To receive the best return on your digital marketing investments, you need superior analytics that tell you what you need to make informed decisions. Without quality data that leads to actionable intel, you could be engaging in costly guesswork. Fortunately, the key to successful online real estate marketing has been under your nose this whole time. In fact, it might even be set as your home page: Google.
Google processes 40,000 searches every second; 3.5 billion every day and an amazing 1.2 trillion searches every year. That’s a lot of people looking for a lot of things, and they’re trying to find more than just cute cat videos. In fact, a joint study conducted by the National Association of Realtors (NAR) and Google found that when navigating the home buying process, 90% of potential customers performed their searches online. In a marketplace where some realtors are still sinking ad dollars into easily ignored physical media like fliers, these figures should act as a huge wake up call.
The amount of real estate related searches on Google have shot up a whopping 253% over the last four years alone. An increase like that isn’t just impressive; it’s stratospheric. In addition, real estate-related searches on Google went up 120% from 2011 to 2012, growth that has continued to escalate over the last three years. These statistics ably demonstrates why utilizing Google tools like AdWords and Analytics for your business is a sound course of action.
Google AdWords provide realtors with the means to get their ads seen by the people who need to see them. A great feature of the service allows realtors to set budgets that make sense for them and their goals by allowing them to define the search terms that matter most to their business. For example, if a realtor in Lake Oswego, Oregon, wants to highlight her condominium services, Adwords enables her ad to sit at the top of Google results for the keywords “Lake Oswego” and “condo.” Google’s superior search engine capabilities ensure this ad will only pop up for to relevant searches, meaning that someone searching for a condo around, say, Lake Como, Italy will never see it.
Google Analytics then allows this realtor to make sure her strategy is working by providing specific data regarding what queries are bringing people to her ad, if keywords that should be added to increase her hit rate, and so on. By utilizing this information, advertising efforts can be fine-tuned to insure an ever-greater return on investment. Elements that aren’t delivering can be trashed, and new aspects can be honed to provide business owners with the best results possible.
Realtors deserve to know if their online promotional budget is being well spent. Google’s advertising services provide the accurate data reporting and exceptional engineering to ensure they do.
For more information on how Google’s ad solutions 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.
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