Case studies / Real estate
Google Ads ManagementMost sellers searching for help have already decided how they want to sell. The ad just has to find them first.
OwnersRE lets homeowners sell without paying a commission: one flat fee, MLS and Zillow syndication, a yard sign, and a real person handling appointments and offers. The service isn't the hard part. Reaching the seller who's already open to it, before a brokerage's ad does, is.
Selling a home without an agent, made to feel normal.
OwnersRE gives homeowners everything a listing agent would, minus the commission: MLS, Zillow, and Trulia syndication, a dedicated property website, a yard sign, appointment scheduling with a live person, and offer vetting to confirm buyers can actually close. One flat fee covers all of it.
The service sells itself once someone understands it. The challenge was getting in front of homeowners at the exact moment they were deciding how to sell, before a realtor's brand campaign or a cash-buyer's ad reached them first.
Every seller search is a different seller.
"How to sell my house" and "sell my house without a realtor" look like the same intent. They aren't. One is someone still weighing their options. The other has already ruled out paying a commission and is looking for who can help them do it. Bidding on both the same way means paying premium real-estate CPCs to convince people who were never going to convert this visit.
Still comparing options.
Searches like "how to sell my house" or "best way to sell a home" pull in traffic that's early in the decision. High volume, high competition from realtor brands, and a landing page has to do the work of first explaining why FSBO is even viable before it can sell OwnersRE specifically.
- Search volume High
- Competition Realtor brands, iBuyers
- Decision stage Early
- Cost per signup High
Already ruled out an agent.
Searches like "sell my house without a realtor" or "flat fee MLS listing" come from someone who has already made the commission decision. The ad doesn't need to persuade, it needs to be the first credible answer they see.
- Search volume Lower
- Competition Fewer direct bidders
- Decision stage Late
- Cost per signup Lower
A nationwide market and a model most sellers have never used.
Flat-fee selling isn't a new idea, but it's still unfamiliar to most homeowners, who default to assuming a commission is simply part of selling a house. That assumption had to be interrupted at the exact moment someone was searching, not explained after the click.
Three constraints shaped the account.
-
Real estate keywords are expensive, and realtors bid hardest
Brokerages spend heavily to keep seller searches inside the traditional commission model. OwnersRE was bidding against companies whose entire business depends on that assumption holding.
-
The model needs one sentence of explanation, not ten
Ad copy and landing pages had to convey "no commission, still full service" fast enough to survive a skeptical first glance, without sounding like a catch is coming.
-
Nationwide means no single local market to optimise around
Seller behaviour, price expectations, and competitive intensity shift by state and metro. A one-size campaign structure would have overspent in expensive markets and underspent in ones ready to convert.
What we built.
Intent-segmented search campaigns
Separate campaigns for decided sellers and comparison-stage searchers, budgeted and bid independently.
Negative keyword strategy
Filtering out agent-seekers, renters, and job searches so budget stays on genuine sellers.
Objection-first landing pages
Pages built around the questions a skeptical seller actually has: what's included, what it costs, what happens after signup.
Call tracking
Every call attributed to campaign and keyword, so spend follows sellers who actually sign up.
Signup-based conversion tracking
Bidding optimised against the $399 flat-fee signup, not just form fills or clicks.
Market-by-market bid management
Budget shifted continuously toward states and metros converting best, rather than split evenly nationwide.
What went into it.
Three of our services, on one account.
Are you paying to convince people, or to reach the ones already convinced?
Most accounts blend both kinds of searcher into one campaign and wonder why cost per lead looks fine while cost per customer doesn't. Give us read access to your ad account and we'll show you the split.
Read-only access · No obligation · You keep your accounts