Getting the first potential customers for real estate valued at $ 300,000 in Dubai
01. Description
About the client
In March, we were approached by a new real estate agency with a Ukrainian founder, which was actively entering the primary real estate market in Dubai.
Tasks
Since the agency was just entering the UAE market and the sales department was just being formed, the company did not have a website yet. Current purchase requests came from the current customer base in Ukraine.
Get the maximum number of potential applications for the purchase of a real estate in the UAE. The price of apartments started from $300,000.
Solution
Since the client only felt the UAE market, it was decided to show ads, practically, to the whole world. All countries of Europe, part of the countries of the CIS, the Middle East, and Africa were selected. Campaigns with expensive CPM (Canada, America, and Australia) were not launched in the initial stages.
Since real estate ads fall under the “special category of ads” – Meta does not allow us to choose the age and gender of the target audience. Therefore, the impressions were for men and women from 18 to 65+
The following interests were chosen:
- Real estate investment
- Investment Strategies
- Return on investment
Based on the targeting settings, we created creatives on which there was a beautiful render of the promoted complex, the main advantages of the house, and general features of buying real estate, such as:
- Residence permit
- No taxes
- Installment up to 5 years
- Payback
- Rental income
Several more real estate objects were also added to the work and the structure of advertising campaigns was changed. We brought all countries into one group and divided creatives by user profile language. That is, those who have English selected by default on Facebook Instagram saw creatives in English, and those who have russian — therefore, in russian.
The idea of bringing all the countries together was to enable Facebook to search for the “right people” in the “right countries” and get the coveted 50 applications per week from one advertising group.
This hypothesis has been successfully fulfilled. Get 55 conversions for $21 in the first week.
Result
02. Timeline
Using an integrated approach, we conducted an audit, drew up a plan, and assigned intermediate KPIs together with the client.
03. Audience
Audience
Segmentation Example
The target audience is people with similar characteristics and behavior who, for various reasons, may be interested in the advertised property.
Before launching an advertising campaign, it is essential to identify the needs of buyers and to plan and emphasize the desired characteristics of the property at each stage of the sales funnel.
Purchase of housing at an early stage of construction in a new building and its resale, for example, after the commissioning of the facility.
Acquisition of real estate with subsequent renting it out.
The increase in the number of transactions in this segment is mostly recorded by realtors.
An apartment in a house under construction is one of the most profitable options for buying a home.
When promoting, you need to know the priority segments to properly build communications with the target audience
after communicating with a representative of the agency, we found out that 80% of requests for the purchase of real estate come from investors, of which 70% of clients purchase real estate for resale
After receiving data for the first periods of work and feedback from the sales department, new hypotheses for advertising campaigns were adopted. The main KPI for our team was the price for a quality lead, that is, a lead who is interested in acquiring real estate.
We launched new banner options to test our hypotheses. The main messages were: Investments, Projects and proposals, Golden visas, Top 5 investment properties, and Villas in Dubai.
Reduced the cost of 1 lead by 270%.
04. REPORT
On the site, you can find out all the information about the project, order a callback, choose layouts, and more.
05. Conclusion
From Facebook, you can receive targeted communications for the purchase of real estate from $ 300,000. There is no button to get leads. You constantly need to try new geography, interests, and offers. Understand that getting results takes time and good budgets. Further plan:
- Increase the % of quality hits to 50-60%
- Increase the number of sales for the client by getting leads ready to buy.
At the moment, we have the following vision for the development of online advertising for the sale of real estate in Dubai:
- Launch traffic from Google ADS to a landing page, specifically to a real estate project, in russian, to get russian-speaking leads.
- TikTok launched with short videos about Dubai projects for an English-speaking audience in the local market and a russian-speaking audience in the CIS countries.
- Run short commercials instead of banner ads for Facebook ad campaigns.
- Information landing pages, with content depending on the geography of the display, for a more conscious lead.
We plan to implement these hypotheses in other clients as well. Read the information in our next cases.