7 Facebook Real Estate Marketing Strategies That Will Dominate 2020

Posted on February 28, 2020July 7, 2025 by Seagull Advertising

Interesting Facts about Facebook

Facebook’s got 2.37 Billion users. The population of humans back in around the 1990’s was 1.6 Billion. Let’s start by letting this sink-in.

Globally known as an internet powerhouse – Facebook – has consistently given us the reasons as to why it is known in the kind of light that it is seen in; even today.

Out of these huge number of users, at least 74% of users use this monolithic platform every single day. And, all of these people who use Facebook, end up making more than 2 Billion+ search enquiries every day.

To date, there have been created a whopping number of 2.5 Trillion+ number of posts.

With all of this activity – Facebook was strategically bound to create mechanisms for the money to flow-in. After-all, they’ve been serving data in the perfect form that people desire so much and almost cannot live without.

Although the concept of Facebook Ads was first launched in 2007 – the real power and steam of it only started to pick-up later – after, and, during the whole of the turn of the decade i.e. 2010 – to date (and beyond).

Facebook still has a lot of potential to grow in-spite of recent events concerning privacy issues and a little bit of a stagnation in-terms of gaining new users. There is a lot of room to grow, and, if that can’t happen only through Facebook, then, as Master Zuckerberg had already envisioned – acquisitions and mergers (biggest of which are Instagram and WhatsApp) of/with those who can help him achieve his goal of bringing all of the world online.

Facebook And Real Estate Marketing: Long-time Partners

Real estate always has and always will continue to be a very visually stimulating field of business. Without it (mostly visual aspects), it would be almost impossible to explore the depths of the industry. This means that without showing an audience what your products and services are i.e. properties and other services offered by a real estate agency, how are people going to be convinced enough to spend their money earned through years upon years of hard-work?

This won’t happen. Of course not. Why? Picture yourself in a situation where you want to buy a house and although there are several options – in the form of both – agencies and properties – there isn’t too much information available on the medium that you are bound to check them out on i.e. the internet. If there aren’t photos and enough textual or other forms of content (like infographics, interactive AR/VR, Videos, etc.), how are people, who might in some cases, even have the greatest urgency of purchasing a house – going to buy one out of or off of you.

Although it is also almost impossible to devise a one & true mechanism that would aid in the maximisation of the sale in property and overall business for a real estate agency, it is still extremely vital – especially for a field of business that relies heavily on content stimulation – to convert viewers or potential customers in-to paying or loyal ones?

Digital Branding has been the modern answer to these modern problems for a while now. Most of everyone is on it. And, not simply because others are on it too, but, because they see a real sense of progression and overall opportunity to grow their business and its over impact a lot more through such a channel of marketing i.e. the online world.

Facebook – has been one of the biggest players in this dynamic and vast game of online marketing. Or, perhaps, it’s even been the biggest.

According to mediakix’s recently conducted study – the average person spends at least 35 minutes a day browsing and scrolling through Facebook. This statistic itself is enough to convince a marketeer that targeting potential audience through a good and efficient delivery system of Facebook Ads could seriously benefit them.

Let’s take a look at some of the things you can implement in your real estate business to maximise your overall audience reach and sales –

1. Focus (a lot) more on Video Content

Video content is of vital importance, especially when it comes to measuring the overall amount and volume of engagement it can bring towards a business, as opposed to other forms of generally available and used media like audio, images and texts.

Videos are not only more informative, but they also tend to keep users’ attention for a longer period of time. Users tend to engage with the business and each other a lot more after consuming video content. Not to mention, Videos infuse a sort of living element when it comes to comparing to the other forms of media. Data and information available in videos are dynamic in nature and are presented in a way such that all of it can be received by the viewer in the best possible way!

According to a recent survey, 54% of users around the world expect more video content now as opposed to other forms or types of media. The field of real estate can and should capitalise on this as much as possible as it is much better to provide viewers and potential customers with what they really expect and want.

One of the crucial things to consider whilst focusing on video content is that mobile friendly videos drive and generate a lot more engagement than videos that aren’t compatible with mobile.

2. MOBILE! MOBILE! MOBILE!

Mobile has continued to reach its potential and beyond over the years. Those who picked it up all too early knew that everything was eventually going to transition in-to a much more compact medium; especially when it comes to using something that can literally destroy or transform the lives of these very people. But, continue to use it is what they did.

Today, every person who uses even a platform as well-known and wide-spread as Facebook, knows that most of the people who they know who use the platform – use it through their mobiles too. They know that mobiles have been designed for this very need that humans have been trying to chase for eons – having the world in your palm. A fully-connected and functional mobile device can give you all of this and a lot more.

94% of all Facebook Ad revenue comes from mobile. This is a mind-numbing number. In layman terms, it directly means that advertisers have wittingly chosen to advertise more through mobile because they know that most of their audience uses the platform through their mobile devices.

This is not only smart when it comes to saving excessive expenditure by choosing not to invest in desktop ads (because the majority just don’t use it anymore), but, is directly profitable for their business, because, in the end, they can only earn from a place where real people are actually found.

3. Make Use of Influencer Marketing

Facebook continues to grow; even beyond its 2 Billion mark, the numbers only continue to rise. This means that Facebook still stands tall as one of the biggest market places for businesses of a variety of categories. There are a lot of active users on Facebook every single day. One way or another, they end-up spending an average of at least 35 minutes a day. This amount of time and space made available – provides a tremendous opportunity to advertisers.

When it comes to influencers – there are mostly 3 categories in-to which they can be divided. Namely, they are – Mega Influencers, Macro Influencers, and, Micro Influencers. This segregation is almost always based on the criteria of the amount of following that a certain entity/person who calls themselves/itself as influencers.

Mega Influencers mostly comprise of celebrities, socialites, actors, sportspersons, and other really famous people. Macro Influencers are those that do not have as much of a following as the celebrities above them, but, are still well known in and around their domain. This category mostly comprises of fashion models, fashion stylists and all the kind of people whom a lot of other people want to learn from. Micro-Influencers mostly comprise of a much smaller segment of a market; widely known as a niche. The influencers from this particular segment are looked up – regularly with respect and trust – by at least a 1000 people.

Depending on a real estate agencies’ needs, they should approach the kind of influencers that would help them in the best possible way. This can easily be done by conducting even a bit of a thorough research about this aspect of marketing.

4. Use Facebook Live

By April 2016, everyone who already had and those who wanted to join the platform – would have the exquisite privilege of going live to the rest of your world. Yes! Actually going live! The kind of live that you see on television – be it in sport, news or any other events being covered in real-time.

Facebook had run a couple of trial runs before the feature was made for everyone registered on the platform to freely use. They’d unlocked the feature only to a particular group of people – influencers; or people with a large number of followers. It was an instant hit and they knew that it was going to work extremely well for them. Both – in-terms of acceptance, likability and usage of the feature to the obvious benefit of allowing more opportunity for users to not only stay on the platform i.e. not leave it for another one, but, also be thoroughly engaged.

For the domain of real estate, Facebook Live has been a huge boon. The industry and almost all of its players immediately realised the kind of top-notch potential they would have – to grow their business whilst keeping their users allured and engaged a lot more.

Through Facebook Live, A real estate agency can perform, portray and showcase a variety of activities that they would conduct as an a means of conducting their daily business – to achieve their bigger goals and objectives. They can do things like – live auctioning of properties – this creates a lot of engagement because people are curious to know all the craziness that goes behind, before, during and after something as exciting as an auction; they could take their live audience through a readily available property on the market, or a hot property, or a land proposed for a particular project; they could show the immediate neighbourhood, or, could make it even better by going a wee bit beyond that too; they can hold contests, discussions with field experts, tell stories – create audio podcasts or a video series.

There is a huge amount of potential when it comes to using this amazing feature that was once held for only a select-few people. Real estate agencies should not only realise the amount of value in this, but, make utmost use of it for their benefit.

5. The Importance of Stories – Ads

In just within 14 months since its launch in the March of 2017, Facebook Stories had garnered over 150 million users. And, considering there were quite a few other platforms (Mostly Snapchat, Instagram, Messenger & WhatsApp) already offering this feature to their huge database of users, Facebook did extremely well for adapting this function on to their platform. And, mind you, they were really late to the party too.

According to the consulting firm Block Party, the creation and consumption of Stories have increased by 842 percent since early 2016, so they’re growing 15 times faster than feeds.

There is another statistic that shows there has been an overall increase of more than 800% since the feature of ‘Stories’ launched. Although, this number reflects an encapsulated effort from the overall group of platforms that come under the Facebook umbrella – Instagram, Messenger, WhatsApp. Yes, Mark might just be an alien. These kind of numbers provide a humungous amount of potential to a field of business such as real estate that requires the showcasing of not only visually stimulating content, but, also real-time and engaging content and information.

Real estate agencies can use stories and the various functions within it to better showcase their products and services whilst also providing real-time and accurate information. Stories have been designed for more daily life showcasing as opposed to content on news feeds; hence, to keep it smoothly functional for its right-most applicability – its been made (across every platform) such that it only lasts for 24 hours from the time it has been uploaded.

Through Facebook Stories, real estate agencies can showcase their daily on-goings like office affairs and functionality, property showcasing, spread the accurate word when it comes to providing information about certain subjects, topics, events, and, a lot more.

6. Invest in AI & AR

The use of smart bots, machines and other such related technology is increasingly growing in numbers. A lot of companies are flocking towards using such advancements to make their businesses run quite a bit more easier and smoother. Augmented Reality has also found a way in to the fields of several businesses, including of course – real estate. Facebook had recognised the potential of how such quirks add to the sparkle that several billions are looking for; and, augmented reality – when used gracefully and strategically – will give you just that, and perhaps – more.

Real estate firms should make it a priority to invest more in the research, study, uses, applicability of the kind of smart machine learning that is rapidly taking over several portions of the online universe. Picture this – you employ a chat-bot. This chat-bot is designed to personally address every single person who visits your page with a ‘Hey! My name is XXX, what are you looking for today?’. Perfect? Isn’t it. It reduces your labour efforts and money and other resources that would otherwise be invested in having a real person do it for you.

The advantages of using Chat-bots do not just end with the use of a few generic lines, but, these vastly intelligent bots can do as much as refer more relevant information to the user who it is communicating with. It has capabilities of studying and analysing huge quantities of data and presenting it in a qualitative way. Thus, they can recommend (almost) exactly what a particular user needs.

There is hugely popular service being abundantly used by realtors and other such agencies in the U.S.A – known as Rex. This AI service allows the targeting of potential buyers through analysing data from social media platforms – placing particular emphasis on Facebook and Instagram ads.

7. Pay closer attention to your Facebook Business Page

Your Facebook profile is a part of the your (online) identity. What you choose to share with the rest of the world eventually can be broken down in-to the kind of person you are i.e. traits of your personality and shades of your character – that can be further converted in-to a digital profile that would be beneficial for advertisers. This was the whole idea that took over the body, mind and spirit of Mark. Somewhere, even subconsciously, he knew that this was where it is was headed.

A large-scale community could have a certain level of autonomy, especially when it comes to choosing the kind of data they want. And then, would step-in the advertisers and their ads, to pepper each individual feed with ads that would be of as much relevance to the user as possible.

In the same context, for a business, their Facebook Business Page becomes their identity. What they choose to add to the page and how and in what light they want it to be seen can mostly be controlled by the business whose page it is. Hence, it is vital that if a business wants to be seen as a trust-worthy associate – based on the past, or, brightly shine in the present, and, expand and grow in the future – they would certainly have to invest their resources towards this aspect. Creating a page is not a task at all. It’s just as easy as creating a personal handle. What the hard part is, and what most fail to do – is to consistently work towards keeping it active and alive in such a way that it is also constantly seen as a valuable source of information.

A real estate agency must focus on several of the key aspects in regards with how they can maximise their outreach through their page. Practices like – using fresh and mouth-watering media content like images, GIF’s, text and video, updating every section of the page with accurate and up-to-date information, using call-to-actions buttons is very important especially when it comes to fulfilling the requirement of establishing quick communication with a potential customer, etc.

To conclude

There is a lot of data on the internet. More than we can ever imagine or wrap our heads around. There are is no single solution to a problem anymore; in-fact – there are plenty. Google anything you want, and you will find a lot more resources that provide information on the topic you’re searching for; a lot more than you would ever need.

Naturally then, it becomes the responsibility and task of the one’s providing the information to do as much justice to their cause as could be possible. Businesses in today’s world cannot rely or function smoothly with ideas, philosophies, techniques and technologies of yesterday. It is simply not possible to even sustain, let alone grow and expand. Several stubborn one’s who thought otherwise have crashed and many are permanently out of the game. And why? All because they either couldn’t or did not want to adapt and adopt to the changing landscape of conduction of business.

Don’t be a part of this clan. Focus only on growth and synergy – of yourself and those connected with you. Everything else, will fall in-to place.

And remember, with every refresh of a news feed page, or, any other page of the sort – brings with it a new opportunity to join the community; or perhaps, something even bigger than even what you couldn’t have yet imagined.

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Social Media Marketing For Your Real Estate Business

Posted on February 21, 2020July 7, 2025 by Seagull Advertising

Now social media is an extremely different space when compared to email marketing as discussed in the previous blog. While email is more interpersonal, social media puts out your information in the public domain.

This information is essentially intended for your followers, but it is important to keep in mind that people researching your real estate company and its web pages may also venture onto your social pages.

In conjunction with this, 77% of realtors use social media (Source:sproutsocial.com) in some way, shape or form. That means that if you’re not on it, your competitor with active social pages has an advantage. And why give them that advantage? If it’s an open playing field you should definitely step in on it.

Essential Platforms For Social Media

The social media ecosystem is massive. There is a different platform for every content format. Be it pictures, short videos, news articles, etc. Does this mean that a company has to be present on each of these platforms? Not necessarily. You need to prioritize and focus your energies on select platforms, where your real estate business will see benefits.

Which is why we are going to be talking about 3 key platforms for real estate businesses. Read on to know what they are.

1. Facebook & Facebook Ads

Facebook is one of the most widely used social networks across the globe. However, it makes for a particularly good platform for real estate businesses. This is because Facebook’s main user base, according to their age and income, possesses one of the highest purchasing power for real estate.

Along with this, there is a business page feature built into Facebook. If you have a real estate business page you can publish project-related updates, let customers book appointments for site visits, communicate with them and curate reviews in a single platform.

Not to forget, Facebook Ads. You can target a demographic who is interested in purchasing real estate property but doesn’t have your company on their radar yet using Facebook ads.

You can target this new audience based on demographics, interests and behaviours and really narrow it down to your exact target group in order to generate high quality leads.

2. LinkedIn

The second platform which is essential for real estate businesses is LinkedIn.

Now LinkedIn has a two pronged benefit for real estate businesses.

First, it is a fantastic platform to build your brand, show off achievements to your consumers, and essential amp up the business’s repertoire. A LinkedIn page works like a digital resume where more seasoned leads may land on for research and gauge the company’s credibility. It is a great way to supplement the online presence of your company.

Secondly, LinkedIn can also be used to network with channel partners and realtors. It can be essential to boost not only the marketing end of your business, but also operations. You can put out job listings, display revamps in HR policies, and make other official announcements on the LinkedIn page since it is a platform that is taken more seriously than others.

Tip: Make sure to set up a LinkedIn business page and not a LinkedIn profile for your business. Profiles are only to be made for people, while pages can be made for business. Since LinkedIn is very strict with its moderation laws, it may be important to keep this in mind, to avoid your page being restricted or taken down.

3. Instagram

Now, this may be a surprising entry for a real estate business, but Instagram is essential.

First off, the demographic on Instagram is growing and more middle-aged, high-income consumers have been joining the site. This is extremely helpful for real estate companies.

The image-based platform is also especially attractive for realtors and real estate businesses to flaunt the pictures of their property, amenities, and show flats. These visuals attract a following and businesses can capitalize on that clout.

Along with this, Instagram stories have achieved overwhelming success. It is a great way to showcase new launch events, promotional events, company gatherings, or even events that happen at existing projects. Stories divert the attention away from the real estate project as a building and make the audience connect to the people within. It is a format that builds an emotional rapport.

Stories also have plugins such as quizzes or music which makes the audience experience more interactive.

Lastly, there is IGTV. Instagram’s newest platform gives you the ability to post videos longer than one minute which was not allowed previously. Since Instagram is now pushing IGTV content on its explore page more aggressively than other formats, it is best to repurpose your longer videos on this platform.

This increases the chances of your brand popping up on an interested leads “Explore” page and them consequently following you.

What Type Of Content To Post On Your Social Channels

Now that we have discussed platforms, what kind of content is appropriate for social media? It is the one place where you don’t have to shy away from selling or showing off your real estate projects. Instead, that is what works well. Let us take a look at what type of content may be a right fit to showcase across your social channels.

Property Photos: Photos of your construction site, completed towers, sample flats, project renders, etc.

Client Testimonials: Positive reviews from homebuyers talking about their experience with your company

Company Milestones: Awards received, certifications given, accolades etc.

New Projects: New projects launched by your company

Industry News: Generic news about the overarching real estate industry that may affect your buyer

Interior Tips & Decor Ideas: Tips and tricks for new homebuyers on how to decorate their home in order to keep them engaged

Event Coverage: Covering company events or events held at existing projects.

Social Media Best Practices For Real Estate Businesses

Now once your platform is set up and you’re ready with your content there are some hygiene practices you need to follow if you are a real estate company. These are basic social media practices that need to be in place for social media marketing for real estate businesses.

1. Put Out Your Contact Information

This means that on each social page your contact information needs to be front and centre, and glaringly obvious. This is so that anyone landing on the page can immediately get in touch if the need arises.

This information includes:

Email address
Phone number
Website and/or landing pages to capture leads

Now, a common mistake is that companies put information in obscure parts of their social page which is a redundant action. You need to take active efforts in order to make it visible.

For example:

For Instagram

First of all make sure you have an Instagram business page and not just a profile. Instagram business pages have an option where you can optimize your bio to make custom buttons that call the business or open an email window addressed to the official ID. Make sure you update this information on the backend.

For Facebook

Meanwhile, Facebook has an option called “Book Appointment” where your leads can directly communicate with you about when they would like to visit the site. There is also an about section on the right side of the page called “About Us” with dedicated space for a phone number, website and Facebook messenger link. If not filled, this section will stay blank which is a bad hygiene practice. Make sure you fill it with your current website link, phone number and connect your page to Facebook messenger.

2. Set Up Communication For Messenger and Direct Messages

According to research done by Sprout Social, a mere 11% of real estate businesses respond to their incoming social messages. Don’t be one of them. Make sure you respond to your consumers on time.

You can set up a chatbot on platforms like Facebook which may answer generic FAQ’s automatically. Or an easier way would be to subscribe to a message aggregation service. A message aggregation service puts all personal message queries that come from leads across all platforms into one dashboard. This means that you can see and answer all messages from a single place. Consequently, you don’t have to waste time jumping from platform to platform. All your queries can be found in one place.

Tools like Sprout Social’s Smart Inbox or Hootsuite allow you to access DM’s from all platforms in a single dashboard

3. Consistency Is Key

Don’t let your social accounts stagnate. Make sure you’re putting out content on a regular basis.

Now, if your account is new you might need to post more aggressively (i.e. 3-4 times a day). You may also need to boost posts to build an audience and reach relevant people who just don’t know about your business yet.

But once your account has gained enough traction you can put up more specific posts 1-2 times a day. Keep track of when the highest number of your audience members are online through insights and post during those timings.

4. Get The Sizing Of Your Creatives Right

Now this may be the most cumbersome task to keep track of but every social network has different sizing requirements.

While Instagram works best with 1:1 posts. Facebook sees better traction of posts with 16:9 dimensions. Along with this, there is a difference in sizing for cover pictures, profile pictures, IGTV videos, stories, etc.

There are plenty of resources on the internet that break down the sizing of each platform. Make sure your design team gets the sizes right when making the post to avoid awkward cropping when the creative is uploaded.

5. Promote Your Social Accounts

The last way to build an interested audience is to promote your social channels on all other platforms.

Make sure your social pages are:

Hyperlinked on the website
Linked at the end of every emailer
Present on any landing pages or microsites you may have created for SEM campaigns

And that’s it! These are the social media essentials you need to keep in mind before kick-starting social media marketing for real estate businesses. There are a lot of moving pieces in this puzzle such as the right creative designing, timing of posts, or catchy captioning. However, It’s not a difficult space to crack if you follow best practices and basic hygiene along with making relatable and relevant content.

It is quickly becoming a central channel for spreading awareness and generating leads. Not capitalizing on it is just a missed chance. Follow the practices as mentioned above and get your foundation right. Once that is done it will be extremely easy to build the presence of your real estate company from there.

The Pay-Per-Click (PPC) Guide to Real Estate Marketing for 2021

Posted on February 14, 2020July 11, 2025 by Seagull Advertising

What is PPC?

As the name invariably suggests, PPC is Pay-Per-Click. As with the case with several other conduits, mediums and methods of advertising and marketing through the internet – PPC – is one of the most widely used ways & means of not only generating leads, but, also driving traffic.

All forms & types of advertising and marketing done in the digital era are paid. There are no free lunches. Though, there are always ways in which one can help another out without a charge. However, even here – a sort of barter system prevails. Sharing links or reposting content on sister websites goes towards strengthening not just one side of an aisle, but, depending on how it has been used and carried out – quite a bit more than just one.

Although PPC is sometimes considered as a sort of umbrella term that encapsulates any kind of ad that charges money when clicked upon, to many – it is still the bid-and-paid-and-fought-for ads that turn-up on search engines.

Therefore – the biggest marketplace for PPC can be found on search engines. The biggest (and most obvious) one is Google. However, there are a few others that have been picking up steam over the years – Bing, Yahoo, DuckDuckGo, Yelp, etc.

What is Real Estate PPC

PPC is a general principle and term that can be applied and used by just about any field or industry. This doesn’t mean that every time it is used in a different sector – the meaning would change; no – such is not the case. When used to fulfil a particular purpose – the process and method of using PPC will adapt and alter some of its aspects to better suit the domain in which it is being employed.

Thus, when it comes to real estate – PPC would contain the exact same rationale as – for example – when used in the automobile industry. Here – the only difference would be to know the industry and practices of where it is going to be employed and adjust the parameters of the digital technology accordingly.

So, let’s take a good local example. There is a builder in Pune – XYZ Group – they are among the best and most highly-reputed builders in the city. Now, no matter how big – one still needs to always pump-in resources to advertise itself – so that it’s not only forgotten but, also still be ahead of the curve.

Benefits of PPC For Real Estate

1) Focused Lead Generation

This stems directly out of the fact that when there are a group of in-the-moment active-enquirers i.e. searchers using a search engine in the present moment of time – there are way better chances of getting real conversions – than performing most other forms or types of digital advertising or marketing.

The fact that the people who are going to be seeing the search ads on the search engine are actively seeking something that is of benefit and relevance to them. This direct approach, rather than being fed a wide variety of ads that – in most cases – do not resonate with their plan-of-action in their lives.

This is a point – more to do with common sense, because it is obviously better to advertise as-close-to-relevant-as-possible forms and types of advertisements than targeting a much larger group – most of whom would not be interested in the ads they are seeing.

2) PPC is the faster way to get leads/conversions

There is only one alternative other than PPC to getting leads – the organic way. Nevertheless – you should know that even PPC cannot function to its optimum capacity without fulfilling a few prerequisites of the organic method.

The Ad itself comes in the form of text – that holds in it a link to a particular landing page or a website page. This means that no matter what you do or how much you spend – your ad will not even show on search engines until you duly comply with many of the principles that are deeply ingrained within the organic way. This means that (at least) the page to which the text ad redirects a user to – will have to be duly optimised for SEO.

Once the SEO bit has been taken care of – a webmaster can make use of the benefits of PPC. By following this process – the webmaster has a lot more chances of their ad showing-up in a higher and much better position on the answers list in search engines.

3) More accurate & strategic than other conventional forms of advertising

Yes, a newspaper, radio or TVC will get you a huge amount and volume of visibility. There are going to a large number of people who are going to see, listen-to or view your ad; but, is that all that one is looking for?

Rather than merely throwing yourself out there to a large and heterogeneous plethora (of mostly uninterested) eyes and hears – wouldn’t you rather have your ads seen by the people who are most likely looking for a product or service that you offer?

Such is the power of PPC. Through it – one can easily target the right audience or potential customers – who are most likely to click on your ads because it is in distinctive similarity to what they’re browsing or looking for.

4) All your leads are yours alone

Unlike many other forms and types of generating and sourcing leads – PPC – gives one a superior benefit over the others. PPC is a form of advertising and marketing that brings a user or a potential customer to one’s specific page; this is the main premise of paying for the click.

When this happens – the user – may or may not enter their personal information in-to the advertiser’s website. In any case – they become a part of the advertiser’s database (mostly because of shared cookies). The way in which this occurs is that each person who clicks the ad and comes on-to a landing page or webpage leaves some information behind. This information is of vital importance to a digital advertiser or marketer, because it contains some basic information about the visiting person.

Quite naturally, this person then becomes a part of the advertiser’s database. These people can not only be exclusively followed-up with, but, can also be retargeted to show more ads in the future. However, the one of the better parts of this aspect remains that the advertiser

5) ROI

One of the most significant aspects of using PPC for real estate marketing is its solid return on investments (ROI). The tremendous amount of yields that PPC ads give a company is almost unparalleled to some of the other forms of digital advertising or marketing.

Without knowing the amount and sheer value of returns – there aren’t as many reasons that could convince someone of making investments in anything. Digital history has always provided hard evidence and facts when it comes to portraying the benefits of the PPC.

These days, the internet is increasingly being designed to provide more valuable overall content than during the times when most of what was found online was a more incomplete version of what else could have been. Now, providing value – comes at a price. Some amount of investments have to be made in order to reap benefits out of anything that time, energy and money has been invested into.

Some factors that affect Cost-Per-Click

1) Quality of the Ad

Ads should be designed in such a way that they will not only capture a reader/viewer’s attention, but, would also create the right of alibi in-to converting them in-to a customer. This helps improve significant aspects of fulfilling the process; like quality score, click-through rate, ranking, etc.

2) Website quality

The objective of a PPC ad is to finally (re)direct a potential customer to an area of a business that can show who it truly is and what it does. Focusing on improving the overall quality of website not only helps in converting potential customers in-to sure-shot ones, but also helps search engines and the internet in general – understand that the business – it’s products and services – is of value to real people.

3) Competition/Scores for Keywords

This is one of the factors of PPC that has been giving businesses a run for their money from the very start. Not only is it sometimes not feasible to heavily invest in the process of bidding for keywords, but the more advertisers competing for your keyword, the higher you have to bid – the more you have to compete and the more you have to restructure your budget. Ad-bidding prices are always going-up, hence it is an important aspect to take in-to consideration.

4) Location that is being targeted

Another important aspect to consider when choosing to employ PPC as a marketing tool is the location that is being targeted a.k.a as the location where the target audience is – the exact geographical location where the viewers/readers of the ads are located. Location targeting is something that is done when a marketer wants to target only a specific location. When this is the case – an analysis of the costs and bidding prices of the overall going-to-be campaign must be considered.

5) Seasonality

This aspect means that there is almost always a season during which certain products, services and businesses are advertised. For example – a company that provides a seasonal product like an umbrella would only advertise it before and during the monsoon season. The same goes for someone who produces winter jackets and sweaters.

How can one measure their PPC campaign(s)

There are quite a few variables to consider when it comes to knowing what, why and how to measure the flow of a PPC campaign. Depending on the objective – the number and type of variables to consider would be different.

For example – if one wants to measure their ranking on search engines – they would check metrics of average impressions and average ad positions. Another example would be if you’re trying to evaluate the cost of conversions – you would check metrics of the total cost incurred and the number of leads converted in that cost.

Thus, depending on the goal of the person or enterprise – the method of measuring the success of a PPC campaign would vary accordingly. Listed below are some of the main metrics that are almost always considered when thinking of a PPC campaign –

1) Clicks – The total number of clicks a particular ad has received.

2) Click-Through-Rate – The total number of people who click on the ad after viewing it.

3) Costing – There are several kinds of costs when it comes to PPC. Overall cost incurred depends on the kind of keywords, objectives, budget, platforms, number of ads, number keywords, nature of the ad, etc.

4) Cost-Per-Click – The average cost-per-click on the ad i.e. the total cost incurred, divided by the number of clicks that the ad has received in a period of time.

5) Impressions – The total number of times your ad has been displayed/shown-up on a search engine.

6) Quality Score – A total score awarded by a search engine given to a particular (digital) enterprise based on their fulfilment of all of the essential requirements of search engine optimisation and management.

How can one optimise their PPC campaign to reduce their costs

1) Create highly impressionable Ads

Ads need to be created in such a way that it gets a hold of a reader/viewers attention in such a way that it makes them inquisitive enough to not only click, but also find out more.

2) Landing Pages should be highly compelling

The main objective of an advertiser is to convert a potential customer in-to a loyal one. This is done in a way such that all of the information and data within the landing page/website is optimised for both – people and search engines.

3) Choose and monitor high-performing keywords

It is important for a business to optimally analyse their PPC campaigns at all times. This mostly includes keeping track of the kind of keywords that have been helping the company maximise their marketing efforts.

4) Experiment with different ad formats and extensions

There is no perfect campaign when it comes to PPC. Like many other businesses and ventures – it is a process of trial and error. There is always room for expansion and to do things that would enhance and improve the current state of how the process is being conducted.

5) Keep up with the latest Google Ads trends

Not only for PPC, but it is highly essential for any business to always keep their ear to the ground and be aware of all that is happening in their fields. Gaining timely and regular knowledge will only help improve the scalability of campaigns and goals.

How to further improve the ROI of your PPC campaign

1) Strive to lower your overall campaign expenditure

A PPC ad campaign manager must always strive to reduce their overall costs. This can be done in a number of ways. Depending on the objectives in mind – the manager must figure-out the most optimal way of achieving them. Costs can be reduced by picking the right kind of mix when it comes to deciding upon the amount of money that needs to be spent versus the volume of results that one needs.

2) Work harder to convert your leads

Although this is quite an obvious point, it must not be taken too lightly. A campaign manager wouldn’t need to spend too much if their leads are getting converting in-to paying customers because of their relentless sales’ approach. Catering to this aspect can seriously reduce PPC campaign costs because future budgets are reduced because of the business’s better performance.

3) Make long-term use of PPC

Whether small or big – today – almost every single enterprise who wants to get-in on the online advertising/marketing action – has to invest in PPC campaigns. In this world that has got a plethora of options for almost every field of business – paying for better space for better visibility has become the norm. This makes it more or less mandatory to invest a portion of money towards the kind of ads that your target audience would find beneficial, and, PPC fulfils this requirement quite generously.

4) Make use of Negative Keywords

When it comes to saving costs, cultivating a practice of making the use of negative keywords is highly recommended. Negative Keywords are those keywords that you do not want your ads to display/show-up when searched for. This means that when a searcher makes an enquiry and the use the words that you mark as negative – your ads will not be displayed to them. This makes it so that the enterprise will save on its money that it would otherwise spend on those keywords that aren’t as relevant for them as others.

5) Learn more about how a search engine assesses Quality Score

Search engines are always evolving and changing i.e. they are dynamic in nature. They need to keep on doing this so they can provide the best possible service to people who use their platform (mostly by the millions). Constantly learning more about the perpetually evolving process can be of great benefit when it comes to optimising any campaign in the best possible way. This saves a lot of otherwise wasted money.

Pro Tip: In order to accomplish a good quality score, one must meet the following parameters without any fail.

1) Controlling Bids
2) Keyword & Ad Copy Relevancy
3) Landing Page Relevancy

To Conclude

Today, it is important to find the best possible mix when it comes to getting it right in the world of digital advertising and marketing. There are numerous forms and channels of getting a business to the world outside. Although this is a good thing – it is important to know and learn the forms that would best suit one’s own business.

PPC is a form of advertising and marketing that allows a large volume of people to see and witness ads. The potential is massive. But, it is not always easy. PPC is a vast field and several agencies have dedicated entire departments to cater towards this segment.

Although PPC has huge potential, it is essential to know that using only one form of digital advertising/marketing is never enough. The best possible way to get the best possible results is to optimally employ a variety of different approaches towards fulfilling an enterprise’s overall goals.

Get out there – research, learn and implement the best methods for your advertising/marketing goals today! And, stay tuned to this space for more content on real estate marketing!

Explore more advertising and marketing blogs here: https://seagulladvertising.com/blog

Email Marketing For Your Real Estate Business

Posted on February 7, 2020July 11, 2025 by Seagull Advertising

Email marketing and social media marketing are 2 of the most popular channels within inbound marketing. In this blog, we will discuss strategies for email marketing for real estate businesses and social media marketing for real estate businesses.

The blog talks about how to go about executing your email and social strategies, the thought processes behind it, and the best practices you need to follow.

Without further ado, let us start discussing email marketing after which we will be elaborating on social media.

Email Marketing

Email marketing is one of the most personal ways to get in touch with the end consumer in a digital ecosystem. With emails dropping right into a customer’s inbox, there is a high chance they will interact with the email if the topic or subject line interests them.

The biggest challenge doesn’t lie in sending the email, but in getting the audience, timing, and context right, which is why a watertight inbound strategy is essential for email marketing for real estate businesses.

Here we discuss the right way to approach your customer through email marketing, and what is the right strategy for it before you start writing your email? While you’re writing it is, and after you’ve sent your email.

Before You Write The Email

One may think that the responsibilities of email marketing start once the emails reach the customers’ inbox – This is a common misconception. Email Marketing and its best practices begin much before the email is opened or sent even. Here are two strategic points you should make sure are in place before you start off writing your mailer or sending it.

1. Have A Thorough Content Inventory

What does email marketing essentially do? It talks about a piece of content in a brief and attention-grabbing format. It is supposed to make a customer click and direct them to a landing page where they can find more elaboration on the information that was in the email.

So, before you send an emailer about your brand, make sure you have a thorough inventory of blogs, videos, content offers, brochures etc. Following are the reasons why a well-established content inventory will help your strategy:

To Aid The Consumer’s Research:

If one blog has interested a customer, they might likely look for more content pieces or await more information from you. If they do not have more content to look at they might exit the website and not give your real estate brand a second thought.

To Be Consistent With Emails:

Also, to be consistent with your emailers, you first need to create an inventory of helpful and reliable content – This is to make sure that there is no break in your sending schedule, and your brand doesn’t escape the consumers’ mind.

Finally, make sure that all the content pieces in your inventory adhere to SEO guidelines, follow basic publishing hygiene and are designed in a user-friendly format. It is recommended to have updates on these small details done and out of your way before crafting the email.

2. Keep Building On Your Contact List

This is next on the agenda before you start writing your emailers.

It’s an undeniable fact that building a receptive audience is essential. However, email IDs are privileged information and can be used in an inbound strategy only if the customer has knowingly given you their ID and permitted you to use it. Which is why building a contact list for emailers might be a challenging task.

A strategic way to get around this is to make sure there is an enquiry form at every possible touchpoint, where customers can fill in their email and contact details.

These touchpoints can be the website homepage, Facebook forms, landing pages of Google Search ads, or at the end of blogs. Not only online, but offline also you can build an emailer list through a visitor’s book at the site office or keeping tab of visitors when holding promotions or events.

Making sure that new people are consistently being added to your list is a foolproof way to reach new leads.

When You’re Writing The Email:

Now, once you have gotten your content inventory and audience in place, comes the time to actually build your email. Here are steps you should make sure you’re following while executing your email strategy.

1. Keep It Short & Simple

We may think that the more information we provide in one email, the more helpful it is to the customer. But email marketing is a little trickier than that. It is finding a delicate balance between giving your customer information and making sure they are not overwhelmed with text.

The best way to retain consumer interest, especially in bland subjects like real estate, is to write short, quippy, and to-the-point emails.

Write short paragraphs that just pique enough curiosity for them to click on the email or fulfil the desired action. A good trick is to step into the shoes of the receiver. If this particular email pops into your inbox on a busy day, would you like to read long paragraphs or would you want something concise?

When a reader sees paragraphs on paragraphs, they may get overwhelmed and exit without consuming anything about your real estate company at all. It is best to keep it brief.

2. Encapsulate Your Content With Attractive Imagery

Now when you’re designing your emailer, make sure it is a user-friendly and attractive design. Use your brand’s colours to increase brand recall and highlight clickable links.

On top of that, make sure to use 1-2 relevant pictures within the design of the email, not only to make it look more attractive but also to give context to your reader. You can use project renders, actual site work photographs, or sample flat photos.

Images do so much more than making a piece of content look colorful. They serve as a visual guide to the emailer content, and if a reader is just skimming the text, images can help them not lose out on valuable information.

3. Have A Relevant Subject Line & Preview Text

Now the final step while writing your email is to write your Subject Line and Preview Text. These are two lines that can make or break the reception and open rates of your emailer. 47%of recipients decide whether to open or discard emails based exclusively on the subject line.

It is particularly tough to write Subject Lines and Preview texts due to the stringent character limit. However, practice is what makes perfect.

A simple practice is to do A/B testing with subject lines. Always make the two lines starkly different from each other and see what works best with that audience. For example, for a Diwali discount offer emailer; you may test these lines:

Subject Line A: Savings Of 7 Lacs* On Your New Home This Diwali!

Subject Line B: Looking For Your Diwali Bonus? Here Is One Worth 7 Lacs*!

While the first subject line is objective and to-the-point, the second one has more emotion ingrained into it while bypassing the topic of “offer” altogether.

You can’t be certain that one will work better than the other until you test them. Testing subject lines is essentially guaranteed feedback on what style of writing works for what type of audience.

After You’ve Sent Your Email

Now once the email has been written, comes the time to gauge performance on the email.

Here are a few essential metrics you should keep track of once executing email marketing for real estate businesses.

Open Rate:

Number of emails opened compared to the total amount delivered

Click-Through Rate:

Number of clicks on the links contained in an email message

Unique Clicks and Unique Open Rate:

single users who have opened or clicked at least once

Click-to-open rate (CTOR):

number of clicks with respect to the number of openings

Bounce Rate:

percentage of email addresses that returned an error after being sent

Of course, depending on the goal of the email, you may keep track of different metrics.

But apart from these metrics, there are two key actions you need to undertake while executing your email strategy:

1. Score Leads

Since the process of buying a home is long term, it may be challenging to keep track of where the lead is in their buying journey – This is where lead scoring helps.

Lead scoring is essentially a technique where you can score a lead (generally from 0 to 100) depending on how close the lead is to purchase an apartment from your company.

Scoring each lead helps the marketer understand whether a lead is in the awareness stage, consideration stage, or decision stage. Depending on their buying journey a lead may be a “cold” lead- meaning they are not yet close to buying a home or a “hot” lead- meaning they are very close to the final touchpoint.

2. Nurturing

Now, once each lead is scored, it is time to provide them with content that will inch them further towards the final conversion – This is called a nurturing strategy.

It is the process of giving content, that is relevant to each lead, depending on their position in the buyer’s journey.

For example,

There is a lead who is interested in buying a home. They are still in the awareness stage i.e. they just know the name of the brand and its general messaging; nothing more. To transition them from awareness stage to consideration stage there needs to be a specific email strategy. Thus an email sent to them should talk about the attractive RoI a certain property provides, the amenities over there, or the connectivity of the neighborhood.

These are aspects that push a lead to consider your property over others.

Similarly, if someone is in the consideration stage but they are on the edge of making a decision they can be given emailer with a discount offer. This discount can be the final push they need towards buying the home.

Sending a decision stage email to someone in the awareness stage leads to wrong messaging to the wrong lead. It is very important to be mindful of each lead, their position, and nurture their buyer’s journey.

If you would liked in-depth email marketing, you can get in touch with our team by filling in the form below!

Explore more advertising and marketing blogs here: https://seagulladvertising.com/blog

Real Estate Marketing Trends – A 2020 Guide (FREE e-Book Inside)

Posted on January 31, 2020July 7, 2025 by Seagull Advertising

The field of real estate is now a lot more intensive and the amount of competition is a lot more than it ever was. The volume of habitable land is only decreasing – which means that the prices will always rise over-time. In order to stay ahead of the curve – real estate businesses have to set-up a diverse and dynamic business plan; and this would require a great deal of restructuring, especially when it comes to the domain of advertising and marketing.

Newer technologies have paved the way for easier and more holistic avenues of consideration when it comes to trying to acquire more or, broaden one’s base of customers. In this blog – we will look at some of the best and most applicable – new technologies that can (and already are) be(ing) used by real estate businesses to maximise their overall efficiency.

These are the top 5 new technologies that can easily be incorporated by a real estate business –

1) Artificial Intelligence

Also known as AI – is a conduit that uses technologically enhanced intelligence based on human behavioural data to provide solutions to people.

AI is created by software creators and engineers and is incorporated across a lot of fields and platforms today.