6 minute read posted by Ensum Brown run two separate offices in two distinct markets - Royston and Newmarket. In April 2026, both branches ran simultaneous, independently targeted campaigns that together produced 80 warm leads at an average cost of £4.20 each. Here is how that happened.
Client snapshot
Agent: Ensum Brown | Branches: Royston & Newmarket | Period: April 2026
Services: Property AdVantage Premium, Google Business Profile automation
Website: ensumbrown.com
Eighty people who raised their hand. Not clicks. Not impressions. People who actively responded to an Ensum Brown campaign, entered a lead form, and now sit in a pipeline. Across two separate branches. In thirty days. At an average cost most agents spend on a single portal listing.
The real challenge
Ensum Brown are a well-regarded independent with offices in Royston, Hertfordshire and Newmarket, Cambridgeshire. Strong local reputation, consistent stock, years of CRM history. None of that was the problem.
The problem was two-fold. First: two offices in two distinct markets require two distinct local marketing strategies. Generic campaigns that treat Royston and Newmarket as the same audience serve neither well. Running two genuinely separate campaigns manually is not practical for an independent agency team.
Second, and more commercially significant: Ensum Brown were sitting on years of CRM contacts - past buyers, sellers, landlords, tenants, valuation enquiries - and doing very little with them. That data represented warm, already-converted relationships. It was not being activated as a marketing asset.
Property AdVantage Premium was the solution to both.
The asset most agents are not using
Every estate agency has a CRM. Most use it to track transactions and chase completions. Very few use it as a live advertising audience.
Property AdVantage Premium connects directly to the CRM. Every contact - buyer, seller, landlord, tenant, cold lead from three years ago - is automatically matched to a Facebook profile and added to a custom audience. Those people start seeing Ensum Brown's brand in their feed. New listings. Recent sales. Market updates. Valuation prompts. The relationship that went quiet when the last transaction completed is quietly reactivated.
The commercial impact of this is hard to overstate. A homeowner who sold through Ensum Brown four years ago and is now thinking about upsizing already has a relationship with the brand. Reaching them costs a fraction of reaching a cold audience - and converts at a significantly higher rate. This is why the cost-per-lead numbers in this case study are as low as they are.
One system, two distinct markets
For a multi-branch independent, this is the operational detail that matters most: Royston and Newmarket ran as completely separate campaigns. Different audiences, different messaging, different local targeting, different budgets tracked independently.
A homeowner in Royston saw content relevant to the Royston market. A landlord in Newmarket saw content specific to Newmarket. No bleed, no confusion, no watered-down messaging that feels relevant to nobody. For a team without a dedicated marketing department, that level of precision running automatically is significant.
Alongside both campaigns, Google Business Profile automation kept both branches consistently active in local search - new listings, sold and let updates, and blog articles published automatically to each profile. Google's local algorithm rewards consistent activity. Both branches were feeding it, simultaneously, without anyone in the team lifting a finger.
👉 Learn more about Google Business Profile automation
Branch by branch - April 2026
£0.04 per click in Newmarket. £3.50 per warm lead. In a market where digital advertising frequently costs ten times that per click, and where a single portal listing costs multiples of the total monthly lead generation spend here, those numbers reframe what efficient marketing looks like for an independent agent.
The Newmarket frequency figure - nine impressions per person across the month - is the number that explains why the cost per lead is so low. People who have seen your brand nine times in thirty days do not need convincing. They already know you. The campaign is not creating familiarity from scratch - it is converting familiarity that already exists. That is an entirely different and far cheaper proposition.
Royston performed strongly on its own terms. At £5.00 per lead across 4,000 local people reached, the campaign is generating warm conversations at a cost that makes the economics of consistent local marketing genuinely straightforward.
👉 Learn more about Property AdVantage
What 80 leads means beyond April
Eighty warm leads in a month is the immediate result. The longer-term story is more valuable.
Each of those 80 people is now in Ensum Brown's CRM. They will be added to future retargeting audiences. The next campaign reaches them as warm contacts who have already engaged, not cold prospects seeing the brand for the first time. The cost per lead next month will be lower. The conversion rate will be higher. This is the compounding effect that makes always-on lead generation fundamentally different from a one-off campaign.
Meanwhile, the 8,500 local people reached but not yet converted are not wasted. They are building familiarity. Some will engage next month. Some in three months. Some when they finally decide to move - and when they do, Ensum Brown will be the name they already know.
Key takeaways
- 80 warm leads at £4.20 average cost. That is what CRM-powered, always-on lead generation produces when it runs for a full month.
- Your CRM is your best untapped audience. Premium activates it automatically - no exports, no manual uploads, no gaps.
- Two branches, two separate campaigns, zero extra workload. Each market reached precisely, running simultaneously.
- Nine impressions per person does not feel like advertising - it feels like presence. That is why £3.50 per lead is achievable.
- The 80 leads are just the start. Each one feeds future campaigns, lowering costs and raising conversion rates every month.
- Property AdVantage Standard builds visibility. Premium converts it into a measurable pipeline.
Services used
Property AdVantage Premium
Always-on property advertising, CRM audience integration, website visitor retargeting and active lead generation - running simultaneously across two branch-specific campaign setups. The full system, not just the ads.
Google Business Profile automation
New listings, sold and let updates, and blog articles published automatically to both Google Business Profiles - keeping both branches active in local search and feeding Google's local algorithm with consistent, fresh activity.
What is your CRM data actually doing for you right now?
Ensum Brown turned years of dormant contacts into 80 warm leads in 30 days.
If your database is sitting idle while your competitors run ads to cold audiences, that gap is worth closing.
