GP Real Estate is a company that has dominated the Northern Cyprus real estate market for over 10 years. Their reputation has been built on personal contacts, recommendations, and dozens of successful deals. But even the strongest offline brand sooner or later faces a new challenge: how to transfer customer trust into the digital space and remain a leader in the digital age.

It was with this task in mind that GP Real Estate approached Solve Marketing. The first step was to develop a comprehensive marketing strategy that combined market analysis, brand positioning, content, SEO, advertising, and lead generation. Based on this strategy, we simultaneously launched work in several areas, from creating expert content and building a partner network to analytics, PPC, and process automation.

This case study is about how a data-driven strategy can transform a traditional business into a systematic marketing ecosystem capable of scaling up and consistently generating trust and leads even in a competitive international market.

How long did it take to develop the strategy? 200 hours
What is the composition of the marketing strategy development team? Head of Marketing Team, Head of Content Team, Project Manager, Operational Marketer, Content Marketer, Head of PPC Department, PPC Facebook.
How were the results of the work used? Implementation of a marketing strategy by the Solve Marketing team.

About the project

GP Real Estate is a leading real estate agency in Northern Cyprus that has been helping clients from different countries buy, invest, and legally register property abroad for over 10 years.


The company has 40+ certified agents, 150+ partners in 10 countries, its own school, GP Real Education, which trains international-level realtors, and a database of over 500 current properties.

GP Real Estate operates in a segment where the main currency is trust. Here, it is not only the product that matters, but also reputation, legal reliability, and the customer’s sense of security. 

That is why the team turned to Solve Marketing with a request to develop a comprehensive marketing strategy that would combine analysis, branding, content, advertising, and lead generation into a single system.

Project objectives

For Solve Marketing, the key objective was to create a strategic foundation for sustainable brand development. We set ourselves the following goals:

  1. Conduct a comprehensive audit of the market, competitors, and content to understand the actual drivers of demand.
  2. Formulate a clear positioning of the brand as a secure, expert partner for foreign investors.
  3. Develop a content strategy for the website, social media, and blogs focused on trust, expertise, and lifestyle.
  4. Create a lead generation system based on Google Ads and Meta with analytics, testing, and optimisation.
  5. Prepare recommendations for website updates, UX improvements, and SEO structure.

Analysis 

Before developing a strategy, we begin with a diagnostic phase. The goal is not simply to collect data, but to form the basis for a clear and realistic strategy. 

We conducted a comprehensive analysis of the GP Real Estate marketing system to see the business through the prism of the market, customers, competitors, and its own communication. The research covered key areas: from the market context of Northern Cyprus and investor behaviour to website effectiveness, SEO, and social networks. We assessed how the company is represented online, how credible and actionable its content is, and how it interacts with its audience. At the same time, we studied the competitive environment and advertising system to understand what approaches work in the market and where the company is losing potential customers. 

This approach provided a comprehensive understanding of the current situation, identified key growth areas, and enabled the creation of a strategy based on analytics and objective data.

Market and context

Northern Cyprus is one of the most dynamic property markets in the Mediterranean region. After 2022, demand rose sharply due to:

  • changes in European legislation (for example, Portugal has restricted the purchase of seaside properties);
  • the war in Ukraine, which prompted entrepreneurs, investors, and families to relocate to safer countries;
  • high return on investment (5–7% per annum in rent, up to 20% in case of resale);
  • simple procedures for obtaining a residence permit and financial confidentiality of transactions.

Along with market growth, new risks for customers have emerged — fraudulent agencies, non-transparent deals, and misinformation. Therefore, the main factor in choosing a company became trust. It was at this stage that GP Real Estate decided to strengthen its expert online presence and build systematic marketing capable of conveying the value of the brand at every stage of contact with the customer.

Project

At the time of analysis, GP Real Estate already had a robust offline infrastructure, but online communications were not functioning systematically:

  • the website had plagiarised texts, a weak structure, and did not meet SEO standards;
  • content on social media consisted solely of commercial posts without any reputation or informational layer;
  • Instagram’s audience contained up to 40% bots, which distorted analytics;
  • advertising campaigns were launched without audience segmentation, analytics, or hypothesis testing.

The company had all the prerequisites for growth, but needed a new marketing system that would combine the website, content, advertising, and analytics into a single ecosystem.

Positioning development

Positioning is not just a slogan or a description of services.

This is the foundation of strategic marketing, which determines how a company is perceived in the mind of a potential customer.
It is through positioning that a brand occupies an “unoccupied niche” in the market’s mind — the association that automatically arises when a customer hears its name.

For businesses, this means:

  • a more stable market position, regardless of price competition;
  • greater trust from the audience;
  • more effective marketing, as all communications speak the same language;
  • faster decision-making by customers — without unnecessary doubts and comparisons.

How we shape positioning at Solve Marketing

We develop positioning based on data, so before offering options, we:

  1. We conduct an analysis of selection factors (our unique methodology) — what influences the customer’s decision.
  2. We study audience motivation and barriers (why they buy / why they postpone buying);
  3. We analyse the positioning of competitors — to find “a vacant spot” in the minds of buyers.
  4. We evaluate the internal strengths of the business — what the company can actually confirm with experience, case studies, and service.

As a result, positioning is formed that works in every communication channel.

The final strategic formula

GP Real Estate is the No. 1 real estate agency in Northern Cyprus in terms of the number of properties in its database and profitability for investors. 

The established positioning becomes the central axis of the entire marketing strategy:

  • A unified brand voice — all communication channels are coordinated with each other, creating a holistic perception of the company.
  • Faster and more accurate decisions — marketing and creative work are based on a clear strategic framework rather than intuition.
  • Recognition and trust — brands are chosen not because of price, but because of their clear value and consistency in their messaging.
  • Strong emotional association — every touchpoint with the customer reinforces the main impression: professionalism, consistency, reliability.
  • Resilience to market changes — clear positioning allows adaptation without losing identity.
  • A basis for scaling — with a clearly defined essence, a brand can develop new directions while remaining recognisable.

More specifically, positioning also influences: advertising campaign messages, brand communication tone, visual identity, and content strategy.

💡 Insight: Positioning is the strategic foundation that determines why a customer chooses you. Without it, marketing works in a fragmented way: advertising generates traffic but not sales, and content generates reach but not trust.

We see this constantly in the process of developing a strategy: until a company has a clear market share, any actions remain tactical. Therefore, positioning is the first step in systematic marketing and brand scaling.

Partner strategy and regulations for working with partners

As part of our collaboration, our team has also begun developing a comprehensive partnership system, which is one of the lead generation channels.

Based on the marketing strategy, we built a comprehensive partnership system, from methodology to visual materials.

  1. Partner presentation — an official document for attracting companies and agents to cooperate. It clearly explains:
    • benefits for the partner;
    • advantages of the job;
    • step-by-step cooperation plan;
    • company guarantees;
    • expectations from partners.
  • The bilingual structure of the presentation (Ukrainian and English versions) made it possible to scale the partnership to the international market and attract agents not only from Ukraine, but also from Europe and the Middle East.
  • Package of additional materials — letter templates for initial contact, short text for LinkedIn/Telegram messages, CRM database structure for recording partners.

Together with the GP Real Estate team, we have also developed regulations for partner managers, which describe:

  • who can be partners (travel agencies, consulting companies, immigration centres, private realtors, etc.);
  • how to search for potential partners and build a database;
  • algorithm of first contact, introduction, and recording in CRM;
  • the mechanics of interaction and partner motivation (bonus and commission system);
  • rules for maintaining relationships — regular communication, joint projects, content, and collaborations.

Insight: An affiliate network is a strategic channel for attracting warm leads with high conversion rates. On average, up to 50% of contacts from affiliate sources result in successful deals. This is due to the high level of trust, prior “warming up” and audience relevance, so the affiliate direction provides a stable and predictable sales flow in B2B.

The affiliate marketing model is particularly effective for companies where the transaction cycle is long and the customer makes decisions based on trust. If you work in highly competitive industries (real estate, consulting, financial services, education), an affiliate strategy can be your strongest source of customers.

👉 Sign up for a free consultation to assess the potential of partner channels for your business.

Content system 

Based on the analysis, we developed a content strategy for GP Real Estate. The following were created:

  • content strategy for social media and the website: covers three main areas — expertise, reputation, and lifestyle;
  • visual guide for Instagram: colours, typography, covers, examples of reels and stories formats;
  • a table of headings with topics, subtopics, and scenarios for videos;
  • short format “expert blocks” — videos where agents and lawyers answer typical customer questions.

Insight: For real estate businesses, content is not only a tool for building trust, but also a powerful tool for attracting customers through visual and emotional components. In order for content to generate demand, rather than just reach, a content strategy is needed that defines goals, the role of content at different stages of the funnel, and a unified communication system.

👉 Get a free consultation from Solve Marketing and learn how to build your own content system that drives revenue.

Lead generation system

The goal is to generate a predictable flow of high-quality leads and prepare the ground for scaling up to international markets.

For GP Real Estate, we created a step-by-step lead generation strategy based on analytics, testing, and a systematic approach.
We worked as a full-fledged marketing department — immersing ourselves in the client’s business, analytics, and operational processes. Each stage was based on data, experience from previous projects, and a deep understanding of the target audience’s behaviour.

Key stages of work

  1. Audit of advertising channels
    We analysed Google and Meta, determined the effectiveness of each campaign, built a new account structure, and communication logic. This allowed us to see the real economics of customer acquisition and identify areas for growth.
  2. Audience segmentation and hypotheses (5W method)
     We formed three key groups: investors, relocators, and families with children. We developed unique messages, visual concepts, and landing pages for each segment. Each communication was based on the specific needs and motivations of the audience.
  3. Testing and analytics
     We launched test campaigns with clear metrics: lead cost, application quality, and conversion to contact. We added remarketing, event tracking, and multi-level analytics to see the entire user journey from the first click to the application.
  4. CRM and communications
    We implemented recommendations for database segmentation, mailings, and building a system of repeat contacts. This increased conversion from existing leads and created a continuous sales funnel.
  5. Preparation for scaling
    After the first month, we identified the optimal connections between channels: how Meta generates interest and Google closes the purchase intent. This data became the basis for further entry into international markets.

This approach allows us to build not a campaign, but a growth system. We view lead generation as part of our business development strategy: we analyse data, test hypotheses, and scale effective models.

This is the essence of Solve Marketing’s work as a remote marketing department: we combine analytics, creativity, and business goals into a single system.

💡 Insight: strategic lead generation is a comprehensive system for building a managed flow of applications, where each stage — from analytics to conversion — has clear metrics, hypotheses, and an optimisation cycle. This approach ensures stable scaling and predictable results, even during periods of reduced market activity.

👉 Sign up for a free diagnosis, and we will show you what steps will give your business a steady stream of applications.

Documentation and internal standards 

Internal marketing framework — documentation, standards, processes that are invisible from the outside, but which make the system stable.

We have created a comprehensive operational base covering:

  • Regulations for partner managers and marketers — roles, areas of responsibility, reporting formats, and communication frequency are described. This eliminated task duplication and communication losses.
  • Algorithms for working with content, analytics, customers, and partners — so that every process has consistency and logic, regardless of who performs it.
  • The Solve Marketing × GP Real Estate internal reporting system is a single source of data for decision-making, where each indicator has an owner.
  • Communications and publications calendar — synchronises the work of marketing, sales, and partners, ensuring a steady rhythm of activities.
  • The structure of ClickUp tasks — standardised statuses, deadlines, comments, and responsible persons. This made it possible to manage processes without chaos, even when the workload increased.

Why is this important?

At first glance, these are just technical details — tables, instructions, templates. But it is precisely these details that form operational discipline, without which no strategy lasts longer than a month.

Such documents become marketing management mechanics: strategic decisions are not lost in daily tasks. They create predictability, ensure stability when the team expands or changes, and enable the process to be scaled.

💡 Insight: Marketing is often perceived as creativity, but stable results come not from inspiration, but from a system. Regulations, reporting, and standards are not bureaucracy, but tools for managing business growth. It is these “invisible details” that enable marketing to be strategic rather than reactive.

👉 Get a consultation to see how you can build such a system in your company in just 30 days.

Development of brand book and visual identity

A brand book is a company’s visual strategy that ensures consistency in brand perception across all communication channels, from websites to Instagram and presentations. It shapes the customer’s first impression: level, style, confidence, professionalism.

For GP Real Estate, the brand book became a logical continuation of its marketing strategy — a tool that helps visually reinforce the company’s positioning as a reliable, systematic, and premium partner in the real estate market.

1. New identity

We have created a modern identity system that combines corporate style, colours, fonts, and principles for combining logos and images.

Key elements of the brand book: logos in three formats, corporate colour palette, typography, and rules for using the logo.

A brand book is “instructions for recognition”. Without it, the design of different channels lives separately, and the brand dissolves in the information noise.
We create an identity that strengthens positioning and makes the brand stable for years to come.

2. Rules of visual communication

Within the brand book, we have developed a clear system of visual principles that ensures recognisability in any format:

  • logo contrast rules; recommendations for photos and videos, balance of text and visuals, and structure of element placement.

This makes the company’s visual communication consistent, confident, and recognisable even without a logo.

3. Brand as an extension of strategy

The brand book we developed was not an isolated design project. We made it a continuation of the marketing strategy:

  • colours reflect brand values;
  • typography emphasises professionalism and technological sophistication;
  • the minimalist design reflects the systematic approach and transparency of the company’s processes.

As a result, the brand’s visual language became a reflection of its positioning.

👉 Sign up for a free consultation with Solve Marketing — we will assess the current state of your brand, show you how to systematise it visually, and create a unified structure in which design, content, and strategy work towards a single goal: business development.

Development of technical specifications and landing pages

After the analytical part, we move on to the practical implementation of recommendations.

For GP Real Estate, we developed two separate technical specifications (TS) for the creation of landing pages, which became a logical continuation of the strategy.

1. Landing page for attracting financial advisors

Objective: to create a landing page that will help attract partners — financial advisors who are ready to recommend investments in real estate in Northern Cyprus to their clients.

As part of the task, our marketers developed:

  • detailed landing page structure in Figma — taking into account user scenarios, perception psychology, and decision-making points;
  • the logic of visual content presentation, which corresponds to the GP Real Estate brand book;
  • description of each block, including copywriting tasks, key messages, CTA, and options for A/B testing;
  • CRM communication structure — so that applications from the landing page are immediately sent to the partner database.

Every website or landing page is a sales tool. Therefore, it should be designed not by designers but by marketers who understand customer psychology, the sequence of actions, and trust factors.

👉 Sign up for a free consultation so we can help you create a landing page structure that really converts.

2. Structure of the new GP Real Estate website

The second stage was the construction of an updated structure for the company’s main website.

The goal is to make the site architecture logical, understandable for users, and ready for scaling to other markets.

  • divided the content into logical blocks and created a new UX structure, where the emphasis is placed in accordance with marketing objectives;
  • identified which sections are duplicated and which need to be strengthened (e.g., separate pages for partnerships, market reviews, investment blog);
  • We designed internal transition logic so that each user could naturally reach the application or consultation form.

👉 Get a free consultation from Solve Marketing — we will analyse your website’s architecture, identify weaknesses, and show you how to turn it into an effective growth tool that works for your business goals, not just for design.

What is the conclusion?

GP Real Estate is a leading real estate agency in Northern Cyprus with 10 years of experience operating in a market where the main currency is trust.

Their goal was clear: to strengthen the brand’s online presence in a competitive environment, enhance its reputation as an expert partner, and build a systematic marketing strategy capable of conveying the brand’s value at every stage of customer interaction. 

We began our collaboration with an in-depth diagnosis: we analysed the market in Northern Cyprus, investor behaviour, competitors, and GP Real Estate’s own communication channels. Based on this data, we formed a clear brand positioning and developed a comprehensive development strategy.

After developing a marketing strategy, we became a remote marketing department. During our collaboration, we simultaneously relaunched content on social media, set up advertising campaigns on Google and Facebook, built a partnership programme, and implemented an analytics system. 

As a result of the collaboration, GP Real Estate received:

  • Strategic foundation for growth. Clear brand positioning and a well-thought-out marketing strategy became the basis for sustainable business development. The brand occupied an unoccupied niche in the minds of customers.
  • A comprehensive marketing ecosystem. The website, content, advertising, SEO, lead generation, and affiliate programme are integrated into a single system that works synchronously. All points of contact with the customer — from social media to landing pages — speak one brand language, creating a consistent positive experience and reinforcing the company’s core message.
  • A steady stream of high-quality leads. A customised advertising system (Google Ads, Meta) together with an affiliate network now ensures a predictable influx of enquiries.
  • Expert team. GP Real Estate essentially acquired an entire marketing department without hiring specialists separately. The Solve Marketing team covered all needs: from a project manager and content marketer to a PPC expert and designer. This saved time and resources: instead of a long search for personnel and setting up processes, the company immediately received a well-coordinated team working according to a clear strategy.
  • Transparent processes and standards. We have implemented internal documentation, regulations, and an analytics system that makes marketing manageable and transparent. This increases the effectiveness of decisions and enables scalability.
  • Renewed brand and identity. The developed brand book and new visual identity reinforced the company’s positioning at all levels.

The first step to success is an in-depth analysis of the market, competitors, and audience, and developing a strategy based on this data. At Solve Marketing, we start every collaboration with this foundation. 

Next, our team takes on the role of a remote marketing department, implementing the strategy comprehensively and consistently. 

This approach yields faster and more reliable results than attempts to tackle marketing tasks with scattered efforts or by hiring individual specialists without overall coordination.