Plan a Property Lead Campaign: A Mountain View Worked Example

Turn the project offer into an execution brief

Use Mountain View as a practical campaign-planning example: select a specific project, available units and an approved offer before writing ads. Start with the developer's official project information and confirm the inventory, payment terms and delivery status in the campaign brief.

Specify the project, unit, location, price, deposit, payment schedule, delivery status and offer approval date. Record who approves changes, supplies permitted imagery and receives inquiries. The brief should distinguish advertising spend, management fees and landing-page costs.

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Primary reference: Mountain View: official project information — checked 5 November 2026

Agree project fit before counting results

Define fit through the stated unit requirement, ability to meet the payment schedule and buying timeframe. Interest, successful contact and qualification are different stages. Use separate CRM statuses for duplicate, invalid contact, not yet reached, contacted, project fit, visit and contract.

Keep rejection reasons usable: an unanswered call does not establish an invalid phone number. A budget mismatch suggests a different action from a routing failure.

• Real estate lead scoring: project fit, routing and validation
• Connect Meta and Google Ads to CRM outcomes without confusing stages

Choose a capture route and a Platform role

Test a native form when the ad and form can explain the offer sufficiently. Use a website journey when the decision needs more detail, keeping the same offer, identity and clear mobile registration. Form availability and configuration are checked in the actual account.

Meta tests messaging and capture; Google Search addresses identifiable demand; TikTok and Snapchat need their own vertical creative and handover. Give YouTube or Display a defined discovery or re-engagement role rather than treating views as leads. Concentrate the initial test where the budget can support an interpretable review.

• Build a Meta Property Lead Campaign: Forms, Website and Lead Quality
• Plan Google Ads for Property Leads: Search Intent to CRM Quality
• TikTok Property Lead Campaigns: Video, Forms and CRM Quality
• Snapchat Property Lead Campaigns: Creative, Capture and Quality

Calculate CPL alongside project fit

Compare the two routes using the stated hypothetical EGP inputs below. A and B each spend 12,000. A receives 80 unique inquiries and 16 meet the criteria; B receives 40 and 18 meet them. Both use the same definitions and follow-up allowance.

CPL divides advertising spend by unique received inquiries. Advertising-only CPQL divides that spend by leads meeting project criteria. B has a higher registration cost and a lower CPQL. Visits, contracts and sales capacity still matter before expanding spend.

• Calculate CPQL using your own data

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Set the review boundary and the next decision

If management assumes an advertising-only CPQL ceiling of 800 EGP, the corresponding CPL ceiling is 800 multiplied by the fit rate: 160 at 20%, or 360 at 45%. This is a planning assumption, not proof of profitability. Broader acquisition costs and collections require their own review.

Define cohort dates and equal follow-up time, reconcile unique CRM receipts, and pause expansion when delivery or tracking fails. With valid data but weak fit, test one messaging, question or page change. Mature the outcomes before reallocating spend; a non-randomized comparison does not establish a causal winner.

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