As we look ahead, with a wild 2018 in the rear-view mirror, we’re excited to see how the world of real estate unfolds in 2019. Did you know that millennials are predicted to make up the largest segment of buyers in 2019—accounting for 45% of mortgages? According to Forbes, experts say that mortgage rates will continue to rise, and that despite that, millennials will keep buying homes. This trend will continue into next year, with 2020 expected to be a peak year for millennial buyers. Today, with 93% of home buyers using an online website and 73% using a mobile device during the home buying process, it is clear that an online presence has never been more important.

Before selecting tactics for your media plan, it is important to understand what the advertiser is trying to accomplish and who they are trying to reach:

  • Advertiser Goals: Home transactions do not happen online, so tying media back to the final conversion is usually not an option. Instead, talk to the advertiser about what the measurable goals they’re looking to accomplish with digital media.
    • Are they interested in driving traffic to their website? Track this through number of clicks, CTR, or view-through pixels.
    • Are there certain sections of their site that indicate that a user is about to become a client? Or do they rely on sign-ups and form fills? Track that with conversion pixels.
    • Are they looking to spend their money in a smart, efficient way? Track pricing metrics such as eCPM, eCPC, or eCPA.
  • Target an Audience: The target audience depends on who your advertiser is trying to reach. Some realtors focus on first-time homebuyers, while others work solely with luxury buyers. Associations and Brokerages may have a more general “real estate seeker” approach to advertising. It’s important to learn about who the advertiser is trying to reach, in order to hone in on specific targets within the media plan.

Check out a few tactics that work well for the real estate vertical, below:

  • Contextual Targeting – Reach users while they are researching and consuming content about real estate.
  • Audience Targeting – Find an audience who has shown behaviors relating to real estate such as: home buyers, real estate seekers, real estate listings, property inspections, and mortgages.
  • Mobile App Ownership – There are a variety of real estate apps like Zillow and Trulia; target users who have downloaded these apps to their phone.
  • Whitelist – Build a whitelist of the top real estate sites (Zillow, Trulia,, etc.).
  • Video – Many real estate advertisers are investing more heavily in video—this can be a really impactful ad type, especially for millennial buyers.
  • Retargeting – Re-engage users who have shown interest in the advertiser.

Ask the right questions and obtain the right information to ensure the creation of an impactful and successful campaign for your real estate advertisers!