To collect apartment purchase bids running to the budget (1% of the apartment price).
We were supposed to promote villas on Phuket in private quarters with all amenities (swimming pool, sports areas, security etc.). Unfortunately, in accordance with the NDA, we may not disclose any details about the client, but we will gladly share details on how to implement a case for promotion of land estate in the Russian market.
To collect apartment purchase bids running to the budget (1% of the apartment price).
After we talked to the sales manager, we formed a USP for an advertising campaign:
It is one thing to promote apartments at a price of $20,000, but it is quite another thing when you promote premium class land estate. We started learning ‘dwelling’ channels of the solvent audience that could get interested in our offer.
During the campaign, we daily monitored indicators of each advertising channel. We looked at what key messages worked better and what channels brought higher conversion, and this is where we redistributed a higher share of the advertising budget. Besides, we added new promotion channels at different times of the advertising campaign. Upon its completion, we provided our client with a complete report containing source of traffic, bids, and cost of every bid in separate channels.
Within the period of the advertising campaign (6 months), 6 requests for a villa review were received and 4 villas were purchased. At that, KPI were fully met—we managed to meet the budget.
Taking into consideration that land estate sales, especially expensive ones, are long-term, it is hard to estimate the efficiency of a separate channel.
Premium land estate is demanding for thorough consideration of not only channels, but also target audience. The final cost of every lead will also depend on how surgically you will work on every audience segment. This is one of the most complicated and interesting segments in the field of property sale promotion.
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