Кейс Callexchange и А101. Лидогенерация в недвижимости. За и против

Callexchange and A101 on Real-Estate Lead Generation

The discussion presents lead generation as a meaningful but hands-on acquisition channel for developers. A101 treats it as one part of its media mix. Callexchange argues that results depend on sustained optimization, conversion feedback, and close cooperation with the developer—not simply buying a batch of calls.

How the Channel Works

Callexchange described three lead sources:

• Paid lead forms and quizzes that capture people willing to be contacted.
• Unmonetized residual traffic from portals, converted into calls.
• Data-mined audiences from anonymized provider databases, which can support outbound calling.

Leads are then handled by call centers. A basic service qualifies initial interest and passes the lead to the developer; a more advanced service gathers requirements and recommends a specific property. That model requires accurate, current listings, prices, and availability, along with trained operators and supporting systems.

Callexchange also described a recurring optimization loop:

1. Track outcomes by traffic source and partner.
2. Remove sources that generate weak conversion.
3. Increase investment in stronger sources.
4. Use additional call-center screening where needed.
5. Feed results back into targeting and partner selection.

Business Metrics and Operating Benchmarks

• At A101, lead generation accounted for about 10% of the online advertising budget and produced about 10% of calls.
• A101 said it had tested around 40 lead generators over three years. About 7–8 remained in the regular media plan, with 2–3 more being tested. The speakers characterized this as roughly a 25% success rate for providers.
• Callexchange cited research involving 20 major developers and 10 digital agencies. It said 4 in 5 developers directly bought lead-generation services, and that lead generation commonly took 10–15% of advertising budgets.
• A101 described evaluating providers partly by their share of advertising costs: below 6% was considered acceptable for continued optimization; above that, a provider might be dropped after a couple of months.
• Attribution was a point of disagreement. A101 used a 180-day attribution window; Callexchange said 90 days was more typical and argued that longer attribution often does not change the assessment of lead quality.
• The speakers emphasized that lead generation is not suited to being judged on a tiny test. Callexchange recommended a longer runway—potentially more than two months—while A101 said it generally would not commit to a provider for six months without evidence of visits or sales.

A101–Callexchange Case Study

For A101 comfort-class projects in Moscow in 2024, Callexchange delivered several thousand targeted leads. A101 reported:

• 31% of leads expressed interest in a visit.
• 14% visited a sales office.
• 1.5% purchased an apartment.
• The reported DRR was 4%, which A101 considered a good result compared with some other channels.

The speakers stressed that these outcomes require realistic expectations. The discussion framed the result as approximately one sale per 60 calls, not a channel that can be judged from a handful of calls.

What Improved Results

• Conversion-level data sharing: A101 gave Callexchange access to its channel statistics through Smartis. This let the provider compare performance by source and partner instead of relying only on call counts.
• Partner-level optimization: The teams identified roughly eight non-converting sources and removed them from the plan, while directing more budget toward sources that produced conversions.
• Extra screening: Callexchange routed calls from some weaker-performing partners through an additional call center to confirm criteria before transfer. It said this filtered out about half of the calls and raised conversion for those partners by around three times, bringing them closer to stronger sources.
• Audience segmentation: For family-mortgage demand, the team combined targeting and creative signals with qualification questions about children and interest in a family mortgage. The resulting segment reportedly converted at three times the rate of general traffic. The speakers said similar segmentation could be used for other mortgage programs.
• Paying more for better traffic: In one example, A101 approved more budget for a partner with stronger conversion. The call price increased 30%, while conversion rose 85%. The higher-cost traffic was retained and scaled.

Practical Recommendations and Cautions

• Agree on success criteria before launch, including what counts as a qualified call, visit, or sale.
• Share conversion data with the provider; call volume alone is insufficient for optimization.
• Work directly with the lead generator where possible, or ensure the agency, developer, and provider share performance information transparently.
• Check where calls originate and whether branded traffic or activity outside the developer’s service area is being sold as incremental demand.
• Keep listings and prices current in the provider’s systems; otherwise, operators may recommend a competitor’s property.
• Monitor call frequency and sales-team capacity. The speakers cautioned against excessive repeat calling and noted that some developers are better equipped than others to process large volumes of outbound leads.
• Be alert to uneven delivery: providers may accumulate leads and then deliver them in a late-month burst. Agree on pacing and volume plans in advance.
• Choose an optimization strategy based on operating capacity: optimize for lower-cost call volume, higher conversion, or a balance. Callexchange favored starting with cost-per-call optimization to limit downside; A101 said conversion-focused optimization can work earlier when there is sufficient trust and evidence.

Presenters and sources: Georgy Sklyarov, co-founder and managing partner of Dvigus Group, which operates Callexchange; Sergey Gusev, marketing-promotion specialist at developer A101.