Gran Bia Real Estate
Fifty to ninety brokers, all needing the phone to ring.
The business
A Dubai brokerage of 50-99 people based in One by Omniyat, Business Bay, working across apartments, villas, office and retail space on a stated commitment to transparency and customer-centricity.
This site is no longer online.
The brief
A brokerage this size does not have a traffic problem. It has a lead-quality problem, multiplied by ninety agents.
What was in the way
- A brokerage of 50-99 agents does not have a traffic problem. It has a lead-quality problem, multiplied by ninety people.
- Every unqualified enquiry costs an agent an hour, so bad leads scale into a serious operational cost.
- Agents were receiving raw enquiries with no indication of development or budget, so nobody could prioritise.
- The ad promise and the enquiry form were describing two different people.
What I did
Built campaign structures per project
Off-plan campaigns organised by development so enquiries arrived already sorted by project and budget band before an agent ever saw them.
Filtered before the agent, not after
Qualification moved upstream into the funnel. Cutting the volume that wastes a team's day is worth more than adding volume that does.
Aligned the promise with the form
The ad and the enquiry page were rewritten to describe the same buyer, so the person who arrived matched the person the campaign had targeted.
Made lead quality the reported metric
Reporting shifted from enquiry count to qualified enquiry count, which is the only number that means anything at this headcount.
What changed
Delivered as part of the Outbox Agency portfolio.
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