ERA Real Estate Lead Generation Case Study

2,588 views

Published on

This case study demonstrates how Beeby Clark+Meyler grew lead generation and brand awareness for ERA in a crowded real-estate market by employing dynamic retargeting, customized display, and the right media partnerships.

Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.

We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.

For more information, contact Stuart Meyler, Principal
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

Published in: Real Estate
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,588
On SlideShare
0
From Embeds
0
Number of Embeds
1,637
Actions
Shares
0
Downloads
31
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

ERA Real Estate Lead Generation Case Study

  1. 1. ERA Real Estate Lead Generation
  2. 2. BeebyClarkMeyler.com | @GoBCM With home shoppers increasingly dependent on digital channels for their search, ERA sought to set itself apart, keeping in mind the following goals: • Grow visibility for ERA in a competitive real-estate market • Increase volume of online leads • Create better measurement, reporting and transparency • Develop personalized advertising relevant to its consumers
  3. 3. BeebyClarkMeyler.com | @GoBCM We designed a 360-degree digital campaign comprised of various digital media tactics: • Search data from home-buying sites Zillow, Homes.com and Trulia was used to retarget consumers with customized display ads • Dynamic retargeting ads were also created using first-party search data from ERA.com • High-search volume keywords relevant to real estate were used to drive traffic to company site • A partnership with Scripps’ Networks HGTV created brand awareness and interest in the brand
  4. 4. BeebyClarkMeyler.com | @GoBCM • Dynamic, data-driven creative display ads were created by incorporating search data. We used city and state queries to customize creative in real time, delivering over 10,000 possible variations of display ads
  5. 5. BeebyClarkMeyler.com | @GoBCM • High search volume ERA brand keywords as well as non-branded keyword searches were targeted to drive traffic to ERA.com and capture customer leads for local ERA agents
  6. 6. BeebyClarkMeyler.com | @GoBCM ERA partnered with HGTV to capture audiences who may be interested in purchasing a home • ERA ads appeared on HGTV.com’s “Income Property” show page • Pre-roll video and banner ads ran on HGTV.com • ERA sponsored House Stories and Cool Houses Daily sections on FrontDoor.com
  7. 7. BeebyClarkMeyler.com | @GoBCM • Lead Generation: 5,000 in-market home-buyer leads for local ERA agents • Interaction: 130,000 high-value actions (shares, emails and print listings) • Visibility: 100MM national ad impressions
  8. 8. BeebyClarkMeyler.com | @GoBCM Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal smeyler@beebyclarkmeyler.com, 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

×