Google is the first place people go when they need to look for a new property to buy or find a real estate agent to sell their property. Google offers a range of marketing tools that can help agencies reach prospects and build brand awareness. You can use Google for property marketing, agency marketing and agent marketing.
The top three ways to use Google are search engine marketing/optimisation, display ads and retargeting. Aim to strategically utilise these different tactics to reach different prospects at different times, from the early stages of research to when there is an immediate consumer need or intent.
Search Engine Marketing (SEM) or Google Adwords, are paid ads that look like regular Google search results but appear at the top of the page when prospects search for specific, relevant keywords. For example, “real estate agent St Kilda”. It’s a fast and easy way to reach in-the-market buyers and sellers. You can narrow your targeted audience using keywords and key phrases as well as demographics like age and location.
While organic search results appear below the ads, they still account for the majority of clicks in Google search results. This is where Search Engine Optimisation (SEO) comes in. For your website, listings, blogs and social media profiles to rank well, you need to optimise your online presence. For example, structuring your website well with headings, images and appropriate formatting. It should also feature plenty of quality information that naturally incorporates relevant keywords and locations throughout.
Google Display Ads
Display ads appear on the third party websites. They usually come in the form of a square or rectangle graphic along the top, middle or side of a web page. Display ads are a great way to reach potential buyers and sellers as they browse the internet. These ads can appear in a wide range of websites that participate in the Google Display Network, from news articles and to online stores, YouTube videos, Gmail and much more.
Google Display Ads help make your brand bigger and maintain an omnipresence across Facebook, Instagram and popular websites that people visit. Display ads are excellent for building brand awareness, allowing you to capture someone’s attention with visually appealing and eye-catching graphics. They’re also highly effective for nurturing potential leads via retargeting, which we’ll get into next.
Retargeting involves repeatedly targeting a prospect who has shown interest in your services with the same ad as they browse different web pages. By repeatedly showing them your branded ads, you can entice them to visit your site again or keep you at the top of their mind when they are ready to make an inquiry or take any other action.
Retargeting is easily managed through both Google Adwords and Display Ads. It works by placing cookies on a user who took an action such as clicking on an ad or visiting your listings page. Their cookie ID is then placed on one of potentially many retargeting lists, each of which can have their own criteria depending on what you’re promoting and who you’re trying to reach.
Contact Plezzel for Help Using Brand Building Using Google
At Plezzel, we’re digital marketing experts specialising in real estate. We can show you how we can use Google to boost your brand and drive more leads. With more people spending more time on digital channels, now is a great time to build your brand. We’ll come up with the perfect strategy for your agency to best utilise Google and achieve your marketing goals.
To find out more, please get in touch with the Plezzel team.