Douglas Lyons and Lyons Case Study

Where it began

Douglas Lyons and Lyons are a half-a-century-old real estate agency in Belgravia, London. Arjun met with the MD, Mr. Baz Rattan, in August 2016. As estate agents in the world's most expensive property market, the competition was fierce. DLL wanted more visibility and more leads.

Where DLL were

• Boutique estate agents for 55 years with virtually no online presence - only walk-in and referral leads.
• A dated website, irregular listings and no content.
• Ranked #65 organically for "Belgravia Estate Agents", with no paid campaign running.

Challenges

• Generate leads in a highly competitive, expensive property market.
• Establish DLL as "thought leaders".
• Modernise the website.
• Target two audiences: high-net-worth buyers and renters in Belgravia, and existing Belgravia landlords.

Strategy Part 1 - Initiation

• Rebuilt the DLL website with a fresh look, updated information and a better backend.
• Launched a Google Adwords campaign targeting buyers, renters and landlords with keywords like "property to buy in Belgravia" and "estate agents in Belgravia".

Strategy Part 2 - Digging Deeper

• Divided Belgravia into 200+ micro-regions such as "Kinnerton Street" and "Wilton Crescent", and wrote high-quality content for each.
• Wrote articles like "Best schools in Belgravia", "Where in Belgravia should you invest?" and "Heritage and Culture of Belgravia".

Results (7 months)

The combined paid and organic approach moved DLL from near-invisibility to the top of the market.

• Top 5 organic rank for "Belgravia Estate Agents".
• Top 3 map and snack-pack listing.
• A 3.38% ad click-through rate with a 60% lower cost per acquisition.
• A 4000% rise in website visits.
• Strong "instruction" generation via paid ads, with the thought-leadership programme live.
• Call measurement enabled, tracking which calls came from Rightmove and PrimeLocation versus our own campaigns.