launch and promotion
for a manufacturer of frame houses

1. About the project

Modern House is a company that manufactures factory—quality frame houses using American MiTek technology. The production is focused on affordable suburban construction and is localized in resort and mountainous areas. A special feature of the business is a long transaction cycle: the production of a house takes from 5 weeks, and the closing of the transaction and payment can take up to 6 months after receiving the application.

2. What was considered

A long cycle of decision—making and deal completion - leads need cheap, but high-quality ones.

Interaction with the sales department and integration of applications in AMOCRM

Geographical specifics: the target audience lives or is looking for housing in resort and mountainous areas

Focus on affordable and high-quality suburban construction

Working in a highly competitive environment with a limited advertising budget

3. What was done

We have developed a marketing strategy for 1 year, focused on online activities and the gradual warming up of the audience

Integrated marketing with AMOCRM so that all applications are recorded and processed in a single system.

We have set up effective targeted advertising that ensures a stable flow of leads

The company conducted turnkey social networks: visual concept, content strategy, publications, interaction with the audience

Optimized the funnel and reduced the cost of attracting leads

We have prepared and launched several advertising strategies for different segments of the target audience.

The minimum CPC is from 1.4 ₽ for click—through campaigns.

The maximum reach in one of the campaigns is more than 62,000 users.

The most effective audience segments and ad formats have been successfully tested and secured.

results

We have packaged the company's projects into a single visual and communication system

We have created a working ecosystem of marketing–sales department–CRM

Increased the number of transactions due to high-quality lead generation

We reduced the cost of the lead to 40 rubles, while maintaining the high quality of applications.

Modern House has received a clear marketing strategy integrated with sales, clear advertising scenarios and packaged projects for promotion. This allowed:

conclusions

To build a systematic online marketing for the long term, integrated with CRM and the work of the sales department.

Increase the number of transactions and ensure a consistent, predictable funnel of orders.

To achieve a consistently low cost of attracting a lead — from 40 ₽.

Test and select the best bundles of creatives and audience segments for advertising.

4. Examples of campaigns

Creating a visualization of houses that was used for targeted advertising, in catalogs
and on the website