AI-integrated web design & SEO
Industries
The portals already own buyer search and they are not giving it back. Your website exists to win instructions, so that is what we build it and the ad account around.
What you can expect
Built around valuation and instruction volume
Branch-level local search, not town-level guesswork
Reporting that follows the fee, not the form fill
Service focus
A buyer looking for a three-bed in your patch does not start on your website. They start on Rightmove, Zoopla or OnTheMarket, because that is where the stock is aggregated and where the property alerts they subscribed to months ago come from. Trying to outrank the portals for 'houses for sale in' plus your town is a fight you will not win, and it is the wrong fight anyway. Buyer traffic to an agent's own site is largely a service cost. It keeps registered applicants informed and gives your listings somewhere to point. It does not grow the business. Instructions grow the business. Every property you take on generates a fee once, brings buyer registrations with it, feeds board presence across the area, and produces the referrals that create the next valuation request. So the honest starting position for an estate agency website is that its job is to convert vendors and landlords, not to compete on search volume the portals were purpose-built to own.
That reframes the keyword set entirely. The searches that matter are 'estate agents in' your area, 'how much is my house worth', 'free property valuation' and the long tail of street-level and development-level queries where somebody is quietly checking what a neighbour's flat sold for. These are low volume compared with buyer terms and worth far more. They are also contested by the portals' own instant valuation tools, by the national online agents, and by every independent within three miles, which is why the ground that decides them is local rather than clever. A Google Business Profile tied to the real branch address, review volume that has kept moving in the last twelve months, and pages built around specific roads, postcode sectors and new developments will do more than a redesign. Two branches four miles apart are working different markets, and a single town-level page treats them as one.
The economics reward patience and punish impatience. A vendor who books a valuation today might instruct in a fortnight or in eight months, and plenty request one with no intention of moving for a year. Between instruction and completion there is usually another few months, so the fee that a January campaign produced can land in the accounts in June. Judge marketing on this month's cost per lead and you will switch off the thing that was working, roughly one month before it pays. Measurement that actually helps tracks valuation requests through to instructions won and fee income, and accepts the lag. It also separates the two ends of the market. The fee on a one-bed flat and the fee on a large family house come out of the same ad account, but the second will tolerate a cost per valuation that would look alarming against the first.
Common challenges
01
Property search occupies the homepage, the navigation and the effort, while the valuation request is a small link in the corner. The buyers were always going to use a portal. The vendor is the one making a decision on your site, and they are being given the least attention.
02
A shared 'areas we cover' page listing thirty neighbourhoods ranks for none of them. Meanwhile the Google Business Profile for the second branch has the wrong hours, no recent reviews and photos from the fit-out, so it loses the map pack to an independent with half your stock.
03
Vendors are comparing you against portal valuation tools that return a number instantly. A form that promises a call back at some point, with no indication of who will attend, what happens next or how long it takes, converts badly against that — and the ones that do come through often get no structured follow-up.
Service breakdown
Keyword work, page structure and ad copy built around vendor intent: valuation, market appraisal, 'what is my house worth', and the comparison searches people run before choosing which two agents to invite round. This is a small, expensive keyword set contested by portals and national online agents, so the work is precision rather than reach, and the landing page has to answer who attends, how long it takes and what happens afterwards.
A separate Google Business Profile per branch, correct categories and hours, photos of the actual office, and location pages built around the roads, developments and postcode sectors that branch genuinely covers rather than the borough boundary.
Tight campaigns on valuation and agent-selection terms with aggressive negatives to strip out buyer, rental and portal-brand traffic, plus remarketing to people who viewed the valuation page and did not book.
Sold price commentary, development-specific pages, and honest local market notes. A vendor can tell within a paragraph whether you actually know their street, and so can Google.
Material information fields left blank are flagged to consumers on the portals and look careless on your own site. Getting tenure, council tax band, charges and the Part B and C items populated consistently is a data discipline problem more than a marketing one, but it shows.
Tracking that follows a valuation request through to instruction and completion, so budget decisions are made on fee income rather than on a cost per form fill measured in the wrong month.
We will review your site, your search visibility and your competitors, then send back the specific fixes worth doing first.
Why us
If your objective is to rank above Rightmove for property search, we will tell you that is not achievable and explain what the same budget does on the vendor side instead.
Multi-branch agencies get separate profiles, separate catchments and separate reporting. Averaging three branches together hides the one that is underperforming.
Valuations, instructions and completions in the same view, with the lag stated plainly. Monthly lead counts on their own are how agencies end up cancelling campaigns that were working.
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FAQ
Realistically, no, and it is not worth the budget. The portals hold the aggregated stock, the buyer alert subscriptions and the domain authority, and buyers go to them by habit. Your listings still need to be indexable and fast, because they support brand searches and pick up long-tail queries for specific developments. But the money should go where you can actually win, which is vendor-side: valuation searches, agent comparison searches and branch-level local results.
It depends on your average fee and your valuation-to-instruction conversion rate, which is the number most agencies cannot state. If one in four valuations converts and your average fee is a few thousand pounds, the arithmetic supports a cost per valuation that would look expensive to anyone comparing it against a generic cost per lead benchmark. Work it out from your own numbers before setting a target — and work it out separately for prime stock and starter stock, because they will not tolerate the same figure.
No, and thin street pages generated in bulk will do damage. Pick the places where you have genuine substance: developments where you have sold repeatedly, roads where you hold the local knowledge, areas where the branch actually competes. A dozen pages with real sold-price commentary and local detail will outperform two hundred templated ones, and will not put the rest of the site at risk.
It applies to how you advertise property, which includes your own site as well as the portals. Part A covers items such as tenure, price and council tax, Parts B and C cover the wider property detail and issues like flood risk or restrictive covenants where they apply. The portals added fields for this and flag the gaps to consumers. Practically it means your listing data needs to be complete at source rather than tidied up per channel, and a vendor comparing agents can see who is doing it properly.
Free consultation
Tell us what you want to grow and we will review the best next steps for your website, search visibility, and enquiries.