How to advertise real estate if all advertising channels has already been launched?

1. Who is the developer?

When we bought an apartment in Kiev, we, of course, analyzed all the “top” developers, made a summary sheet according to the following parameters:

- How many years on the market?
- Where is the source of investments?
- How many objects have been built / under construction?
- What about the documents/permits?
- Reviews, all mentions in the media.
- Checked the websites.

2. What are the prices per m2, location, infrastructure, planning?

The area was chosen, so we looked at the prices from different developers, the proximity to the metro station and checked what is around (shops, kindergarten, shopping center, river).

3. Analysis of the sales department:

- Left applications on different websites;
- Talked to sales managers;
- Made 5 appointments in the office.

At the time of the launch of the advertisement, before signing the contract with the client, I looked at the website, talked to the head of sales about the results for the current month, they were as follows:

For 30 days spent: $ 2200
Launched 28 ad campaigns on FB

Goals of advertising campaigns:
- website traffic
- messenger
- lead forms

Received: 157 leads
Started chats in the messenger: 195

What actions did we make?

We analyzed the site, looked to see if all the information is on it, is there any lead magnets, information about the developer, site speed, clickable phones numbers, is there call tracking, suggested changes.

Started with analysis of the residential complex neighbourhood, district, metro stations. Сollected both direct competitors nearby, and indirect ones similar in type to the residential complex and a green area nearby, but in other places in Kyiv. Сreated search campaigns: KBD, Syretsky Park, Competitors, Metro Stations, Metro Line, Streets of Competitors, Streets Nearby. In total, 2395 keywords have been collected so far in RU UA languages. Created ads and all ad extensions in both languages. Created audiences and launched a banner campaign with targeting: search queries, intentions, remarketing, competitors.

Launched 8 campaigns on Facebook / Instagram based on interests, investments, separately interests in loans and instalments, a campaign targeting young families with a special offer, remarketing, on client's customer base, also launched lead forms campaign and messenger campaign.

Re-setup of advertising campaigns in FB, tested the conversion rate of website vs. lead form campaigns, left active the second one. Disabled campaigns for traffic and messages.

Launched remarketing and look-a-like to a similar audience.

Results:

First month spent: $ 3200
Received: 490 leads

We created completely new and separate campaigns for different audiences:
- Offer by instalments
- Across the country for real estate investors
- Offer for young families
- Remarketing offer
- Developer’s database of previous leads

Over the next 30 days, we worked on optimizing campaigns and reducing the cost of leads.

Spent: $ 2200. Received 449 leads!

Excluding calls and requests on messengers. Overall managed to receive more leads with a -31% budget decrease.

Launched campaigns by job title, made more emotional videos with apartment layouts for each audience, added visualizations of ready-to-live apartments. Sorted 1 kk, 2 kk apartments for different audiences, described the infrastructure for a comfortable life. The renders showed how comfortable it is to live and work, having designated all the zones at home.