Stan Consulting · Industry
Every real estate agent is running ads. Most are paying for clicks from people who are not ready to transact. Stan Consulting structures campaigns and landing pages around one outcome: qualified leads that your pipeline can actually close.
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Stan Consulting diagnoses lead generation and qualification systems for real estate agents, brokers, and developers. Campaign architecture, landing page structure, intake qualification. The $999 Conversion Second Opinion is the diagnostic-led entry. Higher-tier engagements scope on the intake call. Stan Consulting works with clients across the United States and internationally, including active engagements in New York, Texas, Los Angeles, Germany, and Israel. The office is in Roseville, California.
20+
Years of experience
Google + Meta
Both paid channels
Buyer + Seller
Separated campaigns
$999
Diagnostic before management
What we diagnose first
Before any campaign restructure begins, these four problems are assessed. They appear in nearly every real estate paid ads account that is not producing transactions.
Form fills are coming in but leads are renting, not buying, or are 12+ months from transacting. The campaign is not qualifying intent before capturing the contact. Volume is reported as a success metric while pipeline conversion stays flat.
Buyer campaigns and seller campaigns share budget, keywords, and landing pages. Neither is optimised because they require completely different approaches, different creative angles, and different qualification structures at the form level.
The ad promises a home value estimate. The landing page is a contact form with no estimate delivery. The prospect leaves because the offer was not honoured. The trust gap between ad promise and page delivery is the most common conversion failure in real estate paid ads.
A local agent is paying for leads from buyers and sellers in cities where they do not operate. The geographic radius is set to default, not to actual market area. Every lead outside the service territory is money that does not produce a commission.
Why real estate ads underperform
The same structural failures appear in real estate paid ads accounts regardless of market or monthly budget. Each one is diagnosable before any additional spend is approved.
Broad match keywords in real estate match to rental searches, property management searches, and out-of-area buyers. Each unqualified click costs $8-25+ and produces no pipeline. Match type discipline is not optional in a market where lead quality determines commission income.
"Get a free home valuation" is the offer. The landing page is a contact form. The estimate is delivered by a follow-up email three days later. The prospect moved on in 30 minutes. Seller leads require same-session value delivery to convert at a viable rate.
The buyer capture form asks for name, email, and phone. It does not ask about timeline, pre-approval status, or price range. Every lead, qualified or not, gets the same follow-up sequence. The agent's time is spent calling contacts with no near-term transaction intent.
Listing ads show property images and prices. Buyers click when the specific listing catches their eye but have no broader relationship to the agent. The lead is property-specific, not agent-specific. When that listing goes under contract, the lead has no reason to stay engaged.
"Homeowners in California" is not a target audience for an agent with a specific geographic farm. The campaign is reaching people 200 miles away who will never transact with this agent. Geographic precision on Meta requires layered audience signals, not a broad location radius.
Real estate decisions take 3-12 months. Retargeting campaigns that expire after 30 days miss the majority of the consideration window. Prospects who visited a home valuation page in month one and transact in month seven are invisible to a 30-day retargeting setup.
What the audit covers
Every real estate marketing engagement begins with a structured audit. This is the framework used to identify exactly where spend is being lost before any campaign change is made.
01
Buyer and seller campaigns reviewed for independent budget, keyword strategy, creative, and landing page. Combined campaigns restructured into separate entities with independent optimisation logic and distinct conversion goals.
02
Campaign radius mapped against actual service area. Bid adjustments by neighbourhood reviewed and corrected. Out-of-market impressions and spend identified and eliminated at the campaign and ad group level.
03
What the ad offers matched against what the landing page delivers. Estimate delivery mechanism reviewed for friction and delay. Pages that promise a value estimate but deliver only a contact form are flagged and redesigned.
04
Buyer and seller forms reviewed for qualification depth. Timeline, approval status, and transaction readiness fields assessed. Forms that collect contact information without any qualification signal are restructured before lead follow-up scales.
05
Retargeting audience duration matched to real estate consideration cycle length. 30-day windows extended to 90-180 days for buyer and seller audiences. Segment separation by buyer vs. seller intent reviewed and corrected.
06
Form and call leads connected to campaign source. Lead quality by campaign reviewed against close rate data where available. Attribution gaps between ad click and CRM entry identified and closed before any budget increase is recommended.
Where agencies miss
Real estate paid advertising requires market-level geographic precision, channel strategy across a long consideration cycle, and qualification discipline at every funnel step. Most agency models are built for none of it.
The agency delivers 50 leads per month. The agent closes 1. The agency reports lead volume as the primary success metric and proposes to increase budget. No analysis is done on which campaigns produce qualified leads vs. which ones produce renters, out-of-area contacts, and early-stage researchers with no transaction timeline.
Generic listing ad templates applied to every agent. No geographic specificity, no agent-specific credibility, no market context. The agent looks identical to every other agent running the same template. Listing-based creative generates property clicks, not agent relationships.
30-day retargeting windows for a product with a 6-12 month consideration cycle. The agency has already stopped showing ads to most prospects before they reach a decision. The agent's brand disappears precisely when the prospect is moving from consideration to action.
Contact information delivered without any qualification signal. The agent's CRM fills with unqualified contacts. Follow-up is done manually on every lead regardless of intent signal. The agent spends hours each week calling renters, out-of-area buyers, and people who are 18 months from transacting.
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Beyond the Campaign
Real estate marketing produces two categories of failure: lead volume without lead quality, and lead quality without follow-up conversion. Both are system problems. Neither is solved by increasing ad spend or changing the creative.
Stan Consulting diagnoses the full lead generation and qualification system. Campaign architecture, landing page structure, and intake qualification. Engagements from 72-hour diagnostic to full strategic consulting.
Not sure what is broken
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The $5,000 Revenue Sprint. Diagnose, build, and fix in one defined engagement.
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Monthly consulting from $1,500. Four engagement levels. Scoped to what applies.
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