Brokerage and advisory in Muscat
Irfan Investment Group operates under Maison Shirdel and sells freehold homes across Oman's Integrated Tourism Complexes.
Case study: IrfanInvest, Muscat








The results
Results reported by IrfanInvest, October 2026. Dollar amounts at the fixed rate of 1 OMR to 2.6008 USD.
The client
A real estate brokerage and investment advisory in Muscat, selling freehold homes in Oman to buyers of every nationality.
Irfan Investment Group operates under Maison Shirdel and sells freehold homes across Oman's Integrated Tourism Complexes.
Its clients buy from abroad, so the site has to answer who can own, where and at what cost before anyone calls.
The team advises on residency, company registration and financing in English, Arabic, Russian and Persian.
Organic SEO
The site was engineered for search from the first page: finished HTML, language tags, structured data and a page for every search that matters. In one month it brought 70+ leads from organic search alone.
Every page ships as finished HTML, so crawlers see the full content without running any script.
English, Arabic, Persian and Russian, each with its own address and language tags, and right to left layouts where they belong.
Listings, offers, FAQs, articles, breadcrumbs, a downloadable price dataset and a how to guide, described for search engines.
A keyword bank built from research, with the main searches given their own page: buy property in Muscat, apartments, villas and Salalah.
An insights library written for the questions buyers type into Google, with the projects each guide mentions linked beside it.
An llms.txt file and pages written in short, quotable passages, so AI search can read and cite the site.
Lead generation
The site does not wait for a visitor to find the contact page. Each section ends in an action, and each action is measured. One two-month campaign brought 350 leads, and Google Ads in the zones we targeted brought 80+ more.
Every price list, payment plan and adviser button opens the same popup, carrying the project or home the visitor was looking at.
A dial code picker for 161 countries with the Gulf first in the lead popup.
Every WhatsApp tap gets a reference code in the chat, so each conversation can be traced back to the page it started on.
Each enquiry keeps the page it was sent from, and the team sees which button opened it.
Every enquiry fires a GA4 lead event and a Google Ads conversion, so campaigns are judged on enquiries, not clicks.
Head term pages for the searches that matter and a quiz landing page built for paid social.
Automation
What happens after a visitor presses send is automated end to end: the lead is sorted, the agent is told, the brochure goes out and the numbers reach management, so no enquiry waits in an inbox.
Every enquiry, automatically
Leads are filtered hot or cold as they arrive, so the advisers start with the buyers most ready to talk.
Automations message the right agent about each new lead, with the context in front of them.
The site is connected to the brochure sending system, so a client gets the right brochure without an adviser stopping to send it.
IrfanInvest used our AI voice agent to reach new leads quickly and record what each one said.
GA4, Google Ads and Meta tracking and the site's leads land in one dashboard the manager and the marketing team watch.
Automated reports keep the CEO up to date without anyone pulling the numbers together by hand.
A database trigger adds every coded WhatsApp tap to the same live sheet, next to the form enquiries.
A scheduled workflow keeps the database in step with the team's sheet, so nobody copies rows by hand.
Homes for sale, price ranges and project figures are counted from live inventory at every build of the site.
Guides are researched and drafted with an AI workflow, then checked and published in up to four languages.
The site and the sales desk
IrfanInvest runs on a dedicated CRM we customised for its sales team. From the problems every sales team runs into, we built a standard CRM and added the features this team needed. That CRM is NexProp CRM.
Organise enquiries by stage, source and owner. Move a lead into Contacts when the conversation progresses.
Record the conversation, set the next follow up and work through overdue, today and upcoming tasks.
Keep offers linked to the client and track progress through acceptance and downpayment.
Keep developers, projects and units close to the sales conversation, with client documents on the contact record.
Handle duplicate client enquiries with collaboration requests, agreed commission shares and admin approval.
Use the dashboard to review sales activity. CEO and Developer roles can access detailed lead reports and Excel exports.
Today website enquiries reach the advisers through the live sheet, and each lead is logged in the CRM with its source. For a new client we agree the connection between the site and the CRM during setup.
What comes next
The screening, scoring and WhatsApp follow up behind campaigns like these, packaged for any team that runs ads: every lead sorted before an agent calls.
NexProp Lead Qualifier
Deliverables counted from the site's own build, 22 to 25 September 2026.
We design, build and grow property websites, then connect them to your CRM and your campaigns.