How to Get Better Results by Focusing on Location and Listing Type
One of the most powerful features of Housing Market Ads is the ability to create highly targeted advertising campaigns using simple keyword-based audience targeting.
Unlike traditional display advertising networks that show ads to broad audiences, Housing Market Ads allows advertisers to reach active real estate shoppers who are already searching for properties across our real estate marketplaces. Housing Market Ads targets audiences based on location, search behavior, property interests, and listing preferences, helping advertisers reach qualified buyers, renters, and investors.
However, many advertisers make a common mistake when setting up their campaigns.
They focus too heavily on property types and not enough on the way real estate shoppers actually search.
Understanding how users search can significantly improve campaign performance.
The Most Effective Keyword Structure
For most campaigns, the best-performing setup is:
Location + Listing Type
Examples:
Bangkok
Sale
Bangkok
Rent
Singapore
Sale
Singapore
Rent
Dubai
Sale
London
Rent
Toronto
Sale
This approach allows Housing Market Ads to identify users who are actively searching for properties within a specific market and transaction type.
Why Property Type Is Often Less Important
Many advertisers create audience groups such as:
Bangkok
Condo
Sale
Singapore
Condo
Rent
While this may appear more targeted, it can sometimes reduce audience size unnecessarily.
The reason is simple.
Most property shoppers do not initially select a property type when beginning their search.
A typical buyer may search:
- Properties for sale in Bangkok
- Homes for sale in Singapore
- Real estate in Dubai
- Houses for rent in London
They often browse multiple property categories before narrowing their choices.
A shopper looking for a condominium today may end up purchasing a townhouse or villa tomorrow.
Restricting campaigns too early can limit exposure to qualified prospects.
Start Broad, Then Optimize
A recommended strategy is:
Step 1: Begin with Location + Listing Type
Example:
Bangkok
Sale
This reaches the widest audience of active property buyers in Bangkok.
Step 2: Analyze Performance
Review:
- Impressions
- Clicks
- CTR
- Leads
- Landing page engagement
Step 3: Add Additional Filters if Needed
Only after collecting sufficient data should you consider narrowing the audience using:
- Condo
- Villa
- House
- Commercial Property
- Land
This approach typically produces more impressions and lower costs while still maintaining relevance.
Examples of High-Performing Campaign Structures
Example 1: Bangkok Condominium Project
Instead of:
Bangkok
Condo
Sale
Start with:
Bangkok
Sale
The campaign can still reach condominium shoppers while also reaching buyers considering multiple property categories.
Example 2: Singapore Rental Agency
Recommended setup:
Singapore
Rent
Not:
Singapore
Apartment
Rent
Many renters search for rental opportunities first and choose the property type later.
Example 3: International Investment Project
Recommended setup:
Thailand
Sale
Investment Property
This captures a larger audience of investors researching opportunities across multiple property types.
Think Like the Property Shopper
The most successful advertisers focus on buyer intent rather than property specifications.
Ask yourself:
“What would a real estate shopper type into a search engine or property portal?”
Usually the answer is:
- Bangkok properties for sale
- Singapore rentals
- Dubai investment properties
- Phuket homes for sale
- London rental properties
Notice that location and listing type are almost always present.
Property type is often secondary.
Housing Market Ads Makes Audience Creation Easy
Campaign setup is simple.
Enter one keyword per line.
Example:
Bangkok
Sale
Or:
Singapore
Rent
Or:
Cyprus
Investment Property
Housing Market Ads then uses these keywords to identify and target active real estate shoppers across our network of marketplaces.
Best Practice Summary
For most campaigns, follow these guidelines:
✓ Use one keyword per line
✓ Focus on Location + Listing Type
✓ Start with broader audiences
✓ Avoid over-filtering with property types initially
✓ Optimize based on real campaign data
✓ Think like the property shopper
✓ Expand only after performance data is available
Reach Active Real Estate Shoppers
Housing Market Ads allows advertisers to target audiences based on location, property interests, and listing behavior while displaying ads only to qualified real estate shoppers. Campaigns start from just $5 USD per day and can reach active property buyers, renters, and investors across 17 countries.
Whether you are promoting condominiums in Bangkok, rental properties in Singapore, investment opportunities in Cyprus, or luxury developments in Dubai, starting with a simple Location + Listing Type strategy will often produce the strongest results.
The simpler your audience setup, the easier it is for Housing Market Ads to find qualified real estate shoppers and maximize your campaign performance.
