One of our longest standing partnership is with one of Edinburgh’s most respected institutions, Coulters Property. Providing a 360° digital service for Coulters, we have created an online presence unlike any competitor – one that we continue building every day.
With the competitive nature of Edinburgh property market, our client was looking to leverage digital channels that they had never used before (and none of their immediate competitors use!) to strengthen their position as a luxury real estate brand and generate quality leads.
We were tasked with creating an evergreen Facebook Ad campaign to raise their profile with the right audience and generate both buyer and seller leads at an efficient cost, as well as supporting them with SEO, Digital PR and Content Creation for all social platforms.
Working with the client we pinpointed the key demographics, behaviours and tastes the ideal customer has in order to create interest audiences to test. Along with these audiences, we created and tested various creatives, from property tour videos to image slideshows, in order to isolate the best performing ad types.
We also installed the Facebook Pixel and tagged the client’s website to track, not just leads, but also micro conversions that indicate in-market user behaviour. With this tracking in place we were able to optimise campaigns for lead generation and use retargeting techniques to re-engage interested users.
Using the user data generated by the pixel events, we were also able to create lookalike audiences of those who had made significant actions on the website, taking the guess work out of the targeting.