Our client, Edmonds Conveyancing, is a Ballina-born, award winning conveyancing firm that services clients across NSW. With over 50 years of combined experience in conveyancing, the team at Edmonds know a little something about property transactions and delivering professional, personalised service.
Conveyancing has long been an industry built upon piles and piles of paperwork, legal jargon, and the need to physically visit (in person) your conveyancer. With the shift to online conveyancing, Edmonds Conveyancing approached pepperit with a two-fold mission. To help bring their award-winning service to all of New South Wales. Secondly, to promote a service that was simple, stress-free, approachable and easily understandable for the average homeowner.
Put simply, it was time to put Edmonds Conveyancing on the NSW map.
While a state-wide rollout is exciting, it is certainly no small task.
We had to think wide and far, but also hyperlocal.
What does that mean?
To launch to all of NSW, we get the basics right. As a starting point, we took a look at the customer personas of future NSW clients, and determined a communications strategy based on those personas. We wrote all the key pieces of marketing material, redid the website, and created a lead generation guide. All targeted at these three customer personas. (We named them Michelle, Chris and Brandon… if case you were wondering.)
Now that we had our ideal client, we turned to SEO to divulge what they needed from us. We conducted extensive research into the key search terms that potential clients were using in the NSW region, as well as an on page and off page SEO review for the website. Search terms by location and topic became the centrepieces of these new landing pages, optimised both for SEO and conversion.
Above all, we knew that even in the online world, nothing beats the human touch.
Edmonds are known for the human touch they provide with their conveyancing service. It was our top priority to ensure not only that we retained this reputation, but amplified it. Just like the Edmonds team, their marketing needed to be professional, approachable, and filled with friendly personality.
Our Edmonds is Here ad campaign went a long way (literally, from Coffs Harbour to The Gong) to establish Edmonds’ sense of humour and personability in the market. Our creative showcased (virtually) graffitied local attractions to kill two birds with one stone – Edmonds is here, and we don’t take ourselves too seriously.
It was the same insight that we kept front of mind throughout all our iterations towards the perfect communications. We reached out directly to real estate agents, building real relationships that would in turn translate to a more tangible and easily understood message for potential home buyers and vendors.
Our email marketing strategy worked to continue to cultivate these relationships across both referral partners and past and potential new clients. We used a mixed of campaign emails, email automations, as well as monthly regular updates.
We know relationships are built over time, and grow out of consistent genuine conversation.
Most importantly, our emails were tailored by person, region, and locality, to ensure that all clients – new, old, and potential – as well as referral partners, were receiving relevant, timely information. No-one likes a spammy inbox, especially not one filled with emails that aren’t even relevant to them!
In tandem, we oriented our social media, email marketing, outreach, and SEO strategies towards these target areas. Building up a rapport with New South Wales was our driving force.
Start small, think big.
We quickly learned that when it comes to driving traffic and raising awareness – there’s not always a clear path to success. Playing with different types of advertising. Constantly tweaking our other marketing and creative efforts — emails, social media, design — to back up the direction of those ads.
Not being a one-trick pony was key to successfully building a comprehensive reach over NSW.
Our online conveyancing ads consistently achieve a CTR over 2%. The Edmonds is Here campaign across Facebook and display advertising have seen above average benchmark performance, with impressions for some ads reaching above the 10,000s per week.
Email marketing has proven to again be a successful selection in the marketing mix. With open rates above 30% across all emails sent, and unsubscribes well below 3% mark.
Overall, we’re putting Edmonds on the NSW map, and making conveyancing more tangible for clients in the process. Just check out their Google Reviews, they’re pretty compelling.