Residential real estate / Social media + paid acquisition
Riverline
FROM CONTENT
TO A THIRD
ACQUISITION
CHANNEL.
Acquisition, with a source attached
February–September 2025 · Project-owner operating record
01 / The assignment
Project facts
- Period
- February–September 2025
- Contract
- Extended to 12 months
- Retainer
- ~$1,282 / month
- Paid media
- ~$524–699 / month
- Owner workload
- 12–14 hours / week
- Channels
- Instagram + Telegram
Starting point & challenge
Instagram had 312 followers and 47 posts published over two years. Average post reach was approximately 380; monthly reach was 8,900.
About 92% of incoming inquiries were purchased through aggregators at approximately $45–49 per inquiry. The six-month goal was a standalone third acquisition channel with inquiry cost materially below aggregator CPL.
02 / Responsibility
Owned, delegated, client-side
Project owner
Strategy, editorial direction, copy, analytics and the content system.
Kirill · production
Video and drone production, two production days per month.
Artem · editing
15–20 videos per month using approved templates.
Marina · paid acquisition
Campaigns across four audience segments.
Client team
Olga in marketing, Dmitry as Head of Sales, and three sales managers.
03 / Work log
How the work unfolded
February 2025
Listen to sales before writing the calendar
The project owner and Head of Sales reviewed 214 CRM call recordings. They extracted 47 recurring buyer questions and objections, grouped into neighborhood life, construction reality, apartment layouts and use cases, and transaction or payment questions.
An audit of six competitors found a recurring floor plan → price → promotion → render formula. The new editorial direction was to show an ordinary Tuesday after the buyer already lives in those square meters. A 12-format editorial system, Notion calendar and biweekly drone schedule translated that direction into repeatable work.
March–April 2025
Make production repeatable
The team created 30 Story templates in CapCut, eight reusable post templates in Figma, a production schedule and backup non-shoot content. The rhythm was four primary posts per week, up to nine Stories and near-daily short Telegram updates.
The Telegram channel “Construction Without Gloss” used construction photographs supplied by site foreman Igor through the internal work chat. These became a recurring low-cost source of authentic material.
April 2025
A million views, no qualified buyers
“Apartment in 60 Seconds” ran for 11 episodes. Normal episodes received 6K–14K views. Episode seven, featuring a 54.6 m² two-bedroom apartment, reached approximately 1.1M views and brought about 1,900 followers in one week.
It generated nine inquiries and zero qualified buyers. Reporting was changed to separate median performance, viral outliers, inquiries, qualified inquiries and transactions. Virality was not treated as commercial performance.
May 2025
Connect content to the CRM
Together with client marketing, the team implemented a UTM structure, the RIVER keyword for Direct attribution, partial webhook routing into amoCRM and a mandatory source field for sales managers.
With better source visibility, two of the original 12 formats were removed: they generated reach but almost no commercial response.
June–September 2025
Use buyers as the strongest source material
Seven interviews with actual buyers became the strongest format. The best paid-supported interview series produced a CPL of approximately $13.05; this was a series result, not the overall account CPL.
Paid acquisition ran across four audience segments. With the client’s lawyer, the team created a library of 38 pre-approved marketing formulations to reduce repeated legal review.
04 / Operating infrastructure
What made the work repeatable
Editorial inventory
12 initial formats, with two subsequently removed on commercial evidence.
Production toolkit
30 CapCut Story templates, eight Figma post templates, Notion calendar and biweekly production schedule.
Attribution workflow
UTMs, RIVER keyword, partial amoCRM webhook routing and sales source-field discipline.
Legal library
38 pre-approved formulations developed with client counsel.
05 / The difficult part
Failures, constraints & corrections
Giveaway growth did not last
“Guess the installation date of the next floor” brought approximately 640 followers. Roughly 80% churned over three months and only two inquiries resulted. Subscription giveaways were abandoned for this narrow, high-consideration category.
Drone dependency broke the schedule
Wind cancelled two July shoots and the plan lost almost a week. Backup contractor dates and a permanent non-shoot inventory became part of the operating plan.
Commercial pressure needed an explicit rule
The owner wanted near-daily urgency messaging. The compromise put stronger sales messaging primarily in Stories, with a maximum of one direct-sales feed unit per week. The rule was documented in monthly reporting.
06 / Reported outcomes
Before & after
Instagram followers
312
4,743
Telegram subscribers
Not established
1,214
Monthly Instagram reach
8,900
184K median
Social inquiries
~0
~43 / month
Explicitly tracked inquiries
Not measured
27–29 / month
Share of all consultations
0%
16.5%
Aggregator inquiry cost
~$45–49
No end-period figure supplied
Paid-social CPL
Not measured
$19.54
“Before this, everyone had an answer to ‘where did the client come from’ except the data. Now most inquiries have a source in amoCRM, and for the first time we started cutting aggregator lead purchases.”
From this record to your scope
What would fit your business?
This historical engagement had its own team, budget and scope. Paid acquisition, CRM projects and technical SEO described in these records are not automatically included in today’s monthly publishing package. Past outcomes are not a forecast.
Explore managed social media operations · See the $399 monthly scope and exclusions · Review the material, approval and publishing process