Summary

Flat fee real estate requires a different marketing approach than a traditional brokerage. Many homeowners considering this model are actively comparing the cost of a flat fee service against paying a full agent commission, so the campaigns needed to clearly communicate the value and reach sellers at the right stage of their decision-making process. We refined keyword targeting, updated ad messaging to emphasize potential commission savings, and made it easier for interested homeowners to contact the brokerage through both online forms and phone calls. Phone call performance became an especially important area of growth. We improved call tracking and placed greater emphasis on generating direct conversations with prospective sellers. As a result, phone call leads tripled compared to the previous period. By tracking each meaningful action, we were also able to identify which campaigns, searches, and ads were producing genuine seller inquiries. This allowed us to direct more budget toward the strongest-performing opportunities and reduce spend on less valuable traffic. The result was a 66.7% increase in total leads while reducing the average cost per lead by 14.1%. The brokerage generated more seller opportunities and improved efficiency at the same time, creating a stronger foundation for continued growth.