There are many options for real estate investors in regards to lead generation. Digital marketing, direct mail, cold calling and list buying are popular options – each have their pros and cons.
While outbound and inbound marketing tactics both can work – attracting motivated sellers and having them reach out to you can be a great way to generate quality leads.
When homeowners are looking to sell, they go online to search for solutions, especially those who need to sell quickly.
Being found when these searches occur is crucial to generating quality leads from your online web pages. Getting in front of those who want to sell their house often have a much higher close rate than sending postcards and cold calls to the masses.
Having an effective REI digital marketing strategy is crucial to take advantage of the opportunity to generate inbound leads. SEO and PPC for real estate investors are a popular option – because they work!
Why SEO & PPC Can Generate Quality Motivated Seller Leads
When events happen in life that cause a homeowner the need to sell fast, they often don’t have the time to list their home with a Realtor and wait months to sell. Homeowners in situations like this often go online to find quick sale solutions.
When they go online searching for solutions, you absolutely want your business to show up. If your business isn’t showing up, your competitors are – getting all the motivated seller leads from Google & Bing!
There are two ways to be found when these searches occur – being found by an advertisement or organic listing. This is where SEO and PPC for real estate investors come in.
SEO, or search engine optimization, is the process of optimizing and building authority to your web pages and listings. Tactics like setting up your Google Business listing, optimizing your website and building authority to your web pages.
PPC is a digital advertising strategy where you bid on keywords and audiences to show your ads to your target market.
PPC ads show in the top 3 or so listings and organic (SEO) are all the listings below that. The web pages that show up in the top 7 results are the ones that get the majority of the traffic.
Digital Marketing for Short & Long Term Lead Generation
The best approach if it’s in your marketing budget is to focus on both SEO & PPC. There are many reasons for this. For example, PPC can generate leads the fastest but you have to pay for each click, where SEO takes much longer to get traction, but the traffic is “free.”
Winning in both will enable you to take up more “online real estate” as you’ll essentially have two listings in the top 7 results, earning you more traffic and motivated seller leads.
Running the PPC campaigns can get leads flowing now while you wait for your SEO traction to catch up.
Marketing Strategy Outline for Real Estate Investors
You’ll want to begin by analyzing the competitive landscape in your market as well as researching the keywords you want to target with your PPC and SEO campaigns.
Most all markets are competitive for real estate investors so you’ll need a solid strategy and the patience to wait for the campaigns to ramp-up and produce for you.
Generally speaking, you’ll need to select keywords based off of several themes such as “we buy houses,” “home buyers near me,” “companies that buy houses,” “sell house fast” to name a few. Think about searches that someone would use if they need to sell their house quickly. More generic seller keywords can work, but also think would a traditional seller use them? Clicks are expensive and SEO takes great effort, so make sure you really think through the search intent of your target keywords.
For PPC campaigns, we highly suggest using a campaign landing page. This will increase your conversion rate by keeping prospects focused. For your SEO campaigns, you’ll need a motivated seller website that you can optimize, add content and build authority to.
Search Engine Optimization (SEO)
SEO takes time to reach desired results, however, these are the results you really want as SEO leads tend to be high quality and you don’t pay each time someone clicks your listing.
Most markets will be competitive and it’s important to research the competitors that have good traction so you’ll know what all you’ll need to compete.
Your SEO strategy should consist of optimizing your website – keyword placement in tags, copy etc., increasing page speed and setting up sitemaps to name a few. Next, you’ll want to work offsite to build authority through local business citations and authority inbound links. Content and links are the currency of SEO essentially – you need lots of both to compete and attract motivated sellers.
PPC (Google, Bing & Facebook Ads)
A PPC campaign is the fastest way to generate inbound motivated seller leads. There are a few things to be mindful of when creating your PPC strategy.
- Be sure you have enough advertising budget to support the (likely) high click prices. A good rule of thumb is to use the 10% rule. For example, if your average click is $25, it’s suggested your ad budget be at least $2,500/month. The reason for this is so you don’t have 1 click days where 1 click eats up your entire daily budget. It’s hard to win the numbers game when you don’t have numbers.
- Get creative with your campaign setup. Google Search campaigns are the bread and butter, but they’re also the most expensive. Try other campaign sources such as Bing Ads, Google Display and Remarketing Ads as the cost-per-click is MUCH lower and you can get more bang for your buck.
- Test campaign landing pages instead of sending clicks to your homepage. Also, setup ongoing landing page split tests to increase your conversion rate over time.
The Importance of Website & Landing Pages
It’s hard to have an effective SEO campaign without a good website. What makes a good website? Here are some things you’ll want to include in your motivated seller website:
- Trust factors – such as testimonials, trust logos like BBB etc.
- Conversion focused – be sure to include a web form and phone number on every page.
- Mobile optimized – much of your traffic will likely be coming from mobile devices so make sure it looks and performs well on mobile.
Landing pages are equally important if you’re running PPC campaigns. Landing pages will often convert much higher than sending paid traffic to your homepage as there are no distractions such as links, navigation etc. Landing pages keep prospects focused on converting. Having a good landing page in place can mean converting at a much higher percentage – meaning more leads for your advertising budget!
Why Tracking is Crucial
Once you get both campaigns up and running, if you did things correctly, you’ll get inbound leads. You’ll need to make sure you have proper tracking in place so you can properly optimize your campaigns.
For example, using detailed web and call tracking so you know which pages AND which keywords not only convert into leads, but closed deals. Over time, as you generate more leads and close more deals, you can go back and see which pages and keywords are driving actual sales and revenue. As this data builds you can make important decisions with your marketing. You can shift budget and effort away from pages and keywords that don’t lead to sales and double up on those that do. Proper tracking will help you measure your return on investment.
Goals & Expectations
This part is very important. Too many times I see real estate investors abandon PPC and SEO campaigns way too early. Look, you may see ROI in your first week, we’ve had it happen with our clients, however, this is very unlikely. At the end of the day, sales and marketing are numbers games and without the numbers it will not work.
There is a ramp-up time for any ad campaign. Generally, it takes 30-60 days for the ad campaigns to ramp-up and build the meaningful data needed to properly optimize the campaigns. The longer they run for, the more you can optimize and fine tune things. Give your PPC campaigns at least 6 months before giving up. Remember, you’re building a machine to put a dollar in and get 5 back, this doesn’t happen overnight.
On the SEO side, look for incremental progress every 90 days or so. For example, the first 90 days you could see that your target keywords were not even ranking in the top 10 pages when you began, and in month 3 they might be somewhere in the top 10 pages. After 6 months you could have a handful on the first page of results. SEO takes time – often 6-24 months to get desired results. After you achieve the desired results, DO NOT abandon the campaign as you will likely lose traction.
Return on Investment Potential
The beauty of real estate investing is the huge profit potential. If you play the numbers game, you should see a healthy return on your investment. Let’s say you invest $2,300/month in a PPC campaign. Even if you only closed 1 deal in 6 months, you should still be in the green. Both SEO and PPC should provide a return on your investment, just be sure to track everything and give the campaigns enough time to produce. Once things are dialed-in, more deals will come and the more profit you should make!
Where to Find Help
Are you starting to see the potential value in PPC and SEO campaigns for real estate investors? Many investors want to focus their time and effort on working their pipelines, making offers and managing projects – not managing digital marketing campaigns.
If you need help creating and managing successful PPC and SEO campaigns, check out our services below:
We’ve worked with many investors in various markets across the country for years and have things pretty dialed-in so you can trust our experience will produce a winning campaign for your business. Contact us to talk about your motivated seller lead generation campaign today!