FAVORIT-2 residential complex
Real estate
favorit-2.com.ua/ Favorit-2 by Orlan-Invest Group, the second phase of a successful residential complex in the heart of Irpin surrounded by parks. Premium class in the suburbs: refined classical style, gated territory, 15 minutes to Akademmistechko metro station. The market was saturated with budget-segment offerings, and convincing buyers to pay a premium for an apartment outside Kyiv demanded a fundamentally different approach to presentation and traffic acquisition.
Task
Build a full-featured WordPress website from scratch for the second phase sales launch: from structure planning and design to development, advertising campaign setup, analytics, and CRM integration. Primary goal: deliver a steady flow of quality inquiries at a cost comparable to the budget segment.
What was done
- Developed a full-featured WordPress website with an admin panel for independent content management: updating floor plans, pricing, construction progress reports, and purchase terms without developer involvement.
- Designed UX with a mobile-first approach, recognizing that the majority of advertising traffic arrives from smartphones: prioritizing load speed, accessible CTAs, and streamlined navigation on small screens.
- Created a design in a bold black-orange palette that immediately distinguishes the complex from typical developers and underscores its premium positioning without excessive formality.
- Implemented intuitive floor plan presentation with apartment comparison by area and floor, reducing clarification requests and improving the quality of each inquiry.
- Constructed a decision-making funnel from the first screen to the inquiry form: each subsequent block reinforces the value proposition and addresses typical objections of suburban premium real estate buyers.
- Integrated a CRM with automatic capture of every inquiry, retaining traffic source, UTM tags, and selected floor plan for contextual follow-up by the sales manager.
- Configured advertising campaigns in Google Ads and Facebook Ads with granular UTM tagging, enabling performance tracking of each ad, audience, and keyword down to the individual inquiry level.
- Deployed a sequential hypothesis testing system on landing blocks: headline variations, CTA placement, advantage presentation order, and purchase term wording, progressively increasing conversion rates.
- Set up end-to-end analytics tracking all interaction points: from the first ad click to a call or form submission, with data passed back to ad platforms for automated bid optimization.
- Performed load speed optimization: render compression without quality loss, WordPress-level caching, deferred image loading, and code minification for stable Core Web Vitals scores.
- Provided ongoing technical support with conversion metric monitoring, content updates, prompt response to advertising campaign changes, and scaling of effective channels.
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