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An integrated digital strategy, the first in Australian real estate industry, has enabled all of LJ Hooker’s offices to meaningfully enhance their online presence.
In 2017, LJ Hooker embarked on real estate first with an integrated digital and social media strategy that aimed to point 70 million targeted ads at 6.5 million people over the spring selling season.
The $1 million strategy was in sponsorship with Facebook marketing partner Tiger Pistol and email marketing specialist ActivePipe.
The custom-built strategy amplified profiles of agents, listings and generated leads across the country.
The strategy delivered an average of 457,920 LJ Hooker ads on FB and Instagram, with 318 adverts per minute over the spring campaign period.
There was an average increase of 3 per cent in intent to use the brand, which in real terms equates to 200,000 new customers.
The result was over 10 million digital engagements, and LJ Hooker head of digital Drew McTavish said that he could not be happier.
“The project team was optimistic about what could be achieved, but making more than 10 million digital engagements over the campaign period exceed all expectations,” the digital head said.
Mr McTavish said that the strategy was developed as a direct response to consumer behaviour.
“We chose Facebook and Instagram for a mobile-ready campaign,” Mr McTavish said.
“Mobile is the fastest growing channel in history and one-third of mobile time is spent on a Facebook-owned app.”
The campaign reached far and wide and was a successful brand awareness experiment for LJ Hooker, Mr McTavish said.
“Irrespective of whether our offices were based in inner Melbourne or regional Queensland, the campaign permeated throughout virtually every marketplace, benefitting the brand awareness of every LJ Hooker agency,” the head of digital said.
The key to the campaign was the automated flow of data that marketed LJ Hooker content and listings.
LJ Hooker was able to track customer journeys through integrations with its providers but more critically with its own in-house technology.
“With most digital outreach campaigns you’re handing over data which is ultimately used by that digital service supplier or portal in other campaigns. With LJ Hooker Boost, we’ll manage to maintain the value of our agent’s engagement activities,” Mr McTavish said.
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