• As a PSP, BoomTown will get access to Google's support services, co-branded marketing materials, joint promotions and more.

Agents who want to make the most of their Google AdWords campaigns will soon have more reasons to consider leveraging BoomTown to do it.

BoomTown President and CEO Allen Grier

BoomTown President and CEO Grier Allen

Today, Google named BoomTown, the real estate digital sales and marketing tech company, a Google AdWords Premier SMB Partner (PSP).

Real estate-related digital advertising represents roughly 15 percent of all digital ad spending in the U.S., so it is not surprising that Google is making inroads into the industry.

According to Google’s program website, “only a select group of highly qualified companies” are eligible for PSP designation. As a PSP, BoomTown will get access to Google’s support services, co-branded marketing materials, joint promotions and more.

“The fact that Google has decided to bring BoomTown on as their initial PSP in the real estate vertical shows their increased commitment to the industry,” said Grier Allen, BoomTown’s CEO and President.

In a statement, Ben Wood, Google’s Director of Channel Sales Americas, added, “The Google AdWords Premier SMB Partner Program is a great way for small businesses to connect with companies who can help them make the most of their online advertising. Our PSP partners like BoomTown offer expertise, experience and end-to-end customer service so business owners can focus on running their businesses.”

BoomTown’s system includes a customized real estate website integrated with local MLS data, personalized online advertising, client success management and a CRM (customer relationship management) system with marketing automation.

What’s in store

Mobile will be an important area of focus for BoomTown’s consumer and agent products in 2016, Allen said.

He advised agents to keep an eye on Google and adapt to the company — for example, taking advantage of Google’s concept of micro-moments, wherein consumers leverage smaller pockets of time to research purchases across multiple devices. This exponentially increases the complexity of digital marketing.

“You can’t afford to squander any of these micro-moments. Every moment needs to be considered as an opportunity to start building trust,” said Allen.

Real estate agents still have a way to go toward embracing the new tech world they are living in, and how they can maximize it, added Allen.

“In real estate, customer service and building trust is paramount,” he said. “Agents need to understand that their brand extends beyond their office, beyond their website, into the search engines, into other websites — basically, into any potential touch point that a consumer has to interact with their brand.”

Email Gill South.

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