The housing market in the Macarthur Region of NSW has been booming in recent years. A winning blend of value, rural living, and major infrastructure developments, Macarthur represents a large area of Sydney’s southwest. This region has been described as the place where Sydney meets the countryside.
As home buyers flock to this vibrant suburbia, the demand for homes and housing prices has been concurrently increasing. This is a very favourable combination for real estate agencies that have a high volume of listings available for potential buyers.
In late 2020, McLaren Real Estate, a boutique real estate agency that has been operating in the MacArthur, New South Wales region for 7 years, only had 2% to 5% of the market share in the region. This locally-owned agency had brand recognition, but wanted to reach more homeowners and generate more leads and listings.
With a full-service, omnipresent marketing strategy that can be scaled for farther-reaching areas and success, MRE generated 25 new listings in one month, and as this success continued throughout 2021, furthermore, 83% of their home listings sold for more than their asking price.
According to the National Association of REALTORS, nearly 95% of home shoppers will turn to their mobile devices or laptops to shop for homes. This is vastly different if we compare to many years ago when people would open their local newspaper or real estate brochure to find their dream home. In today’s digital world, real estate agencies must reach buyers with available listings. However, even more importantly, they must convey to home sellers they should list their property with their agency.
Geonet’s campaigns emphasised the strong MRE brand throughout all digital platforms, and an MRE tagline that was focused on home sellers: “What can MRE achieve for you?”.
For real estate agencies, it’s imperative to have a website that is clean, responsive, and easy to navigate. For MRE, Geonet upgraded their existing website with the following improvements:
March 2021 saw the redesign and launch of a brand new MRE website with additional interactive elements:
PPC or Pay Per Click is the process of buying keywords or phrases relevant to your business in a Paid Search platform such as Google AdWords or Bing Ads. Specific keywords and phrases can be used to target consumers using the search platforms.
Google PPC was the strongest tool to help MRE reach the top of the list for more clients. Why?
With a tailored strategy for PPC, Geonet optimised keyword searches for real estate in their local areas, with immediate calls to action. The ads targeted 10 key suburbs, and keywords for home sellers, buyers and property management. MRE ads were now reaching thousands of more potential clients who were searching for agency services.
77% of realtors actively use social media for real estate in some way, shape, or form. Social media is a vital tool for real estate businesses. For MRE to stand out from their competitors, Geonet combined paid social media advertising, geo-targeting, and retargeting with high-quality graphic carousels and videos that can grab the attention of potential clients.
The omnipresent campaign by Geonet coordinated all facets and touchpoints of digital media, to generate impressions,. brand recognition and home seller leads for listings in the region, to capitalise on the increasing demand and property values.=
Growing your market share in the real estate industry is a challenging, but worthwhile endeavour. Agencies cannot reach buyers if they do not have properties to sell. Reaching potential home sellers with consistent messaging and branding across all digital platforms is the best, results-driven way to gain more listings in a competitive market. Contact Geonet today, to learn more about how we can help grow your business.