Case Study – Estate Agents
The Commercial Need
The successful London-based estate agents was already well-established in their local area, however their digital marketing strategy was subsequently falling short in terms of competing successfully against other estate agents in the area. Their website was excellent but they were struggling to drive traffic to it.
Our client needed a way to publicise their property expertise, promote their services and create an effective online presence, within an agreed monthly marketing budget.
So how did The Bright Click help?
We began by setting up a professional Facebook ‘Business’ Page and creating banners and images that were in line with the branding from the main website – this made an immediate impact on the business’s online presence. A Twitter account had already been set up by the company, however, there was a limited understanding of how to build followers or of what to Tweet.
We began to build an audience on Twitter by adding followers who were local to the estate agents, or interested in property. We found effective ways to engage with the followers, and the number of followers began to grow steadily as a result.
We published regular blog posts in order to generate conversation and engagement – encouraging followers to let us know their thoughts. The blog was made accessible through Facebook, Twitter and Google+, we encouraged re-tweets and sharing of the links. Also, we would find interesting and relevant news stories relating to property and the local community to tweet to our followers, the estate agent became a reliable source for property information to their local audience.
Facebook ads were set up as part of the strategy to create a greater online awareness through social media channels. We targeted the ads at young professionals looking for affordable apartments in London. We were able to measure the response from the ads; over 30,000 Facebook users were reached and the number of Facebook ‘likes’ also grew rapidly.
To generate sales, Google Adwords were implemented along with an effective SEO strategy. These adverts targeted users searching for 2-3 bedroom properties in the greater London area. The ad was a success, over 1,500 users clicked on the ad, a quarter of which turned into telephone/email enquiries and subsequently a large amount of new customers.
Using YouTube was extremely beneficial in terms of generating awareness for properties the estate agent represented. The videos would combine images and information, with music and visual effects. The videos would then be uploaded to YouTube, the blog and the company website. This created a stronger selling point to the potential customer and proved a lot more effective.
We also set up a Pinterest account for the estate agent. This was a great way to show case photos and videos of the properties they represented. We also ‘pinned’ information related to selling or buying property. We created boards on ‘Top tips for selling your house’, ‘What to look for when buying a new property’, ‘Decorating inspiration’ and ‘Creating an eco-friendly home’. The boards we created proved to be extremely popular and were a great way to drive traffic to the estate agents website.
At the time of writing, there are over 2700 Twitter followers. The Bright Click continue to be responsible for the estate agents digital marketing strategy four years after initially starting the campaign.