PPC for Estate agents – Optimising for New Instructions.
Generating new customer leads and instructions for people wanting an estate agent requires a holistic approach. PPC campaigns for Estate Agents should play a big part.
- AdWords Daily Tasks & Improve PPC Performance
- PPC for Small Business & Manchester AdWords Specialist
When people want to discuss selling their house, do they walk straight into a local estate agent? Or do they start their research online first? Even if it is to find out who the local agents are.
Have a look at the below screenshot for results from searching “Estate Agent in Cheadle” (we are an Online Marketing Company in Cheadle!)
PPC for Estate Agents: Competition
Competition is fairly strong, there are 7 paid Ad slots and the top is won by a national chain with a local presence. This advert is very good and tells us a lot about what your estate agency PPC campaign ad should contain.
- The Ad contains a price and they use their brand recognised URL in the copy.
- Their review rating is prominent.
- Extensions – The call extension will undoubtedly be populated but isn’t triggered.
- Site Links – Services, free valuation etc
- URL extension – targeting people looking to sell (possibly filtering people looking for a house) and the location is also covered.
- Call to action (and offer) – Book a free valuation
Site extensions enhance the relevance of the ads, so make sure they are optimised to the search queries you want to appear for.
I think the only thing I’d like to see (which could be in their portfolio) is mentioning the location in the headline (that the second results – another larger company – does do).
The third place ad is another national estate agent that is spending a lot of money on not just PPC advertising, but TV and traditional print. Their ad looks to play things simple with no extensions, fairly generic URL and a straight forward offer and action in the text. I suspect that it is the “estate agent” or “estate agent in” that could be triggering the Ad (there could be some work done listing all the towns in the UK to customise these Ads.).
Below the first 4 Ads are the 3 business listings, then the 10 organic estate agency results followed by another 3 Ads.
Which Estate Agents Need to Use PPC?
Being on the front page of Google is great, but if you have to get past 7 listings, even being #1 in the search results really makes you position 8! Every estate agent needs to consider supporting their traditional marketing efforts with a PPC campaign.
The more times a business features on the first page of the search results, the more this will enhance credibility and develop additional brand recognition.
Interestingly, in our PPC for estate agents example, none of the local estate agents – that feature high in the organic results – have an active PPC campaign. But the top PPC result also features in the SERPS (position 5). This combined approach is going to drive a lot of traffic that the local businesses are going to be missing out on.
Selling a house has very much the same considerations as many other services. How much does it cost to sell a house? What are the payment terms/guarantees? Is the service going to be good? Preferences on working with local versus national businesses.
Positive online reviews are essential and need to feature on the ads. All these elements (plus any USPs) need to feature in the ad creation.
Estate Agency PPC Keywords and Negative Keywords
As with many PPC campaigns, you’re not going to be focusing on people that are looking to purchase a house. Obviously, this is important, but sites like Rightmove, Zoopla are going to be the main driver for purchasing traffic. You’ll also be getting direct traffic from advertising boards.
So, positive keywords need to include “estate agent” / “letting agent” etc, include the locations that you operate across (making sure to include ‘near me’ and ‘local’). Also include queries such as, “how much does it cost to sell a house”, “sell my house” and words such as “best” and “top”.
As you are not going to be focusing on buyers with your Adwords campaign, you can exclude “buy”, “free”, “houses for sale” and undoubtedly much more.
Location settings are the priority here but don’t discount mobile and time of day tests.
PPC competitor bidding for estate agency seems especially relevant. Make sure your advertisement is displayed for searches for local competitors. This could sway people in your direction. Especially if you have a better offer!
This is a little more tricky as business searches are likely to also bring up the business listing. Click through rates and quality scores are likely to be low. But it is certainly worthy of a test or two.
Conversely, competitors may be bidding on your business name! Ensure that you are top of these results!
Estate agency PPC campaigns should be fairly straight forward. Make sure you get the most from your spend and don’t waste your budget.
If PPC is working for the national businesses, then it can certainly work for you. You won’t be able to compete with national budgets, but you can on a local level with more focused ads and offers. Generate more instructions with a PPC campaign.
Get in contact now to discuss your estate agents PPC requirements.