Real Estate Search Marketing

In my previous blog post I drilled down parts of performance marketing. If you like to start your performance marketing activity in real estate industry to generate leads, I definitely recommend to start with search marketing

Benefit of the search marketing for realtors

Why I consider search marketing as the most important part of your performance marketing campaign? Since potential clients are looking for relevant results for their needs right now. For example if I type in “apartments for sale in Miami”, I am looking for real estate websites which will show me apartments in Miami what I could buy. If you are a real estate broker in Miami, you should come up for my search to get a click to your website and generate a lead.

How search marketing works at the real estate industry?

The most important part of search marketing is keyword. Keyword describes the user needs. Let’s go back to my previous example “apartments for sale in Miami”. That means I would like to buy an apartment in Miami. Another example is “luxury condos for rent in New York City”. That means I would like to rent a luxury condo in New York City.

If you are running a Google AdWords search campaign you need to add keywords. Forget keywords like “apartment for sale” or “rent condos”, because they are too general, they won’t provide you with relevant traffic and cost per click will extremely high. That won’t meet our performance marketing goals, since we would like to optimize the cost per leads. So what kind of keywords could you add to your Google AdWords campaign?

Real estate keyword research

If we analyze the previous two example, like “apartments for sale in Miami” or “luxury condos for rent in new york city” you will discover similar patterns.

  • property type: apartment, condo, house, etc.

  • type of interest: for sale, to buy, for rent

  • location: Miami, New York City, etc.

This is your real estate keyword formula

{property type} {type of interest} {location}

Based on this formula you could create your own relevant keyword list. OK, now we have keywords, but if a user type in a keyword to Google, he will get text results. These are the ad copies what we need to create.

Create relevant real estate ad copies

We need to know the structure of Google AdWords ad copy.

Headline – max. 25 characters

Description line 1 – max. 35 characters

Description line 2 – max. 35 characters

Display URL – max. 35 characters

Final URL – landing page URL

Let’s use the previous example where I search on “apartment for sale in Miami”. Here is what a relevant ad copy looks like.

Apartment for Sale in Miami

You need to create a strong relationship between your keyword and ad copy. In this example we need to use the key parameters in our ad copy like apartment, for sale, Miami. In general you need to use those parameters what we used in keyword formula.

We haven’t talked yet about the final URL. This is landing page where you lead your visitor. In the real estate industry we use listing pages as landing pages, since you would like to show as more real estate as possible.

Relevant final URL for real estate campaigns

What do you think what could be a relevant landing page for “apartments for sale in miami” keyword?

  • main page

  • listing page about real estates in Florida

  • listing page about real estates in Miami

  • listing page about apartments for sale in Miami

 

Based on the keyword we exactly know the visitor’s interest, so we need to use as relevant landing page as possible. If I type in “apartments for sale in Miami”, I am not interested in houses or other cities in Florida. I would like to get a list of apartments what can I buy in Miami.

Successful Google AdWords search campaign structure at real estate industry

What are the key elements of our Google AdWords search campaign?

  • keyword

  • ad copy

  • landing page

Remember that your potential customers use specific keywords, so you need to setup as relevant campaign structure as possible. Forget to target general keywords like “apartment for sale” or “house to rent”, since they will generate less leads like specific keywords.

I hope this guide helped you to be successful on the performance marketing field at the real estate industry while you generate more leads with less spending. If you have any other question about to setup a Google AdWords search campaign to your real estate listing site, feel free to email me!

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