I know your time as a real estate agent is valuable, but please take 5 minutes to read this article! It will change your view on online marketing and help you make the shift towards the future of marketing in real estate before most of your competitors even know what it is!
With the incredible shift towards people finding their home online, your website visitors are your most valuable leads. Some try and collect email addresses, but in this day in age, people can access MLS for free from almost any real estate website and you will make more people angry than anything by trying this tactic. Yet, I see far more real estate agents and offices trying this or simply doing nothing at all than going about it properly and creating an effective re-marketing system. What this means is that anyone who visits your website, or specific pages on your website (like one of your listings for example) can then be re-marketed to on Facebook and the Google Display Network based on this action. This would work on the Google Search Network as well, but we find the average click through rates far too high on this platform ($2 to $4 as opposed to $0.10 – $0.20 on the display network).
To show you the incredible power of re-marketing I am going to walk you through what we do for each listing by one of our current clients, Royal LePage Lifetime Chairman’s club member Norm Cholak! This can be scaled up into an ongoing brand awareness program, but explaining it based on one listing is the easiest way to help you understand it.
Note the incredible click through rates and response our ads get from potential buyers of the property…
Step One: We create a powerful Facebook ad aimed at people in the appropriate geographic and demographic area to be potential buyers of the property!
Yes, you are reading this right! For an advertising budget of $100 we reached 11,119 targeted potential buyers of the property (11,577 when you include people who shared the listing in their own newsfeed), 1,123 of which clicked through to the listing on Norm’s website. This click through rate of 10.1% eclipses the Facebook average of 0.58% around 20x over and the relevance score of 10 is the highest grade Facebook can give an ad! As an added bonus, many referrals were also posted in the comments section!
Step Two: Using advanced algorithms we create Google display network ads like the ones shown below. These ads are displayed on millions of sites across the internet and are targeted at PEOPLE ALREADY LOOKING AT REAL ESTATE ONLINE in the area of the property!
Once again, you are reading this right! For an advertising budget of just over $25 we had our ads for this property shown 16,689 times and had 223 people who saw it click through to the listing on Norm’s website! This click through rate of 1.34% eclipses the Google Display Network average of 0.05% many times over and is largely due to the fact that these ads are SHOWN ONLY TO PEOPLE ALREADY LOOKING AT REAL ESTATE ONLINE IN THE AREA OF THE LISTING!
Step Three: Here is where the re-marketing fun begins! The 1,346 people who visited the listing on Norm’s website are now saved into a database along with people who visited through any other means. These 1,346+ people can now be re-marketed to based on their interest in the property! Wow, talk about powerful!
Step Four: We create a Facebook re-marketing ad for the property (like the example shown below) that is shown in the newsfeed of all 1,346+ people who visited the listing on Norm’s site asking them if they are still interested in the property. They are shown these ads constantly from the time they visit the listing on Norm’s site to the time the listing is SOLD!
So, these Facebook re-marketing ads for this listing reached 1,962 people who visited the listing on Norm’s site and the ads were clicked on 416 times for a budget of $62.83. This click through rate of 21.2% is representative of the fact that everyone seeing this ad about the listing is already interested in it!
Step Five: The re-marketing of the listing does not stop at Facebook. Google display network re-marketing ads (like the examples shown below) are designed for for all 1,346+ people who visited the listing on Norm’s website! They see these ads on millions of sites across the internet from the time they first visit the listing until the time it is SOLD!
So, these Google display network re-marketing ads for this listing showed up 81,592 times (consider the institutional advertising aspect of this number) for people who visited the listing on Norm’s site and the ads were clicked on 534 times for a budget of $137.63. This click through rate of 0.65% (the average for display network ads in 0.05%) is representative of the fact that everyone seeing these ads about the listing are already interested in it!
If you would like to learn more about our individual listing marketing, please CLICK HERE!
Thank you for taking the time to read this and consider starting a re-marketing program. It is truly the most valuable marketing tool available to you as a real estate agent and yet, very few are using it due to its complicated nature… That is why we are here to help!
PLEASE FILL OUT THE FORM BELOW AND WE WILL SEND YOU A PERSONALIZED REVIEW ON WHAT WE CAN DO FOR YOU! FROM INDIVIDUAL LISTING MARKETING AND RE-MARKETING TO COMING UP WITH AN ONGOING BRAND AWARENESS PROGRAM FOR YOU, WE WILL GO OVER EVERYTHING… FOR FREE!
FREE PERSONALIZED REVIEW ON WHAT WE CAN DO FOR YOU: