Notes for owners · Industry playbooks
How to generate qualified property enquiries
A qualified property enquiry knows the budget, the configuration, the location and the timeline. You get those by advertising the specifics, not the lifestyle.
The GullySales team · Updated 15 Sept 2026 · 7 min read
Rules for this trade differ by state and professional body, and they change. Check the current position with your own council or adviser before you act on anything here.
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A qualified property enquiry is one where you know four things before the call ends. Budget, configuration, locality, timeline. You get those by advertising the specifics, the starting price, the configuration, the locality and the possession date, rather than lifestyle imagery. Vague advertising produces volume, and volume is what makes a real estate sales team stop calling back.
Who your buyer actually is, and what they ask
A property enquiry is one of four people, and they are not interchangeable.
The end user buying a first home asks about the loan amount they will get, the EMI, the possession date, the school nearby and the total cost including registration. Their real question is whether they can afford it.
The upgrader selling a 2BHK to buy a 3BHK asks about carpet area, parking, the builder's earlier completed projects and whether possession will slip.
The investor asks about rental yield, the approval status, when the OC is expected and the resale depth in that micro-market.
The NRI buyer asks for a video walk-through, the payment schedule, the power of attorney process and who will manage the flat. They will not visit before shortlisting.
One campaign cannot answer all four. Pick the one your inventory actually suits and write for them.
Say the four things that qualify a buyer before they click
Every advertisement and every landing page should carry these, visibly.
- Starting price and configuration. "2 and 3 BHK from ₹78 lakh onwards", an illustrative figure. This single line removes most of the waste.
- The exact location, not a region. "Off Sarjapur Road, near Dommasandra Circle" rather than "East Bengaluru".
- Possession date and status. Under construction with a date, nearing possession, or ready to move. Buyers self-select hard on this.
- The RERA registration number. It signals a serious project and buyers of larger units check it.
Add the approval and title details a Bengaluru buyer actually asks about, such as A-khata or the approving authority, because that question comes on the first call anyway. RERA and state rules govern what a property advertisement may state, so check your wording against them, or with your lawyer, before it goes live.
Where qualified property enquiries come from
| Source | What it produces | What it needs from you |
|---|---|---|
| Search advertising on configuration and locality terms | Buyers already looking in your micro-market | Landing page per configuration with price and possession |
| Meta advertising with price and location in the creative | Volume, mixed quality, useful for launches | A form that asks budget and timeline, and a fast first call |
| Portals such as 99acres, Magicbricks and Housing | Buyers comparing four projects at once | A reply within minutes, or the money is wasted |
| Your own website and organic search | The most qualified enquiries you will get | Project pages, floor plans, price ranges, walk-through videos |
| Channel partners and brokers | Site visits, at a brokerage | Inventory clarity, price parity, separate lead tracking |
| Referrals from existing customers and site staff | Highest conversion, lowest cost | A referral scheme someone actually administers |
| Site signage, hoardings and the sales lounge | Walk-ins, often ready buyers | A manned lounge on weekends and a walk-in register |
Qualify on the form, then on the call
The form should ask for budget range, configuration, and when they intend to buy. Every extra field costs you some submissions, so check your own form data before adding one. Do not ask for anything you will not use on the first call.
Then give the caller four questions and a script for the outcome of each. Budget range against your starting price. Configuration against available inventory. Loan pre-approval status, because a buyer without it is two months away. And when they can visit, offered as two specific slots rather than an open question.
Record the outcome in one of four buckets: site visit booked, follow up on a date, budget or location mismatch, or not a buyer. That fourth bucket is not a failure. It is the number that tells you which advertisement to switch off.
What does this look like in practice?
Here is a hypothetical case. Nothing in it is a GullySales client or a result we achieved. Imagine a mid-sized developer selling a 2 and 3 BHK project off Sarjapur Road, Bengaluru, running Meta advertising with a lifestyle creative and no price. It is collecting a large number of enquiries at a low cost per lead. Its sales team has stopped calling them, because most are below budget or looking in a different part of the city.
Now change the creative to carry the starting price, the configuration and the nearest landmark. The count of enquiries may well fall and the cost of each may rise, which is why the creative is judged on site visits and not on leads. Move the channel partner campaign onto a different number, so nobody argues about which leads were brokered. Then report cost per site visit instead of cost per lead, and the budget conversation gets simpler.
What ruins good enquiries after they arrive
- A first call the next morning. A portal buyer has enquired on four projects and visited one by then.
- A tele-caller who cannot answer the loan question, the khata question or the possession question.
- No WhatsApp follow-up with the floor plan, the price sheet and the location pin, which is what the buyer forwards to a spouse.
- No record of the site visit that happened, so nobody follows up the buyer who liked unit 604 and went quiet.
- Discounts offered on the first call, which trains every buyer to wait.
What to do next
Take last month's enquiries and sort them into the four buckets: site visit booked, follow up, mismatch, not a buyer. Then look at which advertisement produced each bucket. Check whether a few creatives account for most of the mismatches in your own data. If they do, switch them off. If you want the campaign, the landing pages, the qualifying script and the site visit reporting looked at together, tell us what you need.
