Seller Leads First
Valuation and "should I sell" searches, where an agent competes on equal terms and the lead is worth more.
Real Estate PPC
Real Estate PPC Management That Targets Where Agents Can Win
Buyer inventory searches belong to the national portals, and outbidding them is not a strategy. Real estate PPC works where an individual agent or brokerage still has an advantage: seller lead generation, specific neighbourhoods, and the moment someone is choosing an agent rather than browsing listings.
We Do Not Bid Against the Portals Head-On
Competing with national inventory sites on generic property searches is an expensive way to lose slowly.
Neighbourhood Precision
Specific areas rather than city-wide, which is both cheaper and closer to intent.
Agent-Choice Moments
Searches for choosing an agent rather than browsing listings.
Long Cycles Measured
A seller lead may transact months later. Attribution windows set accordingly.
Lead Quality Screened
Valuation forms attract curiosity as well as intent. That has to be filtered.
Real Estate PPC, Explained
Why Do Agent Campaigns Struggle?
Four reasons, and the first is structural rather than fixable.
Review My Account →- 1
Competing on Portal Territory
Generic property searches are dominated by national sites with enormous budgets and inventory to match.
- 2
Buyer Leads Are Cheap and Weak
Easy to generate, slow to transact, and many are already working with someone.
- 3
Geography Too Broad
City-wide targeting in a market where the searcher cares about four streets.
- 4
Attribution Too Short
A default window closes long before a property transaction completes.
What Real Estate PPC Management Covers
Seller-focused campaigns, precise geography, and measurement that survives a long cycle.
Neighbourhood content is the durable version of this — see real estate SEO.
How We Run Real Estate Accounts
The first decision is what kind of lead the account is for, because buyer and seller campaigns share almost nothing.
Decide the Target
Sellers, buyers, or a specific area — and what each is worth to you.
Set Up Measurement
Lead tracking with a window that matches a property timeline.
Build Precisely
Neighbourhood-level targeting with valuation-focused campaigns.
Screen Leads
Regular review of what the forms produced, feeding back into targeting.
Report by Area
Cost per lead per neighbourhood, not one figure for the market.
Lead Type
Why Seller Leads Are the Better Target
Both lead types exist. They have very different economics and very different competition.
What makes seller leads more valuable?
A seller lead is a listing, and a listing generates both a commission and inventory that attracts buyers. A buyer lead is one transaction, and frequently one the buyer is already pursuing with another agent.
Seller searches are also less contested by the portals, whose business is built around inventory and buyer traffic. That leaves room an individual agent or brokerage can actually occupy.
The trade is volume: far fewer people search about selling than about buying. Campaigns have to be built for low volume and high value, closer to B2B PPC than to consumer advertising.
How long should the attribution window be?
Long enough to cover a property decision, which is months rather than weeks. A default window closes long before most transactions complete, so the campaigns that generated the business appear to have generated nothing.
This matters more here than in most sectors because the gap is so wide. An account judged on a thirty-day window in a market with a four-month cycle will systematically conclude that its best campaigns are failing.
Where the CRM records which leads transacted, feeding that back closes the gap properly — see conversion tracking.
Questions,answered.
Real estate PPC is paid search for agents and brokerages, focused on seller lead generation and specific neighbourhoods rather than competing with national portals on general property searches.
Not on generic inventory searches, and trying is expensive. The ground where an individual agent competes well is seller intent, specific areas, and agent-choice searches — none of which the portals prioritise.
Seller leads, generally: they produce listings, which generate both commission and inventory. They are also rarer and more expensive per lead, which is why accounts optimising on lead volume drift toward buyers.
Longer than most sectors. Property decisions take months, so an account judged on a short window will conclude that working campaigns are failing. Set the attribution window to the real cycle before drawing conclusions.
Some of them. They also attract homeowners who are curious rather than selling, which is why screening matters — counting every submission as a lead teaches the account to find more of the curious ones.
Still deciding if real estate ppc is right for you?
Talk to UsThe Portals Are Not Beatable on Their Own Ground
Agent campaigns frequently begin by bidding on the searches agents assume matter: properties for sale, homes in a city, listings by area. Those auctions are occupied by national sites with budgets and inventory an individual agent cannot match.
Money spent there does buy clicks. It buys them from people comparing inventory, most of whom will go on to browse a portal anyway because that is where the listings are.
The ground that remains is narrower and better: someone deciding whether to sell, someone choosing between two agents, someone interested in four specific streets. Less volume, considerably less competition, and leads worth several times as much.
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