How inbound marketing drives outstanding results for property brands

By Woven Agency, Tuesday March 28, 2023
5 mins

Selling homes isn’t easy. Whether you’re a real estate agent or a property developer, the challenge to build a trustworthy brand, make people aware of it, and then convince them to choose you over the competition can feel like a mountain to climb. Make that several mountains.

Fortunately, there’s help in the form of an award-winning, multi-disciplined, and ever-so-humble brand engagement agency (that’s us, by the way) — and our chosen methodology: inbound marketing.

A reminder: what is inbound marketing?

Inbound marketing focuses on creating useful, engaging media that brings qualified prospects and customers to you rather than you pushing out media that compete for their attention.

Inbound marketing makes your brand relevant, engaging and findable — so that when customers want what you sell, they come to you, not your competitor.

The result? More pre-qualified leads, more credibility, more sales. 

It’s the approach we take for our property clients, encouraging them to truly understand their audience and position themselves as the solution to one of life’s biggest problems — that of moving house. 

How we help property brands grow through inbound marketing

At Woven, we believe in the power of brand. 

For us, it underpins everything, from the values your team holds dear to the website that looks, reads and converts beautifully. If you don’t have a brand that represents and reflects your business at its very best — and at every touchpoint — then we’ll want to work with you to put that right. 

Why? Because inbound marketing isn’t just about bringing people to you; it’s about convincing them to buy once they’ve found you. A brand that positions you as a trustworthy, helpful, eye-catching operator — one your house buyers can have total faith in — is worth its weight in six-bedroom mansions. 

Of course, you may already have a brand that works, and detailed brand guidelines to go with it. Your challenge might be more around raising awareness and driving people to your sales suites. 

In such cases, we help our property clients in a number of ways, from creating SEO-rich content and PPC campaigns to email marketing, digital advertising and social media. 

Once our marketing strategists have worked out which channels will work best for you, our creative team of art directors, designers, videographers and writers will make your message beautiful, memorable and, above all, convincing.

And if you want to see how we’ve done this for other brands, check out our case studies.

HubSpot and Woven: a golden proposition

The third aspect we’ll discuss is the integration of HubSpot. HubSpot is a powerful growth platform that helps you attract visitors, convert leads, and close and retain customers. 

On top of a client relationship management system (CRM) that keeps you bang up to date with your customers’ information (communication logs, meeting dates, proposed next contact), HubSpot lets you automate admin, score leads (so you know which to prioritise), create chatbots, build buyer personas, personalise targeted content, align your sales and marketing teams, and put together elegant email campaigns, landing pages and websites — all without a coder in sight. 

So, pretty important stuff.

If you already have a CRM that works for you, great. We hope it’s a match made in heaven. But if you don’t, as a HubSpot gold partner, we’ll show you how it will make your whole business more efficient and more effective than ever. 

Woven case study: Hopkins Homes

All this isn’t just bluster on our part. It’s how we work — and it’s how we’ve proven ourselves to property clients time and again — most recently, with Hopkins Homes

Hopkins Homes are the largest privately owned housebuilder in East Anglia, with more awards than Leo Messi’s trophy cabinet. But, not wanting to rest on their laurels, they asked us to improve their brand and generate more leads. 

We improved lead conversion rates by 81%, digital ad leads by 79% and organic social followers by 140%

It started with a series of workshops, in which we created Hopkins Homes’ brand values and USPs, using them to inspire their content — from design to copy — so they could show themselves at their very best.

With the theory in place, it was time for practice. Through SEO, PPC, web design, email campaigns and social media, we boosted brand awareness, sent Hopkins Homes up the Google rankings, and drove more people to the website. 

But more people through the door means more leads to keep track of, so we introduced Hopkins Homes to the HubSpot CRM, training their 50-strong team on the platform. As a result, Hopkins has improved their website lead conversion rates by 81%, increased digital ad leads by 79%, has clear and accurate reporting, and operates from a centralised customer data point the whole team can make use of.

Let us do the same for you

We’ve spent the past two decades helping property developers build better brands and create more engaging digital experiences, so they get more leads and sell more homes.

If you’d like us to do the same for you, get in touch and we’ll soon have more people coming through your doors — so you can help more homebuyers through theirs.