If you want to generate leads for your estate agency then PPC, and Google Ads, in particular, should be high on your list. But how do Google Ads for estate agents work and will they deliver results? Google Ads have been around since the dawn of digital marketing. In this post, I'll give you the lowdown to Google Ads for estate agents and how you can generate property leads using this pay per click channel.
Google Ads is the umbrella name for a pay per click marketing platform. Inside Google Ads, there are several marketing channels that can be used individually or in a combination. These include.
When most people talk about PPC or Google Ads, they mean Google's search ads. While some of Googe's other channels can be used by estate agents, I'll focus only on search advertising in this article.
At their core, Google's search ads are straightforward.
The core principle is relevance. Someone makes a search, and you answer their need with a relevant offer. So if someone was searching for a house valuation, your ad would show up with details about the house valuations you offer.
I'll keep this short and won't go into the exact technicalities of how bids are calculated. Unless you're a PPC marketer, you don't need to know all the details. Enough to say, that all advertisers enter a bidding system. Your ads will be evaluated based on your bids and their relevance. The winning ads display on top.
The principle of Google Ads is sheer genius. After all, we all use Google when we look for pretty much anything. So appearing in front of your future customers when they search for the exact service you offer is the dream. However, there are a few challenges to consider.
Don't let the challenges put you off. While many fail to get good results, with the correct setup Google Ads can be a revenue-generating machine. To make full use of Google Ads for lead generation, you need to know the system really well. You can probably learn the system if you spend many hours on courses and forums. You'll probably save a lot of advertising money and time if you work with a Google Ads professional to either guide you, or set your campaigns up.
Google Ads can help estate agents generate high-quality traffic and leads. If done correctly, the cost per lead will be cheap enough to leave a healthy profit margin.
Google Ads are a great growth generator for estate agents. One of the advantages of Google Ads is their instant control. You can scale campaign budgets up and down with instant effect. If your agency has low inventory in a certain area, you can simply lower the budget. If the market has demand, you can increase the budget for relevant campaigns. Don't need any rental leads this month? Pause the campaign completely. The scalability of Google Ads also makes it the weapon of choice when marketing new estate agent branches or new property developments.
While property portals like Rightmove and Zoopla will always have their place, it's dangerous to rely on them to generate all your property leads. Using Google Ads you can generate buyer and tenant enquiries reliably. After you've run PPC ads for a few months, your costs per lead should be relatively consistent.
There are also advantages to having users on your website and not on Zoopla, a portal full of competitors. They'll be comparing between your properties, instead of between all the market. You can also encourage them to sign up for property updates and offer a live chat. Some claim, that the quality of direct enquiries through your own website, is better than those generated on a property portal.
Another huge bonus of having prospects on your own website is remarketing. Remarketing ads, target people who've visited your website in the past. You can create audiences for remarketing based on two main criteria.
As an estate agent, you can use Google ads for remarketing in two several ways.
Google Ads' advanced conversion tracking and its integration with analytics allow you to get some very clear insights of how well your campaigns are performing. Here are some of the things you can track.
Tenant and buyer enquiries are often plentiful with property listing websites. Without a stream on new landlords and seller leads, estate agents don't have what to marketing. By targeting relevant keywords and even audiences, Google Ads can help generate valuable landlord leads. to generate seller leads, most estate agents can target property valuation related keywords.
Google Ads targeting goes beyond the keyword. At the time of writing, you can combine and layer several targeting methods to make your ads more profitable and reduce the costs of your property leads.
All the above can be targeted or excluded from your Google Ads campaigns. They can also be layered on existing campaigns with bid adjustments. This can give you some really sophisticated targeting combinations.
Eg. For landlord leads you can layer a +25% bid adjustment for people who are also interested in new cars and are luxury travellers.
High-quality property leads are the lifeblood of successful estate agents. With sophisticated targeting options, control and scalability, Google Ads offer one of the best marketing channels for landlord leads, valuations and property enquiries. Estate agents that leverage PPC for their marketing can build supply and demand generating machines. Google Ad campaigns can be switched on or off, scaled up or down or tweaked to target new audiences and locations.
I'm a property marketer and PPC consultant specialising in lead generation for real estate. I run EffectiveMarketing.UK, a property marketing agency. We work with estate agents and property developers on PPC, SEO, digital strategy and website projects. If you’re an estate agent looking for ways to grow your brand, get in touch and I’ll be glad to help.