PROPERTY CAMPUS CASE STUDY: HOW TO PROMOTE A REAL ESTATE WEBSITE! HOW WE REACHED THE TOP 10 AND INCREASED THE NUMBER OF LEADS 10 TIMES!

We have been working with Property Campus for six months now. The client contacted us on the recommendation, which was very pleasing. Our task was to make their website visible online in Russia and the CIS. And in this article, we'd like to show you how we managed to bring a real estate website to the TOP 10 and increased the number of leads by 70%.

Case study on how to promote a real estate website

It will take you 12 minutes to read the article and learn how to make your real estate website visible online in Russia and make it drive leads.

Table of contents

1. About the project

2. Goals

3.Solutions

4. Results

 

  About the project

Property Campus is a real estate agency located in Munich which offers a wide range of real estate services. The campus-property.de website was created to drive Russian-speaking audience and offers a collection of properties in Germany.

 Goals

The client asked us to make the website visible for the Russian-speaking audience. The website turned out to be quite new so it required a special approach which included the following tasks:

• basic optimization;
• redesign of the home page to improve its selling qualities;
• develop a responsive design for mobile devices;
• bring the website to the TOP 10 with the most important keywords.

 

 Solutions

Technical support

We audited the website and updated its code to ensure better SEO. For instance:

1. We developed a new user-friendly site structure so that it can be easily found by search engines.
2. Added microdata, internal links, fixed bugs in the robots.txt file.
3. Made code clearer and boosted the load speed.

This helped us reduce the bounce rate twice.  

1. Bounce rate

Developed a responsive design.

4. And etc.

Now the site is correctly displayed on all devices and the mobile traffic has increased by 30%.

2. Responsive design

Commercial factors

To improve the selling qualities of the site, we prepared 25 recommendations, created new important pages, optimized existing pages, and also upgraded the “Our Team” and “Contacts” sections.

To make the site more trustworthy and encourage users to contact this real estate agency, we added certificates that confirm Property Campus is licensed to offer real estate services.

Design

As far as the audit showed that the bounce rate of the home page was quite high, we decided to redesign it. As a result, we completely updated the design of the main page making it more user-friendly and appealing.

We moved the property search form to the top of the page so that a user can easily look for properties. Now when users come to the website, they can immediately sort all the offers by using search filters.

3. The search form on the home page

We also added a call-to-action button that encourages users to contact the company if they do not have enough time to look through their offers.

4. Contact form

This CTA form increased the conversion rate by 10% and decreased the bounce rate from 19.1% to 10.3%.

Optimization

Our optimization strategy included:

1. building a semantic core;
2. choose the most commercially important pages and prepare SEO texts for these pages;
3. optimize the priority pages and add meta data;
4. create pages for less common keywords and add properties on these pages. 

According to the collected semantic core, we focused on the following SEO aspects:

• location: regions in Germany;
• type of property: apartment, cottage, etc .;
• property class: luxury, new houses and etc.

Sometimes we combined these SEO aspects. For instance, the type of property and its location: cottages + region. We also checked if all the keywords we got had been used in search queries. Then, we clustered the keywords using the HARD method and selected groups of keywords that can be used on the same page.

This method allowed us to get the first SEO results on Yandex and Google much faster.

The site has become more visible, the traffic has increased by 15% and the ranking positions of web pages have improved as well.

5. Growing ranking positions thanks to our basic SEO

 

6. Organic traffic according to Yandex.Metrica

The next step was to focus on more detailed internal optimization: we developed an algorithm for adding metadata so that we could create pages for different property types, manually fixed the title and description.

We worked out additional property categories:

• elite urban real estate;
• elite developments and new houses;
• elite cottage villages;

Then, we manually improved the most priority pages and added the main and most common keywords.

After we carried the text analysis, we prepared the task for copywriters. As a result, we updated all the articles on the site, added them to the Original Texts service in Yandex.Webmaster and speeded up indexing on Yandex and Google.

Snippets are an important part of SEO

We have improved snippets for priority keywords: added contact details, a chat button, edited descriptions.

7. Example of a snippet

PPC

Along with SEO, we launched PPC campaigns via Yandex.Direct and Google AdWords to drive leads as soon as possible. We prepared ad texts with keywords relevant to search queries and set bids so that our ads would reach top positions of the search results.

We also launched campaigns on the Yandex Advertising Network and the Google Display Network. This helped us reach a wider audience from other online platforms.

Our ppc campaigns managed to drive traffic to the site and the first leads almost instantaneously.

8. PPC traffic

 Results

This is what we achieved after three months working on the website:

• Campus-property.de reached the TOP 10 with the most common keywords.

9. Ranking positions of campus-property.de

 

10. Traffic growth rates according to Yandex.Metrica

We are continuing working on the project and our plans are to ensure further growth of conversion rates and drive more Russian-speaking clients to the site.

We hope that this article gave you an insight into how to make your real estate website more visible and conversion-friendly. Should you have any questions, do not hesitate to contact our specialists who will be glad to provide you with detailed information.

Contact us today at 8-800-700-34-35 and we will help your business enter the Russian market.

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