Hi there!! This is marketing agency aspr and we're jumping into this case with an interesting story about testing new markets to make a great result for the client.

So our client was one more real estate agency from UAE with focus on European market looking for English speaking clients. What about the type of property to show in ads, it was mainly off plan projects with starting price from 300.000$ to 660.000$ (pretty basic offers if we talk about the property in the UAE).

*We'll not tell you the name of the Client, because with some of them we have NDA and not always have an approval to show you the company name.

Ad channels: Facebook, Instagram

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

As you already know from our previous case studies (if not read then be sure to read), we carefully prepare for the launch to have all the necessary information from the customer, correctly choose real estate projects to show in the ad and agree on several options of offers, to be able to quickly test different hypotheses!

The client had good feedback about working with foreign English-speaking clients, set a good budget for the first month (18 000 AED - near $4,000) and already worked with advertising in Europe and the UAE. So we decided to jointly analyze its customer base and thus understand the optimal market for advertising.

After the analysis, it turned out that all the most interested and qualified Leads were from European countries, after which we decided to launch the advertising for the whole Europe with a narrowing of the English interface. Further steps to improve the advertising strategy we decided to take already on the basis of Leads and feedback on them from the client.

*Important, in this case we work with a real estate agency, where there is its own sales department. The sales team quickly contacted the Leads and quickly gave us feedback on requests, which positively influenced the conversion to a qualified Lead.

The first tool our team choose for Lead generation was a basic but consistently producing good results Lead form with manual filling fields. The Sales Team already had experience working with this tool, they understood the incoming quality of the Leads and understood how to work with such Leads!

We have to notice, that of course we had some other ideas and options, we prepared quiz and chat bot to be able to quickly replace the tool if necessary.

After we have defined the market for our advertising, as well as the tool to attract Leads, we have carefully analyzed the competitors, their offers and promotional materials. This allowed us to make good use of our client's strengths and benefits.

Summarizing, we were well prepared for the launch, have identified the market, audiences, offers, ad budget, designed creatives and finally have launched advertising campaigns.

The first leads began to come soon enough, after 4 days we saw that we received applications steadily, and for the most part from countries with lower CPM and living standards, so the percentage of Tier 1 countries in the leads was quite small.

After Launch we analyze not only the indicators of the ad account, but also the feedback from the client, for this we used the Google sheet where the client's managers gave us all the necessary information about the Lead quality.

We saw that the quality of the Leads was not the highest, and continued to test different versions of creatives, ad text and real estate projects. We were also waiting for video materials from the client, the technical assignment for which we also prepared before the launch of the ad.

We knew from experience that this creative format helps not only to receive applications cheaper, but also gives the opportunity to reveal our strengths and push the pain, which positively affects the quality of applications.

After 12 days of work, the client provided us with video materials. Within a few days we edited the necessary promotional materials and put them into advertising.

It was the third week of work, the results improved, both in terms of the CPL (CPL was 170 AED and came down to 134 AED) and in terms of quality of leads, but still leave much to be desired (the percentage of qualified leads increased by 6-7%)

We re-examined the ad campaigns indicators and came to the conclusion that it was necessary to focus only on the European Tier 1 countries, as applications almost always proved to be more qualified than from countries with lower living standards. We understood for sure that the CPL would be higher, but the quality had to play a key role!

When switching to Tier 1 countries we have slightly reworked the ad text a little and launched into advertising those variants of creatives that brought us the best results (launched both static and video).

Five or six days later, we realized that we'd made a great decision, and it looked like we'd found the right ad combination. The sales department gave positive feedback, after calculating that the number of qualified Leads increased by 22%, which was our first good win in this project!

In the fifth week of the project, we began to consolidate our results, test new creatives and try to increase the ad budget, which helped us with the frequency (it did not grow fast) and thus reduce the CPL even lower. It should be noted that after the changes we began to receive Leads for 140 AED, and qualified Lead (call + show of interest in real estate in the UAE) cost us 354 AED.

It was not the only one good news this week, our client also closed the first deal (property value - 1.47 million AED), with a Lead from Germany from the second week of running ads!

Added after case study was published

In the six week our client closes one more deal with France client. It was Sobha Hartland for 1.92 million AED!

We are working with this project to this day, so we try to look for better ad combinations to get Leads at a reasonable price with high quality.

We have also launched a retargeting to further warm people up and build trust in our client's company. Which audiences used:
1. Site visitors who have left a request
2. Visitors to the site pages of various projects (Emaar Dubai Creek, Sobha etc.)
3. Qualified customer base from CRM

At the moment, we have increased the ad budget to $6,500 per month, which was greatly helped by the integration of Facebook with Hubspot (Hubspot - CRM system), because the percentage of quality leads is much higher than working with basic Facebook optimization.

We tested the advertising for the whole Europe, and then decided to move only to the Tier 1 European countries, as the quality of Leads was significantly higher, and the CPL only slightly increased.

Lead form showed a good result, so we didn't see the need to try other tools, but paid more attention to working with creatives, offers and developing technical assignments to record the video by the client.

We have now increased our advertising budget to $6,500 and are taking further action to improve results of our advertising campaigns!

Results:
1. Amount spent: 18 932 AED
2. Leads: 122
3. Qualified leads: 47
4. CPL (all): 155.18 AED
5. CPL (qual.): 402.82 AED
6. Deals: 2
7. Value of deals: 3,39 million AED (923k USD)