Complex marketing for a premier developer.
Complex marketing strategies for a premier real estate developer
About the Client
Emerald Residence is a residential development in Bjeliši, Bar, Montenegro — a resort-style complex of around 320 apartments with pools, spa, restaurant and fitness on a 1.3-hectare private site near the sea and Skadar Lake.
The Challenge
Establish a strong digital presence and drive buyer engagement for a premier real estate development.
Our Approach
- Our approach was meticulously tailored to meet the unique needs of the real estate sector — spanning website development, CRM integration, digital marketing campaigns, social media management, and reputation management.
- Implemented the Macro CRM for the developer — a full lead pipeline (verification, agency leads, work-in-progress, an AI queue and a viewing/selection stage) with the AI consultant 'Filip' automatically messaging leads on WhatsApp and Viber, agency-lead attribution, tags, and call-back scheduling for the sales team.
Services Provided
The Result
The campaigns increased leads and conversions significantly, while the Macro CRM gave the developer a single, structured pipeline for every enquiry.
How We Run the Ad Campaigns
Our method for paid property campaigns — how we find buyers, what we put in front of them, and how we tighten it week by week.
01
Audience segmentation
We split the market into three buyer types — buy-to-live (relocation and holiday homes), buy-to-invest (rental yield and capital growth), and hybrid buyers who want both. Each segment gets its own interest stack, messaging and offer angle.
02
Source-market testing
We test where buyers actually come from rather than assuming it — Western and Northern Europe, the UK, the Balkans and relocator markets — then concentrate budget on the geos that produce qualified enquiries.
03
Placement strategy
Instagram and Facebook are budgeted and measured separately. Facebook tends to reach older, higher-net-worth buyers; Instagram and Reels carry the lifestyle and the visual story of the property.
04
Creative approach
Video and static run side by side. Video carries the location, finish and lifestyle; static carries the hard facts. Price, key specifications and location sit on the creative itself, so a click is already partly qualified.
05
Copy that pre-qualifies
Ad copy states the price band, the location and what the buyer actually gets — so the people who enquire are people who can buy. We optimise for fewer, better enquiries rather than cheap volume.
06
Weekly optimisation
Every week we review the data: weak audiences and creatives are switched off, winners get more budget, and new angles are tested against the current best performer.