The Situation
Unqualified property leads are expensive in human cost: sales staff spend hours on calls with people who are browsing without intent to buy in the next 12 months. The previous campaign used broad awareness creative (beautiful renders, lifestyle imagery) with minimal qualification — attractive to everyone, useful to no one.
The Turning Point
An audit of the previous 3 months of leads showed that 61% had a household income below the qualifying threshold for the development's asking prices. The campaign was attracting the wrong buyer profile entirely.
What We Did — And Why
We rebuilt around qualification: ads led with the price point (£395,000–£580,000) and the deposit requirement (5%, £19,750–£29,000) to self-select. Lead forms included six qualifying questions: current living situation, timeline to purchase, mortgage in principle status, first-time buyer status, budget range, and preferred plot size. This pre-qualified every lead before the sales team called. Retargeting via Google Display re-engaged serious visitors who hadn't converted.
Our Approach
- 1.Qualification-first creative: ads showed price point, deposit amount, and completion timeline upfront to self-select serious buyers
- 2.Facebook lead form with 6 qualifying questions filtering for mortgage readiness and serious intent
- 3.Google Display retargeting for people who visited the site but didn't submit a lead form
The Results
Leads grew from 40 to 140 per month. Lead-to-viewing rate jumped from 22% to 62% because leads were pre-qualified. 28 reservations were directly attributed to the paid campaigns.
In Their Own Words
“Qualification is the most valuable thing you can add to a lead generation campaign. We'd rather have 100 good leads than 500 bad ones.”