International buyers for
luxury off-plan.
Developers drown in lead counts while sales directors ask what marketing actually sold. I build the other kind of demand engine: measured on cost of sale, localized per buyer market, and wired straight into brokers, events and telesales.
Why off-plan is
a different game.
A stranger on another continent is being asked to buy a property that does not exist yet. Ecommerce playbooks collapse under that sentence. Three things change.
The buyer is global
Buyers sit in seventy-plus markets with different languages, media habits and trust signals. One generic campaign reaches everyone and convinces no one.
People close the sale
Brokers, events and telesales do the convincing; digital fills and warms their pipeline. Marketing that ignores the human channels just buys expensive introductions.
Lead counts lie
Ten thousand leads mean nothing if none of them sign. The only honest metric is cost of sale: marketing cost as a share of booked sales value.
Four moves, in order.
The sequence that took digital from 6% to 14% of group sales at DAMAC while cost of sale fell to 1.4%.
Price the funnel honestly
Rebuild attribution so digital claims, and is held to, booked sales. Cost of sale becomes the operating metric for every team, including telesales.
Localize per buyer market
Market-specific media, multi-lingual landing experiences and creative tuned to how buyers in each country actually decide. Seventy-plus markets, not one campaign.
Turn events into pipeline
Investor and broker events engineered as conversion systems, with event-to-digital funnels and CRM automation that keep working after the guests fly home.
Wire in telesales and CRM
Team, scripts, KPIs and workflows built so the follow-up engine converts what marketing feeds it, on the same KPI line as media.
Cost of sale runs the funnel
When the whole funnel answers to marketing cost as a share of booked sales, the internal arguments end and the compounding starts. At DAMAC that number went from 4.0% to 1.8% in six months, and to 1.4% by the first quarter of 2024.
Seventy-plus markets, one system
Buyer campaigns ran from Dubai into the CIS region, Europe, Asia and Australia, with priority programs in the UK, Russia, India, Germany and Switzerland. Localized creative and landing journeys per market, one measurement system underneath.
Two developers, in detail.
Building Digital Into a Major Group Sales Channel
Attribution rebuilt, international demand re-tuned for buyer quality, and digital, performance and telesales run against one revenue KPI set.
Building a Destination-Led Luxury Property Revenue Engine
The World Islands and the voco Monaco Dubai hotel: HNWI programs, broker activation, investor events and a telesales channel built from zero.
“Developers don’t need more leads. They need a measurement system honest enough to buy fewer, better ones.”
Asked by every developer.
Do you replace our brokers and agencies?
No. Brokers close deals and agencies buy media; the engine makes both more productive. Broker activation is part of the system, and agencies get held to cost of sale instead of lead counts.
How do you measure success?
One number above all: marketing cost as a share of booked sales value. Everything else, leads, meetings, event attendance, is diagnostic, not the goal.
Which buyer markets can you run?
Campaigns I led reached more than seventy markets across the CIS, Europe, Asia and Australia, with deep priority programs in the UK, Russia, India, Germany and Switzerland.
Launches only, or always-on?
Both, and they feed each other. Launches create spikes; the always-on engine keeps cost of sale falling between them. The system is designed so a launch is a surge, not a scramble.
Launching a project?
Tell me the project, the buyer markets you care about, and what your funnel looks like today. The first deliverable is a funnel review from first ad to signed SPA.