Success Stories

Real Estate Projects - Distrito Natural Vibio.land

Natural District triples sales for its Vibio.land development by fine-tuning target audiences and going back to basics.

Starting point

Distrito Natural is a Spanish real estate developer, founded in 2020 by the architectural studio sAtt (B Corp), specializing in ecological and collaborative cohousing. Its focus is on developing housing projects with a positive environmental, social, and economic impact (Triple Bottom Line). With six real estate developments underway, both urban and rural, and more than 130 homes planned or under development, its marketing strategy is crucial to positioning this innovative approach within the real estate sector.

After a year of collaboration with another agency, during which, despite sharing a wealth of information, they didn't feel truly aligned in either communication or the results delivered, Distrito Natural decided to partner with PSD. We started, as always, with the basics: a 360-degree digital audit to identify gaps and key areas for improvement that would form the basis of our new joint strategy.

What we have done in PS

360º Digital Audit
Comprehensive audience redesign
Niche-specific keyword research with a hypersegmented approach
Website review with CRO improvement proposal
Restructuring lead generation tactics
Improved tracking

Quick Wins

x3

As leads

x5

In sales conversion rate

x10

In real knowledge of your audience

x3

In diversification of acquisition channels

The challenge

From the outset, we detected a clear friction between the unique value proposition of Distrito Natural (with its active Vibio.land project) and the digital strategy being implemented. The proposed activation followed an overly general approach, typical of the traditional real estate sector, failing to take advantage of the niche's potential or connect with the specific profile of its audience. This resulted in:

Google Ads campaigns that were too broad, attracting unqualified leads with little interest in this type of promotion.
In Meta Ads, only automations were used, with basic geolocation segmentation, without working with custom audiences or strategies based on buyer personas' behavior.
The creatives used in the campaigns were not tailored to the key messages; they simply reused generic corporate materials.
The website structure was disorganized after mapping the customer journey: the value proposition wasn't visible on the home page, and the conversion page contained serious errors, such as misconfigured forms.
At the analytics level, tracking was limited to Google Analytics 4, without Google Tag Manager or properly configured conversion events in Meta Ads. This made it difficult to measure and optimize the acquisition funnel.

All of this resulted in a loss of resources and low-quality leads, making it difficult for the sales team to close deals.

The solution: go back to basics and optimize with niche intelligence

We conduct extensive keyword research, focusing on terms specific to the green real estate ecosystem, to improve targeting and attract more qualified traffic from organic and paid searches.
We leveraged one of our greatest legacy assets: a highly curated buyer personas created from previous buyers. Using this powerful insight, we manually and strategically built audiences in Meta Ads, with profiles such as:
- Professionals who work remotely, with environmental sensitivity.
- Young families looking for a healthier environment to raise their children.
- Active seniors, interested in health, sports, and conscious eating.
We built on what already existed on the website, submitting a CRO recommendations document focused on improving the user journey and conversion.
On the creative side, we discarded the previous materials. We carefully selected creatives more aligned with the value proposition, and moved from automated lead ad campaigns to a qualified web traffic strategy, with the goal of better understanding the user and their motivations.
A more robust tracking plan was implemented: GTM, key events, and conversions were set up in both Meta and GA4, allowing for effective measurement and optimization of the entire funnel.

The results

Sales triple compared to the previous period.
Campaigns are no longer broad and automated, but more precise and targeted. This improves not only conversion but also brand reputation.
Lead quality increased significantly, with better profile fit and higher purchase intent.
The advertising budget is being redistributed, reducing investment in the Google channel and strengthening campaigns on Meta, a channel where they had not been successful in the past and were therefore using it more.
With the learning generated, a new phase of continuous web optimization begins.

At PSDigitals, we help you prioritize your paid marketing channels, measure your results, and also improve the user experience during the online admissions process.