Insights · Category
Sales & Marketing
Each of these pieces argues against a habit that is widely used and unhelpful — cost per lead as a governing metric, marketing budgets set as a percentage of revenue, site experience treated as an afterthought.
Aug 2026
Cost per lead is the wrong metric, and it is making projects worse
Any competent media buyer can halve your cost per lead in a week. They will do it by buying worse traffic, and your site visits will not move.
Jul 2026
Where real estate funnels leak — and what each leak costs
Spending harder on a leaking funnel scales the loss. Most residential projects lose more value between enquiry and site visit than they lose to competitors.
Jul 2026
The site visit decides the sale
A project's most expensive medium is not its media plan. It is the ninety metres between the gate and the show unit, and most developers under-invest in it dramatically.
Jun 2026
Building a channel partner network that does not disengage
Networks do not disengage because commissions are too low. They disengage because payouts are unpredictable, ownership rules are arbitrary, and rate cards differ from partner to partner.
May 2026
How to build a real estate marketing budget backwards
A marketing budget set as a percentage of projected revenue is a number with no relationship to what generating those sales actually costs.
The first decision
Let's start before the building.
Send us the site, the scheme or the stalled inventory. We will tell you what we think — including when the answer is not to proceed.