Euroest

The Challenge

Generate leads, drive up brand awareness, increase social media presence.

Short Presentation

Euroest is one of local leading real estate companies. Its services include real estate consultancy, real estate marketing and others.
The company needed a stronger web presence as its competitors were already tackling up this area. It needed better search engine positioning, better online marketing and friendlier approach to potential customers.

The solution

Online marketing strategy
We’ve understood the company needed a mix of services in order to bring it to the desired target. First of all the website was not optimized for search engines, the users found it hard to navigate around it, it converted a very small amount of traffic to leads, there were no users retaining features and it lacked visual appeal.

The online communication was practically inexistent and the company missed huge opportunities, some of which were usually addressed by competitors.
We decided the website needed to be redesigned, re-implemented, integrated with the already existent top-notch CRM, we needed to increase traffic to leads conversion, retain more users and implement new user profiling and management features.
The online strategy also was to focus on social media, contextual advertising and social media.

The implementation
We redesigned the website in a way users could use it as a portal for the best real estate offers which, of course, were offered by Euroest. We powered up the website from the client’s Java and PostgreSQL based CRM. Turbocharged with the web power of PHP and MySQL (one of the best choices in this case) as well as AJAX interactions the website turned out to be a successful web presence for the company.

Each category was programmed to list RSS feeds for anyone wanting to stay up to date with the company’s offers. An innovative search module, with incremental filtering options was developed and designed in order to facilitate information access.
The layout made use of last minute visualization techniques to insure the best view model possible. We introduced new architecture information that was later adopted by competitors and partners.
We built a state of the art direct mailing application, able to cross-match registered users by sex, education, income and many others.

The brain
The one thing we are actually really proud of was something we called AI (a word game that mixed real estate agent and artificial intelligence – funny, right?). This was a system we programmed to gather data on users profile and behavior and learn from that.
The AI was to become a real sales person, one that can understand the customer’s needs and offer recommendations according. In less than 4 months the AI gathered almost 2 million data records and was offering some of the best recommendations on the market.

The results

To get the long story short we had more than 15 000 pages indexed by Google in less than 1 month (a 700% percent increase), time spent on the website increased by 300% and user behavior showed the website attracted mostly medium and high income visitors. And that was just the beginning…

Social media, contextual advertising and rich media campaign for 50% of new leads
The online marketing mix we used contained social media (blogvertising, blog copywriting and twitter socializing), contextual advertising (ran on Google Adwords) and rich media (on business and real estate high profile websites).
First of all you need to know we started with a 3000 unique visitors per month traffic. We took that up to 273 000 page views in the first month. Viewed by 30 000 unique users.

Additionally we increased search engine traffic by 200%, increased the indexed pages number to 18 000 in the first three months (15 000 in the first month), the AI got insights from almost 2000 users regarding their age, sex, location, income and education.
Also we’ve had 1299 registered users and 3029 email subscribers.
When the company started asking its customers what convinced them to contact Euroest, the result was surprising to say the least: 50% came from the website.