5 times more quality buyers from digital campaigns

Our innovative digital campaign delivered more leads at a lower cost for the hockingstuart Caulfield office.

The Challenge

The hockingstuart Caulfield team listed a premium property located in Caulfield South. Traditionally with property campaign, the first week is strong and then attendance at the open homes drops off over the campaign. Sophie Laforest and the team wanted to do something different for vendor Kristina and generate consistent lead volumes over the campaign to maximise the sale price.

The Solution

Plezzel was asked to create a lead generation campaign using our Marketing Suite to deliver targeted buyer leads and drive consistent attendees at the open homes.

Our team created a custom campaign in Facebook and Instagram, which used both lead generation and image ad units to create a meaningful impact. As is standard with Plezzel’s digital marketing campaigns, the targeting included our proprietary targeting that would expose this prestige property to in-the-market buyers and investors.

Because today’s consumers use multiple channels to discover information, the campaign included Facebook, Instagram, Messenger, and the Google Display Network with targeted and retargeted advertising using our extensive data sources. This approach ensured the campaign would have maximum reach and optimal ROI.

The Plezzel team created attractive ads using the property details available in the hockingstuart Caulfield platform to create a compelling buying experience. Our creative featured the stunning attributes of the property and included AB testing of video and image ads as well as buyer ads, and auction ads.

We demonstrated the campaign to the hockingstuart team showing the quality of the creative, the frictionless lead generation experience, as well as the lead upload to the hockingstuart CRM, and personalised email and SMS responses sent to all buyers.

Results

Throughout the property campaign, our campaign drove more leads than any other source including the property portals and at a lower cost. The Plezzel campaign delivered 37 leads at a cost per lead of just $26 – well under the cost per lead of the major real estate portals. In fact the cost per lead was 84% lower than the average cost per lead.

Not only was the cost per lead low, the lead quality was excellent. Over 90% of the Plezzel leads resulted in open home visits indicating that the targeting was hitting the mark.

And on auction day the property achieved $300k over the reserve.

Sophie Laforest, commented,

“The numbers were exceptional over the campaign. Typically there is a drop off after the first week, but we saw steady numbers at each open. Plus we had a lot of out of area buyers genuinely interested in the property. I will be recommending Plezzel’s digital ads to all my vendors. “

Kristina, the vendor, was delighted with the results,

“I am a big believer in digital, and I was very pleased with the execution of the campaign by Plezzel and the results. It had a huge impact on the final result.”

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