TYPE: FACEBOOK, INSTAGRAM & GOOGLE ADVERTISING
Element is a special development of 35 one and two bedroom freehold apartments located in the heart of Ellerslie.
With an unwavering commitment to sustainable design, clever planning and genuine value, this bold development is a leading example of what suburban apartment living should be.
The Challenge
To plan, build and execute a multi channel digital marketing campaign that included Google Adwords & Facebook Advertising for the purposes of driving phone calls and completed inquiry forms.
THE EXECUTION
Glasshouse Digital looked at the most efficient and effective digital media channels for positioning Element’s presence in the Auckland market. Ultimately, the objective was to increase Element’s exposure in the online marketplace with the primary objective of driving online enquiries.
We launched search engine marketing (Google Adwords) campaigns in Google as well as both Facebook & Instagram marketing campaigns.
Through Facebook, we ran several experiments for Element, testing different components of the ad (Headline, Ad Copy, Imagery, Call to Action, Destination URL’s) with the objective of ensuring that we were delivering the best and most profitable ad into the marketplace.
Through Facebook remarketing, we targeted the audience who visited the website but did not register interest as interested buyers. Given that 94% of first time visitors to a website do not convert, it became essential to run a strong remarketing campaign to ensure ‘Element’ would remain on the minds of potential buyers when it came time for them to make a decision.
Through Google Adwords, we built a number of campaigns targeting buyers not only looking to buy an apartment within the Ellerslie region, but surrounding regions as well. In addition to this, we also ran competitor campaigns targeting similar developments within the Auckland region.
Not only did Element see a significant return on investment (ROI) from their digital marketing campaigns, but they were able to spend their marketing dollars more effectively and efficiently.
THE RESULTS:
- The digital marketing campaigns that Glasshouse Digital built and executed for Element generated substantially more leads than any other media channel engaged by the client.
- The Facebook & Google advertising campaigns accounted for 63% of all leads generated on the website.
- The Facebook & Google advertising campaigns accounted for 74% of all new users to the website.
- 85% increase in the average click-through rate compared to the industry benchmark for real estate.
- 43% decrease in the average cost per click compared to the industry benchmark for real estate
“We have a 35 apartment development in Ellerslie. Glasshouse were introduced to us by our sales and marketing specialists. Shehan and his team are experienced professionals and when we met I was impressed by Shehan’s frank and direct communication.
We decided to take a non-traditional approach to our social / digital media advertising based on Shehan’s advice and I’m pleased we did. We’re only in our second week and the social media advertising has already generated verifiable leads that have translated into actual sales of our apartments.
It’s early days in our overall sales and marketing programme. Shehan’s regular reporting is invaluable and he and his team are agile and open to tweaking or changing our approach if circumstances suggest that’s necessary.
We would recommend Glasshouse to others who are looking for innovative and incisive thinking and results driven digital media strategy”