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Real Estate In The EU, In Numbers
Estate agencies, property development, property management: three real estate markets. Their official figures from Eurostat, then the calendar of their Google searches.
Estate Agencies
NACE code 68.31
Real estate agencies
348,302companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: January
Property Development
NACE code 41.10
Development of building projects
164,045companies in the EU
Eurostat publishes no final figure for this country.
1.8 people per company on average
€169.9 billion in turnover
Most searched month: November
Property Management
NACE code 68.32
Management of real estate on a fee or contract basis
182,505companies in the EU
Eurostat publishes no final figure for this country.
€86.0 billion in turnover
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 68.31, 41.10 and 68.32, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 53121 and 53131, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 531211, 531212 and 531310, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 53121 and 531311 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 682 and 694 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 6831, 4110 and 6832 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Most searched month: estate agencies in January, property development in November, property management in September. Property Development: November brings 2.4 times the searches of May.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “estate agents”, “house valuation”, “sell my house”, “new build homes”, “new homes”, “property developers”, “letting agents”, “property management” and “block management”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Estate Agencies
Property Development
Property Management
September 2025
96
60
100
October 2025
96
72
73
November 2025
78
100
71
December 2025
58
74
52
January 2026
100
60
91
February 2026
82
60
61
March 2026
95
57
72
April 2026
82
51
74
May 2026
82
41
54
June 2026
78
57
51
July 2026
78
46
54
August 2026
78
58
60
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Estate Agencies “estate agents”€1.23 to €5.93
Property Development “new homes”€0.70 to €2.47
Property Management “letting agents”€1.14 to €5.27
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
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Real Estate · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
Your audienceReal EstateUnited Kingdom · 9 apps · 5 moments
GGoogleIllustration
house valuation
SponsoredYYour brandHouse Valuation · Your BrandA local adviser values your home and supports you until the sale.
MaGoogle MapsIllustration
Y
SponsoredYYour brandHouse Valuation · Your BrandEstate agents · 0.4 miles awayCallWebsite
YYouTubeIllustration
What your home is worth todayAd · Your brand
Up nextTour of a house for sale
SponsoredHouse Valuation · Your Brand
DDiscoverIllustration
What your home is worth today
YYour brand · SponsoredHouse Valuation · Your Brand
MGmailIllustration
YSponsoredYour brandHouse Valuation · Your BrandA local adviser values your home and supports you until the sale.
WWebsites and appsIllustration
What your home is worth todayYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
A local adviser values your home and supports you until the sale.
What your home is worth today
House Valuation · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
What your home is worth today
Learn more→
CChatGPTIllustration
how do I find out what my house is worth before selling?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandHouse Valuation · Your BrandA local adviser values your home and supports you until the sale.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
22,200searches a month for “house valuation”, in the UK
Searches a month in your industry, in the UK
“house valuation”22,200
“estate agents”60,500
“letting agents”9,900
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 1 October 2026.
In Your Industry
For finance, real estate and professional services, Google puts the Search Network first: it reaches people actively searching for your services, which suits offers this specific.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
In Your Industry
Google uses real estate as its example: a feed built on the Real Estate template shows ads with the photos and prices of the properties each visitor viewed on your site.
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
12.5 to 14.7 millionpeople aged 18 and over in the UK on Facebook that Meta links to the interest “Property (industry)”out of 35.2 to 41.5 million reachable in the UK on Facebook
The same targeting, platform by platform
Instagram7.8 to 9.2 million
Facebook12.5 to 14.7 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
In Your Industry
For every 10 people on Instagram, Meta counts 16 on Facebook for this targeting, against 11 across the whole UK audience. The people Meta links to your industry lean more towards Facebook than the country as a whole.
Source: calculated from the two Meta estimates above, using the middle of each range, pulled on 16 October 2026.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
7.8 to 9.2 millionpeople aged 18 and over in the UK on Instagram that Meta links to the interest “Property (industry)”out of 31.1 to 36.6 million reachable in the UK on Instagram
The same targeting, platform by platform
Instagram7.8 to 9.2 million
Facebook12.5 to 14.7 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Theo, a freelance Paid Media specialist, 100+ clients supported on Google Ads & Meta Ads. The mechanics that bring in a listing, capturing local intent with a strong magnet like online valuation then measuring all the way to the appointment, are exactly what I practice every day in lead generation. I work directly, no middleman.
The 3 Paid Media priorities in real estate
The seller lead first
Buyers are everywhere, sellers are rare: it's the listing that keeps the agency alive. Online valuation is the most effective magnet to capture an owner who's still on the fence.
The area, nothing but the area
Town by town, neighborhood by neighborhood: precise geographic targeting decides your profitability. Going broad means paying for contacts you'll never work.
Speed of callback
An owner requesting a valuation often contacts several agencies. Your tracking has to notify you instantly: the listing is won in the first few hours.
Commercial Real Estate: Offices, Retail Units And Warehouses
For a commercial real estate agent or an office landlord, the tenant is a company looking for one type of property in one specific city. Each property type therefore gets its own campaign, ads and page.
Offices, Retail Units, Warehouses: One Campaign Per Property Type
In the UK, « commercial property for rent » is searched around 14,800 times a month, « industrial units to let » around 3,600 times and « office space to rent » around 2,900 times (Google Keyword Planner, average from October 2025 to September 2026). Each demand has its own words: each gets its keywords, its area and its page, with the available properties.
Offices Carry The Costliest Clicks
Over the same period, the top-of-page bid reaches €11.36 on « office space to rent » and €3.49 on « industrial units to let » (Google Keyword Planner). Each campaign's budget therefore starts from what a signed lease brings in for that property type.
Tracking Through To The Viewing And The Lease
Viewing request, viewing, signed lease: each step comes back from your CRM into Google Ads through offline conversion imports, and the campaign learns which enquiries lead to a lease.
The Search Calendar
In the UK, « office space to rent » was searched around 5,400 times in October 2025 and 1,900 times in July 2026 (Google Keyword Planner): the budget follows that rhythm.
Property Investors: The Property Chosen For Its Yield
An investor looks for a property to let, compares areas and runs the numbers before viewing: the campaign shows properties that meet their criteria, and is measured by the viewing request or the advice meeting.
Investor Searches
In the UK, « buy to let mortgage » is searched around 27,100 times a month, « buy to let » around 6,600 times and « property investment » around 2,900 times (Google Keyword Planner, average from October 2025 to September 2026). These searches get their own campaign and page, apart from main home buyers.
Figures Shown, Never Promised
The page shows each property's price, the observed market rent and the charges, with their source. A yield presented as guaranteed has no place in an ad: investors judge on figures they can check.
One Campaign Per Profile
First investment, property to renovate, block of flats: each profile has its own words, page and form, with budget and deposit.
Tracking Through To The Viewing
Pack request, advice meeting, viewing: each step comes back from your CRM into Google Ads, and the campaign learns which investors go on to buy.
The method, applied to your agency
1
Local audit
Your queries, your direct competitors, where the portals sit in your area: where visibility is really won.
2
Valuation magnet + landing
A dedicated page that makes people want to request the valuation, and a form that qualifies the project.
3
Local Search + Meta campaigns
Capture active searches in your area, and stay visible to owners still maturing their project.
4
Measurement to the appointment
From click to valuation appointment: every step measured, budgets go toward what brings in listings.
Portals capture the audience and share it across all their subscribers. Your campaigns build your own flow of contacts, exclusively, under your brand, with your real cost per lead visible.
Google Ads or Meta Ads to bring in listings?
Google captures hot intent ("home valuation", "real estate agency + city"). Meta builds local awareness and matures owners who aren't ready yet. The two complement each other on different horizons.
What's the minimum area for this to be profitable?
It depends on local search volume and what a listing is worth for you. That's exactly what we check on the first call, with the numbers in hand, before spending a single euro.
How do you measure a listing?
In stages: valuation request, appointment, signed listing. The further the measurement goes, the better the campaigns learn. We plug in what's measurable for you, no over-engineered setup.
What About Student Housing And Coliving?
The method stays the same, built around the admissions and back-to-school calendar. Students, parents and young professionals search by city, often from another city or another country. So the campaigns are built by city, in the language of each audience, and the measurement goes through to the booking request.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's talk about your listings?
Your area, your local competition, what a listing is worth for you. You leave with concrete levers, even if we don't work together.
