Create a Keyword Strategy to Reach Motivated Sellers

In the competitive world of real estate investing, creating an effective keyword strategy is essential for reaching motivated sellers and driving leads. By identifying the terms potential sellers use to find solutions, you can ensure your ads appear for relevant searches. At Lead Farmers PPC, we specialize in designing keyword strategies that maximize ad performance and ROI.

Building a Keyword Strategy for Real Estate

Consumers turn to Google Search daily to find solutions tailored to their needs. Whether it’s a homeowner looking to sell quickly or someone researching investment opportunities, they use a variety of terms to describe their intent. By aligning your keyword list with these search terms, your ads will be better positioned to meet your audience's needs.

For example, if you're targeting homeowners looking to sell distressed properties, keywords like "sell my house fast" or "cash for homes" could trigger your ad. But how do you refine your strategy for maximum impact?

Understanding Keyword Match Types

Google Ads offers several keyword match types that help you control when your ads appear:

1. Exact Match

   • Ads only show for searches with the exact meaning or intent of your keyword.

   • Example: A keyword like [sell my house fast] would only match searches with the same meaning, such as “sell my home quickly.”

   • Best for: Highly targeted campaigns with precise intent. (Bottom of Funnel)

2. Phrase Match

   • Ads show on searches that include the meaning of your keyword, even if additional words are present.

   • Example: A keyword like "sell my house" might match searches such as “how to sell my house fast” or “sell my house for cash.”

   • Best for: Reaching users with broader queries while keeping the core intent intact. (Mid to Bottom of Funnel)

3. Broad Match

   • Ads show on searches related to the keyword, even if the terms aren’t exact.

   • Example: A keyword like sell house fast could match “quick home sale,” “home buyers near me,” or “cash for houses.”

   • Best for: Maximizing reach and discovering new opportunities, especially when paired with automated bidding strategies. (Top of Funnel)

     
     

The Power of Close Variants

Close variants expand the reach of your keywords to include slight variations such as misspellings, plurals, or synonyms. This eliminates the need for exhaustive keyword lists while ensuring you don’t miss potential leads.

For instance, a keyword like “cash buyer for house” could also match queries like “cash buyers for homes” or “cash house buyers.”

Using Negative Keywords to Refine Campaigns

Negative keywords help filter out irrelevant traffic, ensuring your budget is spent on high-quality leads. For example, if your real estate business doesn’t work with commercial properties, adding “office” or “warehouse” as negative keywords can prevent wasted ad spend.

Organizing Keywords by Theme

Grouping keywords by theme helps you manage your campaigns and deliver more relevant ads. For example:

• Ad Group 1: Distressed Properties

  • Keywords: “sell distressed property,” “sell as-is home,” “cash for houses.”

• Ad Group 2: Foreclosure Help

  • Keywords: “avoid foreclosure,” “sell house in foreclosure,” “quick foreclosure sale.”

    
    

Tools to Optimize Your Keyword Strategy

Google Ads offers several tools to help real estate investors refine their campaigns:

• Keyword Planner: Discover new keywords, estimate traffic, and plan your campaigns.

• Search Terms Report: Analyze which search queries trigger your ads to identify high-performing keywords and eliminate irrelevant ones.

• Optimization Score: Get recommendations to improve your keyword lists, such as adding negative keywords or addressing duplicate terms.

  
  

Broad Match for Scalable Results

Broad match keywords, when used strategically, can help you reach untapped audiences. For example, “sell house fast” might attract searches like “how to sell my house during probate” or “investors who buy homes.” Pairing broad match with automated bidding allows Google’s AI to adjust in real time and maximize conversions. This isn't the strategy that we use at Lead Farmers PPC, or that we recommend, without first having an extensive negative keywords list, and a website geared towards top-of0funnel traffic.

Key Takeaways

Creating an effective keyword strategy is the foundation of a successful Google Ads campaign for real estate investors. By:

• Using match types strategically (exact, phrase, and broad).

• Leveraging negative keywords to filter traffic.

• Organizing keywords into themes aligned with your goals.

  
  

You can ensure your ads reach motivated sellers at the right time. At Lead Farmers PPC, we help real estate investors optimize their campaigns and refine their keyword strategies to deliver measurable results.

Ready to grow your real estate investing business? Contact Lead Farmers PPC today for expert guidance in creating high-performing keyword strategies.