We share a case of success in the real estate industry where the company Montecristi managed to attract quality users by converting them through the optimized web, in contacts and these in turn into sales opportunities.
About Montecristi Golf Resort & Villas
Montecristi Golf Resort & Villas is a residential community located on the coast of Ecuador around a golf course, with a design that integrates several private developments with lodging services, gastronomy, beach club and community services. It is located in a natural environment, ideal for families to enjoy sports, recreational and wellness activities.
What was the company’s need?
Montecristi Golf Resort & Villas had the need to sell lots in Latin America linked to the development of the city of Montecristi in Manta, Ecuador. They were looking, through their website, to start generating leads that could be converted into potential customers.
Objectives
- Communicate financial attractiveness, linked to lifestyle and diverse business models (vacation, real estate, voluntary retirement, students, etc).
- Create WordPress support, generating communication linked to investments. Aggregation of hotel reservations and city services (golf, gastronomy).
- Create digital marketing campaigns for visits from potential investors.
- Develop the relationship marketing strategy with search engine optimization, digital advertising + CRM implementation and direct customer service (forms, chat, telephone contact).
- Measuring results to understand return on investment in each business unit, adapting the digital communication plan accordingly.
- Differentiation of local and international investors.
What was the solution provided by Known Online?
Web Development
Based on the redevelopment of Montecristi’s websites -real state and hospitality services-, the proposal included the WordPress development. The sections and contents available on the current site were taken as a reference base, with the possibility of adding new functionalities based on specific operational and commercial needs.
The project proposed to work on referential issues. We worked on the SEO concept in order to leverage the digital marketing of the brand in the Chilean market. In parallel, performance variables were considered according to Google (mobile adaptation and load time).
The development of the Montecristi sites was accompanied by the configuration of measurement objectives in order to evaluate the return on investment in marketing campaigns by source and medium.
In detail, the following tasks were performed:
- Montecristi’s institutional websites were redeveloped according to the correct configuration for search engine positioning, as well as indexing criteria related to loading time and adaptation to cell phones.
- Measurement objectives and linked tags were configured in Google Analytics in force through Google Tag Manager.
- Theme adaptation: Front end development based on reference themes, adapting their styles to Montecristi’s brand manuals. We proposed a 100% mobile work, on a responsive website, under a navigation context similar to that of an application (webapp).
- Referential sections: They are composed of a succession of content entries, but can be adapted to the arrangement of the elements according to specific requirements. The idea is to be able to hierarchize order and priorities according to the requirements of Montecristi (real state and hotel with services).
- Functionality programming: The sites were developed so that Montecristi can update the contents in a simple and fast way. The same applies to the functionalities linked to the sections of the site (Back End and Front End).
- International search engine structuring: In order to maintain the correct indexing of the site in each country, the URLs were structured under an SEO friendly concept. Google Search Console was used and, within the “Search Traffic” section, the option “International Segmentation” was configured. In this way, Montecristi provides Google with information about language and country. Google will know which part of the page belongs to the Spanish language of each country.
- Loading manual-instructive: Montecristi (real state and hotel services) was trained on site management for content generation and on the back end of specific functionalities.
- Kinsta hosting service was selected because of its high performance in hosting WordPress sites.
Digital Digital Marketing Strategy
Based on Montecristi’s institutional site, the digital marketing plan was aimed at positioning the brand among potential buyers of units under development. In parallel, it focused on the sale of hospitality services: hotel, golf course and related gastronomy.
Montecristi’s visitors were captured with their mail and associated interest in order to receive subsequent communications with commercial appeal -services of their interest- through automation marketing.
Users were relationally tracked through remarketing advertising campaigns -based on their previous navigation on the site- and a programmed flow of communications was integrated in order to improve the conversion rate.
We worked on the user experience in order to improve the conversion rate permanently, as well as the quality of the traffic that enters Montecristi. In parallel, statistical models were applied for a favorable ROI for each source, media, campaign and associated content.
In detail, the following actions were carried out:
- Metrics structuring – Business intelligence: ROI was evaluated by source, media, campaign and associated content in order to improve ROI based on proprietary attribution models for each client segment.
- Search Engine Optimization: Known Online team worked with seo analysts, programmers and Montecristi’s content team in order to reduce advertising costs in those cases in which the correct search engine optimization allows it. We worked on the site’s user experience variables that allow a better conversion rate and it was a joint work between the business intelligence, user experience and content team in order to make the most of the advertising investment.
- Digital Advertising: We worked on advertising campaigns in order to maximize traffic, making the cost per customer generation more efficient.
- Email marketing automation: The pre-acquisition and post-acquisition communication process was configured for both current and potential customers in order to improve the conversion rate.
What were the results obtained?
After the personalized consulting and the redesign of the website designed and optimized by our agency, we were able to set up the website in 60 days, with integrated forms integrated to Zoho CRM.
The target number of leads received was exceeded by 60% as of the third month of operation, while the lead quality score was 35% higher than expected. This meant a lead-to-customer conversion rate 32% higher than the target.
