Local Real Estate Agency

Local Real Estate Agency

Goal: Generate more home buyer leads and listings

Strategy: Geo-targeted campaigns in their service area, targeted interests like home buyers, real estate, and home improvement. Ads focused on buying/selling consultation.

Results: New lead generation increased by 29%. Expanded market share in their area by 15% within 1 year.

The client was a small, family-run brokerage that offered real estate services in a mid-sized metro area. Their goal was to increase home buyer leads and listings in their local market.

My geo-targeted approach focused on creating ad campaigns for each of the zip codes in their service area. This allowed me to localize the ads with city names, neighborhoods, etc.

Some of the key targeting elements included:

Keywords: "homes for sale in [city]", "real estate agents in [zip]", "refinance mortgage rates [city]" etc. Very localized.

Audiences: Existing website visitors, customer list remarketing, home value estimators, interests in first-time home buying.

Contextual targeting: On local newspaper sites, realtor sites, and other local real estate content sites.

Extensions: Included call, location, callout, and affiliate location extensions.

For the ad copy, I emphasized their local expertise, free home valuation offers, first-time buyer guidance, and ability to sell houses quickly.

Over a 12 month period this geo-focused strategy generated 29% more leads for the agency and expanded their market share by 15% according to MLS data. It proved the power of hyper-local Google Ads when executed effectively.