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This Old House - Do-it-Yourself

6 Reasons Real Estate Agents Should Invest In SEM In 2019

Written by Posted On Wednesday, 10 July 2019 11:49
Real-Estate-Marketing Real-Estate-Marketing Real-Estate-Marketing

We live in a time where it has become impossible for an industry to succeed unless it becomes savvy to the digital world. 

With online innovations occurring more frequently, we’re experiencing a change in the way we do things more often.

This means that individuals, businesses and industries as a whole have to be clever if they want to stay up to date and relevant.

The real estate industry is quite good at doing this, with things like SEO and user experience being at the top of the list for any real estate agent’s website. 

One thing that the industry isn’t investing in nearly enough, however, is Search engine marketing (SEM). 

When Google accounted for 93 percent of overall U.S organic search engine visits in the first quarter of 2019 alone, this isn’t something you can miss out on if you want to succeed. 

What Is SEM?

Search Engine Marketing (SEM) used to be a term that referred to both paid ads and SEO strategies, but now it is generally only used to refer to paid searches.

Essentially, it’s a type of internet marketing that involves promoting websites by paying to increase their visibility in search engine results. 

The most common form of SEM is pay per click (PPC), which involves paying for advertisements that will automatically show up in search results for certain keywords.

You can also use pay to target search platforms and demographics, too, which may work for certain real estate audiences. 

After you have filed your advertisement, you will then pay for every clickthrough to your website. 

Here are all the reasons why you should invest in this practice as a real estate agent. 

 

It Can Be Used To Target Local Audiences 

As a real estate agent, the vast majority of your target audience are going to be local. 

This means that you need to invest more than most other companies in local marketing techniques, but this is still something that is now done most successfully online.

In fact, it’s been shown that 46% of all searches on Google are seeking local information. 

By using SEM, you can pay to bring your results to the top of search results for specific keywords. 

This would bring more attention to the establishments you have on sale, and could lead to higher conversion rates in the long term.

It could also raise brand awareness, which may improve your level of word of mouth marketing and your overall profit. 

 

Provides Instant Results 

According to Digital Authority Partners, SEM is great for companies looking to drive time-sensitive traffic to their website. 

This means it could be perfect for the times where you have specific offers for customers, or a new building being listed on your books that is highly desired by those in your local community. 

Though this marketing method does take a lot of money to do successful, it’s worth it for the results you may receive on time-limited or sensitive offers. 

By doing this, you will see instant results of your hard work, which also allows you to gain a better and faster understanding of what happened if something goes wrong.

SEM Helps With Visibility For Competitive Search Terms

 

With SEO being such an established part of marketing, most people already have some understanding of how it works.

This knowledge has made it even harder to rank for some specific keywords, perhaps even impossible, leaving you to employ other tactics to appear at the top of search engines.

The best way to do this is to pay to be up there, using SEM and PPC to target specific keywords related to your business.

This could include keywords that relate to your local area, such as town destination or common slang, or may veer more in the direction of specific architecture that people are likely to organically search for on Google. 

 

Can Supplement SEO Efforts 

SEO is a digital marketing practice that can be extremely rewarding but takes months of hard work before it begins showing results.

As mentioned above, it can also be difficult to gain visibility for some of your chosen keywords.

With SEM, however, this may no longer be the place, as you can purchase the ad space on keywords you want to target.

These results are almost instant, meaning you can use them alongside SEO to provide you with the marketing you need while SEO takes effect. 

You can also use it as part of a longer term strategy, even after you’ve ranked for your desired keywords, to provide as much visibility for your desired keywords as possible. 

Can Retarget Previous Customers 

Retargeting advertisements are a form of advertising which involves targeting those who have already visited your website.

This is a personalized form of advertising that goes down extremely well with consumers, with 52% saying they swap companies if they feel communications have not been personalized.

With SEM, this essentially involves using keywords to tag those who have visited your website and show them ads on other websites to bring them back.

As well as being good for relationship and conversion purposes, it’s also a very good marketing technique and helps to familiarize consumers with your brand. 

In fact, 35% of marketers said they turned primarily to retargeting adverts in order to increase their brand awareness over time. 

Summary 

Though it isn’t as popular as SEO and other digital marketing tactics, this article proves that real estate agents must invest in SEM as soon as possible.

Not only will it help you to establish and target a local audience, but it can also help you to convert and retain customers who may otherwise have never visited your website again.

This method can also be used to supplement existing digital marketing practices you have in place, and provides you with instant results many other methods fail to provide.

If you want to see the popular benefits of using SEM as a real estate agent, we definitely recommend giving it a go and seeing whether you can make it work.

Listing Additional Info

  • State: California
  • Address: California Street
  • City: California City
  • Zipcode: 95401
  • SOLD: no
  • MLS #: 4413
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