- Case study
Solid
The service
SEO+Identity + Advertising
ector
Property Development
website
The North Coast, Egypt
Duration
2017 – 2026
About
In 2017, Solid Urban Development, a developer with a strong reputation in Al-Agami and Alexandria, decided to enter the North Coast market.
However, the concept behind the ‘Qibli Al-Tariq’ projects was entirely new, and customers were wary of the location and the viability of the purchase, given weak demand and virtually non-existent confidence.
”
Our entry into the property market was a major gamble with an uncertain outcome, but thanks to our strategic partnership with Extra Sales, we have moved from a state of hesitation to becoming the undisputed market leader.
Sales Manager — Mohamed Fawzi
Challenges and Solutions
Organising an incomplete vision, building trust from scratch, and tackling a completely new market.
- Challenges
- An incomplete overview of management, sales and marketing
- The absence of a ready-made sales model, and the need to build the strategy from scratch
- A completely new audience that the developer has never dealt with before
- A price war and direct attempts by competitors to cast doubt on the company’s reputation
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- What we did
- Building a brand identity and a comprehensive marketing plan from scratch
- Design and development of a professional, fully responsive website
- Transparent content that addresses customers’ concerns and converts visits into sales
- Highlighting actual construction projects on the ground to counter the price war
- SEO results
Digital Leadership on Google
Google Search Console: The Solid website topped the search results, with continued growth in impressions and clicks across
Growth in visibility (Impressions)
Growth in clicks (Clicks)
A keyword appearing at the top of the first page
(CTR: Click-through rate)
- Advert results
Paid campaigns shifted the focus to sales
A combination of Meta campaigns and Outdoors adverts, precisely targeted at the intended audience in an entirely new market.
Lead Monthly from Meta Ads Meta Ads
Click-through rate (CTR)
(Cost per lead (CPL))
Reach (Total Reach)
- Website design
A digital experience that reflects the developer’s standing
A modern, responsive website that helps visitors explore our projects and services with ease.
- What have we done for Solid?
A journey from foundation to expansion, in four successive stages.
01
Strategic Foundations and Identity Building
In-depth market and competitor research, choosing a strong name for the project, and identifying genuine points of differentiation (USPs), as well as building a brand identity from scratch.
- Paid campaigns on social media platforms.
- To design a comprehensive marketing plan to ensure a strong presence in the customer’s mind.
02
Smart Deployment
In strategic locations, and TV adverts precisely targeted at the intended audience. Outdoors: Comprehensive campaigns across social media platforms, adverts
- Paid campaigns on social media platforms.
- In prime strategic locations. Outdoors Advertisements
03
Outperforming the competition through content and SEO
Highlight actual construction projects to counter price wars, and set up a professional website that ranks highly in Google search results with transparent content that converts visits into sales via WhatsApp.
- Highlighting construction projects on the ground to counter price wars and scepticism.
- ).Google: Creating a professional website that ranks highly in search engines (
- WhatsApp: Transparent content addressing customer concerns converts visits into sales via
04
Expansion and entering new markets
Following the handover of the first project, a phase of rapid growth began, with the launch of successive projects and the targeting of new markets both within Egypt and abroad.
- Launch successive projects following the handover of the first project.
- Expanding outside Egypt to ensure continued sales.
- Targeting new markets within Egypt.
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