The situation
Ardıç Yapı develops residential projects in the upper-mid segment. The average apartment price is 6.5 million ₺.
Meta and Google ads were bringing in an average of 184 forms a month. The sales team couldn’t reach most of them, and of those they did reach, most were screened out as “the budget doesn’t fit”.
Sales closed per month: 2.
The problem
The form was too easy. Meta’s native form template was in use: name, phone and email filled in automatically. A person could submit the form in two seconds without properly reading what they were applying for.
The ad made the wrong promise. A generic message like “one step closer to your dream home” attracted everyone with an interest — the person with a 1 million budget and the one with 8 million alike.
Price appeared nowhere. That meant most incoming forms ended with someone learning the price and walking away.
No feedback flowed back from sales. The advertising side had no idea which forms were useful; only the number of forms was being reported.
What we did
Week 1 — We built the feedback loop. Three tags were added to the sales team’s CRM: cold, warm, sale. Those tags started flowing back to the advertising side weekly. For the first time it was possible to see which campaign produced which quality.
Week 2 — We deliberately made the form harder. Autofill was switched off. Three qualifying questions were added: budget range, when they plan to move, and whether they’ll use a mortgage.
The form completion rate fell, as expected. That was the intended drop.
Week 2 — We put the price in the ad. “From 5.9 million ₺” went into both the creative and the copy. People whose budget didn’t fit were filtered out before they clicked.
Weeks 3-7 — We changed the creative. Instead of renders, we used site progress videos, a walk around the neighbourhood and footage from a previously delivered project. The biggest objection in real estate is trust, and showing delivered work answers it directly.
Weeks 7-10 — We built a warm-lead audience. A lookalike audience was created from people who filled the form and were marked “warm” by the sales team. 45% of the budget was moved there.
The result
Forms fell from 184 to 126.
The number of people the sales team marked as “warm” rose from 11 to 34. Monthly closed sales rose from 2 to 6.
Ad cost per sale fell from 41,000₺ to 14,500₺.
What we learned
In businesses with a long sales cycle, the number of forms is a misleading metric. What should be measured is the number of conversations worth the sales team’s time.
Making a form harder feels counter-intuitive. But a form’s job isn’t to let everyone in — it’s to separate out the right person. If you don’t do the filtering in the form, the sales team does it on the phone, and that is far more expensive.