💡 Lowest Cost ≠ Best Results: A Real Case Study for Property Marketers That Running Facebook Ads

Do not index

Publication Status

Done

Sometimes, low-cost leads aren’t the win they appear to be—especially when you’re advertising high-value properties. Here’s a real-life example from a client campaign I managed for a 7-figure luxury property development.

🤔 THE CHALLENGE: Low Cost, Low Conversions

At first glance, the campaign seemed to be a success. We were achieving a low cost per lead—on paper, it looked fantastic! But as the sales team began following up, a glaring issue emerged: lead quality was underwhelming.

For high-ticket properties, sheer lead volume isn’t enough. Quality matters far more than quantity.

🚀 THE TURNING POINT: Quality Over Quantity

To address the issue, we took a step back and shifted our focus:

🤝 Feedback from the Sales Team

By collaborating with the sales team, we discovered that many leads weren’t fully qualified. These insights helped us refine our targeting strategy to attract higher-quality prospects.

🔍 Real-World Feedback

Beyond just ad metrics, we analyzed real interactions with leads. This allowed us to tweak our messaging and audience targeting, shifting the campaign from focusing on "more leads" to "more valuable leads."

🔗 Collaboration Beyond Metrics

Ad metrics alone don’t reveal lead quality. By working closely with other teams—like sales and customer service—we bridged the gap between digital performance and real-world results.

Key Takeaways for Property Marketers

Lowest Cost Isn’t the Only Goal: For high-value properties, a low cost per lead can be misleading if those leads aren’t converting into qualified buyers.

Collaborate Across Teams: Sales feedback is invaluable. Use their insights to refine your targeting and messaging.

Focus on Quality: Prioritize high-intent audiences over broad reach. Your goal isn’t just leads—it’s qualified buyers who are ready to take action.

Final Thoughts

In property marketing, results that truly matter aren’t always reflected in the lowest cost per lead. By focusing on collaboration, real-world feedback, and quality targeting, you can achieve better outcomes—turning leads into buyers and maximizing ROI.