How to Buy Leads for New Build Property Sales

How buying leads works in practice

Lead generation platforms for new build property typically work by advertising projects to prospective buyers, collecting enquiries, and passing qualifying ones on to the developer or agency selling the project. Some platforms charge a flat fee per lead regardless of quality; others, like a marketplace model, only charge once a lead meets a qualification standard, which shifts the risk away from the buyer of the leads.

Before buying leads from any provider, it is worth understanding exactly how they define 'qualified', since this term is used loosely across the industry and a lead qualified by one provider's standard might not match what your sales team considers a real prospect.

What drives the price of a lead

Lead pricing usually reflects the buyer type and the effort involved in qualification. Residential leads, where someone is looking for a home to live in, are typically priced differently from investor leads, where the buyer is evaluating rental yield and capital growth rather than personal fit.

• Residential buyer leads, priced for someone looking to purchase a home to live in
• Investor leads, priced higher because qualification and buyer intent checks take more effort
• Volume commitments, which some providers require before granting access to their lead pool
• Exclusivity, where some providers sell the same lead to multiple developers or agencies

What 'qualified' should actually mean

A genuinely qualified lead has been checked for real purchase intent, budget fit for the project, and basic contact validity, not just captured from a form with an email address. Ask any provider exactly what qualification steps a lead goes through before you are charged for it, and whether you can dispute and get a refund for leads that turn out to be invalid.

Prompto's Marketplace charges developers 65 EUR for a qualified residential lead and 75 EUR for a qualified investor lead, and only charges once a lead meets that qualification bar, rather than charging for every raw enquiry that comes through the system.

Pay-per-lead versus pay-per-click advertising

Running your own paid advertising campaigns gives you more control but requires in-house expertise in targeting, ad creative and landing page optimisation, and you pay for clicks regardless of whether they convert into genuine enquiries. Buying qualified leads shifts that risk to the provider, since you only pay once a real prospect has been identified, which tends to suit developers without a dedicated in-house marketing team.

Many developers end up using both: paid advertising to build brand awareness for a project, and a qualified lead marketplace to supplement the pipeline when direct campaigns are not generating enough volume on their own.

Evaluating a lead provider before committing budget

Ask for a trial period or a small initial batch before committing a large budget. Track conversion from lead to viewing, and from viewing to reservation, so you can calculate the real cost per sale rather than just the cost per lead. A cheap lead that never converts is more expensive in the end than a pricier lead that reliably turns into a viewing.

Checking a provider's track record

Before committing budget, ask how many active projects and developers the provider currently works with, since a platform actively used across a meaningful number of live projects is more likely to have a working buyer audience than one that is mostly a landing page. Prompto currently supports 154 active new-build projects and more than 75 developers through its Marketplace, which gives a sense of the scale of the buyer demand side of the platform.

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