The real estate industry in India and around the world has become super competitive. Earlier, agents relied on their networking skills and different offline mediums to sell homes. However, with ever-evolving digital technologies and an insanely growing number of internet users, generating buyer leads has become easier.
However, for realtors who specialize in selling high-end and uber-luxurious homes, the journey seems a tad difficult. This is because extravagant apartments are very expensive and they attract a narrow pool of audience. So whether it is Google, Facebook, or Instagram, you have to be extra cautious in planning your luxury real estate ad campaign. Here are 10 powerful tips for creating luxury real estate ads that will help you generate quality leads at minimum expenses.
1. Build an Online Presence
One of the most important steps in creating an online presence is to target the most “profitable keyword.” No! we are not referring to the conventional “high volume-low difficulty” keywords. We are talking about the keywords that convert the highest.
Which is, your brand!
Whether you are a real estate agent or a developer, you need to invest in building a strong online presence. This is because purchasing high-end apartments, villas, and other types of real estate comes with huge financial investments. The clients would thus want to approach realtors and builders who are experienced in this particular niche.
So before you decide to spend your finances on attracting leads through luxury real estate ads, strengthen your online presence. Develop a website, create compelling content, create social media profiles, implement a mix of paid and free marketing strategies, and promote content through multiple platforms. Interact with your existing and previous client base to keep the users engaged.
2. Understand your Audience
Real estate is very local. Knowing who the audience is and what their aspirations are is essential to understand before creating an ad. For example, whether the target audience is first-time or seasoned home buyers or do they want to move in right now. Additionally, you will need to identify the marketing channels where you can find high-end clientele. Only when you are sure of what your target audience wants and on which marketing channels are they available will you be able to fine-tune your luxury real estate ads.
3. Customize the Ads
When your targets are high-end clients, then you have to customize the ads for each and every property. Apart from tailored texts in the copies for high-end properties, emphasis must be laid on adding enticing images, creating compelling narratives, and giving neighborhood or aerial views through videos. In fact, you can improve your visibility by increasing the luxury real estate ads frequency either on one marketing channel or on all. After all, to stay ahead in the race, you have to rule the mind of a client.
4. Highlight the High-end Features
Is your property located in a posh area? Has it been designed by a well-known architect?
You need to highlight the unique features of the concerned project through luxury real estate ads.
But remember, there is a difference between unique features and common characteristics. For example, marble floorings, elevators, and modular kitchens are some of the common features of luxurious as well as middle-income level homes. However, USPs like a private home theatre, jacuzzi, panoramic views of the glistening sea, aesthetically pleasing interiors and exteriors are features that define ultra-luxurious apartments.
While enumerating common features is essential, accentuating amenities and specifications that make the property unique is what you need to focus on.
5. Change your Google Game
When it comes to real estate digital marketing, Google Ads is an excellent medium for generating high-end leads. On Facebook, you try to reach a set audience pool; however, on Google, the audience already knows what they are looking for. Hence, when it comes to luxury real estate ads on Google, you only have to add relevant information that attracts them to the project. Here are some pointers that will help in creating lead-generating ads:
- Based on your budget and the geographical area, choose whether you want to go with broad match or exact match keywords. For instance, if you target “luxury villas in Gurgugram,” your ad will be displayed when the user types the exact keyword.
- As discussed earlier, your brand is the most effective lead generating keyword. So try bidding on your or other brands. Since a lot of users search for your brand, the competition reduces and so does the pay-per-click cost.
- Write compelling Google copy headlines, be as specific as possible with the text content, and don’t forget to add relevant call-to-actions.
6. Be Creative with Creatives
When it comes to Google or Facebook Real Estate Ads, you have to unleash your experimentalist attitude to see what style or format works best for your ad campaigns.
For example, if you want to highlight multiple features, then you can consider posting video ads. These videos should be linked to a landing page that elucidates the property features. Alternatively, you can experiment with both carousel and single-image ads on Facebook to see which offers better click-through-rates.
7. Keep it Short
The average attention span of an individual is 8 seconds. Moreover, with agents implementing different real estate marketing tactics, your luxury real estate ads are facing stiff competition with the ads in the same category. Hence, you need to convey relevant and important information in just a few lines or words. This includes, but is not limited to, property location and neighborhood, carpet area, social infrastructure, local attractions, etc.
8. Rule the ‘Gram
There are more than 2.2 billion active users on Facebook and close to 1 billion active users on Instagram. Combined together, they are incredibly powerful platforms for taking your real estate company to soaring heights. When it comes to running luxury real estate ads on Instagram, you have tremendous opportunities to explore. This includes story ads, photo and video advertisements, carousel ads, etc. Hence, you can share property listings in many different ways!
9. Create Compelling CTAs
As discussed, running luxury real estate ads can be slightly difficult as the audience pool is narrow. So every CTA which you create should encourage clients to take the next step i.e. do you want to take them to schedule a call with you or whether you want to invite them for an open house.
In addition to CTAs, optimize your landing page for lead conversions. Apart from property details and contact information, you can experiment by adding unique tools like mortgage calculators and 360-degree property views.
10. A/B Testing is the Key
To put it in simpler terms, A/B Testing is the process of creating and comparing two versions of an ad. While in one copy you keep the same elements, in the other, you can change CTAs, images, text, headlines, etc. The primary objective of A/B Testing is to identify the technique that works best for your luxury real estate ads. Once your ads are running, you can compare the performance by evaluating metrics such as impressions, click-through rates, and conversion rates.
Before crafting a strategy for luxury real estate ads, you have to understand the psychology and requirements of high-end buyers. Lay special emphasis on designing an elegant and sophisticated website. In addition to posting high-quality pictures, give your ads and website an extra boost by including videos. If the property offers views of the hills or lush green gardens, then drone shots will do wonders.
