A $1,368 test: 117 inquiries and an apartment sold in Tbilisi

Starting point

Where things stood

A developer selling move-in-ready apartments in a new residential complex in Tbilisi: one-bedrooms from $130,000, two-bedrooms from $150,000. The main selling point: the units come renovated and furnished, so buyers can live in them or rent them out as an investment.

Goal

What needed to happen

Test a new ad channel: generate inquiries from Israeli citizens looking to buy a move-in-ready apartment in Tbilisi.

Strategy

The plan

The campaign goal was WhatsApp messages: people see the apartment and message a sales rep right away. The rep answered questions and set up calls with buyers in WhatsApp too. The ads follow a simple chain — the property → the investment upside → a turnkey solution — and speak to several buying scenarios: a home with no renovation hassle, a rental investment, perks for business owners, property management, and mortgage financing.

System

How the funnel works

1. Meta ads: the apartment → the investment upside → a turnkey solution
2. Click through to WhatsApp
3. Chat and call with a sales rep on WhatsApp
4. Closed deal

Execution

What was done

• Mapped out five buying scenarios, each with its own message: a home to live in, an investment, doing business in Georgia, property management, and mortgage financing
• Built creatives from real photos of the complex and interiors — showing prices, finishes, and furniture
• Targeted Israeli citizens, sending them straight to a sales rep on WhatsApp
• For business owners, added the case for doing business in Georgia and its 1% preferential tax rate for those who qualify

Ad creatives

What the ads featured

• Move-in-ready apartments, fully renovated and furnished
• Prices from $130,000
• Tbilisi as a place to live and invest
• Potential rental yield of 5–6% a year
• Mortgage financing up to 60%
• Property management option: the management company finds and handles tenants
• Georgia’s advantages for business owners

Result

What came of it

• $1,368ad spendSource: Meta Ads account
• 117WhatsApp inquiriesSource: Meta Ads account
• $11.69average cost per inquiry over the whole periodSource: Meta Ads account
• $7–8cost per inquiry during steady stretchesSource: Meta Ads account
• 1two-bedroom apartment soldSource: Client data
• from $150,000two-bedroom apartment priceSource: Developer’s price list

Takeaway

What the project showed

With a high-ticket product, even a short test can pay off: a single apartment sale starting at $150,000 brought in revenue more than 100 times the ad budget. And pauses cost money: during steady stretches an inquiry cost $7–8, but the breaks pushed the overall average to $11.69.

Next

What happened next

The campaign was stopped before full-scale growth because the two sides ended their partnership.