Customer: Amstar Europe LLC

Brand: Skyline residential complex in Kyiv, Ukraine

Tools: Google Ads, SEO, Benchmark, UX/UA Audit

Goals: Attracting targeted traffic and leads, increasing brand awareness, retargeting and reminders, increasing visibility in search engines, improving website quality and user experience, analyzing competitors' positions, tracking market trends

About the project: Cooperation with Amstar Europe LLC began in 2018 and lasted for two years, until the last penthouse in the residential complex was sold

About Amstar

Amstar is a private real estate investment company based in Denver, Colorado, USA. It is engaged in the acquisition, development and management of real estate properties in the United States and abroad. The company has successfully invested about $5B in various types of real estate and has over 35 years of experience in the market. Amstar manages more than 115 projects, creating favorable risk-adjusted conditions for its investors.

Amstar started operating in Ukraine in 2015. Currently, work on the projects has been suspended due to the hostilities in Ukraine.

Google Ads: Integrated promotion through paid channels

When we worked on Google Ads campaigns, we split the advertising campaigns into a few key areas:

Search campaigns — the main focus was on finding buyers of luxury housing. For each category of apartments (penthouse, duplex, VIP), we created separate campaigns with geographic targeting by Kyiv districts and ads in three languages: Ukrainian, Russian, and English. This allowed us to reach not only local customers but also foreign buyers.

Video campaign — we used video ads to increase the reach of the target audience. The videos demonstrated all the benefits of Skyline, which helped to create an emotional connection with potential buyers. The average CPM of the video was
UAH 6.83, which made this ad cost-effective.

GDN banner advertising — advertising with segmentation by gender and age allowed us to effectively communicate the brand to different segments of the target audience. It was important to emphasize the uniqueness of each apartment, whether it was a family penthouse or a luxury VIP apartment. GDN's CPM amounted to UAH 11.56.

Smart companies — based on the data on previous conversions, we launched smart banner campaigns that proved to be highly effective. This made it possible to further segment the audience and increase the likelihood of repeat business.

Remarketing — we set up banner remarketing with segmentation by user interests. This made it possible to return those who had already shown interest in different types of apartments by providing them with additional information about the selected objects.

Google Ads results

Conversions increased by 66.69%

Cost per conversion decreased by 52.82

Targeted calls via Ringostat increased by 45.45%

SEO: optimizing and increasing visibility

To successfully promote Skyline in organic search results, a strategic approach to SEO was developed. The main steps included:

• Optimization of the site for the requirements of search engines, which led to improved positions in search results
• Work with external donor sites — regular placement of press releases and publications on high-quality resources helped to strengthen the site's authority and increase its credibility in the eyes of search engines

This approach ensured a steady flow of organic traffic and increased the number of queries on the site.

Comparison of organic positions among competitors

Average organic traffic among the main competitors in Google search results for the fourth quarter of 2019. The figure is based on 3,000 unique visitors from the organic channel.

Organic traffic for developers is a source of targeted buyers who are already interested in buying real estate. Such traffic is more trustworthy because users find the site through search queries rather than through advertising. This reduces the cost of customer acquisition and increases the likelihood of conversion, as potential buyers tend to make more long-term decisions and look for quality housing. Organic traffic ensures a steady flow of leads and strengthens the brand's reputation.

Improving the user experience

To increase conversions, we conducted a full UX/UA audit of the website. The main task was to improve the navigation and usability of the site, which allowed us to significantly increase the number of requests and calls. After implementing the recommendations:

• The bounce rate has decreased by 3 times, which indicates that it has become easier for users to find the necessary information and leave applications
• The number of applications through the feedback form and the number of calls from the website increased

Difficulties faced by the elite real estate niche in promotion and their solutions

1. High cost per click (CPC)

The problem: Due to high competition, the cost per click in the luxury real estate niche can be significantly higher.

Solution: Optimizing bids with automated Google Ads strategies, as well as using retargeting to maximize your ROI.

2. Difficulties with precise targeting

Problem: Difficulties in identifying the exact audience interested in buying luxury apartments.

Solution: Dividing campaigns by geography and demographics, as well as targeting by interests, such as luxury lifestyle, real estate investment, etc.

3. Long decision-making cycle

The problem: Buying luxury real estate requires a long decision-making process, which reduces instant conversions.

Solution: Use dynamic remarketing to return users who have shown interest in VIP apartments and provide them with additional information or personalized offers.

4. Low conversion rate through the website

The problem: Website visitors may not complete the form or call directly.

Solution: Optimizing the user experience (UX/UI), simplifying feedback forms, adding online chat and a «request a callback» function to facilitate communication with potential customers.

5. Tracking and analyzing conversions

Problem: Difficulties with tracking real requests and calls.

Solution: Integrating call tracking tools (e.g., Ringostat) and analyzing user behavior on the site to improve data accuracy and evaluate return on investment (ROI).

Conclusions

In two years of work on the promotion of Skyline, thanks to the integrated use of Google Ads, SEO, Benchmark, and UX/UA tools, we managed to successfully sell all the apartments in the residential complex. This case study demonstrates how a multifaceted marketing approach can be the key to success for luxury real estate projects.