Real Grekhov - 3.8x more leads for Batumi off-plan with a 1.8x budget
A Batumi agency with a dozen seaside projects under construction. Each project in its own campaign, the weak ones cut within two weeks: cost per lead down from $16.43 to $7.85, 3.8x more leads
Real Grekhov sells apartments in off-plan projects in Batumi and Chakvi to Russian-speaking buyers from Europe and the CIS, with more than ten projects of different classes on the books. Nobody knew which projects in the catalog actually sell through ads
Each project went live as a separate campaign with its own quiz and creatives, so the numbers never mixed. Within two weeks we cut the weak ones and kept four: Paragraph, ORUS, Piazza Batumi and the townhouses in Chakvi. The strong projects moved to video and got more budget
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
Real Grekhov, a real estate agency in Batumi, sells apartments in seaside projects under construction to Russian-speaking buyers from Europe and the CIS. More than ten projects of different classes on the books
Task
Find out which projects in the catalog actually sell through ads, and build a steady flow of leads for them without spreading the budget across the whole catalog
What we did
| Period | What we did | Spend | Leads | Cost per lead |
|---|---|---|---|---|
| 16-22.09 | Launch: 12 projects with separate quizzes (Serenade, Summer 365, Sunrise Palace, Queen’s Residence and others), $10-15 a day each | $217 | 11 | $19.73 |
| 23-30.09 | Videos per project, separate campaigns for Belarus and the CIS. Switched off projects with no leads | $638 | 41 | $15.56 |
| 01-09.10 | Kept four strong projects. Paragraph on two video campaigns, cost per lead $4.87-5.41 | $693 | 86 | $8.06 |
| 10-19.10 | Scaled Paragraph and Piazza Batumi, new campaign for the Chakvi townhouses with graphics, cost per lead $6.35 | $845 | 110 | $7.68 |
| Total | $2,393 | 248 | $9.65 |
49 qualified leads over the period, $49 per qualified lead on average
Result
- 3.8x more leads in month two: 52 in September, 196 in the first 19 days of October
- Budget up 1.8x: $854 in September, $1,538 in October
- Cost per lead halved: from $16.43 to $7.85
- Best combination: Paragraph, quiz with video, $4.87 per lead
What worked
Each project in its own campaign. You see right away what sells and what does not
Cutting weak projects fast. Their budget went to the strong ones instead of being spread across the catalog
Video of the property. Leads 2-3 times cheaper than static
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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