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Options for Advertising Overseas Property in Russia
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Options for Advertising Overseas Property in Russia

According to research “Overseas Property — 2011” by Tranio.Ru, the majority of market players use both online and offline advertising channels. The most popular tool is search engine optimization. It was mentioned by 78.4% of respondents. The least popular channels are TV and radio advertising (7.4 and 8.0%, respectively).

Pros and cons of media channels

Channel Minimum cost,
rubles
Pros Cons
Search engine
promotion
30,000 Click-throughs from search engines account
for most customer requests,
high conversion potential
Effect is not immediate,
and results cease if there is
no continuous financial support
Contextual
advertisements
50,000 Targeting options,
high conversion,
wide audience reach,
quick results,
operational statistics
Social networks 100,000 Increases company visibility
and communication with potential clients
Generates requests for rent only.
Frequent info updating is required.
Results only become visible after
a long period of time
Magazines
and PR on the internet
90,000
(per month)
High level of target audience selectivity,
Long-running and ongoing PR,
winning audience trust due to the prestige of the print title (magazine, newspaper, etc.)
Not appropriate for lead generation
Exhibitions 140,000 Opportunity to establish new business contacts,
support corporate image and brand,
attract real customers
Too expensive for small agencies
and independent realtors – numerous competitors at the same exhibition,
few high-income clients
Outdoor
advertising
50,000
(per month)
Location specific targeting,
large, constant audience,
high frequency of audience,
contact with advertising
No way to provide detailed information,
fuzzy audience
Display
advertisements
150,000 Increases brand awareness,
large audience
Short-lived effect,
high cost,
limited advertising space
Internet
portals
10,000
(per month)
Large audience,
easy placement,
low cost
Few high-quality portals,
advertisement duplication,
competitors’ ads in the same portal
Direct Mail 30,000 Boosts site traffic,
initiates sales,
enables specific targeting options
Lack of efficiency,
potential negative consumer attitude to ‘junk mail’
TV and radio 1,000,000 Wide coverage,
creativity,
targeting options

Search Engine Promotion

Search engine promotion or optimization (SEO) is a set of measures aimed at raising a website’s position in search results for particular search queries. The higher the position in search results, the better the click-through rate becomes. Most companies, who attract customers on the internet, consider search engine optimization an affordable and effective tool.

Pros:

  • Search engines enjoy huge popularity. Click-throughs account for most customer requests. People looking to buy houses and apartments generally take their first step by consulting search engines, such as: Google, Yandex, Bing, Search@Mail.Ru.
  • High conversion. Visitors from search engines behave actively on your website.

Cons:

  • No immediate effect. With proper optimization, a website should achieve a top-10 position in Google and Yandex in three to six months. For example, it took Tranio.Ru 18 months to reach second place in website rankings dealing with property. Good results are achieved if focus is put on selection of queries, texts on websites, web-page structure and design of ads.
  • Continued support is essential. Search engine optimization is an ongoing situation and optimizers must work continuously to maintain and enhance search positions. If a customer stops funding promotion, results evaporate. Yet with continual funding, achieved positions can be held for years. This provides a stream of requests and a steady flow of new customers to the website.

The cost of a single click-through ranges from 0.5 to 14.6 rubles. The cost for a promotional campaign starts at 30,000 rubles.

Contextual Advertisements

Contextual advertising is a type of online promotion showing ads that have direct relevance to web page content. This is the advertising that becomes visible in search engines when users type requests. The best-known context advertising services are Google.Adwords and Yandex.Direct.

Pros:

  • Target specific. Contextual advertising selects and displays ads that coincide with a visitor’s interests, and this naturally increases the likelihood of a response.
  • High conversion (higher than SEO). Landing pages increase conversion by 2-3 times compared to the final page of ads.
  • Quick results. You don’t need to wait for your website to reach top positions. Most orders are initiated after the fourth visit. In as little as two to three days, you can see a significant increase in the flow of customers.
  • Wide target audience.
  • Fast statistics collection and immediate analysis of results possible.

Cons:

  • Higher cost (compared to SEO). CPC (Cost Per Click) is up to 300 rubles. Using specific locations reduces the cost per click four times. Contextual advertising is good for promoting expensive properties, or unpopular regions that have few competing advertisers and low CPC. The total of the advertising campaign audited in Yandex.Direct and Google. Adwords is 50,000 rubles.

Social Networks

Social networks featured in Russia are Facebook, Instagram, Twitter, VKontakte, Moy Mir @Mail.Ru and Odnoklassniky. The Russian audience on VKontakte reaches 52.7 million per month, while on Facebook it’s 25.4 million people. Pages on social networks are excellent for announcing news, organizing events, promoting special offers and other interesting content. Tranio.Ru experts highlight the advantage of using Facebook: this social network is used by a high-quality audience and many of its users are business people. Tranio’s page garnered 2,000 members in just a year.

Pros:

  • Wide coverage. According to a study by Mail.Ru Group in Russia, more than 90% of internet users (the total number is 65.9 million people) visit social networks.
  • Increases the company’s popularity.
  • Communication with partners and potential customers.

Cons:

  • Inability to generate low cost leads.
  • Frequent updates are necessary. A post on Facebook remains "fresh" only for up to four hours. On average, 10-20 people view each post, and a good result in this respect is 210-280 likes per week. The bottom line is, you have to post relevant, interesting and appealing content often. How positive the result is will be reflected in the number of comments, likes and re-posts.
  • Campaign duration. It takes between six and eight months to attract a significant number of people.

A text ad with a picture will cost 4 rubles per CPC on VKontakte and 30 rubles on Facebook.

Another type of promotion in social networks is review writing (SMM, social media marketing). Experts collect positive reviews by real customers and make these reviews visible, so that they attract new potential buyers. The cost of this service is from 30,000 rubles.

PR in Print and Online Media

For promotion in business and trade media, both articles and advertisements can be used. With articles cooperation can be mutually beneficial: if you provide a competent and informative article by a reputable expert, you might be able to place it for free. Promotional articles can also be published for money. Modular advertising can be expensive, especially in print media. For example, the cost for placing a modular ad in one of the leading Russian newspapers ranges from 67.5 000 to 1.2 000 000 rubles on their website and from 164,000 to 2, 000,000 rubles in their paper edition.

Promo.Tranio.Ru offers you media promotion services designed to give you a promotional edge. Our experts ensure your articles, press releases and expert reviews are published in popular Russian business media, such as Vedomosti, Kommersant, RBK, Lenta.Ru and others. The service fee starts from 90,000 rubles per month.

Pros:

  • High selectivity of the target audience based on their demographics and interests.
  • Possibility of long-running campaigns.
  • Piggyback on the prestige and authority of the media and increase confidence in the company/brand.

Cons:

  • Ineffective lead generation.

Exhibitions

According to Tranio.Ru’s study, Overseas Property 2011, property exhibitions rank sixth in the list of promotional marketing channels (46.7%). Among those who use more than three channels, 74.1% of respondents participate in exhibitions. Most large companies consider exhibitions one of the most effective tools for promoting properties.

Pros:

  • Supports the company's image. For foreign companies new to the Russian market, exhibitions represent an opportunity to become well known in the country and introduce their products and services to a large audience.
  • Attracts real customers. Property exhibitions are visited by 7 000 – 30 000 people. Such events have a particular focus and only attract interested parties, such as market specialists or buyers. At an exhibition, you can draw the attention of potential customers, exchange personal contact details and even negotiate a sale.
  • Appropriate environment for establishing new business contacts. Since exhibitions are visited not only by potential customers, but by market experts as well, companies have an opportunity to find new partners and forge fruitful connections.

Cons:

  • Too expensive for small agencies and independent realtors. For example, participation in DomExpo, depending on the stand size and equipment used, ranges from 2,916 to 15,396 euros.
  • A lot of competitors at the same exhibition.
  • Few high-income clients among exhibition visitors.

Outdoor Advertising

An outdoor advertisement is a graphic or text advertisement placed on special structures, or on the external surfaces of buildings. Outdoor advertising includes billboards, media facades, pillars, supersites, trolls, etc. This type of advertising is highly effective and used by about 90% of major advertisers.

Pros:

  • Geo-targeting: possibility to reach regions of interest. Outdoor advertising can be thoroughly targeted, right down to where prospects actually live.
  • Regular audience.
  • Inevitable inclusion in the information flow. Such advertising cannot be turned off. It is available 24/7 and does not require the user to pay any access fee.
  • Reaches a large audience quickly. Here, outdoor advertising is second only to television.
  • Entertainment. High impact of outdoor advertising on the audience, as effective design solutions combined with the ad’s large format stick in the memory.

Cons:

  • Outdoor advertising does not provide detailed information about the advertised product or service. A viewer only sees the ad for a few seconds and the distances involved can make the text hard to read. David Ogilvy, the doyen of advertising, commented on this issue: "I have never liked posters. The passing motorist does not have time to read more than six words on a poster, and my early experience as adoor-to-door salesman convinced me that it is impossible to sell anything with only six words." As for outdoor advertisements targeted at pedestrians, this problem is not so acute.
  • Fuzzy audience that is difficult to count and characterize.

The cost of posting information on a billboard starts at about 50,000 rubles per month.

Display Advertisements

Display advertisements include banners, text and graphic blocks (TGB) on websites. Such advertising is often used to promote new buildings and luxury property. According to research by GdeEtotDom.RU, 64% of the respondents believe that display advertising is the most effective advertising channel on the internet.

Pros:

  • Increases brand awareness.
  • Large audience. Thanks to its vast reach (1-2 million displays a week) requests are guaranteed to increase.

Cons:

  • Short-lived effect. It is necessary to update banners frequently, because information quickly becomes redundant.
  • Limited advertising space.
  • High cost. The cost of banner advertising is calculated per 1,000 impressions; the maximum cost in Russian media is 500–600 rubles. However, the ultimate cost of attracting a buyer is up to 5 times higher compared to contextual advertising. The minimum cost of a campaign is 150,000 rubles.

Internet Portals

According to Seorate.Ru, a major thematic portal can attract 70% of the target audience. If your website does not rank well in search engines, you can contact portals that will allow you to show your properties to potential buyers.

Pros:

  • Targeted audience and large amount of visitors.
  • Easy placement.
  • Low cost.

Cons:

  • Few high-quality portals.
  • Advertisement duplication.
  • Competitors’ advertisements in the same portal.

Direct-mail

Direct-mail entails sending promotional emails to customers who have contacted your company at one time or another. Direct newsletters feature attractive designs and a selection of properties that correspond to the interests of particular groups of clients, including photos, descriptions and links to websites. It is important to give the recipients an opportunity to unsubscribe from such newsletters. As the website allBusiness recommends, the list of recipients must be constantly updated and purged, because about 2% of email addresses in client lists become outdated every month. The older your list is, the fewer quality leads you get. You can also use a personalized approach and send messages manually or automate the process of sending your newsletters and email them directly to dozens of recipients, who are potentially interested in buying property in a particular country.

Pros:

  • High conversion. Tranio.Ru experience shows that 70–90% of targeted emails are read and 20–50% of recipients go to the website. Subscriptions account for 1–5% of site traffic. A quarter of those who receive your newsletter will be interested in your offers.
  • Targeting: focus on a small group of potential buyers.
  • Initiates sales. Subscriptions encourage repeat sales and return visits to your website.

Cons:

  • Inefficient.
  • Possible negative consumer attitudes.

Sending an email costs from 0.05 to 0.05 rubles. A complete package of services for designing effective and informative newsletters, emailing to your client list and analyzing click-through statistics costs 30,000 rubles.

TV and Radio

Advertising on television and radio is considered an effective and powerful promotion tool.

Pros:

  • Large coverage. Watching TV is popular among 80% of the population, while 70% listen to the radio.
  • Creativity.
  • Geographical, time-specific and thematic targeting is possible.
  • Fast audience accumulation: it is possible to start a campaign in 24-48 hours.

Cons:

  • Too expensive for small agencies and independent realtors. Prices for advertising on TV and radio start from 1,000,000 rubles.

Contact our Promotion Department, Promo.Tranio.Ru. We will be more than happy to provide you with a package of proposals for advertising your overseas properties effectively in the Russian market.

Yulia Kozhevnikova, Tranio.Ru

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