Case Study

Cost-Effective Real Estate Digital Marketing, Achieving Success with CPC Under a Dollar

The British Square, a premier residential apartment complex in Canada, was in the development stages and looking for an effective digital marketing strategy to ensure high occupancy rates even before the project was completed. Given the competitive nature of the real estate market, this was no small feat. WebsiteSEO.ca was engaged to spearhead the digital marketing efforts, which included SEO and PPC campaigns, to achieve these ambitious goals.

 

Objectives

  1. Pre-Lease Apartments: Secure a significant number of pre-rentals before the project completion.
  2. High Occupancy Rates: Maintain a high occupancy rate post-launch.
  3. Cost Efficiency: Achieve cost-effective PPC campaigns with reduced cost per click (CPC).
  4. Website Development: Build a robust, user-friendly website optimized for search engines.

Strategy

WebsiteSEO.ca executed a comprehensive digital marketing strategy that included SEO, PPC advertising, and website development.

1. Pre-Launch Digital Marketing

Landing Pages: Created optimized landing pages to capture leads and generate interest even before the project’s completion.

Teaser Campaigns: Ran teaser campaigns on social media and search engines to build anticipation.

2. Website Development

Initial Analysis: Conducted market research to understand target demographics and competitors.

Design and Development: Built a visually appealing, responsive website designed to convert visitors into leads. Features included:

  • SEO-Friendly Structure: Optimized URLs, meta descriptions, headers, and alt text.
  • User Experience: Easy navigation, high-quality images, and clear call-to-actions (CTAs).
  • Lead Capture Forms: Integrated forms to capture prospective tenant information.

3. SEO Strategy

Keyword Research: Identified high-volume keywords specific to the real estate market.

Content Creation: Developed SEO-optimized content including property descriptions, blog posts, and local area guides.

On-Page SEO: Enhanced site speed, ensured mobile optimization, and implemented schema markup for better search engine understanding.

4. PPC Campaigns

Initial Setup: Created targeted PPC campaigns on Google Ads and social media platforms.

Bid Management: Implemented advanced bid strategies to lower CPC.

Ad Copy Testing: Continuously tested and optimized ad copy for higher click-through rates (CTR).

Remarketing Campaigns: Ran remarketing campaigns to re-engage visitors who showed interest but didn’t convert initially.

Results

Within a few months of implementing the strategy:

  1. Pre-Rented Apartments: A significant portion of apartments were pre-leased before the project was even ready, thanks to the teaser campaigns and optimized landing pages.
  2. High Occupancy Rate: Post-launch, The British Square maintained a 97% occupancy rate due to continuous digital marketing efforts.
  3. Cost-Effective PPC Campaigns: WebsiteSEO.ca managed to bring down the CPC by 88%. In an industry where PPC costs usually run into double digits per click, they managed to reduce it to mere cents while maintaining high-quality leads.
  4. Increased Online Visibility: The website ranked on the first page of Google for key search terms related to residential apartments in the area.

WebsiteSEO.ca’s strategic approach not only ensured that The British Square achieved high pre-rentals but also maintained a near-full occupancy rate post-launch. Their expertise in SEO and PPC allowed them to significantly reduce advertising costs while competing effectively with major real estate brands. This case study highlights the importance of a well-planned digital marketing strategy in achieving business success in a competitive market.