Project Information
Penninvest is a company that invests in real estate in Pennsylvania (USA). The company specializes in flipping and BRRR (buy-rehab-rent-refinance) with a return of approximately 15–36% per annum. We have been working on the project for about six months.
Task
Using Meta advertising to attract leads — people ready to invest.
The minimum investment amount is from $35k, the average is about $50k; separately — large investors ($500k+).
Our Approach
1. Two audiences — two languages. English-speaking (affluent population of the USA) and Russian-speaking (expats). Each has its own message.
2. Qualification of leads based on the investment amount: from $35–50k in the pool or a large investor $500k+ directly.
3. Daily analysis of lead quality. We looked at how many leads answered the phone and how targeted they were — and adjusted campaigns accordingly.
4. Additionally, we closed SMM through a partner.
Challenges
1. Expensive geo + high threshold for leads. Investments in US real estate are a costly and competitive audience. Despite this, we achieved ~$20 per lead — significantly below the market value for such a geo.
2. Small budget for optimization. Systematic work with creatives and audiences provided a steady flow of quality leads.
Result
In six months — about $15k budget, average lead cost ~$20 → approximately 750 leads.
The leads are quality: some became clients.
Additionally, through a partner, we boosted social media: about +3,000 live audience members who organically wrote in direct.
The advertising worked not only for direct leads but also for organic inbound flow.
~$20
Average lead cost
~750
Leads in six months
$15k
Advertising budget
Penninvest is a company that invests in real estate in Pennsylvania (USA). The company specializes in flipping and BRRR (buy-rehab-rent-refinance) with a return of approximately 15–36% per annum. We have been working on the project for about six months.
Task
Using Meta advertising to attract leads — people ready to invest.
The minimum investment amount is from $35k, the average is about $50k; separately — large investors ($500k+).
Our Approach
1. Two audiences — two languages. English-speaking (affluent population of the USA) and Russian-speaking (expats). Each has its own message.
2. Qualification of leads based on the investment amount: from $35–50k in the pool or a large investor $500k+ directly.
3. Daily analysis of lead quality. We looked at how many leads answered the phone and how targeted they were — and adjusted campaigns accordingly.
4. Additionally, we closed SMM through a partner.
Challenges
1. Expensive geo + high threshold for leads. Investments in US real estate are a costly and competitive audience. Despite this, we achieved ~$20 per lead — significantly below the market value for such a geo.
2. Small budget for optimization. Systematic work with creatives and audiences provided a steady flow of quality leads.
Result
In six months — about $15k budget, average lead cost ~$20 → approximately 750 leads.
The leads are quality: some became clients.
Additionally, through a partner, we boosted social media: about +3,000 live audience members who organically wrote in direct.
The advertising worked not only for direct leads but also for organic inbound flow.
~$20
Average lead cost
~750
Leads in six months
$15k
Advertising budget