Property X also saw web traffic grow by 180% in 90 days by using Google AdWords and Facebook Ads.

Sometimes our clients can be a little hesitant to try pay-per-click advertising. Take Property X, for example.

Property X’s target customer fits a very particular profile, in terms of geography, income, and age. Because of those specific demographics, and because the price point of the property was quite high, the client was not confident that a pay-per-click advertising campaign would be an effective way to reach those target customers. But we thought differently.

When paired with a content marketing program, pay-per-click can be one of the cheapest, in terms of cost-per-lead, and most efficient ways to reach a target audience. Thus, we convinced Property X to try PPC on a trial basis, investing just a small budget.

We developed a strategy for the client, using Google AdWords and Facebook Ads. Over the course of 90 days, the results were phenomenal.

A few key results:

• Property X acquired 54 leads.
• Traffic from paid search grew by 180%.
• The lead-to-customer conversion rate was nearly 3x the industry standard.

Needless to say, Property X will be expanding the use of pay-per-click advertising in the future.

How can pay-per-click help your property?

PPC can seem intimidating to the novice. But, when done right, it can be a highly effective way to reach the very specific kind of buyer or tenant your property is looking for. It helps build brand awareness and generate leads, but it also can serve as a constant reminder to buyers or tenants considering your property.

A little bit of know-how can be all the difference. Partnering with a third-party firm to help you navigate the many pay-per-click and social advertising options will help you ensure you’re getting the most bang for your buck and that your messaging and user experience is consistent across all channels.

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• Using Content Marketing to Market and Sell Luxury Real Estate