With this strategy, we got two sales through Instagram and Facebook, each worth 3,000,000 rubles. Here's what we did.
Client
Client: "Donskoy", a gated community near Rostov-on-Don. Developer: INPK Development.
The client came to us with the slogan: "Clean as Germany. Beautiful as France. Safe as Switzerland. We are closer to Europe than the rest."
Important: the village corresponded to the slogan. Characteristics: a single architectural style - two-story brick houses, cobblestone streets and landscaping in the European style.
It was necessary to fix this image in the minds of local residents. And at the same time to increase recognition, to increase the number of views of the village.
The average decision-making cycle for purchasing real estate is 6 months. During this time, the client views communities and considers the decision.
In order for a client to become a buyer, it is not enough to show him the village in an advertisement. It is necessary to create an effect of recognition and tame the future resident. So that the village becomes japan mobile phone numbers database recognizable from the inside, acquires understandable forms and becomes native.
The recognition effect in this case is our main tool.
TV Show Strategy for Selling Houses
We chose social networks Facebook and Instagram. Facebook represents the Rostov middle class: people who can afford to buy in the village. Instagram has the effect of presence, a less formal approach and an advanced audience that we need.
Tools: targeted advertising, promotional posts, and properly structured content.
Potential Client Contact Scheme
The client sees the advertisement for the first time in targeted advertising
Subscribes to a community where he gets an inside look at life in the village
Sees in our posts the answer to his question about the village (for example, the client is interested in infrastructure for children, and we wrote about schools and a kindergarten near the village, showed photos of the playground in the village)
Each post contains a Call to Action (for example, come to us to view the village with your children: you will talk to local mothers about life in the village, and your children will ride the carousel at our playground). The client responds to the Call to Action
The client arrives for a viewing
Content as the beginning of a series
We focused on quality content. There are few regular advertising posts here: people subconsciously skip advertising. This explains the popularity of native formats, when advertising is disguised as regular content. Our task was not so much to inform about the village, but to "subscribe" a person to the community.
Our strategy was based on behavioral psychology and the recognition effect. For example, TV advertising works on this principle: buy as much airtime as possible, show the video as often as possible to imprint the image in a person’s mind. With content, the story is different: a person subscribes to social networks voluntarily. Therefore, it is important to involve him in the story of our village.
"One of the main criteria for selection in the flow of information is recognition. We often pay attention to what is already familiar to us, or what we like. In such a situation, "recognize" and "love" often mean the same thing.
Behavioural expert Robert Zajonc studied social and cognitive processes in humans in the 1980s. At the University of Michigan, he conducted an experiment proving that the more often we see something, the more we like it. The more often we see something in advertising, the more we like it and the more “true” and “real” it seems to us. We trust what we have seen before.”
Hendrik Fexeus, "The Art of Manipulation"
It was also important for our strategy that people gradually get used to the village, try on life on the other side of the screen, feel like they are in “Donskoy”, and therefore we needed to create the effect of real life.
This is how we came up with the concept:
" Settle in our Instagram - and buy a house later "
We give a person the opportunity to "live" in the village as an observer, get to know the neighbors in absentia, and make a decision about buying. We decided to create a kind of TV series, a reality show, in social networks. And people, as we know, get hooked on TV series. And they wait for new episodes.
This approach allowed us to engage the audience and at the same time differentiate ourselves from competitors. Competitors in Rostov and Rostov Oblast run accounts according to the following principle: post photos of objects for sale. And that's it. Nominal pages that have no function other than a showcase.
Series
Who are we showing it to? According to the client's input, women make the purchasing decision. In order to engage the female audience, we create emotionally engaging content.
The main message of the series: life in a dream house in a garden city.
As the main themes in our content , we have chosen Europe and Hollywood films: synonyms of high quality of life.
Europe 15 minutes from the center of Rostov
With the help of comparisons, we have built a branch of Europe in Donskoy on social networks. Here are the cozy cobblestone streets, like in a small town somewhere in Provence. And noble English interiors with dark wooden staircases. And the Netherlands, where everyone rides bicycles along the streets. We pay attention to every detail that will help us once again draw a parallel between Europe and Donskoy.
Our foreign geography for "Donskoy"
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A separate topic: European good-neighborliness
We convey the following idea in our content: Donskoy attracts residents who share European values with the village, including sincere good neighborliness.
"European good neighborliness is doing something nice just like that, without a reason. Bringing flowers grown in your garden to your neighbors. Treating them with signature homemade pastries. And of course, giving them a smile in the morning, the warmth of which remains in your heart all day. This is how they live in small towns somewhere in Belgium. This is how we live in the European village of "Donskoy."
This week, on a typical weekday, Polina, a resident of our village, brought us some delicious gingerbread cookies to the office, among which we especially liked the cheerful gingerbread man. We were as happy as children, and even came up with a name for our new friend - Don Donskoy. And then we walked around the village with him, showed him the finished and under-construction houses, the playground and our new mini-stadium."
