Have you spent millions of dollars on digital ads to sell real estate but haven’t been able to sell even one?
Then you start to get discouraged and think digital ads need to be revised for the real estate & property market.
Wait a minute! Before you give up, take a moment to read this explanation. It could be the solution to your problem.
In this article, I’m gonna tell you how I sold dozens of real estate and apartments using digital ads.
Based on my experience, there are several things we have to know to make our digital ad campaigns generate a lot of sales.
Lucky for you, I’m going to reveal my secret in this article.
Secret #1: Trackable
Make sure you can track the source of each lead that comes from your digital campaign. You have to know which channel can generate high-quality leads and which don’t. So, you can determine which digital ad channel works better for your product.
For example, If Meta ads can generate more high-quality leads at lower prices better than Google ads, or others. So, you can push more budget to Meta Ads and decrease the budget in another channel.
Besides that, you must be able to track until the ad creative level. So that, at the end of the split test, you will know what kind of creative works for your campaign.
To find out the lead quality, you need help from a telemarketing team or marketing team to provide status or remarks to every lead after the follow-up process.
Secret #2: The way to follow up leads
Make sure your telemarketing or marketing team is ready to handle digital leads. In my view, treatment for handling leads that come from digital ads is very different from leads that come from offline activity such as leads from walk-ins or open houses.
Based on my experience, not all offline salespeople can follow up on leads from digital marketing activity.
To handle digital leads, you need a telemarketing team with strong determination because you have to call one lead more than seven times before deciding to drop that lead.
When communicating with the leads, pay attention to using short bridging and always end the conversation with a question.
For example, Hello, Mr. Alex, thank you for your interest in Vista Apartment. This month, we have a smart move promo and a 0% down payment. I’d like to schedule you to visit our marketing gallery. Are you willing to come, Sir?
Secret #3: Personalized
Make sure your advertising is personalized according to your target market. If you’ve been running a campaign for a while. In that case, you can use follow-up remarks data from the telemarketing team to create some creative angles.
For example, if most leads like your product because of good design, you can highlight the design in your ad creative. Or if most leads are employees who work near your project, then you can narrow your targeting to a radius of 7 miles from your project.
Secret #4: Ad Creative
Based on my experience, video creatives have a higher CTR than image creatives. This means video creatives perform better because they engage the audience more than image creatives.
Based on my testing, creative videos that use hook copy in the first 3 seconds have better CTR compared to creative videos that don’t use a hook copy. Use hook copy with various angles based on your audience persona.
Always include pricing and location info on your creative ads to reduce unqualified leads from your ads.
Secret #5: Encourage Leads to Site Visit
Invite your lead to visit your project so you can explain directly the advantages of the house or apartment you are selling. Customers who have visited a project or marketing gallery have a higher potential rate of becoming buyers.
Last but not least. Continue to do split tests regarding targeting, creativity, and follow-up methods until you successfully sell your first home.
Good luck, Lads!