In real-estate brokerage it is critical to reach exactly the customers who are ready to buy, sell or rent. That demands precisely targeted, insightful marketing. Kiinteistömaailma sought a partner able to provide comprehensive research, plan and execute multichannel campaigns, and build a complex, dynamic remarketing model.
Result
0 %
growth in property sales in July 2024
NØRR3 has proven to be a valuable and professional partner for us in both strategic and operational work. Even though the industry's challenges have been significant, our marketing results have still been excellent.
1. Objectives
How the project began
In spring 2023 Kiinteistömaailma sought a new partner to solve demanding digital-advertising challenges, run brand and competitor research, and plan and operate modern media strategies. The collaboration began with solving the dynamic remarketing challenge and quickly expanded to cover the whole scope of paid media. Deep industry understanding requires command of digital advertising and of the entire purchase journey, including consumer preferences and attitudes.
What made the collaboration special
Kiinteistömaailma is a leading national player operating on a franchise model with 500 brokers. That model brings its own challenges to planning and executing an effective paid-media strategy. A broad feed of all available properties with their data and images sets high demands on effective dynamic advertising, and nationwide operations create pressure to secure sufficient advertising impact even on small budgets.
2. Solution
What we achieved
- Design and execution of dynamic assets for display and social advertising (Adform, Smartly, Meta).
- Building the technology for dynamism and optimization (pixels, feed implementation, dashboard).
- Comprehensive brand and competitor research, and a media strategy optimized on its findings.
- Operating and optimizing campaigns and continuous advertising based on the findings.
- Deepened collaboration with Kiinteistömaailma and the team producing the advertising, to keep improving results.
The collaboration began with an especially challenging dynamic retargeting campaign, built specifically for Meta and programmatic display platforms. The goal was to reach potential customers who had interacted with Kiinteistömaailma's digital channels but had not yet made contact.
The franchise model and connecting a broad feed to the advertising platforms added difficulty, as the right messages had to be targeted at the right audiences. NØRR3 was the third agency to take on this complex project, and it required precise segmentation and data management to secure results.
Methods we used
Dynamic remarketing
Tailored dynamic retargeting across Meta and programmatic display platforms.
Technology and data
Pixels, feed implementation and a dashboard to power dynamism and optimization.
Research and optimization
Brand and competitor research, with continuous campaign operations and optimization.
3. Results
The dynamic remarketing challenge was solved, and the advertising now effectively reaches visitors who have been on the site. The ads show viewed properties against chosen criteria, and can also recommend relevant other properties.
Results in Numbers
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Growth in property sales in July 2024 (vs. 07/2023, +20 % vs. 06/2024)
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Best-known player in the industry (08/2024, aided awareness, n=1000)
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Marketing visibility and professionalism (08/2024, n=1000)
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Dynamic remarketing CTR at its best (Facebook 11/2024)
Creative execution
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