Maritol: 79 facade-renovation contracts through an audit funnel
A B2B facade contractor generated 144 audit requests at 1,300₽ and recorded 79 contracts, with an average contract value of 2.3M₽
Housing associations and property-management companies selected contractors through procurement procedures and recommendations. A direct request to buy facade repairs did not match their decision process
Search campaigns offered a technical facade audit with a photo report and cost estimate. The document helped the property manager explain the work to owners. The contractor then supported the technical scoping and tender process, with its stated ten-year contractual warranty explained in the offer
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Context
Maritol renovates apartment-building facades. Its buyers are housing-association chairs and property managers who need technical documentation and a procurement process before selecting a contractor
The acquisition process
Professional search language. Yandex Direct targeted requests about apartment-building facade assessments, renovation contractors and warranty terms. Consumer home-repair requests were excluded from the core campaign
A technical audit as the first step. The prospect requested a visit and received a photographic condition report and renovation estimate. The property manager could use the document in a discussion with building owners
Contractual terms. The client’s ten-year warranty was explained with its specific contractual conditions
Support before procurement. After the audit, Maritol helped clarify the work scope, technical requirements and evaluation criteria. The audit therefore opened an ongoing commercial discussion rather than ending at a form submission
Results
The published 2023-2024 case records 144 audit requests at 1,300₽ each and 79 contracts, an approximately 55% conversion. Average contract value was 2.3M₽. These results belong to this contractor’s audit-and-procurement funnel
See B2B lead generation for how to define a useful first stage in a longer buying process
See also
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