Real estate
Digital marketing for real estate developers and agencies
Nobody buys an apartment from an ad. They see the project, ask the price, visit the site with their family, talk to a bank and come back months later. We keep every buyer warm through all of it and show which campaign started each sale.
How property buyers search and decide
A home is the largest purchase most families make, and the decision is shared: a couple, often parents, sometimes a brother abroad who sends part of the money. Each asks different questions. The layout, the payment schedule, the school nearby, the delivery date.
The search mixes channels. Buyers scroll Facebook and Instagram for new projects, check the property portals that matter where you sell, and type precise searches like “3-bedroom apartment for sale” followed by the name of a neighbourhood. Others live on the portals and search for new-build programmes town by town. Either way, the first contact is usually a WhatsApp message asking the price.
Off-plan buyers, whatever the contract is called where you sell, commit to a building that does not exist yet. Trust in the developer and visible construction progress close more of those sales than any brochure.
A project launch, phase by phase
| Phase | What buyers need | What we run |
|---|---|---|
| Before launch | A first look at plans, location and price range | A priority list with a short form, teaser ads in the right neighbourhoods |
| Launch | Prices, available units, a reason to visit now | Lead ads, search campaigns, open days and site visits booked online |
| Sales phase | Proof the building is rising, clear payment terms | Construction progress videos, retargeting, steady follow-up |
| Last units | What is left, by type and floor | Ads by unit type, matched to the remaining stock |
What we set up for a developer
A page per project
Location map, unit types with floor plans and surfaces, payment schedule, delivery date and construction progress, built as a landing page that loads fast on a phone.
A form that qualifies
Unit type, budget, cash or bank financing, timing, and whether the buyer lives in the country or abroad. The phone number is saved first, so a half-filled form still gives a lead.
One pipeline for the sales team
Every lead lands in the CRM with its source, goes automatically to the next salesperson, and moves through clear stages: contacted, qualified, visit booked, visited, reserved, signed.
Site visits in the calendar
Qualified buyers pick a slot in the sales team’s calendar, at the site or the show apartment. The visit is the first real commitment, so it is the first number we chase.
Follow-up that lasts months
Plans sent on WhatsApp, monthly progress updates, a call when a matching unit frees up. Every message sits on the buyer’s record in the unified inbox.
Ads that learn what a buyer looks like
Leads your sales team marks as qualified go back to Meta through the Conversions API, via our revenue attribution, so Facebook and Instagram campaigns optimise for buyers and stop chasing form fillers.
The numbers a developer should see every week
Cost per qualified lead
By project, campaign and unit type. A cheap lead who cannot afford the unit costs a salesperson an hour.
Site visits booked and attended
The earliest number that predicts sales.
Visit to reservation
Per salesperson and per source.
Reservations and contracts by source
Each signed unit traced back to the campaign that brought the buyer, months earlier.
Speed and neglect
Time to first call, and leads nobody has contacted for more than a week.
Demand against stock
Enquiries per unit type next to what remains to sell, so ads push the units you need to move.
Traps in real estate marketing
- Instant lead forms that prefill everything, so people submit without reading and forget they did
- “Price in private” under every post, which fills the inbox with curiosity and no budget
- Salespeople picking the leads they like and leaving the rest, a problem lead handling rules fix
- No follow-up after the third day, in a cycle that lasts months
- Advertising four-room apartments when the stock left is two-room
- Counting leads per month when the business is paid per signed contract
Frequently asked questions
Which channels sell off-plan apartments best?
For most developers, Facebook and Instagram bring the volume, search brings the most precise buyers, and portals bring comparison shoppers. WhatsApp is where the conversation happens. We start with the mix that matches where your buyers already look, then move budget by cost per site visit.
How do you qualify property leads?
With four questions before the call: unit type, budget, financing and timing. The answers go into the CRM, where a lead score built from those answers helps the sales team call the most promising buyers first. No form replaces a good salesperson’s first call. It makes that call shorter.
Do you work with agencies as well as developers?
Yes, and the work differs. An agency sells many properties at once and also needs owners who want to sell, so it leans on listings, portals and local search. A developer sells one project at a time, so the work leans on launches and site visits.
How do you reach buyers who live abroad?
Ads in the countries where they live, pages in French, Arabic or English, video tours of the site, and WhatsApp follow-up timed for their time zone. The form asks where the buyer lives, so the salesperson knows when to call and whether a relative will visit on their behalf.
How long before we see reservations?
Leads can arrive in the first days of a campaign. Reservations follow your buyers’ own timing, often weeks or months later. We report leads, visits and reservations every week, so you watch the pipeline fill before the contracts arrive.
Last updated · By the Napexy team
Keep reading
Tell us where you want to grow.
A 30-minute call with a strategist. You get a plan in plain words and a fixed quote, whether or not you work with us.