How an Estate Agent Generated 68 Vendor Valuations in 3 Months
An independent 3-branch estate agent was wasting 80% of ad budget on buyer searches with 2% conversion. We separated vendor and buyer campaigns, built hyper-local strategies by branch, and created vendor-specific landing pages. In 3 months: 68 valuations, 23 instructions, £115K commission revenue.
Vendor Valuations (90 days)
Cost Per Valuation
Instructions Won
Commission Revenue
The Challenge
What We Were Dealing With
The agent's strategy was fundamentally backwards — bidding on buyer keywords ('houses for sale in Winchester') when revenue comes from vendor instructions (1-2% commission on sale price). 80% of budget chased buyers with 2% conversion. Vendor intent searches were underfunded.
All three branches pooled into one campaign with no distinction. No campaign separation between buyer and vendor keywords. Generic landing pages for all traffic. Cost per valuation inflated at £140. Flat budget year-round despite spring/summer being peak vendor season.
Our Strategy
How We Did It
Separate Vendor Campaign Architecture
Built dedicated vendor campaigns targeting 'sell my house in [area]', 'estate agent valuations [area]', 'house valuation [postcode]'. Allocated 70% budget to vendor, 20% buyer (brand maintenance), 10% territory expansion.
Vendor-Specific Landing Pages with Instant Valuation
Dedicated pages per branch with instant property valuation calculator, local market data, vendor testimonials, and branch team photos. Ungate valuation tool — instant estimate builds confidence before form submission. Form rate increased 45%.
Hyper-Local Branch-Level Campaigns
Three separate campaigns for Winchester, Basingstoke, and Guildford branches. Each targeted only postcodes within 3-5 miles. Eliminated cross-branch bidding waste and ensured local relevance.
Google Business Profile Integration & Review Extensions
Linked each branch's GBP to its campaign showing address, phone, and 4.8-star rating. Review extensions displayed vendor testimonials. CTR 3.2x higher with review extensions.
Call Tracking per Branch
Local call tracking numbers per branch attributed calls to specific campaigns. Branch managers could see which keywords and geographies drove real enquiries, creating accountability.
The Results
What We Delivered
90 days: 68 vendor valuations (+467% from 12 baseline). CPA reduced 70% (£140→£42). 23 instructions won (34% conversion rate). £115K commission revenue (avg sale £250K × 1.5% commission). Vendor-to-buyer campaign ROI ratio 8:1. Each branch generating 6-7 vendor valuations per week. Google Ads became top lead source by ROI.
Vendor Valuations (90 days)
Cost Per Valuation
Instructions Won
Commission Revenue
Key Takeaways
Lessons From This Engagement
Know your revenue model
Estate agents make money from vendors, not buyers. Separating campaigns revealed 80% of budget chased 2% conversion (buyers) instead of 34% conversion (vendors).
Hyper-local targeting beats regional campaigns
Branch-level campaigns with geotargeting eliminated cross-branch waste. Each branch saw lead volume for their territory, creating accountability.
Instant tools build confidence before forms
The property valuation calculator let homeowners get estimates without friction. Form submission rate increased 45% because prospects validated the tool's value first.
Local proof signals are powerful for local intent
Review extensions increased CTR 3.2x. Branch address and team photos increased trust — homeowners want a local business, not a chain.
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