Lead Generation with Zillow Advertising

Now is the perfect time for real estate developers and builders to consider advertising on Zillow. The real estate market is seeing “pending” sales return to strong weekly growth, according to the popular real estate listing site. In June alone, pending sales have increased by almost 11%.

In contrast, there are now 25.5% fewer homes currently on the market compared to this time last year. Result – a seller’s market. Sellers have the advantage; homes are selling faster, while buyers compete to get their dream home.

We’ve been tapping the power of Zillow since 2018 for our client, AVR Realty, when the developer wanted to promote the new condominiums in its riverfront community, Overlook Pointe. With 50% of buyers finding their homes on the internet (according to the National Association of Realtors), BBG&G determined that advertising on Zillow through “Promoted Communities” and “Builder Boosts” campaigns was the way to go.

Promoted Communities = Increase Online Exposure
Promoted Communities offer builders the opportunity to increase online exposure for new homes and communities. Buyers see new construction communities prominently featured and displayed within their search results. These listings capture details unique to new homes, such as exterior design options, floor plans, home and lot status, specs, plan and lot pricing, community details, and sales office hours.

Builders can also share buildable plans so homebuyers can consider building a home directly with the builder. When the user finds a home they’re interested in, they can connect with a builder via a dedicated lead form.

Builder Boost = Reach More High-Intent Buyers
Builder Boost is a Zillow advertising product that expands the reach of a Promoted Communities listing. Through native ads on Zillow and Trulia and retargeting on Facebook, Builder Boost provides active buyers even more opportunities to discover new construction homes and communities.

This powerful algorithm retargets interested Zillow shoppers on Facebook who are already searching within a specific area. By retargeting high-intent home shoppers, it maximizes conversion by directing traffic straight to your website.

Results (Hint: It Worked!)
In 2019, AVR Realty’s online listings saw a 4.99% click-through-rate (CTR) – the average listing CTR is usually around 1%. During the first quarter of 2020, 4110 people viewed AVR listings, 14 leads, and 151 website clicks.

Are you interested in advertising on Zillow but don’t know where to start? Schedule a free marketing consultation with one of our specialists: calendly.com/bbgg/15min

By Kayla, Account Executive / Communications Specialist | August 17, 2020