The head of a real estate agency approached us with an ambitious task - to attract new clients for the sale of real estate in Turkey and to increase the level of sales of the existing portfolio of properties. As part of this project, we offered a comprehensive solution, including the creation of a website and the setting up of contextual advertising.
The first step was to create a website. We developed a stylish and functional web resource where potential buyers could get acquainted with the offered objects, their characteristics and the advantages of buying real estate in Turkey.
Next, we set up contextual advertising in Yandex Direct aimed at attracting potential buyers interested in purchasing housing in Turkey. Here are some key aspects that we took into account when developing the advertising campaign:
1. Target audience: The advertising campaign is aimed at people who plan to purchase real estate in Turkey for personal use, or for investment with the purpose of further sale or income from rent.
2. Keywords: We selected keywords and phrases related to buying, selling and renting real estate in Turkey. For example, queries such as “real estate in Turkey”, “buy real estate in Alanya”, “apartments in Istanbul”, “houses by the sea in Antalya”, etc. Then we expanded the semantics to 1000 keys using Yandex Wordstat, and divided them into groups by meaning depending on the type of real estate.
3. Advertisements: The advertisements indicated all the advantages of buying real estate in Turkey (proximity to the sea, developed infrastructure, favorable climate, etc.), and also indicated the available housing options (apartments, houses, villas) and their prices.
4. Social networks: We also created a blog in Telegram to attract attention to real estate objects. Here we posted photos of objects, video presentations and reviews of satisfied clients.
5. Retargeting: To retain customers, we used retargeting, that is, we showed ads to those who were already interested in real estate in Turkey, but had not yet made a purchase.
6. Performance Analysis: We constantly analyzed the effectiveness of the advertising campaign, tracked conversions and made changes to the promotion strategy.
This allowed us to show ads only to those users who showed interest in real estate in Turkey, which significantly increased the effectiveness of advertising. We used various targeting, such as demographic data, interests and keywords, to reach the widest possible audience of potential buyers.
The results of our work exceeded all expectations. Thanks to a high-quality website and effective contextual advertising, we managed to attract 76 leads for the purchase of real estate at a price of $ 27 in 1 month of work. As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
