<aside> 💡 Our Role: Developed MCG Real Estate's market entry strategy.

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Created landing pages

Project Task/Challenge

1. Background: MCG Real Estate, new in a highly saturated Dubai property market, lacked a marketing department, strategy, and any leads upon entry. 2. Objective: To generate a steady stream of quality leads for the sales department at a cost no higher than 7,000 RUB per lead. 3. Challenges: 3.1. Market Saturation: The market was overcrowded with competitors offering similar investment opportunities. 3.2. Lack of Differentiation: Competitors were not distinctively set apart, making it hard to stand out.

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Boosted conversion rates

Project Solution

4. Strategies Implemented: 4.1. Audience and Competitor Analysis: Focused on the investment segment with a unique IT system for investment recommendations. 4.2. Landing Page Creation: Multiple landing pages tested to optimize customer engagement and conversions. 4.3. Diverse Traffic Sources: Tested ads in Russian and English on Facebook, Yandex, and Google to assess effectiveness. 4.4. Lead Quality Enhancement: Implemented qualification questions and price indicators to improve lead quality from Facebook from 20% to 40%.

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Enhanced lead quality from 20% to 40%

  1. Targeted Landing Pages: Developed specific landing pages for various residential complexes and investment plans.
  2. Traffic Source Optimization: Identified Facebook as the most cost-effective source but focused on enhancing lead quality through strategic ad content and landing page filters.
  3. Fraud Mitigation and Hypothesis Testing: Tested various hypotheses regarding landing page design, ad creatives, and offers to reduce fraud and optimize conversions.

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Developed MCG Real Estate's market entry strategy

Results

  1. Lead Generation and Qualification: Successfully scaled to 178 leads per month with a 43% qualification rate, nearly doubling the target quality rate.
  2. Cost-Effective Lead Acquisition: Maintained lead costs within budget while significantly increasing the quality and potential ROI from each lead.

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