Let’s talk lead generation.
Before you skip ahead to the part where we divulge our deepest darkest advertising secrets, think first what you want to achieve from your lead generation.
Repeat after me, quality leads.
Finding quality leads through internet searches and paid advertising may sound like an oxymoron, but it’s actually quite systematic.
Consider all online lead generation a digital introduction and paid advertising serves as the handshake.
What It Takes to Get Started in Paid Advertising
In order to succeed in paid advertising you need to understand it will take time. There is a ramp-up period involved with paid advertising in order for the search engines to familiarize with your brand and for performance history to build-up.
Throughout the first few weeks and months of running ads, data begins to build around specific keywords, phrasing, and audiences.
Your paid advertising team will then use this data and performance history to properly optimize future ads and better target them to the right people, place and time.
The Best Time to Ramp Up Your Lead Generation
Everyone is dying to know what time of year or day or second is the best to run an ad in order to get the most leads.
But you can easily answer this for yourself if you consider the nature of paid advertising. It is demand driven and relies on the same supply and demand principles as the economy.
In other words, the best time to increase your lead generation is when other advertisers have pulled out of the game (supply is low).
This is where your business can strike at the perfect time. For instance, in December demand generally stays flat since the majority of advertisers pull their ads. They pull their ads or lessen their budget spend because for the majority of December, less people are buying and selling homes.
But beginning the day after Christmas demand is extremely high. And who is going to be smack dab in front of all of this demand? The advertisers who waited it out and pressed on throughout the month of December.
Answer: The best time to increase your lead generation is December and Q1.
Caveat: You need to stay consistent in the more expensive end of Q4 in order for your Q1 to start strong.
How to Plan Your Real Estate Lead Gen Campaigns
Now don’t go thinking that you only need to run paid advertising for the month of December through the end of March. Remember what was mentioned before: you have to build up your performance history in order for everything to work.
The key to online paid advertising is consistency.
If your ads run throughout the year you not only continue to build up data and performance history, but you also familiarize a new audience to your brand. Users prove time over time to choose the business they are acquainted with over a “stranger” brand.
Remarketing Closes the Lead Generation Gap
Think of remarketing as the Robin to your Batman of paid advertising. Robin may not be the main driver of success, but he helps to leave a distinguishable impression.
Remarketing works similarly to how products mysteriously “find you” on the internet after searching for them on Amazon. This particular type of paid advertising helps track users who found your site organically or other routes aside from paid advertising.
The value in remarketing lies in those times when your business’s paid advertising is juxtaposed against your competitors. Users are more likely to choose your brand if it has been placed in front of them before.
Is Paid Advertising Right for Your Business?
Whether or not your business is ready for paid advertising comes down to whether or not you are ready for a certain amount of leads. If and when your business demands a higher amount of leads due to team growth or other factors, paid advertising can deliver, if you allot for the time needed to let it grow.