LAUNCH OF MARKETING STRATEGY
FOR A REAL ESTATE AGENCY
FOR A REAL ESTATE AGENCY
FIELD: Property Sales
PROJECT GOAL
Leading the launch and market entry of a new real estate agency, with a core objective of developing a results-driven marketing plan to acquire first clients, establish trust, and create a significant digital footprint.
PRE-PRODUCTION
Developed the foundational brand identity, defining the logo, color scheme, typography, and visual style.
Created brand identity for both print and digital materials.
Registered company profiles on key platforms:
Yandex, Google, 2GIS.
Yandex, Google, 2GIS.
Architected a full-scale Instagram marketing strategy
Created unique selling proposition (USP) based on surveys of employees and owners.
Conducted professional team photoshoots for the website and social media.
Produced promo videos for the company.
Developed a multipage company website.
Launched the first wave of ads campaigns on Google and Yandex Direct.
Set up reputation management and review collection system.
Generated interest among the target audience via instagram, offline communication, and initial PR activities.
ACTIONS
DURING THE YEAR
Team & Internal Processes:
- Monitoring employee KPIs, managing service quality and efficiency.
- Adjusting internal processes in case of deviations.
Digital-marketing:
Google, Yandex and Meta ADS with performance analytics
From the first month, large-scale of traffic campaigns were launched, targeting both lead generation and new audience reach.
Campaign types tested and optimized:
Google, Yandex and Meta ADS with performance analytics
From the first month, large-scale of traffic campaigns were launched, targeting both lead generation and new audience reach.
Campaign types tested and optimized:
- Search ads (Google, Ya Search): targeted at audiences with high intent.
- Look-alike audiences: based on collected customer data.
- Dynamic real estate ADS segmented by property type.
RESULTS
IN THE 6 MONTHS
Metrics:
- Average CTR (click-through rate): 8.6% on Google Search and 3.1% on Meta Ads
- Cost per Lead (CPL): 320–450RUB depending on region and format.
- Website traffic growth: +187% in the first quarter after launching ads.
- More than 400 inbound leads received since launch.
A/B Testing and Campaign Optimization:
Optimization carried out on:
Optimization carried out on:
- Creative elements: images, headlines, call-to-action (CTA).
- Target audience testing: gender, age, interests, behavior, geography.
- Microtests: budget allocation, ad scheduling, device targeting.
Performance results:
- A/B testing implementation increased click-to-lead conversion by 28%.
- Bounce rates on landing pages dropped from 34% to 18% after adjustments based on split-test results.
- Weekly optimization raised Google Quality Score of ads to 8/10.
PR and Promotion:
- Implementation and support of the agency’s PR strategy.
- Running online campaigns, promotion through opinion leaders and relevant communities.
- Competitor and buyer behavior analysis.
Brand Management:
- Oversight of advertising messages: ensuring correct and consistent delivery.
- Development of visual brand identity.
- Managing Instagram with regular updates and relevant content.
CONCLUSION
Within the first few months after the launch, a steady positive trend was recorded: leads began coming in within the first weeks, and by the end of the year, the agency had built a strong client base and continuous flow of inquiries. Thanks to a well-structured marketing strategy combining digital, PR, and offline activities, this real estate agency
has established itself as a recognizable player in the market.
has established itself as a recognizable player in the market.
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