Proyecto Cordillera
Real Estate · Land sales · Metropolitan Region, Chile
Objectives vs Results
Month compared against the KPIs defined at the start of the period.
Meetings completed
Target
120Actual
147Cost per meeting
Target
$120KActual
$98KBooking rate
Target
10%Actual
14.2%Key insight
February hit all 3 objectives. ROI climbed from 2.1x to 3.4x without increasing investment — the cause was reallocation of budget from low-performing creatives to the testimonial video, which generates 26x more closes per peso invested.
Performance by campaign
Breakdown of investment, leads, and conversions for each active Meta Ads campaign.
Top Campaign
Parcelas Campaign
Premium Campaign
AI Campaign
Leads, filtering, and conversion
Total leads
Filtered leads
66% filter rate
Meetings completed
Cost per meeting
CLP · confirmed
| Campaign | Filtered leads | Filtered CPL | Meetings | Cost/meeting |
|---|---|---|---|---|
| Parcelas Campaign | 704 | $7,688 | 56 | $96,648 |
| Premium Campaign | 205 | $27,325 | 38 | $147,411 |
| AI Campaign | 123 | $27,918 | 24 | $143,081 |
Parcelas Campaign generates 3.4x more filtered leads than Premium at 3.6x lower cost per lead. However, Premium has a higher average ticket — the higher cost per meeting is justified if Premium closes are of greater value.
147 meetings: where they come from
Parcelas Campaign
56 meetings
Premium Campaign
38 meetings
AI Campaign
24 meetings
Organic + Referrals
29 meetings
Meta Ads · 118 meetings
Organic · 29 meetings
80.6% of meetings come from paid Meta Ads. Organic contributes 19.4% with zero ad spend — a potential opportunity to strengthen social media and reduce dependency on paid ads.
Top 3 creatives of the month
Client testimonial video
Hook Rate: 28.6% · Frequency: 2.1
Land walkthrough reel
Hook Rate: 16% · Frequency: 1.8
Static project image
Frequency: 3.3 ⚠
Top 3 generates the most leads (854) but has frequency 3.3 (saturation) and only 3 closes. Top 1 generates 10x fewer leads (87) but 3.7x more closes (11 vs 3). Lead volume does not predict closes — creative type does.
Where leads are lost
Full funnel with drop-off by stage and industry benchmark.
The biggest drop-off is between conversation and meeting (434 → 147, a 66% loss). This is normal for the channel: the AI is correctly filtering leads without budget. The booking rate of 14.2% is 78% above the industry benchmark (8%).
What no one else shows you: which creative generates closes
Cross-reference of Meta Ads investment with confirmed meetings and real CRM closes. This table connects every dollar spent with a business outcome.
| Creative | Investment | Leads | Meetings | Closes | Cost/close | ROI |
|---|---|---|---|---|---|---|
| Testimonial video | $2.6M | 87 | 38 | 11 | $236K | 5.8x |
| Walkthrough reel | $1.8M | 21 | 18 | 7 | $257K | 4.2x |
| Project carousel | $3.9M | 142 | 52 | 5 | $780K | 1.4x |
| Static image | $6.1M | 854 | 39 | 1 | $6.1M | 0.2x |
Key finding
Static image consumes 42% of budget ($6.1M) and generates 1 close. Testimonial video consumes 18% ($2.6M) and generates 11 closes. Every peso in static image has ROI 0.2x — money is being lost. Reallocating 50% of the static image budget to video would generate ~5 additional closes without increasing total investment.
Who books and who closes
| Source | Meetings | % total | Attendance | Closes | Close rate |
|---|---|---|---|---|---|
| AI Agent | 94 | 64% | 89% | 14 | 14.9% |
| Rep 1 | 22 | 15% | 91% | 5 | 22.7% |
| Rep 2 | 18 | 12% | 83% | 3 | 16.7% |
| Rep 3 | 13 | 9% | 54% | 2 | 15.4% |
The AI books 64% of meetings with 89% attendance. Rep 1 has the best close rate (22.7%) but only receives 15% of meetings. Rep 3 has 54% attendance — half of their meetings don't show. Investigate whether this is a pre-meeting confirmation issue or lead quality assigned.
Why deals are lost
15% lost due to lack of follow-up — 5 deals that had budget, attended the meeting, and nobody reached out afterward. Activating automated post-meeting follow-up via sales rep WhatsApp would recover ~3 additional closes/month at zero cost.
Monthly summary and 3 actions for March
| Metric | Result |
|---|---|
| Total investment | $14,447,871 |
| Total leads | 1,562 |
| Filtered leads | 1,032 |
| Meetings completed | 147 |
| Cost per meeting | $98,285 |
| Proposals sent | 56 |
| Closes | 24 |
| Cost per close | $602,828 |
| ROI | 3.4x |
| AI meetings / Total | 64% |
| Organic meetings | 29 |
3 actions for March
Reallocate 50% of static image budget to testimonial video
Static image ROI 0.2x ($6.1M → 1 close). Video ROI 5.8x ($2.6M → 11 closes). Estimated impact: +5 closes/month without increasing total investment.
Activate automated post-meeting follow-up via sales rep WhatsApp
15% of deals lost due to lack of follow-up (5 deals/month). Automate confirmation + post-meeting follow-up from the assigned rep's WhatsApp number. Impact: +3 closes/month.
Review lead assignment for Rep 3
54% attendance vs 89% AI average. Leads are properly qualified — the problem is pre-meeting confirmation. Implement automatic reminder from Rep 3's WhatsApp. Target KPI: >80% attendance.
Example · Bold Knight Commercial Intelligence
This is an example of the monthly analysis included in Growth and Scale plans.