Launching a ground-up development in a housing market with strong demand was the proposition of a real estate developer recently implemented in our country.
For this purpose, VIZTA (formerly Nexity Portugal) presented an innovative marketing strategy. With over 20 years of international market experience, they arrived in Portugal with the ambition to create new high-quality housing solutions at prices tailored to Portuguese families.
“Creating cities for the future, challenging the present, determined to build tomorrow.” – VIZTA
The company envisions urban evolution with the motto “Creating Cities For Everyone.””. This proves to be an inclusive perspective, aiming to offer more housing for different lifestyles and contribute to changing the paradigm in Portugal through large-scale quality projects.
To prove that this vision can be realized, the real estate developer presents apartments with versatile floor plans, prime locations, and various living space solutions. After the planning and licensing phase, it was necessary to attract interested parties and showcase online projects in Oeiras and Leça da Palmeira..
VIZTA wanted to find an agency with strong expertise in this area. Therefore, they contacted SmartLinks as a digital marketing partner, responsible for managing Paid Media (Search e Social Ads). The goal was clear: to attract qualified leads from potential buyers for their under-construction apartments.
Challenge: Think outside the box
The developer challenged SmartLinks to present a pitch for the pre-sales and private sales phase for apartment reservations. The campaigns had to be “outside the box” and different from what had been done in the real estate market so far.360º Digital Strategy
The proposed strategy focused on performance channels and campaign types such as Google Ads, Social Ads, LinkedIn, Affiliates, and E-mail Marketing, with geographic and interest-based targeting. This 360º digital strategy across various channels allowed for lead generation at all stages of the funnel.- • Creation of Landing Pages for the projects
- • Simple and direct contact form
Results: Excellent Conversion Rates
“For VIZTA, the goal was very clear; more than a large number of leads, we wanted qualified leads and potential buyers with real interest in buying an off-plan apartment. It was the first step in the launch strategy that we did with great success.”
– Filipa Penha e Costa, Digital Marketing Manager at VIZTA.
Goal Achieved! – SmartLinks’ Conclusions
“Social Ads campaigns had the best conversion rates. Facebook was undoubtedly the platform that attracted the most leads, with the lowest acquisition cost.”
– Eva Bracinhos, Digital Marketing & Performance Manager at SmartLinks.
The initial creation of target audiences was one of the main premises for lead qualification, resulting in a very positive conversion rate.
TOFU (top of the funnel) channels/campaigns were important for traffic acquisition.
MOFU (middle of the funnel) strategy channels allowed some potential interests to be converted into leads and become customers through online reservations.
“It was a very challenging project, and the key point for success was undoubtedly the joint work and analysis between VIZTA and SmartLinks. Regular client feedback allowed aligning and optimizing the results achieved to attract more qualified leads and online apartment reservations, which is an innovative process in itself.”
– Eva Bracinhos
Let’s finish with good news: VIZTA is already working on new real estate developments. We can’t wait to learn more details about these projects!
To be the first to know about new projects, subscribe to the newsletter at vizta.pt.
Autor
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Ana Costa holds a degree in Social Communication from ISCSP – University of Lisbon, specialising in public relations, marketing, and advertising. She began her professional career in journalism and has collaborated with business associations, specialised press, lifestyle websites, and corporate communications. In her day-to-day work, attention to detail, creativity, and dedication to the client are essential. At SmartLinks, she is focused on creating relevant, SEO-optimised content that is, above all, useful to the user.
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