Google Ads For Real Estate

Website:

First off you will need a website of some kind. The best case scenario is you have an IDX capable website that can do forced registration. I know I through some stuff at you that you might not know but lets break it down.

What is IDX:

IDX stands for (internet data exchange). It basically is a term that is used to describe software that displays real estate listing information on websites. You have to have an active MLS license and there are many different IDX integration solutions.

An IDX essentially though takes the data from your market’s MLS and puts it on your website. Some common IDX providers are as follow:

-Boomtown / Real Geeks

-Showcase IDX

-IDX Broker

-iHomeFinder

-IDX Central

There are for sure many others but these are probably the most common that I run into and have the best integration.

Now for the seller lead side of things. The biggest thing you will want to have is a home value page. This is a page where someone can put in there address where they feel that it will spit back out their home value, but in reality its a lead generation. You can still run a CMA - typically once someone inputs their address it will ask where to send the report and then it sends you the details to run for them. You just let the client know it may take x amount of time to get the report back. You can do this via an email flow.

Most IDX tools and or websites should have this feature. If not you can look to a custom solution through a page builder like High Level or Click Funnels.

Now for the seller lead side of things. The biggest thing you will want to have is a home value page. This is a page where someone can put in there address where they feel that it will spit back out their home value, but in reality its a lead generation. You can still run a CMA - typically once someone inputs their address it will ask where to send the report and then it sends you the details to run for them. You just let the client know it may take x amount of time to get the report back. You can do this via an email flow.

Most IDX tools and or websites should have this feature. If not you can look to a custom solution through a page builder like High Level or Click Funnels.

The other thing you need to have is a phone number. Make sure people online have a way to get ahold of you. I hope as an agent you know the importance of this. If you have a business line or if you are a team with an office make sure that number is displayed. You can also use tools like callrail to do more tracking of your phone call performance online.

Lastly I want to touch on this because over the years the amount of agents I've talked with and worked with don’t have this in place. They don’t have a defined sales process or even follow up process for their lead generation efforts. This is for digital and organic leads. Don’t feel bad though a lot of businesses outside of real estate deal with this issue as well. I am providing a follow up cadence blueprint that you can use or use as a guide to build your own. Here are some interesting statistics to know though.

3% of your target audience is actively buying, 56% aren’t ready, and 40% are getting ready to begin.

Only 2% of sales are made on the first contact. A sales survey reported that only 8% of sales people follow up more than 5 times. With 44% giving up after their first attempt. Don’t be like everyone else. Its ok to feel rejected it doesn't mean that you are until someone says NO.

Here is a breakdown of sales made per contact:

1st Contact - 2%

Second Contact 3%

Third contact 5%

4th contact 10%

5-12th - 80%

Now even though someone might not be ready getting them on the phone when they reach out to you it is crazy important. Your 9x more likely to convert and reach someone if you follow up with them in the first 5 min of them reaching out. Sales typically go to 30-50% of sales people that responded first.

1. On average, high growth organizations report 16 touch points per prospect within a 2-4 week timespan

2. The most optimal number of follow-up emails to send is 2-3

3. 95% of all converted leads are reached by the sixth call attempt

4. 44% of salespeople give up after one follow-up attempt

5. 92% of salespeople give up after no sales on the 4th call. 60% of customers say no four times before saying yes

6. 50% of buyers choose the vendor that responds first

7. In a test of 433 companies, only 7% responded in the first five minutes after a form submission. Over 50% didn’t respond within five business days

8. Those who attempted to reach leads within one hour are 7x times more likely to have meaningful conversations with decision makers than those who waited even 60 minutes

9. On average, it takes 8 follow-up calls to reach a prospect

10. 50% of email responses occur within 60 minutes

11. If the recipient is going to reply to an email, there’s a 90% chance that it will happen within 2 days of the email being sent

Bottom line you have to be prepared to work these leads. Don’t give up on them just because it wasn’t quick money or they didn’t answer the first couple of times. Be committed to doing the work to grow your business.

When you are creating a new Google Ads account start by going to:

ads.google.com

1. You will sign in with the gmail or setup your business email to sign in

2. Follow the steps in the video to go through your account creation

3. make sure you change your account to "expert mode"

Day 1

• Once you get the lead, call them right away. This should be in the first 5 minutes ideally, but for sure in the first hour of receiving the lead.

• If they do not answer leave a voicemail to get back with you

• Then send them an email and text as well.

Day 2

• Call again and leave a voicemail

Day 4

• Call & Voicemail send another email and text

Day 5

• Try to locate on social media just add as a friend don’t message yet

Day 7

• Call & Voicemail

Day 8

• Email / Text

Day 10

• If follow them on social try to like or comment on one of their posts

• If no social media do nothing

Day 12

• Call - No Voicemail

Day 14

• Email / text

Day 16

• Interact again on social if you are able to

Day 18

• Call - Voicemail

Day 20

• Email

From here put them in a long term nurture sequence where you call every so often and keep them in your emails. Always remember buying/selling cycle in real estate can be anywhere from 6-24 months when people start planning. You want to be on their radar when they are finally in the “lets do it” mode.

Additionally - if you are using an automation crm you can automate most of this follow up which you can use this framework to mimic your follow up sequences.

Tips When Following Up:

• Don’t do the generic “hey just checking in no pressure” - try to be more matter of fact. Something like “Tony saw you are looking at buying a home soon - we haven't heard back how do you want to proceed? “

• If you speak to someone always end the call or conversation with what you are going to do and the next time you will be speaking with them and get them to confirm as well

• Be on time when you call or schedule a call.

• Get over the fact you think you may be bothering them too much - until you get a no or please stop contacting me. Follow the process. People are busy or may not be emotionally/mentally ready yet to talk.

• Always ask the best method of communication for them and times to contact them.

Sales happens in the follow up. Have a strong follow up game and build your pipeline. Stick to the plan!