7 Ways How Google Ads Can Help You Close A Home Deal Quicker

The realtor business in Singapore is fierce. So, there’s no harm in getting some extra help where you can – especially if the method you plan on using is known for bringing in high quality leads. Yeah, we are talking about Google Ads! But what exactly is the magic behind this popular advertising platform and how can you use it to help close your listings? 

Let’s find out!

1. Targeted Ad Copies

Ad copies make a huge impact on whether or not your ad is clicked on. But no matter how compelling an ad is written, if you haven’t identified your campaign’s target audience, you won’t get the property leads you’re looking for. 

So, what does ‘target audience’ mean?

These are the people who are going to be most interested in buying your new condo launch or home listing. When you know who you're advertising to, you can really get inside their heads to create a message that emotionally connects with them. 

Here are some common real estate target audiences and what they might be looking for; 

• Move-up buyers are usually couples interested in buying a house that is bigger, newer, or in a better area for their growing family. Make sure your copy highlights the surrounding amenities that this group might be looking for, like a swimming pool, playground, nearby supermarket, and good schools that are not far from the home. 
• Downsizers are older, active couples or single parents who are looking to purchase a smaller home after their children have moved away. This group would be more concerned about quality than quantity – meaning they don’t want a big home, but a house that will provide them with quality living. You can market your copy to include how quiet and safe the neighbourhood is, as well as how often the area has community events they might enjoy for a physically active lifestyle. Like, do they have free morning Tai Chi classes nearby? Include that in your ad copy! 
• First-Time Buyers are usually young buyers around the age of 20 and 30. It is important to remember that houses are the most expensive purchase this group has ever made so far. So, they will be looking for something within their budget (and new condo launches would be perfect for them!). Just like the other buyers, highlight surrounding amenities that this group will find exciting in your ad, like nearby popular restaurants, malls, and places with active nightlife. 

Keywords are necessary to make sure your ad appears to the right group of people, at the right time. In fact, if you don’t use the right keywords in your ads, you’re most likely just wasting your campaign budget since it won’t be reaching the right audience. So, be sure to bid on the words your buyers might use when making searches on Google. Here are some of our favourites to help you get started; 

• Homes for sale in [neighbourhood, zip code or city]
• Homes under [include price range] in [neighbourhood, zip code or city]
• Condos for sale in [neighbourhood, zip code or city]
• New condo launch for sale in [neighbourhood, zip code or city]
• New listings houses for sale
• Houses for sale near me
• 2-bedroom condo for sale in [neighbourhood, zip code or city]
• Condos under [include price range]
• High rise condos 
• First time home buyers
• First time home buyers programs
• New homes for sales in [neighbourhood, zip code or city]
• Condos [neighbourhood, zip code or city]
• House for sale in [ include neighbourhood, zip code or city]

Pro tip: Check what keywords your competitors are using. This can help you better understand what to target in your ad copy and how you can even beat them in search results!

3. Negative Keywords

Just like how there are keywords to include, there are also keywords you can use to limit people seeing your ads. These are called negative keywords. You might be wondering, “Aren’t we talking about ways to get more leads and sell the homes? Then isn’t limiting people going to do the opposite of this?”. 

Well, not really. 

What makes a successful real estate campaign isn’t just getting as many ad clicks as possible, it’s making sure you reach the right people who have the intention of buying the exact type of property on your listing. For example, if your campaign is only for condos, you don’t want to welcome all home buyers. If you do that, you’re only going to be wasting your money since with Google Ads, you pay for each click a prospect makes. By targeting both relevant keywords and keywords you don’t want your ads to be ranked for, you’ll have better chances at closing!

4. Ad Extensions

Google Ad extensions does exactly what its name says – it extends your ad. With more space to offer added information about your listings or property marketing agency, you get to make the most of your ad (and what you’re paying for)! 

Here are some ad extensions you could try; 

• Location Extensions allow you to include your company's address in the ad, map out directions to it, and even show them how far your office is to where they’re located. This can help buyers become more familiar with your real estate agency and also encourage more in-person meeting schedules. 
• Message and Call Extension includes your phone number so prospects can make one-tap calls or send WhatsApp/Telegram messages. Whatever the decision, once a buyer contacts your agents, you’re already one step closer to making your comms.
• Sitelink Extensions redirects your prospect to other sites you want them to visit. This could be your actual website, the ‘Contact Us’ page, or even ‘Testimonial’ page.  

5. Top Bids

Research says the top 3 paid ads in search results gets about 50% of clicks. This means that your ad position is crucial to increase your chances of closing a deal. So, how do you catch the top spots? 

According to Google, Ad Rank is calculated using these factors;

• Bid amount, or the amount you’re willing to pay to have your ad displayed
• Ad Rank thresholds, or the minimum bid you need to make so that your ad is displayed
• Your ad’s quality
• The relevance of your ad to what is searched 

All you need to do is make sure your ad ticks all these boxes and you can watch your lead numbers steadily growing. 

If you find this process confusing, you’re definitely not alone. So, don’t be afraid to spend a little more money to get help from qualified digital marketing agencies. These trained professionals have many experiences in handling real estate campaigns like yours and will make sure you get the leads you’re looking for! 

Google Ads can even help target visual people, or those who skip written ads since they don’t find them engaging or attractive enough. Video and display ads are two of the more eye-catching ads you can use to grab the attention of your prospects. Video ads are what you see before or after watching your videos on YouTube. Display ads on the other hand, are rectangular graphic ads you can usually find at the top, bottom, or side of a website, blog, news websites, social media channels, or online forum. So, instead of describing the visuals of the house you’re selling, you can use professionally taken interior and exterior photos or videos and let them do the work for you. Think about it: who is going to skip on clicking your ad when the image is a high-rise building with unique architecture and excellent facilities? And just like that, you have a new lead for your agents to follow through with.

7. Accessible Ad Performance

One of the most useful things about Google Ads is that you get to check how your ads are doing. Are they showing up on the searches? How many people are clicking on them? Among the people who clicked on the ads, how many left without giving you their contact information? Or how many contact details did you get? This Google Ads feature helps you understand how your budget is being used and identifies areas where you can improve. Like, if your ads are appearing for searches that have nothing to do with your property listing, then you should include more relevant and negative keywords. If people are clicking on your ads, but not leaving behind their email or phone number, then maybe you can improve your landing page’s information to keep prospects interested in what you’re offering. All these data are important because they help make sure your budget is spent wisely for the best chance at lead generation!  

Google Ads are the perfect solution to real estate lead generation, nurturing potential buyers, and successfully closing on more homes. If you haven’t already been using this useful marketing platform, you’re missing out on a lot of comms. So, if you’re looking for Google Ads experts to assist you with real estate lead generation? Look no further than Sell More Condos (SMC)! SMC has helped more than 80 realtors in Singapore earn a combined 2.5 million comm through years of testing and perfecting various digital solutions, ranging from Google Ads, to microsites, and many others. If you're ready to unlock the true potential of your property agency, don’t hesitate to get in touch with our friendly team!