As 2016 inches closer, it’s clear that finding the right homebuyers is becoming more challenging for homebuilders.
According a joint study from The National Association of Realtors and Google, nine in ten homebuyers rely on the Internet as their primary research source, and 52 percent turn to the Internet to take their first step.
When it comes to reaching millennials, they expect relevant information to be ready for them on their favorite digital channels. They share that information publicly – social media posts describing where they want to move next, what stage of life they are at, and when they are ready to convert from an apartment to a home. When realtors listen to these conversations and engage with users it can create a deeper understanding of who the audience is.
By acutely targeting the customers most likely to buy, it optimizes the connection between real estate companies and soon-to-be homebuyers. The fact is, for many home sellers, digital advertising is still an emerging market, despite how integrated smartphones and Internet access are to in day-to-day lives.
Real estate companies can engineer an experience that brings in the right customer, but not enough are doing it or, more importantly, doing it well. With the customer insights available on Facebook and Google, companies can target millennial newlyweds, young professionals, and new family units all ready to deep dive into a new home investment.
First-Time Buyers Are Biding Their Time
It’s no secret that the role of age, gender, interests and location are valuable insights in the real estate market. It’s important to place ads where the audience is – all of this demographic information is readily available to better target the ads on search engines and social media platforms.
Using this information is the first step towards tailoring digital marketing for the right audience. Shoppers will perform an average of 11 searches prior to taking action on a real estate site, and 69 percent of home shoppers who take action on a real estate brand website begin their research with a local term, i.e. “Phoenix homes for sale” on a search engine like Google.
What’s more, 89 percent of new home shoppers use a mobile search engine at the onset and throughout their research. And they do it for many different reasons:
- changes in family situation
- job-related moves
- affordability in a new location
- moving closer to work or school
- just a desire to own a home
All of these important intentions that are captured in social media and Google searches. They can help tailor ads to bring in leads who feel it’s the right time to buy.
Millennials have a lot of barriers to purchase already, but that doesn’t stop them from searching for their dream house. Capitalizing on a would-be buyer’s intent captured in a keyword query or a Facebook post is the best way to keep a brand top-of-mind.
Create Remarkable Content
On Facebook, the key to being relevant is displaying high-quality images to earn attention and convert the click.
In fact, videos take it one step further and satisfy multiple research needs all-in-one content. They can find out what a community looks like at-a-glance, tour a home, and, hopefully, decide which company to purchase from.
Before people even step out the door, home shoppers want to know exactly what they’re going to see before they go on a tour. With photos and videos, you get to sell the location without even mentioning it.
But there’s still one binding component of an ad that takes that attention and turns it into money: keywords. By crafting content around keywords that is proven to capture traffic and generate revenue, home sellers know exactly what to expect from their digital ads.
With ZOG Digital’s latest proprietary technology, the real estate industry has a chance to stand out from the competition with keyword ROI calculated from comprehensive third-party search and click-through-rate data. The Keyword Revenue Forecasting Tool is tailored to report content development opportunities and help marketers prioritize keywords throughout cross-channel marketing campaigns.
Track the Clicks that Count
With expectation calculated for return on investment, it’s time to start executing that plan. Facebook and Google have all the tools available to track successes online.
For both platforms, when someone clicks the ad and takes action, Facebook and Google takes that information and optimizes the ad to amplify the reach to other people likely to convert.
These customer insights are useful for deciding what kind of person is likely to become the next homebuyer. These conversions, whether they end in an email or a phone call, that stem from these ad systems, are paired with how many people are served to show you how effective the ads are in their current state.
Ads can’t be static. Active, evolving content with well-researched keywords is the formula for creating relevant ads that convert. They need to evolve with the customer to continue serving relevant information, otherwise they’re nothing more than another thing to scroll past.