The bricks and mortar business of real estate is more competitive than ever and with more people searching online for places to purchase, rent or lease. Trump Ocean Resort in Baja, Mexico understood how essential it was to integrate an online component into its aggressive offline marketing plan.
Listing firm S&P Destinations Properties turned to 6S Marketing to tap its expertise in the online world and as a result was able to leverage Yahoo! Search Marketing to drive traffic to the Trump Ocean Resort Web site.
“With the increasing number of people searching for real estate online, it is essential to have a strong online presence to help drive more leads and ultimately more sales,” says Chris Breikss, President, 6S Marketing. “Yahoo! Search Marketing allows us to give more options to our clients and to not only increase exposure in the online market place but deliver a lower cost per sale.”
Breikss says it was essential that Trump Ocean Resort compete online with other real estate developments in the area because their competitors were being particularly aggressive about their use of Search Marketing. “Real estate is very fierce right now, especially in U.S. You want to try to get as many priority registrations as possible before the offer to sale comes up.”
6S Marketing helped Trump Ocean Resort to leverage Yahoo! Search Marketing’s powerful platform to create a sponsored search program to drive traffic to its Web site. Through the program, the resort achieved a conversion rate of approximately 3 per cent: This means 3 per cent of visitors to the site filled out the form to request further information on the Trump Ocean Resort.
Sponsored search through Yahoo! Search Marketing proved very cost effective for Trump Ocean Resort – it costs roughly $23 per conversion. A key contributor to the success of the program is Yahoo!’s ability to geo-target, says Breikss.
“With Yahoo! Search Marketing’s new platform we were able to customize our client’s campaigns by using such features as geo-targeting, advanced copy and dynamic keyword insertion,” says Breikss. “Not only did we see an improved ROI but we were also able to spend our customers’ ad dollars more efficiently.”
6S Marketing has been providing search marketing services and analytics solutions for more than six years to hundreds of clients across North America and has extensive experience developing, managing and reporting on ROI-driven search marketing campaigns to clients in various highly competitive industries.