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Sekisui House

Constructing a Marketing
Strategy For Residential
Property Developer

What We Did

  • SEM
  • SMM

Overview

The digital marketing experts at Klyp were enlisted by Sekisui House and sub-brand Ecco Ripley.  With the residential property development market crowded in Queensland, Klyp were tasked with raising the brand’s profile and differentiating Sekisui from competitors. 

The Problem

    Queensland’s housing development market is saturated, and Sekisui House needed to stand out.  


    The Solution

      To combat the mass of emerging contenders, the new marketing strategy concentrated on the benefits of choosing Sekisui over competitors.  Focussing on unique selling points of the Sekisui brands allowed Klyp to develop a successful strategy.  

      The Process

      To combat the mass of emerging contenders, the new marketing strategy concentrated on the benefits of choosing Sekisui over competitors.  Focussing on unique selling points of the Sekisui brands allowed Klyp to develop a successful strategy.  

      SEM Campaign:

      As potential clients were considering buying house and land packages, duplexes, land, turnkey homes, Klyp’s marketing team ensured targeting was localised in order to dramatically reduce ad spend.  Klyp created a series of relevant AdWords campaigns to increase engagement including click-through and conversion rates, while simultaneously decreasing the cost per acquisition. This was achieved by focusing on keywords specific to the local area and eliminating generic terms like “buy house Brisbane” frequently used by competitors. Ad extensions were also implemented, such as site links and reviews. These ads are the biggest driver of traffic to the Ecco Ripley website and produce the majority of direct or assisted conversions; compared to all other digital channels. The combination of these improved targeting methods resulted in a 96.3% increase in conversions, plus 57% greater on-page engagement.

      Klyp implemented Google Call Forwarding and event tracking across Google Analytics and Google AdWords to determine the sources of traffic and on-page interactions. Most importantly, this tracking enabled the team to analyse which visitors had arrived on the website via paid marketing platforms and subsequently converted. This enabled the team to identify the best performing keywords, ads and overall campaigns, plus ensured accurate reporting. By exercising these optimisation techniques, the SEM results were continually improved upon each month.

      The Result

      The ongoing digital marketing efforts for Sekisui House and its sub-brands have seen engagement (CTR) increase by 128%, in addition to conversion rates increasing by over 30%. The Sekisui House campaigns alone have lifted Search Impression Share of the AdWords market by more than 50% - now dominating the relevant search terms at over 75% impression share. The implementation and completion of a paid marketing campaign for The Entrance brand was the largest contributor of website visitor traffic, as well as the complete sell-out of the development within a year. Furthermore, their bounce rates have improved by over 75% and pages per session increased from 3.56 to 8 from last year. The ads generated by Klyp are evidently more engaging than those used by Ecco Ripley previously. This, in turn, enhanced on-page performance for Sekisui and more conversions.

      Over 30% Increase In Conversion Rate

      Over 75% Search Impression Share

      128% Increase in CTR