Johns & Co.
Innovative London estate agency JOHNS&CO approached Digital Ethos to gain more dominant rankings in local areas across London whilst building a strong organic growth strategy. Read on to discover how this strategy led a 31% increase in website traffic.
The Client.
JOHNS&CO are a fast growing, innovative London estate agency with seven offices across London. They consider it their responsibility to know the London property market inside out, and are committed to providing the very best service in the industry.
The Challenge.
JOHNS&CO first approached Digital Ethos to gain more dominant rankings in local areas across London, whilst building a strong foundation and SEO campaign.
[Update]
Having worked with JOHNS&CO for 4 years across SEO & PPC, they restructured their inhouse team and leant on Digital Ethos for a more holistic marketing strategy, benefiting from the outsourced partnership, agility and industry leading knowledge.
The shared objective was to drive more landlord and vendor leads in 2023.
Our Approach.
Our strategy started by revisiting the SEO basics. The nature of an estate agent website means that it’s fed information from different APIs to keep the properties and information updated. JOHNS&CO had many technical issues, such as indexation, site speed and internal linking that needed to be addressed first.
Thereafter, we moved our focus onto a comprehensive content strategy. By working closely with their PR agency, we were able to create thought leadership content, driven by primary statistics that were then shared with national press and publications.
Following the addition of new channels, we created a comprehensive strategy across PPC, Organic Social, Paid Social, Digital PR and creative, as well as overarching marketing consultancy to collaborate with their other agency partners.
The revised strategy allowed for more efficient content sharing across all marketing channels, as well as a consistent brand positioning and messaging. We ensured content topics were relevant and backed by data, really making the content splash across all platforms.
Organic social media centred around landlords, vendors and talent acquisition. We curated a bespoke strategy for each channel, with an ongoing content engine full of channel specific tactics.
The Digital PR strategy allowed JOHNS&CO to be featured in industry relevant publications, targeting both landlords and vendors, as well as positioning them as thought leaders.
Finally, the paid media strategies focussed on both top of funnel activity to promote local brand awareness, and bottom of funnel behaviours to ensure we captured landlord and vendor leads.
The Results.
The initial campaign achieved
Through continual review, strategy and adjustments we have seen a 12% reduction in CPA vs the previous period (Mar-June 22), highlighting we are moving toward success. Our next goal is to explore the required budget and activity required to reach 25-30 conversions per day.
Furthermore, through demonstrating value in PPC we are also expanding our offering to also explore the opportunities paid social has to offer.
Increase in organic traffic
Increase in number of keyword rankings
Increase in page 1 keyword rankings
Increase in conversion rate
Over Just months we achieved 6 months. in 2023
Increase in organic keyword rankings
Increase in organic social engagement
Pieces of coverage in industry relevant publications
Average cost per conversion across Google Ads