Selling Real Estate through Targeted Advertising on Social Networks
Selling luxury real estate on Instagram
Is it possible to sell a house using social media advertising?
For those who underestimate the capabilities and audience of Facebook & Instagram, we explain how we help sell cottages through targeted advertising on social networks.
Roman Chernysh
Co-Founder "Power-UP"
PROJECT TASKS
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ATTRACTING TARGETED INQUIRIES (calls or form submissions from the website to schedule a cottage viewing) through alternative traffic channels
SOLUTION
1
Analysis of the Core Target Audience
Analyzing the core target audience is crucial for understanding not only basic data like gender, age, geography... but also for understanding the interests and inclinations of the target audience, their preferences, hobbies, social status, affinity for certain brands, and types of behavior.
2
Setting up the Facebook Pixel
Target actions on the website are: calls from the site and form submissions. Advanced integration with the call-tracking service allowed us to feed the fact of a call from the site into Facebook statistics. Tracking of form submissions from the site was set up through Google Tag Manager.
3
Setting up FB & Instagram Ad Accounts
Based on the core target audience, we identified several user profiles and started designing the structure of the ad account. The structure of the ad account is divided into segments — user portraits with targeting for each separate group of interests and preferences.
4
Optimization of Advertising Campaigns
Optimizing advertising campaigns involved testing new hypotheses, targeting, audience portraits, and making quick decisions based on the data received. Audiences underwent a “quality qualification” according to the achievement of target actions and the users' interest in the content on the site.
RESULT
A detailed account structure with division into interest groups allowed us to confirm or refute certain hypotheses. We gained many insights regarding the real interests of our target audience and valuable statistics for scaling ad accounts.
Thanks to "end-to-end" analytics, we managed to track the quality and execution of each inquiry.
Insight: one of the applications that led to the sale of a house was received via the "instagram/cpc" channel, targeting men aged 35+ interested in yachting.
+144%
Increase in the number of inquiries
SALE
Sale of a house through the Instagram channel