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Andrews Property Group - Campaign

Digital campaigns to promote a full-service property agent

57%

increase in instant valuations

242%

increase in nearest branch activity

375%

increase in market sign up

Objectives

  • Remarket to previous visitors to the Andrews website
  • Target new prospects through social media
  • Increase brand awareness and engagement within specific target markets
  • Highlight the quality of service that comes with using traditional full-service estate agent (vs online)
  • Articulate the benefits: advice, knowledge and support throughout the process
  • Generate leads for sales, lettings and mortgages

The insight

The property space is an intensely crowded marketplace, with high street estate agents competing for market share. In recent years, this challenge has been magnified further by the emergence of online estate agents. People looking to sell or let their property are lured by the initial cost-savings, but may be unaware of the potential pitfalls when instructing an online agent.

Andrews needed a series of campaigns to highlight the possibility that when placing your property into the hands of an online estate agent, this could in fact be a false-economy.

What we did

Andrews is a full-service agent with extensive experience, local knowledge and expertise – they provide all the support that sellers and buyers need throughout their property journey. With this in mind all campaign activity is underpinned with #EverythingProperty as the communication platform.

We worked closely with Andrews’ media agency to tailor our messaging and creative to the target audience groups. This included first-time buyers, investor landlords, people who are already on the property ladder, young families looking to upgrade their starter home and empty nesters looking to downsize.

Brand awareness, lead generation display ads, social – organic and paid – worked hand in hand to drive traffic to dedicated region-specific landing pages with prominent calls-to-action to book a valuation or speak with a local agent.

‘Always on’ activity worked alongside the campaigns. This provided relevant content for buyers, sellers, landlords and tenants and gave a glimpse into Andrews’ DNA as a charitable organisation with giving back at its core.

Workbrands understand what we want as clients, understand what they do as an agency and most importantly understand how to add value to your marketing. A complete agency, providing a complete service.

Nick Moir, Head of Marketing, Andrews Property Group

We’d love to help you start a meaningful conversation with your audience