Crowded real estate web market may call for pay-per-click advertising
Usually the author is a bit dubious about pay-per-click advertising, what with all the click fraud out there and lack of accountability by the companies that bill you for the services.
However, there are times when a limited pay-per-click campaign can jump start a web marketing plan and even get you out front of the competition.
Case in point, Trudy Gulley is an RE/MAX realtor in Greenville, NC and her website, www.trudygulley.com was revamped in 2008 but suffered from sluggish traffic. Greenville, in Eastern North Carolina, has managed to stay ahead of the housing slump and the real estate agents there are pretty web savvy, so getting top search engine rankings takes a bit of work.
After analyzing housing sales data, we determined the real "hot" market was houses and condominiums within certain price ranges. We decided to dedicate a page on her site for just that price range and set it as our "landing page" (where a visitor is taken to after they click a sponsored link) for our pay-per-click campaign. This approach focused on houses as a product, not on all the "bells and whistles" real estate agents love to put on their sites, turning them into chamber of commerce puffballs rather than direct marketing tools.
Two months into the campaign, her traffic is up 37%, with the landing page doing its job in bringing new visitors.
Trudy needed a quick shot in the arm for her small North Carolina market campaign and a pay-per-click campaign was just the ticket!
Let us know if you have had a similar experience.
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