9,369leads
$1.5cost per lead
118properties sold
$14kbudget, 6 months
01 The Problem
Selling 6 complexes without a lead source
- Problem
- A developer in Astana had 6 residential complexes to sell and its main lead source had stopped working.
- Insight
- Competitors ran weak advertising. Good creative and tight targeting could win in a soft market.
- Move
- Ran a separate campaign for each complex so every message matched its own selling points.
- Result
- 9,369 leads at $1.5 each.
02 Two Audiences
Different buyers, different promises
- Residential
- Delivery dates, lifestyle and neighbourhood. Video creatives won.
- Commercial
- Yield and long-term value. Higher cost per lead, much higher value per sale.
- Move
- Scaled video as the top format and ran Instagram alongside the ads to build trust.
Campaign Visuals
03 Result
Measured to the sale
- Move
- Tracked every lead through the funnel to a sold unit, and optimised continuously over 6 months.
- Result
- 118 properties sold on a $14,000 budget.
