With Ingager’s analysis of the market and an evaluation of previous advertising as a basis, a concrete goal was set: more apartments must be sold and the cost per purchase must be kept stable. In order to achieve this goal, potential buyers needed to learn more about Well Real Estate before potential speculators were reached by sales-driven marketing.
In a sequence of messages, potential target groups were introduced to the product and the company, with the final goal to convert them to homeowners. Target groups were segmented, based on Well Real Estate’s data and Facebook’s data, as well as experience from Ingager. Video, images, messages and landing pages are constantly optimized, based on data from the marketing, in close collaboration between the Ingager and Well Real Estate.
Selected placements, with customized content for each ad format, are regularly tested and evaluated for maximum effect. The marketing mainly uses Facebook and Instagram, and to some extent, Audience Network and Messenger.