🎯 Objective
To increase the rental performance of EZ’s residential units across Qatar by enhancing campaign structure, improving audience quality, and maximizing digital return on investment through a full-funnel marketing approach.
📆 Background
In the initial campaign phase, EZ’s marketing spend was distributed on fixed creatives and single-objective campaigns. While this approach generated visibility, it lacked flexibility and optimization potential — leading to limited control over audience segmentation, funnel efficiency, and cost effectiveness.
🔁 Strategic Transformation
Starting in Q2, EZ Real Estate shifted its digital marketing strategy to a Full-Funnel Framework, supported by smarter budget allocation and multi-objective optimization.
The campaign budget was distributed strategically across three key objectives:
- Messages Objective — to generate direct inquiries and start real conversations with potential tenants.
- Engagement Objective — to boost credibility and build trust through social interaction.
- Video Views Objective — to attract top-of-funnel audiences and raise awareness of EZ’s communities.
This new approach enabled the marketing team to manage the funnel holistically — from awareness to conversion — allowing for real-time optimization and more measurable impact.
🎯 Retargeting Layer
To further improve lead quality and reduce customer acquisition cost, retargeting campaigns were launched to re-engage:
- Users who watched videos or interacted with EZ’s content.
- Visitors who showed interest but did not complete the inquiry process.
This retargeting layer helped nurture genuine interest, reinforce brand familiarity, and turn awareness into high-quality, ready-to-convert leads.
🚀 Performance K-Shifters
1️⃣ Reach Growth — +33%
The campaign expanded its reach by one-third in Q2, connecting with significantly more potential renters across Qatar while maintaining efficiency.
2️⃣ Cost Efficiency — –16.6% CPM
Optimizing audience targeting and creative delivery led to a 16% drop in CPM, allowing EZ to reach more people for every riyal spent.
3️⃣ Conversion Efficiency — –14% CPR
Through funnel optimization and message-focused campaigns, the cost per result decreased by around 14%, showing stronger performance with the same budget scale.
4️⃣ Lead Quality Uplift — +70% Qualification Rate
The new full-funnel structure and retargeting strategy increased qualified leads by 70%, translating awareness efforts into high-value inquiries and genuine leasing potential.
5️⃣ Smarter Budget Flow
Instead of allocating spend to fixed creatives, EZ adopted a percentage-based distribution across objectives, creating flexibility to shift investment dynamically based on performance insights and data trends.
6️⃣ Stronger Digital Platform Dependence
One of the major shifts was EZ’s transition from relying mainly on Messages Campaigns and external listing platforms like Property Finder — which depended on limited owned data — to building a robust digital funnel within EZ’s own ecosystem.
By leveraging digital platforms more strategically and increasing ad purchase investment on these channels, EZ gained greater control over audience data, targeting accuracy, and performance scalability.
This transformation led to higher efficiency, stronger data ownership, and a more sustainable digital growth model.
🏆 Impact Summary
EZ Real Estate successfully evolved from a static media-buying approach to a data-driven, performance-oriented marketing system.
This shift resulted in:
- Higher reach and awareness.
- Lower cost per engagement.
- Stronger lead qualification and conversion rates.
- Enhanced dependence on owned digital assets and data-driven platforms.
- A scalable, repeatable model for future property campaigns.
