Samolet Plus: 298 qualified leads for new-build property in Sochi
A remote-working proposition generated 481 inquiries and 298 qualified leads through Yandex Direct, at 2,002₽ per qualified lead and a 62% qualification rate
Broad Sochi property advertising attracted curiosity without a corresponding budget or purchase plan. The agency needed a more specific buyer profile for the same apartments
A review of recent buyers identified remote-working professionals. Creative and landing pages showed home-office space, internet and local infrastructure. Search and Yandex network campaigns addressed that use case, with buyer lookalikes, remarketing and CRM deal feedback
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
Samolet Plus promoted new-build property in Sochi. The agency needed buyers with a defined reason to move, rather than broad interest in resort apartments
What changed
A review of existing buyers. The source reports that 60% of recent purchasers worked remotely, including developers, designers and marketers. That observation informed the new proposition
The apartment as a place to work. Videos showed desk space, internet, the balcony and nearby infrastructure. Landing pages explained the everyday relocation scenario
Campaigns for that scenario. Yandex network placements were the principal channel, supported by specific search requests, remarketing and buyer lookalikes. Deal information was returned from the CRM
Results
The measured quarter produced 481 inquiries and 298 qualified leads, a 62% qualification rate. A qualified lead cost 2,002₽. No completed-deal count is disclosed for this period, so the qualification result should not be read as a sales total
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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