GRES Partners: 170 leads for EU property investment
170 enquiries about buying investment property in the EU
Promotion for a financial consulting firm serving individuals and businesses from CIS countries who had moved abroad. Landing page development.
Project objective
Attract CIS expats interested in investing in real estate in the European Union.
Many had decided to move their capital from Ukraine, Russia or Belarus to safer countries after the war in Ukraine began in February ’22.
Target audience — Russian speakers living in Central or Eastern Europe, primarily men aged 30+ with cash or bank capital. They were looking for a home for themselves or investment opportunities in a stable economy.
Created a performance strategy and media plan, then began building a landing page
We analysed the target audience and its main needs, identified the strengths of the offer and built a website with current information about the services and their benefits. (gres-partners.com)
Preparing Facebook Ads campaigns
We built a staged funnel around a tailored selection of investment properties starting at €50k:
1. Collect the interested person’s name and phone number;
2. Call the lead;
3. Retarget people who submitted a form but did not answer or wanted to decide later.
Launch and initial analysis
We tested more than 3 approaches:
1. A PDF selection of properties within a budget starting at €50k;
2. A direct message to invest in European real estate;
3. A personalised property selection for the customer’s budget.
The property selection performed best: it helped warm up prospective clients and let them picture the properties before speaking with a manager.
Scaling
We increased budgets for the best-performing combinations, which attracted the most interested leads.
Ad creatives
Results of the Facebook Ads campaigns
Campaign progress: improving lead qualification
Many enquiries were difficult to reach or came from people who were simply curious and had no clear need.
The first test offer, a property selection, generated around 30 enquiries, but many people had submitted a form out of curiosity.
To improve lead quality, we added a question about the buyer’s property budget to the form along with their name and phone number. This simple question improved lead quality by 35%.
Ad formats tested
1. Feed: banner ads and carousel posts.
2. Stories: collages and product carousels.
Results in numbers
3
Property transactions with budgets starting at $100k
170
Enquiries from prospective EU property investors
$1166
Total ad spend over 2 months
>300k$
Value of properties sold
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