Real Estate Development Marketing

 

In a competitive market, what is the secret to grabbing the attention of prospects…
                       and keeping it?

 

The solution:
hyper-targeted online ad campaigns crafted to engage potential leads, build trust and encourage action.

The Plettenberg Manor Campaign snapshot:

  • Over 1197 leads generated in only 9 months
  • 14 Sales in 14 days
  • Phase 1 and phase 2 over 95% sold out since campaign launch.
  • Email list: 24.6% average open rate (compared to 13.4% industry average for real estate)

 

Attracting and engaging prospective buyers

Our campaigns work to attract visitor traffic that is most likely to be interested in your specific project. In most cases, this centers around Facebook ad buying and Google Adwords campaigns. In most cases, we have found Facebook to be the most effective, but this can vary depending on the target market.

In the case of The Plettenberg Manor, we split-tested Facebook and Google AdWords, and found Facebook to generate more clicks at a lower cost. This traffic was also converting very well, often resulting in several leads a day.

 Traffic was not sent to the main website, but rather specially crafted landing pages that we tested and optimized for best results.

Different ad sets were also tested, with low performing ads either further optimized or stopped. This resulted in a focus on ads showing house units only, and not lifestyle-related ads.

 We focused on flooding the market with our targeted ads, and have received feedback from numerous prospects that part of the reason they signed up was because they kept seeing our ads. This is a key takeaway because in a data-saturated world, it can take multiple touches before a lead chooses to take the effort of leaving their information. 

In keeping with this, we also served up retargeted ads on Facebook to website visitors that had not converted, encouraging them to do so. 

Once a lead has signed up, many marketers would consider the job done. However, this is where the most crucial part of the campaign starts. Regular newsletters keep prospective buyers engaged. Keeping a personal tone and making newsletters enjoyable to read also helped encourage readers to keep an eye on developments. The primary call to action of these newsletters was to sign up for a viewing appointment, further moving them towards making a purchasing decision.

Data-Driven Landing Pages

Making use of split-testing, heat maps and analytics data helps us understand how users interact with our landing pages and inform us on how best to optimize campaign landing pages.

These pages contain all the essential information a prospect needs in order to make a decision to request being contacted by an agent. Once they have signed up, they are then directed to the development’s main website.

New lead onboarding:

  • Welcome letter sent to new lead with important information
  • Lead notification to the agent
  • Lead sent to Google Spreadsheet database
  • Leas sent to email list

Keep in contact with leads

Generating leads is great, but not all are necessarily ready to buy when the agent first makes contact with them.
Remaining front of mind, creating scarcity and urgency goes a massive way towards establishing your brand as the go-to option.

Email marketing is an excellent option for this, allowing you to continue the conversation with prospects, keeping them updated with new progress and informing them of important updates and developments.

Our email campaigns tend to have an average open rate of around 24.6%, which is almost double the industry standard for real estate marketing emails.

In addition to this, the personal tone keeps readers engaged, often prompting conversational responses from leads, which is unusual for marketing emails.

Duplicatable success

This system of directing targeted traffic to specially and beautifully crafted landing pages has proven to be massively effective for not only the example campaign above, but the below developments too.

As with the above case study, each of these campaigns required testing and optimization for their specific target audience and location.