About the client
At the time we were approached, the client had already used targeted advertising, but there was no particular effect. The reason was the lack of a systematic approach. Such a specific niche as real estate in Dubai requires a special promotion strategy. Initially it was carried out through Meta Ads, but the performance was difficult to call satisfactory: CTR - 9%; CPC - €0.85; CPL - €38. One of the main drawbacks was the chaotic design of advertising offices, lack of structure and segments by funnel stages. LCD descriptions were too laconic, and the visuals left much to be desired. There was no adaptation to the premium sector. Creatives looked one-size-fits-all. Targeting was mainly based on interests related to real estate, factors such as geography, income level and user behavior were not taken into account. There was no warming up of subscribers who could turn into real buyers, retargeting was required. Competition in the real estate market in Dubai is at a high level, only the seller who is able to convince potential buyers, make his “product” and, in particular, the site memorable, can count on sales. Our client experienced a loss of applications, because the advertising did not cause the desire to buy, did not form trust in consumers. There was no UTP, there was nothing to hook the audience. The entire system, including creatives, strategies and analytics, needed to be restarted.
Goals
- Generating hot leads through high-precision advertising segments Setting up advertising campaigns for audiences with high buying potential: investors, entrepreneurs, expats and HNW individuals (High Net Worth Individuals) from CIS countries and the Middle East. The main goal is to receive requests for consultations, bookings and showroom visits.
- Increase property awareness and build trust in the developer Launch image and warming creatives on social media (Instagram, Facebook, LinkedIn, TikTok) that communicate the value of investing in Dubai's prime real estate - through stylish visuals, customer testimonials, ROI plans and unique purchase terms from the developer.
Solution
We did a relaunch of targeted advertising in the real estate niche in the country of Dubai. The work started with an audit:
- dividing the funnel into stages;
- reassembly of offices in Meta Ads;
- creating a portrait of the target audience: investors, families planning to move to Dubai, expatriates with a large income.
We segmented by country, covering the UAE, Kazakhstan, Uzbekistan, and the Russian Federation. Another criterion was income level (medium, high) and behavioral attributes.
At the top level of the funnel we launched a video and carousel with an emphasis:
- on respectable lifestyle;
- residential security;
- tax preferences;
- scenic views from the window.
For the middle level, reviews of LCDs with testimonials were made, the purchase with IOU was broken down. All this helped to stimulate purchases. For the lower level, we developed offers: “income from 8%”, “providing installments without going to the bank”, “help with obtaining a residence permit”. In addition, we performed A/B testing of formats and messages, took care of strengthening the Call to Action, updating the visuals through the introduction of vendors, real photos of LCDs, stories. Retargeting (site visitors, engaged, saved ads) also contributed to the promotion. TikTok Ads was connected for a separate segment of young investors under 35 years old. Optimization by events was carried out: leads, requests, chat. The efficiency of automatic loading of leads was increased by customizing the connection with the client's CRM. We turned targeted advertising from a simple channel into a full-fledged engagement funnel.
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Result
After 14 days, an increase in CTR was noted - the figure amounted to 2.6%. After a couple more weeks, the increase was 3.4%. CPC decreased to €0.49, CPL - to €17. The number of bids increased 3.5 times. Initially it was 116, now it's 406. The number of leads increased as well, both targeted and motivated, focused on specific requests.
We managed to attract new subscribers and leads from TikTok Ads, mainly among young people, previously there was no coverage of this segment. The result of the work done:
- The sale of four properties by the developer after the advertising campaign;
- return of several customers for repeat purchases;
- increased brand awareness in the “real estate in Dubai” sector;
- stable operation of the funnel: reach → warm-up → lead.
The use of targeted advertising for promotion in the niche of real estate in Dubai proved to be effective. The system we implemented attracts investors every day.
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