What Digital Advertising Products Work Best for Real Estate Clients?

According to the National Association of Realtors there are 1,384,166 total registered members for the month of January 2020. Why does this matter? They all need digital marketing. 

With numbers like that, you are bound to know an agent. Maybe multiple agents? Maybe one in your very own neighborhood or your family?

You know who they are because they are constantly promoting themselves. They are visual because they must be, there is a tremendous amount of competition and the ability to stand out is everything.

Agents have more options than ever before to promote their business, and being in the digital space is critical. Why? Well, in 1981 22% of home buyers read newspaper ads to find a home. In 2018, 44% looked for properties online first. Buyers now have apps that allow them to search by location and even by neighborhood, and most of their searching happens before they even contact a real estate agent. It is harder than ever for agents to keep up, however, we have some tremendous opportunities for you to share with them.

I’m going to break down some of the most popular digital opportunities we have for Real Estate Clients, and give you some examples and categories per product to use for ideas and prospecting!

Mobile Conquesting™ is one of our most popular products and you’ll see why!  As consumers spend more of their online time on smartphones and tablets, it’s important to include a mobile strategy in your digital marketing.  Our Mobile Conquesting™ product allows advertisers to use both location based targeting combined with demographic and behavioral targeting to reach desired consumers on their mobile devices.  Realtors like this product because in addition to the regular mobile display ads sizes they can utilize a full screen ad size and :15 or :30 video ads. Mobile is extremely important to include into the mix as the typical buyer uses a mobile device to search for properties online, and then contacts an agent. Also, 81% of Older Millennials, 80% of  Younger Millennials and 78% of Generation X  found their home on a mobile device compared to 68% of Younger Boomers.

We’ve partnered with MLS listings across the country and can now target consumers in real-time while at a listed open house and reach consumers based on their historical behavior if they visited an open house in the last 90 days.
We can also target by open house attendance by listing price:

List of categories available:
Open House All
Open House > 1M
Open House < 200K
Open House 500-1M
Open House 200K – 500K

We also have these Mobile Conquesting™ Categories:
Real Estate
real estate loans
real estate tax searchers
real estate video services
real estate law
real estate schools
real estate buyers and brokers
real estate investments
real estate research services
real estate consultants
real estate syndicators
real estate support services
real estate appraisers
real estate management
real estate inspection
real estate exchangers
real estate – time sharing
real estate developers
real estate settlement service
real estate – rental service
real estate information reports
real estate buyers representatives
real estate maintenance protection plans
house buyers
relocation service
apartment finding & rental service
housing-rental
housing consultants
rental agencies
house plans
home contractors
home builders

Next up, let’s talk about Display Banner Ads.

With Targeted Display, we offer campaigns that include Keyword Targeting, Behavioral Targeting, Retargeting and Artificial Intelligence (A.I.) Targeting designed to show your ads to the exact audience you want to reach, to deliver the right message on the right device at the right time. Here is what they look like:

Display ads are a good option for Realtors who are part of a national brand that requires their agents to use their brand ad creative.  They are also a good choice when the Realtor you are speaking with wants to feature their own photo as part of the ad.

We also have amazing options for Native Ads. Native ads are one of our top performing digital ad products and if you aren’t offering this to your clients, you should be!  These types of ads dynamically match the look, feel and visual context of the website or app where they are seen.  They can run across all devices. Native ads can be either video or a dynamic picture.

Here is what they look like:

Video Pre-Roll is also a great option! Taking the same strategies of Keyword, Retargeting, Behavioral and A.I. and showing a Video ad. Often a Realtor will have video ads available through their national brand that is ready made and ready to use. With Video Pre-Roll the ads must be :15 or :30 but Native Video ads van be any length up to :60 and Facebook and Instagram video ads can be any length.

With all of these options above, we have a tremendous amount of Behavioral categories to choose from:

Categories for Native, Display, Video Pre-Roll
Monthly Mortgage Payment – $1-$199
Monthly Mortgage Payment – $1000-$1199
Monthly Mortgage Payment – $1200-$1399
Monthly Mortgage Payment – $1400-$1699
Monthly Mortgage Payment – $1700-$1999
Monthly Mortgage Payment – $200-$399
Monthly Mortgage Payment – $400-$599
Monthly Mortgage Payment – $600-$799
Monthly Mortgage Payment – $800-$999
Monthly Mortgage Payment – Over $2000
Mortgage Amount – $1,000-$59,999
Mortgage Amount – $120,000-$159,999
Mortgage Amount – $160,000-$199,999
Mortgage Amount – $200,000-$249,000
Mortgage Amount – $250,000-$349,000
Mortgage Amount – $350,000-$449,999
Mortgage Amount – $450,000-$749,000
Mortgage Amount – $60,000-$119,999
Mortgage Amount – $750,000-$999,999
Mortgage Amount – Over $1,000,000
Real Estate Customers > Century 21
Real Estate Customers > Coldwell Banker Realty
Real Estate Customers > Foxtons
Real Estate Customers > Hamptons International
Real Estate Customers > Keller Williams Realty
Real Estate Customers > Prudential Real Estate
Real Estate Customers > RE/MAX
Real Estate Customers > Sotheby’s Real Estate
Available Equity %
Available Equity % > 1 to 25%
Available Equity % > 26 to 75%
Commercial real estate
First time home buyer
Home Equity Loan Prospects
Home sellers
Home Value (USD) > $100,000 – $199,000
Home Value (USD) > $200,000 – $299,000
Home Value (USD) > $300,000 – $499,000
Home Value (USD) > $500,000+
Home Value > Equity Percentage > 25-29%
Home Value > Equity Percentage > 40-44%
Home Value > Equity Percentage > 45-54%
Home Value > Equity Percentage > 55-64%
Home Value > Equity Percentage > 65-79%
Home Value > Equity Percentage > 80-99%
Homes for rent
In-Market > Real Estate > Properties > Listing Price > $0-$99,999
In-Market > Real Estate > Properties > Listing Price > $1,000,000+
In-Market > Real Estate > Properties > Listing Price > $100,000-$199,999
In-Market > Real Estate > Properties > Listing Price > $200,000-$299,999
In-Market > Real Estate > Properties > Listing Price > $300,000-$399,999
In-Market > Real Estate > Properties > Listing Price > $400,000-$499,999
In-Market > Real Estate > Properties > Listing Price > $500,000-$599,999
In-Market > Real Estate > Properties > Listing Price > $600,000-$699,999
In-Market > Real Estate > Properties > Listing Price > $700,000-$799,999
In-Market > Real Estate > Properties > Listing Price > $800,000-$899,999
In-Market > Real Estate > Properties > Listing Price > $900,000-$999,999
In-Market > Real Estate > Properties > Number of Bathrooms
In-Market > Real Estate > Properties > Number of Bathrooms > 1
In-Market > Real Estate > Properties > Number of Bathrooms > 2
In-Market > Real Estate > Properties > Number of Bathrooms > 3
In-Market > Real Estate > Properties > Number of Bathrooms > 4
In-Market > Real Estate > Properties > Number of Bathrooms > 5 or More
In-Market > Real Estate > Properties > Number of Bedrooms
In-Market > Real Estate > Properties > Number of Bedrooms > 1
In-Market > Real Estate > Properties > Number of Bedrooms > 2
In-Market > Real Estate > Properties > Number of Bedrooms > 3
In-Market > Real Estate > Properties > Number of Bedrooms > 4
In-Market > Real Estate > Properties > Number of Bedrooms > 5 or More
In-Market > Realtor
In-market for real estate – home buyer
Length of Ownership > 0-7 Months
Length of Ownership > 120-150 Months
Length of Ownership > 150+ Months
Length of Ownership > 30-60 Months
Length of Ownership > 60-90 Months
Length of Ownership > 7-30 Months
Length of Ownership > 90-120 Months
Length Since Last Home Loan > 120-150 Months
Length Since Last Home Loan > 150+ Months
Length Since Last Home Loan > 30-60 Months
Length Since Last Home Loan > 60-90 Months
Likely to Move > Highly Likely
Likely to Move > Likely
Mobile home owners
Mortgage > Loan to Value Ratio > 0% – 10%
Mortgage > Loan to Value Ratio > 20% – 30%
Mortgage > Loan to Value Ratio > 30% – 40%
Mortgage > Loan to Value Ratio > 40% – 50%
Mortgage > Loan to Value Ratio > 60% – 70%
Mortgage > Loan to Value Ratio > 80% – 90%
Mortgage > Loan to Value Ratio > 90% – 100%
Mortgage Refinance Prospects
Moving intender
Moving Intender > 6-12 months
Outstanding Lien (Free and Clear) > No
Outstanding Lien (Free and Clear) > Yes
Real estate investing & home selling
Renter
Residence Length > 10+ Years
Residence Length > 1-3 Years
Residence Length > 4-6 Years
Residence Length > 7-9 Years
Square Footage > 1 – 500
Square Footage > 1,000 – 1,500
Square Footage > 1,500 – 2,000
Square Footage > 2,000 – 2,500
Square Footage > 2,500 – 3,000
Square Footage > 3,000 – 3,500
Square Footage > 3,500 – 4,000
Square Footage > 4,000 – 4,500
Square Footage > 4,500 – 5,000
Square Footage > 5,500 – 6,000
Square Footage > 500 – 1,000
Square Footage > Greater Than 6,000
Top Mobile Apps > Realtor.com Real Estate
Top Mobile Apps > Redfin Real Estate
Top Mobile Apps > Trulia Real Estate & Rentals
Top Mobile Apps > Zillow Real Estate
Year of Home Construction > 1900 – 1950
Year of Home Construction > 1950 – 1970
Year of Home Construction > 1970 – 1990
Year of Home Construction > 1990 – 2000
Year of Home Construction > 2000 – 2010
Year of Home Construction > 2010 – 2015
Year of Home Construction > After 2015

If you have a great video and want to go beyond Video pre roll, OTT is an excellent option! OTT stands for Over The Top and it is video programming transmitted via the Internet, not on traditional cable or broadcast. It can be watching on any type of internet connected device including Roku, Connected TV/SmartTVs, Fire TV Sticks, XBOX, PlaySTation, AppleTV, ChromeCast, and more.

Here are the categories we have for OTT:
Real Estate
Real Estate And Rental And Leasing
Us Hispanics Real Estate
Investing > Real Estate
Home Buyers
New movers
Pre-movers
Multi Family Home
Single Family Home
Apartment
Condo
Investing > Homes
Loans > Refinance
Home Ownership > renter
Length of residence > 0 years
Length of residence > 1 year
Length of residence > 2 years
Length of residence > 3 years
Length of residence > 4+ years

Now let’s look at Facebook and Instagram. We don’t just do Facebook and Instagram – we offer what we call Facebook Premium. This means your ads go across:
• Facebook & Instagram’s News Feed
• Facebook Audience Network (the #1 native mobile ad exchange in the world)
• Facebook Messenger App
• Facebook Instant Articles
• Facebook Marketplace
• Facebook & Instagram Stories
We can also show your ads to people on Facebook that you want to target from a list of emails you have by creating a Custom Audience.

This is by no means an exhaustive list, but check out the amazing categories on Facebook:
Real Estate
first time buyer
home
house
house hunting
luxury real estate
new house
property
property finder
real estate broker
real estate investing
real estate investments
starter home
Trulia
Zillow
Redfin
Mortgage loans
Homes.com
apartment
apartments.com
relocation
real estate development
real estate appraisal
real estate entrepreneur
real estate license
real estate investors