Mock campaign for real estate company

1. Michael Smith
Personal Real Estate
Corporation
Shruti, Shraddha, Audrey, Stephen, Cheryl

2. Content Marketing Strategy Framework
KEY TARGET AUDIENCE SEGMENTS
New Buyer
- Families with children, Young Professionals (single)
- Geo-location based targeting: Higher income areas (several within Vancouver)
- 25-45 years old
Second-Time Buyer
- Sell to upgrade, or sell to live somewhere cheaper?
- Geo-location based targeting: Higher Income Areas (several within Vancouver)
- 34-60 years old
Seller
- Professionals
- Geo-location based targeting: Langley, Pitt Meadows, Maple Ridge, North Surrey - Biggest Sales Markets in 2016
- 35 - 65+ years old

3. 5 key topics of focus
1. Reinforce his expertise by educating audience on
navigating the housing market in Vancouver, no
matter what stage of life they are in.
2. Inform audience on financial and tax implications
of buying/ selling houses.
3. Create a vlog series to increase customer
engagement.
4. Content with Michael and Influencers (think Love
it or List it Vancouver’s Jillian Harris).
5. Share lifestyle posts on decorating, repurposing,
and remodelling homes.
Format Content
Video Testimonials, Informative Tips
Blog post Original (detailed tips, advice)
OPC (lifestyle, DIY tips)
Images Sold/ Bought (happy customers)
New Listings
OPC (lifestyle/ home decor photos)
Digital ads Facebook, Google
SEM
Display ads
Traditional
ads
Newspapers
Bench ads
Bus ads (shelter, in-transit banners,
full bus wraps)
Billboard
Yard sign Outside of homes for sale
Content Execution

4. Sample content pieces
Working title Type/
format
Brief description Target
Audience
For what
stage of the
customer
journey?
Content
Piece 1
12 must-know
tips for
first-time
homeowners:
Mondays with
Michael
Video -Informative list on purchasing first home.
-Can talk about tax implications
-Mortgage 101
-Expectations for bidding process
1st time
Homeowner
Awareness/
Research
Content
Piece 2
Happy New
House Day:
Another
Satisfied Client
Image - Image of Sold and Purchased properties
with Michael and a couple in front of it.
- Caption (text under the headline):
“Found X and Y their perfect home.”
-Testimonial quote (in the photo
description section):
“Michael really delivered our dream home
for our growing family! And he made selling
our townhouse such a smooth experience
too.”
2nd time
Buyers /
Sellers
Research/
Consideration

5. Video Content: Mockup- Twitter Organic

6. Video Content: Mockup- Insta, FB Organic

7. Newsletter Campaign Objectives-
Twitter
In order to increase newsletter subscribers, we will drive traffic
from the paid post on Twitter to Michael’s landing page where
there will be a clear CTA to subscribe to the newsletter.
Since Twitter demographic skews slightly older and more
professional than Facebook, we would likely invest slightly more
into this campaign in the long run.
Twitter Audience Screenshot (Part One)

8. Twitter Audience Screenshot (Part Two)
Newsletter Campaign-
Twitter contd.

9. Newsletter Campaign- Facebook
Campaign Objective: Conversions
In order to increase newsletter subscribers, we
will use a Conversions campaign on Facebook.
When the user clicks on the ad and goes on
Michael’s landing page, there will be a CTA for
newsletter subscriptions on “tips and insights for
navigating the Vancouver real estate market”.
This will also allow us to install a Facebook Pixel
on Michael’s site and further retarget ads on
Facebook.
We want to initially cast the widest net possible.
Once people start interacting with the post, we
can retarget to individuals with similar
demographic, interests, etc.

10. Facebook Newsletter Ad MockupTwitter Newsletter Ad Mockup
Newsletter Campaign-
Ad Mockups

11. Newsletter Campaign: Measuring Success
Using Google Analytics, Facebook Ads Manager, and gathered data we will measure the effectiveness of
this campaign by determining:
Click-Through-Rate (CTR = Clicks / Impressions):
In order to determine which of our social media campaigns (along with which specific ads) are generating the most leads, we
will need to calculate the CTR. This provides additional insight as to what ad content is being engaged with the most by users.
Growth in # of Newsletter Subscribers:
To assess whether social media campaigns have helped achieve our goal of increasing newsletter subscribers base, we will
compare the number of Newsletter Subscribers during the month preceding the campaigns, against the number of subscribers
one month after beginning the campaigns.
Web Traffic to # of Leads Ratio:
To analyze the quality of website traffic as a result of the campaign, we will compare the total number of visitors to the number
of visitors who engage with a Call-To-Action for Newsletters.

12. North Vancouver Listing: Campaign Objectives
Facebook Campaign Objective:
Traffic
Traffic campaign allows us to push users directly to
listing pages. This will increase sign-ups for
individual showings and keep site’s users informed
of open houses.
Instagram Campaign Objective:
Traffic
Similar to the Facebook Traffic campaign, this will drive interested
users directly to Michael’s listing. Using the “Learn More” banner
the ad can clearly delineate what the website will do for the user.

13. Instagram Audience Screenshot Facebook Audience Screenshot

14. Listing Campaign: AD Mockups

15. Listing Campaign: Measuring Success
Using Google Analytics, we will apply the following KPIs in order to track the performance of both our
Facebook and Instagram campaigns:
New vs. Return Visitors:
In order to verify an increase in traffic to Michael’s listing page as a direct result of the campaign, we will compare the number
of new and return visitors to the page during the week preceding the campaign, against the number of new and return visitors
one week after the campaign’s start date.
Online Conversion Rate (Conversion defined as a registration for the listing open house):
Conversion Rate (%) = (# of registrations / # of ad-clicks) x 100
In order to determine how many website visitors are seriously considering making a purchase, we will need to calculate the
online conversion rate. This will provide insight into the quality of website traffic, and the general intent of visitors to the
listing page.
Cost per Conversion (Conversion defined as the purchase of a home):
In order to determine the performance and cost-effectiveness of our Facebook and Instagram campaigns, we will calculate:
Cost-per-Conversion = Total revenue from North Vancouver sale / Total cost of campaign.