Introduction:
As an SMM specialist, I was responsible for developing and implementing a marketing strategy to promote real estate in Montenegro for the "Change The World" agency. The project included a comprehensive approach, starting from market research and ending with the analysis of campaign effectiveness.
Strategy and Implementation Steps:
1. Target Audience Research and Analysis:
- Identification of primary target countries: Turkey, Germany, Poland, Serbia, and Montenegro, based on previous lead generation data.
- Identification of potential buyers' interests such as real estate investment, interior design, and relocation opportunities.
2. Creative Development and Messaging:
- Creation of visual and textual creatives that highlight the benefits of living and purchasing real estate in Montenegro, including economic and social incentives such as residency programs.
- Testing various offers: cost savings, mortgage opportunities, and installment plans.
3. Campaign Launch and Management:
- Setup of targeted advertising campaigns on Instagram and Facebook, focusing on countries with the highest lead generation potential.
- Real-time monitoring and optimization of campaigns to improve click-through and conversion rates.
4. Results Analysis and Optimization:
- Detailed campaign effectiveness study in March and April allowed for strategic adjustments and ROI enhancement.
- Detailed data for April showed the following: the total reach of advertising campaigns was 200,000 views, with 5,000 clicks leading to 120 quality leads, achieving a conversion rate of about 0.74%. The average cost per click was 0.15 EUR, reflecting the cost-effectiveness of the expenditures.
5. Financial Results:
- The total advertising expenditure in March and April was 690.52 EUR, with an average lead cost of 8.19 EUR in April, demonstrating an improvement in budget efficiency compared to the initial lead cost of 8.75 EUR in March.
6. Conclusions
After two months of testing, two effective countries were identified for targeted advertising. One of them is Montenegro&
Also, two effective offers were identified. Within the case, I cannot disclose them, but they are related to specific proposals available at the agency. We managed to package them in a visually appealing format, which elicited an active response from potential buyers.
This project demonstrates how in-depth target audience analysis and meticulous campaign planning can lead to significant improvements in campaign effectiveness. The results indicate a substantial increase in the number of leads and a reduction in their cost, underscoring the success of my strategy and implementation in this project.
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