Which development sold because of advertising — nobody knows
Campaigns are run by development, reporting arrives by channel. You can match them only by hand and only after the fact — when the budget decision has already been made.
01 — what this is
Advertising for every development — next to the contracts it brought
You count money by channel, sales happen by building, and the two have nowhere to meet. Otdacha pulls advertising, classifieds and calls to the sales office into one report for every development: how much was spent, how many leads came in, how many reached a reservation and an off-plan purchase agreement.
The demo is open by link — no sign-up, no salesperson. Three made-up developments, the data is generated.
- What people pay for
- For the company, not per user. The limit is the number of active developments in the subscription.
- What I need from you
- Read-only access to the ad accounts, call tracking and a deal export from the CRM.
- First report
- I'll build it on your data in 2 business days — free and without access.
02 — sound familiar?
Four places where the link between advertising and the contract breaks
Not one of them is fixed by another report from a contractor: three of the four are visible only from the developer's side.
A third of leads comes from offline and isn't measured at all
The building facade, outdoor advertising, BTL, radio — by industry estimates about a third of a developer's leads. All of them exist only as a phone call, and without a tracking number there's nothing to catch them with.
The mortgage objection went unanswered — and you can hear that only in the recording
A conversation in real estate is long, and the cost of a mistake in it is measured not in a lead but in a deal. And the recordings sit in the call tracking account, which nobody opens once the setup is done.
Cost per lead — ten dollars or a hundred?
The answer depends on what you count as a lead. As long as a raw request and a qualified contact sit in the same column, comparing channels is pointless: the cheapest one on paper easily turns out to be the most expensive per contract.
03 — what you see in the report
One screen with the developments standing side by side
Spend, leads and their cost — for every development, not for campaigns named something like “Instagram_new_2”.
Spend
$10,000
period plan $11,100
Leads
412
forms 189 · calls 174 · chats 49
Cost per lead
$24.3
qualified $38.7 · ad cost ratio 2.4%
Contracts
9
reservations 31 · reached the agreement 29%
| Residential development | Spend | Leads | Cost per lead | Agreements | Sales plan |
|---|---|---|---|---|---|
| Sezim Qala, phase 2 | $4,550 | 198 | $23.0 | 5 | 18 of 24 |
| Alatau City | $3,450 | 131 | $26.3 | 3 | 11 of 14 |
| Qazyna, sales launch | $2,000 | 83 | $24.1 | 1 | 4 of 9 |
The table scrolls sideways →
1 The numbers and names are made up, the structure is real. This is a fragment — the whole report opens in the demo: the call log with recordings, plan vs. actual for every development, the gallery of ads and the funnel down to the off-plan purchase agreement.
Every call to the sales office
Where it came from, who answered, who never got a call back and how long it took. The recording plays right in the report — no hunting for the conversation in the call tracking account.
Classifieds usually have no automatic export: requests arrive by email, calls go through their own tracking number. Solvable, but not with one click — on the first call I look at what you have set up.
Plan vs. actual for every development
Your media plan as it is: development, channel, format. Next to it — plan, actual, plan completion and pacing to the end of the month. It stops being assembled by hand.
The path to the contract, not to the request
Lead → qualified lead → visit to the sales office → reservation → mortgage or installment approval → off-plan purchase agreement. With the cost of every step and with ad spend as a share of contract value, not of the number of requests.
The stages here are yours: the funnel is shown the way deals are entered in your CRM. If something in it is missing for the link to advertising, I'll say so and suggest what to fix — before we sign an agreement.
04 — no promises
In development
Limitation
Not my territory
What I can't do yet — and I say it before we sign an agreement
In real estate the easiest thing to sell is a pretty number that doesn't add up later. So I name three limitations myself, on the first page, not at the third meeting.
Cohort accounting for a long deal
A new-build deal ripens over months, and tying “lead in August — contract in August” lies in both directions. For now I count exactly that way; with cohort accounting an August lead that reaches its contract in November would be credited to August.
I don't promise complete lead coverage
Chats on the classifieds and in WhatsApp don't make it into the report. I show the share of “source unknown” as its own row, so the size of the blind spot is visible right away, not in the second month.
I don't build the unit availability grid or booking
That's Profitbase, Macro and your CRM, and they have years of head start. Otdacha is a layer on top of them. I answer the question those systems don't have: which advertising brought these deals.
05 — data
A call list is your buyers' phone numbers. Here is what happens to them
This question comes from a lawyer, not a marketer, and it comes before you get to show the report. So I answer it before asking for anything.
For the free audit no access is needed: you send anonymized exports, the numbers can be hidden
From the CRM I read only the agreed fields: lead, source, status, date, amount
I hand over the list of fields in writing before onboarding
I don't store call recordings
We sign a service agreement and a personal data processing agreement. Who the data operator is, where the data physically sits and how soon it is deleted after termination — on the “How we work” page: show it to your lawyer before the first call, so the meeting isn't spent on it.
06 — how we start
We start with one development and one month
Not with a rollout across the whole company, but with a check: do the numbers add up at all, and is there anything there to fix.
Last-month audit
2 business days, free. I take one development: exports from the ad accounts, a list of calls and, if you have one, a deal export.
I'll send back one page of numbers, and we'll talk for half an hour. Access to your systems isn't needed at this step, and before the call you can simply open the demo.
Pilot on your data
I connect the ad accounts read-only, call tracking and the CRM, and set up the reference list of developments and the media plan. That's also when I pull history — as far back as your sources allow.
In the pilot you pay for work, not for a promise: scope, deadline and price are fixed in writing before the start.
After that — the normal routine
A short digest once a week, the report at the end of the month, a call review once a month.
Everything I do by hand is named on this page. When one of those becomes automatic, I'll write to you rather than quietly edit the site.
What it costs. I charge by the number of active developments; separate phases of one development are not billed separately. I name the price in dollars on the first call — the full one straight away, call tracking included. I'm not putting it on the site yet: the vertical is young, and publishing a price I'd have to change in two months is dishonest. And two answers up front: this is not a replacement for the agency, it's your own report on top of any contractor, and it's not a line in the media budget, it's a subscription to a system.
07 — where to start
Let's audit one development for last month
Free and without access. If your numbers turn out to show nothing to fix, I'll say so — that's cheaper for both sides than a pilot for the sake of a pilot.
I'll answer within one business day and send you the list of exports — nothing else is needed at this step. I write only in reply to your request: I don't run mailing lists.