Metropolitan Group Generates 20.4% of Leads Through Precision-Targeted Marketing

Challenges

Needed a way to reach potential buyers in a fiercely competitive market, where speed and personalization are critical.

Solutions

Implemented Maestra’s marketing automation platform. The team can now send 20 daily campaigns that are:• Segmented by property type, budget, location, lifestyle, and language• Coordinated across email, SMS, and WhatsApp• Delivered instantly, at scale, with no delays

Results

20.4% of all leads now come from direct marketing campaigns managed through Maestra+35% leads generated each month, thanks to advanced segmentation and multichannel delivery

May 20, 2025

Result

20.4%
of all leads now come from direct marketing campaigns managed through Maestra
+35%
leads generated each month, thanks to advanced segmentation and multichannel delivery

Testimonial

Marina Sladkova

Head of Direct Marketing at Metropolitan Group

Profile

Our audience is quite select, so we have to be thoughtful about how often we reach out—we can’t risk overwhelming them with messages. On average, our clients hear from us every 4 to 7 days, which means each offer must be spot-on.

Maestra helps us make that happen. The segmentation is incredibly precise—it takes into account many parameters, starting with language and extending to lifestyle preferences.

We also reduce fatigue by combining channels. With Maestra, we know exactly which messages were delivered to each client—whether via email, SMS, or WhatsApp—and can avoid overcommunication.

And because we work with high-net-worth clients, data security is crucial. That’s another reason we rely on Maestra—it gives us full confidence that our clients’ information is safe.

Segmentation examples

The team uses Maestra to build highly targeted segments based on:

Property preferences (villas, penthouses, waterfront)
Budget ranges
Geography (both within Dubai and globally)
Lifestyle preferences (golf, yachting, large families, etc.)
Preferred language

Importantly, they exclude any clients already working with agents or in the final stages of a transaction—ensuring that those customers aren’t distracted with marketing messages at sensitive moments.

The outcome? About 1% of recipients turn into real estate leads. In an industry where deals average millions, that’s a solid win.

Email about apartments.

Send-to-lead conversion rate—1%, 204 leads.

Segment—clients who actively opened our emails over three months and were more ready to purchase than others

Email with a special offer from UAE developers for Ramadan.

Send-to-lead conversion rate—1.7%, 71 leads.

Segment—Arabic-speaking clients. For comparison, a similar email to an English-speaking audience showed half the conversion rate

WhatsApp campaign about Schengen/US visas for the consulting department.

Send-to-lead conversion rate—1.6%, 60 leads.

Segment—clients from countries that most frequently migrate to the UAE, who are likely prospects for visa services

WhatsApp campaign aboutThree-Bedroom Residence from Six Senses.

Send-to-lead conversion rate—1%, 48 leads.

Segment—clients with budgets of $20 million or more and clients who previously applied for well-known brands’ projects

Marina Sladkova

Head of Direct Marketing at Metropolitan Group

Profile

Maestra also delivers messages fast to large segments with consistently high deliverability. When a major property hits the market, every agency rushes to alert their clients first. Thanks to Maestra’s reliable setup, we can go from drafting the message to sending it out in just two hours. That speed keeps us ahead of the game.