Ray White Green Valley Strategy

Date in Market (Month & Year)

November 2024

Project/Campaign Objective(s)

• Social media is a powerful tool to connect with audiences. This campaign aimed to strategically leverage social media to boost engagement and build the client’s brand visibility. 
• TikTok provided an exciting opportunity to showcase the dynamic nature of a live property auction. The campaign utilised this platform to attract a new wave of clients.  
• A strong online presence can significantly increase enquiries and the campaign aimed to drive traffic to the agency’s website and encourage real estate enquiries. 

Strategy

We recognised the excitement that property auctions generate and wanted to avoid pushy sales messaging that did not work for the agency in the past. The strategy was to create an engaging, authentic video to subtly highlight the client’s expertise in achieving premium sales. TikTok was chosen for its ability to reach local audiences and spark organic engagement through its algorithm.

The aim was to strike a balance between relatability and professionalism by using behind-the-scenes footage to deliver a compelling story that kept viewers engaged. 

Target Audience

• The video targeted local homeowners and buyers in the Liverpool City Council area of Western Sydney, in particular Green Valley and Hinchinbrook. These suburbs have a diverse demographic profile, predominantly made up of families with children. The median house price is approximately $970,000 which reflects a strong real estate market driven by demand for family homes in the area.
• The campaign also targeted an audience aged between 18-44 who typically use social media to research and evaluate real estate agencies who are achieving premium sales outcomes.
• More broadly, an audience of local community members interested in property trends.

Execution

The campaign unfolded in several steps:

• Concept Development: The content creation was spearheaded by our social media strategist Ashley Vella. A live auction was chosen for its natural excitement and tension.
• On-site filming: Ashley attended the auction, miking up the auctioneer and using an iPhone to capture the energy of the event. 
• Editing: The raw 11-minute footage was condensed using professional editing software and techniques including clear captions to maximise viewer retention.
• Posting:The final video was posted and TikTok’s algorithm helped reach the targeted audience in the local area.
• Engagement and Monitoring: Comments and shares were closely monitored to gauge audience sentiment. The strong reactions from viewers over the high sale price ($1.8m) indirectly benefited the client’s brand by reinforcing its association with premium results. 
• Post campaign reporting: A detailed analysis of metrics, including views, engagement rates and search queries was shared with the client to highlight the campaign’s success. 

Results and outcomes of Project/Campaign 

The campaign delivered strong results: 

• 39,000 views, 252 likes, 116 shares and 29 saves, indicating high engagement 
• 94% of viewers were new, highlighting successful audience expansion 
• More than 10% of search queries for ‘Ray White Green Valley’ directly linked to the campaign 
• The majority of viewers (41%) were aged 25-34, aligning with the key demographic 
• Phone enquiries increased by about 15% in the fortnight following the campaign 
• Website traffic saw a 12% boost