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Leto Estate: suburban real estate by the water

How we built lead generation only in VKontakte — without Facebook and context

Leto Estate Agency specializes in the sale and rental of houses near the water: Volga, Pestovo, Zavidovo, Chistye Prudy.

The task is not just to bring traffic, but to find “your own” — those who dream of a house with a pier, pine trees under the windows and a cup of coffee by the water. All traffic is from VKontakte only.
  • 200+ applications
    We have collected a stream of real requests for suburban real estate near the water
  • 18-20 target leads
    We identified clients with a real willingness to buy or rent
  • $13 average CPL
    The optimal cost of an application in the competitive suburban real estate market
Analysis and segmentation
We divided the audience by geography, interests, income level, and purchase motives.
Creatives and submission
They focused on the atmosphere, comfort and dream, rather than on the technical characteristics of the lot.
Quizzes and engagement
The traffic went only to quizzes — without forms, only interactive and engaging
Flexible optimization
Weak hypotheses and creatives were disabled, and they were processed to meet the real response of the audience

Analysis and segmentation

From the very beginning, we were looking not just for buyers, but for “our” people who want to change the rhythm of life.
  • -1-
    Geography
    Moscow, Moscow region, St. Petersburg, locations near the water — precisely according to the directions in demand.
  • -2-
    Interests
    Yachting, fishing, luxury fencing, summer residents, people looking for a quality of life outside the city.
  • -3-
    Motivation
    Not just a purchase, but a lifestyle: privacy, space, nature nearby.

Creatives and submission

We focused on visualizations and texts that evoke emotion — they are not selling a house, but a dream.
  • -1-
    Atmospheric images and videos
    Piers, ponds, forests, sunrises — created a desire to “feel” this way of life.
  • -2-
    Person objects
    The lots were shown as unique stories: not just a “house on the Volga”, but a place for family, relaxation, and inspiration.
  • -3-
    Regular updates
    We constantly reworked creatives for insights, leaving only the most engaging ones.

Quizzes and engagement

Instead of the usual forms, there were only quizzes: people played, chose parameters, and got involved from the first seconds.
  • -1-
    Interactive
    The quizzes immediately cut off the casual ones and captivated those who were really thinking about buying.
  • -2-
    Matching interests
    Different scenarios of quizzes — for a family, a cottage, a “second home", an investment.
  • -3-
    Funnel without extra steps
    Minimum barriers, quick access to dialogue with the manager.

Flexible optimization

We worked only by numbers: we disabled things that did not produce results, and scaled up work bundles.
Quick edits
No “pity” for creatives — just the result, everything superfluous was removed immediately.
On-the-fly analytics
The effectiveness was assessed by CPL and conversions in target groups.
Betting on a long cycle
Suburban real estate is a long—term decision, so it was important not to lose contacts and involve them again.
The results of the promotion
  • $2,900 total budget (VKontakte)
    All traffic is from only one platform
  • 200+ applications
    High-quality appeals with a clear interest in buying or renting
  • 18-20 target leads
    Customers with a high probability of a deal being cut off through the quiz funnel
  • $13 average CPL
    The optimal lead price for the luxury suburban real estate segment
  • $200-230 per target lead (CPA)
    The real cost of a “live” contact ready for purchase
  • The main insights
    Atmospheric presentation, quizzes instead of forms, working only by numbers and fast optimization of bundles
I want to work with you
Leave a request and we will contact you as soon as possible.
Our services
Comprehensive promotion
We bring the advantages of the brand to the audience and increase conversion through various tools.
Contextual advertising
We increase traffic to the site and bring the audience to the purchase.
Targeted advertising
We increase sales through social media.
Comprehensive SMM
We create a strong brand, communicate regularly with the audience and track its path from the post to the purchase.
SEO
We optimize the site and bring it to the top for relevant queries.
SEO YouTube
We bring videos to the top of the YouTube search results and increase the brand's audience.
Business analytics
We evaluate the effectiveness of advertising and the profitability of the business.
Sales marketing
We build work with applications and train you to work with incoming traffic.
All services
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