Five Key Steps from Ad to Lead

Now that you understand what search engine marketing is and the common SEM mistakes you should avoid, we’ll take you through the steps to create good SEM that converts clicks into real estate leads.

1. Write strong ad copy. If you’re going to have any chance of getting people to click on your ad in the first place, you need to write convincing, clear copy that tells them exactly what you’re offering. If this is where you’re struggling, check out Google’s tips for AdWords.

2. Create a landing page that delivers. If the page people land on once they’ve clicked your ad doesn’t deliver what the ad promised, you’re very likely to lose them. So if your ad says something like “click here for our latest listings,” link straight to your listings page, rather than just pointing people to your homepage.

3. Include clear calls to action. We spend a lot of time talking about calls to action here at propertyadguru.com, simply because they’re so important when it comes to generating leads. If you’re getting plenty of website visitors but no one is signing up, start with our five tips for better calls to action.

4. Offer something in return for that address. Putting yourself in your visitors’ shoes for a moment, it’s easy to understand that offering something specific - a free market report or home valuation, for example - will make people much more likely to share their email address with you than the basic “register here for our email alerts.”

5. Follow up. Here’s where the real leg-work of lead generation comes in - following up with people in a way that won’t bore them or scare them off your subscriber list. For a step-by-step plan on how to do this, read our series on nurturing leads.

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Five Key Steps from Ad to Lead

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