1. phrases like everyone else's
«comfort», «coziness», «modern living», «the best location». these words are on every other complex's site, so people simply don't notice them. instead of generic words you need specific facts: how many minutes to the centre, how high the ceilings are, the price per metre.
2. the first screen gives no answer
a person from an ad has to understand in a few seconds what it is, where and how much it costs. if the first screen is about «the largest project» and not about what the buyer gets, they close the tab. an example of such a breakdown is in the goro mountain resort case.
3. no prices
price is the main factor for 89% of new-build buyers (an olx real estate survey). when prices are hidden «on request», some people decide it's expensive and don't write. showing at least «from» is almost always better than nothing.
4. weak offers
«5% off» or «offer ends this month» doesn't answer why to buy here. a strong offer explains the benefit: for an investment property, for example, that's the income model and protection of the investment, not just «a great price».
5. inaccuracies and gaps in logic
different prices on the site and in the ads, a promise of «completion this year» next to an old construction update, a yield percentage with no explanation of what it's calculated from. every such detail undermines trust, and without trust nobody buys an apartment.
6. the wrong order
the site asks to «leave a request» twice before the person understands what's on offer. or the advantages come after the form. the order of blocks should follow the buyer's thoughts: what is it, is it for me, why here, can i trust it, how do i buy.
7. the ads and the site say different things
the ad says «an apartment with a terrace from $40,000», and the site says nothing about terraces and shows no price. the person feels cheated. the site and the ads should say the same thing, which is why i always stay in touch with the client's ads specialist.
8. nobody knows what works
if a request isn't saved together with its source, there's no way to tell which ads bring buyers. you need the pixel, lead events and campaign tags. without them decisions are made at random.
9. the site loads slowly
most people come from social media ads, meaning from a phone. according to google, 53% of mobile site visitors leave if a page takes longer than three seconds to load. heavy renders, unoptimised video and a dozen scripts can eat half the ad budget before a person even sees the first screen.
what to do
start with a breakdown: look at the site through the eyes of a buyer from an ad, find the weak spots and the strengths you don't use. sometimes reworking a few screens is enough, sometimes a new site is simpler. that's how i work with every project: i dive into the product, find the strengths, patch the weak spots and build the site from the ad offer to the request.
already have a site but few leads? send me the link, i'll look at what stops people from leaving a request.
get a price estimatefaq
why does a residential complex website get few leads when the ads work?
most often because of generic phrases instead of specifics, no prices, weak offers, inaccuracies in the copy, the wrong order of blocks, a mismatch between the ads and the site and slow loading on a phone.
can an old site be improved instead of building a new one?
yes. first look at what works on the site and what gets in the way. sometimes reworking a few screens is enough, sometimes a new site is the better deal.
how do you know which ads bring buyers?
every request should be saved with its source: the campaign, the ad, the tags. that's what the pixel and lead events are set up for.