Digital Case of the Day: Complex Promotion for the Elite Residential Complex on Social Media
Overview
Realization started last year. Since then, we have tested all possible hypothesis, opting for the ideal combination o for the project:
- Visual component
- Motion graphics
- Video content
- Maximum participation in the life of the community
- Quality advertising
We paid special attention to a single point: targeted advertising adjustment. The target audience size wasn’t large, and finding the right people in the City N wasn’t easy. The cost of a square meter in High-end apartment complex significantly exceeded the local market average. Therefore it was important not to waste the advertising budget on the wrong audience.
We constantly kept in contact with the marketing and sales departments at the client’s company to receive relevant information about the quality and quantity of requests and deals. It allowed us to maintain advertising efficiency throughout the year.
Project realization
VISUAL COMPONENT
The general images compose a landing page that demonstrates the basic issues related to the construction and peculiarities of the new residential complex.
A similar layout was used on all platforms. On Instagram, it looks particularly spectacular because by looking through the general plan of the content, one can see a major information sheet with a title containing all the data provided in the post.
COMMUNITY FORMATION
The aim of the community manager was to encourage followers to make a purchase, provide them with the information about the RC, and show the houses in private viewings, which followers could sign-up for via a direct message.
Managers have internal regulations for the speed of responding to messages. During business hours, the specialists prepared detailed answers covering all the features within 20 minutes.
AUTOMATION AND CHATBOTS
Additional services and chatbots were used to provide more rapid feedback to the users. Algorithms collect comments and notifications, distribute them among managers, and help remind them of every incoming question or comment in the social media.
Cooperation Results
The number of requests on social media increased a few times during the advertising campaign, including the targeted ones: requests for apartments and viewings. The size of the target audience in the City N is small, and despite the natural audience slowdown, there has been no decrease in the number of requests, purchases placed on hold, or applied mortgages throughout the year.
Apartments in the high-end apartment complex are in the business-class category and have a relevant cost. Even an 8.6% increase in price per square meter didn’t negatively influence the results of the advertising campaign. The lead price has been holding its position at around 20-22$.
Most followers are men aged 30 to 35 and women aged 35 to 45. The monthly engagement rate has been holding its position at 5–6 % on average.
The social media content discusses:
- The advantages of high-end apartment complex
- The construction process
- The materials and technologies used
- The complex’s unique features
- The audience, city administration, and developer assessments
- Buyers and residents’ stories
- Interior design options
Services provided
Goals
The residential complepx is located in the center of the City N, five minutes away from the main square. It is a unique project for the region, which has no counterparts. The future residents are businessmen, entrepreneurs, top athletes, and top managers of large companies with an income significantly above the average. To target this audience, we had to create brand platforms on the three social networks (Twitter, Instagram, and Facebook), as well as perform the following tasks:
- Values translation. High-end apartment complex is a lifestyle brand related to a new level of business-class comfort: security, convenience, environmental friendliness, urbanism, and a healthy lifestyle.
- Attention focusing. The company’s social media presence had to both attract the public and the target audience to the project and clearly state the complex’s outstanding specialties.
- Community building. Social media profiles must become the main platform for resident communication. They allow for both a rapid reaction to requests and the ability to eliminate the activity of real estate agents, buyers, and other people who create fake profiles that could result in the target audience leaving the official communities.
- Leads and sales generation. The promotion’s key objective was to sell apartments in the new RC. The whole advertising campaign was exclusively digital, which is why the channel provided huge expectations.
Challenge
Market Situation
- Million-person city with an average income of 60000$
- Big industrial city without some recognizable architecture
- Active construction development of residential neighborhoods but not the city center
- Average cost of 1 m2 in a new house: 1500$
Approach
- The complex’s positioning was formed by the customer in a single universal statement: “Created by perfectionists.” This statement was our principle when planning the visual component of the advertising campaign.
- In addition to a concise and geometrical design, we decided to focus on video and animation, which placed appropriate emphases. Most of the company’s publications on social media were animated to highlight the project’s specifications once again.
Results
Conclusion
Close cooperation with the client’s marketing department let us not only reach high project recognition in the target region, but also contribute to over 50% of all the apartments sales in both towers of the high-end residential complex with the help of complex SMM-promotion.
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