Marketing Lad

REAL ESTATE · BEIRUT · ONGOING

Selling apartments before they're built.

I'm Sammak Development's digital marketing and advertising manager. I've worked with them continuously since February 2025, across all their developments.

  • 1,800+

    Direct buyer enquiries

  • $1.45

    Per WhatsApp conversation

  • 6 projects · 1 brand

    Sammak's portfolio

← All work

Gefinor 326 tower render at sunset

THE ENGAGEMENT

What I run for Sammak.

One person is responsible for how Sammak is marketed, from the first idea for a building to the conversation with the buyer.

Since February 2025Continuous, across every development

  • Strategy

    Marketing strategy for the Sammak brand and for each development.

  • Social media content

    Content for Sammak and for every project it builds.

  • AI lifestyle video

    AI films and visualisations that show how a building will look and feel before it exists.

  • Paid ads

    Meta campaigns, mainly Click-to-WhatsApp, so interest turns into a conversation.

  • Print and billboards

    Brochures and catalogues for every project, and billboards.

  • Sales enablement

    I hired Sammak's sales executive and trained her on the full pipeline.

THE RESULTS

Interest, turned into conversations.

  • 1,800+

    Direct buyer enquiries

    1,555 WhatsApp conversations and 279 phone calls from Meta ads

  • $1.45

    Per WhatsApp conversation

    Average across campaigns; lowest $1.24

  • 2.1M+

    Impressions

    At $1.58 per 1,000

  • 16,300+

    Link clicks

    At $0.21 per click

  • 6,300+

    Profile visits

    At $0.05 per visit

  • 10,000+

    Video views

    Full views at under $0.01 each

Source: Meta Ads Manager, Aug 2025 – Nov 2026. Recruitment campaign excluded.

By campaign

  • Main WhatsApp campaign

    • 1,181 WhatsApp conversations
    • $1.40 each
    • 98,349 reach

  • Hamra 491 and Capitol 181

    • 223 WhatsApp conversations
    • $1.33 each

  • Serene Residence (Cynthia video)

    • 100 WhatsApp conversations
    • $1.24 each

  • Instagram growth

    • 3,742 profile visits
    • $0.03 each
    • 141,695 reach

Source: Meta Ads Manager, lifetime view.

THE SYSTEM

From a first view to a signed sale.

Every building runs through the same three stages. Each stage has a job, and each one hands people to the next. This is how I plan real estate marketing.

  1. Awareness

    2.1M+ impressions

    • Oliva
    • Serene Residence
    • Capitol 181
    • Hamra 491
    • Gefinor 326
  2. Consideration

    16,300+ link clicks · 6,300+ profile visits

    • All developments
  3. Conversion

    1,800+ buyer enquiries

    1,555 WhatsApp conversations + 279 calls

    • Capitol 181
    • Hamra 491
    • Serene Residence
  4. Sales team

    Office visits with the owners

    • Capitol 181
    • Hamra 491
    • Serene Residence
  5. Sale

    Units sold off-plan and under construction

    • Capitol 181
    • Hamra 491
    • Serene Residence
Source: Meta Ads Manager, Aug 2025 – Nov 2026. Recruitment campaign excluded.

THE DETAIL, STAGE BY STAGE

Tags show which developments use each piece.

TOP OF THE FUNNEL

Awareness and demand

Make people see the building before it exists, and keep Sammak in front of them.

  • AI lifestyle films

    Plans on paper become a home buyers can see and feel.

    • Capitol 181
    • Hamra 491
    • Gefinor 326

  • Construction progress

    Serene Residence documented from the excavation stage, so buyers watch it rise.

    • Serene Residence

  • Finished-product showcase

    Oliva is delivered. It shows the finished product and the quality of Sammak's finishing.

    • Oliva

  • Teaser and billboards

    A proposed teaser campaign, online plus billboards, ahead of the reveal.

    • Waterfront · proposed

  • Instagram reach and follower campaigns

    Paid reach that builds the audience every launch starts from.

    • All developments
Reach, Instagram growth campaign
141,695
Reach, main WhatsApp campaign
98,349

MIDDLE OF THE FUNNEL

Consideration

Give interested people enough to trust Sammak and choose a building.

  • Instagram profile visits

    Visits to the Sammak profile from films and ads.

    • All developments

  • Social content

    Posts and stories that keep each project in view.

    • All developments

  • Video retargeting

    People who watched a film see the next step.

    • All developments

  • Brochures and catalogues

    A printed brochure or catalogue for every project.

    • Every project
Profile visits at $0.03 each, Instagram growth campaign
3,742

BOTTOM OF THE FUNNEL

Conversion

Turn an interested buyer into a conversation, a visit and a sale.

  1. Click-to-WhatsApp ad

    The ad opens a WhatsApp chat in one tap.

  2. WhatsApp and calls

    Handled by the sales executive I hired and trained.

  3. Qualification

    Serious buyers are separated from browsers.

  4. Office visit

    The buyer comes to meet Sammak and the owners.

  5. Sale

    The executive closes.

RUN FOR

  • Capitol 181
  • Hamra 491
  • Serene Residence
WhatsApp conversations from Meta ads
1,555
Average per WhatsApp conversation
$1.45

THE PORTFOLIO

Every stage, at the same time.

Sammak's developments sit at different points between idea and handover. The marketing changes with each stage.

  1. Delivered

    Oliva Residence

    The showcase of Sammak's finishing.

  2. Nearly complete

    Serene Residence

    Followed from excavation to near completion.

  3. Off-plan

    Capitol 181 · Hamra 491

    Sold from AI films, before and during construction.

  4. Launching

    Gefinor 326

    Social content, two AI films and a catalogue.

  5. Pre-launch teaser

    Waterfront

    A 6-building compound, still in development.

THE DEVELOPMENTS

One brand, six projects.

Delivered

Oliva Residence

Proof for off-plan buyers.

WHAT WE DO

  • We use Oliva, Sammak's delivered project, to show the finishing quality buyers of Capitol, Hamra and Gefinor will get.

  • Oliva

Nearly complete

Serene Residence

Started at the excavation stage. About two years later, it is nearly complete.

WHAT WE DO

  • Construction progress documented, stage by stage
  • Social media content and ads

OUTCOMEMost apartments sold before completion, with social media and ads driving the demand.

100WhatsApp conversations at $1.24 each, from the Cynthia video ad

  • Serene Residence

Off-plan

Capitol 181 · Hamra 491

Launched together: Capitol 181, a landmark in Hamra, and Hamra 491, a new residential address in Hamra.

WHAT WE DO

  • AI lifestyle videos showing how each building will look and feel, turning plans on paper into a vision buyers can see
  • Run as Click-to-WhatsApp ads

OUTCOMEHundreds of messages, and many units already sold off-plan and under construction.

223WhatsApp conversations at $1.33 each, Hamra 491 and Capitol 181 campaign

  • Capitol 181

  • Capitol 181: a landmark in Hamra

  • Hamra 491

Launching

Gefinor 326

Full service, from social content to the printed catalogue.

WHAT WE DO

  • Social content
  • Two AI films, in English and Arabic
  • A catalogue

ENGLISH

ARABIC CAPTIONS

  • Gefinor 326

  • Gefinor 326, in Arabic

Pre-launch teaser

Waterfront

A 6-building compound. The name and the plans are still in development.

WHAT WE DO

  • I proposed a teaser campaign myself: online, plus billboards offline
  • Built to create curiosity before the project is revealed

Brand

Sammak, the brand

Films about the company itself, not one project.

  • Sammak brand film

  • Engineers on site

SALES ENABLEMENT

Leads only matter if someone closes them.

I hired Sammak's sales executive and trained her on the full pipeline, so every conversation the ads start is handled by someone trained on the whole process.

The pipeline she runs

  1. Answer

    WhatsApp messages and calls.

  2. Qualify

    Find the buyers who are serious.

  3. Invite

    Bring them to the office.

  4. Meet

    Get to know Sammak and meet the owners.

  5. Close

    Agree the sale.

THE PROOF

The numbers, in Ads Manager.

Meta Ads Manager results for Sammak's campaigns, lifetime view. Account details blurred.

What they said

He turned buildings that don't even exist yet into a lifestyle people can actually imagine themselves living.

Mohamad managed to turn buildings that don't even exist yet into a lifestyle people can actually imagine themselves living. He went beyond showing apartments and architectural designs to creating a whole experience around our developments. He's handling the marketing of Sammak Development as a brand, along with five ongoing projects across Beirut, and I can confidently say he's delivering far beyond what we expected. His creativity, dedication, and unconventional approach to marketing have been exceptional.

Mohamad SammakSammak Development

REAL ESTATE

Launching a development? Let's plan it.

Tell me about the project, where it is and what stage it's at. I'll tell you how I'd launch it.

Message Me on WhatsApp