Icon Real Estate Services Inc

Project Overview

This top real estate agency has been involved in the selling and buying of thousands of properties across the United States since 1948. The client tapped PRIDE Agency’s expertise to boost its brand recognition, generate more leads and increase traffic and local rankings across all service locations. Since the SEO and PPC management campaigns were launched, PRIDE has helped the company set a record-high 60,183 total traffic in October 2020, 1,104 top 5 keyword rankings in December 2020 and 681 total inquiries in February 2021.

The Highlights

After the successful website consolidation of the two properties, our search engine optimization (SEO) experts have seen a significant increase in the client’s SEO visibility score in Advanced Web Ranking (AWR) month-over-month (MoM).

Within the first month of the SEO campaign, our PRIDE team was able to generate the following results:

Monthly Traffic: +9,614 (+207.37%)
Pageviews: +14,695 (+153.04%)
New Website Users: +8,121 (+216.38%)
Monthly Leads: +2,737.5%
Organic Traffic: +7,619 (+97.65%)

Our ongoing SEO campaign has also showed significant improvements since its inception in 2020:

Monthly Traffic: +9,614 (+207.37%)
Organic Traffic: +25,693 (+34.13%)
New Website Users: +22,905 (+12.17%)
Pageviews: +37,184
Organic Revenue: +93.33%
Sessions: +201.45%

The pay-per-click (PPC) advertising campaigns which started mid-August 2020 resulted in:

Average Cost-per-click (CPC): -29.13%
Conversion Rate: +89.18%
Leads: +146.22%
Cost-per-conversion: -62.54%

The client’s paid social campaigns also delivered remarkable growth:

Facebook:

- Referral Traffic: +46.87%
- Impressions: +16,355,638
- Clicks: +213,794
- Cost-per-click (CPC): $0.78
- Click-through Rate (CTR): +1.31%
- Video Views: +1,384,547
- Average Likes: +100%
- Total Shares: +1,667%

Overall, Our integrated digital marketing strategy has ramped up the client’s organic search traffic by 93.46 percent and top 5 keyword rankings by 295.69 percent. Our paid social efforts have also garnered 20,016,600 impressions and 4,316,272 prospects reached since July 2020.

LinkedIn:

- Clicks: +15,847
- Impressions: +32,059
- Cost-per-click (CPC): $8.49
- Click-through Rate (CTR): +1.31%
- Leads: +111

The Results

+93.46%

Organic Search Traffic
(Year-over-Year)

+295.69%

Top 5 Keyword Rankings

+20,016,600

Impressions

+4,316,272

People Reached through
Social Media Ads

Executing The Strategy

THE CHALLENGE

This top real estate firm partnered with us because it was not getting the transparency and quality service it was looking for from its existing digital marketing service provider. Additionally, the firm had recently been acquired by a new investor, resulting in changes in expectations and digital marketing approach.

During the initial phase of our partnership, the client had two separate websites. One of their primary goals was to ensure a smooth, SEO-friendly website consolidation for these two domains to avoid losing significant traffic or rankings. Besides improving brand awareness and local rankings, the client also needed help setting up proper campaign metrics and monitoring systems.

Now, one of the biggest challenges was to balance the client’s demands with the investors’ expectations. To facilitate seamless campaign development and execution, our SEO team worked closely with the client’s new investor and in-house representatives. We identified their brand objectives, determined expectations and set clear, appropriate metrics and key performance indicators (KPIs) to ensure we are on the same page.

THE SOLUTION

The initial stages of the campaign were focused on the client’s website consolidation and SEO strategy. To determine appropriate measures and improve the campaign results for all 22 different locations, our SEO team performed a thorough:

Technical SEO and website audit
Conversion rate optimization (CRO) audit
Local SEO and Google My Business (GMB) rankings and performance audit

AMMA SEO experts evaluated and analyzed the audit results to determine opportunities for on-page and off-page optimization and establish a clear course of action.

Our SEO team began with the website consolidation to simplify support issues, facilitate rapid website development and ensure an integrated customer experience (CX). This process involved:

Updating and deleting pages that don’t generate traffic
Migrating content to the new website
Ensuring all ads point back to the new site
Creating redirects
Updating site links on social media and citations

Once the website consolidation was completed, our SEO professionals performed the necessary steps to boost the client’s digital performance. Our team had been very involved with getting the client set up with CallRail, deciding which metrics it should be tracking and prioritizing for its customer relationship management (CRM) and determining estimates for revenue per channel based on estimated value per lead.

From the Client

“We asked PRIDE to help us because we weren’t seeing the results that we needed from our marketing partner. It was time to make a change. They’ve made a huge impact on our company. I’ve challenged our PRIDE Representative a lot, and their team will give more than what I ask. They’re hugely transparent. PRIDE has a customer dashboard where I can track how every second of the monthly hours are divided. There hasn’t been a point when I haven’t known what was going on. The rate at which they respond is huge. Their ability to pivot quickly is important.”