Marketing for residential real estate agencies
Listings are won at the appraisal, so everything upstream of the appraisal is where the marketing budget belongs.
Where the money moves.
A vendor chooses an agent, not an agency, and they choose from a shortlist of two or three that formed months before anyone picked up a phone. That shortlist is built from what they see on their street, what the neighbour got, and what the agent's name returns when they search it. So the pipeline runs backwards from the listing authority: authorities signed, then appraisal to listing conversion, then the prospecting base that produced the appraisal. We report those three numbers per agent and per suburb, and let the office total follow them.
The residential calendar is unforgiving. Stock decisions get made in January for a February to Easter run, the market takes a breath through winter, then spring pulls the year's heaviest listing volume into a short window with every agent in the postcode chasing the same attention. Content produced in October is late. We push appraisal generation through the quiet months so your agents walk into spring holding a list of warm sellers, instead of opening a fresh advertising budget against a cold database and hoping the timing works.
Price claims here carry statutory consequence. Underquoting rules govern what a guide can say and how an estimated selling price is documented, agency agreement disclosure is prescribed, and sold price content has to reflect the record rather than the story. That constrains the creative and it should. We write market updates and sold price posts against actual data, keep every testimonial attributable to a real transaction, and build the required disclosure into the template so an agent posting from a phone on Saturday night cannot leave it out.
Sales pays the wages and the rent roll is what the business is worth. Doors under management compound, they get valued on a multiple, and they are almost always marketed as an afterthought behind the sales campaign. We run property management as its own line: landlord acquisition aimed at investors inside your management footprint, direct approaches to owners in buildings you already service, and content that speaks to yield, vacancy and legislated compliance obligations rather than to sellers who are not the audience.
What we run.
Appraisal pipeline campaigns
Address level targeting across the suburbs you genuinely service, built from past appraisals, expired campaigns and owner tenure data, driving to a booking page for a market appraisal instead of a generic contact form. Every enquiry is attributed to an agent and a street.
Agent profile production
One shoot day a month produces each agent's short video, sold walkthroughs, auction footage and market commentary for the weeks ahead. Published under their name so a vendor searching them before the appraisal finds a working agent rather than an empty profile.
Suburb authority in search
Suburb pages carrying real sold data, median movement, recent campaigns and the agent who owns that patch. This is the asset that answers a vendor's search, and the one AI search tools quote back when someone asks who sells in a given postcode.
Rent roll growth
Landlord campaigns run separately from sales, aimed at investors in the streets and buildings you already manage, with content on yield, vacancy periods and the compliance obligations a self managing owner keeps discovering too late.
Vendor campaign alignment
Listing creative that lifts the agency while it sells the property, so money spent on a vendor's campaign also compounds your suburb presence. Photography, floor plan, video and social treatments held to one standard across every listing you take.
Questions we get asked.
Because output collapses the moment listings get busy, which is exactly when presence matters most. A production system takes the agent's decision to post out of the equation: they turn up to the shoot day, the month gets filmed, and the calendar runs whether they had four opens on Saturday or eleven. Their name stays on it, the workload leaves them.
Appraisals booked, appraisal to listing conversion, and authorities signed, split by agent and by suburb. Advertising is reported on cost per appraisal and cost per authority. Enquiry counts and reach sit underneath as diagnostics, never as the headline, because neither of them pays a commission at settlement.
They run as separate budgets with separate reporting. Sales campaigns and landlord campaigns compete for nothing except production time, and that is scheduled in advance. The rent roll target is set in doors gained per quarter, so it cannot quietly become the thing that gets cut when a spring campaign runs hot.
The agency owns everything: domain, ad accounts, tracking, social profiles, CRM integration and the media library. Individual agent profiles are built on agency accounts and handed over cleanly on departure. Nothing sits in a third party account you cannot log into and nothing walks out the door with a resignation.
Also in property and real estate
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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