Welcome back to Livabl Launch. I’m your host, Matthew Slutsky. Today we’re diving into the rapidly evolving world of real estate marketing, where data, creativity and timing can make or break a campaign.
Joining me is Alex Wan, co-founder of Periphery Digital, one of Canada’s most forward-thinking digital agencies. Alex is known for his entrepreneurial mindset, his ability to connect people and ideas, and his talent for translating unconventional thinking into real growth.
In this episode, we look at the current market landscape and talk about how smart advertisers are adapting. We get into where budgets are going, which platforms are performing, what creative is cutting through the noise, and what trends to watch in the year ahead.
The Market Backdrop: Tariffs, Interest Rates and Ad Spend
Matthew:
Let’s jump right into it. How are macroeconomic forces—post-COVID realities, tariffs, interest rates—affecting how real estate developers and brands allocate their ad spend?
Alex:
Major news cycles have enormous effects on digital marketing. Interest rate announcements or tariff updates create immediate shifts in how consumers search for homes. We manage around half a million dollars in Google Search spend from January to September, and across all clients we saw a significant decline in cost-per-click.
Typically, falling CPC is a good thing. But in 2025 it told a different story: developers were pulling back. Google Search is auction-based, so cheaper clicks reflected fewer advertisers spending.
Matthew:
But were people still searching?
Alex:
Yes—but behavior changed. In March and April, around the first tariff announcements and interest rate holds, impressions spiked dramatically. People were researching heavily. But click-through rates dropped to their lowest point of the year. So, users were curious but non-committal—deep in research mode, not action mode.
Google vs. Meta: Where Budgets Are Moving
Matthew:
If intent is down on Google, does that signal builders should shift spend toward more visual platforms like Meta?
Alex:
Google is still essential because it’s intent-driven. Those leads are typically higher quality. Meta is different: it shows ads based on user behavior and algorithms, not explicit intent. So the leads are cheaper but less targeted.
Right now, we’re seeing a clear budget shift. What used to be a 50/50 split between Google and Meta is now closer to 35 per cent Google, 65 per cent Meta. Developers want more creative flexibility and lower acquisition costs.
Expanding Geographic Targeting
Matthew:
As the market gets tougher, are developers expanding their geographic reach?
Alex:
Absolutely. Some clients see buyers coming from out of town, so they’re testing campaigns in places like Whistler or Alberta. It’s harder to target precisely, but interest is rising. In B.C. this is more common than in Ontario, where budgets are tighter and marketing feels more cautious.
How Builders Are Tightening and Shifting Budgets
Matthew:
As Google CPC falls and competition declines, are builders tightening budgets? Where are they cutting and investing?
Alex:
Yes—spend is consolidating toward Meta. Creative flexibility and lower cost-per-lead make it appealing. Developers also hesitate to run experimental tests unless they have healthy budgets, so riskier geographic or emerging-platform tests are more limited.
How Periphery Allocates Spend: KPIs and Deep Funnel Tracking
Matthew:
What criteria do you use when deciding where to allocate spend?
Alex:
KPIs come first. We track:
- Number of leads
- Cost per lead
- Cost per acquisition
After that, we look at engagement signals—click-through rate, shares, reactions. But at the end of the day, real estate sales come from name, phone, and email. Impressions don’t sell homes.
Matthew:
How far into the sales funnel do you track?
Alex:
As deep as the client will allow. We can easily track cost-per-lead on Google and Meta, but what matters is SQLs—Sales Qualified Leads. If we get 1,000 leads but only 200 are genuinely interested, that’s a 20 per cent MQL-to-SQL conversion. That data allows us to optimize meaningfully.
Developers used to be cautious about sharing CRM data. Now, with the market where it is, they’re more willing to “open the kimono.”
Emerging Platforms: TikTok, Reddit and Beyond
Matthew:
What about emerging or experimental platforms?
Alex:
There are tons—TikTok, Reddit, Little Red Book—though not all have strong analytics. We only invest where conversions and leads can be accurately tracked. TikTok is promising but very dependent on authentic creative.
Creators Are the New Targeting
Matthew:
Are you using traditional meta ads, or are you working with creators?
Alex:
A mix, but here’s the biggest shift: Creatives are the new targeting.
Meta’s algorithms now prioritize content over manual audience targeting. So good creative determines who sees your ad. Creator-led content—UGC, influencer partnerships, realtor content—performs extremely well because it’s more organic and scroll-stopping.
Developers shouldn’t rely solely on polished renders. They need real storytelling and variety.
Budget Timing and Seasonality
Matthew:
Do developers keep spending consistently, or do they pause seasonally?
Alex:
Historically, many paused in December or slowed down seasonally. We don’t recommend it. You can never predict when someone is ready to buy. If you disappear for a month, you risk missing the exact moment a buyer becomes ready.
We advise a steady baseline with optional boosts during peak phases.
Development vs. Corporate Brand Marketing
Matthew:
Do developers spend on their corporate brand, or only on specific projects?
Alex:
Almost entirely project-based—probably 99 per cent. Brand marketing is hard to measure and justify in today’s environment. When budgets are tight, dollars go to project-level conversions.
The Million-Dollar Question: What Creative Performs Best?
Matthew:
What creative attributes are performing best right now?
Alex:
Variety. Variety and consistency.
Traditional real estate campaigns rely on one expensive photo/video shoot stretched across 8–12 weeks. That’s no longer enough. Platforms reward fresh creative.
Variety includes:
- UGC creators
- Realtor content
- Multiple narratives and angles
- AI-enhanced visuals
- Authentic lifestyle stories
- Traditional renders, but mixed with other formats
Campaigns with diverse creative outperform static campaigns every time.
AI Tools for Creative and Data
Matthew:
Are builders bringing you AI-generated creative?
Alex:
More often, we’re showing them what’s possible. AI is incredibly useful for refreshing older content—especially for projects stuck on the shelf with no budget for new shoots.
Matthew:
And what about AI for analytics?
Alex:
Absolutely. We’re heavily invested in AI infrastructure. The most important tool is Model Context Protocol (MCP).
Explaining MCP (Model Context Protocol)
Alex:
MCPs act like USB dongles between platforms. For example, you can connect your CRM’s API to an MCP, and it can feed precise data into your LLM without hallucinations.
The LLM isn’t guessing—it’s pulling real numbers directly from the source.
Privacy is a common concern, but MCPs run locally. Data isn’t uploaded or stored; it remains in the CRM.
Set-up requires engineering skills, but once it’s live, the data insights are extraordinary.
Future Channels: AI Ads and New Ad Ecosystems
Matthew:
What emerging channels are you watching?
Alex:
TikTok and Reddit remain promising, but the big shift will be AI-native ad ecosystems.
OpenAI has signaled that ads are coming to ChatGPT. That will redefine advertising:
- Massive daily user base
- Memory-based targeting
- Intent and historical context combined
Imagine ads tailored to what someone asked three months ago—game-changing.
Meta is also experimenting with fully automated ad creation based on a budget and existing assets. It’s early, and AI creatives can look unfinished, so a human layer is still crucial.
Underrated Trend: AI-Driven SEO
Matthew:
What trend is underrated right now?
Alex:
AI SEO—discoverability in LLMs.
Many developers ignore SEO fundamentals. But good SEO today positions you to be discoverable in AI search tomorrow. It’s not complicated, but it’s often overlooked—and in a tight market, it creates real advantage.
Overrated Trend: Legacy Media Without Measurement
Matthew:
What’s overhyped or declining in ROAS?
Alex:
Legacy media—print, radio, even some blogs.
Not because they don’t work, but because they’re not measurable. Developers need to see clear, trackable return on investment. Traditional channels don’t offer that one-to-one visibility.
Digital should be the baseline. Traditional media should be layered on only after digital foundations are solid.
