Testimonial & Case Study from Apartment Specialists realtors
We worked with Creative Agency Secrets to streamline our website and the customer experience. We have two major client types – buyers and sellers. The team helped us to filter website visitors so we could present different messages to each audience and drive engagement with the right team member from Apartment Specialists.
Andrew Murray, Apartment Specialists after a website assessment, CRM implementation and re-write of marketing communications (ebooks) to capture email addresses from website visitors and drive traffic to key landing pages.
Case study of realtor website improvements
What was neat about the solution we found for Andrew is a quick way to filter the website’s visitors using prominent buttons on the home page. The image below shows the percentage of website traffic going to each of the three destination pages. 46% of visitors want to buy an apartment – these folks don’t need to discuss how to sell or value an apartment.
Driving visitors to the right landing page focuses traffic
And now look at the previous attempt to segment the traffic – it’s still on the site but the most valuable customers (those wanting a valuation prior to selling) are not clicking on the links at all.
Ebooks drive fewer clicks and nobody clicks the online valuation box.
So why is the offer of an ebook not compelling?
We analysed the website traffic and sought to understand the “buyer personas” of visitors. When an apartment owner is thinking of selling the first thing they do is to get their property valued. Hence the need to put valuation front and centre of the offer.
But an ebook explaining the process and showcasing the skill of the team is not enough in itself to get visitors to click. Many don’t want an ebook – but they do want other things. There were no clicks on the left box which offered valuations. This was a problem for the firm.
Creating a landing page with ALL the information a buyer, a seller or a seller wanting a valuation needs was the solution – the ebook is also offered there but so is a tonne of other useful data including podcast episodes, contact details and other resources appropriate for their needs.
Interestingly, the top menu includes a link to “buy” but this gets only around 3% of all clicks whereas the big button has 300% more.
Result? More clicks, more valuation enquiries.