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How Spiral Marketing Used Content and Strategy to Encourage Leads to Flow into This Real Estate Agency
Challenge Overcome
Working in an incredibly competitive and crowded space, this Virginia-based real estate agency was having trouble differentiating itself. Started over thirty years ago, this branch of the RE/MAX family began before the heyday of the Internet, and they lacked any program or infrastructure to entice qualified leads that could then be converted into sales. The website was also unintuitive and didn’t allow visitors to easily identify suitable properties.
As a result of our simplified website navigation, users enjoyed a more streamlined experience. Large icons on the home page helped quickly direct people to their destinations, whether they wanted to buy, to sell, or to rent a property. We also eliminated redirection issues and irrelevant search results, ultimately decreasing the bounce rate by 14% and increasing page views per session by 18%. Redesign ensured the site was equally functional and easy to navigate on cell phones and tablets.
The content marketing efforts yielded a 77% yearly increase of all traffic, a 1,500% yearly increase of total PPC leads, and a 211% yearly increase of organic search traffic. Particularly important to Realtors, Zillow calls increased monthly by 267%. By analyzing data and continually revising strategy, the total cost per lead also decreased yearly by 40%.
