Case Study

Banyan Group Residences: 342 Qualified Leads from Precision Paid Search Advertising

Goal

How to generate steady demand for international real estate in Russia while engaging high-value clients

01 Background 02 Goal 03 Solution 04 Results

Background

The growing demand from Russians to buy property in Thailand can be attributed to several significant factors. Firstly, there is no visa regime for entering the country with direct flights from Russia. Secondly, the living conditions are comfortable in a warm climate. Thirdly, the cost of real estate is lower than in other key regions of interest for buying. We are talking about the UAE and Turkey, where prices in 2023 increased significantly, as well as Bali, which is quite far from Russia. Nevertheless, buying foreign real estate is expensive, regardless of the chosen region. Therefore, any strategy in this segment is based on finding solvent customers. However, approaches can be atypical.

Goal

In the fall of 2023, RMAA received a request from Banyan Group Residences to collaborate on promoting real estate in Thailand. At that time, the client was already a well-known and highly regarded market leader, with a reputation for developing prestigious resorts, hotels, residences, and SPAs under its own well-known brands. We also established ourselves as an agency with the proven ability to effectively implement lead-generation projects in the foreign real estate segment. It was clear that this would be a mutually beneficial partnership.

As events later demonstrated (and still do, as the project is ongoing at the time of publication of this case study), our assessment was correct. The campaign was an immediate success. We developed a personalized promotion strategy for selling Thai real estate and have provided the client with qualified leads on a monthly basis for over 11 months. Let's speak in order.

Solution

While many real estate companies position themselves as a single entity, Banyan Group Residences has several brands in Thailand. These include Banyan Tree, which incorporates the flagship integrated resort Laguna Phuket and Laguna Resorts & Hotels Public Company Limited, Angsana, and the newer brands Cassia and Dhawa. Given the diversity of the projects and the wide price variation across properties within each brand, we decided not to build a multi-page website.

Instead, we used paid advertising on Yandex Search and the Yandex Advertising Network (YAN) as the core promotion channel. This approach had already proven effective for lead generation in our previous real estate projects and other high-budget campaigns. We also expanded the geographic focus beyond Russia to Thailand, where a large Russian-speaking audience is interested in purchasing homes rather than renting apartments.

Along with target audience segmentation, one of the main factors shaping campaign strategy was property price. From the launch stage onward, all Yandex campaigns included audience bid adjustments based on purchasing power. We also excluded users under the age of 25, as this segment showed low conversion potential.

Based on this input, we started working with seven Russian-language websites provided by the client:

Laguna Lakelands
Skypark
Laguna Lakeside
Laguna Seaside
www.btg-angsana.net/landingpage/ru (currently unavailable)
www.banyantreeresidences.com/beachvillasandbeachresidences/registrationform/ru (currently unavailable)
www.banyantreeresidences.com/grandresidences/lagoonpoolvillas/registrationform/ru (currently unavailable)

For these landing pages, we initially launched two generic campaigns in Yandex Search and YAN using neutral creatives to test demand. This strategy performed well during the first few months and delivered an average of 30 qualified leads per month. Over time, the creative approach shifted toward USP-driven ads that highlighted the key advantages of each property.

At the same time, the number of campaign launches in Yandex also increased. We developed separate promotion formats for each site, with auto-strategies for paying for conversions. This was the optimal way of working with paid ads. It allowed us to increase the number of clicks and impressions and reduce their cost. In other words, payment for displaying the advertisement was made only if the user entered their contact details on the client's website.

Having established a systematic flow of leads, we concentrated on refining the landing pages, since the client's pages were not particularly user-friendly. The contact form was packed with unnecessary fields, and there was no site navigation or brand information.

The following information blocks were added to the design of the new landing prototypes:

information about Banyan Group Residences as a leading real estate developer in the region to increase the level of trust among potential clients;
introductory information about the neighborhood where the property is located;
benefits and additional bonuses when buying real estate from a particular brand.

In addition, the feedback form became more convenient and shorter after the refinement. It contained name, email, and phone number. The user could access it from any screen on the landing page via the button. The main attraction of all pages is a top-quality visual series showcasing objects both indoors and out.

So far, 11 new landings developed by the RMAA team have been used for the Banyan Group Residences project.

We made a fluid transition to resources and adjusted the paid ads strategy accordingly. Each landing site has a unique promotional feature. However, the launch process follows a well-established algorithm. Before launching new campaigns, we test them for a period using a variety of creatives of different formats and ‘shades’ of content (from neutral to personalized for specific audience price preferences). After about 10 days, we examine the results and then scale the main advertising load to the most successful ads.

Additional analytical materials provided by RMAA as a Yandex-certified partner are a key tool for predicting results. Thanks to them, we adapt campaigns to capitalize on periods of high and low real estate demand in Thailand. We know which properties and areas are currently in high demand and strengthen advertising on them. Additionally, we compare market dynamics and achieve a CPC below the market average. For the record, this indicator is kept at $2.2, while in the US it is no more than $1.1.

The confidence in systemic work is backed up by results.

Results

Banyan Group Residences has received 342 qualified Russian-speaking leads through Yandex paid ads between December 2023 and the present. Conversely, the lowest result (12 leads) occurred in July, during the period of declining interest in Thai real estate, which we had previously warned the client about. In October 2024, we saw the highest number of requests (49 leads) amid annual growth in property demand in the region. The client has remained consistently satisfied with our work throughout the year and has recently decided to expand our reach. We are now developing a Telegram channel focused on real estate in Thailand, which will convert leads from the messenger in addition to our paid lead-generation campaign. We'll cover this in another case study.
*The results are shown for the period December 2023 - November 2024, but the campaign for the client is ongoing.