Results-Driven Integrated Digital Marketing Campaign

Campaign Overview

Erica Rawls Team (ERT), a real estate company under Keller Williams, aimed to boost brand awareness and generate high-quality buyer and seller leads in Central Pennsylvania.

The target audience included first-time home buyers, first-time sellers, and experienced buyers and sellers looking to upsize or downsize in the Greater Harrisburg, PA area and within Dauphin, Cumberland, Lancaster, York, and Lebanon counties.

Campaign Objectives and KPIs

• Generate a minimum of 90 leads per month

• Implement an effective inbound lead generation model for the new business

• Increase organic website traffic and improve keyword rankings

• Enhance brand visibility and recognition online

Strategy & Execution

Lead Generation:

• Redesigned the website for better organic search rankings (2021) and continued optimization to increase keyword rankings for relevant search terms/search intent.

• Launched a Google Ads campaign to complement the SEO strategy, targeting keywords such as "Realtors in Harrisburg, PA" and "Houses for Sale in Harrisburg, PA."

• Utilized various lead generation methods, including website contact forms, phone calls, and home search account creation through the IDX Broker platform.

• Leveraged email marketing campaigns to support event registration and attendance, thus nurturing leads further.

Brand Awareness

• Employed a mix of organic and paid social media efforts on Facebook and Instagram to increase reach and impressions.

• Utilized paid ads on Google to expand brand visibility and drive traffic to the website, both from new and returning visitors.

Results

In 2022, the lead generation efforts were successful, resulting in a total of 379 leads, with SEO/Website and Google Ads channels being the most significant contributors, accounting for 77.5% of all leads generated.

The website saw an impressive 132% increase in total organic visitors compared to the previous year, yielding 48 leads from SEO efforts and 66 leads from Google Ads.

Additionally, quarterly home buyer workshops proved effective in generating 84 new leads. Email marketing and social media marketing also played crucial roles, with a notable 254% increase in visitors and 257% increase in new visitors from email marketing, and significant improvements in Facebook and paid reach.

Overall, the lead generation strategy showed promising results, attracting an average of 40.75 leads per month in 2022.