Apartment renovation in 81 days.

Background

The client heard about me from acquaintances.

The client heard about me from acquaintances.

The niche is construction and renovation — specifically, apartment renovation. Demand in this niche is constant, but the competition is enormous, the advertising auction is permanently overheated and potential clients have little trust. The most unpleasant part is banner blindness, when the target audience simply doesn’t register any advertising at all.

On top of that, the client already had experience with Yandex Direct, but the ads brought no enquiries and the budget was essentially being burned.

Objective

Build a steady flow of enquiries for apartment renovation.

Build a steady flow of enquiries for apartment renovation.

What we did

I started by creating well-thought-out landing pages. Why landing pages? Because I have done a lot of work in construction niches before, and I can say that it is the landing page that delivers quick, solid results.

I started by creating well-thought-out landing pages. Why landing pages? Because I have done a lot of work in construction niches before, and I can say that it is the landing page that delivers quick, solid results.

I started by creating well-thought-out landing pages. Why landing pages? Because I have done a lot of work in construction niches before, and I can say that it is the landing page that delivers quick, solid results.

After a marketing analysis of the niche and competitors, I developed a landing page and 3 quiz landing pages on the following topics:

— Renovation cost calculator

— Finding a construction crew

— Estimate calculation with contractor selection

In general, a well-designed quiz helps qualify a lead and offer exactly what interests them, guide the lead, turn them from “cold” into “warm”, forecast the upcoming advertising campaign and, ultimately, close them into an enquiry. That is what the analysis of the target audience, competitors and niche is for — I carry it out before developing the landing pages and quizzes.

Next, I set up contextual advertising in Yandex Direct and Google Ads.

We didn’t have to wait long for enquiries — the very next day we received the first 15 leads (enquiries).

Then we had to work on the landing page. As I mentioned, competition in the renovation niche is huge, and few of our leads were “closing” into sales.

The main pain point in this niche is always trust. So I reworked and expanded the trust block on the landing page, after which the percentage of signed contracts out of the total number of enquiries rose significantly.

Scroll through the trust-building blocks in the slider.

Results:

In 81 days:

Enquiries — 623

Cost per enquiry — ₽467 

Average order value — ₽640,000 

Payback — 23 days

For packaging and building systematic marketing, get in touch with epic name. or message our VK community. There you can leave an enquiry or ask questions.