Case study · Property development
No enquiry left waiting for a brochure
A property developer spent heavily to generate enquiries, then sent each one a brochure and hoped. This is how we built automated follow-up that matches each buyer's development, budget and stage, and tells the sales team when someone is ready to talk.
Project overview
Marketing automation for a long buying decision.
- Industry
- Property development
- Client
- Confidential
- Solution
- Lead nurturing
- Platform
- HubSpot
- Timeline
- 10–14 weeks
- Team
- 3 people
- Journeys
- By development and buyer type
- Scoring
- Behaviour and fit
- Measurement
- Viewings and reservations
Expected business outcomes
What the client set out to achieve
Targets were set on viewings and reservations, not on opens.
-
30–50%
More enquiries converted to viewings
Follow-up is relevant to the development and arrives within minutes.
Target range; measured in the CRM
-
Minutes
To the first response
Every enquiry gets a useful reply at once, at any hour.
Automated; measured on all web enquiries
-
20–35%
Less sales time on unready enquiries
Sales are alerted when a buyer shows intent.
Target range; from sales activity records
Business challenges
Where the client started
Expensive enquiries, followed up by hand.
Response
Enquiries waited until a sales adviser was free.
Content
Every enquirer received the same brochure.
Timing
Buyers a year from purchase were called once and forgotten.
CRM
Enquiries from portals, the website and events sat in different places.
Waste
Nobody could say which advertising produced reservations.
Proposed solution
What the nurturing programme covered
One record per buyer, one journey per situation, and a signal for sales.
-
One enquiry record
Portal, website and event enquiries in one CRM, deduplicated.
-
Nurture journeys
Sequences by development, buyer type and stage of purchase.
-
Lead scoring
Scores from behaviour and fit, agreed with sales.
-
Sales alerts
An alert when a buyer returns, views pricing or books a viewing.
-
Viewing booking
Online booking linked from every message.
-
Source reporting
Viewings and reservations traced to the advertising source.
Project requirements
What the client asked us for
The request was better follow-up. The underlying problem was timing: most enquirers were months from buying, and the sales team only had time for those ready now.
Scoring rules were agreed with the sales advisers, and adjusted after the first month when they told us which alerts were worth a call.
What the project had to deliver
- 01An instant, relevant first response
- 02Follow-up that lasts for months
- 03Sales time spent on ready buyers
- 04Reservations traced to their source
Key challenges & considerations
What made it harder, and what we did
-
Enquiries arriving from several portals
What we did
Each portal was connected to the CRM, with enquiries deduplicated on arrival.
-
A buying decision that takes months
What we did
Journeys were planned to run for months, with useful updates rather than repeated sales messages.
-
Developments at different stages of release
What we did
Content followed each development's release stage, from registration of interest to final homes.
-
Sales advisers wary of automation
What we did
Advisers helped set the scoring rules and saw every message before it was sent.
What we watched for
- Reply within minutes, every time
- Agree scoring with the sales team
- Plan for a long decision
- Report on reservations, not opens
Development process
One record, then journeys, then scoring
The sales team saw each stage before it went live.
-
CRM and sources
All enquiry sources connected and deduplicated.
-
Journeys
Sequences written per development and buyer type.
-
Scoring and alerts
Rules agreed with sales and switched on.
-
Viewing booking
Online booking added to every journey.
-
Reporting
Source-to-reservation reporting built.
-
Tuning
Scores and content adjusted with sales feedback.
Technology stack
A CRM doing the waiting
Automation handles the months in between; people handle the conversations.
CRM
- HubSpot
- Portal and website integrations
- Deduplication rules
Automation
- Email and SMS sequences
- Lead scoring
- Sales alerts
Booking
- Online viewing booking
- Calendar sync
- Reminders
Measurement
- Source-to-reservation reporting
- Google Analytics 4
- Looker Studio
Quality assurance & deployment
Checked before it went live, measured after
Marketing work is only as good as its measurement. Tracking was verified before anything launched, technical changes were tested on staging, and every result was reconciled with the client's own sales or booking data.
- Conversion tracking tested end to end before launch
- Technical changes checked on staging with a full crawl
- Redirects, links and structured data validated
- Copy and claims reviewed by the client's experts
- Reported figures reconciled with the client's own system
Deployment
- 01ReportingSource-to-reservation reporting built.
- 02TuningScores and content adjusted with sales feedback.
- 03Staged releasesChanges went live in small batches, each one watched in the first days.
- 04Reporting and handoverA monthly review against the agreed targets, and documentation the client's team can work from.
Final deliverables
Sales talk to buyers who are ready
Every enquiry now gets a relevant reply within minutes and keeps hearing from the developer until the buyer is ready, however long that takes.
Sales advisers work from alerts rather than a list, and marketing can see which sources lead to reservations.
- One record for every enquiry
- Journeys by development and buyer
- Alerts when buyers show intent
- Reservations traced to their source
Handed over to the client
- 01Audit and roadmapFindings ranked by their effect
- 02Implemented changesIn the client's own site, accounts and tools
- 03Tracking and dashboardResults in the client's own figures
- 04Content and campaign assetsTemplates, pages and creative
- 05Documentation and trainingSo the client's team can carry on
Success metrics
How success is measured
| Measure | Outcome | How it is measured |
|---|---|---|
| More enquiries converted to viewings | 30–50% | Target range; measured in the CRM |
| To the first response | Minutes | Automated; measured on all web enquiries |
| Less sales time on unready enquiries | 20–35% | Target range; from sales activity records |
Verified reviews
What clients say about working with us
Verified reviews from our clients, published on Clutch.
-
Web Development
Custom Web Development for a Software Solutions Company
We can rely on them to handle almost any task with confidence, as they consistently deliver good results.
Casper Hougaard Jensen
CEO & Co-Founder, Iterator IT Jul 2021 – Sep 2022
-
Web Development
Web & Mobile App Development for a Software Development Company
They efficiently organized tasks and deliverables while promptly addressing questions.
Damien Retzinger
Founder, Graycore Jun 2021 – Feb 2023
-
Web Development
Website Development for a Software Engineering Company
They have a broad understanding of different technologies.
Eugene Bosikov CEO, Ezibeline LLC Mar 2022 – Ongoing Verified review on Clutch (Eugene Bosikov, opens in a new tab)
Free discovery call
Have an idea? Let's turn it into AI-powered software.
Book a free discovery call with our experts. Share your idea and we will help you shape the scope, timeline and budget, under NDA.
- Free consultation
- NDA before we talk
- Transparent estimate