How XL Technologies helped North Group Realty Grow their Brokerage.
XL Technologies helps new, upstart brokerage recruit residential brokers in the Carolinas.
As a real estate agent recruiting leader, XL Technologies’ marketing team helped this start-up brokerage grow its agent roster through an omnichannel advertising campaign and targeted follow-up nurturing campaign.
The challenge:
NorthGroup Real Estate was looking to quickly build its agent roster for a new 100% commission brokerage opening in the Carolinas. However, none of the agents in the area knew anything about the NorthGroup brand and value proposition. Since senior management was already familiar with email marketing to advertise to agents, they wanted to start with an email-only approach. However, after meeting with the consulting team at XL Technologies, NorthGroup management decided to let us design and execute a comprehensive omnichannel advertising campaign strategy designed to saturate the area with their brand and messaging. Fast-tracking the exposure of their new brand to every real estate agent in the territories they covered.
The solution:
After an initial discovery session with key decision-makers, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel outreach campaign that spanned multiple states.
Once we defined the targeting, the second phase of the project was to develop a recruiting website that communicated the NorthGroup value proposition and positioned them as experienced leaders in the target markets.
We did this by creating a series of wireframe mockups to define how the information was going to be organized and communicated to the target agents.
After we completed the mockups, our copywriters went to work by crafting the copy that told the story of NorthGroup to the target audience.
We collected the client’s feedback and completed all the changes. At that point, the copy and wireframe were combined and handed to our graphic designers and development team to create the first generation of the recruiting website.
At this point, we had a clearly defined website to support the brand’s messaging, and the team moved on to the digital advertising campaign. We decided to start with an aggressive email outreach campaign followed up by an equally aggressive Facebook ad campaign to introduce the target agents in the market to the newly created brand.
The advertising campaign included the following:
| Custom integration of the recruiting website directly into the NorthGroup scheduling and lead management systems. | Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where NorthGroup Real Estate was looking to grow its market share. |
| Developed targeted audiences using Facebook’s interest level categories and XL Technologies’ proprietary database of real estate professionals to build a custom target audience. | Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creative to keep the campaigns from going stale and performing at maximum efficiency. |
| Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creative to keep the campaigns from going stale and performing at maximum efficiency. | Created a series of graphical display ads targeted at a custom cold top-funnel audience using the Adroll platform. |
| Created a multi-step email sequence targeted at a cold audience to drive interest in the brand. | We created a series of advertisements retargeting, recruiting website visitors who previously expressed interest in NorthGroup Real Estate but did not convert. |
| We implemented a comprehensive follow-up strategy with responses to all leads within five minutes of submission via email and text messaging. | We implemented a comprehensive follow-up strategy with responses to all leads within five minutes of submission via email and text messaging. |
| Pre-qualified all leads and booked only the qualified leads on the brokers’ online scheduling system. | Continuous campaign management, optimization, and reporting. Which included monthly summary reports regarding campaign performance that were reviewed with management. |
| Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join |
“XL Tech did an outstanding job. Originally I was a little skeptical, but I followed their lead, and they did not disappoint. Our agent growth has been nothing short of amazing. I highly recommend XL Technologies for any broker, big or small, that wants to grow their agent count fast.”
Scott Wilkinson, Founder/CEO NorthGroup Real Estate
The results:
This multi-channel approach, coupled with our proprietary database of real estate professionals, attracted over 343 leads allowing NorthGroup to hire over 130 agents within a five-month period at an average cost per lead of $35.39.
586
Agent leads at an
average cost per
lead of $35.39
88%
Contact rate off
lead inquiries
252
New agents hired in
5 months with 40%
conversion rate
Ready to start growing your agent brokerage
with the same strategies?
Contact us today and start growing your agent roster
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