The 10 factors that influence the visibility of your ads

ad visibility

1) The quality of the information (title, description, completed fields)

The leading cause of an ad underperforming is rarely bad luck: it’s often an issue of incomplete or imprecise content. Platforms and internal search engines favor listings that quickly answer users’ questions. A clear title, a structured description, and filled-in features (area, number of rooms, floor, parking, fees, energy performance (DPE), availability, terms) help the algorithm understand your offer, and help the user picture themselves there.

In practical terms, a well-filled-out ad appears in more results because it matches more filters. Conversely, an incomplete ad deprives itself of entry points (filters, criteria-based searches, recommendations). For new-build properties, the way information is presented (units, typologies, floor plans, features, tax benefits, timeline) also plays a role: a page that highlights the expected elements improves engagement and reduces drop-off. To go further on the development-program angle, you can refer to this guide on presenting a new-build program online.

2) Keyword relevance and semantic consistency

Without resorting to artificial repetition, the vocabulary should reflect the reality of the property and what prospects are looking for. Certain terms trigger matches: neighborhood, close to transport, schools, shops, exposure, quiet, top floor, outdoor space, elevator, RE2020 standards, home automation, etc. The idea isn’t to pile up keywords, but to naturally cover search intent.

A good practice is to structure the description into sections (location, interior, exterior, condominium, features, surroundings, legal information). This increases algorithmic understanding (better indexing, better query matching) and human understanding (quick reading, trust).

3) Visuals: quantity, quality, order, and proof

The most visible ads are often those that generate the best click-through rate and the best contact rate. Yet these two metrics depend heavily on photos and, increasingly, on videos and virtual tours. A bright, horizontal, sharp image set, arranged in a logical order (façade, living area, kitchen, bedrooms, bathroom, outdoor areas, view, common areas) holds attention better and reduces backtracking.

Add visual proof: dimensioned floor plan, DPE, sketch, view from the balcony, photo of the street (if relevant), and for new builds, renderings + plans + a description of the features. Algorithms interpret engagement: the more users open your media, the longer they stay, the more they save, the more your ad can be re-ranked favorably.

4) Price and its market positioning

Price doesn’t just affect conversion; it also influences visibility indirectly. An overpriced ad attracts fewer clicks, fewer contacts, and accumulates negative signals (low engagement, short viewing time, hides, lower ranking). Conversely, a consistent or strategically adjusted price (depending on urgency, competition, season) encourages interactions, which fuels performance signals.

On platforms where comparison is heavy, perceived value is decisive: all else being equal, the property with the clearest price (and justified by a clear description) rises more easily. Also think about psychological pricing (search thresholds): €299,000 doesn’t behave like €305,000 if many buyers filter at €300,000.

5) Freshness: updates, rotation, and follow-up

Recency is a major factor: many platforms favor what is new or updated. Updating regularly (photos, visual order, details, hook, adding a floor plan, clarifying a piece of information) can revive performance. Be careful, though: repeated fake refreshes can be counterproductive depending on distribution rules.

The right approach is to establish a management routine: analyze the stats (impressions, clicks, contacts), identify what’s dropping off, fix it, then measure. On some short-term rental platforms, the logic is even stronger: recent performance influences placement. To understand how some ranking mechanics work, this resource may help: How do I boost my listing on Airbnb.

6) Engagement signals (CTR, favorites, messages, conversions)

Algorithms aim to show what satisfies users. In practice, they monitor signals: click-through rate (CTR), gallery open rate, adding to favorites, information requests, calls, appointment bookings, and sometimes response speed. If your ad generates few actions, it can lose positions even if the content is correct.

Optimizing engagement involves aligning promise and content: a title that attracts but then disappoints will increase CTR and decrease contacts, which ultimately ends up penalizing you. Aim instead for clarity: highlight 1 or 2 truly differentiating strengths (outdoor space, view, parking, location, amenities, profitability, low fees, etc.) and prove them in the media.

7) Account quality and advertiser credibility

On many portals, the advertiser’s reputation (agency, agent, developer, host) matters: profile completeness, legal notices, history, response rate, reviews, disputes, consistency of information. A reliable account improves user trust and can improve algorithmic distribution.

In real estate, multi-listing consistency also matters: if your listings are regularly reported as inaccurate, expired, or if they contain misleading photos, you risk a drop in performance or even restrictions. A good benchmark is to regularly check what’s dragging a listing down: inconsistencies, non-compliant photos, missing information, missing DPE, etc. On this topic, you can read The 10 mistakes that kill your listing’s visibility (useful even if you’re not on the same platforms, because the logic of algorithms and user experience often overlaps).

8) Omnichannel distribution (portals, website, social networks, email)

Visibility isn’t determined only on the portal. The more entry points you create (agency website, dedicated pages, social networks, emailing, retargeting), the more visits and external signals you generate. A listing that receives qualified traffic, even indirectly, often gets more contacts and strengthens its overall performance.

Social networks can in particular amplify a differentiating property (view, atypical, premium features, investment opportunity) by creating a spike in inquiries. For concrete ideas, you can take inspiration from best practices to boost your presence via social networks.

Emailing, for its part, makes it possible to reactivate a base (buyers, investors, lukewarm prospects) at the right time. A well-thought-out newsletter can generate quick visits and targeted inquiries, which improves your engagement signals. To enrich your campaigns without going in circles, check out The best newsletter ideas for real estate agencies.

9) SEO and landing pages (website, developments, neighborhoods)

When the listing also depends on a website (agency, developer, network), search engine optimization becomes a major lever. Well-structured content, neighborhood pages, development sheets, and properly tagged unit pages can capture active demand on Google, then direct it to your listings or your forms.

New builds are particularly concerned: queries are often specific (city + neighborhood + new development, unit type, eligibility, delivery). Optimization work must focus as much on the technical side (performance, indexing) as on content (expected information, clarity). A useful resource on this topic: How to improve the SEO of a new development. And if you want a broader view of web levers, you can also browse 10 key actions to increase a website’s visibility.

10) Data use, automation, and targeted advertising

At scale, what makes the difference is not only the right listing, but the ability to manage volume: knowing which listings to adjust, when, and how. Data (performance by channel, by property type, by area, by price) makes it possible to arbitrate quickly: price reduction, change of hook, adding media, additional distribution, email follow-up, sponsoring.

Two levers stand out:

Automate distribution and make information more reliable

The more reliable and synchronized your information is (price, availability, status, description), the less visibility you lose due to errors, duplicates, or properties already sold. Connectors and feeds reduce friction, speed up updates, and ensure multi-channel consistency. On the tooling side, you can read Why real estate APIs simplify your work.

Accelerate with programmatic and targeting

When competition is strong, targeted advertising lets you buy visibility where the audience is (display, retargeting, in-market segments), then convert with a clear page. The benefit is controlling ad pressure, testing messages, and optimizing for cost per lead. To understand the mechanics and know when to use it, refer to this content on programmatic marketing applied to real estate. For a more global approach to online presence, these strategies to increase online visibility can also feed your ideas.

Put all of this into practice: a simple method in 3 loops

To turn these factors into concrete results, stick to a management method that’s easy to sustain over time:

1) On-page optimization : completeness, clarity, visuals, proof, price/value consistency, call to action.

2) Platform optimization : controlled freshness, stats tracking, responsiveness, reduction of irritants (missing info, inconsistencies, expired listings).

3) Off-page amplification : social networks, email, SEO, targeted campaigns, feed automation.

Conclusion: visibility is a system, not a trick

Listings that rise sustainably combine several advantages: they are readable, credible, engaging, up to date, and supported by consistent distribution. Rather than looking for a hack, aim for a solid foundation (content + media + price + engagement), then industrialize (data, automation, advertising) according to your objectives.

If you want to quickly identify what’s holding back your current performance (technical, content, journey, distribution), request an analysis of your site.