Digital marketing

Digital marketing for real estate: reaching sellers and buyers

3 min lukuaika
Kiinteistöalan digimarkkinointi – välittäjän ja kiinteistöyhtiön kanavat

Buying property is a big decision. The customer spends 3–12 months considering it and meets 2–5 agents. You have to be there for the whole journey, not just at the moment of purchase.

In brief

  • Meta advertising is the best channel for presenting properties.
  • Google Ads works when the customer is actively searching.
  • A realistic media budget: €1,500–5,000/month for an agency.
  • Content and YouTube build authority over the long term.

Why digital marketing matters in this industry

Customers in this industry behave differently through the buying process than others do. That shapes both the choice of channel and the message. Without an understanding of the industry, advertising usually eats money without producing results.

The best channels in this industry

Meta advertising and video tours in real estate
Meta advertising works excellently for video tours of properties.
  • Meta advertising — video tours of properties and retargeting.
  • Google Ads — search terms such as “flats for sale Helsinki”.
  • Google Business Profile: local search and reviews.
  • YouTube: property tours and guide videos.
  • SEO and content — guides on living and financing.

A realistic monthly budget

  • A one-person agent: €800–2,000/month of media + €500–1,000/month of management.
  • A small agency: €2,000–4,000/month of media + €1,000–2,000/month of management.
  • A large property company — €4,000+/month of media across several channels.

The most common mistakes in this industry

Digital marketing for real estate and presenting properties
Buying property is a big decision and a long consideration process.
  • Property photos are poor quality, and the sale price drops directly as a result.
  • No video tours are made, though Meta and YouTube favour them.
  • No reviews are collected after completed deals.
  • No nurturing — the customer forgets you as their agent within three months.

How Puro Digital helps

We build a channel mix and a budget proposal that fit your industry. No packaged solutions: everything is matched to your business goals.

Frequently asked questions

How many customers find an agent through Google?

Around 40–60 % of first-time buyers start in Google. A presence in search engines is essential.

Should you advertise individual properties or the agent?

Both. Individual properties convert quickly; the agent’s brand builds a long-term flow of leads.

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