JLL
At A Glance
285%
55%
Client Testimonial
Backstory
A Fortune 500 company with operations in over 80 countries and a global workforce of more than 93,000, JLL is focused on building a better tomorrow and creating spaces where people can achieve their ambitions.
Backstory
A Fortune 500 company with operations in over 80 countries and a global workforce of more than 93,000, JLL is focused on building a better tomorrow and creating spaces where people can achieve their ambitions.
Challenge
Challenge
The challenge arose when they saw that their existing marketing campaigns were resulting in unqualified inquiries, robbing their sales team of time, money, and resources.
They realized they needed a stronger digital marketing strategy to promote their overseas properties and generate a higher volume of qualified leads.
Enter Brew Interactive.
Solution
We conducted persona interviews to get a better understanding of their audience along with valuable insights into their online behavior, motivations, and concerns.
We also gathered information about the residential projects they were looking to promote to understand what their features and selling points were.
Getting people to invest their hard-earned money in a completely different market is not something that can be achieved by running a couple of ads. Hence, our lead generation campaign was centered around educating prospects, instilling trust, and establishing a relationship with them.
The end goal was to attract potential local investors to the overseas property exhibitions JLL had been organizing.
JLL ExhibitionKeeping all this in mind, here’s how we helped them boost their lead generation efforts and attract local
investors.
1. Built an optimized landing page
The first step was to create landing pages dedicated to each of their residential projects.
These landing pages were designed to create awareness about the property, generate interest, and encourage potential investors to download a detailed brochure.
Considering that prospects had limited knowledge about the international market, we focussed on positioning the city in question as a viable long-term investment decision.
From key features and surroundings to the reasons for investing in that particular property – we equipped potential investors with all the information they would need to make a decision.
2. Ran ads across multiple networks
Next, we needed to amplify communication and promote the landing pages to reach potential investors while attracting traffic to the pages and encouraging brochure downloads.
We devised an aggressive advertising strategy that comprised running ads across multiple networks such as Facebook, Google search, display, and Brew Ad Network (our dedicated financial and business network).
We leveraged third-party data and location-based targeting to ensure the ads were accurately served to the target audience across Singapore, Hong Kong, and Malaysia.
Facebook ad
Display ad
Search ad
Ad via Brew Network3. Created editorials
In line with our objective of educating prospects, we also created valuable, data-backed editorials to give potential investors an insight into the international market and what makes it a viable investment decision.
We wanted the residential projects to appeal to them and used these editorials to create awareness and establish credibility while taking them down the sales funnel and boost lead generation efforts.
The editorials ended with a clear call-to-action, encouraging readers to share their details and download the property brochure.
JLL Advertorial 1
JLL Advertorial 24. Built an automated email follow-up campaign
While we did everything to present and promote the landing page to attract leads, we didn’t leave it at that. We built an automated follow-up campaign to connect with leads generated and nurture them along the sales cycle.
A series of emails were created from welcoming leads to sharing information about upcoming exhibitions, encouraging RSVPs, sending timely reminders, and also following up with them post the event.
Here’s what the entire customer journey resembled:
Results
The well-executed strategy resulted in a 285% increase in investor leads and a 55% decrease in cost per lead.
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.
Recent Case Studies
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