- Channels specializing in luxury real estate.
- Top-tier experts in real estate.
Targeted channel selections included
We started with a thorough analysis of the client’s previous advertising campaigns on other platforms. Before diving into Telegram Ads, the client had already run major campaigns on Facebook.
We reviewed collected data on their target audience, the most successful offers, and creatives. Additionally, we closely examined the content of the Telegram channel and landing page we were set to promote.
During a comprehensive interview with the client, we gathered as much information as possible about their target audience’s profile: income, occupations, interests, pain points, desires, and more.
Based on this, we created a detailed framework, marking intersections between empirical data and practical results from prior campaigns. This allowed us to identify the most promising hypotheses for the initial promotion.
We also audited the client’s Telegram channel and landing page, providing recommendations for improving content and funnels to enhance the campaign’s effectiveness.
Lastly, we integrated our proprietary Telegram traffic analytics service, Prizma, into the client’s channel. This tool enabled us to gather end-to-end analytics on the landing channel, compile an external contact database of all subscribers, and accurately calculate the churn rate among new subscribers. This allowed us to assess the audience quality effectively.
How Did We Prepare for the Launch?
- Client: A luxury real estate broker
- Product: Premium real estate in the UAE
- Target Audience: Wealthy individuals looking to invest in real estate
- Case Period: The entire year of 2024
- Campaign Budget: €165,000
- Goal: To find an additional reliable and profitable source of deals and sales while increasing brand awareness.
We simultaneously pursued two traffic directions: thematic targeting and channel targeting. Initially, most of the budget was allocated to thematic targeting (real estate, investments, business, tourism) to attract a high volume of subscriptions at a low cost (up to €5, including all expenses).
We succeeded in securing many inexpensive subscriptions. However, our Prizma analytics tool revealed that this traffic was low-quality: 30–40% of the audience unsubscribed within a month.
The conclusion was clear: many subscribers were not genuinely interested in high-end real estate and only wanted to “browse.”
Anticipating this issue, we swiftly implemented Plan B.
Our next step was to focus on curated traffic, directing users to value-driven posts and funnels (e.g., property catalogs, consultation requests).
- Your slice of paradise on an island. Ready-to-move properties in Dubai and Abu Dhabi for living or investment. Join the channel:
- Discounts and special offers on UAE and Oman real estate. Check out curated property selections in pinned messages.
Top-performing creatives included
How Did We Find the Audience?
1․ Uneven audience quality across sources required meticulous, semi-manual channel testing for selections.
2․ Difficulty evaluating audience quality: Due to lengthy engagement and high product cost, we extrapolated potential conversion rates based on indirect indicators (e.g., account descriptions, catalog requests, consultation inquiries).
⠀⠀Subscribers added: +40,638
⠀⠀Deals closed: 4
⠀⠀Total sales volume: $13 000 000
⠀⠀ROI: Over 350%
⠀⠀Significant increase in brand awareness
We continue to work on the project. The client is eager to scale results further. We’ve already successfully increased the advertising budget to over €20,000 per month and plan to scale even more in the coming year. But that’s a topic for another article, which we hope to write next year.
Insights from This Case Study
- This was our agency’s highest-value product case. We learned to effectively target and attract ultra-high-net-worth audiences.
- We validated hypotheses and scaled campaigns by relying on indirect indicators before the first sale.
- We reaffirmed the importance of high-quality content engagement and a well-structured funnel for selling expensive products.
Want similar or even better results? Submit a request for a free consultation!We’re the first agency in the world to work with Telegram Ads. Over the years, we’ve gained extensive experience and completed over 200 cases for leading global companies.
How Did We Create the Creatives?
Our agency follows a strict internal guideline for crafting offers. While comprehensive and detailed, here’s a simplified version of the process:
1․ Analyze the project and identify audience needs.
2․ Study high-performing creatives from previous campaigns on other platforms.
3․ Research competitors’ offerings.
4․ Conduct customer development interviews.
5․ Create a needs map for the target audience.
6․ Develop an offer map.
7․ Select messaging that addresses one or multiple audience needs.
In this case, the best-performing offers were adapted from the client’s successful Yandex targeting campaigns.
Selection criteria for thematic channels
- Preference for smaller channels with active audiences that invested in their own advertising.
Exclusion of:
- Channels that abruptly changed their theme or name.
- Channels flagged for bot activity.
- Channels with an engagement rate (ER) below 10%.
- Channels with suspicious spikes in statistics.
- Channels belonging to large networks that recycled traffic internally.
After launching traffic from new sources, the cost per subscriber increased, but churn dropped by nearly
4x. Instead of
40%, only
11–13% of the audience unsubscribed within the first few days.
We also manually reviewed new subscribers’ profiles. Based on profile descriptions, we confirmed a significant improvement in audience quality.
Ultimately, we refined and optimized this second hypothesis, using it as our primary approach throughout the year.
Our traffic strategy evolved multiple times: initially directing users to the Telegram channel, then to landing pages, and eventually back to the channel.
Testing confirmed a key insight: selling expensive products requires prolonged content engagement.
We settled on this funnel approach:
Promotional post promising value upon subscription → Providing a property catalog → Engagement via channel content → Promotional posts leading to consultations.
How Did We Build the Funnel?
Hi! This is Stas Yagupov from the SMIT.LINK advertising agency. In this article, I’ll break down a case study we conducted for one of the leading brokers in luxury real estate sales in the UAE. I’ll explore the strategies we used to sell over $13 million worth of premium properties via Telegram Ads. Expect an exciting journey through challenges, solutions, and discoveries along the way!
How to Sell Luxury Real Estate Worth Over $13 Million via Telegram Ads