Case study on selling luxury real estate: how we increased the number of leads from 71 to 168 in 2 months
Posted: Mon Dec 09, 2024 8:24 am
We tell you how we tested a new advertising strategy that generates about 300 interested contacts on Facebook and Instagram every month: an average of 150 leads, 17 unique calls, and more than 130 targeted requests in comments and messages per month. In August and September, we received so many requests that the client did not have time to process them - and therefore expanded the sales department.
Introductory
The client is the Artel "Danila, Makar and Brothers". We have been managing their social networks since November 2015. A year ago, we already talked about the results of 7 months of work in the case "10 applications for the purchase of real estate in a month thanks to Facebook and Instagram" . Then we talked about the complex work, but now we taiyuan telephone number data are talking exclusively about targeted advertising. More precisely, about how we received 100% more leads, 100% more calls, 300% more clicks to the site and 300% more correspondence in the Facebook messenger with the same advertising budget.
Segment: real estate. Houses and baths made of dead Karelian pine. Average bill – from 2 million rubles for the log house (walls) only.
Social networks: Facebook, Instagram.
Geography: the entire territory of the Russian Federation.
Advertising budget: 60,000 rubles per month.
What advertising formats do we use?
We regularly advertise communities on Facebook and Instagram, and also launch promotional posts for wide audiences to attract new subscribers. This is not only an image component of the strategy: in this way, we collect audiences of engaged users for other types of advertising.
We constantly use the following advertising formats:
Advertising communities. The goal is recognition and image of the company, attracting subscribers, collecting engaged audiences for further targeting.
Promo posts. The goal is requests in comments and messages, incoming calls, transitions to the site, collecting audiences for further targeting. 90% of posts contain links to the site and phone number.
Lead advertising. The goal is to get contacts of people who are planning to build a wooden house or a bathhouse and sell them your services.
Advertisement with a link to a messenger. The goal is to attract people interested in building with our material to a dialogue. Many are embarrassed to call, and not everyone understands how to write - ads with a "Write" button simplify communication.
Direct advertising. The goal is to bring the user to the site, where he can look at the catalog of completed projects, compare prices, choose a house or bathhouse of his dreams, get excited about building from dead polar pine, leave a request, call or write an email.
Below is a detailed description of each type of advertising: what was there, what was changed, and how the effectiveness changed.
Advertising with a transition to the messenger
In this type of advertising, we use only detailed targeting - by interests, behavior, positions, etc. We only change the ads themselves and automatic messages.
How it was
We launched one or two ad groups per month for different audiences. By clicking on the button, people got into the messenger – into the chat with the Artel page. There they received an automatic message and could ask a question.
In the messenger you can immediately see who came to the chat because of the advertisement
In the messenger you can immediately see who came to the chat because of the advertisement
The average monthly cost of correspondence for 10 months is 142 rubles.
The minimum cost of correspondence is 40 rubles.
Average monthly number of correspondence – 27.
How it became
In September we completely changed our approach:
We added buttons with links to the website to the ads so that people could get there directly from the correspondence.
Introductory
The client is the Artel "Danila, Makar and Brothers". We have been managing their social networks since November 2015. A year ago, we already talked about the results of 7 months of work in the case "10 applications for the purchase of real estate in a month thanks to Facebook and Instagram" . Then we talked about the complex work, but now we taiyuan telephone number data are talking exclusively about targeted advertising. More precisely, about how we received 100% more leads, 100% more calls, 300% more clicks to the site and 300% more correspondence in the Facebook messenger with the same advertising budget.
Segment: real estate. Houses and baths made of dead Karelian pine. Average bill – from 2 million rubles for the log house (walls) only.
Social networks: Facebook, Instagram.
Geography: the entire territory of the Russian Federation.
Advertising budget: 60,000 rubles per month.
What advertising formats do we use?
We regularly advertise communities on Facebook and Instagram, and also launch promotional posts for wide audiences to attract new subscribers. This is not only an image component of the strategy: in this way, we collect audiences of engaged users for other types of advertising.
We constantly use the following advertising formats:
Advertising communities. The goal is recognition and image of the company, attracting subscribers, collecting engaged audiences for further targeting.
Promo posts. The goal is requests in comments and messages, incoming calls, transitions to the site, collecting audiences for further targeting. 90% of posts contain links to the site and phone number.
Lead advertising. The goal is to get contacts of people who are planning to build a wooden house or a bathhouse and sell them your services.
Advertisement with a link to a messenger. The goal is to attract people interested in building with our material to a dialogue. Many are embarrassed to call, and not everyone understands how to write - ads with a "Write" button simplify communication.
Direct advertising. The goal is to bring the user to the site, where he can look at the catalog of completed projects, compare prices, choose a house or bathhouse of his dreams, get excited about building from dead polar pine, leave a request, call or write an email.
Below is a detailed description of each type of advertising: what was there, what was changed, and how the effectiveness changed.
Advertising with a transition to the messenger
In this type of advertising, we use only detailed targeting - by interests, behavior, positions, etc. We only change the ads themselves and automatic messages.
How it was
We launched one or two ad groups per month for different audiences. By clicking on the button, people got into the messenger – into the chat with the Artel page. There they received an automatic message and could ask a question.
In the messenger you can immediately see who came to the chat because of the advertisement
In the messenger you can immediately see who came to the chat because of the advertisement
The average monthly cost of correspondence for 10 months is 142 rubles.
The minimum cost of correspondence is 40 rubles.
Average monthly number of correspondence – 27.
How it became
In September we completely changed our approach:
We added buttons with links to the website to the ads so that people could get there directly from the correspondence.