Case study · Property development
Selling 62% of a new development before ground-breaking
01
The challenge
Harrow Property Group was launching The Ashford, a 140-unit residential development in Pretoria East, into a cautious market.
Previous launches had relied on property portals and show-day signage. They produced plenty of enquiries, but very few came from buyers who were pre-qualified for a bond — and the sales team was spending most of its time on dead ends.
02
Our approach
Defined the ideal buyer
Built audiences around first-time buyers and young families within commuting distance, using income and life-stage signals.
Qualified leads at the source
Used instant forms with questions on budget, timeline and bond pre-approval, so sales only called serious buyers.
Connected ads to the CRM
Fed lead quality back into Meta and Google so the algorithms learned to find more of the buyers who actually signed.
Told the story on video
Produced 3D walkthroughs and lifestyle edits for YouTube and Reels to build desire ahead of the launch weekend.
03
The results
The campaign delivered 1,240 qualified leads at R142 each. By the time construction began, 87 of the 140 units had been sold off-plan — giving Harrow the pre-sales it needed to secure development funding on schedule.
“Our sales team said these were the best-qualified leads they’d ever worked with. The campaign paid for itself many times over before we broke ground.”
Sales & Marketing Director, Harrow Property Group
Services delivered
Driving 2,100 new memberships across five Gauteng clubs
Built for ambitious brands
Want results like these?
Tell us where your business is today and where you want it to be. We’ll show you how paid media can close the gap.