Why We Aren't Afraid to Advertise Real Estate at Our Own Expense? The Experience of the Trinity Agency

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Pay for calls and KMS instead of search advertising
We had: 5 years of work, 40 clients from different real estate segments, 400,000 rubles from our own budget for advertising and our own realtor. In three months, we received about 200 calls to view the apartment and 7 sales. I'll tell you why we did the client's advertising at our own expense, why we were confident in the result and what CoMagic has to do with it.

Let me start with a little background. At the Trinity teba whatsapp number south africa digital agency, one of the key areas is real estate. We work with different sectors - from economy to premium, with foreign elite, suburban, commercial real estate and even carry out exclusive projects involving investments in the hotel segment.

In our first year of work, we were lucky to win a tender from Heliport, a company with roots in NDV Real Estate. We successfully completed a six-month flight, selling helicopters, pilot courses, and business taxis, receiving positive feedback and praise from the client. However, we really wanted to work on NDV projects themselves, advertise and sell their properties. Unfortunately, this did not happen in 2016 for a number of reasons - high competition and the short lifespan of our agency at that time, which opened during the crisis.

We were ready to prove ourselves and did not stop believing in a fairy tale. And the fairy tale came in the spring of 2018. We had the opportunity to work with one of the NDV objects - the residential complex "Skazka". I will immediately stipulate that we did not work directly, but with the former owner of the land, who had several buildings at his disposal for sale.

True, the condition of cooperation with the housing complex was payment for our work upon the conclusion of the deal. To work and advertise someone else's project at our own expense? 99% of agencies would refuse such an offer, but not us. Why? Because we build all our marketing on the basis of analytical data and understand what to expect from the market. In addition, having worked with such real estate brands as Knight Frank, Colliers and SA Ricci, we have gained sufficient experience in laying out end-to-end analytics, building sales funnels and building advertising activity.

And this experience told us the following:

Firstly, you always need to track all stages of interaction with the client: from click to deal. This means you need to connect call tracking and end-to-end analytics from CoMagic ,
secondly, in addition to call tracking, you need to connect... your realtor. Our own motivated specialist will allow us as an agency not to depend on an uncontrolled sales department and minimize risks at the final level of the funnel, at the most valuable stage in the CPS (Cost-per-Sale) scenario.
Pay for calls and KMS instead of search advertising
So, this is where we started. First, we analyzed the average price per click in contextual advertising. We decided that there was no point in launching advertising here because the auction was too overheated. Especially since we used our budget and remembered what they were going to pay us for. So, we had to look for alternative sources of inexpensive leads.

Step 1. Go to sites with payment for calls
We chose Yandex.Real Estate as our first platform and started working with payment per call. Then we connected CIAN. At this stage, CoMagic appeared, because it was important for us to understand how many target calls were coming from the platforms.

Surprisingly, the service turned out to be useful both for the realtor (for subsequent processing) and for tagging requests, since for a small project, we decided not to connect CRM, everything was done through the Comagic functionality.
A call cost 5,000–6,000 rubles, which is a lot. Therefore, each request was worth its weight in gold for us.

In order to ensure that as many requests as possible would go further down the sales funnel, we began listening to calls from clients in the CoMagic personal account.

This helped both us and the realtor to better understand what clients wanted in order to approach the developer with additional questions. For example, whether it is possible to provide a small bonus to a particular client to increase the likelihood of a purchase.

At this stage, the first viewings and showings of apartments began. We made sure that the selected sites with payment for calls work. But we realized that they bring few requests.


Step 2. Yandex advertising network and substitution numbers from CoMagic
We came to the conclusion that the new channel for obtaining leads would be the media network. We launched several advertising campaigns and bought call tracking numbers for them. The numbers were replaced on the client's landing page, all calls went straight to our realtor's phone. Using UTM tags in ads, we were able to track which ads worked best.

Another source of leads was advertising on social networks, which we do not currently work with. We used their lead generation form, which was integrated with CoMagic. This integration allowed us to receive phone numbers of users who responded to the ad and perform an automatic call to the client from the sales manager. It is worth noting that the form supported the auto-fill mechanism, i.e. the user did not need to enter their data manually. But in this case, as we noticed, the percentage of quality leads dropped. After we changed the settings from automatic form filling to manual, the number of quality requests increased.

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Step 3. Results
In 3 months of work we attracted about 200 calls and sold 7 apartments. With our own advertising budget of 400,000 rubles, we received an agent's fee of 1.4 million rubles.

On the one hand, we are pleased with the high conversion from a call to a deal, but we also understand that the results are not ideal and could have been 30 percent higher. When analyzing the reasons, we found several pitfalls due to which our percentage of the deal and conversion to sale at the final stage, i.e. already offline, fell. True, this had nothing to do with our advertising campaign, but is a specific feature of the Russian real estate market. But I will not go into these details.

What conclusions can be drawn?
First, with the experience we have and a product like CoMagic, we can enter the market tomorrow as a new brokerage agency, taking on all the functions of a real estate agency, combining them with our digital expertise.

Second: the goal of our project with payment for results was not to earn mountains of gold, but in professional interest: to amuse our vanity by working with a desired client. I think it will not be a revelation to anyone that digital brings real measurable results at all stages of work and is one of the most effective channels for building sales.