Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for HDB Resale
Google Ads for HDB Resale
A resale owner typing sell my flat agent is close to choosing someone. Google Ads puts your name there, with an ad for their estate and a page that offers a quick chat. Renovation, rental and loan clicks stay out of your budget.
For resale agents and teams who want owner and buyer conversations from paid search, built estate by estate, with WhatsApp and calls counted and reported.
How resale paid search works
Context from how your customers search, compare and book.
Resale search is local to the estate. An owner might type the name of a town with the words sell flat, or a flat type with agent. Buyers type an estate with a flat type and price. Campaigns built for each estate can speak to that exact search.
Noise is the problem. Terms near resale attract renovation firms, loan comparisons, rental seekers, portal logins and people who only want to read about rules or grants. Without strong exclusions, a modest budget leaks quickly into clicks that no agent can turn into a sale.
Budget follows the value of a seller. An exclusive appointment to sell is worth far more than a casual viewer, so seller campaigns can bear a higher cost per conversation. Buyer campaigns are valuable when they lead to viewings and offers. Each needs its own target.
Message channels matter. Many owners would rather send a WhatsApp message than call. Ads should offer both, with a clear first reply and a person ready to answer in the evening, when much of the searching happens. Missed messages are as costly as missed calls.
Who these resale campaigns are for
groups Customer segments
- person Agents who want exclusive seller appointments in particular estates
- person Teams that want to fill viewing slots for listings they hold
- person Upgrader specialists who help owners sell and buy together
- person Agencies opening a new farm area who need quick visibility
psychology What drives their decision
- check_circle Ads that name the estate and the next step
- check_circle Pages that load fast and offer a chat
- check_circle Exclusions that keep renovation and rental out
- check_circle Cost per appointment, not cost per click
How we deliver SEM
A clear, repeatable process built around how hdb resale customers search and decide.
1
Farm and value review
We review the estates you cover, the flat types you handle and what an exclusive appointment is worth to you. Then we set a cost per appointment target and the hours your team can reply.
2
Seller campaigns by estate
Seller ad groups use estate names with sell, valuation and agent terms. Ads mention the estate and offer a quick chat. Each links to a short page showing your recent work there and a WhatsApp button.
3
Buyer campaigns
Buyer ad groups target estate, flat type and budget terms and lead to listings or a viewing request. They have a separate budget so a busy buyer week does not hide a weak seller week.
4
Exclusions and ad copy
We exclude renovation, loan, rental, contractor, portal login and job searches, and we add to the list weekly as new terms appear. Ad copy stays factual and avoids promises about price or speed, because an agent cannot control either.
5
Chats, calls and weekly tuning
WhatsApp taps, calls and forms are tracked as separate events, and booked appointments are imported from your records. Weekly, we move budget toward estates that produce appointments and pause terms that only produce clicks or idle curiosity.
query_stats
What HDB Resale SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in Singapore
- check_circle Campaign set-up and tracking
- check_circle Estate-level seller and buyer ads
- check_circle Exclusion list and weekly review
- check_circle WhatsApp and call routing
- check_circle Monthly report on cost per appointment
What you can expect
- verified Owners in your estates see your ad when they search for an agent
- verified Renovation, rental and loan clicks stop draining the budget
- verified WhatsApp and call volume are measured side by side
- verified Seller and buyer results are reported on separate lines
- verified Cost per appointment is visible to the team lead
- verified Spend moves toward the estates that produce real sales
Deliverables you receive
inventory_2 Seller campaigns by estate with matching ads and short landing pages
inventory_2 Buyer campaigns by estate, flat type and budget, linked to listings or viewing requests
inventory_2 Exclusion list covering renovation, loans, rentals, jobs and portal login searches
inventory_2 WhatsApp, call and form tracking, with appointments imported from your records
inventory_2 Ad schedule matched to the evening hours when owners search and your team can reply
inventory_2 Weekly search term review and a monthly summary of cost per appointment
Technical approach
The mechanics behind SEM for hdb resale, explained plainly.
Match types and estate structure
One ad group per estate keeps ads relevant, and exact or phrase match keeps spend close to the words owners really use. Broad match stays off, because a resale budget is too small to learn from random terms.
WhatsApp as a conversion
We count taps on the WhatsApp button and, where possible, replies sent, as separate events from calls. That shows how much of your demand prefers chat, and lets the account learn from the contacts that matter.
Hours and bids
Searches rise in the evening and at weekends. We set bid adjustments and schedules around when your team can answer, and pause or lower bids when nobody is free. Unanswered chats cost more than an hour of lost visibility.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from resale Google Ads
Estate-level volume is modest, so we begin small and build only on proven results.
Days 1 to 14
We set up conversion tracking, the first seller and buyer campaigns and the exclusion list, and test WhatsApp and call routing. A modest budget lets us read real search terms before spending more.
Weeks 3 to 8
Search term reports show new estate and flat-type terms to add and many more to exclude. Pages are adjusted. You see which estates produce chats and appointments and which only attract curiosity.
Months 3 to 6 and beyond
Budget moves toward estates and flat types with booked appointments. We test new ad angles and pages. We do not guarantee leads or sales, and results depend on competition in each estate, your pricing advice and reply speed.
Other HDB Resale marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How much should a resale Google Ads budget be? expand_more
It depends on how many estates you cover and what an appointment is worth to you. We usually begin with a modest budget, read the results and then decide. Spend should follow evidence.
Will resale ads attract people who just want renovation quotes? expand_more
Some will try, which is why we exclude those terms and review search reports every week. Page wording also makes clear that you sell flats, not renovate them.
Can you advertise specific listings for resale buyers? expand_more
Yes, as a separate campaign with its own page and budget, so you can see if a listing is worth the spend. Owner approval is needed before any listing is advertised.
How fast must we answer a resale message? expand_more
As soon as you can, and ideally the same evening. Owners often message several agents and speak to the first who replies. We set alerts for the agent in charge of each estate.
Can you promise resale leads or appointments? expand_more
No. We do not guarantee leads. We promise careful set-up, honest reporting and weekly attention to how your money is used.
Should resale campaigns cover the whole island? expand_more
Rarely. A tight farm of estates you know gives better pages and replies. We widen only after the first estates show results.
What do we see each month? expand_more
Spend, taps, calls, forms and booked appointments by estate and campaign, with a note on what we added or excluded. Plain words let a team lead see what to do next.
Ready to get more from HDB Resale SEM?
Get a free audit and we will show you where you are losing enquiries today.
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