Real Estate

Case Study

Objective
The developer aimed to generate qualified leads and drive showroom visits for its new luxury landed property development in Johor Bahru (JB). The key challenge was to identify:

1. Wealthy Malaysians actively seeking new homes or upgrades, and

2. Singaporean investors showing intent or openness to purchasing property across the border.

AdPreference’s data-driven audience segmentation framework was deployed to connect lifestyle intent with real-world buyer behavior, maximizing outreach precision across both demographics.

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Data Strategy

1. Real Estate Intent Identification

   • We leveraged contextual and behavioral intent data to find individuals researching property purchases in Malaysia, including searches for “new developments,” “luxury homes,” “gated communities,” and “investment properties.”

   • In Singapore, intent data highlighted users exploring Malaysia property markets, especially those comparing JB with local alternatives or browsing content on cross-border living and investment yields.

   • These signals were ranked by intent strength, allowing prioritization of serious buyers.

2. Showroom Visitor Profiling via Geofencing

   • We geofenced landed property showrooms across Malaysia to identify prospective homebuyers physically visiting property launches or viewing appointments.

   • Devices that appeared repeatedly (such as employees or sales staff) were blacklisted to isolate genuine buyers.

   • This data provided a verified audience base of individuals already in active property exploration mode.

3. Cross-Border Mobility & Lifestyle Insights

   • Leveraging telecom-level and mobility data, we identified Singaporean residents who frequently traveled to Johor Bahru—an indicator of familiarity with the area and lifestyle affinity.

   • These insights highlighted an audience with higher intent to invest or relocate, particularly among those with recurring travel activity for leisure or short stays.

4. Demographic & Affluence Layering

   • Additional demographic and socio-economic filters were applied to refine the audience toward higher-income individuals within the appropriate age and wealth brackets for premium property ownership.

   • Combined with mobility and intent data, this ensured that all outreach focused on financially capable prospects with relevant purchasing motivation.

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Results

• Verified Buyer Segments: Identified both Malaysian home seekers and Singaporean cross-border investors through real behavioral and contextual signals.

• Location-Based Precision: Mapped showroom visitors and repeat travelers to Johor Bahru, building actionable buyer personas.

• Affluent Targeting Accuracy: Refined targeting to focus on high-income, investment-ready individuals with genuine purchase intent.

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Impact
By merging mobility intelligence, behavioral intent analysis, and telecom-based cross-border insights, the developer gained a holistic, data-backed view of its most valuable property buyer segments. This approach transformed traditional real estate marketing into precision-driven audience engagement—reducing waste, increasing qualified leads, and strengthening awareness among affluent buyers with real relocation or investment potential.