Case

Raising private capital is not selling a product.

The Spots of the World raises private investment for a real estate project in Oaxaca. The audience does not buy: it evaluates, compares and takes its time.

Industry

Financial · real estate

Where

Oaxaca

What was done

Acquisition campaigns with attribution

An investment campaign looks nothing like a retail one. Nobody sees an ad and transfers capital that afternoon. The prospect reads, compares against other options, checks with someone else and comes back weeks later.

That breaks the normal way of measuring: if you only look at immediate conversion, nothing appears to work. So the first thing here was to set attribution up properly, across both ad platforms, in order to follow that prospect through a long journey.

When the decision cycle is long, today’s metric tells you nothing. What matters is where the ones who did move forward came from.

The judgment call

Advertising only, on purpose

There is no service agent in this project. Not every business needs one, and saying so is part of the work too: here a person closes, because an investment conversation is not delegated.

It is a recent client and the project is still under way. When there is a close covering the full cycle, this page will carry numbers.

Does your sale take months?

Then measuring it weekly will tell you nothing useful. Let’s start with how it should be measured.