Promoting foreign real estate to a Russian audience is hard: skepticism toward overseas developers, currency-risk fears, emotional competition from domestic resorts — and a narrow target of investors and families ready to relocate, with lots from $200K.
Real Estate & Construction
THE HEIGHTS Bali — Selling Premium Real Estate to a Skeptical Market
Yandex.Direct strategy that produced warm leads from month one for a premium Bali resort complex sold to Russian buyers.
≈5,900 ₽
Cost per warm lead
From month 1
Leads
$200K+
Lot pricing
The challenge
The approach
One campaign per city (Moscow, St. Petersburg, Sochi + Krasnodar) in Yandex’s ad network, with ad groups built on pain-solution triggers: «Trade grey skies for sun» for Moscow, «Life by the ocean» for Sochi, financial-motivation angles against currency fears. Russian + English keys («Bali real estate», «invest in Bali»), messaging anchored on the project’s Russian founders for trust.
The results
Warm leads arrived from the first month with conversions into sales conversations; the trust-first creative approach lifted traffic quality substantially in a niche where the market CPL runs far higher.
