29% Surge in Property Viewings

A mid-sized real estate agency specializing in luxury residential properties in a competitive urban market faced challenges in attracting high-quality leads and standing out in a saturated digital landscape. With 15 years of experience in the local market, the agency sought to leverage its expertise and exclusive property inventory to attract more potential buyers, particularly in the high-end segment.

Despite having a strong reputation and a portfolio of desirable properties, the agency struggled to reach its target audience effectively. Traditional marketing methods and listing services were no longer sufficient to capture the attention of affluent, tech-savvy home seekers in the luxury market.

Objectives

Our Google Ads campaign aimed to achieve the following objectives:

1. Increase property viewing requests by 25% within a four-month period
2. Improve lead quality, aiming for a 30% higher lead-to-sale conversion rate
3. Enhance brand visibility and positioning as the go-to agency for luxury properties
4. Reduce the average cost per qualified lead by 25%

Strategy

To meet these objectives, we developed a comprehensive strategy:

1. Create highly targeted Google Search campaigns focusing on luxury real estate keywords and locations
2. Implement Google Display Network campaigns to showcase high-end properties with stunning visuals
3. Utilize Google’s audience targeting options to reach high-net-worth individuals and luxury property seekers
4. Develop a remarketing campaign to re-engage users who viewed luxury listings but didn’t make an inquiry

Execution

Our campaign execution involved the following key steps:

1. Keyword Research and Ad Copy Optimization
   • Conducted extensive keyword research focusing on luxury real estate terms and specific high-end neighborhoods
   • Crafted compelling ad copy highlighting unique selling points of luxury properties and the agency’s expertise
2. Advanced Audience Targeting
   • Utilized Google’s in-market audiences to target users actively searching for luxury real estate
   • Implemented custom intent audiences based on luxury lifestyle indicators and high-end real estate websites
3. Visual Ad Creation
   • Designed eye-catching display ads featuring professional photography of luxury properties
   • Created video ads for YouTube showcasing virtual tours of exclusive listings
4. Landing Page Optimization
   • Developed custom landing pages for each luxury property category, optimized for conversions
   • Implemented lead capture forms tailored to high-net-worth clients, emphasizing privacy and exclusivity

Results

The Google Ads campaign delivered exceptional results:

• Property Viewing Requests: 29% increase (exceeding the 50% goal)
• Lead-to-Sale Conversion Rate: 35% improvement
• Brand Search Volume: 118% increase in branded keyword searches
• Cost Per Qualified Lead: 31% reduction

Qualitative outcomes included:

• Established the agency as the premier choice for luxury real estate in the local market
• Increased engagement with international buyers seeking high-end properties

Conclusion

This campaign successfully transformed the real estate agency’s lead generation strategy in the luxury market, surpassing all primary objectives. Key learnings include:

1. Highly targeted keywords and ad copy tailored to luxury buyers significantly improve lead quality
2. Visual-rich display and video ads are crucial for showcasing high-end properties effectively
3. Custom landing pages and lead capture forms designed for discerning clients enhance conversion rates

Moving forward, we recommend:

• Expanding into Google’s Local Services Ads to further dominate local search results
• Implementing an AI-driven chatbot on landing pages to provide instant, personalized responses to high-value prospects