Meet My Client
Meet My Client
Digital Marketing Case Study – Real Estate
The Challenge
{ The Challenge}
Bill McFarlane is one of the most successful and trusted real estate agents in his region. He built his business on authentic relationships and excellent service, and needed an online presence to reflect those qualities.
The Solution
{ The Solution}
Bill engaged Miranda Miller & Co to develop a website and digital marketing program to support his traditional marketing efforts.
The Website
We built a clean, user-friendly and mobile friendly WordPress-based website with full Realtor.ca integration, a blog, MailChimp integration, and a lead generation form. Visitors can browse and search through all regional real estate listings from the multiple listing service. Each page and listing is equipped with a form that directs them to Bill for more information.
SEO
We performed an initial consultation consisting of competitive and keyword research and used these insights as the basis for Bill’s SEO program. Biweekly blog posts, image optimization, meta-data, and content marketing are all part of Bill’s organic SEO strategy.
Local listings management
We claimed and created listings on over 25 major directories and search engines. These are monitored for any duplicate listing or data and accuracy issues, and any updates to key business information (such as office hours) are pushed directly to each directory. As the most impactful local sites for his business, GMB and yelp are optimized on an ongoing basis with new photo uploads, captioning, and weekly Google Posts.
Content marketing
Content is the driver of any SEO campaign. Biweekly blog posts with in-depth original content, optimized images, mini graphics and info graphics, clear calls to action, and an intentional internal linking strategy provide the positive signals Google looks for and works to expand Bill’s presence in search. We coordinate with his in-house team, who manage his social media accounts.
Email marketing
Bill had amassed thousands of email contacts over his lengthy career. We created a double opt-in monthly newsletter to re-engage and offer value to his network. This newsletter has consistently outperformed industry benchmarks in both open rates and click through rates.
Analytics and reporting
Although Bill had a website previously, there was no analytics program in place. We developed a comprehensive, custom monthly report that provides key performance metrics from the website, local listings including Google My Business, the email newsletter, and specific content. Now, Bill and his team can see exactly what is working for his business. Accountability and transparency have been built into his digital marketing program.
The Results
{ The Results}
- 163.9% increase in website pageviews and 538% increase in new site visitors in April 2020, compared to October 2019.*
- Organic search as a driver of site traffic increased from 32% in October 2019 to 60.5% in April 2020.
- 33.7% average email open rate and 9.15% average CTR over six months.
- #2 ranking in Google Local Pack for “local open houses” and #2 for Yelp’s “best real estate agents” in Bill’s city.
*It is important to note that while seasonal trends do impact the real estate industry, the entire province in which Bill does business was on lockdown during April 2020 due to the Coronavirus pandemic.
Today, Bill McFarlane has a robust web presence reflective of his place in the local real estate market. The customer’s journey from search to either listing a home or soliciting Bill to purchase a home has been streamlined and simplified. He is far more discoverable even on competitive, non-branded and high intent search terms.
Recent Clients
{ Recent Clients }
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