02 / Case study
From content click to qualified conversation
Optimization strategy for a better consumer and sales team experience
The challenge
Property-content campaigns generated leads, but gated useful information too early and gave agents too little context.
Context
Consumers were asked to provide contact information before seeing meaningful property basics. The flow created friction while handing agents names without enough signal about intent or fit.
Strategic insight
Goal: Not only to optimize for quantity of form fills, but to create a better experience for the consumer and more useful information for sales.
What changed
New Flow.
- 01
Give price range, beds/baths, square footage and neighborhood first
- 02
Ask users to actively request the full listing
- 03
Capture leads after value and intent are established
- 04
Follow up from the brand with one lightweight fit question
- 05
Continue useful nurture until agent communication takes over
How the system worked
Visual evidence
The work, in context.
Documented outcomes
Nearly 800 MQLs in 2026
A more useful handoff from brand to agent
What I’d do next
Keep learning from response patterns to improve segmentation without adding consumer friction.