Premium class apartments in the center of Moscow
All apartments sold out within a year
7 minutes to read
Request at the start of cooperation
  • Increase the number of calls to call centers
  • Increase the quality of calls (People who called were not from the right price category)
  • Form an understanding of where to go and what to do
  • Apartment sales lagged behind planned indicators by 40%
What we did
  • First of all, we analyzed all the processes. We saw that the end-to-end analytics was set up incorrectly and 40% of requests were not recorded. This means that it is difficult to draw conclusions for optimization
  • Then we conducted a mystery shopper and it was sad. The managers were not interested in selling, they answered rudely. We created a sales script and continued to evaluate the effectiveness once a week
  • Developed a media plan, expanded our presence in the media, conducting tests on all relevant sites
  • Entered a new site - 2GIS, which only one colleague believed in, and got bombastic results: 40 requests per month at a cost of 1,800 rubles, which is very cheap
  • Developed cool and creative banners, which led to greater interest in social networks
A little bit about failures
On the Cian platform, the main type of placement was pay-per-call.
As a test, we decided to connect banner image placement for greater visibility.

As a result, the cost per call increased by 40%, which was unprofitable for the client. We disabled this format
Results
  • Increase in requests by 67% on average per month
  • Reduced the average cost of a request from 15,000 rubles to 9,000 rubles
  • Increased sales dynamics by 2.5 times. After working together, all apartments were sold out in 1 year
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