35%+ qualified lead rate at $21.7K/mo — 2× industry average
Performance discipline applied to one of the noisiest verticals.
Off-plan Real Estate Performance
- Performance Marketing
- Lead Generation
- Meta Advertising
- Audience Targeting
- Funnel Optimization
- Campaign Strategy
Managed performance marketing across multiple off-plan real estate launches on a ~$21.7K monthly budget. Built and optimized lead generation funnels that consistently delivered 35%+ qualified lead rates (vs. 15–20% industry average) through systematic targeting, creative testing, and post-intake quality optimization.
The challenge
Real estate lead-gen is noisy — most property inquiries aren't serious buyers or investors. The challenge wasn't lead volume but qualified lead volume. Every budget dollar had to deliver higher-quality leads than industry baseline to justify the spend across multiple concurrent launches.
The approach
- Built a buyer-intent targeting model — interest signals, behavior, geo — instead of broad audiences.
- Ran continuous creative testing with clear winners and structured rotation across launches.
- Closed the loop with sales on lead quality and fed that signal back into targeting and creative weekly.
- Codified the winning patterns into a campaign playbook so quality held across multiple concurrent projects.
The outcome
Sustained 35%+ qualified lead rate across campaigns — roughly 2× the industry average for comparable property marketing. The repeatable playbook held quality across multiple concurrent launches and generated $M+ in property transaction value attributable to campaign leads.
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