The Story - Village Properties at Sunriver has built a reputation for offering the best customer service to its clients in beautiful Sunriver, Oregon. Whether a property owner in need of consistent property management, a guest seeking a dreamy vacation rental, or a tenant looking for the right long term rental, Village Properties is the perfect partner for a variety of real estate needs. They take pride in being a valuable and knowledgeable resource for those planning a vacation or relocating to Central Oregon.
The Challenge - Competing in a space with the AirBnB and VRBOs of the world poses unique and difficult challenges for a family-run SMB. Village Properties uses exceptional service and regional expertise as a key differentiator over its larger competitors. They also stand out from the crowd due to the fact that they do not charge their clients inflated fees like the competition does. This provides tremendous value and savings to Village Properties' clients; however, it also means that their margins are slim and their marketing campaign must be highly efficient.
After assessing the existing campaign, we determined that the CPA goals needed to be extremely accurate, and we needed to maintain complete and detailed tracking in order to maximize return.
When we began working together, Village Properties was also experiencing low and inconsistent bookings during peak seasons when they should have been receiving a high volume of both online and phone bookings. We set out to get the stream of business flowing again for our new client!
The NETT Solution - One of the key factors in gaining an edge over the competition was running a video campaign. This allowed us to build brand equity by showing Village Properties' videos in front of competitors' content. We also looked at the campaign's conversion history and adjusted geographic targeting to optimize the cost/conversion ratio based on locations that were more profitable.
Village Properties focuses primarily on property management, vacation rentals, and long term rentals. Their prior marketing agency lumped all 3 categories into one campaign. We segmented out each category, with separate audiences, goals, metrics, and tracking to maximize success within each segment, as well as the campaign as a whole.
What really allowed the various elements of the campaign to coalesce was its superb tracking and analytics. Whereas Village Properties' previous marketing agency had overlooked the importance of these things, we dialed in the analytics to be complete, accurate, and detailed. In addition to tracking both online and phone bookings, we continue to optimize their campaigns for consistent results spanning all seasons.
The Google campaign shined brightly in Sunriver. We ran a blended campaign comprised of Search, Display, Remarketing and Video ads. This resulted in a 180% increase in clicks and a 169% increase in impressions, and it drove a decrease of 16.96% in CPC. More importantly, conversions increased 94%, and the overall conversion value jumped almost 18%, with the Search CPA decreasing 21%!
Here's a more detailed breakdown by Campaign Type:
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