Timber-frame houses: 329 inquiries and 42% qualification
Yandex Direct generated 329 house-building inquiries in a quarter at 1,386₽. Qualification reached 42%, with qualified leads costing 3,300₽
Prospective homebuyers distrusted unfamiliar contractors. A standard project-and-price landing page attracted inquiries that rarely reached a meeting or a deal
The client installed construction cameras, introduced stage-based payments, documented its insurance arrangement and offered visits to completed projects. A five-question quiz qualified budget, timing, land ownership, floor area and floors before showing the contact form. CRM qualification, meetings and deals were returned to Yandex Direct
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Context
The company built turnkey timber-frame houses in the Leningrad region, with projects priced around 2.5M-5M₽. Prospects were concerned about unfinished construction and unreliable contractors
Changes to the business process and funnel
Visible construction. Cameras on two active projects showed progress around the clock. Salespeople could share the live view during a conversation
Payment stages. The client’s revised arrangement used 20% at the start, 60% across work stages and 20% after acceptance. The offer also documented insurance through RESO-Garantia and visits to completed homes. These were the arrangements for this project, not universal terms for construction services
Qualification before contact. The quiz asked five questions about budget, timing, land, size and floors. The manager received these answers with the inquiry
Feedback to advertising. Search and remarketing campaigns used CRM signals for qualified leads, meetings and deals
Results for the quarter
There were 329 inquiries at 1,386₽ and a 42% qualification rate. A qualified lead cost 3,300₽. The source reports 14 deals at an average property value of 3.5M₽ and a reduction in manager time per inquiry from 45 to 20 minutes
For the service and cross-market comparison, see Russian property marketing and real estate lead costs
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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