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LJ Hooker’s digital strategy has outstripped its audience forecast by a mammoth 60 per cent over the spring season, giving its network of agents a serious leg up in the perennial race to increase market share in their local catchment areas.
LJ Hooker Boost, the integrated digital strategy supported by Tiger Pistol via Facebook and lead nurturer ActivePipe, reached a combined 10.4 million online users over the three-month campaign.
The result significantly eclipsed the 6.5 million customers predicted to be engaged over the three months.
Project insights delved deeper than simple likes and shares, with post-campaign data indicating that an additional 200,000 people — roughly the entire population of the City of Geelong — are “now more likely to consider LJ Hooker than before when choosing to sell their home”.
The spike was underlined by an $18 million increase in office sales revenue.
LJ Hooker head of digital Drew McTavish said that the result has achieved “acclaimed” status.
“The project team was optimistic about what could be achieved, but making more than 10 million digital engagements over the period exceeded all expectations,” the digital head said.
“We adopted a best practice integrated social and digital media strategy, but the support and take-up of world-first real estate initiative from the network helped the campaign smash audience predictions.”
Mr McTavish added that the campaign had attracted a lot of peer attention.
“There were a lot of players watching how LJ Hooker Boost performed.
“From this experience, we’re looking forward to unveiling more game-changing social and digital initiatives next year.”
LJ Hooker network chief Graeme Hyde said that the campaign had filled the pipelines of agents over the important selling periods.
“Additionally, campaign insights showed an extra 200,000 customers are likely to use LJ Hooker for their next sale as a result of the digital brand awareness created by LJ Hooker Boost.
“This insight places our network in the best possible position to return from the Christmas break and win listings.”
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