How did we get 804 applications for $14 for luxury real estate in Abu Dhabi in 4 months?
This case is the quintessence of our experience in attracting targeted applications for premium real estate in Abu Dhabi from Instagram and Facebook for one of the largest real estate agencies in the UAE.
P.S. Further, the case does not disclose information about the name of the company, individual statistics, key nuances of work and the number of sales due to the signing of an NDA - a non-disclosure agreement.
Before the start of cooperation, the following tasks were set:
- Receive qualified applications worth up to $15 for the purchase of premium real estate in Abu Dhabi;
- Attracting from 200 leads per month who are interested in buying real estate from $500,000;
- Creating a traffic system in FB / INST, which works without blocking the cabinet, drawdowns of results;
- Promotion of priority premium real estate objects - Aldar Properties, IMKAN, Reportage Properties, SAAS Properties;
How we solved these problems:
- Divided audience segments into properties priced at $1-5 million and $5+ million based on past experience in attracting more than 4,000 leads to purchase real estate;
- Implemented landing pages in the format of quiz-landings for various real estate objects and in-depth lead forms to get more targeted leads;
- We created advertising creatives with strong meanings that showed a CTR of 2.5 - 3%;
- We set up the technical part through our advertising bundles, which have already been worked out on 10+ projects in this niche;
- We set up integration with the CPM system to automatically transfer applications for quick processing by managers;
- Analyzed real estate cases, real estate contextual advertising and real estate agency promotion cases in order to achieve an effective result;
What results did you get:
- 12.700$ realized, for which 804 applications were received at an average cost of 53.58AED (~ $14);
- Set up integration with the CPM system for optimal operation and transfer of requests to the sales department;
- Made the best results among other marketing teams, showing the cost of the application 2-3 times lower than that of colleagues in the shop;
Work process:
Based on the analysis of the target audience, competitors, landing pages, advertising account and promotion experience (analysis of previous advertising campaigns), the strategy was to test different audiences with direct and indirect interests.
By language: English, Russian.
— IT: Programmer, application developer, data analyst, software developer, other IT development specialist, etc. - Management, business management: Commercial director, financial director, technical director, marketing director, other senior representative, etc. - IP.
- Real Estate (Direct Interest): People who are interested in buying real estate at the moment.
- Luxury: people who are interested in luxury brands of clothing, watches, cars, jewelry, who are interested in philanthropy, travel often, love golf, expensive resorts and restaurants.
— Investments: people who are interested in investments, passive income, incl. real estate investment.
— No interests (broad): the algorithms themselves selected the relevant audience.
Created advertising creatives:
In ads, the “carousel” format (ring galleries) was predominantly emphasized, as this way the ad is given more attention and the visual aspects of the property (exterior, interior design, amenities, etc.) are revealed, which gives advantages over competitors' ads.
In addition, this format covered several placements at once (stories / feed), which helped the algorithms to optimize and get a cheaper result. The “stories” format was also tested, for comparison.
The identity and style of the company was also taken into account to create advertising layouts to increase brand awareness and subsequent advertising campaigns.
"Introducing TNE SOURCE! This is a new unique property project from Aldar Properties, located in the heart of Abu Dhabi's cultural district - Saadiyat Grove.
Discover life in harmony with nature and high class architecture! Here, every element is thought out to the smallest detail: this piece of paradise combines modernity and elegance!
- Due to the proximity to the world's museums, you can enjoy the works of great artists and sculptors without leaving your area.
— Shoppers have a unique opportunity to visit prestigious boutiques and galleries, as well as numerous restaurants and cafes where you can enjoy gourmet cuisine.
- Leisure and sports will become an integral part of your life with excellent sports and entertainment facilities on the territory of Saadiyat Grove, as well as white sand beaches and clear waters.
Starting price from AED 2.300.000 ($630.000) with installment payment from the developer.
Would you like to own a part of this paradise? We will help you choose the perfect option for your family and provide full transaction support.
Fill out the application right now using the form below and get a personal offer with detailed information about the objects."
We created a lead form for leaving applications:
Advertising cabinets before starting work:
Advertising account statistics for a separate project after setting up advertising:
Advertising Costs (Total) & Advertising Costs per Line:
For the entire period of work in the total aggregate, the cost of a lead came out to aed 53.58 (~ $14), which corresponds to the set KPI (up to $15).
In addition, advertising campaigns were launched for the Event in Austria (Aldars Roadshow), for which AED 3620.09 was spent.
Pathway to More Targeted Applications:
Through the focus on the audience → real estate, investors, luxury. Screening by indicating the cost on the layout and in the offers. Delivering value and focus on visualization. The entire marketing strategy (item 1.) was aimed at achieving target applications, but taking into account KPI.
Problems encountered and their solution:
- The problem with the delivery of leads in CPM - initially it was necessary to send them in tables, so that it was not convenient. We solved this problem through the automation service - Albato.
- There was also a problem with setting up the service, since the metrics had to match the CPM. We solved this problem with the help of a specialist who works with CPM.
— There was a technical problem with the promotion of campaigns for the event in Vienna. The algorithms considered the audience too narrow to be launched on lead forms. Therefore, the decision was to launch for quizzes, but unfortunately, there was a short time for testing and optimization - there was not enough time.
- The problem is in testing audiences, due to following KPIs and a limited budget, it was not possible to launch all approved audiences for each campaign at once. The solution was to initially test all audiences on a low budget and highlight the key ones to launch subsequent campaigns.
— Due to problems with the payment, advertising campaigns went astray, or began to unwind with an increase in cost. The solution was to restart the campaigns again.
— There were problems with increasing the cost of a lead when launching stories for placement, but due to following KPI, it was decided to return to the “carousel” format, which is optimal for several placements.
About Us:
The agency "REPAVLOV" has been working in marketing since 2018 and for the last 2 years has been specializing only in the real estate market. We help our partners increase their revenue by 30-40% due to a controlled flow of targeted incoming applications, which pay off dozens of times;
The team includes experts from different countries and markets, from Ukraine to Brazil. Everyone brings with them a unique experience of working in different cultures, which helps us to quickly adapt to changes and use the best promotion mechanics.
We will implement advertising systems in your business that have been tested on 20+ projects and generate from 150 high-quality applications per month.
