Many estate agents use digital advertising to promote their business, and Google ads can form a major part of your agency marketing strategy.  

However, understanding how the platform works is key to your success. With that in mind we look at how estate agents can use Google ads.  

How do Google Ads work?

Google offers several advertising campaign types  

• Search – text ads which show on Google search results 
• Display – These ads are images which show across different websites 
• Video – video ads which are displayed on YouTube 
• Shopping – Products with images which show across Google search results 
• App promotion – promoting an app across a range of mediums 

For estate agents, the most useful of the campaign types are often search ads. Search ads on Google work by bidding on specific keywords to that your advert appears at the top of search results.  

When you bid on a keyword you are entered into an auction against other advertisers who are bidding on the same keyword for the space to display your ad at the top of search results. If someone then clicks your ad – you pay for that click – which is why Google ads are often referred to as pay per click.  

Display ads may also be useful to help you to stay “front of mind” for your audience. For display ads, you are bidding for ads space online. You can choose a wide range of audiences to show your ads to – from those who have been recently searching for what you offer, to retargeting those who have already visited parts of your website.  

Understanding keywords

If you choose to create search ads for your estate agency – firstly be very clear on what you are looking to achieve. This will help you with your keyword research.  

For example, if you are looking to attract more vendors – then your keywords will focus on sales related searches such as “sell my home in (location)” or even “estate agency near me”. Whereas if you are looking to grow the number of managed properties, you may instead consider keywords such as “property management services in (location)”.  

It’s wise to be very specific with keywords, choosing those which have a “high intent” – meaning that the wording gives the impression that someone is ready to take action. As you pay for every click, you want to ensure that every one of them is worth it.  

Knowing the competition 

The cost per click of a keyword is, to some degree, set by market forces. Before choosing to embark on a Google ads campaign for your agency, take a look at the competition for the keywords you are looking to bid on in your area.  

While your “bricks and mortar” competition may be other agents, when it comes to Google ads, you may find that your competitors for ad space are a little different. For example, if you bid on the search term “sell my home quickly” you could discover that you are up against house buying or property investment companies.  Or if you bid on terms such as estate agent near me that your competitors include the big property portals. So be sure to ascertain who your competition is, and if you have the budget to compete with them.  

Whether you choose to drive enquiries from Google Ads or another source, making sure that you delight your customers once they come to you is key, so consider your marketing funnel carefully to gain maximum success from your ads campaigns.  

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When you are running an estate agency business, it is easy to get bogged down in today’s tasks rather than focusing on long term growth.

While keeping valuations and sales flowing right now is what “keeps the lights’ on, neglecting to consider future growth is a mistake that can cost dearly if the property market hits a down period.

However, the truth is, one of the biggest benefits you can add to your agency is growing your brand awareness so that when it comes to homeowners choosing to sell, you’re top of mind and one of the first ports of call for them to list their home.

Be the first choice

When choosing any type of service provider, most individuals will create an initial shortlist of businesses that they wish to contact. Most often this will be based on calling to mind brands of which they are already aware. So, if you’re not known by potential sellers in your local area, you are already on the back foot when it comes to winning instructions.

While these days it’s usual for vendors to look for estate agents online, they are most likely to go with a name they are familiar with in the first instance.

Keep a local presence

Traditionally estate agencies would keep in the front of local minds by having a high street presence and ensuring that wherever possible they have outdoor media and boards.

However, the world is changing and now a local presence often means keeping a visible online profile. From social media to map listings, increasingly being at the top of Google is more relevant than being in the high street. This is particularly relevant for the more hybrid agencies who are opening in locations without a shopfront.

Recommendations and reviews matter

Peer to peer recommendations are often a key factor for vendors when it comes to shortlisting an estate agent. Where homeowners would have previously asked friends and family, increasingly they are opening these questions to a wider audience, asking on local Facebook groups, Nextdoor or even large forums such as Mumsnet.

In addition, nine out of ten consumers will check online reviews before committing to a provider.

This means that your prior customers matter more than ever before, so ensure that you have appropriate systems set up to garner reviews from happy customers and make it as easy as possible for them to leave reviews for your business.

Keep your brand consistent

Being “brand famous” is a key advantage in being the first port of call when someone wants to sell or let their property. While not every agency is going to be the estate agent equivalent of coca cola – keeping your communications consistent across all media will help your potential customers remember you.

So, think about how your email communications, signage, social media pages and website all work together to maintain your visibility.

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As an estate agency, whether you know it or not, your potential vendors are always in some stage of the marketing funnel.  

While marketers may use several different ways of explaining what the funnel looks like but, in essence, it’s the way in which customers are filtered from being simply aware of your agency, down to instruction.  

We look at how the marketing funnel really looks for estate agents.  

Top of Funnel (Awareness)  

For estate agency, the top of the marketing funnel is all about building awareness of your business and your brand in the areas which you serve.  

This is the longer-term marketing work that needs to take place on an ongoing basis so that, when it comes to an individual deciding to move home, they know to come to you.  

Building top of funnel awareness can consist of a wide range of activities. From sponsoring a local sports team, to posting in local Facebook groups, this is how you “get your name out there”.  

It’s vital for estate agents to not overlook this stage. While it’s tempting to always be looking at immediate lead generation activities, the businesses that last longest are those who keep the top of funnel in mind when planning marketing activities.  

Middle of funnel (Interest) 

Think of this as the “consideration stage”. A potential vendor knows that they are looking to move, and now are in the process of selecting an agency.  

In general, sellers will usually select around three to four agents to get in touch with, which is why your top of funnel activity is so important. Now in the middle of the funnel, it’s time to really show them why they should choose your business over the competition.  

Middle of funnel activity often focuses on marketing materials around the valuation process – such as online valuation checkers, website copy and of course your valuation teams skills and knowledge.  

Building out a great content strategy to move potential buyers from the middle of the funnel through to the bottom can really help to increase your conversion rate.  

Bottom of funnel (Action)  

The bottom of funnel is the stage at which a person makes their decision. From an instruction perspective this is where they choose your agency.  

Creating a fantastic experience around your valuation and follow up process is key to winning more instructions from your valuations.  

Estate agents that do well are those who can provide lots of added value to their potential sellers. From great materials at valuation to a personalised follow up email campaign.  

How Brief Your Market can help  

Brief Your Market offers a total top to bottom of funnel solution for your content marketing. Our email marketing helps you to increase awareness at the top of funnel and build out strategies to take a potential client all the way through to instruction.  

We help you to identity opportunities within your existing database and ensure that you are sending the right message at the right stage of the marketing funnel, helping you to win more instructions.  

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Is the run up to Christmas a quiet period for your agency? Vendors feeling unmotivated? Valuations gone quiet? If so, here’s how you can motivate your sellers to get ready before Christmas. 

The run up to Christmas is often a quiet time for all types of businesses and estate agents are no exception. With all eyes on the holidays, it’s natural for things to slow down. Anyone thinking of selling their house, tends to do so, in the new year. However, the truth is that now is an ideal time for your potential customers to get ready for the post-Christmas rush. If your sellers want to get the best deal possible, they could really do with getting on the market now ahead of the holiday season. Here are a few arguments to get them ready. 

Get ready for Boxing Day Rush  

If the pre-Christmas period is slow, then things change quickly come Boxing Day. According to Rightmove, this is one of the busiest times of the year. Last year there were 51 million visits to Rightmove between Boxing Day and the first day of the year. In total visits were up by 54% on the previous year – an indication perhaps, that the pandemic had prompted some people to start seriously thinking about moving to pastures new.  

This is the start of the 2022 buying season, with people flooding onto the web to search for their next home. By getting a property on the market now, your buyers will be in pole position when the rush happens.  

New Year – New Start  

If your vendors get a sale agreed on their house early before the start of the new year, they will be in a great position when it comes to choosing their next home. This will help them to become what’s known as a ‘power buyer’ – someone who already has their home sold, subject to a few conditions and is in a position to get the process moving quickly.  By making this clear to your vendors you can get them on the books faster.  

So hot has been the market recently that buyers face stiff competition, especially for the best houses. If sellers know your client is in a position to move on, they’ll be a little more motivated to sell. 

Get the prep done 

Be sure to let your potential sellers know that starting the process now doesn’t mean that they are about to sell. It just means that they are getting things ready. It’s the perfect time to instruct you, get their photos done and the property on the market,  

They don’t necessarily have to get people in straight away – you could schedule viewings for early January – this gives buyers enough time to finish off the Quality Street, digest that turkey and get the house clean and ready. You might also generate a bit of a buzz in the meantime.  

Christmas then, needn’t be a write off. Although it’s quiet, people who do the groundwork to sell now, can find themselves in a much better position when the time finally comes. You can use one of the quietest times of the year, to get your sellers ready for one of the busiest.  

How we help you craft your message 

As experts in the property Market, BriefYourMarket, can help you communicate with your buyers, to outline the advantages of getting ready now and showing them how you can help. We can remove some of the uncertainty involved and point you and your buyers in the right direction.  

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