Case study / Real Estate
Attract buyers who are ready to act within the next 90 days.
Overview
The situation.
The portals were doing their job—generating clicks—but the agency's agents were drowning in enquiries from people who were 'just looking' with a twelve-month horizon. The team needed fewer, better conversations.
All ad traffic went to the generic homepage, where visitors browsed listings and occasionally filled in a catch-all contact form. Nothing separated a buyer ready to move this quarter from someone idly scrolling, so every enquiry got the same response and the serious ones didn't get the attention they deserved.
At a glance
- Industry
- Real Estate
- Campaign
- Google Search on area-plus-intent keywords with Meta retargeting.
- Focus
- Attract buyers who are ready to act within the next 90 days.
Brief
The engagement at a glance.
Client
Sample Client E
Industry
Real Estate
Challenge
Portal listings generated clicks but agents spent hours on enquiries that were months from buying.
Objective
Attract buyers who are ready to act within the next 90 days.
Strategy
Area-specific landing pages · Timeline-qualifying forms · Retargeting with valuation content
Creative
Neighbourhood guides and walkthrough video tours.
Campaign
Google Search on area-plus-intent keywords with Meta retargeting.
Funnel
- 01Search
- 02Area page
- 03Qualifier
- 04Agent call
- 05Viewing
Approach
How we tackled it.
The three highest-value neighbourhoods got pages first, with search campaigns matched to area-plus-intent keywords. Qualification routing went live in week three, and agents reviewed lead quality with marketing every fortnight. Retargeting creative refreshed monthly around seasonal market content.
Area-specific pages
Dedicated landing pages for each priority neighbourhood, with local pricing context, recent sales and a clear next step.
Timeline qualification
The enquiry form asked when people planned to buy and whether they had finance in principle—routing ready buyers to an agent call immediately.
Valuation-led retargeting
Visitors who didn't enquire were retargeted with valuation and area-guide content, keeping the agency present while they moved toward a decision.
Results
Performance over time.
Illustrative campaign figures—not actual client results, forecasts or guarantees.
+51%
Qualified buyers
+34%
Viewing bookings
-22%
Cost per viewing
Qualified leads trend
Monthly conversions
Learnings
What we learned.
- → Asking about timeline filtered out casual browsers.
- → Area-specific pages outperformed the generic homepage by a wide margin.
Takeaways for your business
- ✓A single honest question—'when are you planning to move?'—transformed lead quality.
- ✓Local specificity beats brand generality in property search.
- ✓Retargeting works best when it teaches something, not just repeats the logo.
Questions
Questions about this kind of engagement.
Did qualification reduce enquiry numbers?+
Yes—and that was the point. Agents spent their time on buyers inside a 90-day window, and viewing bookings rose even as raw enquiries fell.
Why not just buy more portal visibility?+
Portals sell the same lead to several agencies. Owned landing pages build a direct relationship the agency controls.
How many area pages are needed?+
Start with the two or three neighbourhoods that drive the most value, prove the model, then expand. Quality of the page matters more than quantity.
More studies
Explore other industries.
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