REAL ESTATE / AUCTION VENDOR ENQUIRY GROWTH

RAY WHITE (REGIONAL FRANCHISE OFFICE)

Regional franchise office increasing auction campaign vendor enquiries through seller education funnels, targeted search campaigns, and downloadable seller resources.

📌 Client Snapshot

Industry: Real Estate
Model: Independent regional franchise office
Focus: Auction campaign listings
Goal: Increase vendor enquiries

Vendors unsure if auction suits their property
Competitors pushing fixed-price listings
Weak educational content online
Need stronger seller positioning

🚧 Challenges & 🧠 Strategy

Challenges

Homeowners uncertain about auction benefits
Competing messaging favouring private sale
Limited seller education resources
Missed early-stage vendor research traffic

Strategy

Create Auction vs Private Sale education landing page
Run YouTube & Meta seller education campaigns
Target auction-intent Google searches
Offer downloadable seller guide PDF

⚙️ Execution

Launched vendor education page comparing Auction vs Private Sale

YouTube and Meta campaigns promoting seller education videos

Google Ads targeting “sell house auction [city]” searches

Seller guide PDF lead magnet introduced

📈 Results (6 Months)

Vendor enquiries: +54%

Auction listings: +37%

Landing page conversion: +69%

Average sale price: Premium achieved

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