So you’re a realtor who understands the importance of search engine advertising; and you know how important it is to get your ads in front of the people who are interested in your services. But do you know how to specifically communicate to your two main audiences: homebuyers and home sellers? You may not want to put a plan into place that’s too heavily focused on appealing to just one of these two groups. Developing an understanding of what each of these audiences is searching for online will help you understand how you can make sure they find it from you.
First and most importantly, you need to understand the different phrases people type into search engines when looking to buy or sell a home. An example of a buyer phrase is “homes for sale Hillsboro.” “Homes for sale” indicates the desire on the part of the buyer to look for houses available for purchase in Hillsboro, Oregon. Typing this phrase into Google will lead to results tailored to the search for a home to buy. An example of a seller phrase, however, would be something more like “listing agent Evanston” or “real estate agent Evanston.” These queries specify that the individual is searching for someone who can help them sell their home, and as a result fall under the category of seller ads.
While the differences between buyer and seller ads may seem pretty straightforward, it’s important to understand how those differences affect your search engine advertising strategy. When appealing to buyers, you’re not necessarily just trying to appear in the search results of people already living in the greater Portland, Oregon metro area; you also want your listings to show up for those who are currently living out of state or out of the country who may be moving to the area to work at an international company like Intel or Nike.
Seller ads, on the other hand, are localized. People who are searching for a listing or real estate agent in Hillsboro will almost definitely be living in the area. It makes no sense to have your seller ads appear outside of the Portland metro area. With this in mind, seller phrases tend to be more restricted geographically than buyer phrases, making it easier to only communicate to the people who would benefit from your selling services.
To put it even more simply, a Hillsboro realtor can help someone from California or the UK buy a home in Oregon, but they can’t help these same people sell a home in Oregon.
Understanding the crucial differences that come into play when appealing to buyers and sellers online will go a long way toward helping you establish a successful search engine advertising strategy that works for your needs. Partnering with a professional online advertising provider will aid in your efforts.
For more information on the difference between buyer and seller ads and how they can work for you, feel free to give us a call at 1-800-378-5407 or drop us a line at support@realtyroi.com.
Share this post:
