CASE /28 · LAND PLOTS, DMITROV DISTRICT
181 leads in 34 days.
On the recommendation of ZhBI 24/7 (the reinforced concrete plant), I was approached by a client who had a development of land plots in the Dmitrov district. The plots were mostly sold for individual housing construction.
WE BREAK DOWN A REAL CASE: FROM THE TASK TO THE RESULT. WE SHOW HOW WE WORK AND WHAT RESULTS WE ACHIEVE
PROJECT TEAM
AlexanderPAID SEARCH SPECIALIST
MaximMARKETER / PAID SOCIAL
AngelinaPROJECT MANAGER
NICHE
WHAT WE DID
RESULT
Background
On the recommendation of ZhBI 24/7 (the reinforced concrete plant), I was approached by a client who had a development of land plots in the Dmitrov district. The plots were mostly sold for individual housing construction.
On the recommendation of ZhBI 24/7 (the reinforced concrete plant), I was approached by a client who had a development of land plots in the Dmitrov district. The plots were mostly sold for individual housing construction.
On the recommendation of ZhBI 24/7 (the reinforced concrete plant), I was approached by a client who had a development of land plots in the Dmitrov district. The plots were mostly sold for individual housing construction.
The client already had a website, but it produced practically no results.
The task
Attract targeted clients online to sell the plots in the coming season.
Attract targeted clients online to sell the plots in the coming season.
Attract targeted clients online to sell the plots in the coming season.
What was done
I began by researching the competitors’ offers and the target audience.
I began by researching the competitors’ offers and the target audience.
I studied demand and how ready potential clients were to buy land plots in the Dmitrov district, as well as seasonality. If you regularly track the seasonal peaks and dips in demand and plan special offers for clients in advance, you can sell profitably all year round.
I studied the target audience’s objections, fears and selection criteria and created a map of readiness to buy a plot. This matters because our offer has to match how “warm” the potential client is.
Together with the client we decided to make two one-page websites.
The first was a standard landing page, the second a quiz (a test-style site) for selecting land plots in the Dmitrov area.
First screen of the standard landing page
Once the websites were ready, I set up and launched an advertising campaign in Yandex Direct. Leads started coming in within the first 3 days of launch.
The client was happy with the cost and quality of the leads, but the quiz page was attracting visitors who were not quite the target. People saw the site as a plot-finder for any district, whereas we were only selling in Dmitrov.
The problem was the headline. I made it more specific and also adjusted the campaigns using a geo-polygon I created in Yandex Audiences.
I changed the landing page’s home screen, chose different questions for the quiz and showed more of the Dmitrov district’s benefits.
In agreement with the client, I also cut the list of regions where the ads were shown considerably.
After all the adjustments, only genuinely interested people were leaving enquiries on the site.
Results
Over 34 days:
Over 34 days:
Leads — 181
Cost per lead — ₽211
Average order value — ₽1.5 million
My work paid for itself in 38 days.
For packaging your offer and building systematic marketing, contact epic name. or message our VK community. There you can leave an enquiry or ask questions.
FAQ
FAQ.
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