Awareness-Led Performance Marketing for a PropTech Platform

The Overview

Selling a home in the UK usually means handing an estate agent thousands of pounds in commission. YooSell exists to change that. The platform lets people create their own listing and sell their home commission-free, with a first month free to get started, so the money that would have gone to an agent stays with the seller.

That is a compelling promise, but it only works if people know YooSell exists and believe it. This engagement set out to build exactly that: a Meta Ads brand-awareness program, focused on the Midlands, that put YooSell's "pay no commission" message in front of the right local audience across Facebook and Instagram. Two campaigns ran in parallel, a static-creative campaign and a video campaign, to test formats and maximize efficient reach.

The Challenge

A new, category-challenging brand faces a simple problem: nobody is searching for a company they have not heard of. Awareness has to come first, and it has to come cheaply enough to be worth it.

Three things made that harder. The proposition needed trust, because asking someone to sell a major asset without a traditional agent means the brand has to feel credible from the very first impression. The audience was local, not national, so the campaign had to concentrate on Midlands towns rather than spray budget across the country. And the budget was deliberately lean, which meant every pound had to buy as much qualified reach as possible while the concept was still being proven.

The Objective

Put simply, the campaign needed to make YooSell known to the people most likely to sell, and to do it efficiently. The specific aims were to:

• Build awareness of YooSell across targeted Midlands locations

• Reach homeowners, landlords, and property people, not a generic audience

• Land the "sell your home, pay no commission" message clearly

• Test static and video creative to see what carried the message best

• Keep reach costs and CPM as low as possible on a small budget

The Solution

The plan was built around three ideas: go local, target by intent, and lead with the money.

Go local.

Delivery was tightly geo-targeted to the Midlands, focusing on Leicestershire towns such as Ashby de la Zouch, Coalville, Hinckley, and Market Bosworth, with a radius around Leicester. This kept spend on the people who could actually become sellers, rather than a scattered national audience.

Target by intent.

On top of location, the audience was layered with property-relevant signals: interests like landlord and property investing, job titles such as estate agent, property manager, and property developer, business-owner employer signals, and, crucially, a "recently moved" life event, all within a 26 to 50 age range. This built an audience of people close to the property market and likely to have selling intent.

Lead with the money.

The creative did not overexplain. It led with the single strongest hook, "Sell your home, pay no commission," reinforced with "first month free" and a clear "Learn more" path to yoosell.co.uk. The same message ran as both static and video creative across Facebook Feed, Instagram Feed, Instagram and Facebook Stories, and Facebook Marketplace, adapted to look native in each placement.

Both campaigns were then optimized for cost-efficient reach, letting Meta favor the strongest creative per impression while holding CPM down.

The Impact

The program did what a good awareness push should: it bought a lot of qualified local eyeballs for very little, and it started pulling people toward the site.

Across the two brand-awareness campaigns, YooSell reached 174,806 people and served 527,364 impressions at a CPM of just €0.96, under one euro per thousand impressions, while driving 314 link clicks through to yoosell.co.uk on a total spend of €507. The flagship Midlands campaign alone reached 151,114 people at a €3.15 cost per result over its 10 July to 20 August run.

The audience it reached was the right one. Delivery skewed toward men (70%, around 105,000 people) with women at 29%, and landed most heavily in the 25 to 44 age bands, the core homeowner and mover demographic. Running static and video side by side gave YooSell a clear read on which format carried the "no commission" message most efficiently, useful learning to scale on.

Quantified impact (brand-awareness program)

Figures are drawn from Meta Ads Manager. Program totals reflect a two-campaign, 30-day reporting view; the flagship campaign figure reflects its own 10 July to 20 August window, so the two are not directly additive.

Conclusion

For a brand asking people to rethink how they sell their home, awareness is the whole game, and this program bought it cheaply and precisely. By staying local to the Midlands, targeting people with genuine property intent, and leading every ad with the "pay no commission" hook across static and video, YooSell reached over 174,000 of the right people and drove traffic to its site at a sub-one-euro CPM on roughly €500 of spend. It is an efficient, repeatable awareness engine and a proven base to scale as YooSell expands beyond the Midlands.