Promotion of a real estate agency using targeted advertising on social networks. Case

In this case, we will tell you about the promotion of a real estate agency using targeted advertising on social networks, the automation of work with requests using the end-to-end analytics service, we will share the difficulties we encountered during the work, and show the results that we managed to achieve.

Input data

Client: Real Estate Agency “Klyuchi” in St. Petersburg.

Client tasks: receive calls for the selection and purchase of real estate in the city and the surrounding suburbs from those interested in primary real estate no more than 5,000 rubles for a qualified (targeted) appeal.

Decision: launch targeted advertising on Facebook and Instagram – it allows you to collect requests for consultation and selection of real estate directly on social networks.

Getting Started: Development of an Advertising Campaign Strategy and Technical Preparation

We have prepared several offers, developed designs and wrote ad texts in four areas:

new buildings in the Primorsky district;
apartments on the waterfront;
apartments near the metro;
apartments for investment.

Fragment of the technical task for the designer. It described how the banners should look like.

Next, we connected the Newton end-to-end analytics service to automate the receipt of requests from Facebook. For example, to call customers immediately after they have left their number in the form.

The Facebook lead generation form works like this: when a user submits an ad, it goes to a special storage. The manager needs to download it from there and dial the client’s number manually. The end-to-end analytics service saves him from this routine and possible mistakes: first he will call the manager, and as soon as he picks up the phone, he will connect him to the client.

Attention: preparation and launch of advertising campaigns

We will tell you more about each direction.

Apartments in Primorsky district… The ads used the carousel format – this is when several banners are presented in the Instagram and Facebook feed. The first image shows the minimum cost of an apartment in the area. Other interesting proposals were brought to the carousel, they indicated the minimum cost of the lot in the residential complex and the advantages of apartments in it.

The carousel allows you to show the user more offers and thus not only increase the chances of finding a suitable one, but also to engage them in advertising.

Banner carousel, which brought 22 hits worth 1.4 thousand rubles for one as a whole and 3.2 thousand rubles for the target

This is what Instagram ads looked like

Apartments on the waterfront… In the advertisement of the offer, one banner was used, which indicated the minimum cost of an apartment on the embankment as a whole or the minimum payment on a mortgage per month:

Apartments near the metro… Created creatives indicating the minimum cost of an apartment next to the subway:

Apartments for investment… We created five options for banners with an offer:

Carousel with a dialogue between a client and a real estate specialist:

March: testing sites, delivery times, and creatives

We launched all directions on Instagram and Facebook and set up impressions according to the schedule: from 10 to 18 hours on weekdays. You can show ads on social networks throughout the day or at certain times. For example, during company working hours. This is convenient and allows you to process applications immediately after receiving them.

Apartments in Primorsky district… The total cost of an application from Facebook was 5.4 thousand rubles, from Instagram – 1.7 thousand rubles. The test showed that Instagram is more suitable for promoting objects in the Primorsky district, and we decided to continue showing ads for the direction only on this social network.

Even though the ad ran on schedule, leads slipped outside of it. For example, at 19–20 o’clock, when there should be no impressions. At the same time, the cost of the total application was higher than expected.

We wanted to reduce the cost of circulation and decided to test impressions throughout the day. As a result, we got cheaper leads that were not inferior in quality to those received by the client only during the working day.

For example, we received 11 hits from advertising during the day, 7 of which were targeted. The lead price was 1.6 thousand rubles, the target price was 2.3 thousand. When the impressions were on schedule, we received 7 leads, of which only 2 were targeted. The cost of a lead was 2.6 thousand rubles, the target cost was 7.5 thousand.

The lead price difference is huge, and we insisted on impressions all day, except weekends. This made it possible to reduce the cost of circulation.

Apartments on the waterfront… Both social networks performed quite well in terms of the cost of circulation: it amounted to 1.7-1.8 thousand rubles. From the point of view of the quantity and quality of leads, Facebook won at one point, so we launched advertising in it with all our might.

The strategy of impressions during the day turned out to be more advantageous and allowed us to reduce the cost of circulation from a maximum of 2.7 thousand rubles to 1.3 thousand rubles.

Apartments for investment… We decided to test two options for receiving requests: through the Facebook lead generation form and quiz.

Quiz is a five-question test that helps to find out the user’s needs and offer him the best options.

results

All directions brought 104 hits. The price for general circulation is 2.4 thousand rubles, for qualified circulation – 6.4 thousand rubles. At the time of writing the case, 12.5% of applications did not receive a status; 18.3% were inappropriate and up to 30.8% of leads failed to get through.

The conversion rate from general to target was 37.5%. That is, almost 4 out of 10 clients were interested in the offer and are ready to continue communication.

Let’s go through each direction.

Apartments in Primorsky district… Advertising brought 44 hits, of which 36.4% were targeted. The cost of the application was 1.9 thousand rubles, the target was 5.3 thousand.

Section of the statuses of appeals in the Primorsky district. The share of targeted calls is average – 37.5%

Apartments on the waterfront… The direction brought us 49 requests, of which 32.6% of applications turned out to be targeted. The average cost of circulation was 2.2 thousand rubles, target – 6.6 thousand.

Section of the status of requests for apartments on the embankment. The share of targeted calls is average – 32.7%

From the point of view of creativity, banners showing the minimum payment per month proved to be cool. Probably because a person correlates the number on the banner with the one he gives for renting an apartment, and realizes that buying his own apartment is also quite realistic.

Banner with the largest share of hits: 42 out of 49 leads; 14 of them were targeted, or 33.3%

Apartments near the metro… The direction that failed all tests. We launched it on Facebook and Instagram based on interests and similar audiences based on targeted calls. But none of the campaigns generated targeted hits.

Apartments for investment… In total, 10 requests were received from the quiz, 6 of which turned out to be targeted. The cost of the request was 4.6 thousand rubles, the target one – 7.7 thousand. But if we compare the conversion to the target one, the quiz turned out to be a more conversion tool than the form of lead generation.

Instead of a conclusion

We see several points of growth in the future: increase the speed of processing applications, test new offers, audiences and regions.

For example, you can show users proposals for specific residential complexes in the format “location + cost of an apartment per month + amount of the first installment”. As for the audiences, we plan to expand the geography of the shows and launch them to residents of the “oil” regions with a call to invest in new buildings in St. Petersburg. As an offer, offer the selection of residential complexes and transaction support as a gift.

project team:

Targeted advertising specialist – Veronika Netsova.
Designer – Alsu Khusnudinova.
The producer of the project is Igor Bukseev.
Head of Internet Marketing Department – Valeria Povodyreva.

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