Lead generation case study Honest Immo
- Efficient lead generation through data-driven meta ads
- Target group-specific approach and optimization of the campaign strategy
- Innovative business concept: Joint real estate investments
1. the customer
2. The challenge
3. Approach
Onboarding process
Research
Meta ads for real estate companies
4. The solution
Buying motives and target group definition
Automatic placements
5. Results
6. Conclusion
The customer
In addition to lead generation, Honest Immo focuses on an innovative business concept: the joint investment in apartments with customers that are subsequently sublet. These partnerships offer:
- Long-term returns: For Honest Immo and its customers.
- Transparency and trust: A clear structure for joint investments.
- Efficient marketing: support with tenant management and property maintenance.
The challenge
Honest Immo was struggling to generate targeted contact requests from property owners looking to sell their properties. The main problems were insufficient targeting, high costs per contact request in previous campaigns and a lack of overview of the most effective advertising platforms. Our goal was to overcome these obstacles and develop an efficient and scalable solution.
Approach
Onboarding process
After clarifying all the formalities, Honest Immo started directly with a structured onboarding sheet that asks for key information about the company and brand values, such as a brief description of the service or product, unique selling points, mission and vision, etc. This data helps us to develop a tailored real estate marketing strategy and precisely define the direction of the campaign.
What we did during the research
We carried out a comprehensive target group and competitor analysis in order to optimize the strategy:
1. Target group analysis: Definition of the target group according to demographic characteristics, interests and geographical relevance.
2. Competitor analysis: Identification of successful ads and competitor strategies.
3. Content strategy: Development of high-quality content such as images, videos.
4. Budget planning: Realistic budget based on ad costs in the target region.
5. Optimized call-to-actions: Clear calls to action to increase the conversion rate.
6. Compliance with legal requirements: Consideration of data protection and ad labeling.
Meta ads for real estate companies
Meta ads are ideal for reaching the target group precisely. Our approach included:
- Geographic and demographic targeting: Focus on local target groups, such as potential sellers from specific neighborhoods or regions.
- Interest-based targeting: Addressing users who show an interest in real estate, investments or relocations.
- Different ad formats:
- Carousel ads: Presentation of several objects or services in a single ad.
- Video ads: More emotional appeal through virtual tours or customer testimonials.
- Lead form ads: Easy way for users to leave their contact details directly.
- Retargeting: Re-targeting interested parties who have already interacted with the ads or the website.
- Optimized landing pages: Direct forwarding to contact forms or exposés to increase the conversion rate.
- KPIs such as click rate, cost per lead and return on investment: Ongoing monitoring and optimization for data-driven decisions.
The solution
Purchase motives and target group definition
The ad texts were specifically designed to focus not only on professional qualifications, but also on cultural fit. This targeted people who were looking for a long-term, fulfilling position.
Optimized ad structure
Automatic placements
We relied on the automatic placement function, where Meta decides whether ads are displayed on Facebook or Instagram, which turned out to be a success factor. We regularly analyzed the results by systematically comparing the costs per result between Facebook and Instagram. Targeted split tests were carried out, such as Instagram-only campaigns, in order to further optimize performance. Based on the insights gained, the advertising budgets could be targeted to where they had the greatest impact, which significantly increased the efficiency of the campaign
Results
Our data-driven strategy achieved impressive results:
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Kosten pro Kontaktanfrage:
Bereits bei der am längsten laufenden Kampagne nur 15 Euro.
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Steigende Conversion-Rates:
Dank optimierter Landingpages und kreativer Anzeigenformate.
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Hohe Effizienz:
Die automatisierten Prozesse ermöglichten eine gleichbleibend hohe Qualität der Anfragen.
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Verbesserter Return in Investment:
Deutliche Steigerung des Return on Investment durch präzises Targeting und optimierte Anzeigenstrategien.
This project shows how precise tracking methods and optimized advertisements can achieve a high quality of applications, even with a limited budget.
Conclusion
The collaboration with Honest Immo shows how data-based lead strategies and a precise approach can ensure success in the real estate industry. Effective meta ads, continuous optimization and the use of automated placements have minimized costs and generated high-quality leads. In addition, the innovative business concept strengthens Honest Immo’s position as a reliable partner.
