REAL ESTATE CASE STUDY
Driving targeted traffic and generating leads for a real estate client through a strategic PPC campaign using Google Ads and Meta Ads
Introduction: How We Started
Royal Real Estate, a mid-sized firm located in Dallas, Texas, has been serving the local residential market for over a decade. Initially, the company relied heavily on traditional marketing tactics such as print ads, billboards, and hosting open houses to attract buyers and sellers. While these methods brought in a steady stream of leads, it became clear over time that they were no longer as effective, especially as more people turned to the internet to search for properties.
By 2020, the company was facing stagnation in lead generation and was struggling to compete with newer firms that had embraced digital marketing. Recognizing the shift in consumer behavior, Royal Real Estate decided it was time to evolve and invest in a comprehensive digital strategy. The goal was simple: increase online visibility, generate more qualified leads, and ultimately boost property sales.
Date
17 May 2018
Client Name
Cool House
The Challenges We Faced
Before embarking on a new digital strategy, Royal Real Estate faced several key challenges:
- Limited Online Presence: Our website was outdated, difficult to navigate, and not optimized for mobile users. We realized that potential buyers were leaving the site before even viewing listings.
- Heavy Reliance on Traditional Marketing: While print ads and billboards worked in the past, they were no longer attracting the younger, tech-savvy generation of homebuyers who primarily searched for homes online.
- No System for Lead Tracking: We had no efficient way of tracking where leads were coming from or measuring the effectiveness of our marketing efforts. As a result, we couldn’t optimize our strategies for better results.
- Increased Competition: Competitors who had adopted digital marketing earlier were now dominating online searches, leaving Royal Real Estate behind in search engine rankings.
The Solution: Embracing Digital Transformation
To address these challenges, Royal Real Estate partnered with a digital marketing agency to overhaul our marketing strategy. Together, we developed a step-by-step plan to modernize the business, starting with:
- Website Redesign
The first order of business was creating a user-friendly, mobile-optimized website. Our new website featured:
- Interactive Property Search: Visitors could easily search for properties by location, price, and other preferences, making it simpler for potential buyers to find their dream home.
- High-Quality Images and Virtual Tours: We incorporated high-resolution photos and virtual property tours, which helped buyers visualize themselves in the space without needing to schedule an in-person visit.
- SEO Optimization: We revamped the website content to include relevant keywords such as “homes for sale in Dallas” and “luxury properties in Texas.” This SEO optimization helped boost our search engine rankings, making it easier for buyers to find us.
- Social Media Marketing
We recognized that the majority of our target audience was active on social media, so we created dedicated pages on platforms like Facebook, Instagram, and LinkedIn. Our social media strategy included:
- Property Showcases: We posted regularly about new listings, including images, property features, and price points. This approach generated a lot of engagement from potential buyers.
- Targeted Ads: We ran social media ads targeting users based on demographics like age, location, and income level. This helped us reach serious buyers and direct them to our website’s property listings.
- Pay-Per-Click (PPC) Campaigns
We launched PPC campaigns on Google to capture search traffic for high-intent keywords like “buy a home in Dallas” and “homes for sale near me.” These ads placed us at the top of search results, driving more qualified leads to our website.
- Email Marketing
To nurture leads, we implemented an email marketing campaign. Visitors to our website could sign up for personalized updates on new listings, price drops, and open house events. By keeping potential buyers informed, we stayed top-of-mind and increased the chances of conversion.
- Lead Tracking and Analytics
We introduced tracking tools like Google Analytics to monitor user behavior on our website. This data allowed us to identify which listings were the most popular, where leads were coming from, and which marketing channels were performing the best.
What We Achieved: Results After 12 Months
Within the first year of implementing our digital marketing strategy, Royal Real Estate saw significant improvements across multiple areas:
- 200% Increase in Website Traffic
Thanks to our SEO efforts and social media campaigns, organic traffic to our website increased by 200%. More people were visiting the site to browse listings, view virtual tours, and request information.
- 50% Increase in Qualified Leads
By optimizing our online presence, we attracted more serious buyers and sellers. The combination of targeted social media ads, PPC campaigns, and improved website functionality resulted in a 50% increase in qualified leads. Potential clients were not only visiting the site, but they were also more likely to contact us for property viewings and consultations.
- 35% Boost in Property Sales
Our enhanced digital strategy directly translated into higher property sales. By reaching a wider audience and improving the user experience on our site, we closed more deals, achieving a 35% increase in sales in just 12 months.
- Stronger Brand Recognition
By consistently posting high-quality content on social media and appearing in top search results, Royal Real Estate significantly boosted its brand recognition. We became known as a modern, tech-savvy real estate firm in Dallas, helping to differentiate us from competitors.
- Better Insights and ROI
With our new analytics system, we could track the performance of our marketing efforts in real-time. This allowed us to make informed decisions, such as adjusting ad spend for high-performing channels and discontinuing ineffective strategies. As a result, we maximized our return on investment (ROI) and cut down on wasted marketing dollars.
ges, Royal Real Estate partnered with a digital marketing agency to overhaul our marketing strategy. Together, we developed a step-by-step plan to modernize the business, starting with:
- Website Redesign
The first order of business was creating a user-friendly, mobile-optimized website. Our new website featured:
- Interactive Property Search: Visitors could easily search for properties by location, price, and other preferences, making it simpler for potential buyers to find their dream home.
- High-Quality Images and Virtual Tours: We incorporated high-resolution photos and virtual property tours, which helped buyers visualize themselves in the space without needing to schedule an in-person visit.
- SEO Optimization: We revamped the website content to include relevant keywords such as “homes for sale in Dallas” and “luxury properties in Texas.” This SEO optimization helped boost our search engine rankings, making it easier for buyers to find us.
- Social Media Marketing
We recognized that the majority of our target audience was active on social media, so we created dedicated pages on platforms like Facebook, Instagram, and LinkedIn. Our social media strategy included:
- Property Showcases: We posted regularly about new listings, including images, property features, and price points. This approach generated a lot of engagement from potential buyers.
- Targeted Ads: We ran social media ads targeting users based on demographics like age, location, and income level. This helped us reach serious buyers and direct them to our website’s property listings.
- Pay-Per-Click (PPC) Campaigns
We launched PPC campaigns on Google to capture search traffic for high-intent keywords like “buy a home in Dallas” and “homes for sale near me.” These ads placed us at the top of search results, driving more qualified leads to our website.
- Email Marketing
To nurture leads, we implemented an email marketing campaign. Visitors to our website could sign up for personalized updates on new listings, price drops, and open house events. By keeping potential buyers informed, we stayed top-of-mind and increased the chances of conversion.
- Lead Tracking and Analytics
We introduced tracking tools like Google Analytics to monitor user behavior on our website. This data allowed us to identify which listings were the most popular, where leads were coming from, and which marketing channels were performing the best.