Your campaigns bring real estate leads. See which ones become buyers.
MIQAS keeps the ad on every enquiry, follows it through 5 stages worded for property sales, and reports the stages your team reaches back to Meta, TikTok and Snapchat. It is a lead pipeline with ad measurement built in, not a property management system.
Plenty of enquiries, and no way to tell which campaigns brought the serious ones
A month of campaigns on Meta, Snapchat and TikTok fills the inbox with enquiries, and each platform reports its share as leads at a price per lead.
More enquiries come in through the form on the project page and from a broker's spreadsheet after an event, so the list your sales centre works is not the list the platforms report.
Sales says too many of them were never serious. Viewings get booked and a few buyers commit, yet the report that reaches management still stops at cost per lead.
Whoever runs the campaigns optimises toward the number they can see, and the number they can see is the cheapest enquiry.
Next month's budget follows the cheapest enquiry instead of the buyer, and the same mix gets bought again.
What happens after the enquiry
From the ad to the revenue in 8 steps, in the order a sales centre works them.
The ad is clicked
The pixel keeps the click ID on your site's form; a Meta lead form arrives tied to its campaign.
The enquiry arrives
From a Meta lead form, your website, a spreadsheet or your team, with budget and interest where the form asks.
Qualified lead
Your team judges the enquiry a real prospect.
Appointment booked
A viewing or a meeting is in the diary.
Visited
The buyer came to the sales centre or the unit.
Deal won
The sale is recorded with its value.
Reported back
The stage is reported to your connected ad platforms that accept it.
Read against spend
Value won is set against what the campaigns cost.
A pipeline in the words a sales centre uses
A generic CRM gives you stages that could fit any business and a source field someone fills in by hand, usually after the fact. Here the 5 stages carry property-sales words, and for leads from Meta lead forms or your website forms the source comes from the ad itself: the platform, the campaign and, once you tag your campaigns, the project.
Enquiries
Everyone who asked, from every source. This is the starting count, and it is not reported to the ad platforms.
Qualified
Your team's judgment that the enquiry is a real prospect. Reported to Meta and TikTok.
Appointments booked
A viewing or a meeting is in the diary. Reported to Meta, TikTok and Snapchat.
Visited
The person came to see the project or the unit. Reported to Meta.
Deals won
The sale, with its value. Reported to Meta, TikTok and Snapchat.
- Name, phone and email for each buyer who enquires; the phone and email are stored encrypted
- The platform and campaign each lead came from, and its project once campaigns are tagged
- Budget range and what the person asked about, from the form
- Every answer the person gave on the form
- An owner for each lead, chosen from your team
- A status your team sets: contacted, no response, cold, warm, hot or converted
- The deal value when a sale is won
- The property and the interest type
- Units listed under projects and marked available, reserved or sold
- Segments you define, such as budget bands, tagged onto campaigns
- One lead per person, even when the same buyer arrives from a form and from an imported list
- Every stage change in the activity log, on the Pro plan
Spend and enquiries from the platforms you advertise on
Ad Campaigns shows leads, cost per lead and cost per click for every campaign, and the pipeline shows what those leads became, so a cheap campaign and a good campaign stop looking alike. The two counts are kept apart on purpose: the campaign view shows what each platform reports, and the pipeline shows the people your team actually works.
Meta
Spend and leads by campaign, and Meta lead forms that land in the pipeline with the budget and interest the person gave.
TikTok
Spend and leads by campaign. Qualified, booked and won stages go back to TikTok.
Snapchat
Spend, clicks and conversions by campaign, from the Growth plan. Booked and won stages go back to Snapchat.
Your website forms
A form on your project page that asks for an email or a mobile number becomes a lead, carrying the ad that brought the person.
What the platforms hear when a buyer moves forward
When your team moves a lead forward, MIQAS reports that stage to your connected ad platforms that accept it, once per stage. The platforms can then learn from outcomes your team recorded rather than from form fills alone, which gives them stronger first-party signals to work with. What each platform does with them follows its own rules; Meta, for example, needs enough leads reaching a stage within its window before it can optimise toward it. A lead is reported when the person gave you their details directly, and a list you import is reported only after you confirm the people on it did the same.
- Meta
Qualified, Appointments booked, Visited, Deals won
- TikTok
Qualified, Appointments booked, Deals won
- Snapchat
Appointments booked, Deals won
- Meta
- The deal value travels with the sale, and status changes such as warm or hot are reported to Meta as well.
- Snapchat
- Available from the Growth plan.
What each person in a sales centre looks at
Sales director
- The funnel: how many leads reached each stage, and each stage's share of all enquiries
- Where they came from: every channel with its leads at each stage and the value won
- The leads table with owner, status, project and budget
Head of marketing
- Ad Campaigns: leads, cost per lead and cost per click for each campaign
- Cost per visit by segment, once your campaigns are tagged
- Return: value won against spend
Performance marketer
- Campaigns tagged to projects and segments
- The platform and campaign on every lead, to judge each campaign by what its leads became
- Cost per appointment booked, as a Dashboard Studio tile on the Pro plan
Founder or CEO
- Spend, value won and return side by side
- The weekly summary email, and the PDF report from the Growth plan
Sales rep
- Each lead's contact details, form answers, status and stage
- The owner column, showing which leads are theirs
The numbers that matter after the enquiry
- Leads at each stage
- How many leads reached Enquiries, Qualified, Appointments booked, Visited and Deals won, and each stage's share of all enquiries.
- Value won
- The total of the deal values your team enters when a sale is won.
- Return
- Value won divided by what you spent, shown as a multiple.
- Cost per lead and cost per click
- For every campaign, as each platform reports them.
- Cost per appointment booked
- Ad spend divided by appointments booked, as a Dashboard Studio tile on the Pro plan.
- Cost per visit by segment
- Spend against visits for each segment you define, such as a budget band, once campaigns are tagged.
- Leads, deals won and value per project
- Each project's own count and value, from the leads its campaigns brought.
- Leads by channel
- Each channel's leads at every stage, including leads that did not come from an ad.
Before and with MIQAS
Before
- Platform dashboards report leads and a cost per lead, and stop there.
- The sales list lives in a spreadsheet or a CRM that knows nothing about the campaign.
- The same buyer appears twice, once from a form and once from a broker's list.
- Viewings and sales never reach the ad platforms.
- Budget meetings start from cost per lead.
With MIQAS
- One pipeline where every lead keeps its channel, campaign and project.
- Leads from Meta lead forms, website forms, imports and your team in one list.
- One lead per person when the same person arrives from a form and from a typed or imported list.
- Visits and sales reported back to Meta, with booked and won stages reaching TikTok and Snapchat too.
- Budget meetings start from value won against spend.
Whether your campaigns are run by your own marketing team or by an agency, MIQAS gives the business an independent view of what happens between advertising spend and the deals your sales team closes.
How property sales teams use it
2 projects sharing a budget
- The problem
- Campaigns for 2 projects share a budget, and the enquiries arrive mixed together.
- What MIQAS does
- Tag each campaign to its project; its leads start on that project, and the units sit under it.
- What becomes visible
- Leads, deals won and value for each project, side by side.
The cheapest campaign
- The problem
- One campaign has the lowest cost per lead, and nobody knows whether its leads ever progress.
- What MIQAS does
- Define budget segments, tag your campaigns to them, and read the stages by channel.
- What becomes visible
- Cost per visit by segment and the stage counts by channel, next to cost per lead.
The Meta lead form
- The problem
- Form entries are copied into a sheet by hand, and the budget and interest get lost on the way.
- What MIQAS does
- Connect Meta, and lead form entries arrive in the pipeline with their answers.
- What becomes visible
- Each lead shows the ad that brought it and what the person said they wanted.
The project landing page
- The problem
- People fill in the form on the project page, and the ad that brought them is lost.
- What MIQAS does
- The MIQAS pixel keeps the click ID, and the form becomes a lead.
- What becomes visible
- The channel and campaign on every web lead, and the project once the campaign is tagged.
The broker's spreadsheet
- The problem
- Leads from an event or a partner arrive in Excel, and some of those people have already enquired.
- What MIQAS does
- Import the file, confirm you may contact the people on it, and MIQAS merges the repeats.
- What becomes visible
- One lead per person, with the imported ones counted as not from an ad.
The Monday question
- The problem
- Management asks how the week went, and the answer is put together by hand.
- What MIQAS does
- Switch on the weekly summary email in Settings and it goes out on its own, and a PDF report is there from the Growth plan.
- What becomes visible
- Spend, value won and return in one place.
Where the enquiries come from, and where the stages go
Meta
Ads, spend and lead forms; 4 stages reported back.
TikTok
Ads and spend; 3 stages reported back.
Snapchat
Ads and spend from the Growth plan; 2 stages reported back.
MIQAS pixel
Keeps the click ID and turns a form on your site into a lead.
Spreadsheet import
CSV and Excel, with a confirmation that you may contact the people on the list.
Manual entry
Add a lead by hand when it comes in another way.
Lead API
Push leads or stage changes from your own system, on the Enterprise plan.
Questions from developers and brokerages
Is MIQAS a real estate CRM or a property management system?
It is a lead pipeline with ad measurement built in. Projects and units are there so each lead ties to what you sell, and you can mark units available, reserved or sold, but MIQAS does not manage contracts, commissions, payment schedules or leases. It answers a different question: which campaigns bring the people who become buyers.
Can I see which campaign brought a buyer?
Yes. Each lead carries the platform and campaign it came from, and the project once you tag the campaign. The channel table then shows every stage by channel, from enquiries to deals won with their value, and your tags roll campaigns up into projects and segments.
Does a lower cost per lead mean better leads?
Not on its own. A campaign can bring the cheapest enquiries and very few visits. MIQAS puts cost per lead next to how many leads reached each stage, by channel, and next to cost per visit for each segment you define, so the cheap campaign and the productive one stop looking the same.
Which stages go back to the ad platforms?
Meta receives Qualified, Appointments booked, Visited and Deals won, with the deal value; TikTok receives Qualified, Appointments booked and Deals won; and Snapchat, from the Growth plan, receives Appointments booked and Deals won. Enquiries are not sent, each stage is reported once per lead, and a person is reported only when they gave you their details directly, or when they are on an imported list you confirmed was collected that way.
Will this improve my Meta results?
MIQAS gives Meta stronger first-party signals, built from outcomes your team recorded rather than form fills alone. It cannot promise what Meta does with them. Meta sets its own conditions, such as a minimum number of leads reaching a stage within its window, and its lead optimisation works with its own Instant Forms. Choosing a stage as the goal is a setting you change inside Meta; MIQAS does not change your campaigns.
Do Meta lead forms and my website forms both arrive?
Yes. Once Meta is connected, lead form entries arrive in the pipeline with their answers, and any form on your site that asks for an email or a mobile number becomes a lead through the MIQAS pixel.
Can I bring in the leads I already have?
Yes. Import a CSV or Excel file and confirm that you may contact the people on it. Someone who is already in the pipeline stays one lead rather than becoming two, and you can export the list at any time.
Who moves the leads between stages?
Your team does. Whoever works the lead moves it forward, sets its owner from your team and updates its status. MIQAS reports what your team records, so a stage nobody updates is a stage the platforms never hear about.
See your own enquiries followed to the sale.
Bring a month of campaigns and your sales list, and we will walk you through the stages and numbers MIQAS would keep for them.