Keane & Parker are a market-leading, regionally renowned estate consultants.
To support the launch of this new business, we drove engagement, high-impact awareness and high-value lead generation with homeowners in key catchment areas.
WHAT WE DID
Keane & Parker pride themselves on having a human approach. Given that, to connect with the large South Devon property market on a personal level, we analysed and segmented big data – over 100,000 postcodes – into 12 catchment areas surrounding the Keane & Parker office for hyperlocal social media targeting across Facebook, Linkedin, Twitter and Instagram.
By showing users acutely geotargeted ads with 5-year local property value rises, we piqued our audience’s interest and drove traffic with intent to get a market appraisal from their local Keane & Parker estate agent.
We used layered targeting techniques to identify the right audiences amongst social media users, based on location, age, property ownership status, and interests including affinity with Keane & Parker's competitors.
Assessing seasonal demand and key conversion periods, we weighted acquisition and native lead generation remarketing campaigns to deliver at key times to drive performance at scale, reducing CPA by 56% during the campaign period.
Despite initially only being set to run for a short period, campaign performance was so strong that it was extended by 2 months, with a view to revisiting later in the year.