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Van Roey Vastgoed

Sales leads doubled thanks to a smarter digital campaign

Catagories
Strategy Data Performance Inbound marketing
Van Roey render

In short

More sales leads due to a smarter digital strategy? The leads have been rolling in effortlessly since Van Roey Vastgoed enlisted We Are Digital as their digital partner 2 years ago. Van Roey Vastgoed was already using HubSpot, although it wasn't running optimally. We Are Digital conducted a search listening, including keyword research, and proposed a new strategy, involving both paid advertising and organic SEO. And it worked: 55% of the marketing leads turn into sales leads, twice as many as initially projected.

Van Roey Vastgoed sells new-build apartments and homes in green surroundings at locations in Lokeren, Puurs, Ghent, Herentals, Deinze, Halle... Apartments or houses with 1 to 3 bedrooms, with or without a terrace or garden. They had experience with digital marketing: they were already using the inbound marketing tool HubSpot, which enables automated processes. However, there was more potential to tap into. For this purpose, they turned to WAD with a specific request to boost the residential project 'De Gaanderij' in Herentals. Emilia Van Oortegem, Digital Project Manager at WAD, stated: 'We began with a keyword research, defined the strategy, and created the landing page for the residential project. We utilized both paid advertising and SEO. The presale immediately became a success story, prompting Van Roey Vastgoed to request extending this approach to all their real estate projects.”

Van Roey mockup
01

Initial stages of the customer journey

The goal is to channel as many marketing leads as possible into sales leads. To achieve this, we optimized an automated customer contact flow on HubSpot. Imagine a visitor requests a brochure for a real estate project; they would instantly receive an automated email containing the link to the correct brochure, along with an invitation to schedule an appointment. A few days later, a second email follows, highlighting the project's unique selling points (USPs) and including a sample apartment floor plan. In the third email, we extend another invitation to schedule an appointment. We cap the communication at a maximum of 4 emails to potential clients, so as not to come across as overly pushy.

02

Training for sales reps and real estate agents

When a customer wants to schedule an appointment, the appropriate salesperson receives a notification via email and on their smartphone. They can then give the lead a quick call to inquire about their preferences, such as the number of bedrooms. If the lead confirms an appointment, it's automatically added to the salesperson's calendar. This allows you to track the prospect's position in the funnel at any given time: from incoming lead, to appointment scheduling, project visits, home reservations, all the way to deal follow-up. To further familiarize real estate agents and salespeople with the system, We Are Digital organized a training session. 

03

Impressive results

The results are remarkable: since the collaboration began, 47 units have been sold. The digital strategy generated an additional 82 appointments. Sales qualified leads skyrocketed by 75%. 55% of the marketing leads were converted into sales leads, which is double what WAD initially aimed for. It's evident that this tactic successfully brings in high-quality contacts. Thanks in part to the digital efforts of We Are Digital, 5 out of the 9 projects are currently sold out! This is why Van Roey Vastgoed asked WAD to continue down this successful digital path in 2023."

The fact that Van Roey Vastgoed was already using HubSpot has both pros and cons. Pro: Van Roey Vastgoed has experience with this digital system. Con: We can't set it up exactly the way we envision. However, we are flexible enough to work around that.

Emilia Van Oortegem
Digital Project Manager

Plans for 2023

Emilia from WAD stated, "We're glad that Van Roey Vastgoed trusted us to continue with our approach. As the main challenges for Van Roey Vastgoed, firstly, I see the need to establish a more balanced and healthy mix of channels in order to reduce dependence on paid advertising. Currently, 80% of the leads come from paid sources, and we aim to decrease that percentage in favor of SEO. This is, of course, a long-term approach. It's closely linked to a second pillar, which involves setting up an intelligent content strategy and delivering high-quality content.”

 

This is what Van Roey Vastgoed says

Anouk Van Bavel, Marketing Manager at Van Roey Vastgoed, comments on the collaboration: "We've been working together for 2 years now, and it's been going really well, both in terms of results and follow-up. What I find particularly great is that we can directly approach a specialist from WAD for each of the 4 components: SEO, paid campaigns, strategy & content, and HubSpot. That's not something you find everywhere. Emilia oversees everything comprehensively. In terms of results, we can truly see that we've been receiving more high-quality leads over the past year, and that's the decisive factor for continuing the collaboration into 2023. Another positive aspect is that the WAD team thinks proactively with us; they suggested doing an exercise with content. What content are we missing? We're very enthusiastic about this idea, as it was also on our wishlist.”

Let's meet

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