Meta Ads (Primary)
Florida geo-targeted: Doral, Weston, Brickell, Coral Gables, Broward. NY/NJ secondary. Age 35-60. Interests: real estate investing, Airbnb host, luxury real estate, Latin America travel. Budget: $2K–$5K/month. Format: Carousel + Video. KPI: 500-1,000 leads/month. Message: "U.S. investors are securing pre-construction properties near Cartagena."
Google Ads (Secondary)
Search intent capture: "buy property Cartagena US citizen", "invest Colombia real estate", "Barú villas for sale". Budget: $2.5K–$4K/month. KPI: 300-600 leads/month. High-intent because user is actively searching.
Email Nurture
10-12 email sequence over 6 months. Day 1: Investor Guide delivery. Day 3: "How pre-construction works in Colombia." Day 5: "Barú vs Cartagena investment differences." Day 7: Payment structure breakdown. Day 10: Zoom consultation invitation. Open rate target: 20-30%. Conversion: 2-4%.
Zoom Consultation (Conversion)
20-30 min structured investment briefing. Camera on. Professional setting. Scripted: (1) investor profile, (2) capital availability, (3) payment structure, (4) construction timeline, (5) next step. NOT: "Hi, what are you looking for?"
Expo Fincaraíz (Offline)
Miami (October), NY/NJ (June). 50-150 qualified contacts per fair. 5-10% conversion. In-situ 2% reservation possible. Investment: $15K–$30K per fair. Only in-person event where closing happens face-to-face.
Instagram Reels (Primary)
Drone footage of Barú, lake at Santillana, family scenes. Cinematic renders of villas. Budget: organic + $1K–$2K boost. KPI: Engagement + saves. Tone: aspirational, warm, real — not corporate.
Meta Ads Retargeting (Secondary)
Post-travel retargeting: people who just returned from Cartagena (0-60 day window). Geographic: Doral/Weston + Bogotá north. Message: "You just came back from Cartagena. Here's what it costs to stay."
Virtual Tour / 3D Maqueta
Interactive 3D model of the project showing lot divisions, amenity locations, and example villa. The #1 blocker for this cluster is "I can't visualize what I'm buying." This solves it.
Visita Presencial (Offline)
Invite qualified prospects to visit the terrain with Jonathan or Diego. The visit is the conversion event for this cluster. Seeing the lake, feeling the breeze, walking the land — this closes the emotional sale.
LinkedIn Sponsored (Primary)
Target: business owners in Bogotá/Medellín, 48-62, manufacturing/finance/energy sectors. Budget: $1.5K–$3K/month. KPI: 50-100 qualified leads/month. Tone: professional, data-backed.
Banca Privada (Channel Partner)
Partner with Bancolombia Private, Davivienda Corredores, BBVA Patrimonios. Co-marketing at 5.8-7% commission. When the private banker recommends, Andrés listens. Highest quality channel — lowest volume.
Revista Dinero / Finca Raíz
Sponsored content + editorial placement. Legitimacy play. "If Revista Dinero writes about it, it's worth evaluating." Budget: $2K–$5K per placement.
Gremios & Ferias
Camacol Bolívar, Lonja de Propiedad Raíz Cartagena, AFYDI, Home Caribe. Speaker opportunities, panel presence. Not for lead gen directly — for credential building.
Wealth Managers (Primary)
Activate network of private wealth managers in Bogotá (La Cabrera, Rosales), Medellín (El Poblado), Panamá, and Miami Brickell. Personal introductions only. Commission-based referral (3-5%).
Private Events (Offline)
Host exclusive preview events: dinner + project presentation for 10-15 qualified HNWIs. Jonathan and Diego present personally. No public advertising.
Architect Validation
Brief the project to top architecture studios in Bogotá/Medellín who serve HNWI clients. When their architect says "this is legitimate," the deal advances. Indirect but critical channel.
| Cluster | Primary Channel | Secondary | Tertiary | Paid? | Budget/Month | Content Type |
|---|---|---|---|---|---|---|
| 1. US Diaspora | Meta Ads + Email | Google Ads | Expo Fincaraíz | Yes | $4.5K–$9K | Educational + numbers |
| 2. Lifestyle | Instagram Reels | Meta Retargeting | Visita Terreno | Mixed | $1K–$2K boost | Visual + emotional |
| 3. Patrimonial | Banca Privada | LinkedIn + PR | Ferias Gremiales | Mixed | $3.5K–$8K | Data + institutional |
| 4. Premium | Wealth Managers | Private Events | Architect Referrals | No | Commission | Personal + exclusive |