Preparation
Before launching the project we analysed the offer and the market in detail and laid out a plan of work.
Website audit
To keep promotion costs down we began with an audit of the site and found a number of problems:
- site conversion of 0.5%;
- the advantages of the village were not stated;
- awkward navigation;
- the benefits for buyers were unclear.
“It became obvious that a new site was needed. But the project budget was limited and the client did not want to rebuild it. We took the decision ourselves to build a landing page, to reach better conversion and increase traffic.”
Analysis of the project and of demand
After the site audit we analysed demand for country property in the Moscow region and identified the strengths of the project:
- the gated village sits by the water, in beautiful surroundings;
- with the new motorway open, the drive from the city takes only 50 minutes;
- the Ruza district turned out to be the cleanest environmentally;
- everything is there for an active or a quiet holiday with children.
Building the sales funnel and the development plan
After a full analysis of the project we calculated the sales funnel and set out a plan of work:
- build a landing page;
- set up the processes for meetings and property viewings;
- develop additional offers to encourage clients;
- build new advertising campaigns in Yandex.Direct and Google Ads;
- collect feedback from clients who got in touch and refine the offer where needed;
- introduce a system of automatic online sales reports.
What we did
Building the landing page
From the point of view of building sales, a site is one stage of the funnel. A selling site has to answer the questions a client asks:
- Is there anything here for me?
- What do I gain by buying here in particular?
- Why should I trust you?
- What is my first step?
We answered all of these questions, turned the particulars of the project into its advantages and gave them prominence on the site. That raised conversion, and with it the efficiency of the advertising.
A gated village by the water, only 42 plots, with views:
Only 1.5 hours from Moscow:
Everything there for a good holiday:
An environmentally clean district:
Conversion on our site reached 4%. Seeing that result, the client covered the cost of building it.
Encouraging sales
To strengthen sales we proposed inviting the client to the office first, so that they could get all the information about the village while still in Moscow.
We also introduced a home test drive, so that a client could come to the village, move into the guest house, live there and get a feel for the place. On purchase, the cost of the stay is deducted from the price of the plot.
Clients grow more loyal and reach a decision to buy faster.
Launching advertising
With a limited advertising budget we had to increase the number of targeted leads. To do that we drew a profile of the ideal target client. First of all these are people looking for waterside plots, along the Novorizhskoye highway, in the Ruza district, by the reservoir, or with competitors. The ads stated the prices and the particulars of the plots.
We got inexpensive, targeted enquiries.
We introduced a multi-landing system. The information on the first screen now changed according to the query the client arrived on.
We achieved a match at every stage of the path a user takes through the site: search query → ad copy → heading on the site → image on the first screen.
We also launched advertising for the guest house:
Guests at the base can now consider buying a plot and become potential clients.
Work with the sales team
We introduced monitoring of every incoming call and built up a base of the objections that came up most often.
We learned what clients object to, improved the offer and the sales script.
The optimisation stage
We made corrections to the site and added information about instalment plans and how to avoid mistakes when choosing a plot, which answers part of what potential buyers object to.
The combined work let us cut the advertising budget and start attracting the most targeted leads, the ones ready to buy.
Results
We increased incoming enquiries by 300%, at a cost per lead of €20. In two years 90% of the plots were sold.
Annual spend on advertising — around €15,000–20,000.
| PLAN | ACTUAL | |
| Average monthly budget | €3,000 | €1,500 |
| Cost per lead | €40 | €20 |
| Site conversion | 2% | 4% |
| Average deal size | €30,000 | €40,000 |
Already running advertising and a website?
Find out how to double the results of your online sales.
Book a free audit as an online meeting with a marketing analyst
- We will find which advertising channels work and which do not.
- We will find which advertising channels work and which do not.
- We will draw up recommendations for raising the conversion of the site.
- We will identify the problem points in the sales process.
- We will draw up a list of SEO tasks.
- We will give recommendations on winning enquiries from social media.
- We will introduce you to a system of managing marketing that runs on numbers.
- We will draw up a list of SEO tasks.
Related services
Building an advertising strategy
We work to increase commercial and targeted traffic in order to grow sales. We design the promotion strategy so that significant growth in targeted traffic arrives in a shorter time. Standard site promotion runs from 1 year, tied to traffic and sales forecasts, though the first results can be seen in 3 to 6 months.
Building a promo site
We tie the results of promotion and of our actions to the volume of sales. Positions and traffic are key indicators, but the main driver of sales growth is winning customers from search traffic. For that we build detailed reports that show the whole funnel and let you judge how well search optimisation is working.
End-to-end analytics, CRM and telephony
We take on every technical question around collecting data: UTM tags, integrations with telephony and CRM. We deliver all the figures and conclusions you need in real time, because the data is collected automatically. With current data in front of you, the business decisions you make will be the right ones.
Launching complete targeted advertising online
We advertise on every available platform: Yandex, VKontakte, Odnoklassniki, Google, YouTube, Avito, Telegram. We work with SEO and SMM, with the sales team, and we provide technical support.
