Post by moon125 on Nov 9, 2024 23:26:42 GMT -5
Since I myself actively work with contextual advertising in real estate, I will try to convey the information not only as a professional, but also in simple language, so that it is understandable to any business owner who wants to dive into advertising, complex, but extremely necessary.
Let's start with the important thing
What's happening in the real estate advertising market now? (Please note that "now" is the end of 2024)
The situation is quite complicated, and the main reason is the high level of competition . Over the past few years, the market has "heated up" so much that new players are facing serious difficulties in trying to get on their feet, especially in large cities such as Moscow. If earlier the market was overcrowded only with large agencies and developers, now it has become flooded with many niche players: legal companies, private appraisers, small agencies, freelancers, even companies related to technical supervision. It is important to understand that each segment requires its own special strategy.
Who is fighting whom?
The situation is particularly difficult in the following areas:
Full-cycle real estate agencies . Here, titans who can afford to spend millions of rubles on advertising fight for every click. The competition for queries like "buy an apartment in Moscow", "sale of apartments" or "rent apartments" reaches such rates that you have to pay 1000-2000 rubles per click and this is the average level for popular queries, now imagine the CPA figures!
Small agencies in this case have to look for workarounds: narrow niches, pinpoint queries, or simply concentrate on local markets (for example, certain areas of Moscow or the Moscow region).
Real estate appraisal . The market for these services is also overheated. There are more and more appraisers, but clients have also become more discerning. They are looking not only for low prices, but also for quality, reviews, and reputation. Competition is on queries related to appraisals for mortgages, sales, or even for courts. Rates in this category can vary from 200 to 400 rubles per click.
Legal services . This is one of the most profitable and at the same time difficult areas. Here it is important to convey to the client why your specialist can qualitatively solve his problem, be it transaction support or a dispute with a developer. Competition is high, especially in Moscow, where legal companies are a dime a dozen. Rates here can reach 600 rubles per click on top queries like "legal advice real estate" or "help with a developer".
Why is it so difficult to advertise through Yandex Direct in real estate? Is it even possible?
1. High bids on keywords
As already noted, the cost of clicks is off the charts. And while a large agency's budget can allow it to experiment with different queries, small companies have to look for approaches to promotion that will help them stay within a limited budget.
My opinion : don't try to go head-on with highly competitive queries. A practical example: when we worked with OOO Express-Otsenka, where the budget was only 50,000 rubles per month, we couldn't afford to "play big". Instead, we focused on less competitive queries, such as "technical supervision of new buildings" or "acceptance of new buildings with an expert". Yes, the traffic for such queries is lower, but the price per click is also much more affordable.
2. The deal cycle can last for months
A big problem for many real estate companies is the long transaction cycle. For example, buying an apartment or choosing a rental property can take weeks or even months. In such conditions, it is difficult to get a quick return on contextual advertising. Clients study the market, compare offers, contact several agencies at the same time.
My opinion : it is important to understand that for shopify website design most clients, real estate is a major purchase or long-term lease. They do not make decisions immediately, so one of the tasks of an advertising campaign is to remind the client about yourself. Retargeting works great for this, allowing you to show ads to users who have already visited your site but did not leave a request.
3. Difficulty in assessing advertising effectiveness
Another problem is measuring the effectiveness of advertising. It is not always possible to clearly track which click led the customer to make a purchase. In the real estate industry, customers may come a month after their first visit to the site, and it can be difficult to understand which channel led them to the deal.
My opinion: it is important not only to work with key campaign indicators (CTR, CPC, etc.), but also to implement analytics tools. For example, track applications through Yandex Metrica, connect call tracking systems to track calls, and, ultimately, use end-to-end analytics services to see how customers move through the sales funnel.
Yes, ultimately, it is very difficult to advance in a niche, but promotion in the real estate services market remains very promising and here is why:
1. Growing demand for specialized services
As I mentioned, there are several areas that are currently on the rise:
Urgent buyout of real estate. People worry that government support measures for buying real estate are not endless and that they cannot delay buying new housing, so the faster they can sell their old real estate, the higher the chance of being able to take advantage of favorable mortgage programs and buy a new one. This is where companies that deal with urgent buyouts can help.
Rental property (both residential and commercial). This market is growing like never before – due to the same problems with mortgage lending with its unrealistically high rates. Selecting rental property is more relevant than ever.
Technical supervision and construction expertise . People are beginning to understand that without the help of experts they can face serious problems when accepting new buildings or repairs. It is important to promote services that help identify defects at an early stage, especially since developers often save on quality.
Let's start with the important thing
What's happening in the real estate advertising market now? (Please note that "now" is the end of 2024)
The situation is quite complicated, and the main reason is the high level of competition . Over the past few years, the market has "heated up" so much that new players are facing serious difficulties in trying to get on their feet, especially in large cities such as Moscow. If earlier the market was overcrowded only with large agencies and developers, now it has become flooded with many niche players: legal companies, private appraisers, small agencies, freelancers, even companies related to technical supervision. It is important to understand that each segment requires its own special strategy.
Who is fighting whom?
The situation is particularly difficult in the following areas:
Full-cycle real estate agencies . Here, titans who can afford to spend millions of rubles on advertising fight for every click. The competition for queries like "buy an apartment in Moscow", "sale of apartments" or "rent apartments" reaches such rates that you have to pay 1000-2000 rubles per click and this is the average level for popular queries, now imagine the CPA figures!
Small agencies in this case have to look for workarounds: narrow niches, pinpoint queries, or simply concentrate on local markets (for example, certain areas of Moscow or the Moscow region).
Real estate appraisal . The market for these services is also overheated. There are more and more appraisers, but clients have also become more discerning. They are looking not only for low prices, but also for quality, reviews, and reputation. Competition is on queries related to appraisals for mortgages, sales, or even for courts. Rates in this category can vary from 200 to 400 rubles per click.
Legal services . This is one of the most profitable and at the same time difficult areas. Here it is important to convey to the client why your specialist can qualitatively solve his problem, be it transaction support or a dispute with a developer. Competition is high, especially in Moscow, where legal companies are a dime a dozen. Rates here can reach 600 rubles per click on top queries like "legal advice real estate" or "help with a developer".
Why is it so difficult to advertise through Yandex Direct in real estate? Is it even possible?
1. High bids on keywords
As already noted, the cost of clicks is off the charts. And while a large agency's budget can allow it to experiment with different queries, small companies have to look for approaches to promotion that will help them stay within a limited budget.
My opinion : don't try to go head-on with highly competitive queries. A practical example: when we worked with OOO Express-Otsenka, where the budget was only 50,000 rubles per month, we couldn't afford to "play big". Instead, we focused on less competitive queries, such as "technical supervision of new buildings" or "acceptance of new buildings with an expert". Yes, the traffic for such queries is lower, but the price per click is also much more affordable.
2. The deal cycle can last for months
A big problem for many real estate companies is the long transaction cycle. For example, buying an apartment or choosing a rental property can take weeks or even months. In such conditions, it is difficult to get a quick return on contextual advertising. Clients study the market, compare offers, contact several agencies at the same time.
My opinion : it is important to understand that for shopify website design most clients, real estate is a major purchase or long-term lease. They do not make decisions immediately, so one of the tasks of an advertising campaign is to remind the client about yourself. Retargeting works great for this, allowing you to show ads to users who have already visited your site but did not leave a request.
3. Difficulty in assessing advertising effectiveness
Another problem is measuring the effectiveness of advertising. It is not always possible to clearly track which click led the customer to make a purchase. In the real estate industry, customers may come a month after their first visit to the site, and it can be difficult to understand which channel led them to the deal.
My opinion: it is important not only to work with key campaign indicators (CTR, CPC, etc.), but also to implement analytics tools. For example, track applications through Yandex Metrica, connect call tracking systems to track calls, and, ultimately, use end-to-end analytics services to see how customers move through the sales funnel.
Yes, ultimately, it is very difficult to advance in a niche, but promotion in the real estate services market remains very promising and here is why:
1. Growing demand for specialized services
As I mentioned, there are several areas that are currently on the rise:
Urgent buyout of real estate. People worry that government support measures for buying real estate are not endless and that they cannot delay buying new housing, so the faster they can sell their old real estate, the higher the chance of being able to take advantage of favorable mortgage programs and buy a new one. This is where companies that deal with urgent buyouts can help.
Rental property (both residential and commercial). This market is growing like never before – due to the same problems with mortgage lending with its unrealistically high rates. Selecting rental property is more relevant than ever.
Technical supervision and construction expertise . People are beginning to understand that without the help of experts they can face serious problems when accepting new buildings or repairs. It is important to promote services that help identify defects at an early stage, especially since developers often save on quality.