In estate agency, not all enquiries are worth the same. Buyers come to you on the portals anyway – the real gold is sellers, because the listing is what pays the commission. Google Ads is the most direct way to reach owners with intent to sell before they go to a competitor. This guide shows how to win listings predictably, using the home valuation as the entry point.
Competition for these searches is fierce and click prices are high – which makes clean structure, a strong hook and consistent measurement all the more important.
In brief
- Seller leads win the listing – they are worth far more than buyer leads.
- The free home valuation is the strongest entry point (conversion).
- High click prices demand clean qualification: property, location, timeframe.
- Advertise regionally and by intent – not broadly on “estate agent”.
- Measure the valuation request and feed won listings back.
Target sellers, not buyers
| Audience | Example searches | Value | Conversion |
|---|---|---|---|
| Sellers | “sell my house [city]”, “what is my home worth” | very high | Valuation request |
| Agent wanted | “estate agent [city]” | high | Enquiry |
| Inherited / divorce | “sell inherited house” | high, urgent | Call |
| Buyers | “flats for sale [city]” | low for ads | handled by portals |
Steer budget clearly toward seller and valuation searches. Buyers find your listings on the portals anyway – paying for them there rarely pays off.
The home valuation as a hook
Hardly any owner types “I’m looking for an agent”. Almost all start with the question of value. A free, credible home valuation is therefore the best entry point: it gives the owner real value and gives you a qualified contact with intent to sell. The key is turning it into a personal conversation – not just an automated PDF.
Qualify expensive clicks cleanly
Seller searches are competitive and costly. Lower cost per listing by asking for property type, location and planned timeframe in the valuation form, and excluding searches aimed at pure curiosity, renters or portals. That way site visits reach only genuine sellers.
Landing page for the valuation
- A heading with benefit and area (“What is your property in [city] worth?”).
- A short, multi-step valuation process – more completions than one long form.
- Trust: local sold examples, real reviews, a contact with a photo.
- Phone number and call-back up top, privacy-compliant data capture.
Measure valuation requests and listings
Measure the valuation request as the main conversion and add calls. Link enquiries through your CRM to listings actually won and feed those back as offline conversions, so Google optimises toward the searches that bring real listings – not just forms.
Where Meta helps agents
Meta suits being present as the local expert, showing sold properties and reaching owners who are not yet actively searching. For concrete selling intent (“sell my house”), Google leads. Together: Google captures intent, Meta warms the area.
Frequently asked questions
Why advertise to sellers rather than buyers?
The listing pays the commission. Buyers come via portals anyway; sellers are the valuable and contested target.
Why offer a free valuation?
Almost every sale starts with the value question. The valuation gives real value and a qualified contact with intent to sell.
How do I handle high click prices?
Through form qualification and negative keywords so only genuine sellers get through, and by measuring to the listing rather than the click.
Advertise broadly on “estate agent”?
No. Advertise regionally and on seller/valuation searches. That cuts waste substantially.
Which conversion matters?
The valuation request, linked to listings actually won via the CRM.
Google or Meta?
Google for concrete selling intent, Meta for local presence and reaching future sellers.
Related services
More seller listings through Google
We build your campaigns around the home valuation, qualify enquiries cleanly, and measure through to the listing.