As the real estate market continues to evolve, developers are adjusting their strategies to meet the challenges posed by increasing competition and rising costs. During a recent online conference focused on ERZ trends, industry experts emphasized the importance of adopting innovative customer acquisition tactics, as traditional methods are becoming less effective in the current landscape.
A key insight shared during the February 27 discussion was the expected rise in customer acquisition costs, which is projected to increase by 20% to 30% by 2025. This surge in costs is largely attributed to factors such as the proliferation of fraudulent traffic and the need for developers to implement more robust anti-fraud systems. As a result, experts are urging developers to pivot from conventional lead generation techniques, such as quizzes, and adopt more interactive tools like chat landing pages that offer a seamless, user-friendly experience on mobile devices.
Kyrill Kholopik, the head of ERZ.RF, highlighted the relevance of these emerging trends, noting that effective client acquisition strategies are directly linked to the profitability of a project, as marketing costs are a substantial portion of a developer’s budget.
The rise in fraudulent traffic, driven by automated browser tools generating bot activity, was also a significant concern raised by experts. Alexander Torichko, managing partner of Artsofte Digital, pointed out the challenges posed by modern advertising algorithms, which rely on neural networks that inadvertently optimize for audiences more prone to submitting fraudulent applications, thus increasing bot traffic.
One trend that is waning is the use of quizzes as lead generation tools, a phenomenon experts have labeled “quiz blindness.” Developers who rely on quizzes to promise curated property listings often fail to deliver meaningful results, leaving users disengaged. In contrast, chat landing pages, which simulate a conversation between potential clients and property managers, are seen as a more effective and engaging method.
Ksenia Korol, founder of KOROL MEDIA, shared data from their “No Mortgage” study, which revealed that 39% of homebuyers are actively seeking content that helps them choose the right property. This underscores the growing importance of content marketing, particularly on social media, as a valuable tool for developers looking to attract potential clients.
Irina Drobysheva, marketing director at GK PO-BEDA, pointed to the increasing reliance on in-house research centers and analytical tools by companies in the sector. As media costs rise and competition becomes more fierce, Drobysheva stressed that accurate market analysis is becoming an essential factor for success.
In terms of marketing budgets, developers are now allocating a significant portion of their resources to classifieds, contextual advertising, and outdoor campaigns. While digitalization has brought advancements like dynamic telephony and call tracking, more traditional forms of advertising, such as image advertising, continue to play a prominent role in the marketing mix.
Nikolai Ivashov, head of Internet advertising at GK Granel, shared their approach to combating fraud, which includes implementing SMS confirmations to verify potential clients. Ivashov noted that while they initially anticipated this method would deter fraudsters, it has proven effective, as legitimate buyers are accustomed to the process from banking apps, whereas fraudulent platforms often neglect this step.
The growing competition in the real estate sector has led companies like GK BM GROUP to innovate and adapt. Dmitry Pavlov, the company’s commercial director, spoke about their success in surpassing previous sales records, even during traditionally slow periods, by introducing new services for clients and re-engaging past audiences that had not been anticipated to generate strong results.
The ERZ trends conference, held weekly, continues to provide a platform for industry leaders to discuss the latest developments and share insights into the rapidly changing dynamics of real estate development. With rising costs and the need for more innovative marketing strategies, developers must stay agile and adapt to an increasingly competitive environment.
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