Smrent: media coverage instead of leads
How a real estate management agency became a prominent brand in Moscow with the help of a content strategy
Smaren is an agency for integrated real estate management in Moscow: transactions, delivery, furnishing, acceptance and repair.
The task is not just to “get leads", but to build recognition and trust through thoughtful content on VKontakte and Yandex.Zen, so that the brand is talked about and remembered.
- 1,200,000+ coverage
Mass audience reach through articles, videos, and longreads - 160,000+ actions involved
Impressions, comments, likes, full reads, and content views - 40,000+ fully read articles
The content was really “reached to the end” — not just scrolled
Audience analysis and media strategy
We identified key information platforms and built a content plan for the interests of the target audience
Production and content packaging
We have prepared a series of expert articles, videos, reviews and longreads.
Launch and promotion
We posted materials on VKontakte and Zen, tested different formats and approaches.
Engagement analytics and optimization
We monitored the depth of viewing, the cost of engagement, and adjusted accents
Audience analysis and media strategy
We focused on delivering the value of Smaren not through sales, but through information and expertise.
- -1-Exploring interestsWe analyzed which topics are relevant: renovation, furnishing, nuances of delivery, transaction issues.
- -2-Site selectionWe chose VKontakte and Zen as the main sources of organic and paid coverage.
- -3-Creating a content planThe topics were divided into categories: expert advice, real-life cases, object reviews, and longrides.
Production and content packaging
We have created catchy materials that are interesting not only to view, but also to read to the end.
- -1-Expert articles and reviewsThey wrote in clear language, explained the nuances, and revealed the topics of “without water.”
- -2-Video contentWe shot video reviews of facilities, interviews with experts, and life hacks for tenants and owners.
- -3-Longrides and collectionsWe made long formats that were useful and catchy in order to “hold” the audience longer.
Launch and promotion
We worked with native coverage and paid promo to “gently” reach a wide audience.
- -1-Paid promotionWe launched the internal tools of VKontakte and Zen — without intrusiveness, in a “media” format.
- -2-Testing formatsWe compared the results of posts, articles, short videos, and longreads, looking for the best formats for engagement.
- -3-Setting up GoalsThey relied on viewing depth and engagement, rather than direct requests.
Engagement analytics and optimization
The main metric is not clicks, but high—quality audience engagement and increased recognition.
Tracking full reads
We recorded how many people read the article to the end (the average price is 15-17 ₽).
Video viewing depth
The average cost of a full view (100%) is 8 ₽; more than 300,000 video impressions.
Operational adjustment
As a result, new themes were launched and formats were enhanced with better results.
The results of the promotion
- 1,200,000+ total coverageThe content was seen and viewed by over a million people
- 160,000+ engaged interactionsLikes, comments, saves, transitions, full reads and views
- 300,000+ video impressionsVideo content consistently attracted the attention of the audience
- 40,000+ fully read articlesPeople didn't just watch it, they actually read it to the end.
- 15-17 ₽ for finishing reading the articleThe cost of 100% involvement in the material
- 8 ₽ for 100% video viewingEffective price for maximum engagement
- The main insightsA media strategy and thoughtful content in real estate work more for recognition than direct lead generation; growth of trust, citations and returns.
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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.
