SMC's 4 Pillars Of New Launches
Strategy

Must-Have Strategies For Realtors: SMC's 4 Pillars Of New Launches

These tried-and-true strategies will help boost the effectiveness of your property ad campaign to drive more sales (and comms)!

Sophiyanah David

February 2, 2023

Every realtor understands how important marketing is to generate leads. 

But with so many articles out there with varying (and sometimes, even contradicting) tips, how can realtors like you ensure you’re getting information with proven results? 

That’s where we come in! 

In this article, we’re sharing some vital strategies that are backed by years of testing and successful results. 

Let’s begin! 

1. Project selection
2. Setting up your account the right way
3. Ad extensions
3.1   Call extensions
3.2   Sitelink extensions
3.3   Structured snippet
4. Bidding strategies
4.1   Maximize clicks
4.2   Maximize conversions


1. Project selection

If there’s anything worth mentioning over and over to realtors looking to improve their campaigns, it is that not all projects are the same. 

And what this means is that some perform better than others. 

To expand more on this, we’ve narrowed down some new launch criteria that typically lead to more successful sales. They include; 

  • Making sure the project you’re selecting is from a good or well-known developer with an impressive portfolio. Buyers want to make sure their investments are worthwhile. This includes ensuring the properties they purchase abide to Singapore’s planning laws and construction requirements, while also appearing attractive. 
  • Marketing a project that isn’t too expensive. Buyers tend to shy away from condos that seem either too pricey, far from the CBD, and local transport hubs. Make sure your projects tick none of these boxes. 
  • Ensuring your new launch development is not too small. Focus your efforts on projects with at least 300-400 units. 

Pro tip: If you’re interested in learning more about our project selection criteria and exactly why they work, sign up for our next masterclass and learn first-hand from our Google Ads instructor yourself!

2. Setting up your account the right way

Setting up a Google Ads account can seem like a daunting task, but it doesn't have to be! With a few simple steps, you can have your account up and running in no time; 

Step 1: Create a Google Ads account

The first step in setting up your property Google Ads account is to create an account. If you already have a Google account (for example, if you use Gmail or Google Drive), you can use that account to sign in.

If you don't have a Google account, you'll need to create one.

To create a new Google account, go to the Google Accounts page (https://accounts.google.com/) and click on the "Create account" button. Fill in the required information and click "Next." 

You'll then need to verify your account by either receiving a text message or phone call.

Step 2: Set up your billing information

Once you've created your Google Ads account, the next step is to set up your billing information. 

This is how Google charges you for your ads. As such, you'll need to provide a valid credit card or choose other payment methods.

To set up your billing information, click on the "Billing" tab in your Google Ads account. Then click on the "Payments" tab, and enter your billing information. 

Be sure to double check the information you entered before saving the changes! 

Step 3: Create your first campaign

Now that your account is set up and your billing information is in place, it's time to create your first campaign. 

To create a new campaign, click on the "Campaigns" tab in your Google Ads account, and then click on the "New campaign" button. 

Then, select the type of campaign you want to create (E.g., search, display, or video), and fill in the required information.

Step 4: Create your first ad group

Once you've created your first campaign, the next step is to work on your ad group. 

To create a new ad group, click on the "Ad groups" tab in your campaign, and then click on the "New ad group" button. 

Give your ad group a name and select the targeting options you want to use. 

Remember, the targeting options you choose will determine who sees your ads.

Step 5: Create your first ad

Finally, it's time to create your first ad copy. 

This is what people see when they search for your keywords.

To create a new ad, click on the "Ads" tab in your ad group, and then click on the "New ad" button. 

Fill in the required information and be sure to include a link to your website. 

Then, preview your ad and make sure it looks good!

3. Ad extensions

3.1 Call extensions

Call extensions show your phone number and allow customers to call you directly from your property ad.

For prospects using their handphones, this extension lets them immediately call you with a single click. 

This way, the friction between a lead and your real estate business is basically zero. 

Pro tip: Set up this extension to appear only during work hours when someone is available to take the call. Unreachable numbers will only foster bad impressions. 

Sitelink extensions add extra links below the main text ad in search.

These links take visitors to other pages on your property website that you want them to view.

For example, by including sitelinks to your ‘Client Testimonial’ or ‘Pricing & Early Bird Promotions’ page, you can reduce the number of steps prospects take to find what they're looking for. 

This will help lower friction and bounce rates, hence boosting your conversions. 

Pro tip: Try linking in pages that rank and perform well. Also, make sure these are extensions of your own website and not another domain. You don’t want to leave your prospects confused when they land on a different page! 

3.3 Structured snippet

Another way to provide additional information about a new launch or your service is with a structured snippet extension. 

Shown at the bottom of the ad and separated with a colon, each ad can show up to two different structured snippets. This means that if you choose to use structured snippets, be sure to add more than one per ad to get the most out of every campaign you run. 

Pro tip: For more information on our preferred ad extensions, head on over for a quick read here.

4. Bidding strategies

4.1 Maximize clicks

Maximize clicks is ideal for advertisers looking to drive traffic to their website. 

The strategy automatically sets bids to help you maximize clicks within your set budget.

It isn't the best method for promoting sales or other conversions because it doesn't take the quality or relevancy of the traffic into account.

So, if you have a small budget or a low search volume for the keywords in your ad, maximizing clicks is your best bet.

4.2 Maximize conversions

This strategy focuses on getting the most conversions for your campaign. 

With maximize conversions, Google automatically finds the people who are more likely to convert and bids higher on them.

This strategy is great if you don’t mind using your entire daily budget, everyday.

Pro tip: Do note that Google will leverage every opportunity to spend that daily budget to drive as many conversions as possible. So, be sure to keep an eye on your CPCs!

And there you have it – our sure-fire strategies for setting up a winning new launch campaign.

If you found this article helpful, be sure to subscribe to our newsletter to be informed as soon as we drop new real estate content like this! Alternatively, follow our LinkedIn or Facebook pages for more  nifty lead gen tips and tricks!

At SellMoreCondos (SMC) we’re well aware of how difficult it can get to hunt down property leads, that’s why we’re offering our services to help lift the weight off your shoulders! With almost 3 years of experience, we have worked on over 100 new launch campaigns across Singapore to help realtors rack in a combined $2.5 million in comms. Keen on finding out just what we do and how we can help your property agency grow? Get in touch with our friendly staff today! 

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