Type: Facebook And Instagram Advertising
Proxima Residences is a residential development of 70 freehold apartments in Eden Terrace, Auckland, designed by award winning interior designers Construkt Architects.
These exclusive luxury 1-3 bedroom apartments feature timber floors, designer bathrooms, entertainer-sized European kitchens and floor-to-ceiling joinery that opens to large covered terraces with stunning views of Mount Eden, The Harbour Bridge and the CBD.
The Challenge
Proxima Residences had already been in the property market for just over 6 months, and were generating approximately 1-2 leads per day with their previous digital marketing agency.
The property market was also starting to slow down with the new LVR rules and tightened lending conditions by the banks.
The brief provided by the client was simple, to increase the volume and quality of leads within a reduced advertising budget.
THE EXECUTION
Following an audit of Proxima Residences previous digital advertising campaigns, new opportunities were clearly identified and together Glasshouse Digital and Proxima Residences began to build an online marketing strategy that would work more effectively than the previous strategy deployed.
Through analysing the efforts of the previous marketing agency, it became apparent that they were focusing a large percentage of the advertising budget on digital channels that produced little or zero effect.
Given that we were operating within a reduced advertising budget, it was paramount that we invested in the right channels very early on.
From the initial audit, we made the decision to invest the entire marketing budget into Facebook Advertising and committed to a very aggressive campaign that involved multivariate testing.
We ran several experiments, 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.
We also setup a remarketing campaign through Facebook to capture browsing visitors that left the website without converting, something that proved to be very successful.
THE RESULTS:
- 100% increase in leads with a reduced marketing budget.
- Best performing media channel. The client was engaging in other forms of media which included print.
- Significant improvement in the quality of the leads. Confirmed by both the client and Barfoot & Thompson.
- 70% increase in the average click through rate compared to the industry benchmark for real estate.
- 40% decrease in the average cost per click compared to the industry benchmark for real estate.
The campaigns produced by Glasshouse Digital outperformed all industry benchmarks and blew away the results generated from the previous digital marketing agency. More importantly, the leads were of a much higher caliber, which was recognised by both the agent and the client.
"Shehan at Glasshouse Digital has been delivering exceptional results for our digital campaigns. His passion, expertise and experience has been invaluable and the consistent updates and clarity that he provides is a breath of fresh air."
"Our campaigns with Glasshouse Digital has been by far the most efficient use of our marketing budget and we are very fortunate to have them as part of our team. We look forward to continue working with them and cannot recommend them highly enough!"