Club house in Vake - 9 deals from $250K worth $2.8M in 3 months
A 36-apartment club house with prices from $250K, while broad ads brought people with $50-80K budgets. An invitation to a private presentation and a budget question: 260 qualified leads at $46 and 9 deals worth $2.8M
A developer of a 36-apartment club house in Vake, apartments from $250K, handover in a year. Broad ads brought leads from people with $50-80K budgets, and the sales managers wasted their time
We switched the landing to an invitation to a private presentation of the building and added a budget question to the quiz. Targeting Russian and English speakers in Europe and the UAE, videos with the architect instead of renders, retargeting presentation visitors
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
A 36-apartment club house in Vake, Tbilisi. Apartments from $250K, handover in a year. The client’s name is under NDA
Task
Broad ads brought leads from people with $50-80K budgets, and the sales managers wasted their time
What we did
| Period | What we did | Spend | Leads | Cost per lead | Qualified | Deals |
|---|---|---|---|---|---|---|
| Weeks 1-2 | Broad targeting on «buy an apartment in Tbilisi»: expensive leads with the wrong budget | $1,200 | 70 | $17.14 | 12 | 0 |
| Weeks 3-4 | A private presentation instead of a catalog, a budget question in the quiz | $1,800 | 140 | $12.86 | 34 | 1 |
| Month 2 | Lookalikes of qualified leads, videos with the architect | $4,000 | 360 | $11.11 | 92 | 3 |
| Month 3 | English campaign for the UAE and Europe, retargeting presentation visitors | $5,000 | 480 | $10.42 | 122 | 5 |
| Total | $12,000 | 1,050 | $11.43 | 260 | 9 |
Result
- 9 deals worth $2.8M in 3 months
- 260 qualified leads at $46
- Buyer acquisition cost $1,333, 0.4% of the ticket
What worked
An invitation to a presentation instead of a catalog. An expensive apartment is bought after a personal meeting, not from a catalog card
The budget question. Filters out the wrong people before the manager calls
The architect on camera instead of renders. A club house buyer chooses the project and the people behind it
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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