Case Study: AI-Powered Lead Screening Tool and Targeted Ad Campaigns for Affordable Housing Developer

Client: Confidential (Affordable Housing Developer)
Industry: Real Estate & Housing Development
Service: AI-Enabled Web Form Development, Google Ads Campaigns, Lead Qualification System
Technologies: React, Python, Google Ads, AI-Assisted Form Logic, CRM Integration

The Challenge

An affordable housing developer was preparing to sell 12 newly constructed properties, each designated for income-qualified buyers under specific local housing guidelines. While the demand for affordable housing was high, the developer faced two major issues:

1. High ad spend with low conversion rates
2. A time-consuming follow-up process with mostly unqualified leads

Despite steady traffic from advertising, most inquiries were from applicants who didn’t meet basic eligibility requirements for any of the available homes. The developer needed a smarter way to target qualified buyers and screen them before their team invested time in outreach.

Our Solution

Owners Media designed and deployed a dual solution that combined targeted digital marketing with a custom AI-powered screening form to improve lead quality and reduce wasted effort.

1. Targeted Google Ads Campaigns

We launched a series of geo-targeted, demographically focused Google Ads campaigns aimed at attracting qualified buyers in the local area. Our approach included:

• Ad copy tailored to each property’s location, price, and eligibility requirements
• Keyword targeting based on income-restricted housing searches
• Custom landing pages optimized for high conversion and clear next steps

This reduced unqualified traffic and helped focus the ad budget on the right audience segments.

2. AI-Enabled Screening Form

To further qualify leads, we built an intelligent form on the developer’s landing page that:

• Guided applicants step-by-step to ensure accurate responses
• Used AI-assisted prompts to help users input correct financial, household, and employment data
• Filtered out ineligible applicants in real time based on income, household size, and location

Only applicants who matched the criteria for at least one of the 12 properties were able to submit the form and proceed to the next step. This allowed the developer’s team to spend their time following up only with high-potential buyers.

3. Streamlined Communication and Handoff

Qualified submissions were routed instantly to the developer’s sales team via automated email, complete with applicant details and a match summary indicating which property or properties the applicant qualified for.

The Results

• 50% reduction in ad spend due to tighter targeting and better conversion
• 70% decrease in time spent vetting unqualified leads
• 100% of leads delivered to the sales team were pre-qualified for at least one home
• Improved applicant experience through a guided, AI-assisted intake process
• Faster sales cycle for multiple properties due to higher-quality inquiries

Conclusion

By combining precision ad targeting with a smart qualification tool, Owners Media helped this affordable housing developer eliminate waste, reduce friction, and maximize the return on their marketing investment. The result was a leaner, smarter sales pipeline — and homes placed into the hands of buyers who truly qualified.