This is not a typical case where you're going to see only positive moments. This is a real time review of what we've done and what troubles we faced to acquire qualified leads for our customer.

Customer: Abode Real Estate

Ad channels: Facebook, Instagram

If you'd like to check summary first, just go via the Link

Abode Real Estate are focusing on local market and needed to find a marketing agency asap. We suggested to start our ads using leadform with 3 questions:

1. Estimated budget (potential customers had to choose 1 of 3 variants)
2. Phone number (automatically filled)
3. First name (automatically filled)

The project for the beggining was Wasl 1 Residences with starting price from 1.3 million AED, so using customer's videos and photos we made a lot of creatives, below you can explore some variants.

First leads we received were quite good, but CPL was a bit higher than we expected (138.65 AED). The main problem was that people clicked on the ad and didn't apply for the information about the project (probably problem in the leadform).

As you can see lead quality was really good, but we needed to decrease CPL and wanted to try a new tool - messenger ads with chatbot.

That's how it works:

1. Potential customer clicks on ad and the messenger opens immediately
2. He has to answer some questions (same like in leadform) to become our lead
3. If he has successfully done it then we see this lead in ad account

After launching this campaign lead flow was insanely huge and CPL was beneath 55 AED. It was looking good, but we thought there's the skeleton in the closet. Unfortunately, we were right.

This was the feedback:

As you can see, 100% of leads were unqualified. We were analyzing messenger conversations and realized, that this tool brings only poor audience that isn't even looking for properties.

Feels bad, but we needed some changes. We have completely reworked our former campaigns with Lead form. Here you can see the video we used before and the video we're using now:

Videos we use at the moment:

Some other creatives for Wasl 1 Residences:

We also made some changes in the Lead form:

1. We removed question about budget and replaced it with WhatsApp number
2. In Lead form and ad texts we added the USP of our customer, that was pretty strong: rental guarantee and resale assurance on any project you buy with us

After these changes we started to acquire good leads once again and CPL was way lower (88 AED instead of 138 AED).

First launch:

And we'd like to show you the difference in feedback:

After these major changes our customer closed 1 deal (1.3 Million AED apartments)!

We continue our work with Abode and acquire customers for Wasl 1 Residences and also started to work with Damac Lagoons.

After 2 more weeks our customer closed 2 more deals from our leads: 1 for Wasl (2.6 Million AED) and 1 for Damac lagoons (2.25 Million AED but closed for Sobha Hartland).

Currently we're scaling our budget for Damac, because CPL is lower than Wasl 1 (59 AED and 96 AED) and lead quality is a bit better.

We're looking forward to increase our monthly budget, launch Tik Tok and run our ads in different regions (GCC, Europe). Stay tuned for more information about Abode Real Estate!

1. Amount spent: 29,445.21 AED
2. Leads: 356
3. CPL: 82.71 AED
4. Deals: 3
5. Deals worth: 1,679,827$

The screenshot from google sheets:

We're looking forward to increase our monthly budget, launch Tik Tok and run our ads in different regions (GCC, Europe). Stay tuned for more information about Abode Real Estate!

And to finally prove everything we wrote above, here's the feedback by CMO of Abode Real Estate: