Challenge
Dove Livami Properties needed a steady flow of qualified buyers and investors for its property offerings. Enquiries came in faster than the team could answer them, first responses were slow, and prospects who did not buy immediately were rarely followed up in any structured way, so genuine interest went cold.
My role
Growth and performance marketing lead for real estate lead generation and automation, covering paid acquisition, lead capture, CRM automation and reporting.
Strategy
Two parallel lead ads were run against distinct angles so cost per qualified lead could be compared directly, alongside search coverage on purchase-intent queries.
- ◆Google Search Ads on property, estate and investment purchase queries
- ◆Meta and Instagram lead campaigns testing property-specific vs broader offer angles
- ◆Landing pages and lead forms with qualifying fields to filter casual enquiries
- ◆Audience and keyword research on buyer, investor and diaspora segments
- ◆Retargeting for engagers, site visitors and incomplete form submissions
- ◆Diaspora and investor targeting for overseas buyers
- ◆Conversion tracking on lead submissions and qualified-lead events
- ◆Continuous optimisation on creative, placement and cost per lead
GoHighLevel CRM & automation
Ad campaigns are connected to GoHighLevel so a new enquiry becomes a tracked opportunity with automated follow-up already running.
- ◆GoHighLevel workflows triggered from Meta and Google lead submissions
- ◆CRM pipeline with clear opportunity stages per property enquiry
- ◆Lead routing plus internal notifications to the sales team
- ◆Automated WhatsApp first-response and reminder messages
- ◆SMS sequences for missed calls and viewing reminders
- ◆Email nurture for prospects on a longer decision timeline
- ◆Call-outcome workflows updating the opportunity after each conversation
- ◆Appointment and calendar automation for site visits
- ◆Automated lead status updates to keep pipeline reporting clean
Tracking & analytics
- ◆GA4 and Google Tag Manager for form and page event tracking
- ◆Google Ads conversion tracking tied to lead actions
- ◆Meta Pixel and Conversions API for server-side lead attribution
- ◆GoHighLevel CRM data for stage-level lead quality
- ◆Looker Studio reporting on spend, leads and pipeline movement
- ◆Optimisation driven by CPL, qualified lead rate, conversion rate, appointments, pipeline value, CAC, ROAS and revenue
Business impact
- ◆Faster first response to every property enquiry
- ◆Manual chasing replaced with automated, repeatable follow-up
- ◆Consistent nurturing for buyers who need more time to decide
- ◆Clear pipeline visibility for the sales team
- ◆Lead quality measured per ad, not just lead volume
- ◆Advertising activity connected directly to sales conversations and viewings
