The Client’s Challenge:
Real Property Management Last Frontier provides property management services throughout the Anchorage area and more recently in the Mat-Su Valley. We have been doing their digital marketing for years. They now have strong brand recognition in Anchorage but Mat-Su is a new market for them. They wanted us to help them enter the market which is currently brimming with real estate activity.
We ran Google ads in the Mat-Su Valley targeting searches like “property management company” and “rental property management” using the tagline, “leave the hard work to us,” appealing to the stress DIY landlords are under when it comes to the management of their own rental property. We added call extensions which allow internet users to make trackable calls directly from the Google ads.
We also ran Google ads in Anchorage on 10% of the budget using the same searches, tagline, and call extensions.
The Amazing Results:
The average click-through rate (CTR) for the Mat-Su ads was 10.58%, which is 2.8X the national average of 3.71% for the real estate industry. Despite a low budget on the Anchorage ads, they saw high engagement for the brand name as well. Much of the evidence of success is anecdotal, however. “I was told four times this week, ‘we see you everywhere,'” says Real Property Management broker Kassandra Taggart, “It must be working as a good brand thing because it was all people that refer business to us.”