Real Estate UAE | Targeted Advertising / EU

Client: Al Hayat Almushreqa real estate agency.

Niche: Sale of primary real estate in Dubai from developers. The range includes both properties with average market value and elite real estate.

Region of operation: Global. Advertising campaigns were targeted at several key markets:

French-speaking: Benelux countries (Switzerland, France, Belgium, Monaco, Luxembourg).
Italian-speaking: Italy and the Italian-speaking part of Switzerland.
Russian-speaking: Wealthy Russian-speaking users abroad.

Task: Lead generation (applications) for real estate purchases through targeted advertising on Facebook and Instagram.
Solution
To achieve the set goal, a strategy for segmenting the target audience based on geographic and behavioral principles was developed.


Segmentation logic:

The main approach was to divide the audience into three language groups according to the client's brief to ensure the relevance of communication. Within each language group, two key segments were identified based on professional interests and status, allowing for more precise targeting of potential investors.



Targeting parameters:

Demographics: User age from 35 to 55 years for all segments.
Geography and language:

France: Users residing in France. The campaign was conducted in French.

Italy: Users residing in Italy. The campaign was conducted in Italian.

Russian-speaking: Wide geography, targeting the Russian-speaking population.

Interests and positions (detailed targeting):

Investments: Users interested in investments.

Entrepreneurs: Users in managerial positions or who are entrepreneurs.