Real Estate Lead Generation: A Data-Driven Solution to Increase Enquiries
This case study illustrates how our firm helped a high-profile real estate firm substantially enhance its lead generation through targeted data extraction and analysis. Identifying buyers and investors who are prepared and capable of purchasing property was the objective of the project. Our steps in the project included obtaining property data from digital channels, analyzing consumer interactions with the data through information behavioral analysis, and producing good leads. The final solution delivered a steady stream of identified and authentic prospects, greater marketing efficiency, and the client’s overall conversion rate has improved significantly.
About Client
The client is a high-profile real estate company with multiple operations across various cities, encompassing both residential and commercial properties. The company is internationally recognized for its luxury apartments, gated communities, and commercial towers, designed to provide both end-users and investors with a good option. As the company continues to expand into metropolitan areas, it aims to increase its digital presence and streamline its systems to acquire leads, thereby maintaining its competitive advantage.
Client Requirement
The client contacted us with a requirement for a scalable lead generation system that focuses on attracting legitimate buyer interest in specific geographical regions. The client wanted to move away from generic web inquiries and collect higher-quality leads and purchase intent based on real-time market interest and the purchasing power of clients. Additionally, the client wanted to identify their buyers’ interests, types of properties that are trending, and shifts in the local market. They wanted to be able to monitor competitor listings, strategies, pricing, and engagement levels to understand how they can improve their product offerings and attract the “right” customers.
Challenges
Throughout this project, there were several key challenges encountered:
Solution
To meet the goals of the client, we designed a customized real estate lead generation system incorporating smart web scraping, behavioral analytics, and automated data processing into the overall solution:
Custom Crawlers
Developed and deployed customized web crawlers for various real estate sites to extract listing details, pricing, amenities, and user engagement data.
User Engagement Mapping
We extracted engagement signals (e.g. inquiries, comments, page views) from listings to determine which properties were generating the most interest from prospective buyers.
Geo-targeting Analysis
Mapped the property details’ geo-data to visualize which areas had a higher density of listings, and which neighborhoods were emerging with demand.
Competitive Insight Extraction
Extracted data on competing property listings, including pricing and promotion, as well as customer reactions or sentiments.
Lead Scoring Engine
Implemented a lead scoring engine based on user engagement to apply rule-based filters to segment leads into different levels of interest and urgency.
Anti-bot Protection
Utilized rotating proxies, CAPTCHA bypassing scripts, and random crawling times to maintain a high level of bot protection for continuous access to the engagement data.
Dashboards
Processed the data into dashboards, cleaned and standardized, to allow sales and marketing professionals to interpret and take action on the information easily.
Impact
Utilizing the real estate lead generation system, the client experienced a 35% increase in qualified leads within the first two months. The sales team reported that they followed up on leads more quickly and achieved an increased conversion rate. Additionally, to support more intentional targeting and quicker decision-making, marketers were able to obtain automated insights into customer wants and desires as well as competitor trends that lead to an overall increase in the ROI of their marketing campaigns.
