MoiDom: real estate in Moscow
Lead generation for a residential complex in the capital — 3,800+ applications for $28,800 with two advertising channels
The MoiDom project is a residential complex in Moscow for families, investors and expats.
The task: to collect targeted applications from real apartment buyers without "warming up" and complex funnels, test Facebook and VK, and scale working bundles.
- 3,810 leads
We have provided a stable flow of applications in a short period of time - 245+ target leads
We have identified an audience with a real intention to buy or take out a mortgage - $7.5 average CPL
We have achieved the minimum cost of a lead in the competitive Moscow market
Segmentation and hypotheses
We have divided the audience by motivation, geography and interests for accurate communication
Developing creatives and landing pages
We have launched 60+ visuals and several landing pages for different segments
Testing channels and formats
At the same time, we launched ads on Facebook and VK, tested different formats and offers.
Optimization and scaling
We constantly updated bundles, retained the most effective ones, and increased budgets
Segmentation and hypotheses
We conducted a detailed analysis of the target audience: we identified expats, investors, families and newcomers in order to adapt communication as much as possible.
- -1-Classroom focusWe did not limit ourselves to Moscow — we worked out the interests of families, investors and expats, taking into account real requests.
- -2-GeotargetingWe tested audiences not only in Russia, but also among Russian speakers in Dubai, Kazakhstan, and Georgia.
- -3-Motivation to buyWe shared an approach for different motivations: investment, family, moving, buying without a mortgage.
Developing creatives and landing pages
We have launched more than 60 creatives and several standard landing pages to maximize access to the insights of different segments.
- -1-Variety of formatsWe used offers, visuals, banners, videos, quizzes, and lead forms to cover all treatment scenarios.
- -2-Visual insightsThe "mom and child" images, visuals of new residential complexes, and interior solutions worked particularly well.
- -3-Landing under the offerWe made a separate landing page for each offer — for different segments and scenarios of the application.
Testing channels and formats
At the same time, we launched ads on Facebook and VK, and worked out all available formats for evaluating effectiveness.
- -1-Facebook AdsInstagram Facebook has provided the cheapest mass traffic, especially through Instagram Stories and Facebook feed.
- -2-VK AdsHe showed the best response to the offer "Apartment without mortgage", gave more accurate leads, especially through moms with children.
- -3-Application formatsWe tested simple forms, quizzes and lead forms — we were looking for the maximum price/quality ratio of the lead.
Optimization and scaling
We constantly analyzed the data, disabled weak links, and increased budgets for the best ones.
Flexible optimization
Creatives were promptly updated, adjusted to current interests and seasonal motives.
Focus on target users
We segmented applications by budget, interest in mortgages, and willingness to purchase in order to identify the "hot" leads.
Scaling
After identifying working audiences and creatives, we increased budgets and increased retargeting.
The results of the promotion
- $28,800 budgetThe total cost of advertising campaigns on Facebook and VKontakte for the entire period.
- 3,810 leadsWe have received a steady stream of applications from really interested buyers of apartments in Moscow.
- 245+ targeted leadsWe have identified an audience with a high willingness to purchase or mortgage.
- $7.5 average CPLWe have achieved the minimum cost of a lead in the competitive real estate market in Moscow.
- $260 CPL by target (Facebook)The price for a high-quality purchase or mortgage application via Facebook.
- $340 CPL by target (VKontakte)The cost of the target lead in VKontakte is slightly higher, but with high accuracy of hitting.
- The best audiencesRussian speakers abroad (Dubai, Kazakhstan, Georgia), men and women 30-55, interests: investments, family, real estate.
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.
