Real Estate
The Challenge
- The client found themselves driving the processes.
- Previous experience with an agency came with lengthy ongoing briefing processes for content generation/curation.
- Quality of content being generated/curated was less than satisfactory.
- Brand had no clear definition
- i The benefits or selling points were not up front.
- ii Language needed to be personalised
The Goals
- Development of a positioning statement;
- Design new website (and sitemap), with new top-level copy for pages;
- Brand Guidance – to ensure that the new website’s design, user experience and content all work harmoniously to cement and reinforce the Brand Positioning;
- SEO and Content (blog article) Generation – building upon the path/work established in 2017;
- Social Media Marketing – to further efforts to drive traffic to the website (which houses generated content) and build brand awareness/loyalty;
- Digital Lead Generation and Stewardship – to run online advertising campaigns to attract sales leads and nurture decision makers as they evaluate their options;
- Mass Media Advertising and Promotion.
The Results
- 25% growth on organic traffic
- 20% increase in amount of time a person spends on the website, consuming content
- 20% growth in traffic from Social Media
- More than 4,600 new visitors from paid sources
This culminated in their best-ever month of sales in over 15 years.
What We Did
- Developing a position statement to help clarify and articulate the brand positioning with a benefits and conversion focus
- New website development, including:
- Creation of a new sitemap
- Copy development to fit the new positioning statement
- Conceptualisation, design and layout of new website
- Relevant integrations to 3rd party platforms and programs
- Testing, migration and deployment
- Development of Lead Generation Collateral, specifically:
- Facebook/LinkedIn advert templates;
- Press advertising template;
- Scripting of 1x video production (consisting of 1x main production + 2x short-edits)
- Campaign email templates
- Landing page templates;
- eBook Template;
- Building automated marketing workflow and rules
- Point-to-point production, execution and management of campaign.
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