JLL are a leading property developer in Birmingham city centre. They have recently released a luxury residential development in Birmingham called ‘The Axium’. The Axium offers brand-new, modern apartments in the heart of Birmingham City Centre. JLL asked us to market the launch of The Axium apartments with a digital marketing campaign..
We developed a unique strategy based on JLL’s objectives. Using our Think Big! methodology, we evaluated which digital marketing tools will produce the most leads. Using the Facebook lead generation forms, we sponsored facebook posts which delivered the user details for each successful submission. We gained over 185 leads using lead generation forms on Facebook and Instagram.
Initially, we run the campaign to advertise JLL’s Axium show home launch event. Due to the success and continuing rise in leads the campaign delivered, they asked us to campaign for another event, the help to buy seminar. We sponsored both events and in total gained over 155 responses from Facebook users alone.
We researched the most popular types quizzes and calculators based on property and real estate and designed a tailored calculator; ’Which apartment is best for me?’; in response to our research. This delivered a approx 35 more leads for JLL.
JLL asked us to create three optimised landing pages to advertise their brand new luxury apartments. We compiled a show home launch page, a rent vs buy page and an apartment types page. JLL had one key focus and that was to generate leads of people who are likely to purchase an apartment.
As JLL were specifically targeting first time buyers with an intention of offering the Governments help to buy incentive at a later date, we suggested a rent vs buy page to encourage buying an apartment. To accompany the page and social media marketing, we designed an Axium branded downloadable guide which stated reasons why you should buy and not rent.
Our developer set up conversion tracking so each time the guide was downloaded from the page, JLL would receive the details of the user.
We designed three landing pages using the Axium branding and a unique badge advertising the show home launch event. We created a dedicated instagram and facebook account for the development with both organic and sponsored social posts.
We created a facebook event to gain interest in the show home launch, announcing complimentary refreshments and legal advice. We created a social plan distributing the amount of media spend on each social post and type of social post in order of what content is most important. For example, when the event was close, we would increase media spend to reach more potential attendee’s and decrease it elsewhere.
We focused on targeting first time buyers in the centre of Birmingham. We created a handy downloadable guide which was based on the essentials of buying your first home. We used this for the Facebook lead form. Using a custom Facebook audience based on occupation, age, relationship status, interests in luxury goods and location, we targeted first time buyers and those who work or live around the city centre.
We provided photography for JLL, with professional images taken of the two show homes they have available at The Axium. We used these to promote the apartments and show home launch visually. Facebook then displayed the lead generation form ad to these and those who submitted the form for the download agreed to share their details with JLL to follow up.
We are pleased to work with a variety of business who operate within a range of industries and sectors.