How BuyHomesUK Acquired Higher-Intent Leads at 50% Lower Cost by Translating Sales Insights into Communication
Background
BuyHomesUK is a real estate brokerage and property aggregator specialising in residential and commercial properties across the UAE. The company markets both off-plan and ready properties to domestic buyers, expatriates, and international investors, particularly from the UAE, India, and the UK.
Paid advertising was used as the primary customer acquisition channel, with the objective of delivering a consistent volume of qualified property enquiries for the sales team while maintaining a sustainable cost per lead.
The Challenge
BuyHomesUK’s acquisition strategy relied on Meta Advantage+ Catalogue Ads to promote its entire property inventory through a single catalogue. Different property categories, including residential and commercial, rentals and sales, and luxury and affordable listings, were all served from a single unsegmented product set to buyers with diverse property requirements.
As a result, prospective buyers were frequently shown listings that did not match what they were looking for. This reduced the relevance of the advertising and limited the campaign’s ability to attract high-intent enquiries.
Alongside this, a separate top-of-funnel campaign promoted registrations for a property expo. While it generated enquiries at a relatively low cost, most represented early-stage interest rather than active purchase intent. Although lead volume increased, the sales team spent considerable time qualifying prospects who were still early in their buying journey.
The Approach
The communication strategy was redesigned to align with buyer demand. The ad messaging was shifted to focus on the project offerings generating the strongest buyer demand, as identified through sales team insights. This allowed the ads to communicate a more relevant value proposition, resulting in higher lead volume and improved lead quality.
Subsequent sales feedback was used to further improve lead quality. Audience targeting was narrowed to UHNI neighbourhoods across India and the UAE, while a budget qualification question and SMS verification were added to the lead form.
Results & Impact
Following the shift to project-specific communication and the subsequent refinements to targeting and the lead form, cost per lead reduced by 57%, while the sales team reported a significant improvement in lead quality.
Cost per lead
-57%
Total leads
+180%
Cost per lead (AED)
Total leads