Fewer leads.
Far better ones.

A Dubai brokerage drowning in enquiries that never converted. Agents were spending their days on tyre-kickers while genuine buyers went cold. We rebuilt the funnel to qualify before the handover, produced property video that did the filtering, and cut total lead volume on purpose.

2.7×

Qualified leads

−44%

Total lead volume

+19%

Viewings booked

Months to get there

Walkthrough film — the creative that did the filtering

01 — The situation

At a glance

Sector: Real estate brokerage
Market: Dubai buyers and overseas investors
Engagement: Retainer, ongoing
Services: Paid media, content & video, web

The campaigns were working, by the only measure anyone was using. Cost per lead was among the lowest in the market. The problem was that almost none of those leads ever booked a viewing, and the agents had stopped calling them back.

What it cost them

Roughly nine hundred enquiries a month, of which fewer than forty were serious. Agents lost most of the week to unqualified calls, response times slipped past two hours, and genuine buyers went to whoever answered first.

Why it happened

Everything was optimised for cost per lead, so the platforms delivered exactly what was asked for: the cheapest possible form fills. No budget, timeline or intent was ever asked before the handover to sales.

02 — What we did

Three moves, in order.

01

Changed what we were optimising for

Cost per lead was the wrong target and it was being hit perfectly. We connected the CRM so the platforms learned from booked viewings instead of form fills, and reported on that from month one.
- CRM connected, offline conversions live
- Campaigns optimised to booked viewings
- Cost per lead removed from the report
02

Put qualification before the handover

Budget, timeline and buyer status are now asked on the form, not by an agent on a call. Weak enquiries get nurtured automatically; strong ones reach an agent within fifteen minutes.
- Budget and timeline captured on the form
- Strong leads routed in under fifteen minutes
- Everything else nurtured by sequence
03

Let the video do the filtering

Static listings attract everyone. We produced walkthrough video with price and service charge stated openly, which cost some volume and dramatically raised the quality of who was left.
- Walkthrough video for every key listing
- Price stated in the creative, not hidden
- Agent-led formats for repeat buyers