Taking Charge: 5 Ads to Generate Real Estate Leads Without Third-Party Reliance

Generating your own real estate leads puts you in the driver's seat of your business. Far too many real estate professionals are caught in the cycle of dependency on third-party leads, limiting their potential. Break free from this cycle and take control by setting up and running these 5 proven lead-generating ads.

1. Lead-form “Listing Lists” Ads: Start by creating enticing ads on Meta (Facebook/Instagram) that offer exclusive access to curated property lists. The key is to make the lists relevant – for example, "Top 10 Luxury Homes in [Area]" or "Affordable Homes Under [Price] in [Area]."

Detailed Steps:

• Ad Creation: Open Meta Ads Manager and start a new ad campaign. Select “Lead generation” as your marketing objective.

• Target Audience: Define your target audience based on geographic location and/or other relevant factors.

• Ad Placement and Budget: Choose where your ad will appear on Facebook and Instagram and set your budget.

• Ad Design: Design your ad with engaging visuals and copy that highlights the unique appeal of your property list.

• Lead Form Setup: Click on the “Lead form” section. Choose “New Form” and create a form with fields like name, email, and phone number.

• Custom Questions: Add custom questions if needed, to qualify leads further (e.g., "What is your preferred property type?").

• Privacy Policy: Ensure you have a privacy policy on your website and link it in the form. This step is mandatory for lead forms.

• Completion Steps: Set up a “Thank you” screen that appears after form submission. Include a call-to-action like “See properties,” linking to the specific property list on your website.

• Tracking and Testing: After publishing, monitor the ad’s performance and tweak targeting or creative elements as needed for optimal results.

2. "How we did it" Just-Sold Postcards: Just-sold postcards are more than announcements; they're tools for storytelling. Highlight your unique selling strategies, such as innovative marketing techniques or negotiation skills, with "how we did it" bullet points or seller testimonials.

Distribute these postcards not only to neighbors around your listings but also to your personal network. This approach positions you as a trusted expert and leverages the power of social proof, essential for standing out against competitors.

3. DM Automation Ads: Utilize the “Send Message” CTA in your Meta ads to directly engage with leads. Offer them the same exclusive property lists as in your lead-form ads, but through an interactive chat.


Detailed Steps:

• Ad Setup: In Meta Ads Manager, create a new ad campaign with the objective of “Messages.”

• Choose the Messaging App: Select the messaging app where you want to engage with leads (e.g., Facebook Messenger, Instagram Direct, and/or WhatsApp).

• Ad Creation: Design your ad. Use engaging visuals and copy to entice viewers to use the “Send Message” CTA, such as offering access to exclusive property lists.

• Automation Tool Integration: Set up an account with a chat automation tool like ManyChat or ChatFuel.

• Scripting the Conversation: In your chosen automation tool, script a conversation flow. Start with a welcome message, then guide users to request the property list.

• Data Collection Setup: Include steps in your chat flow to ask for the user's contact information, like email and phone number.

• Linking to Meta: Connect your chat automation tool to your Facebook and/or Instagram account. Ensure the automated chat flow is triggered when someone clicks the “Send Message” CTA on your ad or messages a specific keyword.

• Testing: Before going live, test the chat flow to ensure it works smoothly and collects information effectively.

• Monitoring and Adjustments: After your ad is live, monitor its performance. Make necessary adjustments to the chat script or targeting based on user interactions and feedback.

By meticulously setting up your DM automation ads with a clear conversation flow and data collection strategy, you can efficiently engage leads on Meta platforms and gather valuable first-party information for follow-up and conversion.

4. YouTube Seller Streaming Ads: Create compelling in-stream ads (commercials before or during YouTube videos) to target specific groups like local homeowners, suspected in-market sellers, and real estate decision-makers.


Detailed Steps:

• YouTube Channel: Ensure you have a YouTube channel set up for your business.

• Google Ads Account: Log in to your Google Ads account. If you don’t have one, create it.

• New Video Campaign: Click on the “+ New Campaign” button. Choose “Create a campaign without a goal's guidance.”

• Campaign Type: Select “Video” as the campaign type. Choose a campaign subtype that aligns with your strategy.

• Targeting Setup: In the “People” section of campaign creation, use the Audience Segments feature. Target audiences like “Homeowners,” “Real Estate Agents,” and/or in-market audiences related to real estate purchases.

• Video Preparation: Create a high-quality, engaging video. Ensure it clearly communicates your message and includes a strong call-to-action (CTA), like visiting your website or contacting you for more information.

• Uploading to YouTube: Log in to your YouTube channel. Upload your video as an unlisted video. This ensures it's available for your ad but not publicly listed on your channel.

• Using Video in Google Ads: In your Google Ads account, when creating the ad, you will need to provide the URL of this unlisted YouTube video.

• Bidding Strategy: Choose a bidding strategy based on your campaign goals (e.g., CPV - “Cost Per View”) and follow Google Ads’ guidance/recommendations.

• Budget and Scheduling: Set your daily budget and choose how long you want your ad to run.

• Finalizing and Launching: Review all settings, then click “Create Campaign.”

5. Sign-Call Interceptor Ads: Dynamic Google search ads can intercept potential sign calls. The key is to have your IDX website's listing titles include property addresses, then use these links in your Google Ads.

Detailed Steps:

• Preparation of IDX Website Listings:

  1. Ensure your IDX website's listings include accurate property addresses in its page titles. This is crucial for matching your ads to relevant search queries.

• Creating a Targeted Property List:

  1. Conduct a search on your IDX website for properties you want to target with your ads.

  2. Select properties that align with your marketing goals, such as homes within a specific price range or in a particular area in which you sell regularly.

• Using Google Sheets for Ad Management:

  1. Open a new Google Sheet and list the URLs of the selected properties from your IDX website in column A.

  2. In column B, create custom labels for each property URL. These labels can include descriptors like the property type, neighborhood, or price range. Custom labels will help you organize and segment your ads more effectively in Google Ads.

  3. Ensure the Sheet is clearly organized and labeled, as it will be integral in managing and targeting your ads.

  Linking Google Sheets to Google Ads:

1. In your Google Ads account, go to the “Tools & Settings” menu and select “Business data” under the “Setup” section.

2. Choose to upload a data feed and select Google Sheets as the source. Connect the Sheet you prepared with your property URLs.

3. This integration not only allows Google Ads to dynamically generate ads based on the URLs in your Sheet but also offers the flexibility to add or remove listings as your ad campaign progresses. This feature is particularly useful for keeping your ads up-to-date with current property listings and adjusting your strategy in real-time.

• Setting Up Dynamic Search Ads:

1. In Google Ads, create a new campaign and select “Search” as the campaign type.

2. In the “Settings” section of your new campaign, look for the option to enable Dynamic Search Ads.

3. Choose the option to use your own data set, which will allow you to link your Google Sheet that contains the property URLs.

• Ad Creation and Customization:

1. Develop ad templates with relevant headlines and descriptions. Google will dynamically adjust these based on the search query and the content of the linked URLs.

2. Include calls-to-action that encourage potential leads to contact you or visit your website for more information.

• Budgeting and Bidding:

1. Set your budget according to your marketing plan and based on Google’s estimated performance markers.

2. Choose an appropriate bidding strategy to maximize ad visibility and effectiveness.

• Monitoring and Optimization:

1. Regularly monitor the performance of your ads.

2. Make adjustments to your Google Sheet, ad copy, or bidding strategy based on the ads' performance and conversion rates.

In summary, not relying on third-party leads is pivotal for taking control of your real estate business. The 5 methods mentioned above will empower you to carve your niche, foster growth, and redefine success through self-generated leads.

Gaining the Upper Hand: How to Uncover Your Competitors' Digital Advertising Secrets

In the competitive realm of digital marketing, keeping a close watch on your competitors can provide invaluable insights. One of the most effective ways to gain a competitive edge is by peeking behind the curtain and spying on the ads your competitors are running across the internet. In this blog post, we'll unveil the secret tools and platforms that allow you to do just that.

1. Google and YouTube - adstransparency.google.com

Google and YouTube are global advertising powerhouses. To uncover your competitors' strategies on these platforms, head to adstransparency.google.com.google.com. This tool offers an inside look at a wide range of ads, providing you with a wealth of information on the types of ads currently in circulation.

2. Facebook and Instagram - facebook.com/ads/library

Social media advertising is a force to be reckoned with, and Facebook and Instagram are at the forefront of this revolution. Navigate to facebook.com/ads/library to explore your competitors' ad campaigns. You can search for any Page and uncover details about their active ads, enabling you to dissect their creative strategies, ad formats, and messaging.

3. TikTok - ads.tiktok.com/business/creativecenter/inspiration/topads

TikTok, the hub of short-form video content, has become a dominant force in the digital landscape. When it comes to understanding what's making waves in your industry, TikTok is a goldmine of inspiration. To gain insights into your competitors' TikTok ad strategies and discover what's performing best in your niche, make your way to ads.tiktok.com/business/ads.tiktok.com/business/creativecenter/inspiration/topads/inspiration/topads.

So, as you embark on your journey of digital marketing mastery, remember that in this realm, information truly is power, and the tools are at your disposal to wield it effectively.

How to Target Consumers Looking for “Real Estate Agents” with Google & YouTube Ads

You’ve heard me talk ad nauseam about optimizing your Google Business Profile to rank in Google’s “Map Pack,” a search results section that features the top three businesses optimized for that search. Phrases like “Best Realtor in ____” routinely trigger the Map Pack.

You’ve also heard me talk about how buyers characteristically search for homes, whereas sellers are far more likely to look for the top agent in the marketplace.

You’ve even heard me say that for 85 times web browsers search, “Coffee near me,” 5 folks search, “Realtor near me.” That all spells:  o-p-p-o-r-t-u-n-i-t-y.

Well, get this: Google unveiled a new audience segment in its advertising portal, dubbed “Real Estate Agents” whereby advertisers like you can now opt to target the types of folks running searches like “Best Realtor in ____.”

That said… Looking at the fine print, most of this audience is actively seeking a real estate agent. There's a small subset interested in real estate careers, likely people wanting to join the profession. Despite this, targeting the whole audience is still a smart move.

In terms of the types of ads that’ll stand-out best, I’d opt for YouTube in-stream ads, the commercials that play before, during, and after videos on YouTube, and Google Display Network ads, the square-shaped, tall-and-skinny, header/footer, and pop-up styled banner ads that appear across the web and in various apps.

Be top of mind when it matters most! Here’s how to run these ads:

• Navigate to ads.google.com to open up Google Ads.

• Make sure you're in "Expert Mode" which allows for a full range of customization and advanced settings.

• Initiate a new campaign.

• Select your campaign's objective and decide on the type of ad (such as Video or Display).

• Determine your bid, set the start and end dates, and fill in other basic details for your campaign.

• Specify a geographic boundary where your ads will be eligible to run.

• Under Audience Segments, locate "Search," then look for "Real Estate Agents." Select this option and continue building your ad campaign.

Google Ad to Promote Your Google Business Profile at the Top of the Local-Pack

Wanna run a Google Ad that promotes your Google Business Profile in the highly coveted “Map-Pack” section of Google’s search results page? Say “YES!” if you’re marketing a local business!

The Map-Pack (AKA the “Local-Pack”) is a section in Google’s search results that lists the top three Google Business Profiles adjacent to a square-shaped map whenever someone searches for a type of local service. If someone runs a search like, “Best REALTOR in Charlotte,” for instance, Google will display a Map-Pack.

The money—in terms of getting FOUND by prospective customers—is in the Map-Pack because customers are generally inclined to search for a type of business versus one in particular. If a customer looks up your business by name, for instance, they’re obviously not discovering you for the first time.

Up until recently, the only way to rank in the coveted Map-Pack was to have done so organically. However, Google seems to be testing a new ad placement top-of-list in the Map-Pack.

It’s called a “Local Search Ad,” which, technically, can appear in Google Search or Google Maps. It’s different from a traditional Google Search Ad in that it directs traffic to your Google Business Profile versus your website.

To run one, just search your business name in Google to load your Google Business Profile control panel, tap the “Advertise” button, and click-through the steps in Google Ads’ guided wizard. (If you don’t see a guided wizard, then your Google Ads account is probably set to “Expert Mode,” not “Express Mode.”)

When you come to the step that asks for “Keyword Themes,” choose terms applicable to buyers and sellers who are searching for agents, not houses, for instance.

Chances are, it’ll automatically incorporate themes like “ Houses for Sale,” et al. My advise:  remove those and add in themes like “Listing Agent,” “Real Estate Broker,” and so on. The point is for your ad to place in the Map-Pack, which appears when someone searches for a type of local business, not houses for sale.

How to Improve Google Local Services Ads to Get More Leads (for Realtors)

Google Local Services Ads (GLSAs) are freakin’ incredible. If you’re not running them, here’s why you should:

• Ad-Placement:  GLSAs are positioned at the tippy-top of the Google’s search results page!—primo placement for prospective customers to discover you. Plus, there’s no keyword-planning involved. You simply declare your industry (e.g. real estate agent) and Google handles all the targeting.

• Service-Types:  You control the types of leads you do/don’t want to receive. For instance, if you don’t want First-Time-Home-Buyers or Renters, it’s easy to say so. 

• Cost-Per-Lead:  You only pay for legitimate leads. Lots of services will spend your budget and, at the end of the billing cycle, whatever you get (in terms of leads generated) is what you get. But GLSAs only charges you for valid leads. What’s more, you get to set a budget in terms of what you’re willing to pay. So it’s NOT like you would set a $1,000/month budget, end up w/ only one lead, and then Google would be like, “Welp, your cost per lead came out to $1,000. Sorry 😅.” That’d be ridiculous!

• Seller Leads:  Finally, consumers who search for agents online is (generally) characteristic of seller-intent. If you’re looking to generate some seller leads, GLSAs may be a good fit for it.

Now… all the happy & fuzzy feelings about Google aside—Local Services Ads aren’t w/o blemish.

• 🚫 For starters, GLSAs still aren’t available in some regions—most parts of Canada, for instance. Boo 😒!!!

• ⬇️ Second—though search volume is gaining more-and-more ground, there’s just not an overwhelming-ton of looking for a REALTOR types of Google searches happening on a consistent basis. As a result, GLSAs won’t show nearly as often as, say, “Homes for sale near me” Google Search ads.

• 🥵 The competition is fierce! When GLSAs first became available for real estate agents, it was like come-list-me calls on the daily! Well, word spread and other agents joined in on the fun 🤩!

Which brings us to present day…

5 ways to Improve Your Google Local Services Ads to Get More Leads!

1. Local-Services Biz Profile:  Fill out your GLSA profile in its entirety! Set your hours-and-availability, insert your business's bio, specify your services areas/zip-codes, declare the services you offer (e.g. “new construction,” “first-time-homebuyers,” et al.), and so forth. Bear in mind, Google measures how often your ad converts—i.e., how often a viewer calls or messages you. The more info you provide, the more there is for a lead to gain confidence in contacting you.

2. Customer Reviews:  Sync your Google Business Profile (GBP) to front-load customer reviews. Keep in mind, the quantity and average star-rating of your reviews impacts how your ad ranks. For customers who find/use your business via Google Local Services Ads, request that they review you on GLSA directly vs. on your GBP. That way, Google will mark the review as verified, which'll reinforce rankings. The downside, though, is that the review won’t sync over to your GBP. Can’t win ‘em all 🤷🏻‍♂️.

3. Answer. The. Phone. The simple truth is: Google knows when leads call or message your business. So, if you fail to answer those calls or if you don’t reply the messages quickly, Google will demote the ranking of your ad. So… If your profile is set as open 24 hours/day, for instance—unless someone's monitoring for incoming leads overnight—you may reconsider your settings.

4. Log-&-Notate Your Leads: GLSA offers advertisers a basic lead-management dashboard/platform. My advice: USE IT! Mark-up every lead's record with detailed notes as well as update the statuses of your leads (e.g. active, inactive, or otherwise). Remember, by showing your ad, Google is indirectly giving its approval of your business. So provide them reassurance that your leads are being properly serviced.

5. Tweak/Adjust Your Bidding:  If you're lead-flow has declined, you may think about altering your bid-settings. The default bid strategy is set to "Maximize Leads"—meaning, Google will seek to generate as many leads as it can w/in your specified daily, weekly, or monthly budget. First off, try increasing your spend. If that doesn’t do it, consider switching to a “Max-Cost-Per-Lead” bid strategy. Using the latter, you're essentially offering top-dollar for any-and-all leads in your market area—that is, depending on the amount you tender per lead.

Get Your Google Business Profile Discovered More Frequently with Paid Google Ads!

Wanna run ads to promote your Google Business Profile? You better say “YES!”

I’ve said it before:  pretty much EVERY product or platform, feature or function Google offers for business-promo purposes:  DO IT! Operation, “Game-on, Google!”

Did you know there are about 3.5-billion searches run on Google each and every day—of which, 46% are of local intent. And so, consequently, Google has been doing a lot to advance its relevance in terms of supporting location-sensitive search behaviors. Point is:  if you’re running a local business, Google is literally your best bud.

Now, I’ve posted a fair bit of content in the past (CLICK HERE) with regard to optimizing/leveraging your Google Business Profile (formerly called, “Google My Business”). In today’s training, we’ll go one step further by running Google Business Profile ads (a.k.a. “Google Local-Search Ads”).

Want would-be customers to call you directly? Then watch this training, setup the ads, and turn your ringer on 📲

How to Run Google Display Network Ads in 2022 (for REALTORS): Step-by-Step Video Training

🚨Don’t do JUST Google Display Network ads!🚨

As far as online advertising goes, Google Display Network ads certainly aren’t the “be-all, end-all” — but they’re the perfect “in-between.”

What I mean is, if your entire online advertising strategy were to consist of nothing but Display Network ads, chances are, you’d be disappointed with the results. On the other hand, if you utilized Display Network to reinforce ALL your other marketing efforts—e.g. videos, social media, SEO, signage, postage, and so on—they’d work like magic!

• Display ads as your ONLY marketing? Don’t bother.

• Display ads as PART of your marketing? It’s like pouring gasoline⛽️ on fire🔥

The Google Display Network (GDN) is a group of over 2-million (more like 3-million) websites, videos, and apps where your “Display” ads can appear. Display ads (sometimes called “Banner ads”) are image-, text-, and/or video-based ads that crop up all over the Internet:  website side-columns, pop-up banners and bars, or located along the footers of mobile apps, for instance. And they come in myriad shapes and sizes:  square-shaped, tall-and-skinny, or wide-and-skinny, for example.

Today’s training video demonstrates how to create and run Google Display Network ads from start-to-finish! That said, the content focuses primarily on “how” to run the ads, not on “what” ads to run, necessarily. Good news is that part is simple! SHOW ME YOUR FACE 😇

End of day, GDN ads are about building brand awareness/consideration.

• Your voice 🗣

• Your mind 🧠

• Your heart ❤️

• Your face 😙

Sure, you could feature images/videos of properties. Unfortunately, though, most viewers won’t be paying close enough attention to consciously realize it’s your ad—so why even bother!? Logos and branded colors will absolutely go a long way—but there’s nothing as effective as images (or videos) of YOU!

(P.S. There’s a lot of psychology and neuroscience behind this: learn more HERE.)

“Oh, you’re that agent—I see you everywhere!” I promise, you’ll hear it again-and-again.

Google Ads Opens Up Customer List Retargeting to All Advertisers

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🚨Google News: you can upload your database into your Google Ads account and retarget your database with your Google Ads — as in, Google Search ads, Display Network ads, YouTube In-Stream ads, and more!

Historically, only Google advertisers who’d spent more than $50K USD were even eligible for the feature. However, due to new and emerging Internet Privacy rules/regs—and the subsequent significance of “first-party data” (i.e., email address, phone number, mailing address, etc.)—Google’s opened up the feature to ALL advertisers. Watch 👀 the video for a quick demo.

Facebook Pixel Tracking Dead? Discussing the New Apple Privacy Policy iOS 14.5 Update with Juefeng Ge

Internet privacy updates have arrived: Apple’s App Tracking Transparency Framework (courtesy of iOS 14.5), Google’s Privacy Sandbox, and, basically a coming embargo on third-party cookies (which is explained in-depth during the video). So, in essence, we’re talking about the end (or at least a serious diminution) of Facebook’s Pixel, Google’s Global Site Tag (i.e., Google Analytics), and other website measurement and tracking tools. Translated: that means problems for remarketing and lead-conversion tracking.

In today’s episode of Marketing Stream, I’m joined by Co-Founder and Chief Marketing Officer of Ylopo, Juefeng Ge (aka, Ge). Candidly, some of what’s happening with these updates is beyond what we need to know or discuss. Nonetheless, it’s been difficult to get straight answers about the functions and/or features that will or won’t remain in place with the major ad portals:  Facebook, Google, et al. That was, until this podcast!

On the table for discussion:

0:00 - Intro
3:17 - Internet Privacy Updates and Impacts on Real Estate
8:36 - The Apple App Tracking Transparency Framework
17:20 - Changes to Facebook's Pixel and Tracking Tools
24:25 - First-Party Data vs Third-Party Data
33:04 - What Stops an App from Selling Your Data
36:14 - Changes to Functionality of Facebook Ads
37:55 - Speculative Changes to Google Ads
41:53 - Strategic Advertising Changes for Real Estate Agents
48:23 - Final Takeaways

Pay-Per-Click "YOUR NAME!" (Dynamic) Google Search Ads (Easy Tutorial) for Real Estate Agents

The first thing a new lead, referral, or even a personal contact is gonna do if they’re thinking about hiring you (as a listing agent, buyer agent, or both!) is GOOGLE YOU! Then the question becomes:  will they or won’t they?

Well, that all depends on what they find, right?—which is why it’s mission-critical to control the first impression!

In today’s training, we’re talking about how to run a (**dynamic**) Google Search ad campaign to rank the link of your choosing at the top of the results page whenever someone searches:  “YOUR NAME.” 

THE VIDEO COVERS:

1. Setting up a Google ad account

2. Enabling Expert Mode (vs. Express Mode)

3. Choosing a campaign goal and type

4. Setting a bid strategy (e.g. conversions, website clicks, et al.), budget, and schedule

5. Deploying Dynamic Search Ads!!!
   (**Google scans your website and identifies keywords relevant to it instead of your manually selecting your own keywords. What’s more, DSAs automatically customize your ad’s headline and URL to fit the each and every search phrase that triggers an ad 🤯**)

6. Crafting Sitelink Extensions, Call Extensions ☎️ and ad copy/descriptions

7. Publishing the ad campaign!

Frankly, your agent-brand is whatever Google says it is—but Google’s just the messenger, not the message!

Top Agent-Referral Websites to Leverage

𝙌𝙪𝙞𝙘𝙠 𝙏𝙞𝙥 on how to determine which 𝗔𝗚𝗘𝗡𝗧-𝗥𝗘𝗙𝗘𝗥𝗥𝗔𝗟 websites are the most important/strategic to leverage in your local market (assuming you’re willing to participate in their respective programs). Spoiler alert: those running ads on Google will likely garner more traffic on their sites, and by extension, more referrals to divvy out.

Retargeting Ads

𝟵𝟵% of visitors leave your website without converting. Here's what to do!

𝟵𝟵% of visitors leave your website without converting—lost forever —which is why you need a retargeting strategy.

Note: this one is a tad technical (but it’s worth the effort!)

𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: 𝘴𝘩𝘰𝘸𝘪𝘯𝘨 𝘢𝘥𝘴 𝘰𝘯𝘭𝘺 𝘵𝘰 𝘪𝘯𝘥𝘪𝘷𝘪𝘥𝘶𝘢𝘭𝘴 𝘸𝘩𝘰 𝘩𝘢𝘷𝘦 𝘷𝘪𝘴𝘪𝘵𝘦𝘥 𝘢 𝘱𝘢𝘨𝘦 (𝘰𝘳 𝘷𝘢𝘳𝘪𝘰𝘶𝘴 𝘱𝘢𝘨𝘦𝘴) 𝘰𝘯 𝘺𝘰𝘶𝘳 𝘸𝘦𝘣𝘴𝘪𝘵𝘦.
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#WordStream reports a 𝟮.𝟯𝟱% average conversion rate across all industries... and closer to 𝟭% in the #RealEstate space.
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𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻: 𝘸𝘩𝘦𝘯 𝘢 𝘸𝘦𝘣𝘴𝘪𝘵𝘦 𝘷𝘪𝘴𝘪𝘵𝘰𝘳 𝘵𝘢𝘬𝘦𝘴 𝘢 𝘥𝘦𝘴𝘪𝘳𝘦𝘥 𝘢𝘤𝘵𝘪𝘰𝘯 (𝘴𝘶𝘤𝘩 𝘢𝘴 𝘤𝘰𝘮𝘱𝘭𝘦𝘵𝘪𝘯𝘨 𝘢 𝘤𝘰𝘯𝘵𝘢𝘤𝘵 𝘧𝘰𝘳𝘮)
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Online ads (like Google Search or Facebook), in large part, are meant to drive traffic to your website, where, ideally, the site will (strategically) prompt visitors to register for some item of value, depending on whatever the ad campaign offered—e.g. a custom home search, an instant home valuation, or a resource to download. The main point of that is so that you, the agent, can follow-up and nurture the lead proactively (phone/text/email), building trust up until the point at which the lead elects to hire you.