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Google Ads for your brokerage, without the portal browsers

WiseAds is an add-on to the brokerage site. It runs your search ads and Local Services Ads for a flat fee, and bids on the leads your agents mark as real clients.

Better-rated ads get more of the traffic. The lowest is replaced.Illustrative

Most real estate clicks want a listing, not an agent

Many people who search for homes want to browse listings, and the portals bid on those searches too. A click from a renter, a browser or a student of real estate still costs the full price.

Most brokerages only see form fills. A form fill from someone who will not buy or sell for two years counts the same as a listing appointment, so Google’s bidding learns to buy more of both.

Budget follows the market

Searches rise in spring and slow in winter in most markets. Your cap stays the same all year, and the spend inside it moves toward the months and the searches that bring in appointments.

Your site tells your ads which clicks became clients

01
Bid on real clients, not form fills
Each appointment request goes back to Google Ads as a conversion. When you mark it as a real client in the CRM or the mobile app, a second conversion goes back with it. Bidding then learns from clients you would take.
02
Match the page to the search
A search about selling a home lands on a seller page, and a search about a neighborhood lands on that neighborhood. Each ad goes to the page that matches it.
03
Cut the clicks that never hire
The site sees what each ad visitor does. Searches that bring only clicks that leave at once become negative keywords.
04
Follow the housing ad rules
Google limits how US housing ads may be targeted, for example by age, gender or ZIP code. Campaigns are built inside those limits from the start.

Searches that click and never hire

Every brokerage’s list is different, and it is built from what your own visitors do. These are the kinds of searches it usually catches.

  • Rentals and apartments
  • Real estate license classes and agent jobs
  • Portal and brand names
  • Free foreclosure lists
  • Areas your agents do not serve

Local Services Ads for real estate agents

Local Services Ads put your brokerage at the top of the results with Google’s verified badge, and you pay for leads, not clicks. WiseAds sets the bids and reads each lead. Its spend counts toward the same monthly cap.

How Local Services Ads management works

Ad copy is checked before it runs

Ads are real estate advertising. Each new ad goes through the same fair housing filter as the site pages before it runs. A failed ad is held for a person to review.

  • No words that state or suggest a preference for or against a protected class.
  • No targeting that Google’s housing ad policy does not allow.
  • Your brokerage name and required license details go on the landing page the ad sends to.
  • No promise of a sale price or a sale date.

This describes what the filter checks. It is not legal advice. Fair housing law, your state license law and your MLS rules decide what your brokerage may publish.

A flat fee, set on a call

The fee does not go up when your spend does. You set the monthly ad budget cap, and you pay Google for the ad spend directly. WiseAds is offered after the core brokerage offer.

Questions

How much does WiseAds cost?
A flat monthly fee, set on a call with you. The fee does not go up when your ad spend does. You pay Google for the ad spend directly.
Why do my Google Ads bring in renters and browsers?
Usually because bidding is told that every form fill is a win. It then buys more of whatever fills forms. WiseAds sends back which requests became real clients, so bidding learns the difference.
Can you target buyers by age or ZIP code?
No. Google does not allow that targeting for US housing ads. Campaigns reach people by what they search and by the area your brokerage serves.
Will you raise our budget?
No. You set the monthly cap and only you can raise it. The fee does not change with what is spent.
Who owns the Google Ads account?
Your brokerage does. You link it to the Synetix manager account and can remove the link at any time.

Related

The brokerage offer

Ads need a site to send traffic to. The core offer is the brokerage site, the agent sites and cards, and one CRM that records which leads became clients.

The CRM

How leads, routing and interest alerts work in one CRM for the office.

Compare vendors

How the offer compares with the real estate site platforms brokers use now.

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