Improving Acquisition in a Crowded Market

Premium real estate in Ho Chi Minh City is a crowded acquisition environment. Developers, agencies, and individual salespeople compete for attention, while similar creative ideas spread quickly. The work called for faster learning and a better connection between marketing and the sales conversation.

The problem

A small number of large campaigns made it difficult to learn quickly. Lower-cost inquiries were useful only when they could become meaningful conversations, and an inquiry could lose value when ownership or follow-up was unclear. The challenge was to improve acquisition efficiency without losing sight of lead quality.

My contribution

As Marketing Director, I worked on performance strategy, creative testing, customer journeys, and Marketing–Sales coordination. My work included hands-on video and creative production, landing-page and lead-form thinking, and automation for lead distribution and reminders. The project context included Palm River / Palm City and The Privé.

A faster testing and follow-up loop

I shifted toward multiple small-budget satellite tests to explore creatives and audiences before concentrating spend. Custom audiences and remarketing became part of the funnel design rather than an afterthought.

I connected acquisition with a Telegram lead-routing bot and automated call reminders. Zalo OA and Pancake CRM supported remarketing and follow-up. Creative production combined practical editing with AI-assisted tools so that new test ideas could move into execution more quickly.

The point was to shorten the distance between a customer signal, the next experiment, and a timely sales response.

Results and learning

Satellite testing reduced cost per lead by approximately 30%, with no clear deterioration in lead quality observed during that work. The reduction relates to the satellite-testing approach in this campaign context.

The next measure is what happens after the inquiry: consultation intent, response, and sales progress. CPL alone cannot establish the commercial value of a campaign.

What I carry forward

Acquisition and operations belong in the same conversation. A promising creative test can create an opportunity, but routing, response time, nurturing, and sales feedback determine what happens next. I keep the learning loop small enough to act on and broad enough to include the commercial outcome.