Case Study - Real Estate

How to build a real estate marketing strategy in 3 months and outperform 6 times the plan for leads in Canada

Overview

Real estate agencies are selling houses at fixed prices without a commission model. This has helped homeowners save up to $50K when selling.

Advertising objective: Invest $15,000 in 3 months to get at least 60 qualified leads

Budget: $5000/month

Location: Toronto, Canada

Target Market Persona

Rachel and John, both 29 and living in Toronto, are preparing for parenthood. They aim to sell their current home and purchase a more spacious house to accommodate their growing family.

Pain points:

  • Overwhelmed by the number of real estate agents.

  • Lack understanding of Toronto's real estate market

  • Reluctant to pay $30,000 for limited house showings.

Campaign Structure

Best Performing Keywords:

  • realtor commission

  • flat fee real estate agents

  • reduced commission realtors

  • purple bricks

  • property guys

  • real estate commission

  • real estate agent fees

  • real estate flat fee

Campaign #1: Flat Fee - Google Search

Campaign #2: Competitors conquest - Google Search

Ad #1: 27 Keywords

Ad #2: 17 Keywords

Best Performing Ads

Desktop

Mobile

Results

Before:

Ad Spend: $5,000 / Month

CPM: $344

Impressions:

CTR: 3.1%

Clicks: 449

CPC: $11.1

Web conversion: 4%

Leads: 18

CPL: $277

ROI: 139%

After 3 month:

Ad Spend: $4,767 / Month

CPM: $231

Impressions: 20,600

CTR: 4.8%

Clicks: 1094

CPC: $4.3

Web conversion: 9.9%

Leads: 109

CPL: $43.7

ROI: 890%

Key Approaches:

1) Wrote the main offer in ad copies to hook the audience and increase our CTR

2) Analyzed competitor strategies and created more compelling offers to obtain more market share

3) Paused high-volume keywords with big competition Focused on medium-volume KW to stay on the first search positions

Minimil Media

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