Promoting an Apartment Design and Repair Company: How to Get 210 Leads with a Budget of Up to $1000?

Developing an SMM strategy

We were approached by a company that renovates apartments in Kyiv. The contractor offers a comprehensive solution - from a design project to all repair work. We have signed an NDA with the client, so we will not disclose the names and the name of the channel.

935,76 $

advertising campaign budget

210

collected contacts

4,46 $

average conversion price

18,6%

average conversion rate of the quiz on the volume (completed quiz/visit to the first page)

Details

GEO

Kyiv, Ukraine

Target audience

Women and men, 28-38 years old

Niche

Apartment renovation

The client asked us to capture the flow of new customers. Previously, applications were received through word of mouth and independent work of designers on their own promotion.

According to the terms of reference, it was necessary to increase the flow of orders from people who had recently purchased apartments in new buildings of 45 square meters or more and were interested in high-quality renovations.

The task

Client: construction company
Service: apartment design and renovation
Location: Kyiv
Goal: more than 150 new leads per month
Traffic: to the site – conversion to consultation / calculation
Traffic source: Facebook Ads
Conversion price: up to $5
Duration: 1 month
Target audience: women and men, 28–38 years old

The structure within the main campaign with the quiz was as follows:

Work progress

Target audience and market analysis

We analyzed the target audience, identifying the main motives, pains and desires of potential customers. We analyzed competitors, both direct and indirect, to identify their strategies and USPs. We formed a unique selling proposition (USP) for the client, focusing on the quality of work and a full cycle of turnkey services.

Developing a promotion strategy

We assessed the company's market positioning and developed a promotion strategy focused on attracting new customers. We identified the key focuses of the advertising campaign: demonstrating quality results and offering a full range of services. We took into account the target audience's preferences for receiving information online and minimizing calls with contractors.

Create and launch an advertising campaign

We developed several variants of advertising creatives and calls to action. We set up Facebook advertising campaigns to obtain contact information for further consultation and sales of services. Launched a short test on the Marquis platform to filter leads and facilitate the work of the sales team.

Optimization and control

We monitored the results of the advertising campaign and adjusted strategies based on the data obtained. Optimized ads to achieve the target cost per lead and increase conversion. Analyzed the effectiveness of the quiz and made adjustments to improve performance.

Implementation of the apartment design and renovation project

Before launching the advertisement, we carried out the following work

– analysis of the target audience: motives, pains and desires;
– forming a USP (unique selling proposition) based on the desires of the target audience;
– market positioning;
– evaluation and promotion strategy;
– solutions for analyzing the results.

Our work began with an analysis of the client’s background data and competitors (both direct and indirect). After analyzing the market for this niche, we were able to work out the client’s target audience. This helped to formulate a further promotion strategy, focusing on a specific segment of customers.

After assessing the audience and the market, we came to the conclusion that we needed to focus on two key characteristics:

– The quality of the work (i.e., to show the results, the finished repairs in the advertisement);
– and the fact that the company offers turnkey repairs.

We also took into account the fact that users don’t want to call contractors several times now. It’s more convenient for them to get all the information online.

We also offered an additional tool to facilitate the work of the sales department – a short test on the Markviz platform. It helped to separate people who were already ready to order from those who were still in doubt.

The structure within the main campaign with the quiz was as follows:

Key results

935,76 $

advertising campaign budget

210

collected contacts

4,46 $

average conversion price

18,6%

average conversion rate of the quiz on the volume (completed quiz/visit to the first page)

We started with a basic traffic source, where we used several types of ad calls. The main goal was to get a user’s number for consultation and further sale of services.

Spent: 935,76 $
Contacts (conversions) received: 210
Average price – $4.46
Average conversion rate (completed quiz/visit to the first page) – 18.6%.

Conclusions

The client was satisfied with the results of the promotion, as they exceeded his expectations. Currently, we continue to work on increasing traffic.

It was decided to continue working with leads and conversions. And also to develop new approaches using native ads. Work more with the brand than with the technical part.

Lead generation problems can be solved by further testing the form. For example, don’t ask for a phone number, but come up with another way to get in touch. But the labor and money spent on lead generation tests do not make sense, since there is a working connection with user filtering through the quiz, which gives both an acceptable price and quality.

To evaluate the effectiveness of campaigns and content promotion, it is necessary to develop a framework for counting and attributing calls/closed deals. Our cooperation with the client is ongoing, as the client is planning to expand its business.

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