Property
Search marketing for buyer's agents, brokers and property businesses.
Property leads are worth a lot and take a while to close. That changes how you should run search: what you target, what you pay for a lead, and how you judge whether it's working.
Who we work with
- Buyer's agents
- Mortgage brokers
- Property advisers and investment firms
- Builders and developers selling direct
- Property managers and related services
The search landscape
What makes property search different.
High lead values and long decision cycles reward patience and punish sloppy targeting.
01
Searches are noisy
Search "buyers agent" and Google mixes in people looking for selling agents, rentals, listings and free first-home buyer advice. Without tight targeting, a big share of paid clicks go to people who will never hire you.
02
Portals and big brands own page one
Property portals, banks and comparison sites hold many of the top organic positions. Smaller businesses win on specific services, specific suburbs and the trust signals the big sites can't show.
03
Long gaps between enquiry and revenue
A buyer might enquire today and sign in three months. A broker's client might settle in six weeks. If you judge campaigns on this month's revenue, you'll cut the ones that are working.
04
Claims need care
Statements about rates, approvals, savings and results attract scrutiny, particularly in lending. Ads and pages need to sell without promising what you can't control.
Our approach
Built around what a client is worth.
01
Set a cost per lead from your numbers
Client value and close rate decide what you can afford per enquiry. For many buyer's agents that number is far higher than they expect, which opens up searches competitors have given up on.
02
Exact intent first
Campaigns and pages built around people who are ready to engage someone, in the markets you cover, with negatives that strip out the portal and DIY traffic.
03
Suburb and market pages with substance
Local pages that show you know the area: recent market notes, the buyers you typically help, the questions people ask about that market. Not a template with the suburb name swapped.
04
Proof that works for a big decision
Reviews, results, process and fees explained clearly. People spending six or seven figures look harder before they enquire.
05
Track leads through to clients
Calls and forms tracked properly, and where possible matched back to signed clients so we can judge campaigns on revenue, not just enquiries.
From our client work
Brisbane buyer's agency
Search that pays for itself nine times over.
SEO and Google Ads run as one strategy for a Brisbane buyer's agency. For the last few years, search has returned roughly $9 in revenue for every $1 it cost, ad spend included.
Revenue for every $1 spent on searchClient-reported, each of the last few years. Cost includes ad spend.
- 2,098
- Tracked leads from Google Ads
- ~$150
- Average cost per lead
Google Ads platform data. A lead is a tracked call or form enquiry, not a signed client.
How we got there: where they rank
| Search | Where | Started | Now |
|---|---|---|---|
| buyers agent brisbane | Mobile | 10 | #1 |
| buyers agent | Desktop | 10 | #1 |
| buyers agent | Mobile | 6 | #1 |
| buyers agent brisbane | Google Maps | 5+ | #1 |
ProRankTracker, Google.com.au, Brisbane. Started is the position when tracking began. Rankings move day to day.
FAQ
Common questions.
What's a reasonable cost per lead for a buyer's agent?
It depends on your fee and close rate, but with typical fees in the tens of thousands, a cost per lead in the low hundreds can be very profitable. One buyer's agency we work with averages around $150 a lead across its whole Google Ads account.
Do you work with mortgage brokers?
Yes. Broker search is crowded with banks and comparison sites, so we focus on specific borrower types, local markets and the questions borrowers ask before they pick a broker.
Can you cover several cities or offices?
Yes. We structure campaigns and pages by market so each location gets its own budget, targeting and reporting, rather than one campaign trying to cover everything.
Next step
Want more of the right property enquiries?
If search is an important way you win customers, let's look at where the opportunity is. A 30-minute call with the person who would run your account.
- No 50-page pitch deck
- No hard sell
- A straight answer on whether we can help