How can you skip the common Google Adwords mistakes that most Realtors make to yield more seller leads and industry leading ROI on your real estate marketing?
With 90% of consumers choosing the web first to search for real estate assistance, and many Realtors finding it difficult to keep up with blogging and other SEO tactics, using Google Adwords to boost lead generation just makes sense. Still, just a few moments of browsing popular online real estate forums quickly shines the like on just how disparate the results of using Pay-Per-Click (PPC) marketing can be. Some are so pleased with the results that they have no desire to do much else. Others have found it frustrating and expensive. So how can more Realtors ensure their Adwords marketing is top, not flop?
1. Enrolling the Wrong Help
Real estate agents can set up and manage their own Google Adwords campaigns. However, in effort to maximize time and earnings it often makes sense to delegate and outsource. Unfortunately, as with SEO, many Realtors end up falling for BIG promises. Sometimes if it sounds too good to be true, it is. In this case getting what you pay for might mean no results and wasted time. Ask for some references.
2. Poor Keyword Selection
Google Adwords is keyword driven. That makes keywords a make or break point, and the pivot point between success and failure. One of the biggest mistakes real estate agents make when taking the DIY approach to PPC is simply not using enough keywords. Most Realtors focus on just a handful or couple dozen keyword phrases for their websites. However, when leveraging competitor research tools like ispionage and discovering industry firms like Wells Fargo leverage tens of thousands of keywords things are quickly put into better perspective. Try bulking up by adding at least a dozen new keywords per week. A second major blunder is using keywords with little or no commercial value. You need keywords you can bank on. This often arises when using third party marketing agencies which don’t know the industry. They’ll pop in popular keywords which may get clicks, but which don’t lead to dollars. Specifically; watch out for keywords that are being used by competitors and not consumers. A third, and still one of the most common mistakes, is failing to leverage ‘long tail’ keywords. The more generic the keyword to more clicks cost, and often the further prospects are from actually taking action.
3. Not Enough Ads
In order to maximize lead flow, and ensure consistency of inbound real estate seller leads with the lowest cost per click, and highest ROI, roll out more ads. More ads keep highly targeted leads coming in for less. So as with keywords, keep adding more ads each week.
4. Ignoring Quality Scores
Google’s Quality Scores are the secret keys to unlocking better PPC advertising ROI and ad placement. By optimizing ads, URLs, and content for higher quality scores Realtors can get more seller real estate seller leads for less.
5. Failing to Customize Contact Funnels
There are two sides to this. The first is optimizing contact methods to suit targeted clients. The second is customizing lead funnels to your own personal preferences. Perhaps you hate email, or are absolutely horrific at social media follow up, but are great at answering the phone. Or vice versa. Whatever ‘your thing’ is, use that. By utilizing Google’s Ad Extensions Realtors can funnel prospects into hot, live inbound calls, Facebook likes, or to join email lists. Those eager to put clients first and serve up an optimized end-to-end experience should at least be sending leads to niche landing pages. When you stop pointing your ads to your home page you can easily see an increase in your overall ad performance by 50% or more.
6. Follow Up
It sounds dead simple, but it isn’t. You wouldn’t believe the number of would-be home buyers and sellers that have given up just because they called or emailed one too many real estate agents that never bothered to respond. Not every agent is a follow up master. That’s understandable, but without a solution most are literally just shoveling mounds of cash into the furnace each month. Data from InsideSales says 50% of sales go to the first salesperson to make contact. Yet, a Harvard Business Review poll shows that is takes 24% of firms more than 24 hours to respond, with 23% never responding. The statistics also show that if salespeople follow up with web leads in 5 minutes they are 9 times more likely to convert them. So hire assistants to help field the leads, or automate with text or email auto-responders. If the lead flow is still too heavy then temporarily dial back your Adwords spend for a few hours, or refer the leads to someone else, have them do the work and collect a fat referral fee.
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