When it comes to digital marketing, real estate agents tend to go in two places:
- Third party sites like Zillow, Trulia, Realtor, etc.
- Google PPC
Today…let’s examine Google PPC a little. If you’re convinced that this is the way to go, it’s important that you keep in mind a few things when running an SEM campaign to prevent your budget from going entirely out the window.
1. It's easy for your competition to blow through your budget
They are called pay per click ads. What’s stopping your competition from clicking your ad multiple times to rack up the cost of that advertisement? Nothing! Absolutely nothing! We’ve actually seen companies hire interns to do nothing more than sit and click on the competitor ads. Ethical? Of course not? Legal? You bet.
2. It's often redundant to buy adwords for the words you should be ranking organically with.
People like to keep things simple. When looking for a realtor what they will search for is “realtor in XXX.” Not much of a surprise there. You may want to consider NOT spending your money here until you’ve focused on making sure you’ve got a strong enough web presence and quality content to rank ORGANICALLY for these keywords first.
3. Are people even searching for agents on Google?
Studies have indicated that only 9% of buyers and 4% of sellers find their agent online. (Note: this number doesn’t reflect the property listings – just the agents). 42% of buyers and 39% of sellers found their agent through a referral from a friend or family member. 12% of buyers and 25% of sellers used an agent they had used before. So why are you wasting your time even making pay per click ads focused on selling YOU vs. a property if your consumers won’t even be looking for you online.
Our team and our clients like advertising where the eyeballs are…and where the competition isn’t. Google SEM for agents? Not so much.
What kinds of success stories or failures have YOU seen with SEM in real estate?Kyle Reyes is the President and Creative Director of The Silent Partner Marketing, New England's #1 Marketing Agency. We're a boutique marketing firm focused on helping businesses grow in an age of exploding technology. You can find him on Google+, Facebook and Twitter. He's the Chuck Norris of marketing. It's outrageous - we know. That's kind of the point. Outrageous marketing - extraordinary results. And yes - he wants to connect with you on LinkedIn, so send him a request!
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