Civetta Villas Marketing Strategy for Property Project

Not only does a competent digital strategy allow carefully arranging the work process, but also helps avoid many errors at each work stage. During the stage of its formation, we analyzed all aspects of the customer's business, made the profile of the target audience and defined the main communication channels.

While developing the digital strategy the decision was made to focus on the following target audience:

• Age – 35+.
• Lifecycle – a couple wiht higher education, with or without children.
• Reference background – they have already bought at least one house and are thinking to buying 2 or 3.
• Purchaser aim is to live in a house for a month or half a year and/or to consider it as their investment with further letting on lease.

Judging by the audience profile, the main factors of this audience primarily pay attention when choosing a residential property have been formulated:

• Geographic location;
• Price, additional terms;
• The number of bedrooms and bathrooms;
• Convenience;
• Taxes.

Based on the target audience aims the following communication channels have been developed:

• SMM (Facebook)
• Paid advertising in Google search
• Search engines (SEO)

SMM (Social Media Marketing)

Within this project, SMM efforts were implemented to further engage “warm” customers and address their questions and interests. The following tasks were carried out in the Facebook group:

• A content plan was created, aligning with SMM goals and objectives (such as informing customers about news, property purchasing aspects, and more).
• The number of participants was maintained and new members were attracted.
• Group administration was performed efficiently.
• The community was consistently updated with relevant posts.
• The customer’s team was promptly informed about inquiries received via personal messages.

PPC (Pay-Per-Click Advertising)

At the start of our collaboration, we conducted an in-depth analysis of all key components, examined market segments, identified competitors, and highlighted the customer’s advantages. Based on this research, we executed the following:

• An extensive was developed, including broad keyword groups that effectively exclude irrelevant search queries.
• Advertising campaigns were structured based on website type and target audience (key phrases, interests, remarketing lists, and more).
• Google Ads campaigns were optimized according to website type, geo-targeting, and competitor analysis. Additionally, retargeting and audience-segmented ad impressions were configured.
• A/B testing of all ads was conducted to determine the most effective variations. Successful ads were updated and enhanced with sitelinks, mobile-friendly formats, and other relevant features.
• End-to-end analytics was implemented to track performance and optimize conversions.

SEO (Search Engine Optimization)

As with PPC, we began with thorough market analysis, competitor research, and identification of growth opportunities. Based on this, the following SEO tasks were performed:

• Semantic research was conducted, with keywords categorized into geo-dependent and geo-independent queries.
• A search engine visibility analytics system was set up.
• A meta tag generation algorithm was developed and implemented.
• More than 20 SEO-optimized texts were written and published.
• Structured data (micro-markup) was implemented to improve search engine comprehension.
• A page interlinking system was designed and applied.
• Content duplicates were identified and removed, and HTML code was optimized.

Throughout the process, regular performance analytics was conducted to detect and eliminate any errors that could negatively impact search rankings, either directly or through deteriorating user behavior signals.