Meaningful value: the importance of multi-channel saturation.

Industry
Real Estate
Market
Government
Country
New Zealand

Only 45% of consumers feel knowledgeable about the real estate transaction process.

REA is on a mission to fix this.

At a glance

28,000+

organic and direct sessions per month, and climbing

655,000+

users viewing the site since launch

The campaign

1. Launch settled.govt.nz

Including Search Market Analysis, Technical Audit/Migration, and a Content Audit.

2. Drive traffic

Facebook, Paid Search, Display

3. Build content

Content Calendar, publishing for SEO, niche markets (first home buyers and open home campaigns)

4. Explore new channels

Sponsored content and influencer marketing

Audience
Impressions
Ad click rate
Ad clicks
Clicks to site
Click to site %
18-34
107,715
5.51%
5,936
560
9.43%
35-44
82,162
7.29%
5,990
735
12.27%
45-54
69,280
11.94%
8,274
996
12.04%
55-64
54,468
16.63%
9,059
1,046
11.55%
65+
58,901
23.40%
13,785
1,656
12.01%
Broad travel interest
134,680
9.81%
13,207
1,433
10.85%

Stage 1: Launch

We engaged with the Real Estate Authority before settled.govt.nz existed. We worked with their internal team and their development partners to launch a website which leveraged existing content on the reaa.govt.nz site, as well as a whole host of newly created content.

The new website had a completely different structure that needed this old authority mapped onto it.

To ensure smooth sailing, we created a technical requirements document for the development team, and researched the search market to ensure the new content was structured around key phrases with significant search volume.

Activity at this stage set settled.govt.nz up for success.

Stage 2: Drive Traffic

Once the site was launched, we needed to drive traffic to settled.govt.nz in the short term. We knew that the launch activity would take time to build natural traffic levels, so using paid channels to get in front of the target audience was key.

We used a number of channels as our baseline activity, to reach our target market through promoting written content and settled.govt.nz’s video assets.

  • Through Google Ads we created a number of campaigns targeting high volume search queries, as well as a dynamic search ad campaign to pick up additional long-tail queries in this space.
  • Through Facebook advertising, we honed in on the target market to promote informational articles and our video series.
  • Display advertising was used to reach a wider audience, and place the settled.govt.nz brand beside other key property-related brands (Trademe, RealEstate.co.nz) to build awareness and legitimacy.
  • Through Programmatic video and YouTube advertising, we further increased the reach of our video activity. We implemented a YouTube video sequence campaign, which enabled us to get out entire video series out while minimising creative wearout.

Stage 3: Build Content

When we started this journey, we knew that:

  1. Much of our audience was using search to find information related to the real estate transaction process
  2. In order to generate search traffic, we needed both content and domain authority (backlinks)

Our stated objectives were:

  1. Create content that attracts relevant search traffic from our target audience (Kiwis in the process of buying or selling property)
  2. Generate links to the website to help us improve our rankings and search visibility

There’s no question that a blog can drive traffic to your website and build brand loyalty. But it takes strategy – simply having a blog isn’t good enough. So, here’s what we did for settled.govt.nz.

So, we:

  • Completed keyword research to determine groups of keywords we wanted to go after, ensuring settled.govt.nz could rank for thousands of long-tail keywords, not just the one broad keyword their competitors were thinking about.
  • Conducted a content audit of existing REA content to to learn what was resonating with their audience – so that we could make more of it.
  • Designed a content calendar which included topics and a publishing schedule. We made it a point to keep all of the topics relevant to the buying and selling niche.
  • Produced over 24 blogs within 12 months. This content was built for search. It was topical and search market-focused. It answered questions like,  “can I trust a seller’s building report?,” or“can I offer on more than one house at a  time?”
  • Identified opportunities to build backlinks, by reaching out to other key governmental and private sector websites.

Stage 4: Explore New Channels

The critical moment of truth

Consumers want choice, flexibility and personalisation in the channels they use, and how they interact with brands. That’s why it was important that settled.govt.nz was present across multiple channels and contextually-relevant publishers – allowing customers to discover the settled.govt.nz brand in that critical moment of truth – no matter where they browse.

So, once their blog content was humming, we set our sights on content amplification opportunities. We took an experimental approach, testing out different channels to get the settled.govt brand in front new audiences.

Sponsored content

We partnered with a range of media outlets, including The Spinoff, NZ Herald, Newshub and Stuff to produce topical, branded articles, covering everything thing from what to look out for in an open home to hidden costs to expect as a homeowner.   The mindset of the audience of sponsored content is different. The audience already consuming content – they’re on the sites of their favourite publishers or brands, and are open to discovering something new. Sponsored content services this interest in an environment that’s engaging, and effective.

Influence marketing

Through our influencer network, we engaged Jay Jay Feeny, Blessed in Doubles, Peter Wolfkamp and Laura McGoldrick to further drive brand awareness.  What people are believing is each other. They are following influencers on social media, whom they trust and admire. Utilising influencer marketing allows us to get the settled.govt.nz brand actually in front of a qualified audience through a vessel they will trust.

The results

Channel
Passport application starts
Media investment
Cost per new application
Gmail
172
$4,491.72
$26.11
Display
92
$4,452.58
$48.40
Total
264
$8,944.30
$33.88
28,000+
organic and direct sessions per month, and climbing
655,000+
users viewing the site since launch
300,000+
highly engaged sessions through Google Ads and targeted Facebook advertising, designed to answer direct user queries
Over 2.1 million
video views across Facebook, Programmatic video and YouTube
70 million
impressions of display and native advertising across direct buy and programmatic networks

More of our work