Facebook & Google Ads for Real Estate Development
One London Road Case Study - 500+ Qualified Leads for less than 30 CPL
Overview
Client Background
We were approached by a client, One London Road, a preconstruction real estate development in London with 1, 2, and 3-bedroom flats.
They had heard about another successful preconstruction real estate advertising project that we had run and were impressed with our results. They wanted us to help them build out a successful advertising campaign so they could attract buyers outside of the typical listing sites and gain. The goal was to get more exposure and ultimately more qualified leads.
Omnichannel Advertising Strategy for Real Estate Development
InterTeam developed an omnichannel advertising strategy for the real estate development advertising on multiple different platforms, including Google, Facebook, Instagram and YouTube. We had experience running this strategy for another preconstruction Real Estate development in the past and knew exactly what to do.
"The team was very helpful with the digital marketing we did for one of our new developments. They were always answering our questions with great solutions."
Top of Funnel: Targeting Investors & Home Buyers on Google AdWords
We first had to decide how to best target qualified, top of funnel leads. To do this, we decided to target only the local area around Slough, the area close to One London Road, and used Google Ads to capture searches related to real estate listing in the area of the development since search advertising tends to be higher intent for leads with no prior knowledge of the brand.
We opted to target only keywords that showed a high level of purchase intent, including terms like "sell" or "buy" and also had the term "slough" in the keyword text. We also avoided keywords that had the term "rent". Examples of high intent keywords would be "apartments for sale in Slough" or "flats for sale in Slough".
Retargeting on Facebook, Instagram, Google Display and YouTube Ads
A large number of these leads converted immediately after clicking our Google Ad. For these visitors we created custom audiences for people who had interacted with our ads, but didn't sign up for an apartment viewing and built an omnichannel retargeting strategy. This strategy leveraged small budget image and video campaigns on Google Display and Discovery, Facebook, Instagram and YouTube.
The goal was for our brand to appear in a number of different places, legitimizing the brand as a whole, increasing our conversion rate and decrease in cost-per-click and cost-per-lead.
Last, we created custom landing pages for the development. These landing pages were keyword optimized, lowering our cost per click on Google to the minimum and conversion optimized as well, allowing for the highest conversion rate possible so we can achieve the lowest cost per lead.
Results
The project was highly successful and InterTeam's advertising campaigns were their best lead generation platform for getting potential buyers.
We were able to generate over 500 leads at less than £25 per lead, significantly lower than the industry average of £101.
Additionally, we developed really strong bonds and friendships with the agents and team we worked with. It was a memorable experience and one that we're very proud of!
Free Real Estate Advertising Strategy
Want to know if these strategies would work for your real estate project?
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