AM HOUSE: generating property rental leads in Prague
Optimising advertising campaigns for AM HOUSE
AM HOUSE is a Prague real estate agency working in sales, rentals, property management, commercial investment and development. During the partnership, it focused on attracting tenants and property owners.
Campaign objectives
- Property rentals: attract apartment tenants.
- Property management: attract owners interested in rental management services.
Challenges and solutions for a Prague real estate agency
There was no paid traffic for either rentals or property management. Before the campaigns, the agency relied on offline promotion and word of mouth.
- Challenge: Early campaigns generated many unqualified leads, driving up costs.
- Solution: We changed the Facebook business page, added animation to static creatives and shifted budget to stronger campaigns.
Campaign and format optimisation
Property management campaigns:
- In 2022–2023, we tested lead generation and messaging. Leads averaged €13–17, but results did not improve because the owner audience was narrow. In July 2023, we shifted focus and budget to rentals; property management was removed from ads.
AFI developer rentals:
- Promotion began in 2023, initially using direct-message campaigns.
- In July 2023, 32 leads came in at €5 each, but costs rose. We switched to lead generation.
- In November 2023, a relaunch spent €55.73 and generated 29 leads at €1.92 each.
Owner-listed apartment rentals:
- From January to August 2024, the average ad cost to rent one apartment was €40.
Meta Ads creatives
Meta Ads campaign results
Results in numbers
€7 289,08
Total ad spend
5979
Total leads
€5,46
Cost per lead
€40
Average ad cost per owner-listed apartment rented (Jan–Aug 2024)
Before and after
- Starting point: The brief covered attracting both property owners and tenants.
- After optimisation: Campaigns focused on tenants, including rentals in new developments and owner-listed apartments. Both streams became consistent; renting an owner-listed apartment averaged €40 in ad spend.
Campaign takeaways
Optimisation results
- Focusing on rentals from developers and property owners produced better results.
- Moving budget to stronger campaigns reduced lead costs substantially from the initial period (€407).
Effective creatives
- Stories and Reels achieved a 3.5% CTR with animated collages, direct offers and clear benefits.
- Feed ads achieved a 3.83% CTR with direct static offers.
Formats that did not work
- Low-CTR creatives were discontinued, including offer carousels with apartment photos and static banners without property images.
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