Abel Projects WA

Property Marketing Strategy

What we did: Digital Marketing Strategy, Market Research

For each project, we worked with the Abel Projects WA team to identify the project-specific objectives and market position before launching the marketing campaigns. This gave us a clear direction on how to develop a conversion funnel strategy to generate the best quality leads for each project’s sales team.

We gave careful consideration to the project specifications, local buyer demographic, investment position and construction timeline and how this may impact the buyer journey.

Attracting the Right Target Markets

What we did: Market Research, Insight Gathering

With a portfolio of projects, each with their own set of unique selling propositions and buyer demographics, it was important to determine the exact type of target markets suited to each development. That way, we could understand their needs and how to offer value.

For each project, we carried out a thorough market research process with the client to identify the prime target markets. We drilled down to specific buyer demographics including motivations to buy or invest, product needs, location needs, researching processes, objections and desired solutions.

We could then develop a buying cycle based on key response indicators to help us move people down the conversion funnel.

• Identify the problems, needs and solutions.
• Identify the steps people take before making an enquiry, financing, budgets, property type, location etc.
• Identify the information people need to go from a researcher to an interested prospect.
• Identify hooks to help create urgency while facilitating an easier purchase commitment.
• Identify the information people need to stay engaged with the project throughout the construction.

Enhancing the Brand Position

What we did: Branding with Intent, Content Marketing, Follow-Up Marketing

With a lot of competition, in a recovering WA market, each project needed a strong brand position in the marketplace to build a bond and relationship with the right target markets. It also had to demonstrate value to attract buyers that know, like, and trust the project.

The branding position for each project development was driven by the target market needs and desired solutions. By carrying out the market research, we were able to determine the selling solutions to each buyer demographic and develop content and offers to provide the most value to our ideal target markets.

This branding process focuses on building the Abel Projects agents into the project brand, creating a personal relationship with the relevant target markets. It also needed to demonstrate an intention to help them with their buying journey, create a warmer market that is easier to sell to, and position the projects for the greatest response.

Outcomes

By building the brand around the property agents, we were able to develop personal relationships with the marketplace, leads, and the clients. People develop relationships with people, and by giving each project a personable brand, we were able to lead and facilitate people through their buyer journey.

• Resources such as guides, blogs, and videos presented by the agents allowed people to put a face behind the valuable advice and support.
• Email follow-up strategies addressing prospects personally, written by the sales agents, improved our open, click through and opt-in engagement.
• Beyond the conversion and engagement tracking we had visibility over, the agents reported a high response rate to the email follow-ups and the content being distributed. In particular, the selling agent for Paradiso (see the Paradiso development case study here) has personally received a lot of positive direct responses for the content being shared, leading to sales opportunities for this project.

Designing a Lead Conversion Funnel

What we did: Website Design, Content Marketing, Conversion Rate Optimisation, Sales Hook Development, Database Integration and Management.

Before launching the advertising campaigns, we had to optimise the sales funnel to maximise the conversion rates, lead volume, and lead quality.

By identifying the specific buyer demographics suited to each project, we optimised the website to improve the buyer experience. We provided valuable content and offers tailored to the right target market, based on their buying behaviours.

To improve the website conversion rates for quality leads, we used the target market research to implement segmentation and built dedicated landing pages offering promotions designed around their specific needs, wants, and values.

We also added qualifiers to contact forms to help the sales team focus on higher-value leads, and not tire out softer leads with aggressive sales tactics.

This process involved:

• creating unique, buyer profile specific landing pages with strong calls-to-action
• developing contact forms that would segment buyer types and determine when prospects are ready to make a purchase
• unique developer incentive promotions to facilitate the buying process based on specific audience segmentation
• a content marketing strategy across a website blog and resources designed to facilitate the buyer journey and enhance the buyer experience
• follow-up marketing segmented by buyer types, engagement, and a lead qualifier pipeline, used across email marketing and remarketing campaigns.

Outcomes

By implementing a relevant and purposeful lead conversion funnel, the sales team have seen several improvements:

• The agents have been able to better qualify the lead opportunities.
• Better sales follow-up processes as the agents are provided with strategic insights about the enquirers upfront.
• More confidence in the remarketing and nurture strategies as they are seeing this strategy effectively transition cold leads into warmer and hot prospects, which has improved their pipeline management process.

Generating Better Quality Lead & Sale Opportunities

What we did: Direct Response Marketing, Social Media Marketing, Paid Advertising, Email Marketing, Graphic Design, Video Production.

For each project, once we identified the target markets and optimised conversion funnels, we focused on improving the advertising messaging and targeting to enhance lead quality.

The main objectives for the project advertising campaigns are to achieve top-funnel leads, qualified bottom-funnel leads, and sales conversion opportunities. To maximise this, we set up segmented direct response advertising campaigns based on the behavioural response model.

We used several advertising platforms.

Facebook Advertising

To ensure high-quality lead conversions, we segmented Facebook advertising campaigns based on behavioural interests, resource downloading activity, and website engagement. This allowed us to develop targeted messaging for each segment, while also engaging warmer audiences already familiar with the project and brand.

We used multiple creatives, including renders, lifestyle photography, incentive graphics, and videos to enable targeted messaging for each buyer segment.

Using Facebook conversion tracking, we identified high-converting audiences, messages and creatives in order to optimise for better conversion rates, lead quality, return on ad spend (ROAS) and return on investment (ROI).

Google Ads

We used Google Advertising to target buyers that have a high search intent to buy an off-the-plan apartment. This drove traffic back to the project websites and avoided the heavy reliance on third-party property websites, such as realestate.com.au.

To accurately target the right buyers at the right time and avoid budget wastage, we set up campaign structures to target bottom of the funnel buying intent, specific to the development location, and restrict general searching traffic.

Google Ads conversion tracking allowed us to identify high-converting search terms and messages to ensure we could optimise for better conversion rates, lead quality, ROAS and ROI.

Email Marketing

To nurture the email database and take prospects further down the conversion funnel, we built email marketing campaigns into the nurture marketing strategy for each project. We used email marketing to promote offers, construction updates, resources, and videos. We segmented the audience so each project had specific messaging designed to support the buyer experience and define the conversion point to generate highly qualified leads.

Outcome

By creating an optimised website and highly targeted advertising campaigns, we were able to create a high-converting funnel, maximising traffic and increasing conversions for each click.

• Website landing page optimisation allowed us to minimise lost traffic and increase the conversions. This resulted in better quality leads, while decreasing the cost per acquisition (CPA).
• Due to focusing on better quality leads, we supported the Elizabeth Residences project by generating enquiries that converted into hot sales opportunities immediately. Properties were put on hold after the first engagement with the prospects, with no floor plans or renders to showcase.

Converting Top Funnel Enquiries into Warmer Prospects

What we did: Content Marketing, Email Marketing, Remarketing, Segmentation, Lead Magnet Resources.

The buyer journey for off-the-plan apartments, from researching to purchase, is a lengthy process. Prospect need nurturing to maintain a strong relationship with the project and move down the conversion funnel.

To develop a nurture strategy for each project, we researched target markets to identify specific buyer journeys for each buyer type. With this information, we developed a direct response content strategy for each project.

Top funnel lead generation – targeting quality prospects during their research phase

• Lead magnets
• Blog articles
• Project specific resources ie brochures
• Events

Bottom funnel lead generation – targeting buyers when they are ready to enquire on a product

• Developer incentive offers
• Project videos
• Segmented email marketing and automations
• Remarketing campaigns

We developed contact strategies to generate both top and bottom funnel leads based on specific behavioural segmentations including:

• Buyer type – investor or owner-occupier
• Response indicators – un-converted website traffic and resource downloads
• Enquiry type – contact form, developer incentives or resource downloads
• Lead status – cold, warm, hot, or purchased

Outcome

Feedback for the communication strategies implemented for the various project developments has been very positive, with Abel Project agents reporting the following results:

• We were able to develop top-funnel conversion methods to increase soft enquiries during the COVID-19 uncertainty. This meant we could still capture those leads during a time of panic.
• Soft lead generation and nurture strategies through email and remarketing campaigns were implemented, resulting in an increase in bottom-funnel lead generation as the uncertainty lifted. This has been incredibly prominent for the Fairlight project, with a 71% increase in top-funnel lead enquiries, supporting a 96% increase in bottom-funnel lead enquiries, while decreasing the cost per acquisition by 39%.
• Thanks to a dynamic shift in our lead generation strategies, we didn’t lose any lead opportunities during the pandemic. The conversion funnels we implemented converted soft enquiries into warmer prospects. Thanks to the valuable email follow up content, we were able to support the Paradiso project by helping to convert 16 cold leads into warm and hot prospects for the sales team.