As the advertising director for Rentping Media, an top real estate companies in UAE marketing enterprise that focuses exclusively on the condominium industry, I actually have had the precise possibility to optimize our PPC method across masses of rental communities in over 20 states for the remaining couple of years. Through quite a few trials and a lot of errors, our business enterprise has honed a very precise strategy for condo advertising that takes under consideration the precise challenges of condominium advertising.
The Unique Challenges of Apartment Real Estate Marketing
When your product is a rental, you inherently have more exclusive challenges than you will if you were promoting an extraordinary product, like a television or a ebook or a piece of software. Instead of seeking to target a totally broad audience, the trick for a hit apartment advertising and marketing is to whittle down your list to a very small amount of individuals who are looking to hire your form of apartment to your city, proper now. And that’s easier stated than done.
For starters, an apartment is a hyper-neighborhood product. A physical product can be shipped to a distinct metropolis, but a condominium client has to (by definition) physically reside in their condo. So right off the bat, Google Ads advertising and marketing for apartments must target most effectively the folks who are making plans on residing in your city. (And, to make the problem a bit extra complicated, those human beings can also not live in your metropolis whilst they begin their search.)
Second, not each person in a metropolis rents their home. If a person owns their personal home, then they will by no means buy your product, and so that you will want to suppress owners from your advertising and marketing.
But even among rental dwellers, the handiest a very small percentage are qualified to turn out to be a client at any given time, because folks that live in apartments sign long-term rentals of typically at least six months, however frequently for longer. So, if a person has simply signed a twelve-month lease, advertising a one-of-a-kind rental community to that character would be a waste.
These challenges make Google Ads all the more precious for apartments for sale in Abu Dhabi. No other site visitors source, which includes television, radio, or print, can pinpoint a honestly qualified condominium client the way Google Ads can, provided which you install your campaigns correctly.
Google Ads for Real Estate: The Importance of Bidding on Branded Keywords
First, bidding on branded keywords (“Community Name in City, State”) is uniquely treasured for rental marketing. Bidding on branded phrases is always an exceptional idea, however the unique sales cycle of the rental enterprise makes bidding on branded terms critical.
For one, rental buyers hear approximately your network in a number of special ways that power them to Google to search for your community by way of a call for extra information. So, people trying to find your network by means of name are (much more likely than not) your warmest leads, and also you will need to make sure that you seize them.
If you don’t bid on your very own branded keywords, typically one among two things will happen. Either an ad for an immediate competitor will seem above your advert, or an ad for a
web listing service (the IRS’s bid broadly on city/kingdom keywords, but also for specific groups via name, linking to that community’s list at the IRS’s website). Obviously, if a competitor steals your heart, you lose. But, even if a warm lead clicks the ILS’s advert to learn extra approximately you there, that prospective resident is now the simplest one click faraway from comparing you to all your closest competitors.
This is mainly problematic on mobile devices, where click-to-call buttons make it smooth for competitors to thieve leads, and where the advertisements loom so large on Google’s SERP page.
The screenshot above is from a search for “[Community Name] in City, State” which introduced a direct competitor (top ad) and an ILS (backside ad), with the condominium network itself slightly displaying at the bottom of the screen.
How to Use Negative Keywords for Apartment Marketing
Just like all other kinds of AdWords campaigns, negative keywords are really vital to suppress advert impressions to unqualified traffic. I’ve written a longer post specifically about Negative Keywords in Google Ads for Apartments, but there are two vital principles which you will want to think about.
First, just like you excluded doubtlessly complicated geographical regions with the geo targeting tool (above), you must additionally create negative key phrases to exclude the town and country names in which there are condo groups with the identical name. So, if your community is Stadium View Apartments in Kansas City, MO, you will want to create negative key phrases for Minneapolis, MN, Lawrence, KS, College Station, TX, and plenty more, considering the fact that all those cities have condo groups with the same name. (You can find same-name communities in other towns with a brief Google seek.)
Second, you will want to think through keywords that advise low buying-rationale for apartment leasing. Think about these key phrases, for example:
- “fax number”
- “pool hours”
- “wifi password”
- “zip code”
Most of the time, these key phrases can be utilized in searches finished by current residents, and now not prospective residents. Someone trying to find a brand new rental could care that there’s a pool, however they would probably no longer seek to discover the “pool hours” unless they actually lived there and were interested in using the pool.