Endover

Endover is Estonia’s leading real estate developer, with a portfolio that includes several landmark residential developments in Tallinn – Rocca Towers, Riviera Viimsi and Volta Quarter. Their projects combine architectural ambition, energy-efficiency and strong design that always sets a new standard in the market. Clients always expect top class from the Endover brand. Realist has been Endover’s digital partner since 2021, helping to design and implement Meta’s full-funnel marketing strategies to reach real sales leads.

The challenge

The real estate market is highly competitive, and the sale of high-end projects requires more than just a pretty picture. Because of the lengthy purchase decision and the high value of the product, conventional one-off Meta banner ads will not work and a multi-stage strategy built around content and technique for the sales funnel is needed to achieve success. Meta has been an important marketing channel for bringing projects to market, creating awareness as well as achieving real sales.

The main challenges have been:

• Differentiating and positioning different brands (Rocca Towers, Volta, Riviera Viimsi) in the market.
• Targeting different client segments across projects: home buyer, investor, business client.
  
• Improving the quality of leads and optimising advertising budgets.
  
• It was necessary to combine the creative solution and the effective sales funnel of each advertisement in a way that the advertisement did not appear to be just an advertisement, but created a lifestyle image.
• The sale of a property takes place in several stages, and different stages require different advertising.

Strategy

The success of Endover’s Meta marketing was based on a data-driven approach and visual consistency.
We focused on each development telling its own story, speaking to the lifestyle and values of its target audience:

• Rocca Towers – modern, family-friendly living, premium quality and expansive city views.
  
• Riviera Viimsi – luxurious, seaside tranquillity and smart home amenities.
  
• Volta – trendy, industrial, urban and youthful energy.

The social media strategy was based on full-funnel marketing:

• increasing visibility (brand campaigns)
• retention of interest (retargeting)
• direct conversion (lead forms, web traffic).

What we did

Campaigns were divided into seasonal branding and sales periods, culminating in the annual Endover Christmas campaign – an emotional and visually powerful campaign that has grown into an anticipated tradition with customers.

In every campaign:

• Ads will be used with different call-to-actions depending on the stage of completion of the development. One specific message at a time.
  
• Creative solutions were tailored to target groups: young families, investors, luxury segment shoppers.
• Creative solutions always incorporate new trends to ensure maximum audience attention – collection ads, video content with influencers, community events coverage ads.
  
• Advertising funnels optimised content tests – to measure the effectiveness of images, headlines and CTAs.
  
• Remarketing added an important extra layer to sales by targeting online visitors and interested parties with personalised offers, invitations to customer days and community events.

Results

• The number of form completions or conversions is 2025. in the first ten months of 2010, up +133.5% compared to the same period last year. This confirms that advertisements are now reaching people who are genuinely interested in buying an apartment much more accurately.
• It is important to note that the increase in quality contacts was achieved with a budget around 10% lower than last year.
• At the same time, the total number of contacts also increased by +21%, indicating a greater effectiveness of the ads among the right target group.

Key takeaways

Effective real estate marketing is not just about selling apartments – it’s about visualising dreams and lifestyles. This is particularly important when it comes to selling a home, as it is one of the biggest decisions in any person’s life. In the case of Endover, we proved that even premium real estate can be sold via social media, if creativity and data-driven are balanced.