Contextual advertising to promote the residential complex: where to start
Competition in the real estate market is growing, forcing developers to fight desperately for each client. At the same time, it is not easy to get a “ready” customer, given the rising cost of housing and decreasing incomes of the population. Such trends are forcing marketers to think very carefully about their strategy. There are tools that are considered traditional, they provide efficiency and work well for the real estate market. These include contextual advertising of housing.
It should be noted that this segment is considered one of the most competitive in the contextual promotion. When a user is looking for a suitable accommodation through search engines, he indicates a specific city and preferred neighborhood. In addition, the infrastructure next to the residential complex and its distance from the subway station, bus stops, schools, kindergarten, and other facilities are important for the man. The cost per click of such advertising can reach $20, but despite the high rates, it is considered one of the main tools for lead generation. Contextual promotion shows the greatest effect at the first stages of sales. It helps to quickly implement housing with an improved layout and small apartments.
Contextual advertising gave the expected result and fit in a moderate budget, you should responsibly treat the setting up of the campaign. It is important to work carefully through the semantics, choose the most relevant queries, and create landing pages. In addition, it is necessary to set up analytics, which will track how effective promotion is, and what should be adjusted.
Contextual advertising should include the most specific requests. Users are interested in housing in a particular city/neighborhood from a particular builder. Most often they specify the number of rooms, the condition – with or without repairs, and other parameters.
In the real estate segment, about 40% of inquiries are made with the name of the company developer. Such inquiries are considered to be branded. This is due to the fact that consumers want to interact directly with the developer, without intermediaries. This category of branded traffic includes combinations of “from the owner” and “without intermediaries”. These inquiries are the most conversion, they indicate the willingness of the buyer to conclude a deal with a particular developer.
One of the peculiarities of the real estate market is a long sales cycle. The consumer first decides to buy a home, weighs the pros and cons, and then proceeds to the selection of housing and developer. In order not to lose a potential buyer in this long process, it is necessary to act comprehensively. An excellent solution would be a combination of banner or text ads and image promotion. Thus, the developer and his object will increase recognition, which will help increase the number of appeals. Various tools are used to form a positive image, including video ads, banners in the contextual media network of search engines, and others.