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Global factors that affect the real estate sector: the key rate and down payment have increased, the maximum loan amount for preferential mortgages has decreased. Because of this, demand for real estate has fallen by 15%, and the cost of attracting leads has increased by 200%.

Real estate experts summed up the results of the first quarter of 2024 and told how to reduce the costs of attracting leads.


who is buying real estate now and how to interact with the target audience;
what real estate remains in demand;
how to reduce advertising costs in modern conditions;
which option for qualifying leads from a website is the cheapest and fastest to implement;
why communication via messengers is more profitable than via SMS;
how to reduce the percentage of missed calls;
how to communicate with those who are not ready to talk on the phone;
how to relieve managers from routine tasks and focus them usa email list on working with hot leads.
The article turned out to be long, so there is a short summary at the end. If you are short on time, feel free to scroll down.

What's Driving Real Estate Demand in 2024
The key rate has doubled compared to the summer of 2023 — from 7.5% to 16%. Because of this, the market mortgage rate has increased. For example, in April 2024, when buying primary real estate in Moscow, the mortgage interest rate was 18.5%.
The initial payment has increased by 1.5 times compared to 2023 - from 20% to 30%. This reduces the number of those who are ready to buy real estate, because they need more of their own funds for the initial payment.
6 million rubles is the maximum loan amount for a preferential mortgage for all regions. In 2023, in Moscow, the Moscow Region, St. Petersburg and the Leningrad Region, the maximum loan amount under the preferential program was 12 million rubles. The smaller the loan amount, the cheaper the apartments will be purchased.
In July 2024, the preferential mortgage at 8% per annum will end. The sales will be driven by targeted preferential mortgages: for military personnel, family, for IT specialists.
Real Estate Q1 2024 Results
Demand and prices. "Demand for primary real estate has fallen by 15-16% across the country. This is a serious decline," says Sergey Razuvaev, CEO of GMK .

This is confirmed by Denis Golubochkin, head of CRM marketing at the Samolet group : "The increase in the down payment led to a cooling of demand in the real estate market. At the same time, the number of leads in our CRM channels has decreased slightly, because we have increased the number of personalized communications.

At the end of 2023, we switched to segmentation by the time of the client's last activity: the closer the client's last active action, the higher the communication load of mass mailings on the user. And vice versa: the further away the user's last active action, the less communications he receives.

We have many objects with different conditions of implementation, so we try not to use general offers, but make personalization for each client for a specific object. We determine the client's interest:

in the process of communication with the manager, the client himself indicates preferences;
based on his behavior on the site, for example, which pages he visited, which forms he interacted with.
This approach allowed us to increase coverage and conversions. But, in essence, the current communication format is a pilot for machine learning models that will help to more accurately qualify the client and personalize offers based on more information about the client and their behavior. This will optimize costs, reduce the communication load on the user and increase conversions at all stages of the funnel.

In the first quarter, we tested a model that identifies customers who are most likely to buy. We used telemarketing to make a special offer to these customers. As a result, the conversion to a meeting was 14 times higher compared to calling a random group of users.