At Digital Scholar, we discuss case studies every week and make students understand what strategy works best for which Industry! This is the USP of Digital Scholar that no other Institute in this country provides, a large reservoir of Industry-specific strategies! Our parent company, echoVME Digital, is India’s top Digital Marketing Agency and we have worked with 500+ clients and we truly know what strategies work best for which Industry. Take a deep dive into Real-Estate Industry and see the magic we have done for our clients.
Real estate lead generation is an easy task, but are they quality leads? Most marketers usually struggle to generate quality leads that convert. So, what is a quality lead? It is a lead that, if nurtured, can convert. Or in simple terms, a person with the intent and the means to buy a home is a quality lead.
Let me take the residential real estate business in Chennai for instance, almost every brand is using Facebook lead ads to generate leads. If an audience is looking for homes in a particular area there are nearly 4-5 similar ads that appear on their timeline. So, the fact is that quality leads are available but who ropes them in is what matters.
If you do certain things right then Facebook and Instagram lead ads can be among your top lead generation techniques. I have been performing facebook ads from its dawn. I have worked with 30+ Top Real-Estate Brands in Chennai. I would say that the backbone while performing Facebook lead ads is having a thorough understanding of the audience.
Real estate is an intent-based service. So, the ads you create should not only grasp your audience but also induce an impetus for them to click the CTA. You have to optimize the headline, the creative, the ad description and the ad language, to match the persona of the audience.
I would like to mention some of the ad campaigns that converted the most for our real estate clients at my Digital Marketing agency, echoVME Digital. Since I had first-hand experience in the creation and performance, let me dissect them for your understanding.
Let’s go!
#1: Tulive GK Shetty:
Lead Generation Ad Sample – 1
Introduction
Dakshin by Tulive GK Shetty is a cluster of residential apartments in Porur. The core of this lead ad is based on the price factor, the location, the time of hand over.
Ad Media
We used a simple creative that highlighted the price and the location of the property. The colour we used for the price band was based on the brand colour, this will trigger a sense of relatability. Also, the ad included a clear and eye-catching high definition image of the product.
Ad Text
In the ad text, we added all the key elements that sell to the targeted audience. The checklist format with the special character allows clarity of information-flow from the brand to the audience.
Headline
The headline here says, ‘apartments starting from 66 Lakhs @ Porur’. It clearly conveys the ad goal to the audience, i.e. Apartments, 66 Lakhs and Porur.
CTA
The CTA given was ‘learn more’ leads to the landing page which asks to fill out a simple form.
Takeaway: The key takeaway from this ad would be the crisp points that highlighted the benefits of the product.
Lead Generation Ad Sample – 2
Takeaway: This lead ad was done for the same client (listed above). The intent of the ad is also the same as the previous one. The only thing that we tweaked was creative. Here, we used interior images as it proved to get more leads for us before with a particular set of audience.
This proves evidently that even the best of the best lead ads wouldn’t perform well if it is not projected to the audience in the right way.
#2: Urban Tree Infrastructure:
Lead-Generation Ad Sample – 1
Introduction
Urban tree apartments in Urapakkam is a group of affordable apartments. The main focus of this ad lay stress on the pricing and the location. The main selling point here was the offer and the validity that created urgency.
Ad Media
The Colour red was chosen because it is the brand colour, to induce a brand recall among the audience. Also, using the building elevation has also proven to create a sense of relatability; so, we used the elevation.
Ad Text
The copy ‘Choose Urapakkam the next Koyambedu’ throughs light on the importance of the location. The price difference is also shown in order to let the audience know the intensity of the offer.
Headline
The headline is meant to convey the theme of the ad. Here the aim is to sell using the offer price. In the above image, you would be able to see that we have mentioned the amount one would be saving if they avail this offer and also the offer validity.
CTA
The CTA given here is to sign up. when you click the button would lead to a form. Potential lead has to fill the simple form and the customer representative will reach out to them.
Takeaway: Takeaway here would be the detailed information that we had provided and the sense of urgency that we had created. The interval between the ad reaching the audience and the offer validity is a very limited period.
Lead Generation Ad Sample – 2
Takeaway: The crux of this lead ad is the same as the previous one. We tweaked the creative to match the audience’s liking. That means, changing the colour, font styles and ad design based on the audiences’ mindset.
Listed below are a few more ads with low CPL
#3 SIS South India Shelters:
Lead Generation Ad Sample – 1
Introduction
SIS Sintra has a Portugal based elevation. This video ad focused on the Pre-launch offer. The offer was the main selling point for the ad.
Ad Media
We used a video showcasing the Portugal styled elevation. The soothing music that we used added value to the viewer experience.
Ad Text
The text here clearly explains the USPs of the apartment. As mentioned earlier the usage of bullet points helps the readers to perceive information better.
Headline
The headline of the ad takes about a special offer, this creates curiosity and the audience tends to click the CTA button.
CTA
The CTA ‘GET QUOTE’ leads to a landing page where the audience has to fill the form and get quotes.
Takeaway: Video ads are the most happening in all of the social platforms and how well you optimize them for the Facebook platform is what matters.
Lead Generation Ad Sample – 2
Takeaway: This particular lead ad aimed at targeting the local audience and we used the local language Tamil to reach those audiences. Any lead ad that speaks in a relatable tone would be a successful one.
#4 DAC Promoters
Introduction
DAC promoters’ gated community apartment in Guindy is the 1st gated community in that area. Also, the closeness to the airport is also the USP for the apartment.
Ad Media
The grandness of the image displayed in the ad itself is one of the action-driving factors. you can just look once and ignore when the image is captivating. You would want to know what is so special about the product/service.
Ad Text
The ad text clearly explains the location, pricing and uniqueness of the apartments.
Headline
The main goal here was to target people who wanted to buy near the airport that is why we clearly mentioned closeness to the airport.
CTA
The learn more button would lead to the landing page where the entire product would be explained in detail.
Takeaway: A captivating image could be of huge benefit when you are performing a lead ad. It intrigues the audience and holds their attention.
Here’s my archive section where I post the best Lead-Generation tactics and creatives we do for our Real-Estate Brands from time to time:
Ads with Low Cost-Per-Lead:
Ads with Most Conversions:
Final Thoughts
One important aspect that makes or breaks the real estate ad would be the creativity used. It is completely audience-specific and has no particular set of guidelines. To create the perfect Facebook lead ad for your real estate audience, you would have to depend upon experimentation and ongoing refinement. if you are will to learn the art of lead generation then you should join digital scholar 3 months of digital marketing training where you will learn in-depth analysis of markeintg
Some of you would have better tactics and techniques that might generate quality leads; mention them in the comments section. It would be appreciated!
