Overview
CBRE is the global leader in commercial real estate services and investments, providing services, insights, and data across every dimension of the industry, offering solutions for clients of all sizes, sectors, and geographies.
Transitioning to a Two-Stage Lead Generation Model:
As time passed, audience interest and ad creatives began to wane. To counter this, we implemented regular campaign refreshes—a crucial step in engaging our target demographic. In the latter part of summer, we revamped our strategies: fine-tuning campaigns, tweaking audience interests, refining our creative approach, and adjusting our tone. Additionally, we sought out fresh audiences to identify prospects interested in purchasing real estate, expanding our reach based on their interests. This initiative led to a two-stage advertising approach:
1. During the initial phase
We identified potential buyers on social media, leveraging their interests to encourage visits to our website.
Subsequently, we employed pixel tracking to monitor user behavior. Alongside targeted ads, website traffic was driven by contextual ads, search engines, and recommendation systems—all while tracking visitor engagement. The website acted as a sieve, identifying individuals with a genuine interest in real estate investment.
2. Moving to the second phase:
We targeted an audience similar to website visitors, inviting them to complete a lead form for further details.
As the campaign progressed, we introduced a third stage. We amassed a pool of users who opened but didn’t fill out the form. Recognizing potential barriers, we speculated that the form might deter some customers. To address this, we experimented with offering an alternative communication channel—live chat—for the first time. Additionally, we expanded this audience through Lookalike mechanics, targeting individuals who exhibited a strong interest in our offering. This new audience emerged as our most fruitful source of leads.