Marketing a lakefront property

[corn2015]

Hi,
When marketing a lakefront vacation property is it better to focus more on organic SEO or PPC? The potential client has a luxury home on a lake in georgia. Are there any tips you can give on best practices when it comes to marketing luxury lakefront property?

[phubui]

Hi Cornelius,

I don't personally have a lot of experience marketing for real estate, but I'd say that using paid social might be a good idea in your case. Facebook may be especially useful here since you could use carousel ads to showcase different images of the property to people. For your audience, I'd suggest targeting:

• People within a 50 mile radius (or more?) of the location of the property
• Ages 30+
• Income of $100K+
• Homeowners
• Home value of $500K+ (or however high the value of the property is)
• Interested in Real Estate and Travel > Lakes

There are probably a ton more powerful targeting options you could use to really whittle down your audience on Facebook, and you'd likely know best how to target them when you see them! In the meantime, this Facebook targeting options infographic may be really useful to you! (P.S. Facebook also has ad placements on Instagram and that may be a great place to advertise too!)

To directly answer your question about SEO vs. PPC, I can really only address the PPC side since I'm not an SEO. The nice thing about PPC is that you can target high-intent keywords (think someone searching for "lakefront property georgia") and also target by location, time of day, day of week, etc. All those factors can really help you get your ads in front of the right people. It's also pretty instant as you make changes and adjustments! If you're on a bit of a time constraint and have some budget to use, PPC wouldn't be a bad way to go, in my opinion.

Hope that all helps!

Phu