A buyer does not see an ad on Monday and book a flat on Tuesday. They search, compare, read, ask around, enquire, wait for a call back, and only then visit. Every one of those steps is a place where a buyer can be lost — and most marketing only looks after one or two of them.
We think about the road from a buyer’s first search to the site visit as six steps. One team should own all six, because the hand-offs between agencies are exactly where buyers fall through.
1. Found
Before anyone clicks an ad, they search. They look up the area, the developer, the project name, “3 BHK near Magarpatta”. They open Google Maps to see where your office actually is. They check Instagram to see whether the project looks real.
What has to be true: your website ranks for the questions buyers in your micro-market actually ask; your Google Business Profile shows your office with reviews, photos and recent posts; your Instagram and Facebook look looked after.
This is the slowest step to build and the most valuable to own. Area guides and buyer guides keep bringing people in long after an ad budget runs out.
2. Clicked
Ads put you in front of buyers who are ready now. Google Search ads reach people already searching for what you sell. Meta ads on Facebook and Instagram reach people in your micro-market who have not started searching yet.
What has to be true: the ads are aimed at the right buyers and the right area — and, in Maharashtra, every ad carries the project’s MahaRERA registration number and QR code. No ads run for a project before it is registered.
3. Landed
The click is wasted if the page behind it is slow, vague or built for a laptop. Many buyers will open it on a phone.
What has to be true: a fast, phone-first website or project page that answers the buyer’s questions before they have to ask — registration numbers, carpet area, price, floor plans, the launch offer with its expiry date — and lets them call, WhatsApp or book a site visit in one tap.
We hold our own sites to Google’s Lighthouse tests. Our project site scores 100 on SEO, accessibility and best practices.
4. Captured
An enquiry can arrive as a form, a phone call or a WhatsApp tap. If you only count forms, you undercount — and you cannot tell which ads are working.
What has to be true: every form, call and WhatsApp tap is counted in Google Analytics 4, and every lead arrives tagged with the ad, campaign and keyword behind it.
5. Followed up
This is where most leads go cold. A buyer who enquired at 10:42 and hears nothing until the next day may well have spoken to other projects by then.
What has to be true: your sales team is alerted the moment a buyer enquires, the buyer gets an automatic reply so they know you have it, and nobody is forgotten — a reminder goes out if a lead is still marked New after an hour. We call this the lead engine.
6. Site visit
The visit is the point of everything above. It is also where most reporting stops — at clicks and likes — when it should start.
What has to be true: every site visit is traced back to the exact ad and keyword that brought it, and booked visits are fed back to Google Ads every week so it learns to find more buyers like them. Then the next rupee goes further.
The test
Ask of any marketing plan: who owns each of these six steps? If the answer is “the website agency”, “the ads person”, “the sales team” and “nobody”, that is where your buyers are going.
Six steps. One team. Every rupee traced to a site visit.