How to find luxury real estate leads through PPC

When it comes to finding high intent luxury real estate leads, a spray and pray approach won’t cut it.

Scattergun tactics fritter away precious advertising budget. For success, you need to be highly targeted. That’s where pay per click advertising comes in. Done properly, it will transform your business revenue. No overstatement.

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“Adbetter’s performance marketing expertise and experience has been invaluable to GetGround as we set up and scaled our marketing operations. Their ability to optimise our previous agency’s CPL substantially within their first month working with us – right up to their present day support and insight – has been fantastic. Finding an agency who will work hand in hand with you to achieve revenue goals was important to us – and in Adbetter we found that. Their practical, dependable approach coupled with their ability to build full lead journeys (from ad design and copy to lead capture and reporting) has made them a seamless addition to my team and one I’d recommend in a heartbeat.”

– Alexandra Lamport, Marketing Director, GetGround

5 benefits of using PPC to land luxury real estate leads

1. Find the people who want to find you

There are a number of reasons why luxury real estate leads are hard to find.

Most obviously because your product has a niche audience. There are far fewer high net worth individuals than non-high net worth individuals.

The percentage of people who possess the kind of wealth you’re looking for is relatively low.

Pay per click advertising platforms come with sophisticated audience targeting tools. Used correctly it becomes easy to find people who are likely to be interested in your properties.

For instance, if you want to target people in certain countries, certain regions or certain postcodes, you can. Or build a cohort to target based on net income, occupation, age, education, website browsing activity and more.

2. You build proprietary data

In a space where leads are precious, it’s best if you don’t have to share them with your competitors.

With your PPC campaigns, every new lead you uncover is yours to nurture a one-to-one relationship with; each interaction a chance to gather data that your competitors don’t have.

3. Make your marketing budget accountable

With PPC you only pay when someone actually engages with your ad. And you have to ask yourself: why would they make the effort to engage with your ad unless they were interested in learning more about what you have to offer – and possibly becoming a customer?

That’s exactly how pay per click works to keep your ad spend accountable, while maximising your chances of ROI. Unlike other advertising platforms, you are paying for actual brand engagement rather than brand exposure.

4. Your budget, your terms

No matter which pay per click platform(s) you use, you can expect to keep a tight rein on your ad spend. Set daily, weekly and monthly limits – or specific limits for each campaign. You can hit the pause button anytime to stop spending. And make adjustments to your campaigns on the fly if they are not performing as you’d hoped.

5. Make a speedy impact

Days. Weeks. Months. Some marketing strategies take forever to reveal their impact – if they reveal any impact at all. But with PPC you can begin driving results for your brand almost immediately.

Once your ad is approved – that usually takes just a few short hours – it’s out there working to drive engagement for your business. And real time performance analytics keep you up to speed with exactly what’s going on.

The 3 stages of a successful PPC campaign for luxury real estate leads

Publish ads to pique audience interest

Different PPC platforms have different benefits. Use Google Ads to capture luxury real estate leads at the precise moment they are searching for opportunities that you can provide. Or use social media channels like Facebook, Instagram and even TikTok to raise awareness of your property portfolios and generate future demand among a more passive, but carefully curated audience.

Generate fresh leads through landing pages

Your goal should be to get prospects from your PPC ad to a branded landing page as quickly as possible. That journey should be seamless. And the landing page should be highly relevant to the ad that your prospect clicked.

The main function of your landing pages is to gather information about your lead so you can begin a lead nurture campaign.

For instance, you could include a form that enables your lead to view a selection of properties in exchange for them answering a few simple questions about the type of property they’re looking for.

That way you can make sure your follow up sales activities are highly personalised to each lead’s buying intent

.>> Luxury ads for real estate: 4 big learnings

Nurture your leads with retargeting

When you’re nurturing luxury real estate leads, patience is key. Buying – or even renting – a luxury property isn’t a decision that’s taken lightly. And the lead-to-sales time is typically much longer than you’d expect with other sectors.

But if patience is the name of the game, you can use this period to your advantage – serving your leads a carefully crafted retargeting campaign that gently reveals more about your properties and nudges your leads towards conversion.

>> 6 expert tips for real estate retargeting ads

Finding luxury real estate leads: 5 key steps to success

1. Get clear on your target audience

When is a wealthy audience not as wealthy as it seems? When you use behavioural demographics such as the type of websites they visit and their preferred hobbies as signifiers of real-world wealth.

Think of it this way. Plenty of people have gone to test drive a Porche, despite knowing they can’t afford to buy one. Why? Because it’s fun. It’s aspirational. It’s inspiring. Your ability to understand this can elevate your game as a specialist in finding luxury real estate leads.

Without careful, considered targeting, you risk paying to serve ads to people who are interested in luxury properties but lack the financial clout to become your next client. Think about indicators of high net worth – such as frequency of international travel, distinguished postcodes and executive job titles. Then and add them into your targeting.Need some expert tips on targeting for luxury real estate leads? Just ask.

2. Flawless branding is non-negotiable

Your audience is discerning. And you are seeking significant sums of money. Your branding must be flawless. It must feel premium. It must feel credible. It must have the wow factor. Without that, you’re unlikely to get far – no matter how good your ad strategy is..

3. You must be prepared to spend

In many cases, you need deep pockets to succeed with your mission to find luxury real estate leads. Due to the potential revenue available, the cost per keyword with Google is high. As for the Meta channels, you need to be running your campaigns at a high volume for the algorithm to learn how to optimise your campaign for conversion. Again, that requires cash.

But keep in mind that the revenue you generate from one conversion could be enough to cover a whole year’s worth of ad spend. Anything beyond that is effectively pure profit. Do your homework and make sure you know where your margins are.

4. Test, measure, optimise, repeat

Whichever pay per click platform you choose, you will get the option to submit multiple variants for the constituent elements of your ad – such as the visuals and description. It’s an opportunity you should take. The algorithm will test the various combinations and preferentially serve the ad combinations that are statistically most likely to generate the best results.

You will also get real time analytics on how your campaigns are performing. Monitor this data carefully and you will be able to draw actionable insight on the campaigns that are driving the best results – enabling you to double down on the strategies that are working to ratchet up your conversions iteratively over time.

Sometimes small tweaks can make a big difference.

5. Set up tracking to monitor onward KPIs

Ad-level insight is all well and good. But to unlock the really transformative returns, you need to know what’s happening throughout your customer journeys – from the first click to the first purchase and beyond.

Setting up the tracking to measure these onward KPIs is technical and time consuming. That’s why many businesses don’t bother. But it’s where you can gain a huge competitive advantage – gathering invaluable data that you can use to smash your revenue and growth goals..

Let us help. We’ll even cover your ad spend.

Here at Adbetter we help our clients generate transformative ROI through pay per click lead generation campaigns. Property is one of the areas we specialise in. And if we think we can help you, we’ll cover your ad spend. Get in touch to arrange a free discovery call and let us explain how we could apply our process to help your business soar.

You may also be interested in:

>>Generate bigger returns with advertising for real estate
>>Luxury real estate advertising: the best strategies for ROAS
>>Facebook ads for luxury real estate: 4 big learnings
>>YouTube ads for real estate: a guide to getting results