In today’s competitive and dynamic real estate landscape, the importance of real estate digital marketing cannot be overstated. Thanks to the increasing number of users turning to online before deciding to buy, realtors must harness the power of digital marketing to stand out to attract potential buyers.
Benefits of using digital marketing for your real estate business :
- Reach potential customers
- Increased visibility
- Generate leads
- Stronger online presence
- Social media following
- SEO rankings
- Higher ROI
Read further to gain knowledge on how to improve your real estate business using digital marketing and effective strategies .
Choosing The Right Advertising Platform For Business Reach
Choosing the right advertising platforms, such as Google Ads and Facebook Ads, can significantly impact your business’s online marketing success. Compared to traditional advertising like newspaper ads, billboards, etc., digital advertising shows a significant impact on business revenue generation.
Understanding how these advertising platforms work and deciding which suits your business goals is essential to having a working marketing strategy. Digital marketers make use of the latest trends and technologies and incorporate them into advertising for better results.
Let’s decode Google Ads and Facebook Ads performance in areas essential for a real estate business strategy.
1. Reach the Right Audience
Facebook Ads: Realtors can take advantage of Facebook ads for targeting potential customers since it allows them to narrow down their audience targeting by segmentation and demography.
One of the biggest advantages of using Facebook ads is that you can extend your real estate business ads to Instagram also, since both are Meta owned. This increases your reach to a younger demographic and boosts your conversion rates.
Google Ads: Google Ads, on the other hand, is intent-driven. Users search using specific keywords. This makes digital marketers focus on SEO-based keyword analysis so that your real estate website pops at the forefront during search queries.
2. Cost-Effectiveness
Facebook Ads: Facebook Ads are generally known for being cost-effective, especially for industries like real estate, where visuals and engaging content can capture attention. Facebook operates on a cost-per-click (CPC) or cost-per-impression (CPM) model, meaning you can pay only for clicks or for views depending on your goal.
Google Ads: Google Ads tend to be more expensive, particularly for real estate, where keyword competition is high. Real estate agents often bid on high-intent keywords like “buy a house” or “real estate agent,” which can drive up CPC rates. Due to its effectiveness, Google Ads can be an expensive playground, especially for high-competition keywords.
3. Lead Quality
Facebook Ads: The leads generated by Facebook Ads are frequently in the research stage or interested in learning more about real estate. They may not be prepared to make an immediate decision. Therefore, Facebook works better for top-of-the-funnel strategies, where the goal is to capture interest and nurture leads over time.
Google Ads: Google Ads generally produce leads of superior quality, as users are actively seeking real estate services or properties. Such leads are more likely to take action, such as contacting an agent, scheduling a home viewing, or learning more about a property.
4. Remarketing Opportunities
Facebook Ads: With Facebook’s robust remarketing tools, realtors can reconnect with users who have previously interacted with their ads, visited their website, or engaged with their content. You can create custom audiences based on users’ actions and send them targeted ads to push them further down the sales funnel.
Google Ads: Remarketing is also available through Google’s Display Network and YouTube. This is useful for staying in front of users who looked up real estate-related terms but did not take action. Google’s remarketing ads can follow users as they browse other websites, which can serve as a reminder of your real estate services.
5. Detailed Analytics
Google Ads: To ensure your Google Ads campaigns for real estate are effective, it’s crucial to measure and optimize their performance regularly. Start by setting up conversion tracking in Google Ads, which will help you understand which keywords, ads, and campaigns are driving valuable actions on your website. Integrate Google Ads with Google Analytics to gain deeper insights into user behavior and campaign performance.
Facebook Ads: Tracking Facebook ads for real estate agents is essential. Your campaign will begin collecting data as soon as it goes live. The longer your ad campaign runs, the more metrics you will have to calculate, such as CTR, CVR, website traffic, Facebook engagement, and sales.
The Facebook Ads Manager will produce reports for you within your account. These reports indicate where users see your ads, who sees them, and other performance metrics.
6. Automated Bidding
Facebook Ads: Pricing for Facebook advertising is based on a bidding system. As a result, advertisers place bids based on the amount of money they are prepared to spend to reach a particular audience. Facebook will decide when and how much to bid for your placements after you choose your maximum daily bid.
Google Ads: Automated bidding is a Google Ads bid strategy designed to maximize results based on your set campaign goals. With automated bidding, Google automatically sets bid amounts based on the likelihood that your ad will result in a click or conversion. To do this, they analyze data such as a user’s device, operating system, the time of day they are searching, demographics, and location.
7. Higher ROI
Google Ads: Optimizing your bids is a surefire way to improve your return on investment. While modifying the budget of an unproductive pay-per-click campaign may appear like an effective option to drive more conversions, adjusting your bids is a way more practical approach in most cases.
However, this practice is primarily based on traffic volume for every keyword, and its use might vary depending on the specific seasonal factors.
Facebook Ads: Any digital marketer must understand and communicate ROI to their clients with a campaign report. By monitoring your Facebook advertising performance, you’ll better understand whether your marketing strategy is working, including how Facebook ads perform relative to other channels like Google Ads.
Use performance data and data from Facebook insights to optimize your campaigns and stop poor-performing A/B tests. Take advantage of Facebook’s dynamic creative testing feature to help you automatically determine the best-performing ad elements.
Choosing between Google Ads Vs Facebook Ads for Real Estate Business
Your goals, budget, and target audience will all influence whether you choose Facebook Ads or Google Ads for real estate. Facebook ads are ideal for visually showcasing properties, targeting specific demographics, and increasing brand awareness. On the other hand, Google Ads are better for capturing high-quality leads from users with strong purchase intent.
Finally, a combination of both platforms may yield the best results, allowing you to increase awareness through Facebook Ads while capturing intent-driven leads through Google Ads. We, at Jeevan Tech, help realtors achieve their digital marketing goals and provide successful advertising of their choice.
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