Both email marketing and pay per click (PPC) form a fundamental part of generating leads in the property investment sector.
However, it can be difficult to discern which method is more efficient. What approach is the most cost effective, and importantly, which generates the most quality leads?
Email marketing is a staple for almost all businesses and is often at the centre of a company’s digital marketing strategy. With a staggering ROI of 4,200%, it is a no brainer that email marketing should be used to promote your investment.
To maximise performance from your email campaigns, you should focus on the following:
· Clearly defining your goals
· Use triggered emails
· Focus on deliverability
· Be sure to segment your list
· Optimize for mobile
· Track email performance to optimise ROI
However, many property investment companies face difficulties in building an email list substantial enough to properly promote their investment. Often more is needed.
Running search and display ads on Google and other search platforms is another fundamental approach for investment companies trying to generate leads. The difference between PPC and email marketing is that email typically uses your existing customer base, except for lead generation through external providers, whilst PPC can attract new leads.
There are several strategies you can focus on when undertaking a PPC campaign. For investment firms, your focus will be on generating leads. Making sure that your campaigns are highly focused towards your target audience is essential, whilst optimising your use of keywords and ad spend can make or break the success of a campaign.
What’s important here is that successful PPC campaigns can generate email leads for your database. Your ad should run through to a high-quality landing page that leaves the visitor not only feeling trusting enough to share their contact information but also incentivised enough to do so. This means you have not only captured a new lead, but you have also built a larger audience for future email sends. This makes PPC effective in the long run.
Of course, the ROI in the short term is lower than email marketing. To get the most out of your PPC campaigns, it is recommended that you use a marketing agency that has the
experience of promoting projects such as your own. Here at REMM, we have decades of collective experience promoting real estate companies and investments using PPC, and the data to maximise leads obtained from your campaigns whilst working within your budget.
Leveraging an Email Database
When it comes to property investment marketing, you will often find positive results when leveraging an external marketing database, working within a cost per lead model whereby you pay a pre-established price for each lead generated.
When working with a reputable real estate marketing agency to achieve this, the benefits can be huge. Promoting your project in front of a highly targeted list of investors, that have invested in projects such as your own means that ROI and lead quality is high.
Just consider the expense. When considering it is a cost you will need to make each time you send to a list, it could be limiting as your only source of promotion. We do not recommend buying an email list outright either due to GDPR and reputational reasons.
Whilst email marketing has a greater return on investment, PPC can be used to build a strong database for the long term, so we recommend using a mixture of the two. Making use of external databases is also likely to help in promoting your investment, but exercise caution when doing so.
Here at REMM, we create bespoke marketing strategies to help your organisation realise its digital marketing goals. Get in touch to book a meeting or send us a message, we would love to hear from you.