Google AdWords^tm PPC for Real Estate Professionals

What is PPC?

Pay-Per-Click (PPC) is a way to generate TRAFFIC to a website, using the paid "sponsored links" advertising services of Google, Bing and Yahoo. It is NOT a way to generate LEADS! If you do not have an effective real estate website to begin with, generating more traffic is not likely to result in more leads.

Why do I say this? Because while traffic can be increased using an effective PPC campaign, the job of generating leads is still up to the website itself. How it is constructed, meaning its visual appearance and navigation, plus lots of relevant content, plays some part. But for a real estate website, lead generation is primarily the responsibility of the IDX/RETS database functions, and generating leads depends on how well that works. An effective lead generating real estate website must have an attractive, effective IDX/RETS database that is not only easy to use for simple home searches, but also has a comprehensive advanced search capability, with lots of additional search criteria for more advanced users with special needs. It must also provide a wealth of listing details to keep the user satisfied with the search results and on the website, up to the point that they are comfortable with registering and providing accurate contact information, which converts them from an anonymous visitor into a lead. If the website's IDX/RETS functions do not accomplish their lead generation goals, generating more traffic will not help.

Who We Are

We are licensed real state professionals ourselves, with the added advantage of over 35 years of computer software development and project management experience, including extensive experience in custom web site development, implementation, IDX integration and optimization. We have been developing and managing successful Google AdWords PPC campaigns for realty and community specific lead capture web sites for our own Denver Colorado real estate business and for other real estate agents around the country and in Canada for several years, including AdWords PPC campaigns for our mortgage lender partners. Let us put this extensive experience to work for you!

AdWords for Realty Setup Service

Our real estate AdWords PPC setup service is intended for real estate agents who already have a web site with an effectibe IDX/RETS capability, and are comfortable with basic web page content development. The client should be willing to perform their own ongoing AdWords real estate ad campaign and web site management after an initial "bootstrap" startup and familiarization period. If they are not technically savvy themselves, they should at least have a local technical resource that they can count on to perform some basic web site setups to prepare their real estate site for receiving PPC leads. We can also help with this if needed.

For effective lead generation, the client agent's web site must include a functional IDX home search, preferably one with good built-in lead capture capabilities, and ideally, one that also has an integrated back-end prospect management or CRM system, including drip email campaigns and new listing email alerts for registered users. The client agent or their web hosting provider should also pre-build community specific home search pages that would be used as the AdWords landing pages for their PPC campaigns, or we can also help with this process.

There is a one-time charge for the basic PPC setup plan, and no ongoing charges unless the real estate client agent chooses to contract for ongoing AdWords PPC campaign management, performance monitoring and consultation. Fees are detailed below.

The basic setup plan includes initial consultation and planning services, setup the Google AdWords for real estate PPC campaigns, ad groups and key words for buyers only, for up to three local community names. An experienced AdWords consultant will be assigned, and will support the client throughout the project. The plan also includes a 30 day initial Google AdWords PPC monitoring and key word optimization period, during which our staff and the client will collaborate on their AdWords campaign performance monitoring, and any changes to key words, bids and other modifications required to maximize consumer lead registrations and minimize PPC costs. After the initial PPC setup and monitoring period, the client agent will participate in a 1.5 hour "handoff" telephone familiarization conference call with their consultant. After that, unless they contract with us for ongoing support services, they are on their own to manage the AdWords campaign and their own web site modifications as they wish, with no additional or ongoing costs from us. They are always totally responsible for their own Google AdWords PPC budget and expenses.

There are also options for additional community specific ad group PPC setups, and for additional per hour consulting later, if the agent finds that management of the AdWords campaign and their web site enhancements are too much to handle, especially once the leads start coming in and the agent has less time to devote to technical tasks!

AdWords PPC for Realty Basic Setup Plan Details:

Dedicated and experienced AdWords consultant assigned to each client.
Initial Google AdWords PPC for Real Estate campaign and ad group planning and design consultation.
Your consultant advise on initial setup your self-managed Google AdWords PPC account, with all Google billing directly to your own credit card, and initial daily/monthly spending limit per your budget. Experience in several markets has shown that most campaigns need a minimum daily budget of about $20-$30, and a monthly budget of about $600-$800. Costs may vary significantly in your market.
If needed, your PPC consultant will assist with acquiring and configuring appropriate new domain name(s) specifically for your community specific AdWords PPC campaign and ads. You own it! You may also use third level domain names if your current web site supports creation of third level domains.
Your PPC consultant will perform initial AdWords PPC campaigns and ad group setups for three communities in your market area. This includes one National campaign and one Regional geo-targeted campaign. Start getting new leads within two or three days after we complete your setups!
You will receive expert advice on what you need to do to create community specific PPC landing pages, and to setup of your existing website for effective lead capture and conversion tracking pages.
Your consultant will provide up to 4 hours consultation by phone/email for the first 30 days after your ads start running.
The program is non-exclusive. Similar consultation and setup services may be offered to other agents in your area for the same communities, and agents in your market who buy this plan could also build new ads and lead capture pages for additional communities on their own.
Ad performance, PPC costs, lead captures and lead quality are not guaranteed, since your website, landing pages and lead capture processes are outside of our control.

Fees:

$900 one time setup charge for first three communities in the client agent's primary market area. Half of this fee is payable up front, and the remaining balance is due 30 days after campaign startup.
$200 one time setup charge per additional community if ordered at same time as initial setups.
$300 per additional community if added after initial setups.
No required ongoing charges!
No referral fees!
No per lead fees!
$300 optional 90 day extended service plan, must be ordered at time of initial setup. The extended service plan covers up to 6 additional hours of consultation for ad monitoring and tuning per 90 day period. The first period begins after the initial 30 days covered by Basic Setup Plan, for 120 days total! Renewable in 90 day increments thereafter.

Additional Terms and Limitations

The real estate keywords, negative keywords and other AdWords setup details we implement for our clients are proprietary, and must not be shared or used except by the specific client and in their own primary market area.

The client must have a web site that will support integration of our lead capture processes. We can assist our clients with getting and setting up a free or low cost basic template web site for a nominal additional charge.

For real estate professionals serious about their Internet presence, we also can help you build a custom website based on Joomla or WordPress open source platforms, with IDX integrated, or help you integrate your choice of IDX vendor solutions. An integrated IDX support fully integrated custom search pages, and other advanced IDX features that improve SEO and PPC quality scores, and are not available with most real estate website products.

Call for details on various website options.

Additional Website Services:

We can assist you with a variety of websitework, including building content pages for your current website. Good search engine placement depends on lots of unique and high quality content. We can help you by increasing the number of city/town and subdivision specific pages on your website. For websites with integrated IDX components, this can include setting up appropriate IDX search code, or "snippets", for those communities.

Google AdWordstm PPC for Real Estate Professionals