Michelangelo Estate (UAE real estate): 4 clients, $350K average ticket, 60 investors

Context and task

Michelangelo Estate is an overseas real estate agency: UAE, Turkey, Northern Cyprus. The average deal ticket is hundreds of thousands of dollars, so the usual trouble with advertising in this niche is a stream of the “curious”: leads come in, brokers call, but there are no investors among them.

The task was framed not as “bring leads” but as “bring people ready to invest large sums”. The success metric — deals, not leads.

What we did

Lead form as a filter. Spent a week testing form variants and found the one that screens out unqualified leads before they reach a broker: the better the questions, the less time the sales team spends on “just asking”.

Creatives. Ran a series of offers and visual messages, kept the ones that bring adequate leads. We consider creatives 90% of an ad campaign’s success — which is why we do not show examples in this case.

Broker feedback as part of the loop. Throughout the engagement brokers rated the quality of every batch of leads — we saw in real time which offer brought investors and which brought the curious, and adjusted campaigns without waiting for the end of the month.

Results

The funnel from lead to deal:

• Leads — 292 at $23.40
• Qualified leads — 63 at $108.47
• Investors ready to invest from $120,000 within 90 days — 60
• Purchases within 60 days — 4 deals, cost per client $1,366.71

Ad budget — $6,833.56. At an average ticket of $350,000, four deals pay it back many times over.

Results from the ad account

Main period: 6 campaigns, $4,826.97 spend, lead from $17.31 to $24.82.

Second period: 4 campaigns, $1,925.26 spend. Together — the $6,833.56 budget from the results above.

Insights

• Creatives are 90% of success: in high-end overseas real estate they are the main lever of lead quality.
• The right lead form filters out the unqualified before the call — brokers work only with potential investors.
• Daily feedback from the sales team turns lead quality into a controllable parameter, not a lottery.