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Simon, dad of two and property investor, is on the hunt for his third property in Melbourne’s west. After the kids go to bed, he reads 14 reviews of both Glenroy and Strathmore on Homely.com.au.
Between scrolling Instagram and reading the news, he’s jotted down two upcoming inspections for corner-block properties - and sent an enquiry on one for a home the family might love before checking his current property estimate.
This is the new normal.
Attention is shrinking, journeys are scattered
In 2000, the average adult attention span was 12 seconds. In 2024, it’s just 8.25, shorter than a goldfish’s 9 seconds.
Constant multitasking, the rise of short-form video and the pace of modern life have fragmented how we focus. Property seekers bounce between platforms, consuming suburb reviews, social reels, AI search, map views, and then, like Simon, might get completely sidetracked by a funny video and pause their search for the night.
The truth is, in this environment, awareness, engagement and conversion don’t happen in a neat sequence.
And with real estate advertising costs at all-time highs, it’s simply not viable or fair to your vendors to try and be everywhere at once.
But the good news is, you don’t need to be. You just need to be smart about where and how you show up.
Here’s how to align your marketing with the way buyers actually behave.
1. Choose a mix of portals for full funnel coverage
Most agents default to two portals and stop there. But studies show buyers now compare listings across three or more property portals and across social media before shortlisting.
That means if you’re not in their mix that particular day, you’re invisible. Tens of thousands of agents have found that adding Homely as their challenger portal has unlocked:
Expanded reach: Homely’s suburb reviews and beautiful interface attract research-stage seekers main portals may miss.
Stronger vendor narratives: By including complementary audiences, agents can talk to more visibility, which lands a better pitch at your next listing presentation.
2. Own the social micro-moments
Property seekers don’t just rely on portals. They revisit listings through Instagram, Facebook, YouTube and news sites, often via retargeting. Make sure your listings follow them across these channels. Plug a social boost product like Homely Promoter into your campaign and insist on clear, measurable performance. If you’re already signed up to a social media maximising tool, make sure your provider can explain expected CPM or CPC in plain English, otherwise it’s time to rethink providers.
3. Get in early with buyers doing their homework
Buyers often don’t know exactly what they’re looking for, which means their journey starts with questions, not listings. Homely’s suburb and street reviews rank highly on Google and answer common “where to live” queries. Our data shows over 20% of Homely users are unique to our portal, making Homely the first and final stop for many.
Want to get noticed early?
1. Leave suburb and street reviews on Homely to build trust and visibility.
2. Ensure your local agent profile is live on key suburb pages.
4. Stay in their inbox
Buyers subscribe to instant alerts across multiple portals. If you’re only on one, you’re missing out on inbox visibility at the most crucial decision points. Multi-portal listings increase open rates, drive faster enquiry and reduce time on market. And don’t forget your CRM: a weekly digest email highlighting current stock or recent sales keeps your brand front-of-mind.
5. Optimise for the AI-first buyer
AI tools like ChatGPT are fast becoming the first stop for suburb comparisons and buyer research. OpenAI reports its weekly active user base doubled from 400M in February to 800M in March 2025. Homely’s suburb guides, review content and structured data are constantly being optimised for these answer engines, making your listings more discoverable even outside traditional portals. Ask your current providers: Can your portal surface listings in AI search? If not, it might be time to re-evaluate.
6. Show sellers you’re a strategist, not just a salesperson
Vendors don’t just want visibility, they want someone to steer the ship in uncertain waters. Walk them through how each portal, social channel and content strategy connects. Show real examples where reach translated into faster sales or higher competition. When vendors understand your method, they’re more likely to trust you - and refer you.
Final word: smart visibility wins
You don’t need to advertise everywhere to be everywhere that matters. You just need a plan that reflects how buyers really search. By including Homely’s research-first audience in your marketing schedule, layering on social amplification, and appearing in AI results and inboxes, you’ll meet buyers where they are — and get results that speak for themselves.
Find out how to unlock more with Homely today and stay visible at every stage of the buyer journey.
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