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Real Estate Demand Engine

A cross-border demand system for off-plan property launches with broker-grade lead routing.

Developer portfolio, UAE & Egypt · 2022 — 2024

$3.1M
Ad spend managed
48K
Qualified leads
-38%
Cost / SQL
01 · Challenge

Launch campaigns produced volume spikes that the sales floor could not absorb, and the best leads went cold in the queue.

02 · Research

We modeled speed-to-lead against closed deals: contact within 5 minutes converted 6.2x better than contact after an hour. Routing, not targeting, was the bottleneck.

03 · Strategy

Match demand generation to sales capacity in real time, and score every lead before it reaches a human.

04 · Tracking

CRM-integrated attribution with per-agent, per-project and per-campaign deal reporting.

05 · Optimization

Daily pacing against sales floor capacity; creative refresh triggered by frequency thresholds rather than the calendar.

06 · Lessons Learned

Demand generation without capacity planning is waste dressed as growth.

Execution
  1. 01Built a lead scoring model on budget, timeline, nationality and behavior signals.
  2. 02Automated round-robin routing to available agents with SLA escalation.
  3. 03Created launch playbooks with pre-approved creative systems per project identity.
  4. 04Trained and led a 9-person media and sales-ops pod.
Results
  • 38% lower cost per sales-qualified lead
  • Speed-to-lead median from 52 minutes to 4
  • 48,000 qualified leads across the portfolio
  • $3.1M managed with full deal-level attribution
Routing engine
Scored leads distributed against live agent capacity.
Launch playbook
Repeatable creative and media system per project.
Technologies
Meta AdsGoogle AdsSalesforcen8nLooker Studio
My role

Head of performance and systems owner; led media, analytics and sales-ops alignment.

Business impact

Launches became repeatable operations instead of heroic sprints, with predictable cost per closed deal.

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