Seo case study

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This property management marketing campaign shows how SEO was used to generate more business and how that business is worth much more than you think.

This is an extremely simple example but is very powerful. Check out this SEO case study today.

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Seo case study

  1. 2. PROPERTY MANAGEMENT CASE STUDY How to use Search Engine Optimisation to get more business RENTAL MANAGERS www.rentalmanagers.co.nz Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  2. 3. Increasing Rental Managers RENT ROLL and their BOTTOM DOLLAR using Search Engine Optimisation (SEO) Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  3. 4. Rental Managers were always happy with their incoming business, but their ONLY SOURCE was REFERRALS In January 2011 I came on board to help them grow their rent roll by getting higher rankings in the search engines for keywords related to their business Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  4. 5. This presentation was put together and is based on the first phase being completed, which was for better search engine rankings In 2012, I will roll out the next phase which will focus on client generation and client retention This will include, but not limited to: Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  5. 6. Developing a new direct response website Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  6. 7. Continue getting higher rankings and more qualified traffic Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  7. 8. Pay Per Click Advertising (PPC) Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  8. 9. Set up a client referral program Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  9. 10. Plus other secret gems I like to implement for my clients ;) Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  10. 11. In 2012, the market is competitive with companies who ‘claim’ they can get you ranked online. Issue is, most of them are horrible at it, and worst again, they don’t actually do what they say they will achieve for you Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  11. 12. I will show you here what we have achieved. You be the judge if these class as REAL results! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  12. 13. In order for this to work, several factors needed to be considered - Is the website optimised and ready to go - Is the website clean with a ‘call to action’ - Is there a system for tracking new business Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  13. 14. Phase 1 Objective: To achieve better search engine rankings, to get more business online as a result of our SEO efforts, and to provide a healthy return on investment (ROI) Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  14. 15. Simple right? - So lets start Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  15. 16. Between January 2011 and December 2011 Rental Managers got 30 new properties from Google Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  16. 17. Doesn’t sound like much right? Well lets look at the stats! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  17. 18. Here are some of the rankings we achieved Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012 RANKS IN GOOGLE.CO.NZ Property management Wellington 1 Property managers Wellington 1 Property management Upper Hutt 1 Property management 4 Property management Lower Hutt 7
  18. 19. So how does this affect the bottom line? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  19. 20. Average property commission per year $1500 Number of new properties 30 $1500 x 30 = $45,000 per annum increased revenue Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  20. 21. Is that it? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  21. 22. NO Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  22. 23. Lets now look at the average lifetime value of a client Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  23. 24. From our studies we determined 5 years was the average lifetime value of a property client Therefore $1500 x 30 properties x 5 years = $225,000 revenue over the next 5 years Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  24. 25. Is that it?
  25. 26. NO Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  26. 27. Remember how I mentioned they were already getting referrals? So originally it looked liked this....... Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  27. 28. NEW BUSINESS FOR RENTAL MANAGERS REFERRALS Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  28. 29. And then it started to look like this....... Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  29. 30. NEW BUSINESS FOR RENTAL MANAGERS REFERRALS GOOGLE Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  30. 31. But now it looks like this....... Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  31. 32. NEW BUSINESS FOR RENTAL MANAGERS REFERRALS GOOGLE REFERRALS Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  32. 33. How cool is that - Business found via Google are now starting to refer business!! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  33. 34. So was this financially worth while? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  34. 35. Maybe a breakdown will help! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  35. 36. Consulting fee = $500 (one off fee) SEO on page set up = $750 (one off fee) SEO Monthly Fee = $1200 TOTAL COST PER YEAR = $15,650 Split over 12 months = $1300* *NB: Depending on your industry/location and number of keywords you want to target will affect prices charged Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  36. 37. Revenue over 12 months = $45,000 Cost outlay = $15,650 Gain of $29,350 Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  37. 38. Is that it? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  38. 39. NO Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  39. 40. What would happen if we parted ways after 12 months? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  40. 41. Over the next 4 years they would generate approximately $180,000 in revenue ($225,000-$45,000) Plus - they would maintain their ranks in the search engines (at least for a short period of time) and will be able to continue generating business without my services (if other companies are doing SEO they may start to knock them off the top spot though!) Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  41. 42. But how can we track this? How do you know these numbers? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  42. 43. We set up a tracking report which monitored where all business came from. This is crucial or you won’t be able to analyse the results! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  43. 44. Summary! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  44. 45. 23 new clients Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  45. 46. 30 new properties to manage Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  46. 47. Increased exposure Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  47. 48. Increased business and website value Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  48. 49. $45,000 revenue in year one with an outlay of $15,650 spread out over 12 months! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  49. 50. $180,000 revenue over the next 4 years with zero outlay!!! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  50. 51. Gross ROI after year 1 = 187% Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  51. 52. ROI = 187% Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  52. 53. Gross ROI after year 5 = 1337% Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  53. 54. ROI = 1337% Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  54. 55. Is it worth it? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  55. 56. You better believe it! Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  56. 57. So what now? This is only one arm of what we do. I called our company Superior Marketing for one reason. We get exceptional results! 2012 will see Rental Managers take a larger share of the Wellington Property Management Market Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  57. 58. So how can you get some of the action? Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  58. 59. CONTACT ME TODAY I only work with one property management company in each Area! Check us out at www.superiormarketing.co.nz Contact us from the contact us page Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012
  59. 60. Connect with me My name is Aaron Clancy Contact me personally 0220640932 www.facebook.com/likeaaronclancy www.twitter.com/aaron_clancy Aaron Clancy | Superior Marketing | www.superiormarketing.co.nz © 2012

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