Reduction in spam leads from 700+ junk leads/month to a qualified pipeline in 60 days

The Challenge

Park NX is a commercial project by Ginni Realty offering office space, retail and investment-grade property. Its campaigns were producing 700+ leads a month, but almost none were real. The sales team spent its days chasing contacts who never answered, while genuine buyers waited.

The campaigns had no quality filter, the landing page was weak, and a crowded commercial market made it harder still. Park NX didn't come to us for more leads. It came for the right ones.

Our Strategy

We optimised for qualified buyers, not lead volume. That meant accepting fewer leads in exchange for better ones, and judging campaigns on sales conversations, not form fills. Every part of the funnel was redesigned around that goal: who sees the ad, what the page says and who is shut out.

What We Did

• Landing page CRO. We rebuilt the landing page to explain the investment case clearly and qualify visitors before they enquire.

• Audience segmentation by buyer persona. Separate audiences for office buyers, retail tenants and investors, each with its own message.

• Quality-over-quantity campaign strategy. Campaigns were set up to reward qualified enquiries, not cheap form fills.

• Aggressive negative keywords and audience exclusions. We filtered out searches and audiences that kept producing junk leads.

Results

• Spam leads: Down 85%

• Landing page form-fill rate: 10%

• Time to transform the pipeline: 60 days

In 60 days the pipeline went from 700+ mostly junk leads a month to a qualified one, with 85% fewer spam leads. The rebuilt landing page converts 10% of visitors into enquiries, so the sales team now spends its time on buyers who answer.