Online Marketing for Estate Agents: Pay per Click

Estate Agency is changing.  The world is changing.  No matter what your stance or perspective you can’t disagree with this basic premise.

However for those at the forefront of the online migration the pace may seem faster than to those Estate Agents whose business model has remained more or less the same for the last 10 years.  For those bringing up the rear the greatest changes will be the use of an online property portal to reach buyers – probably Rightmove and no other – and the use of email instead of fax and post.

I sat in an Estate Agent’s office a few months ago and asked what a secretary was doing – she was entering property details in triplicate – to three seperate systems.  It doesn’t take A level maths to work out that a 66% time saving could be made by the introduction of a smarter system.

One of the simplest online advertising tools for an Estate Agent that doesn’t want to rely solely on Rightmove for it’s online marketing is Pay Per Click.

Essentially Pay Per Click (PPC) is a form of online advertising where you set a budget of say £20/day and your advert is displayed all over the internet – normally alongside search results (for example in Google) and on other websites that relate to your subject.  When a user clicks on your advert and is redirected to your website, you pay for that click.  Hence the name Pay Per Click.

The most favoured system is Google Adwords – a very clever system which a new user could set up and use in just a few hours, but that has the tools and features that an advanced user requires.

In our next article in this series we’ll show you how to set up a basic Google Adwords Pay Per Click online advertising campaign in a few simple steps.

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