LiFE Residential specialise in new build, luxury developments and are one of the UK’s leading privately owned real estate agencies. With 13 offices across London and international offices in Hong Kong and Singapore, they are well positioned to provide lettings, sales and property management throughout London.
Following on from the successful launch of their new website in 2016, our brief was to drive organic and paid traffic to improve lead conversions from investors, landlords and tenants. In addition, they also wanted to increase their exposure to investors in Hong Kong and Singapore.
We focused our efforts on two content marketing initiatives to increase brand awareness and drive traffic to the site. In a bid to gain an even deeper understanding of the target audience, we conducted an independent survey of 1600 London residents. We asked the audience lifestyle questions which enabled us to gain fresh insights into many of London's boroughs and collect our own unique data. We then used this unique data to connect with Journalists and gain coverage for LiFE in key publications such as Time Out magazine.
In a bid to truly understand LiFE’s target audience, we conducted an independent survey of 1600 London based participants
To really engage potential tenants, we wanted to create some interactive on-site content. Following on from a campaign strategy meeting, we designed and built an interactive quiz, as we felt it would be a great way to help over-whelmed house hunters find their ideal London location.
To reflect LiFE's philosophy, that they sell lifestyles instead of just the properties, we centred the quiz around personality factors, hobbies and interests. This matches the details listed on the individual location pages, such as bars, parks and restaurants. The quiz was then outreached via email campaigns and LiFE's own social channels.
In addition to this, we have an on-going digital PR strategy which involves regular press-releases and campaigns to secure coverage, citations & links to drive referral traffic back to site.
This campaign is a great example of how all departments at Venn have worked together to form an integrated strategy with proven results. We work very closely with LiFE's internal marketing team and while their focus is B2C comms, we complement this by focussing on B2B, ensuring there is a coherent and consistent message for each audience.
We have delivered a full-service solution with initial designs of a new website, full technical SEO implementation, onsite content and campaigns, PR support, paid search and display remarketing, video content and conversion rate optimisation.
As a result, we have so far seen a 64% increase in organic traffic YOY; organic being the biggest driver of traffic to site. These users also spend the longest time on site (over 3 minutes). From a PPC perspective, we have successfully increased the volume of relevant traffic to site, improved the click-through rate of adverts and achieved an overall increase in investment enquiries.
Our PR efforts have seen LiFE Residential featured in Prime Residential (a leading property magazine), Timeout Magazine (mass media coverage in London) and Ham&High (a local newspaper) to name a few.
The location quiz “Where should you live in London?” has been taken over 1,500 times and is continuing to receive daily traffic.
We are now working with LiFE on a global scale, providing content aimed at Tenants, Landlords and Investors. Due to our relationship and weekly reporting, we are a true extension of their in-house marketing team.