Raine & Horne has responded to a challenging year with an innovative national marketing campaign that generated a fantastic 500 listings for its Australia office network in ten days.
The leading property group has produced this significant spike in leads by combining its first-to-market digital marketing platform Amplify with its 2020/21 spring/summer campaign that urges property owners to “Turn curiosity into confidence.”
More than ever people are questioning the way they live and work and there’s uncertainty,” said Angus Raine, Executive Chairman, Raine & Horne.
“And where there’s uncertainty, there’s curiosity, which the national spring/summer campaign and our sales agents are well-equipped to address.”
Mr Raine continued, “With the football finals pushed back to October and different levels of restrictions in every state and territory, we reasoned the traditional selling season would start later this year, take a 10 day breather for Christmas and return to full-swing from 5 January 2021.
“We tested the campaign with a soft launch in the middle of October, and after just ten days we generated an average of 2.5 new listing leads for each office, which has the potential to generate a massive financial windfall in the many millions of dollars for our network.”
Amplify morphs into lead generation powerhouse
Since launching Amplify in 2017, the social media juggernaut has morphed from a property marketing technology platform focussed on buyers, “into a sales lead generation tool”, noted Mr Raine.
“We could never have dreamt a marketing tool we commissioned from Copenhagen-based CCT in 2016 that focussed on active and passive buyers would morph into a lead-generating powerhouse.”
That said, industry statistics indicate buyers are still active in markets across Australia with online search volumes for property up by more than 32% in October compared to the same time last year. Even searches in Victoria increased by 16.7%.
Mr Raine said, “We’ve seen our website traffic skyrocket by more than 44%, while Amplify has generated a total of 115,040,392 exposures with an average click-through rate 14% since 2017.
This is a tremendous result as the real estate industry click-through rates are just 1%.
“The beauty of Amplify compared to traditional media is that it allows us to track everything and gives us real results.
“Over the past three years we have also utilised the capabilities of Amplify for property management, organic growth, staff recruitment, agent profiling and now lead generation, which is demonstrated by the success of our October marketing campaign.”
As the weather and the market continues to heat up, Raine & Horne has plans for two more short-burst lead generation campaigns as part of the ‘Turn curiosity into confidence’ campaign’, which has been designed by creative content agency Chello.
The national campaign provides every Raine & Horne office across Australia with a suite of bespoke print and digital assets including campaign posters, digital screens, email banners, static and carousel social posts, GIFs, Instagram story templates and cover imagery for Facebook and LinkedIn.
“A free Amplify branding campaign was provided to every office, along with 1,000 double-sided DL cards they can localise and personalise,” said Anjee Hopton, National Marketing Manager, Raine & Horne.
Since launching in the middle of October, Raine & Horne’s national marketing campaign achieved exposure to over 2.7 million online profiles across Australia.
“The campaign has been a great success because Chello understood the need to create messages that instilled confidence in consumers in a changing property landscape,” Ms Hopton said.