Confronted with a rapidly changing consumer landscape, The Bozzuto Group, a privately held real estate services organization, needed the assistance of an integrated communications agency to increase awareness and drive qualified leads to the various channels of its luxury Washington, DC apartment building, The Woodley.
We began our digital overhaul efforts by providing a comprehensive SEO setup, consisting of keyword research, initial website optimization (with development/implementation of an off-site optimization strategy), and monitoring/error reporting and recommendations. Ongoing PPC advertising utilized an evolving paid search strategy that included keyword bidding and exploring innovative targeting opportunities. Display advertising efforts consisted of managed placements (topical, specific websites) and interest placements (user behavior/interests).
To create informed content that eloquently speaks to The Woodley’s target demographic, we started by developing audience personas that align with The Woodley brand. From there, we were able to develop content for The Woodley’s social media channels and blog that matched our personas interests’ with the lifestyle they would find at The Woodley. We complemented The Woodley’s branding by producing content that was luxurious and refined but also useful, interesting and perfect for today’s lifestyle blog readers and native social media users. With this approach, the blog was fit to feature luxury holiday gift guides, tips for hosting guests and recipes for simple summer cocktails while also subtly reinforcing The Woodley’s features and amenities in the process. On social, we produced more content to complement our blog pieces, creating stop-motion videos of our simple summer cocktails coming together, and scheduling regular photo shoots on the property to capture stylized first-person photography that was perfect for our personas’ Instagram feeds.
Since the launch of the website, organic traffic continued to improve and drive incremental traffic to the website, resulting in 686 website leads. PPC advertising achieved an impressive CTR of 4% (nearly double the industry average) across our paid search campaigns. Of the two types of display advertising, managed placements wound up being most successful, earning over 580k impressions, a 0.41% CTR (4x the industry benchmark) and placing on Curbed, Trulia and The Washington Post.
Facebook advertising resulted in 2.8 million impressions, 28k page engagements and 30k clicks to the website. The combined strength of our social advertising efforts resulted in a CPC of $0.24, approximately 50% below the industry average. The use of multi-image carousel ads also drove 3-5x higher CTR at a 20-30% lower CPC than single image ads. Page likes continue to grow month over month.