Home Equity: Real Estate
Executive Summary
Our strategic campaign overhaul for Home Equity in 6 months led to:
- An outstanding 18% conversion rate (2.6% is the industry average)
- A 457% increase in the lead volume
- 2x decrease in cost per lead.
The journey started with a conversion rate of 8.69%. It was immediately better than the industry average (2.6%). Through diligent optimizations and strategies, we achieved an impressive 18.06% by the end of the seventh month. The CPL over month 7 was $5.49
Growth Table: Key Metrics Over 7 Months
| Metrics |
Month 1 |
Month 2 |
Month 7 |
Result |
| Conversion Rate |
8.69% |
11.75% |
18.06% |
207% |
| Lead Volume (p/m) |
273 |
637 |
1250 |
457% |
| Lead Cost |
$11.92 |
$6.69 |
$5.49 |
-96% |
| Budget |
$3,260 |
$4,270 |
$6,850 |
210% |
Quick Highlights
- Difficulties:
- Available properties constantly change so we needed to find a way to address this without constantly changing the LPs.
- The lead-to-sale period is quite long for this client (at least a couple of months)
- Google Ads Strategy:
- Comprehensive keyword research.
- Focused on the most relevant keyword themes.
- Granular campaign structure
- Emphasized client's most profitable services and locations.
- The reporting structure was made in a way so that we could see the lead quality and what leads led to sales (both for first and returning buyers).
- New Landing Pages and CRO Strategy:
- Initiated with two different landing pages with content that resonated with the majority of the properties so constant changes to LPs were not needed.
- The design was made around the client's most lucrative locations and properties.
- Close page alignment with selected keyword themes.
Performance Breakdown:
1st Month: