GENERATION OF LEADERS FOR ELITE REAL ESTATE AGENCY
Received 140 leads
Average check RUB 10.3 million

Knight Frank is an international consulting company founded in London in 1896. Areas of work - consulting services in the field of real estate, sale and purchase of real estate. Our task was to develop an advertising campaign for the sale of luxury real estate

After collecting the audience from the first settings, we turned on look-a-like

It was used in the following way: crossing an audience similar to those who were active with our ads and interests. There are almost limitless number of categories of interests on Instagram. In this case, we used: - major renovation, - living room, - interior design, - house, - residential complex

The main fears of the target audience were revealed: the house will not be completed or commissioned on time; poor-quality construction, non-compliance with technologies; the client will not be able to get a mortgage; double sale; forged documents of purchase and sale; additional payments (interest) will be charged when making a deal; next to the residential complex there will be no essential social facilities, the infrastructure will be poorly equipped.

DESCRIPTION

WHAT WE DISCOVERED

WHAT DID

We started by analyzing the audience. The basis for data preparation was:
Client bases
Brokers experience
Collecting data from social. networks
Yandex Wordstat
Google Trends
Articles and research in the luxury real estate segment

Based on these data, two main segments of buyers were identified.
LAL audiences are most effective in working with cold traffic, especially when it was created based on customer data

TARGETED ADVERTISING

The main goal was to get leads no more than 3000 rubles in areas: urban, suburban and foreign real estate.

RESULTS

The main conclusion that we made during the advertising campaign is that the real estate niche is promoting equally well both on Instagram and Facebook.

We analyzed the target audience, product, niche. Compiled by Mindmap and Customer Journey Map

Mortgages - people interested in real estate mortgages. This is a warmer audience, and they were shown specific offers with a price.

We used the company's website, lead magnets and mailing lists as a platform for traffic.

We tested several ad formats: slideshow, video, photo, carousel. The most effective was a photo with a live collage, where there were photographs of objects.

RECEIVED LEADS
140

URBAN REAL ESTATE
PRICE OF LID: 2396 R

COUNTRY ESTATE
PRICE OF LID: 2140 R

ADVERTISING BUDGET:
322 551 RUB

SMM on Instagram, Facebook, Vkontakte

Working on the project:
analyst
marketer
visual specialist
designer
targetologist
copywriter
account administrator
other specialists

STAGES OF WORK

Interest map is the basis for promoting your account. On its basis, a content plan, creative, targeted advertising is created.
When creating Mindmap, we use recognized methods of target audience research:
Customer Journey Map development
Research using the QFD analysis method
Person Method

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