We were assigned the objective of driving awareness for their overseas real estate projects and generate investor leads. We worked closely with the JLL team to understand their business, target audience, goals, and challenges. The target audience was identified to be locals with interest and financial capability to invest in JLL’s overseas properties.

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 Exhibition 

Keeping 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.

Search adAd via Brew Network

3. 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 1JLL Advertorial 2

4. 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: