Property marketing: turn an enquiry into a viewing.
How brokerages and developers can give each project a clear page, collect what an agent needs and follow every enquiry through to a viewing.
The idea in brief
An enquiry is worth following up when it names the project, carries the buyer’s budget and timing, and reaches one responsible agent. Measure how many become viewings.
Picture an investor abroad who sees an ad for a new off-plan tower on a Friday evening and fills in the form on a brokerage website. The enquiry arrives as a name and a phone number in a shared inbox. On Monday an agent calls and asks which project it was about. By then the investor has sent the same request to two other brokerages.
The scenario is invented, but every part of it is avoidable. The advertising worked and the form worked. The enquiry still arrived without the context an agent needs, and nobody owned it. Most of our property work is about closing that gap between interest and a proper conversation.
Give each project its own page
A buyer comparing launches wants the same facts each time: where it is, who is building it, which homes are available, the floor plans, the payment plan and the handover date. Put them on one page that loads quickly on a phone and can be shared in a message.
That is the structure of the Sophie Florence page we built for one development: home types, floor plans and the enquiry form in a single responsive page. An ad for that development can then open on exactly what it promised, which is the point of our article on landing pages.
Resale and rental listings need a different page. A tenant wants the rent, the area, the move-in date and a viewing slot. An owner choosing a property manager wants to know what the service includes. Give each of these visitors a separate route.
Show the permit and the facts
Property advertising in Dubai is regulated. The Dubai Land Department issues real estate advertising permits through its Trakheesi system, and the permit types it lists include electronic and online advertisements. In April 2025 the department said that real estate companies are required to display the permit’s QR code on all real estate advertisements, whether visual or written, so that customers can verify them.
Apply for the permit before the campaign is designed, and leave room for the code in every format. Rules change and other emirates have their own, so confirm the current requirement with the regulator or your compliance lead.
Treat the developer’s approved material as the source for prices, sizes and dates, and note when it was last checked. Avoid promising a rental yield or a resale price. A buyer who later feels misled will not recommend the agent who misled them.
Ask what the agent needs
The form should collect enough for a productive first call. Usually that means the project or area, the type of home, a budget range, whether the purchase is to live in or to invest, and when the buyer hopes to move. Ask which language and which channel they prefer. Some buyers would sooner receive a message than a call from an unknown number.
Keep everything else for the conversation. Each extra field is a reason to stop, and an agent can ask about financing once they are talking.
Carry the context with the enquiry. The page the visitor was reading and the campaign that brought them should arrive with the message, so the agent does not open by asking what the buyer already told the website.
Route every enquiry to an owner
Decide the rules before the campaign starts. An enquiry can be assigned by project, by area, by language or by who is available, with a named fallback when no rule matches. The assigned agent should receive a task with a deadline as well as a notification.
Agree what happens to a duplicate. The same buyer may enquire about three projects in one evening, and three agents phoning in turn is a poor first impression. One record with three interests is better.
We covered the mechanics, including what to do when the CRM is unavailable, in connecting your website and CRM.
Measure as far as the viewing
A campaign that produces two hundred forms and four viewings is weaker than one that produces forty forms and ten. You can only see that if the stages after the form are recorded: contacted, qualified, viewing booked, reservation.
Google Analytics documents separate lead events for a generated, a qualified and a converted lead. Define each stage with the sales team and record why an enquiry was unsuitable. Wrong budget, wrong area and no answer call for three different fixes.
How we help property teams
Five of our published projects are in real estate. OWRealty combined a brand identity with Meta and Google campaigns and an amoCRM setup for off-plan sales, including lead routing and conversion tracking. For D and B Properties the scope was a campaign audit, landing pages, conversion tracking and conversion rate optimisation. F and C Properties involved a website redesign with retargeting and call tracking. Empire City needed a website for a group of property companies, with local search and a CRM integration.
- Send an enquiry about one project from a phone, out of hours.
- Time how long it takes for a person to reply.
- Check whether they know which project you asked about.
- Send a second enquiry and see whether it joins the first record.
Our real estate services and property websites describe the work in more detail.
