Tbilisi developer, ads in Georgian - 17 deals in 3 months, qualified lead at $15.5
Ads for a residential complex ran in Russian and English, while most buyers are local. Creatives and a quiz in Georgian with a monthly payment: 290 qualified leads at $15.5 and 17 deals in 3 months
A developer of a residential complex in Tbilisi sells apartments from $60K, mostly to local buyers. Ads ran only in Russian and English, and local buyers never saw them
We made creatives and a quiz in Georgian, with an offer on mortgages and developer installments and a monthly payment calculation. Videos with the sales team, optimization for qualified leads, retargeting people who watched the videos
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
A developer of a residential complex in Tbilisi, apartments from $60K, mostly local buyers. The client’s name is under NDA
Task
Ads ran only in Russian and English, and local buyers never saw them
What we did
| Period | What we did | Spend | Leads | Cost per lead | Qualified | Deals |
|---|---|---|---|---|---|---|
| Weeks 1-2 | Creatives in Georgian: mortgage, installments, monthly payment | $600 | 230 | $2.61 | 38 | 1 |
| Weeks 3-4 | A quiz with a payment calculation, videos with the sales team | $700 | 290 | $2.41 | 50 | 2 |
| Month 2 | Optimization for qualified leads, lookalikes of buyers | $1,500 | 520 | $2.88 | 95 | 6 |
| Month 3 | Retargeting people who watched the videos, an offer on the last apartments on a floor | $1,700 | 560 | $3.04 | 107 | 8 |
| Total | $4,500 | 1,600 | $2.81 | 290 | 17 |
Result
- 290 qualified leads at $15.5
- 17 deals in 3 months
- Buyer acquisition cost $265
What worked
The buyer’s native language. Georgian instead of Russian and English
A monthly payment instead of the apartment price
The sales team on camera
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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