As a realtor, you’ll know that success can only come from attracting clients and buyers. The good news is that the Canadian real estate market will continue to grow by 3.9% between 2024 and 2028 (Statista), but that growth inevitably means more competition.
Digital marketing is critical for any real estate business to thrive, but focusing on just one or two channels won’t promote sustainable growth. Instead, you’ll require a multi-pronged attack, diversifying your budget and reaching wider audiences.
Utilizing PPC for real estate can give you immediate growth and drive more traffic to your website. In fact, it’s one of the only online marketing strategies that offers instant results – but is it worth it?
You’ll find out in this guide as we explore real estate PPC advertising in detail. Read on to learn why this marketing method is beneficial and how to harness it effectively.
What is PPC for real estate?
Pay-per-click advertising is a unique marketing model that enables brands to market their products/services to a broader audience but only pay when someone clicks an advert.
Specialists bid on their chosen keywords, which define their ad placement and align with either search engine queries or relevancy to specific websites/browsing behaviours.
These adverts should compel users to take a specific action, such as signing up for a mailing list or booking a tour, making them helpful in generating qualified leads.
For example, if you want to attract sellers, you could create an ad highlighting your agency’s accomplishments and instill a sense of trust in prospective clients. Once they click on the advert, they can book a free consultation or property valuation.
The benefits of PPC for realtors
Pay-per-click advertising offers many benefits, but people often shy away due to its complexity. Once you get used to the techniques and how different platforms work, you can look forward to numerous rewards.
There are no initial costs
Anyone can create an advert without worrying about money. Pay-per-click is exactly as it suggests – a marketing method that allows you to create adverts and only pay the bid price when someone clicks on them.
Simply put, you’re saving money and targeting an active audience. After all, very few people will click on an advert if they’re not interested in – or planning to – sell their property.
Seamless targeting
Depending on your chosen platform, targeting your ads to the right audience can be simple. For example, Google Search Ads match with user intent and appear during relevant searches, such as “Buy homes in Victoria.”
As long as you factor in negative keywords (we’ll cover these later), it’s easy to make the most of your budget and avoid unwanted clicks.
Flexibility
Realtors that utilize PPC can also take advantage of unparalleled flexibility, with numerous channels and ad formats available. Popular formats include videos and images highlighting a property’s features and unique selling points.
You can also harness the power of social media advertising, giving you lots of opportunities to connect with audiences of all ages and preferences.
The instant solution
Unless you have an unlimited budget, PPC will never be your primary marketing method, but it does offer quicker results than other marketing strategies.
For example, content marketing is a long-term solution, as is SEO—but running a pay-per-click ad could give you a traffic surge in just a couple of hours, making it great for short-term gains.
Choosing the right PPC platforms
Before you can unleash the power of real estate PPC advertising, knowing which platforms can give you the quickest results for the least money is crucial. Realtors should find channels their audience uses regularly to secure results.
Popular PPC channels for real estate ads include:
- Google: Think of Google Ads as the OG of PPC because it still reigns supreme. When people ask the search engines to show them available properties, you want to be in those results.
- Instagram: Bold photos, immersive experiences and users galore; Instagram Ads has it all.
- Facebook: When you want to reach a general audience, Facebook Ads is always on hand to help. The analytics side of the platform also delivers on all bases.
- LinkedIn: Specialists in commercial properties can utilize LinkedIn Ads to connect with businesses and generate more interest.
- Microsoft: While Microsoft/Bing Ads isn’t as popular as Google, there are still plenty of opportunities to connect with your audience on a less competitive platform.
Defining your budget
Now, here’s where things get tricky because you have to set an advertising budget and use it to achieve results. Most PPC solutions work on a keyword basis, which means you’ll choose your terms and bid based on their popularity.
However, you don’t necessarily need to spend a fortune on each ad because there are ways to minimize costs.
For example, a realtor could use Google Pay-Per-Click Ads to target small locations, which means the phrases won’t have as much competition but will still attract qualified leads.
Keyword research
How you choose keywords depends on the tools at your disposal, but Google Keyword Planner and Answer the Public are free solutions that reveal the common phrases people use when trying to buy or sell a property.
If you’re on a limited budget, avoid broad terms and use long-tail phrases, such as ‘two bedroom Condos in Victoria, BC.’
Most importantly, never forget the negative keywords. These phrases ensure your ad doesn’t appear in irrelevant searches, saving you time and money.
Let’s say you deal in new homes only. You wouldn’t want someone to search for a period property and click on your advert, so adding period properties to your negative keyword list ensures the clicks you do get are qualified leads.
Landing pages matter
The primary objective of PPC is to get people to click on a landing page where they perform a desired action. Unfortunately, some real estate agencies focus a lot of time and money on PPC but forget the importance of a well-designed website.
An average user will spend just 15 seconds on a website and leave if they don’t find what they want. That’s why dedicated landing pages are so important: they show relevant information to your advert and take visitors through a seamless process.
Your main goal should be getting people to fill out a form or arrange a valuation, so create dedicated landing pages for each ad and test them frequently.
Futureproof your advertising budget
PPC is a highly specialized marketing strategy that often requires a combination of technical and creative expertise. If you’re new to advertising, jumping straight into the creation stage could mean losing money and not securing any measurable results.
Many realtors choose to work with a specialist PPC agency because they can maximize their budget and ensure it doesn’t go to waste.
Are you ready to unleash the power of PPC?
Estate agent PPC advertising is a proven way to secure more traffic and rev up your agency. It isn’t a fix-all solution.
Combining PPC with expert SEO services can give you a long-term marketing strategy that provides immediate gains while paving the way for a prosperous future. Remembering these key takeaways can help you succeed:
- Determine which channels align with your immediate goals.
- Define a budget that you can afford. You don’t need to spend a fortune, as successful advertising is more about strategic placement than how much money you have.
- Remember the importance of negative keywords. They can be tedious to implement, but they’re also a necessity.
- Don’t be afraid to reach out for help. Many realtors focus on building their business and leave PPC to the professionals.
