Every marketing funnel starts with leads. As competition grows at the bottom of the funnel, generating the right leads has become a priority. Real estate brokers are adopting solutions other than search engine optimization (SEO) to improve their reach.
More business owners are discovering the advantages of using demand generation in their digital marketing campaigns. By learning more about this new approach, you’ll find out how to merge it with your pay-per-click (PPC) advertising strategy for better lead generation.
What is Demand Generation?
On-demand lead generation (demand gen) is a marketing approach that aims to create and build awareness of and drive interest in your business. It combines different marketing approaches to reach customers at specific touch points throughout their consumer journey.
The ultimate goal of demand gen is to bring new visitors to your website to introduce them to your real estate brokerage. It allows you to build an audience through trust, sparking interest in your services and listings.
How to Marry Demand Gen with PPC
PPC ads are essential in generating organic traffic for your website. But most real estate brokers and agents use this advertising model to target customers at the bottom of the funnel (conversion stage). It creates a gap between your business and customers who are still in the consideration stage.
The following tactics utilize demand gen strategies that you may combine with your PPC campaigns to reach leads you can guide through your marketing funnel.
Asset Download
Assets are pieces of content used in different marketing campaigns. You can use your PPC ads to direct potential customers towards landing pages where they are encouraged to download informative assets.
- Google Ads can be used to target top-of-funnel keywords. These allow you to reach those looking for your services but are still unfamiliar with your real estate company.
- Facebook Ads can be used to engage with potential customers. Rather than using these ads to drive traffic to a landing page, you can use them to direct visitors to lead-generation forms. Here, you gain access to contact information while they receive links to assets.
Newsletter Sign-Up
When someone signs up for your newsletter, they are showing interest in your business. It gives them valuable information without the commitment to talk to a sales representative. Using Facebook for lead generation allows you to reach those who have shown interest in your listings or services. With a compelling copy, you can encourage them to sign up for a newsletter. Then, you can use this asset to build credibility and trust.
Online Assessment
An online assessment identifies the members of your target audience who are serious about engaging with your real estate business. You can do this through a quiz (multiple choice or fill-in-the-blanks) that you may promote through your PPC ads. You can also use these quizzes to ask for contact information for your database.
Make the most of your lead generation activities by learning how to drive leads through your marketing funnel. By using PPC ads in your demand gen strategy, you can improve the way you reach potential customers. Contact REcall Agency to learn more about demand generation.
