Real Estate Remarketing

Have you ever seen an ad about a website what you visited before? I guess your answer is yes. That’s an important part of a performance marketing campaign called remarketing. When a user previously visited your site, the ad network marks that user and you can target him with your ads. Remarketing is available on Google AdWords and Facebook, now we will discuss about the Google AdWords remarketing campaign.

How remarketing works at real estate listings?

Remember what we discussed as a goal for a real estate performance marketing campaign? Within a given budget maximize our leads. Leads mean conversion in digital marketing.

OK, so the goal is clear, but how we can reach our goal? What is the good strategy to setup a remarketing campaign for real estate listings?

The most important word is segmentation. Let me show you two different example and you will understand why.

We know that we could target previous visitors of our website. If I handle all website visitors as one segment, that will a general segment without any specific attribute. As result I could use only a general ad copy like this.

real_estate_remarketing1

Let’s see the other option. Segment our visitors based on property type.

Segment 1 – Apartments

Segment 2 – Condos

Segment 3 – Houses

etc.

In this case you could create more relevant ad copies, which will be more relevant to your previous website visitor. As result you will generate higher amount of clicks since click-through rate will be higher.

Segment 1 – Apartments

real_estate_remarketing2

Segment 2 – Condos

real_estate_remarketing3

Segment 3 – Houses

real_estate_remarketing4

Keep in mind your remarketing campaign will be effective for your real estate listings if you create specific segments and you use specific ad copies for these segments. Google AdWords uses Audience or Remarketing List for a segment. Let’s learn how to create and use remarketing lists for our real estate campaign.

Create remarketing list at Google AdWords

After you have logged in to your Google AdWords account click on Shared library ->Audiences -> Remarketing list -> Website visitors. In the new window fill out the Remarketing list name. We will create a remarketing list for each property type, start with apartment now, so name it as “Apartment visitors”. At the next field your will see “Enter a value” text, type in “apartment” and click on the first option which says URL contains apartment. As a results you need to see this filled form.

real_estate_remarketing5

Click on the save button. Continue this process until you add all of your property type what you have on your website. Note that this solution works only that case if your listing page URLs contain property type, but majority of real estate websites handle this.

When you are ready with remarketing lists, you need to use them in your Google AdWords campaign. You can add your remarketing list on ad group level to your campaign.

If you have any question about setting up a remarketing campaign for your real estate company, feel free to leave me a comment or email me.

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!

Performance marketing for real estate agents

As I managed a couple of US based realtor’s Google AdWords campaign and I am the digital marketing manager of the market leader real estate listing site in Hungary I collected a lot of experience in develop successful digital marketing strategies in the real estate industry. Occasionally I check real estate market segment to see what real estate agents are doing at the online marketing field and I realize many mistakes where they are wasting their money. I guess in many cases they have no idea about this fact that they are doing wrong their digital marketing management. Obviously real estate agents need to be professional at their industry, so that is not expected to be professional at digital marketing field.

forsale1

This is the reason why I am going write these blog post series to help realtors to manage their digital marketing activities as efficient as possible and get real advices from an expert who has deep experience in performance marketing campaign management at real estate industry.

Digital marketing, performance marketing, Google AdWords, Facebook

Let me make all the phrases clear and understand relationship between them. Let’s start on the highest level with digital marketing.

Generally we could say that if you are advertising online, you are running digital marketing campaigns. Within digital marketing there is performance marketing. Performance marketing is a marketing trend where we would like to get the real results of our spending. Let me give you a really simple example.

Reach or leads?

Let’s say in one case you spent $1,000 budget on Facebook and as a result you have reached 5,000 people. In the other case you spent $1,000 budget on Facebook too and as a result you have generated 5 leads. Both cases we used $1,000, but what were the measureable outputs? Reach 5,000 people or generate 5 leads. Which is closer to your business goal, reach 5,000 people (probably they are not really interested to buy or sell a real estate) or generate 5 leads? I guess you would be more satisfied if you generate real results by your budget than possible results.

lead_generation

If we are running performance marketing campaigns on real estate industry field we focus on only how much did we spend and how many conversions/leads did we generate.

Within the performance marketing we have ad platforms like Google AdWords and Facebook where we can setup and manage performance marketing campaigns.

Measure results

Performance matters, so we need to understand how an ad platform or a specific campaign within an ad platform performs. Google Analytics will help you to evaluate your digital marketing performance. It’s a free digital analytics platform with great standard reports, so you don’t need to configure too much to see the right data.

The goal of real estate performance marketing

So what is the goal of performance marketing activities in the real estate industry? If we have a given budget generate as many leads as possible or if we have fixed amount of leads spend as low as possible.

How could we reach our goals briefly? Monitor and analyze our campaigns spending and the number of leads. Optimize them to decrease cost per leads.

How could we reach our goals in details? These blog post series will show great techniques what you could use for yourself.

I hope that you are interested in about this topic. Since I would like to write about practical solutions, feel free to comment on this post or send me an email on the contact form.