Where to make real estate ads in 2021?

Do you want to make better use of digital media to promote your real estate ads? Perhaps it is time to discover the most valuable differentials among the most used options.

Advertising online is vital for the real estate market because it offers numerous opportunities that do not exist in the offline environment. With more and more competition for your potential customers' attention, you need to use the best resources at your disposal to attract them.

This is due to the existence of practical tools available in the digital environment. In addition to real estate portals, it is possible to advertise online through the Google Ads and Facebook Ads platforms - the latter includes advertisements on Instagram. But do you know which ones can bring the most benefits to your company?

In this article, you will learn more about these media channels and the benefits they can bring to your real estate ads. 

What are the most popular options for you to create real estate ads online?

There are numerous platform options for creating real estate ads. However, three of them stand out because they are the most used and offer resources to leverage their results.

Real estate portals

Anyone looking for a property can start this search on a website that specializes in the subject. Real estate portals traditionally collect ads with information about properties for sale and provide a good experience for those looking for or want to sell a property.

Real estate portals work in much the same way as buying and selling sites, such as OLX, Zameen, Estate92, intermediating negotiations between buyers and sellers.

There are several attractions when working with real estate portals:

• affordable placement cost;
• reach power for an audience focused on the purchase of the property;
• relevance in organic Google searches;
• possibility to insert a lot of information about the properties advertised;
• possibility to use several photos of the properties to help convince your audience in favor of the purchase.

Another differential is the possibility of integrating these real estate portals with their management system. In this way, it is possible to update the properties in your database and automatically see this information reflected in the portals in which you advertise.

Google Ads

The Google Ads platform makes it possible to use the power of the largest search engine on the internet in favor of your advertising visibility. Google, as the leading search engine, can become the primary business driver for your company.

Google Ads works according to established goals such as website traffic, lead generation, and sales. To sell real estate, these types of goals are more interesting than the reach or consideration of the brand because what is expected from campaigns to sell real estate is for people to register in forms, leaving their name, e-mail, and phone so that later brokers or pre-sellers can get in touch.

It is also possible to create pay-per-click campaigns, a mode in which you only pay when your ad is clicked.

Sponsored links

Sponsoring terms related to your property's sale is one of the main strategies used to attract potential buyers who are already determined to buy.

When people search for the keywords you've chosen, Google runs a type of auction to show ads for companies willing to pay a little more to appear in the best positions.

Google also attaches great importance to the quality score of campaigns. For your real estate ads to be well-positioned, they will need to be very descriptive, and the texts must be directly related to the keywords defined in the campaign.

Search Campaigns

Search Network campaigns are the most used in Google Ads. These are text ads that appear when people search for the keywords defined in your campaign.

This ad is attractive because it ensures that your real estate ads are shown to people looking for the product you are offering.

Display Network

Display Network campaigns use graphics ( banners ) to impact consumers on Google's partner sites. 

More than 2 million internet sites are part of the Google Display Network, making it possible to display your real estate ads on all types of web pages.

Since what determines delivery is the profile of the target audience you want to reach, you don't even have to worry about negotiating directly with each site. Google's intelligence will direct your ads to sites that have an affinity with your audience.

Facebook Ads

Facebook is the largest social network today, but it has also established itself as a significant media vehicle on the internet. Through Facebook Ads, it is possible to create various ads in different formats inside and outside the platform by taking advantage of its extensive user base and the rich information there.

As with Google Ads, when developing an ad strategy on Facebook Ads, your campaign must be created according to your goals. For example, it is less interesting to look for likes and comments, and it is more advantageous to establish conversions and the generation of registrations as goals.

Since Facebook owns Instagram, you can also use Facebook Ads to run ads on that other social network. Depending on the audience you want to reach with your real estate ads, it may be more interesting to opt for Instagram.

Facebook audience targeting

Facebook knows a lot about people from their social network habits and the content they consume. It was from that that it became a robust media platform, which allows you to take your ads to the audience range that will bring the best results.

If you want your real estate ads to reach the right audience, you'll need to work with Facebook's targeting options in the right way. It may seem obvious, but making a good segmentation setting is not that simple.

Remarketing for Facebook campaigns

As with Google Ads, you can use the remarketing strategy on Facebook. However, I suggest creating specific ads to impact people who have already contacted your brand or your product.

How to analyze your results when advertising online in the real estate market?

To be sure that your strategic decisions have brought effective results, it is necessary to consider your objectives and the returns generated by the campaigns. As each media generates metrics individually, it is necessary to carry out an integrated survey.

Generally, marketing teams put a lot of weight on a few indicators. They usually look only at the CPL (Cost per Lead ) and the number of sales made, without worrying exactly about which campaign that sale originated from

Also, analyze your results by period. Understand which ads were able to generate the most sales in a matter of weeks and months. The process of buying a property is complex and can belong. Your real estate ad can quickly generate a visit, but it can take a long time to convert that visit into a sale.

As I said, to understand the quality of your real estate ads, it is essential to consider the origins of your qualified leads, visits, proposals, and sales to understand the strength of your media channels in bringing interested buyers to your properties.

Finally, remember the importance of learning from your results. When you can measure which media channels are performing better, make decisions to improve your campaigns or invest more in the platforms that bring the most return.