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Internet Marketing for the Real Estate Industry
Smarter strategies for proven results.
Reducing the Cost Per Conversion - A Case Study for Realtors
Industry: Commercial Real Estate
Digital channels used: Search, Email
Target audience: Business-to-Business (B2B)
Campaign duration: 6 months
While search marketing was a fairly new endeavor for our client, email
marketing was a well optimized retention mechanism running with
a very clean and fresh mailing list.
During the six month engagement, our search marketing expertise and flexible email marketing technology reduced the average cost per conversion
by 31% in the search channel and by 11% in the email
channel.
The chart shows positive Cost per Conversion trends for both
channels. Learn how we did it and what we were focusing on:
Average Cost-per-Conversion Segmented by Digital Channel. More marketing charts like this via Single Entry Point's Flickr RSS.
Highly Effective Tactics
We have used a variety of tactics to achieve marketing
objectives, including optimizing pay-per-click accounts,
website redesign, re-writing creative and improving data segmentation.
The tactics that had a significant impact in reducing the cost
per conversion are highlighted below:
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In the area of information architecture, we've
modified the internal navigation to provide users with quicker
access to relevant information. Reducing the number of
navigational elements on landing pages directed users on the
conversion paths.
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In usability, we've eliminated the need for page
scrolling by repositioning the lead acquisition form. We have
also shorten the time spent on the form by reducing the number of fields to fill.
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In the area of web analytics, we've introduced keyword-level measurements in all areas of
engagement. This tactic helped us in identifying and
removing non-performing keywords
and focusing on best performing keywords.
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A higher level of personalization proved
beneficial to this B2B audience. Incorporating purchase history
information enabled us to provide more intelligent product
recommendations and thus deliver relevant and timely communications.
 We achieved fast turnaround by employing a well-articulated
project management methodology.
All Single Entry Point Marketing projects go through a cyclical,
four-phase process refined for optimal results: Discovery,
Planning, Execution, and Management.
Get Started
Now it’s your turn. Reinvent your online presence through more intelligent
internet marketing. Find out how Single Entry Point can pave the way to a more profitable future for your company.
Have questions or need help? Call Toll-Free! 1-800-482-9793
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