The client is a developer of comfort-class residential districts in a city of over a million people: three properties actively on sale, sold by an in-house sales team and broker partners. Before our work, the website was little more than a brochure: a master plan, render photos and PDF floor plans; ads led to the homepage, and the only “Leave your phone number” form collected everything indiscriminately. Leads were copied into the CRM by hand, with delays and losses, and were not qualified at all. Marketing could not answer a simple question: how much does a deal from each channel cost? The project began after a quarter in which the online ad budget doubled but the number of website deals did not.
Turn a brochure website into a sales tool:
interactive apartment selection instead of PDFs, a funnel that qualifies visitors before a manager calls, automatic CRM hand-off of each lead with its source and answers, and end-to-end analytics from ad click to deal. The hard constraint was to keep the sales team running: the switch to the new setup had to happen without pausing ad campaigns.
We started with data, not design: mapped the funnel from click to deal, exported a year of CRM history and asked managers which details they needed in a lead. Their answers shaped the entire architecture.
- Audited the customer journey and data: mapped the funnel from ad click to deal, analysed why calls were “empty”, and interviewed managers to find the five quiz questions that genuinely save time on the first call.
- Designed interactive apartment search with filters for phase, area, floor and view, plus an interactive availability grid with live lot statuses pulled from the CRM—in place of a static PDF that went out of date every week.
- Built a six-step quiz funnel covering budget, purchase timing, household, finish, payment method and a contact for the results. Each step has a progress bar and transparent logic: answers immediately shape the final selection.
- Added a mortgage calculator with partner-bank programmes: the estimated payment for a selected lot shows whether the purchase is realistic and makes visitors more willing to leave their contact details.
- Integrated the CRM: each lead creates a deal with its UTM tag, source, quiz answers and selected lot; duplicates and bots are filtered automatically, and the manager receives a ready-to-use record.
- Set up end-to-end analytics: linking ad accounts, the site and CRM provides cost-per-lead and cost-per-deal reports for every channel, so marketing can see for the first time where the budget actually goes.
- Ran a series of A/B tests—quiz versus “Call me back” form, when to show the form and button copy—and kept the setup that produces the most qualified contacts, not simply the most leads.
The key decision was to keep the funnel honest: we do not hide the quiz result behind a form. We show a selection of lots first, then ask for contact details to send the “full calculation”. This formally reduces the number of contacts, but each one knows what they want. We deliberately optimized for qualification, not volume: the absolute number of leads grew only a little, but deals per thousand visits rose by 27%, and managers no longer spent their shifts calling people who asked, “What do you even have?”
The project paid off quickly: on the same ad budget, sales began receiving three times as many leads with a known budget and purchase timeframe, while the cost of a website deal fell by a third. The integration eliminated a distinct source of loss—leads previously lost in back-and-forth between the site and CRM. Now every deal is created automatically and visible to management in real time. End-to-end analytics also reallocated the budget: two channels that looked respectable by clicks proved unprofitable at the deal level, so their spend moved to channels with proven returns.
| Metric | Result |
|---|---|
| Visit-to-lead conversion | 1.1% → 3.4% |
| Cost per qualified lead | −41% |
| Lead-to-deal conversion | +27% |
| Time for a lead to appear in the CRM | Up to a day, entered manually → Instant, automatic |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
- visit-to-lead conversion (was 1.1%)
- 3.4%
- cost of a qualified lead
- −41%
- lead-to-deal conversion
- +27%
- of leads reach the CRM automatically
- 100%
- 01Ad click
- 02Quiz6 steps
- 03Lot selection
- 04Contactfor the full calculation
- 05Lead in CRMwith UTM and quiz answers
- Budget
- Purchase timing
- Household
- Finishing
- Payment method
- Contact
The next growth opportunities we see:
- Online lot reservations with a deposit—the next level of self-service: reserve in five minutes without visiting the sales office.
- A resident account for buyers, with documents, payments and construction progress, to reduce support workload during the build.
- GEO visibility: structured facts about the districts, schools and infrastructure so AI assistants can accurately mention the developer’s projects when people ask which residential complex to choose.
We used to buy calls. Now we buy conversations with people who have chosen a floor plan and know their mortgage payment. At the first meeting after launch, the managers asked, “Why are the leads so much better now?”
— Head of Sales at the Developer