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LJ Hooker has developed a localised lead generation program to connect offices with Google and Facebook users who need an agent.
The new digital marketing program, which will be rolled out to the group’s 550 offices, aims to direct browsers to customised appraisal pages via online ads.
Head of digital Marcus Freeman said the aim is to be highly visible to the 88 per cent of vendors who go online when trying to find an agent.
Mr Freeman told Real Estate Business that LJ Hooker identified that a lot of appraisals could be generated through Facebook and Google, in addition to the two big listings portals.
The program was piloted at a small number of offices in the first quarter of 2015 to see how it would work at a suburban level.
The trial was credited with generating 75 per cent of all digital leads for those offices, without them needing to do any extra work.
Mr Freeman said the program includes management and ad placement of key selling words within Google, as well as Facebook ads targeted at offices’ local areas.
“We estimate the program will see an LJ Hooker office’s Facebook and Google ad reach 15,000 local residents and generate about 400 clicks to their appraisal page when the program is deployed,” he said.
LJ Hooker called on an old contact of Mr Freeman's to help develop the appraisal pages – Rob Janoff, the famous graphic designer who created the Apple logo.
Mr Freeman said it was important to make the appraisal pages look good because they will play a pivotal role in converting selling intentions into appraisal meetings.
“We want the customer and agent to enjoy a great experience,” he said. “We spent considerable time with Rob Janoff and his team identifying what that experience should be for a customer.
“Through the science of data and careful A/B testing, together we have identified the sweet spot of functionality and design that resonates with our customers.”
Mr Janoff said he selects his clients carefully and chose LJ Hooker because of its vision.
“I am looking forward to realising a groundbreaking program to enable LJ Hooker offices and agents to reach their local community via effective, efficient digital marketing programs,” he said.
[Related: LJ Hooker launches lead generation app]
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