Estate agents · Google Ads
Google Ads for estate agents
Someone searching for a house valuation or a letting agent in your town may be weeks from instructing. That's the moment to be there. Arête runs search campaigns built around one number: booked valuations.
From £199 per month, fixed fee
The situation
Why your customers are searching.
Agent-related searches mix sellers, landlords, buyers, tenants and job seekers. Most property searches are for homes, and they won't bring you an instruction. Campaigns need to focus on valuation and agent-selection searches, then send people to pages built for vendors or landlords. Tight location targeting matters too. Your patch is a defined set of towns or postcodes, and clicks from outside it are wasted spend.
What sends them looking
- A homeowner deciding to sell, and wanting to know what the property is worth.
- A landlord unhappy with their current letting agent, or adding another property to their portfolio.
- A property that's sat on the market with another agent and not sold.
- Changing lettings rules that push self-managing landlords towards a managed service.
- A probate sale, relocation or new development that needs an agent quickly.
The problem
What costs estate agents work.
Where the work slips away
- Many agent websites look alike, because they're built on the same property software templates.
- Portal subscriptions are a big cost, and most of what they deliver is buyer and tenant enquiries.
- Vendor and landlord leads need different messages, but many sites treat them as one audience.
- Online valuation tools bring volume. Plenty of it comes from curious homeowners who aren't ready to sell.
- Corporate and online agents outspend independents on broad searches and social reach.
What makes customers hesitate
- Homeowners worry about fees, tie-in periods and what happens if they want to change agent.
- Can a smaller agent get the same price as a national brand? Vendors want to know.
- Landlords want to know exactly what management includes and which compliance tasks are covered.
- Some homeowners doubt that an online valuation tells them anything useful.
How it helps
What Google Ads changes.
- Targets valuation and agent-selection searches, keeping sales and lettings separate.
- Restricts location targeting to the areas each branch covers, with separate campaigns per branch where needed.
- Excludes property, rental, portal and job searches through negative keywords.
- Tracks valuation bookings and instant valuation completions as separate conversions.
What you get
Sales and lettings campaigns
Separate campaigns for vendor valuations and landlord enquiries, each with its own ads, budget and landing page.
Branch-level location targeting
Radius or postcode targeting for each branch, with budgets weighted towards where instructions are most valuable.
Valuation landing page brief
Recommendations for focused seller and landlord pages with local results, fee information and a short booking form.
Negative keyword lists
Exclusions for property and rental searches, portal names, jobs and other searches that won't lead to an instruction.
Conversion tracking
Valuation bookings, instant valuation completions, landlord enquiries and calls tracked separately, so their quality can be compared.
Monthly reporting
Spend, valuations by type and branch, cost per valuation and the search terms behind them.
Measurement
The enquiries that count, tracked properly.
What counts as an enquiry
- A booked in-person valuation for sales or lettings.
- An instant valuation completed with contact details and a request for follow-up.
- A landlord enquiry about lettings or full management.
- A call to the branch from the website or Google Business Profile.
What gets tracked
- Cost per booked valuation, for sales and lettings separately.
- Instant valuation completions compared with in-person bookings from paid clicks.
- Instructions won from paid search valuations, as reported back by the branch.
- Search terms triggering ads, to keep buyer and tenant searches out.
Worth knowing
What customers check, and the rules to follow.
What customers look for before they call
- Recent local sales and lets by street or area, with whatever details you're happy to publish.
- Reviews on Google and independent review platforms from vendors and landlords.
- Fee information people can follow, including lettings fees displayed as the rules require.
- Named local staff, and what they know about the area.
- Redress scheme, client money protection and professional body memberships displayed accurately.
Rules worth knowing
- Estate agents must belong to a government-approved redress scheme, as must letting agents in England, and it's standard practice to show which scheme.
- National Trading Standards guidance sets out material information that should appear in property listings, such as price, council tax band or rate, tenure, and details like utilities, parking and known risks.
- Letting agents in England must publish their fees, redress scheme and client money protection details prominently on their website.
- Online valuation tools collect homeowners' personal data, so forms need a clear privacy notice and marketing consent handled properly.
Straight answer
Is it right for you?
It suits independent agents who want valuations from local search and can move quickly when a lead comes in.
Made for
- Independent agents wanting more valuations in a defined area.
- Agents launching a new branch or lettings service.
- Agencies able to follow up valuation leads quickly.
Not for
- Agents hoping search ads will find buyers and tenants, which portals already cover.
- Agencies without a landing page or booking route for valuations.
Starting price
From £199
per month, fixed management fee
What moves the price
- Number of campaigns, services and locations
- How much conversion tracking is already in place
- Landing page needs
- Reporting frequency and depth
Your ad budget is separate. It goes straight to the platform and is never marked up.
Questions
Google Ads for estate agents: your questions answered
Should an estate agent bid on its own brand name?
Often, yes, especially if competitors or portals appear when people search for you by name. Brand campaigns are cheap to run in most cases, and they help vendors looking for you find you first. Arête reports them separately, so they don't flatter the results of other campaigns.
Who follows up valuation leads from Google Ads?
Your branch does, ideally the same day. The ads and tracking bring the lead in. A simple shared record of which leads became appointments and instructions lets Arête steer campaigns towards what wins business. Without it, optimisation runs on form fills alone.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.