How XL Technologies helped Realty Executives Home Towne Increase Brand Visibility in their Markets
XL Technologies helps a well-established brokerage franchise create an omnipresence ad campaign to increase visibility into its brand in Michigan.
As a leader in real estate agent recruiting, XL Technologies’ marketing team helped this 55-year-old brokerage increase its visibility to all area agents via an omnichannel advertising
campaign and targeted follow-up nurturing and appointment-setting campaigns.
The challenge
Realty Executives Home Towne was looking to execute a comprehensive omnichannel advertising campaign strategy to saturate the area with their brand and messaging. Although part of the Realty Executives’ corporate brand, they did not feel that their specific value proposition was being represented in the markets they served. Additionally, there was increasing competition in their markets, and they needed a comprehensive solution that kept their brand at the forefront of the agent’s mind.
The solution :
After an initial discovery session with key decision-makers, our team spent several weeks researching the markets, understanding the competition, and reviewing the corporation’s recruiting collateral to develop a plan of attack. From there, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel outreach campaign.
Once we defined the targeting, the project’s second phase was to develop a recruiting website consistent with the Realty Executives corporate brand and adhere to the branding guidelines set forth by Realty Executives. Since Realty Executives Home Towne already has strong branding, our team was tasked with communicating Realty Executives Home Towne’s value proposition, positioning them as experienced leaders in the target markets, and maintaining brand consistency across all campaign assets.
We started by creating a series of wireframe mockups to define how the information would be organized and communicated to the target agents. Then we did an in-depth review of all existing branding and style documents to ensure we maintained consistent branding and messaging.
The advertising campaign included the following:
| Creative development of all campaign assets, including graphic design and copywriting, to support Facebook, Instagram, LinkedIn, and email platforms. | Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creativity to keep the campaigns from going stale and performing at maximum efficiency. |
| Custom integration of the recruiting website directly into the Realty Executives Home Towne’s scheduling and lead management CRM systems. | Created a series of graphical display ads targeted at a custom cold top-funnel audience using the Adroll platform. |
| Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where Realty Executives Home Towne was looking to grow market share. | Created a multi-step email sequence targeted at a cold audience to drive interest in the brand. |
| Developed targeted audiences using Facebook’s interest level categories, XL Technologies’ proprietary database of real estate professionals, and transaction data pulled from Market View Broker to build custom target audiences. | Created a series of advertisements retargeting recruiting website visitors who previously expressed interest in Realty Executives Home Towne but did not convert. |
| Created a follow-up text message engagement campaign to all agents who received a cold call but did not respond | Implemented a comprehensive follow-up strategy with responses to all leads within two minutes of submission via email and text messaging. |
| Pre-qualified all leads and booked only the qualified leads on the brokers’ online scheduling system. | Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join. |
“The XL Technologies team is fantastic. They really worked to understand our unique model in the marketplace. They produced a campaign that aligned with our corporate branding and tailored the messaging perfectly. They were able to target the exact types of agents we were looking for and stayed on top of all the key metrics to ensure we stayed on budget and the ads performed at a very high level. A very impressive team that I highly recommend.
Frank Locricchio, Broker/Owner Realty Executives Home Towne
The results:
This multi-channel approach, coupled with our proprietary database of real estate professionals, attracted over 138 leads within a twelve-month period:
96%
Agents reached
in their geographic
area
90%
Contact rate off
lead inquiries
2.24M
Impressions of the
Realty Executives
Home Towne brand
