A look at where you're winning , where you're leaking, and what to scale next.
A no-fluff review of your current digital marketing performance, benchmarked against 2025 real estate industry data, with specific recommendations for the next 6 months.
Three things you need to know before you scroll any further.
Your PPC is performing in the top tier of the industry.
$18 per lead is well below the $50 to $150 industry average for real estate Google Ads. Whatever your PPC manager is doing, leave it running.
Strong leads are landing in a generic nurture system.
Buying great leads and dropping them into a one-size-fits-all drip is the most expensive mistake in real estate marketing. The fix is not more leads. It's a smarter system.
Meta retargeting is the single highest-leverage move.
You already have an active personal brand with 6K+ followers. Layering paid social on top of warm traffic is faster, cheaper, and more compounding than any other channel right now.
Here's what your engine is doing today.
Based on the numbers you shared. These figures form the baseline we measure progress against.
Your numbers, side by side with the rest of the industry.
Comparing your current performance against 2025 real estate marketing benchmarks from WordStream, CINC, and PPC industry data.
Sources: WordStream 2025 Google Ads Benchmarks, CINC Q2/Q3 2025 Real Estate Lead Cost Reports, ContempoThemes Real Estate PPC Benchmarks 2025.
Where money is leaving the funnel.
Your top of funnel is strong. The leaks are happening between the click and the closing table. These are the gaps slowing your conversion.
Single channel paid acquisition
All paid spend currently lives on Google. When competition spikes or seasonality hits, there's no second channel cushioning lead flow. Meta is the obvious diversification.
No retargeting layer
PPC traffic that doesn't convert today is leaving your site and being captured by competitors. A simple retargeting setup on Meta recovers a meaningful percentage of those lost leads at a fraction of the original CPC.
Generic CRM automation
In your own words: "too generic." A buyer in Ahwatukee on a 6 month timeline should not get the same drip as a seller in Chandler ready to list this month. This is the highest ROI fix in your stack.
Fragmented brand handles
@zachyoungrealtor on Instagram, @zachyoung711 on TikTok. Splits your search traffic, complicates attribution, and dilutes brand recall. A small fix with outsized impact on discovery.
No clear ISA / automation handoff
Hiring an ISA was the right move. But without a tagging and alert system inside Sierra, the ISA is fishing through the same generic feed of leads. Smart automation makes the ISA 2 to 3x more effective on the same lead volume.
Sierra Interactive SEO under-leveraged
Sierra sites can rank well for hyperlocal terms like "homes for sale in Ahwatukee" but require neighborhood landing pages and content. Right now, you're paying for traffic that organic could supply over time.
Where the next 6 months of growth lives.
For each gap above, here's the corresponding opportunity. Ranked roughly by speed to impact.
Meta retargeting + brand awareness
Run warm retargeting against PPC visitors and lookalike audiences built off your closed client list. You already validated the theory: people warm up faster on calls when they've seen you on social.
Custom Sierra automation rebuild
Replace the generic system before your current vendor sunsets in July. Build buyer vs seller tracks, neighborhood tagging, behavior-based triggers, and ISA escalation alerts that actually fire when a lead heats up.
Speed to lead text automation
Industry data shows responding within 5 minutes versus 30 minutes can change conversion rates dramatically. A simple SMS auto-response triggered by Sierra closes that window 24/7, even when your ISA is on another call.
Reels content engine
Your real estate + fitness + mindset positioning is genuinely differentiated. With a structured content batching system (one shoot, multiple weeks of Reels), we can compound your organic reach without adding hours to your week.
Hyperlocal SEO on Sierra
Build out neighborhood guides for Gilbert, Chandler, Ahwatukee, and other East Valley pockets. Slow burn, but compounds into free leads over 6 to 12 months and reduces dependence on paid.
Brand handle and tracking consolidation
Standardize handles across platforms, set up GA4 + Meta Pixel + Sierra source tracking properly, and create one clean dashboard so we always know which channel is producing which lead.
A phased plan, mapped to your existing vendor timeline.
Sequenced so we don't disrupt what's working. Built around your July automation cliff.
Audit & Architect
Diagnose the funnel, fix the obvious leaks, and prepare to take over automation when your current vendor ages out.
- Full funnel + speed-to-lead audit
- Sierra automation architecture & copy plan
- Brand handle + tracking cleanup
- Meta Pixel and GA4 verification
Launch & Layer
Take over Sierra automation. Launch Meta retargeting + brand awareness campaigns. Leave Google PPC alone.
- Sierra CRM automation goes live
- Meta retargeting + lookalike campaigns
- Speed to lead SMS automation
- Monthly reporting & optimization
Compound & Scale
Build the organic engine that reduces dependence on paid acquisition over time and builds long term equity in the brand.
- Reels content batching system
- Local SEO neighborhood pages
- Email newsletter to past clients
- Quarterly strategy reviews
What this looks like budget-wise.
Your current marketing footprint compared to a recommended Phase 02 engagement. Final pricing scoped after our discovery call.
PPC management ($400) + ad spend ($800) + automation vendor ($300, expiring July). Single channel, generic nurture, no retargeting layer.
All-in. Includes Sierra automation, Meta ads management, Meta ad spend, monthly reporting, and ongoing optimization. Scoped exactly during discovery.
Shannon Ropelato has spent 15+ years in digital marketing across more than 100 clients, with deep specialization in Google and Meta paid media, GA4 measurement, CRM automation, and conversion optimization for service businesses.
You Digital Co. is a boutique marketing operation built around a single idea: most businesses don't need more vendors, they need one strategist who owns the whole engine. That's the lens this audit was written through.
Let's spend 30 minutes pressure testing this plan.
Discovery call, no pitch deck. We walk through the audit, talk through your priorities, and decide together whether Phase 02 makes sense to scope. No commitment to move forward.
Book Your FREE Discovery Call