Lead generation for real estate: a playbook for developers and brokers
Fewer junk leads, more site visits. The campaign structure, landing page and follow-up system we use for property marketing.
Real estate marketing produces a lot of leads and not many site visits. The gap is usually not the ad; it is the page, the questions and the follow-up. This is the system we use for developers, brokers and channel partners.
Build a landing page per project
Send ads to a page about that project, not the company homepage. Include the location and connectivity, configurations and sizes, a price indication or starting price if you can show it, floor plans, amenities, construction status, RERA details and a short form. Add a WhatsApp button and a click-to-call number. Keep it fast on mobile, because most property searches happen on a phone.
Qualify in the form
Three questions cut junk leads sharply: budget range, purpose (own use or investment) and timeline (when do you plan to buy). Add configuration preference if relevant. Yes, the form converts slightly less; the leads that come through are worth far more to your sales team.
Campaign structure that works
- Google Search on project name, locality plus "flats" or "apartments", and competitor projects. High intent, strong for ready-to-move and near-launch inventory.
- Meta lead campaigns with the qualifying questions built into instant forms, plus a landing-page variant. Target by location radius, income signals and look-alikes of past site visitors.
- Retargeting on both platforms for everyone who visited the page but did not enquire, with walkthrough video and limited-period offers.
- YouTube and Display for launch awareness in the catchment area.
Follow up in minutes, not days
Connect every form to your CRM and trigger an instant WhatsApp message with the brochure and a site visit booking link. Alert a sales executive to call within minutes. Set a follow-up sequence over two weeks. Most lost real estate leads were lost in the first hour.
Measure site visits, not form fills
Cost per lead is a vanity number in property. Track cost per qualified lead, cost per site visit and cost per booking. Feed site-visit and booking data back into the campaigns so the platforms optimise for buyers, not form fillers.
Creative that moves buyers
Walkthrough videos, drone shots of the location, sample flat tours, construction progress updates and short founder or architect videos work better than renders alone. Refresh creatives every few weeks.
Our real estate marketing team runs this whole system, from landing pages to CRM. If you have a project to launch or a pipeline to fill, send us the brief.
