Generating qualified leads is a crucial aspect of any real estate business, as it helps agents stay afloat in an increasingly competitive industry. However, generating leads can be challenging, especially for newer agents who may not have a large network or established reputation. This is where Google Ads can be a powerful tool for real estate agents looking to increase their lead generation efforts.
One of the biggest challenges that real estate agents face when it comes to generating leads is reaching the right audience. It can be difficult to know who is most likely to be interested in purchasing or selling a property, and even more difficult to reach out to these potential clients effectively. Google Ads allows agents to target specific demographics and interests, ensuring that their ads are seen by the people most likely to be interested in their services.
Another challenge that real estate agents face is standing out from the competition. With so many agents vying for the attention of potential clients, it can be difficult to differentiate yourself from the pack. Google Ads allows agents to create targeted and personalized ads that highlight their unique skills and expertise, helping them stand out from the competition.
In addition to these benefits, Google Ads also provides real estate agents with a way to track their lead generation efforts and see what is working and what is not. By using conversion tracking and other analytics tools, agents can see exactly how their ads are performing and adjust their strategy accordingly.
Now that you know some of the benefits of Google Ads let’s look at really what it takes to run effective ads on Google for Realtors.
Tips For Running Google Ads For Real Estate
1. You need an IDX website
If you are trying to capture buyer leads you HAVE to have a IDX website. This makes it very easy to capture potential lead information in exchange for them being able to view homes. This means you have to have forced registration setup with your IDX provider or website host. Typically if you set it to do a forced registration on the 2nd or 3rd viewing is what seems to work best in our experience.
This is the same if you are trying to do seller leads as well. Having a form that allows them to get their home value is very important. This can also be accomplished with a landing page, but some IDX websites have this feature included as well.
2. Focus On Cities
When you structure a campaign especially for buyers you want to focus each adgroup you create on a specific city and homes, condos, etc. that are being sold there. This is the way most buyers are searching on Google so it is important that you meet them in their search.
This gives you more relevancy to their search and your ad. They will be more likely to convert to a lead as well when you send them to a page that is for the specific city they are searching for.
3. Negative Keywords
Even though I have this as the 3rd point negative keywords are probably the most important thing in your account. This is going to save you so many wasted ad clicks and save you literally $1000s in advertising dollars over the course of years. Make sure you are regularly adding negative keywords to your campaigns.
4. Have a good follow up game
You probably hear this all the time as an agent but follow up is key. The buying cycle of real estate is anywhere from 6-24 months. So you are really in this for the long haul. You honestly can’t measure a campaigns performance month to month as so many want to do. It will take a few months to build up a pipeline and a few more to start seeing that pipeline close and deals roll in.
It’s not that your ads are bad or your ad manager always sucks (even though they could), but you need to make sure you are following up at least 8 times with a lead you generate.
Only 2% of leads are ever ready to move right when you call them the rest of sales typically goes between the 8th-12th contact so it could take awhile, but plan to do it.
5. Track your conversion
Tracking conversion is so important with Google Ads. If you don’t take the time to understand how to setup tracking phone calls, lead forms, IDX registrations, etc. You may as well not run Google Ads. Google is a learning machine at the end of the day and it needs data. It also needs YOU to tell the data it gets if it is good or not as it will optimize itself for the data that is good.
Google Ads For Real Estate Course + Templates
Hopefully the above was helpful, but we have been doing this for over 5 years. We decided that there are so many people that have a hard time with Google Ads we wanted to put that in a course and include every template you can imagine that makes building a winning campaign easy.
Literally you can have a campaign up and running within a day and now exactly the strategy behind it all.
We broke down every part of the account that you need to know, what keywords to use, a huge list of negative keywords, and even ad copy that we know works.
So if you don’t want to waste years learning what we did we recommend our course + Templates that shows you exactly how to run Google Ads yourself for Real Estate!