Client overview
Our client, a leading property development company based in the South West, is the foremost housebuilder in the region. Alongside its core property development business, it operates an investment arm aimed at attracting high-net-worth and sophisticated investors to fund future projects. The firm sought a strategic partner to enhance lead generation, refine the user journey, and improve search visibility to attract the right investors.
Key challenges
- Generating Qualified Leads: Existing campaigns were not attracting the right type of investors, resulting in wasted ad spend and low conversion rates
- Lack of a Defined User Journey: The firm had no structured funnel or tailored experience for investors, leading to drop-offs and disengagement.
- Limited Content: The website and marketing channels lacked relevant content to engage and inform high-net-worth investors at different stages of their decision-making process.
- Low Search Visibility: Poor search rankings meant the firm was struggling to gain organic traction and reach its ideal audience.
Our Approach
To address these challenges, we implemented a 360-degree digital marketing strategy incorporating paid and organic tactics:
- Paid Search & Social Advertising: We deployed targeted paid search and social media campaigns to reach high-net-worth individuals and sophisticated investors, optimising for engagement and conversion.
- SEO & Organic Social: A robust SEO strategy improved search rankings, while an organic social content plan established the brand’s authority and maintained investor engagement.
- Content-Led Customer Journey: We developed a structured user journey, directing prospects to relevant content at different stages of their investment consideration. This ensured investors received tailored information, guiding them towards conversion.
- CRM & Lead Nurturing: We segmented leads within a CRM system and worked closely with the internal team to develop automated workflows that nurtured investors from initial interest to commitment.
- Video Content Strategy: We introduced long-form and short-form videos, including Video Sales Letters (VSLs) and podcasts, repurposing them for social media and email marketing to enhance engagement and credibility.
Conclusion
Our tailored multi-channel strategy transformed the firm’s digital presence and investment lead generation. By implementing a seamless customer journey, delivering high-quality content, and leveraging video marketing, we enabled the property development company to attract the right investors, engage them effectively, and drive substantial funding opportunities for future projects.
