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Paid Ads Strategy for Real Estate

17 January, 2020

 

Paid Ads is a great tool to reach the target audience in a highly segmented way, being able to use both to acquire the customer that wants to sell and the one that wants to buy.

 

From OOPTIMO, digital marketing consultancy, we work this digital channel with a highly analytical methodology, with the aim of using segmentation to obtain the maximum return on advertising investment.

 

 

Social Media Ads for real estate

Social networks have a great potential to segment the audience that we want to show our advertising. Some of the variables of this segmentation are the following:

  • Location (city, area, neighborhood, X km around the promotion of the new construction).
  • Gender
  • Age
  • Interests (based on activity, pages that follow, etc.).

 

So, we can have a segmented audience and then show them a very personalized ad, according to their needs and interests.

 

For example, we could create in the different social networks the following ads:

  • Facebook Ads: An ad of a video of a customer that explains how he sold his apartment, the ad audience will have an age of 35 to 55 years, located in the Gracia neighborhood in Barcelona.
  • Instagram Ads: Image ad of a flat to sell very well decorated, segmenting the target audience to women aged from 30 to 40 and located in Madrid.
  • YouTube Ads: Ad to attract customers who want to sell their flat in Barcelona, ​​where the ad is only shown to those users located in Barcelona who have searched Google for any term related to “selling flat”.
  • LinkedIn Ads: Promotion ad of geolocated luxury apartments in Madrid, only for professional levels of managers, partners or business owners.

 

 

Google Ads for real estate

Through Google Ads, we even have much more potential, since we can promote our ads to users highly interested in real estate services.

 

In Google Ads we will segment the ads based on clusters of geolocated keywords (city, neighborhood, …) with a keyword tendency to Long Tail.

 

Examples of keywords to advertise:

  • Real Estate in Barcelona
  • Luxury real estate Barcelona
  • Sell apartment in Sarrià
  • Sell penthouse in Sarrià
  • Buy house with swimming pool in Tarragona

 

 

Boost ads for free property valuation

A strategy to follow to attract customers who want to sell their house, is to go a step prior to the sale and make advertising to those users who want to know how much their house is worth.

 

Example of keywords:

  • How to know how much my flat is worth
  • Property valuation
  • How to sell my flat with a mortgage

 

Paid Ads tips

Segment the target audience in high detail and customize the ads by location and type of customers.

 

 

In the next post we will talk about the strategy to follow in social networks, where we will highlight Instagram and LinkedIn.

Thank you,

 

Author

Ferran Tobias Pujol

Co-founder We live in a constantly changing environment, which does not allow us to stop, much less stop improving. Our passion for digital transformation is what keeps us curious day after day, working with professionalism and commitment, focused at all times on generating results for our clients.

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