Tools that use AI and machine learning have created great results for property PR maven and digital strategist Kellee Cruse and her clients at the property marketing agency We Love Leads.
Thanks to high-level data profiling, We Love Leads (WLL) builds valuable audiences, so ads are seen by the right audience at the right time and capture active buyers' attention and contact details.
Cruse, who started her marketing career in magazines at Australia’s two largest publishers, ACP and Pacific Magazines two decades ago, has lived and learned through enormous changes to the digital landscape and can position herself ahead of the MarTech curve.
Gone are the days when vendors relied on property platforms and online ads alone.
“Clients come to us frustrated saying that their campaigns on leading real estate websites or their Google Ads are not working for them, Cruse said.
“They say, ‘we are not getting qualified leads, and often pay for duplicates, dodgy email addresses and phone numbers’.
“Our campaigns regularly rank higher than Domain in search results using our keyword strategies for clients.”
It is her and her team’s expert use of certain tools in the AI space to monitor campaigns that have enabled client success in more recent years, especially when house prices have fallen.
Architect Selwyn Blackstone designed and developed the luxury residential project
In four months, from November, 2020 to February, 2021, Cruse was able, with a budget of $55,000 across social media and Google ads, to provide enough leads to create $14 million in sales for the project.
“Over the 22 years of my career as a real estate agent, I have never seen anything like it,” Pavilion On The Park agent Matt Carver, Carver Real Estate, said.
“The quality leads for apartment sales generated for this project from Kellee’s data-driven Google Ads, Facebook, and Instagram campaigns made other lead sources look dismal.”
This deliverable was an amazing result, especially during the height of the pandemic when lockdowns were coming into force.
But it is also unsurprising that We Love Leads delivered that result. They use an effective balance of AI and human strategists and analysts to interpret the data and make the right decisions.
That deep understanding of the data in a region to a particular market is the sweet spot according to Cruse.
“We understand the property market (Melbourne, Sydney, Canberra, Gold Coast, Byron Bay, and Brisbane) and enjoy the hunt, mining and then retargeting the right buyer,” she said.
That know-how is then used to make sure clients are placed in the best position to have their campaigns succeed.
“It starts with setting the accounts and campaigns up correctly. I frequently see businesses wasting ad dollars because their digital accounts are not set up from the outset to succeed,” Cruse said.
Rather than hide the secret sauce there’s a lot of transparency provided with Cruse’s offering including monthly collaborations with sales and marketing teams.
“If a marketing manager needs to interpret their campaign ROI quickly all the numbers are easily accessed in real time in beautifully simplified reports,” Cruse said.
“We enjoy empowering our clients with the numbers.”
And why wouldn’t they—the numbers add up. Her data-driven campaigns deliver high volume, high quality, real estate enquiry that covert into ‘display suite appointments’, ‘property inspections’ and sales for built and off-the-plan properties across Australia.
Going by results to date, WLL said, clients can expect an average of between 80 to 120 leads per month (for a combined Paid Social and Search strategy).
We Love Leads’ services come at a time when developers, worried about construction costs, labour shortages and the housing market, will need something that will help make projects profitable.
Cruse said her record creates more peace of mind for developers keen to demonstrate pre-sales for projects.
Developers, agents and marketing managers can get in touch with We Love Leads and learn more at lovepropertyleads.com.au.
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