Case study · Real Estate · Ireland

Estate Agent Case Study Ireland: +112% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How an agency with 14 sales agents in Galway grew appraisal requests 112% and cut cost per lead 41% in 6 months with Meta Ads, SEO and CRM Follow-up.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Real Estate · Ireland

Realty

An agency with 14 sales agents in Galway, selling and leasing homes across the wider Galway area. Most seller leads came from Daft.ie and MyHome.ie and referrals, so the agency was competing with every other agent for the same vendors. The goal was to win more vendor appraisals directly, cut dependence on portal lead products and turn more appraisals into signed listings.

Results After 6 Months

Appraisal requests

+112%

Cost per lead

-41%

Marketing-sourced revenue

+175%

Return on marketing spend

13.3x

The challenge

Where the business was stuck

Portal leads are shared with every agency in the area, and portal fees keep rising.
Seller and landlord leads are worth far more than buyer enquiries, but most marketing attracts buyers.
Agents spend hours on enquiries that were never going to list, buy or rent.
Peak season (new instructions peak in spring and early autumn) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Meta Ads (Facebook & Instagram), SEO and CRM Follow-up & Remarketing, the three channels with the best cost per listing for real estate agencies in Galway. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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What we did

The technical work behind the numbers, service by service.

Service 1

Meta Ads (Facebook & Instagram)

Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 4.6 to 8.8 out of 10.
Launched Instant Form lead ads with 5 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
Tested 40 creatives: before and after photos, short job videos and owner-to-camera clips; the top 4 now carry the budget.
Built audiences from website visitors, video viewers and a 1% lookalike of past customers, excluding existing clients.
Synced lead ad submissions to the CRM in real time so every lead was called within minutes.

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Service 2

SEO

Technical audit and fixes: 294 crawl errors removed, mobile Largest Contentful Paint cut from 5.9s to 2.2s and indexing issues resolved.
Built 13 dedicated service pages for high-value work such as valuations and sales instructions and auctions and private treaty sales, each targeting one search intent.
Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
Earned 21 links from local news, suppliers, associations and community sites instead of low-quality link packages.

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Service 3

CRM Follow-up & Remarketing

Connected every form, call and chat to a CRM pipeline with automatic SMS replies inside 30 seconds.
Built a 5-step quote follow-up sequence by SMS and email for quotes that had not been accepted.
Launched remarketing audiences on Google and Meta for site visitors and quote recipients, with job-specific ads and reviews.
Added missed-call text back and reactivated 2,300 past customers with a service reminder campaign.

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The numbers

Before and after

Metric	Before	Month 6	Change
Appraisal requests per month	26	55	+112%
Cost per lead	€167	€98	-41%
Cost per listing	€1,684	€759	-55%
Appraisal-to-listing rate	10%	13%	+3 pts
Website conversion rate	2.9%	3.7%	+27%
Marketing-sourced revenue / month	€35k	€96k	+175%
Share of leads from portals	72%	27%	-45 pts
Meta Ads leads / month	0	16	new channel
Organic sessions / month	737	2,460	+234%
Median speed to lead	64 min	30 sec	instant

Lead growth

Appraisal requests per month

Marketing-sourced revenue went from €35k to €96k a month, measured from booked listings won in the CRM.

Optimisations That Moved The Numbers

01
Adding qualifying questions to the lead form cut junk leads by 22% while keeping cost per lead 31% below the account average.
02
Before and after video creatives beat static images with a 35% lower cost per lead and 2.0% click-through rate.
03
Consolidating 16 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
04
Replying to new enquiries in under 30 seconds raised lead-to-booking rate from 10% to 13%.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Meta Ads, SEO and CRM Follow-up.
Weeks 3 to 6
Build and launch
Meta Ads, SEO and CRM Follow-up live for vendor appraisals.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Limerick and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.