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Case Study for Real Estate Brokerage

How I Created and Deployed the Whole Marketing Strategy Myself

Broker Oksana approached me with a proposal for a partnership and a test launch of an MVP to test hypotheses about selling real estate in Dubai to clients from other countries. Naturally, I agreed.

Project Objectives

Social Media Marketing

Launch SMM and minimal profile management for lead generation through Instagram.
Paid Social and Targeted Ads
Launch targeted ads on various properties and different target audiences in different regions.
Sales & Automation
Create a database, nurturing mechanisms, and sales without a full call center through complete automation.

Target Audience Analysis

We conducted in-depth interviews and, following the audience unpacking template, created a full decomposition of each avatar’s profile, their pain points, and needs. This led us to develop a detailed audience portrait.
On the basis of the questionnaires they started to create portraits of typical “ideal clients”. An example of one of the portraits:

Strategy

After unpacking the target audience and the broker’s advantages, we began building a strategy for launching the advertising campaign. It looked deceptively simple:

  • Prepare all materials
  • Prepare IG & FB profiles for advertising
  • Set up CRM and basic automation
  • Connect all necessary widgets, services, analytics, and bots
  • Conduct test runs of all scenarios
  • Launch and optimize results

Customer Journey

All leads from Facebook (our key advertising channel) were directly integrated into the CRM system using Albato. In the CRM, chatbots acting on behalf of the broker conducted real-time automatic qualification based on different scenarios (depending on the advertised property and geolocation) and performed follow-ups if the client didn’t respond or fell asleep. Below are screenshots of two of the ten scenarios we used to activate potential leads.
After qualification, the lead was handed over to the broker, and by that time, the client’s card was already filled with information collected by the bot, allowing the broker to respond immediately with a suitable property. Everything happened within the CRM, and the broker received task notifications only after initial qualification.
Once we mapped the customer’s journey to the broker, we decided to follow up with dormant leads through periodic newsletters. Using AMO, we segmented clients and sent WhatsApp messages. Below is an example of one of the messages sent via WhatsApp:

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Can Lead Magnets Be Used for Lead Generation?

Yes and no. On the one hand, offering a property selection service and a freebie definitely increases the number of leads.

 

On the other hand, it also increases the number of unqualified leads, as there are always freebie hunters who just want to download a free catalog or brochure for properties they can never afford.

One of the lead magnets we created was a brochure that aimed to show the annual ROI from renting properties in the UAE. Additionally, we “natively” explained within the brochure how we could help manage the property later on.

Instagram Preparation

We created a new profile, conducted a photo shoot, developed a content plan, and designed the account’s visuals.
310 followers were all from ads.

 

Our goal wasn’t to build a large follower base or community but to have a functional page where traffic could learn about the broker and Dubai.

People continue to follow organically and message for housing consultations even after ads stopped, indicating the page builds trust.

Creating content took 2 hours per week, generating and scheduling 2 weeks ahead, with daily posts and 4-5 stories using Meta-planner.

Creatives, Placements, Formats

Instagram performed best for us, particularly in Reels and Stories placements. Hence, all creatives were designed specifically for these placements.
Some video creatives were even edited in CapCut: we shot room tours ourselves or received them from developers, added voice-overs, transcription, and minimal editing.

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Why did I do almost everything myself?

  • Good specialists are expensive and often fully booked, while we needed to launch quickly. Cheaper specialists were plentiful but slow and ineffective.
  • As a partner, I was directly interested in minimizing costs to maximize profits.
  • I was interested in hands-on work in a new niche to understand the hidden pitfalls.

Results

600+ leads

generated across all platforms

$10/lead

average price of marketing qualified leads

20%

of qualified leads: Every 5th lead showed interest and passed strict qualification

5 sales:

that came directly from campaigns we’ve designed

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