The Village Retirement Group is an independently owned group of four retirement villages in South East Queensland.
Generate more sales leads from current media expenditure.
How we GOT MORE LEADS
Through an analysis of previous sales data, we used Geotribes segmentations to build a profile of the audience that had previously purchased similar products.
We took this profile and used it to find VRG an audience outside of the more traditional and expensive retirement village advertising channels, combining a mix of restricted local press advertising with SEM, direct mail and Demand-Side-Media for online display and social media.
They are now able to manage and track sales through a single dashboard, attributing leads to specific channel and campaign expenditure. We also attached a performance element to the media wherever possible, meaning that VRG only pays for leads that have completed a sales enquiry form.
We’re also working on integrating their legacy CRM platform inside individual sales offices, which will enable them to track sales leads by media to a final cost-per-sale.
By stopping VRG focusing on media and encouraging them to buy their audience instead, we reduced their cost-per-lead by 400% and increased their sales lead volume by 280%.