How to attract warm clients to buy real estate in Dubai?
Here I want to share a case where we are promoting a real estate agency in Dubai from scratch.
We were approached by a client who has an agency in another country and now wants to enter the Dubai market.
Request:
- Creating an Instagram brand from scratch, building off the competition
- Creating an Instagram brand from scratch, building off the competition
- Concept and personalized style, strong positioning
- Set up advertising and attract real clients
What we did:
SMM:
Let's pay attention that this Instagram profile and the brand as a whole was created from scratch, previously the account was not maintained, never conducted shoots, photo shoots, did not work with the creation of content.
Further I propose to consider all the work with this project in terms of SMM by stages, as well as to look at the actual result.
1. The client's target audience was thoroughly analyzed, with the help of which we further oriented all the content.
The main tool of the analysis is custdev.
Real focus groups were also collected to identify audience behavior
2. We made a content strategy in the form of mind-maps, which detailed all the steps in terms of content, development, corporate identity, positioning and accentuation
We create a content strategy based on the client's wishes, as well as the study of the target audience. We literally study the language and phrases used by the audience in their lives to maximally hit the target!
The content strategy is shown in the figure below, in this example specific data is excluded in order to maintain confidentiality and copyright protection.
3. on a remote basis, a photo shoot was organized in a studio, a detailed technical task was written, references were selected.
4. video content shooting for stories and reels was organized
The client was given detailed technical assignments, with the prescribed frame setting, idea and approximate scenario, as well as an additional video lesson with the rules of independent shooting was created.
A pleasant bonus for the client was the fact that the specialist who led this project was passing by for a couple of days in Dubai and held an offline meeting where the client was able to consolidate all the necessary skills for independent shooting of video content.
We always take care of our clients and do everything to make working with us comfortable, efficient and fast!
5. After the photo shoot, the photos were received and a visual - profile grid was drawn up
All wishes on stylistics, colors were taken into account. It was important for the client to show the team, reflect the expertise, while not cluttering the publications with infographics. You can see examples of the initial visuals and further grid below, company logos are hidden
These are some of the first publications and the first photo shoot. During the work with the project it was decided to conduct another photo shoot, we picked up another photographer on a remote basis, we also prepared the terms of reference and made full preparations for the shoot. We decided to continue the visuals in the same corporate style
6.The next stage is to draw up a content plan, write posts, draw up the terms of reference for shooting stories and reels.
The content plan is made in a convenient table, separately for each type of content, it specifies topics, accents and specific messages
Further in a separate document texts of posts are prescribed, taking into account the wishes of the client, the language of the audience, relevance and presentation.
And also on calls, in separate documents creative assignments for the client on a remote basis for shooting stories and reels are prescribed.
7. It can be said that the following are related stages. Profile filling, the regularity of content release, as well as filling the profile header - description, design of the actual stories
The finished profile header can be seen below
At the moment we are working on connecting targeted advertising to increase subscribers.
At the same stage, we achieved regularity of content release, full filling of the profile. The main thing is that the client is completely satisfied with the work done and continues to cooperate with us
8. And then let's turn to the statistics that we managed to get
Let's look at the breakdown of 3 months and one month
These are general indicators, which already speak about the fruitful work done. I plan to continue working with this project in terms of smm, testing new hypotheses, expanding the video content and building up the audience
Traffic:
We have already had experience working with clients who don't have any landing pages and are just entering the market.
We made the decision to launch advertising without waiting for the final packaging, because the deal cycle in real estate is 3-6 months, and it's important for the client to start getting the first deals as soon as possible.
- We developed a promotion strategy and started the launch:
- Analyzed the target audience and competitors' accounts
- Formed an offer and prepared creative content
- Selected 2 hypotheses for promotion
During the advertising campaign layouts were tested on cold audiences in different locations (UAE, Europe, CIS) and were not limited to them.
After the first month of work on advertising, we clearly understood which requests the client wants to work with and which countries/offers bring really interested people who want to buy real estate within 1-6 months from $350-400k.
Second step:
When the instagram was ready we started running ads on behalf of the company and getting followers and warm customers on instagram.
Why is it important to have a packaged instagram?
People choose companies they trust. When we maintain an instagram, show employees, deals, cases, and other inner workings - a potential client starts to see a company that really works.
It's important to show not only new sales starts and lots, but also employees, because people buy from people.
When we connected instagram we saw that people who write in direct mail are much more loyal and conversion to a really interested in buying a person increased to 25% instead of 10-15% at the initial stage.
If we count in money, the cost of an interested lead has dropped from $200-300 to $80-150.
We also expect that a packed Instagram and the right traffic will shorten the deal cycle from 1-6 months to 1-3 months, because people who sign up on instagram are warmed by the content and get in touch almost ready to buy. When we see these numbers, we'll release the next article with specific numbers and ROI.