You are not short of leads. You are short of signed contracts.
Cost per lead and cost per signed contract are the same campaign measured 4 steps apart, and everything that decides the second number happens in between. We work those gaps — qualification in minutes rather than hours, site visits that actually get booked, and remarketing that survives the drive home.
Cost per lead is $19. Cost per signed contract is $18,400. Those 2 numbers are the same campaign, measured 4 steps apart.
Three failures that look like a lead problem and are not.
01
Cheap leads are paid for in agent hours, not in media
A portal enquiry costs a few dollars and a viewing costs half an afternoon. When nobody checks budget, timeline or finance before the appointment is booked, the expensive part of acquisition never appears in the marketing budget at all — it appears as agents with no time to follow up the buyers who were real.
02
The enquiry goes cold in the time it takes to reply
A serious buyer enquires on several properties in one evening. The agent who replies within minutes has a conversation; the one who replies tomorrow has a name in a CRM. Nothing in the ad account moves the booking rate as much as the first hour does.
03
Every listing is marketed as though it were the same listing
A one-bed investment unit and a family home three streets away have almost nothing in common except a postcode, yet they get the same photos, the same copy and the same audience. The result is enquiries from people who were never going to buy that particular property.
A developer sells a project. A buyer buys an apartment.
23 of 60 reserved, and the 37 that have not moved were never marketed as anything. A developer sells a project; a buyer buys an apartment. Click any dark unit.
What we would report on, and what each one is for.
Enquiry counts are the easiest number to move and the least useful. These are the ones that decide whether a month was worth it.
Cost per qualified viewing
Not per enquiry — per appointment where budget, timeline and finance have been checked. The gap between the two is where most agency budgets quietly disappear.
Viewing-to-offer rate
What share of appointments produce an offer. It is the fastest way to tell whether qualification is real or whether the diary is just full.
Agent hours per offer
Viewings multiplied by the time each consumes, divided by offers. Presented in hours because that is the currency the constraint is actually measured in.
Response time to first enquiry
Minutes, not hours. Reported because it usually predicts booking rate better than anything you could change in the ad account.
Cost per exchange, by source
Traced back to the first touch. Portals, paid search and social rarely rank the same way here as they do on enquiry volume.
Days on market against the local average
The number a vendor actually judges you on, and the one that wins the next instruction.
Tick what is true. Three or more and this is your stage.
The stage you need is decided by what already works, not by budget. Switch stage below and the list changes with it.
Tick the ones that are true.
Nothing is submitted and nothing is stored — this is here so you can rule the stage out as easily as rule it in.
Tick the ones that are true.
Nothing is submitted and nothing is stored — this is here so you can rule the stage out as easily as rule it in.
Tick the ones that are true.
Nothing is submitted and nothing is stored — this is here so you can rule the stage out as easily as rule it in.
Foundation for Real Estate & Property, line by line.
Every line links to the service page it comes from, with its standalone price, so you can check the arithmetic rather than take our word for it.
Excludes ad spend, which you pay directly to the platforms.
Viewings that were worth bookingQualified viewings, answered in minutesBuyers, vendors and the months in between, run as one system
Paid campaigns segmented by property type and price band
Up to $10,000 a month in ad spend. A one-bed investment unit and a family home are advertised to different people, which is the difference between an enquiry and a buyer.
Part of Media Buying → 02Qualification before the diary opens
Budget, timeline and finance position captured at enquiry, with the rule agreed in writing by whoever runs the sales floor. Appointments that fail it never reach an agent.
Part of CRO & Analytics → 03Listing creative that shows the property honestly
Two ad sets a month built around what a property actually is, because advertising a badly presented listing harder is the most expensive mistake available.
Part of Performance Creative → 04Viewings and offers tracked apart from enquiries
Three separate events, read from your CRM, so cost per qualified viewing is a real number rather than an estimate.
Part of CRO & Analytics → 05A monthly call on hours and offers
Thirty minutes with the person running the account, reported as viewings, offers and agent hours rather than as impressions.
Part of Media Buying →Paid across two platforms, segmented properly
Up to $25,000 a month in ad spend. The second platform is added because the first has run out of buyers in that price band, not because it was available.
Part of Media Buying → 02Every enquiry answered within minutes, including out of hours
Instant acknowledgement, qualification questions asked automatically, and the qualified ones routed to an agent immediately. This single change usually moves booking rate more than any budget increase.
Part of AI Automation → 03A creative retainer across the listing set
Eight statics and four videos a month, prioritised by which properties are actually struggling rather than by which were listed most recently.
Part of Performance Creative → 04The neighbourhoods you sell in, in organic search
Area pages and the technical work that makes them findable, so you are present before the buyer reaches a portal.
Part of SEO & AI Visibility → 05Two experiments a month on the enquiry journey
Run on the forms, the listing pages and the response flow, with results recorded whether they worked or not.
Part of CRO & Analytics →Paid across every channel that earns it
Budget allocated by cost per offer and by which listings are actually struggling, moved monthly, with the reasoning written down each time.
Part of Media Buying → 02Vendor-facing campaigns for new instructions
The other half of an agency's growth. Marketed as a separate audience with a separate message, because a vendor and a buyer want opposite things.
Part of Social Media → 03Nurture for buyers who are six months away
Most people who enquire are not ready this month. The sequences that keep you present until they are, without an agent chasing them.
Part of Lifecycle Management → 04Area and AI visibility as a managed programme
Including how your agency is described when somebody asks an AI assistant about the neighbourhoods you cover.
Part of SEO & AI Visibility → 05Routing, chasing and reporting handled automatically
Enquiries routed by price band and area, follow-up chased without anyone remembering, and the report assembled from your CRM rather than by hand.
Part of AI Automation →What this would cost you separately.
Read this honestly: at $1,340 of fixed lines against $1,600, you are not buying a discount here. You are buying the qualification layer that decides whether the media spend produced appointments worth driving to — and one person accountable for reporting the answer in agent hours. Figures on the left are the closest equivalent line from the à la carte menu; a line inside a stage is never an exact copy of a standalone service, so treat this as a fair comparison rather than an identical one.
At $2,700 of fixed lines against $3,000, the difference is the organic work and the experiments. The argument is speed. A qualified enquiry answered in four minutes and the same enquiry answered tomorrow are not the same asset, and no amount of extra budget closes that gap. Figures on the left are the closest equivalent line from the à la carte menu; a line inside a stage is never an exact copy of a standalone service, so treat this as a fair comparison rather than an identical one.
At $5,100 of fixed lines against $5,200, the price is close to what the parts cost. What you are buying is that buyer marketing and vendor marketing stop competing for the same attention. One budget, one report, and one person who can say which first touch produced last quarter's largest exchange. Figures on the left are the closest equivalent line from the à la carte menu; a line inside a stage is never an exact copy of a standalone service, so treat this as a fair comparison rather than an identical one.
What this stage leaves out, on purpose.
Named here rather than discovered in month three. Each can be added, and each links to what it costs.
Instant response to enquiries
Qualification happens here; answering within minutes, including out of hours, is automation and belongs at Structure.
AI automation Care Plan — $350/mo →Organic search for your area
Foundation buys attention. Ranking for the neighbourhoods you sell in compounds slowly and belongs once the appointment process works.
SEO Essential — $850/mo →Vendor-facing marketing
Winning instructions is a different campaign from selling the properties you already have. It is worth doing and it is not in this stage.
Social Essential — $700/mo →Vendor acquisition campaigns
Structure sells the properties you have. Winning new instructions is a separate programme with its own message and its own budget.
Social Growth — $1,400/mo →Nurture for buyers who are months away
Long-horizon buyers are captured here but not yet worked. That belongs at Ecosystem.
Lifecycle Management — $800/mo →A rebuilt website
We will improve the listing and area pages that lose enquiries. A rebuild is separate work.
Business Website — from $1,500 →Photography and floor plans
We will tell you which listings are being let down by their images. Producing them is a local job and we do not pretend to do it.
Anything a licensed agent must do
Valuations, negotiation and compliance stay with your agents. We put qualified appointments in their diary.
Media spend itself
Every figure here excludes the money that goes to the platforms. It leaves your card, not ours.
What we will not do, whatever you pay us.
01
We will not optimise for enquiry volume
It is the easiest number in property to inflate and the one most likely to cost you money. Every campaign is judged on qualified viewings and on offers, because a hundred enquiries that consume fifty agent hours is a worse month than twenty that consume twelve.
02
We will not run a listing we have not seen properly
Photography, floor plan and the honest description of what a property is come before the media spend. Advertising a badly presented listing harder is the most expensive way to waste a budget in this industry.
03
We will not route your ad budget through our account
It goes from your card to the platforms. We never hold it, float it, or take a percentage of it as margin. Management up to $10,000 a month of spend is a flat $900 — scaling your budget does not inflate our invoice.
Signature to first campaign: 5 to 10 business days.
What happens, and what we need from you at each point. The second column is the one most agencies leave vague.
We take access to what exists in your name and read the last quarter as viewings and offers rather than as enquiries — how many appointments, how many hours, how many exchanges.
Approve access requests from your own logins. No shared passwords, ever.
The qualification rule is written and agreed: what a viewing must satisfy on budget, timeline and finance before it goes in a diary.
Thirty minutes with whoever runs the sales floor.
Tracking is wired so an enquiry, a booked viewing and an offer are three different events, checked against your CRM rather than the portal's word for it.
Point us at the CRM, and tell us honestly how much of it gets filled in.
First campaigns go live, segmented by property type and price band rather than by postcode alone.
One round of comments, and the current listing set with usable photography.
First full report: cost per qualified viewing, viewing-to-offer rate, agent hours per offer, and what we got wrong.
45 minutes, and a decision on what changes.
What you are committing to.
The same terms apply to all three stages and every service on the site.
- Invoiced monthly in advance. Three-month minimum, then month-to-month with 30 days’ notice. Three months is the shortest honest term for anything measurable.
- Ad budgets are paid by you, directly to the platforms. We never hold, route or mark up your media spend, and the management fee is the only thing we are paid.
- Platform subscriptions stay on your billing. Advertising accounts, email platform, messaging, hosting — all in your name, so none of it is hostage to the relationship.
- You own every account, asset and piece of data created during the engagement, including after we part ways. That is not a courtesy at the end; it is the arrangement from day one.
- Onboarding is 5 to 10 business days from signature to first launch, depending on which services are in the plan.
- Custom scopes are always available. If none of the three stages fits, tell us the goal and the budget and we will price the actual work rather than sell you the nearest box.
- The $95 strategy session is credited in full toward your first invoice, so if we work together the session costs you nothing.
The questions that decide it.
The portals already send us enquiries. What would you add?
Portals sell you presence in a place buyers already are, which is valuable and completely uncontrolled — you appear next to every competitor at the same moment. The work here is the part portals cannot do: reaching people before they start browsing, qualifying before the diary opens, and following up fast enough to matter. If your portal enquiries convert well and the agents have spare afternoons, you may not need us.
Can you guarantee a number of viewings?
We could, and it would be the wrong thing to sell you. Viewings are trivially easy to increase and expensive to service. What we will do is agree the qualification rule in writing first, then report cost per qualified viewing and agent hours per offer, so more appointments never quietly becomes a worse month.
Our market is slow right now. Is this the wrong time?
A slow market changes the answer rather than cancelling it. When buyers are scarce, the cost of an unqualified viewing rises and the value of responding within minutes rises with it. The honest recommendation in a slow market is usually a narrower campaign and better qualification, not a bigger budget.
We are a developer, not an agency. Does this apply?
Yes, and the numbers change: cost per reservation rather than per exchange, and a release schedule rather than a rolling listing set. The structure of the work is the same — qualify early, respond fast, and measure in appointments rather than enquiries.
What happens if we stop?
Every account, asset and piece of data created during the engagement is yours, including after we part ways. Paid campaigns stop when the spend stops; the listings, the site and the tracking keep working. That is the arrangement from day one, not a courtesy at the end.
Who this works for, and who it does not.
A good fit if
Most of this work looks like the following.
- Agents are the constraint — there is more enquiry than there is time to service it.
- Somebody can respond to a new enquiry within the hour during working days.
- You can agree in writing what makes a viewing worth booking.
- The CRM is filled in well enough to tell viewings from offers.
- Listings have photography you would be willing to advertise.
The wrong choice if
Said plainly, so nobody spends a call finding out.
- You want the highest possible enquiry count and will judge us on it.
- Enquiries wait a day or more for a reply and nobody intends to change that.
- Nobody records which viewings produced offers.
- Listings are advertised with whatever photographs the vendor supplied.
- You want the spend routed through us so it looks like a single invoice.
A paid strategy session, credited back.
45 minutes. $95, credited in full toward your first invoice.
Bring last quarter’s viewings and offers, and roughly what you spend on portals and advertising. We will work out your real cost per offer and how many agent hours are going into appointments that were never going to complete.
- Your real cost per qualified viewing, and per offer
- How many agent hours a month go into appointments that go nowhere
- An honest read on which stage fits, or that none of them does yet