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In Academy

3 Ways To Win Leads with Effective Copywriting

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There are 4 things that affect the performance of your Online Ads – you’ll need a great image, adequate budget to reach consumers, the right targeting options, and most importantly an attractive description for your Ad.

In this article, we’ll be focusing on why Copywriting your Real Estate Ad is extremely important.

We’ll also be sharing some samples and strategies on how to write effective and compelling copies that actually lead to a higher conversion rate!

It’s all in the numbers

Research shows that Agents have a better chance of closing transactions when their Ads have Engaging and Unique Copywriting.

Interestingly, 60% of people avoid doing business with people or companies with bad copywriting or spelling mistakes in Ads.

And did you know, that 80% of people only read the Header of the Ads?

Which is why Copywriting your Ads is crucial in helping your Real Estate Ads stand out online.

An effective ad copy can also influence and persuade your audience to click on your Ad to find out more. Even better when they leave their contact details and become a lead which you can convert!

So what do you need to create an attractive description for your Real Estate Ad?

  1. Your Ad should have a Catchy Headline


    Besides the image, the Headline of your Ad is the first thing a consumer will take notice off.

    Making sure that the headline creates curiosity and excitement is essential in capturing the attention of your audience.The above images highlights just how you can create a compelling headline copies.

  2. Highlight the Selling Points of the Property

    There will always be a primary feature about a property that one can highlight in their Ad copy. If the property you’re marketing is located on a High Floor, you could indicate that there are Unblocked Views. Or maybe it’s a spacious unit, where you could highlight the floor size. Perhaps the property comes with branded finishings?

    Quite like selling the property to your prospect, whenever you’re at a viewing , you may use and incorporate those same descriptions into your Real Estate Ad!

    Here are some sample sentences that you can include into your Ad to highlight the key selling points of your property.

  3. Include a Call-to-Action

    What is a call-to-action?By definition, in marketing, a call-to-action (CTA) is an instruction to the audience to provoke an immediate response, such as “call now,” “find out more,” or “schedule a viewing today!”

    Including a Call to Action essentially directs consumers to take action, capture the leads information and improve conversion rates.
    Here are the most common calls-to-action that you can use and probably have clicked on yourself!

      • Sign Up Now
      • Download
      • Find Out More
      • Buy Now
      • Register Now
      • Learn More

    Download DREA’s Copywriting Template, specially designed for Real Estate.

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In Agent Tools

What Agents are saying about PushAds: The Good and the Bad

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As Digital Marketers ourselves, we are proud advocates of the benefits of Digital Marketing.

It’s also no question that Digital Marketing has been able to crack many of the problems that Traditional Advertisements (like flyers, classifieds, portals) has been unable to address (think,  monitoring of results, maximising reach etc.)

However, with great power comes great responsibility and …even sometimes a little disappointment.

And because we want to tell you the truth, we’re here to lay down the Good and the Bad sides of Lead Generation through Digital Marketing

Here’s The Good Part

In our previous article, we talked about how PushAds was designed as an easy-to-use Digital Marketing tool to help property agents not only get online, but ultimately get more leads by having their ads seen everywhere (online).

With Digital Marketing, you’re able to cast your net so much further and wider, reaching tens of thousands of people online. When you combine an attractive listing with Animated Ads, Marketing Hooks and the right targeting options, you’ll have an effective digital marketing campaign teeming with leads – which is exactly why today, PushAds is recognised as an effective tool for Lead Generation.

OrangeTee Agent, Roy Choo had this to say after using PushAds:

We’ve seen Agents reap wonderful results from Digital Marketing. There have been multiple instances where Agents have successfully obtained tens of leads in one campaign, with some converted into a sale.

Well, in general, Real Estate is a numbers game and Digital Marketing is the only way to reach tens of thousands of relevant people in a short period.

We are also proud to say that PushAds has helped Agents generate a total of 780 leads with mobile numbers in the last quarter.

What about The Bad?

By reaching tens of thousands of people, Digital Marketing maximises your exposure and significantly boosts your chance of generating leads online but it is also vulnerable to low quality leads or even worse yet, fake leads.

When 10,000 people sees your Ad, yes, you’re gonna get more leads than traditional marketing can ever reap you, but you may also get some bad leads. That’s the beauty and the trade off of digital marketing,” quips the Digital Marketing Consulting team at DREA

Why are we being so upfront about the limitations of Digital Marketing? Because in order to learn and leverage on digital marketing, we need to be aware of both sides of the story

The question is then, when are you truly better off? Are we better off getting 1 to 2 leads or are we better off as a whole, when we are getting 10 leads of which 5 may be good and 5 may be of low quality, or even worse fake or spam leads.

Here’s a feedback we got from one of our Agents who found his leads to be of lower quality:

In the past 2 + months, we have generated over 750+ phone numbers for our agents. Some leads have been converted into sales (Thanks Andrew and others for sharing with us), some haven’t.

The thing about Digital Marketing is, you’re going to have More Leads, More Verified Leads, and also More bad leads  as a whole.

Now that you’ve heard both sides of the story (from those who converted PushAds leads into sales, to those who haven’t), is digital marketing for you?

 

If yes, get in touch with our Digital Marketing Consulting Team. We want to hear from you!

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In Academy

Less Leads can be a Good Thing

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Today, DREA’s PushAds system introduces one of the shortest conversion funnel in the market. It is also the easiest tool out there for creating property listing advertisements on Facebook, Instagram,  Google and 200+ websites.

As a tool, it is designed to help property agents get more leads by having your ads seen everywhere (i.e. maximum online exposure) and by having a strong “Call-to-Action”. PushAds therefore leverages heavily on Lead Ads which are designed to help capture leads and their contact details, in just one click.  

When used in combination with the ability to reach tens of thousands of people and Animated Ads (read more here), this can be an effective tool to convert viewers into leads. However, like every other property portal, marketing tool out there or even when property agents were to do their own Lead Generation Ads – there is a risk of others submitting fake or wrong contact details a.k.a. fake leads

Property agents marketing the same property, may accidentally or deliberately click on other agents advertisements. Sometimes, genuine leads may accidentally provide the wrong contact information. Whether it is the the case of “click fraud”, “lead fraud” or just a simple mistake of providing the wrong information, following up and calling a “fake lead” is a waste of time for property agents.

Here’s an example of an actual case we experienced:

We know that fake leads are a real concern. What do we do about it?

More than a  week ago, we built in an enhanced Lead Verification system as part of PushAds to filter out and eradicate “fake leads”. So yes, you’re getting less leads, but also higher quality leads.

How does it work?

#1) First, we automatically ensure your Ads are shown to the most relevant target audience. That means excluding your competitors whenever possible. We do this by using retargeting pixels and custom audience exclusion for ~17,000 known agents. (Though of course some agents will want to show their ads to other agents for co-broking purposes)

Lead Verification

#2) Second, each time someone submits his/her name and mobile number to PushAds, our system automatically does a number of checks:

  • It checks the  phone number provided against a database of Agents phone numbers (~17,000)
  • It checks the country code and structure of the phone number provided
  • It checks the name provided
  • It checks the IP address and a unique device id

Put simply, PushAds does a first level filtering of spam and fake leads.

#3) If the phone number, name, IP address and device id passes the first check, PushAds automatically sends a follow-up SMS to the Lead. This SMS will include information on the Listing and a clickable link for them to either download a Report, a VIP Pass or an Excel Analysis on the project or to verify their phone number. This allows us to verify the phone number and more importantly, help property agents identify the highest quality leads.

So by implementing a 2 phase verification system, we actively weed out suspicious and low quality leads. Yes, this means less leads, but also higher quality and genuine leads.

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In Academy

Animated 3D display ads are more effective

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Pushads now support 3D Animated HTML5 Ads

Here’s the truth. We psychologically filter out Ads on websites these days. We know this because ever since we launched PushAds in November, we have been tracking PushAds’ click-thru-rates (“CTR”) for Ads running on 200+ curated sites via the Google Display Network.

The reason why CTR for Display Ads tend to be low even when listing Ads are beautifully designed, is because (i) most Ads are “flat” and they blend in with page content which is also “flat”. At the same time, (ii) most Ads are static because it takes quite a while (and professional help) to create nice HTML5 animated Ads.

If you are planning to do a Display Advertising campaign via the Google Display Network, here are some tips:

  1. Download Google Web Designer and created animated HTML5 Ads – It takes about 30mins to 1 hour
  2. Include a “3D” element if possible – This will allow your ad to visually break away from site content which are usually rather flat
  3. If possible, use different colour schemes for different placement sites, so that your ads contrast and stand out

We would also like to take the opportunity to announce that as of last week, we have introduced animated HTML5 PushAds. This means that when you push listing ad onto sites such as Straits Times, Channels News Asia and 200+ other curated sites, your Ads will automatically be animated, 3D and include marketing hooks (if you choose to do so).

We have automated the creation of animated HTML5 Ads because it is indeed a time consuming process! Going forward, you no longer have to worry about ineffective display ads or having to spend hours learning how to create animated Ads.

PushAds does it for you!

HTML5 PushAds
PushAds now support HTML5 animated Ads. Infact, the PushAds app creates visually engaging and animated Ads for you in a matter of seconds.
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In Agent Tools

An Open Letter to Agents

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Hi there,

My name is Yuet and I am the Founder of DREA.sg

The past 1 year has been extremely fulfilling having been able to speak to so many of you during our training sessions and agency visits. I am grateful that many of you have been both open and honest in sharing with us the problems and concerns you faced.

Here are the three key problems you shared with us.

#1 Getting more exposure online, and getting leads from it

Today, many of the top agents are already doing Digital Marketing – ala Online Advertising or better known as Pay-Per-Click Advertising (PPC) on Facebook and Google – to gain exposure online. It is a pretty effective way to know your listings will be seen, not just on property portals, but all over the internet.

But it’s not easy. Doing Digital Marketing or PPC Advertising well – in a way that actually generates leads and not just clicks, is both time consuming and challenging. Those who have done it well have gotten great results with multiple leads per day. Others have had painful experiences spending close to S$1,000 in one weekend with no leads.

So, first we had to ensure our solution worked for everyone and not just the digitally savvy. To do this, we worked with both Google and Facebook to build PushAds.

PushAds is a simple 4 step tool that lets you market your listings online. It lets you choose who you want to target, and those people will start seeing your listings everywhere, be it on Facebook, Google, Instagram, Straits Times, Zaobao or the 200+ sites that we put your listings on. Yes, it’s easy to use. But more importantly it needs to generate leads for you.

So, we have learnt from Top Producers and invested even more time to test and refine different marketing hooks – things like VIP passes, Excel Spreadsheets, Reports and more. After 100’s of tests, we have finally fine-tuned PushAds to be able to effectively generate leads by automating the inclusion of marketing hooks, dynamic caption and by enhancing our ability to target those who are most likely to convert into leads.

#2 Still using flyers which are expensive and ineffective to target Sellers and Landlords…

To the agent who spent half a day sharing with us his pain point with flyers, thank you.

We know that one of the challenges you face today is in getting listings and building up a pipeline of (hopefully exclusive) listings to sell and rent out.

It sets you back $500 – $1000 to print these flyers and to mail them to each letter box. The payoff is big when you do score an exclusive, however with so many flyers being sent by different agents, it is hard to stand out and see results.

This time, we created ListGen.

ListGen is a tool that focuses exclusively on helping you connect with homeowners who are looking to sell and rent.  We use DREA’s analytics to offer homeowners easy to understand and valuable information about their unit.  This lets us identify the homeowners who are actively looking to sell or rent. ListGen then connects these homeowners to you.

#3 It takes too much time to post listings on multiple portals. Also, it’s a pain.

You have asked us this question multiple times. Can you help me port my listings? Why can’t listings be automatically ported onto all the different portals I use?

We agree and have taken a bold move in this area. DREA is currently in discussion with various sites to make sure the listings you post on our page gets immediately pumped out to multiple relevant sites and portals. Each of these sites will have significant visitors not just in Singapore, but in other markets too.

But to get there, we will need your support and your weight so we can convince other sites to make a move in the right direction – so that you only need to post your listings once, for your listings to be ported to all other property and property related sites, across the internet.

# We want to do more..

The team and I see all the comments you have given us as a real opportunity to do more and get it right. And while it will take even more feedback and iteration to perfect it for all of you – with the support and response you have given us, we are confident we will be able to get there.

 

“You may never know what results come from your action. But if you do nothing, there will be no results”

Sincerely yours,
Yuet and the DREA Team
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In Digital Marketing

The Idea Behind DREALabs

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At DREALabs we want to ask, question, experiment, answer and discuss all things digital marketing and all things real estate.

We see the need to foster and engage with the real estate community by providing an online space, to exchange opinions and thoughts.

We want to examine and uncover the best practices in generating leads online, automating digital marketing, increasing ad traffic and assessing online marketing strategies – through collaborating with, and featuring the best talents and minds in the industry, to bring forth and make accessible, valuable market insights.

We aim to refine existing digital practices and translate upcoming and potential digital marketing ideas, into applicable and functional methods that anyone — tech-savvy or not — can comprehend and adopt.

At DREALabs, we want to tell you what works and what doesn’t in real estate digital marketingYuet Whey Siah, Founder & CEO of DREA.sg

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In Digital Marketing

PushAds – Accelerating the Shift to Digital

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What is PushAds?

PushAds, a simple 4-step platform that allows property agents to choose who they want to target and then push their listings to them when they are on Facebook, Google, Instagram or virtually any other site.

With PushAds, DREA has consumerized a programmatic-direct ad buying platform and made it as simple as an instagram post. But behind the simplicity of the user interface, lies a whole range of Ad optimization algorithms, more than 20,000 unique targeting audience sets as well as exclusion lists. This means that every time a property agent runs a PushAd campaign, the ads are optimized for placement, CPC, quality score on Google and more.
Designed and built together with COVIN ventures, PushAds’ goal is to help property agents tap on the potential of multi-channel digital advertising with algorithmic ad optimization that mimics the proficiency of an experienced digital marketer.
Today, property advertising is a $800m market in South East Asia alone. Only ~10% are on digital, and mainly comprises of fees for listings on online portals.

DREA believes that PushAds will be able to accelerate the shift of property advertising spend onto digital by allowing agents, agencies and developers to tap on all digital advertising channels at once, with the sophistication of an experienced digital marketer.

 

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