In the world of real estate, where competition for buyers’ attention is fiercer than ever, high-quality video content is not just a trend but an essential tool for success. In this case study, we’ll share how the Safonov Team developed and executed a video project for a luxury property with a price tag starting at $6 million per unit. This wasn’t just a video—it was a strategic instrument that helped our client attract their target audience, increase the number of inquiries, and spark a powerful emotional response among potential buyers.
In-Depth Audience Analysis & Script Development
Before filming, we conducted a detailed analysis of the premium real estate target audience. We identified two core buyer types:
Investors interested in fundamental, centrally located UAE properties—many of whom not only seek investment but are open to living in luxury and reselling at a profit when the time is right.
End users—people who want to live in luxury, yet still value having a liquid asset that could one day be sold well above the purchase price.
We mapped out the key search queries and crafted a list of the property’s unique selling points, keeping in mind that people able to invest upwards of $6 million per unit are exposed to a lot of high-end marketing.
Our messaging focused on tangible benefits such as:
“Cigar Lounge”
“Terrace spanning the entire apartment”
“16.5% annual ROI”
“Rental income potential: from $30,000 per month”
“Projected profit: $2,790,000 after 3 years”
Each of these facts speaks directly to a key segment of the target audience. For investors, features like a cigar lounge or golf simulator are unique, unconventional perks. Publishing a minimum ROI of 16.5%—rather than an inflated number—builds credibility. The “from $30,000/month rental” message, while broad, was targeted at women who want to understand the real monthly passive income per apartment.
Assembling the Team & Equipment
To ensure premium content, we brought together a skilled crew:
Director and videographer experienced in filming luxury real estate
Professional stylists and makeup artists for model prep
Scriptwriters focused on audience engagement
We carefully selected models best able to capture and hold attention. For an Arab business audience of men 40+, we cast a woman with aristocratic Eastern features—a choice shaped by cultural expectations. For Western markets, where success and independence are key, we used a modern, stylish model representing current lifestyle trends. This approach allowed us to build an emotional connection between audience and property, boosting the video’s effectiveness in every segment.
We paid close attention to details—lighting, dynamic shots, and an atmosphere matching the property’s level—at every stage, from filming to editing.
Post-Production: Adding a Status Touch
During post-production, we:
Selected the best shots and crafted a compelling visual sequence to maintain viewer attention and highlight key advantages
Used warm color grading, appealing to those who seek both luxury and comfort
Added high-quality music tracks tailored to each audience segment, with audio in both Russian and English to expand reach
Included subtitles in both languages, which we consider essential for engagement
Adapting & Optimizing Content Across Platforms
Our video was adapted for various formats and platforms: social media, real estate websites, video hosting platforms such as YouTube, Facebook*, and Instagram*. We implemented SEO optimization to increase the video’s visibility in search engines.
We also developed a distribution strategy that included targeted advertising on platforms with a relevant audience.
The analysis and targeting process included several key steps:
Data Collection: We gathered client data through competitor analytics and specialized marketing platforms. We started by analyzing the audience already showing interest in premium real estate with competitors and in the premium segment. This involved various data sources, including specialized marketing platforms, analytics services, and public databases. Our network of real estate agents and marketers in this niche played a crucial role in gathering detailed audience insights.
Social Media and Retargeting: We studied user activity on social platforms such as Instagram* and Facebook*, focusing on people engaging with premium property content—especially those reacting to posts about luxury real estate or following competitors in this space. However, a significant portion of this segment can be realtors, so using our proprietary databases, we filtered realtors out of our ad targeting.
After collecting the data, we identified several key audience segments for targeting. These included:
Men aged 40+ from Middle Eastern countries, interested in real estate investments in regions such as the UAE, Turkey, Cyprus, Saudi Arabia;
Western investors and expats living in major financial centers (London, New York, Los Angeles), interested in luxury real estate for living or rental;
Entrepreneurs from the CIS and Europe considering investments in international luxury property—UK, France;
A distinct category: affluent travelers on the southern coast of France, Pacific islands, English-speaking individuals moving around elite global regions by sea.
Based on these segments, we further developed portraits of potential clients, including demographic characteristics, interests, online behavior, and media content preferences.
Targeting by Demographics: For demographic targeting, we set up ad campaigns with filters by age, gender, and location (for example, focusing on regions such as the UAE, Qatar, Saudi Arabia). Campaigns were specifically tailored to men aged 40+ in the Middle East—ensuring that our ads reached high-net-worth individuals most likely to be interested in premium real estate. For Western audiences, we targeted investors and expats in major financial hubs like London, New York, and Los Angeles. Every campaign was adjusted according to age, gender, and location, maximizing relevance and engagement for each segment.
Interest-Based Targeting: Through analysis of social media interests (on Facebook and Instagram*), we identified users actively interested in luxury real estate, high-end products, and the luxury lifestyle.
Lookalike Audiences: We used data-driven custom segments to create lookalike audiences, helping us find users with similar behavioral and demographic traits to those already interested in our competitors’ luxury properties.
Results and Conclusions
The final video project received over 50,000 views in its first week, far surpassing typical performance for video content in this segment.
We not only succeeded in capturing the target audience’s attention, but also increased inquiries about the property by 70%.
The cost per lead and qualified lead is available upon request, as you’ll want to know not only the success of this case, but also the specific ROI our client received from this campaign.
This case clearly demonstrates how well-structured, insight-driven video content, created with thorough analysis and strategy, can become a powerful tool for selling luxury real estate.
*Facebook and Instagram are recognized as extremist organizations and banned in the Russian Federation.