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Despite 2020 being a highly turbulent year, a highly targeted marketing campaign has led one Australian network to score 500 listing leads in less than two weeks.
Raine & Horne’s spring/summer campaign, “Turn curiosity into confidence”, utilises its own digital marketing platform Amplify to focus on buyers, and has leaned on creative content agency Chello for its design.
First launched in mid-October, the campaign has already achieved exposure to over 2.7 million online profiles across Australia.
Raine & Horne executive chairman Angus Raine said: “More than ever, people are questioning the way they live and work and there’s uncertainty.
“And where there’s uncertainty, there’s curiosity, which the national spring/summer campaign and our sales agents are well equipped to address.”
With the football finals pushed back to October, and with different levels of restrictions impacting residents across all states and territories, Mr Raine said: “We reasoned the traditional selling season would start later this year, take a 10-day breather for Christmas and return to full swing from 5 January 2021.
“We tested the campaign with a soft launch in the middle of October, and after just 10 days we generated an average of 2.5 new listing leads for each office, which has the potential to generate a massive financial windfall in the many millions of dollars for our network.”
The network has noted that despite the current economic climate, buyers are still active in markets Australia-wide.
It reported online search volumes for property were up by more than 32 per cent in October compared with the same time last year.
Even despite Victoria’s lockdown conditions, searches across the state were also up — by 16.7 per cent.
According to Mr Raine, Raine & Horne’s own website traffic has skyrocketed by more than 44 per cent.
He added that Amplify, originally considered as a property marketing technology platform but now thought of as more of a sales lead generation tool, has generated “a total of 115,040,392 exposures with an average click-through rate of 14 per cent since 2017”.
According to the network, the wider industry click-through rate sits at just 1 per cent.
The strong start to the spring/summer campaign for the real estate network doesn’t look likely to slow down, with plans in place for a further two short-burst lead generation campaigns.
According to a statement from the organisation, the national campaign provides every single Raine & Horne office across Australia with a range of bespoke print and digital assets, with a heavy focus on social media platform-friendly content.
Commenting on the campaign, Raine & Horne’s national marketing manager, Anjee Hopton, has attributed the campaign’s “great success” so far to Chello’s understanding of “the need to create messages that instilled confidence in consumers in a changing property landscape”.
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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