A plot developer had plenty of enquiries and too few site visits. In six months, monthly bookings grew fourfold and the cost of a qualified lead fell by almost half.
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A plot developer had plenty of enquiries and too few site visits. In six months, monthly bookings grew fourfold and the cost of a qualified lead fell by almost half.
Land is a slow, trust-heavy purchase. Buyers need to be financially ready, and most want to walk the plot before they commit.
The developer was getting a high volume of enquiries that rarely became site visits, and sales still leaned on referrals.
Much of the sales team’s time went on enquiries that went nowhere.
Count the site visit.
Before launch, we agreed with the sales team what a qualified lead looked like, and set up the campaigns to deliver visits to the plot.
Leads were scored and routed to sales quickly. Every week we reviewed lead quality with the sales team and fed what we learned back into targeting and creative.
monthly plot bookings
monthly site visits
visit-to-booking conversion
lower cost per qualified lead