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'We know the enquiry numbers, and they never connect to visits and contracts.' We redesign that from awareness to a measurement layer that counts the routes, to follow-up on LINE, all from one place.
Instagram
TikTok
LINE
Numbers
76.0%
Of firms running it, 76% get enquiries
Share of estate agencies running social media who get enquiries through it
Ielove GROUP, 2023 (estate agencies, n=479)73.0%
The top objective: traffic to their own site
Traffic to their own site, named by real estate businesses as an objective for using social media
Spacely, October-November 2022 (businesses, n=200)47.4%
Half of them still haven't started
Estate agencies who said they make no use of social media. Only 12.6% use it actively
Ielove GROUP, March 2026 (estate agencies, n=95)17.6%
The top reason not to: nobody to do it
The top reason estate agencies give for not running social media: no member of staff who can take it on
Ielove GROUP, November 2024 (n=1,290)19.7%
Once every five years, someone starts looking again
Annual tenant turnover in rented housing. The average tenancy is 5.1 years, so contact comes round at least once every five
IREM JAPAN and Japan Property Management Association, National Survey of Rented Housing, 2025 edition45.7%
What people want is to be told the downsides too
The top thing consumers want from an estate agency: being told honestly about the drawbacks as well as the good points
Zentaku and Zentaku Hosho, 2025 White Paper on Housing and Living, July-August 2025 (aged 20-65, n=5,000)Issues
01
Search the company name and your own site isn't at the top, so the name you worked to be remembered by gets taken by the portals and your competitors.
The fixWe get your own site to the top on a company-name search and produce articles and landing pages by area and train line.
02
March sees roughly twice the moves of a normal month. What gets dropped concentrates exactly when you are shortest of people.
The fixWe split LINE by enquiry stage and preferred area, so follow-up runs as a system.
03
The enquiry ledger and the web measurement run separately, so visit rates and conversion rates by route can't be laid side by side.
The fixMeasurement on forms, appointments and LINE sign-ups lets us reconcile with the enquiry ledger.
Solution
01
We lay out enquiries by route, how many reached a visit, and how many reached an application. Where it's dropping off shows up from that.
02
First we get your own site to the top when someone searches your company name, then produce articles and landing pages answering questions about areas, train lines and living there.
03
Measurement tags and UTMs go on forms, appointments, brochure requests and LINE sign-ups, shaped so they reconcile with the enquiry ledger.
04
We segment by enquiry stage, preferred area and move-in timing, and split new listing alerts and viewing reminders accordingly.
What we watchImpressions on branded search, form completion rate
What we watchSaves, profile visits, link clicks
What we watchEnquiries, cost per enquiry
What we watchSign-ups, appointment rate, repeat enquiries
What we watchEnquiry mix by route, monthly budget allocation
Lettings or sales changes both what you watch and where you start. The set-up above is one example.
Process
Overall design through measurement, follow-up and improvement, taken on together rather than split up
Phase01
The numbers get laid out by route, not as a total.
Portals, your own site, social, advertising and referrals. We map enquiries by route and the share reaching a visit or an application, then set the annual budget split.
Phase02
We settle the company's words first, then put them on search and social.
The first thing we check is whether your own site comes top on a company-name search. If it doesn't, we start with the technical causes. Articles, landing pages, managed social and advertising all connect on the same message.
Phase03
We follow it down to which programme brought which enquiry.
Measurement tags and UTMs run through forms, appointments, brochure requests and LINE sign-ups, with the naming conventions agreed so they reconcile with the enquiry ledger.
Phase04
People who didn't decide stay as the next enquiry.
We segment by enquiry stage, preferred area and move-in timing, then split new listing alerts, viewing reminders and pre-renewal conversations accordingly.
Phase05
Budget keeps moving to the routes that are working.
Monthly reporting runs enquiries by route, cost per enquiry and appointments, in that order. We build up material in the quiet months and concentrate delivery and posting just before the peak.
FAQ
No. They are still the main way in for enquiries, so the listing fees stay. On top of that, we suggest adding enquiries that come through your own site and your own posting.
We count enquiries by route, appointments and visits, and cost per enquiry. Contracts depend on how your people handle them and on the property itself, so we don't claim attribution to conversion rate.
Search is included. The first thing we look at is whether your own site comes top on a company-name search. If it doesn't, we start with the technical causes, then build articles and landing pages by area and train line.
Our view is that they shouldn't be mixed. The purposes and the metrics are different. Even on the same account, we tag by how the follow came in and keep the audiences and content separate.
Measurement and branded search improvements move in the first one to two months. Posting, on the other hand, takes time to build. We design on a six-month minimum and agree the basis for judging it before we start.
We talk through the approach in real estate alongside the process and examples from close industries when we meet. On social media management, see the Social media management for estate agencies page as well.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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