Real Estate Blog: Use Google Adwords Pay Per Click Advertising For Your Real Estate Business Part 11

July 29, 2011

Let’s review again the 6 fundamental ways people search for information online. They are:

- The person’s actual question, or an abbreviated version of it
- The answer to the question
- A description of the problem
- A symptom of the problem
- A description of the cause
- Product parts or brand names

Above we have given a large list of questions someone might ask as their search query. So let’s review some of those questions and see them expressed in the other 5 ways people search for information online.

Key Financial Questions

“How much of a mortgage can I afford?”

The answer to the question – the answer might be a simple, direct statement such as an explicit mortgage amount:

$200,000 mortgage
$300,000 mortgage
$400,000 mortgage
$500,000 mortgage

other words or phrases instead of mortgage could be used such as “home financing”, “property financing”, “condo financing” and so on.

A description of the problem – someone who asks how much of a mortgage they can afford may or may not have a problem with getting financing. They may not have a problem and simply want to devote all their savings and income toward buying the most expensive home they can possibly get. They may have used one of the many online calculators available and already know how much they can afford, so they typed the amount in as above (eg. $200,000 mortgage).

Those who have a problem getting financing (or believe that they have a problem) may be facing any number of problems. For instance, here are some descriptions of problems people might type into Google if the question “how much of a mortgage can I afford?” is on their mind when searching:

- my high monthly payments for X – “X” could be car, truck, vehicle, repairs, maintenance, child support, alimony, credit cards, line of credit, student loan, business loan, cell phone, payday loans, medical treatment, health insurance, property insurance, life insurance, child day care, children’s education costs, property taxes, etc.

- I do X work – “X” could be any type of work related (or lack of work) scenario for either a single person or a couple seeking financing typically not viewed favorably by banks such as “contract based work”, “seasonal work”, “commission based work”, “self-employed work”, “have not worked since X date”, “gaps in my employment record”, “terminated from a past job”, “am collecting unemployment benefits”, “am collecting welfare”, “am collecting disability payments”, and so on.

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