Overview: 

Housing Edge’s Opportunity:

Provide early access to affordable, off-market properties, before they hit Zillow or Redfin,  and build trust with real buyers, not tire-kickers.

The Problem

• The market has shifted from a competitive seller’s market to a cautious buyer’s market.

• High interest rates have slowed down investor activity.

• Buyers are looking for value and long-term homes, not quick flips.

Marketing Strategy

Goal:  Build a funnel that drives and qualifies serious buyer leads.

a. Conversion-Focused Landing Page

b. Paid Ad Campaigns

Connect with buyers before they hit Zillow

Target early, motivated buyers through clear, compelling ad messaging.

Google & Facebook Ads with taglines like:

“Affordable Off-Market Homes, Not on Zillow”

“Get Early Access to Fixer-Uppers with Huge Potential”

Test creative variations across Zillow, Redfin, and HAR audiences

See what clicks,

Test different messages to learn which platform brings in the right leads.

01 
Built to Attract Serious Buyers

The opt-in form signals real interest. By offering early access to off-market deals, we draw in buyers ready to take the next step.

02 
Automated Email Follow-Up

Automated sequence introduces the brand, builds trust, and promotes the webinar.

03 
Smart List Segmentation

List is segmented by type of buyer (e.g. first-time, downsizing, etc.)

Keyword Expansion

Expand Google Ads campaigns beyond  “cheap homes” to include related service and location-based keywords.

Target Missed Opportunities

Target overlooked but valuable terms like “off-market homes,” “fixer-uppers,” or neighborhood-specific phrases buyers are actively searching for.

Seasonal Incentives

Consider seasonal offers or price incentives (e.g., pre-need planning discounts) to increase CTR 

Boost Quality Score

Improve Quality Score by optimizing ad relevance, landing page experience, and using strong ad extensions.

01 
First-time homebuyers

02 
individuals downsizing

Motivated by value, they want access to deals before they’re widely available, especially ones that might need a little work but come with big potential.

Persona 1: 

Emily
The First-Time Buyer

Age:  29

Occupation:  Elementary school teacher

Household Income: $65K/year

Location: Rents a 1-bedroom apartment in a growing suburb

Goals: Wants to stop renting and build equity. Looking for a modest 2-bedroom home that feels like a smart investment.

Challenges: Limited savings for a down payment, overwhelmed by traditional listings and rising interest rates.

Motivators: Affordability, early access, and education, she needs guidance through the process and is drawn to off-market opportunities others haven’t seen yet.

Buying Behavior:  Research-heavy. Will attend a webinar if she feels it’ll simplify her decision-making and connect her with trustworthy help.

Persona 2:

Carlos & Ana
The Downsizing Family

Age: 52 & 50

Occupation:  Small business owners

Household Income:  $150K/year

Location:  Currently live in a large 4-bedroom home, but two of their kids are now in college

Goals:  Sell their current home and buy something smaller with less upkeep, possibly a fixer-upper they can renovate gradually.

Challenges:  Unsure how to find trustworthy off-market listings and skeptical about agents who push traditional listings.

Motivators: Want a deal on a well-located home and prefer to get in early before competition or price hikes. Interested in reinvesting leftover equity from their home sale.

Buying Behavior: Cautious but curious. Likely to sign up for the webinar if it promises access to something “hidden” or exclusive.

Persona 2:

Roc
The Fixer-Upper Buyer

Age:  38

Occupation: Contractor

Household Income: $85K/year

Location: Owns a starter home, wants to upgrade

Goals: Looking for a property with good bones that he can improve himself. Wants a bigger space for his family but doesn’t want to pay top dollar.

Challenges: Tired of getting outbid on listed properties. Doesn’t want to deal with bidding wars or inflated prices on Zillow.

Motivators: Off-market means less competition. He's also motivated by the chance to win a renovation reward or design consultation for upgrades.

Buying Behavior: Decisive and hands-on. He’ll engage if he sees real value, especially if it helps stretch his renovation budget.

01 Weekly Posts

Share weekly posts aligned with GBP content to boost SEO signals and brand authority

02 Content Pillars

Emphasize educational, seasonal, and community-focused messaging

03 Drive Interactions

Encourage engagement (comments, shares, likes) to support local relevance

SEO Implications

Strategic SEO Actions for Buyer-Focused Market Penetration

01

Create location-specific landing pages for DFW with concentration on Rockwall, Garland, Mesquite, and other key areas to start ranking for high-volume buyer search terms before pushing listings live.

03

Start building local citations (Google Business, directories, neighborhood blogs) to boost authority and visibility ahead of paid ad campaigns or listing activity.

02

Optimize content and GBP listings to reflect new location info (once confirmed)

04

Use PPC to immediately build presence in those cities while SEO gains traction

Let’s talk about your goals

Fill in the form or call to set up a meeting.



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