The Importance of Search Engine Marketing: Turning Clicks to Leases

It seems that almost everything can be found or solved with a Google search in today’s world. The recent RentPath Renter’s Survey revealed more than half of renters begin looking for their new home using a search engine.¹ So when it comes to your digital marketing strategy, search engine marketing is critical. When executed properly, a strategic search campaign can help you expand your property’s reach and target in-market market renters during crucial moments of their online journey to a new home.

With a pay-per-click (PPC) campaign, you’re able to more accurately target in-market renters using keywords that will populate your advertisements in online searches. This generates awareness for your property at the start of the renter’s search. Additionally, you can use “retargeting” for PPC campaigns, which will use data to promote your advertisement to users who may have visited your website before but just need that added push to get them over the finish line.

Since you only pay when someone engages with your ads, PPC is one of the most cost-effective lead generation tools in the rental industry. Still not convinced? Let’s explore further.

Active online searchers are more qualified leads

With PPC ads, you ensure that your listings are promoted to users that are actively searching for rental homes in your area. When developing campaigns, you can use particular keywords and locations that trigger ads to users at the exact moment they’re searching for their next home.

For example, if your property is a multi-family rental complex located in Atlanta and a user searches “available rentals in Atlanta,” they’ll immediately be exposed to your advertisement and will be directed to your website if they choose to click. You can customize this by specifying bedrooms, amenities, neighborhoods, and more – the opportunities are endless.

You’re helping in-market renters at the beginning of their search and presenting them with exactly what they’re looking for, ultimately helping to simplify and shorten their journey. They can then skip scrolling through pages of searches and spend more time on your listings.

Flexibility & Budget Control: Ensuring a Profitable ROI

With traditional advertising, your campaign’s cost is fixed depending on the ad space, with no real opportunity to adjust on the fly if something isn’t working. You’re locked-in.

With PPC, you can put restrictions in place so that you never go over your budget. On the other hand – you can add to your budget if you’re finding something that is proving to be successful. PPC reporting makes it extremely easy to measure and track a campaign’s success, so you can easily understand what’s driving your business forward. This added flexibility allows you to customize each campaign to fit your needs and budget, making this one of the most cost-effective ways to promote your property.

Search Engine Marketing is Here to Stay

Search is integrated into people’s daily lives, making it a significant opportunity for marketers to reach their audience with the products they want at just the right moment.  Strategic advertising on these platforms is vital for all businesses to attract the right customers, and the rental industry is no exception.

RentPath offers a full-service solution to PPC advertising that uses data from your property listing to seamlessly initiate highly targeted campaigns. We handle the set-up, and your ads will go live within a week. Don’t miss out on capturing the most qualified leads. Contact us today for more information about Search Ads Express™.

¹RentPath Renter’s Survey

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Contact us for more info about our turnkey and white glove PPC solutions, driven by our unique audience of high-intent, in-market renters.

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