Residential complex in Saint Petersburg
1,324 applications via VKontakte for a comfort-class developer: segmentation, quizzes, and clear analytics
The developer of a comfort-class residential complex in St. Petersburg.
The task is to get a stable flow of applications only through advertising on VKontakte, identify target customers and bring them to the deal.
- 1,324 applications
We have provided a steady stream of new requests for the sales department - 60 target leads
We have concentrated the flow on real buyers who are ready for a deal. - 668 ₽ average cost
Achieved CPL by 25% below the market in the region
Segmentation and hypotheses
We divided the audience according to the purchase motive and made separate offers for each segment.
Launching campaigns and formats
We conducted 20+ advertising campaigns, tested quizzes and lead forms with different offers
Analytics and optimization
We connected end-to-end analytics and quickly sorted out inefficient bundles.
Strengthening creatives and USPS
We used real photos, reinforced the offers "apartment without mortgage" and "finished finish"
Segmentation and hypotheses
We conducted a detailed analysis of the audience in order to accurately divide it by key motives and increase the relevance of the requests.
- -1-Planning to moveSeparate bundles and ads for people who are just planning to move to St. Petersburg.
- -2-InvestorsThe focus is on profitable real estate and profitable investment offers.
- -3-Families and parentsWe singled out families with children, and focused on infrastructure, parks, schools, and playgrounds.
Launching campaigns and formats
In parallel, we launched more than 20 campaigns, combined different types of offers and lead generation for maximum coverage.
- -1-Lots of offersWe tested different variants of offers for each segment — from apartments with finishing to special promotions.
- -2-Quizzes and lead formsWe launched quizzes to engage and collect detailed data, and lead forms to apply quickly without unnecessary steps.
- -3-Age and geo-group testWe worked separately with different ages and districts, looking for the most “responsive" audiences.
Analytics and optimization
The work was based only on numbers — ineffective campaigns were instantly disabled, workers scaled up.
- -1-Connecting ROIstat and Bitrix24We have set up end-to-end analytics to track the path of each order from click to transaction.
- -2-Evaluating target leadsThe entire funnel was built around the target lead: those who were really ready to buy were singled out.
- -3-Fast filteringCreatives were regularly updated, offers were replaced, and only effective links were reinforced.
Strengthening creatives and USPS
We used only real photos of objects and reinforced the argument through specific benefits.
Real photos instead of visualizations
This has increased trust and conversion compared to standard renderers.
Bright offers
We focused on mortgage-free apartments, ready-to-live studios and one-room options.
Honesty and specificity
They openly wrote about location, cost, and benefits — they removed the “watery” promises and focused on specific benefits.
The results of the promotion
- 885,000 ₽ total advertising budgetAll traffic is only through VKontakte, without third—party channels.
- 1,324 applicationsA steady stream of requests to the residential complex throughout the campaign.
- 668 ₽ average cost of the applicationIt is 25% lower than the market CPL for real estate in the region.
- 60 target leads (out of 82 potential leads)The applications that are really ready for the deal are highlighted.
- 5,247 ₽ the cost of the target leadFocus on real customers who are ready to buy.
- 7.3% conversion of all leads to targetsIn the best campaigns — up to 20%.
- The main insightsDifferent offers and visuals for segments, focus on real photos, end-to-end analytics and constant optimization.
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.
