Riviera Villas is a cottage town in the Kiev suburbs. Selling real estate on Instagram.

How to sell real estate property using targeting ads in social media?

Can one sell a house via social media advertisements?

For those who underestimate the capabilities and audience of Facebook & Instagram, here's how we help sell cottages using targeted advertising on social networks.

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Goal

Solution

Core audience analysis

An analysis of the core of the target audience is necessary to understand not only basic data such as gender, age, geography ... but also to figure out the interests of the target audience, their hobbies, preferences, social status, disposition toward certain brands and types of users behavior.

Facebook Pixel Customization

There are the following actions on the website: call and submit the form. Extended integration with the call-tracking service made it possible to transfer a call from the site to Facebook statistics. We used Google Tag Manager to track form submit tracking on the site.

Setting up Facebook & Instagram advertising accounts

Based on the core of the target audience, we identified several user portraits and started designing the structure of the advertising account. The structure of an advertising account is divided into segments - user portraits, targeting each individual group of interests and preferences.

Ad Campaigns Optimization

Optimization of advertising campaigns included testing new hypotheses, targeting, audience portraits and prompt decision-making based on the data obtained. The audiences were tested for the quality "qualification" for achieving targeted actions, as well as for users' interest in the content on the site.

Result

The detailed account structure broken down into groups of interests made it possible to obtain confirmation or refutation of certain hypotheses. We received a lot of insights concerning the real interests of our target audience and valuable statistics for advertising accounts scaling.

 

Thanks to "end-to-end" analytics, we were able to track the quality and performance of each request.

 

Insight: One of the applications that led to the house sale was received via the "Instagram / cpc" channel, targeting men 35+ with an interest in yachting.

+144%
Increase in the number of applications
SALE
Selling a house on Instagram
I want the same

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