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Mosrealstroy 3 Residential Complexes: Innovator, Na Bolshoy Filevskoy and Intelligent
95-110%
monthly achievement of KPI
50-60%
сonversion to targeted leads from sites
30-40%
сonversion to targeted leads from Yandex Direct
Mosrealstroy is an urban real estate sales centre established by the Moscow City Government in 1998. We have been working with Mosrealstroy since 2022 mainly on residential projects. Since February 2023 we have been working on 2-3 projects of Mosrealstroy every month, in this case with 3 Residential Complexes: Innovator, Intelligent, and Na Bolshoy Filevskoy.
Background
Task
A range of new-build advertising services with proprietary ad placement and reporting tools
01Targeted call criteria
- Call duration at least 45 seconds
- Interested in buying a property in the selected housing estate
- No cancellations and no missed calls
Description
The three residential complexes belong to the comfort+/business class and are located in different parts of Moscow close to the centre: Innovator - Ramenki district, Na Bolshoy Filevskoy - in Fili district near Moscow City, Intelligent - Central Administrative District, metro station Elektrozavodskaya. Of all three, only Na Bolshoy Filevskoy is already completed
03Advantages
Advantageous location, price, discounts, business class attributes (high ceilings, terraces, spacious layouts, French balconies), reliable developers, liquid projects
04Advertising Campaign Period
Since February 2023 to present
05
Strategy
To solve the client's tasks, various channels were used to attract traffic - contextual advertising, classifieds (placement by feed using the CPA model), and thematic sites. In this way it was possible to reach a wide segment of the audience interested in real estate
Media Split:
- Cian, Yandex Realty, Avito - 10-20% of placements
- Yandex Direct - 20-30% of placements
- Thematic platforms on real estate (Aurumrealty, Myburg, 101novostroyka, Marketcall and others) - 40-50% of placements
To track the status and quality of incoming calls were connected specialists for tagging, reconciliation is summarised on a daily basis. The client was asked to to tag calls from their side at least 2 times a week. The main It was decided to tag the bulk of traffic and calls in the range from the 5th to the 25th day of each month, so as not to overload with calls. date of each month in order not to overload the call centre at the beginning and at the end of the period. period
Work Progress
Yandex Direct:
The forecast for three different residential blocks was made taking into account the location and nuances of each object, but the placement strategy in Yandex Direct was almost identical. The following campaigns were launched: Search and network advertising by branded queries, RFE with auto-targeting, Master campaigns in Moscow and Moscow Oblast', Yandex Ads by target queries (location, metro, neighbourhood)
Startup mechanics:
- Search engine brandingLanding: apartment complex website
- Branding of Yandex AdsLanding: branded quizzes
- Location of Yandex AdsLanding: location-based quizzes
These are quizzes by administrative districts
Each advertising campaign has its own landing, maximally relevant to the user's request
Commerce and lidgen for housing estates were launched according to this principle. On the landings we reflected what the visitor was looking for. For example, flats in ramenki or commercial premises for a bakery. And we made a quiz to find flats in ramenki or a quiz to find commercial premises for a bakery
For each advertising campaign we created a landing page, maximally relevant to the user's request. On the landing pages we reflected what the visitor is looking for, for example, "flat Ramenki"
These quizzes work as a substitute.
With these quizzes, headline substitution works, and depending on the user's request, the user is shown: Property Search in Central Administrative District, Apartments in Basmanny District, Real Estate in Fili District, Apartments in Elektrozavodskaya District, and so on. We also ran master campaigns and autotargeting on the localised quizzes
Results
With these quizzes, headline substitution works, and depending on the user's request, the user is shown: Property Search in Central Administrative District, Apartments in Basmanny District, Real Estate in Fili District, Apartments in Elektrozavodskaya District, and so on. We also ran master campaigns and autotargeting on the localised quizzes