Win the instruction.
Senior-led paid media, technical SEO and AI search for estate agents, lettings agents and developers, built to win vendors, landlords and buyers directly, alongside the portals.
Built for real estate and property.
In property, the portals hold most of the buyers and tenants, so the contest an agent can win with its own marketing is for vendors and landlords: the valuation request, the instruction, the managed let. A developer's contest is different again, a long consideration window and a launch that has to land. Campaigns built for clicks serve neither.
The work here is built around those outcomes. Search and social campaigns target valuation and landlord intent in your patch, developments get launch plans with registration tracking, and every lead is followed into your CRM so spend is judged on instructions and sales. Underneath, local and technical SEO and AI search build the visibility that gets your firm named when someone asks who sells or lets homes in your area.
What a property engagement covers.
- Valuation and landlord lead campaigns
- Local search and map visibility by branch
- New-development launch campaigns
- Lead tracking into your property CRM
- Paid social for developments and valuations
- Technical SEO for branch and area pages
- AI search visibility for local agent queries
One senior mind, audit to invoice.
One senior operator runs the campaigns, the local search and the measurement, branch by branch, so budget follows the areas and the lead types that turn into instructions.
Each lead is tracked from the first click into your CRM, with the outcome sent back to the ad platforms where it helps, so the account learns which enquiries become vendors, landlords and buyers.
How the sector reads to AI.
In the Crane Index scan of 1 October 2026, the Real Estate and Property benchmark scored the websites of 126 organisations for AI readability, how well AI systems can read them. The median score was 46 out of 100, and 6 scored 70 or more. AppFolio and MRI Software led jointly, at 76. Read the Real Estate and Property benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Real Estate and Property questions.
Can paid ads win vendors as well as buyers?
Yes. Valuation campaigns target homeowners researching a sale or a let in your area, and they are judged on valuations booked and instructions won, not clicks.
We have several branches. Can each have its own campaigns?
Yes. Campaigns, budgets and local pages can be set by branch, so each office is measured on its own patch and spend goes where the instructions are.
Do we still need the portals?
That is a commercial decision for your firm, and this work does not depend on it. It builds the direct demand, from search, social and AI answers, that you own whatever you decide about portal spend.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your real estate and property business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
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