Enhancing Lead Quality for Fumba Town with Meta Ads

Fumba Town had been running paid campaigns on Meta Ads but consistently encountered a major issue: low-quality, spam-heavy leads. Their primary objective was to improve both the quality and quantity of these leads without increasing their CPL. This was the challenge assigned to our agency, MONSOON.

The low lead quality stemmed from a lack of awareness about the offering, with many leads coming from regions that could not afford the properties. In addition to improving lead quality, Fumba Town aimed to boost sales by establishing a stronger presence in key global markets – specifically the USA, Canada, the UK, and Germany – believing that greater brand recognition in these regions would support their sales goals.

However, the absence of a localized website, particularly for the DACH region, made it difficult to effectively engage with local audiences. This was especially significant for German prospects, who rank high in uncertainty avoidance, making them less likely to convert without tailored, trust-building content. Our agency faced the challenge of growing lead volume while maintaining stable media budgets and targeting high-economy countries.

To address Fumba Town’s lead quality challenges, we began with comprehensive research, including interviews with existing clients from targeted regions and cultural analyses based on Hofstede’s and Hall’s frameworks. This allowed us to identify two primary buyer personas: Tanzanian diaspora investors and international investors, each with unique motivations for purchasing property in Zanzibar. The Tanzanian diaspora was driven by the desire to secure property in their homeland for future relocation, while international investors were attracted by the idea of owning a holiday home in a paradise-like environment.

With these insights, we crafted a tailored Meta Ads strategy, developing distinct messaging for high-context cultures (Western countries) and low-context cultures (African markets). Our focus was on visual ads that built trust through real estate visuals, highlighting both the interior and exterior of the properties, paired with concise, emotionally engaging copy. This was particularly important for more skeptical audiences, such as the German market, where trust-building was critical. We used static images, carousels, and videos to showcase the natural beauty of the development, while communicating key details such as starting prices to capture interest.

Our approach emphasized trust-building across all markets by leveraging targeted, visually compelling ads that conveyed the desirable lifestyle in Zanzibar. Combining this with interest-based targeting and custom lookalike audiences, we were able to target the right prospects who were highly engaged with the content. By utilizing Meta’s conversion campaigns, we optimized lead generation efforts while significantly improving both the quality and relevance of leads.

• We launched Meta Ads campaigns on both Facebook and Instagram, with a focus on driving traffic and increasing lead conversions. In the initial phase, we targeted specific interests such as “african cuisine,” “real estate investing,” and “tanzanian beaches” to reach relevant audiences. As the campaign progressed, we expanded to lookalike audiences generated from custom signals based on leads collected through our campaigns. This combination of interest-based and lookalike audience targeting proved to be the most effective strategy.
• For content, we used a mix of static images and 30-90 second video creatives to showcase the properties, providing viewers with a virtual experience of the interiors and exteriors. The video content performed particularly well, offering audiences a more immersive sense of the properties. This was complemented by concise, market-specific copy that resonated with each audience’s communication preferences.
• The campaign ran over six months, split into two phases, from August 2023 to January 2024. Throughout, our team used Meta’s advertising options to continuously optimize performance, adjusting budget and targeting strategies according to the evolving business objectives. In the second phase, we scaled the budget by 300%, which led to an immediate increase in lead volume while maintaining a strong CPL efficiency.

• Phase 1 (August to October 2023): Despite maintaining a steady lead volume, the CPL decreased by 32% by October compared to the campaign’s launch;
• Phase 2 (November 2023 to January 2024): We achieved an additional CPL reduction of 20-25%, alongside a remarkable 380% increase in leads PoP
• Additionally, the CTR’s on Meta Ads improved significantly, rising from an average of 1.05% in August to over 4.82% in January, well above the industry standard. This strong performance indicates that the ads were highly engaging and relevant to the target audience.

Our Meta Ads campaign effectively resolved Fumba Town’s challenge of low-quality leads, improving both lead volume and quality while reducing the CPL. The tailored, research-based strategy attracted a more relevant audience interested in investing in property abroad. With this foundation, Fumba Town is now well-positioned to scale its marketing efforts further, focusing on localized language support and deeper market penetration to drive international sales and investment growth.