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Analysing its online ad performance has bolstered LJ Hooker’s confidence in its digital marketing strategy.
Adopting what it calls an “always on” approach to online ads – as opposed to a series of seasonally driven campaigns – the brand says it has been able to outperform competitors by 30 per cent for paid social advertising.
This is according to its analysis of Meta Business Suite’s data, which showed the brand’s ads reached an audience of 18 million over the course of 2023, with nearly 40 per cent of those consumers reportedly in the process of choosing a real estate brand.
The strategy appears to be paying off for search engine searches as well, as the network reported that according to Google Analytics, LJ Hooker was first in search for service-based real estate branded content and was specifically sought out by consumers more than 40,000 times per month in 2023.
LJ Hooker Group’s general manager of marketing, Stephan Gervois, said this advertising success had resulted in strong lead generation for the agents under its banner.
“Lead generation is at the core of our ‘always on’ digital marketing strategy as we recognise its pivotal role in driving business growth and enhancing customer relationships,” he said.
“We also understand how challenging it can be for agents and property managers to find new prospects in today’s evolving market. That’s why we strategically invest to cut through the noise on digital channels and keep our brand top of mind in local markets,” Gervois added.
The marketing head explained that the brand’s strategy had been largely designed around delivering the greatest benefit to the real estate professionals who constitute their membership. The “always on” approach is complemented by regular shake-ups to their marketing collateral.
“Adding value and creating new opportunities for our network is a top priority when we deliver and implement our content. This means we are always looking for fresh new ways to remain top of mind and attract new customer bases for our offices,” Gervois explained.
“We do this by providing our network with on-trend, relevant creative assets and content that they can push out on their own channels while also benefiting from our ‘always on’ lead generation.”
The brand reported that it will deliver a fresh collection of creative assets to its offices that feature emotive imagery and messaging, crafted to “resonate with consumers at various life stages and across diverse demographics”.
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
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