Advertising new builds in Batumi for developers and agencies
Sales in Batumi are growing, but unsold stock is growing faster, and foreign buyers from many countries took 52% of 2025 sales in major developers' projects. A developer needs campaigns per language group and an offer per district. We run Meta Ads and Google Ads and optimize on qualified leads from your CRM
The Batumi new-build market, read by an advertiser
| Indicator | Value | Period |
|---|---|---|
| Apartments sold, primary and secondary | 17,478 (+15.0% year on year) | 2025 |
| Market value | $1.3 billion (+23.8%) | 2025 |
| Unsold apartments in surveyed developers' projects | about 12,400 (+13.9%) | end of 2025 |
| Primary price growth | 9.4% in 2025, forecast 4-6% in 2026 | 2025-2026 |
| Apartments sold in the quarter | 4,049 (+15.8% year on year) | Q1 2026 |
| Average primary price per m² | $1,893 | Q1 2026 |
Sources: Galt & Taggart, Batumi Residential Real Estate, 2025 review and 2026 outlook (6 March 2026); Q1 2026 figures are Galt & Taggart data as reported by Homes Overseas (in Russian)
The row that matters for advertising is unsold stock. Sales grow, but new supply grows faster: Galt & Taggart expects flat primary sales in 2026 and names a broader buyer base from new markets as the key. In plain terms, the buyers who already know Batumi are not enough for all the new projects. The developer who brings a buyer from a group with fewer competitors, and speaks to that buyer in their language, sells first. Buyer shares by citizenship, the yield trend and the residence permit threshold are on the Georgia market page
Batumi districts and what goes into the ad
Primary market price per square meter by district, Q1 2026, Galt & Taggart as reported by Homes Overseas
| District | Price per m², primary | What the offer leads with |
|---|---|---|
| Batumi centre | $3,146 | one-off buildings: location, view, class; narrow audiences and retargeting |
| Coastal zone | $2,081 | the sea and the complex's amenities, video from the site |
| Sarpi | $2,075 | a niche market, 59 deals in the quarter: targeted ads, no broad campaigns |
| Tsikhisdziri | $1,819 | view projects: the view and the quiet, the drive to Batumi |
| New Batumi | $1,787 | the busiest district, 1,671 deals in the quarter: entry price, instalments, construction stage |
In New Batumi dozens of projects with similar layouts compete, so the ad wins on purchase terms: instalments, down payment, completion date. In the centre and on the coast the ad sells the building and the specific apartment, so visuals and a walk-through of the unit matter more than the payment plan
Russian-speaking buyers search for an apartment, not for a developer: "buy an apartment in Batumi" gets 1,668 exact-match Yandex searches a month against 29 for "Batumi developers" (Yandex Wordstat, October 2026; full table on the Georgia page). Search ads go on apartment and new-build queries, and the developer's track record, documents and construction stage are shown on the landing page
Language groups as a media plan
Galt & Taggart breaks Batumi sales by citizenship into Ukraine, Russia and Belarus, Turkey, Central Asia, the EU, Israel and Georgian buyers. Each group searches in its own channel and decides on its own argument, so a Batumi media plan is a set of separate campaigns, each with its own offer, landing page and first-response language
| Group | Where we reach them | What the offer leads with | Our evidence |
|---|---|---|---|
| Russian speakers: Russia, Belarus, Ukraine, Central Asia | Meta Ads, Yandex Direct for searches from Russia | instalment plan and payment terms | Domex Group: $30 qualified lead |
| English speakers: EU and others | Meta Ads, Google Ads | transaction security and the legal process | Domex Group: $30 qualified lead |
| Israel, 13% of 2025 sales | Meta Ads, Google Ads | native Hebrew copy and landing page | no case yet, run as a test |
| Turkey | Meta Ads, Google Ads | native Turkish copy and landing page | no case yet, run as a test |
Where we have no case, the media plan says so: a test budget, a success criterion and a date to decide whether to scale the group or close it. We give no cost forecast for such a group before the test. If your sales team does not speak Russian, see Russian-speaking buyers for international developers: we write the Russian offers and set up the first response in Russian
Apart-hotels and investor buyers
Apart-hotels are searched for separately: "Batumi apart-hotel" gets 355 Yandex searches a month across all phrasings (Wordstat, October 2026). A buyer of an apartment to rent out thinks about management, occupancy and payback, not the layout, so this segment gets its own offer and landing page instead of the general project page
- No peak yields in the ad. Average rental yield in Batumi fell from 8.8% in 2024 to 7.4% in 2025 (Galt & Taggart). An ad that promises double digits brings leads who drop out on the first call. We show a calculation at average annual occupancy with the source
- Residence permit only with the new threshold. Since 1 March 2026 a residence permit through property requires a property worth at least $150,000 (EIG Law). A seaside studio below that does not qualify, and the ad must not suggest otherwise; a quiz question filters relocation buyers by budget
- The management company is part of the offer. For an investor the question "who rents it out and what do I get" comes before the view. The landing page answers it with the management terms, not with a promise
The resort season in a Batumi media plan
Batumi is a Black Sea resort, and both buyer interest and short-term rental income follow the summer. That changes three things in the plan
Budget by month
The media plan sets budget and creatives for each month instead of a flat monthly figure, and we shift spend on the account data as the season turns
Summer visitors
In season, buyers can come to the city as tourists. Ads invite them to a viewing at the site, and retargeting keeps reaching site visitors after they fly home
Honest investor income
Income is explained across the whole year, low season included. A calculation built on peak-season occupancy brings investors who drop out once they see the full-year numbers
We do not publish a monthly demand curve for Batumi: we have no verifiable source for one. The plan starts from the season's direction and is corrected on your campaign data
Our case in Georgian real estate
We have one published Georgian real estate case: Domex Group, a developer with a $200,000 average property price, advertising for the first time. The case does not name the city, so we do not call it a Batumi case. Five traffic teams worked in parallel on the same properties; after the first month the client kept only us. Russian speakers got the instalment plan, English speakers got transaction security, and qualified leads went from the CRM into the pixel from month one
$30
per qualified lead in May 2026, on both language groups
1,352 at $7.2
inquiries from June to October 2026 on $9,700 of ad spend
5 → 1
traffic teams kept after the first month
Source: Domex Group case study, update of 12 October 2026. The full period table is on the Georgia market page
Questions from Batumi developers
Short answers about budgets, timelines, reporting and how we work. If your question is not here, write to us: we reply within 1-2 hours during working hours
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Let us look at your Batumi project
A free call: your project and district, the buyer language groups that fit it and the demand, with a three-month media plan that includes a test on new groups
- Language groups for your project
- Offer by district and construction stage
- A three-month media plan