Looking for lead conversions in winter and not waiting until spring has paid off for one of Australia’s biggest real estate groups, reporting the successful delivery of 1,800 leads to its national network.
REB previously reported on the network’s strategy to start the spring selling pipeline in June.
The campaign, which is set to continue up until the end of August, has been supported by a digital lead generation strategy, as well as LJ Hooker’s long-established partnership with Qantas which allows the network to provide an incentive for home owners to win a share of 1 million Qantas points, simply by receiving a property appraisal from their local agent.
The “domino” of state-imposed lockdowns has presented its own challenge to the pre-spring campaign, as noted by LJ Hooker Group chief performance officer Christine Mikhael.
Domestic travel was originally highlighted as the winning incentive, but when it was clear this would not be a relevant drawcard due to widespread lockdowns, they instead focused on the home upgrades that could be made by using the Qantas Frequent Flyer points.
This switch-up of campaign creatives and messaging all took place within the first two weeks of the strategy’s launch.
This ultimately bore fruit, with the pre-spring campaign delivering close to 1,800 leads “that will fill the pipelines of LJ Hooker’s agents leading up to a highly competitive spring selling season”, according to Ms Mikhael.
The network highlighted that the strategy provided a 110 per cent increase to sales lead generations, despite lockdowns hampering normal activity.
“Most Australian markets are exceptionally strong, with several cities and regions experiencing a rise in median property prices. In fact, according to CoreLogic, Australian property prices are rising at their fastest pace in almost 20 years,” she said.
“The results from our campaign prove that consumer demand is still high regardless of lockdowns and restrictions.”
Within the business, the chief performance officer said that the success of the campaign showcased the importance of “pivoting and connecting with consumers at the right time”.
“By running a campaign during the winter months, in the lead-up to spring, we have captured home owners in the consideration phase and laid the groundwork for strong lead conversion,” she said.
At the same time, it highlighted the role and value that a corporate support team can provide, particularly in terms of “utilising tools and resources that allow our offices and agents to switch gears in a rapidly changing landscape”, Ms Mikhael concluded.