• Tagged as Real Estate, Marekting Strategy

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When you put up a hoarding, you can see it, and you know everyone can see it. But digital works in invisible ways.

The truth is, Google/Meta/Youtube are happy to take as much money as you can give them without showing your ads to your relevant target audience.

It's super easy to waste your money on digital marketing if you don't know how to target correctly. And 99% real estate digital marketers don't know how to target correctly.

Technical implementation of a successful "encourage only people with money to contact us" digital marketing campaign:

1. Fix the Front-end (Ad level) to appeal to rich people.
2. Fix the Middleware (Lead capture level) to discourage people with less budget from becoming lead.
3. Fix the Backend (CRM level) to send "delayed signals" from site visits to campaign algorithm.

You can skip the following if you are not involved in technical implementation.

Build synergy among all 3 layers of Real Estate Digital Marketing:

It's all about sending the right signals to Google/Meta and any other ad platform you may be using. If you send poor signals, you get poor leads & vice versa. As simple as that.

1. Front-end (Ad level)

This is the most tricky level. You want to make your property appeal to a bigger audience but you also don't want to attract those who cannot afford. Creative and copy needs to take care of this with a fine balance. Right imagery and classy ad copy along with mentioning prices upfront helps.

2. Middleware (Lead capture level)

This requires some tech proficiency to implement. What we are trying to do here is "prevent" poor quality leads from entering our system. We are asking them upfront about their interest, budget & location preference etc. and only allowing them to enter the system if they are qualified. It may sound counterintuitive but it's a game changer. The signals you generate for ad platforms with this hack is of highest quality.

3. Backend (CRM level)

If you are getting less than 10 site visits a week, you can skip this for now. At this level we are sending "delayed signals" to ad platforms. If a lead that was generated 2 weeks ago comes for site visit - it's a strong lead quality signal that needs to be sent back to the Google/Meta so they can get us more such leads. Implementing a solution for sending "delayed signal" requires 3rd party tools and high level expertise.