Mitra — a developer of business and premium property in Bali

ClientMitra Bali Internasional, developerNicheProperty, BaliAt the audit stage we studied the market and went through 4 different hypotheses for lead generation in premium property. Those are partner marketing, working with agencies, personal brand and diversified traffic channels.

To turn that into a marketing strategy you need the context. Island property went through fast growth a couple of years ago, when investment poured in from Europe, Australia and the CIS, so competition between developers is heavy. And most of them are newcomers.

Working with agencies is not profitable here, because they offer clients everyone at once. And there are more agencies than you can count, and they fight each other for every client.

Building partner referral channels can take a year, maybe two, and there is no guarantee they will pass on leads in the volume you need. It is like growing a crop and hoping for rain instead of setting up irrigation.

But promotion through the personal brand with PR channels and media, plus a traffic system, is a set of solid moves. They let you put the result into numbers within a quarter and bury yourself in leads, without depending on the «weather» of the market.

To build the automated funnel we first focus on the key conversion stages — the places where the client takes the target action.

We developed the branding with a chain of touchpoints for every lead channel, leaning on meaning and quiet visual support, so the values of the company reach the buyer’s heart clearly.

Here we assemble the brandbook — a single document the whole style of the company is built from across every media channel.

In expensive property it matters to craft the product in detail at every step: on the site, in social media, in ads, in messages, after the meeting. From the UI/UX side the user should always be left with a pleasant aftertaste, that thin fresh feeling you get holding a brand new iPhone in an official store.

We write out the structure and the meaning of the site, then assemble the skeleton and the texts, a design concept with two prototypes, and from those the final version is made and handed to front-end with all the technical setup after.

For clients and investors we put together a separate presentation about the company, telling in more detail about the experience, the projects and the principles.

We also make presentations for the investment offer, for speaking at a forum, for the objects — different tools for scaling the funnel.

We launched several lead channels in parallel — media, PR and the traffic system.

We set up a video production with a small team and shot the first videos for YouTube with other developers, with interesting guests, on hot topics about property and the island.

We started working with SMM systematically in the instagram account and the telegram channel. We also used a «know-how» in the shape of threads, which brought one large lead in a month.

In telegram we took the line from the start that we do not need a huge blog about everything in Bali — we want a cosy channel for our own, where every subscriber has a couple of million USD in their pocket.

190members gathered in the telegram channel with no ad budgetWith no budget, but with sharp, honest, direct content we gathered 190 members around investing in property in Indonesia. The audience came out with a high ER %, because those were our real clients.

The video about Dodo Pizza got a good reach across the island, people watched it and talked about it among investors. On top of that the video was always used while handling leads, as an extra tool to raise the reputation of the company and trust in it.

30$per client in Meta and Google from the first daysFrom the very first days the ads brought clients at 30$ in Meta and Google. After that it is a matter of conversion.

For a solid result we worked out the scripts for the sales team together, so the whole client path inside the company was laid out clearly. We also got into the analytics and built a regular management table covering all the processes.

We measure the deal cycle by the key metrics — CPL, CPO and ROMI — every sprint and every quarter.

Results

215qualified leads at $160 over the first quarterOver the first quarter we brought 215 qualified leads at $160 for buying objects, through media and traffic channels, with a 62% conversion.

$100overall cost per lead on a 65 thousand dollar yearly budgetThe overall cost per lead came to $100 on a marketing budget of 65 thousand dollars a year, with an average object check of 180-220 thousand dollars.

70% of them came through the main funnel from ads, and the other 30% turned out concentrated and on target, because those clients learned about us in Telegram and on YouTube, where we won them over right away.

That’s how it goes.