Real Estate – Real Estate Developer
Overview
Client
Real Estate Developer
Campaign Length
One Email Deployment
Geography
10-mile Radius around a mid-sized city in the South
Total Investment
$1, 650
Objectives
The client aimed to drive branding and awareness - and ultimately home sales - to their newly-built residential community.
Products Utilized
Email Marketing (in-Market-Targeting)
Results
63,846
Total emails delivered (100% share-of-voice (SOV) per the client’s targeting needs)
15,631
Total email opens recorded (24.48% open rate)
9.77%
Total click-to-open rate
1,527
Total clicks (2.39% click-through rate (CTR) – nearly 4x the average CTR for the industry)
Strategy & Solutions
- We recommended Email Marketing with in-Market Targeting for this campaign as the client hoped to reach specific audiences who are both interested or in-market for new homes and have a high household income.
- At an average home sale value of $500,000, just one conversion would cover the total spend invested into the campaign. With 1,527 clicks recorded, the campaign only needed to yield a .07% conversion rate for clickers for this campaign to be successful.
- According to The National Association of Realtors, the average conversion rate from a lead is .8%. This suggests that even if the campaign only records a 10% click-to-lead rate, the client would most likely make a home sale.
- Our campaign performed noticeably better than two previous deployments for the same community using two other vendors.
- The results of the previous deployments show that while 50,000 emails were delivered, only 7,916 total email opens were recorded (15.83% open rate) and 827 total email clicks tracked (1.65% CTR).
- This highlights the effectiveness of our in-Market Email Targeting product against other vendors’ solutions as we were able to forecast and deliver to 100% SOV while also seeing stronger metrics.
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