The real estate industry is a bustling marketplace, teeming with buyers, sellers, and investors. If you're a real estate investor, you're probably always on the lookout for motivated seller leads.
Can Google AdWords Really Help You Find Motivated Seller Leads?
By: Brian Schwarze
- What Is a Motivated Seller in Real Estate Investing
- What Is Google Adwords
- Google Ads Best Practices
- Writing Effective Real Estate Ads
- 10 Steps to Structuring Your Google Ad Accounts
- Determining Your Google Ads Budget
- Keyword Research & Match Types
- Developing Your Google Ads Bidding Strategy
The real estate industry is a bustling marketplace, teeming with buyers, sellers, and investors. If you're a real estate investor, you're probably always on the lookout for motivated seller leads. But how do you reach these potential sellers in a sea of information and competition? The answer lies in a powerful digital marketing strategy - Google Ads.
Below, explore the intricacies of using Google Ads for real estate investors, offering you the keys to unlock the full potential of this advertising platform and generate high-quality motivated seller leads.
What is a Motivated Seller in Real Estate Investing?
A motivated seller in real estate is an individual or entity eager to sell their property quickly, often for reasons such as financial distress, relocation, divorce, or the property being a burden.
The urgency means they are more flexible on price and terms, potentially accepting lower offers or offering concessions like paying for repairs or closing costs. Motivated sellers typically aim for a fast transaction, and may list the property below market value or be more responsive to negotiation.
For buyers, this can present an opportunity for a good deal, but it's crucial to conduct thorough due diligence to understand the property's condition and fair market value.
What is Google Adwords?
Google AdWords, now known as Google Ads, is a powerful tool for real estate investors seeking to enhance their online presence and reach potential clients or partners. This platform allows users to create targeted ads that appear in Google's search results and on other Google-affiliated websites.
Real estate investors use Google Ads to promote properties, investment opportunities, services, and their brand to a specific audience based on keywords, location, and other demographics. For real estate investment, Google Ads can be particularly effective for lead generation.
By targeting keywords related to real estate investment, such as "investment properties" or "real estate investing tips," investors can attract individuals interested in buying, selling, or learning more about real estate investments. These ads can direct potential leads to a landing page where they can learn more about the investor's offerings, sign up for newsletters, or get in touch directly.
Google Ads offers the flexibility to control ad spend, track the performance of different ad campaigns, and adjust strategies based on real-time data. This means real estate investors can efficiently allocate their marketing budget, targeting only the most relevant and profitable segments of the market.
Google Ads Best Practices
Looking to leverage Google Ads effectively? There are several best practices to consider:
- Keyword Research: Conduct thorough keyword research to identify the terms your target audience is searching for. Focus on keywords related to real estate investing, property types, locations, and investment strategies. Utilize long-tail keywords, which are more specific and less competitive, to attract qualified leads.
- Geo-Targeting: Use geo-targeting to display your ads to users in specific locations. As a real estate investor, you may want to target specific cities, regions, or neighborhoods where you have properties or are looking to invest.
- Ad Copy Relevance: Craft your ad copy to resonate with your target audience. Highlight unique selling points, such as investment return potential, property features, or your expertise in the real estate market. Make sure your ad copy is clear, concise, and includes a call-to-action (CTA).
- Landing Pages: Direct your ads to well-designed landing pages that provide more information and a clear pathway for visitors to take the next step, whether it’s contacting you, signing up for a newsletter, or viewing property listings.
- Use Ad Extensions: Utilize ad extensions to provide additional information and links. Extensions can include contact information, additional website links, and even property listings. This not only makes your ad more informative but also increases its size and visibility on the search results page.
- Mobile Optimization: Ensure that your ads and landing pages are mobile-friendly. With a significant number of searches conducted on mobile devices, it’s vital that mobile users have a seamless experience.
- A/B Testing: Regularly test different versions of your ads and landing pages. A/B testing can help you determine what resonates best with your audience, allowing you to optimize for better performance.
Make sure you set a realistic budget and choose a bidding strategy that aligns with your goals. Google Ads offers several bidding strategies, such as cost-per-click (CPC) and return on ad spend (ROAS), which can be tailored to your campaign objectives.
Use Google Analytics and the Google Ads dashboard to track the performance of your campaigns. Analyze metrics like click-through rate (CTR), conversion rate, and return on investment (ROI) to gauge effectiveness and make informed adjustments. Ensure your ads comply with all real estate advertising laws and regulations, including fair housing laws.
Writing Effective Real Estate Ads
Writing effective Google Ads as a real estate investor involves crafting messages that are clear, compelling, and targeted to your specific audience. Here are key strategies to help you create ads that resonate and convert:
Understand Your Audience
Know who you're targeting – first-time homebuyers, seasoned investors, or specific demographic groups. Tailor your message to their interests, pain points, and what they value in a property or investment opportunity.
Use Compelling Headlines:
The headline is the first thing potential leads will see. Make it catchy, and ensure it includes your main keyword to improve relevance and search ranking.
Highlight Unique Selling Points (USPs)
What makes your offering stand out? It could be the location, price point, potential ROI, unique property features, or your expertise and track record in real estate investment. Make these USPs clear in your ad.
Include a Clear Call to Action (CTA)
Tell the user exactly what you want them to do next – whether it’s to learn more, view listings, sign up for a newsletter, or contact you. A clear CTA improves the chance of conversion.
Leverage Social Proof
If you have testimonials, awards, or a strong portfolio, mention these in your ads. Social proof builds trust and credibility.
Use Emotional Triggers
Real estate decisions are often emotional. Use language that taps into the aspirations, fears, or desires of your target audience, like security, investment growth, or lifestyle enhancement.
10 Steps to Structuring Your Google Ads Account
Structuring your Google Ads account effectively is crucial for campaign management, targeting, and tracking performance. Here’s a guide on how to do it:
- Start with a Clear Objective: Define what you want to achieve with your Google Ads - whether it's driving sales, generating leads, increasing brand awareness, or a combination of these. Your objective will guide how you structure your account.
- Organize by Campaign Type: Google Ads offers various campaign types like Search, Display, Video, and Shopping. Each serves a different purpose. For instance, Search campaigns are great for capturing intent, while Display campaigns are better for awareness. Structure your account based on the types of campaigns that align with your objectives.
- Segment Campaigns Thoughtfully: Within each campaign type, create individual campaigns based on specific themes or goals. For example, if you're a retailer, you might have separate campaigns for different product categories.
- Use a Logical Ad Group Structure: Within each campaign, organize your ads into ad groups. Each ad group should focus on a specific set of closely related keywords and have ads that are directly relevant to these keywords. This structure improves the relevance of your ads to user searches, enhancing performance.
- Careful Keyword Selection: Choose keywords that are highly relevant to the ads in each ad group. Use a mix of broad, phrase, and exact match keywords to balance reach and precision.
- Craft Relevant Ads: For each ad group, create ads that are closely aligned with the selected keywords and the landing page you’re directing traffic to. This relevance is crucial for achieving high Quality Scores, which can lead to better ad positions and lower costs.
- Optimize Landing Pages: Ensure that the landing pages your ads lead to are relevant, user-friendly, and aligned with the ad's message. This improves user experience and conversion rates.
- Implement Conversion Tracking: Set up conversion tracking to monitor the actions users take after clicking your ads. This data is vital for understanding your ROI and making informed adjustments.
- Regular Review and Refinement: Periodically review your account structure. Remove underperforming keywords, ad groups, or campaigns, and experiment with new ones. Continuous optimization is key to maintaining an effective Google Ads account.
- Leverage Analytics: Use Google Analytics in conjunction with Google Ads to gain deeper insights into user behavior and campaign performance.
A well-structured Google Ads account improves campaign performance and makes management and optimization more efficient. It allows for better targeting, more relevant ads, and ultimately, a higher return on investment.
Determining Your Google Ads Budget
Determining your Google Ads budget requires a strategic approach that balances your marketing goals with financial constraints.
Start by defining clear objectives for your campaign, whether it's driving website traffic, increasing sales, or boosting brand awareness. Your goals will influence the amount you should invest.
Next, consider your target audience and the competitive landscape. If you're targeting a highly competitive market, your cost per click (CPC) will likely be higher, necessitating a larger budget. Research average CPCs in your industry for guidance.
Next, analyze past campaign data if available. This historical data can provide insights into what budget levels were effective and which weren’t. If you're new to Google Ads, start with a modest budget and plan to adjust as you gain more insights from your campaign's performance.
Finally, consider the overall marketing budget of your business. Google Ads should be a part of a diversified marketing strategy, not the sole focus. Allocate a percentage of your total marketing budget to Google Ads, ensuring you have resources for other marketing channels too.
Remember, Google Ads operates on a pay-per-click (PPC) model, so you only pay when someone clicks on your ad. This model allows for flexibility in budgeting. Set a daily budget that you're comfortable with and monitor your campaign closely. Adjust your budget based on performance metrics like click-through rate (CTR) and conversion rate.
Keyword Research & Match Types
Keywords for your PPC campaign should be relevant to the audience you are targeting at the ad group level. Use Google's Keyword Planner tool to find keywords. Next, determine the keyword match types.
There are four options when it comes to keyword match types:
- Broad Match: Your ad will show when someone searches for any word in your key phrase in any order.
- Phrase Match: Your ad will show when someone searches for your exact key phrase in the exact order.
- Exact Match: Your ad will show when someone searches for your exact key phrase, in the exact order, without any other words.
- Negative Match: Your ad won't show when someone searches for a particular term.
Developing Your Google Ads Bidding Strategy
When developing an effective Google Ads bidding strategy,, you need to establish your campaign goals, as they will directly influence your bidding decisions. For instance, if your primary objective is to drive traffic to your website, focusing on cost-per-click (CPC) bidding might be most effective. Alternatively, if brand awareness is your goal, cost-per-thousand impressions (CPM) bidding could be more suitable.
Once your goals are defined, consider the type of bidding strategy that aligns with them. Google Ads offers several automated bidding options like
- Target CPA (Cost Per Acquisition)
- Target ROAS (Return On Ad Spend)
- Maximize Conversions, which use machine learning to optimize your bids.
These strategies are particularly useful for advertisers who lack the time or resources to manage bids manually but require sufficient data to work effectively. Manual bidding gives you more control over your bids but requires a more hands-on approach. It’s ideal for advertisers with the expertise and time to analyze and adjust bids based on campaign performance.
Continually monitor and adjust your bids based on campaign performance. Regular analysis of metrics like click-through rates, conversion rates, and the quality score of your ads is essential for refining your bidding strategy over time. A successful Google Ads bidding strategy is not set in stone but evolves with your campaign’s performance and changing market dynamics.
Start Generating 15-30+ Inbound Motivated Seller Leads Every Month
Magnyfi can help you get more motivated seller leads through various paid and organic online marketing strategies. Learn more about how we can help you implement the Motivated Sellers Marketing System in your area.
To check the availability of your market, fill out our application form or contact us at 877-399-2259, and we will walk you through the process. We only work with a limited number of investors per area, so claim your market today!
If you are a real estate investor with the highly coveted ability to attract a high number of motivated seller leads, you need to ask yourself two primary questions:
- "What is my process for leads that come in?"
- "How many leads turn into contracts?"
2022 brought a lot of challenges to the real estate market. Both buyers and sellers faced inflation, higher interest rates, housing shortages, supply shortages, and greater competition in the marketplace. Regardless of how successful you were over the last year, it’s imperative that you assess your REI business and prepare for the upcoming year.
When developing your marketing strategy for attracting motivated seller leads and converting them into real estate deals, you want to employ a multi-faceted approach that includes as many different traditional and digital marketing channels as possible. You also want to develop a system that allows you to track and analyze the progress of your marketing campaigns within each channel.