BolgarskiyDom
Taras Rozgon
The client's goal
Bolgarskiy Dom is a real estate agency specializing in property sales in Bulgaria. The director contacted us in 2011, and we began working together. The company had an old website with a poor structure that was unsuitable for promotion. The old website was not optimized for search engines and was subject to various filters. Previously, they had worked with an SEO team that did not deliver satisfactory results. We agreed to promote their old website on the condition that, upon achieving results, we would create a new website with a new structure and more flexible promotion tools.
The goal was to develop a new website, transfer the property catalog, automate the handling of inquiries for managers, maintain the current visibility of the website on search engines, as well as remove it from under the filters and develop new sections on the website to attract a new target audience.
Solution
We developed a catalog containing the most important characteristics of each type of real estate. Separate landing pages with individually selected properties were created for each target audience. Forms were collected from all target audiences on landing pages and specific property pages.
Each potential client's inquiry is registered in the CRM system, where client interaction is tracked, offer generation is automated, and client history is recorded. This allows project managers to work with each client individually.
Design
After analyzing user intent semantics, several types of user intents were identified. Therefore, we prepared different landing pages to make it easier for users to find suitable accommodation. The idea is that different users search for suitable options differently. For some, price is more important, for others, the location of the property matters more. Some users search for multiple options at once, while others prefer to search through a real estate agency manager.
Therefore, we incorporated 4 user journey scenarios:
- Search on the main page using 22 criteria.
- Search by complexes.
- Through ready-made selections of apartments - these are selections based on property type, city, and budget.
- Through the consultation form - requesting consultation from an agency manager. Mobile and desktop versions are developed based on UX audit data.
Web development
We developed the website according to modern standards. In doing so, we took into account the complex structure of the pages on the website and ensured scalability for the project in the future. Additionally, we implemented several integrations with third-party services and automation in the admin panel, saving time for the project managers.
Caching
Integrations
Integration with AmoCRM is set up to manage the flow of clients.
Telegram APIIntegration with the Telegram API is implemented to publish new listings to a channel.
Leaflet + OpenStreetMapTo display the location of the property on the property page.
Automated Translation
Spam Filtering
SEO
Removal of Search Engine Filters
Filters are restrictions imposed by search engines. A website cannot achieve high rankings and organic traffic with search engine filters.
Overcoming and exiting Minusinsk without losses after the work of the initial optimizers. Work is ongoing, keeping up with the latest trends, combining maintaining top market positions and user convenience.
Project Architecture
We focused on the hierarchy of URL pages, the nesting of objects, and cross-linking.
We planned to separate the primary market from the developer and secondary housing.
Additionally, we implemented collections based on property type, budget, and property location.
Multiregional Promotion
We offer apartment sales or purchases in all cities of Bulgaria.
Therefore, in our structure, we planned landing pages for each city and optimized the pages for search queries with corresponding toponyms.
Language Targeting
Multilingualism to reach people who do not speak Bulgarian or English. Moreover, they may be located in different countries.
Languages on the website:
- en - English
- ua - Ukrainian
- de - German
- pl - Polish
- ru - Russian
Quality Content
For each property sent for sale, we specify:
- Meta-Title and Meta-Description, adding the price and geotags.
- Alt and title for each image in the gallery.
- Additional information of property characteristics.
Semantic Core
The website has a branching structure, and for each page, we developed clusters of key queries.
Landing pages, such as collections and property pages, receive organic traffic from Yandex and Google.
Outreach
Marketing
The primary marketing efforts were on the client's side, as it is the task of a physical store. We complemented the client's efforts with internet marketing related to promoting the real estate rental portal.
SERM
Posting reviews on website pages.
We also emphasized to the client the importance of obtaining genuine reviews on Yandex and Google Maps.
Website Blog
This allows us to work with potential clients at the early stage of decision-making. For example, when a user is just considering buying property abroad and is choosing a country for investment.
News
We stay updated on news and developments in the real estate market. We inform our clients about changes in property prices in different cities, provide expert opinions on price forecasts for the coming years, and update them on legislative changes.
This way, readers understand what has been happening in the Bulgarian real estate market and when it is best to invest.
Social Media
We manage Yandex Zen, where a lot of expert content is required. This brings traffic to the website and helps promote the website on Yandex.
Achievements
Organic Traffic
Long-term results, the best traffic channel.
Orders
Quality leads made through the website consist of around X per month.
Engagement
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