BI Group: Connecting Residential Leads to Contracts
A property acquisition funnel that linked campaign budgets to qualified enquiries, viewings, reservations and signed contracts.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
Broad targeting could increase form volume while overloading sales and failing to create deals. Lead quality and movement through the property funnel had to become visible.
Solution
- Separated campaigns by residential complex, district, property class and purchase scenario.
- Built landing experiences around actual layouts, pricing and purchase conditions.
- Connected lead, qualification, viewing, reservation and contract stages in CRM.
- Reallocated budgets using downstream movement instead of minimum CPL alone.
Results
- 1,800 modeled qualified enquiries
- 360 modeled completed viewings
- KZT 474K modeled acquisition cost per buyer
Key insight
The highest-value optimization point was qualified-enquiry-to-viewing conversion, not form cost.