Case: how to receive bids for property in Kazakhstan at a price from $3

In the middle of 2024, we were approached by a developer from Kazakhstan with the task of bringing a new comfort-class residential complex to the market and ensuring a steady flow of enquiries from potential buyers.

Project input data

Type of business: developer
Region: Kazakhstan
Team size: fewer than 10 employees
Languages of communication: Russian and Kazakh
Marketing Department: There is, but lead generation has been outsourced to contractors.
Advertising budget: $2 400 per month

The client's main request was to quickly launch an advertising campaign with a clear cost per application and a predictable volume of hits.

Launch strategy

Before the launch, we decided to test several scenarios of getting leads at once:

• project landing page;
• apartment-matching quiz;
• in-built lead forms of the advertising platform.

This approach made it possible not to bet on a single source of traffic, but to quickly identify the most effective channel.

The following work was carried out during the preparation phase:

• segmentation of the target audience was carried out;
• separate offers for different groups of customers have been formed;
• advertising creatives have been developed;
• the quiz has been prepared and analytics have been set up;
• test ad campaigns have been launched.

The preparatory phase took about a week.

What the launch showed

Already in the first days it became clear that the audience was actively responding to the offer. The cost of treatment varied in the range from $2 to $8, which is a very strong indicator for the property market.

After analysing the data, it became clear that the classic landing page was losing out to alternative tools in terms of efficiency. The cost of an application there was noticeably higher, so the main budget was reallocated to:

• quiz;
• lead forms.

It was these tools that provided the best balance between quantity and quality of referrals.

Additional testing

In parallel, campaigns for other cities of the country were tested. Despite some interest on the part of the regional audience, the largest volume of targeted appeals came from the city where the residential complex was built.

This confirmed the hypothesis that localised demand remains the main driver of sales during the launch phase of a new development.

Totals

Within a month of work we managed to form a stable flow of inquiries from potential buyers.

Based on the results of processing applications, the value of a qualified lead was approx. $22, This allowed the client to get predictable economics of advertising investments and provide the sales team with sufficient workload.

Conclusions

Successful lead generation in property is rarely the result of chance. The strongest results are achieved when a launch is built on three components:

1. competent audience segmentation;
2. testing multiple funnels at the same time;
3. operational budget optimisation based on real data.

Even when entering a new market, you can get quality referrals quickly if you use a proven methodology and make decisions based on analytics rather than assumptions.