Blog Cosmic Realty — We winning customers for real estate agencies and developers

Case: how we attracted buyers of country estate for more than 330 million rubles in Nizhny Novgorod


Cosmic Realty is a real estate marketing agency. We attract buyers for real estate agencies, developers, estate agents and construction firms. Many of our clients are dealing with selling country estate.


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“Territoria Project” is the largest owner of land in Nizhny Novgorod region that builds and sells country houses and plots of land in cottage settlements in Nizhny Novgorod region. “Territoria Project” has been our client since October 2017. Within this time we have attracted country estate buyers for this client for more than 330 000 000 rubles of the total deals.

I will tell you about the most efficient advertising channel for this project.

For attracting applications we created:

- Quiz for the selection of houses and plots of land in Nizhny Novgorod region test-territoria-nn.ru. After replying to several questions, it’s possible to find a suitable plot of land or a house in a cottage settlement that corresponds to all the required parameters.



- A website with a full description of the cottage settlements territoria-nn.ru. All the projects of the client are presented on the website - the prices on land and houses, the advantages of each project, video presentations, reviews and awards.



In terms of landings, the website with projects has a 3 times better conversion than a quiz landing. The amount of deals is also 3 times greater with the website. The advertising cost recovery with a website is 2,5 times higher than with a quiz.

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We launched the following advertising campaigns:

  • Context advertising in Yandex and Google
  • Targeted advertising in Facebook*, Instagram*, Vkontakte, myTarget
  • Youtube videos
  • Mailouts

Advertising in Yandex.Direct and Facebook*/Instagram* has brought some small profit

Yandex.Direct

The most efficient of all paid advertising channels is Yandex.Direct. Over the time of working with this channel we have attracted 87 deals for the total amount of more than 149 000 000 rubles thanks to searching ad campaigns, advertising in social media, retargeting campaigns.

The most profitable advertising campaign in Yandex is the advertising for the Look-a-like audience - the one that is similar to the clients that have already been attracted. The ROI of such an ad campaign is 11 500%.



Examples of advertisements in Yandex:



Facebook*

Among all the advertising campaigns in Facebook* the one with the traffic on quiz by interests, related to the country estate shows the least effectiveness.



The lead cost is around 550 ₽.



The ROI of Facebook* ads is 4000%.

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In Facebook* we also use the ads that redirect you to a WhatsApp chat.

Creative works for the WhatsApp campaigns:



When a potential client is redirected to WhatsApp, the chatbot gets activated. In order to get the selection of suitable houses or plots of land, you need to reply to a few questions. Then, based on your replies, the manager will compose an individual selection suitable for you.



The cost of a WhatsApp lead is around 500 ₽.



The advertising campaign with a lead form in Facebook* and Instagram* generates leads for around 350 ₽.




During the lockdown the client started having online tours and live streams in Vkontakte with the online tour on all the built cottage settlements and those that are under construction.




The website went on top of the search engines rapidly. About 20% of the buyers come thanks to the organic search of Yandex and Google. The conversion of an application into a sale with SEO is 11%.

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The client is happy with the results of our cooperation, therefore we have been working successfully for 4 years already (by September 2021) in order to attract new buyers of country estate in Nizhny Novgorod region.

Video response of the client "Project Territory"

The results of our work for the current day:

  • Lead cost this year year ~ 400 ₽
  • We attracted more than 170 buyers of houses and plots of land for the total sum of more than 425 000 000 ₽
  • Average price is ~ 2 233 000 rubles
  • Average price this year ~ 5 200 000 ₽
  • Price of a deal ~ 50 000 ₽



Apart from “Territoria project” we cooperate with other companies that are dealing with selling country estate. They are sellers of plots of land in different places in Russia, construction companies that build all kinds of country estate: classical stone mansions, framework houses, whetstone cottage, modern prefab houses. For each of those projects we successfully attract buyers thanks to the most efficient advertising channels, including creative ones - such as webinars and live streams.

For the real estate agencies dealing with new buildings one of the creative methods that we use is bus tours on new builds. Here’s the case on that: https://cosmicrealty.ru/blog/keis-kak-mi-privlekaem-pokupatelei-novostroek-s-pomoschyu-avtobusnih-turov/.

Cosmic Realty is a specialized marketing agency in the area of real estate. Our clients are: real estate agencies, developers, cottage settlements. We have a range of services: we provide a lead flow by the use of non-standard methods among others, we develop landings and websites, presentations, we implement CRM and arrange a digital sales transformation.

Source: https://vc.ru/marketing/294004-keys-kak-my-privlekli-pokupateley-zagorodnoy-nedvizhimosti-bolee-chem-na-330-mln-rubley-v-nizhnem-novgorode

*By a court decision of March 21 , 2022 , Meta was recognized as an extremist organization in the Russian Federation

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