• Real estate · construction & development

From zero active acquisition to a system that generates, qualifies and tracks every enquiry.

By bringing its sales in-house, Masini had to build an acquisition capability it did not yet have. Contrast set up the complete chain: conversion website, acquisition campaigns, a bespoke CRM and automatic qualification of enquiries. The result: prospects generated directly, better qualified, better followed up, and a management team that finally knows what each channel brings in.

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Case study: Masini Groupe
×10
qualified enquiries generated
100%
of acquisition channels attributed
up to 5 h/week
saved per agentsorting and following up enquiries

About Masini Groupe

Sales brought in-house, but no active acquisition. Masini Groupe had taken a structural decision: to bring sales back in-house. But the entire acquisition engine was still to be built.

Contacts came mainly from property portals. The website was not designed to convert. Incoming enquiries were neither qualified automatically nor clearly linked to their source channel.

To sell, Masini also had to generate, track and prioritise its own opportunities.

In 2025, we brought our sales in-house without ever having done any marketing: our contacts came from the property portals and we took whatever arrived. Contrast built the whole chain: the website, the campaigns and a CRM that qualifies our contacts automatically. Today our agents sell instead of doing data entry, and I know precisely what every franc we invest brings in.
Caryl SalviHead of Marketing, Masini Groupe

The challenges

01

Generate directly

Take back control of the entire sales chain, not just generate more enquiries: create a source of acquisition independent of property portals.

02

Qualify faster

Help agents identify the most serious enquiries as soon as they arrive.

03

Manage the channels

Know precisely what generates opportunities and deserves more budget, and give management a clear view of what each channel produces.

The setup

In-house acquisition, connected end to end.

To bring sales in-house, Masini needed a complete system: attract the right prospects, convert enquiries, qualify incoming enquiries and track each channel. Contrast built three actions designed to work together.

  1. 01 · Website

    Turning interest into a qualified enquiry.

    The website was redesigned to convert: a clearer journey, forms adapted to the property buying cycle, tracking of every enquiry from the first interaction. It becomes the central entry point for acquisition.

    Masini Groupe · Website
  2. 02 · Meta acquisition

    Generating qualified enquiries directly.

    Masini had never run digital advertising. We set up targeted campaigns to generate qualified enquiries of its own, with a clear view of the cost, source and quality of each enquiry.

    Masini Groupe · Meta acquisition
  3. 03 · CRM & AI

    Qualifying, prioritising and following up every enquiry.

    A bespoke CRM was built around the way Masini sells. Each enquiry is qualified automatically, linked to its source channel and tracked in the system. Agents know whom to contact first. Management finally sees what each channel produces.

    Masini Groupe · CRM & AI

The engagement has become ongoing support: beyond the initial build, Contrast continuously manages Masini's marketing campaigns.

Before / After

What changed between the starting point and the system put in place.

Starting point: No active acquisition, enquiries left to the portals

With Contrast: A multichannel acquisition engine run in-house

Starting point: Never any digital advertising

With Contrast: Meta campaigns managed on cost per enquiry

Starting point: No enquiry tracking tool

With Contrast: Bespoke CRM connected to the property platform

Starting point: Manual qualification and follow-ups

With Contrast: Qualification by an AI agent, automatic follow-ups, up to 5 h/week given back

Starting point: Source of enquiries unknown

With Contrast: 100% of acquisition channels visible

In pictures

Masini Groupe · creative work 1
Masini Groupe · creative work 2
Masini Groupe · creative work 3
Masini Groupe · creative work 4

Masini Groupe

Results

Twelve months, from nothing to a managed acquisition engine.

×10

Qualified enquiries generated

From around 10 to 15 enquiries a month via the portals to nearly 100, now generated in-house and better qualified.

100%

Of acquisition channels attributed

Each enquiry linked to its source channel: management knows where every contact comes from and what it costs.

up to 5 h/week

Saved per agent

Sorting, enquiry-to-property matching and follow-ups automated: agents sell instead of doing data entry.

Services involved

What we put in place on this project.

Masini Groupe is based in Cortaillod, a few kilometres from our agency in Neuchâtel: review meetings take place on site, with the people who run the setup.

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