The article focuses on finding an approach to applying analytical methods and digital tools for forecasting and optimizing the planning of advertising budgets and key digital advertising metrics for marketing promotion in the residential real estate sector. The results of a correlation analysis of key sales funnel metrics are presented, and the most significant factors influencing the effectiveness of online promotion are identified. Unique insider data from the sales funnel of a developer marketing agency was used, which allowed for increased objectivity, value and reliability of the results. Statistical forecasting models have been developed that can be used not only for justified adaptive planning of developer advertising budgets, but also for increasing the adaptability of developer marketing strategies, taking into account market changes and the specifics of residential real estate objects. The proposed approach allows developers and agencies to optimize the allocation of advertising investments, adapt promotion strategies to current conditions and increase the overall effectiveness of digital marketing.
