What advertising tools do luxury real estate agencies use?

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What did we work with

The ideological chief of the residential actual property market in St. Petersburg – Legenda Growth – in September 2018 launched the primary enterprise class facility at 65 Moskovsky Prospekt. A particular characteristic of the mission is exclusive planning options aimed on the monetary and mental elite of the cultural capital.

Subsequently, the primary duties for the company had been:

  • to kind data in regards to the new Legenda enterprise mission among the many viewers;
  • accurately divide the viewers into segments and convey to them the primary benefits of the brand new facility;
  • present focused appeals on the article – calls and requests.

Marketing campaign timing – February 2019.

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Undertaking

Mantera Seaview Residence represents a very new class of resort actual property for Russia – ultra-expensive housing with service on the degree of the perfect inns on the earth. The complicated of deluxe residences is being constructed on the federal territory “Sirius” in Sochi, on the primary shoreline, within the Imereti lowland. The mission combines membership residences and a five-star resort. It is a distinctive synergy of codecs – there are not any analogues in Russia.

Based on the consulting firm Knight Frank, the resort complicated would be the most costly mission outdoors the capital area. The worth of particular person heaps exceeds 3 million rubles. per sq. m.

Prepared audiences to launch. Petersburgers who love luxurious homes and yachts

We on the company have shaped unique developments of audiences for various niches, wherein we managed to attain cool outcomes.

Let’s present which settings patterns labored and proceed to offer outcomes.

Yacht homeowners

When it comes to value per lead on this mission, this viewers turned out to be the costliest, however infrequently it really works higher than the others. So be at liberty to take the check. Viewers settings:

Outcomes: 138 leads at 785.7 rubles on common.

Buyers

Many individuals purchase luxurious actual property for resale, and this can be a widespread follow, so this viewers additionally has a spot to be. Viewers settings:

Results: 237 leads for 720.5 rubles on average.

Outcomes: 237 leads for 720.5 rubles on common.

bankers

It’s also fairly an apparent viewers shopping for up actual property. Viewers settings:

Results: 135 leads for 586.5 rubles.

Outcomes: 135 leads for 586.5 rubles.

Folks excited about actual property instantly

Essentially the most profitable and logical viewers. Viewers settings:

Results: 383 leads at 527.5 rubles on average

Outcomes: 383 leads at 527.5 rubles on common.

We additionally tried to take comparable audiences by buyer bases and pixels – the outcomes are miserable. On the identical time, on the time of writing, lookalike audiences usually work fairly poorly, and it’s best to use them fastidiously.

The trail from hypotheses to an efficient technique

A method or one other, each particular person finally thinks about shopping for actual property. Within the classical sense, one can think about that that is the whole market as a complete. The conversion funnel will be divided into a number of phases from minimal to most effectivity:

We recognized two decrease segments of the viewers “shoppers excited about shopping for” – that’s, those that are already desirous about buying a house and are contemplating numerous choices and “shoppers who’ve shaped a have to buy” – an viewers that has decided the timing; is aware of what product he desires to obtain in the long run, and is in energetic search.

On the stage of these excited about shopping for, we related YAN, Show Community and hyper-local concentrating on. On the stage of an already shaped want: textual content advertisements on search, retargeting and remarketing.

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