Introduction
Yntro is a real estate developer that, in addition to selling and developing real estate, also rents hotel rooms, vacation homes and seaside apartments when the owners are not there.
Yntro had already rebranded in 2022, with a new sales and business philosophy at its core that made the idea of “unburdening” clients the main focus. By unburdening, Yntro meant that customers should not have to deal with the hassle of renting and maintaining their seaside property. The company wanted to go for a persuasive, content-focused approach to accompany this rebranding rather than a hard sales pitch approach. That's why they turned to MakeWaves.
“It was actually kind of starting (again) from scratch,” recalls Lorenzo Verleye, Marketing Manager at Yntro. “That presented opportunities because there was no ballast of an already known brand to consider. On the other hand, we couldn't really build on an already known story either.”
Our approach
MakeWaves put together a content calendar with a good mix of topics that could convey the new Yntro philosophy, and ads that more directly addressed the needs of the target audience: primarily two-income earners with little time to devote to administration, and aging people who saw coastal real estate not only as a nice vacation spot, but also as something to earn a little extra through rentals.
As the content on Facebook and Instagram began to take off and the first contact requests poured in, we thought about additional methods to reach our target audience even better. After all, many prospective clients have similar questions. By deftly using both blogs and informative video material, we also appealed to those still in exploratory stages.
The star performer in this process was the first Yntro video, which featured a satisfied customer talking about the Yntro approach. “This couldn’t have gone better even in our dreams. The customer talked enthusiastically about us and perfectly reflected our new philosophy,” Lorenzo adds.
Conclusion
Not only did the Meta platforms and their algorithms reward the consistent regularity of our efforts, the audience also liked the content. This resulted in an average engagement rate of 6.3% on Facebook and Instagram. These numbers are not to be underestimated, considering that the average for businesses is less than 1%.
The partnership between Yntro and MakeWaves was renewed in 2023 and again in 2024. The benchmarks were raised based on the good results in 2022, and after focusing on the quantity of leads, it was shifted to focus on quality. Cost per lead dropped to €16.04 (outperforming the benchmark of €20) and our target for new contacts in Google Ads was exceeded by 150% at a cost per contact of €8.
“The unique thing about this collaboration between Yntro and MakeWaves is that the lines of communication are very short, which allows us to adjust quickly. MakeWaves has the advantages of a local and nearby agency, combined with the know-how and network you would rather expect from a large, established agency,” Lorenzo adds.
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