Challenge

Peacock Preserve had a growing list of prospective buyers from a previous agency’s CRM and a new Meta lead form campaign generating interest.

However, the marketing budget for the year was already fully allocated, leaving no funding for CRM or email automation platforms like HubSpot or Mailchimp.

The challenge was building a lead nurture system from scratch that could manage and engage leads without introducing new software costs.

Strategy

To avoid introducing a new CRM platform and additional costs, I built a lightweight lead nurture system using Google Sheets and the Chrome extension Yet Another Mail Merge.

Leads from both the legacy database and Meta lead forms were organized and managed manually, allowing us to deploy a structured email journey without expanding the client’s budget.

Insight

Buying land is a high-consideration decision.

A previous digital campaign led us to feel most prospective buyers were not ready to act immediately, which meant Peacock Preserve needed a way to stay top of mind while prospects evaluated their options.

A structured email journey could nurture interest over time and drive prospects back to the property website when they were ready to explore further.

Key Results

• Email Open Rate: 27% (Industry Benchmark: 25%)

• Email Click Rate: 4% (Industry Benchmark: 2%)

• Top Email Open Rate: 33% (Industry Benchmark: 25%)

• Top Email Click Rate: 6% (Industry Benchmark: 2%)