Turning real estate lead quality from liability into competitive advantage
Services
Performance Marketing
Client
Forum Estate
Sector
Real Estate, Hospitality & Travel
Question
How do you stop wasting budget on leads that never convert and start building a funnel worthy of a premium real estate offering?
Answer
By hyper-localising targeting, shifting to intent-driven keywords, mapping high-intent audience cohorts, and restructuring campaigns around quality over volume.
Forum Estates approached Ting with a challenge familiar to many real estate brands: despite generating a high volume of digital leads, sales outcomes were not keeping pace. The funnel was crowded with low-intent enquiries, budget mismatches, and prospects who were not aligned with the project's location or pricing. While leads were flowing in and some were even progressing to site visits, very few were converting into meaningful sales opportunities, resulting in an inefficient funnel and significant drop-offs.
Recognizing that the issue was not lead volume but lead quality, Ting partnered closely with the Forum Estates team to conduct detailed audits and strategic planning. Through this process, we identified key gaps in audience targeting, geographic focus, keyword strategy, and lead qualification. This formed the foundation for a complete overhaul of the acquisition strategy, designed to attract prospects who genuinely matched the project's profile and buying intent.
Forum Estate: From noise to signal
Every lever of the campaign was rebuilt around a single goal: reaching buyers who were genuinely ready to move on Newtown, not just anyone browsing real estate listings. Search, targeting, and creative were realigned in tandem, with Meta shifting toward storytelling that earned trust ahead of the first enquiry. The payoff came quickly, with a 75% follow-up rate and a ₹4 Crore 4BHK villa sale traced directly back to the campaign.
Intent-driven keyword strategy
Keyword strategy evolved from broad generic searches to a combination of high-intent, niche, and location-specific keywords. Alongside generic terms such as "4 BHK bungalows Newtown" and "5 BHK bungalows," we expanded our coverage by bidding on highly targeted searches like "Luxury Bungalows in Newtown" and "Newtown Bungalows" to capture users with stronger purchase intent.
Content & creative strategy (Meta)
We transitioned from generic messaging to sharper, audience-centric communication. On Meta, the 4BHK announcement creatives generated strong engagement and performance. In parallel, we experimented with multiple communication themes by creating assets that addressed different customer pain points, enabling us to identify the most impactful messaging.
From junk-heavy to conversion-ready—one project, one remarkable outcome
75%
Follow-up rate in March
₹4 Cr
4BHK villa closed — direct revenue impact
~10%
"No enquiry raised" — down from 38%
0%
Budget mismatch in March — down from high levels
~4%
Unresponsive leads — down from ~17%
~4%
Requirement mismatch — reduced from double digits
What changed — and why it mattered
Spend was reallocated toward the audiences most likely to convert, and creatives were rebuilt for better recall and not just to capture attention. Every change was measured against lead quality, not just how many enquiries came in.
Site visits started converting into serious conversations instead of dead ends, as the funnel filled with people who actually fit the project's price point and location. That shift is what ultimately closed a ₹4 Crore villa sale.
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