Imperial Residence: end-to-end marketing for a residential complex — advertising + content + assistant + call analysis
Advertising + content + a 24/7 assistant in Direct + our own system for analysing the sales team's calls. Not a contractor — the developer's outsourced marketing department. Since March 2024 — without changing the agency in a niche where they are usually swapped every 3–6 months.
Get a consultationHalf the funnel after the click is a black hole
In premium real estate a lead is expensive, the deal cycle is long, and half the funnel after the click is effectively a black hole. What the manager said to the client at minute 14 of the call, which objection made them walk away, which messages actually close the deal — nobody knows. A premium apartment is not sold by a single banner. It is sold by a chain: content → lead → conversation. Drop one link and the deal drops with it.
For a product like this, the standard market options don't cover the task. An in-house team of 5–6 roles means a year of assembly and the risk that the team won't gel. A "performance" contractor closes one channel and honestly says: "we delivered the leads, the rest is not on us." Imperial Residence was looking for a third option that effectively didn't exist on the Baku market.
Owning the whole function, not just one channel
To become Imperial Residence's outsourced marketing department with measurable accountability across the entire funnel — from the first banner to the objection raised on a phone call.
What we did and why
Our sales-call analysis system — something no agency in Baku has
The rarest part of the stack and a technology we built inside the agency. Managers' calls are processed automatically: which objections come up most often, how the manager answers them, where the conversation hits a dead end, which messages actually close the deal. The sales team regularly receives a breakdown — top objections, where the deal was lost, what to say differently. Creatives and offers in the advertising are adjusted to buyers' real objections, not to hypotheses. A single saved call in a premium complex is one deal that pays for a quarter of work.
Assistant in Direct: qualifies the enquiry before the manager
A buyer writes at any time of the day — and gets an instant reply. The assistant asks clarifying questions (number of rooms, budget, floor, move-in timing, payment method), classifies how serious the interest is, and passes an already qualified lead to the sales team's Telegram channel. The first call starts not with basic clarifications but with a substantive conversation about a specific floor plan.
End-to-end analytics — a single funnel instead of disconnected channels
Meta + Google + the assistant in Direct + the Telegram channel + call breakdowns — all connected: which creative brought which type of lead → how the lead interacted with the assistant → what the manager said on the call → which objection surfaced → whether the deal closed or not. Without this link, marketing sees only the click and the sales team sees only the call.
Content production: live photos and reels + video for scaling
Premium real estate is sold by visuals. We shoot photos and reels (live content, not stock) and in parallel generate video for scaling. The advertising is refreshed at a pace that is only possible with an in-house content pipeline — without the "the designer makes a banner in two weeks" delay.
Meta + Google Ads advertising — two channels for different intent
Meta — for warming up, building desire and behaviour-based retargeting. Google Ads — for hot search demand: whoever is already googling "buy an apartment in Imperial Residence" gets captured before the competitors. A single channel in real estate is always a hole in the funnel.
What it would look like without this stack
Without the assistant in Direct — enquiries outside working hours would go unanswered. Without end-to-end analytics — we'd optimise Meta toward cheap leads that never reach a deal. Without call analysis — the advertising would bring the client to a place where they can't be closed. Without the content pipeline — creatives would be refreshed once a month and the algorithm would get stuck on one pool of ads. Every dropped link in a premium niche is a specific lost apartment.
"Six functions on one team — isn't that spreading thin?" — No
Inside SMG this is not one person in six roles, but specialised teams (advertising, content, analytics, development) under unified management. A single point of accountability removes the classic problem of "the media buyer blames the content team, the content team blames sales, sales blames advertising." The result is owned by one project lead, not five different contractors with five different KPIs.
The numbers for 2025
In a premium niche with a long deal cycle, a single channel doesn't sell. What sells is the assembled infrastructure in which the advertising knows which objection surfaced for the client at minute 14 of the call.
A premium product and the feeling that half the funnel is a black hole?
We take on the marketing function in full: advertising + content + an assistant in Direct + analytics + feedback from your calls. Leave your name and number — we'll analyse your funnel for free.