Guaranteed Top Spot DM

Direct Mail, CRM, Direct Marketing

Background:

Australia's No1 property website, realestate.com.au (REA), offers estate agents unlimited basic online property listings. At additional cost, selling tools such as Guaranteed Top Spot (GTS ), are also available to boost agent sales and brand profile.

Brief:

Communicate the benefits of Guaranteed Top Spot (GTS); a listing that appears at the top of the search results for a specified suburb, and increase bookings by developing a DM campaign targeting estate agents in areas where GTS is not already taken.

Implementation:

vi developed and implemented an inexpensive, yet high-impact direct mail campaign consisting of a door key with a tag attached, offering agents the opportunity to ‘Lock up a whole suburb’ – a powerful invitation in an extremely competitive market.

Outcomes:

Sales results were double the budgeted target, with increases in revenue of 62% in the first month following the campaign and 42% in the second month. The enquiry generated also ‘opened the door’ for REA to ‘up-sell' agents to other products and services.