Real estate is the one category where the territory is already drawn as a polygon. Offices work suburbs, appraisals come from suburbs, and market share is measured by suburb. Targeting on a radius throws that away.
Two audiences, a very long decision, a heavily regulated ad, and a network where the individual agent has their own brand alongside yours.
Offices are given suburbs, not radii. Every listing, every appraisal and every market report is organised by suburb boundary, so the advertising should be too.
Vendors are the scarce side and the one worth paying for. Buyers largely arrive through the portals. Local marketing that treats them as one audience wastes most of its money.
Price guides, sold results, agency claims and market statistics all carry rules. A partner writing their own copy is the risk point.
A radius around an office covers half the suburbs it does not work and misses half the ones it does. Worse, in a franchise network it advertises straight into the next office's patch, which is the fastest way to a phone call from another principal.
Amplaro takes the suburb set an office actually works, holds it as a real boundary, and fits the ads to it on Meta and Google. Market appraisal campaigns then run exactly where the office wants listings, and nowhere else.
Amplaro holds that shape as a polygon per site and fits the Meta and Google Ads targeting to it, instead of rounding it off to a circle. See how delivery area targeting works.
Head office builds each one once, with the creative, the copy and the guardrails locked. Partners see a shelf, pick one, set a budget and launch it around their own site. Building a set of them in bulk is a job you can hand to an LLM through the Amplaro MCP connector.
| Package | Why it earns its place | What head office builds |
|---|---|---|
| Appraisal campaign | Vendors are the scarce side of the market and the whole business | An always on package the office runs across the suburbs it wants listings in |
| Just listed | Local awareness for a specific property, fast | A package the agent launches on the day, with the property detail as the local line |
| Just sold and market update | Sold results are the strongest proof an agent has | Creative built centrally with the compliance wording already handled |
| Agent profile | In this category people choose a person as much as a brand | A per agent package inside brand templates, so it stays on brand |
| New office launch | A new office has no local presence and no recent sold results | A launch package across the full suburb set plus local print |
| Open home traffic | Attendance on the day still moves the result | Short, tightly targeted campaigns around the property in the days before |
Swipe the table sideways to see the rest.
National owns the brand, the portal relationships and everything the regulator would read. The office owns the suburbs, and the agent owns the relationship. The thing most networks get wrong is letting the agent layer create its own creative from scratch, which produces a thousand versions of the logo and a compliance surface nobody can watch. Templates that an agent can personalise inside limits give you the same local feel without the risk.
The general version of that argument sits on local vs national marketing.
What partners can and cannot change is set once in brand control, and every launch reports back per site in reporting.
It is the marketing an office or an agent runs in the suburbs they work: appraisal campaigns, just listed and just sold, agent profiles and market updates. The network brand carries credibility, but listings are won suburb by suburb.
Because the business is already organised by suburb. Territories, market share, comparable sales and vendor expectations all run on suburb boundaries. A radius covers suburbs an office does not work and spills into the next office's territory.
Yes, because in this category people choose an agent as much as an agency. The way to allow it without losing the brand is templates: the agent personalises inside limits set by head office rather than creating from scratch.
Write the claims centrally and lock them. Price guides, sold results and agency claims all carry rules, so those words should come from head office and the local layer should be limited to practical detail.
Appraisal enquiries by suburb and by office, then the conversion to listing. Buyer side clicks are easy to generate and rarely the constraint, so measuring them alone flatters a campaign that is not winning listings.
Nearby sectors: home services and automotive. Or go back to all franchise industries.
See a partner launch a local campaign, set their own area on a map and order a flyer in one sitting.
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