Brokerages, teams, individual agents and property management. The vertical with the longest gap between first enquiry and closing, the most shared leads, and a set of fair-housing advertising rules that quietly invalidate half the targeting playbook used everywhere else.
Almost every agent we talk to can buy more leads tomorrow. Portals will happily sell them, and the same enquiry usually goes to several agents at once. What nobody can buy is the eighteen months of consistent contact between someone idly browsing listings and that person actually being ready to move.
That gap is where the business is won or lost. A buyer who fills in a form today may transact next spring — or next year, after a job change, a lease ending, or a second child. The agent who is still politely present at that moment gets the deal, and it is almost never the agent who called twice in week one and then went quiet.
Most CRMs in this industry are a graveyard of exactly those people: thousands of contacts, tagged once, never touched again.
Housing is a protected advertising category. On the major platforms that means campaigns must be declared as housing-related, which removes targeting by age, gender and detailed demographics, and restricts location targeting to a wider radius than most agents expect.
It also means lookalike-style audiences built from your past client list — a completely normal tactic in any other vertical — become a real problem, because they reproduce the demographic profile of who you have already sold to. That is precisely the discrimination the rules exist to prevent, whether or not anyone intended it.
We treat this as a design constraint from the first campaign rather than a compliance review at the end. In practice it pushes the work toward intent — what someone is actively searching and browsing — which is a better signal than demographics anyway.
We are a marketing firm, not your counsel or your broker's compliance officer. Ad copy, imagery and targeting should be reviewed by your brokerage before launch.
A Zillow or Realtor.com enquiry is sitting in three other agents' inboxes. An agent that texts back within seconds — day or night — starts the conversation before your competition has opened the notification. In this vertical that single change usually decides whether buying portal leads is profitable at all.
AI AgentsSequences built for people who will transact in a year, not a week. Neighbourhood updates, price movements on saved searches, and check-ins timed to lease expiry or life events — running quietly until someone re-engages, then handing straight to you.
AI AgentsTimeline, financing status, whether there is a property to sell first, and whether they are already working with an agent. Asked conversationally, scored against your real close data, so your time goes to the people actually in market.
AI AgentsYour past clients and sphere are the cheapest transactions available and the most neglected. We work the existing database systematically — anniversaries, equity updates, referral asks — instead of buying strangers at portal prices.
Channel DevelopmentNeighbourhood, school-district and "homes for sale in" search is where real intent lives, and it is winnable without demographic targeting. Area pages, listing SEO and paid search built against what people actually type.
Digital DiscoveryNot to registrations. Tracking stitched from first touch through to closed transaction and commission, across a cycle long enough that most attribution windows expire before the deal does.
Tracking & attributionThey are shared, expensive and often poorly qualified — but they are also genuinely in-market, which is rarer than it sounds. The two things that decide whether they pay are how fast you respond and whether you keep contact past week two. Fix both before deciding to cut them; most agents conclude portals do not work when what actually failed was the follow-up.
No. It handles logistics — availability, timeline, financing status, booking the showing or the call. Anything touching valuation, negotiation or advice on a specific property escalates to you, because that is the licensed work and it is also the part clients actually hired you for.
The response and nurture layers especially. A solo agent is showing property, at closings, or driving for most of the day, which is exactly when leads come in. The discovery and channel development work scales down; the automation matters more, not less.
Usually. Follow Up Boss, kvCORE, Sierra, LionDesk, Salesforce and most others expose enough API to read leads and write activity. If yours is closed enough to make honest attribution impossible, we will say so before quoting rather than after.
To an extent — listing pages, area pages and the campaigns that drive traffic to them. Photography, staging and video production are not our work, and we would rather point you to someone good at them than pretend otherwise.
We submit a real enquiry on one of your listings and report exactly how long it took to hear back — plus a check on whether your housing campaigns are categorised correctly.
