The Israeli Real Estate market in Israel has been booming in the last couple of years, More foreign investors eying luxury apartments in Israel as a potential investment opportunity, it seems only natural that property marketers would utilize the web to attract potential buyers.
Israel lags way behind foreign markets in terms of online advertising and lead generation spend, U.S. property agents will spend an average of 12-17% of marketing budget online, where Israel’s property marketers spend close to nothing except building a small site on the web.
Two successful examples that stand out in this area are Delek Real Estate (Israel Apartment) and The luxurious Aviv Osif Projects (Apartment Tel-Aviv)
We came to both these developers with the opportunity to utilize search marketing in order to generate leads from both Israeli and foreign potential buyers.
First developing a lead generating site as an aggregators for acquiring targeted leads from both organic and paid search results.
Both campaigns generated hundreds of relevant leads at a lead cost that would likely rival any other form of advertising.
The percentage of leads from each country was as follows:
Israel 40%
France 32%
North America 15%
UK 10%
Other (Mostly Germany, Belgium & South Africa) 3%
We can’t disclose on how many leads converted into purchases, and sometimes leads can take months to turn into a sale. We can only say that the campaign was a success.
Some things we learned during the campaign:
– We did some A/B testing with the websites, visitors did not respond well when we tried a more branding oriented approach that contained less information but had more visual presentation, lead count dropped drastically.
– Site Geo language targeting was crucial, lead count improved drastically when we added the appropriate languages to the websites.
– Most leads where generated during mid day hours and weekends.
A search engine campaign should be an integral part of any Real Estate development marketing agenda whether they are targeting foreign or local buyers.
September 23rd, 2007 at 11:32
i think this will do better in isreal . there the people are more concernrned about their estates .
January 30th, 2009 at 14:10
Thanks for your nice info, its very important to First developing a lead generating site as an aggregators for acquiring targeted leads from both organic and paid search results.