There is an extraordinary amount of paid advertising options in the online world, created for every industry imaginable. When it comes to property marketing we have more than dipped our toe in many of them and learnt which ones are the most effective for marketing your residential, retail, office or industrial scheme. Different schemes obviously demand different approaches, and even within a single scheme your strategy needs to be suited to the particular stage your development is in (is the building ready or are we looking for pre-let?).
It would be impossible for us to cover every scenario here, so we have instead taken a top level look at the most popular paid advertising (PPC) platforms and approaches used in the property marketing industry today. In true olympics fashion we will celebrate the top three, looking at the most effective ways at engaging an active audience, a passive audience, and a previously engaged audience.
Members of your target market who are actively looking for a scheme/property like yours are obviously the most important. These are the most likely users to convert into viewings, and like the rest of us they very often start their online search in the same place, Google. Google commands an unbelievably large audience, and so unsurprisingly the advertising options are massive not just in the variety of media you can use but in the ways you can create an audience.
As users often start an online search by using Google search (and property is no different) this is consistently the most effective place to capture traffic from an active audience. Your adverts appear above and below the organic search results, and are triggered based on what keywords were entered, as well as the budget, bid and location settings you have applied to your campaign. The actual cost-per-click of this traffic can vary a noticeable amount based on the location of your scheme, London being the most expensive area, and the type of property you are marketing, residential costing more than industrial, although these costs can be lowered through expert monitoring and optimisation.
Utilising Google’s display network to captured an active audience is also highly recommended, as you can place text and image adverts onto websites that you choose. By placing your adverts onto strategic sites such as real estate or comparison sites where users are likely to be actively looking for property you can drive traffic to your site for a far cheaper cost-per-click than the search adverts do.
With the right strategy and constant monitoring and optimisation, Google can be an incredibly powerful and cost effective tool for capturing your target market at their most actively engaged. To learn more about Google advertising, check out our Google Advertising for Property Guide.
This is that pesky group of people who are interested in a property like yours, but are not actively hunting it out online at this precise moment in time. The nerve. You need a way of reaching these people with adverts that are a little more clever than filling their junk folder with emails that cost you the same amount whether they are opened or not. For B2B property marketing there is no better place than LinkedIn, although when it comes to occupiers for residential properties, Facebook has proven to bare riper fruit.
LinkedIn / Facebook
LinkedIn allows for adverts to be shown to people based on their professional attributes such as job title, seniority and employer as well as personal attributes such as age, gender and location. This makes it a perfect B2B marketing tool, which is ideal for getting your industrial, retail or office scheme in front of potential occupiers and decision makers. The highly targeted and effective nature of this platform does mean it can be as, if not more expensive than Google, but has consistently provided strong ROI nonetheless and has a much better click-through-rate than other social platforms. To learn more about advertising on LinkedIn, read our LinkedIn Advertising for Property Guide.
When it comes to residential schemes however we have found Facebook to be the most successful social platform for targeting passive potential occupiers. As the biggest social platform on earth Facebook has far more data on user behaviour, and is able to use this to identify users who are looking to move house/flat. Combined with strong demographic data, this allows for highly targeted residential campaigns using a wide range of different media at a cost-per-click cheaper than Google advertising.
Previously Engaged Audience
It is a widely reported statistic that in e-commerce 92% of visitors will not make a purchasing decision on their first visit to a site, and in property that figure is even larger. When it comes to a big decision like property, potential occupiers are known to make multiple visits to the same site before making a decisive move to contact an agent with an actual enquiry. So, what is the best way to re-engage that audience of potential occupiers who have visited your site in order not to just speed up this process but also ensure you remain a part of their considerations? Remarketing!
Now this isn’t an actual platform like Google or Facebook, but is instead a reference to a targeting method that is available on many platforms. For the sake of keeping this as nerd jargon free as possible, we essentially create an invisible list that is attached to your website. Every time someone visits your site, they are added to this list. You can then use this list as your targeting criteria on platforms such as Google, LinkedIn, Facebook, Instagram, Twitter and YouTube, and therefore show adverts to people who you know have previously engaged with your website. You can create lists that target the entire site, or just specific pages, and the cost-per-click is often comparable if not cheaper to regular campaigns.