How Google PPC works / How a lead finds your website
Leads come in all different shapes and sizes, and they come from all different sources. You could be getting your leads from Google, from Facebook, or a combination of the two.
Generally speaking, when consumers are searching for something, they often turn to search engines to do so, such as Google.
That is why once we run Google PPC ads, we're starting these searches.
One thing to also bear in mind with individuals that are searching for real estate, they all come with different reasons as to why they may be searching for real estate in the first place.
- Some individuals will be looking just out of curiosity.
- However, we also have those individuals that have intent.
Still the intent of your leads, and when they plan on transacting can definitely vary.
- Some leads are in the very initial stages. This is their first time going online and starting to browse properties.
- While some people are definitely further along, and they're getting closer to making a purchase.
Note - No matter which category a lead falls into, the first thing that anyone's going to do before they purchase anything is do their research.
So, these leads are not leads that are signing up, and that are going to call you right away.
Online Leads are leads that are primarily looking at real estate and looking to see what's out there. They are gathering information to better position themselves.
They're not signing up to call you, they're signing up to receive those listings.
Note - When somebody turns to an online search engine, they're often using keywords that would indicate that they're looking for real estate listings.
For example, on the screen here, we've got homes for sale in Toronto.
If we click on this, it's going to give us some of the top searches that people on Google are using in connection to this phrase.
What you're seeing at the top of the list here are Google PPC ads. PPC stands for pay-per-click.
This is where you're paying to be the first on the list when somebody is performing these searches, and essentially driving them to your website.
The other option when you're running ads is via: Social media. Like: Facebook, Instagram, or a combination of both.
However, the difference between Google leads and Facebook leads is that Google leads have an intent.
They're going online and they're searching for something specific.
While on Facebook, you're running ads, and you're essentially putting these ads in front of individuals that have expressed some interest in real estate based on their previous online behaviors.
So, the ultimate goal is to put something in front of those consumers that would encourage them to sign up for something that's realistic, something that they might actually be looking for.
Again, all of your leads, or the majority of them, will have an intent of moving, and with it you're building your pipeline.
This way we're structuring ourselves for the future success that we know we're capable of. And ultimately when they click on one of your ads, they're going to be brought into your website.
Now once on the website, your lead is going to have a magnitude of information, filters and ease of use.
All of which is going to encourage them to utilize the site, stay on it, and to keep coming back to the website.
Then when they do go to engage in a listing, that's when the system is going to kick in and say:
You know what? You're going to have to create an account if you want to be able to view this property.
That way, when a lead signs up on your website, it will be generated and created in your system.
To sum up:
1 Step They go on to : Google
2 Step Perform their search
3 Step click on an ad
4 Step They get brought into your website.
5 Step they sign up.
6 Step They start looking at listings.
7 Step Now you have a lead within your system.
That's just your general overview of how people may be searching online, and how an online lead becomes a lead in your CRM system.