Four townhouses sold to buyers who enquired via Facebook/Instagram campaign.
The Challenge
Gus Anile from Ray White Altona secured a listing for a development of seven contemporary townhouses in the inner-west of Melbourne. Gus was asked by his vendor to create an innovative campaign that would secure buyers for the development. In a booming area of Melbourne, the campaign needed to target the right buyers and maximise return on investment from the marketing budget.
The Solution
Gus asked Plezzel to create a digital advertising campaign that featured the key attributes of the development, including the high-quality design, proximity to the CBD, and stamp duty savings, and targeted the right buyers.
After reviewing the development brief with Gus, the Plezzel team proposed an Essential project campaign that included a 6-week multi-channel campaign across Facebook, Instagram, and Google Display as well as dedicated account management and advanced lead generation.
Our team created a detailed campaign plan featuring to promote the property. As is standard with Plezzel’s digital marketing campaigns, the targeting included our proprietary targeting that exposed this prestige property to in-the-market buyers and investors. Our approach included targeting in-the-market buyers across the North West of Melbourne with a focus on generating high-quality leads.
After the campaign plan was approved, the Plezzel team created attractive lead-generation ads that used property images and tight copy to create a compelling buying experience.
Our solution included lead upload to the Ray White CRM and personalised email responses to all buyers using a custom mobile-friendly email template.
We demonstrated the campaign to the Ray White Altona team highlighting the unique targeting and the frictionless lead generation experience, the campaign was approved to go live.
Results
The Plezzel campaign generated incredible results:
- 49,000 buyers reached
- 54 leads generated
- Four townhouses were sold during the campaign – all leads generated by Plezzel.
By way of comparison, the real estate portals only generated a total of 35 leads over the same period with no direct sales.
Please note: the above results were obtained from the Plezzel Digital Platform.
The cost per lead for Plezzel was an incredibly low $50.
Not only did the Plezzel campaign drive the most leads it drove buyers – real buyers.
The four townhouses were sold to leads generated from Facebook and Instagram, highlighting the strength of a true omni-channel marketing approach for highly effective digital marketing campaigns and the power of the Plezzel platform to reach in-the-market buyers.
Gus was delighted with the result, commenting:
“The first four buyers for this development were generated from Plezzel and Facebook. My vendor is extremely happy with the results and has continued retargeted digital campaigns to sell the remaining townhouses.”
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CoreLogic Australia