Clever marketing idea delivers thousands of leads

One of Australia’s largest real estate networks has generated over 5,000 qualified leads for its agents, courtesy of a campaign that kicked off in 2016 and ends next month.

Through its Sunshine Coast apartment giveaway campaign, Century 21 has secured, qualified and distributed more than 5,000 leads to its network across Australia and New Zealand.

Century 21 chairman and owner Charles Tarbey said the leads were sent directly from corporate office and required no prospecting from agents.

“When someone enters the apartment competition across Australia or New Zealand, they outline their real estate interests and a qualified lead is sent to the appropriate Century 21 office in the matching area,” Mr Tarbey said.

“To date, the campaign and the lead generation system that sits behind it, has delivered hundreds of listings to our offices, as well as property managements and both new buyers and renters. That’s all without our agents having to hit the pavement or their phone books for these leads.”

Mr Tarbey said the success of the campaign might change the way real estate head offices engage with their networks, forcing them to play a more active role in lead generation and sales.

“The system aims to make corporate office an additional member of each office’s sales team by delivering tangible leads on a consistent basis,” he said.

To take part in the campaign, interested parties register at c21win.com.au and either request a free market appraisal, buy or sell property or utilise the group’s property management services. In doing so, they become eligible to win a luxury $400,000 apartment in Caloundra, Queensland.

The site has already attracted more 170,000 hits. It’s also been a success on social media, with a conversion rate of over 9 per cent.

To promote the apartment giveaway, Century 21 used online, social and mobile platforms, mainstream media and television campaigns, including prime time TV advertising during the 2016 Rio Olympics.

Mr Tarbey accredits the campaign’s success to the “win-win scenario” for the public and Century 21 agents.

“The lead-generation system was not designed to replace traditional prospecting activities but to complement them,” he said.

“However, I think there may be hundreds of real estate offices across Australia wishing they had a stronger pipeline of leads and that many of the leads they did secure didn’t involve so much effort and time in the process. That’s what the lead-generation system is designed to provide.”

The competition closes on 31 March.

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