Pietro 2002, a construction agency of excellence operating in the Brescia area, was facing a challenge common to many construction companies: total dependence on generic real estate portals (such as Immobiliare.it) for the acquisition of new clients.
This strategy presented significant critical issues:
- High costs: An average spend of €25 for every single lead.
- Poor quality: Contacts were often poorly profiled and scattered among dozens of competing ads.
- Absence of control: No direct management over the brand narrative and communication.
When we proposed an alternative system, the objection was immediate: “It is not possible to generate direct contacts on WhatsApp for villas of this value in this way.” This was an understandable skepticism, born of a widespread belief in the sector: the idea that only big portals act as the solution for high-value properties.
We at Keryx Design, however, knew that a decidedly more effective path existed.
The Strategy: Direct Response Design Applied to Construction
We responded to the challenge by designing an integrated system based on three fundamental pillars of direct response marketing.
1. Strategic Landing Page and High-Value Lead Magnet
We abandoned the concept of a “showcase site” to build a pure conversion landing page. The fulcrum was not a banal “contact us” button, but an irresistible Lead Magnet: a complete digital brochure that offered:
- Detailed floor plans of each housing unit.
- Photorealistic and professional 3D renderings.
- Advanced technical specifications of the systems.
- Documented energy certifications.
2. ADS Campaigns with Direct Response Carousels
The advertising strategy on Facebook and Instagram was built on carousels designed according to direct response design principles. Every element was studied to:
- Visually guide the user towards the key message.
- Use copy focused on the concrete benefits of living there (not just on aesthetics).
- Drive an immediate Call-to-Action towards WhatsApp.
3. Print Support: The Strategic Trifold
To not interrupt the value experience during live negotiations, we developed a paper trifold. This tool replicates the effectiveness of the digital communication in a physical format, becoming a tangible and authoritative support during meetings with potential buyers.
Analysis of Results: A Self-Sustaining ROI
The initial investment of €4,000 covered the entire setup (landing page, campaigns, and print materials). The results of the first test, carried out with only €90 of advertising budget, were surprising:
| Metric | Result Obtained |
| Qualified Leads Generated | 15 contacts |
| Current Cost per Lead | €6 |
| Previous Cost per Lead | €25 |
| Cost Reduction | -76% |
The Value of Scalability
The most relevant aspect is the Return on Investment (ROI) in the long term. With the old system, 100 leads would have required an outlay of €2,500. With the Keryx Design system, the cost drops to €600.
Considering that the villas in the portfolio guarantee an average margin of 80-100k each, closing just one single sale is enough to repay the initial investment 20 to 25 times over.
The client’s enthusiasm was our greatest confirmation: during the campaign activation, Pietro 2002 updated us daily on the constant arrival of new contacts and the effectiveness of conversations started instantly on WhatsApp.
Why Did It Work? The 4 Principles of Success
The success of this project is not the result of chance, but of the rigorous application of four cardinal principles:
- Specific Offer: We didn’t promote “nice houses,” but we offered solutions to concrete questions (floor plans and technical data).
- Elimination of Friction: We chose WhatsApp to make contact immediate, eliminating long and complex forms that discourage the user.
- Scientific Design: Every visual element was optimized for readability and visual hierarchy (neuroscience-compliant), guiding attention where necessary.
- Message Ownership: Unlike portals, where you are one of many, the proprietary landing page allows you to totally control the narrative and perceived value.
We have a construction company and we were working on an important project with three villas under construction.
We needed something more than a simple paper brochure: we wanted a way to make ourselves known and to get in touch with clients without having to go crazy with social media.
We therefore chose to rely on Davide and the Keryx Design team, who followed us in the creation of our site.
The result was exactly what we were looking for: a practical, curated, and business-oriented tool, which today we can comfortably recommend to anyone interested in having more information on the project.
Paola F. — Administrator, Pietro2002
Lessons for Construction Companies of the Future
This case study highlights three fundamental truths for the construction sector:
- Generalist portals are not the only way: and often they are the least efficient choice.
- Direct Response sells high value: it doesn’t serve only for cheap products, but it is fundamental for complex assets if applied with solid principles.
- Lead control changes the business: managing the contact in the first person radically transforms the quality of the negotiation.
Do you want to achieve similar results for your business?
If your company is investing too much in low-quality leads or if your growth depends exclusively on external portals that you cannot control, we can help you.
At Keryx Design, we are specialists in direct response design: we create marketing tools, both digital and paper, designed to amplify your message instead of sabotaging it.
Apply for a free consultation
We will analyze your specific case and show you how to apply this system to your business model.