Real estate agents tend to focus on getting the best leads. This starts with getting a lot of targeted traffic to their websites using SEO tactics and creative real estate advertising.
Whether you’re exploring online real estate advertising or pay-per-click (PPC) ads on search engines, you may not realise how influential ad copy is. Let’s learn why real estate ad copy is critical and how you can create it.
Advertising copy: Why it’s important
You are bidding on search terms to appear at the top of search engines, and the more desirable the term, the fiercer the competition. In addition to other agents and realtors vying for consumers’ attention, there are limited spots available for text ads: Google offers three top and eight sidebar text ads, while Bing and Yahoo offer four top and nine sidebar ads.
Ad placement is determined by search engines using “quality scores.” Your ad copy is ranked in part on its relationship to the targeted keyword, and these scores take into account a number of factors, including the ad copy. Your quality score will be very low if your ad says, “Buy a home in Toronto,” but your target phrase is “homes in Denver.”
It is also important to consider your ad’s performance. Search engines display the ads that get the most clicks, so creating a compelling ad will help you rank higher.
To get your ad to the top and to get users to click on it above the rest, you need great ad copy.
Ad Copy That Generates Clicks
In order to get the customer to click, agents must use tactics proven to get clicks within seconds. Because there are so many ads on each page, they don’t think from the customer’s perspective. You should use logical and emotional appeal in your copy to get the consumer to take action.
Use these tips to make your ad copy logical and emotional.
A logical approach
Provide a Benefit: Your advertisement is a response to a search query, so it should clearly provide the searcher with a solution to their problem. This starts by rephrasing the targeted keyword phrase and then providing details that provide a benefit to solve their query (e.g. The ad should mention non-slip soles, the top waiter brands, etc.) if someone searches for “non-slip shoes.”
Be specific: It isn’t always possible to please everyone with advertising copy. It’s best to target different audiences with different advertisements and focus on copy that appeals to each audience the most. You’ll ensure you attract the most qualified, targeted leads by focusing on unique features (such as “beachfront view”) that would make a consumer curious, rather than a generic listing for “[suburb] Homes for Sale.”
An emotional experience
Take Your Readers by Surprise: Use descriptive copy to grab your readers’ attention. The words and phrases you use should be relatable, alluring, aspirational, and not alienating or used in every other ad. Action verbs and bold language should also be used to catch users’ attention. The following are some tips for real estate advertising:
Try experimenting with these examples: beautiful, move-in ready, spacious, turn-key, remodeled, master bathroom, etc. Those are the homes that attract buyers the most.
It’s overused: Stunning, designer, updated, gourmet kitchens, etc.
The following are negative attributes: cosy, charming, needs paint, must sell, motivated seller, potential, and others should be avoided.
Exclusivity: Tell users they’ve found the best deal in town, or that their agent is the most knowledgeable.
Don’t make viewers feel like they’ll miss out if they don’t click your ad. Create a sense of urgency.
Ad Preparation for Real Estate
The key to creating successful real estate ads is to think about the best features of the listing or your business that will draw buyers to your ad. This includes the phrases you choose, the buyer you’re speaking to, and what makes your listing exceptional.
Establish a clear goal
You can find yourself creating weak advertising copy if you do not have a clear advertising goal. Is it a single property that you are trying to sell, or are you trying to generate new leads for your business? Each ad you create should have a clear goal. Below we explain how to approach your ad copy, whether it’s focused on a single property, area listings, or your brand.
Create a keyword list
In the same way that search engine optimisation takes centre stage when it comes to real estate agent advertisements, keyword research plays an important role in helping you attract searchers who are looking for the services that you provide.
As part of your real estate advertising copy, it’s recommended that you do keyword research in Google Adwords’ Keyword Planner. Your target keywords will be used in the ad you’ll use (described in more detail below) as well as on the landing page you’ll send users to. Your PPC campaign can be started in Adwords and uploaded to Bing later if you plan to advertise with Bing.
Identify the target audience
Your target customer is important when creating ad copy. Is it a millennial first-time buyer, or is it a growing family seeking a larger home?
You should know who is going to receive your advertising message so you can write ad copy that highlights proximity to restaurants for millennial buyers while writing ad copy for families might emphasise large rooms and a great school district.
Create a target persona for your ad so you can easily write ad copy that gets results.
Make a list of prominent features
You need to have compelling ad copy if you want to compete for the top real estate ad position. Highlight the most notable, unique, and important features of your listing or business to attract users and make them click.
Set a price range for your listing to attract buyers who can afford it.
Your ad should emphasise the size and number of bedrooms because most buyers know what they are looking for.
Home buyers can be captivated by new appliances, condo extras, smart-home features, and other standout features.
You may want to highlight your location in your advertisements, such as being near a beach or recreational area.
You should highlight anything unique about your property that would make it a great selling point. Every house has its own unique character, so use this to your advantage.
It is not just about the property. Many leads looking for homes in a particular area are looking for reasons other than the property. Whether it is proximity to culture, great schools, or a relaxing environment, describe some of the best things about living there.