The Real Value of Brand Awareness Advertising Over Lead Generation in Digital Advertising for Realtors and Mortgage Professionals

In the competitive realms of real estate and mortgage lending, the race to generate leads through digital advertising often overshadows the fundamental principles of brand building. Many realtors and mortgage professionals, eager to see immediate results, initially ask, “How can I get leads?” or “How many leads per month will I get?” This focus, while understandable, may only sometimes serve the long-term interests of their businesses.

Our experience with real estate and mortgage clients has shown that the initial thrill of generating a high volume of leads can quickly turn into disappointment. Not all leads are of equal quality. In our early days, we focused on lead generation from day one, neglecting brand awareness. While we saw success in numbers, the quality of these leads often left much to be desired. Many were just window shoppers, making it hard to gauge their potential for actual business.

This realization prompted a significant shift in our strategy. We began to stress the importance of a brand awareness campaign over lead generation. Building a recognizable and trusted brand can bring about far more significant benefits than simply amassing a large quantity of leads. A strong brand attracts higher quality leads—those who are genuinely interested in buying or selling properties or in serious need of mortgage advice, not just browsing.

We encourage all our clients, especially those in the real estate and mortgage sectors, to consider the long-term advantages of building brand recognition with a brand awareness campaign. A carefully crafted digital advertising strategy that highlights your unique value and expertise can create a lasting impression on potential clients. This approach or growing brand awareness enhances your professional image and fosters trust, which is crucial in converting leads into loyal customers.

For those ready to refine their marketing efforts and digital advertising strategies, we extend a free consultation to explore how building brand awareness can more effectively meet your business goals. Dive deeper into this strategy by checking out our brief, 3-minute video that elaborates on the importance of brand over leads. If you’re ready to elevate your business, click on the link below to get in touch with us and start reshaping your approach to digital marketing.

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This tailored approach ensures that realtors and mortgage professionals meet their immediate lead generation needs and build a sustainable, recognizable brand that stands out in a crowded market.

Types of Branding Awareness Campaigns on Social Media

Facebook Branding Awareness

1. Video Ads: Utilize short, engaging videos that highlight brand values.
2. Carousel Ads: Showcase multiple products or features to engage users.
3. Event Promotions: Boost awareness for webinars, open houses, or other events.

Google Branding Awareness

1. Display Ads: Use visually appealing graphics across various websites.
2. YouTube Ads: Capture attention with video content before or during YouTube videos.
3. Local Search Ads: Promote local services directly in Google Maps and search results.

LinkedIn Branding Awareness

1. Sponsored Content: Post articles and insights that reflect your brand’s expertise.
2. InMail Campaigns: Send personalized messages directly to the inboxes of professionals.
3. Dynamic Ads: Personalize ads based on user profile data.

TikTok Branding Awareness

1. Brand Takeover Ads: Command attention with full-screen ads that appear upon app opening.
2. Hashtag Challenges: Engage users with branded challenges to boost interaction.
3. In-Feed Videos: Integrate seamlessly into users’ feeds with native video ads.