Property campaign approach

Connecting property interest with suitable buyer conversations.

A proposed approach for a property company marketing luxury residential and commercial properties, with clearer qualification and connected sales follow-up.

Illustrative scenario: the company is anonymous, and the concerns, actions and process changes below are hypothetical.

Company: Anonymous property company
Properties: Luxury residential
Commercial property
Objective: Suitable buyer conversations
Proposed channels: Meta Ads · Google Ads · LinkedIn Ads

Hypothetical business concerns

Understand why property enquiries stall.

Review existing campaigns, property pages, forms and sales records before recommending additional advertising spend.

We receive enquiries. Why do so many go nowhere?

Agree what a suitable buyer enquiry means. Then separate poor property fit from suitable prospects who pause because of timing, funding readiness, missing information or follow-up.

We tried advertising before. What would change this time?

Trace the journey from the ad to the buyer conversation. Compare the property information, qualification answers, contact history and recorded reasons for not proceeding.

The proposed assessment would identify what to change first, what still needs investigation, and the responsibilities and costs to agree before new work begins.

The proposed approach

Define property fit before the conversation.

Use a short enquiry process with criteria agreed around each property and the sales team’s needs.

Luxury residential buyers

Make the property and buying expectations clear.

Communicate the location, property features and price expectations so buyers can assess fit before enquiring.

Proposed channels: Meta Ads · Google Ads

Property requirements: Preferred location, property type and relevant buyer needs.
Budget and timing: Budget range and intended purchase timing, kept concise.
Buying readiness: Understand what the buyer needs to establish before a viewing or next conversation.

Commercial buyers

Connect the property with a business requirement.

Understand the intended use, space requirements and buying process before prioritising a commercial conversation.

Proposed channel: LinkedIn Ads

Business requirements: Intended property use, location and space needs.
Budget and timing: Budget range, purchase timing and any relevant constraints.
Decision process: The prospect’s involvement in the purchase and who else needs to participate.

Channel choices would follow the assessment. A suitable buyer may still need time or additional information; eligibility and readiness should be recorded separately.

The proposed process change

Give each enquiry a relevant next step.

Potential friction points and the proposed response for this scenario.

Potential frictionGeneral enquiries provide little information about property fit.: Proposed process
Capture concise property requirements and qualification answers so the team can prioritise a relevant conversation.
Potential frictionFollow-up waits until someone has time to pick up the enquiry.: Proposed process
Assign an owner, an agreed response target and a next action. A booking invitation and backup cover could support busy periods.
Potential frictionAdvertising and sales records give different explanations for stalled enquiries.: Proposed process
Record suitability, conversations, viewings and reasons for not proceeding in a shared CRM workflow, then review gaps with the sales team.

A clear owner for every next step.

Agree responsibilities around the property company’s team and a realistic follow-up routine.

Desti Ads: Support paid advertising, the agreed CRM workflow and reviews of enquiry progression within the defined scope.
The property company: Own buyer conversations, viewings, negotiations and sales decisions, and keep enquiry outcomes up to date.

Give your sales team a clearer starting point.

Discuss the properties, buyers and follow-up challenges that matter to your business.

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