All Work
Experimental Build · A-12 · v0.2
Northline
Let buyers understand the place before they inspect the property. Hover Galleryv0.2 / LAB
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THE PROBLEM WE ADDRESSWhat context does sales need before the first property call?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismHover Gallery
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Give sales the buyer's intent before the first call.
BUDGET$120,000 media / monthPERIOD16-week model
Modelled for residence comparison and intent-aware enquiries.
BUSINESS MODEL
What is sold and where the problem starts.
Increase qualified viewing appointments and give sales the buyer's actual preferences before the first call.
Generic apartment lead forms produced duplicate enquiries, weak budgets and no information about preferred buildings or layouts.
Keep qualified-enquiry CPA below $145 and increase viewing bookings by at least 25%.
THE EXPERIMENT STORY
Sales received a phone number — but not the apartment behind it.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
A single property form collapsed budget, move date, family needs and building preference into one anonymous lead. Agents spent the first call repeating questions the website could have answered, while high-intent buyers waited in the same queue as casual browsers.
Large residential developer was selling three residential developments across Kazakhstan, two major cities. The model was high-ticket enquiry and offline sale. On the surface, the brief sounded direct: Increase qualified viewing appointments and give sales the buyer's actual preferences before the first call.
- MODEL
- High-ticket enquiry and offline sale
- 02
02 / WEEK ONE Duplicate demand
Generic apartment lead forms produced duplicate enquiries, weak budgets and no information about preferred buildings or layouts. The trap was that isolated metrics still looked acceptable: Property ad CTR was 0.86%, comparison cpc was $5.90, and qualified-enquiry cpa was $186.
The same buyer touched several project forms and looked like several leads. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Qualified-enquiry CPA
- $186 → <$145
- 03
03 / THE TURN Capture the shape of the move before the contact and send sales a shortlist, not an empty lead card.
The first decision was “Project intent.” Separate family, investment, move-in timing and neighbourhood narratives. It was followed by “Compare before form”: Let buyers save buildings, layouts and payment options before leaving contact details.
Unified identity by contact and preserved multi-project intent in one profile. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Project intent
- 04
04 / THE BUILD Choose a life, then an apartment: lead with the daily scenario each development enables.
Choose a life, then an apartment: lead with the daily scenario each development enables. The production plan became 3 project films, 36 layout statics, a residence comparison tool and payment-plan cards. The tests were not about abstract taste; they covered commute, family routine, investment yield, ready date, monthly payment and neighbourhood proof.
The journey was assembled as one chain: Life-scenario ad → Residence comparison → Intent-rich enquiry → Viewing appointment. Meta, Google Search, YouTube, Yandex no longer lived in separate reports, while GA4, CRM, Call tracking, Offline Conversions, BI dashboard connected spend, behaviour and the final outcome. Routed by project, language and availability with response-time alerts.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION Property marketing wins when the first sales call continues a decision the buyer has already started.
In the model, property ad ctr moved from 0.86% to 1.62%, qualified-enquiry cpa from $186 to $137, and lead-to-viewing reached 35%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 13–16: Scale by attended viewing and sales value. The main conclusion reached beyond a single campaign. The sales team needed fewer anonymous forms and more buyer intent. Conversion improved when the website did part of the first consultation. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Lead-to-viewing
- 35%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Property ad CTR
- BEFORE
- 0.86%
- TARGET
- 1.40%
- MODEL
- 1.62%
Project-message fit
02Comparison CPC
- BEFORE
- $5.90
- TARGET
- <$4.80
- MODEL
- $4.36
Cost of considered visit
03Qualified-enquiry CPA
- BEFORE
- $186
- TARGET
- <$145
- MODEL
- $137
Sales-ready demand
04Viewing booked
- BEFORE
- 128
- TARGET
- 160
- MODEL
- 172
Offline progression
05Lead-to-viewing
- BEFORE
- 24%
- TARGET
- >31%
- MODEL
- 35%
Sales efficiency
STRATEGY
Four decisions that change the economics.
- 01Project intent
Separate family, investment, move-in timing and neighbourhood narratives.
- 02Compare before form
Let buyers save buildings, layouts and payment options before leaving contact details.
- 03CRM context
Send every saved preference and affordability answer to the assigned manager.
- 04Optimize to viewing
Return confirmed and attended viewing events, not raw leads.
CREATIVE IDEA
Choose a life, then an apartment: lead with the daily scenario each development enables.
3 project films, 36 layout statics, a residence comparison tool and payment-plan cards.
Commute, family routine, investment yield, ready date, monthly payment and neighbourhood proof.
PATH TO OUTCOME
- 01Life-scenario ad
- 02Residence comparison
- 03Intent-rich enquiry
- 04Viewing appointment
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Duplicate demand
PROBLEM
The same buyer touched several project forms and looked like several leads.
FIX
Unified identity by contact and preserved multi-project intent in one profile.
Sales speed
PROBLEM
High-intent enquiries cooled while waiting for the right project manager.
FIX
Routed by project, language and availability with response-time alerts.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–3
Audit CRM quality and buyer interviews.
- 02Weeks 4–7
Build project stories and comparison.
- 03Weeks 8–12
Launch and connect viewing data.
- 04Weeks 13–16
Scale by attended viewing and sales value.
MAIN TAKEAWAYThe sales team needed fewer anonymous forms and more buyer intent. Conversion improved when the website did part of the first consultation.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.