Five Country Homes Sold in One Month After a Developer Started Advertising on Social Media
The company builds and sells country homes. Before it came to us, most clients arrived through referrals, and there were not enough inquiries. To grow, the business needed to sell at least two homes a month. It had never advertised on social media before.
The Targets
At least 200 leads a month, two homes sold and a fixed cap on ad spend per home sold.
What We Changed in Advertising
The ads showed the feel of country living and the benefits of buying.
The lead forms kept only people interested in a subsidized mortgage. This filtered out people who were just looking.
We tested several audiences. Young families, people over 50 and people interested in country living. The best results came from people aged 30 to 45 who were interested in property and mortgages. We started with broad targeting and narrowed it step by step based on the results.
What We Changed in Sales
Advertising brings a person in, and a salesperson sells the home. So we wrote call scripts, set standards for handling inquiries and checked how the managers worked.
Results for the Month
296 leads against a target of 200
77 meetings scheduled, 37 of them held
5 homes sold against a target of 2
Ad spend per home sold came to about one sixth of the agreed cap.
What This Means
Social media ads worked for selling expensive country homes. The mortgage question in the lead form kept casual visitors out, and the scripts and inquiry checks helped leads reach a meeting. The plan was two homes, and the company sold five. Referrals are great, but they do not promise two homes a month.
Scenario for the Next Month
We ran a simple calculation. The budget and cost per lead stay the same, 15% more leads reach a meeting, and every later stage converts as it does now.
296 leads, as now
89 meetings scheduled, 43 of them held
5 or 6 homes sold, with ad spend per home about 13% lower
This is a calculation based on the current figures. The real result will be known at the end of the month.
Selling expensive property and living on referrals? Write to us, and during an audit we will look at where else your clients can come from.