Digital Case of the Day:
Complex Promotion for the Elite Residential Complex on Social Media

March 16, 2020
Customer: NDA Construction Company
How to find leads for an elite residential complex for 20$
The High-end apartment complex is a business-class residential complex in the center of the City N. Not only did we have to find the correct audience segment in a provincial metropolis using SMM, but we also created a non-stop stream of requests to buy an apartment in the residential complex. The result was leads per 20$ and the united being 50% sold out.

1. Initial Task, Problem, and 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:

1
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.
2
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.
3
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.
4
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.
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.

Arthur Brown
Traffic Manager
Like any customer, we care a lot about receiving a steady, high-quality influx of requests that can be converted into sales. High aims involve agency's having a due level of professionalism and expertise both in the field of digital generally and real estate. To me, as a project manager, the main thing is the team—the people who share our vision, our values, and our direction. Our mission is to change people's lives for the best. These are not mere words but a huge responsibility, and it is of critical importance that the agency dives into the project fully and is ready to not only implement the technical setup for the advertising campaigns but also be proactive and responsive to the new data from our side.

Jane Doe
PPC Manager
The City N
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$
Sales of elite real estate in the City N is a highly complex task for ordinary advertising channels, let alone social media and digital.
THE AIMS AND TASKS OF SMM
VALUES TRANSLATION

High-end apartment complex is a special lifestyle brand related to a new level of business-class comfort: security, convenience, environmental friendliness, urbanism, and a healthy lifestyle.

COMMUNITY BUILDING

ATTENTION FOCUSING

Social media must both attract the public and the target audience to the project and clearly state the complex's outstanding peculiarities.

LEADS AND SALES GENERATION

2. Description of the Case and Creative Ways to Find an Ideal Solution

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.

Lev Kovar
Advertiser
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.

PROJECT REALIZATION
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.


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3. 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
Since autumn 2018, the initial inflow of requests about the project has come exclusively from digital channels. The results speak for themselves. Yes, SMM can be an effective channel for elite real estate sales, and most importantly, it's a unique channel not dependent on offline events. It's dynamic, brand new, and fresh, unlike offline channels.

Adam Sadovski
Project Manager
RESULTS
PROFILES IN SOCIAL MEDIA
Most followers are men aged 30 to 35 and women aged 35 to 45.

The social media content discusses

- The advantages of the 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
RESULTS
LEADS AND SALES
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 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 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.
MARCH 2020
29
Bookings
10
Deals
49
Leads
+425%
+312%
+434%
APRIL 2020
117
Bookings
41
Deals
213
Leads

4. 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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