Residential Property Growth Partner
Marketing for landed housing and cluster projects
Landed homes are bought by families comparing area, commute, monthly installment and the show unit. We market each cluster by area and price band, qualify buyers on WhatsApp and get the whole family to the show unit.
What makes landed housing sell differently
Most buyers start from an area and a budget, not from your project name.
Area beats project name
Buyers search for a home in an area and price band before they know your brand, so campaigns and pages are built around both.
The installment is the real price
Down payment, KPR tenor and monthly payment decide the shortlist more than the list price, so messages lead with what the buyer pays each month.
The show unit closes
Families decide together, usually at a weekend visit. Marketing has done its job when the right family arrives at the show unit.
Every cluster is a new launch
Townships release clusters and phases over years. Each release needs its own positioning, waitlist and launch push.
Buyers we qualify for you
End-user family
Needs to believe
The home fits the family, the commute and the schools, at an installment they can manage.
We ask early
Budget, monthly installment, move-in timeline
Upgrader
Needs to believe
The new home is a clear step up in space, area or status from where they live now.
We ask early
Current home, house type, whether they need to sell first
First-time buyer
Needs to believe
They can afford the down payment and qualify for KPR, and the area will hold its value.
We ask early
Income range, down payment ready, KPR pre-approval
How buyers search for a home
Searches combine an area, a price band and a feature. These are the patterns we build pages and ad groups around.
- rumah dijual di BSD
- cluster Bekasi di bawah 1 miliar
- rumah KPR DP ringan Tangerang
- rumah dekat stasiun KRL
- perumahan baru Cibubur
- townhouse Jakarta Selatan
Example search patterns, not keyword data for a specific project.
The funnel for a landed project
The order never changes. What changes is the message and the first question at each stage.
- 1
Position
Define the family the cluster is for and one reason it beats nearby projects, such as access, size or installment.
- 2
Attract
Meta campaigns by buyer segment, Google Ads and SEO on area and price searches, with installment-led creative.
- 3
Capture and qualify
One landing page per cluster and WhatsApp qualification on budget, KPR and timeline, including evenings and weekends.
- 4
Nurture and visit
Follow-up for buyers who are not ready yet, and visit booking with confirmation and reminders before the weekend.
- 5
Book and learn
Bookings tracked back to campaign and cluster, so budget moves to the buyers and house types that actually close.
Where landed projects lose buyers
"Price?" and silence
Buyers ask for the price, get a brochure and disappear. Replying with the installment and one qualifying question keeps the conversation going.
Weekend gaps
Inquiries peak in the evening and at weekends, when sales teams are off or busy with visitors.
Visits that do not show
Visits booked without a confirmation, location pin and reminder turn into empty weekend slots.
What we measure
Cost per qualified buyer
By cluster, house type and campaign, not cost per form fill.
Site-visit rate
Share of qualified buyers who visit the show unit.
Visit-to-booking rate
How many visits turn into a booking fee, by sales team and house type.
Cost per booking
Total marketing cost divided by bookings, the number owners care about.
Other residential segments
Apartments
Residential towers sold off-plan or ready, to end-users and investors at the same time, unit type by unit type.
Villas and branded residences
Lifestyle and investment properties, mainly in Bali, sold to buyers who live somewhere else.
Residential property overview
Markets, launch phases, buyer types and the developer teams we work with across every project type.
Where our experience comes from
Our track record so far is with SaaS and B2B companies such as CoHive, Peakflo and Fazpass. They are not property clients and we do not present them as property results. For residential projects we report on cost per qualified lead, site visits, bookings and unit absorption.
Read case studiesReady to build a better residential buyer pipeline?
Tell us about your cluster or township: location, house types, price range and current monthly inquiries. We will show where buyers drop off between campaign and show unit.