Ad Networks: Low-risk Marketing Value for Brokers

Profitability is an abiding problem that every real estate broker faces. It takes constant focus and jockeying to squeeze every last penny out of revenue opportunities. While growth strategies always carry some risk and vary on their return-on-investment, advertising networks like those listed in our annual Technology Guide can deliver a comparably low-risk revenue stream to a broker's consumer-facing website. With ad networks, brokers can select diverse online format options, convenient passive earning programs, and distinct targeting abilities.

Many ad networks offer native advertising, or customized content that suits a broker's brand image, website style, and outreach strategy. Depending on the goals, content can be delivered in a variety of different styles, including banners, pop-ups, interstitials, audio, and video, and interactive ads. That way, the ads match the form and function of the broker's website. But, while there isn't much consensus on which type of ad is most effective for lead conversions, the best ad network will regularly review the broker's website analytics and adjust the style and content for optimal revenue gain.

An ad network's visitor data analytics enable them to gather detailed market intelligence and deliver content targeted for individual brokerages and the regions they serve. As a result, a broker's website displays advertising content that is segmented according to their specific audience's geographic location, demographics, lifestyle preferences, and even the primary time of day for online activity. This allows a broker to run relevant ads from high-quality advertisers that will positively reflect their brand image.