Urban Group

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The Urban Group company builds residential complexes based on original designs in the Moscow region. Vera Stefan, head of marketing communications, tells us which apartments are in demand today and how the developer company manages to successfully process this demand on the Internet.


— You have an interesting concept of development. Tell us, how did you start?

In 2007, the company's founder Alexander Dolgin had bosnia and herzegovina phone numbers an idea to develop a new housing format in the Moscow region that would stand out from mass development. Comfortable housing is also the environment, transport accessibility. Everything should be comfortable and harmonious. Thus, in 2007, the "Cities for Life" project was born. It combines affordable prices for apartments - essentially, these are economy-class prices - and original architectural projects. All our projects, starting with the first residential complex "Novoskhodnensky", were built according to the project of architect Maxim Atayants. Judging by the sales rate, people liked our approach.


— What kind of apartments sell best?

The general trend on the market is inexpensive one-room apartments and studios. Our clients are in demand for an atypical format: eco-lofts with panoramic windows, two-level apartments, cityhouses - apartments on the first floor with large open terraces, like private houses.

— Tell us about your website. When did you come online?

The main website appeared at the same time as the company in 2007. In 2014, they made a small redesign and added support for mobile devices.

In general, each of our complexes has its own website. Usually, they start developing it about three months before the start of sales of the first phase of housing. The main thing is to make illustrations that will help convey the "spirit" of the project, and place key information right on the first screen: what is the location, the minimum cost of housing, information about the developer. All sites are adaptive, adjust to screen sizes and look equally good on a monitor, tablet and smartphone. Texts, visual images and structure are clearly developed. With the start of sales, sections "Promotions", "Construction stages", "Virtual walk" are added to the sites.

— What do you use for online promotion?

We managed to test and calculate the effectiveness of all available channels online. As a result, we were left with: contextual advertising, search engine optimization, media advertising, including RTB banners, various databases of real estate objects and promotion in social networks.

Compared to other channels, about 30% of the total number of applications come to us from the Yandex network. And this has become one of our main competitive advantages - we carefully work out "network" campaigns and receive many impressions, which also affect the overall brand traffic. In the Yandex Advertising Network alone, clients see us about 350 million times a month.

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— Is there a lot of competition on the Internet among developers?

Yes and no at the same time. On the one hand, we feel the pressure of the budgets that competitors invest in promotion. On the other hand, some of them do not even use a call tracking system. And in real estate, calls are the main channel of requests - on average, 80% of clients prefer to call by phone. Therefore, we always use call tracking. An important advantage of the tool is the ability to call back clients whose calls were "lost" for various reasons. Such calls usually make up about 5%.

— How do you analyze the effectiveness of advertising?

Customer requests are collected in a single analytical system. This is a link between our CRM and all sources of communication with customers (e-mail, requests from the website, phone, online chats, requesting a call from the website), with analytics services (Yandex.Metrica and Google Analytics) and the CoMagic system. Web analytics services allow you to analyze how advertising works on online requests, and the call tracking system allows you to track the connection between advertising and phone calls. At the same time, the system marks non-targeted, repeated and missed calls separately and does not take them into account in the final sample.

— What would you recommend to companies that receive the majority of their calls by phone?

Work with missed requests, do not lose them. I highly recommend implementing additional sources of communication with clients. For example, an online consultant and a callback function on the website bring us 23% and 21% of requests. And be sure to analyze the effectiveness of all channels. Big business requires great precision - and that is why we rely on the Internet.

Source: https://yandex.ru/adv/story/urbangroup/
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