🏡 The Real Estate Marketing Update - Edition 20

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Welcome back.

This edition covers Apple’s big announcement of their AI solution (although they refuse to call it AI), our favorite alternative to GA4, and a handful of specific strategies for better ad targeting.

If you missed our previous editions, you can check them out here.

Or, if you’re caught up, let’s jump right in.

Scroll down to get…

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

8 Ways to Rethink Your Ad Targeting for More Leads That Cost Less

In your business, generating leads is crucial for your ongoing success. However, traditional methods often result in high costs due to fierce competition. You must rethink how and who you target with online ads to stay ahead. Realtors can generate more leads at a cheaper cost per lead by employing innovative strategies and utilizing less conventional platforms. This article will provide specific examples, detailed tips, and easy-to-understand language to help you maximize your advertising efforts.

Understanding the Importance of Targeted Advertising

Before diving into specific strategies, it’s essential to understand why targeted advertising is so effective. Unlike broad advertising campaigns, targeted ads focus on specific demographics, interests, and behaviors. This precision increases the relevance of your ads to potential clients, leading to higher engagement and conversion rates. Additionally, targeted advertising allows you to compete in less crowded spaces, reducing your cost per lead.

Strategy 1: Utilizing LinkedIn Ads for Relocation Opportunities

Imagine a major corporation announces its relocation to another city or state. Employees of this company will likely need to buy or sell homes as a result. By targeting these individuals, you can position yourself as the go-to Realtor for their relocation needs.

Steps to Implement:

1. Identify Companies Announcing Relocation: Use business news websites, press releases, and LinkedIn to identify relocating companies.

2. Create a LinkedIn Ad Campaign:

• Target Audience: Employees of the relocating company.

• Ad Content: Highlight your expertise in relocation services, include testimonials from previous clients who successfully relocated, and offer a free consultation.

• Budget and Bidding: To control costs, set a daily budget and choose a cost-per-click (CPC) bidding strategy.

3. Monitor and Adjust: Track the performance of your ads and adjust targeting, content, and budget based on the results.

Strategy 2: Leveraging Facebook Ads for Niche Markets

Targeting newlyweds, new parents, or retirees can yield excellent results. These groups often experience significant life changes that prompt real estate transactions.

Steps to Implement:

1. Define Your Niche Market: Choose a specific group to target, such as newlyweds.

2. Create a Facebook Ad Campaign:

• Target Audience: Use Facebook’s detailed targeting options to reach newlyweds within your service area.

• Ad Content: Use images and videos that resonate with your target audience. For newlyweds, highlight homes that are perfect for starting a family.

• Offer Incentives: Provide incentives such as a free home valuation or a discount on your services.

3. Engage with Your Audience: Respond to comments and messages promptly to build relationships and trust.

Strategy 3: Exploring Instagram Ads for Visual Appeal

Instagram is a highly visual platform, ideal for showcasing beautiful properties. By targeting specific hashtags and interests, you can reach potential buyers already interested in real estate.

Steps to Implement:

1. Choose Visually Stunning Properties: Select properties that photograph well and have unique features.

2. Create an Instagram Ad Campaign:

• Target Audience: Use interests such as #dreamhome, #househunting, or #luxuryrealestate to reach potential buyers.

• Ad Content: Use high-quality photos and videos, and include engaging captions with a call-to-action (CTA).

• Use Instagram Stories: Take advantage of Instagram Stories to provide virtual tours or behind-the-scenes looks at properties.

3. Analyze Engagement: Track likes, comments, shares, and saves to measure the effectiveness of your ads and adjust accordingly.

Strategy 4: Google Ads for Local Searches

Targeting local searches with Google Ads ensures that your ads appear when potential clients are actively looking for real estate services in your area.

Steps to Implement:

1. Keyword Research: Use tools like Google Keyword Planner to identify high-traffic keywords related to real estate in your locality.

2. Create a Google Ad Campaign:

• Target Audience: Set location targeting to your specific service area.

• Ad Content: Write compelling ad copy that includes your unique selling points and a strong CTA.

• Landing Pages: Ensure that your landing pages are optimized for conversions, with clear information and easy navigation.

3. Use Ad Extensions: Enhance your ads with extensions such as call buttons, location information, and site links.

4. Monitor Performance: Use Google Analytics to track the performance of your ads and make data-driven adjustments.

Strategy 5: Pinterest Ads for Inspiration Seekers

Pinterest is a platform where users seek inspiration for home decor, renovations, and new homes. By targeting these users, you can attract potential buyers in the early stages of the home-buying process.

Steps to Implement:

1. Create Inspiring Content: Pin high-quality images of beautiful homes, decor ideas, and renovation projects.

2. Create a Pinterest Ad Campaign:

• Target Audience: Use keywords and interests related to home buying, decor, and renovations.

• Ad Content: Design visually appealing pins with detailed descriptions and a CTA directing users to your website or a specific landing page.

3. Promote Pins: Use Pinterest’s promotion tools to boost the visibility of your pins and reach a broader audience.

4. Track Engagement: Monitor saves, clicks, and comments to gauge the effectiveness of your ads and adjust your strategy.

Strategy 6: YouTube Ads for Virtual Tours

Example:

YouTube is an excellent platform for sharing video content, such as virtual tours of properties. Creating engaging video ads can attract potential buyers who prefer visual content.

Steps to Implement:

1. Create High-Quality Videos: Produce professional videos that showcase the best featur’ best features. Include virtual tours, client testimonials, and neighborhood highlights.

2. Create a YouTube Ad Campaign:

• Target Audience: Use YouTube’s targeting options to reach users based on interests, demographics, and search behavior.

• Ad Content: Ensure your videos have a strong opening to capture attention, clear information about the property, and a CTA.

3. Use TrueView Ads: Opt for TrueView ads, which allow viewers to skip after five seconds, ensuring you only pay for engaged views.

4. Analyze Metrics: Track metrics such as view counts, watch time, and engagement rates to measure the success of your ads and make improvements.

Strategy 7: Reddit Ads for Niche Communities

Example:

Reddit is home to numerous niche communities (subreddits) where users discuss specific topics, including real estate. By targeting these communities, you can reach potential clients already interested in real estate.

Steps to Implement:

1. Identify Relevant Subreddits: Find subreddits related to real estate, home buying, and local communities in your service area.

2. Create a Reddit Ad Campaign:

• Target Audience: Choose subreddits that align with your target market.

• Ad Content: Create informative and relevant ads to the community. Include a CTA that directs users to your website or a specific listing.

3. Engage with the Community: Participate in discussions and answer questions to build credibility and trust within the community.

4. Monitor Feedback: Track the performance of your ads and adjust based on feedback and engagement from the community.

Strategy 8: Quora Ads for Answering Real Estate Questions

Example:

Quora is a platform where users ask questions and seek expert advice. You can establish yourself as an authority and attract potential clients by providing valuable answers to real estate questions.

Steps to Implement:

1. Identify Common Questions: Search for frequently asked questions related to real estate, home buying, and selling.

2. Create a Quora Ad Campaign:

• Target Audience: Use Quora’s targeting options to reach users who have shown interest in real estate topics.

• Ad Content: Create ads that appear alongside relevant questions and answers. Ensure your answers are detailed and provide genuine value.

3. Provide Expert Answers: Regularly contribute high-quality answers to build your reputation as a real estate expert.

4. Promote Content: Use Quora’s promotion tools to boost the visibility of your answers and drive traffic to your website.

Mastering the Art of Targeted Advertising

By rethinking how and who you target with your online ads, you can generate more leads at a lower cost. Utilizing platforms like LinkedIn, Facebook, Instagram, Google, Pinterest, YouTube, Reddit, and Quora allows you to reach specific audiences with tailored messages. Implement these strategies, and watch your lead generation efforts soar.

What specific information about your ideal customers can you use to improve your ad targeting?

Spend time on this question, as knowing inside and out is incredibly important. If you need help identifying this info, let us know.

Although Fathom could certainly replace Google Analytics (GA4), we recommend using it as a supplement instead of completely replacing it. It’s always good to have a backup of such valuable data; Fathom is the perfect solution.

Do you need help implementing, tracking, or understanding your website’s analytics?

Fathom makes this easy, but if you need an extra hand, we’re always happy to help. Just let us know.

Apple AI (but don’t call it that) is Coming and Could Be What AI Needs to Really Go Mainstream

Apple recently entered the AI arena, announcing “Apple Intelligence.” Coming in Fall 2024 and only available on newer Apple devices (specifically those with updated chips), Apple’s AI play excited consumers and the financial markets alike.

The Apple Intelligence announcement took up the better part of WWDC 2024, and for good reason. It showcased several upcoming features, functions, and integrations.

Let’s break down the ones we found most exciting and useful:

A New Siri - Equipped with awareness of your personal context, Siri will be able to assist you like never before by taking action in and across apps and providing product knowledge about your devices’ features and settings.

Private Cloud Compute - Apple Intelligence is designed to safeguard your privacy at all times. Data is never stored, only used for user requests, and comes with a verifiable privacy guarantee.

ChatGPT Integration - Incorporating ChatGPT from OpenAI into Siri and Writing Tools provides additional expertise when needed. Siri uses ChatGPT for certain requests, including answering questions about photos or documents. In Writing Tools, Compose allows you to create and illustrate original content from scratch.

AI tools have had no problem getting press, exposure, and usage. However, we’d be willing to bet that many of these users are early adopters, and usage of most tools has plateaued.

With Apple integrating AI, sorry Apple Intelligence, across the billions of devices in circulation, AI is only going to become more mainstream and widely used.

We’ve been shouting from the rooftops since ChatGPT first launched, but we’ll say it again…

Start learning how to integrate and leverage AI in your everyday personal and professional lives.

What Apple announcement or feature are you the most excited about?

Let us know! We’re personally looking forward to a faster, more helpful Siri.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA