The starting challenge
A real estate agency generates buyer traffic but wants more seller and appraisal enquiries. Existing campaigns send users to property listings, while the appraisal page contains a long form and little local proof.
The recommended approach
Campaigns target seller and appraisal intent separately from buyer searches. Landing pages explain the appraisal process, local expertise and what the owner receives. The form asks only the information required to start a conversation, with optional property details available later.
Local market content supports organic discovery and gives agents useful material for follow-up. Tracking connects campaign source, form completion, contacted owner and completed appraisal where the agency process allows it.
How success should be measured
The agency should compare qualified owner enquiries, completed appraisal appointments, cost per appraisal opportunity and progression to listing conversations. Property-page views alone do not measure seller demand.
What this example teaches
Real-estate marketing improves when buyer and seller journeys are treated differently. Focused intent, local credibility and fast agent follow-up are central to appraisal generation.