The client
The client is a trusted residential and commercial real estate company in Florida.
The challenge
The company needed to assert itself in out-of-state regions to generate leads for new agents. Achieving a significant market share required targeted Google Ads campaigns that would capture the attention of property owners and potential clients.
What we were asked to do
The primary goal of this project was to capture 10% of out-of-state regional markets for new real estate agents by generating high-quality phone calls through successful Google Ads campaigns. This objective was set to be achieved over a project duration of six months.
What we did
The target audience was carefully chosen based on location, income, age, language, and interests, focusing on cities in Florida. We targeted individuals in the top 50% income class, aged 25 to 65, who were in the market for a home and English-speaking. We utilized dynamic ads that pulled content from the client's website, directing users to specific agent landing pages. A compelling "Find An Agent" call-to-action led users to a landing page for phone calls or form submissions. Remarketing ads were deployed to re-engage previous visitors and encourage final interactions.
What worked in the creative
The best-performing ad in the campaign generated 27 high-quality phone call leads with an impressive 8.62% click-through rate (CTR).
Results
We implemented a combination of dynamic ads, search ads, and remarketing ads. Dynamic ads leveraged the website's content, making the advertisements highly relevant and targeted. Search ads targeted individuals actively searching for realtors, while remarketing ads reminded previous visitors to return to the landing page to complete their engagement. This multi-faceted approach ensured that our ads were seen by the right people at the right time.
Outcome
The Google Ads campaigns brought in many leads and high-quality calls for new agents, leading to successful client engagements. Continuous improvements kept the campaigns effective.
Source: Residential & Commercial Real Estate case study (PDF)