CHALLENGE
Generate leads. Selling apartments. Targeting different target groups.
ehret+klein commissioned ISARNAUTEN to implement a meta-campaign for construction phase B3 of the “Am Papierbach” new-build project in Landsberg am Lech. The aim was to generate qualified leads that could be passed on to the sales team for personal contact - with a clear focus on residential sales.
The campaign started in September 2024 for 3 months and was extended twice for a further three months each time due to its success - numerous leads and concrete sales transactions.
SOLUTION
Strategy, target group understanding, customized content.
In a joint strategy workshop, target groups, needs and USP or benefits of the project were honed. Based on these findings, we developed a multi-stage meta-campaign with targeted messages for various buyer groups:
- Families
- Couples
- Best agers (55+)
- Investors
A separate landing page was designed for each target group - with content and visuals tailored precisely to the respective needs. In addition, animated videos were created, consisting of images and target group-specific texts, which served as the creative basis for the meta ads.
Our scope of services
- Strategy workshop and target group analysis
- Development of suitable messages, benefits & headlines
- Setup of meta advertising account incl. conversion tracking
- Design and implementation of 4 target group-specific landing pages (WordPress) incl. lead form
- Production of animated video creatives for each target group
- Meta lead campaign with target group segmentation and remarketing
- Ongoing campaign management & optimization
- Monthly reporting
- Regular exchange and creative rotation
SUCCESS
Measurable success: high lead quality & real sales.
The campaign was convincing across the board: not only did it generate numerous qualified leads for the real estate team, it also demonstrably led to apartment sales. The targeted approach to the different target groups via individually tailored creatives and landing pages was particularly effective.
Due to its success, the campaign was extended twice - and now serves as best practice for further construction phases.
