Hatten Land
At A Glance
2.5x
87%
Client Testimonial
Previously we didn’t know how to properly use digital to drive leads, but through working with Brew, we now have a very sustainable and consistent lead flow. Best of all, these are great quality leads and at very affordable cost-per-lead acquisition.”
Backstory
Backstory
Hatten Land is known for its quality developments, innovative designs, and futuristic architectural concepts. Its current development portfolio comprises of three integrated mixed-use development projects and a retail mall in Melaka, Malaysia.
Challenge
Challenge
Hatten Land needed to generate leads and attract people to invest in their sprawling property. They did what they always did – implement a mix of online and offline marketing strategies to generate inquiries.
However, they soon realized that what worked earlier was not working for them anymore. While the project received inquiries, they were largely from unqualified prospects who delivered underwhelming returns. Having wasted time and money on them, Hatten Land decided to shift gears.
They needed a more focussed lead generation strategy and that’s when Brew Interactive was approached.
Solution
We worked closely with the Hatten Land team to understand their business model, target audience, goals and challenges. We gathered more information about Harbour City to understand everything it offers and what makes it different.
We then conducted persona interviews to gain a deeper understanding of their audience.
Keeping all this in mind, here’s how we helped Hatten Land improve their lead generation efforts.
1. Introduced the Investment Tour offer
One of our most important findings from the buyer persona interviews was that it was not enough to ask investors to buy the property through advertisements – they needed something more to be interested and convinced about investing in the area, and the property.
That’s when we decided to create the Investment Tour offer. Interested prospects were invited for a 3-days and 2-nights stay to experience Melaka for a minimal fee.
We created an optimized landing page to create awareness about this offer. Audiences were encouraged to register for the seminar and investment tour.
2. Ran multi-channel ad campaigns
Once we laid the foundation for an enticing offer, we put together an aggressive advertising strategy to promote the offer and generate traffic to the Investment Tour landing page.
We ran ad campaigns across multiple networks such as Facebook, Google, and Programmatic networks. We leveraged third-party data to ensure the ads were accurately served to Hattan Land’s target audience.
3. Ran an automated email follow-up campaign
It didn’t end at creating a landing page and targeting potential investors with ads – we built an email follow-up sequence in order to stay on top of the leads generated and nurture them.
So, all the prospects who signed up were directed to the ‘thank you’ page. Sales representatives were then asked to call them to talk to them about the property and their requirements, with an objective to take them further down the sales funnel.
Leads who did not pick up the call or were not qualified were retargeted with ads, taking them back to the landing page. Here’s what the entire journey looked like –
Results
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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