Dockyard

Dockyard is a unique, characterful multi-company building on Haarlem's Spaarne river, developed by Summit Vastgoed. The challenge? Finding serious buyers in a niche market before completion, and using their input directly to optimize the design. Not a traditional lead list, but a data-driven foundation for design and sales.

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A questionnaire conversion rate of around 91%
A lower cost per lead
Direct input for design and positioning
Three clear market segments identified

Questionnaire conversion of

Our approach

We set up a full-funnel marketing engine that combines brand building, lead generation and market validation in a single track, built on six pillars:

1.Website & Branding – Dockyard's unique identity translated into a conversion-focused website, where interested parties share their specific wishes through an extensive questionnaire.

2.Organic social (LinkedIn & Instagram) – A continuous content stream on LinkedIn and Instagram around the project's development, to build visibility and credibility among regional entrepreneurs.

3.LinkedIn Automation Outreach – High-quality, personal outreach aimed at relevant entrepreneurs in the region, which consistently generated deeper, substantive interaction.

4.Social Ads (Meta and LinkedIn) – Meta acted as a powerful lead channel thanks to iterative optimization of video creatives. We deployed LinkedIn Ads specifically for reach within the right business segment.

5.Google Ads – Initially deployed to capture search intent.

6.Email marketing with UTM tracking – Our own flows and broker collaborations, fully equipped with UTM tracking to make the origin and conversions precisely measurable.

Through active budget steering based on performance, we chose efficiency over hard pushing, while maintaining full regional coverage.

The result

In the first phase, the approach delivered a serious picture of the market as well as a scalable basis for the sales phase:

A questionnaire conversion rate of around 91%: virtually everyone who signed up also fully completed the extensive questionnaire — an exceptionally high figure that confirms the quality of the lead stream.

Three clear market segments identified: a large core group for regular business space, a middle group with differing wishes where the design can still be adjusted, and a valuable group of outliers (including nautical use and the creative sector).

A lower cost per lead through smart budget reallocation: weaker-performing channels were paused or minimized in time, with focus shifting to the channels with the highest return.

Direct input for design and positioning: the architect can refine the floor plans and Summit can position Dockyard more confidently towards "working by the water".

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