New home advertising: how PPC can unlock huge returns
Succeeding with new home advertising is about reaching the right people, with the right message, at the right time. Pay per click (PPC) advertising gives you all the tools you need to make that happen and get happy families into your new homes as cost-effectively as possible.
When it comes to new home advertising, there’s an awful lot to be said for the merits of pay per click. In this article we will explain why, before sharing some of the essential elements of a successful campaign.
And down at the bottom of the article, you’ll find some useful resources to help you learn how to begin generating revenue for your own business using PPC. But first…
PPC is a specialism. So it pays to use a specialist.
Websites. Brochures. Virtual tours. There are lots of creative agencies out there that can create great-looking assets to help market your new housing development.
But when it comes to pay per click, you need an expert if you want a really effective campaign. PPC is a specialism. It takes time, tenacity and expertise to get the truly transformative returns. And in the wrong hands, your campaign could fall down like an expensive house of cards.
We are experts in lead generation for real estate. We have the experience. We have the knowledge. And we have the focus to make sure your campaign drives the right results for your business. We could even cover your ad spend. Schedule a free discovery call and we will outline the results you can expect within three months of working with us. Let’s get started.
“Since working with Adbetter, our digital paid media channels have grown to be one of our most consistent generators of high-quality leads. Our lead volumes from paid media channels have increased over 1,400% whilst maintaining a low cost per lead.”
– Matthew Fawl, Director, Alesco Investment Property
New home advertising: finding your buyers
You don’t need us to tell you that the global housing market is extraordinarily complex. And while affordability issues have slowed the market since the pandemic, demand for new properties remains high.
That should mean your properties are snapped up just as soon as planning permission is agreed. But you already know it’s not that simple. Raising awareness about your development is crucial to getting sales locked in as quickly and cost effectively as possible.
That’s where pay per click advertising comes in. Pay per click (PPC) advertising puts powerful audience targeting tools at your fingertips. That makes it easy to make sure your ads are served to people who are likely to be at least partially interested in your properties.
You can target audiences based on job title, income, location, online browsing behaviour and more. For example, if you want your ads to be served to people within 100 miles of your development who have browsed Zoopla in the last 60 days, that’s perfectly doable.
And that’s not all. Let’s say you are marketing a development that’s very similar in terms of design and prices to a development you marketed successfully six months ago. You can use the data you hold on the buyers from the earlier project to create a lookalike audience of potential buyers that have similar characteristics to your previous purchasers.
Like we said, the targeting capabilities are powerful. And there are two other significant reasons why we strongly recommend using pay per click for new home advertising.
- It’s accountable. The name gives the game away somewhat. With pay per click you only pay when someone actually clicks your ad. And if someone is clicking, it’s reasonable to assume they have a decent level of interest in purchasing a holiday home.
- It’s easy to control your spend. Your ad budget isn’t infinite – and nobody wants their overheads spiralling out of control. With pay per click it’s easy to control your ad spend, with options to set daily, weekly or monthly campaign budgets. And if you want to pause spending immediately, that can be sorted in a matter of seconds.
Picking a PPC platform for new home advertising
Facebook and Instagram are inherently visual places. That makes them perfect for flaunting your imagery and showcasing your new properties to aspirational people who are perhaps passively interested in moving house.
In other words, you can find potential buyers before they have actively started their property search, which is when they would be more likely to go directly to estate agents and property hubs like Rightmove – lessening their likelihood of finding out about your new development.
New home advertising: 5 essential elements of a successful campaign
1. Remember your reader
Too often with pay per click, businesses forget the basic principles of good marketing. You must remember that there are real people on the end of your ads. Real people with real aspirations, real doubts, real desires.
Address them directly. Think about how you can create a message that resonates. It’s not about shouting as loud as you can about how effortlessly stylish your new properties are. It’s about connecting with the sense of aspiration that you need your buyers to feel.
Think about how you can incentivise people to take action. To click on your ad. That could be an opportunity to attend an open evening that profiles your new development. Or the chance to book one of the first viewings in the show home. Or even attending a virtual viewing conducted over webinar.
2. Ad variants: test, test and test again
Your pay per click platform will give you the option to submit multiple variants for the constituent elements of your ad – such as the visuals and description.
This is an opportunity that you should definitely take. The algorithm will test the various combinations and preferentially serve the ad combinations that are statistically likely to give you the best results.
That means your campaigns automatically trend towards conversion – and your ad spend works that little bit harder for your business.
3. Take the opportunity to learn more about your leads
The primary function of the landing page in most pay per click campaigns is to capture lead data so you can continue the marketing conversation. For instance, a form that allows your lead to book a viewing in exchange for an email address or phone number means you can reach out with additional information about your properties – helping to keep your development front and centre in your audience’s mind.
Alternatively you could include a short, aspirational questionnaire that gives your leads the opportunity to share some of the amenities and facilities they’d like to have in their next home. Then when you have a new development that shares those features, you can reach out with the good news.
4. Get a retargeting process in place
Acquiring new leads is always exciting. But it’s just the start of the journey. Buying a new home is a complex decision with many moving parts. People need time to consider the risks and rewards.
The lead-to-sale time is typically far longer than most other types of purchase. So it’s crucial that you have a process in place for nurturing your new leads – following up with them and nudging them towards conversion.
Your nurture campaigns could take the form of a telephone call, a series of marketing emails or even follow up ads on social media. But your end goal is clear: get a viewing booked as soon as possible.
6 expert tips for real estate retargeting ads
5. Make a habit of tracking performance
Your pay per click platform(s) will provide you with plenty of data on how your campaigns are performing. Keep a keen eye on this data and you can learn which ads and which campaigns are driving your best results. When you have that intel, you can continually optimise campaign performance.
But to get the insight that will really shift the needle for your business, you need more visibility into the behaviour of your leads – including what happens beyond the first click, right up to the moment your lead becomes a customer.
Full disclosure: it’s technical and time consuming to set this tracking up. That’s why many businesses don’t bother. But it’s where you can gain a major competitive advantage – gathering invaluable data that you can use to optimise future new home advertising campaigns.
Why implementing Facebook Conversions API (CAPI) is so crucial for advertisers
Ready to earn?
Hi, we’re Adbetter: a pay per click agency specialising in property and real estate. We unlock transformative ROI for our clients. And we may even be able to cover your ad spend. Book yourself in for a discovery call and we will outline the results you can expect within three months of working with us. Let’s get started.
Adbetter: officially an award-winning PPC agency
Ready to learn?
Of course, it helps to use a specialist. But it’s not absolutely essential. If you are prepared to put some hours in, you will quickly be able to begin driving revenue for your business. Dive into the knowledge we’ve shared below.
Getting the right strategy in place:
- PPC for property: a guide to getting big results
- Generate bigger returns with advertising for real estate
- A smarter way to supercharge your property investment leads
- The best lead generation strategy for real estate businesses
Using the Google ecosystem for holiday home advertising
- A complete guide to Google ads for real estate leads
- A complete guide to Google ads for property businesses
- Best practices for Google pay per click real estate campaigns
- Display ads for real estate: a short guide for success
- YouTube ads for real estate: a guide to getting results
Using Facebook and Instagram for holiday home advertising
- Grow your business with Facebook ads for property
- Facebook ads for real estate: tips to grow revenue
- Facebook ads for luxury real estate: 4 big learnings
- Facebook Dynamic Ads for real estate
- How to boost revenue with Instagram ads for real estate
- What nobody is telling you about Facebook lead ads for real estate
