Property insights for digital marketing, April 2025

Not just any videos, videos with purpose that give value back to your buyers.

We’re seeing campaigns that have sales agents showing off their projects at different stages is allowing customers a new way in. It’s real, authentic, not polished content that’s driving cut through with buyers.

• Pouring ground
• Frames going up
• Early walk-throughs
• Final walk-throughs

Whilst a good render image will work and is still recommended to be part of your ad mix, we’re advising clients to shoot up-to-date and current project videos.

The ideal video length is 15 – 30 seconds.

Giving away as much information as possible.

Allowing your campaigns to have something new to talk about every 2 to 3 months.

Who’s doing it well:
Sahil and his team over at Bricks & Mortar, kicking some serious goals.

Hyper-Hyper-local targeting (targeting the suburb and sometimes the street) in paid search is proving to be a more cost-effective way to target on Google. We’re rolling out some tests on Meta, but early signs are that a broader target approach on Meta yields the best results.

• We know that for most projects, it’s those who live close by who end up buying
• In some cases, it’s those who live across the road, keen to downsize but not move too far away
• The early signs are suggesting that narrowing geographical targeting to specific suburbs or even street names is showing better ROI than broader council-wide campaigns.

What does this mean for you?
Have your agency start testing out some hyper-hyper-local campaigns on Google Search (and Pmax) to see what results it yields.

The platform’s targeting capabilities for business decision-makers is proving especially valuable for commercial property listings.

For those that don’t know, LinkedIn allows for more precise targeting (compared to other social platforms), giving marketers a chance to hit a specific audience. LinkedIn gives campaigns a unique ability to target exact end users as opposed to a more broad campaign on Meta.

Most developers or agents will have a list of “work email addresses” so it’s time to use your email database to your advantage and here’s how.

• Step 1: Upload your list to LinkedIn
• Step 2: Create a custom audience and save it
• Step 3: Create a look-a-like audience from this custom list
• Step 4: Create a targeted list by company name, job titles, and company size
• Step 5: Run a different campaign to each of these lists to drive project awareness and leads

We’re seeing the average cost per lead sitting between $100 – $200.

LinkedIn Ad Tip:
Make sure you have set up UTM tracking for each campaign so you can define which lists your leads are coming from.

Alright, let me say it, hiding your floor plan behind an email address is not only super frustrating for end users, but it also means your campaigns are driving the wrong leads. Now, combine that with machine learning, and you’re telling the robots to find the wrong people.

Brands giving away their floor plans in their ads and on their project landing pages are driving higher-quality leads. Why? The users have all the information they need: price, location, amenities, design, and floor plans. They can start to imagine themselves in their dream house. This means there is no second-guessing, and buyers can confidently turn into a lead.

We find adding the floor plan as the second image in a carousel ad is working best; we don’t advise on floor plan images as a single image static ad.

What does this mean for you?
Fewer but higher-quality leads for your agents to follow up on.

Requiring email verification on Instant Form Ads (for a simple property enquiry) does introduce a friction point that, in some cases, has reduced lead volume significantly.

While you might get better quality leads (because those who bother to verify are more serious), the overall quantity drops so much that we’re seeing an overall negative result. This is because it doesn’t allow robots to learn and find more leads.

This means clients need to weigh up: low volume, high quality vs high volume, low quality leads.

Every additional step in a form or funnel (especially one that interrupts user flow, like email verification) increases drop-off. In property lead generation, volume often matters more than perfect lead quality, especially when;

• Sales teams have good systems for qualifying leads manually
• There’s strong nurturing (email/SMS) to push casual interest into stronger intent

Our conversion-focused websites are transforming digital engagement in property. The results?

• Website engagement jumped from 1.58% to 5%
• Conversion rates soared from 0.32% to 2%

Your all-in-one solution, design, development and paid ads are handled by Sod.

• Website only: 
  • On-page website: $10K
  • Multi-page website: $15K
  • Both prices include a splash page
• Complete digital solution: Website (one of the above) + 3-month paid ad campaign
  • All-inclusive package: $25K (including 3-months media spend)
• Quick turnaround: Live in just 4 weeks

Check out our recent work:

• Full Website: Wembly Hill
• Splash Page: 25 Mary St