Property traders, not estate agents
You buy property at a discount and exit via auction at speed. No refurbishment, no holding. Clean, lean, repeatable transactions with an average uplift of £8,000–£12,000 per deal.
You're solving a problem that estate agents can't: certainty and speed for sellers under pressure — probate, divorce, financial difficulty, chain breaks, problem tenants.
The Edge
- Speed & certainty over headline price
- Lean execution — no drag, no speculation
- North East only — building depth, not spread
- Direct communication — no fluff
- Property Redress Scheme member
The Team
- Paul — Operator
- John — Web development
- Julia — Copy, illustration, visual identity
- Alex — Video
- 5 solicitors, 3 finance partners
- Exits via Hammered Auctions
You're invisible online — but the market is wide open
HomeSoldToday.co.uk doesn't rank organically for a single core search term. That means 100% of your visibility depends on ads or direct traffic. The good news: the paid landscape in the North East is surprisingly thin.
Local Competitor Strength
National players (We Buy Any Home, House Buyer Bureau, Open Property Group) also compete in NE SERPs but lack local trust signals.
The Google Ads opportunity
We pulled live Google Ads data for this niche. The headline: CPCs are high nationally (£30-50 for head terms like "sell my house fast"), but local targeting and smart keyword selection bring costs down significantly. Here's how it breaks down by location.
| Location | Ad Competition | CPC Range | Opportunity |
|---|---|---|---|
| Newcastle | High | £10-40 | Highest volume, nationals dominate. Needs strong landing pages to keep cost per lead viable. |
| Sunderland | Moderate | £8-35 | Good volume. Sell With Richard present but beatable with local trust angle. |
| Middlesbrough | Low | £6-30 | Fewest advertisers. Best territory to prove the model quickly at lower cost. |
CPC ranges based on Google Ads auction data (April 2026). Bottom of range = lower-funnel long-tail keywords; top = competitive head terms. Actual CPCs depend on Quality Score, bid strategy, and auction-time competition.
Situational keywords — lower cost, higher intent
Searches like "sell inherited property" (£2-12 CPC) and "sell house in divorce" (£1-7 CPC) have significantly lower costs and often higher intent. We'll target these with dedicated ad groups from day one, directing traffic to your existing situation pages. Longer term, purpose-built situational landing pages would be a natural next step to improve conversion rates on this traffic.
Our campaign structure will blend head terms with these situational and location-specific long-tails to keep the overall cost per lead manageable within your £1,000/month budget.
Purpose-built landing pages + targeted campaigns
We're not touching your main site. Your team handles organic SEO, content, and video there. We build a separate paid funnel on a subdomain that we control and can test rapidly.
- 7-field form (too much friction)
- ~200 words per location page
- No reviews or trust badges
- No urgency or CTA above fold
- Est. 2-4% conversion rate
- 2-3 field form (postcode + phone)
- Location-specific content & stats
- Reviews, trust badges, social proof
- Clear CTA: "Cash offer in 24 hours"
- Est. 8-15% conversion rate
Messaging angles we'd lean into
Based on your positioning and what competitors aren't saying:
- Local trust over national scale — Hoults Yard address, NE testimonials, named team. Nationals are faceless; you're not.
- "We complete" certainty — In an unregulated industry where buyers pull out, this is your biggest differentiator. Lead with it.
- Speed without pressure — Your sellers are already under pressure. The messaging should feel like relief, not a hard sell.
- Transparent pricing — You already publish the 75-85% range. That's unusual and builds trust. Competitors hide the number until the call.
- Situation-specific empathy — Divorce, probate, repossession each need their own tone. Generic "sell fast" copy won't resonate the same way.
What we're building
3 location pages on subdomain
Newcastle, Sunderland, Middlesbrough. Set to noindex — no conflict with your main site's SEO. Lightweight, fast-loading, mobile-first. Expandable to Durham, Gateshead, Hartlepool.
3 search campaigns
One per location. Starting budget split: 50% Newcastle, 25% Sunderland, 25% Middlesbrough — adjusted on data. Situational ad groups for high-intent keywords.
Google Ads tracking + reporting
Google Ads conversion tracking on the subdomain via AW tag. We report on a custom dashboard showing leads, cost per lead, and campaign performance. You compare against your organic results.
Remarketing (when ready)
Once we have sufficient conversion data, we build a remarketing campaign targeting visitors who didn't convert. Likely Performance Max for maximum exposure.
From here to live
Agreed terms
| Period | Management Fee | Ad Spend | Total / Month |
|---|---|---|---|
| Months 1-2 | £1,000 + VAT | £1,000 | £2,200 inc. VAT |
| Months 3-4 | £1,250 + VAT | £1,000 | £2,500 inc. VAT |
| Month 5+ | £1,500 + VAT | £1,000+ | £2,800+ inc. VAT |
- Landing pages built at no additional cost
- You own all code and assets — transferable on 7 days' notice
- 3-month handshake commitment (not contractual)
- Ad spend scalable based on results
What we need from you to get started
DNS access
We need access to your domain's DNS settings to configure the subdomain for the landing pages (e.g. sell.homesoldtoday.co.uk). This may sit with John or your hosting provider.
Google Ads account
We need access to your existing Google Ads account (or we create a new one under your ownership). We'll manage campaigns from there via our MCC.