Real Estate Brokerage Recruitment Campaign
Our team was approached as a preferred vendor for marketing and business development for a locally run member of a national real estate brokerage with the goal of recruiting 50 experienced agents.
The brokerage had worked with several marketing agencies in the past but had not received the results they had hoped for. The brokerage had accomplished recruiting 5 experienced agents, but due to misleading advertising by a marketing partner, retained only 1 beyond 5 months.
The client began with $4000 in marketing spend, in addition to the retainer required for our team with a plan to increase as the months progressed and results began to be achieved.
This agreement was a sprint-exclusive, meaning we were not intending to extend the recruitment campaign beyond 4 months, nor would we want the campaign to continue unless expansion was part of their overall business plan
Our initial Process:
Upon signing the agreement, we began producing leads through our appointment setting and vetting program. Following the launch of the appointment-setting campaign, we began engaging in email marketing using our experienced copywriters and email marketing team to reinforce any and all contacts we were conducting outreach to through other means. Our appointment-setting team cross-referenced open emails and conducted phone outreach to book additional appointments with individuals that had either clicked through to schedule an appointment or opened one or more emails to ensure the prospect knew that the emails were not intended to be spam. Simultaneously as these campaigns launched, our platform marketing team and data analytics department performed a 52-point data analysis to assist in determining the ideal profile of the client, performance metrics for each campaign along with our internal list-building methodology and performed extensive split testing to determine the ideal messaging, imagery, audiences, lead list applications, and conversion types that would be most likely to convert based on aggregated data.
Our responsibilities:
Integrate internal marketing efforts with the ongoing marketing efforts of the client’s internal team to enhance the internal team’s bandwidth and access to expertise.
Our internal marketing team developed outbound marketing funnel development to assist in the client’s ability to capture a higher volume of leads and reduce bounce rates to their primary site.
Our internal content development team assisted with the production of recruitment videos, including agent interviews, owner-broker interviews, client experience interviews, and videos that captured the support system put in place to support agents in their growth and career development.
Well’s team assisted with the messaging and assessment of competitive benefits for agents to migrate to the brokerage, while simultaneously experimenting with and conducting research into the key benefits of working with the brokerage by interviewing existing agents with tenure.
Process:
Results:
Our team was able to produce 240 qualified appointments through our appointment setting and vetting program, 167 qualified appointments through emails, 73 qualified appointments through our phone appointment setting team, and an additional 140 qualified appointments through platform marketing within the first 4 months with 322 leads generated.
The brokerage was able to recruit all 50 agents, with an additional 30 qualified agents to be onboarded as expansion became available.
Real Estate Agent Client Acquisition Campaign
Our team was approached by a seasoned real estate agent within a highly competitive market, hoping to acquire a higher number of prospects to grow their book of business.
The client had just launched a new website and updated their photos when they saw a massive reduction in traffic to their website and their social media marketing channels, causing a heavy distrust in the marketing channels. As trust was built, the client provided a limited budget but was willing to invest more heavily as the results became transparent.
The client’s goal was to build relationships with an additional 100 new prospective clients, with the goal of converting 20 into active revenue-generating clients.
Our initial Process:
In order to maximize the messaging within our marketing, the client was asked to participate in our Desire Based Marketing Strategy development process to help narrow down their messaging and value propositions.
Following the completion of the Desire Based Marketing Strategy, our copywriting and graphic design teams developed the marketing funnel based on offer linking and a “story-based” approach, in order to endear the prospect to the real estate agent client while building trust and the perception of relationships.
4 separate story-based funnels were developed to ensure continued engagement and willingness to input information to continue the prospect’s journey
52-point marketing analytics process
Following the development of the story and imagery, our email marketing team developed an email nurture series to match each sequence and tested each
Our CRM team provided a CRM to the real estate agent, as they did not have one that they had actively worked from, they had simply used a planner for their outreach.
Our responsibilities:
Develop a high-performing funnel that would allow for continued engagement and maximum conversions
Feed prospects into an email nurture campaign, while simultaneously tracking engagement and statistics for each series, testing for message validation.
Assisting the real estate agent with remaining an authority, while still remaining attainable enough for people to desire booking consultations with them. As the agent was considered an elite real estate agent, their brand had been heavily built around only serving high-end clientele. While they did not want to lose this image, they asked us to assist them with a secondary brand that would appeal to the everyday person within the lower to the upper middle class.
Our internal content development team assisted with the production of storylines, videos, email nurture series, analytics, TikTok marketing, prior client interviews, and more.
Process:
Our team began performing a comprehensive market analysis of competing agents within the client’s regional operating area
We performed a cost analysis to determine an optimum market entry point to allow for a competitive market introduction
Our analytics team developed a strategy for the optimum entry point for the brokerage that would allow them the maximum number of appointments while mitigating an over-extension of their ad spend into lower-performing platforms to keep the cost per lead low while maximizing the number of prospects input into the lead list, nurture series, and the number of consults requested.
The email marketing team launched an engagement and re-engagement campaign, allowing us to continue to engage prospects beyond the initial data input, maintaining strong relationships, and building trust and agent attainability.
Our team used a combination of top-of-funnel brand familiarity videos, (the agent being the brand), middle-of-funnel expansion messaging, tapping into endearing stories and client testimonials, bottom-of-funnel remarketing and list utilization techniques, allowing our team to market to individuals that had previously expressed interest or had clicked through or input their information, and lookalike audiences that enabled us to duplicate profiles that were most likely to convert to a purchase.
Results:
Our data analytics and platform marketing teams received the agent’s current prospect list, alongside current client lists, which had been previously obtained through Facebook marketing in the past. Following our initial list-building and launch of funnel one, our team obtained 98 leads, of which 67 remained subscribed to the storyline, 20 of which arranged for consultations with the real estate agent.
Upon initial testing, our team validated messaging and copy, and made two audience modifications within the first week, resulting in increased lead acquisition by 30% within the first week prior to launching our ad sets using dead-end tests. This allowed our team to validate demand, resonation, cost per lead requirements, and email nurture series participation.
Testing resulted in an increased 47% conversion rate, allowing the client to produce 37 transactions within 9 months, and an additional 20 transactions within the following year from campaign-attributed prospects.
