Why developers’ advertising campaigns do not bring results
The effectiveness of promotion in the real estate market, as in other segments, depends on a properly constructed marketing strategy. Often you can hear that advertising did not give the desired result, despite the large investments. In this case, the structure was not thought out or the tools for promotion were not suitable. Unfortunately, developers’ advertising campaigns are often conducted with mistakes, which can be avoided if every step of the work is thoroughly thought out.
Often, when analyzing developers’ campaigns, there is a common mistake – incorrect allocation of keywords. Queries that relate to different categories of buyers are mixed up. In this case, there is no opportunity to effectively influence the audience that is almost ready to buy an apartment or those who are in the early stages of making a decision.
The promotion aimed at branded traffic demonstrates high conversion rates. Here queries with the name of a residential complex, a developer, or its website are used. Users who enter the name of the housing estate in the search, already know about it and consider it as an option for purchase. And this loyalty needs to be strengthened through contextual advertising.
Another problem that prevents increasing sales in the real estate market is the use of the same keywords in the search engine. It should be understood that the principle of the auction is different in both cases. A long phrase gives the search engine a more accurate answer to the question. In this case, the more the text of the ad fits the content of the key phrase, the higher will be its clickability. In this case, its cost will be cheaper because it is more relevant than competitors’ ads.
Different systems may use different algorithms for promotion. It should be understood that a long phrase can make it difficult for bots to search, as they will search for all the words in the query. In this case, the advertising campaign will be able to reach a smaller audience, and its promotion will take longer.
The optimal solution would be to gather new semantics and compose phrases of no more than three words. This will allow you to reach a larger audience and optimize costs without overpaying for clicks.
Retargeting is an important point. For certain reasons, the user can leave the site of the residential complex or developer, but he may be interested in the proposal. And so that the potential buyer does not forget about the developer, he should be reminded of it periodically, sending an advertising site. Retargeting works perfectly together with the quizzes – by giving contact information a user receives a discount or a selection of apartments. Practice shows that clients are more willing to give their contacts in a quiz than on a website.
The listed tools are the basis of an advertising campaign, which brings a good result if it’s done correctly.