Marketing strategy and data for real estate
This is the line item that keeps the other five honest. A quarterly plan, one dashboard with leads, cost per lead and attributed sales, a 45-minute monthly meeting and a one-page report. Measured in cost per lead and sales: the only number the owner looks at.
A 30-minute video call. The audit document and the 90-day plan.
Nobody knows what a sale costs
The portal invoices, the agency invoices, the sales team invoices its own time, and at the end of the year the only certainty is how many units were sold. Which channel brought the buyer who reserved in March is a matter of opinion, so the budget is set by argument rather than by figure, and the loudest channel wins.
Strategy & Data
Quarterly plan
What is going to be done, on which development, with what budget and what it is expected to move. Written down beforehand so it can be judged afterwards.
Live dashboard
Leads by channel and by development, cost per lead, booked visits and attributed sales. One screen, always current, in your accounts and not in ours.
Tracking and attribution set up properly
Analytics, conversions, call and form tracking, and the link between CRM and campaign, so a reservation can be traced back to what produced it.
Monthly 45-minute meeting
Numbers first, decisions second, and the meeting ends. If nothing needs deciding it gets cancelled instead of held to justify the fee.
One-page report
For the owner, on one side: cost per lead, visits, reservations, what was cut and what changes next month.
How it runs
- 01
01 · Audit what is being measured
Usually: analytics installed twice, conversions that count nothing, and a CRM where the source field is empty. That gets fixed before any number is reported.
- 02
02 · Agree the figure that matters
Cost per qualified lead, cost per booked visit and cost per reservation, per development. Everything else is context.
- 03
03 · Build the dashboard
One screen the owner can open without asking anyone. If it needs explaining every month, it is built wrong.
- 04
04 · Decide and cut, quarter by quarter
The quarterly plan is judged against what it said it would do. Channels that do not produce lose budget to those that do, in writing.
What changes
The owner opens one screen and knows what a lead and a visit cost.
Budget moves between channels on evidence instead of on argument.
Portal spend can be compared against your own channels on the same terms.
The agency can be judged monthly, which is the point.
Who we work with
Property developers
New-build is the speciality of the house. Show home visits, not likes.
Estate agencies
Win the listing before the seller calls three agencies.
Proptech
Demand for software whose buyer is a developer, not a CTO.
Funds & servicers
Selling a portfolio unit by unit without a brand nobody trusts.
Sales agencies
You are judged on sales pace. So is the marketing.
Construction & architecture
Your buyer is a developer, and they hire on evidence.
Questions
Can a sale really be attributed to a channel?
Partially and honestly. Digital touchpoints up to the reservation can be traced; what happened in the show home cannot. The dashboard shows what is measured and marks what is estimated, rather than rounding the difference in our favour.
Whose dashboard is it?
Yours. Analytics, ad accounts, CRM and the dashboard itself are in the developer’s name. If we stop working together, you do not lose the history.
Do we need this if we only run one development?
More, not less. With one development every euro is visible, and the plan is about deciding which of three channels to keep rather than reporting on twelve.
Is the monthly meeting compulsory?
It is offered every month and lasts 45 minutes. If there is nothing to decide, we cancel it and send the one-page report. Meetings held to look busy are exactly the kind of smoke this house does not sell.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.