HOW A MAGICAL DISCOVERY SPIRALED OUT OF CONTROL
HEYLEN VASTGOED
Curious mindset
Heylen Vastgoed focuses on the sale and rental of homes. This successful Belgian real estate company wanted to generate more leads structurally; a concrete challenge that was right up our alley.
Magical discovery
We looked for a strong reason for the target group to consider contacting Heylen Vastgoed. After a targeted analysis, we made our magical discovery: valuations! If we could entice prospects to have their house appraised by Heylen, we could then try to convert them into leads. We smartly expanded all other channels and activities from a baseline campaign, supplemented with specific, temporary campaigns.
ADVERTISING MARKETING
For our retargeting strategy, we used display and social media advertisements. We focused not only on website visitors who had not yet made a valuation request, but also on visitors looking to buy a home who might eventually want to sell their house.
BEHAVIOR DESIGN
We applied principles of influence to lower the barrier to a property valuation. The request page was simultaneously upgraded with innovative touchpoints based on various theories from the field of behavioral psychology.
SEO OPTIMIZATION
We improved on-page and all technical aspects, created informative blogs, and tapped into local search terms. A steady base of SEO-optimized content captured organic search traffic, creating a perfect synergy between organic and paid channels.
HUBSPOT INTEGRATION
More new requests is outstanding, but they also need to be efficiently followed up on. HubSpot provided Heylen with a clear overview of the number of requests, their phase, which employee handled them, and the conversion from request to purchased property. Moreover, automated emails were sent to keep the client involved throughout the process.
Breakthrough
- 145% increase in requests for property valuations
- 115% increase in organic online visitors
- Successful HubSpot integration that continuously provides insight, control, and results
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