Enhancing Lead Generation for Real Estate Client
Our client is a real estate company operating in a highly competitive market. Despite offering premium properties and having a solid reputation, they faced significant challenges in generating high-quality leads. The client struggled with reaching potential buyers and sellers effectively through traditional marketing channels, which led to lower-than-expected conversion rates. Their primary goal was to improve the quantity and quality of their leads and ensure these leads could be easily converted into sales.
Challenges:
Low-Quality Leads:
The real estate client was facing difficulties in generating high-quality leads that were genuinely interested in their properties. Previous digital marketing efforts were attracting a wide audience, but they were not converting effectively.
Inefficient Lead Capture Methods:
While the client used forms and phone calls for lead capture, these methods were not producing the expected volume or quality of leads. They lacked automation and efficient lead tracking, which meant many leads were lost or ignored.
Limited Reach and Engagement:
The client’s social media and online presence were not generating enough engagement to drive inquiries or bookings. They were not leveraging Google Ads or Meta Ads effectively to target the right audience.
Our Approach:
At Brand Markitors, we designed a targeted lead generation strategy that leveraged both Google Ads and Meta Ads to attract high-quality leads for the real estate client. Our strategy focused on reaching the right audience at the right time, using effective tools like lead generation forms, WhatsApp integration, and phone calls to facilitate smoother communication and follow-ups.
1. Google Ads Strategy:
Search Ads for High-Intent Keywords:
We set up Google Search Ads targeting highly relevant, high-intent keywords like “buy luxury apartments in [city name],” “best real estate deals in [location],” and “affordable homes near [location].” This ensured that the ads were shown to potential buyers who were actively searching for real estate options.
Location-Based Targeting:
To ensure we reached the right buyers, we implemented geo-targeting for specific locations within the real estate client’s service areas. This helped increase local visibility and attracted leads who were looking for properties within that area.
Lead Forms and Conversion Tracking:
We optimized the Google Ads landing pages to include conversion-optimized lead forms that encouraged visitors to inquire about properties. By setting up conversion tracking, we were able to monitor the performance of each ad, ensuring that we maximized ROI and adjusted campaigns based on data-driven insights.
2. Meta Ads (Facebook & Instagram) Strategy:
Targeted Lead Generation Ads:
We created targeted lead generation ads on Facebook and Instagram to capture potential buyers directly through in-platform forms. These ads were designed with strong CTAs like “Get Property Details,” “Schedule a Viewing,” and “Request a Callback” to encourage immediate action.
Custom Audience Segmentation:
Using custom audience segmentation, we targeted potential buyers based on key factors like demographics, interests, location, and online behavior. This ensured that the ads reached people who were more likely to be interested in the properties the client was offering.
Retargeting Campaigns:
We set up retargeting campaigns for users who had previously interacted with the website or social media profiles but did not convert. This kept the properties top-of-mind for interested buyers and nurtured them toward completing an inquiry or booking a visit.
3. Lead Capture and Follow-Up Mechanisms:
WhatsApp Integration:
To make communication easier for prospective buyers, we integrated WhatsApp as a direct communication channel. Leads generated through Meta and Google ads were automatically sent a WhatsApp message offering instant assistance, property details, and the option to schedule a call or visit.
Phone Call Follow-ups:
For highly interested leads, we implemented a phone call follow-up system where a sales representative would personally reach out to the lead, providing additional property information, answering questions, and scheduling property viewings.
Lead Generation Forms:
We optimized the lead forms to capture essential information (name, contact details, preferred property type, and location) while keeping them short and user-friendly. This encouraged more visitors to complete the form and helped generate quality leads.
Results:
Increased Lead Volume:
The real estate client saw a 45% increase in lead volume within just two months of running the targeted Google Ads and Meta Ads campaigns. The campaigns significantly outperformed previous efforts in terms of both the number and quality of leads generated.
Higher Quality Leads:
By targeting high-intent keywords and using custom audience segmentation, we generated leads that were genuinely interested in the properties. As a result, the client saw a 30% improvement in lead-to-sale conversion rates, as the leads were better matched with available properties.
Improved ROI on Paid Campaigns:
The Google Ads and Meta Ads campaigns delivered a 35% higher ROI compared to previous campaigns. The lead generation efforts were optimized to ensure that the client was spending efficiently while generating high-quality leads that converted into real sales.
Efficient Follow-Ups:
The integration of WhatsApp and phone call follow-ups significantly improved the client’s lead management process, ensuring that 90% of leads were contacted within the first 24 hours, leading to faster follow-ups and higher chances of converting those leads into clients.
Conclusion:
Brand Markitors successfully helped our real estate client overcome their lead generation challenges by implementing a comprehensive paid advertising strategy with Google Ads and Meta Ads. Our targeted campaigns, optimized lead capture methods, and seamless follow-up process delivered a significant increase in both the quantity and quality of leads. The client was able to attract the right audience, convert more leads into sales, and ultimately increase their ROI, making digital marketing an integral part of their business growth strategy.