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Are you pouring money into real estate ads without knowing if they're working?
You’re not alone. Most real estate marketing teams measure ad performance with inadequate tools, misaligned with our industry.
Just because you have data, doesn’t mean you have good data. Generic platforms that claim to measure engagement can be misleading. Without knowing who is responding to your ads, you may be targeting the wrong audiences or even tracking non-human, bot traffic.
However, with the right tools and strategies, anyone can quickly learn how to effectively measure ad performance and maximize their ROI.
Define Your Goals and Metrics
1. Know your “why”: Why do you need ads and what will they accomplish?
A critical first step that marketing teams often overlook is setting clear goals for ad campaigns. Are you looking to generate leads, boost website traffic, or increase social media engagement?
2. Match your metrics: Establish the key metrics to best measure different types of goals.
Get familiar and build your experience tracking impressions, clicks, click-through rate (CTR), cost per lead (CPL), conversion rate, etc.
3. Deepen your expertise: Go beyond the basics with more advanced metrics.
Explore specialized categories like bounce rate, time on site, and engagement on social media posts for deeper insights.
Get Familiar with Analytics Platforms
4. Google Analytics: Broadly used for generally tracking website traffic, user behavior, and conversion sources.
5. Social media analytics: Built-in features offered by most major platforms such as Facebook Ads, Instagram Insights, and Twitter Analytics.
6. CRM integration: When combined with your analytics platform, helps you connect leads generated from ads with actual sales conversions.
A/B Testing and Optimization
7. Experimentation works: A/B testing different ad variations (headlines, visuals, calls to action) is crucial for discovering what resonates with your audience.
8. Landing page optimization: Ensure your landing pages are optimized for conversions, with clear calls to action and easy-to-use forms.
9. Continuous improvement: Regularly analyze data and make adjustments to your campaigns based on what's working and what's not.
Tools and Resources
10. Helpful analytics tools: As the only consumer analytics platform designed for real estate, Audience Town empowers your team to precisely measure and improve the effectiveness of your advertising strategy with unparalleled insights into customer behavior, to accurately target viable buyers within our data pool of 120+ million households.
In Short:
Stop relying on “gut feelings” and flawed tools to measure your advertising performance. Adopting the right tools and strategies, for your team’s specific goals and needs, is the easiest way to fast-track success. Don’t forget to set clear goals, choose your metrics, and regularly optimize your campaigns.
