real estate ppc lead generation

DOMINATE Real Estate Lead Generation With An Advanced PPC Strategy

Have you wanted to DOMINATE pay per click real estate lead generation?  Well I’m going to pull back the curtain and share one of the techniques we use to generate real estate leads from Google PPC ads.  Let me digress for a second.  Why would you even want to run PPC ads, or furthermore dominate them?  First, according to a research study conducted by WordStream back in 2012; “Clicks on paid search listings beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent in the US. In other words, 64.6% of people click on Google Ads when they are looking to buy an item online!”  Based on our testing and experience we have found that the most common searched keywords buyers and sellers use are of “high commercial intent” too (e.g., chicago homes for sale).  Second, the organic results for high commercial intent real estate keywords are EXTREMELY competitive.  You can spend tens of thousands of dollars on search engine optimization (SEO) and wait months upon months, if not years, waiting to rank for just a single keyword.  You’ll also be competing with the likes of the ZTR powerhouses, which have far more SEO resources at their disposal than any single real estate agent, team, or independent brokerage.

After reading all of that are you still interested in generating a ton of real estate leads with PPC ads?  GREAT!  So let me layout in broad terms this advanced PPC strategy.  For any given Google search engine results page (SERP) there are up to 10 or more PPC ads.  Three at the top of the SERP, and 7+ down along the right side of the page.

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When you run an Adwords campaign Google limits you to running a single ad for a given keyword, but…but what if you could run more than one ad for a keyword?  Well, you would have a much higher likelihood of capturing a click, right?.  Especially if you were running two ads within those located at the top of a SERP.  Now for those of you who are seasoned PPC marketers you’re probably saying to yourself…yeah that would work, but you’d be competing against yourself, and potentially raising the cost per click (CPC) artificially, and you would be right.  No doubt, you have to be acutely aware of how each campaign is performing, but the management trade offs are well worth it in terms of the volume of real estate leads this strategy can produce.

To execute this strategy you are going to need to complete a number of steps.  You will also need to have a real estate website like BoomTown, TigerLead, RealGeeks, or MarketLeader already up and running to collect your leads.  A spin-off of this strategy is to use two or three of these portals as lead collection points and aggregate your leads using Follow Up Boss, which is an AWESOME service, by the way.  In any event, lets assume you only have one website and at least one domain pointing to said site.  That being the case, you have to purchase a number of additional domains so that you will have a 1:1 ratio of domains to Google Adwords PPC accounts.  In the example that I am sharing, it will require a total of three domains.

The next step is to navigate over to Unbounce and open a “New Business & Entrepreneurs” account.  Unbounce is a landing page builder/hosting service that doesn’t require you to code anything.  It’s all point and click, easy peasy.  Once you get your Unbounce account setup you will need to setup two unique landing pages.  Each of these landing pages needs to have a unique domain pointing to it.  These two landing pages will have a call to action button like “Start Searching” which when clicked should take the visitor to a search specific page within your real estate website.
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The last step is to set up three Google Adwords accounts.  Each will require a unique Gmail address (DO NOT USE EXISTING GMAIL ACCOUNTS, SETUP NEW ONES), you can however use the same payment method for all three accounts.  Within each Adwords account you will need to set up a campaign and within those campaigns a new text ad.  Your three separate ads need to use the same keyword(s) (e.g., chicago homes for sale).  Note, the ad copy you use for each campaign should be unique too.

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It’s safe to say that many nuances associated with this PPC strategy have not been covered here, and would require a book’s worth of information to do so.  However, if you are interested in setting up an internet lead generation system like this one, and want to avoid all of the headaches, we’d be more than happy to help you.  Setup a call with us now!

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