Bazis-A: Performance Marketing for a Long Property Cycle
A staged property journey that measured discovery, consideration, viewing and transaction without over-crediting the final ad interaction.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
Property buyers compare locations, projects, layouts and financing over many interactions. Last-click reporting distorted the contribution of each stage.
Solution
- Mapped the journey from project discovery through district research, layouts, purchase terms and viewing requests.
- Built separate retargeting audiences for each stage of consideration.
- Separated branded from non-branded search to distinguish demand creation from demand capture.
- Evaluated conversion between CRM stages across the longer decision cycle.
Results
- 1,250 modeled qualified enquiries
- 275 modeled completed viewings
- 31 modeled transactions
Key insight
Stage-to-stage conversion reveals more about long-cycle performance than the number of advertising-platform leads.