Marketing isn’t something you can set and forget. Especially not in real estate, where being seen regularly in your local community is what turns strangers into warm leads.
Alongside your initial real estate marketing strategy, you also need regular reviews that run in the background, making sure that the goal of keeping you visible is maximised and evolves as your business grows. That’s why regular marketing reviews are baked into our process at Hoole. They’re not just about numbers. They’re about insights, direction, and knowing where to double down.
Here’s a look behind the scenes at a six-month review I recently conducted for a Hoole real estate client and how we have shifted their strategy to support their next stage of growth.
Setting strong real estate brand foundations
Brand marketing underpins the success of sales and property management. It sets the tone, earns trust, and opens doors long before an agent picks up the phone. By the time that call happens, the groundwork should already be laid.
The first six months of our client’s program were dedicated to laying a foundation, which involved professional photoshoots, brand messaging, setting up Google and Meta ads, and rolling out consistent, recognisable content. This client’s brand marketing wasn’t just about a short burst of activity; it was designed to be always on, consistently visible, and regularly refined.
Once any program is underway, we pause at key intervals to analyse what’s working, spot any underperforming areas, and uncover new opportunities to improve performance.
The first six-month period is about setting the tone for future marketing efforts; everything, from creative messaging to ad structure, was carefully aligned to speak to homeowners at different stages of their property journey.
Interpreting audience behaviour
In our client’s local market, there are around 80,000 residents. But at any given time, only 5 to 8% of them are actively buying or selling. The rest? They’re browsing, observing, and subconsciously shortlisting agents they’d consider down the track.
Over the initial six-month period, our real estate advertising campaigns reached over 100,000 unique people across Facebook and Instagram for our client. That’s a combination of people who reside in their key postcodes alongside people visiting the neighbourhoods.
Digital marketing lets you reach beyond your shopfront and signboards. Instead of waiting for people to drive past your office or latest property listing, they’re now seeing you in the palm of their hand, often multiple times a week. This consistent exposure built strong brand familiarity and positioned the principal and real estate team as knowledgeable, approachable, and visible.
When the real estate content hits the mark
For our real estate clients, we run a mix of brand and advice-led content:
- Articles and advice blog posts
- Short video vlogs
- Video Reels
and all are amplified by paid Meta ad campaigns.
This mix of short-form video, helpful advice, and light-touch branding ensures local homeowners become familiar with an agent’s face, voice, and point of view.
For this particular client, their top-performing Meta campaign was a short video reel highlighting the agency’s recent suburb and street records. It stayed on-platform, looked sharp, and delivered high reach at a low cost.
Warm real estate leads come from multiple touchpoints
Let’s face it. Real estate still requires prospecting. Having a comprehensive marketing strategy doesn’t eliminate that step; it does, however, make it easier. If your brand has already made multiple appearances in someone’s vision, your phone call won’t feel like a stranger interrupting you at dinner. It’ll feel like someone they already know.
That’s how brand marketing campaigns work for you and your real estate business. It may not be immediately evident to you, but your marketing messages are working hard for you in the background. A brand marketing strategy works like a dartboard: content and ads form the outer rings, softening the lead, until eventually the person lands in the bullseye and takes action.
It’s also why I encourage agents to work their database in tandem with their digital marketing. We can see which email they read, blog post or video a database contact clicked on. And if contacts you know are opening your market report or clicking a recent promotional campaign, it’s a sign they might be getting closer to making a property transaction.
Multi-channel marketing is essential
Driving people to your website is one of the most valuable outcomes of brand marketing. It’s where you can showcase your expertise, capture leads, and turn interest into action. During our periodic marketing review, we looked closely at how each channel contributed to the bigger picture:
- Email campaigns generate regular website visits
- Social media ads drive even more
- Google Ads delivers highly targeted clicks
- SEO-optimised blogs kept organic traffic flowing steadily
When combined, this multi-channel mix ensures that people see the brand at a minimum of 7 times (brand recall) and up to 21 times (action stage) when they are ready to take action. That’s how familiarity and trust are built.
Unlocking real estate leads with market reports
For this client, we also ran a lead-generation campaign around a seasonal market report. It included a paid Meta campaign and was downloaded multiple times from the website. To take this further, we recommended adding an email blast with a time-limited link and follow-up calls for engaged readers.
These timely campaigns act like mini publicity pushes, delivering leads and positioning the agency as the go-to expert in their suburb.
And just like with content, consistency matters here too. Running reports seasonally helps build trust and gives your sales team new reasons to reach out.
Capturing landlord leads with funnel campaigns
Another vital stream we reviewed was our client’s property management marketing funnel. Over the first 12 weeks, we ran a targeted lead-generation campaign across both Meta and Google platforms, specifically designed to attract landlords.
Our strategy combined visibility on social media with high-intent search targeting. The Facebook and Instagram ads helped boost awareness, while Google Ads delivered clicks from people actively searching for property management services. The cost per click was modest, and the Google campaign consistently maintained a strong click-through rate, indicating that the ad copy and targeting were compelling.
All traffic was directed to a dedicated landing page. With tracking pixels in place, we could later retarget warm visitors with relevant content.
Although not everyone filled out a form, many people clicked to view contact details, learn more about the service, or visit the agency’s social media profiles.
Property listing ads: an untapped opportunity
Another key learning point highlighted during the review was that property campaigns were not reaching enough people when posted organically. So we recommended a modest social media marketing budget per listing to run targeted Facebook and Instagram campaigns that:
- Promote the agent as much as the listing
- Reach thousands of locals (not just letterboxes)
- Replace outdated, unreliable letterbox drops
It’s not just about getting the home sold, it’s about reinforcing the real estate agent and agency brand. Property listing campaigns are an opportunity to showcase to future vendors and landlords how you can market their properties.
Turning business insights into campaigns
Performance reviews don’t just tell us what’s working. They also reveal what to shout louder about. In our client’s case, the review revealed that they had the highest median sale price and the fastest sale time in their area. That’s more than a statistic. It’s a compelling reason to choose them.
We recommended turning those data points into a campaign to build local homeowners’ confidence and further differentiate the brand.
Many agents are guilty of overdoing it, sharing results in a way that comes off as boastful or self-congratulatory. But these campaigns don’t need to feel like bragging. When you present them with the right tone and back them with real data, they become powerful brand proof.
Real estate listing kits need digital firepower
As a next step, we suggested that our client also include social media promotion in their listing presentations. Many competitors now offer social ad packages bundled in with their portal spend, but in our experience, those are less effective. It’s better for the agent to control the budget, creative and targeting directly.
We equipped the team with key talking points and value messaging to explain the benefits of managing this in-house or through a dedicated agency like ours.
Next steps: where to now
For this client, we’ve outlined a clear path forward:
- Update the market report with the latest data and run a second lead-gen campaign.
- Launch a seasonal brand campaign tied to recent sales success.
- Scale listing promotion with an ad package per property.
- Continue refining Google Ads for property management.
This is what we do at Hoole. We don’t just create content and leave it there. Together, my team and I review, interpret, and continually optimise your marketing program so that every dollar you spend builds awareness, credibility, and demand.
When your competitors are still relying on cold calls alone, working with Hoole ensures that your brand’s marketing will warm up your audience first.
Want to find out what a marketing review would uncover for your real estate business? Book a free one-hour consultation with me, Melanie Hoole, and let’s uncover what’s working and where your next marketing opportunities are hiding.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
