Media and Results Plan for a Leading Real Estate Company

My role

Performance Marketing Specialist

Project description

I participated in the design, implementation, and optimization of a comprehensive media plan for one of the leading companies in the real estate sector. The challenge was to strategically allocate a budget of €559,366 over a two-month period, ensuring an efficient balance between brand awareness and qualified lead generation.

To achieve this, I developed a multichannel strategy that combined online and offline media. The plan included television, radio, real estate portals, programmatic advertising, the Google Display Network, and lead generation campaigns on Facebook. The main objective was to attract relevant traffic to the client's properties, maximize the volume of interested leads, and maintain a strong presence in a highly competitive market.

Throughout the campaign, I oversaw budget allocation, audience segmentation, conversion-oriented creative, and ongoing data-driven optimization. I also coordinated with creative teams and internal stakeholders to ensure message consistency and adherence to established KPIs.

Key results
The campaign achieved a significant volume of visibility and performance-oriented results:

78 million impressions, ensuring massive reach within the target audience.
CPM of €7, optimizing budget efficiency against industry benchmarks.
Coverage of 62.4% within the defined demographic target.
123,000 visits generated towards the promoted properties and content.
82,000 qualified visits, from users with a high intention to buy or rent.
9,558 leads generated through multi-channel performance tactics.
CPQT of €5 y CPL of €47, achieving the cost targets defined by the client.

These results allowed the company to increase both brand awareness and its portfolio of qualified contacts, confirming the effectiveness of the media mix and the optimizations made.