Dubai real estate / advertising / customer acquisition
FINIK / SOFIA: first deal on day 15 after campaign changes
Refocused Meta advertising on people looking to buy property in the UAE. The first deal closed on day 15 after the changes and covered advertising spend from the previous loss-making months.
Role type
In-house marketing leadership
About this case
Results cover six months of work with SOFIA at FINIK. CPL and sales cycle figures are compared with the preceding six months. The first deal on day 15 is a separate milestone following the advertising changes. Some details are withheld under confidentiality agreements.
Challenge
Refocus acquisition on people already looking for UAE property and turn enquiries into closed deals.
What was done
- 01
Revised the acquisition approach and targeted Meta Ads at audiences looking to buy property in the UAE.
- 02
Rewrote advertising messages, substantially updated Google Ads and Meta Ads, and revised positioning and the unique selling proposition, including private auctions and special purchase terms.
- 03
Expanded acquisition from Russian-speaking audiences to international English-speaking segments.
- 04
Used database collection and segmentation, retargeting and lookalike audiences based on key customer actions.
Results
- The first deal closed on day 15 after changes to advertising and the acquisition approach.
- That deal covered advertising spend from the previous loss-making months, when campaigns had generated no deals.
- Cost per lead (CPL) during the six-month engagement was roughly one-third of its level in the preceding six months.
- The sales cycle shortened from 6 to 3 months when comparing the six-month engagement with the preceding six months.
Tools and methods
Google Ads · Meta Ads · database scraping · retargeting · lookalike audiences · landing pages · offer strategy · real estate performance marketing
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