Residential building «REAL»

Specialized real estate developer «Zvezda» has built 8 objects with competently organized infrastructure, 2 of which were nominated for the Urban Awards 2020. Our case is about one of them - a business class house "REAL".

We have been cooperating with the Zvezda real estate developer for more than 3 years in various areas, and a few months ago a new joint task arose to sell the last remaining in the REAL building apartments.

6 expensive apartments remained in the pool by the end of the house's construction. It was vital to sell the last apartments in 2 months using a new digital strategy. We created a convenient and presentable landing page and launched an advertising campaign.

The previous and the only version was developed at the start of the sales and was more functional. The new task required a different approach with an emphasis on the remaining unsold apartments of the business class building, so first of all we updated the landing page into a higher pfrofile promotional page. To convey the image of the house apart from placing high-quality interior and exterior renders on the page we also focused on the updated corporate identity and used its shape and colors.

We went over the project and it's location in the historical center of the city with a very convenient transport intersection. The architectural advantages were highlighted in the form of interactive descriptive blocks in the photograph of the complex. We paid attention to the improvement of the territory adjacent to the house, supporting the description with elegant photographs and the layout of the entire yard, and placed the lead forms pointwise on the landing page.

To attract the right audience to the created landing page, we used several media channels to promote the REAL house. The offers focused on the remaining apartments, apartments in the city center, business class apartments, low mortgage rates and used lead forms for a wide audience.

To reach out to a high profile audience we used programmatic advertising as a media channel. This is a way to purchase traffic using the RTB auction system. Programmatic allows one to buy specific users, not the entire array of traffic or content, while one can optimize advertising campaigns in real time with a variety of parameters. Such a point adjusting is suitable for our purpose, and we have chosen the following targeting:

The emphasis was made on retargeting campaigns, we used both colder audience segments (website visitors who did not leave an application) and rather warm ones (based on micro conversions - users who scrolled the site to layouts, opened the form, etc.).

In Google Ads, in addition to the retargeting campaign in networks, we used retargeting with a promo video on Youtube.

Sometimes real estate quizzes can convert applications better than standard feedback forms because they involve the user in choosing an apartment. The gamification of the process increases the desire of the user to reach the end and leave contacts in order to receive a bonus. In this quiz, with the help of questions, we tried to determine the target audience as much as possible, and at the end we offered to download the presentation of the REAL house as a bonus.