their entire marketing budgets at digital channels like social media and mobile marketing, while completely ignoring the power of print.

While digital channels definitely have their place, they simply can’t do what print does: deliver tangible content that lives within trusted publications. Print marketing is more personal in nature and studies have shown that quality print campaigns can absolutely influence purchasing decision.

And since we’re on the subject, what is it exactly that makes a good print marketing campaign? I’m glad you asked, because I happen to have compiled some of the key elements.

Knowing Your Goals

Solid print campaigns aren’t slapped together willy-nilly; they are crafted around very specific business goals. Before you create and launch a campaign, you’ll first need to determine your goal. What is it you want this particular campaign to achieve? You may want to generate new leads or build your email subscriber list by 10%. Be specific. How will you measure your campaign’s success? What sort of campaign milestones or markers will you put in place? The more specific you are, the better able you’ll be to create a campaign that reaches its goals.

Set a Realistic Budget

Most campaigns fail because not enough ad spend was allocated in the first place. That’s like trying to drive from Detroit to Newark on only half a tank of gas. You’ll get to a destination, it just won’t be the one you were hoping for.

Know Thy Customers!

You need to know as much as you can about who you are targeting with your print campaign.  What is their age, income, and gender? What sorts of hobbies do they have, and what are their purchasing habits? Remember, the success of your campaign depends on your ability to engage and convert these people.

Keep It Simple Sally

When it comes to having your offer be heard, less is more. Stick to just one clear, compelling message within your campaign. Readers won’t take the time to figure out a convoluted message – they’ll just move on. One goal – one message – that’s it.

Lead with Benefits

Customers want to know what’s in it for them. They don’t really care about the features of your product or service, so much as HOW those features will benefit their lives. Don’t list features in your ad, and certainly don’t tell your audience how long you’ve been in business, trust me, they really don’t care. Craft copy that focuses on how you can help THEM.

Frequency

In order for your ad to make an impression, it needs to run frequently enough. Consumers will generally need to see an ad at least three times before they become aware of your ad and offer.

Track Your Results

As I mentioned a bit ago, it’s important that you know exactly how you are going to track your campaign’s performance. You could use unique phone numbers, QR codes, special URL addresses, or printed coupons. All of these will help you determine which messages and channels are performing best.

These key ingredients will ensure your print campaigns deliver the ROI you intend. And, to be clear, you certainly don’t have to abandon digital marketing. In fact, print and digital can make powerful allies.

December 15 Central IL Homes Guide – Available Online

If you haven’t yet, be sure to check out our December 15 Central IL Homes Guide online! Over 675 active properties are featured in this issue. A big thank you, Happy Holidays, and a very Happy New Year to all of our advertisers, loyal readers, and subscribers!

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