Miramar Home

We held a series of briefings with the client to understand how they saw their target audience and what put website visitors off.

The key competitive advantages were assistance with obtaining a golden visa, convenient villa locations, good infrastructure, beautiful coastal views, German design and quality.

We defined the objectives and proposed ways to achieve them.

We requested all current information about the developments that would be useful to potential buyers.

We assembled video and photo libraries with development visualisations. We explored future development plans to create a comprehensive strategy and identified each property's unique selling points.

We subsequently focused our marketing work on these groups.

We identified the main purchase motivations and barriers: apartments that were too large for local residents, high prices and a lack of trust due to the company's short time in the market.

We monitored property competitors Euromarina, Pridum and Espcasas.

Based on this research, we identified Facebook*, Instagram* and LinkedIn as the most suitable social networks for communicating with leads.

We identified shortcomings on competitors' platforms, primarily low audience engagement and limited trust.

To avoid repeating these mistakes, we focused on reach and measured real enquiries and leads rather than likes and comments.

*Facebook and Instagram are owned by Meta, whose activities have been designated extremist and prohibited in the Russian Federation.

We selected key competing websites in search results as references. We examined their main menu structures, About sections and catalogues in sequence.

We then studied user behaviour over a year, analysing total search traffic, bounce rates, exit rates, time spent on pages and the number of pages viewed.

The data showed that we needed to add more sections to the landing page and improve its content.

We assessed the information architecture, usability and appearance of every website element.

We noted strengths, including a 3D property tour and high-quality media content.

We documented all shortcomings in the UI analysis.

We carried out a complete analysis of the structure and content of the client's and competitors' websites.

We reviewed every content section and recommended changes to make the website more effective at selling. We also proposed a more logical order for the sections.

We summarised the shortcomings:

We selected all three properties for the technical audit. We checked website functionality and loading speed, analysed code quality and structure for errors, and assessed website and server security. We found that the CMS and applications needed updating.

We developed recommendations for resolving the existing technical issues:

Initially, the client was certain that the websites did not need changes. However, the audit showed that substantial improvements were needed in every area.

To improve functionality, we decided to develop a new landing page for one of the developments, Coral Village.

We prepared a presentation showing each stage of the website audit and all the findings. Beforehand, we created a design mockup for a new website, which also influenced the client's decision to commission its development.

Finally, we compiled our observations and recommendations and submitted them to the client for approval.

We began with marketing-led website planning. Rather than focusing only on the desire to buy property, we positioned the development as a good investment and a contribution to a happy future.

We chose a blue, white and light-blue design to evoke the sea beside the villa development.

The colours reflected the properties themselves: white for the villa facades and blue for their private pools. Muted tones helped the colour palette convey calm and an unhurried pace of life.

We also sought to reflect the villas' architecture through the website design.

The design is minimalist, with predominantly straight geometry and generous space that conveys the scale and clean lines of the new homes.

To help visitors immediately feel the sophistication of coastal living, we selected and arranged imagery so that it complemented the text.

The result felt cohesive while clearly showing the beautiful views and welcoming villas.

We redrew every villa floor plan in the required colour palette so that the architects' existing layouts would fit the website design.

The resulting website was easy to understand, uncluttered and convenient to use.

Although landing pages rarely offer extensive functionality, we added a flexible module with broad editing capabilities in the admin panel. It lets the client quickly change the selection, types and descriptions of villas.

We carefully designed the ability to edit all content and interactive elements, so the client can make changes at any time without a developer.

We used an admin panel familiar to the client and well suited to regularly editing sections: WordPress CMS.

We linked villa attributes so users could choose a villa by their preferred criteria, after which the website automatically suggested a floor plan for that villa type.

The result was a single-page website with full property catalogue functionality and editing capabilities.

We integrated Google Maps and used its API to add infrastructure around the developments, following the approved design.

We updated the website software and plugins to current versions, improving its speed.

We developed a content plan focused on quality rather than volume. Instead of entertainment, we concentrated on material helping potential buyers understand the developments: the company's services, property features and materials, and answers to questions important when choosing a home. We published 9–10 posts per month.

We analysed competitors' social media presence and identified the most suitable channels for communicating with the audience. We selected LinkedIn, Facebook* and Instagram*, focusing on reach and attracting real leads.

To engage with the audience regularly, we developed Stories scenarios with polls, questions and interactive formats. They explained the properties' advantages, construction, service and locations, helping build brand loyalty and sustain potential buyers' interest.

We revised the communication style for the luxury property audience. We replaced generic advertising appeals with a calm, respectful tone in which managers advise potential buyers, answer questions and help them choose a suitable property.

We set up email campaigns for property agencies, notifying them of changes to property prices and availability. We also developed a series of emails from the company's founder to build a more trusting relationship with partners and increase audience engagement.

We developed social media content categories to cover the key topics of interest to potential buyers systematically. The content included the company, properties, service, materials, region, infrastructure and investment opportunities, answering the audience's main questions.

Developed a Strategy paid social advertising: we set the budget, tested geographic targeting and launched the first campaign for Coral Village. After analysing results, we scaled promotion using retargeting and lookalike audiences. We prepared all advertising materials and English copy ourselves.

We developed a consistent visual style for social media and prepared templates for posts, banners and supporting graphics. All materials followed the company's visual identity to make communication recognisable and preserve the brand's premium positioning.