Promotion of a real estate developer with Facebook Ads: 1795 leads from $4.23 for 3 months

Developing an SMM strategy

Our customer is a construction company that has established itself internationally and successfully implements real estate projects in Lithuania, Latvia and Ukraine. The developer has 4 projects under construction in Odessa, which we designate as residential complex "N1", residential complex "N2", residential complex "N3" and residential complex "N4".

1 260,52 $

advertising campaign budget per lead

298

leads received

4,23 $

average price per lead

13 078,94 $

budgets of advertising campaigns (4) for Messenger correspondence

2 104

start of correspondence

5,81 $

average price per correspondence

Details

GEO

Odesa, Ukraine

Target audience

From 30 to 45 years old, most often young families, sailors and investors (purchase of real estate for rent)

Niche

Real estate

These residential complexes are located in different areas of the city and have different pricing policies:

Residential complex “N1” – a complex in a residential area
Residential complex “N2” – a complex in a residential area
Residential complex “N3” – a complex near the historical center
Residential complex “N4” – a complex by the sea

We have already worked with this project – we have developed and launched advertising campaigns using search and contextual advertising.

Task

Our priority was to set up and manage traffic to receive applications to the sales department. In order to achieve these plans, we focused our marketing efforts on setting up targeted advertising.

Client: Promotion of 4 residential complexes
Traffic: Targeted Facebook Ads
Work period: 3 months

Work progress

Client analysis and task setting

Our task was to set up and manage targeted advertising to generate leads (applications) to the sales department, with a focus on optimizing the cost per lead. Main project goals: Attracting applications from potential real estate buyers. Optimization of advertising campaigns for each residential complex. Maintaining the developer's brand awareness.

Audience segmentation and strategy development

We have developed an individual promotion strategy for each of the four residential complexes, taking into account the specifics of the target audience and the geographical location of the facilities.

Working on a project to promote the N3 developer

Stage 1: Project preparation - We developed a strategy focusing on LeadGen through a lead form, with audience segmentation by interest. Stage 2: Launch and analysis of results - Initially, the campaign showed good results, but over time, the effectiveness decreased. Stage 3: Optimization - We expanded the tools and launched advertising via Messenger, which reduced the cost of leads and improved their quality. Stage 4: Combined strategy - The budget was split between Messenger and the lead form, which ensured better reach and efficiency.

Work on the project of promoting the developer N1

Stage 1: Project preparation - Based on the experience with the N3 residential complex, we launched two campaigns at once: via Messenger and a lead form. Stage 2: Analysis of results - Messenger again showed the best results in terms of cost and lead qualification. Stage 3: Optimization - We focused on Messenger without launching promotional videos.

Work on the project to promote the developer N2

Stage 1: Launching campaigns - We used standard strategies, but the main focus was on Direct mail advertising, which yielded good results.

Work on the project to promote the developer N4

Stage 1: Project launch - We immediately launched the campaign on Messenger. Stage 2: Optimization - Regular rotation of creatives to maintain the effectiveness of the ad.

Expert comment

This approach allowed us to understand the audience of each project well and optimize the advertising campaign for specific needs. Using different strategies and tools for each residential complex ensured flexibility and effectiveness of advertising efforts.

Audience segments of the construction company

The following target groups were identified for advertising activities:

People aged 30-45 with incomes above average, who plan to move from an old apartment.
Sailors looking for housing in Odessa.
Young families, including: those looking for their first home; parents buying an apartment for their children; people planning to move from old houses.
Investors interested in purchasing housing, such as studios or one- and two-room apartments, for the purpose of further renting out.

Working on a developer promotion project

We started the promotion strategy with the N3 residential complex project

Project preparation: To begin with, we developed a strategy focusing on LeadGen through the lead form. We identified four audiences by interests, which allowed us not only to launch advertising for a wide audience, but to carefully segment it.
Launch and analysis of results: Initially, the results obtained were positive, but over time they began to deteriorate.
Optimization: Since the first strategy did not bring the expected results, we expanded the range of tools and launched an advertising campaign via messenger. This step not only reduced the cost of leads, but also significantly improved their qualification coefficient.
Combined strategy: As the project developed further, we divided the advertising budget between the messenger (as the main tool) and the lead form (which “picked up” the rest of the audience).
Brand support: To increase brand awareness, we launched PR videos that also collected leads.

Project RC “N1”

Project preparation: Taking into account the experience from the RC 3 project, we launched two campaigns at once: one on the messenger, and the second on the lead form.
Analysis of results: As in the previous project, the messenger showed more effective results in terms of cost and qualification of leads.
Strategy: Unlike the RC “N3” project, we did not launch promotional videos.

Project RC “N2”

Strategy and results: The standard campaigns that we used in the two previous RCs did not give the expected result. However, advertising in Direct brought good results, so we focused on it.

Project RC “N4”

Strategy and launch: For this project, we simply launched a campaign in the messenger.
Optimization: When the advertising began to “burn out”, we rotated creatives to maintain its effectiveness.

Facebook promotion results

Key results

1 260,52 $

advertising campaign budget per lead

298

leads received

4,23 $

average price per lead

13 078,94 $

budgets of advertising campaigns (4) for Messenger correspondence

2 104

start of correspondence

5,81 $

average price per correspondence

Advertising cabinet overview

Results of residential complex «N1»

Spent on LeadGen: $1,260.52
Leads: 298
Avg. price: $4.23
Spent on Messenger: $3,192.38
Start of correspondence: 607
Avg. price: $5.26

Results for N2 Residential Complex

Spent on LeadGen: $100.65
Spent on Messenger: $2,318.73
Started conversations: 395
Avg. price: $5.87

Results of the N3 Residential Complex

Messenger Spent: $3,341.20
Correspondence Started: 558
Average Price: $5.98

Results of the residential complex “N4”Messenger spent: $3,326.63
Correspondence started: 544
Average price: $6.12

Conclusions

We received 298 leads at $4.23 and 2104 correspondences in Messenger at $5.87. The developer is satisfied with the results and we continue our work. The sales department is implementing plans to sell apartments in the new building through our leads.

During our work, we implemented a number of marketing strategies for four residential complexes, adapting to the specifics of each of them. We actively experimented with different communication channels, including lead forms and messengers, and segmented the audience by interests.

Our work on these projects has shown that a successful marketing campaign requires flexibility, a creative approach and constant analysis of results. We have proven that the path to success lies through continuous testing, optimization and adaptation to specific conditions.

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