6 min read
Just look at the booming real estate market today. In order to make a mark in this highly competitive field and grab the attention of prospective buyers who are most likely to convert, one has to work towards developing a highly effective marketing strategy.
The growing number of prospective buyers who use the Internet search engine to look for their dream home has made it imperative for real estate firms to focus on building a powerful online presence. While forming a website is the first step, making it visible to as many prospective buyers as possible is key to the success of your real estate business & a Creative Digital Marketing Company can strategize efficiently for you.
There are two potent ways to go about this: SEO and PPC. So, which one should you opt for to make your real estate marketing campaign a success? Before you make an informed decision of how to drive traffic to your website, let us understand briefly about each technique and how it works.
A} What is SEO?
Search Engine Optimization (SEO) is nothing but working with methods that improve a website’s visibility on the Search Engine Results Page (SERP). In other words, it is the process of optimization of your website content with the right set of keywords. Adoption of the best practice as defined by the search engine is to pitch those keywords to the top of the 1st page of Google search, over a period of time.
B} What is PPC?
Pay Per Click (PPC) is a paid advertising tool used to place your website right at the top of the Google search results page for one or more specific search phrases. In other words, you find the most relevant search phrases for your real estate business and then pay Google to place your PPC ad at the top of the page when people search for those set of phrases.
So you see that both SEO and PPC help generate lots of quality leads and relevant traffic to your website as both these methods are, at the end of the day, designed to make your website rank at the top of Google search results. Needless to say, choosing either of the two will serve your purpose of making your business reach out to the right audience.
Which is Better for your Real Estate Business: SEO or PPC?
There are certain factors that you should consider to decide whether SEO or PPC is the right pick for your business.
1. Time for Results
The most important deciding factor between PPC and SEO is the time period required for the results to show up. How fast do you wish to see the results? While PPC can fetch you immediate results, SEO can take anywhere from 3 to 12 months of dedicated efforts for the same.
2. Cost of Campaign
How much money are you willing to invest in your website marketing campaign right now? Well, this can be a determining factor on whether to go for PPC or SEO. While PPC gets you results pretty quickly, you have to pay for every click on the PPC ad and this can make it quite expensive. Not to forget the fact that you have to bid against your competitors to place your PPC ad on the SERPs of the most searched or most relevant keywords in the industry. SEO, on the other hand, requires a relatively small budget to begin with.
3. Return on Investment (ROI)
Talking about the ROI, SEO is a clear winner here! While SEO can take months to show results and fetch you leads and conversions, it can yield the single highest ROI when compared with any other online marketing strategy you might use.
This is because once you invest in SEO to make your website at the top of SERPs, you can be rest assured that it will fetch you consistent leads and conversions for a long period of time. PPC, on the other hand, involves continuous investment and thus the ROI is low.
4. Targeting the Right Audience
In these highly competitive times, reaching out to more and more people is seldom enough; reaching out to your niche user base is crucial to the success of your business. With PPC, you can place your ads at the top of the results for the most competitive keywords for your industry. Thus, with little efforts you are not just making your website visible to thousands of prospective buyers but PPC also allows you to filter your niche audience on the basis of region, gender, age bracket, etc.
5. Credibility for your Brand
When it comes to building credibility for your brand, SEO is the way to go. Research shows that most people using search engines consider “organic SEO”, or results that are at the top naturally, as more credible as compared to sponsored PPC ads.
As more and more people click on your website and place your links on their websites, search engines start considering you as an authority in the field. This ensures your website ranks right at the top and contributes big time in lending credibility to your brand. However, this is not possible overnight and requires a solid SEO strategy and efforts over a period of time.
6. Reliability of Outcome
When it comes to reliability in the outcome, PPC wins hands down! SEO can be a tough nut to crack, what with hundreds of your competitors vying for the top slots on the SERP. Thus, even with the best SEO practices in place, chances are you might not find yourself in the top results for the most relevant phrases.
Also, PPC is protected from search engine algorithm updates while a new update can easily turn search results upside down!
So, you see that both have their own merits. What you choose depends on whether you want instant results and have the money to spend or if you have the time to work towards the top armed with a solid SEO strategy with little investment.
A fine Digital Branding Firm will suggest you to consider both the tools simultaneously for the best results for your business. Imagine the ideal situation when your website not just features at the top as a PPC ad but also tops the organic search results! Can it get better than that?