Full-funnel Google Ads plus automated CRM follow-up for a Southeast real estate team
This six-agent Southeast team had been buying leads from Zillow and Realtor.com for over two years. The monthly spend was significant — individual leads priced between $200 and $400 each — but the real cost was invisible: every lead they purchased was simultaneously sold to four to six competing agents in the same market. By the time the phone rang, the prospect had already been contacted by multiple agents and the competitive advantage was gone before the conversation started.
The team had no dedicated landing pages for their paid traffic. When they attempted to run their own Google Ads, all clicks went to a generic IDX property search page with no lead capture form, no offer, and no reason for a visitor to identify themselves. Traffic evaporated with nothing to show for the ad spend.
Even when leads did come in through Zillow, there was no automated follow-up system in place. New leads were logged into a shared spreadsheet and assigned to agents manually. Internal tracking showed that 70% of inbound leads were never contacted within the first 24 hours — a critical window in which buyer and seller motivation is highest and competitors with faster systems consistently won the relationship.
Results reflect this specific campaign. Individual results vary based on market, budget, and competition.
The biggest shift was owning the leads. On Zillow we were competing with 5 other agents before we even picked up the phone. Now every lead is exclusive. That changes your entire follow-up psychology.
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