Websites, Google Ads and Automation for Real Estate Agents

For independent agents, teams and small brokerages who get leads from five places and follow up on three of them.

Zillow, your website, an open house sign-in sheet, a Facebook message and a referral from your cousin.

Five leads came in this week, and you remember to follow up with three.

That is not a hustle problem. You are working hard. It is a routing problem: every source lands in a different inbox, and your memory is the CRM.

What we would do first

We would connect your lead sources into one list with one follow-up sequence, then look at your website and ads. For most agents, answering and nurturing the leads you already get is worth more than buying new ones.

Rules your marketing has to follow

Fair Housing. Section 804(c) of the Fair Housing Act, 42 U.S.C. 3604(c) makes it unlawful to publish any notice, statement or advertisement about the sale or rental of a dwelling that indicates a preference, limitation or discrimination based on race, color, religion, sex, handicap, familial status or national origin. That covers your website, listing copy, social posts and ads. It also covers text a tool writes for you, which is why every AI-drafted listing gets a human read before it goes live.

Google's housing policy. Google's restricted targeting policy says housing ads in the US and Canada cannot be targeted by gender, age, parental status, marital status or ZIP code. We build campaigns on city, county and radius targeting instead, and your account is categorized correctly from day one.

State license rules. In Texas, TREC requires a link on the business website's homepage labeled "Texas Real Estate Commission Information About Brokerage Services" in at least 10 point font, or "TREC Information About Brokerage Services" in at least 12 point font, in a readily noticeable place. The same page notes that Rule 535.155 requires the broker's name in ads. Other states have their own rules; we check yours.

Your website

An agent's site competes with portals that have every listing. It wins on local knowledge and on you.

• Neighborhood pages you actually wrote, with what you know about schools, commutes and inventory in each area.
• A home valuation request form, because sellers are the leads portals cannot hand you.
• Required state disclosures placed where your regulator wants them.
• Your IDX or MLS feed if your board allows it, loading fast on a phone.

We build sites by hand; see our web design approach.

Google Ads: cheap clicks, slow leads

The LocaliQ 2026 search advertising benchmarks put Real Estate at $3.22 per click, but only a 3.70% conversion rate and $102.51 per lead. Many clicks come from people a year away from moving.

An illustration of what a modest budget buys, built on those averages plus one assumption:

That is why seller-intent searches, such as "what is my home worth" plus your city, usually deserve most of the budget, and why the follow-up sequence matters more than the ad.

Management is $300 a month, flat. The account is in your name, spend goes to Google directly, no annual contract. See Google Ads management, or our Dallas Google Ads page if you work in North Texas.

Four automations for how agents work

1. One lead inbox. Portal emails, web forms and open house sign-ins are parsed into one list with source, price range and timeline. Saves the leads that used to die in a notification folder.
2. Buyer agreement before the tour. NAR says that since August 17, 2024, an MLS participant working with a buyer must have a written agreement before touring a home, in person or live virtual. When a buyer books a showing, the agreement goes out for e-signature automatically and the showing is confirmed once it is signed.
3. Long-horizon nurture. Buyers who are 6 to 12 months out get a monthly note with new listings in their saved area. You get a nudge when they open three in a week.
4. Transaction deadline tracker. Option period, financing and closing dates are pulled from the executed contract into a shared calendar with reminders to you, the client and the lender.

For texts and any AI voice follow-up, TCPA consent rules apply. The FCC ruled in February 2024 that AI-generated voices count as artificial voices.

Hours and dollars

An illustration: 1 agent × 50 minutes a day copying leads between apps and setting reminders × 250 working days, valued at $40 an hour ≈ $8,300 a year of selling time.

Honest limits

If you close fewer than 6 deals a year and most come from your sphere, start with the follow-up automation and a good website before paying for ads. Paid search takes months of learning in real estate.

You own your site, your ad account and your contact list. We work with agents remotely, including in Houston.

Book a free 30-minute call and we will map your lead sources with you.