Real Estate Consulting Services and Integrated Marketing Approach

Drives 350% Increase in Leads

These Leads Will Generate Over $5,000,000 in Increased Revenue!

While This Strategy was Created for Real Estate Lead Generation, The Following Strategy and Tactics Will Work for any Business That Needs to Drive Leads and Brand Position.  For Companies That Target Other Businesses and not Consumers, we Would use LinkedIn for our Targeted Paid and Unpaid Social Media Marketing.  If you Want to Compete Today, you Must Have an Integrated Marketing Approach!

Client Challenge:  For Over 40 years, this nationally ranked real estate broker has represented sellers and buyers in the super competitive Bethesda, Chevy Chase, Potomac and surroundingMontgomery County market.  For more than three years they have offered free educational home seller’s seminars.  The seminars have been a tremendous source of leads, but over the last year attendance has fallen off dramatically.  In addition to needing to improve seminar attendance, the broker needed to revamp their online strategy and brand position.

Solution: We were hired to work with their existing internal team and other vendors to create an online marketing strategy that would complement their current marketing to drive real estate lead generation, brand engagement, and increased revenue!   Bridge the Gap Media took the lead on everything having to do with online marketing.  That included all the items listed below.

Results: In the first seminar of 2018, we increased attendance compared to 2017 by 350%.  In three years of doing seminars, this was the largest attendance by far ever to attend an event.  We went from 24 people in 2017 to 84 in 2018.  With their current average home sales price and closing ratio, that 350% increase represents more than $5,000,000 in increased sales volume.

From the beginning, the plan was designed to deliver results for the upcoming seminar, but more importantly, we built a foundation for future seminars and all other marketing efforts. Our growth strategy focuses on integrating internal systems and business development processes with their traditional marketing and new online marketing strategy.  As a long-term consultant and partner, we work with their team to grow revenue and to adapt to the changing world of lead generation, online marketing, and communication.  In our initial six months, this client has seen tremendous success and gone from a limited online presence to becoming an online innovator and online marketing leader.

Below is a partial screenshot of the website page we created and used as the foundation for all lead capture and branding.   The short outline below the image outlines the strategies and tools we used to help this client with their growth plan.  To view the full landing page, click on the image below or click on the link in the landing page description under the image.

If you are responsible for your company’s growth, many of the below tactics and strategies will work and should be used.

Real Estate Lead Generation

• Working together with their existing team – We seamlessly worked with their internal marketing and sales team to build an integrated online strategy to complement their already successful direct mail, and other traditional marketing efforts.
• Brand position – While the positioning of the broker and the seminar was already good, we worked with the client to strengthen their brand position and the seminar message.
• Created a landing page for real estate lead generation – This professionally designed page is used to educate potential clients and capture leads for the event.  https://seminar.rozansky.com/  This landing page was the foundation of our marketing efforts to promote the seminar and capture leads.  In 19 days, from January 11th to January 30th this dedicated approach delivered over 600 page views by 475 unique visitors.
• Email marketing –  First our designers created a new brand look and position for all email marketing communication.  Then we consolidated all email addresses from multiple programs into one system.  We then segmented the contacts by categories so we could systematically communicate with clients and potential clients through our email marketing efforts.  That communication was used for seminar information and for long-term education and communication with clients and prospects.  You can see the email we used by clicking here.
• Email Marketing Automation – is now used to communicate with seminar sign-ups over the weeks leading up to and after the seminar.  This strategy has minimized the number of no-shows and has helped with long-term closing ratios.   With a focus on improved real estate lead generation, we designed our follow-up strategy to send marketing messages to these people over the year ahead.  We have already seen this help secure new listing clients.
• Video creation –  We created multiple marketing videos that are used for the seminar and future promotion.   These videos are being used on the website, in email marketing, and in paid and unpaid social media marketing.  Those videos include;
  • A short seminar teaser video that showcases why you should sign up for the seminar and sign up early.  See one of our seminar teaser videos by clicking here.
  • We’ve created videos that answer potential home seller’s questions about what they need to do when preparing to sell their home.
  • We’ve started to create market update videos that showcase the current conditions of the local real estate market.
  • Vendor videos are created to teach potential clients about the services that are related to their home sales process.  Some of those videos would include, staging a home to sell, financing a home, the home inspection process and much more.
  • We recorded the last full seminar and Q & A and sent that to all past seminar participants so they can watch key points at a later time.
• Facebook – We built and managed a paid Facebook campaign targeting specific geographic locations, homeownership levels, and age demographics.
  • We served the Facebook ad 32,000 times to 15,000 different people. We had 348 of those people click on the link to visit our landing page.  Our social media marketing had a big impact on attendance.
  • We use the videos for targeted paid and unpaid social media advertising.
• Website – We integrated the marketing message, seminar promotion, and videos into the website to drive more engagement.  You can see the website we helped redesign here.  We use the site to promote the seminars.
• Analytics and data tracking – At the foundation of our business development strategy are the setup and sharing of analytics and online traffic information with our client.  The data tracking is critical to track how we are doing with our marketing message.   We monitor who has opened, clicked and shared our email marketing messages, who has engaged with us on social media, who has visited our website and our landing pages and who has watched our videos and how much of each video they watched.  Through this data, we can tell where our leads come from and adjust messaging and marketing tactics accordingly.

Most businesses do some of the above tactics,  rarely does a company do them all.  This integrated approach works and delivers growth. Watch our video on integrated marketing by clicking here.  If you have questions about how you might build and execute a comprehensive growth strategy click on the button below or call me at (301) 337-8135 or email me at Jim@Btgmedia.com. The marketing communications world continues to change at a rapid pace and in order to keep up,  you need to adjust and adapt.