Etazhi Novorossiysk

The task

The real estate agency Etazhi Novorossiysk needed a flow of leads from paid traffic. Real estate is a niche with an expensive product and a long deal cycle: the main metric here is not the number of contacts but the cost of a qualified lead the sales team can actually work with.

What we did

Launched targeted advertising on Facebook Ads optimized for leads. The incoming lead flow was qualified: qualified leads — inquiries from people with a real real-estate request, not just contacts left behind — were counted separately.

Results

• Ad budget — $714.27
• Leads — 354
• Cost per lead (CPL) — $2.02
• Qualified leads — 77
• Cost per qualified lead — $9.28

Insights

Every fifth lead (77 of 354, ~22%) turned out to be qualified — a working qualification rate for cold traffic in real estate. Even after filtering, the cost per qualified lead came to $9.28: at the deal value in this niche, such acquisition costs are covered by a single sale. The practical takeaway for developers and agencies: campaign economics should be calculated not by cost per lead ($2.02 looks impressive but says little) but by cost per qualified lead — and $9.28 per qualified contact leaves a large margin buffer.