Residential developer · Colombo Strategy · Property
Client confidential · Full case study on request

A finished tower. A falling market. My plan to sell the last 40%.

A performance plan worked back from bookings, not clicks.

Sold ~60% To sell ~40% ~40% still to sell
60%+ of homes already sold: proof for the ads
5 buyer segments, each with its own message
<1% of sale value spent on media
90 days from setup to scale
01 · The situation

A large finished development. About 40% still to sell.

−15.2% Sri Lanka condo sales, Q1 2026
−12% asking price per sq ft, year on year
Resale units undercutting the developer on price
02 · What I found

The building is finished. That's the strongest story the ads can tell.

60%+ of homes sold: proof ready for the ads. Room to add a price, an offer and a reason to act now.

The proof is already built. The next ads can show it.

Illustrated pool deck
Pool deck
Illustrated kids' play area
Kids' play area
Illustrated residents' lounge
Residents' lounge
Illustrated finished towers
Finished towers
Illustrated garden terrace
Garden terrace
03 · The plan

Five buyers. Five reasons to buy.

Families nearby City-centre business owners Diaspora in the Gulf, UK, Australia Investors Overseas buyers from the region

Dark: priority segments, ~70% of budget in the first 90 days. Each gets its own creative, language and landing page.

One funnel, weighted to action Half the budget on the action stage
See it · 20% "Minutes to the city. Sunsets from home."
Trust it · 30% Resident stories, real-unit walkthroughs.
Act now · 50% Price-from, payment plan, book a viewing.
Illustrated location ad Illustrated lifestyle ad See it, in two creatives: prove the location, then sell the view.
Where the money goes Six channels, one funnel
Meta
Google Search
YouTube and Demand Gen
Property portals
Retargeting
Tests: TikTok, LinkedIn
04 · Working back from sales

I start with the sale, then price the clicks.

Try it. Drag any number and the whole plan re-prices.

Budget tier
Raw leads1,389
Qualified leads417
Site visits83
Bookings10
LKR 4.86M media a month
LKR 486k media cost per sale
0.65% of LKR 750M in sales

Media stays under 1% of the sale. The real risk is slow sales follow-up, so that's what I measure.

05 · Measure what sells

Optimise for site visits, not cheap form fills.

New Contacted Qualified Site visit Booking Sale
Every stage flows back to Meta and Google, so they learn what a buyer looks like.
Capped cost per qualified lead, set from the sale value
Capped cost per site visit, the main KPI
< 5 min first reply to every lead
06 · The first 90 days

Measure. Test. Then scale.

Weeks 1–2 Set up to measure Pixel, CAPI, GA4, CRM stages, segment landing pages.
Weeks 3–6 Find what converts 3–4 hooks per segment. Lead form vs WhatsApp. Diaspora pilot.
Weeks 7–12 Put money behind winners Optimise for visits. Add YouTube. Launch referrals.

What this says about how I work

I plan backwards from revenue bookings first, clicks last.
I fix measurement first before buying a single click.
I segment by buyer not by platform.
Also delivered Growth-plan video Reel concept October content calendar