Who Borgman Earls Are
Borgman Earls works with property owners and managers, mostly on the B2B side — property management firms and owners preparing to sell. The goal was to shift enquiries away from casual B2C browsers toward these higher-value clients.
The wrong kind of enquiries
The account was pulling in mostly B2C traffic — buyers and renters browsing — rather than the B2B clients Borgman Earls wanted: property managers and owners looking to sell.
Broad terms attracted buyers and renters, not vendors.
Little of the budget reached B2B property-management clients.
Enquiry volume looked fine, but the fit was wrong.
Retargeting the account to B2B
Rebuilt Search around vendor and property-management intent.
Added negatives to filter out buyers and renters.
Added form and call tracking to measure real fit.
Trimmed spend as lead quality improved.
Optimised to qualified project enquiries.
Refocusing on B2B intent traded a little raw volume for enquiries that actually fit the practice.
