Invest Pel, a property developer, approached us for help when it began to experience a significant lack of interest in the houses and apartments at the Villa Park development (Gdańsk Jasień). Some of the properties had been sold, but sales had stalled. Our task was to ensure that people interested in buying an apartment in the southern districts of Gdańsk heard about the development and considered it during their decision-making process. How did we achieve this?
In the first months after the pandemic, amid inflation and tighter lending policies, selling apartments was no longer such a straightforward task. Developers began to see declining interest in property purchases. There seemed to be fewer phone calls and emails, and sales offices were no longer crowded. Nevertheless, we managed to sell all the houses in Invest Pel’s portfolio, as well as a substantial number of apartments, and, most importantly, get our client’s phone ringing again.
First step – audit
The client had previously run advertising campaigns, but unfortunately they had not produced the expected results. Our audit revealed that the page receiving traffic from paid campaigns had a low Google Quality Score, which meant the budget was simply being wasted.
A very common mistake we identify during audits at the beginning of client relationships is directing traffic to a page that does not meet Google’s requirements or basic user experience standards and is not optimized for mobile devices.
In such cases, the first step is to technically optimize the website and adapt it to the client’s needs. Only then can we launch advertising campaigns.
Campaign synergy – multichannel promotion
After auditing the client and its offer, we proposed two advertising campaigns – Facebook Ads and Google Ads.
Our task was to support the sale of houses, three-room apartments, and larger four- and five-room apartments.
We were responsible for preparing:
- graphic designs
- post copy
- advertising campaigns, including their management and optimization
Over six months, the Facebook traffic campaign generated nearly 20,000 clicks – each ad click represented a potential buyer of an apartment in the Villa Park development.
The fact that every house was sold is clear evidence of the effectiveness of our work.
Alongside the campaigns in the Meta ecosystem, we ran a Google Ads search campaign.
Over six months, it generated more than 20,000 clicks, 220,000 impressions, and 2,000 conversions.
Lead generation campaign
The lead generation campaign also provided direct support for property sales. Its purpose was to reach people who wanted to discuss the details of the offer with a sales representative. Over six months, the campaign generated 85 leads from potential clients who completed a short Facebook form and provided their contact details.
Response time is crucial in lead generation campaigns – the sooner we call a potential client, the better our chances of persuading them to consider our offer or inviting them to a meeting.
Visual materials – the power of imagery
We did not manage the client’s social media communications, but for the purposes of the advertising campaign, we decided to create a consistent visual identity.
When preparing the materials – static graphics, animations, and carousels – we used visualizations of the development and supplemented them with stock photography to create a more emotional message.
Leverage our experience
Our success-driven activities contributed to increased apartment sales in the Villa Park development. In a short period, we managed to attract the interest of potential clients and significantly reduce the number of available apartments.
Does your company need support with property sales? Contact us! We will be happy to discuss your goals and propose activities that will have a tangible impact on interest in your apartments or houses.
Contact us:
