Author Archives: Ryan Rockwood

Phone Call Tracking for Real Estate Websites

Did you know it’s possible to track phone calls to your website by source / medium? The technology is known as “Phone call tracking” and it enables site owners to track site traffic and leads by sources and even keyword used in your online marketing (such as PPC).

Sign up for phone call tracking on your Real Estate website here.

 

Geographic (online) Farming

Table of contents

  1. Create an adwords account
  2. Setup your campaign
  3. Select your Farm / Location
  4. Create your own animated banner ad
  5. Real results (what can I expect?)
  6. Download ads you can modify and use (Photoshop files)
  7. How to upload your own ad into Adwords
  8. Professional resources to get custom banner ads created / modified
     

Create a Google Adwords account or login to your existing account. If you currently have a Google account (Youtube, Gmail, etc) you may create your Adwords account with that user/pw, for convenience. Also, new accounts qualify for $75 worth of ads free from Google, after spending $25. Get your code and learn the rules for use here.

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Brand new Adwords account? Google has a (normally) helpful wizard to get you setup. Our issue is that we are not creating the normal text ad for Google. So to get past the wizard, you must complete follow the setups… add some keywords, write a simple ad, etc. Do the minimum and do it quickly, then pause that campaign and follow the directions below.

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updated wizard

 

welcome

Now PAUSE that campaign (we are not going to use that), and let’s get going!

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Now let’s start. You may see a screen like this

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Or like this… both options will work great!

create

Select “Display Network only” from the dropdown.

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Select radio button “Let Me Choose” and click Advanced Search, under locations.

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Select tab “Radius Targeting”

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Enter an address or a town. Remember to adjust the radius! When satisfied, don’t forget to click ADD (red, middle top) and DONE (blue, bottom left) !

targeting

 

 

Start with a budget that you can comfortably maintain for 30 days. You can always change it.

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Default settings are mostly fine. But we will limit impression to 2x per user / per day.

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Name your ad group and set a default bid. Select demographics from “other” dropdown.

 

 

 

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For now, we will stick with the default of everyone. When you get more experienced you’ll want to return here and narrow your audience.

 

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Scroll to the bottom of the page and save/continue.

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This step is a little counter intuitive. Because we are going to use the Ad Gallery / Ad builder we will select SKIP AD CREATION at this point!

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Finally, the settings are out of the way. Let’s create some ads! Select “Ad Gallery”

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Select General Purpose Ads.

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We recommend this simple template to start

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You may toggle through the different size options. Remember, if one size just doesn’t work you will be able to disable it! Do not hesitate to do so. It is very challenging to make an ad look good in every format. Click ‘Select ad sizes”

 

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We recommend you un check ALL sizes except 300 x 250 for your first ad – just to keep things more simple,

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Now begin filling out the ad details. You do NOT have a lot of room to write!

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Make use the “My Site” option under “Select image from:” dropdown. This is an easy way to upload photos and graphics.

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Google found our “Headshot”. It’s OK but looks a little tiny. Select CROP image from the dropdown.

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These images are small. Let’s zoom in on that face!

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Note how we are using the “Recommended” dropdown? Use that until you are a pro.

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What an improvement. Soon we’ll be getting stopped for autographs.

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Note that some options don’t really matter, such as “Ad name” or “display URL” but you still need them.

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Now SAVE that ad!

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Next, head on over to Billing. You’ll need to enter your Credit Card if you want to play on Google’s team.

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Proceed through the typical account setup.

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Your ad will likely be running within 60 minutes.

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At any time you can modify your budget. Just click on the Budget/day.

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Also, feel free to click the GREEN circle and then Edit/Pause to turn your campaign off!

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What sort of results can you expect? It really depends on how large the radius, dense the population and your budget. However, in one campaign we have selected a 1 mile radius in a high end southern California neighborhood. The ad and the results from the past 30 days are below shown below (ad is edited for agent privacy)

Untitled-1

 

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 Want to get started but need some help? Use our ad templates. Customize with your own images/messages!

Just Listed / Just Sold Ad – Download

Just Sold - 300x250r


“Neighborhood expert” banner ad. Examples below. Download high resolution ads –  neighborhood expert.

banner728x90 banner300x250 banner250x250 728x90banner 300x250banner 250x250banner


 

 Featured Neighborhood(s) ads. Click to download Featured neighborhoods

120x600 160x600 200x200 250x250 300x250 336x280 468x60 728x90

 

 


Ready to use your own ad, such as one of our provided templates?

Adjust the ad creation process and upload your images (see screenshots below). Again, we recommend starting with just 1 image size until you are comfortable with the process.

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upload2 upload3


Resources to customize these ads or create your own masterpiece from scratch:
*Disclaimer, we are not affiliated with nor do we necessarily recommend these vendors. List is provided as a courtesy only. 

Banner Ad Queen – Renown display ads, particularly for direct response high conversion offer ads

$20 Banner Ads – Good low cost banner ads

Fiverr.com – Incredible & abysmal quality ads (and a lot more) starting at just $5

Dot-Realtor Domains: We are one week in. What has been your experience?

dot realtor domains

Ever buy a first model year car? You know it’s risky but you just can’t help it. It feels like your life is going to CHANGE somehow once you’re behind the wheel. And once you are in that new car life is totally glorious – until the left blinker gets stuck on.

Ah, such is the risk and reward of the early adopter. This week, I experienced some ups and downs with the launch of the new Dot-Realtor Domains. Actually, it was mostly downs. I spent a lot of time on hold listening to their Musak. But to their credit, I was able to get a hold of someone eventually. They couldn’t really do anything about my problem but it’s still nice to talk with someone, sometimes.

We setup one domain without a hitch at http://michaelmccann.realtor but we have been waiting about 3-4 days (should take 3 minutes) to see http://mikemccann.realtor go live. Dot-Realtor insists everything is setup correctly on their end. I’ve been speaking to a nice person over there named Beverlee. Just in case, their support number is 1-800-874-6500. Hopefully you won’t need it.

The point of this email today is just to update everyone the process and share my setup tips. I even have a quick video to share, showing you exactly how to login and configure your new Dot-Realtor domain.

One tip I have to share that may or may not be grounded it fact: Don’t test out the Dot-Realtor Email forwarding feature. I have sneaking suspicion that is what has caused my grief. (I know, it doesn’t make any sense).

Enjoy the video and feel free to share your site(s) and your experience. How has the process gone for you?

Your friend in Real Estate Online Marketing,

Ryan Rockwood
888-997-3785 x703

Hear It Direct Shows Real Estate Agents What Consumers Want From Them

Real estate professionals will hear directly from the consumer – the people who want to buy and sell homes – at a unique forum, “Hear It Direct” in Dallas, Texas on May 21st, 2012 at the Dallas Marriott at Legacy Town Center.  Hear It Direct is designed to create the consumer as the keynote speaker of the event –unlike most events in the real estate industry.  Featuring panels of real home buyers and sellers from all over the U.S., Hear It Direct targets what consumers want and expect from agents.  The unfiltered discussion is set up to discover how to really focus and best address the needs of consumers in today’s housing market.

Hear It Direct’s concept reshapes the real estate business, creating a consumer-centric, consumer driven approach to home buying and selling.  Agents and market forecasters can gain insight and learn how to create value and trust through attending this groundbreaking one-day experience.

Developed by real estate leaders Sue Adler and Robert Hahn, Hear It Direct, was created to share the new consumer-driven real estate model with the industry.  Hear It Direct, Texas is the second in a series of events delivering the message of what people want from real estate tools, the agent they work with, and the home searches they conduct on their mobile devices.

Sue Adler was recently recognized as one of the leading women in the real estate industry by the Women’s Council of Realtors® and has been one of the top selling Realtors in New Jersey since 2005.

Tickets and an informative custom research report plus a DVD series recapping the event will be made available through the Hear It Direct website at http://www.hearitdirect.com/events/. To learn more about Hear It Direct, please contact 973.869.9357.  The Hear It Direct conference is scheduled for May 21st, 2012 in Plano, Texas at the Dallas/Plano Marriott at Legacy Town Center located at 7121 Bishop Road, Plano, Texas 75024.  The event runs from 9:00 AM to 4:00 PM and will include a networking Happy Hour afterwards.  The cost for the entire day is $99.