Assignment
The development project of the investment company HABERL in the exclusive sale to the real estate company CASMAR REALITY used as the main sales channel Google Ads campaigns conducted on the web, the task of which was to obtain a contact – conversion – by submitting a form.
However, the actual rate of obtaining leads (inquiries) over the last 12 months was minimal and did not lead to client satisfaction.
The problem
To find out where the problem is, we did an initial analysis. All we had was the website itself and the Google Ads account. So we audited:
- PPC campaigns (only Google Ads ran)
- Organic traffic status – SEO
- Quick website usability analysis
We do a Google Ads analysis for clients free of charge before creating a proposal, so we can estimate what we can help with and how much our work can affect the client’s bottom line.
The problem in short was:
- Overly complex, mis-targeted and opaque campaigns of which less than 15% worked
- Relatively strong organic traffic, which was generated mainly by “brand keywords” (terra opoy), but there were also product keywords (2i flat near Trnava)
- The simple website contained almost no conversion elements, so-called CTAs, no motivation. Visitors came and left.
Solution
Working with the client’s team, we designed a strategy for the PPC campaign that was comprehensive in both strategy and execution:
- New search on Google: completely new search campaigns based on product (apartments), location, related locations, competing projects. Thanks to the omission of all ballast terms and terms too high in the SEE-THINK-DO-CARE funnel and the cluttered campaign structure, Google Ads could finally be relied on as a relevant source of traffic
- Banner campaigns targeting real estate portals but only those subpages that contained offers of apartments in relevant locations for our project
- A comprehensive remarketing series that covered all the benefits of our project in turn, comparing it to other projects to creating a sense of scarcity
- Facebook campaigns with 3 different communication concepts for different target groups, which even changed during the campaigns
- Remarketing on Facebook using the same series as other banner campaigns
- Visibility for competing projects: if someone is looking for a similar project in the area, or interacting with it, we want to show up for them as well
Having well thought out and polished campaigns is great, but without a functional website it would be pointless. As part of our team, we prepared a simplified UX/UI analysis where we theoretically described the problems, backed up by the results of real users’ heatmaps. We fixed the identified flaws and nothing prevented us from launching the marketing in full.
Do you like this solution? We have one for you too.
Results
They speak for themselves:
Already the first results from the micro-conversions (floor plan download, interaction with the byte filter, …) indicated to us that we are on the right track.
The results were soon fully in place. Naturally, as in any project, during the first month we tweaked, adjusted, tested and tweaked again. The results of the temperature maps helped us a lot and therefore it went quite quickly.
In the second month of cooperation we reached the peak of the number of inquiries (inspections) of apartments. Previously the standard was 1-2 inquiries per month, now we generate 1-2 inquiries per day!
So at the peak of our campaigns, demand was 30x higher than during previous annual campaigns. In addition, the quality of enquiries (leads) was very high, so the client had no major problems converting them.
After the 4th month, the real estate company reported 50% of the apartments sold. For us it was a reason to open the champagne, but also a new challenge: In the current situation with the fast pace of sales, we proposed to the client to adjust the selling price of the remaining apartments in order to increase the profitability of the project.
We reduced the budgets accordingly and the pace of sales slowed down, but within the next 5 months we sold another 46% of the apartments and the campaign could be completed with mutual satisfaction.
And what about the client?
I want to thank you very much for the super job and certainly when we do another project I would contact you.
Peter Markovič, Casmar Reality
Client satisfaction with perfect results is paramount. But we also rate this project as fantastic, because it allowed us to take full advantage of our know-how, the collaboration of the whole team and the business insight into the project.
