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Daniel Cobb is a family-run real estate agency operating in Westminster, Kennington, London Bridge, Battersea, and Clapham. They approached Starberry for their digital marketing needs in June 2017. Their primary goals were to dominate the locations they operated in, increase valuations, and project their core value of being a customer-centric and local expert business. This case study details the plan and strategies implemented by Starberry to achieve Daniel Cobb's goals.
Initially, the primary challenge was to increase brand awareness and project Daniel Cobb as local experts. Another challenge was to rank for high-competitive search terms on the search engines, terms such as 'property to rent in London,' 'buy a property in London,' 'London letting agents.'
Starberry's plan was to increase brand awareness and project Daniel Cobb as a customer-centric and local expert business. To achieve this, Starberry implemented three new strategies along with a mix of the right digital marketing channels to increase Daniel Cobb’s online presence. Strategies -
The initial results were positive, with Daniel Cobb experiencing significant growth in all areas. Number of search terms (keywords) for which Daniel Cobb appeared on the top 10 of Google grew from 17 to 129, and appeared on top 10 of Google Maps for 82 search terms. Phone calls from Google business profile listing increased from 67 / month to 296 / month, and conversions increased from 48 to 275 per month. Conversions from search engine visitors increased from 35 to 205 per month. The number of valuations increased from 1 to 29 per month.
The client provided great support in terms of speaking with 28 local stores to get offers for locally grown offers. The client also approached their customers to get testimonials to build the stories, and provided all the required details and validated the content for infographics.
Starberry added Google Ads in April 2022 to expand Daniel Cobb's online presence further.
Failure - Tracking form submissions done in the 3rd party forms used on the website
Learning - 3rd party valuation form should have been changed to a fully controlled internal form much earlier
Daniel Cobb received positive testimonials and the agency experienced significant growth, with increased conversions, valuations, and online presence.
Starberry plans to revamp the valuation landing page, optimising the form fields and take up link building as a key SEO strategy to handle competition. Additionally, Starberry plans to do a full-fledged keyword review to match current search trends and the market. Starberry aims to give Daniel Cobb a video-first strategy given the growing rate of content consumption in the form of videos.
The case study of Daniel Cobb and Starberry demonstrates the power of digital marketing in helping estate agents to grow their business and increase their online presence. By leveraging a variety of tactics, including SEO, Google Ads, and content marketing, Starberry was able to help Daniel Cobb achieve significant growth in a highly competitive market.
