Premium real estate near the Baltic Sea
Lead generation for a first-line residential complex in Kaliningrad: from cold start to 100+ targeted applications
The residential complex on the first line by the sea in Kaliningrad is a new project in the premium segment, sales started in winter.
The task: to launch an advertisement and collect a stream of real applications with an emphasis on the quality of leads, not just quantity.
- 1,254 applications
We have collected a steady stream of requests for premium real estate from two channels - 103 confirmed target leads
We validated the applications and identified really “warm” buyers - $11 CPL
We have achieved the minimum cost of an application in the complex premium real estate market
Segmentation and strategy
We divided the audience by region, motivation, and created unique offers for each group.
Creatives and formats
We have created 30+ visuals and videos, prepared landing pages, quizzes, and leadforms for different stages of the funnel
Launching and optimizing ads
Facebook Instagram and VK hypotheses were tested, analytics and CRM were integrated.
Lead validation and analysis
We focused on quality: we filtered leads, passed only target requests to managers
Segmentation and strategy
We started from scratch: we divided the audience by region, status and interests, and selected offers for different segments.
- -1-Instagram Facebook/Baltic Region)We focused on Russian speakers in Europe, focusing on investments, second homes, and maintaining ties with Russia.
- -2-Major cities of Russia (VKontakte)The target is for residents of Moscow, St. Petersburg, Yekaterinburg, Kazan — those who want a “house by the sea", but not in Sochi.
- -3-Focus on motivationThe values were highlighted: investment, lifestyle change, tranquility and nature by the sea.
Creatives and formats
We have launched more than 30 creatives: photos, renderings, drone videos, detailed layouts for maximum visualization of the object.
- -1-Real photos and videosWe used videos from the facility, photos of facades and sea views to stand out from the “template” renderers.
- -2-Variation of formatsWe tested landing pages, quizzes, and leadforms, looking for the optimal entry point for different segments.
- -3-Personalization of offersIn Europe, they focused on investments, in Russia — on a change of life and a “marine” lifestyle.
Launching and optimizing ads
At the same time, we tested different channels and quickly optimized campaigns by numbers.
- -1-Facebook / InstagramThe best indicators in terms of CPL and lead volume are targeting Russian speakers in Europe.
- -2-VkontakteSlightly above CPL, but very “warm” leads from the regions of the Russian Federation, motivated to buy by the sea.
- -3-Integration of analytics and CRMAll advertising was linked to CRM: applications were filtered, non—targeted ones were immediately eliminated.
Lead validation and analysis
The main focus is on quality. We handed over to the managers only applications that were really ready for a purchase dialogue.
Checking through CRM
Each application was validated: interest was confirmed, and “random” clicks were eliminated.
Segmentation of leads
Investors, family investors, those looking for a second home and those wishing to “change the metropolis" were singled out separately.
Work for a deal, not for volume
The goal is to minimize the share of “cold ones” and give the sales department a warm, motivated flow.
Итоги продвижения
- $15,060 total budgetFacebook/Instagram: $9,210; VKontakte: $5,850.
- 1,254 applicationsA steady stream of requests from interested buyers.
- 103 confirmed target leadsThe leads that were actually considering a purchase were manually validated.
- Instagram Facebook/$11 CPL, $17 CPL (VKontakte)The minimum cost of treatment in a complex premium market.
- from $143 for a qualified leadAn effective price for a really motivated buyer.
- The main insightsPersonalized offers for each audience, betting on real photos and videos, manual filtering of leads, starting from scratch without templates.
I want to work with you
Leave a request and we will contact you as soon as possible.
Our services
We bring the advantages of the brand to the audience and increase conversion through various tools.
We increase traffic to the site and bring the audience to the purchase.
We increase sales through social media.
We create a strong brand, communicate regularly with the audience and track its path from the post to the purchase.
We optimize the site and bring it to the top for relevant queries.
We bring videos to the top of the YouTube search results and increase the brand's audience.
We evaluate the effectiveness of advertising and the profitability of the business.
We build work with applications and train you to work with incoming traffic.
