How This Real Estate Developer Made 27M in 3 Mos. With Ad Spend of 150,000
Takeaways
- The real estate developer used a comprehensive, diversified digital marketing approach to effectively reach and connect with their target audience. This included Facebook ads, Google Ads, SEO, classified ads, social media, and retargeting.
- Tracking key performance indicators (KPIs) and return on investment (ROI) was crucial for the developer’s data-driven decision-making process. By optimizing their campaigns based on these metrics, they could maximize the return on their marketing investment.
- The developer customized their campaigns for specific locations, highlighting key features like payment options, availability, and location. This localized targeting and customization allowed them to showcase their real estate projects effectively and attract the right buyers.
- Initially, the developer was hesitant to adopt digital marketing. However, they partnered with Leadgenprof, a digital marketing agency, to navigate the ins and outs of online advertising. This collaboration helped them leverage the agency’s expertise and achieve impressive results with a relatively modest ad spend of $150,000.
Introduction
Even though they weren’t sure at first, the real estate developer pulled in an impressive 27 million in revenue in just 3 months by smartly using various digital marketing strategies. They only spent 150,000 on ads but effectively reached and connected with their target audience, resulting in a fantastic return on investment.
They used a mix of digital channels including Facebook ads, Google Adwords, SEO, classified ads, social media, and retargeting for their successful marketing strategy. By customizing their campaigns for specific locations and highlighting important features such as payment options, availability, and location, they showcased their real estate projects well and attracted the right buyers.
The developer’s focus on data-driven decisions and tracking important metrics like KPI and ROI was crucial in optimizing the impact of their digital advertising efforts.
Client Background
Despite their success in traditional advertising, the developer initially hesitated to adopt digital marketing due to a lack of expertise and clear guidance. This developer is deeply invested in outdoor advertising like billboards and banners, had a strong foothold in the market. They are achieving significant local visibility but weren’t maximizing potential revenue growth.
At first, they were a bit hesitant, but then they teamed up with Leadgenprof, an agency that helped them navigate the ins and outs of online advertising. With a modest budget of 150,000 spread out across various digital channels, they saw some pretty amazing results.
| Key Metrics | Value |
|---|---|
| Total Revenue | 27 Million |
| Campaign Duration | 3 Months |
| Ad Spend | 150,000 |
| Targeted Regions | Manila, Rizal, Tuguegarao, Bulacan, Pampanga, Tarlac, Cagayan, Nueva Ecija |
| Digital Channels | Facebook Ads, Google Ads, SEO, Classified Ads, Social Media, Retargeting |
| Marketing Channels | Traditional Success | Digital Success |
|---|---|---|
| Billboards | High Visibility | – |
| Roving Ads | Moderate Reach | – |
| Banners | Local Awareness | – |
| Facebook Ads | – | Targeted Reach |
| Google Ads | – | Conversion Focus |
| Social Media | – | Engagement & Virality |
| Classified Ads | – | Niche Targeting |
| Retargeting | – | Improved Conversions |
Challenges
The client had trouble understanding how digital marketing works and struggled to keep a consistent approach to online advertising. They had some experience with small digital efforts but found it hard to see the full potential of these channels.
As a real estate developer who heavily relied on traditional marketing like billboards and OOH media, the client was uncertain about how to incorporate digital marketing into their overall strategy. They were hesitant to fully embrace digital marketing due to a lack of knowledge about marketing strategies which made them wary of the risks involved.
Adding to the challenge was the client’s lack of expertise in digital advertising, particularly in areas like targeting, optimization, and tracking performance. This knowledge gap made it difficult for them to create a cohesive and data-driven approach to their online campaigns, limiting their ability to take full advantage of the opportunities offered by digital platforms.
Solutions
To help the client overcome their challenges, we put in place a comprehensive digital marketing strategy that used various targeted tactics and platforms. This smart approach not only boosted revenue significantly but also provided impressive returns on investment for the real estate developer.
Our main solutions were:
Facebook ads
We utilized Facebook ads to achieve precise targeting at a local level. This approach allowed our client to reach and engage with their specific desired audience efficiently. By honing in on the local community, we ensured that the advertisements were seen by the people most likely to be interested in the client’s real estate listings and launches.
This strategy not only increased the relevance of the ads but also maximized their impact, helping the client to connect with their audience more effectively.
According to its social media statistics, Facebook is the dominant social media platform in the Philippines’ digital space. Among active Filipino social media users, Facebook has a 94.6% monthly login rate, making it the leader in this statistic. Also, Facebook Messenger plays an equally important role in keeping Filipinos connected, as 92.1% of them use it regularly for communication.
Source:
Types of Facebook Ads used
Video Ads
We created virtual tours or highlight reels to showcase the properties’ interiors, exteriors, and surrounding areas. We kept the videos short (under 30 seconds) to maintain viewer attention.
Carousel Ads
We used carousel ads to feature multiple images or videos in a single ad. We used this format to showcase different angles of a property or to feature multiple listings. We included a strong call-to-action (CTA) to drive clicks to our website or lead form.
Collection Ads
We combined an eye-catching video or image with a grid of product images below in our collection ads. This format worked well for our real estate business by allowing us to feature a hero property alongside related listings. The grid view made it easy for users to browse and click through to our website.
Lead Generation Ads
We created lead generation ads designed to capture contact information directly on Facebook. We offered something of value to potential clients, like a free home valuation or buyer’s guide. When users clicked on the ad, a form appeared pre-filled with their Facebook contact info, making it easy for them to submit their information.
The key to success with any of these formats was to create eye-catching visuals, write compelling ad copy, and target ads to the right audience. We experimented with different ad types and continually optimized based on performance to find what worked best for this real estate developer in the Philippines.
Google ads
We used Google Ads to target specific local areas, which helped the client reach the exact group of people they wanted to connect with. By focusing on these precise locations, the client was able to effectively engage with their intended audience.
Types of Google Ads used
For this real estate client, the main types of Google Ads are:
- Search ads: Appear on Google’s search results, anytime and anywhere. Spread on the targeted locations
- Display ads: Shown on websites that are part of Google’s Display Network, used for retargeting and during saturation.
- Video ads: Typically shown on YouTube, works best also during saturation. New area launches and promo. Helps conversion also during retargeting.
Keyword Research
Keyword research is crucial for not just for this real estate developer but for every other industry out there. Often overlooked as boring job, this is actually the 80% of running Google Ads already. It helps you:
- Identify relevant keywords that this real estate developer’s target audience is searching for. We cluster them as close as possible. Group branded vs generic keywords.
- We ensure their ads are shown to the right users at the right time. We target also OFWs so we make sure we are running the ads based on their flexible time zone, wherein clients can engage ASAP.
Optimization
Continuous optimization of Google Ads campaigns is essential to keep them effective. This includes:
- Regularly updating keyword lists. Not to mention daily updating of negative keywords
- Monitoring performance metrics, from Cost per lead to cost per call and ad fatigue.
- Refining ad copy to improve conversions and lead generation.
Budgeting
We started with a modest budget and adjusted as needed. Monitor the results results and adjust in a week for bigger data. We make sure the client gets the best ROI possible.
- Begin with a modest initial budget, such as P100 per day, and closely monitor the performance and ROI of our marketing efforts.
- Regularly assess and adjust the budget based on the leads and sales generated to ensure optimal allocation of resources and maximize return on investment.
Organizing Adwords Account
Structured the client’s Google Ads account correctly to ensure success. Set up ad groups with specific keywords and tracked results to see which ads perform best.
- Set up ad groups with specific keywords.
- Tracking results to see which ads perform best.
Google Ads is a powerful tool for real estate professionals to connect with home buyers and sellers who are increasingly turning to the internet for their property needs. It offers a scalable and cost-effective tactic to put real estate businesses directly in front of potential clients searching for services online
SEO (search Engine optimization)
On page sEO
We made sure the website’s technical performance was optimized for speed and mobile-friendliness, enhancing the user experience. Using a custom built WordPress theme and making sure the contents are people first before Google bot. Best of all the website loads as fast as 1.8 seconds!
We implemented robust SEO strategies to ensure high search engine rankings without compromising user experience. This included integrating high-quality, relevant content, optimizing meta tags, alt texts for images, and proper keyword placement.
We enhanced on-page SEO by optimizing meta tags, headers, and images, and utilized internal linking strategies to boost site authority and improve user navigation. These efforts led to increased search engine rankings, driving more qualified traffic and higher conversion rates.
Our team conducted thorough keyword research to identify relevant high-traffic search terms, seamlessly integrating them into blog posts, articles, and landing pages. We also created an intuitive navigation structure for quick information access.
Off page sEO
We improved the client’s website visibility on search engines through SEO, including using EMDs, social signals, forums, and other tiered building methods.
- TIER 1 – Level 1
- Real estate main website 1-URL 2-URL 3
- Web 2.0 property (5 pages)
- Web 2.0 property (5 pages)
- Web 2.0 property (1 page)
- TIER 2 – Level 1
- TIER 1 – Level 2
- Web 2.0 property (5 pages)
- 60 high PA Web 2.0 backlinks
- Over 3000 Wiki and Profile backlinks
- TIER 3
- TIER 2 – Level 2
- Over 60 social signals and bookmarks
- Over 1000 contextual article backlinks
- Over 2000 social bookmark and profile backlinks
We also implemented a comprehensive content strategy to further enhance the website’s SEO performance. By creating high-quality, keyword-rich content tailored to the client’s target audience, we ensured that the website not only attracted more organic traffic but also engaged visitors effectively.
Regular performance audits and updates are conducted to keep the website in line with the latest SEO best practices and technological advancements, ensuring sustained performance and user satisfaction.
Social Media
We created a social media content calendar that balanced informative and promotional posts to keep the client’s brand in people’s minds.
On social media, we followed a content calendar that mixed informative and promotional posts to keep potential buyers engaged and informed.
In addition to our strategic content calendar and regular client meetings, we leveraged advanced analytics tools to gain deeper insights into audience behavior and preferences. This data-driven approach enabled us to identify peak engagement times, optimal post formats, and trending topics, which we incorporated into our content strategy. By continuously monitoring metrics such as click-through rates, conversion rates, and social media reach, we were able to fine-tune our tactics and maximize the effectiveness of our campaigns.
We also explored innovative content ideas, such as interactive polls, user-generated content, and live Q&A sessions, to further boost engagement and foster a loyal online community.
Classified Ads
We used Carousel, Trovit, Ayosdito, and Facebook Marketplace to promote property listings, launches and even foreclosed houses. We ensure that we renew our listings according to a set schedule. Optimize the title tags and even images. Additionally, we update the listings whenever their are site development changes or upgrades.
We actively engage with potential buyers and interested parties on these platforms by promptly responding to inquiries and providing comprehensive information about the properties. We use data analytics tools to track each listing’s performance, allowing us to refine our strategies for better reach and engagement. By regularly conducting market research, we stay updated on the latest trends and adjust our listings to meet buyers’ evolving demands. Our commitment to maintaining high-quality, accurate, and up-to-date listings ensures we build trust with our audience and enhance our reputation as a reliable source for property investments.
Retargetting
Retargeting ads in real estate are a form of online advertising that allows agents to show ads to people who have previously visited their website or interacted with their brand. The goal of retargeting is to keep the developers brand and listings top-of-mind with potential buyers and sellers who have already shown interest.Here’s how it works:
- A user visits the agent’s website but leaves without converting into a lead or sale.
- The user is added to a customized audience for the agent’s ad account.
- When the user visits other sites in the ad network, the agent’s retargeting ads are displayed to lure them back to the website.
Retargeting is effective for this real estate client because it allows agents to:
- Hyper-target ads to users who have already engaged with their brand
- Personalize ads based on the user’s previous actions on the website
- Nurture leads until they are ready to transact
- Boost brand awareness through repeated exposure
Key benefits of retargeting for real estate agents include:
- Retargeted visitors convert 70% more than non-retargeted visitors
- Retargeting ads have 2-4X higher click-through rates compared to standard display ads
- 85% of advertisers say retargeting provides a positive ROI
- Retargeting improves conversion rates by 40% on average
By setting up retargeting campaigns and crafting relevant, personalized ads, this real estate had effectively reconnected with potential leads and drove more conversions.
Thanks to this diverse advertising strategy, the real estate developer achieved an impressive 27M in revenue in just 3 months, all while keeping ad spending at a reasonable 150,000. This financial success demonstrates the effectiveness of data-driven, results-oriented marketing strategies.
Some of the Tools used to achieve this success
In the fast-paced world of real estate, efficiency and productivity are crucial. Leveraging the right tools can significantly improve how you manage various aspects of your business, from marketing and customer relationship management (CRM) to graphic design and financial monitoring. Below, we’ve compiled a comprehensive list of essential apps and extensions that can help real estate agents streamline their workflows and maximize their effectiveness.
| Tool | Categories | Description |
|---|---|---|
| HubSpot | SEO, Social Media, CRM | HubSpot offers a comprehensive suite for SEO and social media management, including keyword tracking, content optimization, and social media scheduling. Additionally, it provides robust CRM tools to manage client relationships and track sales pipelines. |
| Google Ads | Google AdWords | Google Ads is essential for creating and managing pay-per-click (PPC) campaigns, allowing you to reach potential clients through targeted keyword searches. |
| Facebook Ads Manager | Facebook Ads | This tool provides robust features for creating, managing, and analyzing Facebook ad campaigns, including audience targeting and performance tracking. |
| AdEspresso | Facebook Ads, Google AdWords | AdEspresso by Hootsuite simplifies the creation and optimization of Facebook and Google Ads, offering A/B testing and in-depth analytics. |
| SEMrush | SEO | SEMrush is an all-in-one digital marketing tool that offers SEO audits, keyword research, and competitive analysis to help improve your website’s organic ranking. |
| Hootsuite | Social Media | Hootsuite enables you to manage multiple social media accounts from one dashboard, schedule posts, and track engagement and performance metrics. |
| AdRoll | Retargeting | AdRoll specializes in retargeting campaigns, helping you re-engage previous website visitors with personalized ads across multiple platforms. |
| Mailchimp | Retargeting, Email Tracking | Mailchimp’s retargeting ads feature allows you to reconnect with website visitors via email and social media, enhancing your engagement and conversion rates. Additionally, Mailchimp offers email tracking to monitor campaign performance. |
| Google Analytics | SEO, Retargeting | Google Analytics provides detailed insights into your website traffic, helping you optimize your SEO strategies and create effective retargeting campaigns. |
| Google Sheets | Expense Monitoring | Google Sheets is a versatile tool for monitoring expenses, allowing you to create detailed budget plans and track financial performance. |
| Salesforce | CRM | Salesforce is a leading CRM platform that helps businesses manage customer relationships, sales processes, and marketing campaigns effectively. |
| Zoho CRM | CRM | Zoho CRM offers a comprehensive set of tools for managing customer relationships, automating sales processes, and improving customer engagement. |
| Canva | Graphic Design | Canva is an easy-to-use graphic design tool that enables you to create professional-quality visuals for social media, marketing materials, and more. |
| Adobe Creative Cloud | Graphic Design | Adobe Creative Cloud offers a suite of graphic design applications, including Photoshop, Illustrator, and InDesign, for creating high-quality visual content. |
| Grammarly | Writing Assistant | Grammarly’s Chrome extension helps ensure your emails, social media posts, and other communications are clear, mistake-free, and impactful. |
| Boomerang for Gmail | Email Scheduling | Boomerang allows you to schedule emails to be sent later, set reminders to follow up, and track responses directly from your Gmail account. |
| DocuSign | eSignature | DocuSign’s Chrome extension allows real estate agents to send, sign, and manage documents electronically, speeding up the transaction process. |
| Awesome Screenshot | Screen Capture | This tool enables you to capture and annotate screenshots or record screen videos, useful for creating tutorials or sharing property details with clients. |
By integrating these powerful apps and extensions into your daily routine, you can enhance your productivity and efficiency as a real estate agent. From managing client relationships and optimizing marketing strategies to creating stunning visuals and monitoring expenses, these tools are designed to help you succeed in the competitive real estate market. Start leveraging these extensions today and take your real estate business to new heights.
Conclusion
Get in touch with the Leadgenprof team, and let’s talk about how we can achieve the same success we’d with the 27M project for your business.
Our approach is backed by data and proven strategies that can boost your ROI and enhance profitability for your real estate ventures.
When you partner with Leadgenprof, you’ll tap into a comprehensive marketing strategy that leverages Facebook ads, Google Ads, SEO, and social media. We’ll help you target your audience precisely, ensuring that your ads reach the right people at the right moment.
Our detailed analysis of your campaign’s performance will offer valuable insights to help you refine your tactics and maximize the impact of your advertising endeavors.
Don’t let this opportunity to replicate the 27M success story slip away. Reach out to Leadgenprof today, and let’s kickstart your journey towards greater profitability in the real estate market.
