Gaining ground in a competitive market: Belle Property

About Belle Property

Belle Property is a boutique real estate agent serving premium and middle markets in select locations. A continually growing business with strategic partnerships across Australia and Asia, Belle now handles large property projects, commercial sales and leasing, international developments, and domestic residential sales.

Challenge

Belle needed a multidisciplinary team to consult on the launch of a new lifestyle content website – Sitchu. We were involved in UX/UI consulting, site migration, SEO content and technical implementation, link building, and paid social campaigns.

While Sitchu was the new content hero for Belle, they also needed to complete migration to their updated mobile-friendly main website, and drive leads to their franchises, which we achieved with a tightly managed SEO process, and a strong paid media strategy, including SEM and paid social.

Scope of work

01.

Initial UX consultation

02.

SEO content audit and recommendations

03.

SEM management and optimisation

04.

Google My Business management

Our solution

Given Sitchu’s editorial and lifestyle focus, engagement was the key KPI. We developed a measurement framework and implemented comprehensive tracking across the new site to ensure we were collecting detailed data on audience engagement, including dwell time, scroll depth and form fill drop outs. We also built custom dashboards to allow Belle to track their progress and draw meaningful insights from their data.

Belle’s old mobile property website also needed to be migrated. Website migration can negatively affect rankings unless correctly managed. Our risk management strategy included benchmarking SEO traffic prior to launch, finding high traffic SEO pages and ensuring only necessary changes were made, building internal links, and copy auditing.

We created a collaborative and productive relationship with Belle’s web development team, which meant the process was streamlined from consultation to implementation, with little disruption to the client marketing team.

We also consulted on the launch of Belle International – a separate property aimed at assisting overseas investors. With a highly targeted social campaign, we generated two apartment sales in the first week, directly attributable to the Facebook campaign.

Results

Belle has seen continual growth over the past two years, with consistent gains in digital marketing, including higher traffic, higher click throughs, higher conversions, lower costs per lead and better ROI.

  • 178% traffic increase in the last 6 months to Sitchu
  • 136% higher CTR across Belle paid placements
  • 98% more organic conversions