Real Estate

Lead engine and CRM rebuild for a property developer

Enquiry volume was never the problem.

Marketing spend was producing enquiries in quantity and the sales team insisted the leads were poor. Both were partly right. Lead quality was uneven because campaigns were optimised to cost per form fill, and follow-up was inconsistent because there was no system enforcing it: a strong lead and a weak one received the same treatment, which was often none.

A handshake over a model house and a set of keys

Client: Property developer and brokerage
Engagement: 10-week build, then managed retainer
Market: Pakistan and Gulf buyers
Delivered: 2025

The situation

What we walked into

01
Enquiries arrived across four channels and landed in three different inboxes.
02
No consistent follow-up: first contact could take days, or never happen.
03
Ad campaigns optimised toward cheap form fills rather than qualified buyers.
04
Sales and marketing each held the other responsible, with no shared data to settle it.

The approach

What we actually did

01
Consolidate the pipeline
Every channel routed into one CRM with mandatory qualification fields, ownership assigned at the moment of arrival, and response-time reporting visible to everyone, which ended the argument about whether leads were being worked.
02
Rebuild the paid campaigns
Campaigns restructured around buyer intent, with budget shifted toward the segments that produced viewings rather than the ones that produced the cheapest clicks. Cost per lead rose deliberately; cost per viewing fell.
03
Enforce speed to contact
A dialer integrated with the CRM, a defined first-contact window, and automated fallback sequences for unanswered leads, so speed to first contact stopped depending on who happened to be at their desk.
04
Close the attribution loop
Viewing and sale outcomes fed back into the ad platforms, so bidding optimised toward buyers who actually transact rather than people who fill in forms.

The result

What changed

-87%
Median time to first contact: 2.4×
Enquiry-to-viewing conversion: -36%
Cost per qualified viewing: 100%
Of enquiries owned and tracked

A single pipeline both sales and marketing read the same way.
Campaign budget moving toward buyers, not toward cheap form fills.
First contact measured in minutes rather than days.
The sales-versus-marketing argument settled with data instead of opinion.

Client identities are withheld under confidentiality. These case studies are representative of the engagements we run and the results they produce; figures illustrate typical outcomes rather than a specific audited account. We're happy to discuss specifics, and arrange references, on a call.

Services involved