Why do real estate leads go cold?
Most property enquiries are lost in the first hour, not in the ad account. What actually happens to a lead between the form and
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Category: Real Estate Marketing
Should I measure enquiries or site visits?
The enquiry count is on every report and is the number least connected to a sale. What to measure instead, and why the switch
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What does a real estate lead actually cost?
A cheap lead can be the most expensive thing in the campaign once you count the hours spent on it. How to work out
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What do property buyers check before they enquire?
By the time someone fills in your form they have already researched you. What they looked at, where they looked, and what they found
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What should a developer’s CRM actually do?
Most developers buy a CRM to store leads. Storing them is the least useful thing it does. The four jobs that decide whether it
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Channel partners or digital: where do the better buyers come from?
The two are usually argued about as alternatives. They produce different buyers at different costs, and the useful question is not which wins.
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Should a project have its own website, or sit on the developer’s site?
Agencies usually recommend a separate microsite. Often they are right, sometimes for the wrong reasons. How to decide, and what it costs you.
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What should a project website actually contain?
Most project sites are built as brochures. The commercially useful version is a filter. What belongs on the page and what is costing you
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How do you market a project before it launches?
Pre-launch is where most of the value is created and most of the mistakes are made. What you can say, what you cannot, and
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What makes a project launch campaign actually work?
After fifteen launches, the thing that predicts performance is not the creative. It is whether the offer was settled before the media plan.
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