Brand, site and Google Ads to sell a new build development: Urban Tenerife

Urban is a new build residential development in Los Cristianos, southern Tenerife: around twenty three bedroom homes, commercial units and garages.

A development has a commercial expiry date: every unit has to sell inside a short window, and the buyer does not live on the island.

The goal was to sell everything in twelve months to high net worth buyers anywhere in Spain, and there was nothing to start from.

• No brand: the development had no identity and no sales materials.
• No site, no history: nothing indexed and no previous campaigns to build on.
• No bridge to the showroom: online interest did not become an in person visit.
• A remote audience: the buyer is on the mainland and decides looking at a screen.

And every month without a channel still burns a month of the selling window.

We built the entire launch from scratch, identity, site, measurement and paid media, around a single measurable goal: getting the visitor to book a showroom visit.

The brand and its materials

• Logo, style guide, cards, brochure and price sheets in Spanish and English.
• A development with no name of its own is neither remembered nor recommended: the brand is part of the product.

A site that books, not one that informs

• Bilingual WordPress site with a sheet for each home type.
• WhatsApp Business and a showroom booking calendar built into the site.
• The conversion is not a contact form: it is an appointment with a date and time.

Measure before you spend

• Analytics, Tag Manager, Search Console, Clarity and the Facebook pixel, with events on every call to action.

Paid media and search

• Three search campaigns from March 2022: brand, generic terms and English language terms.
• Targeted across Spain and excluding people already living in Tenerife, because the buyer comes from elsewhere.
• The account went live after resolving an initial suspension over domain verification.
• In parallel: keyword research, technical audit, error fixing and optimization of titles and meta descriptions, with monthly reporting.

Learn more about digital marketing and software development.

The development went from not existing online to filling the showroom calendar with visits booked on the site.

Starting point

• No brand, no indexed site and no campaign history.
• No way to turn online interest into a showroom visit.

What was achieved

• 34 showroom visits booked online, from April to early June 2022.
• 6,887 Google Ads clicks from March to May 2022: 888, 3,030 and 2,969 by month.
• Cost per click from 0.45 to 0.34 over the same period.
• 682 clicks on the site call to action buttons.
• Almost 3,000 users in May 2022, 2,800 of them new.
• Technical site health from 82% to 93% in May 2022.

Strategic impact

• Booking the visit on the site turns a digital metric into a sales appointment.
• Excluding island residents concentrates the budget on the people who actually buy.