How We Helped
#GetSlick
In 2 years, Slick Raven significantly increased website traffic, brought Lake Life Realty Group’s CPC to well below industry standards, and greatly improved listing exposure and reach across socials.
Overall Results
OUR EFFORTS MADE UP 50%+ OF WEBSITE TRAFFIC
CPC WAS 25.9X LESS THAN INDUSTRY AVERAGE
182K META Reach
Client:
Since 2017, The Lake Life Realty Group has focused on exclusively selling high-end lakefront property in Michigan across Cass, Berrien, St. Joseph, and the Southern Half of Kalamazoo & Van Buren Counties.
Challenge:
The Lake Life Realty Group (TLLRG) came to Slick Raven hesitant to believe in the power of social media to drive website traffic. TLLRG often sells to clients who wish to maintain the social privacy of their real estate purchases. That is to say, these are not the kind of home buyers (or sellers) willing to pose in front of their home with a giant key for a photo-op. Traditionally, Facebook organic reach favors these types of posts. The challenge was to create a system and marketing strategy that would still yield reach and website traffic for the client. In the two years before our takeover, only 10% of their web traffic came from socials. Krystal, Slick Raven’s owner, knew we could substantiate the value of a strong social media marketing strategy for them.
Approach:
Slick Raven increased TLLRG's social media footprint organically by placing them on multiple platforms to include Facebook, Instagram, Google My Business, Paul Delano's personal LinkedIn, along with a business LinkedIn. We created a marketing strategy and system for listing updates that avoids using FLEX MLS links and instead drives curious minds directly to TheLakeLife.com, and lastly, we implemented a META ad strategy that ensures visibility on Facebook & Instagram's pay to play platforms along with occasional LinkedIn ads to a very affluent audience.
OUR Process
Over the course of two years, Slick Raven brought nearly 8x the amount of website traffic driven from trackable social media efforts to The Lake Life Realty Group’s website. From June 2019 to June 2021, TLLRG only had 10% of website users (7,700 users) coming from their social media efforts. We sampled 2 years, from June 2021 to June 2023. We found that in year one, it is estimated we brought 48% of website traffic from social media efforts. In year two, we brought 52% of website traffic. That means The Lake Life Realty Group went from having 7,700 users to over 59K from Slick Raven’s trackable social media efforts alone. Out of curiosity, we also pulled July 1-September 30, 2023. Within the last three months, we’ve seen a further uptick in website traffic, estimated at over 62% of website users from our social media efforts!
Previous to our takeover, TLLRG was not posting to their Google Business Profile. GBP posts and updates strengthen SEO, make it easier to be found, and result in more overall website traffic. From September 2022 to September 2023, it is estimated that 4,800 website clicks came from The Lake Life Realty Group’s Google Business Profile alone. In two years, it’s safe to estimate that over 8,000 website clicks came from Google Business Profile efforts in addition to the 59,000+ users brought from social media platforms. Between the additional website users driven from socials and their GBP Business page, Slick Raven’s efforts drove 55.3% of ALL website traffic.
We updated TLLRG’s posting strategy and were able to still share listings without the reach-killing FlexMLS link posts. We manually took listings and pumped them out with the goal of publishing them in 48 hours or less to deliver fresh content that not only saw the light of day but made it in front of the right audience. In just two years under Slick Raven’s management, we achieved 170,500 in Facebook reach and 11,800 in Instagram reach for The Lake Life Realty Group for a total of 182K+ reach. That’s over 7,000 in reach a month on Facebook alone for a real estate client.
With Meta being a pay to play platform, we utilized a paid ad strategy while following community guidelines and special ad category expectations. By launching paid ads on Meta and LinkedIn, we were able to attract potential affluent Detroit & Chicago buyers to our listings, while also maintaining a local following. With a small monthly ad budget, we served 460K+ impressions with a frequency of 2.86. By doing ads through META, we kept our CPM to $6.63 when the CPM for billboards and radio near the cost of $40 in our area! In terms of our cost per click, our CPC was $.07, which is 25.9X less than the 2022 real estate industry standard reported by Ad Braze, and our click through rate was 9.4%, which is 9.5X higher than the 2022 Real Estate average. Needless to say, we made a believer out of The Lake Life Realty Group regarding the power of social media!
Slick Raven built a long-term system for this client that works for the real estate industry and its clientele. Since Lake Life Realty Group decided to bring efforts in-house, Slick Raven is now seeking a real estate partner who also values and understands the importance of digital marketing. Our digital marketing plans are industry-exclusive, which means we will only be taking on one real estate client per territory and do not share our efforts with your competition. If you are a real estate agent and would like to know more about this opportunity, please reach out using the contact form below.
