Real estate growth / Field guide

Stop mixing bad numbers with bad-fit buyers

Last updated 2026-10-03

A lead-quality audit for developers and channel partners.

Five buckets. Five different fixes.

A disconnected number is a contact-validity problem. A reachable person with the wrong budget is a fit problem. A buyer who does not answer yet is unresolved. A duplicate is a reporting issue. A qualified buyer who never gets a callback is a follow-up problem. Calling all five “fake leads” hides the work that needs doing.

Reconcile before you optimise

Export leads and CRM records for the same dates and timezone. Match the source lead ID first, then a normalized phone number where necessary. Keep repeat enquiries across projects visible. Name similarity alone cannot prove that two records belong to one person. Record dashboard totals, exported records, duplicates and unmatched records separately; investigate the gap before cutting spend.

Agree qualification with sales

Write down the project, price range, location fit, purchase timing and next step that make an enquiry qualified. Let sales choose “unknown” when a field is not confirmed. Review a small sample together so marketing and sales apply the same rule. Report qualified leads divided by all generated leads alongside the number still unresolved.

India and Dubai application

For Bangalore or Chennai, capture the preferred micro-market and realistic budget range without treating a language preference as buying intent. For Dubai, separate local viewing requests from overseas research enquiries and record a suitable contact timezone. Neither location nor nationality proves purchasing power.

Your weekly decision

If validity falls, inspect capture and delivery. If fit falls, review the offer and targeting message. If qualified buyers stall, inspect follow-up and visit arrangements. Compare cohorts only after they have had a similar amount of time to progress.

Download the planning worksheets (CSV) ↓