The 40/40/20 rule in real estate marketing that will help improve the effectiveness of your advertising campaign

Short rule that will boost your advertising campaign effectiveness.

40% — target audience

Marketing starts not with creatives, but with precise understanding of who you're selling to.

Up to 40% of campaign success directly depends on how accurately you segmented your target audience.

• Apartment buyer in a key city district and an investor in apartments — not the same person.
• Young family and studio renter — different pains, motives, and triggers.
• The more precisely you segment TA, the higher conversion.

40% — the offer itself

The most common mistake of developers and agencies — "we advertise everything at once".

Not just the product works, but the offer — specific value proposition.

Beautiful project matters, but also address other client needs: purchase affordability, developer terms flexibility, uniqueness, proximity to key locations. Each criterion is self-sufficient and solves tasks for clients from different segments.

20% — creatives and channels

Creatives matter, but only 20% of success. You can make beautiful landing pages and viral videos, but if the offer is weak and audience wrong — no results.

• Creatives should amplify, not replace the message.
• Test hypotheses: banners, wording, photos, videos, CTA.

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