Michalis Sarafidis is a digital marketing leader with extensive experience in performance media and residential property marketing. With more than a decade of experience leading media and digital teams he helps developers, investors and operators connect marketing investment to real business growth. As Digital Director at Focus Agency Group, Michalis leads paid search, paid social and programmatic strategy across a portfolio of property clients, bringing together audience insight, media planning and performance data to drive leasing and sales success. His work focuses on improving demand generation, enquiry quality, CRM integration and conversions across the customer journey, helping clients create more effective, data-driven marketing strategies.