Property developer case study in Poland: 2,400 leads, 96 sales and 720% ROAS in 12 months

About the client and the goal

A mid-market developer with two complexes under construction (apartments at €140,000-260,000). Before working with us, the client sent traffic to a generic landing page. Leads came in, but quality was low: lots of “just curious” inquiries, the sales team got buried in off-target leads, and real buyers got lost.

Metrics before we started: a CPL of €22-28, but lead-to-sale conversion below 1.5% and a long, unmanaged cycle. The goals:

• Improve lead quality through qualification
• Raise lead-to-sale conversion to 3%+
• Build a managed long-term nurturing flow (2-6 months)
• Reach 6-10 sales a month from ads

Final numbers over 12 months

The core principle: in real estate, long-term nurturing wins

Real estate isn't an impulse purchase. The sales cycle is 2-6 months, mistakes are extremely costly, and buyers compare 5-10 options. Trying to “close fast” kills the deal. We built a system where 80% of sales closed after 2-6 months of well-run nurturing, not in the first week.

Two pillars: strict qualification at entry (so nurturing isn't wasted on off-target leads) and long content nurturing of warm leads.

The funnel: from the complex's ad to the sale

1. Ads for a specific complex with price and mortgage: “2-room 54 m² from €165,000, mortgage from €640/month, completion Q2 2027”
2. Qualification: budget, purpose (to live in / invest), payment method (mortgage / cash), purchase timeline
3. Hot (ready in 1-2 months): straight to a sales rep and a viewing
4. Warm: into long content nurturing for 2-6 months
5. Working with a mortgage broker: pre-approval removes the main barrier
6. Viewing the showroom and construction site: an emotional connection
7. Retargeting tied to construction milestones, new floor plans and promotions

“Real estate is the most patient business in marketing. You can't push a deal through here; you can only guide it well. Someone buying a €185,000 apartment doesn't decide in a day. They mull it over for months, talk it through with family, run the mortgage numbers and look at competitors. Our job wasn't to push but to be there the whole way: showing construction progress, easing fears, helping with the mortgage. 80% of our sales closed after 2-6 months, and it was long-term nurturing that delivered a 720% ROAS.” — Natalia Maslakova, founder of MAS Project

Qualification: how we filtered out off-target leads

Qualifying in the first few minutes is the foundation. We split all leads into 3 segments:

• Hot (budget in place, buying within 1-2 months): straight to a sales rep and a viewing
• Warm (genuine interest, but the decision is still forming): into long content nurturing
• Cold / off-target (no budget, just browsing): minimal touch, cheap retargeting

Creatives: specifics and trust

Creative format	Result	Comment
Video tour of an apartment/showroom	+95% leads	A walk through the layout, the view from the window
An offer with price and mortgage	Best CPL for quality	Filters by budget at entry
Construction progress + neighborhood	Eases the fear of a stalled project	Trust in the developer
Review from a real buyer	High trust	Critical for a big purchase
Pretty 3D renders with no price	Cheap but off-target clicks	Don't convert into sales

Targeting: location + buyer segments

• Geo: the complex's city + suburbs + the wider region (people are willing to “move” from the region for an apartment)
• Age: 28-55 (core 32-48: families with savings)
• Gender: 50/50, but it's often a family decision
• Languages: Polish + Ukrainian + Russian (the diaspora actively buys property in Poland)
• Interests: real estate, mortgages, competing developers, finishing and renovation
• Life Events: recently married, new baby (a trigger to upsize)
• Budget segments: separate campaigns for 1-room, 2-room and 3-room apartments at different prices
• Lookalike: based on actual buyers (not leads)

Long-term nurturing: 2-6 months of content

The main asset of this case is the warm-lead nurturing system:

• Construction progress: monthly progress videos (“your home is growing”) that ease the fear of a stalled project
• Floor plans and views: newly available apartments matching the client's criteria
• Neighborhood infrastructure: schools, parks, transport, shops
• Mortgage content: how to get approved, payment calculations, government programs
• Promotions and special terms: discounts on certain floors, a free parking space
• Viewings: invitations to the showroom and construction site with dates

Nurturing ran through retargeting + segmented WhatsApp broadcasts. It drove the bulk of sales: 80% closed after 2-6 months.

Working with mortgages: removing the main barrier

The main obstacle to buying an apartment is “will my mortgage be approved?” We built mortgage brokers into the funnel:

• Preliminary affordability assessment at the qualification stage
• Partnerships with 3 banks and a broker: pre-approval before the viewing
• Content on government home-buying support programs
• 61% of all sales involved a mortgage; without working on it, we would have lost more than half of buyers

3 key takeaways

1. In real estate, long-term nurturing wins: 80% of sales closed after 2-6 months, so don't push for a quick sale
2. Qualifying at entry saves resources: filtering out off-target leads lets you invest nurturing only in real buyers
3. Working with mortgages is critical: 61% of sales involved a mortgage, and without removing this barrier you lose half your buyers