Harcourts digital campaign
Early 2017 we were appointed as the digital brand agency for Harcourts Canterbury, tasked with the job of raising their profile online and positioning them as local experts in the Canterbury real estate marketplace.
Our key operating idea was simple. Harcourts are the home team. A recent poll rated them as New Zealand’s most trusted agency and Nielsen ranks them number one for online sales exposure. They offer a considerable advantage to any prospective home seller. Simply put, they have the “Home Team Advantage.”
RESULTS FROM FIRST 10 WEEKS OF CAMPAIGN
- 2.2mAd impressions (2,245,000)
- 84,000+Off-site video impressions
- 27,000+Advert clicks and video views
- 14,000+Off-site video views
- 5xAverage Google Adwords CTR Benchmark across the Real Estate industry
Research showed us that our primary target market, prospective sellers aged 25-35, do a great deal of research before making a decision and usually contacting only one company. Our job was to create an online presence and content that showcased Harcourt’s expertise in a simple, factual context. So that anyone doing their due diligence would be presented with a solid case for choosing with “The Home Team Advantage.”
Using Harcourts’ immense library of real estate insight we created a website along with all the articles, videos, contact details and market news. Much of which became landing pages for a multi channel digital strategy that targeted prospective sellers at various touch points across their day.