BRINGING LEADS DOWN BY 50%
FOR COLLIERS INTERNATIONAL
BRINGING LEADS DOWN BY 50% FOR COLLIERS INTERNATIONAL
Colliers International is the largest real estate company in Canada servicing real estate users, owners, investors, and developers across 65 countries with over 400 offices globally.
With interest rates going up in 2022 and appetite for commercial real estate starting to decline, Colliers was looking for someone to help with their lead generation and help sell these commercial buildings.
Marketing Objectives
With work-from-home policies still in effect and commercial areas drying up of business, interest in general was going down for properties Colliers was representing. So our goal was clear: making sure we can turn these properties around faster with more quality leads and making sure we stayed ahead of the competition.
1
More Quality Leads
Because of the need to move real estate at a higher rate, we couldn’t waste organization time on leads that led nowhere. The biggest goal was bringing in better leads for each property.
2
Scale Up Spend
To make sure realtors and organizations have a constant stream of interested parties coming in, Colliers was ready to spend more per property to move them.
3
Keep Lead Prices Stable
Scaling up spend was one thing, but making sure we don’t cut into margins too much was also important, and keeping lead prices generally stable was an important piece to the puzzle.
Leads Strategy
To achieve all our goals across all their current channels we had to make sure reach our goal by carefully taking renovating all channel campaigns one by one and not slowing down the current rate of leads.
1
Carefully Rebuilding
All channels (Meta, LinkedIn, and Google Ads) were all optimized and completely rebuilt where applicable to ensure that we streamline any and all campaigns for maximum efficiency. This full audit and optimization across every layer included campaigns, ads, front/back end setups, ad set setups, and even down to the copywriting.
2
Gauging Initial Impact
Making a case for more budget hinged on making sure we could prove performance was improving across key sections and all channels to ensure further investment into their best channels.
3
Scaling Up
When the foundation was set and ready to go, this is where we drove higher spends across all relevant channels and had to keep a close eye to make sure we stayed under budget and to overall lead goals.
4
Driving Down Costs
Now that we had a new benchmark for performance and spend, it’s time to drive down overall costs. While this might seem like a pure optimizing play, this also includes creative iterations, SEO work, pushing for channel expansions, and more.
RESULTS AND IMPACT
In roughly 4 months, the work we put into the initial foundational part of our process allowed us to show meaningful growth at a good pace that didn’t just rely on low budgets and big numbers.
1
Better Leads, Better Prices
At the end of the testing period we were not only able to bring up the spend, but the leads came in at a much higher quality and a lower price. Across the program lead costs went down by roughly 50%.
2
Scaling Up
For The Future
Scaling Up For The Future
With a smarter, steadier testing structure that didn’t just rely on hacking and slashing content, we were able to bring up spends by roughly 30% across all channels that consistently performed to expectations.
3
More Efficiency Throughout
With more leads coming in at a better rate and a higher quality, internal agents at Colliers were able to focus more on their commercial clients rather than spending all their time pushing for leads. This entire campaign drew more efficiencies downstream.
