Client: Rezidence Letňany 22 s.r.o.
Sector: Development (residential projects)
Services: Social media marketing, Performance and brand campaigns, Data analytics, UX analysis
Cooperation period: December 2022 - present
Campaign name:
1,100% growth in leads after strategy and website modification
The Letnian residential building is located in a dynamically developing area on the outskirts of the capital - in Prague 18. The concept of the Letnian building is based on the idea of offering honest, quality housing for the widest possible group of people who want to live in a new apartment of their own.
Construction of the residential building started in October 2023, but marketing activities and project promotion started back in November 2022. Due to the unfavourable economic conditions for acquiring a new apartment at the time, the BYX programme was created for the Letnian residential building, promoting a new way to access home ownership through a rent-to-buy solution (sometimes also referred to as rent-to-own or deferred mortgage). The BYX programme, created thanks to a partnership between the SYNER Group construction and development group and the KAPRAIN investment group, makes it possible to purchase an apartment now but pay the full purchase price several years later.
A certain number of apartments had to be sold before construction of the residential building could begin. The campaign goal was to attract as many potential buyers as possible to the Letnian project, whether they would use the BYX programme or not.
In an unfavourable market economic situation, we needed to sell several dozen apartments, whether to individuals, families or even smaller or larger investors. At the launch date of the marketing activities, mortgage interest rates were high and therefore many people were choosing to wait before purchasing a new home.
However, after setting up an appropriate communication strategy and making adjustments to the website, we succeeded in getting an average of 10 times more leads from the first month than before the launch of LCG New Media activities.
We first conducted an analysis of the competition, mapped the market and target groups, and performed a UX and content analysis of the website with recommendations for improvement. The goal of the website modifications was to focus on increasing the communication and presentation of the housing itself and to slightly reduce the communication of the BYX programme.
We then designed a new strategy for Google Ads and Sklik campaigns, added remarketing campaigns and also added more formats for content campaigns such as banner and responsive formats.
On social media, we redesigned the visual aspect of the accounts and prepared a publishing plan with regular sponsored posts on Facebook, LinkedIn and Twitter. We also prepared lead campaigns for social media, where people filled in their contact details and selected which apartment they were interested in, and we added campaigns with the goal of increasing traffic to the website and remarketing campaigns.
We also involved Sreality in the communication, creating advertisements for the individual apartment layouts on offer. In the course of the campaigns, we also added RTB campaigns through DV360, where we used banner targeting on top sites such as Sreality.cz, Novinky.cz and others.
We generally added interesting creative formats such as Facebook carousels and GIF formats to the content network and remarketing campaigns. We then sent out a series of newsletters to the leads we received containing new information about the Letnian project and the BYX programme.
Effectiveness was assessed by the number of leads generated, website visitors, cost per lead and overall reach of the campaigns. Before LCG New Media took over the campaigns, they generated about 10 leads per month.
All the set goals for the number of leads, impressions and visits were met through the plan thanks to a properly set strategy. We got an average of 100 leads per month, an increase of over 1,000% compared to the previous setup while keeping budgets in a similar range. In total, the campaigns have already brought in over 1,300 parties potentially interested in the housing.
We have gradually refined the campaigns to make the leads acquired more relevant.
After the implementation of the changes and the introduction of the new strategy, the CPA price per lead dropped by 95%. We were also able to acquire leads at a time when sales on the property market had hit rock bottom (late 2022 and early 2023).
In the campaigns and banners we focused mainly on communicating the main selling points and added value of the project.
In 2023, the campaigns had a combined total of over 15 million impressions and reached over a million people. The campaign reached over 850,000 people and had 4 million impressions on Facebook. There were 1.3 million campaign impressions via Google Ads, 3.4 million impressions via Sklik, 6.8 million impressions via DV360, and 360,000 impressions via LinkedIn.
BYX represents an opportunity to buy a new apartment in Prague even in times as turbulent as those we are living in right now. In contrast to the volatility of the times, the BYX programme offers the certainty of a fixed purchase price and considerable payment flexibility, giving the buyer up to six years to pay. The rent-to-buy programme is something new on the Czech market, and needs to be communicated to the public in a comprehensible way. Hence I'm glad we have a reliable partner for this.
Ing. Martin Kubišta,
ředitel společnosti Rezidence Letňany 22 s.r.o.