Challenge
Twin Estate Agency needed a reliable way to reach qualified property buyers and investors, but leads arrived through scattered channels with no single place to hold them. Response time depended on whoever happened to see a message, follow-up was manual and inconsistent, and there was no visibility into which enquiries were genuinely qualified or how far each buyer had progressed toward a viewing.
My role
Growth and performance marketing lead for real estate lead generation and automation: I owned the paid campaigns, the lead capture layer, the GoHighLevel CRM build and the automation connecting them.
Strategy
Campaigns were built around buyer intent rather than reach, with separate treatments for local buyers and diaspora investors.
- ◆Google Search Ads on high-intent estate, land and property-purchase queries
- ◆Meta and Instagram lead campaigns with property-specific creative and offers
- ◆Landing pages and instant lead forms with qualifying questions built in
- ◆Audience and keyword research to separate serious buyers from casual browsers
- ◆Retargeting for site visitors, video viewers and form drop-offs
- ◆Diaspora and investor targeting for buyers purchasing from abroad
- ◆Conversion tracking on every lead action so optimisation used real signals
- ◆Ongoing optimisation on placement, creative angle, audience and cost per lead
GoHighLevel CRM & automation
Every ad click flows into a single system, so a new lead is contacted automatically within minutes and never sits unattended.
- ◆GoHighLevel workflows triggered directly from ad and form submissions
- ◆Buyer Acquisition pipeline with defined opportunity stages
- ◆Lead routing to the right agent with internal sales notifications
- ◆Automated WhatsApp follow-ups for first contact and reminders
- ◆SMS follow-up sequences for unanswered calls and no-shows
- ◆Email nurture sequences for longer-consideration buyers
- ◆Call-outcome workflows that move the opportunity based on what happened on the call
- ◆Appointment and calendar automation for property viewings
- ◆Automatic lead status updates so pipeline data stays accurate
Tracking & analytics
Measurement was set up so ad spend, lead quality and pipeline movement could be read in one place.
- ◆GA4 and Google Tag Manager for site and form event tracking
- ◆Google Ads conversion tracking on qualified lead actions
- ◆Meta Pixel with Conversions API for server-side lead attribution
- ◆GoHighLevel CRM data as the source of truth on lead stage and outcome
- ◆Looker Studio reporting across channels and pipeline stages
- ◆Decisions made on CPL, qualified lead rate, conversion rate, appointments booked, pipeline value, CAC, ROAS and revenue
Business impact
- ◆Leads are contacted automatically within minutes of submitting a form
- ◆Manual follow-up work removed from the sales team's day
- ◆Every lead receives consistent nurturing regardless of who is on shift
- ◆Full pipeline visibility from first click through to property presented
- ◆Lead quality tracked by stage, so budget shifts toward campaigns that produce qualified buyers
- ◆A direct, measurable line between advertising spend and property sales activity
