Search in their own language
The hardest enquiry to earn and the best of all: they arrive looking for exactly what you sell. It is slow to build and it does not switch off.
The demand
Enquiries that arrive with their source attached
Acquisition is not piling up form submissions. It is bringing the right buyer in, in their own language, and being able to say at the end of the month where each one came from and what it really cost.
The timing
Decided in winter, signed in summer
The northern European buyer starts looking when the weather at home is at its worst, months before boarding a plane. By the time they travel they already carry a shortlist built from the sofa, and they almost never add anything new during the trip.
From that comes the calendar rule that changes results most: serious acquisition runs out of season, not during the viewing season. A great many developments invest exactly the other way round, and reach the market when the shortlist is already closed.
The channels
How a foreign buyer actually arrives
Each channel brings a different enquiry and costs different money. The point is not to use them all: it is to know which one brings yours.
Search campaigns
Segmented by country and intent, live during the decision season. The advertising account is in your name and the media budget is always separate from the fee.
Segmented social campaigns
They serve the phase where the buyer is not yet searching with words but can be convinced by an image. They bring volume, and the volume has to be filtered properly.
The downloadable sheet
The PDF per house type is the best filter there is: somebody who downloads a dimensioned plan with the specification is closer than somebody asking for information in general.
Attribution, drawn out
What you know about an enquiry when it lands
Both enquiries are the same person and arrive on the same Tuesday. The difference is everything you know before you pick up the phone.
Without measurement
- Sees an advert somewhere
- Reaches the site by some route
- An email arrives: hello, information please
At the end of the month there are enquiries and there is an invoice, but nobody can say which channel brought them. Next month budget is split out of habit.
With measurement
- Advert tagged by country and language
- Landing page identified
- Form with its source attached
- Alert to the sales team with the full record
Your salesperson picks up knowing which country they are in, which language to write in, which house type they were looking at and which campaign brought them.
The measurement
How an enquiry gets tied to its source
- 01
Every contact route identified
Form, WhatsApp and phone each carry their own tag. A WhatsApp arriving from a house type page is not the same enquiry as one from the home page, and it is worth being able to tell them apart.
- 02
The source travels with the enquiry
Country, language, campaign and landing page stay attached to the enquiry from the first click to the alert your salesperson receives.
- 03
The useful conversion is defined in advance
A submitted form is not a sale. We agree what counts as a useful enquiry, a reply, a call held, a viewing booked, and measure that rather than impressions.
- 04
A monthly report with the real cost
How many enquiries came in per channel, how many were useful and what each one really cost. With that number the following month is decided in ten minutes.
- 05
Consent and clean data
Measurement is built respecting visitor consent. Tracking that ignores it is a legal risk that no amount of data makes worthwhile.
The pieces
What the infrastructure is made of
Each piece can be read on its own, but they only work together: a website without languages reaches nobody abroad, and acquisition without measurement cannot be corrected.
Marketing for developers
What a developer needs that a generalist agency rarely understands: the cycle of a scheme, the off plan phase and the sales team.
The development website
The central asset. Why the development website is not the developer corporate site, and what goes inside it.
International property marketing
Multilingual structure, hreflang and international SEO, so you compete in the buyer home country and not only in Spain.
Social media and community
Content, publishing and community management for the development: who answers the messages, in which tone and how fast.
The international buyer
Who buys, from where, in which language and at what point in the year they start looking.
Digital marketing of new build
The page that explains the whole thing: the borrowed channel problem and how an owned one is built.
Questions
About acquisition
Do you guarantee a number of enquiries?
No. Anyone guaranteeing one without knowing the product, the price and the municipality is selling a figure, not a piece of work. What is committed to is the method, the measurement and the transparency about what comes in.
Is the advertising budget included?
No, and it always stays separate and in your name. It is paid directly to Google or Meta from the developer account. Mixing fees and media is exactly what makes it impossible to know what an enquiry really costs.
Who answers the enquiries?
Your sales team. We make sure they arrive, arrive in their own language and arrive with their source recorded. Response speed is yours, and it is the factor that weighs most on the outcome.
Does this work if we mostly sell to Spanish buyers?
Yes, with a different split. In Murcia city or in Elche the resident buyer weighs heavily and acquisition looks more like Spanish language search and local reputation than like an international campaign.
Let us see where your enquiries come from today
If that question cannot be answered today, we already know where to start. And if it can, the conversation is even shorter.