Geo-targeted Ad Campaigns for a Leading Real Estate Brokerage
Client Overview: Pacific Union was the leading luxury real estate brand in Northern California when it was acquired by Compass. WebSight Design began working with Mark McLaughlin and Tracy McLaughlin in 1997 when the two started a brokerage focused on Marin County properties. At that time, WSD launched the web site MarinFineHomes.com. Mark & Tracy evolved their business into Morgan Lane Marin which grew to 5 offices and 50 agents.In 2009, Morgan Lane Marin acquired Pacific Union Real Estate. Combined, the two entities had 17 offices, more than 430 real estate professionals, and annual sales of $2.2 billion. When Pacific Union merged with Compass in 2018, the brokerage had 50+ offices, 1,700 agents and $14 billlion in revenue.
In September 2015, Pacific Union approached WebSight Design to develop a Google pay per click strategy around several geo-targeted areas. Pacific Union was looking to increase qualified leads and drive brand awareness. Google Ad Words works well in tandem to organic search engine stategies.
After an exhaustive SWAT competative market and keyword analysis. WebSight Design built Google Ad campaigns with high-volume searched keywords, compelling ad copy, and customized and mobile and landing pages.
The ads were seen by prospects searching for to buy a home in a specific region of The Bay Are and Pacific Union paid only for ads that were clicked.
Ongoing campaign management involved regular ad and keyword optimizations. The campaigns received over one million impressions and over 50 thousand clicks.
To this day, WSD offers website develop, design, and marketing to many former Pacific Union agents.
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