- high activity of developers, significant competition, a lot of new and secondary residential facilities on the market;

- more than 70% of the country's citizens and newly arriving repatriates prefer not to rent housing, but to buy it.

- more than 32,000 apartments are sold in the country per year, the prices are constantly growing (over 10 years the prices grew 45%);

- the Government of Israel is taking measures to ensure that housing prices are consistent with the middle-class earnings;

- the number of young families who were able to buy their own housing increased by 30% over the previous 5 years;

- availability and low cost of mortgage lending for the population (about 2% per annum), mortgage payments are comparable to the cost of rent;

- more than 8% of apartments are bought for investment purposes;

- Hadera and its suburbs have been a leader in housing construction in Israel since 2013.

- The Internet is rather slow throughout the country, so "heavy" websites with animation and special effects are not used;

- users are not demanding on design; they prefer simple and clear interfaces;

- in Israel, Russian-speaking users make up about 15% of the audience (approximately 1,200,000 people), there is a large number of websites in Russian;

- the most popular websites of the Russian-language Internet segment are Facebook (+ Instagram), Google and VK;

- Russian-speaking Israelis prefer not to use Yandex to search for information within the country;

- due to their religious traditions, efficiency of advertising is significantly reduced on Shabbat (from Friday evening to Sunday morning);

- moderation of advertisements on Israeli Facebook and Google if the campaign is managed from Russia can be difficult and may take longer.

- Russian-speaking residents of Hadera and its suburbs within a radius of 18 km (this was a condition put forward by the city municipality);

- newlyweds and families with children;

- parents of students completing higher and special education programs;

- contract officers and military personnel - natives of Hadera preparing for retirement;

- new Israeli citizens (repatriates) who have relatives in Hadera;

- private investors born and raised in Hadera;

- elderly natives currently residing in megacities and planning to relocate to a calmer and more comfortable place.

- according to Facebook, the forecasted audience of the Russian segment that would meet the necessary criteria was 43,000 people;

- according to VK, 9,400 people use this social network in Hadera region;

- It was not possible to get reliable information on approximate reach from Google (Google estimated the target audience in the Hadera region at 2.1 million people, which was almost 2 times the number of all Russian-speaking people in Israel in general);

- it was also found out that there were practically no direct targeted queries related to "buying an apartment in a new building" on Google.

- most construction sites are very similar to each other, fit on one computer screen, present dry figures, and do not trigger any emotions;

- competitors' websites are inconvenient for viewing on mobile devices, as they are either poorly adapted, or use the responsive layout only;

- there is no emphasis on the unique trading offers of building companies. Marketing methods in the form of promotions, discounts, sales, etc, are not used either.

- at the time of the study, there was no significant advertising activity from developers around the web: in respect of the search topic in the Google Display Network in the Russian language only bulletin boards ads were found, and there were no Russian-speaking groups on social networks dedicated to buying residential apartments in new buildings.

Landing page created on the basis of our turnkey solution (see auracity.r52.ru).

The main task of the landing page was to tell visitors about the goal of the lottery, its rules and to motivate them to fill out the "Registration Form" or make a phone call to the sales office.

Analytics systems of Yandex Metric and Google have been connected.

The website was integrated with the customer's CRM. After filling out and submitting the form, information about the applicant immediately went to the Aura sales manager, who was obliged to contact him by phone, answer questions, and send required documents.

An advertising campaign has been developed for the Google Display Network, aimed at consumers interested in buying an apartment + to make visitors return to the website.

Facebook and VK groups have been created and filled out with necessary information. Advertising creatives were developed: due to lack of time, only 20 options for banners and advertising texts were developed. 3 display strategies were prepared: related to reach, traffic, and conversion. 12 audience categories were collected.

Upon completion of the 4-day tests, the following results were obtained:

- Google: 4587 displays, 48 transfers, goal achievement (filling out a form or a making call) 0;

Facebook: 9963 displays, 201 transfers, goal achievement - 19, price per lead: about 200 rubles;

- VK: 2490 displays, 29 transfers, goal achievement - 0;

- the highest cost-performance ratio was demonstrated by the traffic-aiming strategy;

- 3 leaders were identified among the developed creatives based on a combination of click-through-conversion indicators.

Conclusions and decisions.
The main efforts and budget should be focused on targeted advertising on Facebook, increasing the reach and frequency of advertising. Use only the most effective creatives and the traffic-related delivery strategy.

Campaign financing on Google and VK should be maintained at the level of a test campaign in order to increase media coverage of the audience and associated conversions.