Case study · Property · Lead generation
The Property Sourcing Company had a new investor app to launch, almost no social audience to launch it into, and a Google Ads cost per lead too high to scale. We built its social channels from scratch and ran always-on paid social. In its first month of lead generation, social delivered 94 leads at a fifth of the cost of Google Ads.
- 94 leads in month one
- 5x cheaper cost per lead than Google Ads
- £4.44 cost per lead on Instagram
- 17% lead-to-conversion rate
- Client The Property Sourcing Company
- Sector Property
- Services Social media management, content, paid social
- When From March 2026
- Audience UK property investors
- Channels Instagram, TikTok, LinkedIn
What did The Property Sourcing Company need?
The Property Sourcing Company finds below-market-value property deals for investors. In February 2026 it launched an app that puts those deals straight into investors’ hands.
It had almost no social audience to launch the app into. Its main source of leads, Google Ads, cost too much per lead to scale profitably.
- Business objective: generate investor leads at a cost that can scale.
- Communication objective: grow relevant investor audiences on TikTok, build reach and authority on Instagram, and drive quality traffic to the app from LinkedIn.
What was the insight?
“Property investor” is not one audience. We planned for three: time-poor professionals with capital but no time, educated new investors who lack confidence, and experienced landlords who want to save time on their portfolio.
All three want the same outcome without the legwork. So the messages sold time back to them: invest in property without the second job.
What did we do?
- Channels from scratch. Three posts a week each on Instagram, TikTok and LinkedIn, built from a monthly filming day: explainers, investor FAQs, live deals and podcast snippets.
- Always-on paid social. Follower growth on TikTok, traffic to the app from LinkedIn, then lead generation campaigns.
- Instant lead forms. In-platform forms let investors register interest without leaving the app they were scrolling.
- Test, learn and retarget. Static against video, different hooks for each audience, monthly creative refreshes and retargeting of engaged viewers cut the cost per lead month on month.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Channels built and managed | Instagram, TikTok, LinkedIn | Campaign plan |
| Outputs | Organic posts | 9 a week | Campaign plan |
| Outcomes | Leads in the first month of lead generation | 94 | Meta and LinkedIn Ads |
| Outcomes | Cost per lead on Instagram | £4.44 | Meta Ads |
| Outcomes | Cost per lead against Google Ads | 5x cheaper | Meta Ads and Google Ads |
| Impact | Lead-to-conversion rate | 17% | The Property Sourcing Company |
What did The Property Sourcing Company get from it?
A lead channel that scales. Social overtook search as the cheaper source of investor leads, and 17% of those leads converted.
It also has an audience it didn’t have before, on three channels, ready for every new deal and app update.
What did we learn?
- Keep the form in the feed. Instant lead forms removed a click and brought the cost per lead down.
- Test formats before you scale spend. Static and video performed differently for each audience.
- Different investors need different hooks. One message for everyone would have cost more per lead.
- What we would do differently: track leads through to completed deals from the start, so we can report the value of each lead, not only its cost.
