Client Overview
Client: Confidential Real Estate Investment Firm
Industry: Real Estate Investment / Cash Home Buyers
Market: United States (Initial Campaign Targeting in 3 States)
Business Model: Lead generation for homeowners looking to sell properties directly to investors.
The client specialises in purchasing residential properties from homeowners who want to sell quickly, including distressed properties, inherited homes, foreclosure situations, and other motivated seller scenarios.
Business Challenge
Before working with SCORSH, the client faced several marketing challenges:
• Previous marketing agency failed to deliver quality leads
• Cost per lead was approximately $100, which was unsustainable
• Lead quality was extremely poor and most leads were not motivated sellers
• No proper targeting strategy for distressed property owners
• Weak lead qualification process
• No structured performance marketing framework
The client needed a system capable of generating motivated seller leads at a sustainable cost while improving lead quality.
Campaign Objective
Primary Goal
Generate motivated homeowner leads who are willing to sell properties directly to investors.
Secondary Goals
• Reduce cost per qualified lead
• Improve lead quality through filtering
• Increase appointment bookings for the acquisition team
Marketing Channels Implemented
To build a scalable lead generation system, we launched a multi-channel paid advertising strategy.
Meta Ads (Facebook & Instagram)
Lead generation campaigns using Facebook lead forms integrated with CRM automation.
Google Performance Max (PMAX)
Campaigns targeting seller intent through Google’s network.
Top-of-Funnel Brand Awareness
Ad Recall Lift campaigns to improve brand visibility and audience familiarity in target locations.
Campaign Strategy
Geographic Targeting
The campaigns initially focused on three US states.
Within these states, we built targeting segments based on county population and location clusters, allowing us to test performance across multiple geographic markets.
This structure will later allow scaling campaigns to additional states across the United States.
Audience Segmentation
Due to housing ad regulations, real estate campaigns fall under Special Ad Category rules, which limit age targeting.
To overcome this, segmentation was done through:
• Geographic clusters
• Messaging variations in ad creatives
• Different campaign structures targeting seller motivations
Lead Generation Funnel
The primary funnel was built using Facebook Lead Forms, integrated directly with the client’s CRM system.
The process includes:
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Facebook Lead Form submission
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Automatic lead sync with CRM
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Workflow automation triggering follow-ups
This ensured every lead was immediately captured and routed into the client’s acquisition pipeline.
CRM & Automation Setup
The entire lead management process was integrated into GoHighLevel (GHL).
Setup included:
• Meta Ads integration
• Google Ads integration
• Automated workflows for new leads
• Lead distribution to the client’s sales team
This eliminated manual lead handling and improved response time.
Lead Qualification System
To improve lead quality, we implemented pre-qualification filtering questions inside the lead forms.
The form included 4–5 targeted questions designed to identify motivated sellers, helping filter out low-intent leads before they entered the CRM.
This significantly improved the lead-to-appointment ratio.
Creative Strategy
The ad creatives focused on problem-based messaging targeting homeowner pain points.
Creative angles included:
• “Sell your house as-is” messaging
• Avoid costly repairs or agent commissions
• Fast property selling options
• Cash buyer positioning
These creatives resonated strongly with homeowners looking for quick and hassle-free property sales.
Advertising Budget
Meta Ads Budget: Approximately $60 per day
Google Ads Budget: $25–$30 per day
Despite the relatively small budget during the early phase, campaigns have already started generating qualified opportunities.
Early Campaign Results (First Month)
Within the first month of campaign launch:
Total Leads Generated: 46
Cost per Lead (Meta): $30
Cost per Lead (Google): $22
Qualified Lead Rate: ~10%
Appointments Booked: 4
Deals Currently in Pipeline: 3
Compared to the previous campaign cost of nearly $100 per lead, the new strategy significantly reduced acquisition cost while improving lead quality.
Key Outcome
By implementing structured targeting, automated lead management, and filtered lead forms, SCORSH helped the client establish a predictable motivated seller lead generation system.
The campaign is now positioned for further scaling as budgets increase and additional US markets are added.
Next Phase (Scaling Plan)
The next stage of growth will focus on:
• Expanding targeting to additional US states
• Introducing UGC-style ad creatives for stronger trust signals
• Scaling winning ad sets with higher budgets
• Increasing appointment booking rates through funnel optimisation
