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Case Study: How we helped Cirrus Brokerage

Cirrus Brokerage are a real estate startup based in Dubai, with traditional marketing mediums such as newspapers costing up to $50,000 per month, Cirrus wanted to utlilise the web as their primary marketing channel.

Understanding Customer needs

Creating a successful website design involves understanding who will be visiting and interacting with your website, their motivations, their goals, their habits, their expectations and their assumptions. Once this is known, user profiles can be built that aid the design requirements process.

Gathering the profile data involved interviewing Cirrus' customer facing staff and surveying customers, CRM quantitative data was also used.

Developing a Value Proposition

Why should customers buy from you and not your competitors? This question is usually unanswered or answered poorly, yet a unique value proposition will have a significant impact on your website's success. Following competitor analysis and working with Cirrus' management team we developed a unique and quantitative value proposition that could be clearly communicated on their website.

Usability Testing

Usability testing is a technique for generating feedback on the design of the website before it's released. Testers were selected that met the profile of Cirrus' user base and were videoed while using the website, the feedback was used to improve the design.

Video

Following the customer profiling there was an apparent need for in depth presentations of property listings. There was frustration in the market place for the general poor display of real estate on the web. Photos and floor-plans weren't enough, adding virtual tours (360 degree photos) was considered but the technology is old and has limitations, instead we decided to use video and host the footage with youtube. The video footage allowed customers a virtual or pre-viewing of the property and proved very popular while pre-qualified the prospects that went on to view the property for real.

Property listings with video experienced an increased engagement time of 100% or an average engagement time of 10 minutes. Lead volume also increased by 55% compared to listings without video, part of this was aided by referring youtube traffic.

System Integration

A real estate application built on top of the Salesforce platform was used to support the back-office. Salesforce has an extensive and easy to use API which made website integration straightforward.

Email Strategy

The most powerful tool for marketing, branding, direct response and building customer relationships is email. It's cheap easy to use and almost everyone on the Internet has an email address.

Following competitor analysis it was apparent that a lot of email being sent by Dubai real estate brokers was sent too frequently with poor or little relevance to the clients needs. Working with Cirrus to segment their database we developed a professional, personalized and targeted email campaign.

A/B Split Testing

Split testing, also known as A/B testing, is a way of improving the effectiveness of your website by allowing the testing of different versions of your site content, you can then determine what will best attract customers and lead them to convert on your site.

Ongoing A/B tests were created and monitored to continually improve Cirrus' lead generation performance.