LJ Hookers digital strategy tops targets by 60%
LJ Hooker's digital strategy outstripped its audience forecast by 60 per cent over spring, putting its network of agents in the box seat to increase market share in the New Year.
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 much deeper than 'likes' and 'shares', with post-campaign data indicating 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 in consideration was further underlined in sales, with an $18 million increase in office sales revenue.
Developed with automation at its core, the $1 million campaign freed up the schedules of agents and support staff to capitalise on the leads it delivered, so agents could concentrate on providing exceptional service to customers.
LJ Hooker Head of Digital, Drew McTavish, said the result had achieved acclaimed results in and out of the industry.
"The project team was optimistic about what could be achieved, but making more than 10 million digital engagements over the period exceeded all expectations," said Mr McTavish.
"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."
"There were a lot of players in and out of the industry 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 the campaign had filled the pipelines of agents over the spring and summer 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."