Real estate promotion in Telegram channels: how to get real applications from seedingsreading time - 3 minutesJanuary 20
Posted: Tue Feb 18, 2025 8:27 am
With some advertising platforms leaving, most competitors have migrated en masse to the remaining ones, thereby “blowing up” the auctions. According to our clients, media inflation at Yandex.Direct and VKontakte auctions has more than tripled over the past six months. This has created a need to find new promotion channels.
Our client is the development and investment company GC Osnova. We have been cooperating since March 2022, during which time we have launched many performance and brand campaigns for them: context, targeting, social networks, promotion by topic, reach placements and programmatic advertising.
Together with the client's team - Denis Kudryavtsev, head of the kazakhstan mobile database digital promotion group, and Anton Danilov, marketing director - we decided to test the seeding format in Telegram channels and evaluate its effectiveness for promoting business-class residential real estate. The client had not launched such advertising before.
We considered the seeding format as a comprehensive one and planned to reach from 3,000 to 20,000 users during each placement (depending on the size of the channel audience). Two months were allocated for testing - July-August 2022. There was no talk of KPI for receiving real applications from such seedings.
Selecting Telegram channels for sowing
The first thing we had to do was decide on the topics of the Telegram channels, and to cover several segments of the target audience at once, we chose the following:
economics and finance/business - to attract a wealthy audience;
investments - for those who may be interested in purchasing real estate in order to preserve and increase capital;
real estate - to cover three categories of users: those who buy housing for themselves; those who buy for investment; professional realtors.
After that, we chose the channels that would suit us from the selected topics. During the selection, we paid attention to several parameters at once: ER, CPV and the client's budget allocated for promotion in Telegram channels.
ER is an audience engagement indicator, which is calculated as the average number of views of one post to the number of subscribers.
Our client is the development and investment company GC Osnova. We have been cooperating since March 2022, during which time we have launched many performance and brand campaigns for them: context, targeting, social networks, promotion by topic, reach placements and programmatic advertising.
Together with the client's team - Denis Kudryavtsev, head of the kazakhstan mobile database digital promotion group, and Anton Danilov, marketing director - we decided to test the seeding format in Telegram channels and evaluate its effectiveness for promoting business-class residential real estate. The client had not launched such advertising before.
We considered the seeding format as a comprehensive one and planned to reach from 3,000 to 20,000 users during each placement (depending on the size of the channel audience). Two months were allocated for testing - July-August 2022. There was no talk of KPI for receiving real applications from such seedings.
Selecting Telegram channels for sowing
The first thing we had to do was decide on the topics of the Telegram channels, and to cover several segments of the target audience at once, we chose the following:
economics and finance/business - to attract a wealthy audience;
investments - for those who may be interested in purchasing real estate in order to preserve and increase capital;
real estate - to cover three categories of users: those who buy housing for themselves; those who buy for investment; professional realtors.
After that, we chose the channels that would suit us from the selected topics. During the selection, we paid attention to several parameters at once: ER, CPV and the client's budget allocated for promotion in Telegram channels.
ER is an audience engagement indicator, which is calculated as the average number of views of one post to the number of subscribers.