A long list of enquiries can still leave a brokerage without useful conversations. The campaign needs to explain the property clearly and give the sales team enough context to respond. Define a qualified enquiry before choosing a creative concept or celebrating a low cost per lead.
Make one offer easy to understand
Start with an approved property, location, price basis and buyer use case. An investor comparing long-term rental potential asks different questions from someone planning to live there. Avoid squeezing every project into one ad. Build a focused message using approved availability and visuals; label a proposed visualisation clearly. If price or payment information changes, update the ad and landing experience together.
Use questions that improve the next conversation
Ask for information the team will actually use: preferred location, purchase timeframe or property type, for example. Explain what happens after submission. More questions can reduce volume, while fewer may leave your team without context. Test the balance and assess the resulting conversations. Do not assume an inexpensive form submission is a ready buyer.
Connect the campaign to the sales workflow
Assign a lead owner, agree follow-up coverage and record contact attempts and outcomes. Track whether an enquiry was reachable, relevant, booked a viewing or progressed further. Feed these patterns into the creative and qualification questions. Where a supported integration is used, CRM feedback can help campaign optimisation; it does not replace a clear sales process or appropriate data permissions.
Agree how success is attributed
If fees depend on a sale, define the attribution window, existing-contact exclusions, evidence and payment timing in writing. Sharbal Studio’s eligible property partnership uses a fee of 10% of the brokerage commission collected on attributable completed sales—not 10% of the property price. Media spend is paid separately to the platforms. Eligibility and scope are agreed before launch; the arrangement does not guarantee a sale.
Practical checklist
- Approve project facts and creative before launch.
- Define qualified, contacted, viewing and completed-sale stages.
- Give every enquiry an owner and record the outcome.
Should I optimise only for the cheapest lead?
No. Compare cost per qualified conversation and later sales outcomes alongside volume. A cheaper lead is not automatically a better commercial opportunity.
Further reading
Official or specialist references for context. The workflow and examples above are studio guidance, not guarantees of campaign results.
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