Listings are won_street by street

01

Three goals, different measures

The chain's brand builds trust across the country. The office and the agent win valuations and listings in their area. Every property needs a buyer. The goals have different audiences and different measures, so they are planned and tracked separately.

A buyer cares about the property, a seller about the area and the agent, so one ad does not serve both. With plenty on the market, the weight goes on properties. When more listings are needed, the weight shifts to sellers and valuations.

02

Sellers and valuations

Winning a listing often starts with a valuation. Advertising tells the seller why to choose this office and this agent, and invites them to book a valuation. A seller may take a long time to decide, so the office's visibility is planned for the whole year, not only for a single campaign.

The idea for the chain's brand campaign usually comes from working with the advertising agency. If the starting point is unclear, a brand and competitor study shows whether the chain needs more awareness or more reasons to be chosen.

03

Properties and buyers

Property advertising shows the homes for sale and the viewings. 12.5 %* of Finns consider buying a home for themselves or their family likely within the next year. The figure describes intentions. It does not measure completed sales or tell how many will sell their current home. It still shows how wide a group property advertising can speak to.

When targeting is drawn around the office, click-through rates on social ads have been clearly higher in our campaigns than in nationally targeted campaigns.** An area drawn too small, on the other hand, has left programmatic display without enough reachable devices, and the area has had to be widened.** So the targeting radius is checked right at the start of the campaign. An area that is too wide, in turn, spreads the budget thin.

04

The office's own work and the national campaign

An office can run advertising for its own area in NØRR3 Marketing Engine while NØRR3 manages the chain's national campaign. The two can run side by side, and the division of work is agreed with the chain.

In the Engine, office-specific campaign versions are created from an approved template. Each office can have its own budget and targeting radius, and invoicing is itemised by location. NØRR3 builds the templates for the DCO & Templates app.

05

Results by goal

Measurement is set up so the three goals show separately: chain awareness from research, valuations and listings for each office, and enquiries for each property. You can see which channels and areas the enquiries come from, wherever they can be tracked.

* NØRR3 Media Insights, Norstat panel, wave 9, 08/2026, n = 2 022, aged 18 to 74. Question Q27: likelihood of larger purchases for yourself or your family in the coming year, home, very or fairly likely. Margin of error ±2.1 percentage points. ** NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.