My name is Czeslaw. I represent a marketing agency specialising in lead generation for real estate agencies and developers. In our cases, we show not only numbers, but also systematic approach - From advertising to understanding the real value of the customer.

👉 I regularly publish some of the practical solutions, mistakes and working bundles on my TG-channel. subscribe to Telegram, there's more practice and more numbers.

🎯 Project baseline data

Estate Agency Caria Estates operates in the Cyprus market and sells:

new buildings,
secondary properties,
objects with the possibility of obtaining a residence permit (residence permit).

It's important to note that at the start the client's CRM system has already been implemented, and the team was interested not just in leads, but in understanding numbers and quality. This made it very easy to implement end-to-end analytics and work together.

Main Objectives:

get a steady stream of applications,
see not only the CPL, but also the cost per qualified lead,
build a scalable advertising channel.

🧭 Stage 1: Analytics and Strategy

Before launching advertising, we always start not with ads in our offices, but with an analysis of the market, competitors and audience behaviour. This allows us not to test obviously weak hypotheses and to lay down the right economics straight away.

Market scan and competitor analysis

As a first step, we carried out a detailed analysis of the Cyprus property market:

explored Meta advertising libraries (Facebook and Instagram), to understand:
- what offsets your competitors are using,
- which visuals and ad formats are repeated,
- Which trust triggers are most commonly used;
further analysed Google SERP on key queries related to buying property in Cyprus.

Typical market problems were identified during the analysis process:

investment offsets without specific figures and logic of profitability,
abstract promises without explaining the buying process,
weak or non-existent segmentation by language and customer type.

These «white spots» we deliberately used as a basis for strategy.

Target audience segmentation

Instead of trying to sell property to «everyone at once», the audience was divided into key segments:

Investors
Focus on yield, liquidity, clear investment model and timing.
Families and Relocants
Requests for living by the sea, infrastructure, schools, safety and comfort.
Second home / holiday
A seasonal living scenario with the possibility of renting out the property.

Separate meanings, offerers and advertising creatives were formed for each segment.

Platforms and the lead path

After the analyses, the following logic of working with channels was built:

Meta (Facebook and Instagram)
The main source of application volume.
On-Facebook Lead Forms (On-Facebook Lead Forms) were used as the fastest and most scalable format.
Google Ads
A warm demand channel for users who are already searching for property in Cyprus for specific queries.

The lead's journey was laid out as simply and transparently as possible:

advertisement → lead form → customer CRM system → qualification of the request

It is this chain that allowed further correct calculation of key indicators:

CPL (cost per application),
SQL (cost per qualified lead),

🎨 Step 2: Creatives and Offers

After analysing and segmenting, we moved on to developing advertising creatives and offers. The task of this stage is not just to attract attention, but to cut off the untargeted audience straight away.

Approach to creatives

We deliberately eschewed one-size-fits-all adverts and went the way of the adaptations to segments and languages, not a direct translation.

Key Principles:

real meanings instead of abstract promises,
understandable buying logic,
emphasis on the property use scenario.

The main scenarios of offers

Three key areas have been identified for the Cyprus property market:

Investments
Emphasis on liquidity, clear profitability model, tenant demand.
No «guaranteed percentages» or unrealistic figures.
Buying for living and relocation
Emphasis on living by the sea, infrastructure, schools, safety and comfort.
Second home / holiday
A seasonal living scenario with the possibility of renting out the property.

Language adaptation

The adverts ran on:

English,
Russian,
Turkish.

For each language, the following were used:

their wording,
different accents,
different levels of detail.

This helped improve ad relevance and keep CPL within the predicted limits.

🔧 Stage 3: Launching advertising campaigns and optimisation

After preparing the strategy and creatives, we moved on to launching and managing the ad campaigns.

Structure of advertising campaigns

The advert was launched with the aim of Leads (Form) - optimisation specifically for requests.

The structure included:

separate campaigns for each language,
multiple groups of adverts within campaigns,
testing different segments and offers.

Daily budgets varied in the range of $15-30, which allowed:

carefully test hypotheses,
scale only working bundles.

Optimisation and control of indicators

We didn't focus solely on CPL (cost per claim).
The key was to understand of the full economics of the lid.

At the expense of the bundle:

of the advertising office,
Customer CRM systems,
end-to-end analytics,

we've been tracking:

CPL (cost per application),
SQL (cost per qualified lead),
conversion from an application to a target customer.

Ineffective groups with high CPL or low skills were switched off and not scaled.

Why it's important

It is at this stage that estate agents« adverts are most often »dumped":

scaling everything,
are only focused on cheap CPL,
don't see the real quality of the applications.

In this project, through analytics and discipline, it was possible to maintain a stable economy over a distance of 6 months.

⚡ What was the result of building the process in this way

binder analytics → segmentation → creatives → quality control allowed:

receive applications in multiple languages,
Understand the real value of the client,
Scale advertising without chaos,
to remain manageable even as volumes rise.

This is the approach we use in projects today, adapting it to the realities of 2025.

⚡ Stage 4: Start-up and first 72 hours

The full launch of the advertising campaigns took approx. 5 days from the brief to the first ad impressions.

After the start, the process looked like this:

the first applications have started coming in within 24 hours;
each 6-8 hours we did mini-sections on the indicators;
shut down the obviously expensive and weak bundles;
reallocated budgets in favour of ads with better bid quality.

Working with formats

Video creatives were not used as a primary conversion tool, but as a warm-up format within the top ad groups.

They gave:

lower CPM (cost per 1,000 impressions),
additional warming of the audience,
more stable performance of static adverts on applications.

This approach allowed us to identify winners more quickly and avoid wasting budget on chaotic tests.

📟 Step 5: Cross-cutting analytics and quality control

Separately, it is important to note that for the client Caria Estates end-to-end analytics has been connected and configured free of charge, as part of our job.

What has been realised

We've built a complete analytics chain:

show → click → application → qualified lead → view object → booking → transaction

Additionally, there have been customisations:

reports on languages (English, Russian, Turkish),
reports on Offers and segments,
marker «qualified lead» (SQL) in CRM,
backward synchronisation of data to advertising offices.

This has allowed for optimisation of advertising non-CPL, but by the actual quality of the applications.

What this has done in practice

Thanks to a bundle advertising + CRM + end-to-end analytics:

we've clearly seen which bundles produce qualified customers;
stopped boosting ads with cheap but empty leads;
scaled only those campaigns that made sense for the sales team.

The economics of qualified leads

For the project as a whole (2022):

The average cost of a qualified lead (SQL) was about $44.

That said:

in individual ligatures and linguistic segments,
with the right structure and offerer,

cost per qualified lead was down to $20-30..

It was these bundles that were subsequently used as the basis for scaling and re-runs.

🧠 Why it's fundamentally important

Most agencies evaluate advertising by CPL and stop there.
I mean, we originally set up the process so that we could see the entire funnel to the deal, not just the first click.

That's why:

advertising does not «break down» as the budget grows

the figures in the case study are clear and explainable,

the result can be scaled,

📊 Results for 6 months (2022)

Lidov: 502
Advertising budget: $4 997
Average CPL: $9.95 (Facebook / Instagram Lead Forms)
Application languages: English, Russian, Turkish
Qualifications:
on average 22-25% leads moved to qualified status (real interest in buying property in Cyprus)
Cost of a qualified lead (SQL):
on average for the project - ~$44
Optimisation Focus:
optimised non-CPL, and in SQL due to the linkage
advertising → CRM → end-to-end analytics
Plan vs fact:
at the start, the main goal was to get stable flow of applications with clear economics,
in fact, I did:
hold CPL within $9-10,
build a transparent funnel to a qualified lead,
get reproducible mappings to scale.
Next:
further scaling of the working bundles has been agreed upon
while maintaining a share of qualified leads and controlling the cost of SQL.

📈 The context of 2026 and the relevance of Facebook and Instagram

Although the case study is realised in 2022, the conclusions are still relevant.

In 2026:

lead forms are more susceptible to bots and frod,
the volume of automatic orders increased,
without filtering, the quality drops dramatically.

In doing so. Facebook and Instagram are still some of the most effective channels for property in 2026.

We went further and developed own product, which:

cuts off more 82% bots, spam and frod,
allows you to optimise advertising not by CPL, but by SQL,
makes it possible to receive quality applications even in the current environment.

Of course, when you work with us, you use it for free, just like end-to-end analytics.

📌 Conclusion

This case is the result strong teamwork.

On the client's side:

CRM has already been implemented,
the team was open to analytics,
Caria Estates actively participated in the discussion and offered solutions themselves.

On the part of our agency:

built a lead generation system,
end-to-end analytics has been implemented,
the real economics of the transaction are fixed.

This is exactly what projects that work on distance should look like.

If you want to:

Understand the real value of the client,
to see not only the applications, but also the quality,
Scale advertising without chaos,

this approach yields maximum results.

P.S..

If you are selling a property in Cyprus and want to:

to see the real value of the client,
to stop focusing only on the CPL,
build a sustainable lead generation system,

leave a request on the website or email me.
We'll break down your project, show you the real numbers, and offer solutions that work in 2026.

That's how collaboration that gets results begins.

❓ Frequently asked questions on property listings in Cyprus

In which languages can I receive property applications in Cyprus?

In this case study, applications were received in English, Russian and Turkish.
In other projects we have also worked with Polish, German, Spanish, Arabic, Hebrew, Dutch, Ukrainian, Kazakh, Serbian, French and other languages.
The choice of language is always tied to strategy, not the desire to get cheap leads.

How much does it cost to apply to buy a property in Cyprus?

We receive applications at an average price of 10-20$ in English. But the price of the application (CPL) depends on many factors:

language,
geography,
object type,
audience objective,
ad format.

For example, you can get very cheap bids in Hindi or rare languages, but with extremely poor conversion to transactions.
We strategise so that the bid price makes sense across the entire funnel, not just in the ad cabinet.

What is the cost of a qualified lead in Cyprus?

In this 2022 case study, the cost per qualified lead (SQL) was about $44.

In 2025, with a properly assembled bundle of advertising, filtering and analytics, we have projects where the value of a qualified lead in Cyprus reaches a $22.
The key is a system, not a single tool.