29:06Sector · Real Estate Development
BTL marketing forreal estatemore leads and sales
From the sales room to closing, fully traceable
Selling a home is not selling a product: it is guiding the biggest financial decision a family makes. We build experiences in the sales room and on the street that generate real leads, not inflated databases.
What we do in this sector
How we work
BTL activations in real estate development: how we work.
The problem with real estate leads
Many housing campaigns measure success by how many forms people filled in. The result is familiar: large databases, sales advisors calling people who do not meet the credit profile, and a cost per sale nobody can calculate. In real estate marketing what matters is not how many contacts come in, but how many reach the sales room and how many end with a unit reserved.
What we do for housing projects
- Sales room activations so the first visit is an experience rather than a box-ticking tour.
- Travelling showrooms and lead capture points in malls, companies and the project's catchment area.
- Project launches and events for buyers and investors.
- Presence at housing fairs with a stand, a capture mechanic and on-site qualification.
- Lead handover to the sales team with the information it needs to follow up.
How we qualify a lead on site
The promoter does not just ask for a name and a phone number. With a few questions they find out whether the person is buying to live or to invest, when they plan to buy, whether they have pre-approved credit, severance savings or subsidies, and whether the project fits what they are looking for. The sales team receives fewer contacts, but ones far more likely to turn into a booked visit.
What we measure
Lead traceability is the core of the operation: contacts captured, contacts that match the profile, visits booked, visits completed and closes. That funnel gives the cost per qualified lead and per visit, and shows which capture points and messages deserve more investment.
Affordable housing, mid-to-high end and investors
Each segment activates differently. Affordable-housing buyers need to resolve their questions about subsidies, credit and down payment in person, and that is where experiential marketing has a clear edge over digital ads. In mid-to-high-end housing and investor projects, the project experience, expected appreciation and support through the decision matter more.
Where we operate
Contraste is based in Medellín and runs activations for developers and housing projects in Bogotá, Cali, Barranquilla and other Colombian cities. The agency's V-Podcast has episodes on the Colombian real estate market, appreciation and property investment.
V-Podcast
Conversations from this sector
Frequently asked
What people
ask us most.
How do you measure a real estate activation?+
By qualified leads, not by volume of contacts. We record how many people left their details, how many matched the credit profile and how many booked a visit to the project.
Does BTL work for affordable housing projects?+
Yes, and it usually performs better than in the high-end segment: affordable-housing buyers need to resolve subsidy and credit questions face to face, and that is exactly where experiential marketing works.
What is a qualified real estate lead?+
A contact who, besides leaving their details, meets the conditions to buy: the intent and timing, the credit or payment capacity and a real interest in that type of project. One qualified lead is worth more than many contacts without the profile, because it is the one that ends up booking a visit.
Which activations work in a sales room?+
The ones that turn the visit into an experience: a personal welcome, a guided tour of the show apartment, a space to resolve credit and subsidy questions, and activities for the family so the buyer can stay longer. The first visit is the one that weighs most in the close.
Do housing fairs generate sales?+
Yes, if you arrive with an on-site capture and qualification mechanic and a follow-up process agreed with the sales team. Without that, a fair produces many contacts and few visits. What gets measured is how many stand visitors end up booking a visit to the project.
Does Contraste work with developers outside Medellín?+
Yes. The agency is based in Medellín and runs real estate activations, project launches and housing fair stands in Bogotá, Cali, Barranquilla and other Colombian cities.
Other sectors
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Shall we activate your brand in real estate development?
30 minutes to understand your goal and tell you whether we can help. No corporate deck involved.