A Moscow property agency: 444 inquiries and 34 deals
District-specific Yandex Direct campaigns generated 444 inquiries at 2,200₽ and 34 deals from a 977K₽ advertising budget
A mid-sized agency could not outbid national property portals and networks across all of Moscow. Broad city-wide requests did not make its local expertise visible
We focused on the Central and Northern districts, with pages and searches tied to neighbourhoods, streets and metro stations. The standard commission included short property videos, an initial online valuation and legal support for the transaction
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
A mid-sized Moscow agency needed deals from Yandex Direct without competing for every city-wide request against major portals and national networks
What we changed
Two districts. The Central district covered premium property and the Northern district covered mid-market and upper-mid-market offers. Search phrases named the neighbourhood, street or metro station
Local landing pages. Each district page described specific developments, schools and infrastructure. The page showed the agency’s knowledge of the area the buyer was considering
Services included in the commission. Two- to three-minute videos let buyers shortlist properties before a visit. An initial online valuation helped prospective sellers, while legal support addressed documentation concerns
2024 results
- 977K₽ advertising budget
- 444 inquiries at 2,200₽
- 34 deals, approximately 7.6% of inquiries
- About 28,735₽ of advertising per deal, calculated from budget divided by deals
The client reported commissions of 200K-300K₽ per transaction, averaging around 250K₽. Commission is the relevant agency revenue measure; the full property price is not agency revenue
See marketing for property agencies 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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