Real estate ad campaigns can be highly technical, analytical, and complex depending on the method you choose.
People are the heart and soul of any successful real estate business.
When you don’t honestly help your clients or communicate well with new leads, scaling your business and increasing your income will be difficult.
There is no way you can create an ad in a matter of minutes and expect sales and leads to start flowing in.
Rather, you should think honestly and objectively about the people you want to attract, where they spend their time, and how best to reach them.
A successful real estate ad follows these basic steps:
Choose your audience carefully
Let’s be clear: an “audience” does not only mean the people who attend theatre shows, plays, and concerts.
Marketers refer to their audiences as the people they want to reach.
The location is one immediate way for a real estate agent to narrow down their audience.
Are you interested in working with first-time homebuyers, for example? That’s your target audience.
Interested in helping homeowners sell luxury properties? They are your audience.
In real estate, it is perfectly fine to work with a variety of buyers and sellers.
Running ads, however, requires you to be as specific as possible. It is more effective to target buyers and sellers separately instead of trying to target both types at the same time.
Ask yourself these questions as you choose who you want to reach with your ads:
How much time does this audience spend on social media?
How do they search for help when they need it?
What are their major pain points?
What catches their attention?
Identify Your Advertising Goals
In the end, real estate ads are meant to increase your income and grow your business. Creating an advertising campaign, however, requires more specificity.
Lead generation, listing promotion, and brand awareness are the three most common types of real estate advertising.
A campaign can have many other goals, but these are usually the ones agents or brokers are trying to achieve.
In order to accurately measure and improve your ad, you must know what it is meant to accomplish.
Build a Real Estate Marketing Funnel
The term “funnel” describes the process of someone clicking on an online advertisement and becoming a client.
In real estate marketing, funnels can become extremely complicated, but they don’t need to be.
In order to ensure that your ad campaigns are successful, make sure you follow up with every lead or customer you generate.
A simple funnel can be created by creating a landing page and sending an email.
Leads who are not found online can also use this simple funnel.
Your funnel can work from your website if you direct people to it in person or on via signs and links directed at your website.
Nevertheless, as your real estate advertising funnel expands, you might want to invest in a CRM (customer relationship management) software that allows you to follow up and market to each and every lead.
Make a decision about how to advertise your real estate
There is no one-size-fits-all when it comes to advertising.
Take some time to research and experiment with different advertising methods if you have never used them before. There are many differences between the processes involved in running different types of ads, such as print advertising versus real estate Facebook ads.
Taking into account your current lead generation method may also be helpful.
With your first real estate ad, you might want to start with Facebook, business referrals, or search engines if you’re already getting steady leads from them.
Make multiple versions of your ad
Any type of ad campaign can benefit from this tip.
Test multiple ad variants simultaneously when running an ad campaign.
As soon as you have determined which variant is performing best, pause the variants that are not performing well.
Testing new variants of the best performing variant, gathering more data, pausing the poorly performing variants, and repeating.
It’s called A/B testing, and if you’re not implementing it when running your real estate ads, you’re losing money.
When it comes to how to run a successful ad campaign, there are thousands of articles, books, and videos, but all successful campaigns contain ads that grab attention, resonate, and motivate a target audience.
If you target your advertising message appropriately, your ad has a good chance of capturing your target audience’s attention. Images, however, can make or break an advertisement’s success.
Psychologically, images are recognized quicker and remembered longer than any other format (this is called the picture superiority effect).
The features that buyers want in a home would make it more likely to attract potential buyers’ attention.
In order to set up a successful ad campaign, it is crucial that you choose the right image.
The key to making an ad that resonates with your audience is identifying their problems and addressing them.
If you wish to attract first-time homebuyers, their pain might be that they don’t know how to prepare financially.
In order to help them build their credit so that they can buy a house, you should speak directly to their fears and offer them a clear, step-by-step plan.
Additionally, you can motivate people by setting a deadline, restricting the availability of an offer, or rewarding their actions.
Interested in attending a first-time homebuyers workshop on June 5th? Register here. Only 20 tickets will be available, and the first 20 attendees will receive a $50 Visa gift card.
Your Ad Campaign: Publish and Manage
Finally, your ads are ready for launch! By taking these steps, your results will be far better than your competitors, and less time and money will be spent.
When running an ad campaign, measure the cost per conversion (such as registrations, subscriptions, or appointments). Don’t pay attention to cost per view, cost per click, or any other metric.
These metrics are irrelevant unless you’re running a brand campaign (which we recommend, especially for small brokerages or individual agents who need to see an immediate return on their ad spend).