3 Southeast Asian Real Estate Brands That Leveraged Facebook’s Potential to Reach New Customers
The value of the world's real estate assets rose by 5% in 2020 to reach $326.5 trillion in September 2021, making it the most significant store of wealth and more valuable than all global equities and debt securities combined. Despite a slightly less impressive annual growth due to the COVID-19 pandemic, real estate still remains a highly lucrative industry.
Despite its massive growth, the brands from the real estate industry haven’t really been able to maximize the potential of online marketing channels. With a plethora of marketing avenues available today, real estate brands can turn to these online mediums for enhanced visibility and drive their brand awareness just like these three real estate brands did with their impressive Facebook campaigns.
1. AP Thailand
AP (Thailand) Public Company Limited is a leading residential property development company in Thailand that offers a wide range of housing options for various lifestyle needs.
AP Thailand wanted to see how many people who see its online ad campaigns ultimately buy its properties.
Approach & Solution
AP Thailand rand campaigns to drive brand awareness, increase lead generation, and encourage offline sales. To understand how its ad campaigns impacted its property sales, AP Thailand used Offline Conversions API to track end results. AP Thailand highlighted different types of properties across its real estate portfolio using link ads and encouraged people to sign up or visit its website for more information.
The real estate company had only tracked leads from its campaigns previously. But AP Thailand installed the Facebook Offline Conversion API for this campaign and matched its data from sales with the campaign data to monitor purchases and measure its return on ad spend.
AP Thailand’s Facebook campaign turned out to be quite successful and helped it attain a conversion rate of 0.34% on its total website visits. Also, 49% of the people who signed up via a link ad visited AP Thailand’s property. The real estate company also achieved a 296X return on ad spending.
2. Sinar Mas Land
Sinar Mas Land is one of Indonesia’s largest and most diversified property developers with more than 40 years of experience in the industry.
Sinar Mas Land wanted to find out whether Facebook In-Stream video ads could convey multiple key messages about its new property by driving higher ad recall and message association at a lower cost per Thruplay than its ongoing video ad campaign.
Approach & Solution
Sinar Mas Land tested the effectiveness of Facebook video in-stream ads on brand awareness and consideration for BSD City, its new real estate project. It added a standalone in-stream video ad campaign optimized for Thruplay to its business-as-usual campaign of video ads optimized for video views that used automatic placements.
The in-stream video ad campaign included eight horizontal-format videos of 15 seconds each. These videos followed Facebook best practices by including subtitles and the BSD City logo throughout the video. Each video showcased a different USP of the property and promoted Sinar Mas Land as a credible developer.
The campaigns were targeted towards people between the ages of 25-64 living in 10 of the biggest Indonesian cities who are interested in property and investment.
The Facebook campaign helped Sinar Mas Land attain a 23-point increase in message association among 55-64 olds. Also, it led to a 4.8-point increase in ad recall and a 1.9-point increase in message association, compared to their business-as-usual strategy.
The Facebook campaign also delivered an 86% lower cost per Thruplay and 9.5X higher CTR, compared to their business-as-usual strategy.
3. iProperty Malaysia
iProperty.com.my is a leading property listing website in Malaysia that includes real estate for both rent and sale, ranging from apartments to offices.
iProperty Malaysia wanted to find a new ad solution for reaching potential customers, that was both scalable and as cost-efficient as its business-as-usual campaign with Facebook, which used dynamic ads.
Approach & Solution
iProperty Malaysia tested whether Facebook dynamic ads for broad audiences were more efficient at reaching new customers than its usual campaigns that featured dynamic ads. The property listing site created a month-long, two-cell study that compared dynamic ads for broad audiences with its dynamic ads structure to test the automated feature.
The business-as-usual strategy was set up manually and targeted audiences in Malaysia based on location and product sets defined by which type of property they were interested in.
The Facebook campaign performed outstandingly well for iProperty Malaysia, resulting in a 35% decrease in cost per resulting website session and a 36% decrease in cost per in-market session. Also, it led to a 12% decrease in cost per depth lead and a 28% downfall in cost per same-day return.
Facebook has emerged as the biggest marketing avenue for brands over the last decade. With almost 2.9 billion active users, it gives companies the opportunity to get their brands out to nearly 40% of the world’s population.
Also, a combination of its features like video ads, dynamic ads, and automatic placements give companies the leverage to come up with highly customized marketing campaigns that are aimed towards a specific audience segment, thereby, resulting in better outcomes. All you need is a solid strategy on how you wish to leverage the platform to attain your marketing goals.
There’s no limit to what you can achieve with a combination of a good strategy and Facebook’s massive marketing potential.