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Preston Baker

Preston Baker

‘Property Launch’: A Valuation-Focused Digital Marketing Campaign

Award winning estate agents, Preston Baker, came to us wanting support for the launch of their latest product, called ‘Property Launch’. Developing a strategic digital marketing campaign focused on driving sales valuation leads, we were able to offer our client a competitive edge that made them boldly stand out in their respective markets.

50%

Reduction in Cost per Lead

x2

Lower-cost Leads from Local SEO

50%

Reduction in Cost per Lead

x2

Lower-cost Leads from Local SEO

50%

Reduction in Cost per Lead

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Discover

With an expert team of negotiators, valuers, mortgage advisors and branch managers, Preston Baker is an award winning estate agency in Yorkshire.

Preston Baker briefed us on ‘Property Launch’, their premium selling service offering property owners a safer way to sell faster, for a higher price than traditional agents.

Immediately we got thinking on how to create a digital marketing campaign that would help promote the exceptional Preston Baker service and generate more valuation leads in the process, while reducing the cost per lead as requested by the client.  

Our creative process led to both bespoke videography for social media and leveraging the key messages of Property Launch in Google Ads and Local SEO techniques, pulled together in order to drive the cost of valuations down but maintain the high quality of those leads.

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Create

Our initial campaign focus was to creatively promote Property Launch and show how the Preston Baker service is uniquely different, especially in a market where everyone is offering the same valuation service.

From storyboarding to video editing and publishing, we created several social media posts using three powerful videos that would strategically support the product launch across social channels, using stats and practical benefits for vendors.

Watch the videos on Advance Buyers and How to achieve digital domination with Preston Baker. 

The main objective after the product launch, was to drive valuations to Preston Baker simultaneously bringing the cost per lead down. To this purpose, we leveraged Google Ads and Google My Business office listings.

But not before optimising the valuation request user journey on the website, redesigning it into a 2-step valuation process that would be more user-friendly and more efficient in converting users into leads.

By leveraging keyword research, we created Valuation pages specifically for Google Ads, targeting the most frequently searched for words by our client’s audience and designed for best conversion results.

An integrated Local SEO strategy built a stronger local SERP profile for Preston Baker’s nine offices and promoted Property Launch to high-quality local audiences, generating good quality leads as a result.

Last but not least, frequent performance review of Google Ads throughout our digital marketing campaign revealed ads with the best engagement but lowest CPL and further allowed for more data-driven decisions in optimising outcomes.

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Results

We’re delighted with the results of our laser-focused digital marketing campaign for Preston Baker, which was successful in promoting ‘Property Launch’ and in driving low-cost, high-quality valuation leads.

After redesigning the valuation booking process and creating the Google Ads with specific keyword-targeted pages, the cost per valuation lead for Preston Baker started to drop and reduced by as much as 50% in the following six months of the campaign.

Results were outstanding when it came down to Local SEO as well, we have been continuously delivering new valuation leads for half the cost of the expected cost per lead on other channels.

All in all a successful digital marketing campaign that creatively promoted Property Launch and showed how it can leverage “the power of digital” to offer more value to vendors. While also providing Preston Baker with a competitive presence in search engines.

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