Achieved a Click Through Rate of 0.09% generating a number of new sales
In the first month of activity the Cost Per Action was reduced by 20%
Return on Investment of 272%
Social shares by network
To get leads for DLL in the world’s most expensive property market which was obviously highly competitive with well established players.
To increase visibility and establish DLL as “thought leaders” in the market. - To make the existing website look swanky & be more functional.
To target 2 types of customers:
High net-worth customers looking to buy or rent properties in Belgravia.
Existing Belgravia landlords looking for an effective/trusted agent.
Our Strategy - Part 1 - Initiation
We started by redoing the DLL website. Transformed the old yellow to a brand new crisp look, updated information and high-end backend systems to manage the website.
Kickstarted a Google Adwords campaign targeting people looking to buy and rent property on one hand and landlords looking for a trusted agent on the other.
Keywords like “property to buy in Belgravia”, “property to rent in belgravia”, “2 bedroom apartment under £X in Belgravia” etc. for people interested in buying or renting. - Keywords like “estate agents in Belgravia” and “estate agents in Knightsbridge” were used to generate instructions from landlords.
Achievements from Part 1 Strategy
The adwords campaign straightaway started getting interested people to DLL’s website and the phone started ringing.
DLL started seeing value in the campaign.
Our Strategy - Part 2 - Digging Deeper
In order to stand out in a saturated market, we decided to find a way to get inside the heads of people looking for Belgravia properties.
We identified the reasons why people look to buy/rent in Belgravia and what type of research is done by them.
We divided Belgravia into over 200 different regions like “Kinnerton Street” and “Wilton Crescent” etc and started writing high quality content regarding these areas on DLL’s website.
We also started writing articles about other general topics such as “Best schools in Belgravia”, “Where in Belgravia should you invest?”, “Heritage and Culture of Belgravia”. We referred to old historic texts and made the content genuinely interesting and unique.
Achievements from Part 2
Part 2 of our strategy brought people looking for these internal areas to the DLL website and they started associating DLL as the expert in Belgravia.
People at this level of research are highly qualified leads because they know what they want, what price for and where. Nurturing these people into reading high quality content was a big win.
Over a period of time, DLL started emerging as the “thought leader” in the market. - A lot more people were visiting the website generating more interest and inquiries.
Overall Results so far for DLL (7 months)
Top 5 rank on Google.co.uk organic for “Belgravia Estate Agents”.
Top 3 snack pack map listing. - Continued success with “instruction” generation keywords on Google Adwords i.e. keywords targeting landlords via paid ads.
Well established “thought leadership” campaign underway getting highly qualified, interested leads.
Overall, we are generating way more leads for DLL and that too at a very decent price per lead.
Our campaigns have enabled call measurement. We can track which calls are generated via Rightmove/Prime Location and which ones by our efforts.
60% less CPA
4000% Website Visits
Our campaign continues to build credibility via PR, reviews, citations for Douglas Lyons and Lyons with the aim of establishing them as the number 1 player in the Belgravia property market.