Front end development
At the time (Winter 08/09) the housing market was turbulent and discussions with people considering moving invariably led to the question of whether it was better to buy or rent.
So it made sense to use this debate to underpin a lead generation campaign that challenged people people's preconceptions and question which property solution would best suit their needs - to rent or buy - and give them the tools to ensure they are made the best decision.
The focus of the campaign was a simple online calculator that meant for the first time, users could directly compare available properties to rent and to buy by entering their monthly budget and their chosen location. Web banners, agent packs and national press print advertising drove traffic to the microsite.
During the first two weeks of the campaign, the microsite achieved a lead conversion rate of 18.75% compared to 4.6% on the propertyfinder.com main site.
The campaign was initially due to run for 8 weeks and ended up running for six months. The property comparison calculator was later integrated into the main propertyfinder.com site.
"It works brilliantly!"
Charles Wasdell, Head of Marketing, Propertyfinder.com
"The agent's love it because we're trying to get the market moving by giving home movers a chance to choose what's best for their budget – buying or renting? The standout of the campaign is the comparison calculator that's really making it clear what you can get for your money!"
Kyrenia Gross, Industry Marketing Manager, Propertyfinder.com