Since March 2023, we have been supporting Selling Sunset Estate in Google Ads and Meta Ads activities. The goal of the collaboration is to increase brand awareness among Poles living in Poland and abroad, as well as to generate high-quality inquiries from users interested in purchasing real estate on the Turkish Riviera.
From the outset, a key objective of this project was to combine two goals: building awareness and generating leads. In the foreign real estate sector, users often first browse listings, compare locations, return to ad messages, ask questions about safety and legal procedures, and only later decide to contact an agency.
Therefore, the campaigns could not rely solely on direct lead generation. They also had to consistently build brand recognition and trust in Selling Sunset Estate, so that users would know exactly which company to return to when they were ready to discuss a specific property.
Selling Sunset Estate is a Polish-Turkish real estate agency specializing in the sale of apartments, villas, and investment properties on the Turkish Riviera. The company serves clients interested in purchasing properties in locations such as Alanya, Mahmutlar, Kestel, Side, Belek, and Antalya.
The agency supports clients in selecting properties, contacting developers or owners, and handling transaction-related formalities. For Poles buying property abroad, safety, trust, and clear communication are particularly important.
From a campaign perspective, this meant that ads had to operate across multiple stages of the decision-making process: from initial interest in Turkey as an investment destination, through comparing locations and offers, to contacting the agency.
Industry: foreign real estate
Market: Turkey / Turkish Riviera
Model: sale of apartments, villas, and investment properties
Audience: Poles interested in purchasing property in Turkey
Delante services: Google Ads, Meta Ads
Property purchasing in Turkey is a long decision-making process. That is why the advertising strategy was built on combining lead-generation campaigns with brand awareness activities.
This allowed Selling Sunset Estate to reach both users ready to contact the agency and those who were only starting to explore the Turkish real estate market.
In Google Ads, we ran campaigns targeting users actively searching for properties in Turkey. The campaigns included keywords related to apartments, flats, and locations on the Turkish Riviera, such as:
Search campaigns allowed us to capture users who were already closer to making a decision and actively looking for offers.
In parallel, we ran Performance Max campaigns and awareness activities such as banners and Demand Gen. Their purpose was to increase brand exposure and maintain contact with users interested in buying property abroad.
In this type of industry, users often require multiple touchpoints before submitting an inquiry. Therefore, awareness campaigns supported the entire decision-making journey, not only the first interaction with an ad.
In Meta Ads, we ran awareness campaigns and tested different lead generation formats, including:
The highest quality inquiries came from campaigns optimized for website contact form submissions. As a result, this became one of the main pillars of the strategy.
We tracked not only contact forms but also micro-conversions indicating real user interest:
This allowed campaign optimization based on a more complete view of the user journey. In foreign real estate, such micro-conversions are particularly important, as clients often choose the most convenient first contact method.
Ad messaging emphasized elements that directly influence the decision to contact an agency:
As a result, the campaigns did not only present listings but also addressed questions and concerns that could prevent users from making contact.
By combining Google Ads and Meta Ads, Selling Sunset Estate can reach users at different stages of the decision-making process: from initial interest in real estate in Turkey to submitting a contact form or clicking one of the direct contact channels.
The campaigns build brand awareness, strengthen trust, and generate inquiries from users interested in purchasing property on the Turkish Riviera.
Leads: 442 form submissions via Google Ads & 282 form submissions via Meta Ads.
Meta Ads: testing different contact acquisition paths and selecting form-based campaigns as the highest-quality direction.
Google Ads: presence on high-intent queries, including “apartments in Turkey,” “real estate Alanya,” “apartments Turkey.”
Brand awareness: consistent reach among Poles interested in purchasing property in Turkey.
Meta Ads:
Meta Ads campaigns supported both brand awareness building and testing different forms of contact with potential clients
Google Ads:
Google Ads campaigns allowed us to reach users actively searching for apartments and real estate in Turkey
The Selling Sunset Estate case shows that in the foreign real estate industry, an effective advertising campaign must combine brand awareness building with lead generation.
In high-value decision-making, users need time, multiple touchpoints, and a sense of security. Google Ads allows reaching people actively searching for property in Turkey, while Meta Ads, Demand Gen, and display campaigns help maintain contact with users at earlier stages of the decision-making process.
By combining these channels, Selling Sunset Estate can consistently increase brand recognition and generate valuable leads from Poles interested in purchasing an apartment, house, or investment property on the Turkish Riviera.
We will analyze which channels best support your customer journey, how to combine awareness-driven activities with performance marketing, and how to measure contacts that truly move users closer to a purchase decision.
Let’s talk about SEM campaigns!
