Industries · Real estate
Buyer leads and seller leads are not the same product.
Most agent advertising buys buyer leads because they are cheap, then wonders why the listing side never grows.
Four things that decide a real estate account.
Seller leads cost more and are worth more
A listing appointment is worth several buyer leads and takes far longer to earn. Home valuation offers attract them, but only convert with a follow-up sequence measured in months rather than days.
Most leads are not ready and that is normal
Someone browsing homes today may transact in a year. Treating that as a failed lead is the single most common mistake in this category. The nurture sequence is not an add-on here — it is the product.
Neighbourhood beats city
Generic city-level property advertising competes with portals that will always outspend you. Specific neighbourhoods, price bands, and property types are where an individual agent or small brokerage can actually win.
Speed to lead still decides the contested ones
For the small share of leads that are ready now, the first agent to respond usually gets the relationship. That has not changed and probably will not.
02
What the searches look like
Home valuation and sell-my-house searches signal the listing side and carry the highest value. Neighbourhood and property-type searches attract buyers at varying readiness. Agent and brokerage searches are small volume but high intent. Meta carries most seller-lead generation, because deciding to sell starts long before anyone searches.
Specific to this trade.
- 01Separate buyer and seller campaigns with separate budgets and targets
- 02Home valuation offers with long-horizon follow-up, not a single email
- 03Neighbourhood and price-band targeting rather than city-wide bidding
- 04Long-window nurture sequences sized to a real estate decision cycle
- 05Speed-to-lead alerts for the leads that are genuinely ready now
04
What ads can’t fix
Paid media cannot substitute for follow-up. Real estate leads convert on the eighth touch, not the first, and an agent without the time or system to work them for months will lose money on any campaign we build. If that is the situation, fix follow-up before spending.
Fifteen minutes on your real estate market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.