What’s New with YouTube Real Estate Ads
We’re going to talk about what’s new with YouTube advertising and want to share with you some examples that are real estate specific. We’re going to show you exactly how to target home buyers and sellers on the YouTube platform.
When you’re on YouTube, you see commercials and beside it there’s a skip ad button, that’s the advertising I’m talking about. It’s okay if people skip your ads because you don’t pay if it’s skipped. They only have to watch either 30 seconds of your ads or click on it before you get charged. That means totally free branding for you.
You could do a whole branding campaign, just targeting people in your city who are over a certain age and either watching videos or google searching real estate specific terms. If a person searches Google with keywords moving to Vancouver or moving to Boston, wherever you serve, it triggers your ads’ promotion when they watch on YouTube.
You could target for real estate for sale, you could target Vancouver house values plus hundreds of other terms. If somebody is searching open houses, bungalows, real estate property or condos for sale, you could target all these different keywords on Google and then when people get into YouTube, they’ll start seeing your ads.
One of the other ways that make this work is through remarketing. Remarketing is that when a person goes to your website and start seeing your ads everywhere. We can do the same with YouTube advertising. We can trigger YouTube to start showing them your Ads/videos about house values, finding out what their home’s worth or you’re first time home buyers page whenever they land on your webpage or home buyer page.
Your website should have a first-time home buyer page so you can retarget people who are looking at buying a home. A mortgage calculator on your website is also a great thing to tag so that you’d know they’re calculating numbers. It’s like they have high intent and they’re really looking at something and possibly buying a home and finding out what the carrying cost is going to be.
You could target all the people on your website that are on the mortgage page. You can also do it based on the property type. You could categorize them as a group of people who are looking at a specific category like condos, and then you could remarket them with a YouTube video talking about getting a list of condos for sale that matched their criteria.
It’s the same thing with real estate investment, golf course property or any unique property that you deal with whether it’s rural or commercial. Remarketing is really powerful. You can also do it based on your database and your CRM. You can pull off a list of your clients and save it as a CSV or XLS file.
You can export all the names, phone numbers, and emails. Think of all the internet leads that you’ve got, those that you’ve generated through Facebook and other platforms. You could take that list and load it into YouTube and then remarket to the people who are on that list.
Now I do have to caution on one thing, using your database requires that your YouTube and Google Ads account has spent over fifty thousand dollars and so most of you probably have not done that. You wouldn’t be able to do that but you would be able to do everything else. So, on remarketing, you can do the keyword-based. There are a couple of other options, it’s just taking the email list and it and waiting until you hit fifty thousand.
You can also specifically target other channels or specific videos. How would that work? Let’s say Tom Ferry – the number one coach in real estate according to his banner, so if I was to be a real estate coach, I could say that he already got a huge audience and anybody who watches his videos is probably a real estate agent looking at bettering themselves.
So, why don’t I play my commercial in front of all his videos? You could give a list of all the new condo builders in your city and they have a YouTube channel and then your commercial place before that. That’s just one example.
You can basically play leapfrog in front of any of your competition with this approach. You can also be very specific with actual videos so if you did research, you could find a whole bunch of videos that really relate to your topic and your niche. As long as they’re in your city watching those videos, then they’ll see your commercial.
But it takes a lot of prep time. There’s a lot of homework, research, and set up for that process to work but if you take the time to do it, you could really laser focus for first time home buyers or investment properties for example. One of the main reasons that I want you to consider looking at YouTube is the In-market audience.
The consumers learn to make decisions based on a variety of sources, from ratings, review sites and social media. YouTube’s in-market audience is able to understand when someone is in the market to purchase a product as opposed to when they’re simply interested in that category.
A great way to explain this is with the Autobytel example;
Autobytel is a company that connects car buyers with dealers and manufacturers. They use Adwords to reach prospective customers interested in purchasing a vehicle. By looking at content, like consumer reviews and price comparison sites along with online behavior like clicks and conversions and related ads, it helps you connect with consumers at the exact moment when they’re considering a purchase.
Autobytel is able to connect with highly qualified prospective customers with messages that are highly relevant to them. You can use in-market audiences across many verticals including automotive, real estate, consumer electronics, financial services, telecom, travel, education, and several others. Deliver the right message at the right moment to those most interested in what you have to offer with Google’s in-market audiences.
It is amazing they have all that information and now they’re letting us leverage that. Facebook is based on demographics, so we can target people with advertising based on who they are, where they live, and to what they’re into and YouTube now, is demographics, so it’s the same sort of thing.
So, if the people living in your area are looking at real estate and browsing listings, searching and going to other websites that are all about real estate, Google is tracking that. It puts those people in the market knowing they’re thinking of buying or selling a home.
If I was to play a commercial in front of these potential buyers and sellers, here’s an example of what our script could be like;
“If you’re buying a home locally, you’ll want to set up our free daily email alerts. It helps with the window shopping so you can passively watch the market plus it costs you nothing. Listings will be matched up based on your criteria so you don’t miss that perfect house. Become a local pro with the real estate market in the neighborhoods that matter most to you.”
“Click to start today. You can even find out what your home is worth. A real person from our office will be following up to make sure you’re on the right track. Contact us for all your local real estate needs. It only takes 20 seconds to get started.”
One thing to add is that I would have my banner at the bottom of the entire video. It’s a branding play. Most of the people are going to hit the skip button at the five-second mark and some of them might wait a little bit longer. If they don’t watch 30 seconds or more then I’m not paying but I have my branding at the bottom of that banner the whole time.
That script could be more powerful if you were actually the one talking in the video. However, I know most real estate agents don’t want to do video and so that’s what’s going to hold them up from doing this. You can make your own video and even film it with your own smartphone. It doesn’t have to be over-the-top polished, in fact sometimes being real and candid works really good. Just the right time and place and it’ll work. You should have your banner at the bottom with your name, logo and all your information. That way, it helps with the advertising and branding so that people build that mindshare who you are and what you do.
If a person watches that video and they clicked through, it takes them to a landing page. So, if you don’t have a landing page already built, you should build a universal landing page that talks about buying and selling. It’s like a choose-your-own-adventure.
It gives them a buying and a selling option. Here’s the text or script for a short video:
“When looking for homes-for-sale online, one thing you’ll notice is that all the listings you look at today are going to get mixed in with the new ones that you look at tomorrow. So, if you’re looking at buying simply tell us what you’re looking for and a daily alert with your criteria will be activated. It’s the easiest way to start your information gathering so you might as well start today.”
That’s the buying message, so, you could just take that script and make a video of you doing it.
Now on the seller video, this is the script that you can use:
“Home values are changing every week. To get a glimpse of what you could sell for, simply type in your address. It’s fast and free. You’ll see recent solds plus active listings that you would be competing with. This is a free service and you are not obligated to anything. It’s the perfect way to see if moving as a possibility. It only takes one minute and we won’t trick you with a 30-page questionnaire. Simply enter your address to get started.”
To make simple little videos, use a smartphone and stand in front of the logo on the wall behind you. Hit record on the smartphone or do an animated whiteboard video because like most real estate agents, you may not want to make those videos.
Underneath those videos, on the landing page, is a simple contact form. You’re not asking if they’re working with a Realtor or any other information. All we really care about is the name, phone number, email and then in their own words, what are the criteria they’re looking for.
Have them tell us in their own words exactly why they are selling. The more you ask the less you get. So, that’s what’s new with YouTube ads and it is pretty incredible that we can play leapfrog in front of our competition. We can laser focus people not only just on demographics but also on the behavior of the actions that they’re doing. We can use what they’re Google searching or what are they watching on YouTube and what other websites they visit like your competitors’ websites and we can create an audience out of this.
Now, let’s head on over to Google Ads. First, go to ads.google.com and create an account, you can also just Google it. Once you’re logged in, click on the campaign’s tab on the left and then click on the plus or add button. So, if you’re new to this, you have to check first if you’re on Google Ads or on Google Ads Express. If your dashboard looks different then that is probably because Google automatically set you up on Google Ads Express which is terrible.
Just in case you’re on Google Ads Express, up at the top of the webpage, there’s a question mark icon and there’s a phone number. You can either call them or message them. One of the chat features allows you to actually ask questions and tell them that you don’t want Google Ad Express. Tell them that and they’ll change you over. Google Ads is way more powerful and it’s going to save you a ton of money.
Now, after we click on the campaign’s button, we will then click on the plus or add symbol and choose a new campaign. What appears next are different options asking you goals that you would make as shown below:
Leads are what I’m going to do but ultimately, it doesn’t really matter. There are different strategies behind it so I’m going to say for most people you might want leads. Let’s just do leads and you’re going to choose on video and hit continue.
I want to name this as YouTube Test and let’s say I want to spend five dollars a day.
Scroll down and there’s bidding strategy and you have all these different options. Just maximize conversions.
Under networks, you want it to be on the YouTube videos but you can do search results as well but I don’t want video partners so just let that as it is.
And in the location, the default is to the entire country. So, we’re going to change that and I’m going to say Vancouver or whatever city you’re from. You could do that and you can add multiple locations as well.
There’s also an advanced search. If you click on that, normally the advanced search allows you to do radius so you can drop a pin. It also works with the postal codes or zip codes.
Next is the Exclude Content. We’re going to exclude the ads from showing on any sexual sensitive, profane type of content, no sense in sponsoring, that so let’s check those all off-exclude all of them.
And then the group name, if you’re only setting up one campaign do the In-market.
Google is really smart and they know the people that are not only searching the keywords but actively in the market. So, I’m going to say if you only choose one do the In-market.
Next is under demographics. Here you can do the demographics and select the people you want to reach.
You can target based on audiences and what I want to do is click on the Browse button.
This is where the rubber hits the road, so there’s a whole bunch of other ways we can do based on the demographics just like Facebook would do. We could do it based on the remarketing so that’s the people that have gone to your website or the people that are on your email list. But don’t do that, you’re going to start with In-market, market life events and custom intent.
After we chose that, then there are three of them, the Custom intent audiences, In-market audiences and Life events. I’m going to do life events, scroll down.
I’m going to choose moving, hit the little arrow beside moving and it says moving soon.
There’s purchasing a home, there’s a little drop down and I’m going to choose purchasing a home soon. I don’t want to target people that already purchased a home. That’s why I’m not selecting the whole category and I go by selecting through subcategory. Now that’s one category.
So, we’ll close the life events tab and open up in-market audiences. Scroll down and there’s a real estate section. Click the drop-down and choose your subcategory. I want residential properties then there’s another arrow beside that.
I want to do just for sale so I’m going to check off the Residential Properties (For sale).
So, as we’re checking this off, you’ll see there’s an ideas tab that starts accumulating ideas. Now, let’s click on that it’s going to show us a bunch that we missed.
I’m not going to do in-market audience for just real estate in general because that could be very broad so let’s avoid that. So now, anybody who is in North Vancouver and South Vancouver over the age of 35 and Google has gathered all their information on knowing who’s in the market for movement, buying a home soon, or moving soon. We’re going to target them.
If I wanted, I could also include and target based on keywords. I have a list of keywords ready and I’d suggest you would also make one so that you can just do copy and paste it.
It says change city, so you want to change that city to whatever city you’re in. You don’t actually need the plus symbols when you’re doing the YouTube marketing. Just get rid of the plus symbols before you paste it. If there are spaces, you can get rid of it, it doesn’t matter. That is just an example I have right there.
I’m literally only doing the in-market so this is the one I’m suggesting but you can do it based on keywords too. If you really want, you can narrow it down to people that are buying like an investment property or waterfront home or cottage for sale or something like that. You could target specifically the keywords that the people are searching for.
If you want to experiment, you can do another ad in the future and just do topics and another ad just doing keywords and see which one works out the best for you. I want to say keep it simple and just stick with this option. The audience in-market and do all the ones I selected. You can now skip the other selection.
Under placements, this is where I could give a list of all the YouTube channels. I could list off all of the real estate coaches and all the real estate services and then leapfrog and play my commercial. I get to target people that are watching other people’s YouTube channels that are specific to me or I could give a list of all the YouTube videos specifically.
Let’s say there’s Robert Kiyosaki as an example. He has a video on fixing and flipping a property or buying a rental property. I could find all of Robert Kiyosaki’s videos and specifically say any of these videos as long as the people within my city watching it, then it will play my commercial. You can be specific and play leapfrog in front of other people’s videos. It works out really well.
Under websites, you can target other people’s websites as well. I’d would suggest you not do that. Skipping forward, now that I’ve created my targeting, I want to actually run my ads. YouTube tracks your channel and they track the watch time so the longer a person watches your video the better for you.
In my theory is, if we run these ads from our channel then most people want to skip within five seconds, YouTube is going to look at that as a red flag. People keep skipping it right away if they don’t like the content. You can just upload the video directly to your channel if you want but if you have a really big channel and you don’t want to ruin the metrics. Consider having a second channel just for running your ads because the stats are going to be terrible based on view count and watch time.
Now, once you have the YouTube video uploaded, copy the URL up at the top then paste the URL under Create your Video Ad and it is going to find that video for me.
Now, it is showing me what the ad is going to look like. On the desktop, you’ve seen the video ads where you can hit the skip button. It also adds a little tab called option on the bottom left of your video and it adds an image on the top right.
So, when I hit play, the commercial plays and I’m going to have the option to hit skip the ad. When I hit skip ad it’s actually going to start playing the video I intended on watching. Even though I skipped that ad, the ads banner is going to be on the top right portion of YouTube. It’s on top of the suggested videos.
Even though they hit the skip ad button, they still see your branding so make this your face and your logo because it’s actually reduced in size so nobody’s going to see or read any text in your logo. So, make it as clean and simple as possible, just have your face and your branding. I used a front image of a house for sale in this example.
Fill in the blank of your website or your landing page’s URL. I used the AgentBoomer.com URL as an example but you can make it simple like AgentBoomer only.
Under display URL, when you copy and paste your URL, it’s going to duplicate it down there so just clean it up and you could change it to whatever keyword you want. It will appear under the channel name as shown in the image below so just make it clean and simple.
You’ll obviously change the wording with whatever fits for you. They also have an option for you to auto-generate using your channel banner and it’s going to create a little banner on your thing. But I would say don’t use the banner from your YouTube channel. It’s probably too big and clunky and it doesn’t have your photo. What I would suggest is you actually create your own image and the dimensions should be 300×60 so what I want to do is edit it first before uploading it.
You’ve got a really small space to work with so what you’re going to do is use this tool that you can drag and drop a photo in the background. Your photo, your branding and your company logo or something that is really clean and simple. It’s a very small space to work with. 60 pixels are very tiny so you don’t have a lot of room for text.
Your YouTube ads should be running and it’s going to run forever until you turn it off. So, in summary, that’s how to run YouTube Ads for real estate or any business.