From interest in Spain to serious purchase requests

OBJECTIVE

Buying on the Costa

leads The focus was not only on more leads, but especially on better leads.

APPROACH

We opted for a targeted social advertising strategy that focused on lead forms as a conversion point. The campaigns were built around specific target groups with an interest in Spain, real estate and emigration, supplemented with lookalikes of existing buyers. We also use retargeting to reactivate website visitors, video viewers and people who do not complete the form. To increase lead quality, we added additional qualification questions such as budget, desired region and planning. Leads were immediately forwarded to a fixed follow-up flow, so that the sales team could switch quickly. We continuously optimized on costs per lead, form completions and lead time to intake. Creatives consisted of short videos and carousels with projects, regions and starting prices, always with a clear call to action. In this way we combined a low entry barrier with a high purchase intention.

RESULTS

Thanks to targeted targeting and better qualification, reach in active regions increased by 92% and the number of completed lead forms increased by 74%.At the same time, costs per lead fell by 30%, keeping the CPL stable between €15 and €30.In addition, the lead time from lead to intake was shortened by 39%, allowing the sales team to contact serious buyers more quickly.