Viagerbel

The Challenge

Viagerbel, Belgium’s leading viager real estate specialists with 25+ years of experience and 5 regional offices, faced a unique lead generation challenge. The viager system—where seniors sell their property for an upfront payment plus monthly annuity while often retaining occupancy rights—is a complex financial product requiring highly specific targeting.

The Core Challenges:

• Narrow Target Demographic - Finding seniors willing to consider selling their estate through viager (a small, specific segment)
• Complex Financial Product - Viager requires significant explanation and trust-building before conversion
• Multi-Location Coordination - 5 regional offices (Brussels, Charleroi, Liège, Mons, Namur) each needing qualified local leads
• Manual Lead Management - No automated system connecting ad leads to their CRM workflow
• Senior Audience Targeting - Reaching older demographics effectively through digital advertising
• Lead Quality Over Volume - Need for pre-qualified leads genuinely interested in this specialized service

How do you use Meta advertising to reach seniors considering a complex financial decision about their home, generate genuine qualified leads, and seamlessly route them to the appropriate regional office?

The Solution

Perel Web Studio designed and executed an 18-month Meta advertising campaign with sophisticated automation, creating a lead generation machine that continues running successfully 2+ years after initial setup.

Strategic Meta Ads Campaign Design - Developed comprehensive advertising strategy specifically targeting senior demographics in Belgium. Created ad creative and messaging explaining viager benefits: financial security, remain in home, no property maintenance concerns, guaranteed income. Campaigns structured by region to drive leads to appropriate offices across Brussels, Wallonia, and Belgium.

Senior-Focused Targeting & Messaging - Precise audience targeting focusing on property-owning seniors aged 65+ in Belgium. Ad creative designed for senior demographic with clear, trustworthy messaging avoiding complexity. Emphasized security, family legacy planning, and financial independence in retirement. Multiple ad variations testing different value propositions and visual approaches.

Zapier Lead Automation System - Built complete automation workflow connecting Meta Ad leads directly to Viagerbel’s CRM. When someone submitted lead form through Facebook/Instagram ads, Zapier automatically captured lead information, enriched data with source/campaign tracking, routed to appropriate regional office based on location, created CRM record with full context, and triggered follow-up notifications to sales team.

CRM Optimization & Configuration - Configured Viagerbel’s CRM to receive automated leads with proper categorization, lead scoring, and regional assignment. Set up workflows ensuring immediate follow-up on high-intent leads. Implemented tracking allowing Viagerbel to measure ROI from each campaign and region.

Continuous Campaign Optimization - Throughout 18-month engagement, continuously refined targeting, creative, and messaging based on performance data. Identified highest-performing demographics, locations, and messaging angles. Adjusted budgets to maximize lead quality and cost-efficiency across all five regional markets.

Built for Longevity - Designed entire system to run autonomously with minimal intervention. Created documentation and training enabling Viagerbel team to manage campaigns post-engagement. Architecture proved so effective that entire system (campaigns + automation) remains active and profitable 2+ years later.

The Results

Continuous Qualified Lead Flow - Successfully generated steady stream of qualified senior leads interested in viager transactions across all five Belgian regions. Campaigns consistently delivered pre-qualified prospects genuinely considering selling through viager model.

Automation Still Running 2+ Years Later - The Zapier automation and Meta Ads framework built in 2022-2023 continues operating successfully without Perel Web Studio involvement, demonstrating robust system design and genuine business value. Client hasn’t needed to rebuild or replace—it simply works.

Seamless Lead-to-CRM Integration - Eliminated manual data entry and lead routing. Sales team receives complete lead information instantly, properly categorized by region and lead source, enabling immediate personalized follow-up while leads are hot.

Niche Market Success - Proved that even highly specialized, complex financial products targeting narrow demographics can achieve cost-effective lead generation through strategic Meta advertising and smart automation.

Regional Coverage - Successfully served all five Viagerbel offices with qualified local leads, demonstrating scalable multi-location lead generation architecture.