G’day,
It’s Lloyd Borrett here, Cheryl’s partner.
Mount Eliza Unit For Sale Campaign
The prime mission of this WordPress based blog and our integrated social media campaign is to help attract additional potential buyers for Cheryl’s home unit / apartment at 5 /67 Canadian Bay Road, Mount Eliza Victoria 3930, Australia.
The secondary mission is to provide interested buyers who come to us via the traditional real estate marketing channels with extra information about the property and the benefits of living in the Mount Eliza neighbourhood.
To attract potential new owner occupiers or property investors to purchase the Mount Eliza unit we’ve been using web marketing, search engine optimisation strategies, and social media marketing techniques in an integrated online campaign to generate an extended influence network.
Online Campaign Results
The beauty of online campaigns is that you can get plenty of information about what’s happening. You can track, measure and analyse almost anything. Here are some of the key online campaign results we’ve had so far:
- The Mount Eliza Unit For Sale website has had as many as 959 page views in a single day.
- The website’s Alexa Global Traffic Ranking is ahead of target and constantly improving search results.
- 18 April 2012 – 5,782,949
- We created the Mount Eliza Unit YouTube channel and a comprehensive set of videos.
- Within 2 days the “Mount Eliza Unit For Sale – Feature” video became ranked #1 on YouTube for the search term “Mount Eliza Unit”, plus other related search terms.
- Similarly, we’re getting #1 search results on Google for a video search of “Mount Eliza Unit” and other related search terms.
- 1st page Google Search results for the search term “Mount Eliza Unit“ within 2 days, and have stayed there.
- Google Image Searches for “Mount Eliza Unit“ were quickly on the first page.
- Built a Twitter following of 205 people after 60 tweets and some targeted following.
- Integrated the use Pinterest into our social media campaign, and doubled page views each of the next two days. See also Pinterest and this blog.
- Added a Quick Response (QR) Code to the display board in front of the Mount Eliza unit for sale and got 12 clicks in just the first three days.
On Google Analytics the results look like this:
Mount Eliza Unit For Sale Google Analytics results
As you can see, the biggest spike in page views occurred when we crossed over and received publicity via a half-page story on page 22 of the Saturday 10 March 2012 edition of The Herald-Sun, a major daily newspaper, together with a prominent mention on the home page of their web site on the day. See their story online at http://www.heraldsun.com.au/news/more-news/property-clicks-in-for-property-owners/story-fn7x8me2-1226295356018.
The second biggest spike happened when our friend and technology journalist Anthony Caruana mentioned what we’re doing with Pinterest and this blog on Lifehacker. See Selling Your House 2010s Style.
Real World Results
Sometimes the harder issue is to measure the real world results from online campaigns and this is just one such example. It’s not so easy to accurately quantify just how many inquiries to Eview Real Estate Partners, visits to open for inspections, and/or requests for inspections by appointment, are the result of the online campaign. That part of the process is out of our control.
However, what we’re being told is that the real estate agents are consistently seeing twice the interest for this property than the other properties on their books. Of course, while we’d like to believe this 100% increase in interest is entirely as a result of the online campaign, that may not be the case.
It could just be that it’s the inherent great qualities of the Mount Eliza home unit / apartment and its location so close by to Mount Eliza Village that is generating the extra interest. Or it could be the result of plenty of other external factors. In this case, it’s hard to know. Welcome to the problematic real world of online marketing.
