Property Marketing Guides

Nobody wakes up in Manchester having decided to buy an apartment in Alicante. The demand for an overseas home is created, not captured, which makes Meta a fundamentally different channel from search and explains most of the disappointment we see when developers run it. Search advertising reaches people already looking. Meta reaches the far larger […]

Paid advertising stops the day the budget stops. Rankings keep producing, which is why the international property businesses with the strongest pipelines usually have a search presence that took two years to build and now costs them nothing per enquiry. The gap between those businesses and everyone else is rarely effort. It is structure. Most […]

Every agency has thousands of them. Old valuation requests, viewings that never progressed, buyers who registered and drifted, vendors who decided to wait. They sit in a spreadsheet or a CRM nobody opens, filed mentally under dead. They are not cold strangers. Every one of them raised their hand at some point, which makes warming […]

Every instruction that arrives through your own search rankings comes without a click charge attached to it and without a portal cut taken from the fee at the end. At a UK average fee of roughly £3,900 per sale (HomeOwners Alliance, February 2026), the difference between owning that pipeline and renting it adds up faster […]

Most agencies asking about lead generation do not have a lead generation problem. They have a follow-up problem and it is more expensive than the one they are trying to solve, because they have already paid for the leads they are losing. The enquiry arrives on a Saturday afternoon. It sits in a shared inbox. […]

Most local estate agency campaigns are built on two assumptions that do not survive contact with the data. The first is that property searches are worth buying. The second is that the page those clicks land on is fine because it looked fine on the desktop it was designed on. We analysed 184,732 Google Ads […]

Google Ads reaches homeowners who are already searching for an agent. That is a small, valuable group and by the time they are searching they are usually comparing you against two or three rivals. Meta reaches the much larger group who are not searching yet. The homeowner who has been half-thinking about moving for eight […]

There is one setting in an international Google Ads account that decides more than the keywords, the budget and the creative combined. It is buried in the campaign settings, almost nobody looks at it and when it is wrong the campaign shows your Costa del Sol villas to people already standing in Spain rather than […]

Two things are true about AI and your website and they point in opposite directions. Almost every guide on the subject tells you only the first. AI is barely sending you any traffic. Across 50,000 websites in 17 industries, AI referrals came to 0.14% of total visits in 2025 (Semrush, April 2026). Fastest growing channel, […]

Most advice on international buyers opens with an enormous number. Global real estate is worth roughly US$393 trillion (Savills, 2024) – true, impressive and useless for planning. Here is what the official statistics say about the last full year. Foreign buyers purchased 67,100 US homes worth $45.3 billion, down 14% by volume and 19.1% by […]

While battling for Google’s attention isn’t going anywhere – don’t listen to anyone who says SEO is dead… – there are new players in town competing for some of Google’s dominance through the power of AI. The most common of these is SearchGPT. This AI-powered search engine from OpenAI is changing how people find information, […]

AI that Estate Agents can actually use! Artificial Intelligence (AI) is quickly becoming a game-changer for estate agents, helping to streamline day-to-day tasks and improve the experience for clients. Here’s how AI is making a difference and some of the best tools out there that agents are using right now. Sections: How AI is shaping […]