Question for Agents/Brokers - Marketing Related

4 Replies

I need some help BP Family...especially from the agents/brokers/marketing directors out there.  I'm looking into using GoogleAdWords & Facebook marketing to get more exposure for some of my listings.  In specific, I'm thinking about all of the listings I have that are for medical use.  

My question - has anyone ever used these marketing platforms to reach medical users/doctors?  If so, what are some keywords I should think about using, and how are you going about structuring the marketing when setting it up?  I've had success with these two platforms in the past, but for some reason I'm not getting any traction when I use it for medical related properties.  One reason for this I believe, is the fact that many doctors/physicians live rather far (over 30 min drive) from their workplace, so targeting them by location isn't reaching the audience I intend to reach.  

If you have any other suggestions on how to get in front of these users that would be greatly appreciated as well!  Thanks in advance, any insight is greatly appreciated.  



Originally posted by @Cameron Maxey :

I need some help BP Family...especially from the agents/brokers/marketing directors out there.  I'm looking into using GoogleAdWords & Facebook marketing to get more exposure for some of my listings.  In specific, I'm thinking about all of the listings I have that are for medical use.  

My question - has anyone ever used these marketing platforms to reach medical users/doctors?  If so, what are some keywords I should think about using, and how are you going about structuring the marketing when setting it up?  I've had success with these two platforms in the past, but for some reason I'm not getting any traction when I use it for medical related properties.  One reason for this I believe, is the fact that many doctors/physicians live rather far (over 30 min drive) from their workplace, so targeting them by location isn't reaching the audience I intend to reach.  

If you have any other suggestions on how to get in front of these users that would be greatly appreciated as well!  Thanks in advance, any insight is greatly appreciated.  

At least for Facebook - you can target based on where people are currently, not just where they live if you are concerned that the doctors/medical people/targets are driving in from outside your radius. HOWEVER- make sure that you pair this with targeted interests that narrow down the niche so you don't just get completely random people. You may also want to use a separate larger radius for where they live as well- for example, target the state or 20 miles larger radius so you don't end up with business travelers, sales people, etc.  Depending on your area you could also try targeting by medical/hospital group affiliations, etc

As with most marketing, it's best to split test and see what works. And feel free to come back with more questions!

Originally posted by @Cameron Maxey :

@Angela Russo thanks for sharing!  I like what you said about targeting where they live instead of just where they work, we'll give that a try next round.

Also, not sure if you are working with an agency or someone with experience running Facebook ads, but be aware of the changes being made to the targeting restrictions for real estate due to Fair Housing Laws.  Since it sounds like you're not doing residential, it may not impact you as much, but good to keep in mind for all BP-ers

In facebook I believe you can filter by profession and interest so look into that. When I put home ads on FB I eliminate anyone who's profession is real estate. 

Also, consider your ad may be eliminating prospects. Do you lease / sell other properties? If so maybe you should use FB to generate prospects and if one fits your listing then hurray, if not sell them something else, if that's what you do. I'm not sure if you're a broker or an owner with one office to lease/sell.