Project 5 o'click for NPK Development (Residential Complex "TeslaDom ")
Residential complex "TeslaDom" is an innovative house in Bataysk, a suburb of Rostov-on-Don. Competitive advantages of the facility: the developer uses modern solutions in energy saving and security, the only robot concierge in Russia works in the house.
The project is completely unique, and we decided to advertise it in a special way: to attach the audience to our source of information and create a relevant information field instead of imposing ourselves in traditional advertising.
Results:
the client fulfilled the sales plan by 80% in 15 months (with a plan taiyuan mobile phone numbers database for 36 months and a sales rate of 60-70% by the time the house was delivered),
The client's advertising expenses decreased by 2%,
For its effectiveness, the project won the International Property Awards in London in the Marketing Development category.
Here's how we achieved it.
1. Advertising channels
" TeslaDom " and "double combo "
In the project, we completely abandoned conventional real estate advertising: contextual advertising, banners, pop-ups, advertising on radio or television.
The residential complex website was not promoted, but used to collect the target audience. People were directed to the website from Facebook, their data was collected via pixel and then used to set up retargeting advertising campaigns.
We successfully applied the real estate sales strategy via Facebook and Instagram for the first time two years ago on the Donskoy project . This approach became effective: we collected insights, tested different advertising settings, and now we know exactly how to find buyers of apartments and houses on social networks.
First touch, pass, goal!
The first contact was through outdoor advertising. People came to the site, and after the inspection, managers offered to subscribe to the project news on Facebook or Instagram.
If people didn't subscribe or first saw the outdoor advertising, looked at the website, but hadn't yet arrived at the property, we caught up with them in retargeting - showed banners of the house and offered to look at it again on social networks. This is how we caught those who either doubted or had already visited the website, but hadn't yet arrived at the property.
Pavel Katz, Managing Partner of the advertising agency 5oclick.ru :
“We built an advertising strategy based on behavioral psychology: we used not the cost per square meter as an argument for purchase, but rather a person’s emotions – we showed new opportunities and comfort.
By focusing on innovative solutions, they used triggers of the desired status and superiority of the buyer (for example, access to the latest technologies that his friends do not have).
For these purposes, we needed a channel with a high number of touches, so we combined outdoor advertising with social networks.”
2. Key messages
What is strength, brother?
At the initial stage of the sales funnel, it was important to catch the attention of potential buyers. The emphasis was on the innovativeness of the project. For example, they said that the house uses less electricity, so buying an apartment in it is an excellent investment.
Billboards have coped with the task of catching the attention of the target audience on the hook due to a short key message. The small area of the billboard greatly limits the message, but social networks 100% cope with the expansion of the information field. They make it easy to develop a thought, remove objections, and reveal all the advantages of the object of sale.
The formula “social networks + billboards” worked: we give a short, clear idea on a billboard, we reveal it and support it on social networks.
So, the first billboard immediately announced its positioning - “the smartest house in Bataysk”:
This is what the first TeslaDom billboard looked like. A bold start and an equally bold continuation
Social media revealed the message through evidence, we mentioned technology and the robot concierge. The audience was intrigued and had the opportunity to comment on the event:
