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Affiliate Marketing for Real Estate

by Kanatoocool
12 replies
So, I'm a Realtor in Texas but a n00b in affiliate marketing. I want to start marketing new construction homes in my area.

My question to anyone who has tried marketing Real Estate - is it better to not include the property address in the ad?

My concern is that people will take the address and bypass my ad to purchase the property - cutting me out of the deal. Having dealt with customers in real estate, I believe this is a realistic possibility. I have run one real estate ad (property address included) which got pretty good traffic to my landing page but zero conversions. Could be by copy, could be people bypassing the ad.

But - if I don't include the address in the ad, they may feel that they don't have enough information to be interested and convert.

Any advice would be appreciated.
#affiliate #estate #marketing #real
  • Profile picture of the author professorrosado
    So I take it you are not the exclusive broker.
    What you need to determine is the buying / shopping habits of your target market - you have a lot of lookers out there.

    Can you explain your campaign in more detail? What are you using for a call to action? Are you listing the same way other realtors do?
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    • Profile picture of the author Kanatoocool
      Hey professorrosado, thanks for the reply!

      You're correct, I'm not the exclusive Realtor on these homes. That's why I really need to get people to convert with their contact info on my landing page, so that I can let the sales counselors know that the lead came from me and I'll be put on the contract if they buy - this is my MAIN concern. Getting people to convert on my landing page.

      Here's a quick breakdown of my campaign:
      * Main CTA is a $5k in closing costs which is offered as an incentive by builder. My Title refrences that the home is "Move in Ready", "New Construction", and includes the zip code of the area
      * Once they click the ad, they're funneled to a landing page which asks only for name, phone number, and email address, gives more information & pictures for the home, and provides them with download access to area/neighborhood info, rent vs. buy chart, standard feature list, and a list of other homes offered by the builder

      Most Realtors use these types of CTA's, though my one advantage is that there don't seem to be many realtors or builders in my area utilizing Facebook ads or really any paid advertising. We have a healthy real estate market, so I think the majority in my field are turned off by the idea of paying for exposure.

      My next ad won't be for this home and I'll be targeting a different marketing in a lower price bracket, but I'll still need them to convert the same way and I'll still be using incentives offered by the builder.

      What do you think my problem could be?
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      • Profile picture of the author ChrisBa
        Originally Posted by Kanatoocool View Post

        Hey professorrosado, thanks for the reply!

        You're correct, I'm not the exclusive Realtor on these homes. That's why I really need to get people to convert with their contact info on my landing page, so that I can let the sales counselors know that the lead came from me and I'll be put on the contract if they buy - this is my MAIN concern. Getting people to convert on my landing page.

        Here's a quick breakdown of my campaign:
        * Main CTA is a $5k in closing costs which is offered as an incentive by builder. My Title refrences that the home is "Move in Ready", "New Construction", and includes the zip code of the area
        * Once they click the ad, they're funneled to a landing page which asks only for name, phone number, and email address, gives more information & pictures for the home, and provides them with download access to area/neighborhood info, rent vs. buy chart, standard feature list, and a list of other homes offered by the builder

        Most Realtors use these types of CTA's, though my one advantage is that there don't seem to be many realtors or builders in my area utilizing Facebook ads or really any paid advertising. We have a healthy real estate market, so I think the majority in my field are turned off by the idea of paying for exposure.

        My next ad won't be for this home and I'll be targeting a different marketing in a lower price bracket, but I'll still need them to convert the same way and I'll still be using incentives offered by the builder.

        What do you think my problem could be?


        Perhaps just show picture(s) and a general explanation of the area and ask to contact for more details?
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  • Profile picture of the author professorrosado
    You are missing a "stop gap".
    A lot of advice you'll find online is for "general" purposes and is perfect for most situations. But with certain niches and particular campaigns a little modification is necessary in order to fine tune your efforts.

    You need to "re-think" your position in regards to this property and a prospective buyer. Many people are weary of "middle-men".

    So the solution is to create or position yourself as a "must-have":
    1 - Connection
    2 - Resource
    3 - Step
    4 - Part of the "process"

    That will get them what they most desire - in other marketing terms, a "non-shoppable"! A "non-shoppable" is a service or product that cannot be found anywhere else - you are it!

    That will prevent the most amount of "sales-funnel leakage" in terms of the fears expressed in your OP.

    We say in IM that "content is king" and that it must be "quality" content. Well, that's exactly what you need to become in order for your sales funnel to benefit from a stop-gap because your niche is one in which, by tradition and as a matter of law, a buyer deals directly with the broker or their representative sub-agent.

    Your best option is to fashion a truly beneficial service / resource / program / etc., that entices prospective buyers to sign up with you and depend on you to lead them to their want (the home or investment of their dreams and at a price they can't refuse).

    So even though you are using incentives provided through the builder, you should add to that and make the whole package as exclusive to your sales funnel as possible.

    The rest is testing your ads which would entail a bit of expenditure before being able to fine tune or change elements toward effect.
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    • Profile picture of the author Kanatoocool
      Exactly what I was missing. Thanks! I'll put some good thought to this.
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  • Profile picture of the author Kay King
    I think you are new to real estate. Why are you advertising other people's listings instead of your own? Makes no sense to me - and that may be why other agents are not doing this sort of promotion.

    Is is legal for you to advertise another agent's listings - or do you have permission from the builders to advertise their listings?

    Do you have a commitment in writing that you will be included "on the contract" if you register names of potential buyers by phone? My guess is the agent or builder would verify by asking the buyer if you are his agent - and he'll tell them he never met you.

    If it's legal to do this - and if you don't have listings of your own to sell - why would you 'register' the people who answer an ad instead of sending them info and getting them into your office or setting a time to meet them so YOU can sell them a house?

    You are concerned you will be 'cut out of the deal' - but it seems you are trying to 'cut yourself into a deal'. I can't see this being a winning strategy - with or without an address.
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    • Profile picture of the author Kanatoocool
      Thank you for your reply Kay King.

      I'm not sure where you practice real estate, but in my area it's a very common practice to market the listings of others in order to attract more potential buyers for your own list. If you attract 10 leads to one house, that's 10 potential sales. Most realtors and builders are happy to allow their listings to be freely advertised like this. It's a win for all parties.

      In this case - I don't want people coming into my office because I'm not generating leads for my business. I'm generating them for the builder to sale their house (affiliate marketing).

      For this particular builder we have an agreement and clear understanding that should someone come in and close without a realtor, I will be put on the contract if I'm able to prove I was the cause of them coming in. Again, a very common practice in Real Estate and in affiliate marketing in general. In order to get paid, you have to prove you procured the sale.


      Not sure what this information has to do with my Ad at all, but I do thank you for taking the time to read.
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  • Profile picture of the author agmccall
    Are you a licensed real estate agent or are you the middleman getting finders fees.

    al
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    "Opportunity is missed by most people because it is dressed in overalls and looks like work." Thomas Edison

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    • Profile picture of the author Kanatoocool
      I'm licensed and in this case, I can also collect a referral fee, should the buyer already have a Realtor. So, both. Hopefully.
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  • Profile picture of the author Lemonheadz
    You must test, test, test. test everything - ads with and without addresses. Variety of images and call to action statements. A variety of targeting options as you build up a viable audience. Set up retargeting.

    Also, research your niche - there are people in your position generating leads and sales via facebook ads in a variety of regions. Track them down and analyze their stats (there are tools available for this).
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  • Profile picture of the author Kanatoocool
    Thank you all for your helpful advice! I've re-structured based on your suggestions and hopefully this time I have better results.
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  • Profile picture of the author DABK
    I think your whole setup is based on how to sell your own property.

    For you to get paid, the buyer cannot have an agent already, i.e., you become their agent. If you show them a particular property in the ad, they can and will bypass you.

    What you want to do is sell yourself, to the right audience. That means, you don't sell a particular house in the ads, you sell yourself and the idea that you have many houses like they want.

    So, since you're dealing with new houses, you position yourself as the go-to person to see new houses, even before they're put on the market.

    If you have the reputation (ads) that convince me, a person looking to buy into a new house in Las Vegas, that you

    a) have access to more new houses in Las Vegas, so choosing you increases the number of houses I can choose from without finding/dealing with other people

    b) know so much more about the buying-of-new-houses in Las Vegas (such as which builders cut corners a bit too much, which really stand behind their work, etc.), so choosing you is a smart way for me, the buyer, of hedging against possible issues.

    Combine the 2 and you have my vote.

    The way you're advertising is letting them get excited about a particular house. You want them to get excited about a particular house only after they talked to you and became convinced that you're their best bet at finding the right one.

    Your ad might be something along the lines: Do you know the 7 ways buyers of new homes in Las Vegas get burned? If no, get my free report that shows you not only what can get wrong but what you can do to make sure you're not buying yourself a big headache.

    Too buys to read a 27-page report, call me at xxx-xxx-xxxx for a free consultation. I'll summarize the report and answer all your questions on the spot.
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