Real estate is one of the world's largest capital markets, boasting thousands of clients and just as many offers. The goal of advertising in such a market is to connect an interested seller with an interested buyer. The most effective way to achieve this is through a solid digital strategy. Today, we're going to talk about advertising new developments and real estate - not just any advertising, but advertising that brings maximum results. So, let's dive in!
Contextual advertising for new buildings and real estate
➊ Search advertising
Advertising based on specific target queries like "buy an apartment" in certain city districts.
Advertising through more precise queries. For example, "buy an apartment in Poznyaky." Here, there's a high chance that this is exactly your client. Our goal is to maintain a spot in the top 3 positions as much as possible.
Search remarketing. If the client is yours, then we follow up with them through specific queries, offering something that boosts their interest.
The main KPI for search advertising of new buildings or real estate is CTR, because with the abundance of offers, users will be tempted to click on the ad they find most appealing.
➋ Banner advertising
These days, display advertising isn't just about remarketing; it's also about detailed work with interests. We see banner advertising for developers, new buildings, or the secondary market as follows:
- Product Advertising, Not Just the New Building. This means advertising specific offers with floor plans and prices. We adjust the website accordingly so that the user lands on the specific offer. Additionally, we create separate remarketing lists.
- Advertising the New Building's Distinctive Features. Focus on the strong points, not just the name of the development.
- HTML5 Banner Formats. One of the most attractive formats today. The only thing is, before ordering an HTML5 banner, you need to get permission to use them in Google Ads, as this feature isn't available to everyone.
- Banner Packages Starting from 4 Sets. "Banner blindness" is a problem in many campaigns when one series runs for several months, and users simply stop noticing your banner. That's why it's necessary to have either multiple packages or an entire series of banners with a well-thought-out script.
- Remarketing, as cliché as it sounds. Targeting various lists with unique offers for each.
- Interest targeting. Analyzing the possibilities of interest targeting in Google.
- Geotargeting specific locations. Targeting specific districts where your potential clients might be.
The main KPIs for banner advertising of new buildings or real estate are reach and frequency of impressions to unique users. The marketer then compares these with the potential reach and draws conclusions.
➌ Video advertising
It's quite similar to banner advertising. The key is a well-crafted video strategy that maximally engages the user.
Recommendations for videos:
- 6 Seconds for Bumper Ads (Non-skippable Ads). Delivering a short message that prompts interaction.
- 6 Seconds for Storylines. Several 6-second videos linked together by meaning. There's an option to link them in advertising within a single video.
- 15 Seconds for TrueView for Action Format (Ads Before Videos). A short video that allows the user to immediately proceed to a conversion action. This could be learning more, signing up, getting something, buying a ticket, and so on.
- 15+ Seconds. A full-format ad video that immerses the user into all the nuances of the property.
Additionally, don't forget the main rule for video in Google Ads:
The first 5 seconds should be as engaging as possible; otherwise, the user will be highly tempted to skip the ad.
In this material, we've laid out the basic principles of advertising new buildings on Google and YouTube. For more advanced solutions, feel free to contact our agency.
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