Incoming leads, ready to buy/sell a home, and grateful to be speaking with you, a local expert.
As the percentage of search volume on mobile devices continues to grow, CINC is passionate about finding improved ways to continue generating high quality leads. Local Services Ads are a relatively new product offering by Google that focuses on real estate agent search inquires coming from mobile devices – this means that people will be calling you directly!
With these LSA campaigns, we are targeting users further into the buying cycle. These aren’t people starting their home search, we’re talking about someone who has done the leg work and, in many cases, is reaching out to have a conversation about the process of purchasing.
Here's an example of what this ad type will look like on the Google Search Results Page:
What You Need to Know:
Being a part of the LSA beta program puts you in control of the conversation! You, your top agent, or your entire team, can receive incoming calls from ready buyers and sellers! In many cases, the research is done, the home is selected, and they're calling you to start the buying process.
Before we get this started, there are a few things needed to set you up for success:
Does your Google Business Profile page have at least 4.0 stars and a minimum of 10 reviews?
Are you able to commit to a $200 minimum monthly spend?
Can you provide proof of E&O insurance and an up-to-date broker or agent license number?
Do you have a professional headshot to be used in the ad?
So far it's been even better than the PPC to be honest. The people who call are ready to go in many cases.
We are big fans of the calls that come in through the LSA campaign. Compared to other lead sources, we find the LSA leads to be the best quality.
Frequently Asked Questions about Local Services Ads:
What is the expected Cost Per Lead? The CPL will vary by market but the range across the portfolio in our closed beta was $30-$60.
Is there a minimum monthly investment? Yes, due to the higher lead cost (and quality) of the LSA campaigns, the minimum spend commitment is $200.
What can I do to improve my LSA performance? The main factor that separates successful campaigns from “the rest of the pack” is the reviews. Not just the number but also the timeline – 50 reviews over the last couple months is better than 100 reviews from two years ago. So be sure to make growing your Google review counts (and average star rating) an ongoing focus!
Will incoming LSA calls show on my caller ID? There are some ways to set that up using Google voice numbers and changing some settings on your phone. My suggestion is to simply answer any incoming call while you’re running the campaign – you never know when a whale is on the other end of that line.
What do you need from me to get started? As Google is putting people in touch with business at the click of a button, there is some vetting done before the ads can go live. For example, you will have to provide documentation proving that you’re fully licensed and insured. Some states even require a background check, but the process is very simple.
