South Australia’s largest independent real estate agency, Harris Real Estate, comprises a team of professionals. Setting out to make ‘the Harris difference’, the Daniel Oliver team strongly value their vendors and their properties. Plezzel had the pleasure of working with this team recently, helping demonstrate these values.
The Challenge
The Daniel Oliver team at Harris Real Estate wanted to provide the best possible service to their vendor, selling a king-sized executive townhouse. As this listing hit the market, the team were contemplating whether they needed to extend the advertising period in order to reach more potential buyers. The team reached out to Plezzel, who reviewed the Vendor’s unique circumstances before recommending the ideal digital ads solution.
The Solution
Plezzel’s Digital Experts recommended a staggered 3-pronged approach; commencing with a Burst campaign, followed by both an Auction Reminder and a targeted Engager Campaign. These campaigns make for the ultimate trio, with each serving a unique purpose. While the Burst Campaign introduced the property and grew engagement amongst interested buyers, the Auction Reminder kept the listing front-of-mind until the eve of the Auction. The powerful Engager Campaign shared a video of the property to reach more buyers up until 1 hour before the auction, further encouraging attendance and interest.
With elegance, style and convenience on its side, this home was sure to impress with a stunning selection of images and videos, making for attractive property ads. Plezzel’s Digital Delivery team used this to create 2 engaging image ads and a video ad which were dispersed across Google, Facebook and Instagram. The results really spoke for themselves.
Results
These advertising initiatives resulted in strong buyer competition and a highly successful sale result. In addition, digital ads provided a strong Click Through Rate and over 1,200+ clicks through to Harris Real Estate’s listing page, which indicates ads were shown to the right people with the right messaging.
Key results supporting this achievement are as follows:
- Impressions (number of times the ad was delivered): 51,589
- Reach (number of people who saw the ad): 15,165
- Clicks (number of people who clicked on the ad): 1,280
- Cost-Per-Click (average cost of each click): $0.34
- Total Open Home Attendees: 53
“The Plezzel team helped us market our vendor’s home using a carefully thought-through digital strategy to get the best result for our client. The team provided excellent service and support throughout the campaign which contributed to the successful sale.“
- Heidi Vine, Marketing Manager - Harris Real Estate
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