The cost of services for sending SMS has increased
Posted: Sat Jan 25, 2025 4:21 am
These and other actions allowed us to increase the number of meetings from the CRM channel by 1.5 times compared to the fourth quarter of 2023.”
The sharp decline in demand did not affect the decline in housing prices. On the contrary, the price per square meter increased by 3%.
The price increase was expected: if someone was planning to buy real estate, now is the last chance to buy an apartment with a clear preferential mortgage rate. Understanding this, developers and builders increased the price.
Sergey Razuvaev
Sergey Razuvaev
CEO of GMK
Key metrics: share of advertising expenses (SAE), cost of targeted lead, percentage of targeted leads.
In the first quarter of 2024, traffic prices increased on all advertising platforms: VKontakte, Yandex.Direct, Telegram, CIAN, Avito, Domclick.
Nikita Kalashnikov, founder of the DataFuel agency , said that the average cost of a target lead has increased:
for large players by 30–60%;
for smaller players - by 100-200%.
Nowadays, people prefer to buy real estate from reliable developers, with a large number of properties, with an established brand. Therefore, the cost of a lead has not increased so much in large companies.
If we talk about the ratio of targeted and non-targeted leads, then in the fourth quarter of 2023, approximately 40-50% of leads were targeted. Now it is 30-40%, depending on the project. That is, the number of targeted leads has decreased by an average of 25-33%.
Nikita Kalashnikov
Nikita Kalashnikov
Founder of DataFuel Agency
The cost of services also influences the increase in DRR. This was explained by Lyubov Yezhova, Leading Client Strategy Manager at Out of Cloud agency :
“In the first quarter of 2024, the cost of SMS increased compared to 2023. This was influenced by several factors:
We have started sending SMS messages with a lot of text more often in order to highlight all the advantages of the residential complex and differentiate ourselves from competitors.
We started sending more international SMS. Perhaps these are requests from those who emigrated from Russia and are now planning to return and are choosing real estate."
Who is buying real estate now and how to stimulate sales
Who is buying. "Buyers' behavior is influenced by preferential mortgage programs. According to information from open sources, the general preferential mortgage is planned to end in July, so targeted mortgages and special offers from developers will continue to drive sales," says Denis Golubochkin, head of CRM marketing at the Samolet group.
How to stimulate demand . Nikita Kalashnikov identified the top 3 mortgage programs that will stimulate sales in 2024:
Family.
For military personnel.
For IT specialists.
When we promote mortgages for military personnel, we show numbers, benefits, and specific mortgage conditions in advertisements.
In offers for family mortgages, we focus on the safety of courtyards and on the infrastructure for the education and upbringing of children.
For IT specialists, we emphasize the functional advantages of the product, specific sales and mortgage offers.
Nikita Kalashnikov
Nikita Kalashnikov
Founder of DataFuel Agency
Developers can use not only mortgage programs to influence sales. Sergey Razuvaev, CEO of GMK, spoke about other tools: "Some developers have introduced a trade-in program. In some companies, sales usa email list through trade-in account for 18-20% of the total sales volume.
But mostly they offer installments. For example, you can pay 5-10% of the cost of the apartment while it is being built, the key rate will fall, and you will be able to take out a mortgage at a normal interest rate."
What is in demand
Small apartments. "Purchasing power has fallen, the size of preferential mortgages has been limited, so consumers have begun to buy apartments up to 50 sq. m. more often. It is not possible to buy housing of a larger area," says Sergey Razuvaev, CEO of GMK.
Apartments in the regions. "The demand among investors for real estate in resort towns and in the regions has increased. Because in the regions you can buy good properties at prices lower than in the capital. This is asset diversification: it is more profitable to buy several inexpensive apartments in the regions than one in the capital," says Nikita Kalashnikov, founder of the DataFuel agency.
Country real estate. Sergey Razuvaev and Nikita Kalashnikov see in their projects that demand for country real estate has not decreased. Because the cost per square meter is lower and mortgage terms are more favorable.
The sharp decline in demand did not affect the decline in housing prices. On the contrary, the price per square meter increased by 3%.
The price increase was expected: if someone was planning to buy real estate, now is the last chance to buy an apartment with a clear preferential mortgage rate. Understanding this, developers and builders increased the price.
Sergey Razuvaev
Sergey Razuvaev
CEO of GMK
Key metrics: share of advertising expenses (SAE), cost of targeted lead, percentage of targeted leads.
In the first quarter of 2024, traffic prices increased on all advertising platforms: VKontakte, Yandex.Direct, Telegram, CIAN, Avito, Domclick.
Nikita Kalashnikov, founder of the DataFuel agency , said that the average cost of a target lead has increased:
for large players by 30–60%;
for smaller players - by 100-200%.
Nowadays, people prefer to buy real estate from reliable developers, with a large number of properties, with an established brand. Therefore, the cost of a lead has not increased so much in large companies.
If we talk about the ratio of targeted and non-targeted leads, then in the fourth quarter of 2023, approximately 40-50% of leads were targeted. Now it is 30-40%, depending on the project. That is, the number of targeted leads has decreased by an average of 25-33%.
Nikita Kalashnikov
Nikita Kalashnikov
Founder of DataFuel Agency
The cost of services also influences the increase in DRR. This was explained by Lyubov Yezhova, Leading Client Strategy Manager at Out of Cloud agency :
“In the first quarter of 2024, the cost of SMS increased compared to 2023. This was influenced by several factors:
We have started sending SMS messages with a lot of text more often in order to highlight all the advantages of the residential complex and differentiate ourselves from competitors.
We started sending more international SMS. Perhaps these are requests from those who emigrated from Russia and are now planning to return and are choosing real estate."
Who is buying real estate now and how to stimulate sales
Who is buying. "Buyers' behavior is influenced by preferential mortgage programs. According to information from open sources, the general preferential mortgage is planned to end in July, so targeted mortgages and special offers from developers will continue to drive sales," says Denis Golubochkin, head of CRM marketing at the Samolet group.
How to stimulate demand . Nikita Kalashnikov identified the top 3 mortgage programs that will stimulate sales in 2024:
Family.
For military personnel.
For IT specialists.
When we promote mortgages for military personnel, we show numbers, benefits, and specific mortgage conditions in advertisements.
In offers for family mortgages, we focus on the safety of courtyards and on the infrastructure for the education and upbringing of children.
For IT specialists, we emphasize the functional advantages of the product, specific sales and mortgage offers.
Nikita Kalashnikov
Nikita Kalashnikov
Founder of DataFuel Agency
Developers can use not only mortgage programs to influence sales. Sergey Razuvaev, CEO of GMK, spoke about other tools: "Some developers have introduced a trade-in program. In some companies, sales usa email list through trade-in account for 18-20% of the total sales volume.
But mostly they offer installments. For example, you can pay 5-10% of the cost of the apartment while it is being built, the key rate will fall, and you will be able to take out a mortgage at a normal interest rate."
What is in demand
Small apartments. "Purchasing power has fallen, the size of preferential mortgages has been limited, so consumers have begun to buy apartments up to 50 sq. m. more often. It is not possible to buy housing of a larger area," says Sergey Razuvaev, CEO of GMK.
Apartments in the regions. "The demand among investors for real estate in resort towns and in the regions has increased. Because in the regions you can buy good properties at prices lower than in the capital. This is asset diversification: it is more profitable to buy several inexpensive apartments in the regions than one in the capital," says Nikita Kalashnikov, founder of the DataFuel agency.
Country real estate. Sergey Razuvaev and Nikita Kalashnikov see in their projects that demand for country real estate has not decreased. Because the cost per square meter is lower and mortgage terms are more favorable.