Advertising for Real Estate Agencies
They call to look, not to buy
When the advertising is done properly, the broker gets someone who already knows the neighbourhood, the type of property and the price range, and comes to a viewing. The rest drop out earlier, instead of reaching the phone. The way I do it is called “The selection is in the ad, not in the settings”.
Request a quoteWhy ordinary advertising falls apart with properties
Three things work against it, and all three come together in exactly this niche.
01
Housing listings fall into a special category
Meta treats housing advertising as a special ad category. In it, demographics and detailed interests are dropped, and the location area is widened beyond the neighbourhood you are interested in. I check this before launch, because the whole structure of the campaign depends on it.
02
The buyer and the seller are looking for different things
One wants to see a property. The other wants to find out what theirs is worth and whom to entrust it to. Put in one campaign, the two motives get in each other’s way and the ad hits neither the one nor the other.
03
The decision matures over months, the account is read in days
A person follows listings for a long time before picking up the phone. When a campaign is judged by the latest thing visible in the account, it is exactly the slow part of the path that looks like a loss and gets stopped first.
The mechanism
The selection is in the ad, not in the settings
Once the platform takes away part of the targeting, the filter has to move into the message itself. Here is the mechanism, step by step.
- Two campaigns, two different conversationsBuyers and owners who are thinking of selling run separately. Separate copy, separate frame, separate next step. That way each side sees only what it came for.
- The ad states the neighbourhood, the type and the price rangeWhatever the platform no longer filters is taken over by the copy and the first frame. Whoever is not looking for this area and this class of property does not click. That is not lost traffic; it is the desired effect.
- The viewing is the event I countA completed form is not a result. The booked viewing and the conversation held are fed back into the ad account so the system learns from them, not from random curiosity.
- Those not ready stay on a list, they are not lostInterest in a property rarely disappears; more often it waits. These people see the next listings through the months in which the decision matures, and there is no need to chase them from scratch as a new audience.
Proof
From the portfolio
Public cases with verifiable numbers, each with an open case study.
The first step
Audit within 7 working days
First I review the account, the enquiry form, the website and the tracking. Where data is being lost and where money is being lost.
- You receive a PDF and an online meetingThe findings and recommendations presented in person, not an automatic report from a tool.
- Conclusions in days, not monthsThe findings are ready within the audit period, not after a quarter.
- The value is deducted in fullIf the work continues, the full value of the audit is deducted from the contract price, with a minimum term of three months. This applies if the contract is signed within 30 days of the audit.
- All I ask of you is read accessThe ad accounts and the website remain yours. Nothing changes without your decision.
Which channel for what
| Meta for recognition and a stream of listings | This is where the volume comes from, but under the rules of the housing category. That is why the weight falls on the frame and the first lines of the ad, not on the settings panel. |
|---|---|
| Google for the person who is already searching | There the person has already set off on their own, and Meta cannot create that. This is where the specific requests for an area and a type of property come in, as well as calling straight from the result. |
| Going back to those already interested | People who opened a specific listing, and contacts from the agency’s database, see the ad again while they are deciding. This is the part that almost always goes unused. |
When I am not the right choice
- If there is nobody to answer straight away, while the person is still looking at the listing. Advertising does not make up for silence after the enquiry.
- If you expect a deal straight after launch. An advertising budget does not shorten the cycle with properties.
- If the only yardstick will be the cost per enquiry. With properties it misleads, because it does not tell the merely curious from the buyer.
I work personally on every account. This limits the number of clients I take on at the same time, and it is the reason this list exists.
