Advertising in thematic networks

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Increasing sales of real estate agency_RSA
Contextual advertising can be placed in the form of ads in the Yandex Advertising Network (YAN) and the Google Display Network (GDN). Do not underestimate the importance of affiliate networks - a powerful "reach" tool that includes hundreds of thousands of sites where your ad can be displayed.

In this case, targeting is not configured bolivia mobile phone numbers database based on search queries, as is the case with search advertising, but based on the subject matter of sites, user behavior, and interests. Such advertising has a number of advantages, the main ones being the ability to reach a huge audience and get results in the shortest possible time.

KMS and YAN differ in that Google has many more options for displaying ads. Yandex provides opportunities exclusively for displaying ads based on the site's subject matter and the user's interests (i.e., what the user has recently viewed online). And Google allows you to manually select the sites on which you would like to display your banners.

Of course, this approach reduces the reach, but it gives a valuable advantage to an advertising campaign with a small budget – the ability to receive more targeted traffic.

In addition, you can add sites with topics close to real estate, for example, "insurance", "lending", etc. There is also the possibility of reaching user groups by interests related to the topic of real estate, for example, investments, bank deposits. Note that at the moment, real estate is the most reliable and proven method of investment.

Google allows you to place ads with texts and animation. In Yandex, banners consist of text and a static image. And all this is far from a complete list of Google KMS customization options.

Yandex calls the technology retargeting, and Google calls it remarketing. The tool provides options for customizing the display of your ads to users who have previously visited your site.

Using the technology, you can customize the characteristics of the target audience, specifying a whole range of characteristics - gender, age, interests, etc. Thanks to this, the ad can be targeted even to those users who viewed a specific section of the site, for example, "Mortgage and other options for purchasing housing" or "Underground parking".

SERM
The thought that the seller intends to deceive him often creeps into the mind of the Russian consumer. This is the psychology of a significant part of buyers in Russia.

Some citizens are more inclined to trust other consumers than the seller. That is why, when going to buy a vacuum cleaner, a person not only reads the characteristics of the product specified by the manufacturer, but also reads reviews from those who have already used the services of this company and its products.

Today, the most popular platform for discussing household appliances is Yandex.Market, as well as several other sites with thematic sections. Specialized forums and social networks are provided for discussing apartments and developers.

Let us note right away that not all of these forums and social networks are created by buyers. Often they are formed by the developers themselves, which is not surprising. Of course, consumers are much less likely to trust recommendations on the website of the construction company or real estate agency itself than reviews on a resource that, at first glance, seems "independent".

Developers and realtors are well aware of this psychological attitude of buyers, and therefore create a number of additional sites.

This is the dark side of SERM - online reputation management. But there is also a bright side, which is expressed in providing reliable information. That is, developers and real estate agencies do not place bots on forums or social networks, but create platforms where the user can quickly get answers to questions of interest to him.

Potential buyers are indeed concerned about many issues - whether the organization's documents for the land plot are in order, what is the reason for the postponement of the facility's delivery date, what location has been allocated for the construction of a new school, etc.

If the developer does not provide prompt feedback, potential clients begin to doubt its reliability, and this leads to conflicts and speculation. If the developer or real estate agency monitors questions and officially responds within 1-2 days, users trust the site.

In this case, you will be able to highlight the advantages of the residential complex, inform about promotions, additional purchase options. At the same time, such information will not have to be disguised as a real discussion - it will be perceived positively by visitors to the resource.

This is exactly how SERM should be built in a company, especially when it comes to real estate. This approach will work to increase sales of a real estate agency or developer.