Industry · Real estate
Growth for real estate agencies: win the seller before the listing exists
Buyers come to you through the big property portals; sellers choose an agency long before, by searching their own street, their town's prices and "how much is my house worth". We build pages on real local data that answer those questions, keep each agent's and office's Google profile accurate, and run housing ads within the special rules Meta and Google apply to this sector.
Two audiences, two journeys
Buyers and tenants search listings on portals that spend far more than any agency could. Competing with them on "flat for sale + town" is rarely the best use of a local budget.
Sellers and landlords are the agency's real business, and their searches are different: recent sale prices in their neighbourhood, how long homes take to sell, what to fix before selling, which agency to trust. They also read Google reviews of each office and, increasingly, ask an AI assistant to summarise the local market. These searches are where an agency's own website can win, if its pages carry real numbers with their source.
What we do for an agency
- Local market pages with sources: one page per real market you cover, built on public sales data and your own knowledge, every figure with its source and date, updated rather than duplicated. No near-identical pages for every street. See SEO.
- Google Business Profile for each office, and for agents who qualify: Google allows individual practitioners, real estate agents included, to have their own profile when they have a public-facing role and can be reached at the verified location during stated hours. Specialisms are not a reason for extra profiles. See local SEO.
- Valuation request pages that convert: a short form (address, type, timing, contact) wired to your CRM, tested on a phone. See landing pages.
- Ads for seller leads and for listings: Search ads on a few exact seller searches, and Meta ads for valuation offers or flagship listings, each with a daily cap and a stop rule written in advance.
Housing ads have their own rules
On Meta, ads about housing opportunities must be declared under the Housing special ad category when they reach the United States, Canada or Europe (Europe since 7 December 2021). That category removes several targeting options: no age or gender targeting choices, no postcode targeting, no lookalike audiences, no location exclusions, and a minimum radius of 15 km around a point in Europe (25 km / 15 miles in the US and Canada).
On Google, the personalised advertising policy restricts housing ads in the US and Canada: no targeting by gender, age, parental status, marital status or ZIP code. Plan the campaign for a whole area, not a profile of person.
In France, property ads must show the energy and climate classes ("classe énergie", "classe climat") from the energy performance certificate, an estimate of annual energy costs for homes, and the mention of excessive energy consumption where it applies (articles R126-21 to R126-25 of the Construction and Housing Code). That applies online too, so we include it in ad visuals and landing pages for each listing.
What we need from you
- Manager access to each office's Google profile and to your website, and ad accounts in the agency's name.
- The areas you really cover and the agents who meet clients there.
- Your recent sales you are allowed to publish, and the energy certificate data for any listing we advertise.
- A person who answers valuation requests within the day: the fastest pages cannot fix a slow callback.
Questions we get
Can we target people likely to sell, like older homeowners?
Not on Meta or Google for housing ads in the regions where special rules apply: age and similar personal targeting are switched off there. We work with geography, the message and the search terms people use instead.
Should each agent have a Google profile?
Only if they meet Google's rules for individual practitioners: a public-facing role and reachable at the verified address during stated hours. Otherwise, one strong profile per office is better than many weak ones.
Will you write a page for every street or district?
No. Pages that only swap a place name are near-duplicates and do not help people. We write one page for each market where we have real data to show.
Do you buy property leads?
No. We help your own site and your ads bring requests to you, in your name, wired to your CRM.
Sources
- Meta for Developers: Special Ad Categories (checked 2026-10-06)
- Google Ads policy: personalized advertising (checked 2026-10-06)
- Google Business Profile guidelines (individual practitioners) (checked 2026-10-06)
- Légifrance: Code de la construction et de l'habitation, articles R126-21 to R126-25 (checked 2026-10-06)