A top-tier Dubai real estate developer was spending AED 800K/month on ads with a broken lead flow. Their CRM was a mess, their sales team was overwhelmed with unqualified inquiries, and cost per qualified lead was AED 12,000+. The business had the inventory and the brand — the digital infrastructure was the problem.
We rebuilt everything from the ground up. The campaign structure was redesigned with intent-based segmentation. A custom lead scoring system was built and connected to their CRM. An automated nurture pipeline pre-qualified leads — so by the time a salesperson spoke to a prospect, they'd already seen the project, received tailored pricing info, and expressed genuine interest.
The Audit: We spent the first two weeks doing nothing but analysing. Every campaign, every lead, every sales outcome was mapped. The diagnosis was clear: traffic was being sent to generic landing pages with no segmentation, leads were being routed manually with no scoring, and the sales team had no way to prioritise follow-up.
Campaign Restructure: Meta and Google campaigns were rebuilt into intent-based structures — targeting different audience segments (UAE locals, expats, international investors) with different messaging and distinct landing pages per project and buyer profile.
The Lead Machine: We built a custom lead scoring system integrated directly into their CRM. Every lead was automatically scored on 12 signals (source, behavior, property interest, price range, nationality). High-intent leads triggered immediate sales alerts. Lower-intent leads entered a 21-day automated nurture sequence.
The Numbers: Within 60 days, CPL dropped from AED 12,000 to AED 3,200. Lead quality score — the percentage of leads that progressed past the first sales call — jumped from 18% to 94%. Over 18 months, 340+ units were attributed to digital channels, representing AED 660M+ in property value.
The Platform: All campaign data, lead flows, and CRM activity was unified into a live Moises dashboard. The CMO could see exactly how much revenue each campaign had generated, updated daily, without asking anyone.
“EMD rebuilt our entire digital lead generation system. Our sales team now speaks exclusively to qualified buyers — the platform handles everything before human contact. We've reduced CAC by 74% and 340+ units have been attributed directly to digital.”
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