Google is a goldmine, brimming with potential to propel your real estate business skyward.
Get this: Google dominates over 92% of the search engine market share and has around 246 million unique users in the US alone.
Moreover, 41% of US home buyers looked online for properties up for grabs in 2023.
But how can you stand out on Google and seize as much of that digital footprint as possible?
The good news?
You've got options and advantages over real estate portals like Zillow and Realtor.com.
Let's dig into the essential Google lead generation methods smart realtors employ:
Top Takeaway:
Utilizing Google Ads, SEO strategies, and creating valuable content can help generate quality real estate leads. Leveraging Google's tools effectively can increase visibility and attract potential clients to your real estate business.
Meet rAIya:
The pioneering 24/7 AI real estate assistant that actively converts leads 365 days a year.
Chapter 1: Understanding Google's Role in Lead Gen
Google's dual functionality in lead generation is nothing short of powerful.
Its immense reach can amplify your visibility and showcase your special selling proposition to the right audience at the right time.
First, let's talk about your audience.
You want to meet them where they are - which is pretty much everywhere on Google.
Your ads or website can pop up on search results, YouTube videos, Discover feeds, and even Gmail inboxes.
Talk about casting a wide net!
Did you know that Google Ads reaches a whopping 2.5 billion YouTube users and over 1 billion Google Search users?By crafting keyword-optimized ads that align with your customers' search intent, you can revolutionize your lead generation efforts.
Plus, Google offers lead-centric ad formats like call ads and lead form extensions that facilitate different modes of contact for your potential clients' convenience.
It's all about making it as easy as possible for them to reach out to you.
Next up, let's talk about highlighting what sets you apart.
Google features your agent profile or business details on Maps, Search, and more.
It's like having a digital billboard showcasing your awesomeness to the world!
With Google Business Profile (GBP), you can verify key information that makes you twice as likely to be seen as a reputable agent.
Create a listing with reviews, ratings, photos - the sky's the limit!
It's your chance to let your personality and expertise shine.
And let's not forget about Google Local Services Ads, which gets a mind-boggling 13.8 million searches per month.
By adding that coveted Google verification and trust badge to your profile, you instantly boost your credibility in the eyes of potential clients.
By leveraging these cutting-edge tools, you can skyrocket your visibility and authority, setting up a lead generation powerhouse that will have clients knocking down your digital door.
It's all about attracting those quality leads that will help you reach new heights in your real estate career.
The Crucial Role of Keywords
Keywords are the secret sauce to Google lead generation success.
According to Ahrefs, a whopping 92% of all search engine keywords are long-tail.
That means people are getting super specific with their searches, and you need to be right there to meet them.
Think of keywords as the matchmaker connecting your potent online presence to potential customers' searches.
By using the most relevant keywords, you can conquer Google's first page, which is where 71% of all search clicks happen.
Talk about prime real estate!
To find the right keywords, you can use tools like Google Keyword Planner or Google Trends to see what your audience is searching for and how competitive those terms are.
It's like having a crystal ball that shows you exactly what your potential clients want.
But keywords aren't just about quantity - they also dictate the quality of your leads.
By targeting specific, long-tail keywords, you can reel in those highly qualified leads who are genuinely interested in what you have to offer.In fact, studies show that long-tail keywords outperform short-tail keywords in conversions by a whopping 2.5 times.
Let that sink in for a moment.
By getting specific with your keywords, you're not just attracting more leads - you're attracting the right leads.
MaverickRE:
The data-driven real estate platform that skyrockets your business through predictability, efficiency and control.
Chapter 2: Understanding PPC and Its Role
Pay-per-click (PPC) advertising is a game-changer on the digital battlefield.
Essentially, you pay a fee each time your ad is clicked by a potential client.
It's like having a virtual salesperson working for you 24/7!
PPC ads can be hosted on various platforms, including search engines, social media, and websites.
But when it comes to real estate lead generation, Google Ads is the undisputed king, commanding over 75% of the search ad market.
With Google Ads, you can craft compelling ads that dominate the search results when prospects are hunting for keywords related to your business.
It's like having a flashing neon sign pointing directly to your virtual doorstep!
Let's say you're a realtor in Los Angeles.
You can design ads targeting keywords like "Los Angeles real estate," "LA homes for sale," or "premier realtor in LA."
When someone searches for those terms, boom - your ad appears at the top of the search results, ready to wow them with your expertise.
The most compelling perk of PPC advertising is its ability to turbocharge your lead generation efforts.
Unlike SEO or content marketing, which can take time to climb the Google rankings, PPC ads offer immediate spotlight and traffic.It's like hitting the fast-forward button on your lead gen!
But PPC isn't all sunshine and rainbows. There are challenges and costs to consider.
You pay for each click, even if it doesn't convert into a lead or client.
And if you're in a highly competitive industry, bidding on those coveted keywords can get pricey.
For example, the term "real estate" averages $2.37 per click.
Ouch!
To keep your ROI in the green, PPC ads require constant fine-tuning and vigilance.
It's like tending to a delicate garden - you need to prune and nurture it regularly to keep it thriving.
Ad Formats and Best Practices
Google Ads offers a variety of ad formats to suit different PPC campaigns, goals, audiences, and networks.
It's like having a buffet of options to choose from!
Text Ads: These are your classic headline, URL, and description combo. They appear on search engine results pages (SERPs) or affiliate sites. While simple, they pack a powerful punch in delivering your message and steering users to your website.
Image Ads: Think of these as eye-candy for your audience. They feature a graphic with an image, headline, URL, and optional description. These ads appear on Google's display network partner sites and are more visually engaging, perfect for showcasing your offerings and building brand awareness.
Video Ads: These are the rock stars of the ad world. Video clips can appear before, during, or after YouTube videos or on partner sites. They can be skippable or non-skippable, depending on your goals. Video ads are an engaging way to tell a story, demo a product, or collect testimonials. They're great for educating, inspiring, and driving action. In fact, 76% of businesses say video has increased their website traffic. Talk about a traffic jam!
To achieve PPC success and generate quality leads at scale, follow these best practices:
Conduct thorough keyword research aligned with your target audience and business goals.
Create relevant, enticing ads that resonate with your keywords and provide value. High-relevance ads with great headlines can spike your click-through rate (CTR) by 10% or more!
Fine-tune your landing pages for consistent messaging that encourages action. This can skyrocket your conversion rates by 50% or more.
Use negative keywords to block irrelevant or low-quality traffic, potentially saving you 10-20% on ad spend.
Leverage ad extensions to provide extra information and boost your CTR by 10-15% and conversions.
Remarket to site visitors who didn't convert the first time around. When done right, remarketing can grow your conversions by a jaw-dropping 150% or more!
Track your performance using tools like Google Analytics to assess your ROI and make data-driven decisions.
A/B test your ads and landing pages to uncover what resonates best with your audience. Businesses that test are twice as likely to beat their competitors!
Despite the investment and optimization required, PPC can be an extraordinary tool for realtors to rapidly generate premium leads.
The key is not just getting clicks, but capturing the right audience who are ready to convert.
Ylopo Webinars:
Unlock a vault of real-world, battle-tested strategies from top realtors nationwide.
Chapter 3: Building an SEO-Rich Branded Search Site
Your branded search site is a "fishbowl" to funnel leads from a sea of potential clients.
SEO is pivotal in creating a storm of Google leads.
When your brand name or related terms are searched, your site takes the limelight with other relevant pages.
Done right, it's an irresistible magnet to attract and retain those captivated by your brand.
A branded search site supercharges lead gen by:
Radiating brand identity, accomplishments, values to earn trust
Offering insightful details on offerings, features, reviews, comparisons, FAQs, benefits
Encouraging signups, downloads, inquiries, purchases
It matters for both organic and paid traffic.
It can amplify Google Ads campaigns by boosting quality score, slashing cost per click (CPC), lifting click-through rate (CTR).
Google factors your landing page's relevance and UX when determining ad rank.
WordStream found high Quality Score advertisers enjoy up to 50% lower CPC.
Unleashing SEO on a Branded Search Site
27% of marketers attribute most leads to organic search.SEO turbocharges your site's visibility and relevance for users and search engines.
It's a lead gen secret weapon when it:
Helps dominate branded SERPs for your brand name and related terms, warding off competitors or negative reviews
Extends reach to potential clients seeking brand or product info
Fuels conversions by aligning your site with user intent
But SEO demands consistent monitoring and optimization.
Your roadmap to SEO success:
Start with keyword research using tools like Google Keyword Planner, Ahrefs, Moz
Develop superior content with Grammarly, Hemingway, Yoast for writing style, readability, SEO
Optimize on-page elements with Screaming Frog, Sitebulb, Google Search Console to ID and fix issues
Build authoritative links with Ahrefs, Moz, Majestic to discover opportunities and examine backlinks
Measure SEO performance with Google Analytics, Search Console, SEMrush
Understanding Google's Algorithms
Google's complex algorithms orchestrate site rankings, constantly updating for top results and to thwart mischief.
Key algorithms impacting real estate lead gen:
Panda: Harsh on content quality/relevance. No mercy for shallow, duplicate, subpar content.
Penguin: Evaluates link quality/relevance. Punishes manipulative or spammy links.
Hummingbird: Uses NLP to understand search intent, context, synonyms, variations, modifiers.
RankBrain: Harnesses machine learning for complex/unclear searches. Learns from user behavior to refine results.
Mobile-Friendly: Rewards responsive, fast, user-friendly sites on mobile.
E-E-A-T: Weighs site credibility on Expertise, Experience, Authoritativeness, Trustworthiness via content quality, author credentials, reviews, security.
Optimize for algorithms thoughtfully:
Showcase expertise/authority with unique, engaging, diverse content
Get organic, relevant links from reliable sites via guest posts, outreach, content marketing
Understand user intent and provide satisfying answers with tools like AnswerThePublic, AlsoAsked
Be mobile-friendly for seamless UX. Test with Google Mobile-Friendly Test, PageSpeed Insights
Build trust with social proof - testimonials, reviews, ratings, certifications
SEO is more than ranking.
It's crafting a compelling online presence that resonates and builds trust.
It aligns with Google's evolving algorithms to provide valuable, relevant content to potential clients.
It's about nonstop learning, adapting, improving to stay ahead in the cutthroat real estate market.
Automated Outreach:
rAIya Voice tirelessly calls and nurtures your leads to drive qualified appointments right into your calendar.
Chapter 4: Google Local Services Ads: A Closer Look
Google Ads and SEO, used optimally, draw in clients and maximize your digital footprint.
Google's newer Local Services Ads (LSA) amplify agent profile visibility atop search results.
Understanding Google Local Services Ads
When a local prospect searches "real estate agents near me", your LSA profile appears on top - a PPC edge over other agents.
Your LSA profile showcases your name, star rating, location, contact details, plus a "Google Screened" or "Google Guaranteed" trust badge.That's huge, with 92% of consumers consulting reviews pre-purchase.
Every ad interaction holds promise.
Prospects can call or message you via the LSA app. You only pay for leads who contact you, not impressions or clicks.
The app or online dashboard make lead management and tracking easy.
LSA Investment and Frequency
LSA costs vary by location, category, competition, lead quality.
You control weekly budget based on desired leads and cost per lead.
Adjust spend or pause anytime. Google estimates $10-30 average cost per lead for agents.
Markets and demand shift this range. Set a max cost per lead you're okay with.
No paying for spam or misdials. Challenge them for potential credit from Google.
Routinely refresh your LSA profile. Update name, photo, location, contact info, hours, service areas, intro.
Respond to reviews - vital given 89% of consumers read replies.
Real estate is fiercely competitive.
LSAs provide a special boost to visibility and credibility while mining quality leads cost-effectively.
Update profiles, respond to reviews, leverage Google data to win.
Struggling agents:
End the vicious cycle of wasted time and money on dead-end leads.
Chapter 5: Leverage Google Business Profile
Google Business Profile (GBP, formerly Google My Business) proves its weight in gold. GBP makes you prominent in search results, outshining Zillow and Trulia.
No PPC, no SEO, no problem!
GBP gifts a revolutionary edge for free top-of-funnel leads.
In other words: infinite ROI, a gift that keeps giving.Supercharging Local Businesses with GBP
GBP puts you on the map as a digital storefront.
With it, you could easily:
Showcase vitals: name, location, contact info, more
Make reaching you one click for prospects - an early trust win
GBP connects you with actively searching customers.
And more importantly, "Real estate agents near me" puts your profile head to head with local competitors.
GBP: Your Digital Billboard
Your GBP profile is a platform to highlight what makes you exceptional.
Showcase achievements, testimonials, special offers.
Share updates, news, tips.
GBP is about interaction - engaging customers, replying to reviews, answering queries. It’s a great platform to make an unforgettable impression and nurture key connections.
Boost Your Rankings with GBP
A strong GBP profile boosts local presence and Google rankings/credibility.
Optimize to tower above search results for relevant queries and harness GBP power!
GBP enables Google-vetted customer reviews to prove your commitment to satisfaction.
Each one bolsters credibility.
To leverage local signals:
Keep profile updated, engage audience, use GBP features to flourish
Regularly review, update, respond, post - consistency is key
Keep name, address, phone (NAP) uniform across platforms for Google rank
Post relevant content often - listings, local updates, market trends for visibility and ranking boost
With GBP, you can reshape the landscape, not just sit on the map.
Guarantee Results for Your Google Lead Gen EffortsWith Ylopo
Are you maximizing Google's lead generation potential for your real estate business?
Ylopo transforms how you use Google for unmatched success.
We use cutting-edge tech to pulling quality leads your way.
Create captivating ads and content crafted by masters resonate, driving prospects to explore your offerings.
Offer a refined, user-friendly website design catches and converts visitors.
Use AI-powered tools, ad extensions, and automated remarketing to keep campaigns fresh and impactful.
Optimize your Google Business Profile, handles reviews, and manages Local Services Ads for a polished presence.
Experience Ylopo's industry-leading expertise - book a free demo today to unearth this transformative Google lead gen power.
About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me