Marketing
Strategy
Real Estate Agency Full Scale Marketing Plan
2023
Strategy
Design
Implementation
YEAR
TYPE
ROLE
Problem
The realtor agency faced multifaceted challenges, including the complexity of managing their social media presence amidst tight time constraints.
They were in search of a cost effective lead generation strategy to attract new leads while simultaneously nurturing current client relationships.
Additionally, they wanted a more polished and coherent brand image
My Role
As a Creative Marketing Specialist, I was given the opportunity to revitalize a prominent realtor agency's marketing efforts. I played a central role in crafting and executing a comprehensive strategy that hinged on understanding algorithms, emerging trends, and analytics to optimize performance.
My task was to create a comprehensive strategy that would resonate with their audience, fostering memorability and sustained engagement as well as elevate the agency's brand identity and help generate leads.
Solution
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Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
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Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
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SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
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Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
Click To View The Before
Step 1: Customized Social Media Package
Goal:
Foster a warm, personalized connection and showcase realtors' credibility.
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Blended lifestyle content with posts designed to boost sharing and engagement.
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Prioritized authentic relationships over aggressive promotion.
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Leveraged emerging social media trends to stay current
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Routinely conducted research for audience interaction optimization
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Tastefully sprinkle in property listings for social proof and credibility
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Maintained a consistent and professional brand image through rigorous branding
Approach:
The tailored social media strategy was meticulously designed to foster a warm and personalized connection with the audience while showcasing the realtors' credibility and authority within the industry. This strategic approach encompassed a harmonious blend of personal lifestyle content and informative posts, strategically crafted to encourage engagement, including sharing, liking, and commenting – actions that significantly contribute to enhancing post visibility within the algorithm.
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Strategically optimize blog posts for high search engine rankings.
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Target specific real estate-related search terms for organic traffic.
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Integrate blog posts into social media and newsletters.
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Demonstrate agency's expertise to the audience.
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Gather valuable data from web traffic for targeted digital advertising.
Approach:
Step 2: SEO Optimized blog Posts
Goal:
Maintain audience engagement and establish industry expertise.
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Strategically optimize blog posts for high search engine rankings.
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Target specific real estate-related search terms for organic traffic.
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Integrate blog posts into social media and newsletters.
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Demonstrate agency's expertise to the audience.
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Gather valuable data from web traffic for targeted digital advertising.
Approach:
SEO-Optimized blog posts were implemented to maintain audience engagement, establish industry expertise, create opportunities for digital re-marketing and build long-lasting client relationships.
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Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
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Design and Content Strategy: Craft visually appealing newsletters focused on providing real value to clients, moving away from agency-centric content. This involves:
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Detailed home maintenance guides.
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Simplified explanations of market rate changes.
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Personal updates from each realtor to build a personal connection.
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Collaborations and Exclusive Offers: Partner with local businesses to include exclusive offers for subscribers, adding a layer of uniqueness and utility to each newsletter.
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Engagement and Lead Generation: Conclude each edition with a compelling Call to Action (CTA), designed to re-engage past clients and generate new leads.
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Brand Reinforcement: Position the agency as a leader in luxury real estate by providing insights that go beyond standard market statistics, showcasing commitment to a comprehensive client journey.
Step 3: Quarterly Newsletters
Goal:
Elevate client experience and nurture long-term relationships through innovative, valuable content.
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Design and Content Strategy: Craft visually appealing newsletters focused on providing real value to clients, moving away from agency-centric content. This involves:
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Detailed home maintenance guides.
-
Simplified explanations of market rate changes.
-
Personal updates from each realtor to build a personal connection.
-
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Collaborations and Exclusive Offers: Partner with local businesses to include exclusive offers for subscribers, adding a layer of uniqueness and utility to each newsletter.
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Engagement and Lead Generation: Conclude each edition with a compelling Call to Action (CTA), designed to re-engage past clients and generate new leads.
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Brand Reinforcement: Position the agency as a leader in luxury real estate by providing insights that go beyond standard market statistics, showcasing commitment to a comprehensive client journey.
Approach:
Redefining the conventional real estate newsletter, a series of quarterly email blasts were crafted to shift focus from agency-centric news to delivering content that truly resonates with and benefits clients. This strategic initiative was aimed at more than just informing. It was about fostering stronger relationships, positioning the brand as a thought leader in luxury real estate, and creating a platform for continuous client engagement and lead generation.
So, what were the results?
The comprehensive strategy worked synergistically to boost brand awareness, authority, and lead generation.
The social media approach redefined the realtors' brand identity, igniting engagement that spilled over to their website and personal interactions. SEO-optimized blog content not only established their industry expertise but also attracted organic traffic, integrating effectively with social media and digital ads to nurture enduring client relationships.
Meanwhile, the refreshed marketing materials meticulously tailored to the luxury market, captured client interest and enhancing lead conversion rates. The transformation of listing sheets and newsletters into visually striking, lifestyle-centric communications further raised property allure and client satisfaction.
This collective effort significantly elevated the brands online footprint, fostering opportunities for new partnerships and cementing their stature in the luxury real estate domain.
Results
The Visual Design Evolution:
Cohesive, Polished & Professional
After
New Website
Before, the website lacked intuitive navigation and user experience design; now, it has been reimagined with strategic planning, prioritizing both visual appeal and the effectiveness of engaging and drawing in leads
Before
Before
After
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Brochure for Insurance Partnership
This brochure is thoughtfully crafted to serve both home insurance providers and their clients, emphasizing the insurance advantages of employing a Home Watch service.
It demonstrates the insurance providers' commitment to their clients' home safety and policy security while seamlessly introducing clients to the trusted Home Watch service provider.
This initiative opens the door to partnerships with insurance providers and sets the stage for future expansion into other industries that can benefit from Home Watch services, fostering broader collaborations and opportunities.
Statistic Results
Growth, Engagement & Impact
Our goal to have 12.5% of our website traffic originate from social media platforms was exceeded. 6 months into our strategic implementation, 12.7% of traffic was coming from social media.
23.3% Increase in Web Traffic
from Social Media in 6 months
With an average open rate of 67.55% and a click-through rate (CTR) of 1.6%. This represents a 93% improvement over the typical open rate of 35% and a CTR of 0.9% in the industry.
The email open rate is 93%
better than industry average
Just one of these blogs was capable of attracting 500 new website users by showing up in google search due to strategic keyword use. These visitors would collectively spend 9 hours on the website.
2,780% boost in organic traffic
due to increased visibility in Google searches
Blogs emerged as the premier source of leads, contributing to 52.9% of all lead contact forms submitted. Overall the strategy generated an average of 7.3 new leads per month, a stark contrast to the previous rate of approximately 0.3 new leads per month.
2,333% increase in new leads
coming in through website
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Landing Page: As part of the immediate strategy to complement the radio advertising campaign, my task was to create a landing page designed like a funnel, ensuring a polished aesthetic. This landing page would serve as an interim solution, effectively capturing leads and engaging visitors until the complete website overhaul could be launched.
-
Intuitive Website Redesign: Overhaul of the website to ensure straightforward, easily navigable layout, enhancing accessibility and clarity of information about home watch services. Focus on user experience to enable visitors to effortlessly find necessary information.
-
SEO-Driven Content: Enrichment of the website with keyword-rich content, tailored to improve organic search rankings. Strategic use of SEO pivotal for increasing site visibility and attracting relevant traffic.
-
Reliable Lead Capture: Significant revamping of lead capture forms to streamline the process of lead collection, ensuring higher conversion rates from site visits.
Approach:
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Visual and Textual Harmony: Combine professional visuals with focused content for maximum engagement.
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Feedback Utilization: Regularly adjust content based on presentation feedback, ensuring relevance and effectiveness.
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Marketing Integration: Maintain consistent branding across all channels, enhancing brand recognition.
Click Each To View The Before
Step 4: Enhanced Presentation Packages
Goal:
Ensure brand consistency and professionalism across all client touchpoints, enhancing the brand experience and reinforcing the agency’s reputation as dedicated real estate professionals.
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Visual and Textual Harmony: Combine professional visuals with focused content for maximum engagement.
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Feedback Utilization: Regularly adjust content based on presentation feedback, ensuring relevance and effectiveness.
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Marketing Integration: Maintain consistent branding across all channels, enhancing brand recognition.
Approach:
The commitment to a consistent and professional brand image extended to lead consultations. Polished presentation materials were meticulously created to make a lasting impression on potential clients. These presentation packages were carefully crafted to align seamlessly with the established brand identity. Every element, from layout to visuals, conveyed professionalism and competence, reinforcing the trust clients placed in the agency.