Case: Promoting apartment and house renovations on Instagram.
Client: Apartment, house, and commercial real estate renovation in Tver, Russia.
Texts were either not written or were short and uninformative, geotags were not used, hashtags were not well-chosen. Photos were used, but there was almost no video content.
The task was to build an audience, receive and process measurement requests from clients, and prepare the account for targeted advertising. Also, to stand out from competitors because, after all, renovation is quite a challenge.
To gain trust from both clients and the audience.
The account's style changed several times until they ordered the development of Highlights and covers from a designer.
It's better to do this from the start. If you have a website, design it in line with your website's style.
Here's the final version, after three months of our work.
The following work was done initially:
- A mind map was created for 4 client avatars, and the target audience was defined.
- Pain points and objections of clients were identified, the communication style with clients was determined, and responsibilities for communication in Direct messages were allocated.
- Competitors were thoroughly researched, and their mistakes were identified to avoid them.
- A content plan and promotion strategy were written, specifying when and how to post promotional content and when to address objections.
- The profile header was set up, periodically adding promotions and a WhatsApp link (website traffic was low). Benefits were outlined, such as work without advance payment, experience since 2008, and the main advantage: a transparent estimate that includes all details and does not change.
- Targeted advertising was the primary method, with a specialist hired by the client who specializes in this field.
- Mass following was not used, as it was the client's decision. A commenter was engaged but used only until followers began commenting on posts themselves.
- Geotags were selected for residential complexes and suburban areas where cottages and townhouses were built, along with sets of hashtags. Fresh statistics on hashtag usage were considered.
- Initially, to engage followers and encourage article saves, the majority of content was informative. However, after analyzing statistics in subsequent months, it was decided that photos of completed renovations, i.e., beautiful pictures, were more effective.
- In Stories, the renovation process and construction site reviews were shown to build trust with clients. Photos of completed projects were also posted in current Stories.
Clients are reluctant to write reviews, so they are rarely used. Clients are typically busy or have a high status, and often don't have the time for it.
What attracts followers the most when they visit the page is the ability to see the quality of completed work and address objections about the professionalism of the team.
They started creating reels to get free traffic.
Statistics on reels:
Statistics on post reach without using advertising:
In targeting, we use a carousel of photos and videos showing completed renovations. The goal is not to gain followers but to generate leads for measurement requests and cost estimates.
Popular posts are also promoted using the button.
Statistics for posts with advertising:
POINT B: What's Happening Now.
At the moment, we continue to manage Instagram page. I am also involved in promotion, along with a targeting specialist.
A few months ago, we added an expert blog from the client-owner. He is already receiving messages in Direct.
The company is expanding. Our clients have expensive homes, ranging from 300 to 400 square meters, cottages, and luxury real estate. Contracts are worth 1.5 million rubles and more.
In January 2020, we had the following statistics:
In October, 64,388 rubles were spent on Instagram advertising, resulting in 34 leads.
The cost per lead ranged from a minimum of 2,066 rubles to a maximum of 12,109 rubles.
Contracts were signed for a total amount of 2,996,451 rubles.
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