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Avito Real Estate "Our walls"

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  • Avito Real Estate "Our walls"
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  • Avito Real Estate "Our walls"

Проблема

Transform the real estate user experience by making the home search process more transparent and informative.
Help people make conscious, well-informed decisions when buying a property.
Restore the value of mass-market housing by breaking stereotypes around Soviet-era panel buildings

 

Launch a new section on Avito Real Estate with user reviews for residential buildings — setting a precedent for the entire industry.
Support the launch with a project that encourages users to spend more time on property listings and engage with the review functionality.
Integrate helpful additional content and tools into the Avito Real Estate platform.

Решение

Today, we’re used to reading reviews about everything — from coffee to cars. But in real estate, genuine feedback from residents is rare. Among major platforms, only one relatively small player had ever tried implementing reviews for buildings.

As one of the market leaders, Avito Real Estate decided to change the landscape and introduced a review feature for residential buildings. To draw attention to this new functionality, we launched a special project dedicated to the most iconic and widespread housing format in Russia — standardized Soviet-era apartment blocks.

Instead of the usual condescending “panelka” narrative, we reintroduced these buildings as a symbol of accessible comfort and architectural revolution, which provided millions of families with a roof over their heads.

In collaboration with the Moscow Through the Eyes of an Engineer project, we created "Our Walls" — a cultural and historical experience fully integrated into the Avito Real Estate product.

We collected and curated detailed information about Moscow’s typical housing series — from their design history and architectural features to layout pros and cons — and turned it into an intuitive series of building profile cards.

 

· Selected 20 of the most popular housing series in Moscow (from a pool of 50, based on sales statistics).

· Grouped them into 6 “families” — from Stalinist buildings to modern residential complexes.

· Developed expert descriptions covering design history, engineering solutions, construction materials, layout evolution, and everyday living features.

·  Based our work on authoritative sources: academic papers by architectural historians, construction catalogues, building codes, ethnographic studies, and archival photos and blueprints.

· Selected 20 of the most popular housing series in Moscow (from a pool of 50, based on sales statistics).

· Grouped them into 6 “families” — from Stalinist buildings to modern residential complexes.

·  Developed expert descriptions covering design history, engineering solutions, construction materials, layout evolution, and everyday living features.

·  Based our work on authoritative sources: academic papers by architectural historians, construction catalogues, building codes, ethnographic studies, and archival photos and blueprints.

 

· Designed an interactive landing page with intuitive navigation by era and building series.

· Created original editorial content blending expertise with engaging, story-driven narratives.

· Curated a unique visual archive: historical and modern photographs, architectural plans, and schematic diagrams.

Launched a user-generated storytelling contest, encouraging people to share personal memories of life in typical buildings — winners received a guided architectural tour and access to an exclusive online lecture.

The main functional breakthrough of the "Our Walls" project was its full integration into the Avito Real Estate platform.
Each housing series card and corresponding user reviews became a seamless part of the user journey. This enhanced transparency, strengthened trust in the platform, and reframed public perception of standard housing.

Результаты

·100+ million impressions within the platform.

· 48 organic mentions in Telegram channels — combined with paid media, generated a total reach of 4.3 million.

· 150,000 visits to the project landing page, 10% of which clicked through to real estate listings on Avito.

· +126% growth in views for listings with building reviews and +10% increase in conversion to contacting sellers.

· The housing series card functionality became a permanent feature of the Avito Real Estate platform.

"Our Walls" took aim at shifting public attitudes toward mass-market housing — highlighting their emotional significance and architectural heritage status.
The project united personal memories, historical depth, and a modern digital service — turning the housing search into a thoughtful, emotionally resonant experience.