Phuket Developer - condo developer, 12 deals
449 inquiries at $8 and 12 deals on apartments from $80K. Positioning built on legal transparency removed the main objection: fear of an unfinished building
Buyers are wary of Thai developers. There are too many stories about unfinished projects, vanished money and terms changing mid-construction. The decision cycle stretches to several months, and most leads drop off at the stage of «I will think about it»
We rebuilt the positioning around transparency. Online cameras on the construction site streamed 24/7. Contracts went through an escrow account with a Thai bank. Insurance against non-completion came from a local insurer. A Russian-speaking sales team answered any question in the buyer's language. The creatives used no renders at all, only real photos from the site and interviews with buyers who had already closed
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
A condominium developer on Phuket with apartments from $80K. The target audience is Russian-speaking investors and expats buying for themselves or to rent out. The industry’s main problem is reputation: stories about unfinished buildings and vanished developers stick, especially with buyers choosing a property remotely
What we did
Weeks 1-2. Objection audit. We went through the developer’s existing buyers and the managers’ conversations with leads and isolated the top three objections: «I am afraid it will not be finished», «I do not understand how to pay from Russia», «I do not want to fly out to see it at my own cost»
Weeks 3-4. Product work for advertising. Together with the developer we rebuilt the trust tools that later carried every creative: public online cameras on site, contracts through escrow with a Thai bank where the money is frozen until completion, and insurance against non-completion from a local insurer
Week 5. Creatives and landing page. All renders removed. Only real construction photos, interviews with the first buyers shot on site and screenshots from the cameras. The landing page opened with: «Cameras on site 24/7. Payment through escrow. Insurance against non-completion»
Week 6 onward. Meta Ads on qualified leads. Conversions API with statuses from the CRM, lookalikes from the first 50 buyers, retargeting of people who watched the camera feed or a buyer interview. Creatives refreshed every 7-10 days
Results
- 449 inquiries on a $3,584 budget
- $8 cost per lead
- 12 deals over the campaign
- $300 acquisition cost per deal on an average ticket of $80-120K
What worked
Transparency as an ad argument. When the creative shows the real site and talks about escrow instead of «the best villas on the island», the filter lets through exactly the buyers with that objection
A Russian-speaking sales desk. The manager replied within an hour during Moscow working hours. 35% of inquiries reached a meeting and 2.7% reached a deal
Buyer interviews as creatives. Simple vertical interviews with buyers on site gave the highest CTR and the lowest cost per lead; renders and views did not come close
Facing something similar?
We will review your situation, show the closest cases from your vertical and give you a cost-per-lead forecast with a launch plan. Free, no strings attached
- Ad account audit within 24 hours
- Unit economics modeled against your offer
- Cases from your own vertical