EMG Develops Multi-Channel Marketing Campaign for First Team Real Estate

Sept. 24, 2009 - PRLog -- IRVINE, CA – Extending its reach within the real estate vertical, Earthbound Media Group (EMG) recently launched a strategic, multi-channel marketing campaign for client First Team Real Estate (FTRE). The campaign encompasses a persona-driven approach for FTRE’s website www.foreclosuredestination.com (FD.com) and a strategic email marketing campaign used to drive segmented web traffic to the new website.

Offering a free property search tool, Foreclosuredestination.com gives web users the opportunity to take advantage of unlimited access to more than 20,000 distressed property listings throughout the Southern California region. Taking the needs and preferences of FTRE’s audience into consideration, EMG strategically developed a new messaging strategy and a clear call-to-action-based content directed to the identified niche consumer segments: first-time-home buyers, investors and current home owners.

“Adding more prominent First Team branding to the Foreclosuredestination.com redesign has made it instantly recognizable among consumers within the local market,” explained EMG Director of Online Marketing Brandon Reiser. “As expected, directing First Team’s targeted audience to the revamped website resulted in more qualified leads and a steady increase in day-to-day web traffic.”

In addition to the Foreclosuredestination.com redevelopment, EMG also produced the content and creative direction behind FTRE’s display advertising and direct response email marketing campaign. The leaderboard and skyscraper banner ads for First Team were displayed across popular real estate websites to lead users back to the FD.com website. Similar to the display ads, EMG developed drip and blast email templates for FTRE’s use in creating awareness and driving traffic to Foreclosuredestination.com via direct email marketing.

To further drive web traffic to the newly revamped landing page, EMG managed a search engine marketing (SEM) campaign which encompassed monitoring and performance optimization. While First Team’s in-house marketing was in charge of handling the drip campaign, EMG oversaw the email blast deployment and creative development. Compared to the Real Estate Industry averages for email marketing, the email marketing blast conducted by EMG yielded a 41.4% open rate (compared to the industry average of 22.84%) and a 10.5% click rate (compared to the industry average of 4.24%).

“While our unsubscribe and bounce rates were slightly above average, it’s clear that our open and click rates for email marketing are far above the industry average,” added Reiser. “The success within these particular metrics can be largely attributed to our professional design and content.”

Overall, EMG was able to enhance First Team’s online presence especially among the targeted consumers interested in finding value and yielding big savings within the foreclosure market. In the end, EMG’s multi-pronged strategy for FTRE paved the way for marketing and communications success even amid today’s economic downturn.

About First Team Real Estate (www.firstteam.com)
Headquartered in Costa Mesa, California, First Team Real Estate is the #1 independent real estate company in southern California and has sold more homes in Orange County than any other brokerage in the last decade. Founded by President and CEO Cameron Merage with five agents in one office in 1976, today, First Team Real Estate boasts a staff of over 2,000 licensed real estate agents operating in 65 offices located across the southern California region.

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About EMG (www.earthboundmediagroup.com)
EMG is a one-of-a-kind, technology-driven strategic marketing agency. Our singular goal is to evolve the digital and visual landscapes of business for corporations, brands and non-profits worldwide.

As a leader in the marketplace, EMG has single-handedly set a benchmark for complexity, creativity and vitality in the solutions we have provided for both our partners and clients alike.