Launching a mid-size residential project with a connected funnel

The challenge

• Previous launch produced many leads but sales reported low intent.
• Leads arrived in email inboxes and spreadsheets; ownership was unclear.
• No consistent record of site visits or their source.
• Creatives from different vendors used inconsistent RERA details.

The strategy

• Define a qualified lead with the sales head before launch: budget band, configuration and purchase timeline.
• Separate campaigns for end-users and investors with distinct messages.
• One fast project landing page with RERA information block and a short form with two qualifying questions.
• Route every enquiry into the CRM with source and assign by round-robin.

Implementation

1. Week 1

   Tracking plan, CRM pipeline with site-visit stages, landing page build, creative disclosure check.

2. Week 2

   Search and Meta campaigns launched; WhatsApp acknowledgement and owner reminders configured.

3. Weeks 3–4

   Weekly lead-quality review with sales; budget shifted toward sources with higher qualification rates.

4. Month 2

   Nurture journey for “interested, not ready” buyers; visit confirmation and reminder messages.

What we would measure

Because this is an illustrative scenario, we do not show results. In a real engagement, success would be judged on:

• Contact rate within the first hour
• Qualified leads and cost per qualified lead by source
• Site visits scheduled vs attended
• Bookings linked to original lead source

Lesson and next steps

Most of the improvement in a scenario like this comes from definitions and routing set up before launch — not from campaign tweaks after it.