Bezvznosa.com is a real estate project. Lead generation of applications for new buildings without a down payment.

#Real estate

What was the challenge?

The project operates under a ban on direct advertising of developers and specific residential complexes. The main model is a one-page landing page with a catalog of objects and collection of applications for transfer to CRM, where managers and partner channels then work.

It was necessary to launch and scale contextual advertising in Yandex Direct from scratch, collect targeted semantics around the USP “apartment without a down payment”, ensure correct tracking of applications and receive real leads, not clicks or micro-conversions. A separate task was to prepare the project for the season: start acceleration in August and reach stable performance by September.

Growth plan

System launch and preparation for the season

setting up analytics

3 day

hypotheses and tests

2 day

first leads

How the plan and work were built

A separate Yandex Direct advertising account was created for the project through Elama without mixing it with other campaigns. The semantics were collected strictly around the USP “apartment without a down payment” without using branded queries and names of the residential complex.

Headings and texts of advertisements were prepared and agreed upon, taking into account moderation requirements. Yandex Metrica and Callibri are connected for call tracking. Together with the developer, the logic of the forms was redesigned, a JavaScript event was implemented that only records a valid form submission, and false positives of goals were eliminated.

Campaigns were launched from Search, without classic YAN. Networks were only considered as a potential retargeting tool. The main focus is on requests with expressed intent. The process included daily reporting, weekly analysis and hypothesis testing on days and times of shows, with special attention to weekends.

Result

Leads started pouring in from the second day after launch. In the first week, 10 conversions were recorded according to general statistics. The receipt of real phone numbers has been confirmed; some leads are getting in touch with a delay.

A consistent pattern has been identified: the bulk of applications came on weekends. A hypothesis has been formed about a cheaper and less competitive auction on Saturday and Sunday. A correct system for recording applications has been set up, on the basis of which the project is ready to optimize strategies, scale advertising and test new segments - regions and sub-niches.