Case Study

Malaysian Real Estate Company Increased Lease by 100% with Baidu, Douyin, Toutiao Advertising.

Aiming to upgrade their marketing activities in China, this established real estate company came to AdChina,io, with the goal of generating high quality sales leads while building their brand awareness in the market. Through running advertising campaigns on Baidu, Douyin and Toutiao, they managed to double the number of their weekly lead while lowering the cost per lead within a few months.

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Industry

Real Estate

Headquarter

Malaysia

Company Size

1,100+

Years in China

5+ years

"After an unsatisfactory experience with our previous China partner, we wanted to rebuild our China marketing strategy. The AdChina.io team delivered their promises. We saw more leads coming in every week. We're excited to continue this partnership."
Roy S.
Marketing Director APAC

100%

Increase in weekly leads

12%

Lower cost per lead

500k

Audience reached in one month

Products used

Baidu Advertising
Baidu Search Ads
Baidu Advertising
Baidu Feed Ads
Baidu Advertising
Baidu SEO
image (4)
Douyin Advertising
toutiao logo
Toutiao Advertising

Goals

  • This established Malaysian real estate company wanted to build its brand awareness in China.
  • They needed to generate high quality leads in the China market.
  • The company offers a variety of real estate services, such as: property marketing, project management, property valuations, lease negotiation.
  • Primarily, the company wanted to improve its real estate marketing in China, and to secure qualified leads that actually delivered.

Challenges

  • The company already had a presence in China, but were facing some key issues that held them back, such as:
    • Leads that rarely converted
    • Leads that were not just unsuccessful but expensive, too
    • A Chinese advertising partner that disappointed and failed to deliver
  • As such, the company wanted to rebuild its marketing strategy in China and do so with expert advice and guidance that guaranteed results.

How they did it

Campaign goals

  • Increase brand awareness in China.
  • Generate high quality sales leads that would convert.
  • Looking to put right the wrongs of their previous partner, they wanted a new partner they could trust, one that could deliver results, and one that could guarantee transparency from the start.

Campaign details

  • The company had a series of properties they wanted us to advertise over a 5-6 months period, with each ad running for 2 weeks at a time.
  • After researching the real estate market, we decided that Baidu was the best channel to test the market and launch Phase 1 of our strategy, because:
    • Various channels in China (including WeChat) don’t allow real estate adverts
    • Baidu is ideal for high ROI, thanks to low ad costs 
    • Baidu is the best platform to reach buyers on the hunt for properties in China
  •  After starting with a budget of just $1,200, our client quickly increased this to around $4,000 a month after being impressed with what we delivered.
  • With this, we launched targeted display ads alongside the search ads on Baidu.
  • Having tested the market, we then launched Phase 2 of our strategy, which included:
    • Launching display ads on Bytedance (Douyin and Toutiao) to generate new leads
    • Investing in Baidu SEO to build brand awareness

Campaign results

  • Generated qualified real estate leads
  • Lowered CPL (cost per lead) by 12%
  • Increased the number of weekly leads by 100%
  • Built relationships with Chinese channels, leading to better collaboration

Key takeaways

  • Having optimised our client’s strategy, we learned that real estate marketing in China requires a long-term strategy that builds brand awareness (and trust) among investors and property buyers.
  • Because reputation and visibility is everything in China — and for real estate, where the stakes are high and the sales cycle is long, this couldn’t be truer.
  • That’s why planning ahead is so important, and why having a defined target market is the best way to achieve success in this competitive, yet very lucrative market.
  • After all, if you know who you are selling to, the task of reaching them (and gaining their trust) is made so much easier — especially with the granular targeting features available on AdChina.io.

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