Do we need 17 months of content before the ads work?

No, but you do need the content running alongside the ads rather than after them. The €4.55 per enquiry was that low because the property owners seeing those ads had already watched the same agents explain the market. Run the identical campaigns at an audience that has never heard of you and both the cost per enquiry and the conversion to a signed listing get worse, because you are asking someone to trust a name they do not recognise. We now build both at the same time so the compounding starts on day one.

What counts as one of the 440 enquiries?

A property owner who filled in the form and asked to be contacted about selling. Not a view, not a follower, not somebody who liked a post. 440 people gave their contact details and said they wanted to talk about a property they own.

Why did only 22 of the 440 sign an exclusive?

One in twenty, which is the number and we publish it rather than hide it. The rest divide between owners who were not ready to sell yet, owners who listed with somebody else, and owners the office could not reach. A seller enquiry is the start of a conversation, not a signature. What the campaign controls is how many of those conversations happen and what each one costs to start.

Is €2,000 really the whole cost?

It is what went to Meta between 1 February and 18 May 2026, and that figure comes off their own Ads Manager. It does not include our monthly fee, and it does not include the 17 months of content production that came before it. We separate the two on purpose, so you can see what the media actually cost and judge the rest of it separately.

Do our agents have to be on camera?

Yes, and it is the part most agencies resist. The reason the paid campaigns converted at one in twenty is that owners had already seen those same faces explaining the market for over a year. An advert fronted by a stock model or a logo does not carry that, and the cost per enquiry shows it.

How soon would we see the first enquiries?

Meta lead campaigns usually produce their first qualified enquiries within two weeks of going live, once the creative is shot and the lead capture is connected. The compounding that took KWSG down to €4.55 an enquiry takes considerably longer, and anybody promising you that number in month one is guessing.

Keller Williams Solutions Group Case Study

What we did

Phase 1 · 17 months

Build the audience first, pay for nothing

Educational video and property showcases fronted by their own agents, published everywhere their sellers actually are. This is the part that did the heavy lifting.

Property videos with KWSG agents on camera
Market explainers for buyers, renters and owners
Published across Facebook, Instagram, TikTok, YouTube and LinkedIn
44,726 followers became 99,190, seen 55.85M times
7,400 buyer and renter enquiries, at no media cost

Phase 2 · 3.5 months

Ask that audience for their listings

Only once the audience existed. Meta campaigns aimed at property owners, not buyers, split so people who already knew KWSG were spoken to differently from people who did not.

Retargeting and cold audiences run and measured separately
The same agents from the organic videos fronting the ads
Creatives, hooks and pages tested every week
440 property owners enquired, 22 signed exclusive

Two Keller Williams Solutions Group agents seated for filming in their Athens office, with two cameras and a microphone set up in front of them

Their agents, in their own office. Every video on this page was shot like this.

The numbers, from their own accounts

What the content did, with no ad budget

Sixteen months of video, published on the five platforms their sellers actually use. Nothing here was paid for.

Platform analytics · 1 January 2025 to 17 May 2026

Platform	Followers before	Followers after	Times the videos were seen
Facebook	20,400	51,110	29.37M
Instagram	3,300	10,200	6.46M
TikTok	8,000	21,300	16.24M
YouTube	12,200	15,400	3.78M
LinkedIn	826	1,172	not reported
All five	44,726	99,190	55.85M

The Facebook figure is impressions, which counts a video appearing on screen. The others are views. They are not the same measure, so they are shown per platform. Follower counts are as each platform reports them, rounded, so the column does not sum to the total exactly.